Belfast Telegraph

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Future of Yahoo brand in doubt after £3.7bn buyout

Published 25/07/2016

Yahoo's businesses include its email service Yahoo Mail, news, finance and sports websites as well as image site Flickr and blogging platform Tumblr
Yahoo's businesses include its email service Yahoo Mail, news, finance and sports websites as well as image site Flickr and blogging platform Tumblr

The future of the Yahoo brand remains uncertain after a £3.7 billion buyout by US telecoms company Verizon was revealed on Monday.

Verizon has already said that it plans to merge Yahoo and its services with AOL, another internet company it bought out last year.

Yahoo's businesses include its email service Yahoo Mail, news, finance and sports websites as well as image site Flickr and blogging platform Tumblr.

They help Yahoo reach about one billion users each month - a figure believed to be a key part in the deal as Verizon looks to expand its reach and advertising business.

All of these sites are likely to be unchanged by the merger. However, the Yahoo brand could begin to disappear from users' screens, industry analysts have suggested.

Michael Goodman, a director in Strategy Analytics' digital consumer practice, said: "The absolute biggest question is what Verizon intends to do with the Yahoo brand and until we know more about that, it's simply too early to say what the impact will be on Yahoo's users.

"The content and publishing side is less of a potential issue in consumers' eyes than email, as it's fairly safe to say that the vast majority of people with a Yahoo email address wouldn't be too enamoured if they had to change it to an AOL one."

Figures from earlier this year suggest Yahoo Mail has about 225 million monthly active users.

The merger is not expected to be completed until the first quarter of 2017, with Yahoo continuing to run "independently" until then.

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