Interactive broadband services will change the way people and organizations communicate. The long-term vision is the convergence of hardware (telephone, television and PC) and media formats. This will allow users to access content from media enterprises at all times no matter where they happen to be. During the roaring Nineties convergence seemed to be just around the corner. But reality has proven that the road to interactive broadband services is long and rocky. Not only the traditional media companies but also start-ups invested billions in the attempt to conquer this attractive new market at an early stage. As a consequence some have gone out of business. This situation leaves all industry players with the question: What is the course of action to be taken today?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.
