CTIA Wireless 2008

AOL Offers AOL MyMobile on Windows Mobile Handsets

| Apr 3, 2008 | Wireless Services - U.S | Show Update

| Analyst: Deepa Karthikeyan

Current Perspective: Neutral/Positive Vendor Importance: High Market Impact: Moderate

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Event Summary

April 1, 2008 – AOL announced the launch of its MyMobile application that combines its services like AIM and AOL Mail in one portal. The downloadable application which is free, allows users to customize and personalize their home page with AOL’s services. The application features intuitive carousel-based user interface that provides for a PC like experience. Although the beta application is available via all carriers, it is only applicable to Windows Mobile devices in the immediate term.

Analytical Summary

• Current Perspective: Slightly positive on AOL’s beta launch of its MyMobile application on Windows Mobile handsets as it is an interactive suite of AOL services that enables users to find information and browse content for free, without having to leave AOL MyMobile, providing them with a one stop solution. The impressive UI features easy to use carousel navigation, along with drop-down lists and intuitive menus that mimics the PC experience.

• Vendor Importance: High to AOL, as the beta MyMobile application reinforces its mobile ambitions and improves its competitive stance in light of Yahoo!’s Go 3.0 launch, which is targeted at the same demographics. The application is not subscription based, which will heighten its adoption rate and the advertising component provided by Thirdscreen Media will open a new revenue source for the company.

• Market Impact: Moderate on the U.S market as portal-based applications from Internet players like Yahoo! and AOL are not entirely new to this space. However it is important to note that the latest iteration of these applications have an advertising component to them which is a sign that the Internet players are pushing this revenue model by applying the expertise of their new partners.

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Competitive Positives and Concerns

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