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"We tend to overestimate the impact of technology in the short run,
and underestimate it in the long run," Roy Amara once said.
We've seen this in connection with the rollout of the Internet in Sweden.
Ten years ago, consumer behaviour patterns were very different.
Today's consumer has 24/7 Internet access,
along with a wide range of services for researching their purchases.
My session will explore
the demands consumer behaviour places on sales organizations.
And the tie-in to Roy Amara's quote will be distinct,
since I believe we are facing a significant shift in technology
due to the rollout of smartphones,
that provide consumers with new options
and us, with new challenges and opportunities.
I'm Sven Törnkvist, from Google.