This is a typical case-study on how to innovate on the service layer using modularization.
Big media are always looking for new ways to monetise their pages. Ads are fine, but alternatives are welcome. This is an alternative.
Instead of an ad, we provide a widget with a direct link to an expert. If placed in context, the user can easily pick up the phone and talk to someone about an issue raised by the article. Telephony makes perfect sense as the monetisation model for these widgets.
