By Yi-Wyn Yen

Microsoft is trying its luck at social networking – again.

After a failed attempt four years ago, Microsoft (MSFT) is ripping a page from Facebook’s playbook, introducing on Thursday new profile and photo-sharing features to its web-based Windows Live services. The software giant allows users with Windows Live Hotmail or Messenger accounts to create online profiles that highlight what a person is doing through a Facebook-like newsfeed.

Microsoft hopes that giving Windows Live a new facelift will encourage more people to spend more time on its web properties. Checking e-mail or instant messaging accounts for up a third of the time people spend on the Internet, according to research firm comScore. Microsoft has 375 million Hotmail users and 325 million Messenger users worldwide. “If we can gain a whole 60 minutes per user, we would grow a whole Facebook in [time spent],” says Brian Hall, general manager for Windows Live.

Though Hall admits that Microsoft’s new strategy could shift some attention from Facebook – in which Microsoft holds a minor stake – to Windows Live, the real concern is longtime rival, Google (GOOG). The search giant already has a commanding lead in the search advertising business, and Microsoft worries about Gmail’s growing share in the e-mail market. “According to comScore, Google has a 6% share of email [in the U.S.] But they’re growing fast,” Hall said.

Like Google, Microsoft has struggled to make inroads in social networking. Four years ago, Microsoft launched Spaces, a blogging tool to build a social networking site within Windows Live. Though Microsoft added 100 million people in it first year, less than 1% of social networking users use Spaces today. “The blogging approach [to social networking] is not the right approach. People are too busy to make that investment,” Hall said.

Windows Live lets its new newsfeed feature do the heavy lifting to give people’s friends updates on what they’re up to. Microsoft has partnered with more than 50 web companies, including Amazon.com (AMZN), Twitter, Flickr,and iLike, a music discovery site. Anytime you blog on WordPress, write a restaurant review on Yelp, or watch videos on Veoh, your status is updated through your Windows Live profile.

Analysts say the new Windows Live makeover is a preview of Microsoft’s newest operating system, Windows 7. The latest version of Windows is expected to integrate tools like photo-sharing, videos, and messaging more seamless between PCs and mobile devices. “All these built-in applications with a blend of Google, Apple, and Facebook is Microsoft’s view of an integrated world,” said Rob Enderle, president of the Enderle Group. “Windows Live comes out first. This is designed for Windows 7.”

Microsoft’s had success with operating systems, but the company still struggles to make a profit from its Internet businesses. Microsoft is banking that more time spent on Windows Live will translate into more web searches on Live and more ads viewed on its portal, MSN. For its fiscal first quarter, which ended in September, Microsoft lost $480 million from its online unit. “We have to get great at the advertising business,”  Hall said.

News Corp. President Peter Chernin says online video is a premium money-making opportunity. Image: News Corp.

By Jon Fortt

HALF MOON BAY, Calif. – Looking at big money-making opportunities online, News Corp. (NWS) President Peter Chernin pointed to video, mobile and overseas markets as good long-term bets.

In an interview with Fortune editor at large Richard Siklos at Brainstorm Tech on Tuesday, Chernin said advertisers still haven’t completely embraced the online opportunity, and that they continue to have a television mindset. He said an advertiser recently told a MySpace sales rep to come back when the social network has a “SuperBowl-level” event. What the advertiser failed to recognize, Chernin said, is that the MySpace homepage has as many viewers every day as the SuperBowl has once a year. (Of course, there’s a good argument that MySpace visitors aren’t quite as engaged with the content as SuperBowl viewers are.)

He also addressed the challenges News Corp. faces in getting a decent price for ads on MySpace. (The company partners with Google (GOOG) to monetize the site.) The answer, Chernin said, may be to look beyond banners and text ads. “What drives ad prices is scarcity,” he said. “The place that is most promising is probably in video. By definition there’s more scarcity in video, and there’s even more scarcity in premium video.”

Mobile is attractive because of its scale. It “is by far the most penetrated device on earth,” he said. “So it’s this enormous distribution platform, but by definition you’re not going to be watching two-hour movies. It’s going to be interesting to see people develop uniquely mobile content.” It will take the medium a long time to develop, he said and predicted that in two years, the industry will still be trying to figure mobile out.

Geographically, Chernin said he expects emerging overseas markets to show faster revenue growth for News Corp. than the U.S. and more developed markets. “We’ve invested in cable channels in all sort of Podunk places.”

By Jon Fortt, Fortune senior writer

HALF MOON Bay, Calif. – Sustainability will influence the next generation of Internet technology, according to Cisco (CSCO) chief technology office Padmasree Warrior.

At Fortune’s Brainstorm Tech conference on Tuesday, Warrior and technology visionaries from Nokia and Xerox sat down with Strategic News Service’s Mark Anderson Tuesday to talk about dealing with information overload, mobile innovation, and the major tech transitions ahead.

One idea that’s likely to get a lot more attention, Warrior said, is doing more while consuming fewer resources. “Sustainability is going to be a great driver,” she noted. “It’s actually innovating for constraints that will drive the next generation of technology.”

Warrior said some of the major innovation trends she’s watching are the Internet’s transition into an entertainment platform, the emergence of communities as a driving force in communication, the power of video as a business tool and the rise of new global economic powers like China and India.

Xerox (XRX) CTO Sophie Vandebroek talked about software her company is cooking up that sifts through oceans of digital information and serves up bits that are most likely to be relevant to the task at hand. For instance, for a law firm it could plow through digitized legal files and pull out information about people and events that are most likely to have an impact on a given case. It’s an attempt to help knowledge workers who are drowning in data. “It’s like food – we have too much food with these all you can eat buffets,” Vandebroek said. “You have to control yourself.”

Nokia (NOK) CTO Bob Iannucci said mobile technology is transitioning from a focus on hardware – handsets, towers and the like – to a focus on software and services. He said mainframes, mini computers and PCs all went through the same changes, and the implications were profound. One of the resulting challenges he’s pondering in a service-oriented mobile world: How do you harness the value of people’s personal information in a way that doesn’t freak them out? Can companies like Nokia give customers access to their data in a way that helps them answer questions and make purchases?

From the audience, Google (GOOG) Chief Internet Evangelist (and Internet pioneer) Vint Cerf pointed out that the way people are beginning to use the mobile Internet is fundamentally different. More than with the PC based Internet, mobile users are likely to get online for information related to where they are and what they’re doing at that moment. Warrior agreed that the tech world will have to pay more attention to that shift: “Context and location awareness will become really important,” she said.

By Michael Copeland

It’s not your 15-year-old daughter’s Internet anymore. On the first full day of the Web 2.0 Expo, that more than anything seemed to be the message from the conference room floor.

Tech stalwarts like Oracle (ORCL), IBM (IBM) and Microsoft (MSFT) were showing off technologies that bring elements of the consumer Internet to the workplace. Startups that last year might have been flogging a consumer video service or photo sharing site, instead were demonstrating web-based technologies to develop better Flash sites for business, a cheaper CRM software or an easier way to collaborate on projects. Dubbed Enterprise 2.0, the movement has been gathering steam for some time, but at the Web 2.0 Expo, business seems to have at last eclipsed the consumer Web.

The usual laptop-covered-in-stickers crowd was present as well, but for the most part this is not a gathering of people breathless over the latest Facebook app or keen on launching a widget that makes it easy to find where your favorite band is playing.

Part of that is by design: The companies that can afford to set up in the Expo hall are companies with money, like IBM, Microsoft, Adobe (ADBE) and others. But that itself is a sign of where Web 2.0 is heading. Last year, consumer Web companies had cash to burn. This year, many of the darlings of the social Web, startups that nailed funding at lofty valuations over the last 12 to 18 months, are holding onto what cash they have in anticipation of tougher times ahead.

It has been harder to monetize the social Web than many have thought, and buyers have become harder to come by, especially at the prices many Web2 companies thought they could command. As a result, companies are switching business models like spent horses. “People are realizing that advertising is not good for everything, that it’s not going to make them the next Google,” says Raju Vegesna, an engineer with online applications developer Zoho. “They are starting to get worried.”

Easy for Vegesna to say – Zoho is going directly after the business world, and makes money from subscriptions for its Web-based software. There is no question, though that smart entrepreneurs are starting to see things the way the Zoho team does, and creating applications and services that cater to business. That’s the good news for the corporate world. It’s about to get a slew of new tools that are informed by the best of the consumer world, but that pack the scaleability, security and customization that business users require. We’ll highlight the best over the next two days. It’s enough to make a 15-year-old girl jealous.

By Scott Moritz, writer

The yelling phase of the proposed Microsoft/Yahoo merger got a bit louder as Yahoo (YHOO) turned in good numbers ahead of the deal negotiation deadline.

In the wake of a solid first quarter performance from Yahoo Tuesday, Microsoft (MSFT) chief Steve Ballmer said his company was standing pat on its original $31 a share unsolicited takeover offer. Microsoft has given Yahoo until Saturday to come to the table with a counter proposal, or face a proxy battle.

“We know what Yahoo is worth to us. We offered a lot of money: $44 billion,” Ballmer said in Milan Wednesday, according to a Reuters report. “If their board thinks that’s fair, great. If not, we’ll move forward,” Ballmer said.

Ballmer is likely waiting to see what Yahoo does come Saturday — the end of the three-week period Microsoft gave Yahoo to consider its options. Microsoft has threatened to start a proxy fight if the two companies fail to come to terms. This would open up an ugly process where Microsoft takes its appeal to shareholders calling for the ouster of Yahoo’s top management and key board members.

Last week, Yahoo rejected the Microsoft bid for a second time saying the proposal undervalued the company. Yahoo also held discussions with Time Warner (TWX) about a deal involving a 20% stake to be held by Time Warner in exchange for AOL and a pile of cash for share buybacks.

But many analysts and investors favor a more amicable conclusion that seems to call for a slightly sweeter offer from Microsoft, either a price higher than $31 a share or an all-cash offer.

Yahoo’s earnings Tuesday, while far from dazzling, did show that the company is not deteriorating as quickly as Microsoft may have suggested. Both companies, however, continue to lose business to Google (GOOG) a point that industry observers say makes the Microsoft Yahoo merger a growing necessity.

The trouble for Yahoo is that it must convince Microsoft to outbid itself, says Darren Chervitz analyst with the Jacob Internet Fund, a big Yahoo investor.

It’s well known that Yahoo has long been losing Net search traffic to Google. And by passing on the acquisition of Facebook last year, they’ve done little to improve their competitive position, says Chervitz.

And for its part, Microsoft has gained very little traction on the Internet. Efforts like MSN mail and .Net haven’t exactly hit any jackpots. Meanwhile, Google has expanded into Microsoft’s software domain with word processing and other office applications available to users online for free.

An even bigger threat to Microsoft is Google’s push into wireless applications. The Google-sponsored Android project hopes to create an operating system for a new generation of mobile devices, a direct threat to Microsoft’s Windows Mobile system. Microsoft can’t easily afford to miss the mobile Internet opportunity, says Chervitz.

“Yahoo,” says Chervitz, “is the only acquisition that gets Microsoft into the game.”

By Michael Copeland

On the eve of the latest and largest Internet gathering this year, O’Reilly’s Web 2.0 Conference and Expo, Forrester Research dropped a report that concludes that companies will spend $4.6 billion on Web2-related technologies by 2013. What that means for you, fellow office dweller, is that Forrester believes the world of wikis, widgets, blogs, mashups and social networks will increasingly find a way into your work life.

The emphasis won’t be entirely on internal collaboration, Forrester analyst G. Oliver Young writes, but will also offer “a fundamentally new way to connect with customers and prospects…By 2013 investment in customer-facing Web 2.0 technology will dwarf spending on internal collaboration software by nearly a billion dollars.”

In other words, you will interact with your customers and prospects the same way you do with friends on Facebook or maybe more likely with colleagues on LinkedIn, and with the same Web-based communication and tracking tools.

It makes sense that companies embrace the same easy-to use Web-based tools that we use increasingly in our social lives. Mark Benioff at Salesforce.com has been preaching that for some time now, both through AppExchange and his latest brainchild Force.com, his so-called platform-as-a-service offering. There are numerous other Web-based services including Jigsaw, BaseCamp, Yahoo’s Zimbra, Zoho, and many others that are already bring a Web2 flavor to the work world. What Forrester is arguing, however, is that for everyone who still thinks AJAX is a cleaner, and Twitter is what birds do, a lot of Web2.0 will come.

Does that mean you will be getting Twitter updates from your customers or your boss? If not actual Twitter updates, than perhaps a more corporate version that can offer the same immediacy and easy access to a list of key people. Much of the consumer Web2.0 stuff that makes it fun won’t make the leap, no doubt, but the ease of use and connectivity will.

Will it be a less exciting and dynamic Web-based world that Forrester anticipates? Clearly. What it might also be, however, is a more profitable one. And that is something that many of the Web2 startups that are piling into San Francisco at the moment will be very happy to hear.

By Yi-Wyn Yen

Microsoft signaled Friday that it could rescind its offer to buy Yahoo at $31 a share.

Microsoft (MSFT) and Yahoo (YHOO) executives met earlier this week but the talks ended in a standstill. Microsoft execs, who had earlier hinted that they would not raise their bid, refused to pay the $40 per share that Yahoo demanded, a source familiar with the matter told Fortune.

A Yahoo spokeswoman declined to comment.

The source said that Microsoft doesn’t plan to revoke its offer, but is merely using a tactical maneuver called “market signaling” to put pressure on Yahoo’s board of directors. Microsoft is broadcasting to Wall Street that Yahoo’s stock would become vulnerable it if withdraws its bid.

The software giant has said that it does not need to raise its offer because it doesn’t believe Yahoo has any alternative but to accept the deal. Yahoo has repeatedly stated that Microsoft’s offer significantly undervalues the company and formally rejected the offer in February.

After Reuters reported Friday that Microsoft was “evaluating” its offer, Yahoo shares slipped 6% in after-hour trading. The software giant made its $44.6 billion offer on Jan. 31. The deal is now valued at about $42 billion.

By Yi-Wyn Yen

Yahoo has joined Google and MySpace to form the three musketeers of social media. The companies announced Tuesday they are starting the OpenSocial Foundation to create universally-accepted standards for social networking sites and applications.

Yahoo’s endorsement of Google’s OpenSocial initiative comes two weeks after MySpace (NWS) opened its doors to developers using the OpenSocial standard. MySpace was the first social networking site to adopt OpenSocial.

Yahoo (YHOO) did not disclose which of its web properties will use OpenSocial. “We’re supporting OpenSocial because it’s rapidly growing and maturing,” said Wade Chambers, Yahoo’s vice president of platforms.

The OpenSocial Foundation plans to provide a formal intellectual property and governance framework for developers. Google OpenSocial director Joe Kraus argues that as the web becomes more social and social networking sites open up their platforms, developers will benefit from using a set of common standards. Kraus says the nonprofit will set up shop in 90 days.

“Open source is important,” Kraus told Fortune last week. “It gives [sites] and developers the confidence that they can use OpenSocial in perpetuity without concern of something bad happening. It’s always available to them and it’s not going to be obsolete.”

Google (GOOG) announced its OpenSocial initiative last fall one week after Microsoft (MSFT) agreed to pay Facebook $240 million for a minority stake. Facebook became the first social network to open its platform to developers last May. Facebook, which uses its own open-source platform, says it does not have any immediate plans to join the OpenSocial Foundation.

By Michael V. Copeland

I was having lunch with Flixster CEO Joe Greenstein the other day when we came to the topic of how to monetize all these widgets that are cropping up like poppies in a Silicon Valley spring.

Flixster, for those of you who are not Web geeks or film-buffs, is an online community of more than 1 million people focused on movie recommendations and reviews. While it has its own Flixster.com site, where it has really grown over the last six months is as a Facebook application — so much so, that Barry Diller’s InterActive Corp. (IAC) was rumored to be interested in buying Flixster in a deal estimated to be worth $150 million.

Greenstein spends his waking hours thinking about ways not just to grow that user base, but also how to make money from it, and he’s got a novel idea.

One way his service — and vast numbers of other widgets out there — could monetize more easily, Greenstein says, is if there were a button embedded on a site to make small purchases. “If you want to charge for a virtual teddy bear, there’s the button, you charge 99 cents for it, and that’s it,” Greenstein says. “PayPal is too cumbersome for something like this, it needs to be really simple.”

If that 99-cent button did exist, all those Facebook and MySpace applications that now depend on online advertising would suddenly have another way of making money: by charging small amounts for small items.

Those items might be virtual goods — a digital photo of a favorite band, a simple game. The point is that it could enable an economy that has been mostly missing from the widget world. If you think charging 99 cents doesn’t add up to much, remember that the ringtone business grew to a multibillion dollar industry worldwide by charging similar amounts.

So who is best suited to introduce a simple, secure 99-cent button?

In many ways Facebook is the logical choice, and one of the worst-kept secrets in the Valley is that Mark Zuckerberg and crew are working on a Facebook “wallet.” It makes perfect sense that a next step for the Facebook platform would be to introduce a simple, universal payment scheme. Facebook has already collected credit card information on some portion of its users, so it wouldn’t take much to turn something like the 99-cent button on.

I’ll bet almost a buck on Facebook doing it, and soon. The larger question is whether Facebook’s wallet becomes the standard for the rest of the Web, or if some other, more enterprising gang swoops in with a better version of PayPal for the widget world.

What are you waiting for? Get on it.

By Jessi Hempel

At long last, the MySpace Developer Platform is open for business. News Corp’s social networking behemoth is launching a dedicated site for developers Tuesday and it will go live to all audiences in a month.

Says MySpace COO Amit Kapur: “We want to make sure that we build a rich platform for monetization for the developers.” That’s jargon for the promise that MySpace will make widget-makers money.

That’s a significant turnaround for the site, which just one year ago considered third-party developers to be parasites, sucking away traffic and ad dollars. While Facebook embraced widget makers, MySpace (NWS) originally tried to control them and was accused of booting them from the site. That changed, though, as Facebook gained a major boost in traffic and valuation from the applications that outside developers launched. Speaking at the Web 2.0 conference last fall, MySpace co-founder Chris DeWolfe promised to open the site up.

The MySpace Developer Platform will be a social networking hub for creators of applications that run on the site. The site will host a blog, and it will give developers the tools to build their applications in a live environment. It will also offer forums, sample code, and an opportunity for developers to test their applications on pools of five member profiles in advance of release. The platform will support OpenSocial, the Google initiative to establish a common set of tools for developing widgets so they work across platforms, right from the start.

MySpace has also promised to help developers profit from their widgets. The site plans to offer developers access to much of the information the company has gathered in testing hyper-targeting strategies with advertisers and its experiment in self-serve advertising. “It’s a long-term play for us,” says Kapur, a MySpace veteran who assumed the COO post last week. “If we can tie those technologies into the developer platform environment, we are going to help them make money and we can build a new business for ourselves.”

“It’s an important evolutionary step for Myspace,” says analyst Rich Greenfield of Pali Research. “They need to harvest the power of developers across the Internet. It will be interesting to see how attractive this platform is compared to the Facebook platform.” With an eight-month lead, Facebook has a rich developers’ community. But with 69 million users logging onto their profiles in December, MySpace offers a lucrative and attractive environment for widget makers.

The challenge for MySpace will likely be attracting developers by giving them access to marketing data without compromising member’s experience. Before MySpace was a place for developers, it was, after all, “a place for friends.”