Yahoo CEO Marissa Mayer hasn’t given up on the troubled company just yet.
In an interview with Charlie Rose last week, Mayer said she has a “three-year strategic plan” to turn the Internet giant’s fortunes around.
“I can see how it will work and how we can actually get to the successful turnaround of Yahoo,” Mayer said during the interview. “I would certainly hope that our services are here a year from now and that they run even better than they do today. And I can see it– that should easily be the outcome.”
According to Mayer, Yahoo’s strategy is focused on capitalizing on the rise of smartphones and turning Yahoo into a mobile juggernaut.
“Mobile is Yahoo’s future,” Mayer said. “If you look at what we’ve been strong in – mail, search, news, sports, finance – those are all the things people like to do on their phones. So there’s a great opportunity for us and we’ve made a lot of progress over the past few years.”
Mayer said Yahoo has already made strides toward its mobile future, growing from almost no mobile users at the start of her tenure to 600 million mobile users today. Additionally, Mayer said the company has grown its mobile advertising business over the past three years to the point that it pulled in $1.6 billion in revenue last year.
Though sometimes criticized for spending nearly $2 billion on acquisitions that have been perceived as failures, Mayer said those additions to the company were critical to rebuild Yahoo’s talent base with a mobile focus.
Upon her entrance to the company in 2012, Mayer said Yahoo only had about 50 engineers out of a staff of nearly 14,000 working on mobile. That total is more than 500 today, she said. Now, Mayer said, Yahoo is one of the “biggest app development shops in the world.”
“We had to build that somehow and we built that through talent acquisitions, and so we saw the benefits of those acquisitions in – from our mobile,” Mayer said. “Because of, you know, various accounting rules, yes, we did see a write-down but in my view that`s not because those acquisitions weren`t successful.”
According to Mayer, one of Yahoo’s more questionable investments – Tumblr – is growing toward success. Mayer said the platform is a great draw for millennials, who are spending increasing amounts of time on the site, and noted Tumblr is “growing nicely” overall in terms of mobile daily active users.
But this is all new for Yahoo, Mayer said. Yahoo, the former “king of the banner ad,” had to rapidly shift and scale to capitalize on mobile and programmatic growth, she said.
While the company is still fighting to “unlock value” for shareholders – which Mayer said the company is hoping to achieve through the spinoff of Alibaba – Mayer said Yahoo has built itself a new future based on mobile video and native revenue.
What’s needed, she said, is a little more time.
“I don`t think the story has yet played out,” Mayer said. “I think that when we look at this, we`ve rolled out a new strategic plan for the company, and we can see the turnaround. A lot of tech turnarounds do take five, six, seven years.”
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