On September 8, 2010, Marissa Mayer was still Google's
) Vice President of Search Products and User Experience. She had
not yet been
to the VP of Local, Maps, and Location Services. She had not yet
left Google to become the CEO of Yahoo (NASDAQ:
). Mayer's future was bright, to be certain, but she didn't have
the time to think about it. Her focus was on the future of Google
and the many ways the company hoped to change the Internet.
At the time, the company's latest innovation proved to be a
subtle addition to the Google search engine: predictive,
"Can we optimize search even more?" Mayer questioned, as
. "Can we make it even faster? During the last few months we had
a key insight… which we call Google Instant."
This feature allowed searchers to instantly view results as
they typed words into the search box. While it may have seemed
like a minor improvement initially, it ultimately became one of
the defining features of Google, allowing users to search faster
than ever before.
Now that Mayer is the CEO of Yahoo, she has introduced another
feature that stands to redefine a tech giant: an endless
When users visit
today, they will be greeted by a cleaner, sleeker website that
retains the familiar Yahoo feel. Scroll down and they will
instantly notice a deluge of news stories from a variety of
sources. Keep scrolling and the newsfeed will continue to
populate -- instantaneously.
"Since streams of information have become the paradigm of
choice on the web, we're introducing a newsfeed with infinite
scroll, letting you experience a virtually endless feed of news
articles," Mayer wrote in a
today. "The new Yahoo experience works well on the go -- we've
optimized it for smartphones and tablets. And, thanks to some
under-the-hood improvements, Yahoo is also faster."
The feed delivery speeds are impeccable. Unlike Twitter (which
popularized the concept of an instantaneous feed), Yahoo's
newsfeed does not stutter.
If users scroll down far enough, they may eventually reach a
virtual end to the newsfeed. By then, however, they will probably
be overwhelmed with more stories than they could ever take the
time to read.
Just as Google's real-time, predictive search feature
revolutionized the way people search, Yahoo stands to usher in a
new era of news retrieval. When other sites begin to follow suit,
Yahoo can always say that it got there first by building the
fastest feed of its kind.
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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