The Vendor Benders

Illustration for TIME by ANDY POTTS

During a four-hour flight delay at London's Heathrow Airport two years ago, Norman Crowley battled boredom by putting his business acumen to use. Crowley is co- ceo of Inspired Gaming Group, a company whose software transforms analogue machines into digital ones. He and several coworkers found themselves staring at a Coke machine that attracted one 404 Not Found

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customer every 20 minutes. "We thought, this is crazy," it could be doing so much more.

Crowley called an old friend, Clyde Pereira, the chief information officer at Coca-Cola HBC, the company's European...

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