Yahoo! Launched Axis
Late last Wednesday Yahoo! launched Axis, a multiplatform browser that allows users to instantly peek into different websites on a mobile, tablet or computer without having to leave a primary search bar. It also allows them to start searches on a certain device and freely switch to another providing a seamless experience across devices. Axis is now available ad-free, which will be available soon, on desktop as a plug-in for Chrome, Firefox, Internet Explorer and Safari; it will be downloadable for free on iPhone and iPad. The new browser will be accessible on Android later this year. Implications
With this new tool, every search will show visual previews of up to 25 search results that appear in small boxes. Yahoo revealed that it can serve visual thumbnails for about 80% of the pages users might come across in a search. If the visuals are missing, Axis will show a thumbnail-sized box with text only.
Once users have signed in – either with Yahoo, Google or Facebook – their experience is seamless as they switch from one device to another. For example, if you are searching to plan a holiday, or buy a car from your computer at work, you can resume where you left off on the iPhone or iPad on your journey home.
No surprisingly a survey suggests that the key audience segment for Axis are men 18-35, living in urban areas who own a desktop, smartphone and tablet. No doubt this helps accelerate the take up of seamless experience on multiple devices. Implications / Why Does This Matter to Clients?
Multi-screen and multi device experiences and integration is high on the agenda for many platform owners and publishers. The innovation in the field has accelerated with all major platforms launching mobile equivalents to their stationary services. Yahoo Axis is not hugely significant or innovative but more of a natural development given the focus on multi-device use in the industry.
Axis adheres to the latest web standards such as HTML5 and Mindshare stress the need for brands that haven’t already done so, to adopt these in order to take full advantage of multiple device features. Not embracing the new HTML 5 order or the web will mean brands will lose out as the experience to consumers will be cumbersome or non-existent. Opinion / What Mindshare thinks
In the last weeks we’ve seen a multitude of developments in the browsing category, from Bing’s social search, Google’s Knowledge Graph, an attempt to give more relevant content to the user, and now Axis. Multi-screen and device experiences are going to be key to consumers in the future. The seamless integration that many platforms offer are no doubt key as more and more consumers access the internet through multiple devices.Author: Marta Mattioli