Photo by Marije Kuiper
Another fantastic year at The Next Web conference has passed, and what an event it was! #TNW18 is Europe’s leading tech festival and one which is hosted in Amsterdam annually. This year the conference brought together some of the greatest minds in tech to talk about how our world is changing, right now.
The event expanded their topic focus into 19 carefully curated tracks this year, allowing for a much deeper discovery of all of the current trending tech topics such as Blockchain, AI, Mixed Reality and the direct affect they will have upon our industries and daily lives.
The special thing about TNW conference (for us, at least!) is the intimacy and openness of the event. It feels much more like a summer festival than a standard conference, and luckily the sun joined us for the occasion! The talks feel very direct and the exhibition space is interactive and full of energy. There’s a whole bunch of opportunities to learn, connect and inspire, and that’s what we enjoy the most.
The speaker line-up this year was one that we are sure others envied, with the likes of will.i.am (I.am+), Dr Danielle Wood (MIT Media Lab), Jason Silva (Futurist & Filmmaker) and Kevin Kelly (WIRED) being amongst our highlights from the 2-day event.
With Accenture as a main headline sponsor once again this year, MOBGEN | Accenture Interactive had the honour to represent the company in style at the Accenture headquarters. To do this, we started by bringing three innovative demos from MOBGEN:Lab to the stand – Smartify, KLM HoloLens and Amazon Alexa. These demos were not only a lot of fun and a great way for the audience to interact with us, but an effective way to promote exactly what makes up our DNA – innovation, creativity and building the best experiences.
In addition, we also hosted some of our fantastic Interactive Connect members for an innovative roundtable discussion centered upon designing the world’s best experiences. Mark Curtis (CCO, Fjord) joined us for the occasion, to discuss how customer experience has become the new battleground for CMO’s and their brands today. And further, how winning in an experience-led market means being hyper-focused on the customer and agile enough to offer new, connected experiences that flex to accommodate individual needs.
Following this perspective, our fantastic attendees discussed how, although the digital strategy has been set and the importance of a digital and customer-experience-first approach has been recognized, they increasingly face challenges when applying this to their work while aiming to consistently meet new business goals.
Moving ‘digital’ out of the technology sphere of the business and into the experience design area is a tough challenge for many. However, having the chance to discuss such issues with others in the same boat, across different industries, provided them with the opportunity to inspire one another and shed light on these issues, offering key learnings and pointers moving forward.
The highlight of this roundtable for us was the insightful key learning for creating the best experiences on the planet: relevance and charm. By the end of the session, we had concluded that experiences must fit the need of the customer in the micro-moments of the process and it needs to build an emotional connection in order to be successful. Overall, the roundtable was a fruitful experience that received positive feedback all-round and we look forward to bringing similar Interactive Connect sessions to a host of other events we are attending this year!
We are unsure how the TNW team will top the event again next year, but we are looking forward to finding out! If you also attended this year, let us know your highlights! Which talk did you enjoy or learn from the most? What is your personal favourite aspect of the event? We would love to know! #TNW2018
If you’re interested in getting to know more about the MOBGEN | Accenture Interactive community, Interactive Connect, and how to get involved in such sessions and events, please contact Loren Hakeney at firstname.lastname@example.org.