Aged 21 Borry started his career at Avery Dennison, a world leading self adhesive label company, after having served in multiple rolls he started his own label production company in 1995. An odd 10 years ago on one of his business travels he was confronted with a Airport kiosk printing and presenting a Bag-Tag to him, and although he considers himself a label specialist, he had a hard time understanding how to expose the adhesive, what to tear, and what to keep. It made him feel uncomfortable, but immediately he came up with an idea, based upon his brought industrial label experience, and the 1st eezeetags were born in the same year.

Today Borry lead’s the “ eezeetags family” a unique collaboration between the world’s leading bag-tag manufacturers, producing locally and all together serving 150 million passengers annually with an eezeetags as used at major Airports by Legacy carriers and LCC’s alike, a number that is growing rapidly.

Borry will elaborate how innovative passenger interaction can be found in the details from a more holistic then technical perspective.