Anyone who's attended a large conference call knows a few things: first, the conference never starts on time, and it's always a pain to have to remember what number to dial in and what PIN to input.

Vello hopes to change this – it's conference calling platform lets users create instant conference calls in which attendees don't have to remember any PINs or specific dial information. The service is aimed at business users who spend a lot of time during the day in several different conference calls, and have less time to search for conference bridge dial-in numbers and PINs to remember.

Users go to the Vello Web site, input the phone numbers of all the attendees of the call, and set a time for the conference. The system does the rest – at the designated time, Vello calls all the attendees, and a recorded voice tells the recipient to just "press 1" to connect to the conference. Anyone who doesn't answer the phone call gets a voice mail message directing them to call Vello (888-MY-VELLO) with the conference PIN (no PIN needed if the system can identify the caller ID from the attendee's phone).

The company says this method not only saves people the hassle of remembering PINs and conference bridge phone numbers, but also improves productivity because the conference is more likely to start on time.

Vello also plans to launch a BlackBerry version of its application, letting users create an instant conference call through clicking on names in the user's contact database. Windows Mobile and J2ME versions are expected post-launch, Vello says.

Pricing will be competitive with other "budget" type services, about 12 cents per minute, with volume discounts available, Vello says. The company says its offerings will be roughly 60% to 70% less expensive than conference bridge services provided by AT&T or British Telecom.