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Three screens and a cloud: A new love story

Zafar Anjum | Oct. 7, 2010
Reporting from Berlin where Citrix Synergy 2010 is underway,'s online editor finds out how high-speed internet, virtualization and cloud computing are re-inventing work and impacting business growth, as seen by the CEO of Citrix, Mark Templeton.

Mark Templeton, president and CEO of Citrix, delivering his keynote address at Citrix Synergy 2010, Berlin.

BERLIN, 6 OCTOBER 2010Business innovation is why we are here, said Mark Templeton, president and CEO of Citrix in his keynote address to over a thousand enthusiastic participants of Citrix Synergy 2010.

Born as a user conference more than 10 years ago, Citrix Synergy brings together leaders and practitioners of virtualization, cloud computing and networking every year to build a simpler and most cost-effective IT environment. This year, Citrix is holing this event for the first time outside of the USA, in Berlin (October 6-7, 2010).

Underlining the significance of innovation as the corner stone of this leading provider of virtual computing solutions, Templeton said that his company does not believe in getting stuck in technology but wants to focus on helping its users in business innovation.

We want to give users new ways to work, he said to a cheering crowd that received him onstage like a superstar. He said that his company wants to help users find faster ways to business growth, be it opening of a branch office, integrating an acquisition, starting an offshore process or bringing onboard a new employee.

Re-invention of work

Using the model of this years Citrix Innovation award winner, the Co-operative Group (the runner ups were ONeill of Europe, Chemtura of USA and Perfetti van Melle of India), Templeton illustrated how work is being re-invented by the new generation of users and workers. Work is going virtualized, he said. Todays workers want to do whatever, whenever, wherever in their work space, and the line between work and private life is blurring, he added. For example, a mother may want to first pick up her child from school and then complete the office work; a CEO may want to check his email at 6 in the morning and come later to the office later after the rush hour; and a sales guy may want to participate in a video conference on the move on his iPad.

The question is: what is driving this change and how will it impact businesses?

This new mantra of whatever, whenever, wherever, he said, is being empowered by high-speed internet, virtualization and cloud computing. He calls it the three screens and a cloud modela kind of a love quadrangle in the life of todays workers.

Templeton defined the relation like this: for the new generation of workers, the big screen is for creationit stands for empower me; the small screen (smartphones) is like snackit stands for alert me; and the new kid on the block, medium screens (the iPads and the Streaks of this world) provide the dining experiencethey stand for show me.


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