What convinced to move over from Microsoft was the way in which the QlikView product was developed.

It's very focused on the customer.

I used to say that your customer is just like the product. They're like the company. And I don't mean to focus on the customer in the sense that we just get simple feedback. With us, if a customer asks for something, they will get that feature.

The product was really developed in close collaboration with the customers.

We're based in Sweden. That's where we came from. That's where IKEA is from. In fact, in Sweden, it's everywhere. Now, why is IKEA everywhere and why is Scandinavian design so successful? Because IKEA does two things very well. It puts out products that are very functional; you buy a chair from IKEA, it's going to be a great chair, it's going to be comfortable. And it's also a beautiful object. That is very much part of the Scandinavian design tradition of creating functional objects that are also beautiful and attractive. So it is no accident that our design headquarters and our development headquarters are right in the heart of the region of Sweden and Denmark which is most famous for design. We're halfway between Copenhagen, which is often described as the design capital of the world, and the IKEA headquarters in Helsingborg. We're right there and the reason that's important, of course, is that the universities are very focused on design. Even the schools and all the technology are very design focused. So we have this very strong design culture and that's a part of the thing that I like and the philosophy that I have.