America Online is dead, long live AOL.

The Time Warner unit, the biggest internet service provider in the US, has officially renamed itself and changed its status from corporation to limited liability company.

The company announced in October last year that it would stop marketing America Online and increase the visibility of AOL with a $50 million (€41m; £28.6m) ad campaign.

Avers chairman/ceo Jonathan Miller: "Our company long ago accomplished the mission implied by our old name. We literally got America online. Our new corporate identity better reflects our expanded mission — to make everyone's online experience better."

AOL has struggled since its ill-advised merger with TW in 2000 and has seen dial-up subscriber numbers fall to broadband rivals while competitive pressures from cable providers and telcos multiplied.

As of December 31 AOL had 19.5m US subscribers, a 27% drop from its peak of 26.7m in September 2002.

Data sourced from USA Today Online; additional content by WARC staff