Simone Borroni is a Head of Technology & Innovation at BS4 SA (a partner of Sowre SA), based in Chiasso, Switzerland. With 15+ years of experience in In-Store Customer Analytics and Traffic Counting technologies across Retail, Fashion, and Smart City sectors, he specializes in driving Digital Transformation through AI, IoT, and Business Intelligence platforms. A key contributor to the launch of innovative startups, Simone has extensive experience in leading global projects, managing engineering teams, and acting as a bridge between technical execution and business strategy. He plays a strategic role in client engagements, supporting commercial teams in high-level business discussions while ensuring the successful delivery of complex technological solutions. His expertise in data-driven solutions empowers companies to turn raw data into actionable insights, enabling smarter decision-making, optimizing operations, and enhancing customer experiences.