TechCrunch Disrupt is a three-day, single-track conference and startup competition for the debate about what’s changing in technology, what’s causing it and what needs to be done about it to survive and thrive in real time. The event will include around 2,000 attendees, including startups, internet and technology enterprises, VCs, corporate media and M&A specialists, press and PR. Half the TechCrunch Disrupt agenda consists of quick interviews and small-format panels with technology experts. Disrupt SF will discuss the Third Wave— a phrase coined by John Doerr in his interview with Charlie Rose at Disrupt NYC– namely, the innovations taking place with social, mobile and commerce platforms and applications. The other half of the agenda is the Startup Battlefield, a tournament-style launch platform where startups demo their products in front of the audience and a panel of experts over multiple rounds of competition. Experts will be brought in to judge startups on product, business models, team, design and usability and more.