Interactive broadband services are currently in the process of being transformed into a new communications standard for all households. The convergence and multimedia enablement of the telephone, television and PC allows users to access content from media enterprises at all times no matter where they happen to be. This book provides a unique overview of this situation and serves as a guide for companies faced with the evolution from traditional media to the new world of interactive broadband media. Not only established media enterprises intending to set foot in these new markets, but also start-ups recognise this revolution and are investing billions in an attempt to conquer this attractive new market at an early stage. The challenge here is to achieve a good return on high initial investments, a task that is not exactly made easier by the unwillingness of end customers to pay for the content they demand. Furthermore, companies often fail to optimise their orientation in the emerging value chains. This gives rise to the question of how to develop successful business models. The authors provide actual examples of business models that are successful in the long term. Here, particular attention is paid to introducing Accenture''s tried and tested Get Audience/Sell Audience concept, based on the company''s extensive consulting experience.
