London — Seeking to reclaim its laurels, AOL UK today has launched a beta version of its new homepage that include access to third-party multiple email accounts and social networking services from a single online destination.
The beta site launched effective today (12 May), allows AOL users for the first time, to access multiple email accounts, including AOL Mail and rivals Hotmail, Yahoo Mail and Google Mail including access to social networks interface such as Twitter, Facebook and MySpace along with AOL-owned Bebo and AIM.
The UK launch of new homepage model follows the US, which was relaunched in September and is growing at 7% in page views and 26% increase in total minutes spent on the page year on year, according to comScore figures.
The UK’s will include all the similar new tools as in the US, such as features that allow users to further personalize and control their online experience, from display and design to navigation, news feed options and social media.
“We are nearing the [finishing line] with a new homepage design and a set of features that will put you more in control of your online experience,” the company said in a statement on the site.
Dana Dunne, CEO of AOL Europe, said the company had made great advance in the competition to open up its home page.
“It is a big step forward and it leapfrogs the competition in terms of providing the user experience that they want. For the past year the industry has been talking about being open and opening up platforms. This is the first one that really goes forward and provides consumers with what they want.”
The new AOL.com homepage will be opened to third-party services and content, providing consumers with new customization options while offering advertisers new opportunities to tap into an increasingly engaged audience.
The site is part of the ongoing strategy from AOL’s MediaGlow publishing division, to expand globally, including the launches in the UK of men’s lifestyle site Asylum, personal finance site WalletPop, automotive news blog Autoblog, and casual gaming website Flytrap Games.
“In the coming weeks, we will be introducing the ability for you to preview your email accounts from other providers such as Yahoo and Gmail without having to leave your homepage.”
“As the Web transforms in to a more fragmented, consumers want choice and relevance in their online experience,” said Bill Wilson, President of MediaGlow. “Today’s beta launch of the new AOL UK portal builds on the tremendous success we have experienced in the U.S. offering consumers more choice and customization. For the advertising community, it means even greater reach and relevancy for campaigns aimed at audiences across a wealth of rich media content and channels already available across AOL.”
“The renovated homepage offers a convenient, one-stop destination where users can access everything they love on the Web within just a few clicks,” said Dunne.
Other new homepage features include:
Detail from the AOL homepage shows the new social networking options.
The homepage is supported by AOL’s digital advertising business Platform-A, AOL UK’s renewed homepage offers advertisers ad formats and capabilities including customized re-skins, rich media options and content integration opportunities. Platform-A’s Targeted Text Links advertising platform, powered by Quigo on a pay-per click basis, has been fully incorporated into the homepage launch, allowing advertisers to target their ads to ensure high lead generation and return on investment.
The site is expected to complete its beta phase this summer.