On July 16, 2012, Marissa Mayer was appointed President and CEO of Yahoo!, effective the following day. Mayer changed the overall business strategy which had been changing over the years because Yahoo! was quite often changing its CEO. The constant changes in leadership made Yahoo! appear to be an unstable company, and Mayer hoped to fix that. She has not said exactly what the company’s strategy is, but we can of course make assumptions based on what strategies she’s been implementing and what she’s been changing. As we can take form her Q&A session during the Goldman Sachs (GS) Technology and Internet conference on February 12th, 2013 (CNN.com), she is focusing the company on the “big four” (search, display ads, mobile, and video). Right now Yahoo! offers about 60 mobile apps and they want to bring it down to 12-14. They will also be revamping and updating the apps that do stay, all in an effort to, as she put it, “services are No. 1”. On February 20th, 2013, Yahoo! began rolling out their new and improved homepage. The webpage has a design intended to “deliver a consistent experience across the desktop, tablets, and phones that gives users a bottomless, personalized well of news and information, while at the same time delivering targeted ads across devices” (Wired.com). There were major changes to Yahoo Mail, and their new Flickr app. With many new features such as an infinite news scroll, with the ability to set preferences to determine what pops up in the infinite scroll, therefore creating maximum satisfaction which Yahoo! hoped would put them in the right direction. It was clear after the homepage redesign that many users were unhappy. Soon after these changes, Mayer put a new rule into action that many people have found to be very controversial and upsetting. She is requiring that every worker by June 2013 must relocate to the Yahoo! Headquarters. Anyone who fails to comply will have to quit. Michael Schrage a writer for HBR.org believes that the decision was data driver, and that Mayer believes this would optimize productivity in the long run therefore benefiting the company. One thing we know for sure is that Mayer has made her strategy clear in a sense where we know what she wants, and she is making every effort for her and Yahoo! to get there. We believe that one of the more important things that Yahoo! should be focusing on is advancing in the mobile area of marketing. Not only via apps, but with actual software or mobile phones. Google has proven to be extremely successful with its Android software and Google phones, and Yahoo would definitely be able to gain some popularity by entering this market. We think that to help increase the popularity of these new Yahoo! Phones, we suggest that the company creates its own social networking site, just like Google has done with Google+. These two things created by the best developers Yahoo! has to offer could potentially double or triple their Revenue and move them up in the rankings of best company’s. Something we also feel would definitely help Yahoo! in the long run would be to end its partnership with Microsoft from Bing, and use its funds for something more important. Bing is not one of the more popular search engines and is easily outperformed by Google, and the money that Yahoo! pays is not worth it. It can be devoted to marketing and promotion for their new phone services we mentioned above, and for Yahoo+.