This book serves as a guide for companies to explore the path from traditional media to the new world of interactive broadband media. The key challenge is to base indispensable future investments on reliable business models. This book offers a comprehensive set of concepts and strategies for the interactive broadband realm, grounded in attractive service offerings and customer preferences. The authors explain and analyze the interaction of broadband technologies, its processes and the end customers' point of view. At the same time they provide current examples of successful long-term business models. By applying Accenture's tried and tested Get Audience / Sell Audience concept, companies can assess their position in the interactive broadband value chain and optimize their strategies accordingly.

Dr. Mohr with a master's degree in business administration, as well as a PhD in business studies, works as a Senior Manager for strategic consultancy at Accenture's Frankfurt office and has spent the last few years concentrating on the area of communications & media entertainment. With his consulting experience and focuses on advising companies as they enter the market in the convergence area of "interactive broadband media", he has been in charge of several surveys on this issue and is the author of several management books as well as various publications in management magazines.