Speaking at Web 2.0 yesterday, Skype CEO Niklas Zennstrom unveiled Skype 3.0, which will expand the eBay-owned company's click-to-call program. Businesses can place a click-to-call button on their websites, which will let customers place a call to a traditional phone number, Reuters' Eric Auchard reports.

The move is part of a concerted effort to build revenue from e-commerce opportunties, as telecommunications increasingly looks like a free service.

"Our long-term goal is to have much more balance between e-commerce and telecommunications revenues," he told Reuters.

Speaking to an audience of Internet industry insiders at the annual Web 2.0 conference in San Francisco, Zennstrom reiterated that Skype must move to replace communication revenue as phone calls eventually become free.