Orb's MyCasting

As major mobile networks invite marketers onto their carefully created content networks, mobile marketing applications on the leading edge help make life easier for the 80 percent of U.S. consumers who own a handset.
Branded Utility. In Japan, there's i-mode FeliCa, a service that turns a wireless handset into a convenient swipe tool, serving as e-money, a credit card, a ticket, or even a house or office key, writes MediaPost columnist Ben Richards.

Google SMS enables consumers to send queries regarding movie showtimes, dictionary definitions, phone book listings, and product prices as text messages from their mobile devices. Consumers text queries to 46645 (GOOGL on most devices), and Google texts back the reply.

Branded Content. Bacardi just launched a mobile application that allows people to stream the 24-hour Bacardi Radio station featuring the hottest dance music and updates on "B-Bar" events.

And Orb's MyCasting allows people to view videos from YouTube and other popular video sites over a mobile phone. Subscribers can also stream previously recorded TV programs onto their phone.