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史上最糟的5起互聯(lián)網(wǎng)并購(gòu)案

史上最糟的5起互聯(lián)網(wǎng)并購(gòu)案

Verne Kopytoff 2013-05-23
人們對(duì)許多互聯(lián)網(wǎng)收購(gòu)都給予了很高的期望,,但往往事與愿違,動(dòng)輒數(shù)億美元的并購(gòu)費(fèi)都打了水漂,。從最近的雅虎斥資11億美金收購(gòu)輕博客網(wǎng)站Tumblr說(shuō)起,,我們來(lái)看一下互聯(lián)網(wǎng)收購(gòu)史上的幾大成功案例和失敗案例。

好心未必辦成事

????企業(yè)高管們?cè)谑召?gòu)熱門(mén)互聯(lián)網(wǎng)公司的時(shí)候,,總是顯得自信而樂(lè)觀,。在慶祝這些收購(gòu)的電話會(huì)議上,他們總會(huì)表示,預(yù)計(jì)母公司的業(yè)務(wù)會(huì)加速增長(zhǎng),,公司會(huì)獲得一系列互補(bǔ)性的新產(chǎn)品,,同時(shí)也會(huì)向公司注入新的創(chuàng)業(yè)精神。然而過(guò)幾年后再看,,結(jié)果往往是幾家歡樂(lè)幾家愁,。有的沒(méi)有辜負(fù)當(dāng)初的天價(jià)收購(gòu),也有很多收購(gòu)最終都成了失敗的聯(lián)姻,。

????人們對(duì)許多互聯(lián)網(wǎng)收購(gòu)都給予了很高的期望,雅虎(Yahoo)斥資11億美金收購(gòu)輕博客網(wǎng)站Tumblr就是其中最近的一筆,。但是這筆收購(gòu)的風(fēng)險(xiǎn)也很高,,因?yàn)閺囊酝涗泚?lái)看,雅虎收購(gòu)其他公司后的磨合結(jié)果都不甚理想,。問(wèn)題是雅虎是否已經(jīng)學(xué)到了教訓(xùn),。最近雅虎就收購(gòu)Tumblr發(fā)表了一份罕見(jiàn)的具有自知之明的媒體聲明,其中說(shuō)道,,這次它“承諾不會(huì)把事情搞砸”,,一言道出了該公司曾經(jīng)坎坷的收購(gòu)史。

????以下謹(jǐn)為大家總結(jié)互聯(lián)網(wǎng)收購(gòu)史上的幾大成功案例和失敗案例,。

美國(guó)在線-時(shí)代華納

????美國(guó)在線(AOL)與時(shí)代華納(Time Warner)1600億美元的天價(jià)并購(gòu)案在當(dāng)時(shí)被贊為新舊媒體的夢(mèng)幻聯(lián)姻,,但是隨著互聯(lián)網(wǎng)泡沫的破滅,這場(chǎng)夢(mèng)幻聯(lián)姻最終成了同床異夢(mèng),。用戶拋棄了美國(guó)在線逐漸過(guò)時(shí)的撥號(hào)上網(wǎng)業(yè)務(wù),,奔向?qū)拵ЬW(wǎng)絡(luò)的懷抱。廣告商也陸續(xù)拋棄了美國(guó)在線,。雖然兩家公司曾經(jīng)承諾采取互相銷(xiāo)售對(duì)方廣告以及實(shí)現(xiàn)內(nèi)容共享等合作舉措,,但事實(shí)上這些合作始終沒(méi)有實(shí)現(xiàn)。最終隨著股價(jià)下跌,,雙方以分手告終,。(披露:《財(cái)富》雜志的東家就是時(shí)代華納。)

Broadcast.com

????雅虎于1999年以57億美元的價(jià)格收購(gòu)了馬克?庫(kù)班創(chuàng)辦的在線電視網(wǎng)站Broadcast.com,。當(dāng)時(shí)雅虎高管的失策之處在于他們太超前了,。龜速的撥號(hào)上網(wǎng)網(wǎng)速令在線觀看視頻成了一種對(duì)耐心的挑戰(zhàn),另外節(jié)目的匱乏也令人發(fā)指(想想上世紀(jì)60年代的怪獸電影和“維多利亞的秘密”內(nèi)衣秀),。很快,,這項(xiàng)服務(wù)和負(fù)責(zé)這筆交易的高管一道靜悄悄從雅虎地消失了。

Best intentions

????Executives buying a hot Internet company sound so assured and optimistic. In conference calls to celebrate such deals, they invariably predict accelerated growth for the parent business, a pipeline of new complimentary products and an infusion of entrepreneurial zeal. Check in a few years later, however, and the results are usually mixed. Some Internet acquisitions live up to their blockbuster billing, but many, in fact, flop.

????Yahoo's $1.1 billion deal for Tumblr, the online blogging service, is just the latest in a long list of Internet acquisitions that comes with high hopes. It's all the more risky because of Yahoo's horrendous track record of buying companies. The question is whether Yahoo has learned its lesson. In an unusually self-aware press release about the Tumblr acquisition, Yahoo (YHOO,Fortune 500) alluded to its checkered history by saying it "promises not to screw it up."

????Here's some of the highlights and lowlights in the relatively brief history of Internet acquisitions.

AOL-TimeWarner

????The $160 billion AOL-Time Warner merger, hailed as a dream marriage old and new media, quickly fizzled with the Internet bubble. Subscribers to AOL's stodgy dial-up business defected to broadband. Advertisers abandoned AOL (AOL) in droves. The promised synergies between the two divisions, like selling each other's advertising and sharing content, never really materialized. Eventually, amid a depressed stock price, the combined company split up (disclosure: Fortunemagazine is owned by Time Warner (TWX, Fortune 500)).

Broadcast.com

????Yahoo executives got way ahead of themselves in acquiring Broadcast.com, an online television site founded by Mark Cuban, for $5.7 billion in 1999. Slow dial-up connections made watching video a test of patience as did the laughably meager library of shows (think 1960-era monster movies and Victoria's Secret fashion shows). The service soon disappeared, as did the executives who engineered the deal.

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