Adding a personal touch... to the Web. I'm Fred Fishkin with Bloomberg Bootcamp. More than any other medium to date... the Internet lets information and advertising be tailored to the individual. But sometimes, that doesn't go far enough. A company called RealCall is among those trying connect human beings behind Web sites... .with other humans who are browsing. Imagine that. COO Eric Van der Kleij..

"RealCall was founded to solve a problem on the Internet which was to bridge the online and offline environment so that I as a customer, when I went to a Web site to try to buy flowers for my wife, I wasn't able to do so because I didn't know whether they delivered on Sunday. And there was nothing there that let me talk to the Web site owner to find out if I could deliver on Sunday."

So he co-founded RealCall, which adds a button to Web sites that lets them call their online customers on the phone immediately. The technology is being used by companies like Barclay's Bank, KPMG and BMW. Now, RealCall using the same system to deliver automated alerts to consumers. For instance... you can be away from your PC... and get an alert on your cell phone... (sound) The idea is to link the personalized power of the Web... with your phone. You can find more info at realcall.com. Bootcamp, I'm Fred Fishkin, Bloomberg News.