3. Founded in 1985 as Quantum Computer Services
Offered online services to Commodore business
machines
WWW came along almost 12 years later
Company grew at a steady pace
Acquired MapQuest in 2000
4. Business Unit Type of Business Members Access Acquired or
Developed
AOL Internet Online Service 19,000,000 Subscription Developed
CompuServe Internet Online Service 2,000,000 Subscription Acquired
Netscape Netcenter Internet Portal 17,000,000 Free Acquired
AOL Instant Messenger Web-based communication
Service
25,000,000 Free Developed
ICQ Web-based communication
Service
50,000,000 Free Acquired
Digital City local online content provider 4,300,000 core Free Partnership
AOL MovieFone Movie Guide and Ticketing
Service
150,000,000 hits
in 1998
Free Acquired
Spinner Networks
Internet Music provider 2,000,000 core Free Acquired
5. Started its international expansion with
Germany in 1994
Company expanded to Australia, Brazil,
Canada, France, Japan, UK, Sweden and
Hong Kong
All the joint ventures have been
undertaken with a partner in local
market
In Japan, AOL chose Mitsui & company
(largest and oldest trading company)
6. Only 33 % of households have PC, and only 18 % of
households connected online
The number of online households is expected to grow
significantly
PC growth in double digits from last 3 years
The high connecting cost has been recognized as
primary barrier
Lower access charge are expected to reduce this barrier
10. Founded in 1941
More than 60000 employees in 60 countries
Known as the most traditional trading company
Mitsui’s strength was in Facilitating large transactions
for commodity type products
Core competency in import, export and financing
Mitsui had all the connection and money required
12. The marketing strategy initially employed was
based on the strategy that was successful in US
Mitsui hired all the local employees in marketing
department
The marketing strategies were
Bundling
Magazine inserts
Direct mail
Take-one
13. Pre-installed AOL software on each PC
X free hours of free trial of internet
AOL tried same strategy in Japan and tied up with
15 manufacturers
Partnership with DoCoMo, planned to use internet
via i-mode cellular phone
14. To shrink wrap each magazine with a CD
In Japan, magazine companies are tough to do
business with
AOL issued its own magazine, when there is
major software upgrade
15. Very much successful in US but not
in Japan
Lack of available mailing list
Mailing cost is much more in Japan as
compared to US
16. Software CD put on display in
places, where potential
customers might congregate
Computer store Softmap
Hit rate for take one’s is much
higher than direct mail or
magazine inserts
Co-Branding
17. In 3 years, AOL Japan’s market grown over to 3
percent
Annual growth of new subscribers is 10 to 15% over
two years
AOL Japan looking at 3 different ways to increase
their market share
Lower access charge to capture a new subscriber
Take advantage of technology changes and new
emerging markets (NTT DoCoMo)
Buy other ISPs
18.
19. They did not have the structure to deal with a
global internet giant
Shared partnerships with media entertainment,
telecommunication and multimedia companies
NTT DoCoMo would have been a better option
which spun off Nippon telephone and telegraph
in 1992 and had the resources and customer base
to help AOL Japan become a successful JV
20.
21. Previous mishaps and blunders
John Barber should have ensured
More diversified employee base
Use of different marketing strategies in USA & Japan
Increased Marketing Efficiency
Take-over small-to-midsize ISPs which
constitute the 63% of market share
Partnership with DoCoMo to increase the
subscribers
22.
23. Bundling- Japanese PC Manufacturers were
more active in the ISP business (Fujitsu-
NiftyServe)
Magazine Inserts- Customer Hit Rate per Yen
was low
Direct Mails- higher mailing costs and no proper
mailing lists
Take-ones- co-branding and expensive
24.
25. Lower the cost of yen/new subscriber
Promotional activities in schools and colleges
Loyalty cards
Subsidized rates for commonly accessed websites
Capitalize on watershed events
Live TV with 3G
Wi-Fi and Wi-Max
Buy other ISPs
Value the assets of company with largest subsribers