Using Mcast.fm (Dutch) you can listen to internet audio in the train, car or on your bicycle through your regular (mobile) phone. This allows you to listen to programs that interest you. For example to background information for the financial crisis, technology or the environment in the world. By calling +31 (0)30 711 5670 or +32 (0)808 0159 the user is dropped right into the news. By pressing 6 the item can be skipped and the next one will start. You can go back 30 seconds with 1, pause with 2 and go back to the beginning with 4.

Anyone who registers on the site will immediately receive a text message with the request to save the number on the cell phone. Then you can make a playlist based on your area of interest (so not on loose items) on the website. Downloading and synchronizing podcasts or audio files is, as such, unneeded.

Future Vision by Erwin Van Lun on this article

This is how news coaching brands are slowly brought to live. Soon we’ll make a car phone call to ‘Momi’. Momi appears and greets us, we ask ‘is there any news?’ and Momi begins. Based on our reaction (whether we say ‘d’oh’ or ‘continue’ or ‘tell me more’) we get the news on our profile, but above all our profile will become ever sharper. This is how Momi can become our new buddy: the brand that keeps us up-to-date. And if Momi also has a nice image to go with it, we can say ‘save that for when I get home’ where the dialogue will happily continue through, for example, the television. This is a clear step in that direction.

• in Dutch