Aol failing to adapt leads to its failure

Aol was once a power company when the internet first began. In the 90's it was the google of our present times. A decade later many people do not know what it is or remember it existed. Many people have tried to analyze how a company that was so promising fell so quickly.

In the following article; http://www.rushkoff.com/articles-individual/2008/11/3/signs-of-the-times.html , Douglas Rushkoff tries to explain what lead to the failure of this new technology.

Here is what the Aol interface looked like in the 90's:

Here is what the Aol looks like in the modern era:

It is easy to recognize the main problem. Where many different internet companies have adapted to the current times, Aol has failed to do so. Almost 15 years later the interface has not changed at all. The interface of the website is not only basic but boring. Many search engines like google continue to find new innovative ways to make their website attract people.

A company like Aol had no future” Rushkoff

Many people feel the same way because Aol took off to fast. In the 90's the internet was a new market many people did not understand. This simplistic approach Aol had was beneficial to the mass majority. In 2015 visiting the website they still have the same approach. The problem with this is many people now understand the internet better compared to the 90's. Aol also failed because it has to many competitors in the modern era. In the 90's it was the main search engine. Today it is not as prominent in the conversation.

Aol’s demise may represent the power of old media- movies and magazines are much more sustaining and profitable form of content than anything to be found online” Rushkoff

I do not agree with the second part of this quote but thought that the first thing mentioned was interesting. Aol really does not offer us a product that we must have. By not providing us something we could buy it can be easily replaced. Aol’s success in the 90's was short lived because nothing was better at the time. I also thought this said something about the new technology. Aol and many other companies are part of a competition just to remain relevant. Aol and many other companies to come will also loose this battle.

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