Network World created quite a buzz last week with an article about a "major desktop virtualization push" being rolled out by Citrix. The story, which was picked up by sister publications like Computerworld and CIO Magazine, talked about the growing momentum behind our Citrix XenDesktop™ product line and its HDX™ technology, which promises an unparalleled high-definition experience for users while dramatically simplifying life for IT pros.

In reality, Citrix has been telling the world for quite a while now that we are playing to win in the desktop space, so I'm not sure how new this "major push" really is.  It's been mentioned on our earnings calls and has been a significant theme in multiple press releases.  There's also been growing chatter on blogs and on trade show floors across the industry for weeks.

At the same time, Network World is right about Citrix turning up the volume on our desktop virtualization business. We've recently rolled out a major advertising focus on desktop virtualization as part of our new "Simplicity is Power" brand awareness campaign. Our desktop virtualization ads have been in market for about six weeks now, running in publications like BusinessWeek and Harvard Business Review, as well as all the popular IT trade magazines and websites. And if you've been to any of the major virtualization sites lately, you've probably seen a flurry of Citrix banner ads sharing the results of numerous independent head-to-head comparisons between XenDestop and its VDI competitors. We believe we have a winner on our hands, and we're excited to tell the world about it.

Want to find out what all the buzz is about yourself?  If so, please plan to join Citrix - along with key partners like Microsoft, IBM, Dell, HP, Wyse, Intel and Fujitsu - for the "can't miss" virtual event of the year.  On October 20^th, our new "Secrets, Lies and VDI" event will uncover the truths and debunk the myths about desktop virtualization.  If you're intrigued by the possibilities of virtual desktops, but haven't yet sorted through all the facts, this is the one event you can't miss. So block off a few hours on your calendar and register today. We'll make it worth your time... you have my word.

 Kim

Starting next week, Citrix will be accepting speaking proposals for our big Synergy conference, May 11-14 in San Francisco.   Synergy is focused on the growing convergence between virtualization, networking, and cloud computing.  Because interoperability and openness are central to this theme, we'd like to encourage technical experts and thought leaders around the industry to contribute proposals that focus on a wide range of real world topics, not just those that center exclusively on Citrix technologies. While we're obviously very proud of our own solutions and welcome submissions that feature Citrix, we also believe customers are best served when vendors provide open forums that deal with the real challenges and issues they face every day, especially when those issues involve getting products from multiple vendors to work well together.

With this in mind, we'd love to hear your ideas for topics you think would make great sessions at Synergy. This is your chance to share innovative ideas about how to break from the costs and complexities of the distributed computing status quo and build a SIMPLER and more cost efficient computing environment.

Synergy call for topics submissions will be judged by a selection committee that includes independent analysts, journalists and enterprise IT professionals - we will be naming names soon, and promise a few surprises!   The committees will be looking for compelling, technically rich content that details proven and innovative ways to use virtualization, networking and cloud computing concepts to create a dynamic, agile IT infrastructure.  Don't be afraid to be edgy, provocative and creative. We want sessions that tackle the real world technical and business issues customers are dealing with today, not just vendor sales pitches.

In general, we are looking for submissions that address trends, technologies, and proven solutions in the following areas:

• Desktop virtualization
• Application virtualization
• Server virtualization
• Cloud computing
• Application networking

Check out the Synergy site for more information and to submit your topic!  We're really looking forward to getting input from the larger community since there seems to be a great deal of energy for an open conference on these topics. We want to hear from you!

It's been amazing to watch the flurry of blogs and press articles flying around the Internet about the upcoming VMworld conference next week. There's been rampant speculation about a huge blowout fight that reportedly erupted between Citrix and Microsoft on one side... and show sponsor VMware on the other. Articles have referred to "dustups", "swords drawn" and my personal favorite... a "flaming handbags at dawn fight."  Wow... sounds like a scene right out of Pirates of the Caribbean, Part IV!

I love a good story as much as anyone, but the reality in this case is actually far less dramatic. Not only have there been no fireworks or fisticuffs between Citrix and VMware, there haven't even been any sharp words exchanged. While Citrix obviously competes aggressively with VMware in the marketplace, no customer wants to see their strategic vendors resort to the kind of childish catfights or event boycotts that some stories have reported. While these speculations make for an entertaining read, it's important to set the record straight.

Despite reports to the contrary, Citrix did not pull out of VMworld this year. Far from it. When VMware announced the availability of sponsorships for their San Francisco show earlier this year, Citrix promptly returned the paperwork requesting a Gold Sponsorship, just as we've done in previous years. VMware's event management firm responded quickly (and very politely, I might add), informing us that due to "new guidelines", Citrix was no longer allowed to sponsor the event. When we expressed our surprise at this change (again, very politely) we were informed that the most we could do this year is set up a small 10x10 booth. They also politely pointed out new guidelines for "non VMware partners" suggesting the appropriate use of product demos and activity in and around our booth to be sure we were aware of them. Apparently we weren't the only ones singled out, as several other bloggers noted at the time.

In parallel, a couple of Citrix employees outside of corporate marketing inquired at a nearby hotel about the possibility of renting conference rooms to hold customer and user meetings, something we frequently do at large industry trade shows. With so many customers already in the area, we find events like this make a convenient venue to hold a variety of get-togethers with folks we normally see only over email or GoToMeeting. After hearing that we were from Citrix, however, the hotel informed us (also very politely) that Citrix was on a "do not rent to" list supplied to them by VMworld, so they could not support our request.

While we were admittedly a bit surprised by these changes and wish we had an opportunity to participate more broadly, I can assure you there were no swords, dustups or angry rants. And certainly no flaming handbags. We understand that VMworld is a proprietary event run by one vendor and agree they have every right to change the rules in any way they wish. Citrix respects that right and will comply with the terms of our show contract. At the end of the day, if customers want a more open event, they will have to give that feedback directly to VMware.

Meanwhile, I'm happy to confirm that Citrix WILL be exhibiting at VMworld. Attendees can find us in booth #1938 (a cute little 10x10 tucked in between Emulex and Netuitive... you can't miss it). And while we may not be able to fit many people in our booth this year, I can assure you we have plenty of exciting things to talk about and would love to see each and every attendee stop by. We'll even show you how to use our products with VMware if you like!

Most of all, I want to assure you that we're not mad at anyone, including our friends at VMware. Life is too short for that. This is an exciting and vibrant industry with more than enough room for both of us. And there are an abundance of venues outside of VMworld to talk with customers and share our vision of a simpler, more open way of delivering IT as an on-demand service.

I'd also like to be the first to personally extend an offer to VMware (or any other virtualization, networking or cloud vendor, for that matter) to sign up now to sponsor our upcoming Synergy 2010 conferences next year. We'd be delighted to have you as a silver, gold or even platinum sponsor... whatever your budget allows! If you sign up to sponsor both Synergy San Francisco in May and Synergy Berlin in October, in fact, I'll even give you a great package deal! I'd also like to invite any of the smart folks at VMware, or anywhere else out there, to submit session topics for next year's Synergy events. An open Call for Papers will be publicized broadly starting on September 8^th with presenters chosen by a selection panel that includes folks from Citrix as well as independent industry analysts, publishers, bloggers and other thought leaders in the industry. Call us crazy, but we actually WANT competitors presenting at Synergy. It makes for a far richer and more interesting event for everyone. After all, we're all working side-by-side at the same customers anyway, right?

And while I don't mind poking a little fun at our friends at VMware for their overly sensitive guidelines this year (c'mon guys...what are you afraid of?), I'll be the first to admit that Citrix has made our share of silly paranoid moves in the past as well. It's easy to do when you're in a highly competitive industry and passionate about your products, as both of us undoubtedly are. But I can promise you that we're doing our best here at Citrix to be more open, more transparent and more inclusive. Thanks to all 230,000 of our customers for their business. We'll see you all next week at VMworld in booth #1938... just please don't all try to come at the same time!

Kim Woodward

VP of Corporate Marketing (and proud exhibitor at VMworld 2009)

Citrix Systems, Inc

The headline of an AP article by Martha Irvine on Yahoo! Tech News a few days ago really struck me:  Young Workers Push Employers for Wider Web Access.  The lead did too: "Ryan Tracy thought he'd entered the Dark Ages when he graduated college and arrived in the working world." 

I'm more than a few years out of college - all I will say is pre-Yahoo! - but perhaps given my location in Silicon Valley, and my career in high-tech, ranging from IBM to Documentum and now Citrix, I've always had the latest technology at my disposal, and few-to-no limits about its use. 

I certainly feel for these workers, and am happy to be at Citrix, where we continue to remove limits to the experience that employees have with technology, most recently with a "Bring your own Computer" initiative that encourages employees to use one PC for both work and home. Our CEO, Mark Templeton, is also an outspoken advocate of the need for IT leaders to open up their thinking - as well as their networks and desktop management and procurement policies - to embrace the change that this new generation of workers is demanding.

There are lots of reasons people avoid change...control, security, cost come to mind.  But isn't there a list of equally good reasons to embrace change - especially if it's coming no matter what? 

The new generation of workers like Ryan Tracy is a driving the consumerization of IT.  They grew up with the Internet.  They are used to choice - 500 channels of TV is an expectation, not a luxury.  Personality and individuality are expressed in their PCs and smart phones, in what's on them and how they are used.

Enterprise IT can be the same way.  Let users pick and manage their own PCs, perhaps with some minimum guidelines. This does mean that IT leaders will have to change their desktop management practices, perhaps moving to a model that relies on virtual desktop delivery; change that will mean saving money, and freeing up IT resources so they are working on strategic projects rather than deploying patches and upgrades to thousands of different desktops. 

It also means providing a selection of applications that users can get to on-demand - just as they do everything from home banking to photo sharing to social networking sites, and by making them available using virtualization, the applications and data live centrally and securely in the datacenter, not on the endpoints. 

This approach can make telecommuting and working from home more palatable to IT, since critical information is never out of their control, as well as something that employees value as they strive to balance personal and professional priorities in a world where these once-old lines are rapidly blurring.

Offering a more open approach may feel uncomfortable, but the business benefits are clear:  we've had a financial service customer actually quantify that their new and more open environment means an enormous contribution to productivity by allowing all types of work scenarios - mobile working, working from home on weekends and evenings, working extended hours at the office - to help this 48,000 person company stay competitive and succeed. The results are startling:  they've added 500 person years of productivity annually, valued at nearly $83 million USD.

Of course, opening up enterprise IT means careful cross-organizational consideration of how and where employees work. Ultimately, it's the IT leaders who are showing business the best way to deliver a secure user-centric work environment that get the added benefit of seeing their own operating expenses decrease and their staffs go home happy and worry-free.  So at the end of the day, isn't it a simple choice to make?