The company, which has identified wireless products as a key core revenue stream for future growth, is to undertake a rejig of its operations across Europe to change the way it offers consumers wireless products and services (see Analysis, p13).
The shake-up follows the portal's acquisition of a 15 per cent stake in wireless firm zed, as it looks to standardise its mobile platform offering across Europe.
Yahoo Mobile!, run out of the UK, will continue. It will no longer be a centralised depository of all wireless content, but will offer personalised services such as a record of users' favourite ringtones and logos.
Stoytcho Vlaykov, strategic product and business development manager at Yahoo! Mobile Europe, said: "We will offer a range of mobile services match-ed with content areas, such as sports alerts in the sports section, rather than all within a separate mobile channel.
"We don't want a vertical mobile platform; we will extend our horizontal portal offering and put Yahoo Mobile! in the right place for our customers.
Mobile premium services are a major part of our strategy and will be a serious revenue stream."
Last week, Yahoo! Europe appointed Juha Varelius vice-president and managing director of Yahoo! Mobile's pan-European operation. Varelius is based in the UK.
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