Yahoo! Inc (YHOO) Wants to End Google Inc (GOOGL) Email Monopoly

Yahoo Inc. wants to reclaim the ground it lost to Google in the email space as it strives to provide a service that has been elusive on Gmail. The New York Times reports that Yahoo is now tweaking its Yahoo Mail service to offer a transformed email service. The firm wants to relieve the frustration of searching emails and the 225M users of its email will have better email search results that will make Gmail users envious over the next couple of weeks.


When you want to locate a message in Yahoo Mail, as soon as you start typing the subject or sender name, Yahoo will now suggest what or whom you might be looking for, and offer to create a search term. The firm is also indexing the attachments and links that people include in emails in order to help you locate documents faster.

Email is Broken

The NY Times piece quotes Jeff Bonforte, the senior vice president for communications products at Yahoo saying, “Mail search is broken,” and Yahoo is ready to fix it. If you want to search for an email, you’ll most likely type in a few keywords that are in the message you want. Then email search delivers a result showing all the emails that contains those words – this has been the experience on probably all email platforms.

The frustration here is that email search doesn’t function as effectively as web searches. When you type in keywords for web search, there is a ranking of importance and the algorithm uses a best guess to suggest the exact information you might want. The frustration is most-felt by Gmail users who can’t seem to understand why Gmail search is slower and less exact than Google  web search.

Yahoo is Reclaiming Lost Ground

Yahoo used to be the king of email before the advent of Google’s Gmail. Now, Yahoo is making all the right moves to reclaim lost ground in the email space. Earlier in July, Yahoo confirmed that it was testing Google’s search as a backbone for its web crawler. The push to make email search smarter and faster shows Yahoo seriousness about finding its footing once again in the tech space.

Late last month, Yahoo also mentioned that it was planning to revive its Yahoo Messenger platform with the launch of a revamped instant message service. Re/Code has reported that the firm is on track to announce a new mobile app that will be in cross-platform messaging space. The firm has quietly launched Yahoo Livetext – a Video Messenger that mixes video feed (without audio) with regular text messages in a chat in the Hong Kong iTunes App Store.

Google Won’t Take Things Lying Down

Yahoo’s comeback into the email space is a serious challenge for Google and the latter is not ready to move an inch. Google is already testing out a mobile-only app called Inbox. The app is Google’s fresh approach to email to sort messages by type of content and present what it thinks you most want to see at the top. Between Yahoo’s smarter email search and Google’s cleaner email system, the email wars have just started.

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Victor Alagbe is a seasoned business and finance writer with a specialty in writing about how to invest for the long-term in healthcare, pharmacology, energy and tech stocks. His long-term focus is on stocks that provide a nice mix of growth and income. For the short term, he passionately writes about trading stock options for the excitement and leverage that stock options offer.


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