Here's why: Yahoo, which still generates more than a billion dollars a year in revenue from its search division, makes a lot of that money from that second step in the search process. It runs ads on search result pages.
On Axis, there are no search result pages.
Instead, what you get when you search, at least 80 percent of the time, Batraski says, is a horizontal display of Web page thumbnails. (The other 20 percent of the time you get text boxes with results in them.) It's easy to see if one of the pages is what you're looking for, and then you can go there directly. To see the tiles again and go to other results, you just pull down the page from the top. To move forward or backward in the list of results directly from a page you're on, you drag your finger from the right or left. bypassing the results list entirely.
So, to be clear, there actually is a list of search results. It just looks a lot better because it's integrated into the browser. Ads will get inserted into the list of search tiles eventually, assuming the product is a success with users. But for the time being, the more successful Axis is, the more it will drive Yahoo traffic away from search revenues -- which only this last quarter began to recover after years of sliding.