According to today’s online edition of the Wall Street Journal, Microsoft’s Chief Executive Office Steve Ballmer and it board remain undecided about whether or not they will raise their bid to acquire Yahoo and its internet display advertising and search audience business.
As I previously wrote in a post on Greg Sterling’s blog, Microsoft’s proposed acquisition of Yahoo is really about Microsoft’s need to retain, preserve and grow their existing audience and keystrokes before Google has completed their quarterback sneak through Microsoft’s desktop.
Without Yahoo and its internet audience, Microsoft will face accelerating short and long term audience losses to Google.
The question Microsoft hasn’t yet been able to answer for itself remains: “How much cash do we have to spend today to save and protect the future of our desktop franchise and its cash flow?
Apparently the price is one Microsoft has yet to come to grips with or let go of.
Search Marketing Communications 
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