The new browser launched by Yahoo, Axis, depicts an important step towards something noble. Yahoo has done away with the search results page to get users straight to where they are going. The search results page is where a search engine makes the bulk of its cash. Axis appears as a new venture to redefine search. Sadly, the company lost the bet. Here’s why Yahoo’s Axis is going to fail:
Axis appeared correctly on paper by offering a plug-in that works with all leading desktop browsers. It skipped competing with the other main desktop browsers. The feature enables its users to broaden their browsing to the Axis for iPhone and iPad. Yahoo was wise to extend its business to tablet and mobile browsing. This is because that’s where the future is; browsing on tablets and other mobile devices is the next big thing.
However, how does this work? Axis changes the search by doing away with the results page. If a user searches, it will display a bar close to the page with a bit of a preview of the site it finds. Supposedly, it is to fasten the search since users can look for the correct preview and click on it before uploading.
The speed and convenience that comes with these features are supposed to hook people into using Axis. It also syncs browsing history between mobile versions and the desktop so that users can switch between the devices. Once you are hooked to Axis, Yahoo will sell its services; they promote these services mostly in the search results and app.
However, there are problems that come with Axis. Firstly, the search is not that fast. In practice, the previews lack information regarding many questions, and they do not load any images. It only shows cropped texts that appear awkward. This means that users still have to round and round trying to look for what they want. Notably, a search results page is not entirely bad. If it best suits a search engine to get its users the correct information very fast, then the location of the information should not matter.
Google does the opposite by offering extra information on the results page. At times, it is not necessary to clack through to a page. This fastens things up since users can get what they want faster than Axis. Google has put this as its topmost priority. Additionally, the search history is also synced throughout the devices, just like the way Axis has done.
The second reason for Axis’s failure is the Google+ effect. Axis has the privilege of Yahoo’s services to the point that those who do not use it can be frustrated. This makes it hard for Yahoo to regain relevance since it can’t convert more users.