Google pushes G+, Hangouts features for business (page 2 of 2)

"Whereas somewhere like the Middle East, I've noticed that startups are aware the local market isn't big enough to sustain long term growth, so they target an international market straight away," he says.

The Google Advocate spoke from London, via a Hangout. He represents 135 countries across EMEA, touting himself as an example of a super user. Oshineye 'attends' regular meeting with his counterparts in Dubai, though has not yet set foot in the UAE.

"In America you can serve 350 million people while only handling one language and one currency," he argues." In the Middle East, if you want serious growth quickly then you have to handle multiple languages, currencies and cultures from the beginning. It makes things harder, but if you get it right then there's much more potential for growth," he says.

Oshineye has previously been involved with Google Buzz, a precursor to the ambitious Google Wave endeavour. Both social platforms have since been pulled but elements live on in Google's current array of products, and with Hangouts the potential for small business to get their hands on secure, reliable - and free - video conferencing services is clear. It is unlikely G+ will fall as flat with millions already connected via their YouTube and Gmail accounts, and its enduring success as a social platform remains to be seen.