One of the reasons and strengths that ask.com has over its rivals Google (GOOG) and Yahoo (YHOO) is that it isn't soley dependent upon search to get all its revenue. This gives them the ability and affordability to take some risks and a lot more trial and error.
According to Jim Lanzone, Ask.com's new CEO, "Americans use about 3.2 engines a month. We want to get on the list. We want to offer an alternative to Google, for Google to move the needle even a few points, they have to attract huge numbers of new searches, we can achieve huge growth just by getting people to use us a few more times each month."
To me this is a responsible leader and strategy. They are looking at digging deeper into their existing user base and creating and testing new interfaces and developments, to offer them.
Their greatest tool though is their focus on what is right for the user. They aren't interested in going after technology for the sake of technology, but rather are zeroing in on what works for their users.
If they keep on with this strategy and focus, they just might, without that being their purpose, get a much bigger slice of the online search pie.
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