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2008: Yahoo Revamps Mobile Web Strategy

Yahoo announced the beta launch of its revamped flagship mobile offering Yahoo Go 3.0, promising an upgraded and feature-rich user interface, start-page personalization and customizable access to web brands and services via third-party widgets.

Among the new wrinkles is a mobile web gateway Home widget featuring e-mail access, calendar and Flickr photo applications as well as a customizable collection of mobile snippets -- i.e., personalized mobile web previews -- spotlighting news, weather and related content. The Home widget also enables direct access to Yahoo oneSearch. In the days ahead, the Yahoo Widget Gallery will introduce widgets from eBay, MySpace and MTV.

In addition, the Yahoo Go 3.0 beta client launches a new mobile advertising initiative, which the Internet giant calls the first in a series mobile monetization tools and services planned over the course of 2008. Yahoo presently offers mobile display advertising in 21 countries, with search marketing live in the U.S., the U.K. and Japan.

Yahoo's Mobile Developer Platform also introduced a one-stop solution enabling third-party developers to create mobile-optimized 3.0 widgets, providing tools to write code once and publish their content across the device ecosystem. Yahoo! Go 3.0 takes mobile services to the next level with an upgraded and feature-rich user interface, a truly personalized start page and customizable access to consumers’ favorite Internet brands and services through easy-to-use third-party widgets.

"Yahoo's ultimate goal is to bring the best possible Internet experience to the billions of mobile consumers around the globe," said Yahoo Connected Life executive vice president Marco Boerries in a prepared statement. "We believe that to succeed on such a scale, the best strategy is to open up our mobile platform in order to tap the innovation and talent of the world's developers and publishers. Together, we'll be able to offer the wide selection of content and services that will allow individual consumers to choose their own ideal mobile Internet experiences."

Consumers in the U.S. can download Yahoo! Go 3.0 (http://go.yahoo.com/) on more than 30 mobile devices from major manufacturers worldwide and use it on most wireless networks. Over the coming months, Yahoo! Go 3.0 is expected to be available on hundreds of devices worldwide, accessible by hundreds of millions of users.

We are providing users with increased control over their experiences as well as increased choice in getting the content and services they want while on the go,” said Marco Boerries, executive vice president, Connected Life, Yahoo!. “With our innovative mobile services like Yahoo! Go 3.0 and deep partnerships across the industry, we are focused on making the promise of the mobile Internet a reality for consumers around the world.”

For the first time ever, consumers can enjoy their favorite Internet content and services from leading mobile publishers within a single client on their phone. Yahoo! Go 3.0 features display advertising from Yahoo!’s major global advertisers. Consumers can interact with these ads through functionality such as clicking to call the advertiser directly or to learn more information about the advertiser's offer. [FierceBroadbandContent/FierceWireless]

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