Portal trying to reinvent dead concept

According to an article in todays edition of Danish newspaper Berlingske Tidende the once mighty Danish internet portal, Jubii, is planning on a complete relaunch during this summer and fall.

Management and owners Lycos Europe has (finally) declared bankruptcy on the ancient portal strategy of trying to be something for everybody and is now looking to focus within a select number of niches. However there are at least two challenges with that strategy, which leaves me somewhat sceptical about the prospects for success.

First of all Jubii will be betting its business on becoming a media company and produce content themselves. It just sounds so much like Yahoo! under Terry Semmel, and look how that went? It doesn’t make it any easier that Jubii is going to target exactly the same verticals as the competition does (women, men, gossip and two more areas). Why would they be able to steal market share from these experienced guys and girls? I just don’t see it.

Second, Jubii may have a diminishing user base today but at the very least they are somewhat loyal. But throwing everything up in the air, Jubii runs the risk of alienating these loyal users and end up being… drumroll:

Perhaps something - but for no one.

Bottom line I seriously question whether Jubii has the brand strenght and image to support it becoming a media company in head-on competition with media companies, which have been doing this for decades if not centuries and have very established relationships with their audiences.

That doesn’t mean it couldn’t happen. I’m just not willing to bet on it. But maybe Jubii doesn’t really have a choice after all…