Yahoo Acquires Polyvore

Yahoo Inc announced on Friday that it has agreed to acquire fashion start-up Polyvore to help drive traffic and strengthen its mobile and social offerings.

Yahoo, which did not disclose terms of the deal, said Polyvore will accelerate its ‘Mavens’ growth strategy.

The company has been focusing on four areas — mobile, video, native advertising and social — which it calls Mavens, to drive user engagement and ad sales as it battles intense competition from Google Inc and Facebook Inc .

Revenue from Mavens made up about one-third of the company’s total revenue in the quarter ended June 30.

The Mavens portfolio includes BrightRoll, mobile app network Flurry, mobile ad buying platform Yahoo Gemini and blogging site Tumblr.

Polyvore, the brainchild of 3 ex-Yahoo engineers, was started in 2007.

The Mountain View, California-based company allows users to mix-and-match articles of clothing and accessories and customize them into “sets”.

Polyvore’s co-founder and CEO Jess Lee was earlier part of Google Inc’s  associate manager program, which Marissa Mayer headed before joining Yahoo as CEO.

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Yahoo Still Playing Pac-Man

Yahoo announced on Wednesday that it bought Qwiki for an undisclosed sum, as the firm’s spending spree continues.

Qwiki started out as a video focused search engine in 2011, before making its way into the iTunes Store as an app that turns images and videos into digital story boards.

Yahoo announced its acquisition of Qwiki on Wednesday, although it kept quiet about what it plans to do with the company and how much it spent. However, according to Allthingsd, Yahoo spent approximately $50m to further expand its digital offerings.

What’s more, while it’s unclear what Yahoo’s plans are at present, it’s likely that the firm is looking to challenge Vine and Instagram in the social video market.

Yahoo announced the news, naturally, on Tumblr. It said, “We’re excited to announce that Yahoo acquired Qwiki – a company that uses awesome technology to bring together pictures, music and video to capture the art of storytelling.

“We will continue to support the Qwiki app, and the team will join Yahoo in our New York city office to reimagine Yahoo’s storytelling experience. Stay tuned … there’s much more to come!”

Qwiki also had something to say, posting on its website, “Thank you for being a part of our story – one which is far from over. The Qwiki app will live on as a standalone entity inside Yahoo, where we will grow our thriving community and where our team will continue to work to help you share life’s best experiences.

“We are proud of the work we’ve done, and humbled by unwavering support from the NY tech community. New York is such a big part of who we are, and what we will become.”

Yahoo’s buyout of Qwiki is the latest in a series of acquisitions by the firm. Recently the firm announced that it bought Tumblr for a cool $1.1bn, with Yahoo CEO Marissa Mayer promising “not to screw it up”.

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Is Yahoo Really Back?

Yahoo has once again made the list as one of the world’s 100 most valuable brands.

The Internet company nabbed the 92nd spot in the annual list of global companies from multiple industries including technology, retail and service, released Tuesday by BrandZ, a brand equity database. The ranking gave Yahoo a “brand value” of US$9.83 billion, which is based on the opinions of current and potential users as well as actual financial data.

Apple occupied the number-one position on the list, with a brand value of $185 billion. Google was number two, with a value of roughly $114 billion.

The BrandZ ranking, commissioned by the advertising and marketing services group WPP, incorporates interviews with more than 2 million consumers globally about thousands of brands along with financial performance analysis to compile the list. Yahoo last appeared on the list in 2009 at number 81.

Yahoo’s inclusion on the 2013 list comes as the Internet company works to reinvent itself and win back users. Previously a formidable player in Silicon Valley, the company has struggled in recent years to compete against the likes of Google, Facebook and Twitter.

Improving its product offerings on mobile has been a focus. New mobile apps for email and weather have been unveiled, along with a new version of the main Yahoo app, featuring news summaries generated with technology the company acquired when it bought Summly.

Most notably, Monday the company announced it is acquiring the blogging site Tumblr for $1.1 billion in cash. Big changes to its Flickr photo sharing service were also announced.

Yahoo’s rebuilding efforts have picked up steam only during the last several months, but the 2013 BrandZ study was completed by March 1.

However, last July’s appointment of Marissa Mayer as CEO likely played a significant role in the company’s inclusion in the ranking, said Altimeter analyst Charlene Li. “Consumer perception has gone up since then,” she said.

“Yahoo’s leadership has a strong sense of what they want to do with the brand,” she added.

Yahoo’s 2012 total revenue was flat at $4.99 billion. However, after subtracting advertising fees and commissions paid to partners, net revenue was up 2 percent year-on-year.

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LinkedIn DropS BWP API

LinkedIn has shut off its API access to “Bang With Professionals,” a Web service that was intended to facilitate more, say, intimate connections among users of the business-oriented social networking site.

The service was designed to allow LinkedIn users to anonymously search for people in their LinkedIn network who would be interested in meeting up for casual sex.

“We all had a good laugh,” the founders of Bang With Professionals said on last Friday on the website, less than a month after its launch. “We all knew it was a matter of time before our API key was revoked.”

LinkedIn said it shut off API (application programming interface) access for the free site, which was intended to work on all desktops and mobile devices, because it violated the social network’s terms of use in a manner that was “inconsistent with the goals of our developer program.”

Among other things, API access isn’t allowed for any application that contains or displays adult content.

Data about the site’s 6,000 subscribers is safe and all their user IDs have been deleted, the founders said. The only thing that remains now is the site’slanding page.

The origins of Bang With Professionals are not unique in the fast-paced social networking landscape. The site was built “by two guys in three days,” the landing page says. The total launch cost was US$57: $40 for stock images, $12 for the domain name and $5 for an account on the server CloudFlare.

The Twitter handle for the site has since been deactivated, but at press time, the Bang With Professionals blog on Tumblr was still accessible.

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