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Dear Tim: Here's a Tour of the It-Takes-a-Licking-but-Keeps-on-Ticking AOL Brand

Kara Swisher — Tue, 28 Jul 2009 07:02:42 +0000

What’s next for AOL?

Reviving the “You’ve Got Mail!” motto?

Or: “The Future. Now Available.”–set to music from “The Jetsons”?

What about: “So easy to use, no wonder it’s #1!”

Or maybe, it should just use a nice loooooooong busy signal as its calling card again?

Well, it could happen, now that new CEO Tim Armstrong has fallen prey to the siren call of the AOL moniker, as have many–way too many–before him.

After years of seeing the company wander in the anything-but-the-AOL wilderness, Armstrong has decided to try to welcome the prodigal brand back home, even as he prepares to spin it off in November from Time Warner (TWX), trading on the New York Stock Exchange once again under the AOL stock ticker.

Thus, he has renamed the Platform A advertising unit AOL Advertising; changed its unfortunately named People Networks–which is made up of the communications and community properties–to AOL Communications; and done the same for its MediaGlow, which is now under AOL Media.

There is also in the new AOL-centric universe: AOL Local & Mapping and AOL Ventures, where all the bad acquisitions–like the Bebo social networking service–go to die.

While BoomTown admires Armstrong’s moxie, there is some dicey past history related to the AOL brand–which I lovingly call the “Christine” of the Internet industry–that he might want to be aware of:

* The start-up from which AOL first sprung was named Control Video Corp., which was founded to create a device that would allow users of the Atari 2600 videogame machine to download games over telephone lines.

* After it tanked, CVC was reborn in 1985 as Quantum Computer Services, which had offerings with names like Q-Link for Commodore computers and AppleLink for Apple (AAPL) Macintosh computers.

* In October 1989, the-AOL CEO, Steve Case, announced a company contest: What should Quantum rename its main online service?

The suggestions that came in—Crossroads, Explore and Infinity—sounded like drug treatment programs or new car brands.

Dismissing them all, Case offered a bland creation of his own: America Online, with a second option of Online America.

Other staffers understandably derided it as hokey, but Case essentially stuffed the ballot box and voted his suggestion the winner anyway.

Later, he would change it to just its initials, AOL.

* Case also hit on the idea of attaching voice files to the software with cheery little sound bites that would make the service feel homey.

The team settled on four phrases: “Welcome,” “You’ve got mail,” “File’s done,” and “Goodbye.”

A customer service representative named Karen Edwards had mentioned that her husband, Elwood, was a professional broadcaster, so for testing purposes, Case asked if Elwood might read those four phrases into a cassette tape.

The test tape was put into use, and Elwood Edwards, quite by chance, ended up having one of the most listened-to voices on the planet.

* In July 1993, AOL marketing chief Jan Brandt supersized the AOL brand by asking Case for permission to spend $250,000 on a direct-mail campaign.

She recalls him telling her it wouldn’t work. He told me in an interview he did no such thing.

Whatever the case, she got permission, and thus began the very low-tech marketing blitz of hundreds of millions of disks that would make AOL a household name—and annoyance.

There were even AOL disks flash-frozen in Omaha Steaks.

* In a 1993 meeting between Case and then-Microsoft (MSFT) CEO Bill Gates, annoyed by the innovative start-up, Gates famously told Case, “I can buy 20 percent of you or I can buy all of you. Or I can go into business myself and bury you.”

None of those ever came to pass, which is a reason to cheer the AOL brand. But–given Microsoft’s weak record in the online business–this is also not saying much.

* AOL’s brand has gone through a lot of name-calling, some of it quite deserved. Here are some: “The Online K-mart,” “America On Hold,” “The Giant Sucking Sound.”

But this one from its earliest days is my favorite: “The Cockroach of Cyberspace.”

* AOL did a lot of television commercials to hype the service, some of which you can see below. In one especially weird one, AOL hired Adam West of the goofy “Batman” television series.

* When AOL and Time Warner announced their merger on January 10, 2000, and renamed the company AOL Time Warner, AOL owned 55 percent and the combined market valuation was thought to be in the hundreds of billions.

Today, with Google (GOOG) selling back its five percent stake in AOL, AOL’s value has plummeted to about $6 billion. Time Warner is currently worth just over $33 billion.

* When Jon Miller–now digital head at News Corp. (NWS) took over at AOL in mid-2002, after said merger failed miserably and the brand was taken off the corporate name, he spent some time visiting the company’s other divisions, and related an anecdote to me that he’d told them, to try to help move the relationships forward.

“Have you ever had your car towed in New York?” he said he’d ask executives in other divisions. “When your car gets towed, there’s a sign at the place where you go to pick it up that says, ‘The person behind this window did not tow your car. If you cooperate with them, you will get your car back quicker.’”

Tim, Time Warner is still waiting for Christine to be returned, so good luck with that rebranding!

And, while we await the turnaround, here is a little video I did for Tim about my (lack of) AOL branding expertise with my assistant Ed, and also some of the better AOL television commercials:

[ See post to watch video ]

A New Picasa Puts a Name To All Those Faces

Katherine Boehret — Tue, 09 Sep 2008 22:00:02 +0000

Posting digital photos online to share with friends and family is supposed to be fun. You finally get to show your shots off to the people who waited weeks or even months to see them, and glancing through the images can conjure up memorable anecdotes. But wouldn’t it be even more enjoyable to look at pictures with the people in them identified so you can quickly find those shots with certain people you want to see?

People rarely tag photos because identifying and labeling the people in them is an arduous, manual procedure. This week, I tested the new version of Google’s free photo organizing and editing software, Picasa 3 ( picasa.com) and an updated version of its free online-sharing component, Picasa Web Albums. The Web component tries to take some of the work out of identifying people in your shared photos using facial recognition. It automatically isolates faces in your pictures, invites you to identify them by name, and then recognizes these faces every time they pop up in future pictures so they can be tagged with one click and no typing.

New and Improved

Picasa 3, the Windows desktop application, includes a handful of new or improved features, including smarter editing tools, like cropping suggestions, and a one-step process to share photos from desktop albums. It also has the ability to create movies from still photos; to edit video clips and to upload those movies to YouTube. Personalized photo collages are a snap to make, and pictures can be labeled with text right on the image.

But my favorite feature, the ability to name-tag faces in photos, is found in Picasa Web Albums.

When photos are uploaded from a personal computer to Picasa Web Albums and a user enables Name Tags, facial recognition finds all of the photos containing faces and then groups together the photos it thinks are of the same person. The user must create name labels to go with each face. Once a face is labeled, the program does a pretty good job of recognizing that face in subsequent photos and suggesting a name to go with it. These labels can be seen by you or others, if you enable visible name tags when sharing.

In Sync

Another plus in Picasa 3 and Picasa Web Albums is that both now clearly label all albums to show which are public or private, and which are set to automatically synchronize with the Web-based versions of these albums. And these two programs are smart enough to synchronize with one another using a single mouse-click. Picasa Web Albums worked so smoothly that I often forgot it was Web-based and not a desktop application. But all photo editing and retouching must be done on Picasa 3, the desktop program. This led to many moments when I became absorbed in Picasa Web Albums and looked there for editing tools before remembering I needed to return to Picasa 3 to touch up photos.

Likewise, name tagging can only be done on Picasa Web Albums because photos must be uploaded and scanned for facial recognition to work. I found myself offline in the Picasa software, noticing a photo with a face that wasn’t name tagged and wanting to label it, but not being able to do so without using Picasa Web Albums.

Some Back and Forth

I eventually got used to this back and forth between Picasa and Picasa Web Albums, but it could be a deterrent for some users. Google (GOOG) says it is looking into how to integrate name tags with its Picasa 3 desktop software. As for making a Mac-compatible version of Picasa 3, the company says it doesn’t have any plans to report. However, the Web component, including face recognition, works fine on a Mac, and Picasa offers a free uploading utility for Macs that allows pictures to be sent to Picasa Web Albums directly from Apple’s (AAPL) iPhoto software.

I was surprised by how much I enjoyed the process of labeling photos with name tags. This provided a new way to sort images according to who was in each shot, and Picasa even found some hidden faces of friends I hadn’t seen in photos, giving me a new perspective on an old picture. Of course, the system isn’t perfect. A few things — including a lamppost — were falsely identified as faces in my photo albums, and it even requested name labels for the faces in photos I took of Renoir paintings.

There’s no way to completely turn name-tagging over to Picasa; you must manually assign a name to each face. But this discovery process grows smarter the more it is used, returning accurate, selectable name-tag suggestions below each photograph. A People page lists all the people whose faces appeared in uploaded photos, and I started relying on this as a quick reference tool. A photo name tag can include a nickname, full name and email. If someone is already listed in your Gmail contacts, these data are automatically retrieved and entered as you begin typing a name.

A Sync button at the top of each album in the Picasa desktop software assures users that any changes or edits made to photos in albums on the desktop will automatically be reflected in the Picasa Web Albums. I tested this many times, and uploaded photos changed quickly to match the desktop copy.

Picasa 3 offers customizable photo collages and Picasa Web Albums uses name tags to label faces in photos.

Instead of uploading photos from Picasa 3 to Picasa Web Albums and then sharing them from there, users can now hit a Share button in Picasa 3 that uploads images and emails them in one neat step. Privacy status on all albums is clearly marked, both in the desktop software and online in Picasa Web Albums, so you know if your album is private or public. These options can be adjusted in Settings, where the language used to describe sharing conditions is very clear. I liked the useful editing tools in Picasa 3, including an automatic crop tool that generated three cropping suggestion previews per photo.

Getting the Red Eye Out

A new automatic red-eye removal tool returned accurate results; it was easier to use than most because it identified red eye for me so I could fix it with one click. “Fill light,” a standby in Picasa, is a movable scale that adjusted and brightened dark, shadowy photos that were originally hard to distinguish. I even found photos that I had not previously seen in their entirety — including shots of the inside of Notre Dame Cathedral and a favorite photo of me with friends in front of a sunset.

Along with these other features, Picasa 3 has a shortcut button for easy uploading to Google’s Blogger service and one-step Geotagging, which adds location tags to photos. This software also includes a nice-looking built-in photo viewer for looking at all images on your PC. Picasa Web Albums has a mobile component and a new way of finding public photos from around the world, called Explore, which reminded me of searching on Flickr.

If you’re looking for a richer photo-sharing service that doesn’t confuse users when it comes to privacy, Picasa 3 and Picasa Web Albums are well worth your time. And name-tagging will change the way you sort through photos, though it would be more useful if it was available in the Picasa desktop software, as well as on Picasa Web Albums.

Edited by Walter S. Mossberg

Write to Katherine Boehret at mossbergsolution@wsj.com