To give you an idea of the kind of people we have working on the QlikView product right now: we have a guy that used to be a furniture designer; we have a guy that used to work on developing games; we have people who developed user interfaces for televisions and video recorders; and, we have people who developed applications for smart phones. Note that none of these people comes from a BI applications background. Instead, they are all part of our design philosophy if you like.

We also have people who used to develop video games. We have a guy who developed an application which enables fathers who are travelling to read books with their children while they are on the road. If you're a businessman travelling around the world, you can still read a book with your kid collaboratively every day.

We recruit people from all those different backgrounds, put them together and then say to them, "How are you going to help business users to tell stories about their data to each other?" and now you get an experience that you never would have gotten if you had gone to a Microsoft or MicroStrategy or SAS. Because they would be all about: "What is the IT department going to say and how do I structure this with all the IT type of issues?"

We're taking a completely radical different approach.