"Once you have user habits that are hard to break, it becomes a much easier platform to play off of."Ĭreating a habit begets loyalty, even in the face of problems with the service. Place and making it an addictive habit for users," Gami added. "What Ted's focusing on is getting installed in the first With ICQ, AOL hopes to repeat what it had succeeded in doing in the past with its online service: make it a daily habit for millions of users. The Justice Department's antitrust suit against Microsoft.
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AOL had apparently struck a deal with Microsoft to distribute its online service through the Windows operating system in return for choosing the Internet Explorer browser over Netscape Communications' Navigator, according to an AOL executive's testimony during
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"And we want to be more valuable, build this as a medium, make this central and as a utility, make it central in people's life as the telephone and the television, but with more value."Īs one testament to making AOL's services seem central to daily life, Leonsis said the company will begin promoting the phrase "Are you there," while giving its signature "You've got mail" a rest.Īnd one of the keys to AOL's ubiquity has been placement on prime real estate.ĪOL in the past has negotiated with PC manufacturers for placement on new machines. "We have a central belief in the company that this is a social medium," said AOL Studios president Ted Leonsis in a speech yesterday at the BancBoston Robertson Stephens Tech '99 conference in San Francisco. Executives have said the company markets its services as a utility rather than as technology in hopes of attracting a mainstream audience. "It can be used as a platform for communications or commerce."ĪOL has consistently touted its intention to make its services consumer-friendly and accessible to the masses. "This is one more way for AOL to capture another piece of real estate for whatever occurs in the future," said William Blair equity analyst Abhishek It's no coincidence that the icon for the Netscape-AOL Instant Messenger feature resides in that same spot. Analysts say the placement of ICQ's cartoon "four-o'clock" flower logo on users' PC icon menu bar will be the factor that distinguishes ICQ from other Web properties. However, ICQ has something many portals have pursued with varying degrees of success: location, location, location. But also in the spirit of portals, the new client will pursue business endeavors that place it in the path of Web heavyweights Yahoo, Excite, Lycos, and Microsoft's MSN.com-such as advertising, commerce, and one-to-one marketing.
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The client has become what ICQ executives termed a "desktop communications portal," which means Web search and aggregated content are now attached to ICQ's instant-messaging and chat foundation. "People who use ICQ don't want to use AOL." "In the multi-brand version, if AOL is Pepsi, ICQ is Mountain Dew," said The strategy entails incorporating a number of Web brands that AOL manages in order to serve different audiences. AOL acquired ICQ's parent company Mirabilis in June for $287 million and set out to establish the client as a property in its multibranded portal strategy.
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Yesterday, the online giant launched the latest test version of ICQ, a popular software clientĭeveloped by three 20-something Israelis that allows users to chat and send instant messages to each other.
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Just as a television set sits in a living room or a microwave sits on a kitchen counter, AOL wants its services to sit in the place Netizens go every day-the PC.Īnd its latest weapon to win the hearts, minds, and eyeballs of Web users around the world? A cute flower that perpetually sits on a Windows menu bar.