AOL to get a software makeover
With Wednesday's launched of OpenRide — the name reflecting AOL's shift away from its traditional closed-door approach of charging for services and features — the company is hoping to keep broadband multitaskers glued to its key free offerings through an all-in-one program.
Unlike traditional Web browsers in which users perform one task at a time, OpenRide splits the main window into four panes — for e-mail, instant messaging, video and general Web browsing. It also has a prominent search box up top — tied to AOL's search engine.
The panes automatically resize depending on what a user is doing at the moment, while giving users a glance of all the main tasks.
For example, when checking video or other media, a pane with a built-in media player takes up most of the space, but users still get smaller panes above and to the side showing new mail, instant messaging chats and small, thumbnail versions of Web pages they have open.
And unlike previous versions of AOL's all-in-one software, users won't have to sign in until they need to access a specific service like e-mail. "You can get right to the content," said Joel Davidson, AOL's executive vice president for access products and technology. "You don't have to go through any wall."
The software can be downloaded at http://www.aol.com/openride for free.
Davidson said AOL is counting on drawing former AOL subscribers who have gone to rival services from Yahoo Inc., Google Inc. and Microsoft Corp. because they didn't want to pay monthly fees of as much as $26. He acknowledged OpenRide might not appeal to "high-end geeky Web users" accustomed to mixing and matching software.
David Card, a Jupiter Research senior analyst, said AOL may have a tough time explaining to most people why they would need an integrated experience. "It demos well, but I'm not sure what the demand for that kind of thing would be," he said. "It will be interesting to see how they will market it."
Over the past two years, AOL has been making its news articles, music videos and other services available for free in an effort to drive traffic to ad-supported Web sites to offset declines in subscription revenues. The Time Warner Inc. unit accelerated that shift in August when it also gave away AOL.com e-mail accounts and software once reserved for paying customers.