People forget that Mayer acquired 56 companies (57 if Foursquare deal goes through). That is, 41% of all of Yahoo's acquisitions over the past 20 years happened in the last 3 years. Think it is important to analyze this Foursquare deal the context of this yet-to-be-proven strategy.
Back to this deal: Interesting possibility, for sure. Will it work out? Who knows with Yahoo.
Foursquare assets:
1) Brand name with both consumers and businesses
2) 45m daily active users
3) Valuable data- Can improve Yahoo Search, Yahoo ads, etc
4) Large group of domain experts
Yahoo's value add:
1) Yahoo does have a strong ad sales department, so it can bring lots of brand names to Foursquare
2) Can heavily integrate Foursquare into its search features- so Foursquare's DAU can stabilize/grow.
Seems like Mayer's strategy is:
1) Buy her way out of changing Yahoo's employees + culture. This is a longer term play.
2) Try to create some constellation of a platform. Ideal world for Mayer would be:
a) Get your homepage to be Yahoo
b) Read the latest trending headlines via Yahoo media
c) Yahoo stories pump up Yahoo-owned Tumblr blogs, Yahoo-owned Flickr photo sharing, etc
d) After that, you search for things on Yahoo. The search would ideally share information coming from Foursquare.
The big thing is on execution and that's why people constantly criticize Yahoo. If they do actually make a sensible platform, expect Mayer to be viewed very positively.
This has got to be entirely for their location data. While I see the migration of check-ins to swarm as Foursquares way to say individual check-in data is largely useless, their data on latitude and longitude of businesses as well as their somewhat lengthy knowledge about the venues from user reviews is very valuable. Foursquare is also probably cheaper than buying Yelp, or Google Places which are the only other ways to get this sort of in-depth information. Untappd is exclusively Foursquare so you also get a link to all that information. I see Foursquares migration away from check-ins and more of a location API as their way of saying "there are so many niche markets that do check-ins why not just focus on what we do so well which is providing location / review data"
There's a huge number of location data aggregators out there, including Acxiom, Infogroup, Localeze, Factual, and dozens of smaller startups trying to get into the space.
They each sell their data for what I think are incredibly expensive amounts, but still far less than the cost to acquire 4sq.
They all have various amounts of trust and vetting of location data - that said, Foursquare is among the lowest in terms of trust. They've been trying to crack down hard on it for the last few years, but are still way behind the curve.
I still think a lot of the urgency behind Google+ was from Facebook throwing up a landing page for every business they could get data for. The conversations between local businesses and customers are valuable conversations to host.
> While I see the migration of check-ins to swarm as Foursquares way to say individual check-in data is largely useless, their data on latitude and longitude of businesses as well as their somewhat lengthy knowledge about the venues from user reviews is very valuable
The problem is that without ongoing individual check-ins the aggregate data becomes stale and useless, especially when you're talking about the kind of small businesses that are going to make up the long tail of any monetization strategy. There's no way Yahoo! would do this as a pure data play unless they have a plan to revive the individual check-ins.
Foursquare has build a solid data business, also its data team is one of the best out there. Go on youtube and watch some of their presentations to see what is possible with their data. The issue is that they are stuck in a strategy and a founders vision, this makes it hard to totally change their business, branding etc. I still think apple should have bought them a long time ago, but it is a solid buy for Yahoo, not the foursquare part but the data side, which is worth more.
What is Yahoo's acquisition strategy? Looking at the list of acquisitions since Marissa Mayer's arrival [0], the theme seems to be pageviews + content + userbase + advertising. This is the strategy of a media company. Attract as many eyeballs as possible, then monetize them.
How does Foursquare fit into this? Perhaps the plan is to turn it into an advertising platform for businesses, and differentiate from Yelp through feaures like better review transparency?
Advantages I see of Foursquare:
- Recognizable brand, offline and online, despite declining userbase.
- Lots of brick-and-mortar businesses already signed onto platform.
- Businesses pay money to advertise. Yahoo can monetize offline channel and reach customers in-store.
- Businesses frustrated with Yelp, now is opportunity to differentiate.
This acuisition could fit into the "media company" strategy because it enables monetization of businesses and opens up offline communication channels for reaching customers.
Yahoo's goal is turn that into a billion business to offset the declining traditional display ads business by the old media Yahoo.
Foursquare fits three of those four, in that imagine soon intermixed in between all the swarming chatter of the best places to eat, drink, and dance submitted by user will be sponsored ads made to look like regular user discussions, extolling you to try out this other place to eat, drink, dance.
I'm going to post it here because the other post complaining about FourSquare's check-in function (Swarm) dying is saturated.
I'm a big check-in user but FourSquare's pivot has been brilliant. You can clearly see the benefits when they partnered with Twitter, with FourSquare being the 'Google of the physical world'.
Having a dedicated app for checking in (meaning the people who like to check-in are properly looked after in their own, siloed app) is a lot nicer than before.
Back to Yahoo!: Don't think this will be a good acquisition. Look at their previous acquisitions: Tumblr. Nothing much has happened, no major monetisation project.
Twitter would be a better company to buy. It also makes logistical sense as well. Combination of Twitter and FourSquare would be an effective combination against Facebook, and also Google Plus and Google Maps.
Do people still use foursquare or is this about something else? I don't know anyone who still uses it. At work, I once remember a time when people were competing for most check-ins at the coffee place across the street, or even our building itself.
Used to use it, but the last redesign just made it unusable imo. I switched to Yelp when that came out after previously being a Foursquare user for 5+ years...
Another solid purchase by the company that bought broadcast.com in April 1999 for... drumroll... $5.7 billion! Yes, I'm actually not making that up. It's why you know who Mark Cuban is.
I think she has a pretty clear strategy, as I mentioned in another comment in this thread. Look at the list of acquisitions since she joined as CEO. [0]
Almost all of these acquistions fit into one of three categories: content, advertising, mobile. The strategy is to build Yahoo into a media company.
A lot of people here don't realize Foursquare is something entirely different now. When it comes to traveling to a new place Foursquare definitely beats Yelp in recommendations.
For check-ins and that sort of gamification there is Swarm.
Related, but unrelated: Many people who perform a search using the default on their browser do not know whether they are on Google, Yahoo, Bing. They just Googled it, Google may as well be a verb to them as in "I googled it on Yahoo. The first link was from Foursquare."
How does this kind of thing leak? When the last company I was at sold, most of us weren't even told for fear our acquirer would get cold feet if the terms leaked.
It's part of the M&A playbook. One way to test whether a company is for sale or willing to buy you is to "leak" that you're currently in talks with your target acquisition or acquirer.
You get a response sooner or later, either in the form of a firm denial by the other party through the press, or in the form of someone picking up their phone (either from the target itself or from a potentially interested alternative).
At least Foursquare is mobile-native, which is one of the primary goals of Yahoo. One of the primary things Foursquare desperately needs is scale, which is one thing Yahoo can legitimately claim to have.
For Foursquare it's a bit like admitting defeat, but being eaten by Yahoo could be a good move for users. I've been a foursquare fan since 2011 and would love if the service could regain some of its former luster and glory!
I pray that their API stays as developer-friendly as it is now. Google's Places API ToS makes it practically unusable and I can't think of any other obvious alternatives.
[+] [-] interesting_att|11 years ago|reply
Back to this deal: Interesting possibility, for sure. Will it work out? Who knows with Yahoo.
Foursquare assets:
Yahoo's value add: Seems like Mayer's strategy is:1) Buy her way out of changing Yahoo's employees + culture. This is a longer term play.
2) Try to create some constellation of a platform. Ideal world for Mayer would be:
The big thing is on execution and that's why people constantly criticize Yahoo. If they do actually make a sensible platform, expect Mayer to be viewed very positively.[+] [-] jonathanjaeger|11 years ago|reply
Source? Maybe user signups, but I can't imagine daily active users.
[+] [-] unknown|11 years ago|reply
[deleted]
[+] [-] UUMMUU|11 years ago|reply
[+] [-] adrianpike|11 years ago|reply
There's a huge number of location data aggregators out there, including Acxiom, Infogroup, Localeze, Factual, and dozens of smaller startups trying to get into the space.
They each sell their data for what I think are incredibly expensive amounts, but still far less than the cost to acquire 4sq.
They all have various amounts of trust and vetting of location data - that said, Foursquare is among the lowest in terms of trust. They've been trying to crack down hard on it for the last few years, but are still way behind the curve.
[+] [-] maxerickson|11 years ago|reply
I still think a lot of the urgency behind Google+ was from Facebook throwing up a landing page for every business they could get data for. The conversations between local businesses and customers are valuable conversations to host.
[+] [-] mason55|11 years ago|reply
The problem is that without ongoing individual check-ins the aggregate data becomes stale and useless, especially when you're talking about the kind of small businesses that are going to make up the long tail of any monetization strategy. There's no way Yahoo! would do this as a pure data play unless they have a plan to revive the individual check-ins.
[+] [-] CyberDildonics|11 years ago|reply
[+] [-] nashequilibrium|11 years ago|reply
[+] [-] whatok|11 years ago|reply
edit: cnbc saying they are not in talks for the twitter blocked individuals here
[+] [-] whatok|11 years ago|reply
additional info
[+] [-] chatmasta|11 years ago|reply
How does Foursquare fit into this? Perhaps the plan is to turn it into an advertising platform for businesses, and differentiate from Yelp through feaures like better review transparency?
Advantages I see of Foursquare:
- Recognizable brand, offline and online, despite declining userbase.
- Lots of brick-and-mortar businesses already signed onto platform.
- Businesses pay money to advertise. Yahoo can monetize offline channel and reach customers in-store.
- Businesses frustrated with Yelp, now is opportunity to differentiate.
This acuisition could fit into the "media company" strategy because it enables monetization of businesses and opens up offline communication channels for reaching customers.
[0] http://en.wikipedia.org/wiki/List_of_mergers_and_acquisition...
[+] [-] dzlobin|11 years ago|reply
http://blogs.wsj.com/cmo/2015/04/14/foursquare-launches-new-...
[+] [-] genericresponse|11 years ago|reply
It's not a bad strategy given that Yahoo isn't particularly technically exceptional.
[+] [-] alaskamiller|11 years ago|reply
Yahoo's goal is turn that into a billion business to offset the declining traditional display ads business by the old media Yahoo.
Foursquare fits three of those four, in that imagine soon intermixed in between all the swarming chatter of the best places to eat, drink, and dance submitted by user will be sponsored ads made to look like regular user discussions, extolling you to try out this other place to eat, drink, dance.
In the future servers are paid for by shilling.
[+] [-] sjg007|11 years ago|reply
[+] [-] mxdyx|11 years ago|reply
I'm a big check-in user but FourSquare's pivot has been brilliant. You can clearly see the benefits when they partnered with Twitter, with FourSquare being the 'Google of the physical world'.
Having a dedicated app for checking in (meaning the people who like to check-in are properly looked after in their own, siloed app) is a lot nicer than before.
Back to Yahoo!: Don't think this will be a good acquisition. Look at their previous acquisitions: Tumblr. Nothing much has happened, no major monetisation project.
Twitter would be a better company to buy. It also makes logistical sense as well. Combination of Twitter and FourSquare would be an effective combination against Facebook, and also Google Plus and Google Maps.
[+] [-] free2rhyme214|11 years ago|reply
[+] [-] sharkweek|11 years ago|reply
http://recode.net/2015/04/15/sources-say-yahoo-foursquare-ar...
Ugh... I hate that I enjoy this type of gossip so much. It's the reality TV of my demographic.
[+] [-] libraryatnight|11 years ago|reply
Now, nobody ever mentions it.
[+] [-] pcurve|11 years ago|reply
https://www.crunchbase.com/organization/foursquare/funding-r...
Considering the $160 million + funding, it's not a bad payout, but I have a feeling it could've fetched more 18 months ago.
[+] [-] tommoor|11 years ago|reply
[+] [-] binoyxj|11 years ago|reply
[+] [-] lavamantis|11 years ago|reply
[+] [-] nir|11 years ago|reply
[+] [-] venomsnake|11 years ago|reply
If Mrs. Mayer has strategy - she better execute it fast. If she has not - at least deal with tumblr before wasting money on another company.
[+] [-] chatmasta|11 years ago|reply
Almost all of these acquistions fit into one of three categories: content, advertising, mobile. The strategy is to build Yahoo into a media company.
[0] http://en.wikipedia.org/wiki/List_of_mergers_and_acquisition...
[+] [-] kin|11 years ago|reply
For check-ins and that sort of gamification there is Swarm.
[+] [-] gregrata|11 years ago|reply
http://locationplay.blogspot.com/2014/08/so-long-and-thanks-...
[+] [-] rokhayakebe|11 years ago|reply
[+] [-] a2kadet|11 years ago|reply
[+] [-] ddebernardy|11 years ago|reply
You get a response sooner or later, either in the form of a firm denial by the other party through the press, or in the form of someone picking up their phone (either from the target itself or from a potentially interested alternative).
[+] [-] YoAdrian|11 years ago|reply
[+] [-] mlmonkey|11 years ago|reply
[+] [-] patricktoolan|11 years ago|reply
[+] [-] zimpenfish|11 years ago|reply
[1] https://developer.yahoo.com/geo/geoplanet/guide/concepts.htm...
[+] [-] weisser|11 years ago|reply
Yelp users love to go on and on and on in their reviews while Foursquare's ratings aren't review-driven though I've found them just as accurate.
[+] [-] dheera|11 years ago|reply
[+] [-] anuraj|11 years ago|reply
[+] [-] dataker|11 years ago|reply
One shouldn't underestimate its holistic value.
[+] [-] SneakerXZ|11 years ago|reply