the valley Trendrapport 2014
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Transcript of the valley Trendrapport 2014
ProloogPHILIP KOK CEO the va l ley
11. Marketeers worden uitgeversKRIJN SMITS c rea t ie f d i rec teur Pi ck le Fac tory
7. Leren zonder grenzen, en zonder centenVINNIE HENDRIKS user exper ience d i rec tor the peop le ’ s va l ley
10. Van het verhaal achter de vorm naar het verhaal vóór de vormAD TERLOUW des ign d i rec tor the peop le ’ s va l ley
1. GUI of the futureAD TERLOUW des ign d i rec tor the peop le ’ s va l ley
2. Hunt for the hipsterSYTSE KOOISTRA s t ra teeg Pi ck le Fac tory
13. Van waste of time naar share of mindSYTSE KOOISTRA s t ra teeg Pi ck le Fac tory
5. Big data manipulatorsANNETTE VENDEL s t ra tegy d i rec tor the peop le ’ s va l ley
6. De doorbraak van CreadativiteitGERBEN BUSCH managing d i rec tor Ver i ta te
3. Je kunt het zo gek niet bedenken of we gaan het printenPHILIP PROVOOST te chn i ca l d i rec tor mobtzu
4. Van bought media via earned media naar earning mediaJOOST VAN PRAAG SIGAAR sen ior copywr i te r Pi ck le Fac tory
9. Hey... B2B kopers zijn nét mensen!GERBEN BUSCH managing d i rec tor Ver i ta te
12. Controle over een oncontroleerbare marktJASPER OLIEROOCK s t ra tegy d i rec tor mobtzu
8. BAAS wordt helemaal BAASPHILIP PROVOOST te chn i ca l d i rec tor mobtzu
5
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Philip Kok
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6
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PHILIP KOK
CEOthe valley
7
1. GUI of the future “I’ve still got the greatest enthusiasm and confidence in the mission.
And I want to help you.”2001: A Space Odyssey
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8
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“Sci-fi GUI’s lijken voor ons ontwerpers het punt op
de horizon te zijn”
AD TERLOUW
design directorthe people’s valley
9
2. Hunt for the hipster “You can’t stop the change any more than you can stop the suns from setting.”
Star Wars
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10
SYTSE KOOISTRA
strateegPickle Factory
Het ja ch t se i zoen i s geopend .
11
3. Je kunt het zo gek niet bedenken of we
gaan het printen“Oh, yes! For humans, touch can connect you to an object
in a very personal way, make it seem more real.” Star Trek
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De RepRap 3D pr in ter
12
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PHILIP PROVOOST
technical directormobtzu
‘Producten worden van start af al 3D print ready gemaakt.’
De Aud i RSQ, u i t de f i lm I , Robot (2004)
13
4. Van bought mediavia earned media
naar earning media “Instincts are irrational, Mr. Wall,
and we must follow where they lead... Yes?“Dark City
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14
RPURHSHQ�]HWWHQ�]R��LQ�QDYROJLQJ�YDQ�6WLHYLH�LQ�%HOJLs��JH]DPHQOLMN�LQ�RS�RQ�GHPDQG�HQ�YLD�LQWHUQHW�79�NLMNHQ��'H]H�RQWZLNNHOLQJ�NDQ�QLHW�ORV�JH]LHQ�ZRUGHQ�YDQ�GH�NRPVW�YDQ�1HWÀL[�QDDU�1HGHUODQG��7HUZLMO�RPURHSHQ�VWUHDPLQJ�YLGHR�JDDQ�DDQELHGHQ��ZRUGHQ�GH�DDQ��ELHGHUV�YDQ�VWUHDPLQJ�YLGHR�RPURHSHQ��1HWÀL[�����PLOMRHQ�DERQQHHV��WUDQVIRU��PHHUW�]LFK�YDQ�DDQELHGHU�YDQ�DQGHUPDQV�FRQWHQW�YLD�VWUHDPLQJ�YLGHR�WRW�SURGXFHQW��+DDU�VHULH�+RXVH�RI�&DUGV�ZHUG�PHW�(PP\¶V�RYHUODGHQ��'H�$PHULNDDQVH�WHJHQKDQJHU�+XOX�JDDW�RRN�YRRU�HLJHQ�SURGXFWLHV��+HW�PDDNWH�RQODQJV����������YULM�RP�LQ�HLJHQ�SURJUDPPD¶V�WH�LQYHV�WHUHQ��,Q������NZDPHQ�]H�DO�PHW�%HKLQG�WKH�0DVN�
7DOOR]H�VSHOHUV�PDNHQ�]LFK�NODDU�RP�GH�PDUNW�YDQ�277&��2YHU�7KH�7RS�&RQWHQW���RIWHZHO�79�YLD�LQWHUQHW��JURHL�YDQ�����LQ������WH�EHWUHGHQ��6RQ\��,QWHO��(QGHPRO��9LDFRP��$PD]RQ�]LMQ�HHQ�SDDU�QDPHQ�GLH�
LQ�YHUVFKLOOHQGH�FRPELQDWLHV�JHQRHPG�ZRUGHQ��)LOPV��VHULHV�HQ�VKRZV�]XOOHQ�VWHHGV�YDNHU�GLUHFW�YRRU�KHW�LQWHUQHW�JHSURGXFHHUG�ZRUGHQ��:LH�GH�EHVWH�HQ�H[FOXVLHIVWH�FRQWHQW�DDQELHGW�ZLQW��(Q�ZDW�GRHQ�DGYHUWHHUGHUV"�'LH�GRHQ�PHH��7%:$�RQWZLNNHOGH�YRRU�1LVVDQ�*7�$FDGHP\��XLWJH]RQGHQ�YLD�6SLNH79��5HG�%XOO�FUHsHUW�HLJHQ�FRQWHQW�GLH�]H�DDQELHGHQ�RS�HHQ�HLJHQ�SODWIRUP��5HG�%XOO�79��'DQN]LM�GH�JURHLHQGH�EHKRHIWH�DDQ�FRQWHQW�NXQQHQ�]H�GLH�SURGXFWLHV�RRN�QRJ�HHQV�YHUNRSHQ��%LMYRRUEHHOG�DDQ�HHQ�DERQQHH�QHWZHUN��5HFODPH�ZDDU�NLMNHUV�YRRU�EHWDOHQ��:RZ��
JOOST VAN PRAAG SIGAAR
senior copywriterPickle Factory
“Films, series en shows zullen steeds vaker voor het internet
geproduceerd worden.”
Futur i s t i s ch TV hor loge op ‘n LP hoes van Be Bop De luxe u i t 1976
15
5. Big data manipulators “We’re not hosting an intergalactic kegger down here.”
Men in Black
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(HQ�YRRUEHHOG�YDQ�]R¶Q�ELJ�GDWD�PDQLSX�ODWRU�LV�)DFHERRN��GLH�PHW�KDDU�HGJHUDQN�DOJRULWPHV�EHSDDOW�ZHONH�VWDWXVXSGDWHV�YULHQGHQ�ZHO�RI�QLHW�WH�]LHQ�NULMJHQ��2I�QHHP�*RRJOH��GLH�KHW�DIJHORSHQ�MDDU�DDQSDVVLQJHQ�KHHIW�GRRUJHYRHUG�ZDDUGRRU�DGYHUWHQWLH�WDUJHWLQJ�RS�XLWVOXLWHQG�WDEOHWV�HQ�PRELHOH�WHOHIRRQV�QLHW�PHHU�PRJHOLMN�
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(HQ�DQGHU�W\SH�ELJ�GDWD�PDQLSXODWRU�LV�GH�RYHUKHLG��0HW�GH�LQYRHULQJ�YDQ�GH�FRRNLHZHW�LV�LQ�RQV�ODQG�EHVORWHQ�GH�(XURSHVH�ULFKWOLMQ�VWUHQJHU�WH�LQWHUSUHWHUHQ�GDQ�LQ�GH�UHVW�YDQ�(XURSD��+HW�YROJHQ�YDQ�GH�ZHW�EHSHUNW�DQDO\WLFV��HQ�$�%�WHVW�LQ]LFKWHQ��WHQ]LM�MH�DOV�PDUNHWHHU�HHQ�SRS�XS�WHUUHXU�RS�EH]RHNHUV�ORVODDW��*HOXNNLJ�LV�GLW�LQPLGGHOV�ZHO�GRRUJHGURQJHQ�WRW�GH�+DDJVH�SROLWLHN��(U�OLJW�HHQ�YRRUVWHO�GDW�GH�VFKHUSH�UDQGMHV�YDQ�GH]H�ZHW�DIKDDOW�
16
:KDW¶V�QH[W�LQ�����"�,N�YHUZDFKW�]HNHU�QLHXZH�YHUUDVVLQJHQ�GLH�GH�ÀH[LELOLWHLW�YDQ�RQOLQH�PDUNHWHHUV�RS�GH�SURHI�VWHOOHQ��'DWD�]LMQ�JRXG�ZDDUG��'H�FRPPHUFLsOH�ELJ�GDWD�PDQLSXODWRUV�]XOOHQ�GLW�JHJHYHQ�JHEUXLNHQ�RP�KXQ�ZLQVWPRGHO�YHUGHU�XLW�WH�QXWWHQ��*RRJOH�]DO�DDQ�GH�NQRSSHQ�EOLMYHQ�GUDDLHQ�RP�GH�DIKDQNHOLMNKHLG�YDQ�$GZRUGV�WH�YHUJURWHQ��:HOOLFKW�JDDW�)DFHERRN�KDDU�WRS�DGYHUWHHUGHUV�ELM�HHQ�PLQLPDOH�DG�VSHQG�SHU�PDDQG�EHORQHQ�PHW�H[WUD�NHQQLV�HQ�LQ]LFKWHQ��
2RN�LV�KHW�HHQ�NZHVWLH�YDQ�WLMG�YRRUGDW�'HQ�+DDJ�RS�GH�SURSSHQ�NRPW�PHW�HHQ�RQOLQH�µYROJ�PH�QLHW¶�UHJLVWHU��
=RUJ�GDDURP�GDW�MH�RQOLQH�EXVLQHVV�WRHNRPVWSURRI�LV�HQ�EHSHUN�GH�DIKDQ��NHOLMNKHLG�YDQ�ppQ�RI�HQNHOH�ELJ�GDWD�PDQLSXODWRUV��,QYHVWHHU�LQ�HLJHQ�GDWD�HQ�SODWIRUPHQ��:HG�RS�PHHUGHUH�SDDUGHQ�WHJHOLMN�HQ�EOLMI�DOWLMG�FUHDWLHI�PHW�KHW�YLQGHQ�HQ�LQWHUSUHWHUHQ�YDQ�QLHXZH�LQ]LFKWHQ�
“Data zijn goud waard.”
ANNETTE VENDEL
strategy directorthe people’s valley
17
6. De doorbraak vanCreadativiteit
“I need your help. You contain information. I need to know how to get at it.”Minority Report
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0DDU�«�DOV�MH�MH�DOV�PDUNHWHHU�GUXN�PDDNW�RP�%LJ�'DWD�HQ�SULYDF\�UHJHOV�YDQZHJH�DFKWHUEOLMYHQGH�FRQYHUVLHFLMIHUV�HQ�YHUNRSHQ��GDQ�ZRUGW�KHW�WLMG�GDW�MH�DOV�PHUN�DDQ�MH]HOI�GH�YUDDJ�VWHOW��³%HQ�LN�ZHO�LQWHUHVVDQW�JHQRHJ"´�+HW�NOLQNW�PLVVFKLHQ�HHQ�EHHWMH�YUHHPG�XLW�GH�PRQG�YDQ�HHQ�&XVWRPHU�5HODWLRQ�VKLS�0DUNHWLQJ�VSHFLDOLVW��PDDU�]RQGHU�PDJLVFKH�YRQN�EHQ�MH�QHUJHQV��$OV�MH�QLHW�GH�NXQVW�YHUVWDDW�RP�PHQVHQ�GURQNHQ�WH�PDNHQ�YDQ�YHUODQJHQ��GDQ�LV�HHQ�UHODWLH�YHU�ZHJ�
“Een nieuwe werkelijkheid die ook nieuwe kansen biedt.“
18
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GERBEN BUSCH
managing directorVeritate
“Creativiteit en databotsen niet. Die versterken
elkaar juist.“
19
7. Leren zonder grenzen, en zonder centen
“No more training do you require. Already know you, that which you need.”Star Wars: Episode VI
2RLW�ZDV�OHUHQ�HHQ�SULYLOHJH�YRRU�HQNHOHQ��,Q�GH�YRULJH�HHXZ�LV�KHW�YRRU�YHHO�PHQVHQ�LQ�µKHW�:HVWHQ¶�PRJHOLMN�JHZRUGHQ�RP�]LFK�GRRU�VWXGLH�YHUGHU�WH�RQWZLNNHOHQ��0DDU�GH�XOWLHPH�HQ�ZHUHOGZLMGH�GHPR��FUDWLVHULQJ�YDQ�NHQQLV�JDDW�QRJ�NRPHQ��'DQN]LM�KHW�LQWHUQHW��'DDU�]LMQ�GH�DIJH�ORSHQ�MDUHQ�HHQ�SDDU�VSHOHUV�RSJHNRPHQ�GLH�]LFK�VHULHXV�LQ]HWWHQ�RP�PHQVHQ�JUDWLV�RS�WH�OHLGHQ��+HW�JDDW�RP�022&¶V��RIWHZHO�0DVVLYH�2SHQ�2QOLQH�&RXUVHV��
(HQ�WDDO�OHUHQ"�'DW�NDQ�QX�JHPDNNHOLMN��JUDWLV�pQ�SUHFLHV�ZDQQHHU�MLM�WLMG�KHEW��PHW�'XDOLQJR��+HW�RQOLQH�SODWIRUP�JURHLGH�LQ�WZHH�MDDU�WLMG�YDQ���������JHEUXLNHUV�QDDU������������QX��9HUGLHQG�ZRUGW�HU�PHW�HHQ�LQJHQLHXV�
V\VWHHP�ZDDUELM�FXUVLVWHQ�DFKWHU�GH�VFKHU�PHQ�KHOSHQ�PHW�KHW�YHUWDOHQ�YDQ�WHNVWHQ��
2S�&RXUVHUD�NXQ�MH�WHUHFKW�YRRU�FXUVXVVHQ�RYHU�RQGHUZHUSHQ�GLH�YDULsUHQ�YDQ�1DQRWHFKQRORJLH�WRW�&KLQHVH�JHQHHVNXQGH�HQ�FXOWXXU��+HW�]LMQ�QLHW�GH�PLQVWHQ�GLH�HU�OHV�JHYHQ��KHHO�ZDW�JRHG�DDQJHVFKUHYHQ�XQLYHUVLWHLWHQ�GRHQ�HU�DDQ�PHH��7RW�QX�WRH�KHEEHQ�VWXGHQWHQ������������XXU�OHVVWRI�WRW�]LFK�JHQRPHQ��$DQ�KHW�YHUGLHQPRGHO�ZRUGW�QRJ�JHZHUNW��PDDU�GDW�KHW�HHQ�XLWJHOH]HQ�PRJHOLMNKHLG�ELHGW�RP�ERHNHQ�WH�SURPRWHQ�LV�DO�
“Nu zijn er al 100.000.000 oefeningen door 5.000.000
gebruikers uitgevoerd.“
20
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VINNIE HENDRIKS
user experience directorthe people’s valley
23
8. BAAS wordthelemaal BAAS“Come quietly or there will be... trouble.”
Robocop
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24
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PHILIP PROVOOST
technical directormobtzu
25
9. Hey ….. B2B kopers zijn
nét mensen! “Neo, sooner or later you’re going to realize just as I did that there’s
a difference between knowing the path and walking the path.” the Matrix
'H�ODDWVWH�WLMG�GXLNHQ�LQ�GH�YDNSHUV�KHU�HQ�GHU�EHULFKWHQ�RS�ZDDULQ�ZRUGW�JHRS�SHUG�GDW�%�%�HQ�%�&�HLJHQOLMN�EHVW�YHHO�RS�HONDDU�OLMNHQ��+DOOHOXMDK��/DDW�GDW�KHW�EHJLQ�]LMQ�YDQ�HHQ�QLHXZH�PDQLHU�YDQ�%�%�PDUNHWLQJ��(HQ�PDQLHU�YDQ�FRPPX�QLFHUHQ�ZDDUELM�GH�JHPLGGHOGH�FRPPX�QLFDWLH�XLWLQJ�ZDW�PHHU�VMHX�KHHIW�GDQ�GH�JDQJEDUH�UHFKWOLMQLJKHLG��]DNHOLMNKHLG�HQ�VRPV�UHJHOUHFKWH�VDDLKHLG�GLH�KHW�NHQPHUN�YRUPHQ�YDQ�YHHO�%�%�PDUNHWLQJ� 'RRU�GLH�RQSHUVRRQOLMNH�DDQSDN�ORSHQ�PHUNHQ�GLH�KXQ�EHVWDDQVUHFKW�RQWOHQHQDDQ�DQGHUH�PHUNHQ�ZDW�PLM�EHWUHIW�JURWH�
NDQVHQ�PLV��7RHJHJHYHQ��]DNHOLMNH�DDQNRRSEHVOLVVLQJHQ�JDDQ�YDDN�RYHU�JURWHUH�EHGUDJHQ��(U�NRPW�YHHO�PHHU�UDWLR�ELM�NLMNHQ�HQ�KHW�EHVOXLWYRUPLQJVSURFHV�NHQW�YHHO�PHHU�UROOHQ�LQ�GH�]RJHQDDPGH�GHFLVLRQ�PDNLQJ�XQLW��'08��GDQ�ELM�HHQ�FRQVXPHQWHQDDQNRRS��0DDU�GH�PHQVHQ�GLH�HHQ�URO�LQ�KHW�DDQNRRSSURFHV�YHUYXOOHQ�]LMQ�PHQVHQ�]RDOV�MLM�HQ�LN��
“Het jaar waarin B2B-marketing wat meer brille
gaat tonen.”
26
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GERBEN BUSCH
managing directorVeritate
27
10. Van het verhaalachter de vorm naar het verhaal vóór de vorm.
“You mind telling your subconscious to take it easy?”Inception
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,N�GHQN�YDQ�QLHW��9ROJHQV�PLM�LV�KHW�XLWJDQJVSXQW�YDQ�KHW�RQWZHUS�WRWDDO�YHUDQGHUG��
:H�RQWZHUSHQ�VWHHGV�PLQGHU�XLW�IXQFWLR��QDOLWHLW��]RDOV�SURGXFWDDQERG��GLHQVWRYHU�]LFKW��FDVHV��HQ�VWHHGV�PHHU�YDQXLW�HHQ�YHUKDDO��9RRUGDW�ZH�GH�EH]RHNHUV�YUDJHQ�RP�LHWV�WH�GRHQ��]RDOV�NRSHQ�RI�EHOOHQ��ZLOOHQ�ZH�]H�YDQ�RQV�JHORRI�RYHUWXLJHQ��µZDDURP�ZH�GRHQ�ZDW�ZH�GRHQ¶��
“We zien onszelf als moderne verhalenvertellers.”
28
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AD TERLOUW
design directorthe people’s valley
Hiernaas t : de homepage van ver i ta te .n l ,
waarb i j de vorm ook fac i l i teer t in he t verhaa l .
29
11. Marketeers wordenuitgevers
“Get in, Manny, or you’re gonna die!” War of the worlds
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30
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KRIJN SMITS
creatief directeurPickle Factory
“Van een paar keer per jaar eureka roepen naar 365 dagen per jaar content produceren.”
31
12. Controle over eenoncontroleerbare markt
“Data, I’m sure it’s a fascinating experience, but perhaps you should deactivate your emotion chip for now.”
Star Trek
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32
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JASPER OLIEROOCK
strategy directormobtzu
“Beweeg mee met debeweging of voorzie ‘m zelfs.”
33
13. Van waste of timenaar share of mind
“Now, this is the plan. Get your ass to Mars.” Total Recall
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“Aandacht is niet genoeg.”
34
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SYTSE KOOISTRA
strateegPickle Factory
“Het merk moet ergensvoor staan.”
35
3. Je kunt het zo gek niet bedenken of we gaan het printenht tp ://www. ted . com/ta lks/anthony_ata la_pr in t ing_a_human_kidney.h tml / h t tp ://www. l i ves c ience .
com/39885-3d-pr in t ing- to - de l i ver- organs .h tml / h t tp ://3dpr in t ing indus t ry. com/food/ /
h t tp ://www.popu larmechan i c s . com/cars/news/ indus t ry/urbee -2- the -3d-pr in ted- car- tha t -wi l l -
d r i ve -ac ross - the - count ry-16119485 / h t tp ://www.shapeways . com/mater ia l s/ ceramics
1. GUI of the futureht tp ://www.youtube . com/watch?v=MYBURgFgP7w
4. Van bought media via earned media naar earning mediaht tp ://en .wik iped ia .org/wik i/Over- the - top_content / h t tp ://var ie ty. com/2013/d ig i ta l /news/ in te l -has -2-
b i l l ion-war- ches t - for- tv- dea l s -but-none - secured-ye t -1200494321/ / h t tp ://var ie ty. com/2013/b iz/news/
ad-agenc ies -work ing- over t ime - on- shows -not- spots -1200861991/
Sp ike TV (V iacom) h t tp ://www.sp ike . com/shows / X f in i t y S t reampix (Comcas t ) h t tp ://www.comcas t . com/
s t reampix / B ravo TV l i ve s t ream (Bravo TV) h t tp ://www.bravotv. com/the -rea l -housewives - of-new-york- c i t y/
par ty- s t ream / Net f l i x .n l : h t tps ://s ignup .net f l i x . com/?loca le=nl-NL / Hu lu : h t tp ://www.hu lu . com/
Hulu P lus : h t tp ://www.hu lu . com/p lus / Amazon ins tant v ideo: h t tp ://www.amazon . com/gp/feature .h tm-
l? ie=UTF8&doc Id=1000739191 / BBC iP layer : h t tp ://www.bbc . co .uk/ ip layer/ tv
7. Leren zonder grenzen, en zonder centenht tp ://en .wik iped ia .org/wik i/Codecademy / h t tp ://en .wik iped ia .org/wik i/Duol ingo /
h t tp ://b log. coursera .org/pos t/64907189712/a- t r ip le -mi les tone -107-par tners -532- courses -5-
8. BAAS wordt helemaal BAASht tps :// c loud .goog le . com/so lu t ions/mobi le / h t tp ://aws .amazon . com/mobi le -apps/ /
h t tp ://b logs . fo r res ter. com/michae l_facemire/12-04-25-mobi le_backend_as_a_serv i ce_the_new_
l igh tweight_midd leware / h t tps ://parse . com
Bronnen
the valley
the people’s valley
Veritate
Pickle Factory
Bureaugroep the valley is gespecialiseerd in cross channel marketing communicatie en bestaat
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belangrijk fundament onder de groep. Inmiddels telt the valley ruim 70 professionals.
De directie van de groep bestaat uit CEO Philip Kok en CFO/COO Auke Meijer. Met digitale
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conversie en grotere kostenbesparingen.
Reclamebureau Pickle Factory is goed in reclame maar ook heel goed in het activeren van
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mobtzu
AUTEURSPHILIP KOK / AD TERLOUW / SYTSE KOOISTRA / PHILIP PROVOOST
JOOST VAN PRAAG SIGAAR / ANNETTE VENDEL / GERBEN BUSCH
VINNIE HENDRIKS / KRIJN SMITS / JASPER OLIEROOCK
Maybe it’s the science fiction writers that should help us
dream better dreams.