The idea of the Virtual City Guide is that the user only has to aim the mobile phone at the building, after which information about that building appears at the display of the mobile phone. The same thing is possible for posters or paintings. The mobile phone recognizes the object through image and location (dt). Thus the mobile phone becomes a screen over the world. Now over well-know buildings and objects, later over trees, cars, or people. And of course over brand products as well. So we can immediately start the dialogue. And especially ask lots of questions. This future image comes a step closer this way.

Google News now provides access to original press releases of press agencies. Among them are American press agency Associated Press (AP), French Agence France-Presse (AFP), British Press Association (PA), and Canadian Press (CP)(dc, Dutch). Now it is limited to a handful of countries, but this will lead to direct consumer access to all press releases that have ever been made. Thus the quality of web log postings will increase, as they can easily cite the original piece, and link to it. And the amount of postings will increase too. In the end news coaching brands will help us, based on our personal preferences, to make a selection of all news items available in text, audio, or video. Google News is a news coaching brand in development.

Comparison site Kieskeurig.nl gets a print version: Kieskeurig Magazine. The paper version of product and price comparer Kieskeurig must 'inspire' consumers to make online purchases. The magazine is targeted mainly to women and is sent along magazines of Sanoma, Kieskeurig's mother company (em, Dutch). Online communities become leading, print is just a copy. Whether the company has its history in print or online, it all goes the same direction. In the end print will disappear too, to make place for e-paper. Then the role of the readers (or do we call them members) will be even more dominant. This is just a small step in that development.

Music channel TMF starts the 'kweekvijver' (breeding ground). Here artists can upload their music and promote themselves. Through their activities they save credits for their own TV campaign or online campaign (mf, Dutch). This way music coaching brands develop more and more. This type of brands stimulate, facilitate, and distribute music. Music we will in the end hardly pay for. The most important function will then be creating a live experience in the physical world or the virtual world. That is what people will pay for. The rest is just promotion. The time in which artists could earn big status is over for good. Making music is going to be just like the other arts, and like before will be an activity by and for the people, which is really hard to make good money of.