The first change made by the company's new CEO, Carol Bartz, the new portal will also allow third-party services like Facebook to be integrated into the portal. Yahoo believes this openness will increase the companies profits, by allowing users to see their favourite websites and services from within the Yahoo portal.
Going along with the customization aspect of the new portal, Yahoo's $100m advertising campaign uses the catch phrase "It's Y!ou". The campaign will focus on 10 key markets: United States, United Kingdom, India, France, Brazil, South Korea, Taiwan, Indonesia, Hong Kong and Canada.
Despite arguments from analysts who say that web users prefer search engines that take them straight to what they want, Yahoo's senior vice-president for Europe, Rich Riley, believes Yahoo's customer still prefer the portal. "The [new] home page is a powerful way to get a view into your life on the internet," said Mr Riley, quoting surveys that suggest 60% of Yahoo users in the UK prefer the portal.
He added, "We expect more traffic, the number of unique users to go up... an increase in audience engagement and more repeat visits."