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Yahoo adds 2 more applications to mobile arsenal

Yahoo is taking the next step in its effort to make some of its most popular services more appealing and accessible to the growing audience connecting to the Internet on smartphones and tablet computers.
By MICHAEL LIEDTKE Modified: April 18, 2013 at 10:37 pm •  Published: April 19, 2013
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/articleid/3790885/1/pictures/2021131">Photo - FILE - In this Jan. 4, 2012 file photo, the company logo is displayed at Yahoo headquarters in Sunnyvale, Calif. One of Britain's youngest Internet entrepreneurs has hit the jackpot after selling his top-selling mobile application Summly to search giant Yahoo the company announced Monday March 25, 2012.  (AP Photo/Paul Sakuma, File) ORG XMIT: NY119 <strong>Paul Sakuma - AP</strong>
FILE - In this Jan. 4, 2012 file photo, the company logo is displayed at Yahoo headquarters in Sunnyvale, Calif. One of Britain's youngest Internet entrepreneurs has hit the jackpot after selling his top-selling mobile application Summly to search giant Yahoo the company announced Monday March 25, 2012. (AP Photo/Paul Sakuma, File) ORG XMIT: NY119 Paul Sakuma - AP

Despite the increased traffic, Yahoo is still struggling to sell more of the advertising that brings in most of its money. The company's revenue from display advertising — a key marketing channel — fell 11 percent from the same time last year. Part of the problem stemmed from advertisers' reluctance to pay as much money for pitches delivered on the smaller screens of mobile devices. That factor contributed to a decline in Yahoo's average ad prices. Yahoo is also being hurt as advertisers funnel more of their online budgets toward Google and online social networking leader Facebook Inc.

Yahoo's new weather app for the iPhone features photos imported from Flickr. It will operate separately from the iPhone's built-in weather app, which is already powered by Yahoo. But that built-in app doesn't display photos nor does it promote Yahoo's brand in the app panel.

The imagery in the weather app quickly drew compliments on Twitter's online messaging service, and Mayer took the time to pass along at least one dozen of the flattering remarks to her more than 310,000 followers.

The new email app for the iPad and Android could help Yahoo regain some of the market share that it has lost in that segment to Google's Gmail — one of the services that Mayer helped expand during her 13-year stint at Google.


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