I have just been reading how Google plans to monetise its Google voice service and wondered if this would be the end of listening to wonderful hold music that am sure we have all grown to love!
Google has just filed a patent called "Ringback Advertising" that has the capability to insert audio advertisements into your phone calls, with adverts being played to callers while they are waiting for their call to be answered, when call waiting has been activated or when they have been placed on hold.
From an advertisers point of view the ability to identify the callers location and target specific regional adverts is an attractive one. Google Voice is still only open to beta testers with invitations, so I imagine it will be some time before ring back advertising is available, but nevertheless another interesting concept for marketers to consider.
From a caller's perspective, maybe we will soon regret moaning about being placed on hold with the Light House family!