ARBcon.eu is the largest commercial augmented reality conference in Europe. (version 3/22, fact slides added! ) Augmented Reality (AR) is now beginning to enter the mass market. With the physical world as a platform there will be major new opportunities across all sectors and industries. ARBcon.eu will showcase the fantastic outlook of AR with the goal of transforming keen visions of the future into a concrete business reality today.

1. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
AUGMENTED
REALITY
BUSINESS
CONFERENCE
Announcement Presentation! Version 2010-04-13 – W.S.

2. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
&Marketing
&Gaming
&Mobility &Media
AUGMENTED &Retail
REALITY meets business
&Experience
&Travel
&Urbanity
&SocialNetworks

3. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Augmented Reality (AR) is
now beginning to enter What is ARBcon.eu?!
the mass market. !
AR Business
With the physical world as Conference Europe is
a platform there will be the largest conference
major new opportunities with the focus on
across all sectors and augmented reality in
industries. ARBcon.eu will Europe. !
showcase the fantastic
outlook of AR with the
goal of transforming it into
a concrete business reality
today.!

4. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Meet the real players in
Augmented Reality and For whom?!
learn how to advertise and
make business using AR.!
The business
Understand the „AR mindset“ conference is for
to design ! OEMs, operators,
• Augmented Brands! application and service
• Augmented Worlds! providers, brands and
• Corporate AR layers !
advertising/marketing
• Social Augmentation!
agencies interested to
• Non-intrusive „ARvertising“!
learn everything about
• Sustainable „Auguverse“!
augmented reality. !

5. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Status! Trends! Outlook!
marke'ng
experts
marke'ng
experts
mobile
operators
mobile
operators
agencies
agencies
entrepreneurs
entrepreneurs
innova'on
officers
innova'on
officers
developers
developers
venture
capitalists
venture
capitalists
technology
strategists
technology
strategists
visionaries
visionaries
strategists
strategists

6. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Come and see the business reality of AR!
Concept investigation by Matthew Buckland (matthewbuckland.com) and Philip Langley (@royalalien) of 20fourlabs.com

7. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Next Big Bang!
„Trying to imagine how Why is AR important?!
Augmented Reality will be used
is like trying to forecast the
future of the web in 1994.” 2010-2015:!
The Economist Technology Quarterly, September 2009 !
The web jumps ... !
into physical reality!
Analyst Forecast 2014!
• Augmented Reality on the
mobile to generate $732
million!
• 350 million handsets
expected to be AR enabled!
!Juniper Research, November 2009!

8. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
BusinessWeek: iPhone is Switch to AR!
Why is AR important?!
Mainstreaming AR! Search queries:!
"Technology that places „Augmented Reality“
virtual information atop exceeding „Virtual
onscreen images of the real 2010-2015:! June
Reality“ since
world is changing the way The web jumphysical
2009 – stable trend
consumers use mobile reality! April 2009 – Feb 2010!
Google Trends
phones”
BusinessWeek, November 2009!
Augmented Reality

9. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
The web and the emerging
mobile internet have been Why is AR important?!
powerful forces of change
in the last decades. They
have changed our lifestyle 2010-2015:!
and the way we do business The web jumps ... !
radically.! into physical reality!
But AR is an even more
dramatic jump in the
evolution of media: AR is
moving computing off
desktops. AR transforms
the surroundings into the
space for interaction.!

10. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
The world itself is
becoming the universal Why is AR important?!
and intuitive interface with
mobile AR. This explosion
Watch the emergence
of the interface into
of the new media
ambient space means an
universe of augmented
explosion of opportunities
reality!
to interact, com-
municate, collaborate, and
make transactions. Next:
Augmented Media, Aug-
mented Marketing, Aug-
mented Entertainment ...!

11. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
The AR universe is
beginning to unfold now Why attend?!
and holds amazing
opportunities for pionee-
Meet opinion-leaders
ring individuals and
firsthand and come in
enterprises in the decade
contact with cutting-
2010-2020! ! edge services and
products!
ARBcon.eu is an oppor-
tunity to grasp the
meaning, trends and
outlooks of AR in a
concentrated and
enthusiastic context. !

12. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Speakers list
! !David Blumberg, Blumberg Capital! (status April 13) !
! !Matthew Buckland, 20fourlabs, Creative Spark!
! !Russell Buckley, AdMob, MMA!
! !David Caabeiro, Sequence Point Software!
! !Max Celko, Strange Matter, Peep Insights!
! !Mihai Corlan, Adobe!
! !Chetan Damani, acrossair!
! !Martin Duval, bluenove! ! !Robert Rice, AR Consortium!
! !Dave Elchoness, Iryss! ! !Gabriel Shalom, KS12!
! !Eric Gehl, Total Immersion! ! !Matthew Szymczyk, Zugara!
! !Daniel Gelder, Metaio! ! !Markus Tripp, Mobilizy!
! !Dr. Michael Klein, INM! ! !Prof. Frans Vogelaar, Hybrid Space Lab!
! !Johannes Koblenz, Fjord! ! !Pia Vuohelainen, NAVTEQ!
! !Laurenz Lenkewitz, Hiwave! ! !Prof. Roland M. Wagner, BHT Berlin!
! !Mark Miller, CatCap! ! !Michael Zoellner, Fraunhofer!
! !!

13. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Find your AR
strategy networking
with companies and
professionals!
Thoughtleaders
and
visionaries
•
Networking
with
experts
and
insiders
•
Understanding
business
models
and
newcontexts
of
business
•
Get
in
touch
with
newest
in
hardware,
plaAorm
and
service
innova'ons
•
Find
agencies,
developers
and
talents
•
Meet
people
with
a
deep
interest
in
AR
and
the
emerging
trends!

14. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Who should attend!
marke'ng
experts
•
entrepreneurs
•
strategists
•
mobile
operators
•
innova'on
officers
•
innova've
agencies
•
technology
strategists
•
visionaries
•
venture
capitalists
•
mixed
reality
enthusiasts
•
AR
technologists
and
developers
We really want broad participation. We have
special offers for SME, startups and young AR
professionals. Please see our ticket info or
contact info@ARBcon.eu!

15. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
The Venue in Berlin!
The venue in the heart of Berlin:
Ludwig Erhard Haus near Zoologischer
Garten. Architect: Nicholas Grimshaw!
Source: http://www.leh-berlin.de

16. ARBcon.eu
1st European AR Business Conference Berlin, April 23 | 2010
Management team!
Dan
Romescu
Willi
Schroll
Augmented
Ci'zen
Advocate
Technology
Analyst
AR
Focus:
Mobile
Business
AR
Focus:
Foresight
@dromescu
@wschroll
augmentedci'zen.org
strategiclabs.de
Announcement Presentation – Version 2010-04-13 – Willi Schroll