How did mobility save Nintendo (Pokemon GO) and kill Yahoo?

Yahoo was acquired by Verion for $ 4.8 billion. There are a lot of unstable things going on for months around this potential acquisition, along with a series of comments about how big an Internet giant like Yahoo has fallen.

But what exactly went wrong? You can be sure that the deal is a combination of priority calculations that lack investment and bad buy options, but there is still one fundamental reason why Yahoo collapsed. That is the delay and the ability to develop on mobile.

Yahoo's fame fall

In 2008, Apple officially launched the App Store, bringing us to the world of applications. It has changed the way you interact with the Internet, quickly increasing your ability to access good information "prey" through mobile while busy, instead of spending a large amount of time on the desktop to surf the web. This is a problem for Yahoo – a business depends too much on advertising display revenue. The interaction time on the reduced page means that the cost of businesses for ads on the page also decreases.

Instead of ignoring display ads and focusing on converting digital brands to Mobile, Yahoo is stubbornly refusing to change and invest in web videos. By the time he realized his wrong move, it was 2012 – when the technology gap was huge, making Yahoo "jostle" to keep up with the race.

Google and Facebook have invested twice in mobile, and the two companies' applications have gained popularity, bringing in billions of dollars in mobile advertising revenue. Yahoo has brought in former Google member Marissa Mayer in hopes that Yahoo will respond to the market more skillfully and rationally but the problem continues.

Although Mayer agreed that Yahoo needed to invest in mobile, her strategy was too obscure. Mayer continues to plunge into the "fun" acquisition, hiring mobile engineers and acquiring Flurry – a mobile data analysis platform to program and develop Yahoo's extensive content applications, from Yahoo Mail. News and Weather. Applications are getting better, but still can't compete with Google and Facebook, so they still can't get into the Top 20 of the App Store.

Obviously, everything was too late for Yahoo.

Nintendo rose from the ashes

Unlike Yahoo, Nintendo takes another approach when it comes to solving mobile problems. They also faced a situation similar to Yahoo, which was tied to the original game of remote control for so long that it refused to switch to mobile. When they realized this was the time of action or death, they decided to delay, go to the experts to ask for help. Instead of modifying in-house games, Nintendo teamed up with Google startup Niantic, a startup specializing in mobile gaming and augmented reality.

Nintendo only takes a small part in programming work, allowing Niantic to bring "pet" Pokemon games into mobile practice. The result was not surprising when Pokemon GO became a global phenomenon, bringing Nintendo's market value to over 7 billion. And despite the news that Nintendo will not directly benefit from Pokemon GO, they still build the foundation for a prosperous future.

Although this is Niantic's main project, brand awareness for Nintendo is different from what they have seen since the 1990s. To take advantage of this, Nintendo is researching a portable device for Pokemon GO game – the device will vibrate whenever you meet 1 Pokemon, eliminating the need to require users to fix their eyes on the phone. All of these will come soon after Nintendo NX – the new handheld game console, contributing to marketers adding a viral communication tool. And this is just the beginning of the brand from Tokyo to benefit from mobile. Pokemon GO can be one of many augmented reality mobile games with Nintendo's favorite characters (Mario).

The choice is yours

Opportunities continue to flow to Nintendo while Yahoo's fortunes have been exhausted so they have to participate in the acquisition. The two favorite brands of the 20th century face two very different futures. The lesson for brands here is that you should not ignore platform changes, especially mobile. Currently, we spend an average of 23 days a year to use the phone. In addition, 82% of online-shoppers make shopping decisions on the phone. Finally, in 4 short years, the generation of mobile-first Gen Z has accounted for 20 billion USD of purchasing power.

Mobile is the future, and you must invest in it now or face fate like Yahoo.

Source: IDE Academy via Localytics