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Yahoo Shuts Down Yahoo Go; Will Continue Building Smartphone Apps

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Yahoo (NSDQ: YHOO) will shut down its four-year-old Yahoo Go service at the beginning of next year, so that it focus on building services in the browser and applications for high-end smartphones, like the iPhone and Android.

SEE ALSO: @ CTIA: Keynote: Yahoo’s Marco Boerries Launches oneConnect For iPhone; Expands BluePrint

Yahoo Go was a downloadable application that provided access to Yahoo’s search, email and other third-party services. It worked on more than 400 mobile phones and was often distributed by carriers. Adam Taggart, Yahoo Mobile’s Head of Global Marketing, told mocoNews that the decision is consistent with their 2009 mobile strategy, which included making a much bigger investment in the mobile browser and building apps for high-end devices that matter. “These monolithic all-in-one app experiences were a great strategy for the time, and it gained millions of users, but we’ve evolved with the market. Everything we’ve done so far in 2009 is a fulfillment of that strategy.”

Yahoo Go users will receive an email tomorrow morning, notifying them that the service will be shutdown at 12 a.m. Pacific on Jan. 12. In the email, Yahoo encourages the users to visit its new mobile homepage from the browser to “access an even richer, more personalized Yahoo! experience.” Taggart would not say how many users the service has, but said it has attracted millions over time, and was a “hugely successful product.” He added: “It was the first high quality PC-like interactive experience on the phone.”

Yahoo’s mobile group has changed over the years, by launching several strategies and ultimately suffered from an exodus of executives. Now, it is focused on providing a Yahoo Go-like experience from the homepage in mobile phone browsers or though an iPhone application. More recently, Yahoo has also launched standalone apps for Flickr, Fantasy Football and Finance. Taggart: “The gap between what’s available in the app and the browser is closing, and we’ve shifted resources to both the browser and focused-app strategy. Yahoo Go was never available on the iPhone, but was on the BlackBerry.

As for the next high-end devices that Yahoo will target, Taggart said they are most-definitely prioritizing Android, although it has not released anything. “It would be silly not to be ahead of that curve,” he said. As for the browser, Yahoo has recently said that they’ve seen a three-fold increase in traffic over the past two years. “We’ve grown substantially faster than the market in the past two years.”

Nov 17, 2009 6:03 PM ET

Yahoo Mobile Homepage


Posted In: Companies, Yahoo

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