Terra Lycos Plays Name Game in Japan
After selling its stake in a Japanese joint venture, the Internet search and content provider reaches a branding deal with the new owners.
After selling its stake in a Japanese joint venture, the Internet search and content provider reaches a branding deal with the new owners.
After selling its stake in a Japanese portal last week, Internet search and content provider Terra Lycos has reached a sales and marketing agreement with the new owners.
Key to the pact is branding. The portal will retain the Lycos Japan name, and certain products and services available will also be sold under the Lycos moniker. Joint marketing campaigns will also be mounted by Terra Lycos and the portal’s owners, financial services giant Sumitomo and e-commerce specialist Rakuten.
Financial terms were not disclosed.
“It is very important for Terra Lycos to keep the Lycos brand in this market,” said Juan Rovira, a Terra Lycos executive vice president overseeing international ventures.
Lycos Japan went online in 1998 as a destination site initially focused on Web navigation and search. News, sports, stock information, and other services, including email and domain registration, were later added.
At the time, then-Lycos chief Bob Davis predicted the site would become “the best Web destination for the Japanese consumer.” A year later, Lycos Japan was the third most visited of Lycos’ international sites, however, traffic didn’t equate to profits.
And with online advertising revenues continuing to lag, Terra Lycos, based in Madrid and with U.S. headquarters in Waltham, Mass., is making a variety of moves to cut costs.
For its part, Rakuten seeks to increase traffic, and ultimately sales, for its “Internet shopping malls.” It employed a similar strategy two years ago when it picked up the Infoseek Japan portal.
Rakuten (which will be majority owner with more than a 90 percent share) believes the sites complement each other; with Infoseek attracting business users, and Lycos being used by young people. Cost savings could also come from consolidating content and sales operations.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article