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HSO is one of the few full-service Microsoft Partners globally, with expertise in Integration, Data & AI, Modern Workplace, Security, Low-code, and implementation and management of Business Applications.
Anke den Ouden, CEO Microsoft NL: "Creativity and courage: a must to stay innovative"
12 Apr, 2024
Anke den Ouden, the CEO of Microsoft Netherlands, has worked at Microsoft for 25 years, but this is her first role in our country. She cautions that the Netherlands, which was once a leader in digitalization, should not be complacent. Anke sees many possibilities for creativity and innovation with the rapid growth of AI. "It would be wonderful if we as the Netherlands could be at the forefront of this again!"
What is it like working for Microsoft in the Netherlands after so much time of working abroad?
"I love working in the Netherlands, but what I notice is the difference in pace of technical development and innovation, especially compared to the more emerging markets, where I worked before. But with that, I also see a lot of opportunities for Microsoft, our partners and customers."
What are key strategic goals for Microsoft Netherlands?
"We want to achieve significant growth, but we also want to contribute that growth to society. We do this along our three pillars: AI, Cybersecurity and ESG. How do these themes affect the society around us, and can we create opportunities for more people through these pillars, for example?"
"AI requires a new way of thinking, creativity and boldness."
There's no getting around it: AI is everywhere. How can we leverage it to create more value for customers?
"Knowing customers and their industry is very important. Partners like HSO are very close to the customer and understand how to make solutions successful. But AI is also about other knowledge. For example, how do you use AI in an ethical, compliant way? As a partner, you need a strong governance and adoption framework to not only deliver AI solutions in a responsible way, but more importantly to implement them with the customer. For example, if you want to use Copilot, the customer must have the data structure ready and then set up a proper change and adoption process, including learning profiles for employees."
So it is not enough for partners to just understand business processes?
"Yes, that's right! For partners, as I said, their industry knowledge is essential, but also, and this is where HSO has a big edge, knowledge of 'all rooms in the house.' From purchasing and finance to HR: every business area needs creativity, productivity and innovation. HSO has the skills to implement Copilot and AI in every app and for every person." What do clients ask most often about AI? "First, questions about regulation, governance and compliance. Then comes the question: what is the value now, the ROI? I get this question, but there is a danger that we focus too much on this and therefore hesitate. I believe that the value of AI has already been demonstrated. What is required is space for experimentation and for creativity.
For example, at Microsoft, we organize workshops, hands-on hackatons, where we work with issues from teams on the ground floor. If you are willing to experiment and then scale up to the rest of the organization, you can achieve value very quickly."
"Together, we as Microsoft and HSO have all the knowledge to help end-to-end customers grow and innovate."
"HSO is one of our strongest partners. Traditionally a very solid ERP player, but now a leader in very Dynamics365, Microsoft365 and Azure Cloud Services. With Motion10 joining HSO, HSO's potential has increased even more. Together we have all the knowledge to help customers grow and innovate from end to end. Not only in the Netherlands, but worldwide."
How to stay innovative?
As HSO, we have a sense of urgency about AI. What is your perspective on this?
"I can see why you would want to be first and have a 'competitive advantage,' so I appreciate the urgency. But I think what matters more is that you are motivated not by fear of missing out, but by curiosity to dare to try new things. That means that failure should be accepted. Because if you're not allowed to fail, curiosity and creativity are limited. And for the use of AI, those two elements are very important."
Where do you see possibilities in technology for HSO and for our customers?
The Netherlands is one of the most digitalized countries in the world. For HSO and its customers, I think it is important not to stagnate and to constantly think how to build on this. How can you stay innovative? How can we together ensure that we keep our position as an innovative country? That is what I am glad to work on, together with HSO."
Giving back to society
Interested in how Microsoft Netherlands supports social causes and organizations? Anke shares some examples:
"A first example is our Azure Academy, where we partner with the Refugee Talent Hub. Every quarter we train and certify people with refugee status and with these certificates, they can start working at our partners, in a full-time, permanent job. We also promote women in tech, with partners like Technionista, and we run a cybersecurity program for women. A third example that I really like is Dream Space, where everyday elementary schools come to us to code and do tasks around social impact causes. This is very important, because fewer and fewer kids are choosing STEM subjects, while we have a lot of demand for technically skilled people now and soon."