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Let The Email Wars Begin

      - by Jim Edwards

© Jim Edwards - All Rights reserved

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Things just got a lot hotter in the hyper-competitive world of

online email providers.

In response to Google's announcement that their soon-to-be-launched

"Gmail" service will offer users 1 gigabyte of email storage, Yahoo!

announced an upgrade of their free email service to allow users

100MB of free email storage along with other enhancements.

Microsoft's Hotmail will surely also announce a free upgrade in

email storage space.

On the surface it might just appear like a simple case of one-

upmanship, but it actually represents major forces digging in online

and preparing to do battle.

It appears Yahoo! simply wanted to take the issue of email storage

space off the table as a consideration for users as to which email

service to choose.

Google enjoyed considerable media and public attention over the past

few weeks with the media marveling at how Google intended to give

hundreds of megabytes more space to its users than Yahoo! or

Hotmail.

With this move, Yahoo! made storage a "non-issue," but the real war

has only just begun.

Email ranks as the number one most popular online activity according

to virtually any survey you care to read.

When people go online, they spend the single biggest chunk of their

time sending, receiving, and reading email.

Online email providers understand that eyeballs on a page looking at

advertising and responding to offers is what makes them money.

By increasing loyalty among email users in order to repeatedly draw

them back to the same website (often several times a day), email

service providers like Yahoo!, Hotmail and Google can keep people

looking at revenue generating ads.

Despite the best efforts of government regulators, private

organizations, software filters, ISP's and others, over half of all

email sent online rates as unsolicited commercial email (SPAM).

Besides storage space, Google, Yahoo! and Hotmail will start

claiming that their spam filters rate better than the rest.

These online powerhouses hope to attract users with the promise of

cutting down and even eliminating the avalanche of get-rich-quick,

pornography, and ink-jet cartridge offers (among others) that

bombard virtually anyone with an email account more than 15 minutes

old.

This will, however, lead to another problem that many of them won't

talk about, which involves filtering legitimate email as spam.

Unfortunately, the sword cuts both ways on this issue.

So where does it all end? Never! Hotmail will enter the fray with

expanded storage capacity as well as the promise of less spam and a

more "friendly" interface to make your email life even easier.

Yahoo! and Hotmail will most likely copy Google and start serving

context sensitive advertising based on the content of each email

message as it get viewed.

Privacy advocates will weigh in to claim that all of the filtering

and serving of ads based on an email message's content violates our

rights to privacy and heralds the arrival of "Big Brother."

But all this jockeying for position and enticing users from one

email service to another actually represents a great boon for the

average Internet user.

It will force three of the Web's biggest players to wake up and

improve their services after 2 or 3 years of "business as usual" and

we can all expect a few valuable innovations to result.

-- Jim Edwards is a syndicated newspaper columnist and the co-author

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