A telecommunication appliance serves a large user base via an interface to a universal registration database having access to a set of transport mediums applicable to each user. A media database operates in conjunction with the appliance for identifying the user and providing targeted media to the user during a connection interval commonly referred to as the “ringback” period while a connection supporting the requested communication is completed. The universal identifier indexes alternate transport mediums available to the user based on entries in the universal database, and determines a lower cost (or no cost) transport. In lieu of the convention ringback, the initiating user receives targeted media referenced from the media database and responds to it while the communication is completed. The targeted media is provided as a fee based service to media provides (advertisers), therefore injecting revenue for supporting the service without requiring a fee from the invoking users. The user identification also enables a slew of value added services such as secure login to various databases and secure billing and payment.