Ask.com has been rumored to layoff 100 of its labor force but according to Reuters.com. The reality is that Ask.com is laying off only 40 jobs. This is still a significant number since it makes up 8 percent of the total number of employees of Ask. Jim Safka, the new CEO of the company said that the company will change its focus and strategy. It will target women who are nearing 40 and over. Currently, this age group already make up more than half of the total users of Ask. The percentage that women from this age group is already at 65 percent of the total users of Ask. Since these women are already onto Ask, then it makes more sense to target more of them.

Google is already handling the advertisements of Ask so rumor has it that Google will take advantage of Ask’s Teoma search technology. In contrast with the former CEO of the company, Safka seeks to implement important changes in the marketing approach of the company instead of its technology. Yet, the importance of technology for Ask could not be overestimated. Currently, Ask has access to 4.5 percent of the market. The search site of Ask has reported 41 million unique visitors in January only. This is certainly higher than the number of visitors in November and December. Given this, it would still be necessary for Ask to invest on its technology.

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