Vonage launches in UK

So what does the launch of the US VOIP firm mean in adland, as monthly phone costs get driven ever lower?

Is there a way to bring brands into the equation to shore up collapsing consumer telecoms spend? Sure there is, but what's the service model? Is there some "life-embedded value" that can be evolved to introduce brands into this most intimate of comm zones? I think so. More on this to come, no doubt.