RSS (Really Simple Syndication), Microsoft Windows Live Mail, and Yahoo!'s Yahoo! Mail are highlighted in a discussion of Yahoo!'s addition of an RSS reader to its Yahoo! Mail update. RSS permits users to subscribe to content feeds from blogs and other Web sites and to automatically receive the most recent content in a specific area of interest. Because RSS is being integrated into a familiar application, such as Web mail, Yahoo! is optimistic that users will become more familiar with use of RSS. In the planned version of Yahoo!'s AJAX-based Web mail service, a list of RSS feeds will be shown in the side pane under a users e-mail folders, and users will be able to read, forward, print, file, and save RSS-ready content. Dick Costolo, co-founder and CEO of FeedBurner, says he expects all consumer Web mail clients to add support for RSS soon. A spokesperson for MSN has said Microsoft Windows Mail focuses on building a new Web mail service that is faster, safer, and easier to use, with delightful and powerful new scenarios. RSS could allow compelling personalization scenarios for customers, and Microsoft continues to look into opportunities. Microsoft and IBM are both adding support for RSS feeds into new versions of their corporate messaging and collaboration offerings. A spokesperson for Cannondale Bicycle says the company benefits from the ability to create brand loyalists through RSS, which is a powerful form of instant, personalized communication.