"So what happens is that we take an email message and we grab it from your email account and we format it so that it looks like an email right on the cell phone and then we deliver it right over the SMS data channel and it shows up on your cell phone as a text message." What about replying? "You reply directly back to the person who sent you that email and you can actually originate an email as well. If I wanted to send an email right to you from scratch. I can just type in your name. It's a nickname we call it. And by typing it into your message inbox, you can send it off and it will be seen as your particular email box that you normally use." It isn't designed to send all of your email to your phone...you specify the people whose messages you want sent. That prevents the spam from winding up on your phone. It may be best for people who have unlimited text messaging plans. Again...the service is free...at Teleflip.com. The company plans to include short ads at the bottom of emails to make money. Bloomberg Boot Camp, I'm Fred Fishkin.