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With Axis, Yahoo May Have Just Become Relevant Again

The buzz is very positive. The tech sites that have turned Yahoo into a red-headed punching bag for the last 3 years are nearly-universally saying this is a win for the beleagured tech giant. Despite fading from prominence, Yahoo has something sexy and modern that may bring them back to prominence.

This isn't a declaration that comes lightly. I've been one of the tech bloggers bashing them. I almost didn't even look at the program once it came across the wire until someone from a big tech blog pinged me for a quote. I'm glad I did.

For now, just check it out and start imagining the possibilities. If it takes off, there's a good chance that the automotive industry applications for this could be plentiful. Are they going to dethrone Google? Of course not. However, they may have just gotten a little more relevant for our business. Be informed. Check it out.

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Tags: axis, yahoo

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Comment by Nicholas Casci on May 29, 2012 at 11:45am

In my reply, I had forgotten the Chameleon project for Android which is essentially the last missing piece that Axis had going for it. As I mentioned, Axis' integration could have been a key selling point for Android: Instead of using Chrome2Phone, Pocket, AirDroid, AND Chameleon one could just use Axis. Alas, this is not an Android community so apologies for the non sequitur!

Comment by Tom Gorham on May 28, 2012 at 4:51pm

Hmmm, mixed reactions.  JD, I agree with you that this is a watcher.  I'm a Yahoo fan and have been disappointed at their sense of direction lately.  This could be big for them.  I understand the sentiments of Nicholas.  I have an Android phone and also an iPad.  But I think Yahoo was anxious to get it out due to all the negative publicity they've had recently.  I love the cross-platform idea.  It may be as JD said, the "didn't-know-i-needed-it-until-someone-showed-me-i-could-do-it" things.  It means, pay attention folks.

Comment by Nicholas Casci on May 24, 2012 at 12:53pm

I cannot overlook the fact that Android has been completely dismissed by this product. Obviously Yahoo! is trying to recapture market share lost to organic Google search (#1), Google default  on Chrome (now #1 browser) and Firefox (#3 browser), but I don't think ignoring Android (#1 mobile platform) is a good way to go about it.

A lot of the features Axis offers have been available for Android for well over a year: Chrome2Phone (send links to your phone), Pocket (saves stories for on the go from any device with an account), and AirDroid. But there is no unified product to group them all together. I truly believe Yahoo! is missing a massive opportunity by failing to provide Axis as an umbrella app for Android.

The Axis bar at the bottom of your browser looks like a cool idea for those who prefer to select a website based appearance as opposed to search results. But overall, I personally don't think Axis will get much traction because like the rest of Yahoo!'s software it's too little, too late in an over-saturated market. And like most mobile app failures, a lynchpin of their demise will be the delay of an Android release. For example, I will never use Instagram because of their Android delay and because Vignette is lighter weight, faster, and in my opinion just a better app. And with Google+ auto-upload I never need to worry about my photos again!

Comment by Vicki ONeill on May 24, 2012 at 10:39am

I agree, JD, that marketers need to watch this as it could be something big. The Yahoo! integration with Pinterest-sharing images is unique as well as the mobile to mobile "pick up where you left off" concept. Not available for Droid devices though. #fail

Yahoo! is focusing on mobile users which is a good strategy for them. Could give them the traction they need to be considered a resource again. 

Comment by Chuck Dapoz on May 24, 2012 at 9:46am

At first glance, especially from Yahoo's videos, Axis looks great. Here's a point of view that's less than glowing: http://www.searchenginejournal.com/yahoo-apex-web-browser-thats-not...

I've tried it on my desktop, using Firefox, and it's less friendly than the videos make it seem. I suspect I'll like it better on my iPad. And how do I turn it off? A new search box in the bottom left of my screen is a distraction.

 

 

Comment by Ralph Paglia on May 24, 2012 at 9:06am

Well JD... I can tell you that Yahoo's video embedding technology just punked out on me... #Fail

Comment by J.D. Rucker on May 24, 2012 at 9:02am

@ralph - Absolutely. It may end up being nothing - Yahoo doesn't have a track record of doing things well lately (even picking their CEO) but this one seems to be different. In essence, it ports searches and favorites between devices with is one of those didn't-know-i-needed-it-until-someone-showed-me-i-could-do-it things. Ralph, Brian, and all of the others will be watching closely to see if it's going to get traction and become something to consider in our marketing, but in the meantime check it out and let your imagination run wild.

Comment by Ralph Paglia on May 24, 2012 at 8:44am

JD Rucker is drawing our attention to new technology from Yahoo! which is relevant because soon many of us who work as professional automotive marketers may be trying to catch up to our competition who learns how to use Yahoo Axis as another iteration of marketing communication competitive advantage... Heads up!

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