Yahoo's rolling out a beta version to random users of its redesigned homepage, the single most valuable piece of real estate on the Web. (At least until Google puts ads on the front page.) When Jupiter was briefed about the strategy a month and a half ago, we talked about a couple things:
- Yahoo has a notion about Internet starting points or "front doors." In investor presos, it calls the homepage, MyYahoo, Mail, Search, and Mobile as those starting points. But in our more fine-grained discussion, UPDATED: we talked about the homepage, MyYahoo, the toolbar, and Yahoo Buzz are the near-term focus points.
- I asked explicitly about Mail (which opens with a news/content pane, two tickers, a Web search bar, a rich media ad unit and six other ad/promotion/text ad units). I got the feeling that Yahoo is re-thinking what kind of a starting point role mail should play, and that its current content launchpad role might not be the way to go.
- Yahoo's always been correctly cautious about changing the homepage, and about integrating customization/personalization there. It can't risk alienating or disorienting its homepage users, and it's never gotten MyYahoo usage above 10-15%. (No one else has done better; widgets on social networks are the most promising customization technique we've seen.) Yahoo's strategy to teach its mainstream users to customize the homepage feels like it will leverage Buzz as a promotional vehicle.
Read more