The Concept Book&ME was created especially for the digital native generation; drawing them outside of the screen and inspiring a creative interaction with the printed book and the world around them, using images from their surroundings and inner-world. In a category of its own What sets Book&ME apart from other digital interactive books is that it allows the child's inner-world to take part in the narrative at the point where print meets the digital media - creating a unique and personal experience of the story. Business Model To sell books through online and offline channels, establish partnerships and sell licenses for use of the platform, and create additional premium products. The Book&ME platform is suitable to new content as well as classic story books. The market research recognises the possibilities in this new media frontier and wishes to establish itself as an innovator and leader a in a market that is set to explode.