Dehydrogenation is a widely exploited route for large scale production of pure olefins. Its industrial application is however complicated by clashing kinetic and thermodynamic constraints. A commercial bubbling fluidized bed technology for isobutylene production from isobutane has been developed to solve these constraints. An economically attractive implementation was achieved by defining an optimal synergy between chromia alumina catalyst design and reactor engineering. The fluidized bed know-how developed has also led to the development of a revolutionary technology for the production of styrene from ethylbenzene using a riser reactor and a gallium based catalyst. (C) 2011 Elsevier B. V. All rights reserved.