Thursday, March 6, 2008 gets a makeover, lays off 40

The article explains that is basically throwing in the towel because it is unable to compete with Google. has 4.5% of search engine market share and feels that it cannot compete against Google's 58.5% market share. is deciding to turn back to its roots and gear its search engine specifically towards married women with children who are looking for help managing their lives.

The article feels that women will be thrilled to have a search engine focusing on their interests.

Do you think it was smart for to basically say that they (3rd ranked) cannot compete with Google?

Does this give google and even better competitive edge and posible larger gain on market share?


Adriana M. Boveda-Lambie said...

You have to remember its already its second time competing. Initially it was Ask Jeeves.

Competing with Google is not easy; they came out of nowhere and beat out the standards of AltaVista and Lycos. They even became a Lexicon.

I think it is smart for Ask to find a niche and exploit it; its a lot easier and less expensive than taking on a giant.

Eric Postemsky said...

I also think that selecting a more defined market is a good direction for Ask to go into. Google is huge and I see that Ask would rather be the most successful in a more defined market than 3rd best in a huge one.

Nicole St. Jean said...

It is obvious that needed to refocus their business strategy in order to gain more market share and obtain more internet users. The focus on the niche market of married women with children is relevant based on the market research presented in this article and a smart move for beat a dead horse in competiting with Google Giant when penetrating a more focused market would be a more optomistic outllook for achieving more market share?

"Ask still primarily appealed to women who used the search engine primarily to get simple answers. Women are also a familiar demographic for Safka, who was chief executive of InterActiveCorp's online dating site,, before taking the reins at Ask."

Adriana M. Boveda-Lambie said...

Another reason to target women is that historically women have been less adept with technology and internet use than men - although that is changing with the younger generations.

Kristyn-Anne said...

I agree. Instead of trying to compete in a market where they basically don't have a chance, is making a smart decision to get out before it's too late and find their niche, or in this case get back to it.

I feel like it's almost impossible to compete with Google, if you think about it Google has become like Xerox, Jell-O, Kleenex, don't think "search engine," you think "Google." It's even become its own phrase; whenever you ask someone a question they don't know the answer to, they just say "I don't know, Google it."

I think this is a wise decision for so they don't go under completely.