Back in college I was a loyal Yahoo email user. It was the first email account I ever opened. The cute emoji’s and instant messenger was all fun and games until Google’s gmail became bigger better and a safer system to use.This week Yahoo is in the hot seat for yet another hack. I can tell you as a longtime Yahoo email user, (Yes, I still have an email account for shopping and junk mail) there’s a lot more password changing and hacking from over the years that didn’t make it to the mainstream media. Gmail has not been immune to hacks, but Google is quick to squash any hacking that tries to disrupt users.
Yahoo has been the most stubborn of technology companies, unwilling to change and slow to embrace innovation. It’s coolest feature is the headline filled homepage, but lately even the headlines featured seem to lack interest.
Verizon’s $4.8 billion acquisition of Yahoo could be promising, but its too early to tell what changes will be made since the deal closed over the summer. Verizon is the king of telecom with heavy wireless and wireline business. Managing Yahoo and it’s web-based business could be challenging for Verizon. Upgrading Yahoo could take years. Consumer confidence in Yahoo could be a problem since the latest email hacking scandal has left users information exposed and password changing s at an all time high.
My old college Yahoo account is among those compromised. I made the decision to get a gmail account years ago, but there’s one problem. My gmail account is linked to my old yahoo account. I’ve recently been slammed with spam and trying to figure out if both emails have been compromised.
The solution to dealing with the Yahoo problem could be to get rid of the old account and start over with a new brand. Die hard Yahoo users have chosen to stick with the brand and give them a chance to catch up with its competitors.
Loyalty has helped the brand stay alive since gmail and private servers has dominated the market, making Yahoo a lesser used entity.
If you’re like me and have other email accounts and business emails, using Yahoo might not be the best thing for you. If you use another email server, having a backup account might not be a bad idea either. Hackers are getting smarter and everyone is at risk, even if you don’t use Yahoo. If you believe in the brand, get another email, change your passwords often and hope for the best.