EarthLink Updates Service, Adds Features

Internet service provider EarthLink is looking to keep pace with competitors AOL and MSN as it rolls out its latest service update. Called Total Access 2004, the upgrade offers a handful of new software features, as well as improved performance for all EarthLink dial-up users.

The software updates include improved parental controls, updated spam and ad-blocking tools, and new spyware protection. And on the network side, EarthLink will now offer all of its dial-up customers access to an acceleration service that improves throughput speeds. Previously the company charged a $7 premium for the service; now all 4 million of its dial-up customers get the service as part of their $22-per-month subscription.

The Total Access 2004 software suite will be available for download August 27, with CD-ROM distribution starting September 5.

EarthLink rival America Online recently updated its software. EarthLink's launch also comes as Microsoft readies an update to its MSN 8 Internet service and software.

Tackling Net Annoyances

In an effort to shield its users from the ever-growing onslaught of Web annoyances, EarthLink is rolling out a series of new and improved services. The new Enhanced Pop-Up Blocker software promises to stop traditional pop-up ads, as well as multimedia Flash advertisements that load on Web pages. Later this year the company will launch a new feature called SpyBlocker that will offer similar relief from adware and spyware. And in that same timeframe the company expects to launch its own antivirus software.

EarthLink is also focusing on better spam-blocking tools for its Total Access Mail service. The company has added challenge-response technology that directs e-mailers not on your "safe" list to a Web site where they have to prove they're a real person, not a spam-sending computer.

Finally, EarthLink is beefing up its parental-control features, giving parents the ability to better personalize levels of access for their children. In addition, the company will offer a free child-friendly browser called KidPatrol that limits Internet access to "safe" Web sites.

Change in Strategy?

Attention to advanced e-mail functions and family-safe browsing is something of a reversal of strategy for EarthLink, experts say.

In the past the company positioned its service as an alternative to the hand-holding of AOL and MSN. However, over the past year EarthLink has added a number of premium services, from music subscription services to voicemail, bringing it closer in parity with competitive offerings from AOL and MSN.

EarthLink is becoming more like AOL and MSN, says Joe Laszlo, senior analyst with Jupiter Research. That said, it's clear that AOL and MSN have followed EarthLink's lead in offering spam and ad-blocking technologies, he says.

With 1 million broadband and 4 million dial-up subscribers, EarthLink is the third-largest Internet service provider in the United States. AOL is the largest with 25.4 million subscribers, followed by MSN, which says it has 8.6 million subscribers (including Internet access, Hotmail premium services, and MSN mobile services). Up-and-coming provider United Online says it has 2.5 million paying subscribers and an additional 2.7 million subscribers to free accounts.