YAHOO'S New CEO Bartz: Iron Lady

She has turned the tide of a powerful company, making a nearly 7000 company's income rise to no more than US $300 million to $1 billion 500 million, and the company's share price has risen nearly 10 times.

She has succeeded in overcoming breast cancer by perseverance. Under her name, she has been noted for her reputation as "Intel director", "CISCO chief independent director" and "Silicon Valley's few people with quotations".

The first fire of her new official YAHOO CEO was the phenomenon of being late for staff meetings.

She is Carol Batz, a 60 year old iron lady who has just taken over Yang Zhiyuan to clean up YAHOO's mess.

In November 18, 2008, Yang Zhiyuan fell to the bottom of his career since he founded YAHOO.

On this day, he had always believed that he was the best person to lead YAHOO out of the turbulent times. He reluctantly announced that he would resign from the post of YAHOO CEO on the board of directors.

The media did not sympathize with Yang Zhiyuan and chose him to be the ten worst executives and 10 worst CEO in the history of hi-tech companies.

Even the media commented: "few people can mess up a company at such a fast speed and in such a bad way as he did."

At the same time, under the influence of a series of factors, such as the financial crisis and the decline of performance, YAHOO's stock price continued to fall, and tens of billions of dollars were destroyed.

In January 13, 2009, Autodesk Bartz CEO defeated the female CEO Dekker from YAHOO, and began to take over the hot potato of YAHOO's new CEO, becoming YAHOO's new helmsman.

"I believe Bartz is the ideal candidate to take charge of YAHOO," he said.

Yang Zhiyuan gave full recognition to his successor.

But what will the Internet outsider rely on to tame the Internet giant?

Will you return to the Microsoft negotiating table?

Many YAHOO shareholders believe that Microsoft will return to the negotiating table when Bartz takes office.

In the career of Bartz, she has repeatedly played a tough role.

As one of the few women in the big high-tech enterprises in the United States, CEO is known for its bets and tough style. In 1992-2006 years, during the period of CEO, Bartz made the Autodesk revenue of the software company in the abyss increased from $250 million to $1 billion 500 million, and the share price rose by nearly 10 times. "CEO"

The management of the company is excellent, and it has the practical experience of making efforts to turn the tide. This is the trump card in Bartz's hand.

At the moment, YAHOO is exactly the same as Autodesk's dilemma: bureaucracy and declining performance, and it is urgent to push it all over again. It seems that Bartz from outside is most suitable.

But since Bartz took office, the question has never stopped.

"Bartz is not the ideal candidate for YAHOO CEO". "YAHOO should appoint a young and enterprising new Internet person".

MySpaceCEO Chris de Voff even said that Bartz is an outsider in the Internet field, and there are still many things to learn.

Bartz, a media commentators, said: "due to the lack of Internet media experience, it is difficult for Bartz to integrate effectively more than 100 sites of the Internet, and ultimately it is difficult to assume the task of creating new experiences for users.

In addition, Bartz, more than 60, is not destined to fight for YAHOO CEO for many years, and his annual salary has reached $19 million.

Henry Brogit, founder and CEO Henry of Silicon Alley Insider, the US technology blogger website, revealed that YAHOO chose Bartz because YAHOO board did not want to take on greater risks. "Doing this can bring more lucrative returns to shareholders. It is a very safe choice."

In fact, since the beginning of, Microsoft has raised a bid of up to $47 billion 500 million to YAHOO. After YAHOO refused, YAHOO's share price fell all the way, and the desire for cooperation between YAHOO and Google was also frustrated by the opposition of the US Department of justice. In addition, its performance and financial crisis had weakened 60% of its share.

A lot of YAHOO shareholders believe that when Bartz takes office, Microsoft will return to the negotiating table. "Microsoft needs YAHOO, YAHOO's amazing network traffic and click through rate are the tools to match the search and advertising business."

Ballmer and Microsoft CEO also stressed that after YAHOO changed CEO, it would not rule out renegotiation of YAHOO's search business with YAHOO.

In February 10th, Bank of America analyst Justin Post even threw out the new mode of Microsoft YAHOO merger network business, which was controlled by YAHOO instead of Microsoft.

Despite the criticism and speculation that Bartz took office, YAHOO shares rose 0.60 U.S. dollars in Nasdaq trading in February 3rd this year, or 5.29%, and closed at $11.94.

In the past 52 weeks, YAHOO's share price has dropped to $8.94.

It is still a long time for Bartz to make YAHOO sick tiger again. How to go ahead?

It is forbidden to "be late"; two prohibits the use of the word "silos" ("warehouse").

This is the three fire in the first week of Bartz's new administration.

In addition, Bartz also announced that a reward of $1000 would be offered to encourage employees to disclose each other in order to find out who would disclose the company's internal information to the media.

What's wrong with Bartz?

As YAHOO's new helmsman, its first move is not to consider how to turn around YAHOO's sluggish business and its declining share price but to focus on tardiness.

"This practice is likely to lead Bartz to make the first major mistake in YAHOO."

There are comments that, on the one hand, in the Internet era, Bartz's approach can not be effective, it will only cause employees' resentment.

On the other hand, YAHOO has more important problems to solve now. Bartz should not be troubled by such trivial matters.

The difficulties of YAHOO will continue and may worsen.

Marco Mey, an analyst with Needham&Company, an American investment company, pointed out that "Bartz's work is only about promoting business pformation and ensuring revenue growth". (Mark May)

Bartz, of course, has also made some substantive moves in the company's decision-making. YAHOO originally planned to use the brand name mobile phone to pull down the declining project plan because of Bartz's intervention.

A day in January 2009.

Bartz asked her daughter, Lynne, to try out a Yahoo One Phone, which was pre installed with various services. But she didn't like the prototype of the mobile phone, and quickly threw it aside and reused it to her original cell phone One.

For this reason, Bartz terminated the Yahoo One Phone mobile development plan that the company is working with Motorola and AT&T.

Apple has iPhone, Google owns G1, and mobile phone project is a signboard project for YAHOO to win the battle. How can it be easily aborted only by a little girl's preference?

Besides, this mobile phone is not specially designed for small girls.

Observers do not understand this.

It has been reported that this move has led to the resignation of an executive who is responsible for YAHOO's mobile phone business.

At the same time, in the storm of reward to encourage employees to reveal the whistleblower, Jill Nash, chief communications officer of the company, also heard the news of his resignation. JillNash

Although YAHOO has always insisted that this matter has nothing to do with Bartz's reward for reporting the leak, why should he leave at this time? The reason for it is worth pondering.

In addition to the focus of "whether to sell YAHOO search business or sell as a whole", Bartz said, "no, I don't have such an idea.

As an outsider of YAHOO, you may all have the idea of what YAHOO should do, but as YAHOO CEO, it is my job and responsibility to make efforts to consumers, shareholders and employees.

In the view of Bartz, the YAHOO home page and YAHOO finance still have a huge amount of visits. It is a "high-quality network asset, and no one should be able to split them out arbitrarily".

"Yang Zhiyuan regards YAHOO as her own child and is reluctant to throw it away, but Bartz's appointment is more representative of the interests of shareholders. It is a good thing for shareholders, YAHOO and Microsoft to spin off YAHOO," he said.

There are domestic analysts who analyze "elite" reporters.

At present, YAHOO has made efforts in the vertical subdivision search field, aiming at the integration of Internet and TV.

"We are glad to see that advertisers are putting money into higher quality media, and YAHOO is among the media."

Blake, CFO, YAHOO, is confident.

But as of December 31st last year, YAHOO's revenue was $1 billion 806 million, down 1% from the same period last year, while Google grew by 18%.

In January 5, 2009, Google ranked first in Alexa daily traffic over YAHOO.

It seems that Bartz needs to make YAHOO sick tiger again. How to go ahead?

Perhaps the American Advertising Age magazine's advice is worth listening to: first, no matter what pressure the YAHOO shareholders exert, Bartz can not promise to sell YAHOO search business; secondly, consider the mixture of text search advertising and display advertising data to form a YAHOO brand promotion platform; third, abandon the acquisition of Time Warner's subsidiary AOL, instead of acquiring the rapidly rising US video sharing website Hulu.

Xu Qiyun, editor in chief: