With new and re-branded products from Citrix (Receiver, Merchandising Server, Dazzle) Citrix seeks to redefine corporate desktop computing around service delivery rather than asset deployment and management. A major theme of Citrix's strategy is end-user self service:
- Enterprises will migrate to a BYOC (Bring Your Own Computer) or DaaS (Desktop-as-a-Service) environment.
- Desktop management will have a smaller budget than office supplies.
- Employees will be able to access their work computer from wherever they are or need to be.
In this, Citrix is taking a page from the iTunes book to bring automation and self-service to enterprise desktops and improve user experience while driving down IT operational costs.
