America Online (AOL)
For millions of PC users in the 1990s, “going online” meant connecting to America Online. However, this once dominant service provider has had difficulty adapting to the changing world of the Internet.
By the mid-1980s a growing number of PC users were starting to go online, mainly dialing up small bulletin board services. Generally these were run by individuals from their homes, offering a forum for discussion and a way for users to upload and download games and other free software and shareware. However, some entrepreneurs saw the possibility of creating a commercial information service that would be interesting and useful enough that users would pay a monthly subscription fee for access. Perhaps the first such enterprise to be successful was Quantum Computer Services, founded by Jim Kimsey in 1985 and soon joined by another young entrepreneur, Steve Case. Their strategy was to team up with personal computer makers such as Commodore, Apple, and IBM to provide special online services for their users.
In 1989 Quantum Link changed its name to America Online (AOL). In 1991 Steve Case became CEO, taking over from the retiring Kimsey. Case’s approach to marketing AOL was to aim the service at novice PC users who had trouble mastering arcane DOS (disk operating system) commands and interacting with text-based bulletin boards and primitive terminal programs. As an alternative, AOL provided a complete software package that managed the user’s connection, presented “friendly” graphics, and offered point-andclick access to features.
Chat rooms and discussion boards were also expanded and offered in a variety of formats for casual and more formal use. Gaming, too, was a major emphasis of the early AOL, with some of the first online multiplayer fantasy roleplaying games such as a version of Dungeons and Dragons called Neverwinter Nights. A third popular application has been instant messaging (IM), including a feature that allowed users to set up “buddy lists” of their friends and keep track of when they were online
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