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Wednesday, January 09, 2008 Yahoo joins mobile wars

When Jerry Yang co-founded Yahoo Inc. 14 years ago, the company quickly became the biggest and coolest kid on the search engine block.

But over the past decade, other bigger kids have moved in and set up shop down the street - namely Google Inc. and Microsoft Corp. - and since then the former Internet search leader has become greatly overshadowed as its larger and more visible competitors have elbowed their way into the spotlight.

Now as Mr. Yang steers Yahoo deeper into the waters of the mobile Internet, he believes his company has the software and services needed to differentiate itself from its rivals, even though the other big kids from Mountain View and Redmond are already fighting over the new and fertile turf as well.

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