High-tech company Sioux: ‘Our best technicians are extremely creative’

Technological products are becoming more complex by the day. Interaction between software, electronics, mechanics and physics is becoming more and more important. To be able to develop innovative models, it is essential that all these disciplines are in line with one another. And that is exactly what high-tech company Sioux Technologies, partner of CWF2019, does. Where does creativity come in? “Our best technicians are extremely creative”, says Mark Hoevenaars, director of Strategy and Marketing.

At Sioux, high tech and creativity go hand in hand. What is more, without creativity, the company from Brabant wouldn’t have become a world player. In 15 branches in seven countries – from Vietnam to Russia and from China to Romania, and Germany – more than seven hundred highly skilled engineers work on innovative solutions for international high-tech companies. In the high-tech region Eindhoven, the home town of Sioux, the company will realise a large, creative technological campus. The objective: to make a contribution to a sustainable world with technological innovations. “Creativity certainly plays an essential part in this”, says Mark Hoevenaars. “But technical creativity cannot be compared with artistic creativity. This is because we are dealing with mathematically-minded people who use creativity differently than artists and designers.”

“It’s all about innovative solutions that can contribute to society”

Lightyear One

Sioux developed most of the software architecture for Lightyear One, the first electric, self-charging family car that runs on solar energy. The company supplied Schiphol and KLM with smart technology for the first fully automatic double passenger bridge. This innovation enables the jet bridge to be automatically connected to the aeroplane within a minute. Another example is the Cisco. At a certain point, every bit sent via the internet passes a router or switch from this market leader in the area of IT and networks. Sioux software specialists are involved in and help to construct the complex technology behind this. Hoevenaars: “Our software and technology can also be found in buses, trams and trains, ¬†and also in medical equipment, for instance. This often concerns very practical applications for high-tech products and product systems. It concerns innovative solutions that can contribute to a society that is smarter, safer, healthier and more sustainable.”

“Innovative solutions will be found more and more often with the help of artificial intelligence”

Human incentives

In his opinion, societies like this cannot survive without technology. “The production of food is a good example of this but so is the medical world; treatment for patients will continue to improve with new technologies. Innovative solutions for major societal challenges will be found more and more often with the help of artificial intelligence. The same applies to creativity. But it won’t work without having understanding for human incentives, because people will resist. They don’t mind changing but don’t want to be changed! So a combination of creativity, technology and the human dimension is important. Make sure people are the focus, that they have an important part to play and that they can continue to make their own choices.”

Performance with drones

That the contribution of the high-tech company from Eindhoven can also have a purely creative output is demonstrated by David Middendorp during the opening of CWF2019. In his performance ‘Airman’, a dancer interacts with 12 drones. “We wrote special software for the drones and developed the mathematical models to go with it”, Hoevenaars tells us. “The drones would collide with one another without this technology. So we had to think up something that would enable the drones to know which way they are going and which way the other drones are going. Art and technology effortlessly become one.”

What Sioux as a partner of CWF2019 wants to achieve is that the discussion is addressed about technological developments and the part ethics has to play in this. In Hoevenaars’ view, this is a much-needed discussion. “We at Sioux enter into dialogue with society in all sorts of different ways. From symposia about technology and ethics to workshops for children to stimulate their technical talent. Ultimately, it is in everyone’s interest to embrace technology.”


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