Although multifarious, the history of mankind surely has its constants. Whether fending off saber‐toothed cats, exploring the planet on foot or by sea, piercing the skies with airplanes or repairing broken parts of his space station, most members of mankind never stopped preserving and promoting their own and their peers’ safety and security needs.

Technology helps to cater for those needs. Standardization ensures safety and consistence. But what kind of role do occupational health and safety play in this context.

Friday’s Safety.Future.Standardization. session in the Reinvention Laboratory’s arena is highlighting the importance of health and safety as standardization is re-inventing itself and speeding up its processes.

Michael Beilfuss, publisher at the International Data Group Business Media, ushers you into the breathtaking velocity of digitalization’s disruptive impact, rapidly changing the way how we communicate and coordinate processes, directly influencing our daily work and occupational health and safety albeit offering unique opportunities for efficiency and stakeholder involvement.

Martina Mara is head of the Robopsychology research division at the Ars Electronica Futurelab in Linz, Austria. She examines how robots should look like, behave, and communicate and will introduce you to your new colleague - the robot.

Sandro Gaycken is a technology- and security-researcher, exploring the nexus of digital technology, economies and politics. He will focus on safety and security in the “Industrie 4.0” universe and its importance for standardization.

Kirsten Bruhn, multiple Paralympic gold medalist in swimming, provides you with insights on how standardization can turn the tide for the inclusion of persons with disabilities, if the cards are played right.

While living in times of rapidly evolving and disruptive innovations and technologies pressing forward, digitalization accelerating every process, including standardization ‐ health and safety remain of pressing importance. Provident and responsible product development integrates health and safety requirements, takes skills and abilities of all its actual and potential users into account.

Come by on Friday, 14th October and delight in these and many other powerful and engaging stimuli for future standardization!


Michael Beilfuß

IDG Business Media GmbH, Munich

Michael Beilfuß, 45, holds a 20 yrs+ trackrecord in business leadership in leading publishing firms; including media giant Axel Springer, DuMont, United Internet and IDG. For more than 10yrs he oversees IDG's transformation from a traditional-style magazine publisher towards an integrated service provider for technology media, data and services. He is an expert in digitization within and beyond the publishing industry. Mr. Beilfuß deals with the power of digital transformation both as a challenge in his professional role in IDG as well as one of the fastest growing, most relevant topics for the editorial scope of IDG's media.

Kirsten Bruhn

Paralympic swimmer
Unfallkrankenhaus Berlin

Up until today Kirsten Bruhn has set 50 world records and still belongs to the top Paralympic swimmers worldwide. While practicing roughly 25 hrs. a week she also works at the press department at a hospital of the German Social Accident Insurance in Berlin. She also works as a motivational coach and is invited by companies to talk about life’s challenges.

Sandro Gaycken

Senior Researcher Cybersecurity & Cyberstrategy
European School of Management and Technology, Berlin

Dr. Sandro Gaycken is a technology- and security-researcher, exploring the nexus of digital technology, economies and politics. Sandro’s research focus is on cyberwarfare, cyberdefense, cyberintelligence, and high security IT. He is a strong advocate of disruptive innovation and regulation in IT-security, proposing to solve the more high-end cyber problems through high security IT concepts from computer science, employing a range of industrial policies and economically beneficial market and investment strategies to overcome persistent market and policy failures.

Dr. Martina Mara

Head of Robopsychology Research Division
Ars Electronica Futurelab, Linz, Austria

Dr. Martina Mara is head of the Robopsychology research division at the Ars Electronica Futurelab in Linz, Austria. Together with partners such as Mercedes-Benz, Toshiba, Toyota, or the Osaka University, she examines how robots should look like, behave, and communicate in order to establish high user acceptance. Martina earned her doctorate at the University of Koblenz-Landau, Germany, with a dissertation on the perception of anthropomorphic machines and has been a visiting lecturer at several universities. In her weekly tech column for the newspaper "Oberösterreichische Nachrichten," she writes about social impacts of digital media.


Location: Kap Europa

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