San Francisco Chronicle and Brian Solis See Tumblr as Yahoo’s Doorway to Younger Audiences

Yahoo_buys_Tumblr_to_court_younger_crowd_-_SFGate

San Francisco Chronicle’s Benny Evangelista and Brian Solis review Yahoo’s acquisition of Tumblr as a venture to lure a younger crowd.

Adding ‘coolness points’

This year, Yahoo paid $30 million to a British teenager who created a news aggregation app called Summly. But with Tumblr, Mayer is trying to add “coolness points” to a brand that “may have been viewed as the antithesis of cool,” said Brian Solis, principal analyst at San Mateo’s Altimeter Group and author of “What’s the Future of Business.”

“Like Instagram, Millennials are the life-force of Tumblr and Yahoo needs new vehicles to find its way toward a new era of digital relevance,” Solis said in an e-mail.

Yahoo is paying a premium for Tumblr. But Solis said if Mayer and Yahoo “can infuse business expertise into the community without disrupting it, Yahoo and Tumblr will increase revenues that, according to industry forecasts, will help it recoup acquisition costs.”

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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