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There are other add-on services as well.
AOL executives say that few members appear to know that the add-on service exists.
The trend now is for "add-on services," Mr. Lyman said.
One notable feature was that Yahoo would seek to introduce dozens of add-on services.
Wireless carriers figure that they will make some money by selling add-on services to their customers.
But other Internet companies have turned on their heels and cut off the add-on services that helped expand their appeal to users.
What they'll sell later is shopping carts and all these other add-on services, because once you're hooked in, you're not as motivated to change".
Here's a picture of a better future: Best Buy again breaks out the margins earned by each add-on service.
The company makes money by charging competitive rates for people to call regular phone numbers and for add-on services like voice mail.
She eventually decided that providing software to help small businesses, backed up by optional add-on services like coaching, would be her best option.
Digital technology was clearly the way to allow cable operators to offer hundreds of channels and add-on services like Internet connections, telephony and movies on demand.
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