YAHOO CEO Marissa Mayer is quietly, though not entirely secretly, plotting to rid her firm of its search deal with Microsoft Bing.
A source close to discussions at Yahoo headquarters has heard Mayer express her desire to drop Bing and move towards a different kind of contextual internet search arrangement.
Unfortunately for Mayer, Yahoo is locked into a search deal with Microsoft that has at least six years left to run.
According to a report at Recode, Mayer is looking towards something that involves three S's, those S's being Stream, Shopping and Search. The report says that Yahoo is trying to differentiate itself from both Microsoft and Google and has its eyes on contextual and mobile advertising.
The concern seems to be that Yahoo has signed away its right to be a player in the internet search market and that recently this has rankled Mayer.
"It's like half pregnancy. A company cannot outsource the foundations of one of its two core businesses to a third party, and these deals never meet their 'projected' goals," said one insider.
"The minute Marissa finds a way out of that deal without committing suicide, she will. She hates it," offered another.
Recode reports that Yahoo might have some wiggle room if Bing does not yield the level of search revenues it expects.
It adds that the view is that the Yahoo CEO demands control over the organisation and is frustrated that such a large amount of control over search has been sacrificed. "Mayer is all about control," said one executive. "And this, to her, is core."
We have asked Yahoo to comment on the report. µ