America Online is reaching out to the mobile masses in a big way with the launch of a portal that offers a plethora of customized communication and content services for wireless device users.

The company introduced the new version of the AOL portal through an alliance with InPhonic, an online vendor of wireless technologies. In addition to offering mobile users several content options for accessing AOL through mobile phones, the new AOLMobile.com portal features a mobile storefront that lists mobile devices and cellular service plans.

"Wherever users are in their mobile life, be it shopping for a new phone, upgrading their phone or simply learning to do more fun and entertaining things with their phones like instant messaging and adding ringtones, AOLMobile.com is a consumer-friendly place for all of these mobile activities," said Rajive Mathur, vice president of AOLMobile.com.

A primary objective, he said, is to personalize and simplify the process of acquiring phones, services and mobile applications while establishing a base where users can manage their wireless service accounts.

Focus on Wireless World

The mobile portal launch follows AOL's recent acquisition of wireless technology specialist Wildseed, best known for its SmartSkin accessories that consumers use to customize their mobile phones.

These moves are part of AOL's attempt to gain a strong foothold in the growing market for wireless interactive services, and, at the same time, cater to carrier and OEM partners that want to develop their own private-label services.

The premium services that AOL Mobile developed with carrier partners include mobile versions of AOL Radio, AOL Music and Moviefone.

AOL and its online competitors, such as Yahoo and Google, have to extend their reach to the mobile environment as new devices and network capabilities are rolled out, said Yankee Group analyst Linda Barrabee.

"For wireless carriers, enhanced online capabilities open up new revenue opportunities, including advertising dollars, as more and more customers take advantage of data services as well as voice," she said.

Wireless-Wireline Connection

AOLMobile.com also provides wireline-wireless integration through a "mobile dashboard" for managing mobile phone features and preferences from desktop PCs.

In addition, the portal offers a phone-finder tool for researching and buying cell phones and an account manager that lets AOL members monitor their phone usage.

With the new portal, users can access and customize AOL's recently launched mobile search service that provides results formatted for small-screen hardware. AOL members also gain access to their AOL e-mail accounts through the portal, with delivery of messaging communications expected in the near future.