Tech

Shira Ovide is a Bloomberg Gadfly columnist covering technology. She previously was a reporter for the Wall Street Journal.

Sigh, Yahoo. 

The company that can do little right has done it again with a bit of clever but dangerous boardroom jujitsu. With one stroke on Thursday, Yahoo made it harder for outsiders to take control of the board but may have risked alienating the company's toughest critic. 

Yahoo said Thursday that it had appointed two new directors to replace a duo that had left in recent months for reasons unrelated to the company's trail of tears. The new directors are Catherine Friedman, a former managing director at Morgan Stanley, and Eric Brandt, a former chief financial officer of Broadcom. 

Yahoo's timing is more than odd. The new directors were picked just two weeks before a deadline for Yahoo shareholders -- like activist stockholder Starboard Value -- to nominate their preferred choices to the board. It's also the same week that Yahoo was reportedly set to have a meeting with Jeff Smith, Starboard's boss and a big advocate of adding salt to pasta water.

Purple Drain
Since Marissa Mayer took over as CEO, Yahoo has morphed from tidy profits to mostly losses.
Source: Bloomberg
* Q4 2015 operating loss excludes an non-cash impairment charge. Including the accounting hit, the quarterly operating loss was $4.5 billion.

(It's unclear whether the meeting took place. Smith didn't respond to questions by email.)

The appointments return the size of Yahoo's board to nine directors. So if Smith wants to ensure his handpicked people constitute a majority of Yahoo's board, Starboard will need to persuade fellow shareholders to elect his choices for five of the candidates that will come up for a vote at the annual meeting expected in June. Until Thursday, Starboard needed to get four directors on the board to constitute a majority.  

That's no easy task. It means that if Starboard puts up its own slate of directors, the election will be a proxy on whether shareholders are willing to give Mayer's turnaround plan a chance or whether they'd rather throw in the towel and opt for a sale.   

No Exclamation Point
Shares of Yahoo have declined 22 percent in the last year, reflecting market declines of Alibaba and Yahoo's own mixed messages about its strategy.
Source: Bloomberg

Remember that Yahoo is in the midst of a three-way strategy: Cut billions of dollars in costs and reshuffle the company's priorities; work through a complicated process to split Yahoo from its valuable but tax-issue-laden investment in Chinese e-commerce firm Alibaba; and consider a possible sale of all or parts of Yahoo.

Of course as with all directors, Yahoo's new board picks have an obligation to do what's best for the company's shareholders, not for Mayer or Chairman Maynard Webb or anyone else. 

But Smith himself said two months ago that he was concerned Yahoo had "ignored" potentially interested buyers for the company. And by entrenching the Yahoo board with the new appointments, the company fuels the perception that Mayer is rigging circumstances to favor her preferred path, the turnaround plan. 

This column does not necessarily reflect the opinion of Bloomberg LP and its owners.

To contact the author of this story:
Shira Ovide in New York at sovide@bloomberg.net

To contact the editor responsible for this story:
Daniel Niemi at dniemi1@bloomberg.net