To: E. Davies who wrote (9259 ) 5/8/1999 7:01:00 PM From: Ted Schnur Read Replies (3) | Respond to of 29970
Eric, I once pitched (as you did) that AOL can became a sort of HBO of the cable Internet channel. Well, after reading some of today's posts, and giving that idea some additional thought, I've changed my mind. AOL's argument has been one around the bundling issue. I think their argument is that it is not fair for consumers has to purchase ATHM's content and services, which they do not intend to use, before purchasing the content and services from another ISP. This implies (IMO) that what AOL was offered was a "premium channel" agreement. In the "premium channel" approach (ex. HBO), the primary revenue source is from subscriber fees, not advertising. If subscribers had access to ATHM, AOL, and the open Internet (not using either home page), there would be no way to count those "eye balls" without some sort of user monitoring (which wouldn't go over too well with the privacy folks). How would AOL justify their advertising fees? If control of the first page is so important, I doubt that AOL will accept anything less then an either/or marketing agreement. Technically, this should be possible by reconfiguring the DNS servers for multiple domains so by default, the AOL user would not get the ATHM startup page. However, there would be a host of other operational issues that would have to be resolved, such as installation cost, customer support agreements, current and future infrastructure cost, billing, and a host of others. It would take time to workout, and I am not convinced that now is the time given the current start of the art, and the current backlog of customer installation requests. Then again, I work at the operational end, and I'm sure that's the message being passed up the management line. The gap between the strategic and the tactical thinking will have to narrow before the long-term destination appears through the fog. Ted