Changing Live brand by Claudia Sonea

After being bluntly turned down by the damsel in distress Yahoo, Microsoft is rethinking its inside brands and business. Of course it has to show that it can improve its search engine and increase traffic all by himself, otherwise it would be very disappointed. After it was the mockery of all the industry the brand called “Live” of Microsoft is being on top of the list the marketing team is revising to improve and make the company more competing with Google. Kevin Johnson, president of Microsoft's platforms and services division confessed that the executives weren’t very satisfied about the brand that decorates a plight of sites and applications. The statement took place at a search advertising conference in Seattle. The changes precede the launching of a shopping site last month giving Web surfers the possibility to get reimbursed by advertisers. It has also launched, again, Farecast, a travel search venture. On the list of big projects it is the new deal with the Mobile Connected Services Accelerator which is commercializing new types of consumer, business and mobile services. Also, there is still hope for a marriage with Yahoo because talks are not over and the shareholders of the latter one seem eager to sell. Yet, Microsoft has not made a new offer and after the latest news of Yang, Yahoo’s CEO, turning down a very generous offer made by Steven Ballmer, there is now sure way of knowing the outcome. Icahn, Yahoo’s shareholder in charge of sorting things out, is very disappointed by Yang and his behavior and wants to replace both him and the board of executives as a premise of determining Microsoft to make another offer.

related story: http://news.yahoo.com/s/ap/20080603/ap_on_hi_te/microsoft_search_brand;_ylt=Att7D2VgudviRI1Wy.CPUm6s0NUE

by Claudia Sonea for PocketNews (http://pocketnews.tv)

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Edited by: Maria Zitnanska