one step beyond – an audience with the citrix cto’s

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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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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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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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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We are seeing some fundamental shifts in the components of the workplace, the old ways of thinking about these components is changing.Employees PartnersOur Physical Offices are vacating and now we work from anywhereThe 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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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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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 earingsthat are connecting to my network? Am I going to need to support that?

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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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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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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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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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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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Bernd who will give us his view on appsAhmed on the shifts in the desktop Waheed who will tackle the mobile angleAnd Sheng would will cover cloud

I’d now like to introduce our next speaker Bernd Christiansen…

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Identity, Security – hard things for developers to do. And social is baked in by using Podio.

ShareFile for Secure record storageHD video and audio for consultation

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This is a non‐exhaustive list of micro‐services we would bring into the platform as a whole.

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REST and JSON

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• 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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• 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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Democracy & freedom of choice ‐> BYOD & Consumerization of ITWorld is flat ‐> The internet and the Cloud define the rulesCrowd sourcing: empowering younger generations world wide.Workplace as a serviceSocial media consuming people’s time, energy and content

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Democracy & freedom of choice ‐> BYOD & Consumerization of ITWorld is flat ‐> The internet and the Cloud define the rulesCrowd sourcing: empowering younger generations world wide.Workplace as a serviceSocial media consuming people’s time, energy and content

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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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• 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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• 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 boundariesSoftware and Networking moving towards softwareXenDesktop: Remote OS and App delivery & executionXenClient: system management moving outside operating systemXenClient XT: system security moving outside operating system

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• 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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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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Talking the demo

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Talking the demo

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Good morning everyone, my name is Waheed Qureshi – Chair of the CTO Office.


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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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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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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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Platform for Mobile

Xenmobile consists of a few key components:1) And MDM component2) Collaboration of files and access to corporate data such as sharepoint3) Applications such as email/sharefile/gotomeeting/podio4) Business apps5) Finally, a component for sso and access control/authentication

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What will be the challenges and opportunities in Mobile computing…

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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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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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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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References(1) “The Latest Infographics for Mobile Business Statistics for 2012”, 2012‐05, Forbes

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The point I want to make here is that the Internet of things will provide an enterprise theopportunity 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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What will be the challenges and opportunities in Mobile computing…

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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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Good morning everyone, my name is Martin Duursma – Chair of the CTO Office.


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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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Life in harmony with Citrix.

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