RSM100Y1 Chapter : swotcasestudy.doc
Document Summary
Aol has many strengths that give them an edge in the isp industry. Aol has the first entrant advantage of being the most recognized name in the market. Aol"s large customer base will give its broadband venture a natural advantage. In 1998 aol had a staggering 31. 3 million subscribers. By 2000, aol had a fifty percent market share. As long as aol makes it easier to switch directly from their dial up service to their broadband service, customers seeking to upgrade should stay with aol. Likewise, aol"s free instant messenger service gives the company more exposure, and allows them to display the user friendliness of their services. Aol"s merger with time warner was made with the intention of helping both tap into the profitable broadband market. Both companies saw the market was shifting from narrowband to broadband internet access. Cable, a company that could provide broadband access. Twc would love to pick up aol"s customers as they switched to broadband.
