(Voiceover) So what we want is we want computers to be more friendly, and now you can make your screen look like anything, and you can make it work intuitively. And now we're looking at how that will move even further forward. For example, natural language query and machine translation.

We went to China a couple of years ago and found that they really do need access to Western sites. They're very hungry for knowledge. They want to do business with the West, but one of the barriers is language. We looked at using machine translation modules to create Web sites that would translate into Chinese to start off with at the touch of a button. And we've created the model in which we could do that. One of our goals is actually to ensure that companies see the advantage of this and then incorporate that technology into their sites.

Now initially, our target has been governments because governments want to promote exports to various parts of the world and they want to do it with small- or medium-sized enterprises who can't afford that kind of technology. So hopefully, we're looking to government bodies to build translation sites that can be used in everybody's Web site. You can actually get a button on your own Web site using this as a server to create the language change. So it doesn't have to come through this particular site, it can come through your own site. But clearly, we have to link the two.

HATTIE: Do you think every business today is a global business?

BILL: Yeah, I think it is. I think it is. Business generally is e-enabling itself. It's putting processors in that cut the cost and give better benefit to their customers. So as small businessmen, we've got to recognize this is going on.

NEW POINT #13: Force Marketing and IT To Work As One

HATTIE: (Voiceover) The three partners were proud to take me to the Manchester Airport because the work they did for this big customer won KMP international recognition. So why do you think your advertising background has been an advantage for KMP?

JON: Well, I think for the first time, the Internet made two departments in organizations really have to understand that they've got to talk to each other on a regular basis. And that's the marketing communications department and the IT department. We have translators between them because the two departments and our clients don't understand each other. But you uncover this pain that they've got by translating between the two departments and making them understand, how, by working together, they can be much more valuable to each other.

HATTIE: It seems to me most Internet companies today are run by technology people.

JON: Absolutely. You open a door and you chuck a piece of meat down a black hole and some software comes out again. That doesn't have an interface around it. It doesn't have a front-end look and feel. And that is a real issue today. (Voiceover) Positive business impact--that's what it's about. We have to add positive business impact through integrating marketing and technology. The best fun bit about it is actually making it happen under any circumstances. And you have to take circumstances into account you can't even begin to imagine in the first place. And every time a wave crashes on the beach, you've just got to get up again and get on with it.