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Although B2B integration is nothing new, interoperability is still a big issue in product data communication. However new technologies are introduced and existing standards evolve to better support all operations to improve the situation. In this paper we introduce a product structure information exchange case from automotive supply chain. Current integration has proprietary XML interface between partners and the integration has constantly errors requiring manual checks for the incoming information and interface have been inflexible to changes in the systems. We review relevant technical and content standards to solve this case. The traditionally used message validation technologies such as DTD or XML Schema lack the expressive power to solve some problems and thus we present a practical case for new semantic web service technologies.