Brief: You Can Call It 'AOL' - InformationWeek

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Brief: You Can Call It 'AOL'

America Online Inc.--the moniker, that is--is no more.

America Online Inc. is no more. It's now AOL LLC.

The Dulles, Va., unit of Time Warner Inc., on Monday said it was officially retiring its name of 15 years in favor of the initials used by many consumers.

"Our new corporate identity better reflects our expanded mission - to make everyone's online experience better," Jon Miller, chairman and chief executive of AOL, said in a statement. "Plus, consumers in the U.S. and around the world already know us by our initials."

In addition the company changed its legal structure from a corporation to a limited liability company, or LLC.

AOL has been a longtime provider of dial-up connections to get on the Internet. With the growing use of broadband among consumers, however, the Internet service provider has also moved to the public Web to get into the online advertising market, launching last year a free portal that competes with Yahoo Inc. and Microsoft Corp.'s MSN.

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