th This publication comprises the proceedings of the 29 International Conference on Conceptual Modeling (ER 2010), which was held this year in Vancouver, British Columbia, Canada. Conceptual modeling can be considered as lying at the confluence of the three main aspects of information technology applications -- the world of the stakeholders and users, the world of the developers, and the technologies available to them. C- ceptual models provide abstractions of various aspects related to the development of systems, such as the application domain, user needs, database design, and software...