Quarkonia and open Beauty production in ATLAS

When the LHC starts up in the second half of 2008 and beginning of 2009, ATLAS will have unique opportunities to study beauty production from central $pp$ collisions at 14 TeV making use of first data. In the initial phase of the LHC operation at lower luminosity several Standard Model physics analyses have to be performed to contribute to the commissioning and validation of the ATLAS detector and trigger system. One of the crucial initial measurements is that of the inclusive bbar production cross section, quarkonium spectroscopy and polarization. Furthermore, the B+ -> J/psi K+ channel will be an important reference channel for the search for di-muons from rare $B$ decays and a control channel for the CP violation measurement used to estimate systematic uncertainties and tagging efficiencies. Due to the huge bbar cross section and the expected high rates of the corresponding triggers, the data collection for beauty measurements can be done easily during the low luminosity phase. We describe the ATLAS expectations and strategies for open and hidden b-quark production where we expect to have first results already in the first few data.