Europe’s tech comeback: Excellence, not origin, should drive adoption

It's no secret that when you list the titans of tech – the Googles, Apples, Amazons, and Metas of the world – European names are (almost) absent. We've seen a worrying trend: promising European innovations and companies often end up absorbed by foreign giants, and the continent has struggled to nurture homegrown players to global dominance. The "why" is a complex beast, full of talk about fragmented markets, investment climates, and regulatory landscapes – a topic for another day.

But the tide seems to be turning, or at least, there's a strong current pushing for a European tech comeback. We're seeing initiatives, investments, and a growing recognition that Europe needs to be a major player in the digital future, not just a consumer or a heavily regulated marketplace. This ambition is vital for our economic sovereignty, innovation, and global standing.

However, as we navigate this resurgence, there's a crucial distinction we need to make, a principle that should be a guiding star for every decision, every investment, every adoption: we must champion European tech because it's better, not simply because it's European.

The temptation for a "made in Europe" bias is understandable. There's a sense of pride, a desire to support local ecosystems, and perhaps even a bit of a defensive crouch after years of seeing innovation migrate elsewhere. But if this comeback is to be anything more than a fleeting feel-good story, it needs to be built on a foundation of genuine competitive excellence.

The goal shouldn't be to create a European walled garden, but to cultivate European champions that can compete and win on the global stage. This means fostering an environment where European startups and established players are pushed to be pioneers, to create solutions that are so compelling, so cutting-edge, and so user-friendly that the world – including Europe – chooses them willingly.

So, as the EU and its member states rightly focus on bolstering our tech sector, let's ensure the focus remains razor-sharp on quality, performance, and innovation. Let's celebrate and support European tech, absolutely. But let's do it by creating the conditions for it to be the best, and then letting its superiority speak for itself.