Marissa Mayer is a woman on a mission; to end Google’s seemingly unassailable grip on the search engine market, and remarket Yahoo as the go to search engine of choice. Mayer, Yahoo’s CEO since July 2012, has her sights set on Apple, and is hoping that they will replace Google with Yahoo’s revamped services as default apps on iPad and iPhone.
Most tasks an iPhone user performs on the internet are guided automatically by Google’s powerful search algorithms, and Apple, who like to promote an unrivalled customer experience, have relied on Google’s high standards. But Yahoo are keen to fight their own corner, and grab a slice of Apple’s search pie for themselves.
The company are determined to focus their strategy on success in the mobile search engine arena, with the ultimate goal being taken on by Apple as the default search engine for their Safari browser on the iPad and iPhone. Mayer has reportedly already prepared enough materials to make a serious pitch to Apple, although neither company have disclosed if any deal between them is imminent.
Yahoo has been through some hard times, losing valuable deals with BT last year, and being vulnerable to both last month’s heartbleed panic and December’s Pony botnet, where two million Yahoo accounts were compromised. Apple may be cautious about using Yahoo when these clouds hang over them.
Apple’s relationship with Google is not as rosy as it first appears though; Google Maps and YouTube have been dropped as default apps on their devices. And with Yahoo regrouping following positive financial news about China’s Alibaba, who they have a large stake in, the scene might be set for an epic battle for Apple’s favour.