C:\jboss-4.2.2.GA\bin\run.bat -b 0.0.0.0
or
C:\jboss-4.2.2.GA\bin\run.bat
A solution - at least what worked for me - was to use the actual IP of the machine like so:
C:\jboss-4.2.2.GA\bin\run.bat -b 192.168.1.11
Its funny how modifying JBoss startup scripts did not affect the "-b" option above. However specifying it on the command line works fine.