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Why Yahoo-Microsoft Will Be a Disaster, Part 1: "Windows Live Hot Yahoo Mail"
Published: 05/03/08 09:04 AM EDT
Here's one of many early-warning signs that the Yahoo-Microsoft deal, if it happens, will be a disaster. For the combination to work, Microsoft will have to be ruthless about eliminating its own weaker brands in favor of Yahoo's stronger ones. There is no reason to combine the companies if Microsoft plans to continue to maintain "MSN", "Windows Live", "Hotmail," and other brands. Doing so would be similar to rolling up Lycos, Infoseek, and Excite and running them all as separate search engines: Even if you saved some money merging the back-ends, the consumer front-ends would die on the vine. Killing its own brands will be tough for Microsoft--the company has invested a lot of time and money in building them, and, politically, eliminating the "Windows" branding especially will be tough. But this will be critical if the merger is to succeeed. Which is why Kara Swisher's early reporting on what Microsoft may be thinking in this arena is discouraging. Please Oh Please Just Kill "Windows Live Mail" One of the regulatory hurdles a Yahoo (YHOO)-Microsoft (MSFT) deal will face is in the combined company's dominance of communications (email, instant messaging, etc.). According to Kara: Yahoo has 256 million email users, while Microsoft has 255 million. Google's (GOOG) Gmail is a distant third with about 92 million users and AOL (TWX)-which kind of started off the whole email craze among consumers-has about half that at 49 million. The same is true in the instant messaging market, with Microsoft and Yahoo holding an 80% to 90% percent market share together. Based on personal experience, these figures are surprising (we don't know anyone who uses Microsoft or Yahoo instant messaging, for example, and given the number of folks we know who use AOL's AIM, it seems inconceivable that it only has 10%-20% share, but whatever.) If the market share figures are to be believed, Microsoft and Yahoo might have to mollify regulators by spinning off a mail property. (If so, this will eliminate one of the big reasons for the merger: The combined company's only hope of not gradually losing the whole Internet game to Google is to own dominant positions in various portions of it, such as communications. Also, a dominant web-based email platform, would help Microsoft make the transition from desktop Outlook software to web-based corporate services. But that's a different discussion.) If Microsoft spins off or kills the Hotmail brand, fine. If it tries to find some way to have its brand cake and eat it, too, however... One solution [to the merger regulatory hurdles] is to spin off all the communications assets, said sources, into a separate company. In that case, the two brands would remain, so as not to inconvenience consumers, although all the back-end technologies to run the services would be merged. The more drastic step is for Microsoft sell Hotmail to a third party, especially given that Yahoo! Mail is considered a stronger brand. Hotmail has already been in the midst of a transition, including a recent name change to Windows Live Hotmail. Microsoft's mail offerings now include Hotmail and also Windows Live Mail. The latter offering would presumably remain at the merged company with its @live.com address. Kara is speculating here, so we shouldn't assume Microsoft would be shortsighted enough to maintain the "Live" address--or, worse, continue to flog a service called "Windows Live Hotmail." (They should kill the latter tomorrow, with or without Yahoo.) But Microsoft's tortured web branding decisions in the past decade raise a yellow caution flag. The biggest hurdle for the Yahoo-Microsoft deal is the combined entity operating within a behemoth that is still powered by Windows and Office. It's not hard to imagine the meeting in which the Windows kingpins nuke the idea that the Windows brand will be struck from the company's mail service...which will eventually lead to a horrific compromise like "Windows Live Hot Yahoo Mail." At which point even we decade-long Yahoo Mail users, will be decamping for Google. See Also: Why The Microsoft-Yahoo Deal Will Be A Disaster

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