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The fall of Yahoo! and its hopes of a recovery

Yahoo!’s recent data Breach was the largest ever to be reported, with around 500 million users’ personal details believed to have been exposed.

Names, email addresses, telephone numbers, dates of birth, encrypted passwords, and in some cases even security questions and answers, were hacked by what Yahoo! called a “state-sponsored actor”.

While there was no evidence to suggest any payment details were breached, it seems Yahoo! was informed of the breach by the hackers themselves earlier this year after they demanded a ransom for the return of the details. This prompts questions about the safety of Yahoo!’s services and whether it is a suitable, reputable business with core values in place.

Question marks around the brand

This revelation has not come at an ideal time for Yahoo! which is currently undergoing a $4.83bn (£3.68bn) takeover by Verizon which is expected to be completed early next year.

The company, formed in 1994, was once valued at around $100bn, and Microsoft’s bid of $44.6bn was rejected in 2008. At the time, Yahoo! and AOL were powerful internet tools before the emergence of Google search and Facebook took the emphasis away from them in the mid-late 2000s.

Yahoo! has struggled in recent years, after purchasing Tumblr in 2013 for approximately £1.1bn and beginning a partnership with Yelp in 2014. The latest revelation of data leaks has left questions being asked about Yahoo!’s internal policies and security measures.

Yet despite its reputation as being a ‘digital dinosaur with poor security measures’, Yahoo! continues to receive around 7bn views per month and remains the fifth most visited site worldwide.

Commenting on the breach, Jane Frost, chief executive of the Market Research Society, said: “This latest breach highlights how organisations can fall foul to having inadequate data protection policies in place.

“It’s fundamental to good business practice to embed the right data structures to safeguard the data we all rely on for commercial and public services.”

Should you use Yahoo!?

Forbes warns that if you intend to keep your Yahoo Mail account, you should at least ensure that passwords are changed and always take extra measures to prevent cyber theft.

Gmail, which is Google’s equivalent of Yahoo Mail, notifies a user whenever their account is logged into remotely. Various other email providers have similar levels of security, which has left Yahoo! exposed and potentially in danger of losing many of their users.

It seems that Yahoo! needs to learn from this hack and almost reinvent its platform if it is to become anything more than a starting place for people who haven’t made the effort to adopt a more modern platform for their emails and internet browsing.

The post The fall of Yahoo! and its hopes of a recovery appeared first on Online Reputation Management, Igniyte.

This post first appeared on Our Online Reputation Management Blog | Igniyte, please read the originial post: here

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The fall of Yahoo! and its hopes of a recovery


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