Een zeer boeiend rapport van MorganStanley!!
• Getting news / information when you want it is getting easier and easier
Three factors are combining to drive online momentum: 1) rising usage of RSS (Really
Simple Syndication) by content providers as a standard distribution platform for online content; 2) ramp in creation of blogs and other user-generated content and 3) Yahoo!’s easy-to-use integration of RSS feeds with My Yahoo!.
• Google may have set the pace for searching information, but Yahoo! may be
setting the pace for new ways of serving information
With Yahoo!s recently redesigned My Yahoo! personal page, it’s very easy for users to
enhance programming and customization of personalized Web pages with the
integration of syndicated information feeds from tens of thousands of sources. The
end result for Yahoo! should be increases in user engagement and monetizable
advertising inventory.
• “Next generation content” should gain usage / revenue traction in 2005
We see the potential for next-generation content to positively impact Internet leaders including Yahoo!, Google and eBay as they leverage their distribution channels and/or content and services.
• Internet & PC Applications Software Industry view is Attractive
We continue to believe that online is gaining share from offline, at the margin. In our view, this share shift is in its early stages, and Internet leaders could stand to benefit from this transition. We maintain that the depth and breadth of this transition is still underappreciated by investors.

» An Update from the Digital World - October 2004