MIVA Launches ALOT
As the cliché goes a jack of all trades is a master of none. As more and more generalist online media companies are maturing they are headed into being vertical specialists. MIVA Direct, Inc., the content and toolbar division recently announced the launch of the ALOT brand to demonstrate exactly that.The new ALOT brand has been created to give provide an integrated user experience across multiple web properties, including toolbars, web search and startpages. The interest-specific ALOT toolbars allow Internet users to have one click access to information from their web browser; the ALOT.com website lets users search the web without needing to download a toolbar; and the ‘my ALOT’ startpage enables users to create and personalize a startpage with their favorite widgets, blogs, email accounts, social networks, IM accounts, photos, videos and podcasts all in one place. MIVA says ALOT’s mission is ‘to make a lot of information easy’. To help achieve its goal, as well as providing multiple points of access to information, ALOT has incorporated content and functionality from premium partners. Web search across the toolbars, the website and the startpages is powered by Google with partner attribution. The ALOT toolbars are created around interest categories, for example the ALOT music toolbar which has been developed in partnership with eMusic. A number of other interest-specific toolbars are expected to launch in the coming months. The ‘my ALOT’ startpage, which is powered by Netvibes, has also been created with users’ individual interests in mind; users are able to personalize and choose the information streams they receive. ‘The ALOT brand has been created with relevancy, ease of use and transparency for the user in mind’ commented Rob Roe, SVP/General Manager, MIVA Direct. ‘The entire user experience is paramount to us – we want ALOT to become synonymous with the phrase ‘making information easy.” The importance of providing relevant information to users is ALOT’s business model. As a participant in the Google AdSense program, ALOT earns revenue when users click on the relevant, targeted search ads delivered to their site. Another revenue stream, which again is centered on providing users with relevant information, are the branded widgets on the ‘my ALOT’ startpage. ALOT has developed widgets which give ALOT users information from both MIVA-owned and third-party sites. For example, the ‘Right Now on eBay’ widget provides shopping information and the soon-to-launch ‘Spill widget’ will provide movie information from the MIVA-owned Spill website. ‘We’re delighted with the early results we’ve had’ continued Rob. ‘Since our soft launch in September in the
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