Day One – Tuesday May 17th, 2011

4:10-5:10 pm

Game Changers in AR

Business Track  (Great America J – First Floor)

Bruno Uzzan (CEO, Total Immersion) – Game Changers in AR

At ARE 2010 Bruno Uzzan focused on the importance of standardization, being of particular importance with the emergence of many new players focusing on various niches in the industry.

This year Mr Uzzan will discuss what is driving AR in 2011 and game changing innovations in the AR ecosystem.

Maarten Lens-FitzGerald (Co-Founder Layar) – Beyond the Presumption that Space is Exclusive

A story based on the lessons and insights gained building the Layar platform. Seeing what thousands of people create in Augmented Reality, what millions use and what reactions it generates.

What is the next step? it will be a story about people, objects, mobile and the new context of the conversation. This conversation will be disruptive and useful.

Trak Lord (Vitamin AR) – Hyperlocal Hitchhikers: Where is Mobile AR headed?

Our realities consist of our respective environments and surroundings- part of our reliance on technology derives from the convenience of the information that directly pertains to our day to day lives. When we use a search engine to find “coffee shop”, “free wi-fi”, “happy hour”, “museum tours” etc, we would be sorely disappointed if we received entries that corresponded to different countries or cities.

AR, both navigational and interactive benefits greatly from our tendency as human beings to gravitate to and remain in a particular region. They say that most car accidents happen within 5 miles of the driver’s home- this should come as no surprise if you were to consider how rare you venture more than 5 miles from your home, especially in an urban environment.

Therefore, we must deliver users a consistently relevant and fresh form of AR content- carving off the fat of universal genre tags and sifting through the all of the irrelevant static for information that is both utile and meaningful to the user.

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