????很難責怪瑪麗莎?梅耶爾的陳詞濫調和捉摸不定，盡管她已經就任雅虎（Yahoo）CEO七個月的時間。在她的領導下，雅虎的郵件和Flickr相冊服務的改進顯然非常成功 ，而如今她開始關注包括搜索和移動應用在內的其他服務。

????在上周二的高盛（Goldman Sachs）技術網絡大會問答環節上，她的大部分發言都呼應了兩周前在公司第四季度財報電話會議上的講話：她主要關注四大領域——搜索 、顯示廣告、移動業務和視頻。唯一的新聞是她表示，雅虎計劃將提供的移動應用從現在的60個減少到12至15個。她說，目前冗余的應用導致“產品組合凌亂不堪”。一些應用將 會進行整合，另一些將仍然保持獨立，其余的則將停止更新。

????她一再重申移動服務將占雅虎未來業務的很大一部分，卻并未表示已經研究出了一套盈利模式，同時坦承其他公司也沒有解決這一問題。她（可能很準確地）推測，收 入將產生于用戶需求，并根據這套理論來運營公司。在上個月的財報電話會議上，她表示就目前而言，營收來源尚“不成熟”。不過鑒于雅虎的移動應用擁有每月2億的獨立用戶， 收入水平有很大提升空間。她在上周二的會議上猜測，大多數人會選擇對自己“最有用”的2到4個應用。

????談到其他三大領域時，她的闡述就沒那么精確了。雅虎在搜索和展示廣告兩個領域很大程度上學習了谷歌（Google）的做法，今后將會更加“個性化”，不過她并沒有 提出一個詳細的戰略。盡管梅耶爾表示將主要關注服務，但內容是另一個核心。她說：“總的來說，我們承諾為用戶提供最佳內容，這是人們期待在雅虎的首頁、體育版和其他頁 面上看到的東西?！彼€提到了內容合作，這更加強調了她服務優先的理念。不要期待在雅虎看到任何新的原創內容。

????尤其不要期待雅虎在音樂上有什么新的表現，盡管不排除合作的可能性。她說：“我們不會去追求音樂服務。我們尋求創新和差異化的角度，因此我認為雅虎在這個領 域并沒有太多機遇?！?/p>

????她的演示中很大一部分內容是關于雅虎（在她就職前）錯失的機會。她不愿涉足音樂領域，也不愿增加新內容。她不愿開發地圖【“因為我從過去（作為一名谷歌高管 ）的人生經歷中了解到” “那東西有多么燒錢”】。另一方面，人人都認為Flickr是一個錯失的良機，但是改良之后，上傳到這項服務的照片數量增加了25%。

????前任管理層錯失的另一個機遇是視頻。但梅耶爾似乎認為公司在該領域能夠一展身手——盡管還沒有制定具體細節。她說，它“將對我們的戰略計劃至關重要”。想要 在雅虎力挽狂瀾或許仍是一個奇跡，不過她至少開了個好頭，投資者們似乎也這么認為。自從她去年七月接手雅虎以來，公司的股價已經上漲了36%。（財富中文網）

????譯者：嚴匡正

????It's hard to blame Marissa Mayer for speaking in platitudes and vagaries, though she's now seven months into her reign as Yahoo's CEO. With apparently successful revamps of both email and the Flickr photo service already under her belt, she's now focused on strategies for other services, including search and mobile apps.

????Much of her Q&A session during the Goldman Sachs (GS) Technology and Internet conference on Tuesday mirrored what she said during the company's fourth-quarter earnings call a couple of weeks ago: Her main areas of focus -- the "big four" -- are search, display ads, mobile, and video. About the only news she made was to say that Yahoo (YHOO) plans to reduce the number of mobile apps it offers down to 12 or 15 from about 60 now. The current, bloated offering makes for "a very scattered product portfolio," she said. Some apps will be merged together, others will continue to stand alone, and whatever remains will be discontinued.

????While she reiterated that mobile will make up a big part of Yahoo's future, she made no pretense that she has the revenue model worked out. But she also noted that no other company has it figured out either. She operates on the (probably accurate) presumption that where users go, revenue will surely follow. For now, she said during the earnings call last month, revenues are "nascent." But with 200 million unique monthly users for Yahoo's mobile apps, there is enormous room for revenue growth. Most people, she guessed on Tuesday, will choose two to four apps "that matter most" to them.

????She was less precise when discussing the other three of her "big four." Search and display ads, where Yahoo trails Google (GOOG) by a considerable margin, will be driven by "personalization," though she didn't outline a detailed strategy. Content is another driver, though Mayer has indicated that her main focus will be on services. "Overall," she said, "we have a commitment to bringing excellent content to users, that's what people have come to expect on the Yahoo homepage, sports, and others." She also mentioned content partnerships, which served to underline her emphasis on services. Don't expect any new original-content plays from the company.

????In particular, don't expect any new forays into music, though partnerships are a possibility. "I don't think we're going to pursue music ourselves," she said. "As we look for the innovative and differentiable angle, I don't think that's an area [where] we see a lot of opportunity."

????Opportunities lost (before she arrived) made up much of her presentation. She won't do music. She won't add much if any new content. She won't do maps ("because I know from my past life" -- as a Google executive -- "how expensive that is"). On the other hand, everybody had written off Flickr as a lost opportunity, but since the revamp, 25% more photos have been uploaded to the service.

????Another opportunity blown by previous regimes is video. Here, though, Mayer seems to think the company has a shot -- though details are scarce. It "is going to be very important to our strategy," she said. It might still take a miracle to turn Yahoo around, but she's at least made a good start, and investors seem to agree. The company's stock has risen by 36% since she took over last July.