With more than 50,000 attendees a day, our participation in the Web Summit requires careful planning. In addition to the meetings we have already scheduled, we obviously want to take in some of the presentations as well.
For that reason, we have split up our team in order to be able to gather content and go networking. The latter is quite a challenge amidst the chaos of such a busy trade show. Fortunately, we have established good collaboration with the Dutch embassy, so that we can set up our meetings in the "Holland Corner". With traditional Dutch syrup waffles and coffee!
It is great that we will be spending a few days here, because this allows us to follow up promising discussions. And sometimes the best discussions take place in the subway on our way over. You see, Web Summit attendees can be identified by their badges and wristbands: blue for "ordinary" attendees, yellow for start-ups, and red for investors. Of course, everyone keeps approaching the people wearing red badges.
During the talks, we jot down a few nice ideas. Ambarish Mitra from Blippar explains that the product is the media. After all, Pepsi cans outnumber newspapers. And a car is a showroom. Thus, he anticipates that the future of Augmented Reality (AR) will play a much greater part than we now envisage. The examples he shows are fantastic. For example, using Blippar to scan the Juice Burst bottles gives you access to a game in which you can shoot fruit from the air via AR.
One of the most remarkable things is that you notice how everyone assumes that technology will continue to change the world. And that, therefore, we continuously need to devise new ways to retain or innovate markets. So the debate is not about whether innovations are on their way and whether we are ready for them. As far as the Web Summit is concerned, these are long established facts.