A method for effective utilization of call idle time, including detecting by the processor of a phone, that a first person using the phone has initiated a phone call to a second person, and that the second person has not yet answered the call, wherein the phone is operative in an idle mode to present content pre-designated by the first person, and is operative in a normal mode to send and receive voice communications to and from the second person and to not present the pre-designated content, activating the idle mode of the phone in response to the detecting, subsequently detecting, by the processor of the phone, that the second person has answered the call, and subsequently activating the normal mode of the phone in response to the subsequently detecting.