The months of May and June bring a flurry of AR events that
the AREA and its members support. So, with my travel bag in hand and a list of
industry experts with whom I would like to meet and discuss the work of the
AREA, panels to chair and talks about the growth of the enterprise AR
ecosystem, I say goodbye to my family and travel to the US.
VRX Immersive Enterprise – Unleash the Full Potential of
XR in Enterprise – 21/22 May, Boston
I’m always excited to attend enterprise-focused events like
VRX. This was my second year and it continues to grow. The speakers were
excellent, albeit perhaps focusing more on VR than AR. This year I moderated a
panel titled – AR for enterprise – What’s happening now and what does the
I was joined by:
- Rich Rabbitz, Lockheed Martin – I’ve been
lucky to chair a number of panels with Rich, he is an expert and practitioner
in the AR space.
- Doug House, Porsche Cars of North America
– Doug and his team have pioneered the use of remote assistance to make service
at its dealerships hugely more efficient.
- Caroline McManus, PTC – Caroline is a Senior
Market Strategy Analyst, Augmented Reality and was able to provide real insight
and experience to the panel.
We covered the key
use cases being implemented in the industry, the benefits / ROI (both tangible
and intangible) that the companies deploying AR have received, and the
challenges they have had to overcome (including convincing stakeholders to
invest, safety, security and technology issues). A great panel and engaged
As part of the AREA’s media agreement with VRX, I offered
and ran a mini-master class on Enterprise AR. This intimate, interactive
workshop was a great way to present the work of the AREA. The focus is on
highlighting its members thought leadership, explaining the key use cases
(problems being solved), case studies (examples of companies deploying use
cases) and how to overcome potential barriers to adoption. A good session with
lots of positive feedback!
AWE US – 29– 31 May, Santa Clara
After a few days back in the UK, I once again boarded a
plane to the US – this time, Santa Clara. This was my fourth time at AWE US, an
event that is always well-attended with the expo floor growing year over year.
The number of speaker tracks has also increased.
The AREA was unable to secure a speaking slot this year but
did run a very successful AREA meetup. With an 8 am start on Thursday morning,
coffee and doughnuts fuelled the conversation. Our thanks to AREA member PISON for allowing us to use their
meeting room. Over 50 earlier birds attended and heard from AREA sponsor /
board members. Brian Vogelsang from Qualcomm, Marc Schuetz from PTC, Christine
Perey from PEREY Research and Consulting, Jay Kim from Upskill, and Peter Tortorici
from Medtronic all discussed the experiences, insights, and benefits they have
gained from AREA membership.
We also heard from a few of the AREA Committee chairs (the
AREA runs monthly calls focusing on working together to reduce barriers to AR
adoption including Research, Safety, Security, Human Factors, Marketing and
Requirements). Tony Hodgson from Brainwaive (Security Committee Chair) and Christine
Perey (Research Committee Chair) spoke about the objectives and deliverables
from their respective groups.
Back home for a few days, bags packed and I’m excited to
LiveWorx 2019 – 11 – 13 June, Boston
It was my first visit to LiveWorx and really enjoyed the
experience! The event is focused on helping companies digitally transform. PTC
CEO (and AREA member) Jim Heppelmann delivered a keynote that covered a wide
range of solutions including the latest PTC AR technology, featuring live demos
of many of PTC solutions. There were also many speaking tracks, including one
dedicated to AR.
I was delighted to present the work of the AREA in a 45-minute
session titled “The State of Enterprise AR.” We drew a sizeable audience, and I
was able to cover many subjects including: the history of AR (using Gartner’s
hype cycle); the key use cases being deployed; and the how the AREA’s research
work – including the AREA
ROI Calculator, Research
in AR Wearable Security and AR
Human Factors and Safety framework – are helping to overcome barriers to
The AREA members wanted to offer an in-depth, insightful and
comprehensive workshop, so I was honoured to be joined by Shelley Peterson
(Lockheed Martin), Mary Claire McLaughlin and Rachel Boykin (Newport News
Shipbuilding) and Chris Ambrose (Strategy Analytics) in running a 90-minute
With a focus on interaction, the attendees were able to ask
any questions to the team. We covered a wide range of topics on enterprise AR,
from detailed questions on use cases to ROI and benefits. We also addressed a
wide range of barriers and how these companies had successfully deployed AR. It
was a great session and the feedback was amazing, with everyone who attended
thanking the team for their honest insight and feedback. It was a great way to
finish the event season!
Thank you to the event producers, the companies sponsoring
and the attendees. Our industry continues to grow and with more real-world case
studies and enterprises deploying AR solutions, I look forward to kicking off
the 2019 second-half event season!