After a season and and half, we've decided to put our premium rate Matchday Message text service out to grass. Poor thing. Just in case it passed you by it was the one that provided you with the teamsheet direct to your mobile phone upfront of kick-off, and then told you exactly how it was on the pitch both at half and full time. It didn't mince its words.
Anyway, it was a cracking service even if we do say so ourselves. It often raised a chuckle and we for one will miss it. But not that much.
See, we've got something better up our sleeves and it isn't going to cost you a penny*.
From this weekend, we'll be making breaking team news and the game's teamsheet available on myfootballwriter.com/norwichcity upfront of kick off.
There's no odd WAP address to remember, just type the address you use each and every day to access the site from your computer into your mobile phone's browser and voila, you'll find a fully-formed, well-informed story about the starting line-up.
And don't forget, whether you're wandering round IKEA, or strolling back to the car after the match, you can find a full match report in the same place, on your mobile phone. No need to wait for the local newsy to take delivery of a newspaper at 7.30pm, it's all there, on the phone? all the time.
Why are we doing this? Well, more and more mobile phones are making it possible for us to get online without being tied to a desk. These days, you can browse eBay while the kids bounce around in Planet Zoom, you can check emails while ordering a pint down the pub, you can wander round YouTube on the way to work on the train. It's liberating stuff.
It's also the way technology is moving. And as you know, here at My Football Writer we like to be at the front of the queue when it comes to innovation.
So, in a nutshell, we've made it easy for you to keep on top of the latest goings on at your favourite football club. And that's it. Give it a try. You'll like it.
* Your network may charge you for mobile internet usage. If they do it's pennies rather than pounds. As mobile phones improve, so the mobile companies are improving their data packages. Call yours now and ask for details!