< sigh >… Once again, Yahoo has yet another plan to innovate, and thus stay relevant in an ever more challenging search arena. And just as they’ve done many times over the years, it already appears they’ve got a lot to learn about messaging. Not to mention it appears they’re still stuck in “riding other businesses coat-tails” while claiming otherwise.
This time, it’s Axis, Yahoo’s new web browser (that’s not apparently an actual web browser, but more about that in a minute…)
Yesterday afternoon I saw a tweet from Glenn Gabe that was a pretty bold claim
I was immediately chuckling over that notion. That Yahoo, a search company that totally failed at being a search company, was going to now take over the web browser market. So of course, I had to click through to read how Yahoo was going to completely break their track record, in an area they have zero experience with.
That link took me to a Launch.co article detailing an email from Yahoo touting the new offering as “a new browser that redefines what it means to search and browse- enabling a seamless search experience on your iPhone, iPad, and even your desktop. ”
Later in the article the email goes on to state “download Axis or get the app”. Okay so I clicked through to the Axis site. There’s not much going on there at this point, though you can watch a two minute demo, or their minute and ten second Ad, and even “Get It Now”.
Yahoo and the Art of Confused Messages
Watching the demo, “Scott”, the “Product Manager for Axis” (someone with apparently enough inside knowledge to know for sure whether it’s really a new web browser or not), opens by introducing himself and stating it’s “A new kind of browser”.
The demo makes it look like a hip, slick and cool browser, showing you instant previews of sites you’re searching for…
Wait a minute… Is this a web browser, or a skin for Yahoo search? I’m instantly confused…
He goes on to say it “completey redefines what it means to explore the web…”
When Is A Browser Not Always A Browser?
See, apparently, it’s really combining a web browser AND a search engine! That could very well be innovative. Now he’s got my attention!
Watching the video, he demonstrates how you can click on the URL field where you can enter a web address, or search. Yeah, all in one field. No need to enter a URL in one field and a search term in another field! (So innovative! < sigh >)