The audio version of the annual report lead to extraordinary response rates of 37% for the premium version and 24% for the basic version. Customers, as well as shareholders were enthusiastic about the idea and the high-quality production. At exhibitions, in B&O shops and in investment talks the annual report strongly increased interest for the brand and demand for novelties. Due to the highly positive feedback, an audio version of the upcoming annual report 2009/10 is planned for the international market.