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Informa
Jun 14
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Showing of Streams
09:05 - 09:15 10 mins Free
TechXLR8 Headliners (Main Stage) Free
Chair’s Opening Remarks – Welcome from XConomy
  • Muki Kulhan - MD, Muki International
more


Main Stage
09:15 - 09:35 20 mins Free
TechXLR8 Headliners (Main Stage) Free
TechXLR8 Headliner: The Future is Served – the future of robotics in the home
  • Mark Oleynik - Founder & CEO, Moley Robotics
more


Main Stage
09:35 - 09:45 10 mins Free
TechXLR8 Headliners (Main Stage) Free
TechXLR8 Headliner: Give First – The Secret to Starting Anything
  • Nicole Glaros - Partner, Chief Produce Officer, Techstars
more


Main Stage
09:45 - 10:15 30 mins Free
TechXLR8 Headliners (Main Stage) Free
TechXLR8 Headliner: Building the next generation of startups
  • Moderator Semyon Dukach - Managing Partner, One Way Ventures
  • Nicole Glaros - Partner, Chief Produce Officer, Techstars
  • Amy Chow - Technology Council Member, GLG
  • Stéphane Girardin - VP Sales, Tiklee
more
  • What are the hottest tech sectors and how are you/startups entering them?
  • How do you think about big trends and market timing in your field?
  • How important is startup culture and diversity?
  • What surprises may be coming to disrupt the industry?


Main Stage
10:15 - 11:00 45 mins
TechXLR8 Headliners (Main Stage) Free
Networking Break & Exhibition Visit
10:15 - 16:00 345 mins
Exhibition
Exhibition Visit!
10:30 - 10:40 10 mins
Immerse 360 (Expo Theater H) FREE
Chairperson’s Opening Remarks
  • Moderator Suzanne Lagerweij - CEO, Field of Views
more


Expo Theater H
10:30 - 10:40 10 mins
Connected Consumer (Expo Theater G) FREE
Chair's Opening Remarks
  • Paige Leuschner - Research Analyst, Navigant Research
more


Expo Theater G
10:40 - 11:15 35 mins Free
Immerse 360 (Expo Theater H) FREE
Panel session: Where is the demand for AR&VR technology?
  • Panellist Mark Ashmore - Managing Director, Future Artists and VR Arts Ltd
  • Panellist Christopher Freeman - Augmented Reality Technical Lead, Advanced Manufacturing Research Centre (AMRC)
  • Panellist Tom Szirtes - Founder, Mbryonic
more
  • Which markets create the biggest opportunity to commercialise immersive technology?
  • Where does the next immersive innovation lie?
  • What are the market barriers to entry?


Expo Theater H
10:40 - 11:10 30 mins Free
Connected Consumer (Expo Theater G) FREE
Making City Streets Smarter and Better Connected
  • Christina Huang - Managing Director, Advertising & Media, BT
  • Matt Bird - General Manager, InLinkUK
more


Expo Theater G
10:45 - 10:50 5 mins Free
Blockchain 360 (Expo Theater D) FREE
Moderator's Opening Remarks
  • Presenter Jillian Godsil - Blockchain Speaker and Journalist, Independent
more


Expo Theater D
10:50 - 11:10 20 mins Free
Blockchain 360 (Expo Theater D) FREE
The Future of Tokenomics: Where tokens are going, how we will get there
  • Presenter David Siegel - Co-Founder and CEO, Pillar
more
  • The Future will be Decentralized, and regulated. It's time for better regulations.
  • Tokenized Incentive Games will rise and perhaps rival utility tokens in number
  • Why governance matters. How governance will change


Expo Theater D
11:00 - 11:10 10 mins
AR & VR Keynotes (Track Room 10)
Moderator's Opening Remarks
  • Moderator Geoff Sutton - Chairman, Spinview VR
more
11:10 - 11:25 15 mins
AR & VR Keynotes (Track Room 10)
AR&VR in enterprise today
  • Presenter Chris Hardess - Technical Solutions Professional Enterprise & Partner Group, Microsoft UK
more
  • Current and forward view of mobility in enterprise
  • The 7 drivers of AR and VR
  • What are wearables, augmented reality and virtual reality?

11:10 - 11:30 20 mins Free
Connected Consumer (Expo Theater G) FREE
Innovation and Connected Consumer: It's all Greek to me!
  • Manos Dramilaris - Digital Experience Developer, LV=
more
  • Can innovation take place in big and inflexible companies? 
  • How the internet and mobile phones are affecting the consumer and the products we develop for them? 
  • How can we bring innovation in a big company and the connected consumer together?

Expo Theater G
11:10 - 11:45 35 mins Free
Blockchain 360 (Expo Theater D) FREE
Panel Session: The must-have cryptocurrency discussion
  • Panellist Clem Chambers - CEO & Founder, ADFVN
  • Panellist Nadia Filali - Head of Blockchain Programs, Caisse des Dépôts
  • Panellist Bobby Bhatia - CEO & Founder, TrakInvest Group
  • Panellist Nishant Bhaskar - Managing Director, Manthan Capital
  • Panellist David Siegel - Co-Founder and CEO, Pillar
more
  • How do you build on relationships to monetise cryptocurrency?
  • Is it scalable enough to be useful currency?
  • Will it become the bank account for all regardless of socio-economic status?


Expo Theater D
11:15 - 11:40 25 mins Free
Immerse 360 (Expo Theater H) FREE
Does virtual reality benefit people living with dementia?
  • Presenter Suzanne Lee - Founder, Pivotal Reality Ltd
more
  • Looking at existing research
  • Looking at case studies
  • Next Steps - what we can all do next?


Expo Theater H
11:25 - 11:45 20 mins
AR & VR Keynotes (Track Room 10)
The status of the Enterprise AR ecosystem
  • Presenter Mark Sage - Executive Director, AR for Enterprise Alliance (The AREA)
more
  • Learn about how the Enterprise AR ecosystem is growing
  • What use cases are creating the greatest benefit for enterprises
  • What is the Augmented Reality Enterprise Alliance (AREA) doing to:

    • Reduce the barriers to AR adoption
    • Creating neutral thought leadership to help business decisions
  • Learn from the leading edge research in the enterprise AR space
11:30 - 12:00 30 mins Free
Connected Consumer (Expo Theater G) FREE
Developing IoT Devices with Android Things
  • Wayne Piekarski - Developer Advocate, Google
more

Android Things is Google's platform to build IoT products with the power and security of Android. Developers can use familiar tools such as Android Studio and the Android SDK to easily develop IoT software, and then scale the hardware from a single prototype into production. Anyone – from startups to large companies – can build commercial products at scale. This talk will explain how Android Things works, and how it can help to support your product development.

Expo Theater G
11:40 - 12:05 25 mins Free
Immerse 360 (Expo Theater H) FREE
Case study: VR input API for medical applications in collaboration with Microsoft and Nuffield Health
  • Presenter Theo Turner - Master's Student, University College London
more
  • API tool for software developers to build VR games for applications such as physiotherapy
  • How can VR can help improve healthcare, present my project?
  • Watch a live demo using the API


Expo Theater H
11:45 - 12:25 40 mins
AR & VR Keynotes (Track Room 10)
Panel session: What is a realistic use case?
  • Panellist Christopher Freeman - Augmented Reality Technical Lead, Advanced Manufacturing Research Centre (AMRC)
  • Panellist Phil Stuart - Founder / Creative Director, Preloaded
  • Panellist Rob Lind Bsc, MSc, PhD, Fres - Imaging Technology Specialist, Syngenta
  • Panellist Marc-Antoine Godfroid - New Market Development Specialist, Epson Europe
more
  • Are expectations managed with what is currently available on the market vs the far-future predictions of ARVR capability?
  • What are the “non-sexy” applications of ARVR that we are unfamiliar with?
  • What are the current limitations for headset manufacturers?
  • How to encourage mainstream adoption?
11:45 - 12:05 20 mins Free
Blockchain 360 (Expo Theater D) FREE
Blockchain and Cryptocurrencies: Investing and trading
  • Presenter Clem Chambers - CEO & Founder, ADFVN
more
  • Why would financial infrastructures adopt blockchain? Would it overhaul their current infrastructure?
  • What are they looking for in their supply chain?
  • Can they take its development in-house?
  • What are the cost benefits?


Expo Theater D
12:00 - 12:20 20 mins Free
Connected Consumer (Expo Theater G) FREE
Turning Ideas into Profitable Products that your Customers Love
more


Expo Theater G
12:05 - 12:30 25 mins Free
Immerse 360 (Expo Theater H) FREE
The integration of AI within AR applications
  • Presenter Marco Marchesi - Head of Technology, Happy Finish
more
  • While AR technologies can track, what is around us how can AI help you understand it?
  • Discuss how this perfect mix will revolutionise the AR industry
  • Listen to examples of the benefits AI has had as an integrated component to AR and VR


Expo Theater H
12:05 - 12:30 25 mins Free
Blockchain 360 (Expo Theater D) FREE
Case study – Etherium
  • Presenter Massimo Morini - Head of Interest Rate and Credit Models, Banca IMI
more
  • What are the big advances seen in giving privacy to user data while keeping the blockchain fully decentralized?
  • The decentralization of exchanges, and the application to delivery-vs-payment atomic transactions for tokens and digital securities
  • The transformation of the role of banks into platforms for services, with a fundamental platform running a valid settlement coin, and a second layer for contracts, including the use case of decentralized financial derivatives


Expo Theater D
12:20 - 13:10 50 mins
Connected Consumer (Expo Theater G) FREE
Networking Break and Expo Visit
12:25 - 12:40 15 mins
AR & VR Keynotes (Track Room 10)
The Immersive Economy in the UK
  • Presenter Nick Thomas - Associate Director, MTM London
more

Nick will share key findings of a major new commissioned by Immerse UK with funding from Innovate UK, and co-authored by MTM and Nesta. The presentation will focus on the growth of virtual, augmented and mixed reality technologies, and will include answers to the following questions:

  • What is the current value of the Immersive Economy in the UK?
  • Which verticals are using Immersive tech, and how?
  • Where are the geographical hotspots for Immersive Tech?
  • What are the barriers to further growth in the sector?
12:30 - 12:50 20 mins
Immerse 360 (Expo Theater H) FREE
BMW M Drive Tour: Innovation, Engagement and the Ultimate Driving Machine
  • Presenter Francois de Bodinat - Chief Marketing Officer, Zerolight
more

ZeroLight discuss the use of connected personalization experiences to amplify emotional engagement around the BMW M Drive Tour. Giving insight into the most recent track event, the automotive giant will expand on its use of technology to revolutionise product discovery whilst driving brand affinity.


12:30 - 13:00 30 mins
Blockchain 360 (Expo Theater D) FREE
Networking break and opportunity to visit the exhibitors
12:40 - 13:10 30 mins
AR & VR Keynotes (Track Room 10)
Success snapshots and personal journeys: If I could share one lesson learnt with you, it would be…
  • Panellist Ramy Hammady - Game Animator, None in three centre
  • Panellist Lariane Rossanese - UX Designer & Researcher, Samsung R&D Brazil
more
  • Hear from pioneers in the industry who are leading the way in the implementing ARVR technology within their industry
  • What has been the key to success for those who have scaled up what was initially an idea?
  • What has been the biggest obstacle to success?
  • If they could do one thing differently, what would it be?
12:40 - 12:50 10 mins Free
Futurist Summit (Main Stage) FREE
Chair's Welcome to the TechXLR8 Futurist Summit: Advice from 2023
  • David Wood - Chair, London Futurists
more

TechXLR8 Futurist Summit: Advice from 2023

If your future self, in the year 2023, could send a message for you to consider now, in 2018, what would the content be?

The TechXLR8 Futurist Summit will feature a range of technologists and researchers who will share their best guesses at the advice our future selves might wish to transmit back to us, five years earlier. Which technological trends have the potential to deliver the most surprise? How might society react to these trends? What disruptive changes could take place in the attitudes of consumers, business partners, legislators, and political leaders? Which present-day buzzwords will prove to be the most exaggerated and distracting? Which emerging threats and opportunities deserve the most attention, as we set out on the journey from the present day towards 2023? And how should we prepare for these potential gales of transformation ahead?

At the Futurist Summit you'll be able to witness a series of TED-style talks, "Advice from 2023", interspersed with rapid Q&A that draws out the interplay and the contrasts between the different speakers. The speakers will highlight ways in which businesses and organisation in 2023 won't simply be operating the same way as today (except faster and cheaper), but might feature radically different practices and goals.


Main Stage
12:50 - 13:10 20 mins
Immerse 360 (Expo Theater H) FREE
Demo - A guide for businesses through the jungle of mixed reality
  • Presenter Bjoern Schwerdtfeger - Founder, AR Experts
more

Learn lessons from several projects in the automotive industry
Discover and analyse the industrial training process for which there is great AR potential
Hear about Gini, a new training solution for immersive technology users

12:50 - 13:10 20 mins Free
Futurist Summit (Main Stage) FREE
Rediscovering our humanity
  • Matt O'Neill, Independent
more

Matt O’Neill can be found online at futuristmatt.com. He’s convinced that ordinary people have more power in their hands to create change than ever before. Matt takes great pleasure in exploring the relationships and patterns between technical and social trends. Social science is broadly the study of unintended consequences, many of which arise from technological progress. Matt is absolutely convinced that the path to a positive future lies in better understanding WHAT WE ARE.

It’s clear that AI, Robotics, Biotech and any number of other innovations are set to impact society in ways we’re only beginning to comprehend. Alongside, there are significant opportunities and existential threats to us as a species. Effectively, we are playing at the game of life with ever-higher stakes.

Matt’s talk will explore how since the Age of Enlightenment, science has diverged from mysticism and spirituality; yet trends – particularly in modern Neuroscience – are bringing these disciplines together again, with belief systems becoming endorsed by scientific rigour. Why are we seeing growth in spiritual (not religious) pursuits both in people’s personal and business lives? Matt will contend that a better understanding of WHAT WE ARE, not WHO WE ARE, has the potential to wash away contemporary negatives like insecurity and stress to reveal that we’re already perfectly designed to handle whatever life throws at us.


Main Stage
13:00 - 13:45 45 mins Free
Blockchain 360 (Expo Theater D) FREE
Panel session: What is the future of blockchain innovation?
  • Panellist Lawrence Lundy - Head of Research & Partnerships, Outlier Ventures
  • Panellist Jonny Voon - Innovation Lead for IoT and Distributed Ledger, Innovate UK
  • Panellist Ellis Lindsay - Senior Principal IOT - Corporate Strategy and Development, Nokia
  • Panellist Luke Shipley - Co-Founder, Zinc
more
  • What is the future of investing?
  • How can you use developers to solve problems?
  • Is there room to innovate to maintain a competitive edge in this rapidly expanding market?
  • What’s the next blockchain killer app?


Expo Theater D
13:10 - 13:55 45 mins
AR & VR Keynotes (Track Room 10)
Networking lunch break and opportunity to visit the exhibition
13:10 - 13:30 20 mins
Immerse 360 (Expo Theater H) FREE
Networking Lunch & Exhibition Visit
13:10 - 13:30 20 mins Free
Futurist Summit (Main Stage) FREE
Security: through Renewal or through Protection?
  • David Bent - Sustainability Advisor, Independent
more


Main Stage
13:10 - 13:30 20 mins Free
Connected Consumer (Expo Theater G) FREE
Top SEO Tips for Optimising Your Website
  • Anna Surricchio - Customer Success Manager, Siteimprove
more


Expo Theater G
13:30 - 13:55 25 mins
Immerse 360 (Expo Theater H) FREE
Instant AR: How to get going in just a few hours.
  • Presenter Henrik Krohn - COO, XM Reality
more

Using AR to work smarter doesn’t have to be a costly and time-consuming adventure. In this session you will hear about:

  • How you create content as you go. AR applications using the technology for overlaying one reality on another, with recording capabilities, allows you to get started without having to build expensive 3D-models.
  • Best practices. How to set up an implementation project for your AR-project.
  • How others have done it. Learn from companies that has done this successfully already


Expo Theater H
13:30 - 13:50 20 mins Free
Futurist Summit (Main Stage) FREE
Values and the tech industry
  • Dr Katy Cook - Founder, Center for Technology Awareness
more


Main Stage
13:30 - 13:50 20 mins Free
Connected Consumer (Expo Theater G) FREE
Building a Digital Business Around The Customer
  • Rebecca Dibb-Simkin - Marketing and Product Director, Octopus Energy
more


Expo Theater G
13:45 - 14:10 25 mins Free
Blockchain 360 (Expo Theater D) FREE
Case study: Main disruption factors of Blockchain technologies and the impacts on the Automotive industry shown in three dimensions
  • Presenter Peter Busch - Distributed Ledger Technologies Mobility, Robert Bosch Group
more
  • Data usage
  • Market mechanics
  • Cooperation models
  • Under special recognition of Bosch’s strategy on the IoT challenges the automotive industry is facing currently


Expo Theater D
13:50 - 14:10 20 mins Free
Futurist Summit (Main Stage) FREE
Advertising in 2023
more


Main Stage
13:50 - 14:20 30 mins
Connected Consumer (Expo Theater G) FREE
Networking Break and Expo Visit
13:55 - 14:40 45 mins
AR & VR Keynotes (Track Room 10)
Panel Session: What are the technical challenges to scaling ARVR?
  • Panellist Christina Corbat - Director of Business Development, V-armed
  • Panellist Peer Bentzen - EVP Business Development, DHL Group
  • Panellist John Whiteman - LED Product Development Manager, Plessey
more
  • What are the key considerations to take when deciding to implement ARVR applications on a larger scale?
  • Do hardware and software solutions need to improve before this can happen?
  • How do you avoid manual loading of all installations?
  • Can you pull software in real time on a larger scale?
  • Does storage become an issue?
13:55 - 14:15 20 mins Free
Immerse 360 (Expo Theater H) FREE
Exclusive innovation: Gaze-At-Ratio (GAR) XR metric
  • Presenter Amir Bozorgzadeh - Co-Founder and CEO, Virtuleap
more
  • How can content creators measure a user's depth of attention and engagement to 3D objects in both virtual reality and augmented reality environments without disrupting the content or the user experience?
  • Learn about the algorithm that drives the GAR that determines the value of a user’s gaze to a 3D object by factoring in the relative distance, duration, and depth of a user’s orientation as the object enters and exits their field of view
  • How can the GAR be applied effectively to use cases such as A/B testing, content triggering, and monetization?


Expo Theater H
14:10 - 14:30 20 mins Free
Futurist Summit (Main Stage) FREE
Careers advice from 2023
  • Laura Thomson - Training Director, Phenomenal Training
more


Main Stage
14:10 - 15:05 55 mins Free
Blockchain 360 (Expo Theater D) FREE
Panel session: How are enterprises going to be transformed with smart contracts?
  • Panellist Tamoaki Sato - Founder, Starbase
  • Panellist Francesco Federico - EMEA Digital Director, JLL
  • Panellist Will Harborne - Ethereum Projects Lead, Bitfinex
  • Panellist Farabi Shayor - CEO and Co-Founder, ImmVRse
more
  • What is a smart contract and why do we need them?
  • Examples of smart contracts in action
  • Which industries are most likely to monetise and success from by using them?


Expo Theater D
14:15 - 14:40 25 mins
Immerse 360 (Expo Theater H) FREE
How VR and AR is transforming Workplace Learning & Development
  • presenter Jane McConnell - Marketing Executive, EON Reality
more
  • How VR injects empathy and memories into learners
  • Ways that VR and AR add value into the learner journey
  • The Scale question: how do you join up VR and AR in the workplace?


Expo Theater H
14:20 - 14:40 20 mins Free
Connected Consumer (Expo Theater G) FREE
The race for supremacy in the AI-enabled smart home market
  • Mariana Zamoszcyk - Senior Analyst Consumer Services, Ovum
more
  • Key user interfaces for the smart home
  • Consumer insight: AI assistants uptake and concerns
  • Telcos’ initiatives in the AI assistant space


Expo Theater G
14:30 - 14:50 20 mins Free
Futurist Summit (Main Stage) FREE
New fuels and new tools
  • Jim O'Reilly - Strategist, Vital Growth
more


Main Stage
14:40 - 15:00 20 mins
AR & VR Keynotes (Track Room 10)
Developing an interoperability Framework for AR applications
  • Presenter Muriel Deschanel - Business Development Director at b<>com and Chairman, ETSI ARF ISG,
more

This session will present an open and transparent initiative inside ETSI, a recognized Standardization Organization, with the objective to develop an interoperability framework for Augmented Reality applications and services.

Hear the latest progress from the ETSI Industry Specification Group ARF and decide to get involved

14:40 - 15:00 20 mins
Immerse 360 (Expo Theater H) FREE
Why the interaction in AR is critical for a successful use case?
  • Presenter Henrik Winberg - Sales Director, Crunchfish
more
  • ·Different interaction methods
  •  Why touchless gesture interaction will be one of the main principles in AR
  •  How contextual awareness ensures a smooth and effective user experience in every AR-situation


Expo Theater H
14:40 - 14:50 10 mins Free
Connected Consumer (Expo Theater G) FREE
End of Connected Consumer Summit
more


Expo Theater G
14:50 - 15:10 20 mins Free
Futurist Summit (Main Stage) FREE
Seize the bitcoin moment
  • Dil Green - Digital Anthropology Blogger, Independent
more


Main Stage

14:50 - 15:10 20 mins
Connected Consumer (Expo Theater G) FREE
A New London-Wide Approach to Smarter Streets
  • Stephen Lorimer - Smart London Strategy and Delivery Officer, Greater London Authority
more
  • How the Mayor will support takeup and innovation in smart infrastructure so that the industry can innovate at scale with more confidence


Expo Theater G
15:00 - 15:20 20 mins
AR & VR Keynotes (Track Room 10)
The roadmap to establishing best practice in the AR&VR community
  • Presenter Tim McGarr - Digital Marketing Development Manager, BSI Group
more
  • Survey results on the key areas needing Best Practice in VR/AR
  • What is the existing best practice
  • Where next for VR/AR best practice
15:00 - 15:25 25 mins Free
Immerse 360 (Expo Theater H) FREE
Acquire inaccessible experience through VR
  • Presenter Pierre-Henri Chuet - Founder, Mach 3 Management
more
  • Business is combat
  • 115 years of unforgiving lessons learned
  • Closing the gap between Virtual and Reality


Expo Theater H
15:05 - 15:35 30 mins Free
Blockchain 360 (Expo Theater D) FREE
Case study: Changing the music industry with blockchain
  • Presenter Wolfgang Senges - Co-Founder, Blockchain Working Group of the German Music Industry
more
  • Single companies in content industries may benefit from Blockchain, but can it work for the content (or music) industry as a whole?
  • What are the obstacles?
  • It's time for a rational discussion: why parts of the blockchain concept as it is now won't work in monetising music.
  • Why middlemen (collection societies) and trust are required in a large-scale network for music/content industries?


Expo Theater D
15:10 - 15:30 20 mins Free
Futurist Summit (Main Stage) FREE
Schrodinger's future: 2023 and beyond
  • Paul Imre - Futurist, Independent
more


Main Stage
15:20 - 15:40 20 mins
AR & VR Keynotes (Track Room 10)
Beyond the prototype – how do you replicate the application?
  • Panellist Steve Dann - CEO, Amplified Robot and Founder, Augmenting Reality Meetup Group
more
  • How can you easily switch from one task to another using the same infrastructure used for your initial test?
  • How can VR support AR application safety and procedure checks?
  • What are the benefits in quality and reduction in time? Does the ROI justify scaling?
15:30 - 15:55 25 mins Free
Futurist Summit (Main Stage) FREE
From AI to Brexit: Coping with multiple shocks and disruptions
  • Rohit Talwar - CEO, Fast Future
more


Main Stage
15:35 - 15:45 10 mins Free
Blockchain 360 (Expo Theater D) FREE
End of Blockchain 360 - see you next year!
more


Expo Theater D
15:40 - 16:10 30 mins
AR & VR Keynotes (Track Room 10)
Afternoon networking break
15:55 - 16:05 10 mins Free
Futurist Summit (Main Stage) FREE
Advice from 2023: Concluding remarks
  • David Wood - Chair, London Futurists
more


Main Stage
16:10 - 17:10 60 mins
AR & VR Keynotes (Track Room 10)
Building partnerships for growth
  • Panellist Christopher Freeman - Augmented Reality Technical Lead, Advanced Manufacturing Research Centre (AMRC)
  • Panellist Steve Dann - CEO, Amplified Robot and Founder, Augmenting Reality Meetup Group
  • Panellist Muriel Deschanel - Business Development Director at b<>com and Chairman, ETSI ARF ISG,
  • Panellist Mark Sage - Executive Director, AR for Enterprise Alliance (The AREA)
more
  • How can widening your own ecosystem lead to business success?
  • How can the full business value of ARVR be achieved through collaboration?
  • What can the ARVR community do as a whole to promote the long term benefits of the technology, looking beyond the price tag?