This presentation covers the Citrix vision and product strategy…Our vision for business and ITA high level overview of three clouds driving our strategy3. And the inspiration for our product strategy…
Three simple words are changing the world: Whatever, whenever, wherever. By freeing people from the limits of traditional computing, Citrix is providing better ways to do business, better ways to deliver IT services and better ways to work.
Citrix has been in business since 1989 but has undergone a major transformation in the past 5 years. We have moved from tactical to strategic. We have shifted from remote access to “everywhere” access. We have evolved from being Windows app centric to enabling Web and SaaS apps and we are increasingly focused on cloud centric delivery.Along the way we have become the de facto leader in desktop virtualization. We are a strong #2 and growing in web collaboration. And we are the leading infrastructure provider for cloud computing.We believe we have the experience and position to lead the VIRTUAL COMPUTING revolution.
It all starts with our vision…we believe in a world where people can work and play from anywhere. Citrix is transforming the future of business by redefining the workplace. Work is no longer a 9-to-5 activity that happens only within the walls of the corporate office. Work is wherever inspiration happens, and people need 24/7 access to their apps, data, devices to be productive.
Today’s enterprise computing model is increasingly more complex and difficult to manage, particularly in a world that is changing fast. Building and maintaining individual components and striving for tighter control and integration across various silos is resulting in very high on-going IT maintenance costs, diminished security, and reduced user productivity. Our vision frees people from theconstraints of a more traditional enterprise computing model that many of our customers still adopt today….Our approach isenabling people to work and collaborate from anywhere and to access any IT service from any device. It is a new, more people centric approach that spans from desktop to datacenter. IT has the ability to centralize, virtualize and deliver apps, desktops and data with greater control, security, and efficiency and ultimately lower operating costs. Ultimately to transform today’s IT to a place where any data center becomes a delivery center and where all aspects of computing become cloud-based services.
This is all made possible with Citrix virtual computing.For the workforce, Citrix technology offers virtual workstyles withthe flexibility to balance work and life – the freedom to collaborate and work anywhere, on any device, on a schedule that fits the employee’s life. For the IT organization, Citrix technology enables a virtual datacenter – where computing resources are always available to users with the security, performance and control that IT requires. It is the foundation of the new people-centricIT – easier and simpler.For the business, Citrix provides the agility needed to seize new opportunities, deliver exceptional customer service and create a more efficient business – achieving the freedom employees want with the control IT requires.
This new approach where IT is an on demand service is very profound and is driving a fundamental reinvention of work, computing and business.So why reinvent now?
There are a number of significant trends taking place that are forcing IT to look for new solutions. More and more businesses reach across borders and operate globally. There are a profound number of geophysical and political disruptions facing the world economy. We see more and more industries facing consolidation to achieve greater scale and profitability. Security, compliance and privacy concerns and requirements being introduced, particularly for highly regulated industries such as healthcare and banking. And finally a new generation of workers, nearly 80 million by 2014, entering the job market which will force a new dynamic with a different set of expectations and workstyles.
But if we were to look at one trend anticipated to drive the most change it would be consumerization. Specifically the consumerization of IT. Analysts are stating that this will force more transformation than any other trend over the next 10 years.This is largely attributed to the new generation of people entering the workforce bringing their personal workspaces and identity with them wherever they go. Compounding this new workstyle is an explosion of more sophisticated consumer devices that are available from your local retailer at a low cost. These device capabilities far outreach enterprise IT computing capabilities and this is a significant change from years ago.
In a world where these forces are driving change, what we see happening is a major handoff between the personal, distributed computing era to a new cloud era. It will require new ways of doing things, a completely new mindset. In the PC era, many of you as IT professionals were operators who built your own infrastructure. You built many of your own applications. You built your own data centers and server capacity out. In the cloud era, many of those things, if not most of them, will be bought as opposed to you building it all internally. Rather you aggregate and orchestrate IT services by taking advantage of some of the elements of the cloud for more flexibility, elasticity and infinite capacity.
With this shift, IT can make the transition from building infrastructure that is locked down, more complex and difficult to scale quickly to a model where you opt-in and buy services from providers for elastic efficiency and where the costs are variable to respond to certain peak or business demands. Overall a much more flexible, simple and cost efficient way to deliver IT as a service to users on any device, anywhere with the security, control and performance required.Said another way, deliver a more user centric experience where the desktop becomes a personal workspace delivered as an on demand service, giving the ultimate flexibility and productivity to users and ultimately the business.
This shift will change our assumptions.Today’s exceptions will become the rule. Everyone will be mobile, working from personal devices through wireless connectivity. Accessing cloud data and apps, that are microcentric through app stores.This is a fundamental reinvention of work, compute and business.
So this new era, where everything changes, is defined by what we are calling the “3 PC” era. Three clouds – the personal cloud, private cloud and public cloud – all working together as a seamless, end-to-end system. People are at the front end in the personal cloud, sharing and working on any device, anywhere, accessing enterprise applications, desktops and services from the private cloud and leveraging the public cloud for infinite capacity and elastic efficiency.
From meetings to desktops to servers to clouds, Citrix is powering the next generation of computing. Let’s look at the technologies within each cloud that make up the virtual computing platform.At the front end is the Personal Cloud with Citrix Receiver to enable you to work everywhere. GoToMeeting to communicate and collaborate from anywhere, GoToAssist/Manage to support people wherever they are.What’s important is to have secure access to your apps, desktops and data and have them follow you around on any device. This is where the private cloud comes in with our flagship products. XenDesktop for the most complete desktop virtualization solution, going way beyond just VDI, to support the broadest array of users and scenarios – even the ability to deliver a virtual desktop to users who need to go offline with XenClient.And unparalleled leadership in the delivery of on-demand Windows, web and SaaS based apps with XenApp which is now fully integrated into our XenDesktop solution.Finally is the Public Cloud. This is about enabling IT to deliver any datacenter or any cloud based service in a transparent and secure fashion. XenServer for an enterprise-ready, cloud-proven server virtualization platform that is powering most of the world’s largest public clouds today.And CloudStack which is focused on “building and orchestrating” the cloud. It is not a traditional enterprise server virtualization platform with cloud management layered on top. It’s a powerful, lightweight, hypervisor-agnostic solution designed from the ground up to help you build clouds that are simple, automated, elastic, scalable and massively efficient.Bridging between the personal, private and public clouds is Networking. If you are building more traditional private clouds as an extension of your current enterprise server virtualization platform, we make it easy to connect to any external cloud offering with our innovative networking solutions –CloudGateway and CloudBridge. Both of these solutions are built on our powerful NetScaler SDX, MPX and VPX networking platforms, and are designed from the ground up to serve as a “service delivery fabric” for virtual datacenters and clouds. CloudGateway – sits at the “front door” of corporate datacenters giving IT an easy, unified way to orchestrate the delivery of any mix of SaaS, web and Windows apps to end users on any device.CloudBridge – sits at the “back door” of corporate datacenters, giving IT unlimited capacity by seamlessly and securely extending any datacenter to any external cloud service, regardless of hypervisor or platform.
Let’s start with the personal cloud. This is all about people. Empowering people. Enabling people to work and collaborate the way they want from any location, anytime, on any device. This is the essence of the “Personal Cloud”… it’s not something IT owns… it’s the collection of devices, apps, data, contacts and locations unique to each individual. The role of IT is to EMPOWER each employee or user, making it easy for them to access their own unique “cloud” of assets no matter who they are, where they are, or how what they need to do.
And it is about how we stitch together life and work to enable a truly mobile workstyle. To accomplish this requires tight integration between people, data and apps. Seamless access to people for collaboration and the apps and data you need to be productive.
The underlying vision is a follow-me fabric. Where your identity, preferences, data, apps all follow-you, seamlessly across your work and life, locations and devices.Let’s take a closer look at each of these pieces.
Let’s start with people. People need to be able to work with anyone, without borders. You need to make it easy for them to collaborate with each other in their new virtual workstyles… We have been enabling an amazing and immersive web collaboration experience with our GoToMeeting product. And we have recently expanded support for multiple languages including German, French, Italian and Spanish editions.
Citrix is extending the collaboration experience to bring workspaces for meetings. In addition to real-time meetings now you have the ability to create, share and store meeting content.GoToMeeting with Workspaces connects people, documents and meetings into a single place. You can do things like quickly start up a meeting, manage all of the information and tools that are relevant for a discussion within a workspace. Collaborate on a document directly within the meeting using discussion threads. Or share and send files directly from your meeting. Citrix GoToMeeting is revolutionizing the way meetings are done.
Content is critical to the equation – whether it’s content that we consume or it is content that we create – it becomes central to productivity in both our personal and work lives.Werecently made a very important move in this space with our acquisition of ShareFile.ShareFile is all about connecting andsharing information across people and devices. Making it really easy to send, synch and share data with the confidence that it is kept secure.
ShareFile allows you to create a password-protected collaboration space where you can exchange business documents easily and securely. Send and request files directly from outlook. A desktop widget enables you to upload, download, and delete files without ever launching a web browser. Plus access data from any device that always is the most up-to-date based on built-in data sync service. And most importantly, ShareFile is secure and compliant. Encrypt files for secure transfer, including capabilities such as remote wipe and account lock.
Finally, lets look at connecting people with secure, instant access to virtual desktops and applications on any device.
We recently introduced Citrix Receiver with Follow-Me Data. Our ShareFile acquisition not only provided a secure file sharing solution but it also enabled a follow-me data fabric that offers direct integration with Citrix products to create a seamless, centrally managed and accessible solution for any company to manage employee’s data.Receiver offers people secure access to work files and data. With the new follow me data enabled Receivers, people will be able to use either virtual applications or local applications to access and edit as well as synchronize and save work files and data. This will dramatically enhance the end user experience and integrate files and data beyond simple Windows Explorer access. A tech preview will be available this quarter, and customers can register at http://fmd.citrix.com
The combination of people, apps, and data enables a mobile workstylethat lets people work with anyone, anywhere, and on any device. This is what is giving people flexibility, making people more productive to blend life and work in a seamless way.
Now let’s turn our attention to the private cloud. This is about being able to aggregate and deliver the full range of IT services and apps in the datacenter you have today.
The first area to cover is about connecting the personal cloud to the private cloud. You need one URL to connect every single user with the services you want to deliver. It’s through something called a unified service broker which is the place where IT can aggregate silos of applications, Windows apps, SaaS and mobile apps, and Windows desktops. Aggregate data, whether it’s cloud data or enterprise data. Plus aggregate licensing, security policies and all of the things IT needs in order to ensure a high-performance delivery of services.
To accomplish this is Cloud Gateway which offers this ability to aggregate, orchestrate and deliver apps and data to any single device.
There are three fundamental components to CloudGateway: storefront services, content controllers, and gateway services.Storefront services connect directly to Receiver from every device. That’s where your identity and all the follow-me capabilities are stored. It’s built on top of gateway services that provide performance, security, and provisioning capabilities. Integrated into the storefront services are content controllers, controllers that plug the content right in — Windows apps like XenApp and XenDesktop or Web and SaaS apps. And then coming soon are controllers for mobile apps and data. So this simple construct leverages a lot of the technology we have in networking and virtualization, and brings it all together to provide the kind of unified service broker that IT needs to aggregate silos of apps and data, and one place for users to connect and get the kind of user experience they’re looking for. CloudGateway is available in two editions. The Express edition supports Windows apps and desktops, and is free for our XenApp and XenDesktop customers. The Enterprise edition adds web and SaaS app capabilities with future support for mobile and 3rd party data. Customers can upgrade from Express to Enterprise when you’re ready to add SaaS, web and follow-me data.
The next area I will cover is about building clouds inside of your private cloud for Windows. To provide Windows as a service — Windows apps and Windows desktops.
The traditional mindset of the desktop is changing – from device-centric to service oriented where we think of desktops and apps as a service.It is all about being people-centric, being device independent, consumer-like, self-service experiences by providing dynamic access wherever someone works. And to be able to meter all of this to provide usage-based type costs.
XenDesktop offers this in one enterprise complete product. We just released new versions – XenDesktop 5.5 and XenApp 6.5 – bringing another generation of revolutionary desktop virtualization technologies to you in one package. XenDesktop is #1 in the market. We have a huge partner community building Citrix Ready products for our desktop virtualization solution with 500+ Citrix Ready partners & 17,000+ verified products. Plus huge traction with our customers. 1,000 customers with more than 1,000 licenses in production. 75 customers with 10,000 licenses in production!
Desktop virtualization is being widely deployed today and customers are realizing return on investments such as improved business agility, tighter security and anytime, anywhere access. However we continue to hear our customers emphasize the need for more cost effective acquisition and deployment models.Citrix has made numerous advances to take the cost out of the equation, specifically to drive the first year capital cost of XenDesktop below physical desktops.
Another exciting announcement: HDX system-on-a-chip bringing all the power of HDX right to the silicon.By taking HDX and combining it with system-on-a-chip technology, you can reduce the size of the package, lower the cost, lower the power, and it’s embeddable in a full range of devices.
Personal vDisk allows you to radically reduce the cost of personal storage space by making the apps, preferences and data of an individual user independent from the master image. End-users enjoy a fully personalized virtual desktop experience while IT realizes both operational savings and a reduction in storage of up to 65% over a dedicated VDI deployment model.
Desktop Transformation brings the process, partners, tools and resources that provide a best-practice approach for helping IT accelerate success with desktop transformation. This is the result of the best minds at Citrix, together with customers and partners, coming out with the best way to implement desktop virtualizationPut simply, the wow is when customers understand what desktop virtualization can do for their business.The Desktop transformation model is the “How”
We also introduced a new partnership to help drive cost down.Citrix has acquired App-DNA to help thousands of customers speed deployment of desktop virtualization. The App-DNA AppTitude™ product enables organizations to quickly and intelligently assess their application portfolio and build migration plans to move apps to traditional Windows 7 desktops or virtual desktops.
We’re now going to move from the private cloud to the public cloud. The public cloud has amazing potential. We can connect public cloudsinto our private cloud so we can leverage all of the infrastructure, all of the apps and services, and low-cost, cloud computing capacity from external cloud and hosting providers. With Citrix public cloud solutions, the cloud becomes instantly more accessible. There are two things that we’re focused on: connecting clouds and building clouds — connecting clouds with CloudBridge and building clouds with NetScaler, CloudStack and XenServer.
We looked at the front door of the datacenter with CloudGateway. Now let’s look at the back door of the enterprise datacenter with CloudBridge which makes it easy to connect to cloud services in a secure and optimized way.Imagine that you want to add a cloud to your data center. You simply click on the cloud you want, put your credentials in and you are connected.
That simplicityis enabled with Citrix CloudBridge, which securelyconnects your data center to any cloud with full transparency so that all of your private cloud management and configuration seamlessly work with public cloud infrastructure.
The other way of connecting is on the network, to extend your service delivery network all the way down to the endpoint so that you can manage the kind of user experience you want to from a security and performance perspective. Citrix announced a new technology called NetScalerCloudConnectors, which offers an innovative solution to seamlessly extend the traditional networking footprint beyond the enterprise datacenter. NetScalerCloudConnectorsallow you to add connections for CDN, SSL acceleration, malware, and mobile apps right to further extend the security, the performance and control deeper into the network, right to the endpoint, close to where users are to deliver a predictable user experiencethat is becoming more and more important in a mobile world.
Next we are going to talk about building public clouds. This may not be the top priority for enterprise customers today, but will be a high priority soon. So Citrix is doing a lot of work here with service providers around the world to actually bring the next-generation cloud platform to market and perfecting it so that we can bring this kind of infrastructure to you. You can plug into it in the meantime through CloudBridge.
Cloud infrastructure is different than server virtualization. It offers the next generation computing architecture for the enterprise.Server virtualization was invented for traditional enterprise apps and client-server compute. It’s assumption set was built around hundreds of servers and resources. It was around a traditional type of labor-intensive management. And it was built around a proprietary approach to bringing infrastructure to market. This is largely contrasted with the cloud platform that Citrix has built which is designed for massive scale and next generation cloud services and apps. And is designed around an open architecture.
And Xenpowers most of the public cloud today.(Note on the data here. This survey looked at the 8,000 largest sites on the web that are hosted by cloud providers. AMZN and RAX had about 3,500 each. More than 90% were running Xen. This does not include cloud hosters who are hosting internal IT functions, as ESX would have a bit more share there, but still valid nonetheless).
Earlier this year Citrix acquired cloud.com – a leading startup in Cupertino, California with a team of deep cloud experts responsible for designing and deploying some of the world’s most successful public clouds. This acquisition further establishes Citrix as a market leader in infrastructure for the rapidly growing cloud provider market. In addition to the new CloudStack product line, the Xen virtualization platform powers most of the world’s largest public clouds, while the Citrix NetScaler platform delivers a fast, secure, reliable cloud experience for an estimated 75% of all internet users each day. Citrix announced its next release of CloudStack. CloudStack 3 brings new integrations and optimizations with XenServer, new integrations with NetScaler to bring the delivery network to CloudStack, and new integrations with storage capabilities from the OpenStack community. Today we have more than 70 companies running the most successful clouds on Citrix – from service providers to web 2.0 to enterprise environments.
We’ve also recently introducedCloudPortalwhich offers capabilities on top of CloudStack that allow service providers and cloud providers to simplify and automate commerce and customer service aspects of operating a cloud business including onboarding, account management, billing and metering, customer service and provisioning.CloudPortal is comprised of two editions: CloudPortal Services Manager provides out-of-box support for Windows-as-a-service as well as a popular business apps like Exchange, Office, Sharepoint, web hosting and more.CloudPortal Business Manager offers a comprehensive BSS/OSS such as account and partner management, pricing and billing, customer management and reporting capabilities that allow providers to bring clouds to market rapidly with all of the management tools they would need.
Putting it all together – here is a look at Citrix cloud solution architecture.We are winning because we offer a complete solution with an open platform and flexible architecture.
Why Citrix Wins:Large ReferencesZynga – 10000+ physical serversAmazon, Rackspace other leading cloud vendors run on XenServerFlexible ArchitectureAmazon-style Cloud (Netflix, Zynga, GoDaddy)Open platformOpenSource, Multi-Hypervisor, Multi-API, No Vendor Lock-inComplete solution Virtualization layer (XenServer + Cloud Platform (CloudStack) + Business Logic (CloudPortal) + Cloud Networking (NetScaler) Application marketplace and provisioning to accelerate time to revenue (Cortex)
Summing it all up, there are three PCs – the personal cloud to empower people; the private cloud, where the focus is on aggregation and delivering; and the public cloudto build and connect to cloud services. This is where the future is,offering the kind of productivity, agility and flexibility that people, business and IT need.Our unique strategy is to provide the “any-ness” that you need to connect any device to any kind of service and do it without worrying about the location, network, application and data. To do it also in the backend so that you can offer and connect to cloud services no matter where they’re madeand no matter how they’re built.
Citrix is leading the charge and we are starting a conversation about the new IT, that begins with people and delivers the technology to bring business value in a world that’s all about the cloud.
Citrix is providing better ways to do business, better ways to deliver IT services and better ways to work.
Citrix vision and product highlights november 2011
$1.9B revenue in 20106,600 employees worldwide10,000+ partners in 100 countries100% of Fortune 500250,000+ customers#1 Desktop & App virtualization75% of internet users80% of Public CloudsTop 5 SaaS vendor
A world where people can work or play from anywhere
lower better more cost security control deliver virtualize centralizePeople IT
virtual virtual workstyles datacenters virtual computing data | meetings | support | clients | desktops | apps | networks | servers | cloudsPeople IT
Receiver | ShareFile XenApp | XenDesktop | XenClientGoToMeeting | GoToMyPC | GoToManage XenServer | CloudStack | CloudPortal CloudGateway CloudBridge NetScaler Cloud Networking Powering virtual workstyles & cloud servicesd a t a | m e e t i n g s | s u p p o r t | c l i e n t s | d e s k t o p s | a p p s | n e t wo r k s | s e r v e r s | c l o u d s
My Data My My Prefs Apps My My MyFriends Location Devices My Life | My Work Personal Cloud
Device Service Device-centric People-centric Corporate PC Any type of deviceImage & deploy Self-service experienceLimited access Dynamic access Fixed costs Usage-based costs
• Any device, anywhere• Stunning HDX user experience• All virtual desktop models in one product• For all types of apps• Open and scalable
• New class of devices with HDX Ready System-on-a-Chip• Unique Citrix innovations (FlexCast, IntelliCache, Personal vDisk)• Industry advances in server, storage and hardware technology• Extensive “Wow to How” Desktop Transformation Model• New free “Success Accelerator” tool to share best practices• New free Virtual Desktop Assessment tool (scan, inventory, advise)
• All the power of HDX in silicon – New class of devices for virtual desktops and apps – Hardware-based HDX optimizations – Open standards-based program – Designed to keep up with new innovations• Full HD experience at a fraction of the cost – Reference designs from NComputing & TI – First devices in market in early 2012
Laptop Users Knowledge Worker Task Workers On-Demand Apps The Right Desktop for Every User
• 2X number of users on existing WAN• Flash redirection 1000s of miles• Local scanning and printing 6X faster• Guaranteed Quality of Service• Real time voice and video
• Personalized apps, data & prefs• Departmental & user installed apps• Single OS image management• Reduce storage by 65%• Personalized PC experience• Enables pooled VDI
Simple, proven, industry-endorsed best practices, tools and services to ease your transitionPhased approach to Broad industry Supporting tools, transformation partnerships resources & programs
• Market leader in speeding the migration of Windows & browser apps to new platforms Physical to virtual transitions OS and browser upgrades Existing apps to new platforms• Rapid Portfolio Analysis• Intelligent remediation• Automated app packaging
NetScalerCloudConnectors Citrix NetScaler CDN, SSL acceleration, Malware, & Mobile apps Connect NetScaler directly to 3rd party “last mile” cloud services to further secure and optimize web, mobile and SaaS apps
Server Virtualization++ Cloud PlatformBuilt for traditional Designed around big data,enterprise apps & massive scale &client-server compute next-gen cloud apps• Enterprise architecture for • Cloud architecture for 100’s of host servers 1,000’s of host servers• Traditional management • Autonomic management• Proprietary vendor stack • Open, value-added stack
• Largest Cloud Providers running Xen Amazon (Xen) RAX (XenServer) GoGrid (Xen) Linode (Xen)• Continued migration from OSS Xen to XenServer• New deployments almost Amazon Rackspace Other Solaris ESX exclusively on XenServer (Xen) (XenServer) (XenServer) Source: Jack of all Clouds (2011 survey)
• Secure, multi-tenant cloud orchestration platform Turnkey platform for delivering IaaS clouds Hypervisor agnostic Massively scalable, secure and open Open source, open standards• Deliver cloud services 50x faster at 1/5th the cost
• Comprehensive BSS/OSS portal Account management SaaS application portal Billing and metering CRM and support ticketing• Manages CloudStack and OpenStack resource pools• Accelerates differentiation and ROI
WINDOWS DEV DISASTER BRIDGE & BYO INFRA- YOURON-DEMAND & TEST RECOVERY GATEWAY PLATFORM STRUCTURE SERVICE CloudPortal NetScaler CloudStack NetScaler ESX Hyper-V XenServer KVM OVM VIRTUALIZATION Compute Network Storage
Telco and Service Web 2.0 and Enlightened Providers Media Enterprise
Greater productivity. Agile business. Flexible infrastructure. any any Powering virtual workstyles & cloud services d a t a | m e e t i n g s | s u p p o r t | c l i e n t s | d e s k t o p s | a p p s | n e t wo r k s | s e r v e r s | c l o u d s
A world where people can work or play from anywhere