There was an interesting service presented at DEMOfall these days called Push-It Alert. The main idea behind is to dynamically format web content and push it towards mobile phone users. However, Push-It Alert doesn’t return regular WAP or XML pages — it relies on “call through” capabilities. Their idea is to offer an API to content publishers which allows them to setup alerts for things like emails, IMs, and RSS feeds. The end result is that users are “alerted” when something has changed.
The way I see it, it’s kinda tough sell. The problem is that they rely on third parties to install and use their API which is something they don’t necessary have to do. On the other hand, the first screenshots we got involves MySpace, so I guess they have top negotiators on board. We’ll watch this space closely…