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Would a MicrosoftYahoo tie-up be enough to top Google?
Richard Delevan



IRELAND could be a key battleground for search marketing talent and expertise if Microsoft goes ahead with an attempt to buy Yahoo, as rumoured in US media Friday.

With Ireland host to major European operations for all three companies, the result could be a mini-war for talent as competition in that sector heats up, at least for those with specialist skills.

However, a merger could mean that some of the 400 Irish Yahoo jobs by 2010 announced two years ago may not materialise.

Buying Yahoo for a reported $50bn would allow Microsoft to begin addressing the long-term mortal threat posed by upstart Google, but it would still have an uphill battle.

The combination would have 27% of the market for paid search, compared with 65% for Google.

Forrester Research analyst Charlotte Li, writing on a blog, warned that even buying Yahoo, with its Web 2.0 properties del. icio. us and Flickr, would not be enough to pull even with Google straightaway.

"In the very long term ( three years plus), there's a chance that a revitalized company would be in a better position to compete, but this assumes that Google stands still for them to catch up, " Li wrote.

Other analysts favoured the match, pointing out that Microsoft wouldn't be able to start catching up with Google without a major acquisition.




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