Yahoo (NSDQ: YHOO) may have lost its exclusive search deal with T-Mobile USA, but it is banking on a major reorganization to help recharge the company’s mobile efforts.
The changes, which involves breaking up the mobile group and redeploying those employees across the company’s individual product groups, is the result of a review by CEO Carol Bartz, who has been an advocate of having fewer silos in the company. The reorganization has led to the departures of a number of senior mobile executives, most recently Yahoo’s Mobile General Manager Mitch Lazar, who announced his resignation this week.
Departures aside, integrating mobile into the company’s various properties makes a certain amount of sense, as mobile becomes a larger opportunity than the PC. In fact, rival Google (NSDQ: GOOG) has been making strategic shifts of its own to emphasize mobile in relation to the PC.
Yahoo’s move underscores just how important mobile has become to large content and internet service providers. The company has one of the largest mobile audiences in the U.S. — more than 37 million unique users a month, according to comScore/m:metrics, which is second to Google. It’s no longer an experiment. General mangers for Yahoo’s top properties will be held accountable for not just web traffic, but also the growth in mobile.
In addition to Lazar, other departures from Yahoo’s mobile division in the past few months include: Marco Boerries, Yahoo