The Augmented Reality for Enterprise Alliance (the AREA) is the only global non-profit, member-based organization dedicated to widespread adoption of interoperable AR-enabled enterprise systems. The Augmented Reality for Enterprise Alliance 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.