What looks like a simple licensing deal on the surface ultimately may turn into AOL's first steps into the business VoIP market.

Last week, in the shadow of the eBay/Skype deal, and while reports circulated that Microsoft was considering the merger of AOL and MSN, AOL announced that it would integrate its AOL Instant Messenger platform into the dashboard client of voice-over-IP software and service provider IPcelerate. Initially, the companies are targeting college students with MyNORA Virtual Student Union. That partnership, though, already is leading to a dashboard for businesses using Cisco Systems' IP desktop handsets.

Using the VSU, students at colleges using IPcelerate's server-based architecture will be given a SIP-based client that includes a video-enabled softphone for reaching other students and faculty. Additionally, the dashboard will include links to university registration, bookstores, libraries and financial aid offices. The integration with AIM also allows students to connect with anyone using AOL IM.

“We're not just giving them the capacity to communicate, what we're doing is giving them another form of identity,” said Kevin Brown, president and CEO for IPcelerate, noting that 80% of all incoming college freshman have AIM IDs. “Their AIM identity is one of those things that is most dear to them.”

The one obvious missing element in the package, the ability to place calls to anyone without the MyNORA client, is something Brown acknowledges. However, he said because so many students come to school with wireless handsets, the capability wasn't necessary.

For AOL, the integration is part of an effort to get its AIM product into new venues. “Over the last year, we've really been re-conceptualizing what the AIM services are all about,” said Chamath Palihapitiya, vice president and general manager of AOL IM and ICQ. “In this case, wherever you see people or lists of people [on MyNORA], you'll also see a running man [the AIM logo] beside their name.”

IPcelerate, which has been deploying its client on Cisco IP phones for enterprise users for several years, wants to extend the AIM brand into its core market. Brown said IPcelerate already can integrate AIM into its corporate version of MyNORA, providing access to most Web-based applications.

“Today, the number of enterprise users using their phone to access AOL services is zero,” Brown said. “A lot of the subscribers they have are home subscribers who don't use AOL at the office. This gives users a very easily accessible experience at work, and we're giving AOL a whole new battleground.”