By: Vileta Pinkham & Kelley Hamrick America Online’s Mission Statement
“To lead the development of a new interactive medium that eliminates traditional boundaries between people and places to create a new kind of interactive global community that holds the potential to change the way peopleobtain information, communicate with one another, buy products and services, and learn.”
To continue investment in the growth of its subscriber base, pursue related business opportunities often through joint ventures and acquisitions, provide a full range of interactive services, and maintain technological flexibility.
AOL emerged from a firm founded in the early 1980’s as Control Video Corp., which aimed to create an online service that specialized in games.
Originally AOL charged the consumer by the hour but in 1996, AOL changed to a flat rate of $19.99 and AOL’s customer base grew to 10 million.
AOL’s connections were flooded with people trying to get on and many people cancelled their subscriptions due to busy signals.
Control video Corp failed to meet strong competition and Apple withdrew leaving Quantum holding software it had developed for Applelink
Quantum bounced back by offering diskettes that contained America online software
AOL has tried to position itself as the first digital media company
Increase the general visibility of AOL
Make it easy for customers to subscribe to and experiment with its services
AOL uses special retention packages
AOL has geared towards new users of the internet so their users have a reputation of not knowing much about the internet.
AOL also provided its user a way to get on the Usenet bulletin board and this was earmarked for more experienced and more sophisticated internet user. The bulletin board was inundated with requests for porn, bootlegged software and hacking information. AOL discontinued this practice in 2005 and directed users to log onto Google.com for news groups.
AOL email accounts do not show the person’s full name like other email accounts do so the recipient is less likely to know who the mail is from and also AOL offered free hours and internet trollers were making accounts and keeping themselves anonymous.