The essential nature of AR is the character to add sensual input into the stream of perception. This overlay function means to enrich our experience or is creating literally a new kind of experience. AR opens up the possibility of new business models, opportunities for smart marketing and highly personalized and contextualized delivery of content.
Production Track
The production track is focussing the creative and concrete dimension of the new services and applications. Everyone in the industry is looking for paradigmatic concepts and best practices. What is the mindset of customers and AR agencies, how is AR integrated into the established media mix, what is specific about AR campaigning?
Technology Track
There is a high dynamics in the field of AR applications, since there are different platforms, databases and world browsers. One of the exciting challenges is it to bring together the situation intelligence of AR with the wealth and vividness of social networks.
