the valley trendrapport 2014

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Page 1: the valley Trendrapport 2014
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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

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5

ProloogFZr[^�bm�l�ma^�l\b^g\^�Û\mbhg�

pkbm^kl�maZm�lahne]�a^ei�nl�]k^Zf�[^mm^k�]k^Zfl'�

Philip Kok

Als klein jongetje las ik graag science ¿FWLRQ�VWULSERHNHQ��:DW�.XLIMH�QLHW�ELM�PLM�NRQ�ORVPDNHQ��GDW�OXNWH�GH�VFLHQFH�¿FWLRQ�VWULSV�ZHO��ZHJGURPHQ�LQ�HHQ�WRHNRPVWLJH�ZHUHOG�ZDDU�KHW�RQPRJHOLMNH�PRJHOLMN�ZHUG��'H�¿OP�µ(�7��WKH�([WUD�7HUUHVWULDO¶�LQIHFWHHUGH�PH�YHUYROJHQV�GH¿QLWLHI�PHW�KHW�VFL�¿�YLUXV��1HW�DOV�]RYHHO�DQGHUHQ�ZDV�LN�JHIDVFLQHHUG�GRRU�GH�WHFKQR�ORJLVFKH�KRRJVWDQGMHV�XLW�GH�VFLHQFH�¿FWLRQ�VWULSV��+RHYHHO�GDDUYDQ�LV�HU�QX�QRJ�¿FWLH"�-DORHUVPDNHQG�ZDUHQ�GH�VFHQHV�ZDDULQ�7RP�&UXLVH�LQ�GH�¿OP�0LQRULW\�5HSRUW�RS�DIVWDQG�GRRU�JHKHLPH�LQIRUPDWLH�VZLSHWH��9DQGDDJ�NDQ�LN�JH�ZRRQ�HHQ�0\R�JHVWXUH�FRQWURO�DUPEDQG�EHVWHOOHQ��'DDUPHH�NDQ�LN�PLMQ�0$&�RS�GH]HOIGH�PDQLHU�EHGLHQHQ�DOV�7RP�&UXLVH�

LQ�GH�¿OP��PHW�EHZHJLQJHQ�RS�DIVWDQG��

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6

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PHILIP KOK

CEOthe valley

Page 6: the valley Trendrapport 2014

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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Page 7: the valley Trendrapport 2014

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

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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 .

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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

Page 11: the valley Trendrapport 2014

12

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]LHW�HU�YHHOEHORYHQG�XLW��(Q�ZDW�JDDQ�ZH�]LHQ�LQ�GH�WRHNRPVW"�0LVVFKLHQ�ZRUGW��'�SULQWHQ�LQ�GH�ZLQNHO�RI�WKXLV�ZHO�GH�PDQLHU�ZDDURS�ZH�VSXOOHQ�JDDQ�NRSHQ��,Q�LHGHU�JHYDO�ZRUGHQ��'�SULQWHUV�VWHHGV�EHWHU�HQ�JRHGNRSHU�HQ�GXV�]DO�GH�SHQH�WUDWLH�WRHQHPHQ��'H�LQGXVWULH�JDDW�VWHHGV�PHHU�WRHSDVVLQJHQ�YLQGHQ�YRRU��'�SULQ��WHQ��,N�YHUZDFKW�GDW�HU��'�FRS\VKRSV�NRPHQ��YRRU�PHQVHQ�GLH�JHHQ��'�SULQWHU�EH]LWWHQ�PDDU�HU�ZHO�JHEUXLN�YDQ�ZLOOHQ�PDNHQ��.RUWRP���'�SULQWHQ�ZRUGW�KHW�KHOHPDDO�

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)

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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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'H�YROJHQGH�VWDS�LV�79�NLMNHQ�YLD�LQWHUQHW�HQ�HHQ�DERQQHPHQW��µ.LMNHQ�ZDW�MH�ZLOW��ZDDU�MH�ZLOW�HQ�ZDQQHHU�MH�ZLOW¶��57/��132�HQ�6%6�FRPELQHUHQ�KXQ�DFWLYLWHLWHQ�LQ�1/]LHW��VWDUW��������.LMNHUV�NXQQHQ�HU�WRW�����GDJHQ�QD�GH�OLQHDLUH�XLW]HQGLQJ�SURJUDPPD¶V�EHNLMNHQ��'H�WUDGLWLRQHOH

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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

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15

5. Big data manipulators “We’re not hosting an intergalactic kegger down here.”

Men in Black

%LJ�GDWD�LV�ERRPLQJ�EXVLQHVV��GDDU�NDQ�JHHQ�PDUNHWHHU�RPKHHQ��'H�ODDWVWH�WLMG�EHVHIIHQ�ZH�RQV�PHHU�HQ�PHHU�GDW�GH�EHVFKLNEDDUKHLG�YDQ�GLH�ELJ�GDWD�JHUHJXOHHUG�ZRUGW�GRRU�HHQ�SDDU�JURWH�SDUWLMHQ��=H�KRHYHQ�PDDU�PHW�KXQ�YLQJHUV�WH�NQLSSHQ�HQ�H[WUD�LQ]LFKWHQ�YHUVFKLMQHQ�RI�YHUGZLMQHQ��:DDU�KHW�LQ�KHW�YHUOHGHQ�PHHVWDO�RP�YHUVFKLMQHQ�JLQJ��JDDW�KHW�WHJHQZRRUGLJ�VWHHGV�YDNHU�RP�YHUGZLMQHQ��

(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�

LV��2RN�OLHW�*RRJOH�RQOLQH�PDUNHWHHUV�EHKRRUOLMN�VFKULNNHQ�GRRU�GH�6(2�LQ]LFKWHQ�LQ�*RRJOH�$QDO\WLFV�WH�EHSHU��NHQ��,Q]LFKWHQ�SHU�]RHNWHUP�]LMQ�RSHHQV�DOOHHQ�QRJ�YLD�EHWDDOGH�$GZRUGV�DGYHUWHQWLHV�WH�DFKWHUKDOHQ�

(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�

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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

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17

6. De doorbraak vanCreadativiteit

“I need your help. You contain information. I need to know how to get at it.”Minority Report

%LJ�'DWD��(U�LV�LQ������RYHU�JHHQ�RQGHUZHUS�]RYHHO�JH]HJG�HQ�JHVFKUHYHQ�DOV�GiW��ELMQD���POQ��KLWV�RS�*RRJOH���-H�]RX�KDDVW�YHUJHWHQ�GDW�KHW�RYHU�LQ]LFKW�LQ�HFKWH�PHQVHQ�JDDW��*HHQ�&XVWRPHU,'¶V�LQ�HHQ�GDWDEDVH��PDDU�PHQVHQ�]RDOV�MLM�HQ�LN��0HQVHQ�PHW�LGHDOHQ��GURPHQ��ZHQVHQ�HQ�YHUODQJHQV��

'DDU�OLJW�GH�XLWGDJLQJ�YRRU�������6WRSSHQ�PHW�KHW�EOLQGVWDUHQ�RS�KHW�%LJ�'DWD�YUDDJVWXN��0DDN�MH�RRN�QLHW�WH�GUXN�RYHU�PRJHOLMN�VWUHQJHU�ZRUGHQGH�SULYDF\��UHJHOV��=LH�KHW�DOV�HHQ�QLHXZH�ZHUNHOLMN�KHLG�GLH�RRN�QLHXZH�NDQVHQ�ELHGW��-H�PRHW�

HU�UHNHQLQJ�PHH�KRXGHQ��'DWD�GULYHQ�PDUNHWLQJ�KHOSW�MH�RP�YRRU�LQGLYLGXHOH�SRWHQWLsOH�HQ�EHVWDDQGH�NODQWHQ�UHOHYDQW�WH�EOLMYHQ��1X��RYHU����HQ�RYHU����MDDU��

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.“

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18

0HQVHQ�HLVHQ�YDQ�PHUNHQ�GDW�]H�PHHU�ZDDUGH�ELHGHQ�LQ�KXQ�GDJHOLMNV�OHYHQ��+HW�JDDW�HU�QLHW�RP�]H�VFKRHQHQ�WH�YHU��NRSHQ�PDDU�RP�]H�HHQ�EHWHUH�KDUGORSHU�WH�PDNHQ��1LHW�RP�]H�NRI¿H�WH�VOLMWHQ��PDDU�RP�HU�DFKWHU�WH�NRPHQ�ZHONH�VPDDN�]H�LQ�KHW�DVVRUWLPHQW�ZLOOHQ��7UHN�LQ�GH�VKRZURRP�QLHW�WULRPIDQWHOLMN�HHQ�GRHN�YDQ�KHW�QLHXZH�PRGHO�PDDU�GRPSHO�GH�PHQVHQ�RQGHU�LQ�����MDDU�0�QFKHQHU�PHUNKLVWRULH�PHW�DOV�H[WDWLVFK�KRRJWHSXQW��MH�HLJHQ�KHLOLJH�NRH�GLH�MH�DDQ�KHW�HLQGH�YDQ�GH�GDJ�WHJHPRHW�ULMGW��:DW�LN�KLHUPHH�ZLO�]HJJHQ��MD��GDWD�]LMQ�EHODQJULMN��-H�NDQ�HUPHH�SHUVRQDOLVHUHQ�HQ�UHOHYDQW�EOLMYHQ�GRRU�GH�WLMG�KHHQ��

0DDU�MH�JDDW�HU�DOV�PHUN�SDV�HFKW�SOH]LHU�YDQ�KHEEHQ��DOV�MH�GDWD�YDQXLW�LQGLYLGXHOH�SUR¿HOHQ�WRHSDVW�LQ�HQ�YDVWOHJW�YDQXLW�EHWHNHQLVYROOH�SURJUDPPD¶V�HQ�FDPSDJQHV�GLH�PHQVHQ�GH�PHHUZDDUGH�ELHGHQ�ZDDUYRRU�]H�RS�GDW�PRPHQW�RQWYDQNHOLMN�]LMQ��&UHDWLYLWHLW�HQ�GDWD�ERWVHQ�QLHW��'LH�YHUVWHUNHQ�HONDDU�MXLVW��&UHDGDWLYLWHLW��&UHDWLYLWHLW��PDDU�GDQ�SHUVRRQOLMN�HQ�UHOHYDQW�

GERBEN BUSCH

managing directorVeritate

“Creativiteit en databotsen niet. Die versterken

elkaar juist.“

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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.“

Page 19: the valley Trendrapport 2014

20

GXLGHOLMN��'H�OHVVWRI�ZRUGW�JHWRHWVW�GRRU«�GH�VWXGHQWHQ�]HOI��1D�HONH�FRXUVH�FRQWUROHUHQ�VWHHGV�YLMI�VWXGHQWHQ�GH�LQGL�YLGXHOH�HLQGRSGUDFKW�YDQ�HONH�GHHOQHPHU�'DQN]LM�GH]H�QDNLMN�PHWKRGH�NXQQHQ�GRFHQWHQ�HHQ�FXUVXV�JHYHQ�YRRU��������VWXGHQWHQ�WHJHOLMN��YHUGHHOG�RYHU�GH�KHOH�ZHUHOG�

&RGHFDGHP\�LV�HU�YRRU�PHQVHQ�GLH�HHQ�SURJUDPPHHUWDDO�ZLOOHQ�OHUHQ��2QOLQH�HQ�LQWHUDFWLHI��2SJHULFKW�LQ�������1X�]LMQ�HU�DO�������������RHIHQLQJHQ�GRRU�����������JHEUXLNHUV�XLWJHYRHUG��1DDVW�OHUHQ�SURJUDPPHUHQ�LV�HU�RRN�HHQ�WRRO�RP�]HOI�QLHXZH�OHVVWRI�WH�RQWZLNNHOHQ�

,Q�$PHULND�LV�GH�RQWZLNNHOLQJ�YDQ�JUDWLV�RQOLQH�HGXFDWLH�DO�ÀLQN�RS�JDQJ�HQ�GH�UHVW�YDQ�GH�ZHUHOG�YROJW��:LH�HU�DOV�PHUN�RS�ZLO�LQVSHOHQ�PHW�DDQELHGLQJHQ��UHFUXLW�PHQW�RI�WKRXJKW�OHDGHUVKLS�PRHW�HU�GXV�QX�ELM�]LMQ��

2I�MH�VWUDNV�LQ�HHQ�GRUSMH�LQ�$IULND�ZRRQW�RI�RS�+DUYDUG��MH�NXQW�MH�RYHUDO�RQWZLN�NHOHQ��/DWHQ�ZH�YRRUDO�QLHW�EDQJ�ZRUGHQ�YDQ�GH�GHPRFUDWLVHULQJ�YDQ�GH�NHQQLV��PDDU�GH]H�EOLMYHQ�GHOHQ��'DDU�ZRUGHQ�ZH�XLWHLQGHOLMN�DOOHPDDO�EHWHU�YDQ�

VINNIE HENDRIKS

user experience directorthe people’s valley

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23

8. BAAS wordthelemaal BAAS“Come quietly or there will be... trouble.”

Robocop

6WHHGV�YDNHU�ZLOOHQ�EHGULMYHQ�HHQ�DSS��7HUHFKW��ZDQW�VWHHGV�PHHU�PHQVHQ�]LMQ�JHZHQG�DOOHV�PHW�KXQ�VPDUWSKRQH�RI�WDEOHW�WH�GRHQ��0DDU�RP�JRHG�WH�NXQQHQ�IXQFWLRQHUHQ�KHHIW�GLH�DSS�ELMQD�DOWLMG�LQIRUPDWLH�QRGLJ�XLW�GH�EDFNRI¿FH�YDQ�GH�NODQW��%HHOGHQ��GDWD�RI�EHGUDJHQ�ELM��YRRUEHHOG��+HODDV�LV�GLH�EDFNRI¿FH�GDDU�PHHVWDO�QLHW�RS�YRRUEHUHLG��,QWHJHQGHHO��YDDN�LV�KHW�YULMZHO�RQPRJHOLMN�RP�GLH�HHQ�EHHWMH�QHWMHV�PHW�GH�DSS�WH�ODWHQ�FRPPX�QLFHUHQ��'H�LQWHUQH�,7�DIGHOLQJ�YDQ�GH�NODQW�KHHIW�QLHW�GH�WLMG�RI�FDSDFLWHLW�RP�GLW�DDQ�WH�SDVVHQ��0HW�DOV�PRJHOLMN�UHVXOWDDW�

JHIUXVWUHHUGH�JHEUXLNHUV�HQ�HHQ�DSS�GLH�DO�VQHO�LQ�GH�SUXOOHQEDN�YHUGZLMQW��

,V�KHW�GDQ�MDPPHU�PDDU�KHODDV�YRRU�GH�DSS"�'DW�KRHIW�QLHW��,Q������]LHQ�ZH�VWHHGV�YDNHU�%$$6�RSORVVLQJHQ�RP�GLW�WH�¿[HQ��%DFN�HQG�DV�D�VHUYLFH��'LW�LV�HHQ�GXQQH�ODDJ�WXVVHQ�GH�DSS�HQ�GH�EDFN��RI¿FH��GLH�SUHFLHV�GH�MXLVWH�LQIRUPDWLH�¿OWHUW�HQ�JHVFKLNW�PDDNW�YRRU�GH�DSS��=R�KRHIW�QLHW�GH�KHOH�EDFNRI¿FH�µDSS�SURRI¶�JHPDDNW�WH�ZRUGHQ��+HW�VFKHHOW�GXV�JHOG�pQ�WLMG��

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24

'H�PHHVW�JDQJEDUH�YRUPHQ�YDQ�EDFN�RI¿FH�NXQQHQ�RRN�DOV�SOXJLQ�GRRU�HHQ�%$$6�RSORVVLQJ�RQGHUVWHXQG�ZRUGHQ��'DQ�ZRUGW�GH�LQWHJUDWLH�KHOHPDDO�RYHU�

]LFKWHOLMN��*RRJOH��)DFHERRN�HQ�$PD]RQ�]LMQ�HU�DO�GUXN�PHH�EH]LJ��'XV�LN�GXUI�UXVWLJ�WH�]HJJHQ�GDW������KHW�MDDU�YDQ�%$$6�ZRUGW��,Q�GH�PRELHOH�ZHUHOG�GDQ��

PHILIP PROVOOST

technical directormobtzu

Page 24: the valley Trendrapport 2014

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.”

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26

0HW�HLJHQ�HPRWLHV�HQ�RYHUWXLJLQJHQ��$OV�LN�RS�PDDQGDJPRUJHQ�P¶Q�MHDQVHQ�VQHDNHUV�YHUUXLO�YRRU�P¶Q�%DOGHV�VDULQL�SDN�PDDNW�GDW�PH�KHXV�JHHQ�DQGHU�PHQV��

�����ZRUGW�ZDW�PLM�EHWUHIW�KHW�MDDU�ZDDULQ�%�%�PDUNHWLQJ�ZDW�PHHU�EULOOH�JDDW�WRQHQ��2S�]¶Q�PLQVW�]R�QX�HQ�GDQ�ZDW�PRQGKRHNHQ�HYHQ�YHUORVW�YDQ�GH�]ZDDUWHNUDFKW��'DW�LV�ppQ��

(HQ�DQGHUH�NDQVULMNH�RQWZLNNHOLQJ�YRRU�GH�%�%�PDUNHWHHU�LQ������YRUPW�HYHQW�GULYHQ�PDUNHWLQJ��:DDUELM�GH�ERRGVFKDS�LV�DIJHVWHPG�RS�LQ]LFKW�LQ�LQGLYLGXHHO�JHGUDJ�HQ�SHUVRRQOLMNH�YRRUNHXUHQ��3HU�URO�LQ�GH�'08��(Q�GDQ�KRHI�MH�QLHW�PHWHHQ�MH�SRUWHPRQQHH�WH�WUHNNHQ�YRRU�HHQ�EXGJHWYHUVOLQGHQGH�PDUNHWLQJ�DXWRPDWLRQ�RSORVVLQJ��0HW�LHWV�VLPSHOV�DOV�HHQ�PXOWL�VWHS�H�PDLO�FDPSDJQH�RI�SURJUDPPD�NXQ�MH�DO�YHHO�EHUHLNHQ��.RUWRP��%�%�NRSHUV�]LMQ�QHW�PHQVHQ�

GERBEN BUSCH

managing directorVeritate

Page 26: the valley Trendrapport 2014

27

10. Van het verhaalachter de vorm naar het verhaal vóór de vorm.

“You mind telling your subconscious to take it easy?”Inception

'HVLJQWUHQGV��GDW�OLMNW�HHQ�PDNNHOLMNH��%H]RHN�WRRQDDQJHYHQGH�ZHEVLWHV�HQ�EHVFKULMI�GH�RYHUHHQNRPVWHQ���GDW�]LMQ�GH�WUHQGV��=H�OLMNHQ�YRRU�]LFK�WH�VSUHNHQ��ELJ��EROG��VLQJOH�SDJH�ZHEVLWHV��ÀDW�GHVLJQ�HQ�QDWXXUOLMN�VWRU\WHOOLQJ��7UHQGV�GLH�ZH�DO�ZHHU�]R¶Q�WZHH�MDDU�DFKWHUHHQ�]LHQ«PDDU�]LHQ�ZH�GDQ�ZHO�DOOHV"�

/DWHQ�ZH�HHQV�EHNLMNHQ�ZDW�HU�DFKWHU�GH]H�WUHQGV�]LW��:RUGW�GH�YRUP�HFKW�DOOHHQ�YHURRU]DDNW�GRRU�GH�VWHHGV�KRJHUH�VFKHUPUHVROXWLHV"�2I�GRRU�GH�VWHHGV�VQHOOHUH�EUHHGEDQGYHUELQGLQJHQ�ZDDUGRRU�ZH�JURWHUH�DIEHHOGLQJHQ�NXQQHQ�LQODGHQ"�

,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.”

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28

'HVLJQHUV�RQWZHUSHQ�VWHHGV�PHHU�YDQXLW�GH�LQKRXG��'DW�LV�GH�GHVLJQWUHQG�YDQ�������µFRQWHQW�¿UVW¶��:H�YHUWHOOHQ�HHQ�YHUKDDO�HQ�YRUP�IDFLOLWHHUW�GDDUELM�

0HUNHQ�ZLOOHQ�MH�PHHQHPHQ�LQ�KXQ�ZHUHOG��MH�RQGHUGRPSHOHQ�LQ�KXQ�YHUKDDO��9LD�KHW�GHVLJQ��8QLHNH��PDDU�YRRUDO�JURWH��IRQWV��ODQJH�YHUKDOHQGH�KRPH��SDJHV�HQ�JURWH�EHHOGHQ��µ/DWHQ�ZH�RQV�HHUVW�QHWMHV�YRRUVWHOOHQ��GDDUQD�PDJ�MH�]HJJHQ�RI�MH�PHW�RQV�LQ�]HH�JDDW¶��+HW�LV�QLHW�YRRU�QLHWV�GDW�YHHO�FRQWHQW�GLH�JHZRRQOLMN�ELM�KHW�NRSMH�µRYHU�RQV¶�VWRQG��QX�YDDN�RS�GH�KRPHSDJH�WH�YLQGHQ�LV��

2QWZHUSHUV�ZLM]HQ�]LFK]HOI�KLHUPHH�HHQ�DQGHUH�URO�WRH��:H�]LHQ�RQV]HOI�DOV�PRGHUQH�YHUKDOHQYHUWHOOHUV��HQ�ZLOOHQ�LQ�VDPHQZHUNLQJ�PHW�FRS\ZULWHUV�KHW�SHUIHFWH��PHUN��YHUKDDO�QHHU]HWWHQ��RP�JHEUXLNHUV�WH�RYHUWXLJHQ�YDQ�GH�EHZHHJ��UHGHQHQ�YDQ�RQ]H�NODQWHQ���

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 .

Page 28: the valley Trendrapport 2014

29

11. Marketeers wordenuitgevers

“Get in, Manny, or you’re gonna die!” War of the worlds

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30

GH�FRQWHQW�GLH�]H�LQ�ppQ�KHHO�MDDU��ODDW��SURGXFHUHQ��(Q�DOV�GDQ�GH�SHUIHFWH�79&�RI�DGYHUWHQWLH�NODDU�LV��YHUGZLMQW�µLH�RQ��RSJHPHUNW�WXVVHQ�GH�����DQGHUH�GDJHOLMN�VH�EHULFKWHQ�RS�GH�)DFHERRN�WLMGVOLMQ�

$DQGDFKW�HQ�UHOHYDQWLH�YUDJHQ�LQ������RP�HHQ�DQGHUH�PLQGVHW��2P�RS�WH�YDOOHQ�WXVVHQ�GLH���������XXU�YLGHR�NXQ�MH�QLHW�YROVWDDQ�PHW�WZHH�YRRUJHEDNNHQ�FRP��PHUFLDOV��$OV�PHUN�]DO�MH�PRHWHQ�]RUJHQ�YRRU�XQLHNH�HQ�NZDOLWDWLHI�KRRJVWDDQGH�FRQWHQW��(Q�GDW�NDQ�QLHW�WZHH�NHHU�SHU�MDDU��-H�PRHW�KHW�KHOH�MDDU�GRRU�YHUKDOHQ�YHUWHOOHQ��¿OPV�ODQFHUHQ�HQ�MH�PHQLQJ�ODWHQ�KRUHQ��2P�RSJHPHUNW�WH�ZRUGHQ��]XOOHQ�PHUNHQ�VWHHGV�PHHU�XLWJHYHU�ZRUGHQ�HQ�VWHHGV�PLQGHU�XLWYLQGHU��

'DW�EHWHNHQW�QRJDO�HHQ�VZLWFK��9DQ�HHQ�SDDU�NHHU�SHU�MDDU�HXUHND�URHSHQ�QDDU�����GDJHQ�SHU�MDDU�FRQWHQW�SURGXFHUHQ��'DW�YHUJW�HHQ�DQGHUH�PHQWDOLWHLW��HHQ�DQGHUH�RUJDQLVDWLH�RRN��,Q�GDW�NDGHU�]XOOHQ�YHHO�OHVVHQ�GLH�JHWURNNHQ�]LMQ�XLW�GH�VRFLDO�PHGLD�SUDNWLMN��JHEUXLNW�JDDQ�ZRUGHQ�YRRU�GH�KHULQULFKWLQJ�YDQ�GH�PDUNHWLQJ��HQ�EXUHDX���RUJDQLVDWLH��

3URJUDPPD¶V�LQ�SODDWV�YDQ�FDPSDJQHV��FRQWHQWSODQQHQ�LQ�SODDWV�YDQ�FDPSDJQH�ÀLJKWV�HQ�WKHPD¶V�LQ�SODDWV�YDQ�SURPRWLHV��0DDU�RRN�RQH�PDQ�EDQGV�LQ�SODDWV�YDQ�NDQDDOVSHFLDOLVWHQ�HQ�HHQ������PDUNHWLQJ�PDFKLQH�LQ�SODDWV�YDQ�KHW�PLQLVWHULH�YDQ�PDUNHWLQJ��,N�NDQ�PH�]R�YRRUVWHOOHQ�GDWHU�ZHO�HHQ�SDDU�XLWJHYHUV�EHVFKLNEDDU�]LMQ�RP�RQV�KXQ�YDN�WH�OHUHQ��

KRIJN SMITS

creatief directeurPickle Factory

“Van een paar keer per jaar eureka roepen naar 365 dagen per jaar content produceren.”

Page 30: the valley Trendrapport 2014

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

:DW�GH�WULFRUGHU�YDQ�6WDU�7UHN�NRQ��NXQ�QHQ�ZH�QX�RRN��+LM�JDI�FRQWLQX�LQIRUPDWLH�RYHU����DOOHV��+RHYHHO�ZDWHU�ZRUGW�HU�RS�GLW�PRPHQW�LQ�$PVWHUGDP�JHEUXLNW��KRHYHHO�VWURRP�LQ�1HZ�<RUN��ZDW�YRRU�WDDO�ZRUGW�HU�JHVSURNHQ�RS�GH�SOHN�ZDDU�MH�MH�EHYLQGW�HQ�KRHYHHO�SDUNHHUSODDWVHQ�]LMQ�HU�QRJ�YULM�LQ�KHW�FHQWUXP�YDQ�3DULMV��0RJHOLMN�JHPDDNW�GRRU�KHW�LQWHUQHW�RI�WKLQJV��,Q������]XOOHQ���PLOMDUG�µGLQJHQ¶�DDQ�KHW�LQWHUQHW�JHNRSSHOG�]LMQ�WHJHQ�]R¶Q���PLOMDUG�VPDUWSKRQHV��6DPHQ�OHYHUHQ�]H�HHQ�HQRUPH�KRHYHHOKHLG�DDQ�JHJHYHQV��:H�KHEEHQ�HU�HHQ�WHUP�YRRU�EHGDFKW��%LJ�'DWD��0HW�DOV�RPVFKULMYLQJ��YHHO��KHHO�JHYDULHHUG�HQ�VQHO��0RRL��PDDU�ZDW�JDDQ�ZH�HU�PHH�GRHQ"�

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32

1RX��ZH�JHEUXLNHQ�GDWD�QDWXXUOLMN�DO��'HQN�DDQ�GH�VSUHDGVKHHWV�ZDDUPHH�NQDSSH�NRSSHQ�PDUNHWLQJ�EHGULMYHQ��'DWD�ZDDURS�ZH�GH�YHUZDFKWH�YUDDJ�QDDU�QLHXZH�SURGXFWHQ�EDVHUHQ��0DDU�GLH�PDQLHU�YDQ�PHW�JHJHYHQV�RPJDDQ�KHHIW�]LMQ�EHSHUNLQJHQ��'H�LQIRUPDWLH�ZDDU�GH�EHVOLVVLQJHQ�RS�JHEDVHHUG�]LMQ��LV�DO�ZHHU�PDDQGHQ�RXG�RS�KHW�PRPHQW�GDW�HHQ�SURGXFW�JHwQWURGXFHHUG�ZRUGW�RI�GH�FDPSDJQH�JHODQFHHUG������YDQ�GH�LQWURGXFWLHV�LQ�GH�IRRGLQGXVWULH�LV�ELQQHQ���MDDU�YDQ�GH�PDUNW�HQ�KHW�DDQWDO�SURGXFW�LQQRYDWLHV�GDW�KDDU�HHUVWH�YHUMDDUGDJ�QLHW�KDDOW�LV�VFKULNEDUHQG�KRRJ��+HW�JHEUXLN�YDQ�GDWD�OLMNW�HHQ�JHULQJH�YRRUVSHOOHQGH�ZDDUGH�WH�KHEEHQ��0RHWHQ�ZH�GDQ�PDDU�QLHWV�GRHQ"�1HH��LQWHJHQGHHO���

:H�PRHWHQ�MXLVW�JHZRRQ�EHJLQQHQ�PHW�LHWV�WH�GRHQ�HQ�GDQ�VWHHGV�ELMVWXUHQ�RS�EDVLV�YDQ�GH�GDWD��'DW�NDQ�PHW�%LJ�'DWD��*HEUXLN�MH�EXVLQHVV�VHQVH�RP�LHWV�RS�WH�VWDUWHQ�HQ�WRHWV�MH�DDQQDPHV�YHUYROJHQV�FRQWLQX�DDQ�GH�PHHVW�UHFHQWH�JHJHYHQV��

'LH�KDDO�MH�XLW�MH�HLJHQ�V\VWHHP��HHQ�EURQ�YDQ�GHUGHQ�RI�MH�NXQW�]H�DFWLHI�XLWYUDJHQ�ELM�FRQVXPHQWHQ��ELMYRRUEHHOG�RS�GH�ZLQ�NHOYORHU�PHW�EHKXOS�YDQ�KXQ�VPDUWSKRQH�$O�GLH�YHU]DPHOGH�GDWD�JHEUXLN�MH�RP�YRRUVSHOOLQJHQ�WH�GRHQ�RYHU�GH�PHHVW�ZDDUVFKLMQOLMNH�XLWNRPVW��PHW�GH�%D\HVLDDQVH�PHWKRGH�XLW�������'LH�NRPW�VWHHGV�PHHU�LQ�]ZDQJ���=R�VSHHO�MH�YRRUW�GXUHQG�LQ�RS�GH�PHHVW�DFWXHOH�RQWZLNNH�OLQJHQ��ZHHW�MH�ZDDU�MH�PHH�EH]LJ�EHQW�pQ�ZDW�DQGHUV�PRHW�

'LW�ZRUGW�QRJ�ZHO�HHQ�XLWGDJLQJ�YRRU�PDQDJHUV��'H�JHJHYHQV�ZDDURS�EHVOLV��VLQJHQ�ZRUGHQ�JHEDVHHUG�NXQQHQ�RS�HON�PRPHQW�WRW�HHQ�NRHUVZLM]LJLQJ�QRSHQ��'H]H�YRRUWGXUHQGH�EHZHJLQJ�JHHIW�VFKLMQEDDU�PLQGHU�KRXYDVW�PDDU�ELHGW�LQ�ZHUNHOLMNKHLG�MXLVW�HHQ�PDQLHU�RP�GH�VWHHGV�VQHOOHU�YHUDQGHUHQGH�RPVWDQ�GLJKHGHQ�HQLJV]LQV�RQGHU�FRQWUROH�WH�KRXGHQ��%HZHHJ�PHH�PHW�GH�EHZHJLQJ�RI�YRRU]LH�µP�]HOIV��=R�NXQ�MH�DOV�PDQDJHU�LQ������GH�YHUDQWZRRUGHOLMNKHLG�EOLMYHQ�QHPHQ�YRRU�EHVOLVVLQJHQ�RS�EDVLV�YDQ�HHQ�PDUNW�GLH�MH�VWHHGV�PLQGHU�RQGHU�FRQWUROH�KHEW�

JASPER OLIEROOCK

strategy directormobtzu

“Beweeg mee met debeweging of voorzie ‘m zelfs.”

Page 32: the valley Trendrapport 2014

33

13. Van waste of timenaar share of mind

“Now, this is the plan. Get your ass to Mars.” Total Recall

,Q������KHEEHQ�ZH�PHW�]¶Q�DOOHQ�YRRUDO�JHSUREHHUG�RP�DDQGDFKW�WH�NULMJHQ�YDQ�GH�FRQVXPHQW��$DQGDFKW�LQNRSHQ�ZRUGW�VWHHGV�ODVWLJHU��GXV�PRHW�MH�KHW�JDDQ�YHUGLHQHQ��(Q�GDW�KHEEHQ�ZH�JHZHWHQ��,QKDNHUV�RS�)DFHERRN�RP�KHW�LQKDNHQ�(Q�FDPSDJQHV�GLH�QRJ�JHNNHU�ZDUHQ�GDQ�GLH�YDQ�GH�FRQFXUUHQW��

-H�]RX�NXQQHQ�]HJJHQ�GDW�HU�HHQ�QLHXZH�PHWULF�LV�JHNRPHQ�ZDDU�PHUNHQ�RS�DDQ��JHVWXXUG�KHEEHQ��VKDUH�RI�WLPH��=RODQJ�LHPDQG�]LMQ�WLMG�PHW�PLMQ�PHUN�EHVWHHGW��GDQ�LV�GDW�KHW�KRRJVW�KDDOEDUH��*HHQ�JHN�NH�JHGDFKWH�LQ�GLW�WLMGSHUN�ZDDU�WLMG�KHW�

PHHVW�VFKDDUVH�JRHG�LV�GDW�ZH�KHEEHQ��0DDU�ZH�]LMQ�HU�LQ�GRRUJHVODJHQ��ZDDU�GRRU�KHW�VLPSHOZHJ�QLHW�PHHU�HIIHFWLHI�LV�

$OV�DDQGDFKW�LV�ZDW�MH�ZLOW��NXQ�MH�RRN�QDDNW�RYHU�VWUDDW�ORSHQ�PHW�KHW�ORJR�RS�MH�NRQW�JHWDWRHsHUG��'DW�ODV�LN�RRLW�HHQV�LQ�HHQ�ERHN��HQ�]R�LV�KHW��:DQW�DDQGDFKW�LV�QLHW�JHQRHJ��$OV�HU�JHHQ�ORJLVFKH�OLQN�LV�PHW�KHW�PHUN�HQ�GH�ERRGVFKDS��GDQ�JD�MH�YDQ�VKDUH�RI�WLPH�QDDU�ZDVWH�RI�WLPH��(YHQ�HHQ�JOLPODFK«�HQ�ZHHU�GRRU��+HW�OHLGW�QHUJHQV�WRH�HQ�EOLMIW�QLHW�KDQJHQ�

“Aandacht is niet genoeg.”

Page 33: the valley Trendrapport 2014

34

,Q������PRHW�HU�HHQ�RPVODJ�SODDWVYLQGHQ��

:H�KHEEHQ�UHGHOLMN�GRRU�KRH�ZH�GLH�DDQGDFKW�NXQQHQ�NULMJHQ��QX�PRHW�GH�FRPELQDWLH�JHPDDNW�ZRUGHQ�PHW�KHW�PHUN�HQ�GH�ERRGVFKDS��+HW�PHUN�PRHW�HUJHQV�

YRRU�VWDDQ��(HQ�KRJHU�GRHO��HHQ�KHUNHQ�EDDU�EUDQG�LGHDO��LHWV�ZDDU�MH�YHUYROJHQV�DOOHV�DDQ�NXQW�RSKDQJHQ��'H�DDQGDFKW�GLH�MH�YHUGLHQW�PHW�GDW�JUDSSLJH�SODDWMH�RS�)DFHERRN�PRHW�HUJHQV�WRH�OHLGHQ�HQ�DDQ�KHW�PHUN�ERXZHQ��$OOHHQ�]R�NXQ�MH�YDQ�VKDUH�RI�WLPH�RRN�HFKW�VKDUH�RI�PLQG�JDDQ�PDNHQ�

SYTSE KOOISTRA

strateegPickle Factory

“Het merk moet ergensvoor staan.”

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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

Page 35: the valley Trendrapport 2014

the valley

the people’s valley

Veritate

Pickle Factory

Bureaugroep the valley is gespecialiseerd in cross channel marketing communicatie en bestaat

XLW�RQGHUVWDDQGH�EXUHDXV��'H�JHPHHQVFKDSSHOLMNH�EXUHDX¿ORVR¿H�µRQH�LV�D�FURZG¶�LV�HHQ�

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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EHGULMYHQ�LQ�1HGHUODQG��'DQN]LM�RQ]H�VSHFLDOLVWLVFKH�ODEHOV�GLH�VOLP�VDPHQZHUNHQ��ELHGHQ�ZH�

merken en bedrijven geïntegreerde communicatie oplossingen.

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conversie en grotere kostenbesparingen.

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mobtzu

Page 36: the valley Trendrapport 2014

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.