Yahoo’s CEO, Marissa Mayer, maintained that her ambition was to make Flickr "awesome again," said the new site will showcase "bigger images" and create a user experience that is "more immersive, more expressive." She also referred to Flickr as a once-shining acquisition "that didn't fare so well" and vowed that Tumblr would not follow a similar path.

The new Flickr is aimed at offering a delightful experience to the users away from its previous flat with excessive text and dull uninspired photos experience. Under the new Flickr, photos uploaded will be presented in full resolution and can adapt "wherever" users desire, meaning to different hand-held devices and social networks, such as Facebook and Twitter, said Yahoo senior vice president Adam Cahan.

The revamped website went live Monday evening, posing a new look, cutting out words and user messages and features larger photos without text set against a sleek black background. And Yahoo! said that it is developing a new advertising format that allows users to opt out of advertising by paying $49.95 a year to access an ad-free version of Flickr.

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