The mobile industry continues to look for ways to facilitate marketers being able to connect with consumers over mobile phones, often with the help of traditional media such as print. There’s been a lot written about QR codes and RFID tags but, to date, these technologies present some challenges. A newcomer on the scene, Go800 is previewing a service that enables consumers to text brand or generic keywords, what it calls Voice Keywords, found on direct mail, print, outdoor, broadcast or online ads to Go800 and receive a call on their cell phone from the advertiser. The company sees applications for the service in sales, customer service and technical support, food takeout and delivery, travel and elsewhere. There is no charge to the consumer other than the standard text messaging rates. Go800 smart phone apps are also available. "Go800's Voice Keywords give customers the fastest, most easily remembered way to access information, products and services from advertisers at the moment they are most interested in learning more about a brand or making a purchase," said Ike Sutton, president of Go800, in a statement. Certainly the fact that the service is based on the use of text messaging makes it available to a wide audience. However, isn’t one of the consumer benefits of digital technology that you can avoid being stuck on the phone with marketers? It could be a different matter when consumers initiate the call instead of the other way around. Go800 says over 7,000 Voice Keywords have been registered to date, including Walmart, Avis, Hertz, JetBlue, Staples and Sears. The first campaigns using Go800 are expected to appear in 2011.