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Twinfield appoints Kroll to lead UK expansion

7th Nov 2012
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Twinfield has appointed a new managing director to lead their expansion into the UK market.

Barbara Kroll, a German who previously served as Wolters Kluwer tax and accounting vice president for Europe, took on the UK role with immediate effect. 

Wolters Kluwer tax and accounting CEO Kevin Robert called Kroll an "outstanding leader" in developing new products and technologies for accountants across Europe.

The Twinfield cloud accounting system originated in the Netherlands and expanded into the UK when Wolters Kluwer acquired it in 2010.

Kroll said she was keen to help the company grow its share of the UK online accounting market and support Wolters Kluwer's global strategy to extend its portfolio of collaborative cloud-based solutions.

"The online market is a very exciting place to be at the moment. There are tremendous opportunities in the UK market and I'm pleased to be in a position to lead the expansion," she said.

In her pan-European role Kroll helped to shape Wolters Kluwer's tax software strategy and its transition to cloud and mobile solutions. 

The market for cloud computing in the UK has hit "tipping point" this year, according to Kroll, and will see an increase in the adoption of the cloud. 

"We have seen rising cloud adoption in the past, this year there has been a leap and next year according to industry sources there will be a significant increase, more than three-quarters will use it in one way, shape or form," she said.

"What will be interesting for the market for technology and innovation is the government agencies and how they place themselves towards the cloud. For example, the move toward e-government, it will be interesting to see how the UK government follows on the interesting, lively discussion taking place."

Security is not a major concern for people using cloud, she explained, with online banking and financial transactions reducing the perceptions of risk.

Kroll also spoke of the opportunities moving toward the cloud brings to accountants, such as their recent CCH link:

  • Improved efficiency - integrating workflow of accountants with customers will benefit by enabling them to get the same amount of work done in less time 
  • Business and networking opportunities - get to know clients better with an ongoing live dialogue instead of scheduled visits
  • Difference in perception of accountants - as a result of this dialogue, accountants become seen as trusted business partners and advisers.

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