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Plaxo Focuses Back On Address Book Services

Plaxo has decided to call time on its social networking ambitions, and will instead focus on providing address book services starting with the launch of a new service.

The new Plaxo Personal Assistant service allows users to keep their contact information complete, up-to-date and reliable.

The service, which is available for a subscription fee of less than $7 a month or $80 a year, is capable of updating outdated contact information, completing missing details in a contact book and automatically cleaning up duplicate entries.

“Plaxo Personal Assistant is a game-changer in that we’ve moved beyond address book unification and synchronization to an intelligent service that actually makes your address book better by automatically updating the contact information it contains for an always up-to-date, accurate contact resource,” the company said in a blog post.

Users can also bundle the new offering with the Plaxo Platinum Sync service for $120 per year. The Plaxo Platinum Sync service offers two-way synchronisation between users' online address books and those stored in Mac OS X or iOS devices. The service also supports Gmail, Outlook, BlackBerry, and Windows Mobile.

Plaxo was founded in 2002 and came out with its own social networking platform called Pulse in 2007. The company was then acquired by Comcast for $150 million in 2008.