AOL UK has launched a new mobile web browser that, it hopes, will provide users with the fullest online experience so far available on a mobile phone.It will give users access to email, AOL Web Surf and content channels, as well as targeted mobile banners available for advertisers.
The browser, which can be downloaded, will also act as a personalised portal, bringing in content from channels on the main AOL website and providing it in a format suitable for mobile devices.
With the new service, users will have the ability to customise their home pages to include content such as football news and weather information. They will also be able to enter any web address and their chosen site will be transcoded so it can be viewed.
In order to simplify the process of navigating web pages, the portal will use tabbed navigation and clear menu systems.
Commenting on the new offering, Ariel Eckstein, vice-president of business expansion at AOL, stated: "[The new service] will raise the bar of how people can expect to interact with the internet via their mobile phones," Brand Republic reports.
He added: "The simple functionality and relevant and customisable content are a clear reflection of AOL's ability to deliver simple but innovative products that respond to emerging consumer demands."
According to the Telegraph, the move is part of an attempt by the firm to reinvent itself as an advertising and content company, as opposed to simply being an internet services provider.
