Businesses Targeted for Enhanced Communication Software
Topic Business-to-Business (B2B) Marketing
Key Words Collaboration tools, enterprise software, computer messaging
InfoTrac Reference A142602213
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News Story 

Instant messaging (IM) is about to get an extreme makeover. Internet-based firms AOL and WebEx have teamed up to make AOL's real-time messaging feature as popular with the boss as it is with teenagers everywhere. The firms' co-branded AIM Pro service is expected to bring the convenience of messaging communication to the arena of business collaboration.

While personal IM accounts by the millions have existed on public networks for years, many individuals have recently started using those accounts at work. The rise in instant messaging on the job has become so pervasive, in fact, that it has resulted in the development of various products related to administrative control, auditing, and security for instant messaging. In view of such trends, AOL and WebEx have reason to believe that the timing is right for their new AIM Pro service.

According to industry observers, Web-based collaboration and communication tools are expected to see high demand over the next few years--especially as increasing globalization creates an increased need for remote work situations. Nevertheless, it remains to be seen whether companies will flock to new beefed-up fee-based IM services. If AIM Pro finds even limited workplace uses, WebEx and AOL are sure to get widespread credit for adding enhanced business functionality to what has been seen primarily as a consumer application.

Questions
1.

What two AIM Pro services will be marketed to business customers, according to the InfoTrac article?

2.

Why is AIM Pro a sensible, strategic co-marketing initiative for both AOL and WebEx?

Source "A Buttoned-Down AOL IM? Consumer Version Suits Most; There's a lot to be said for bringing more business functionality to what has primarily been a consumer application," Information Week, Feb 27, 2006 pNA
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