12. An article comprising a non-transitory machine-readable storage medium embodying instructions that when performed by one or more machines result in operations comprising: initiating a communication between a first user and a second user via a collaboration channel, the second user having an identification for the collaboration channel, the collaboration channel selected from a group consisting of: a telephone call, a Voice of Internet Protocol (VOIP) telephone call or an instant messaging session; automatically initiating a first service to associate the identification with a business entity and to obtain query parameters for the business entity in response to the initiation of the communication; automatically initiating a second service to retrieve contextual information associated with the business entity based on the obtained query parameters for the business entity; categorizing the retrieved contextual information into a plurality of categories; presenting the first user with a list of links for each of the categories.
13. An article as in claim 12 , wherein the non-transitory machine-readable storage medium further embodies instructions that when performed by one or more machines result in operations comprise: initiating a retrieval service in response to activation of one of the links to obtain documents or objects associated with the corresponding category for presentation to the first user.