Google CEO Eric Schmidt has indicated that he sees the future of newspaper organisations depending on how well they adapt to the rapid changes that the internet presents.
Speaking at the Guardian Activate summit Schmidt foretold a future where newspapers are presented and delivered digitally to mobile platforms. He said:
"What does the newsreading experience look like many years from now? I think it's delivered to a digital device, which has text, obviously, but also colour, and video, and the ability to dig very deeply into what you are supplied with.
"At the moment we have readers, but it's not intelligent enough; newspapers often tell me what I already know. We'll have advertising products that are much more media-centric. The most important thing is that it will be more personalised."
Schmidt stated that the internet was the "most disruptive technology in history" and that businesses need to react to the mass opportunities it presents or otherwise face the consequences.
"You have to plan your corporate strategy around what the internet does," he said.
He stated that he thinks it is crucial that news organisations get their houses in order when it comes to mobile delivery, rather than being over reliant on traditional internet methods.
"The smartest developers now are writing apps for mobile before they write for Windows or Apple Mac desktop operating systems," he said. "Part of that is because these devices are hugely personal to us when we use them."
Schmidt also talked about paywalls at the event, although he refused to be drawn into criticism of Rupert Murdoch.
You can watch Schmidt's full keynote address over at The Guardian.
Give it a watch and let us know what you think. Is Schmidt on the money when it comes to the future of newspapers, or have they still got a place in society in their traditional form? Use the comments below to express your views.