The Augmented Reality for Enterprise Alliance (AREA) is the only global non-profit, member-based organization dedicated to widespread adoption of interoperable AR-enabled enterprise systems. Augmented Reality offers tremendous potential for enterprises, promising to increase productivity, lower costs, improve safety, enable expertise to be shared more easily, and more. Whether you view it as the next computing paradigm, the key to new breakthroughs in manufacturing and service efficiencies, or the door to as-yet unimagined applications, it is clear that AR will have an unprecedented impact on enterprises of all kinds. The AREA is working to help enterprises maximize the impact of AR by providing up-to-date resources and neutral, reliable guidance that make the path to AR adoption surer, shorter, and smoother. By identifying opportunities and challenges, disseminating information, spearheading research, promoting dialogue, and providing a forum for AR providers and enterprises, the AREA is clearing a path to interoperable AR-enabled enterprise systems that fully deliver on their promises.