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Yahoo Aims To Deliver Latest News To Users' E-Mail Boxes; Adds Feeds To Its Mail Service; In game of one-upmanship with Google and Microsoft, company looks for an edge.(INTERNET & TECHNOLOGY)
Byline: PETE BARLAS
Yahoo is hoping to lure more consumers to its e-mail service with a little news.
The Web's No. 1 portal Tuesday began testing a free service that lets users get automated news feeds in their e-mail folders.
Yahoo is culling RSS news feeds -- short for really simple syndication -- and adding them to a new version of its e-mail service. The RSS feature lets users view, store and forward RSS feeds while reading other e-mail.
Yahoo began offering RSS feeds on its site last year. But this is the first time the company has combined them with e-mail. Yahoo users now can store their RSS feeds in a specially marked folder in Yahoo Mail.
The latest move is part of a broader effort by Yahoo to challenge Google and Microsoft, which provide rival e-mail services. Each company is racing to offer new capabilities -- much as browser makers did in the early days of the Web.
"It's going back to the browser wars of the 1990s," said Chris Winfield, president of 10e20, an Internet marketing firm. "This is Yahoo trying to leverage one of their core competencies."
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