Robert Boers (former Oracle) joins TWNKLS as CEO

Winning awards for its innovative technologies in augmented reality (AR) and implementing these for large international clients worldwide, TWNKLS has grown quickly since its start in 2011. TWNKLS opened its doors on May 1st 2017 to Robert Boers, former EMEA Operations Leader at Oracle, welcoming him on board as CEO. Boers has vast experience leading organizational growth in the IT sector, making him a seasoned operations expert with a passion for change. As CEO, Boers will help TWNKLS into its next stage. In an interview, he tells us more about his ambitious plans for TWNKLS. 

Foto Robert Boers

What are your ambitions for TWNKLS?

We want to make AR more accessible to clients and accessible to more clients. Gerben Harmsen, Lex van der Sluijs (founders) and I identified two focus areas: achieving scalable growth and moving towards a product offer for the market. To do this, we’ve launched the TWNKLS STAR Platform.

TWNKLS STAR Platform is designed for clients that want to give their operators in the field more freedom in their work. Whether it’s a police officer, paramedic, maintenance engineer or sales rep, the AR technologies have been built to provide the operator with detailed and accurate information, quickly and conveniently. In other words, the right information at the right time and place.

TWNKLS STAR Platform is:

  • Modular: tracking, measuring and collaborative technologies can be combined to best fit the business case.
  • Flexible: direct access to new developments and the updates that are becoming available at a rapid pace in AR.
  • Compatible with multiple operating systems and devices like tablets, eyewear and mobile phones. Even detailed CAD data can be presented for viewing on small screens.
  • Seamlessly integrated with operating data from ERP, SEM, MES or other sources.
  • Sector-specific solutions in 4 areas: Healthcare, Security, Industrial and Commerce.

What do you bring to the table at TWNKLS?

TWNKLS currently serves its clients on a case-by-case basis. Each solution is tailor-made, but labor-intensive. I will create the right balance of resources within TWNKLS for establishing scalable and sustainable business processes.

At Oracle I worked on mergers and acquisitions and numerous transitional change programs such as bringing Oracle Applications from a product (license) business model to a software-as-a-service (SaaS) model. Over the years, this has given me quite some first-hand experience at bringing about change and working with people, processes and products.

Why did TWNKLS choose you?

Gerben and Lex are clearly passionate about what they do and what they have built up at TWNKLS. As TWNKLS grew, so did their responsibilities. They recognized that they needed help to realize their ambitions. That takes courage. I’m an operations man. A better balance between technology, commerce and operations will help the company to flourish in all areas.

Why did you choose TWNKLS?

For the adventure. My last program at Oracle was the transformation to digital marketing. Though exciting, I missed the client contact. AR is a field where big players like Apple and Google are making large investments. And while TWNKLS is still relatively young, they’re at least 2-3 years ahead of the market. Unlike many others in the field, TWNKLS has a track record of delivering real AR solutions to real customers with real business benefits. I’m looking forward to further developing the dreams of TWNKLS and its clients.

How will you preserve that special TWNKLS factor?

The client focus is in the DNA of TWNKLS. No matter how the company grows – or how quickly – we will use creativity to develop AR solutions that work and that always contribute to the performance of our clients and their operators.



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