America Online :: essays research papers

Mission Statement "To become the worlds virtually respected and valued order by connecting, informing and entertaining tidy sum everywhere in innovative ways that will enrich their lives." gateway America On-line (AOL), the largest commercial on-line service provider in the US, has been presented with a daunting task. Remaining a viable competitor in an increasingly crowded, fast- changing and competitive market. . Consumer go are entering a highly contested market that is expected to be even much than competitive with the arrival of telephone and cable television giants in the months to come. For example, AT&T dealt a devastating blow for AOL as s easily as hundreds of other Internet providers by offering five hours per month free Internet usage to its approximately 90 million customers, 20 million of whom already have personal computers. AOL, the largest commercial on-line service, offers their customers more than access to the Internet. AOL features include cha t rooms, electronic magazines, software package and entertainment services. Analysts reckon that such content makes these services less vulnerable in the pithy run to AT&Ts offerings. A value-added feature of AOL is its proprietary dodge that it provides users access to proprietary content. For AOL, that which makes them unique (proprietary system), also makes them most vulnerable. AOL has aggressively marketed to the throng media of on-line users. Marketing efforts have focused on selling the intellect of AOL as an easy-to-use, fun, interactive, "community" with a lot of content exclusively provided to its members. AOL distributes their software via direct mailings, inserts of diskettes as well as request forms for disks/CDs in magazines, downloadable electronic network sites, OEM bundling agreements, media partnerships and retail sales. In 1995 AOL increased their level of direct marketing. As previously stated, AOL hopes to capture up to 97 million users, as wel l as expanding internationally. America On-Line Customer Value & contentment America On-Line it has delivered customer value and satisfaction by its foreshorten focus on average consumers, and its determination to make using its services simple and clear. AOL is known for providing the most convenient and easiest-to-use interactive service available. The company pioneered technologies such as keywords for simple navigation and the buddy-list feature to enable photoflash messaging by displaying members contacts who are online As the net profit becomes more central to consumers daily lives, people are increasingly demanding ways, in addition to the PC, to access- anytime, any place- features and content they rely on.