1. 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 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 associating an identification of the second user relating to the collaboration channel with a business entity upon initiation of the communication; automatically initiating a service retrieving contextual information associated with the business entity in response to the initiation of the communication, a scope of the retrieved contextual information being based on a business partner type for the business entity; and presenting the first user with at least a portion of the retrieved contextual information concurrently with the communication between the first user and the second user via the collaboration channel.
1. 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 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 associating an identification of the second user relating to the collaboration channel with a business entity upon initiation of the communication; automatically initiating a service retrieving contextual information associated with the business entity in response to the initiation of the communication, a scope of the retrieved contextual information being based on a business partner type for the business entity; and presenting the first user with at least a portion of the retrieved contextual information concurrently with the communication between the first user and the second user via the collaboration channel. 8. An article as in claim 1 , wherein the retrieved contextual information is displayed as a plurality of links.