Yahoo! seems to be all over the news lately – first for its failed deal with Google – but now on a more positive tone: the official announcement of its lately launched product & services, all aimed at enhancing users’ experience of the search engine.

Newly upgraded products & services developments come in line with Yahoo! Open Strategy – a strategy to enhance the brand experience and become closer to netizen. For instance, Yahoo! mail interface has been redesigned to connect users. It is no only design we are talking about here: the service has been upgraded into a social platform that allow people group friends, distinguish among inbox contact and see their activities through a user-activity feed.

Other exciting developments include BOSS ((Build your Own Search Service) and Search Monkey – both innovative reinterpretation of open search web service platform. By allowing more freedom and user friendly features these new Yahoo! services are attracting a notable amount of new followers - BOSS alone services 10 million queries per day even though it is still a very new service!

Enhancing user experience while providing innovative products & services is giving Yahoo! a competitive edge – at the end of the day, when it comes to search engines, what do consumers want if not a full customizable, easy to use, user friendly experience?