eWorking is about working effectively and efficiently, with speed. It's about simplifying processes, eliminating non-value added activities and automating routine tasks.

We've taken an enlightened approach to the power technology has to change the way people work. It's not just about encouraging technology, it's about changing the way our business operates so that we can become faster and better at what we do, in order to deliver even better service to our customers.

If you join our eWorking initiative, you'll become part of a critical mass that will eventually affect every one of our employees, not to mention former and retired staff members. One of the biggest challenges facing us is that many people within the airline, such as Flight and Cabin Crew, don't have access to a desk. Furthermore, they might need to access information from anywhere in the world. For this reason our eWorking programme extends beyond the boundaries set by many companies to incorporate technologies such as WAP phones and digital channels that suit this working style.

Many challenges lie ahead. Our intranet is already an important channel for disseminating information throughout the company. As it expands further, it will raise structural and design issues about the best way for users to gain the information they need.

eWorking also promises to deliver substantial business efficiency. Through developments in on-line learning. Here it is not just a question of saving money, but using the new technology as an opportunity to question how best to deliver effective business solutions.

Whatever the business, for eWorking to be a success, there has to be a high degree of executive level commitment. At British Airways that commitment is now firmly in place. If you have the new media skills we seek, there's never been a better time to join us.