Yahoo's first email app for Apple's iPad, adds 2 more apps to mobile arsenal

Associated Press : San Francisco, Fri Apr 19 2013, 11:50 hrs

Yahoo Yahoo is still struggling to sell more of the advertising that brings in most of its money. (Reuters)

Yahoo is taking the next step in its effort to make some of its most popular services more appealing and accessible to the growing audience connecting to the Internet on smartphones and tablet computers.

The mobile push being orchestrated by CEO Marissa Mayer has hatched Yahoo's first email application for Apple Inc.'s iPad and other tablet computers running on Google Inc.'s Android software.

Yahoo Inc. also has created a new weather app for Apple's iPhone that will provide current temperatures and forecasts on top of slideshows featuring pictures of landmarks and other scenery in the cities chosen by a user. The company, which is based in Sunnyvale, California, released the apps Thursday.

Like many other Internet companies, Yahoo Inc. is pouring more engineering talent and money into developing mobile applications as people spend more time consuming content on smartphones and tablets.

Mayer has made mobile services one of her top priorities since defecting from a top job at Google to become Yahoo's CEO nine months ago. She has already overseen a redesign of Yahoo's email app for smartphones, as well as the app for its Flickr photo service on the iPhone and iPad.

Yahoo's increased emphasis appears to be resonating. After Yahoo announced its first-quarter earnings earlier this week, Mayer told analysts that Yahoo's mobile services now attract about 300 million monthly visitors worldwide, up from 200 million in December.

Despite the increased traffic, Yahoo is still struggling to sell more of the advertising that brings in most of its money. The company's revenue from display advertising a key marketing channel fell 11 percent from the same time last year. Part of the problem stemmed from advertisers' reluctance to pay as much money for pitches delivered on the smaller screens of mobile devices. That factor contributed to a decline in Yahoo's average ad prices. Yahoo is also being hurt as advertisers funnel more of their online budgets toward Google and online social networking leader Facebook Inc.

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