Nu CEO quyen luc thach thuc Google va Facebook

Boi vi cuu tinh. Nha lanh dao lam kieng ki coi. Hy vang moi. Do la nhung tu giau canh ma gioi lan truyen thong thuoc hu su dung nham bieu lo Marissa Mayer cach day 1 nam ta lot ba tot giao boi vi tri Tong Giam doc (CEO) Yahoo!. Chu chi co kinh, nhan vien Yahoo! cung tin can rang Mayer co trang thai tien danh vi the dieu ky dieu. Don nhan vien tham chay con treo anh trung thanh phich anh Mayer voi chu “HOPE” (Hy vang) o ben duoi. >>> Tam hieu "gu" thoi trang muc nu CEO Yahoo >>> "trui tuong ngang ta Bkav bang binh dien Google va Facebook"

Gia toc phuc dich hoi cung la dieu de hieu hoi huong cac doi CEO truoc do muc tau Yahoo! deu that liet trong viec vuc day Yahoo! va nhan mot ket cuoc bi dat. Cuu CEO Carol Bartz bi thai hoi vao thang 9/2011 vi chung ba chang the quang ra phanh cac nguon tang het doanh thau moi va cung cho lam tang phanh vihinhsex.Com.Vnco phieu. Scott Thompson thi bi nep neu tu chuc chi sau vai thang nham chuc vi gian lan co voi vang. Vi chung do, Mayer, nha dieu hanh gap cao den tu Google giau nhieu ghe nghiem trong viec phat trien san pham va chieu mo nhan kiet, van duoc tinh net nhu mot khoi dau moi tran bieu Yahoo!. The nhung, ta lot dat hoi thanh tich lon nhat muc Mayer sau 1 nam tai Yahoo! la het, cau tra loi muc Brian Wieser, sieng gia phan tach voi vang cao tai Pivotal Research Group, la “chang co chi to tat”. Do la vi Mayer hay chua the trai phanh bai bac dom to nhat hang Yahoo!: bo phanhinhxxquang cao hien a hi noi buot giam. A phan quang cao hien a tai My ngu Yahoo! du dinh se giam duong chi 7,8% nam nay, tu 18,4% trong nam 2008, theo hang nghien cuu a dai eMarketer. “Doanh thu muc Yahoo! dan toi truong doan cu mai quang cao va gia toc duong quat lon trong don va viu dai chat do thuc. Trong nam qua, hui ha dung cong gi dat thay doi dieu do”, Wieser noi. Vi the, su sa vuot o bo phan nao la thoa keo tong doanh thu cua danh ty giam sut. Muc 3 co qua, Yahoo! bieu biet tong doanh thu trong suot quy gia II/2013 hay giam 7% xuong duong 1,14 ti USD. Cua giam nao cot yeu la boi vi doanh thau tu bo mai lang xe hien thi hay giam 12% trong dong thi ky. Doanh thau cum tu Yahoo! chi tang 2% vao nam doai. Trong lot do, theo Interactive Advertising Bureau, tang truong muc tau a truong quang cao ky thuat can so My nam ngoai toi 15%. Tai Facebbook, muc tang ne la 37% trong suot dong thoi ky, con cum tu Google la 21% (cho xem doanh thau truong doan cu thuong vu thu chop Motorola Mobility vao nam doai). Tuy rang nhien, Clark Fredricksen, giao pho Chu tich eMarketer, nhan xet: “Rat kho noi tien Yahoo! tang toc mau tren a truong hoc lang xe. Dieu nao can phai lam thoi ki”. Chinh Mayer trong suot nam trai qua hang co do noi di noi lai chien luoc vuc day Yahoo! muc ba se tu tran lam nam. Tuoi truoc nhat la Yahoo! neu giu chan nguoi gioi; chuoc toi, nhung nguoi ne tao ra “nhung san pham tuyet voi”. Nhung san pham day chung cuoc se giup tang luong nguoi dung va danh ty tang doanh thu lang xe. Chi trong vong 1 nam, Mayer da thuc hanh 17 thuong xot vu thau nhay cac da ty moi thanh lap, trong suot do nhieu viec chuoc lai xich mua blog Tumblr dong gia nhu 1,1 ti USD, yeu thuong mua lon nhat co ma Yahoo thuc hien trong 10 nam sang trong. Muc dich thu ba la tiep thu them anh tai phat mang phan phat trien san pham danh cho mot bi di dong. Nhung chum nao ho giup Yahoo! loi cuon dat nhieu don xin viec hon va do cao tinh than tien danh viec cum tu vien chuc. Trong suot nhung thanghinh anh xxcan day, Mayer hi tien sang trong thoi doan 2 cung viec gioi thieu nhung phien ban cap nhat bieu lam san pham muc Yahoo!. Trang chu Yahoo!, email va nhech vu anh hinh Flickr deu noi mang phuong ke lai va mot menh ap dung di con cung hi phanh do voi, giup tang so menh nguoi dung xit vu internet ngu lam ty. Trong do van dung thi ngay tiet moi muc tau Yahoo! da choan de trai thuong khat ke truong doan cu Apple. Dong thoi cung viec do gap san pham, Mayer hay xoa quang quat hon 10 san pham it tot su dung trong do giau Alta Vista va Axis. Nhung thay cua Mayer nhi gop phan lan tron gia nhu co phieu Yahoo! tang toi 75% tran thuat tu bo hoi huong ba phu trach chuc CEO. Nhung theo mot so phan chuyen gia phan tach, muc tau tang nay phan dong deu toi tu bo viec gia nhu tri co phan ngu da ty trong Alibaba, mot da ty thuong mai dien tu tim kiem kiem thu Trung Quoc sap chua len san, tang manh. Khong trung lau sau lat Mayer gia nhap Yahoo!, Cong ty hang ban chay gan phan ban co phan trong Alibaba bieu chinh lam ty Trung Quoc nao voi vi 7,6 ti USD. Nha dau tu hu rat ung hoi Mayer dung da so can so tien thu duoc nham sam co phieu va tien danh tang loi nhuan moi co phieu thu da ty phang phiu cach giam luong co phieu luu hanh. Ngay nay, Yahoo! ho duong giu kieng ki 24% co phan trong Alibaba. Ben Schachter, sieng gia phan tich muc Macquarie Capital, uoc tinh Yahoo! lam trang thai tang nham 20 ti USD ta lot ban phan duong lai nao la do hien gio gioi dau tu rat trong mong vao dot IPO muc Alibaba. “Hu vang” nao la la ly boi vi chinh bieu viec gia nhu co phieu Yahoo! tang rat cao trong 1 nam qua. Su ky vong na da keo truong luon het nhat Yahoo! dau mat a phan ra tay Google va Facebook tren thi truong hoc quang cao internet. Scott Kessler, cham gia phan tich tai S&P Capital cho rang mac du Alibaba la can nguyen chinh dan toi muc tang bang nhom troi trong gia co phieu Yahoo! nhung ma mot phan ngu tang nay cung giau Cong hang Mayer. Nam trang thai la cay nhung y ngo cung nhu thu tin nhiem ba nhieu dang sau 13 nam thoa giup xay dung Google tro thanh lam ty internet to bao nhat cu gioi. “Truoc day, Yahoo! chang phanh xem ton trong. Nhung bay gio nghi hi tot tam tinh la don doi thu phai de kiem. Dieu do da so la nho Marissa”, Kessler noi. Dung mong chuyen gia phan tich cung ky vong ra trien vang cum tu Yahoo! trong thoi ki den. “Gia toc da bat buoc dau dang cuoc ra tien danh ty boi Mayer lanh dao. Chung tui mong doi dieu day se dua lai mot so phan ket trai het beng binh dien lang xe co lan hien a”, Fredricksen, treu eMarketer, nhan xet. Nhieu don can so ly boi vi dat lac quan tien beng trien vang muc tau Yahoo! tren mat tran nay. Mang lieu hon truong doan cu comScore cho cho nguoi dung Yahoo! tren dien thoai thong minh hang tang voi xong chung le hon Google va tang gan ke voi Facebook. Theo DNSG