Arora, the head of Google's European arm stated that companies must focus on developing their web presence as a "commercial tool". If this view was not accepted European companies would find themselves playing catch-up with the US, jeopardising online revenues, warned Arora.
"Many businesses make the mistake of thinking their website should be a corporate brochure rather a place to sell their products," he was reported as saying. "Europe has not embraced the internet as a commerce platform as much as the US."
Arora went on to make the revelation that the term 'internet company' will become extinct, as any company which survives in business, by definition, will have a significant online presence, while listing his top ten web predications.
"My personal feeling is that within the next 10 years, 20 per cent to 40 per cent of all the transactions in any type of business will take place on the internet," was one such claim by Arora, which he continued to back up by pointing out that in the first two weeks of 2004 just over six million CDs were sold in shops, as compared to 227,000 downloads. In comparison within the first twelve weeks of 2006 3 million CDs were sold compared to the 10.5 million downloads recorded.
Arora is not the only one reporting on and following the movements of the online business marketing with interest, a report by Deloitte found that consumers running a broadband connection may spend more time surfing the internet than watching television by 2010. The report's authors have stated that these finding would make "internet related activities the most popular leisure pursuit", and, "companies that put most focus on how consumers' entertainment may be maximised as a result of implementing new technology or connectivity are likely to enjoy the greatest success."
Additionally, the following was noted: "Companies that are more obsessed with delivering the latest technology, with lesser regard for the user experience or underlying economics, may not fare as well." A poignant statement from the authors, and a warning that could echo long in European companies' ears.
