1. A computer-implemented method of incorporating an image into a page of content for transmission over a telecommunications network from a server to a client for display by a browser running on the client, the method comprising: providing an image data file encoding said image in accordance with a standard image format; providing a page of content in a markup language, said page of content being intended for transmission over a telecommunications network from a server to a client for display by a browser running on the client, said page of content including a link or reference to the image data file for incorporating the image within the page of content; converting said image from said standard image format of the image data file into a format in which the image is encoded using said markup language; and incorporating the image encoded using said markup language into the page of content to replace said link or reference to the image data file prior to transmission of the page of content over a telecommunications network; wherein the converted image is built up on a line-by-line basis; wherein each line of the converted image comprises one or more HyperText Markup Language (HTML) image units, each HTML image unit being located in just a single line of the converted image and formed from a row of one or more consecutive pixels of the image which have the same color, wherein a first line of the converted image has a first arbitrary length and a second line of the converted image has a second arbitrary length, wherein both the first and second arbitrary lengths are independent of the lengths of other lines in the converted image.
1. A computer-implemented method of incorporating an image into a page of content for transmission over a telecommunications network from a server to a client for display by a browser running on the client, the method comprising: providing an image data file encoding said image in accordance with a standard image format; providing a page of content in a markup language, said page of content being intended for transmission over a telecommunications network from a server to a client for display by a browser running on the client, said page of content including a link or reference to the image data file for incorporating the image within the page of content; converting said image from said standard image format of the image data file into a format in which the image is encoded using said markup language; and incorporating the image encoded using said markup language into the page of content to replace said link or reference to the image data file prior to transmission of the page of content over a telecommunications network; wherein the converted image is built up on a line-by-line basis; wherein each line of the converted image comprises one or more HyperText Markup Language (HTML) image units, each HTML image unit being located in just a single line of the converted image and formed from a row of one or more consecutive pixels of the image which have the same color, wherein a first line of the converted image has a first arbitrary length and a second line of the converted image has a second arbitrary length, wherein both the first and second arbitrary lengths are independent of the lengths of other lines in the converted image. 4. The method of claim 1 , further comprising storing the converted image encoded using said markup language for use in responding to future requests for the page of content.