AOL was early in investing in its Digital City city guide, early to solicit local business reviews, early to see the power of mapping via its acquisition of Mapquest, and early to see the importance of offline activities by purchasing MovieFone.The company wasn’t necessarily strong on follow-thru, however.
Speaking at Kelsey’s ILM conference, AOL Senior VP Jim Riesenbach reminded the audience that AOL remains a major player in local. He promised that the company would see significant progress in 2006, especially now that AOL has worked out many of its transition problems and is widely considered a hot property again.
A major emphasis for AOL will be to leverage its assortment of platforms as a “communications suite,” now that it has been freed from emphasizing the fire-walled access service. “ To Riesenbach, local figures into all of it.
“It is counterproductive to think of local as a vertical,” he said, responding to a comment by a Microsoft executive earlier in the conference. “The question for us is how we integrate local as an enabler for everything that people do online.” Riesenbach added that the richness of AOL’s local offering will make its local search among the industry’s most compelling.