Best of the ISP-Lists

You've Got IM

Members of the ISP-Marketing list talk about the value of Instant Messaging. This sweet little app is just what ISPs need to serve to customers to make them sticky and reduce churn.

[July 3, 2001]

On the ISP-Marketing list in June, EA observed,

"ISPs need an Instant Messenger application which can be private labeled for them, and which is compatible with the other major services. This is identified as one of the main reasons why subscribers stay with AOL. It's just like the popularity of SMS for cell phones overseas."

LS offered an even more all-encompassing idea:

"What is really needed is a simple interface that allows a user to manage several Instant Messaging accounts at one computer. I suspect that there are thousands of ISPs out there who would be willing to buy such a product. There are probably all sorts of copyright reasons why it doesn't currently exist, though, and I bet AOL would do whatever it takes to protect their exclusivity for both AOL Instant Messenger and ICQ."

A number of respondents noted that compatibility would always be an issue:

[PF warned] "This all sounds very nice till the API gets changed: then what? Your company X product has to scramble to reverse engineer a patch, and you may or may not have to buy it. And all the while your customers are calling for support."

[DH agreed] "The problem with all of them is interoperability with AOL Instant Messenger: it's the de facto industry standard, whether any of us likes it or not; and without AOL Instant Messenger, any Instant Messaging package is just not good enough. It's a matter of interoperability. I think all the Instant Messengers should be able to share messages: without a standard, it turns into a nightmare."

[DL added] "Unless you can get 100% guaranteed interoperability with AOL Instant Messenger, forget it. Love it or hate it, AOL dictates what works and what doesn't on the Internet. Paying one dime for a system that does not allow communication with that giant pool of users is a complete waste of time."

Others observed that it's okay to just point your users to AOL.com:

[BS noted] "We use AOL Instant Messenger, and we're not on AOL. Anyone can download the client separately at AOL.com."

[FM added] "All that most of our potential customers ask is, 'Can I use the AOL Instant Messenger, chat and email with your service,' and we say yes!"

DH noted that those who worry about AOL are missing the point:

"AOL is not your competition: you are your own competition. One of the biggest reason people first start using AOL is because they don't know of anything better, and AOL has made it so easy. Successful ISPs know their community and cater to that market. If you're in a college town, provide the best information available on the sports program. If you're in a cowboy town, provide a horse trading service via the Internet. Get yourself immersed in the needs of the community, and they will support you. If you have what they want, they will beat a path to your door to give you money for it."

— End

Related articles:
	[Jun. 15, 2001]	Video is Why it's Worth Watching WorldNet
	[Jun. 7, 2000]	VoIM
	[Jul. 25, 2000]	Group Moves to Crack Instant Messaging Barriers