I Wanna Look Like AOL

Members of the ISP-Marketing list talk about building a portal that is as good as AOL's famously "easy" system—and also talk about how to build something better and more modern.

[July 10, 2002]

On the ISP-Marketing list in June, JB asked,

"Why would you or would you not want your ISP to look like AOL, with an AOL-type client and/or content portal? I'm weighing the options here, and I could use some input."

A number of respondents warned that it's dangerous to try to compete directly with AOL:

[MS explained] "You need to differentiate yourself from your competition, not mimic them. Play up on your strengths, not your competitors' strengths. Ask yourself, 'Why would I buy my service over AOL?' If you can answer that question well, then you should be able to get customers."

[EA agreed] "If I wanted AOL, I would go to AOL, not some cheap imitation. You can offer many of the features of AOL by adding in value added services, but make it your service, not theirs, with your own look and feel. If you position it properly and price it properly, you will get the business, and your users will not be able to afford to leave you."

BH pointed out that simple Internet access isn't AOL's greatest strength:

"What many seem to forget is that AOL is a content provider, not an Internet provider. Oh sure, their customers can get to the Internet, but it isn't right at their fingertips the way it is for most ISPs."

Others added that advanced users will always prefer a small ISP to AOL:

[HG observed] "I just want to reach the Internet and do my stuff. I have heard that my ISP has their own portal, but I don't use it. My login page is MSNBC: it gives me the info I want when I log in, and from there I can go wherever I want. I'm a consultant, so most of my usage is e-mail, Word, and the Internet for research. I think most SOHO clients are the same way."

[TJ agreed] "I can handle the Internet, and when I use it, I know what I want and where I'm going. AOL-type portals are for users who need hand-holding in finding information. For users like me, those types of portals just get in my way and slow me down."

PK suggested that there are a number of ways that the average ISP can improve upon AOL:

"Contemporary portals must go beyond AOL's standards. Among other things, they must have support for real-time data, be SSL- and XML-enabled, be capable of remote authoring and development, have database and LDAP support, be wireless and WAP enabled, have support for local document searches including PDF files, be scalable to support thousands of users, offer e-commerce support, etc. Most importantly, they must support everyday, dynamic, local content."

—End