United Online, EarthLink Try "Faster, Cheaper' Pitch A Midlevel Net Service.(A)

Byline: PETE BARLAS

United Online Inc. is selling extra speed on the Internet at a discount -- and it's no April Fool.

On April 1, United began selling a new version of its basic dial-up Internet service that's five times faster than rival dial-up services, but cheaper than speedy broadband connections.

United's move comes less than a week after rival EarthLink Inc. started a similar service.

United, EarthLink and most Internet service providers make most of their money selling dial-up Internet access via basic phone lines. Speedy broadband services are growing faster. But broadband costs much more than dial-up.

So United, like EarthLink, is offering a middle option -- souped-up dial-up service at far less than the price of broadband. Both souped-up services are about the same speed.

"If someone said, "I can offer you a cheaper service that's five times faster,' you'd think that was an April Fools' joke," said Mark Goldston, chief executive of United Online.