AOL Preps Image Makeover on AOL.com

My AOL begins as a "blank slate" that can be populated with content from RSS feeds in an attempt to bring order to "the chaos of the Web." To this end, AOL has partnered up with Feedster, a search engine for RSS feeds, to create an RSS aggregator that is topic driven. Users can initially select "RSS samplers" that contain a number of different content sources.

Microsoft has dabbled in building its own RSS aggregator for MSN, but the service never got out of the experimental phase.

In the fall, AOL Instant Messenger presence will be layered into My AOL so that users can share RSS content and other interests, making those connections in what AOL refers to as a "community-like" atmosphere.

The AOL.com homepage, which is fully compatible with alternate browsers including Firefox and Safari, will also feature unique content to attract a new broadband-enabled audience. Over 15,000 videos, 150 radio channels, as well as live concerts from Sessions@AOL will be streamed via the site. AOL is developing an HTML-based media player to embed video playback directly within AOL.com.

To make all of its multimedia content straightforward and discoverable, AOL is preparing a new video search facility that will be available as a beta within the coming weeks. The video search engine also foreshadows an upcoming push into the living room with television enabled PCs.

"It's really going to help people cut through everything that's out there on the Web and get to really high-quality, interesting and cool video products," explained Parkins.

Despite making its content and services available to all, AOL maintains that it still has a value proposition for its dial-up subscribers. Parkins told BetaNews that AOL members value features like roaming access, 24/7 customer service, antivirus and antispyware protection, firewall solutions, and parental controls.

Parkins said AOL will continue "developing software and services for our AOL members," but declined to say if and when AOL 10 will arrive.

Nonetheless, it's clear that AOL's future will revolve around growing its Web audience. "The subscriber base is declining and as a company we need to find alternate ways of gaining revenue. So, we are moving into this Web strategy," said Parkins.