Receptional - 12:48 pm on Mar 21, 2007 (gmt 0)

Will they also be stopping the 118 118 liaison? or will 118 118 take it in house?

(Or am I asking such an obscure question that nobody knows what I am talking about?)

When the pay per call model launched, I confess to having doubts about the projections being made. I have the same problems with claims about the size of the mobile search market, at least at the moment. People frankly don't want to search using a phone and by the same token, people don't want to call someone direct from a web advert without first seeing the website to check they are in the right place.

There's no doubt that these attitide COULD change in other delivery channels - and the MIVA/118 partnership was one of them in my opinion - but there the model broke - they couldn't charge by the call for some reason, only by the text message displaying the number.