American Online mobile ambitions

In recent months, Google's mobile strategy has frequently been in headlines. But outside the spotlight on the media, another internet giant, AOL, is gathering strength and exerting a mobile market.





for years, AOL has lagged behind Google, Yahoo and Microsoft MSN in online traffic. As Apple's iphone or Google's expected Gphone software platform launches, AOL is no longer worried about the wireless market. According to Hitwise organization statistics, for the U.S. online mobile site, the U.S. market traffic is higher than Google's mobile platform, but also Microsoft MSN Mobile platform more than three times times. Telephia analyst David Gill analysis, mobile users stay in the United States online longer than the time spent on the Yahoo site. "The American online audience is large, which is what advertisers like to see." "With the recent launch of the US online mobile strategy, the company hopes to build on the glory of its former Internet hegemony and become the industry's leading wireless portal."




More importantly, the company is developing a software called a unified application platform that integrates multiple mobile services from AOL to build a powerful portal,
AOL told Businessweek. At present, mobile phone users need to open the most independent application software to access AOL e-mail, AOL timely communications, Moviefone movie list, mapquest navigation software and local search services such as City navigation.





If this service pattern does not become the preferred software for mobile phones like Windows Mobile, Symbian or Java brew, then AOL's efforts cannot be dramatic. AOL needs to capture users from wireless carriers, and AOL's goal is to provide a faster, simpler mobile service that replaces the variety of applications currently used on mobile phones.





so far, the United States has shifted its focus from cooperation with operators to providing product services to handset makers. Sources say AOL is consulting with China's HTC and other handset makers to provide software services for their mobile products. The US online emphasizes that cooperation with wireless carriers remains an important part of its mobile strategy, and that it will also strengthen cooperation with handset makers. "We are actively engaging with all mobile phone manufacturers," said Scott Falconer, vice president of AOL's mobile division.





Meanwhile, AOL has also revealed its wireless ambitions in other ways. Last June, AOL hired At&, a former vice president of the company, Ohn California-based as the company's new chief marketing officer. Among the jobs posted on the AOL Web site are 14 mobile-related jobs listed in the United States, and 9 jobs in China. One of those positions is senior strategic director of the U.S. mobile division, which says the candidates should help the company achieve a strategic takeover mission in the future.





Perhaps the biggest concern for AOL is that wireless has long been a new and tuned mobile app. Recently, the United States reopened the portal online, users can access through mobile browsers, so that the site from traditional news sites to content and advertising a broader portal to the transformation. At the same time, AOL has adjusted its mobile search applications to enable users to accept more directional results. At present, Yahoo and Google have launched this business. Through the U.S. online enhanced mobile search engine, mobile phone users can enter the area code and "Sushi", you can receive the latest sushi restaurant information.





since October this year, AOL plans to aggressively promote mobile apps on its web site, offering new services not available to rivals. During the year, AOL plans to launch a mobile version of Winamp remote, a content-sharing application that allows mobile phones to play songs and videos stored on Friends ' computers. In addition, AOL's mobile version of--bluestring video and content sharing sites are also under development. AOL's my mobile will be available online next month, allowing users to copy their desktop AOL parameters on their phones. For those who prefer a single purpose application, AOL is working with companies like Ulocate to develop mobile plug-ins.




Despite the
, AOL is not a new recruit in the mobile market. As early as 2000, AOL began the wireless business development, launched a large number of application services, and with the mainstream wireless operators including T, Verizon and Vodafone signed a cooperation agreement.





America's online once again wireless service, undoubtedly with the mobile advertising market blowout closely related. In the United States, mobile search advertising revenue will grow from $33.2 million trillion this year to $1.4 billion trillion in 2012, according to Kelsey organization. Such an attractive market prospects, for a blog to focus on advertising, improve internet access to subscribe to business enterprises, can not be indifferent. To achieve this goal, in May this year, AOL acquired the mobile AD site third screen Media, September 17 this year, Time Warner launched the U.S. online advertising platform platform A, allowing developers to access AOL users via online and mobile phones.





Kelsey, analyst Matthew Booth, said some of AOL's major rivals will also play a driving role in their future mobile strategy. Google acquired about 5% of AOL's shares in 2005, while MSN sought advertising on all mobile sites in AOL.





AOL needs to prove to loyal email and IM users that its wireless service is more convenient and faster than its powerful rivals are about to launch a service. "AOL is not the first company to dabble in the mobile market and move the mobile business," said Fred Boxa, an analyst at IBB Consulting. However, AOL needs to make unremitting efforts to change the market situation. "