Operator
Your next question comes from the line of François Bouvignies from UBS. Please ask your question.
Hi, thank you very much. My first question was a follow up actually on the navigation for automotive and cloud native solution. So, how does the price and, how do you sell this product, in terms of business model would be very interesting to know, how the value is compared to the old, product? And, and maybe, how do you price that to the customer would be very helpful to understand.
The second question is on the automotive market, we are post in a pandemic, or awfully post pandemic area. So, I was wondering how you see the market in terms of deals available, for the, for the market as a whole from a qualitative perspective. And how you see your position there, because we see a lot of like, we talk every quarter, the newcomers, and especially Google, do you see them? You're getting some, market share over you in the in the near future at the moment as we speak. So, that's my second question. And the last one, I will I will ask after maybe, if you don't mind.
Harold Goddijn
Yes. Pricing, let's start there. So, we have a lot of customers with all products in the automotive industry. Not every client is taking the full stack of what we're doing. Some customers take traffic information, other customers take maps, and other customers take a whole full stack, which is combination of software services, content, integration services where needed. And I think part of strategy is to include and stack those services and as part of a full stack navigation product, which we can for which we can command better, better prices and for which we have better pricing power.
So as a result of the success of this version of our software, we hope that we can convince more of our clients to go full stack for the TomTom Solution. And that will have a positive effect on unit price. So value per car shipped, which is a good thing. If I look at the overall type of money that's available for full stack solution, I don't expect the total value to go up significantly. I think that has been stable for quite some time, what I've said and what we see, again, is that the overall price is relatively stable, but we need to throw in more stuff in order to justify that price.
So there's a constant battle to deliver more services, better user experience. And in return, we see good, good ability to hold on to pricing and price about. So I think that's the way to look at it. But a good product and a good software product which delivers a good user experience is the most important thing we can achieve in order to improve pricing power. And we see positive results of this move to full hybrid and full stack.
François Bouvignies
And Harold, just if I may, I mean how much is full stack I mean, of your products. I mean can you give any numbers around that to get an idea of, maybe what the opportunity is in terms of percentage of your customers today, I mean, could be in value or units, whatever you have would be helpful to know.
Harold Goddijn
I don't have that. But I can definitely have a look if that stock information we can make available. I don't know, to be honest. I have a number in my head, I think I kind of, but I can't disclose it at this stage. We -- I need to have a look at that.
François Bouvignies
Okay…
Harold Goddijn
But it's definitely true that not all of our clients are taken to full stack. Just to give you an example, we have in traffic information Europe about 80% market share. In North America, we have about 14% market share in the automotive sector, there's more much more market share than we have in full stack solutions.
François Bouvignies
Okay. That’s clear.
Harold Goddijn
All right. Yes, post and that. Are we post pandemic? I really don't know. To be honest, I wouldn't be started the year, I had hoped that we would be post pandemic, now. We're not. And I think the general expectation is that that will happen before the summer. But I'm not going to bet the shop on that, to be honest. And we still see negative impact for our business on the results of the pandemic. I think for the workforce, it's starting to be difficult. I think we go through it really well. And our people showed a lot of resilience. And engagement has been extraordinary, and collaboration has been really good. But now I think we are entering a period where it starts to get less cool to work from home. I think we need now to go and prepare for a period where we start seeing each other where we have a free flow of ideas, exchange of information, where we start seeing customers, and so on, so forth. So I really hope that it's that in a couple of months from now we can we can see that happening. That's important. It's important that we get more detail and what our customers are thinking and doing and how they're planning. And it's important also, that car sales will go up. I think there is pent up demand, I think we can see strong recovery when everything is back to normal. And I can't wait for that moment to happen. But we're not in that period yet.
François Bouvignies
And in terms of deals available. I mean, and your position in terms of winning, right, in a way.
Harold Goddijn
Difficult to say I'm always careful, I don't want to speculate it’s lumpy, you win or you lose. You never know. If I look at the overall opportunity this year, I think there's significant amount of business available. I think we're well positioned. But I prefer to give you information on our win rate. When you know when the deal is done, we’re won or lost. But it's not a good way to get the business on. Of course to quarter which deals you win that's just not the nature of the work we're doing. So I think I feel comfortable giving regular updates about the overall product, order backlog and what and whatnot. But it's much harder to give you a steer our on our ability to win those deals. There's enough around this year, that's not the problem. We're working hard. We’re firing on all cylinders. I think we build a good reputation for product for service for it for being a reliable partner to our automotive customers, as well as to our enterprise customers. And I think that when it comes to nominations, all those things will, will play in favor. But we can only do that when we've actually won the nomination.
François Bouvignies
Okay, that's very clear. And maybe if I can squeeze the one last one is asked you this question last year if I remember correctly, it's around enterprise. And, in the last two years, you have been very active, I would say, maybe more than people expected, maybe yourself because you compete, obviously, much more with Google in this market than in automotive. And, you have been winning few deals, recently in the last two years, and you are not spared the more with this new mobility demand, customers that you can disclose. So, I'm going to ask you some question really? Do you see any structural change in the last two years; it seems that the business is accelerating for you. So just trying to understand, what is behind that? First if it's true, if you feel that way, as well? And second of all why is that, is it because of TomTom product? Is it because of Google, anything you can share would be helpful about your insight? And I will stop here. Thank you very much.