The Official Magazine of ISE 2012 - Amazon S3

ational business to thrive
Digital capital
Digitally, Amsterdam is very well connected too. The
Amsterdam Internet Hub (AMS-IX) is the world’s largest and
most stable digital exchange platform, it is also well-known
for its superior quality and low costs. This powerful and stable
global Internet hub has supported the rise of a dynamic digital
sector: Internet service providers, mobile operators, web hosts,
content and VoIP providers, and applications specialists. The
Amsterdam Area proves to be an excellent location for data
centres as well. In 2010, Amsterdam enjoyed the highest
take-up of data centre capacity in seven years, surpassing all
other European cities except London, according to a report
published by CB Richard Ellis (CBRE).
Abundance of international service providers
These excellent conditions have drawn a large and diverse
pool of professional service providers and hundreds of
companies in the fields of taxation, media, ICT, advertising,
venture capital and shared services to the Amsterdam Area.
For example, Randstad and USG People, major players in the
human resources industry, have their headquarters here.
Most companies operating in the professional services
industry in the Amsterdam area have a pan-European and
innovative mindset, and can therefore facilitate European
growth from a single location at competitive rates.
Friendly fiscal climate
International companies established in the Netherlands
profit from various tax advantages. The current corporate
tax rate is well below the EU average: 20% on the first
200,000 euros profit, 25.5% on profits above that amount.
A stable political environment provides certainty for future
transactions, investments or corporate structures. The
Dutch tax authority is the first in the world to make prior
arrangements with large and medium-sized taxable businesses
on the tax liabilities expected in the course of the year, and
how they are going to manage them. When the resulting ‘Tax
Framework’ satisfies the requirements of the inspector, then
in principle no more fiscal controls are needed for the year in
question.
Thriving creative industry
Amsterdam has a strong creative industry. The gaming
industry is booming here with an annual growth rate of 9%
and Amsterdam is the hotspot for gaming expansion.
Furthermore, there is a well-developed advertising
industry that has grown at an average rate of 6 percent over the
last decade. Prestigious accounts come to the region thanks to
this high concentration of agencies. Campaigns for big brands
like Coca-Cola, Microsoft’s XBox, Heineken’s Amstel, and
the Discovery Channel, are being conducted from here. And
last but not least, the city has a strong position as a media
hub. Music television giant MTV (Benelux) for example,
established their European offices in former shipyards in
Amsterdam’s North district. Amsterdam is also the home base
of some of the largest independent production companies in
the world such as Eyeworks, and Endemol.
Attractive workforce
The outstanding living conditions and attractive
business environment act as a magnet for international
talent. Amsterdam is one of the most international cities in
Europe. The city is a true melting pot with citizens of over
170 nationalities. One of the benefits from the presence of
so many nationalities is the fact that Amsterdam ranks 2nd
in terms of languages spoken in Europe and has the largest
percentage of employees with a higher education: 44 percent.
When setting up shop in Amsterdam, finding qualified
staff is a relatively easy task. On a European level Amsterdam
ranks in the top 5 regarding the availability of qualified
staff, including a financially educated workforce. Part time
and temporary work is very common, making the city’s
workforce very flexible. According to the World Talent Index
the Netherlands ranks fourth in the world for attracting and
developing talent, surpassing every other country on the
European continent.
Petra Goedings, CEO of Amsterdam-based Phanta Vision,
offers a personal insight into the city’s winning business
formula: “Housed in an old refurbished school in the centre
of Amsterdam, Phanta Vision is a unique company combining
Film production, Editing and Audiovisual Solutions all under
one roof. Since setting up, we’ve always been in the heart of
Amsterdam, close to where the technology, art and innovation
form a backbone to the business and creative community. From
that perspective we see creative crossovers as our heritage, and
this doesn’t stop at our front door. In the diverse communities
of Amsterdam we develop our ideas and business, and because
everything’s relatively close at hand it’s a great opportunity to
get out there and meet all kinds of talented people. As we
always say: “We don’t Google them, we meet them”.
For more information: www.amsterdaminbusiness.com
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