With a disappointing second quarter her cards were already numbered, so today’s sacking via a telephone call won’t have come as much of a surprise to the now ex-Yahoo CEO, who will forever be remembered as the woman who ended Yahoo’s love affair with search. And for me this is the real story here.

With all Yahoo search, except display, now powered by Microsoft, what does Yahoo really represent and where are they going from here? This past week saw the launch of their new mail system, but is even that too little too late. Users have left in their droves in recent years as Yahoo mail bug reports continue to overflow, not to mention suffering heavily at the hands of Googlemail and its all encompassing facility. Even the Yahoo Site Explorer tool is set to be cut down this month, adding another self-inflicted wound to a tough few years.

CFO Tim Morse takes the reigns backed by a six-man Executive Leadership Council ready to execute a new strategy and back Morse up with day-to-day duties. A front it may be, but the big boys are remaining positive, as echoed by

Roy Bostock, Chairman of the Yahoo! Board;

“The Board sees enormous growth opportunities on which Yahoo! can capitalize, and our primary objective is to leverage the Company’s leadership and current business assets and platforms to execute against these opportunities. We have talented teams and tremendous resources behind them and intend to return the Company to a path of robust growth and industry-leading innovation. We are committed to exploring and evaluating possibilities and opportunities that will put Yahoo! on a trajectory for growth and innovation and deliver value to shareholders.”

Where did that trusty #2 search facility go, and will Yahoo ever return to the brand and reliability it was once well known for?




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