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Liquefying IT by Mark Bowker

Citrix Synergy 2012

Trying to explain to my friends and family what it is I do is always an interesting conversation, but every time I mention I work with companies like Citrix, they immediately reply "oh, the GoToMeeting company." While that is true, it is an astute observation and an impression Citrix is out to change. Is Citrix the "online meeting and collaboration company," the "application delivery company," or the "cloud company?" Citrix would like us to associate them across all these categories, but the fact remains that most customers would say they are a XenApp, GoToMeeting, XenDesktop, etc, customer, but few are Citrix customers consuming across each of its portfolio of products.

At Citrix Synergy 2012 they focused on three themes that have the potential to influence customers to rethink Citrix.

Avalon. Avalon is going to be talked about primarily from a product perspective, but I suspect there are more important goals associated with Avalon.
Continued

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