MSearchGroove

By James Cameron
AOL tells BusinessWeek that it will consolidate its mobile application portfolio onto one portal, and provides us a look behind the curtain. In line with this effort AOL is “working on what it calls a software module—a unified application that would integrate AOL’s multitude of mobile offerings into one master portal.” This approach will allow AOL to consolidate and provide a one-stop destination for properties including AOL Mail, AOL Instant Messenger, Moviefone (theater guide), MapQuest (navigation software) and City Guide local search.

This is a change of tack from AOL, whose modus operandi (up to this point) has focussed on working with mobile operators to ensure a top-notch spot for its apps on mobile operator portals. The new strategy will also see AOL negotiating with handset manufacturers to pre-load their portal onto devices. Scott Falconer, executive vice-president of AOL Mobile, was quoted as saying: “We are actively engaged with all handset manufacturers.”

Desktop-mobile integration and mobile search also play a pivotal role in this new strategy. Online users will be encouraged to “send to cell” content and links to AOL’s applications (interaction that will no doubt increase awareness and usage of its mobile portfolio).

This dovetails well with AOL’s earlier plans to emphasize personalization and simplicity. (And we know both go a long way toward enabling the delivery of more targeted content and advertising messages.) Greg Sterling at Local Mobile Search connects the dots and comes to a similar conclusion.

He points out the newly-launched AOL WAP – a “nice mix of structured content, browse and search functionality” – is actually more of a “Wapplication” because it effectively delivers “the depth and usability of a rich client.

In a word AOL has kept it simple - an approach that may pay dividends as users grapple with poor mobile search experiences and block out advertising on their mobile phones. (Greg hints that “banner blindness” could hit mobile hard.) Looks as if AOL might not be so late to the party after all.

Peggy adds: AOL has clearly chosen the role of a fast-follower over a market-leader – and managed to avoid some mistakes along the way. Its new and improved strategy speaks volumes about the importance of offering a one-stop destination for search and apps across platforms and the growing appeal of a rich client-like approach. My own discussions with on-device portal providers (ODPs) indicate a raft of deals involving mobile search and mobile advertising companies are in the pipeline.

• Posted in
• Mobile Search, Mobile Content, Mobile Advertising

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