Top > DaveNet archive > 2002 > How to revive AOL > If AOL were bold
| 1. | After merging with Time-Warner, AOL seems to have lost its way. Earlier this week in New York, AOL execs met with analysts to explain their post-merger strategy. Where we hoped for something bold, interesting, synergistic, we got something vague that's hard to believe in. |
| 2. | On Scripting News, on Wednesday, I played what if. What if I were Steve Case, and I had the support of the AOL-Time-Warner board to do something bold and innovative to challenge ourselves and our competitors, to get the users excited about logging on again. I didn't have to dig too hard to come up with the answer, and it got a strong response from my readers. Everyone seems to have liked the idea. In my dream here's what Steve Case would have said on Tuesday in NY. |
| 3. | "Hi my name is Steve Case. Remember me? I work for AOL-Time-Warner. We own a lot of music companies. I was talking with my friend and colleague Ted Turner, while we were trying to figure out what to do with our online system, and he told me the story of how he bought MGM to establish Turner Classic Movies, and what a hit that channel is with cable subscribers. I asked Ted if we couldn't do the same thing for music with AOL. After all the people really seemed to like Napster. Why not give them what they want? |
| 4. | "So today we're opening up the vaults of Time-Warner music, all kinds of great acts, for only $19.95 per month, for AOL subscribers only. A new version of the client software, version 8.1 will be available shortly with the new Music Manager app built-in, based on work done by the WinAmp folks. Guess what, it plays MP3s! We've done really clean scans of all the classics from Billy Joel to Boy George. |
| 5. | "Welcome back to innovation and staying in tune with customers at AOL. And welcome to the world of convergence, where synergy is more than just lip movement, where we put weight behind the big ideas of our time." |
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