Ask.com Changes Focus - Press and Analysts’ Reactions
(Page 3 of 4 )
Reactions to Ask’s change of focus have been all over the map. Some have pointed to the futility of continuing the struggle against the Google juggernaut. “No matter what [Ask] did, it just wasn’t enough to get people to leave Google,” observed Chris Winfield, who runs 10e20, a search engine consulting firm. “This looks like they are raising the white flag.”
In light of this, others have pointed out that the change makes sense. “It’s a smart move,” said Forrester Research analyst Charlene Li. “I still think Ask has great technology, but it’s just really hard to fight against Google.” She also pointed out that married women -- particularly mothers -- control many household spending decisions. Thus, Ask’s new focus may give them better access to a highly desirable market for many advertisers. In short, switching away from a more general focus could be a very lucrative move for the search engine.
Kevin Newcomb, writing for Search Engine Watch, seconds this notion. “The strategy is a sound one, which many companies in all industries take: give the people what they want. Ask.com knows that its core users often search a certain way. It only makes sense to build out features and results that will satisfy those users. By improving search results for its core users, Ask.com is improving search results for all its users.”
Not everyone is so blasé about the change, however. Tara Calishain, writing for Researchbuzz, noted that “Had this shift in focus happened five years ago, I would not have much cared. Now, I care very much. Ask in the last couple of years has come up with some great offerings. The mapping service. The packed-with-data-but-still-usable search results. The terrific page preview with statistics. AskEraser…So many great things -- I’m sad and sorry that Ask isn’t staying in the game.”
And Danny Sullivan seemed to speak for many when he wrote an obituary for Ask.com at Search Engine Land. “I hope you understand when I and the many others you’ve dismissed as the ‘digiterati’ aren’t counting you in the search game any longer. That’s because we know in our hearts you’re gone, even if you protest that it’s not so…Ask is out of the game, perhaps at exactly the right time when it should be ready to run onto the field if Microhoo happens.”
Next: Whither Ask? >>
More Search Engine News Articles
More By Terri Wells
/ 3 
