RSS (Really Simple Syndication) allows users to subscribe to content feeds from blogs and other Web sites to automatically receive the latest content in their area of interest, but the technology is still a little clunky for many non-technical users.

By integrating RSS into a familiar application, like Web mail, Yahoo hopes to help users become more comfortable using RSS. In the upcoming version of its AJAX (Asynchronous JavaScript and XML)-based Web mail service, a list of RSS feeds will reside in the side pane underneath a user's e-mail folders, and users will be able to read, forward, print, file and save RSS-enabled content.

"One challenge with RSS adoption is that it's a new behavior, and you have to know to click on the RSS button, copy the URL and paste it into a feed reader. Yahoo mail is a known environment for consumers and one they're comfortable with so that will further both the ease of subscribing and broaden the number of subscribers," said Dick Costolo, co-founder and CEO of FeedBurner, a Chicago-based company that provides services to help 100,000 publishing companies manage their RSS feeds.

"I would expect you would see all the consumer Web mail clients add support for RSS soon," said Costolo.

Google Inc. and Microsoft Corp. would not comment on plans for future versions of their consumer Web mail offerings. But Microsoft and IBM are both adding support for RSS feeds into future versions of their corporate messaging and collaboration offerings.

Although RSS has yet to gain widespread adoption, some businesses are already finding RSS feeds to be a valuable tool to interact with customers.

"Without a doubt, this instantaneous, personalized communication is helping Cannondale to create brand loyalists worldwide and increase our customer base," said Janet Maurice, Webmaster, for Cannondale Bicycle Corp., in Bethel, Conn.

The company is using RSS to allow customers to subscribe to areas of interest in Cannondale's blogs, such as road riding or mountain biking, and discussion topics, such as racing news, technology and training tips.

Is RSS the next target big target for worm bots? Click here to read more.

"Because RSS remains outside the mainstream, it is still unfamiliar to many. It is, however, gaining ground very quickly and will continue to do so as the average Web surfer comes to understand what it is and how it will benefit them," said Maurice. "By adding an RSS reader to their very popular Web mail client, Yahoo is expediting that process. As a bonus to using Yahoo's technology, the end user will be provided with tech support—not something currently readily available to the masses using RSS."

Yahoo also rolled out today a new RSS feed alerts service that allows users to receive RSS feed alerts via e-mail, Yahoo Messenger instant messages, or SMS on their mobile devices, according to officials in Sunnyvale, Calif.

Check out eWEEK.com's for more on IM and other collaboration technologies.

Discuss Yahoo Will Add RSS to Mail Service   >>> Be the FIRST to comment on this article!

>>> More Online Media Articles          >>> More By Shelley Solheim