Much has been written about the attempt by Microsoft to take over Yahoo, much of it patently ridiculous. I've spent the past week trying to figure out why in the world one bad company would buy another bad company, and the only realistic reason I can come up with is they wanted Yahoo's user base.
Most people seem to think that Microsoft is trying to buy Yahoo in a last-ditch effort to make a dent in the search and online advertising market, this seems to be confirmed by an email from Steve Ballmer to Microsoft employees:
This year, online advertising is a $40 billion business. It will grow to $80 billion by 2010 and will continue to increase in the years beyond. This market provides a significant growth opportunity for Microsoft—our ability to provide the best search and online experiences for consumers, and the best ad platform for publishers and advertisers, is the key to unlocking this opportunity.
If this is the true motive for this acquisition, Ballmer needs to have his head examined. Not only is a Yahoo-Microsoft combination not going to be a viable threat to Google, but online advertising is NOT a place you want to be in a recessionary environment, as most of the companies previously willing to shell out large amounts per click are now either badly hurting or on the verge of bankruptcy (see: the entire housing and banking industry). This bubble has popped, as evidenced by Google's lousy earnings last quarter. It will only get worse.
My guess is that this is really about acquiring Yahoo's user base. They still have the largest user base of the big search companies, and they've managed to cobble together some semblance of a community around those users. Based on the fact that Microsoft has also recently invested in Facebook, I see this as a last-ditch effort to achieve critical mass in a user base in order to launch a social network built around the next version of Windows. Which, by the way, is being rushed out the door next year. Other comments by Ballmer seem to confirm this:
The Windows user wants to be live. There will be a Windows Live. There will be an Office Live.
I will give Ballmer and Gates credit, they are trying anything they can to breathe new life into this gasping, sputtering behemoth. However, their track record in this area is not encouraging, and their insistence on clinging to an operating system-oriented user experience is just asinine. Operating systems are now a utility, not a feature, and they just refuse to face this fact. If selling online advertising in a recession is hard, selling an unnecessary Windows upgrade is like trying to jump the grand canyon.
I don't like Microsoft's chances in the next five years. They are the next Yahoo--a has been. A big flashy merger is not going to put enough lipstick on this pig to make it attractive. Throwing a ton of money at a failed strategy doesn't appeal to me from a business perspective. I recently bought some $20 PUT options on MSFT which expire after their next earnings announcement, I fully expect them to be in the money at that point.