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America Online is tapping the vast media assets of parent company Time Warner to outdo rivals Google, Yahoo and Microsoft in the search wars.
Unlike competitors that are investing heavily in new search technologies, AOL is instead focusing on providing Web surfers with quick access to news and entertainment while navigating the Web.
The Internet company will make several enhancements to its Internet search service this week. Those include introducing a new feature called "Snapshots"--categories of popular information, such as movie times, news and sports scores, which will appear in the body of related search results. The content is drawn from AOL and its parent company's vast media assets. It includes 2.2 million "widgets," or categories of information.
"AOL has decided in the search space to focus on what we do best and partner with others that can do better in other areas," said Gerry Campbell, vice president and general manager of search for AOL.
"Google powers our search and paid listings," Campbell said. "We're cutting our own path in the way that AOL users can find information on the Internet. We're putting the icing on top."
The company also expects this week to unveil the "AOL Search Toolbox," which details how to use Snapshots and other new shortcuts for searching the Web, including finding local information, using a calculator and booking a hotel room.
 News source: CNET
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