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 [an error occurred while processing this directive] 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...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!