Things just got a lot hotter in hyper-competitive world of online email providers.
In response to Google's announcement that their soon-to-be- launched "Gmail" service will offer users 1 gigabyte of email storage, Yahoo! announced an upgrade of their free email service to allow users 100MB of free email storage along with other enhancements.
Microsoft's Hotmail will surely also announce a free upgrade in email storage space.
On surface it might just appear like a simple case of one-upmanship, but it actually represents major forces digging in online and preparing to do battle.
It appears Yahoo! simply wanted to take issue of email storage space off table as a consideration for users as to which email service to choose.
Google enjoyed considerable media and public attention over past few weeks with media marveling at how Google intended to give hundreds of megabytes more space to its users than Yahoo! or Hotmail.
With this move, Yahoo! made storage a "non-issue," but real war has only just begun.
Email ranks as number one most popular online activity according to virtually any survey you care to read.
When people go online, they spend single biggest chunk of their time sending, receiving, and reading email.
Online email providers understand that eyeballs on a page looking at advertising and responding to offers is what makes them money.
By increasing loyalty among email users in order to repeatedly draw them back to same website (often several times a day), email service providers like Yahoo!, Hotmail and Google can keep people looking at revenue generating ads.
Despite best efforts of government regulators, private organizations, software filters, ISP's and others, over half of all email sent online rates as unsolicited commercial email (SPAM).