Carly Fiorina, chief executive of Hewlett Packard, has poured scorn on the internet, claiming that the net does not live up to the needs of businesses or consumers.
The attack comes as HP pledged to spend $200 million on a global branding campaign to take the manufacturer back to its roots of innovation.
Speaking on the first day of Comdex, Fiorina said the net has not fulfilled what it set out to achieve as it remains elite, distant, cold, alien and threatening. She said the net should, instead, be pervasive, warm, friendly, useful and personal.
"It is a critical juncture for the net. While it has created lots of IPOs, the Net has not lived up to its hype," said Fiorina.
She called for cultural changes to take place within companies in order to satisfy consumer and business needs over the internet, so that companies encourage more radical ideas from employees and execute them flawlessly.
"Three years ago, businesses were either dot.com or brick and build. Today you need to marry both of them to be successful," she said.
Fiorina said companies should focus on providing services around their products to improve customer experience. She highlighted the car industry where the car is treated as the product but services are sold around it.
As part of Fiorina's drive to encourage a different cultural approach to the internet, she pledged that HP was returning to its roots of standing for invention - the original founding of the company 60 years ago.
"We will work differently. We will sound different. We will look different. We are transforming and evolving the company for both our enterprise customers and consumers. We are going to unleash our inventions to make the net better," said Fiorina.
She estimated that HP has filed over 1500 patents for inventions during 1999 and in the last two years, this patent growth has risen by 50 per cent.
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