Is Yahoo really changing?

At first, the initiatives Yahoo Inc. announced this past week, including new email product offerings and mobile deals in Asia, paint the company as a Web giant bravely regrouping for future battles. But rebel shareholders looking for a proxy battle, top executives heading for the exits and a reported major reorganization may only create even more trouble in an already sinking ship.

Right now, the company has an air of confusion about all of this. First, it's not surprising that Yahoo is reorganizing to try to accelerate growth. However, if the growth doesn't happen, the reorganization won't matter. A reshuffling of product organization could be made public in coming days, with the company centralizing several product groups, including its mail, search and home-page units. But, be careful with reorganizations since sometimes companies focus on looking busy instead of actually working on the company look better.

Secondly, Yahoo pointed to recent acquisitions such as RightMedia and Maven Networks, the expansion of its newspaper consortium and its new search outsourcing deal with Google Inc.

Thirdly, the expansion of email domains it currently offers. Yahoo says its user base of 260 million worldwide can start fresh with an address of their choosing by setting up an account that has ymail.com or rocketmail.com domains as their new email identity. Also, the company has signed deals to be the preferred search service with five more mobile-telecommunications companies in Asia, thus totaling 23 such relationships, increasing its share of the market for mobile-search queries. The focus on e-mail and mobility makes sense because these have traditionally been among Yahoo strengths.

Shareholders do not look happy either. Especially, the public attacks from billionaire investor Carl Icahn, who has repeatedly accused the board of stopping merger talks with Microsoft, and has pressured to replace CEO Jerry Yang if he wins in the upcoming board elections. Further, some senior executives have announced that they are leaving, including Jeff Weiner, executive vice president of the company's network division and Flickr founders Caterina Fake and Stewart Butterfield.

Even before the Microsoft bid went public last February, the company's reputation had been taking a beating for some years. Yahoo has struggled over the troubled introduction of Panama, the delayed technology meant to help Yahoo compete head-to-head with Google in search. To complicate things even more, Microsoft is actively recruiting in Sunnyvale and Yahoo's prestige as a Silicon Valley pioneer has been diminished as a result of recent struggles to regain a competitive edge.