Lycos Goes Nicole in Europe

: Lycos has re-designed and re-conceived its sites in UK and rest of Europe, and moved away from the portal strategy. The company has built both the site and new strategy around “Nicole29″, a ‘fairly web-savvy, smart, educated professional, who works hard, plays hard, and has money to spend’.

Interestingly, the company thinks that the portal model is now defunct, largely due to Google.

Lycos’ core services – shopping, search and communication – are the same, but have all been repackaged to appeal to ‘Nicole29′ and advertisers. Its target age group ranges from 18-35.

Will this be the way it will now go in the U.S. as well?

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