Yet Google is a champion of open data, making it trivially easy for any Google user to export their e-mail, bookmarks and other data for use in competing applications on different platforms.

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Functions such as fast-forward, bookmarks, and integrated e-mail are also included.

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Moving its e-mail sign-up box above the fold (saving users from scrolling down to find it) helped Levenger.com --a high-end retailer of reading accessories like bookmarks and pens--expand its e-mail list 200% in one month, says Lynnette Montgomery , vice president of e-commerce.

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