Join the Citrix CTO team as they project forward from where we are today, examining longer term industry and customer trends and how these may impact both current products and future directions.

1. Good morning everyone, my name is Martin Duursma – Chair of the CTO Office.
Today you are going to hear from some of our Citrix CTO’s. We’ll be sharing some of our
thoughts the long term technology trends and how those trends will impact our products.
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2. But before getting into the deck, you may have heard our theme music, from a bank called
Madness, I really like their song “One Step Beyond” as I think it exemplifies what we do in
the CTO Office, thinking a little further out from the current and helping Citrix navigate into
the beyond… and well I also like the album cover as it makes me think of our CTO Office
team all in lock step… Obviously a younger version of the CTO team…
So I’d like to start today’s session by addressing an area that I think we all feel pressure
from, disruption. No matter what your role, what your business is, we live in an
unprecedented time of disruption.
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3. At the CTO Office we are responsible for charting the technology direction of the company.
We do this by looking at broader trends in the industry and try and think through how
these trends might impact Citrix down the line. One of the key research documents we use
here is the Technology Landscape. In the document we project forward 5 years to look at
the major industry disruptions.
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4. In this years landscape we looked at 3 key forces of disruption.
First, Exponential Movers are things that double in 1 to 2 years. Exponential growth quickly
makes for new possibilities. We look at exponential movers in computing, biology, and
knowledge. For example Tablets, within a few years they are now set to outstrip PC sales.
Second, Startups are engines that convert ideas into product in 2x2, that is 2 years and $2M
dollars. A great example is Instagram, short time to customer value, big acquisition. The
majority of startup investment is in internet, healthcare, and enterprise technologies.
Third, Prize Based research that achieves the impossible in 4x4, i.e. that is 4 years and $4M
dollars. Current prize based research is happening in Robotics, Healthcare, Space, Energy,
and Genomics. A good example is here is {ask Guy}
All these disruptive forces acting together will deliver new concepts, new ideas and new
ways of working. To us the true innovation occurs at the intersections of these disruptive
forces.
Now at Citrix we play in the enterprise software space, we are very interested in how these
disruptive forces will influence end user computing and the workplace of the future.
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5. We are seeing some fundamental shifts in the components of the workplace, the
old ways of thinking about these components is changing.
Employees  Partners
Our Physical Offices  are vacating and now we work from anywhere
The homogenous office software stack is now being replaced with a mixture of best
of breed cloud services and API services.
And Our Customers  are now our best marketing reps on services like Facebook
and Twitter
Now lets drill into these changes in more detail…
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6. Employees are joining our companies pre integrated with technology, we have been calling
this the personal cloud. They bring their own stuff, they are fully formed. They have their
own phones, their own software, their own personal network i.e. their 4G connection.
If you think as the enterprise IT manager you can stop it, well you are trying to fight a
tsunami.
You have to support these people coming in, some of you may not be bought into this, but
more and more you need to think of delivering enterprise services into the employees
personal cloud. But you need to balance this against security and risk.
It’s a more equal relationship now, its no longer now that you come into work you’re your
told, here is your desk, here is you PC, but employees have much more say in how they use
technology, they are more of a partner to the enterprise.
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7. As your employees are now your partners, there other implications.
Its market forces, you don’t dictate what apps your employees use, they are representative
of your customer base.
So given that employees come with their own technology they are reticent to allow
enterprises full access to their personal platform. For example would you want the
enterprise to be able wipe your personal smart phone. The solutions required really need
to take into account the privacy needs of your employee.
This is only the beginning of the personal cloud, the next major phase we see is wearables,
you’ve all seen the hype around Google glass, where is this going to lead, Prada earings
that are connecting to my network? Am I going to need to support that?
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8. The way you think offices needs to change, today 50% of humans are in urban areas, but
this also brings challenges like commute times. If you think about it logically it does not
make send to have all the people that live in a city converge to the center for a 9am start
and then leave again at 5pm, this puts enormous stress on infrastructure, roads , public
transport etc.
In the enterprise context we find out that less than 45% of facilities are utilized as
employees time shift and work from home, this empty space is a unnecessary overheard
for companies and clustered work environments are the solution.
And for the people that are working from home we are starting to see the rise of the of the
so called 3 spaces, places where employees can camp between office and home, this was
originally your local Starbucks but now is evolving.
For example a company that was recently in the press on this topic was Yahoo, Marissa
Mayer the CEO was widely misunderstood when she asked Yahoo employees to spend
more time in the office, what Marisa was trying to do was to get Yahoo employees to
improve communication with each other, you can’t do that if the office is empty and they
are all working from home.
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9. So what are some of the big disruptions happening in the Enterprise IT Space. Enterprises
are becoming an aggregator of services…
First off Don’t Own Stuff. What you want is the ing not the er, i.e. printing not the printer.
This is the new mantra for IT. This movement to supplier provisioned, managed, and self
service SaaS capabilities.
Next mind the gap, i.e. the gap between what you buy and what you use. The book
consumption economics calls this the consumption gap.
Finally, you have to start thinking about your enterprise as an aggregation of services that
you are managing. Services that can scale up and down based on usage.
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10. The enterprise core is shrinking, more of your services are being provided by 3rd parties.
Initially SaaS into your enterprise, but now the big shift that you need to provide API access
to your own enterprise services for your partners and customers.
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11. The workplace now starts in your customers pocket?
What you once thought were the 4 walls of your retail store now extends to every users
mobile. For example most people ( and I include myself) will first research a via mobile site,
the so called zero step in the sales process.
The other part of the experience if the recommendations and social piece, no longer do I
need to take a sales rep’s word for it in the store, I simply switch from the virtual store into
the social network to find out what other people are saying about this product. Your
customers are becoming your best marketeers and can dramatically impact the success or
otherwise of your products.
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12. So the workplace of the future…
So if I am now living in this world where Employees are Partners, My office could be
anywhere, my customers are my marketing and my enterprise IT services are an
aggregation of cloud services.
So how do we make this transition to the workplace of the future?
So to try and answer these questions I’d like to bring a couple of fellows that I know pretty
well…
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13. Bernd who will give us his view on apps
Ahmed on the shifts in the desktop
Waheed who will tackle the mobile angle
And Sheng would will cover cloud
I’d now like to introduce our next speaker Bernd Christiansen…
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18. Identity, Security – hard things for developers to do. And social is baked in by using Podio.
ShareFile for Secure record storage
HD video and audio for consultation
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36. This is a non‐exhaustive list of micro‐services we would bring into the platform as a whole.
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38. REST and JSON
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45. • Personal Computers, mechanical drives, CRTs, etc.
• 10/ 100 mbps speed of everything
• Hardware is pretty expensive ‐> m users per computer
• Year over year incremental growth of Windows code
• OS in full control: hardware, apps, profile, etc.
• Single device per user per location authentication.
• User name and password and two factor authentication
• Human intelligence critical for IT operational excellence
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47. • Apple’s iPhone, iPads, iTunes and the AppStore.
• Google’s Android everywhere strategy.
• ARM and Android open source model.
• Microsoft Windows 8, surface, AppStore and RT.
• Intel’s ATOM and convertible / hybrid devices.
• NVidia SoC and GPU virtualization.
• Samsung family of Android smart devices.
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48. Democracy & freedom of choice ‐> BYOD & Consumerization of IT
World is flat ‐> The internet and the Cloud define the rules
Crowd sourcing: empowering younger generations world wide.
Workplace as a service
Social media consuming people’s time, energy and content
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49. Democracy & freedom of choice ‐> BYOD & Consumerization of IT
World is flat ‐> The internet and the Cloud define the rules
Crowd sourcing: empowering younger generations world wide.
Workplace as a service
Social media consuming people’s time, energy and content
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50. For IT:
• Visibility, security and control over BYOD
• Consistency and availability of experience matters most.
• Policy enforcement as devices cross networks and geos.
• Data getting bigger and bigger
• Devices are becoming more and more personalized.
• AppStores making traditional application management services obsolete
• IT loosing control over devices and the AppStores
• Hardware and software becoming irrelevant comparable to consistency and availability
of experience
• Traditional IT organization not designed to handle diversity and complexity of all of the
above.
For end users:
• Visibility, security and control over BYOD
• Consistency and availability of experience matters most.
• Policy enforcement as devices cross networks and geos.
• Data getting bigger and bigger
• Devices are becoming more and more personalized.
• AppStores making traditional application management services obsolete
• IT loosing control over devices and the AppStores
• Hardware and software becoming irrelevant comparable to consistency and availability
of experience
• Traditional IT organization not designed to handle diversity and complexity of all of the
above.
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52. • Xen is now a Linux Foundation Lab Project.
• Demonstrating Citrix commitment to open source.
• The Xen Project new web site: http://www.xenproject.org/
• Cross industry steering group.
• Citrix still holds the rights to the “Xen” brand.
• Foundation type‐1 hypervisor for Citrix XenClient and Citrix XenServer.
• Robust and highly scalable client and server virtualization platforms.
• The backbone behind Rackspace and Amazon web services.
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56. • Virtualization is not only about decoupling of OS from hardware
• Virtualization = disaggregate across all boundaries
• Hardware, device, app and OS independent serviceability
• Software‐defined networking, storage, servers, etc.
Decoupling / disaggregation across all software and hardware boundaries
Software and Networking moving towards software
XenDesktop: Remote OS and App delivery & execution
XenClient: system management moving outside operating system
XenClient XT: system security moving outside operating system
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57. • Slice and partition software into layers => computing as building blocks.
• Dynamic composition, assembly and distribution of software layers.
• Device independent mobility.
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60. Yesterday, in keynote we heard from Mark about where are products are going with
XenMobile. But, now we have an additional opportunity here, not only manage the device
with XenMobile but also manage the device in a traditional fashion using XenClient. As a
matter of fact, you would certainly expect XenClient and XenMobile to be tightly integrated
on those devices.
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61. Talking the demo
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62. Talking the demo
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64. Good morning everyone, my name is Waheed Qureshi – Chair of the CTO Office.
Today you are going to hear from some of our Citrix CTO’s. We’ll be sharing some of our
thoughts the long term technology trends and how those trends will impact our products.
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65. In my 15 minutes I want to show that the challenges IT face today in addressing enterprise
mobility and what lies ahead..
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66. Every year since 2007 (the year of the birth of iphone) has seen a growing number of smart
phone and tablets hit the market and delighting consumers. What is the reason for this?
Well the iphone 1 fundamentally brought about a new approach to the way smart phones
are designed and distributed and used: The hardware and software architecture of the
smart phone was foreever changed? These devices were not only had ample processing
power but also had a GPU which powered the gesturing pieces in the product. Additionally,
these devices saw the true rise of apps and app stores that has created a powerful
ecosystem for the creation and distribution of apps. This coupled with growing bandwidth
and content is making these devices widely adopted
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67. And so users are still on the quest for the freedom to access all their apps and data from
any of their devices. They want to feel confident that they can experience work and life
their way and have ben asking IT to let them access corporate network: data and apps. Om
the other hand IT wants to adopt mobile but they have also have some challenges that they
want addressed around devices, application and data.
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68. Platform for Mobile
Xenmobile consists of a few key components:
1) And MDM component
2) Collaboration of files and access to corporate data such as sharepoint
3) Applications such as email/sharefile/gotomeeting/podio
4) Business apps
5) Finally, a component for sso and access control/authentication
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70. What will be the challenges and opportunities in Mobile computing…
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72. There have been some serious waves of disruption in computing: from the Personal
Computer, to the Internet, to Mobile Computing. We believe the next big wave is
wearable computing. It will start disrupting mobile in the next five years. We see
this as taking the form of a multi‐part system, which might include glasses, a wrist
wearable device, or a clothing wearable device (think Star Trek).
The surprising intersections discussion on wearable human augmentation describes
how we see these technologies blending together. From an impact on software,
there will be a whole new design for real time interfaces that enhance reality
instead of get in the way of it. A lot of functions may happen on your wrist and
clothes and only require the glasses infrequently. The distribution of functions will
be spread across these wearable devices. For instance voice recognition, touch,
gesture, NFC payment, and haptic notification may all happen through the wrist
wearable device. The head worn piece will have audio feedback, camera, and
display functions. You will be able to use your wrist device to interact with a space
(like controlling lights) without the head worn element. The head worn element will
likely have eye tracking and the ability to do simple mental clicking. This means you
will be able to look at something and act on it. Wearables will truly be a unique and
exciting addition to computing.
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73. There have been some serious waves of disruption in computing: from the Personal
Computer, to the Internet, to Mobile Computing. We believe the next big wave is
wearable computing. It will start disrupting mobile in the next five years. We see
this as taking the form of a multi‐part system, which might include glasses, a wrist
wearable device, or a clothing wearable device (think Star Trek).
The surprising intersections discussion on wearable human augmentation describes
how we see these technologies blending together. From an impact on software,
there will be a whole new design for real time interfaces that enhance reality
instead of get in the way of it. A lot of functions may happen on your wrist and
clothes and only require the glasses infrequently. The distribution of functions will
be spread across these wearable devices. For instance voice recognition, touch,
gesture, NFC payment, and haptic notification may all happen through the wrist
wearable device. The head worn piece will have audio feedback, camera, and
display functions. You will be able to use your wrist device to interact with a space
(like controlling lights) without the head worn element. The head worn element will
likely have eye tracking and the ability to do simple mental clicking. This means you
will be able to look at something and act on it. Wearables will truly be a unique and
exciting addition to computing.
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74. Coherence: The expectation that the thing you want to do will be available on each device
in a device‐customized way.
Synchronization: The expectation that the same data is visible across all devices.
Screen Sharing: The expectation that you can have what is showing on one device display
on another.
Device Shifting: The expectation that you can move an activity from one device to another.
In one example, CBS tried to lure viewers into the second screen experience for the Super
Bowl. Banjo is another example. The Banjo app allows people to share pictures about an
experience happening at a location in real time.
Complementary: The expectation that devices can perform different roles around the same
activity.
Simultaneity: The expectation that the same thing will happen at the same time across
devices.
References
(1) Google multi‐device study ‐ http://techcrunch.com/2012/08/29/if‐content‐is‐king‐
multiscreen‐is‐the‐queen‐says‐new‐google‐study/
(2) Cross Device Patterns – Book Mobile Frontier by Rachel Hinman
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76. References
(1) “The Latest Infographics for Mobile Business Statistics for 2012”, 2012‐05, Forbes
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77. The point I want to make here is that the Internet of things will provide an enterprise the
opportunity to manage and interact with many more types of devices, applications and
sensors than what they are used to and they will have to have the right set of tools to
automatically do these tasks.
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78. What will be the challenges and opportunities in Mobile computing…
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83. And for Citrix, the premise of that stack starts with the end‐user….
• Ensuring that people are empowered to work and collaborate anywhere, anytime, from
any device, with access to everything they need to be productive.
• On the other side, IT must be able to manage and deliver the apps and data people
need centrally, so it’s simpler, faster, and more cost‐effective.
• And these two worlds need to be connected, with people connecting to cloud services
across diverse locations, devices and time, the network and security become
paramount.
So to make that happen, we’ve built a stack that:
• Gives people a seamless, high‐def experience regardless of the device, location or the
time at which they’re working.
• And it provides IT with the capability to quickly provision and de‐provision ALL of apps
and data people need as cloud services, including traditional Windows apps and
desktops, mobile apps and devices, access to web/SaaS apps, file sharing, and
productivity and collaboration apps, and present them to people through a unified,
enterprise app store.
• And to ensure people can access those services with the security and performance
needed, it requires a universal client that connects the user to their services through a
network gateway that ensures that access is secure.
Transition: Let’s dive into the technologies in more detail…
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91. Good morning everyone, my name is Martin Duursma – Chair of the CTO Office.
Today you are going to hear from some of our Citrix CTO’s. We’ll be sharing some of our
thoughts the long term technology trends and how those trends will impact our products.
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92. So we saw the intersection of employee partners, the anywhere office, and the aggregated
enterprise really change the enterprise.
But what if something else intersected with that…
Like the mobility revolution driven by the driverless car.
This brings mobility as a service to the enterprise. No more driving, fueling or parking your
car.
This enables extreme car pooling on demand. If your late no worries the next car that is in
your area will get you.
But why stop there why can’t the vehicle bring you to the 3rd space.
In fact, why cant it be a third space. An office in the vehicle. When the car is driving you can
face each other in the car and have a conversation.
When your commute vanishes you get the gift of time.
The future is so bright you might want to wear shades…
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93. Life in harmony with Citrix.
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