<s>
Click-to-call	B-Application
,	O
also	O
known	O
as	O
click-to-talk	O
,	O
click-to-dial	B-Application
,	O
click-to-chat	O
and	O
click-to-text	O
,	O
is	O
a	O
form	O
of	O
Web-based	O
communication	O
in	O
which	O
a	O
person	O
clicks	O
an	O
object	O
(	O
e.g.	O
,	O
button	O
,	O
image	O
or	O
text	O
)	O
to	O
request	O
an	O
immediate	O
connection	O
with	O
another	O
person	O
in	O
real-time	O
either	O
by	O
phone	O
call	O
,	O
Voice-over-Internet-Protocol	O
(	O
VoIP	B-Application
)	O
,	O
or	O
text	O
.	O
</s>
<s>
Click	B-Application
to	I-Application
talk	I-Application
requests	O
are	O
most	O
commonly	O
made	O
on	O
websites	O
but	O
can	O
also	O
be	O
initiated	O
by	O
hyperlinks	O
placed	O
in	O
email	O
,	O
blogs	O
,	O
wikis	B-Protocol
,	O
flash	B-Operating_System
animations	I-Operating_System
or	O
video	O
,	O
and	O
other	O
Internet-based	O
object	O
or	O
user	O
interfaces	O
.	O
</s>
<s>
Click-to-call	B-Application
(	O
CTC	O
)	O
is	O
actually	O
a	O
misleading	O
name	O
for	O
three	O
variations	O
of	O
this	O
technology	O
depending	O
on	O
the	O
implementation	O
and	O
what	O
device	O
the	O
customer	O
is	O
using	O
:	O
from	O
a	O
computer	O
or	O
from	O
a	O
smartphone	B-Application
.	O
</s>
<s>
In	O
other	O
words	O
in	O
this	O
case	O
,	O
"	O
click-to-call	B-Application
"	O
would	O
be	O
more	O
accurately	O
referred	O
to	O
as	O
"	O
Request-a-Call	B-Application
,	O
"	O
as	O
in	O
"	O
Please	O
give	O
me	O
a	O
call	O
(	O
here	O
is	O
my	O
phone	O
number	O
)	O
.	O
"	O
</s>
<s>
CTC	O
originates	O
out	O
of	O
the	O
older	O
PC2PC	O
telephony	O
whereby	O
a	O
client	B-Protocol
,	O
or	O
software	O
application	O
,	O
was	O
downloaded	O
onto	O
an	O
end	O
user	O
's	O
own	O
personal	B-Device
computer	I-Device
to	O
interface	O
with	O
the	O
same	O
software	O
running	O
on	O
the	O
other	O
party	O
's	O
computer	O
,	O
to	O
enable	O
a	O
conversation	O
between	O
the	O
two	O
computer	O
users	O
.	O
</s>
<s>
Current	O
CTC	O
technology	O
requires	O
no	O
consumer	O
download	O
except	O
perhaps	O
for	O
industry	O
standard	O
plugins	O
such	O
as	O
Flash	B-Operating_System
.	O
</s>
<s>
Indeed	O
,	O
modern	O
CTC	O
technology	O
reportedly	O
evolved	O
out	O
of	O
its	O
PC	O
client-to-client	O
roots	O
as	O
a	O
direct	O
result	O
of	O
consumer	O
reluctance	O
to	O
download	O
what	O
was	O
,	O
then	O
,	O
the	O
necessary	O
software	O
.	O
</s>
<s>
Click-to-dial	B-Application
:	O
the	O
click	O
triggers	O
the	O
in	O
phone	O
dialer	O
.	O
</s>
<s>
In	O
other	O
words	O
in	O
this	O
case	O
,	O
"	O
click-to-call	B-Application
"	O
actually	O
results	O
in	O
a	O
cellular	O
phone	O
call	O
.	O
</s>
<s>
Click	B-Application
to	I-Application
talk	I-Application
:	O
This	O
uses	O
WebRTC	B-Protocol
technology	O
to	O
take	O
the	O
call	O
over	O
the	O
data	O
network	O
(	O
regardless	O
if	O
it	O
is	O
a	O
computer	O
or	O
smartphone	B-Application
)	O
using	O
the	O
built	O
in	O
microphone	B-Application
and	O
speaker	B-Device
.	O
</s>
<s>
The	O
basic	O
form	O
of	O
CTC	O
(	O
Request-a-Call	B-Application
)	O
technology	O
currently	O
in	O
general	O
use	O
is	O
just	O
exactly	O
what	O
Request-a-Call	B-Application
sounds	O
like	O
:	O
an	O
end	O
user	O
enters	O
her	O
phone	O
number	O
through	O
a	O
web	O
dialog	O
box	O
,	O
then	O
an	O
intermediary	O
service	O
calls	O
both	O
that	O
end	O
user	O
and	O
the	O
merchant	O
or	O
other	O
respective	O
third	O
party	O
,	O
and	O
connects	O
the	O
two	O
together	O
for	O
an	O
ordinary	O
telephone	O
conversation	O
.	O
</s>
<s>
As	O
to	O
cost	O
,	O
typically	O
the	O
website	O
operator	O
or	O
its	O
client	B-Protocol
pays	O
for	O
CTC	O
services	O
.	O
</s>
<s>
White	O
papers	O
have	O
confirmed	O
that	O
sufficiently	O
advanced	O
Request-a-Call	B-Application
technology	O
improves	O
website	O
conversion	O
rates	O
so	O
much	O
that	O
Forrester	O
Research	O
reported	O
143%	O
average	O
ROI	O
on	O
implementing	O
it	O
,	O
with	O
$2.5	O
million	O
in	O
increased	O
revenues	O
over	O
3	O
years	O
and	O
initial	O
payback	O
in	O
just	O
7	O
–	O
14	O
months	O
for	O
even	O
the	O
most	O
expensive	O
CTC	O
systems	O
.	O
</s>
<s>
The	O
most	O
advanced	O
forms	O
of	O
Request-a-Call	B-Application
technology	O
provide	O
some	O
combination	O
of	O
consumer-transparent	O
call	O
tree	O
avoidance	O
or	O
navigation	O
,	O
synchronized	O
user-side	O
full	O
motion	O
video	O
,	O
and	O
varying	O
degrees	O
of	O
end	O
user	O
behavior	O
tracking	O
,	O
analytics	O
,	O
and	O
data	O
capture	O
.	O
</s>
<s>
This	O
high	O
impact	O
implementation	O
of	O
Request-a-Call	B-Application
(	O
CTC	O
)	O
technology	O
is	O
generally	O
used	O
to	O
keep	O
the	O
consumer	O
's	O
interest	O
while	O
the	O
appropriate	O
person	O
he	O
needs	O
to	O
speak	O
to	O
is	O
located	O
,	O
perhaps	O
as	O
the	O
call	O
rolls	O
through	O
sequential	O
call	O
connection	O
attempts	O
,	O
trying	O
,	O
e.g.	O
,	O
the	O
target	O
's	O
office	O
direct	O
dial	O
,	O
then	O
cell	O
,	O
then	O
home	O
.	O
</s>
<s>
The	O
customer	O
can	O
either	O
speak	O
through	O
microphone	B-Application
and	O
speakers	O
or	O
headset	O
,	O
text	O
chat	O
,	O
or	O
use	O
a	O
conventional	O
telephone	O
to	O
communicate	O
with	O
the	O
operator	O
.	O
</s>
<s>
On	O
the	O
other	O
hand	O
,	O
this	O
simple	O
gimmick	O
gave	O
us	O
the	O
moniker	O
"	O
Click	B-Application
to	I-Application
Call	I-Application
,	O
"	O
which	O
still	O
seems	O
to	O
stick	O
to	O
all	O
the	O
above	O
better	O
and	O
different	O
technologies	O
.	O
</s>
<s>
Other	O
various	O
names	O
used	O
in	O
this	O
subject	O
area	O
have	O
included	O
Web	B-Application
Call	I-Application
,	O
Web	O
Connect	O
,	O
Web	O
Call-Back	O
,	O
Click-to-talk	O
,	O
Web	B-Application
Call	I-Application
Button	O
and	O
Customer	O
Contact	O
Channel	O
Changer	O
(	O
CCCC	O
)	O
.	O
</s>
<s>
CCCC	O
provided	O
"	O
click	O
to	O
change	O
customer	O
contact	O
channels	O
"	O
from	O
web	O
browsing	O
to	O
talking	O
over	O
the	O
PSTN	O
or	O
over	O
VoIP	B-Application
or	O
over	O
web	O
page/text	O
chat	O
exchange	O
.	O
</s>
<s>
The	O
emergence	O
of	O
click	B-Application
to	I-Application
call	I-Application
applications	O
are	O
now	O
primarily	O
due	O
to	O
WebRTC	B-Protocol
,	O
which	O
is	O
the	O
underlying	O
protocol	O
that	O
modern	O
browsers	O
are	O
using	O
in	O
order	O
to	O
establish	O
RTC	O
connections	O
.	O
</s>
<s>
By	O
leveraging	O
WebRTC	B-Protocol
and	O
various	O
VOIP	B-Application
technologies	O
,	O
various	O
software	O
applications	O
are	O
capable	O
of	O
click	B-Application
to	I-Application
call	I-Application
functionality	O
within	O
a	O
web	O
browser	O
.	O
</s>
<s>
Some	O
click-to-call	B-Application
services	O
can	O
have	O
shortcomings	O
,	O
such	O
as	O
nuisance	O
calls	O
that	O
cost	O
whoever	O
is	O
paying	O
for	O
the	O
service	O
.	O
</s>
<s>
Most	O
experienced	O
providers	O
have	O
heuristics	O
in	O
place	O
to	O
eliminate	O
this	O
issue	O
and	O
sophisticated	O
click-to-call	B-Application
consumers	O
will	O
be	O
conscious	O
of	O
privacy	O
issues	O
in	O
this	O
arrangement	O
.	O
</s>
<s>
In	O
addition	O
,	O
in	O
the	O
past	O
,	O
at	O
least	O
,	O
click-to-call	B-Application
services	O
may	O
have	O
been	O
impacted	O
by	O
legal	O
issues	O
in	O
countries	O
such	O
as	O
India	O
where	O
VoIP	B-Application
may	O
not	O
be	O
or	O
have	O
been	O
legal	O
.	O
</s>
<s>
Now	O
Google	B-Application
Adwords	I-Application
users	O
can	O
set	O
up	O
CTC	O
functionality	O
.	O
</s>
<s>
As	O
of	O
January	O
2008	O
,	O
Google	O
is	O
testing	O
click-to-call	B-Application
for	O
businesses	O
listed	O
in	O
search	O
result	O
pages	O
 [ 2 ] 	O
.	O
</s>
