pay per call advertising avg $7

http://www.pcworld.com/news/article/0,aid,123705,00.asp

New Model, New Profits

The acknowledgment by search giants Google and Yahoo that they are
dipping their toes into pay-per-call is significant news for the new
online ad model, said Greg Sterling, a Kelsey Group analyst. It is also
good news for companies that would rather generate calls than Web site
clicks from their online ads, Sterling said.

If Google were to fully embrace pay-per-call, the benefits would include
getting a higher revenue rate than from pay-per-click, because
pay-per-call ads in general tend to be more expensive, he said.
Typically they start at around $2 per call, average about $7, and can
cost more than $30, Sterling said.

Advertisers are generally willing to pay more for a call than for a
click because a prospective client who calls is presumably closer to
making a buying decision than one who visits a Web site, he said.

TomTom financial results Q1 2006.pdf (application/pdf Object)

http://www.tomtom.com/lib/doc/inv/TomTom%20Press%20release%20Q1%202006.pdf

tomTom 2nd quarter 2006

TomTom said the average selling price (ASP) fell to 305 euros from 337

euros in the fourth quarter, but it held above an average expectation of
290 euros in a Reuters poll of 11 analysts as the company sold more
high-end models than in the fourth quarter.

TomTom sold 762,000 devices,

Earnings before interest and tax (EBIT) slipped to 50 million euros
($61.9 million) from 67 million in the fourth quarter,

TomTom's EBIT margin fell to 20 percent from 23 percent in the fourth
quarter, and it maintained its full-year EBIT target of 20 percent as
well as its ASP forecast of around 300 euros.

TomTom raised its forecast for the European market for portable

navigation devices to 8 mllion units. It expects to sell between 3.6
million and 3.9 million units for revenue of 1.1 billion to 1.3 billion
euros this year.
; trade at
about 26 times estimated 2006 earnings.