American Online PresentedBy Ling Chen Amy Fortier Karla Miller

AOL Mission and Values To build a global medium as central to people’s lives as the telephone or television… and even more valuable

AOL Timeline  1985 –original founding name, Quantum Computer Services changes name to America Online.  AOL goes public on NASDAQ  1993-AOL service exceeds 500,000 members  1994-AOL service reaches 1 million members  1995-AOL service exceeds 4.5 million members  1996-AOL introduces unlimited-use pricing plan of $19.95 per month  AOL service passes 8 million members  2002 – AOL service surpasses 34 million members

AOL Business  AOL Service  AOL Anywhere  AOL International  CompuServe  ICQ  MapQuest  Moivefone  Netscape  AOL Music  AOL Local  AOL Instant Messenger  AOL Broadband

AOL Time Warner  Media & Communications Group   America Online America OnlineAmerica Online  AOL Time Warner Book Group AOL Time Warner Book GroupAOL Time Warner Book Group  AOL Time Warner Interactive Video AOL Time Warner Interactive VideoAOL Time Warner Interactive Video  Time Inc. Time Inc.Time Inc.  Time Warner Cable Time Warner CableTime Warner Cable  Entertainment & Networks   Home Box Office Home Box OfficeHome Box Office  New Line Cinema New Line CinemaNew Line Cinema  Turner Broadcasting System Turner Broadcasting SystemTurner Broadcasting System  Warner Bros. Entertainment Warner Bros. EntertainmentWarner Bros. Entertainment  Warner Music Group Warner Music GroupWarner Music Group

Economic  Early 80’s marked by recession  Unemployment was 9.6% in 1984  Conditions improved by 1994 economy rebounded and U.S enters growth period  1990’s economy created 13 million new jobs

Political/Legal  Access  Authentication and ID  Bandwith  Copyright  Digital Signatures  Domain Names  Domain Names  Encryption  Free Speech  Junk  Junk  Privacy  Privacy  Taxation  Taxation  Wiretaps Cybersecurity

AOL Social/Culture  Family Initiatives –Babies & Me Program –Child care –Employee Assistance Program –Adoption Benefit –Expectant Mother Parking –Family Resource & Referral –Long-Term Care –Take Your Child to Work Day

AOL Community  AOLAspires.org  e-Buddies  Jumpstart  Job Shadow Day  Greater DC Cares Servathon

Service Comparison AOLEarthLinkMSNAT&T 1 SBC / Yahoo! Prices Monthly Access Cost ** $9.95 * $23.90$21.95 $16.95$15.95 Account Features 2-Minute Online DownloadYesNo Answer Phone Calls and Remain Online (V.92)Yes 4 No 3 NoNo 2 No Personalized AddressYes Web Based Yes Content-Rich StartpageYes NetZero

Instant Messenger

Problem  AOL offers too many free resources that are not profitable  Consumer satisfaction with AOL  Can not compete in current market  Too Many Logos that do not connect the AOL name  Needs foundation that can support broadband users needs

Problem

5 year history

AOL Logos  AOL Netmarket  AOL Travelers Advantage  AOL AutoVantage  AOL Credit Alert  AOL Visa  AOL FreeTime Online  AOL Reminder Service  Sign On A Friend  AOL Shop Direct  The AOL Guarantee  Long Distance  Business Perks  Others

Alternatives  One logo for brand loyalty  Focus on the businesses currently have and are profitable  AOL need to find a broad-band company and develop coopetition

Solution