What do you use in terms of communicating with certain customers/employees and why?

How do businesses/you think about internet video calling? Is it more like a communication tool within your online communications options, like an option offered through your e'mail program? Or is it more an option through your IM program? Or is it an alternative to an actual phone call so selling it like a phone service is the right way to go?

Just not sure what context business owners or users think about video calling. That will tell me how to price it, where to market it, and how to brand it.

Thoughts?