The real challenge for Semantic Web technologies and ontologies lays in the adoption; although the need for this disruptive technology is clear, it has not yet been fully adopted by the mainstream. Ontologies: where, what for, how, when and why? Ontologies are being used in several applications, but is ontology engineering a mature discipline? Not only are we interested in practical realizations of the Semantic Web, but also in visions of technology that illustrate how SW technology and ontologies could change our experience of the Web.