America Online was created in 1991 when it changed its name from Quantum Computer Services. America Online almost immediately became abbreviated by those in the technology world to AOL - as with all good abbreviations it came about because, hey, it was just that bit quicker to say and write. America Online went on to merge with Time Warner in 2001 to form the media giant AOL Time Warner and AOL came that step closer to officialdom.
Despite the merger's use of AOL, America Online always carried the full brand name: until now. Giving an official reason for the change, the Chief executive of America Online, Jon Miller, announced: "Our company long ago accomplished the mission implied by our old name". The avowed aim of the newly rebranded AOL is to branch out worldwide and consolidate their position as a major player in the online game - they hope to kickstart this aim starting by expanding their 6 million user European customer base.
With Europe being such an important market at the moment, AOL will be aiming at securing our custom now and for the long-term. The new branding, so the thinking goes, will make it easier for Europeans to trust the company and feel more at ease with our usage of the myriad services provided by AOL.
AOL's new mission is now international, no-longer just to get 'America online', but to "make everyone's online experience better" Miller added when announcing the rebrand. This latest change certainly shows AOL's commitment to internet needs worldwide, but how long will it be in reality before AOL shakes off its old 'American only' connotation?
