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AOL on Your Cell Phone

Boot Camp feature for Friday, April 14, 2006

AOL on your cell phone. Bloomberg Boot Camp, a report on today's technology. According to a poll conducted by America Online…with the Associated Press and the Pew Research Center…35 percent of cell phone users are interested in browsing the Web on their phones…..and nearly half want to be able to access maps and driving directions. So AOL is rolling out new services. Raine Bergstrom, director of emerging technologies for AOL Wireless…says first is a new browser and search service…

"It's a free service available to anyone who can access the Web from their phone. And as you would imagine when it comes to phones in the Internet, one size does not fit all. So that's why our new search and browsing services automatically adapt Web pages for any mobile screen."

AOL faces competition in the mobile browser business from Opera and others. And when it comes to mobile search… it faces off with Google. How does AOL plan to win?

"The search services that AOL offers are not limited to just the general Web search. We also have shopping search and local search. All of these search services when they bring up results from the general Internet, they are right sized for your mobile device. So we know the phone that's in your hand. We re-size the graphics and we display the text in an easily readable format."

AOL has also made its MapQuest service easier to use on cell phones…and plans a new GPS navigation service as well. Bloomberg Boot Camp, I'm Fred Fishkin.