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2012 Mobile World Congress Barcelona
Feb 27, 2012 from 9:30am-12:30pm
App Planet, Barcelona, Spain

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Attend the Inaugural Augmented Reality Forum at MWC and learn how “Mobile AR” is evolving from a cutting edge technology to a lucrative, real world solution

Platinum Sponsors Khronos Group and Khronos Group members invite you to join them at the first ever MWC Augmented Reality Forum!

What, when & where is the Khronos Augmented Reality Forum? The Khronos AR Forum is a half -day, industry-led forum at Mobile World Congress in Barcelona.  In it, Khronos technology experts come together to host a half day Forum where they will share the latest technology advances, discuss practical experiences through case studies, provide insights on how different geographies are adopting AR, and suggest where to get the latest tools and services, and make sure you know where to find solutions and information on mobile AR.

What exactly is Augmented Reality? Augmented Reality or  “AR” synchronizes digital data with the physical world in real time to enhance a user’s experience of their environment, and pushes the boundaries of vision and graphics processing, together with user interface, device and display design.

What is the business case for AR?  For silicon and system vendors Augmented Reality presents both significant challenges and opportunities for differentiation. Not only do AR-capable mobile devices require real-time sensor, image, vision and graphics processing – but this diverse processing must seamlessly interoperate at unprecedented levels. And, unless processing on the handset is well-utlized, Augmented Reality’s demand for real time responsiveness will place heavy burdens on network operators’ infrastructure.  Khronos APIs have been designed to interoperate for Augmented Reality-enabled mobile experiences, and are bringing value to all segments of the mobile ecosystem.


Augmented Reality Forum | Monday, 27 February | Hall 7 (App Planet) Auditorium "C"

Open to all MWC pass holders. Arrive early for best seating.

Time Description
09:30 – 12:30 Augmented Reality Forum Agenda
The Khronos Group will describe its family of open, cross-platform API standards developed by the industry, for the industry, and explain how these provide essential acceleration for advanced Augmented Reality applications. The Forum then features a series of Khronos members’ talks and demonstrations, highlighting silicon and system products that utilize the Khronos API ecosystem to create and deploy Augmented Reality-ready platforms..  The Forum ends in panel discussions to bring to light alternate and cutting edge viewpoints.


Company Speaker Description
Neil Trevett
VP of Mobile Content, NVIDIA 
A UK native, Neil has been awarded a joint BS from the University of Birmingham in both Electronic Engineering and Computer Science. Neil has spent 25 years in the 3D graphics industry starting in 1985, when Neil became the Head of Graphics Systems at benchMark Technologies. Over several years, he helped to guide the company through its evolution into DuPont® Pixel and then 3Dlabs® before its final acquisition by Creative®. Today, Neil stays busy serving as the elected President of the Khronos Group as well the Chair of the OpenCL™ Working Group. In his “free time”, Neil is the Vice President of Mobile Content at NVIDIA®, a position he has held since 2005.
Augmented Reality synchronizes digital data with the physical world in real time to enhance a user’s experience of their environment. Powerful technologies for merging sensor and vision processing with graphical augmentations are enabling new generations of mobile applications and interfaces to deliver unprecedented utility and immersiveness, creating new opportunities. The introductory session will provide an overview of the Khronos Group’s activities and its ecosystem of open standard APIs providing essential acceleration for graphics, vision and sensor processing, with interoperability to enable compelling AR-enabled user experiences.
Kristof Beets
Business Development Manager (PowerVR)
Kristof Beets is Business Development Manager for PowerVR Graphics at Imagination Technologies where he leads the in-house demo development team and works on product messaging. He has a background in electrical engineering and received a master's degree in artificial intelligence.  PowerVR GPU: Accelerated Augmented Reality
PowerVR GPU: Accelerated Augmented Reality
Discover how to get the best integration of 3D graphics and camera input on today's devices with PowerVR and Khronos APIs
Enrica Filippi
Head of platform ecosystem marketing, ST-Ericsson
Enrica Filippi is head of platform ecosystem marketing at ST-Ericsson. Enrica joined STMicroelectronics in 2001. She has held senior positions in ecosystem and partner collaboration development, technical product marketing, and Research & Development.  Enrica holds a M.S and Ph.D. in Computer Science from Politecnico of Torino (Italy) From AR-Capable to AR-Optimized Mobile Platforms
From AR-Capable to AR-Optimized Mobile Platforms
Today’s smartphone platforms are powerful but mobile AR use cases expose bottlenecks in even the best.
Sri Kannan Iyer
AR Ecosystem Manager
Sri Kannan Iyer is the AR Ecosystem Manager at ARM Ltd., Cambridge, UK. Sri’s primary focus has been to grow ARM’s software ecosystem around Augmented Reality, next-generation User Interfaces, Navigation and GPU compute. He has over 10 years of experience in mobile computing and multimedia systems having previously worked at MediaTek and Analog Devices (USA). He has authored several technical papers and patents on using CPU and DSP architectures for multimedia acceleration in mobile devices. He has a Masters degree in Computer Engineering from The University of Texas at Austin and a MBA from University of Oxford.
Enhancing the mobile AR experience with ARM
Augmented Reality (AR) is here with a plethora of applications being deployed across several devices, platforms and segments. However, the success of AR rests on several factors.ARM is able to address some of the key challenges enabling the growth and wider adoption of mobile AR.
Steve Wainwright
Vice President of Sales and Marketing General Manager Europe, Middle East and Africa (EMEA) Region, Freescale Semiconductor, Inc.
Steve joined Freescale in June 2005 and has 25 years experience in the semiconductor business Steve has held various senior leadership positions in Sales, Marketing and Business Development. Prior to his current role, Steve was VP of Sales for the IBM Microelectronics business in Europe.  Steve also held Sales management roles with Harris Semiconductor and Celdis, where he was UK General Manager of the distribution business.  Steve holds a Bachelors degree in Business Management.
Taking Augmented Reality to New Dimensions with Freescale
AR new use cases are enabled by the combination of Freescale’s solution based on i.MX application processors, Xtrinsic sensors and reference platform
Panel Moderator: Christine Perey
Christine Perey is an independent consultant with over 20 years experience in business management, strategy and market development. Perey advises vendors, application providers, research institutes and network operators on the design, launch and operation of a range of mobile augmented reality, embedded mobile and user-generated content services. Perey is also founder and chair of the International AR Standards Community in this role, she organizes and conducts workshops, summits and meetings of the advocates for standards in AR.
Panel Discussion
How are developers and content providers going to take advantage of all the processing capabilities and new features in next generation devices?
Will context still need to be semi-manual or will our devices be able to anticipate our information needs? During the remainder of the session our panelists will respond to these points as well as questions from the audience. 

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