AOL Plays Long Game in Broadband Recruitment

24 March 2006

   NEW YORK - The struggling internet giant estimates it will add one million subscribers to its US broadband service by the end of the year, following a campaign to persuade dial-up customers to convert.
   America Online's broadband offering, which has around five million domestic customers, has failed to establish itself as a premium internet brand, while the dial-up service has lost seven million US subscribers over three years.
   Ceo Jonathan Miller warns the conversion scheme is unlikely to boost 2006 revenues and might lead to lower profits but insists: "That's a conscious decision. It is a classic short-term versus long-term trade-off."