America Online rolled out the welcome mat and flipped the switch to the open sign for their next mobile service. The AOL portal aimed at cell phone users gives those users access to the companies web functions.

AolMobile.com will continue to increase AOL's portal presence in a tough market, fighting with the likes of Yahoo and others.

"The new AOLMobile.com site is all about personalization and simplification. We designed it so that our members, registered users and web users alike can easily learn about the phones, services, features and accessories that are available and best suited to meet their needs," said Rajive Mathur, vice president, AOLMobile.com, America Online, Inc. "It's also a 'mobile home base' where users can easily manage their wireless service accounts."

They've hammered out a deal with InPhonic, Inc. The company handles wireless services. AOL said users will be able to find lots of mobile driven retail finds as well, including cell phones, service plans, etc.

The portal also contains a number of features including news, weather, sports, cell phone related lists, IM areas, and mail services as well as several other choices and tools.