Excite and Yahoo do not excite very much in most countries, but they are big in Japan and as I understand they are profitable too.
Both companies have used clever marketing techniques and keep up with the Japanese market needs. I find that one of the most interesting marketing they have is the Internet cafes. Both companies have Internet cafes.
I like the Seibu Excite café. In this café you can order a drink like any other café and surf the net for about and hour. Yahoo has cafes in Tokyo’s airports Narita and Haneda and many other locations.