If you are a telco, one of the strategic things you might be looking at achieving, is getting more and more numbers saved onto the mobile phone. Research has shown that the more names a person has on their phone, the more calls they make in the month. That's because seeing the name on your phone acts as a prompt to call. Many companies are now thinking that internet "widgets" those add ons to your google, yahoo IM, and your desktop will act as similar prompts.
What are you doing in your company to embed such a trigger for your product or service?