Microsoft must drive for the hadoop with Yahoo because of Google Cell phone ad initiative

It became clear to me after watching a couple videos on YouTube of Steve Ballmer why its so important for them to swallow up Yahoo.  Watch for the bid to go up.

VIDEO: Steve Ballmer “Advertisers Advertisers Advertisers”

VIDEO: Steve Ballmer “Comments on Google Cell Phone Efforts”

Steve Ballmer says in the first video that over the ages their emphasis has changed.

 1- 20 years ago it was WINDOWS WINDOWS WINDOWS

 2- 5 years ago it was DEVELOPERS DEVELOPERS DEVELOPERS

 3- and now it is ADVERTISERS ADVERTISERS ADVERTISERS

 

This is not about the browser on the desktop.  They are already so far behind that that’s an issue that must be addressed in a retroactive fashion after they address the browser on the mobile phone.  The cell phone interface is still open.  Microsoft needs to leverage a few of the tools Yahoo already appears to have a head start on.

1- Yahoo pipes allows mashups that people will find compact and easier to use on small mobile screens.

Google search results require too much space to display long list that you must sort through.  Yahoo mashups will already be sorted somewhat by HUMANS. 

2-When it comes to integration its going to be all about using the open source search indexing system Hadoops and making the search capability a viable alternative to google so when it gets to the point the mobile market is significant MS can be a player.

Microsoft wants to dominate the cell phone advertising the same way Google does.  They won’t want to wait for a proxy battle to play out.  They can not afford the time.  While most people think Microsoft has the upper hand in this hair pulling contest I have to think it may favor Yahoo.  All Yahoo needs to do to win its battle of wills with MS is make the process drag out.   Time is off the essense here.

Kevin Johnson of Microsoft put out an email to Microsoft employees where he says: Once Yahoo and Microsoft agree on a transaction, we can begin the integration planning process in parallel with the regulatory review …. Notice he says agree on a transaction.  There is more talking to be done.