So what’s with these Time Warner people and dead horses? AOL is planning to launch a discount version of its proprietary online service, will call the service Netscape, and will charge $9.95 a month for unlimited dial-up access.
WSJ.com, which first reported the news (sub. req.): To protect the America Online brand name, the new service will carry the Netscape name, and it won’t offer as many features as America Online’s premium service, these people say…By making a foray into the discount arena, America Online is making a classic consumer marketing move: creating a subpremium brand that runs the risk of cannibalizing its core business but potentially fends off rivals from snapping up its customers…
“The brand still has incredibly strong awareness, very strong positive attributes with consumers,” says an AOL exec in the WSJ story
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