New Executive Director Reports on AWE ’16 and Members Meeting

As the incoming executive director of the AR for Enterprise Alliance, I was very excited to attend my first Augmented World Expo and to meet some of the 34 members of the AREA.

AWE is one of the largest and best-attended events worldwide about Augmented Reality, and typically hosts thousands of attendees and hundreds of companies. This year’s event was no exception and did not disappoint. I was pleased to meet a high number of innovative AR companies from the AREA provider segment and attend demos of their groundbreaking solutions. It’s clear to me that AR in enterprise is here to stay and the AREA occupies a strategic position in growing the entire ecosystem to the benefit of everyone.

Benefits of AR in Enterprise

The event gave me the opportunity to speak with a range of attendees from many companies and markets. It was exciting to be asked so many different and interesting questions on many topics and one conclusion that came up time and again was the importance of AR in enterprise. The potential benefits and savings of AR is getting the attention of C-suite rather than just the innovation and technology teams. The trajectory towards a real reduction in time, costs and errors is a critical for companies as they look to streamline their business and increase the return on investment.

Enterprise AR Track at AWE ‘16

The focus on enterprise was supported by an impressive number of customers and providers presenting their experiences during the Enterprise AR track—sponsored by the AREA. I learned a lot from all the presentations but it was also instructive to listen to the members of the AREA’s customer segment. They were insightful and provided a unique perspective on the benefits and issues they experienced when implementing AR solutions within their companies. It’s clear that there are many lessons to learn and the AREA is well placed to help the AR ecosystem make effective and informed decisions based on shared knowledge and experience.


At AWE we experienced a constant stream of people visiting our stand and asking questions. Many expressed appreciation of the AREA’s work and benefits achieved for the ecosystem. A number of them even mentioned regularly visiting the AREA website when trying to find information about AR, and that the AREA’s content was insightful and informative.

For those who hadn’t heard of us, it was useful to discuss our mission, benefits, membership options and growth. Much interest was expressed and I hope new members will join based on these discussions.

AWE was my first real experience meeting the enterprise AR community and it was a very useful and insightful experience. I look forward to following up with the many attendees I met and help drive the AREA’s development and its role in supporting this nascent ecosystem.

AREA Members Meeting

After AWE, we held an AREA Members Meeting in Palo Alto, California, on June 3. It was an honor to chair my first such meeting. AREA in-person meetings occur around three times a year and they’re a great opportunity to meet with members, discuss progress made, define future strategic plans to further develop the ecosystem and have some fun.

Thanks to Atheer for hosting the event at the beautiful Palo Alto Art Center.

The morning agenda items included:

  • Progress updates from the various AREA committees
  • Upcoming events in which the AREA can support its members

The afternoon included various brainstorming sessions around the content and the way the AREA positions itself to potential new members.

The day was full of insightful and interesting discussions, and from a personal perspective it was great to interact with many leaders and understand how we can work together as an alliance to support and grow the ecosystem and provide thought leadership to possible new customers and providers of AR.

If you are interested in joining the AREA, please complete this form.

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