The new strategy for Y! Mail is to go beyond emailing, and as John Kremer, vice president of Yahoo Mail puts it, “access the world from your inbox”.
The new system has been place in the US since last December. Modifications such as increasing attachment capacity to 25MB, installing larger fonts and simplified outlook were also released in Hong Kong recently. Within the coming two weeks, Yahoo will officially activate new social networking elements with open application capabilities.
The new system has been place in the US since last December. Modifications such as increasing attachment capacity to 25MB, installing larger fonts and simplified outlook were also released in Hong Kong recently. Within the coming two weeks, Yahoo will officially activate new social networking elements with open application capabilities.
Yahoo has broken down the website layout into small windows for quicker and easier access to different functions of its mail service. Users are able to announce their profile status, gain quick access to the latest emails from close contacts and updates from friends and other information such as news updates. They will also be able to integrate third-party social media of their choice such as Flickr, Picasa, Twitter and YouTube.
The application enhancements are a major feature of the overhaul. In particular, Yahoo is emphasizing photo sharing through Y! Mail. Aside from providing photo editing and sharing capabilities, Yahoo has recently acquired Xoopit, the developer of My Photos, which provides a built in platform to store and share photos within the inbox. Rather than publicising the photos every time after uploading them to mass contacts as on Facebook, users can selectively share to friends and families with My Photos.
Yahoo is looking into further collaboration with local third-party application providers to create a more localised offering for Hong Kong users.
Y! Mail will benefit advertisers looking to develop a behavioural-based advertising strategy. Heesun Kang, director of North Asia Applications in Seoul noted that proposals to partner with other open applications are welcome. However, Yahoo will strictly regulate advertising on its email platform, as it is a highly personal space.
Kremer explained the current user dilemma of being faced with too many possible communications platforms. “For example, I would have to pick up my phone to sms my son, then email my wife. And perhaps instant message my friends…” said Kremer. Y! Mail is aiming to provide a one-stop platform for users and make the inbox the ‘dashboard’.
Commenting on user feedback, Alfred Tsoi, managing director of Yahoo Hong Kong said there were always unwilling people out there, but the new platform should “give people a reason to change”.
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