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New player takes on AOL

A new online service for consumers, dubbed One Button Access, is being launched at prices that undercut America Online and AT&T WorldNet.

A new online service for consumers, dubbed One Button Access, is being launched today at prices that undercut America Online and AT&T WorldNet.

The fledgling service from InteReach aims to combine Internet access with proprietary content about news, entertainment, and sports, according to President David Pollock, formerly a senior executive at the Home Shopping Network. InteReach, which is privately held, also specializes in interactive Web site development.

The new service will rely on the private network of Automatic Data Processing, a company best known for payroll-check processing. It will also use a highly customized version of Netscape Navigator software.

One Button Access will be priced at $17.95 a month for unlimited Net access, or as little as $14.95 per month if you sign up for at least six months of service. Bare-bones Internet service providers and online services typically charge $19.95 per month for unlimited Net access.

In an interview today, Pollack conceded that the Net access field is getting crowded, noting that some services, such as CompuServe, have decided to focus on the business market instead. But he said One Button Access hopes to succeed by offering unique services, as well as generating revenue from advertising.

For example, sources said, the company will offer a service by year's end where users get paid in frequent flyer miles if they agree to receive email ads, miles that can also be used for cruises. One participant is Holland America, and the company is in talks with Delta, American, and Trans World Airlines, according to company sources.

One Button Access will be promoted through a national television campaign that launches this winter. The software will be offered at retail outlets, bundled with Navigator's personal edition, an instructional video on loading the software, and a free two-week subscription, for $20. Some of the outlets may include Target, K-Mart and Circuit City, Pollack said.

It also will be offered by phone at 888-GET-REACH for free, but without the Netscape software and video. The service aims to get 100,000 paying subscribers within six months, a membership that would be dwarfed by the likes of AOL and AT&T.