America Online continues to make moves into mobile, launching a web-based storefront and an updated mobile version of the AOL.com portal, writes Internet News. The site, AOLMobile.com, lets users access AOL web functions from various types of handhelds - and can be customized based on phone model and service provider, according AOL. The site is also "a 'mobile home base' where users can easily manage their wireless service accounts," according to Rajive Mathur, vice-president of AOLMobile.com.

Mobile search has become a priority for AOL, and the updated services automatically adapt AOL Search results pages to mobile screens, allowing mobile users to search the web, comparison-shop for products, and access local listings, according to AOL. It's "all about personalization and simplification," according Mathur.

As part of its wireless push, last week AOL purchased wireless technology firm Wildseed, and its recent moves come as internet firms seek to increase business by providing personalized services that are accessible away from users' PCs. The recent AOL efforts also come two months after it launched an ad-supported portal model hoping to increase revenue from the growing online advertising market.

Besides search, the mobile portal's features include the AOL Pictures photo album service and access to AOL Mail for AOL subscribers; access to the free AIM Mail service is expected later.