Through Wixi Dutch users can now say a catchword, which then is automatically interpreted and called. Anyone can buy such a catchword. It is possible to buy off a catchword so that the caller doesn't hear an advertisement first, but it is also possible to reserve a catchword for free. Then the caller first hears and advertisement. Besides, there are many more possibilities, among which printing a business card with the Wixi catchword included (via am, Dutch).
For example, it is possible to buy the word 'workshop'. A caller dials the number 0900-0100 and says 'workshop'. Then he or she is connected to the business that bought the catchword. Unfortunately, in this case it didn't work perfectly, and I was connected to a different catchword. That of course is not very good. It is a step in the evolution though. Brands more and more learn to (automated) listen to consumers. In the future they will put our pronunciation in our personal context, and will be perfectly able to understand what we are saying: in the end even better than humans. Then we only have to say something and we get connected every brand, every part of the government, every individual, on demand.