Earthlink 2002 Annual Report Download - page 7

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Please find page 7 of the 2002 Earthlink annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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Advertising.
We advertise our services in print, billboard, electronic and broadcast media. During 2002, we launched a new advertising
campaign that encourages consumers to examine their current—often frustrating—Internet experience and move to EarthLink. The campaign
tagline, "Why Wait? Move to EarthLink™," urges subscribers to seek an alternative to delays, drop-offs, pop-up ads and excessive spam. The
campaign emphasizes what users should expect from their Internet experience: highest quality dial-up or high-speed connectivity, minimal
drop-offs and ISP-generated intrusions, and customizable products and services that let individuals use and enjoy the Internet on their own
terms. The campaign targets consumers who depend on the Internet in their daily lives and want a hassle-free ISP that makes Internet access
simple and productive for them. The campaign includes national and regional television, radio, print and online ads.
Direct Marketing. We promote our services directly to customers in the form of direct mail offers, which include a free or discounted
trial period or a free promotional item to attract consumers to sign up for our services; disk and coupon distribution through the mail; and
through promotional inserts in packages, periodicals and newspapers.
4
Original Equipment Manufacturer Channels. We have marketing arrangements with a number of leading hardware and software
manufacturers to include our Internet access software pre-installed on or included with their products. Our hardware and software
manufacturing partners include, among numerous others, Apple Computer, Hewlett Packard, Dell, IBM, and Sony.
Apple Alliance. Our alliance with Apple makes us the default ISP in Apple's setup software on the Macintosh branded line of
computers through January 4, 2005. We are the exclusive default ISP for dial-up services on Macintosh computers sold in the U.S.
Affinity Marketing Program. Our affinity marketing partners include many AAA clubs, AARP, and several airlines including Delta,
Northwest and America West. Partners typically bundle our Internet access software with their own goods or services to create a package that
promotes EarthLink to potential customers.
Retail. We market our products and services through retail outlets such as Best Buy, Circuit City, Micro Center, Fry's and Office Max.
Member Referral Program. We believe existing customers are among our most important marketing tools. We currently waive one
month of standard access service fees for each customer who refers a new customer to EarthLink's service.
Services
Our primary service offerings include:
• narrowband Internet access, including premium and value-priced dial-up access over traditional telephone lines and wireless
access through a variety of handheld and laptop devices;
• high-speed or broadband access via DSL, cable modem, satellite, fixed wireless or dedicated circuits;
• web hosting; and
• content, commerce and advertising.
We currently provide services through telecommunications points of presence ("POPs"), located in various localities nationwide as well as
over networks provided by our wholesale broadband access partners. We offer competitively priced plans designed to meet the needs of our
customers. Our Internet access software incorporates a telephone dialer and email program with several leading third-party Internet access
tools, including a proprietary browser as well as the latest browsers from Netscape and Microsoft. Our software provides a functional, easy-to-
use Internet access solution for Windows and Macintosh platforms. The software automatically installs these and other software applications on
customer computers. The simple point-and-click functionality of the software, combined with its easy-to-use multimedia registration and
installation system, permits online credit card registration, allowing both novice and experienced customers to quickly set up access to the
Internet.
Customer Service and Technical Support
We believe reliable customer service and technical support are critical to retaining existing customers and attracting new ones. To that
end, we provide the following services:
• toll-free, live telephone assistance available seven days a week, 24 hours a day;
• email-based assistance available seven days a week, 24 hours a day;