Yahoo tries to entice developers to improve its position in mobile segment
Yahoo has released developer tools to give a push to mobile content delivery and advertising on the mobile segment. The usage on handheld devices has increased in the past few quarters and with faster data speeds, many people are using their smartphones and tablets to access internet. The growth potential of the mobile advertising segment is massive, considering the next 4-6 quarters.
Yahoo hosted its first ever mobile developer conference in San Francisco to push forward its mobile segment agenda and to improve its relationship with developers. Yahoo CEO Marissa Mayer has been trying hard to improve the user numbers for the content and search platform. Over the years, Yahoo has lost users to Google, Facebook, WhatsApp, Pinterest and many other platforms.
Yahoo acquired app tracking and advertising platform Flurry last year. The platform has information of usage and advertising potential of nearly 600 thousand apps. Yahoo made the right strategic move to acquire Flurry last year. The company is now aiming to push forward its mobile expansion agenda. The growth in mobile segment could offer support to Yahoo and could be the only way it can answer the threats from other platforms and apps.
The Yahoo app developer event was attended by more than 1,000 people. The company launched new suite of services for developers. The new tools provided by Yahoo will help app developers to better monetize their traffic and users.
Yahoo also acquired advertising platform BrightRoll last year. The new tools combine the features from BrightRoll and Flurry. Prashant Fuloria, senior vice president of advertising products, said, “We are sharing a lot of great content alongside our partners and clients, and our main event is the launch of a new suite of products that makes it easier for mobile developers to analyze, monetize, advertise and enhance their apps.”
Yahoo has gained quite smartly with the listing of Chinese retailer Alibaba in the US market. The company has enough of cash to acquire innovative startups in the mobile segment. Yahoo CEO Marissa Mayer has a tough job ahead to improve the market share of Yahoo and to report better earnings in the coming quarters.
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