The term business model is widely used and is increasingly gaining importance as a business concept and management tool, particularly in e-business. Several authors propose the application of the business model concept in different domains, such as for e-business planning, IS alignment, visualization, innovation, e-business process design or improving communication between stakeholders. Yet, little has been said on the business world's perception of the use of business models, which this paper attempts to investigate through semi-structured interviews with company executives and business consultants.