Yahoo has announced its new organizational structure and stressed that its mobile strategy remains an integral part of the company's focus.

After a month-and-a-half on the job, Yahoo's new CEO Carol Bartz blogged about the changes at the company and what she hopes to accomplish for the brand. Yahoo also provided details about the strategy behind its various mobile initiatives.

"I've been gathering information on what it's going to take to get Yahoo to a great place as an organization -- and one that brings you killer products," said Carol Bartz, CEO of Yahoo, Sunnyvale, CA, in a blog post on Yodel Anecdotal. "Today I'm rolling out a new management structure that I believe will make Yahoo a lot faster on its feet.

"For us working at Yahoo, it means everything gets simpler," she said. "We'll be able to make speedier decisions, the notorious silos are gone and we have a renewed focus on the customer."

As part of the shakeup, David Ko, senior vice president of Yahoo Mobile, has been named the new global head of Yahoo Mobile, responsible for the mobile business, strategy and monetization teams for Yahoo.

Mr. Ko has been with Yahoo for nine years, most recently leading Yahoo's mobile business operations globally.

Prior to that, Mr. Ko served as the managing director for Yahoo Mobile's Asia Pacific business, where he was responsible for marketing, engineering, product development and growing the company's partnerships in the region, as well as overseeing the deployment and distribution of Yahoo's mobile-first services, including advertising.

Yahoo has also created a new Customer Advocacy group.

"After getting a lot of angry calls at my office from frustrated customers, I realized we could do a better job of listening to and supporting you," Ms. Bartz said. "Our Customer Care team does an incredible job with the amazing number of people who come to them, but they need better resources, so we're investing in that -- after all, you deserve the very best.

"We're also leaning on this team to make sure we're all hearing the voice of our customers -- consumers and advertisers," she said. "I'm singularly focused on providing you with awesome products, the kind that get you so excited, you have to tell someone about them, whether on your desktop, your mobile device, or even your TV.

"And that takes a real understanding of what you want/need/love/hate, how you're using our products and what you find simple, intuitive, easy and fun."

Ms. Bartz said that Yahoo's brand is one of our biggest assets.

"But in the past few years, we haven't been as clear in showing the world what the Yahoo brand stands for," Ms. Bartz said. "We're going to change that.

Look for this company's brand to kick ass again," she said.

The company stresses that one of the things Yahoo stands for is continuing to focus on its mobile initiatives.

"The mobile opportunity is larger than ever and continues to be a priority for Yahoo," said Zealous Wiley, spokesman for Yahoo, Sunnyvale, CA. "We are focused on developing and delivering essential mobile-first services and an advertising solution -- solidifying Yahoo as the global market leader in mobile.

"Mobile advertising is very important -- we are constantly working closely with the PC teams to collaborate with our advertising partners to find products and services that scale brand messages globally, speed time to market and remove traditional barriers of scarce development resources and high costs," he said.

Many big brands have used at least one of Yahoo's mobile platforms.

"We are constantly working with our advertising partners to find products and services that scale brand messages globally, speed time to market," Mr. Wiley said. "Most recently, Porsche used Yahoo's behavioral targeting tools to serve ads to mobile users.

"Porsche also kept the call-to-action in the campaign obvious, simple and capable of being fulfilled from a mobile device," he said.

Yahoo believes that the mobile ecosystem still has room to evolve and improve, and that it will play a key role in its development.

"The industry, including carriers, OEMs, advertisers and content providers around the globe must make long-term investments in building and nurturing the mobile ecosystem," Mr. Wiley said.

"There will be many mobile monetization and service innovations from Yahoo over the course of 2009 and beyond, and the company will continue to lead and enable the global, mobile ecosystem," he said.