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A Differentiated Mobile Approach
Axis features a personalized home page. After signing in with Yahoo, Google or Facebook credentials, Axis provides direct access to your favorite sites, saved articles and bookmarks across all devices on which you've installed the software.
"I think Yahoo has created something new and differentiated in mobile with Axis and will get a lot of people to take a look and test drive it. I don't know ultimately whether many people will change their behavior as a result," Sterling said. "However it's good to see Yahoo delivering on its promise to 'innovate around the UI and user experience in search. I also think it does motivate Google to respond at some point. "