Neelie Kroes urges government and business to work towards a single European digital market

The European Commissioner for the Digital Agenda, Neelie Kroes, insists that a European digital single market is essential for economic recovery, but argues that to achieve this, broadband investment and an investment in skills are required.

Addressing business and political leaders including communications minister Ed Vaizey this morning in London, Kroes called on the UK government and the private sector to support efforts to end fragmentation within the digital economy.

"The digital single market is where we must put our attention. Every failure to keep up with developments in the digital economy that lead to growth holds us back from long-term recovery. In times of austerity, even more so," said Kroes.

"Just as the UK government is currently taking hard policy and investment decisions, at the European level we need to make hard reforms if we want the single market to live up to its name," she added.

To illustrate the problem some industries currently face, Kroes explained that a company specialising in health equipment would need 27 certificates to operate in all 27 member states.

She said: "[This] is no way to grow e-health markets or deal with our aging population."

Roaming charges were also addressed, with Kroes suggesting that access to internet on a smartphone in other member states should not result in hefty charges for the user.

"It is time for this dysfunction to end. We need a simple, consumer-friendly legal framework for making digital content available across borders in the EU," said Kroes.

Kroes pointed to superfast broadband access as one way of moving towards a single market.

"Think, for example, what would change if every city in Britain had internet like London's financial district, with 100Mbit/s," she said.

"It's a revolution we can invite into our shops and homes if only we dare to make the investment."

Kroes also encouraged business leaders at the meeting to support the coalition's digital champion, Martha Lane Fox: "If you have the chance to work with her on this – take it." Fox is currently running a campaign to get everyone in the UK online.

Kroes conceded that creating a unified digital market would not be simple: "Of course if business people don't have confidence in their skills and the systems themselves, the best infrastructure will not make much difference. So we must build digital confidence. Build it by protecting privacy rights, combating security threats, investing in skills and access.

"But it is up to national governments and most importantly the private sector to do most of the implementing. In fact, it is worth repeating that virtually everything in the Digital Agenda is based on collaboration. It needs a team effort of literally millions," she concluded.