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Google, which is known for its simple way of searching the Web, is hoping that by embedding new instant messaging software it calls "Gmail Chat" into its existing e-mail service it can differentiate itself in a crowded market it was late to join.

The Mountain View, California-based company is struggling to stand out in an entrenched field. Instant messaging was pioneered by America Online more than a decade ago. It, Yahoo Inc. and Microsoft Corp. now have tens of millions of users each.

Google is fixing a decade-old technical divide between the generic Web browser that can check e-mail, search the Web or perform a host of other activities, and separate software used to converse in quick back-and-forth messages with buddies.

"We are breaking down some of the artificial barriers between e-mail and Web browsing," Salar Kamangar, Google's vice president of product management, said in a phone interview.

"We observed by talking with our users that there is no reason to think of IM as different from an e-mail message."

Gmail Chat complements Google Talk, a more sophisticated program the company introduced six months ago that combines instant messaging (IM) with free Web-based calling features. By joining IM to e-mail, Chat can reach a wider base of users.

"This is training wheels for Google Talk," said Greg Sterling, an analyst with Kelsey Group. "It is a way to introduce a broader population to instant messaging and give them exposure to Google Talk."

Gmail Chat requires no special software download. It is available to any registered user of Gmail e-mail. Existing contacts within the more advanced Google Talk program automatically show up in Google Chat, the company said.