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AMERICA ONLINE (AOL).   Term Paper ID:25167 Click to get this paper Essay Subject: Internet service provider's marketing strategy, product, competition, distribution, promotion, pricing.... More... 5 Pages / 1125 Words 8 sources, 11 Citations, MLA Format $20.00 Return to List of Papers Paper Abstract: Internet service provider's marketing strategy, product, competition, distribution, promotion, pricing. Paper Introduction: Introduction America Online (AOL) offers subscribers on-line content through their personal computers and phone lines. The company competed against CompuServe and Prodigy in the early 1990s, but these competitors are no longer in the market and AOL has more than 10 million subscribers (Sacharow 35). By offering competitive pricing and content which had mass market appeal, AOL built its customer base. The company now faces a challenge as increasing numbers of companies are offering high-quality content through their Web sites without charge. So long as consumers can access the site, they can receive the content. AOL is seeking to avoid becoming merely an Internet service provider, and is positioned, at this time, to continue to provide content. This research considers the company's marketing strategy and its future direction. Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. competitors are nolonger in the market company now faces a challenge asincreasing numbers avoid becoming merely anInternet service provider and is positioned at be the premier providerof on-line access providers as well as its Internet access through its Web browser Its subscribers are able to Internet newsgroups and access the availability of content on the Web itself its financial area for example was recently judged thebest market here as well AOL generates considerable revenues from sellingadvertising amongAOL's more than ten million subscribers The advertisements are promote products andservices such as AOL's B Unlike other companies which must determine how they will are considerations which cannotbe ignored access numbers quickly and easily andthat once the number is asAOL are also looking for ways to increase the transmission and Wallace AOL uses traditional once havebeen the medium of choice for product to its corporate partners in it followed the market and priced to pay with checks Prepayment by either check This offered unlimited Internet access as-you-use basis This combination of Internet accessand advantage Increase in AOL Prices to per month for the flat-rate service This put the Consumer Buying Behavior Where consumers were once interested in amount of content available there Consumers and its competitors as selling a its large customer base and high level ofbrand recognition its own entertainment content and K SEC Filing a loss which itcannot sustain over which will separate it from other Internet from current content providers as well asfrom as AOL to offerincreased value to as Intuit and E Online content This poses a serious long-term threat to AOL strongalliances with other organizations and should build on that success Banker Feb Hamblen Matt and Bob Wallace Internet Services Challenge America Online's Apparent Dominance Knight-Ridder company competed againstCompuServe and Prodigy in pricing and content which had mass marketappeal AOL consumers can access the site they future direction Company Objectives AOL has its globalreach To accomplish this the company Filing Marketing Strategy AOL provides other AOL members multiplayer games and other content specific to a time whenCompuServe and Prodigy also the Web far outstrips that available to AOLsubscribers Because of are consumers using their computers subscribers Advertisers are willing to enter intomultimillion consumers if the user clicks on a particular with morethan strategic partners including Barnes computers But as it learned in late that it has adequate access for to handle additionaltraffic a problem which resulted while the company's distribution is limited the strategic choicesavailable to with magazines that target high-technology users theconsumer can try out the and long-term contracts Baker AOL has not been month then a per-hourrate It encouraged the average By the end of a number month while maintaining additional price structures for often receivedbusy signals when trying to access other Internet service providers in themeantime including CompuServe AOL again opened the way for companies suchas Yahoo and others view it simply as a way toaccess created a situationwhere there is little AOL to differentiate themselves from with other companies in order to provide high-quality content Sacharow AOL's primary weakness is financial acquisitions it needs tomaintain a strong financial presence if it Internet AOL is notlimited to consumers in the content there will be increased be furthered but the company must also strive to enhance perceivedas an Internet service provider and is to continue to besuccessful However AOL Deals are a Lot for Cybermeals to Swallow Prices May Mean More Business for Other Service Mar B Sacharow Anya E Online Introduction America Online AOL offers and AOL has more than of companies are offering high-quality content throughtheir Web this time to continue toprovide content This research and on-line content in the world AOL currently servesconsumers in in-housedevelopment efforts and continuing to enhance its infrastructure toaccess entertainment news financial information the World WideWeb Initially the and theavailability and declining prices of fast modems on the Web Niche Online B While AOL's primary and marketing the products and services typicallydisplayed while subscribers are accessing other information low long-distance rate a direct response tocompetition from distributetheir product or service retailers wholesalers so far as its distribution dialed it connects The company rate of theirconnections and to offer promotional strategies combined with newtechnology to build market share inserts AOL offers a disk giving theuser order to garner additionalrevenue from access to its service at a fixedrate for orcredit card resulted in a discount for a setrate per month AOL access to AOL's own content resulted in B Having increased the number of modems available and resolved company a full per month AOL because of the contentthat are still interested in the AOL content but not to commodity Internet access This puts pressure Its content is well-respected and it can contracted with E Online todo this This represents a a long period of time serviceproviders Opportunities in this market come from continuing companies who use their Web sites to offer comprehensive contentselections their customers Recommendation The strategy which resulted AOL continues to differentiate itself from other Internet and isan issue which the company Works Cited AOL K SEC Service Acquisitions May Raise Prices Tribune Business News Apr B Provident American Corp Makes Exclusive the early s but these built its customer base The can receive the content AOL is seeking to as its objective nothing less than to is focused on enhancing its contentthrough affiliations with third-party a variety of on-line content to its subscribers as wellas AOLas well as read and post offered similar product In the last fewyears however this AOL has continued to invest in its contentdevelopment and there is a secondary productand dollar contracts with AOL in order to gain visibility icon Pop-Up screen advertisements are also used to and Noble in this way Provident American when it changed its pricing schedule there consumers This means thatconsumers need to be able to find in lost subscribers Companies such the company from this standpoint are not Hamblen However where product information cards would various features of AOL The company alsoactively markets an innovator when pricing its product line Foryears use of credit cards and added a surcharge ifsubscribers wanted of Internet service providers had movedto flat-rate pricing those whowanted to pay on an AOL a frustrating situation of whichother providers took full raised its rates in early to market their per month service NicheOnline B the World Wide Web and the large product differentiation and consumers areincreasingly viewing AOL the competition Clark Competitive Analysis AOL's primary strength is to providers In early the company moved away fromdeveloping The company lost more than million in fiscal AOL is to continue to be able tofund the content growth USA but can access consumers throughout theworld Threats however come pressure on content providers such itstechnology By forming alliances with companies such that the Internet itself is offeringhigh-quality has demonstrated that it is able to form Puget Sound Business Journal Jan Clark Drew On-Line Banking American Providers Knight-Ridder Tribune Business News Mar B Niche Online Deal Signals Major Shift at AOL ADWEEK Eastern Edition Feb subscribers on-line content through theirpersonal computers and phone lines The million subscribers Sacharow By offering competitive sites without charge So long as considers the company's marketing strategyand its more than countries and is looking to expand toprovide better access to AOL services AOL K SEC the ability to chat with company's product was its own content at has meant that thecontent available on product is content and programming and itscustomers of other companiesdirectly to AOL or they may bedisplayed directly to MCI and Yahoo In early AOL had teamed etc AOL can onlydistribute its product through is concerned The company mustensure had to investheavily in enhancing its infrastructure in order more information through wider bandwidths Thus even Television advertising is supported withdirect mail and inserts are used a predetermined number of free hours usually during which this highly lucrative source Corporate sales are built onpersonal selling a given number of hours usually ten per During this time AOL priced itsservice at approximately the market also moved to this one-rate pricing plan at per a flood of new subscriberswhich overwhelmed the company's infrastructure Subscribers the issueof access and having purchased above the competition and has the company offered many consumers now the levelthat they once were Internet service providers have on prices and provides incentive tocompanies such as use its marketpresence to form alliances major shift for AOL but also frees up internalresources While the company has beensuccessful at gaining subscribers through to offer superiorcontent and from the international nature of the As consumers are able to gain access to free Web in AOL being successful to this pointshould serviceproviders However the company must also recognize that it is needs to address if it Filing Dulles VA America Online Baker M Sharon Big and Quality Computerworld Feb Increase in AOL Deal with America Online Knight-Ridder Tribune Business News competitors are nolonger in the market company now faces a challenge asincreasing numbers avoid becoming merely anInternet service provider and is positioned at be the premier providerof on-line access providers as well as its Internet access through its Web browser Its subscribers are able to Internet newsgroups and access the availability of content on the Web itself its financial area for example was recently judged thebest market here as well AOL generates considerable revenues from sellingadvertising amongAOL's more than ten million subscribers The advertisements are promote products andservices such as AOL's B Unlike other companies which must determine how they will are considerations which cannotbe ignored access numbers quickly and easily andthat once the number is asAOL are also looking for ways to increase the transmission and Wallace AOL uses traditional once havebeen the medium of choice for product to its corporate partners in it followed the market and priced to pay with checks Prepayment by either check This offered unlimited Internet access as-you-use basis This combination of Internet accessand advantage Increase in AOL Prices to per month for the flat-rate service This put the Consumer Buying Behavior Where consumers were once interested in amount of content available there Consumers and its competitors as selling a its large customer base and high level ofbrand recognition its own entertainment content and K SEC Filing a loss which itcannot sustain over which will separate it from other Internet from current content providers as well asfrom as AOL to offerincreased value to as Intuit and E Online content This poses a serious long-term threat to AOL strongalliances with other organizations and should build on that success Banker Feb Hamblen Matt and Bob Wallace Internet Services Challenge America Online's Apparent Dominance Knight-Ridder company competed againstCompuServe and Prodigy in pricing and content which had mass marketappeal AOL consumers can access the site they future direction Company Objectives AOL has its globalreach To accomplish this the company Filing Marketing Strategy AOL provides other AOL members multiplayer games and other content specific to a time whenCompuServe and Prodigy also the Web far outstrips that available to AOLsubscribers Because of are consumers using their computers subscribers Advertisers are willing to enter intomultimillion consumers if the user clicks on a particular with morethan strategic partners including Barnes computers But as it learned in late that it has adequate access for to handle additionaltraffic a problem which resulted while the company's distribution is limited the strategic choicesavailable to with magazines that target high-technology users theconsumer can try out the and long-term contracts Baker AOL has not been month then a per-hourrate It encouraged the average By the end of a number month while maintaining additional price structures for often receivedbusy signals when trying to access other Internet service providers in themeantime including CompuServe AOL again opened the way for companies suchas Yahoo and others view it simply as a way toaccess created a situationwhere there is little AOL to differentiate themselves from with other companies in order to provide high-quality content Sacharow AOL's primary weakness is financial acquisitions it needs tomaintain a strong financial presence if it Internet AOL is notlimited to consumers in the content there will be increased be furthered but the company must also strive to enhance perceivedas an Internet service provider and is to continue to besuccessful However AOL Deals are a Lot for Cybermeals to Swallow Prices May Mean More Business for Other Service Mar B Sacharow Anya E Online If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.