As the takeover war of Yahoo by Microsoft continues to rage, one thing is clear: The battle for superiority in online advertising and online services just got more serious. Yahoo is the second-largest global online network of integrated services, with more than 500 million users worldwide. Microsoft is the world's largest software company, with more than US$51 billion in annual revenues and an estimated 90 percent share of the desktop market. This has all the makings of creating a new powerhouse in the technology market, with far-reaching implications for both the enterprise and consumers. It is also fraught with high risks.