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StaffCITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 2015GUY BIEBER – MANAGING EDITOR / LEAD AUTHORMATT HYNE – AUTHOR (EDUCATION, HEALTHCARE)Guy Bieber leads the production of the Technology Landscape as Citrix’s chief futurist. Guy is the Director of Strategy andMatt Hyne is the Director of Strategy and Communications in the Citrix Technology Office and a member of the CitrixArchitecture for Citrix Labs and the CTO Office. Guy drives strategy, advanced research, and architectural initiatives. GuyCTO Office. Matt is responsible for researching new technology and market opportunities that will develop into newpreviously served in the CTO Office at General Dynamics having worked on advanced military research and architectedbusiness areas for Citrix. Matt is also the co-lead for the Citrix Future of Healthcare initiative that is looking at applyingbillion dollar programs. Guy has worked on everything from large command and control centers, to wearable fighting systems,new technology innovations to improve healthcare. Prior to Citrix, Matt held R&D leadership roles at Cisco, Ericsson andto intelligence and surveillance systems, targets for the Patriot missile, and many other systems. His diverse background givesCSIRO where he developed some of the most innovative technologies that make what the Internet is today. Matt washim a unique view of the future.also General Manager, Asia with Myriad Group where he led commercial engagements with major service providers andmobile vendors including Samsung, LG, Vodafone and Softbank.REUVEN COHEN – AUTHOR (FINANCE AND RETAIL)Reuven is recognized as an early innovator and thought leader in cloud computing. He leads worldwide advocacy effortsKYARA-LOMER-CAMARENA – COPY EDITORfor Citrix, with a particular focus on increasing the reach and influence of Citrix’s extensive portfolio of technology solutionsKyara Lomer-Camarena is the strategist for the Information Experience team at Citrix, where she interacts with customers andused by more than 330,000 customers and 100 million end users across the globe. A serial entrepreneur, Reuven foundedacross teams to create and curate top-quality technical information experiences. Kyara is also the communications directorEnomaly, which was among the first to develop a self-service infrastructure as a service (IaaS) platform in 2005, and wasfor Citrix CubeFree, an app that helps mobile workers find great places to work outside the office. Prior to Citrix, Kyara was anacquired by Virtustream in 2012. Reuven also founded SpotCloud in 2011, the first commodity style cloud computing Spotaward-winning journalist with Tribune Co., where she has been a reporter, TV correspondent, newspaper editor, and managingMarket. Reuven writes The Digital Provocateur column for Forbes.com and co-hosts the DigitalNibbles Podcast, sponsorededitor of a parenting magazine. She has created more than 10 new publications and played a critical role in shifting traditionalby Intel. He is the co-founder of CloudCamp (300 Cities around the Globe), the largest unconference where early adopters ofprint journalism to a community-based online experience.Cloud Computing technologies exchange ideas. He has served as a board member to the Information Technology Associationof Canada as well as a strategic advisor to Sun Microsystems, Amazon.com, York University, and others.KURT ROEMER – AUTHOR (HEALTHCARE, SECURITY)As Chief Security Strategist for Citrix Systems, Kurt Roemer leads the security, compliance, risk and privacy strategies forCitrix products. As a member of the Citrix CTO Office, Roemer drives ideation, innovation and technical direction forproducts and solutions that advance business productivity while ensuring information governance. An information servicesveteran with more than 20 years experience, his credentials include the Certified Information Systems Security Professional(CISSP) designation, he served as Commissioner for the US public-sector CLOUD2 initiative and he led efforts to developthe PCI Security Standards Council Virtualization Guidance Information Supplement for the payment card industry whileserving on the Board of Advisors. Kurt is an active member of the ETSI NFV (Network Function Virtualization) specificationteam, and is Rapporteur for developing NFV Security and Trust Guidance.TRENTON CYCHOLL – AUTHOR (EDUCATION)Trenton has been part of the Citrix team for over 17 years. He has a proven track record of successfully implementing technologyand solutions that have helped Citrix scale and transform. Currently, he is Managing Director of Apps and IntegrationManagement within Worldwide Operations. His responsibilities include enterprise applications, integration technologies,business intelligence technologies, and application architecture. His innovative leadership has brought evolution to Citrixthrough the use of cloud technologies, mobility platforms, and strategic use of APIs at Citrix. Trenton holds a Bachelor ofScience in Mechanical Engineering from Florida Atlantic University.DEBORA AOKI – ART PRODUCTIONAs Senior Information Experience Designer at Citrix, Deb uses both her 15 years of experience in interactive/online contentdevelopment and marketing, plus her 20 years of experience in comics/illustration to facilitate brainstorming, developstoryboards for user testing, and illustrate user personas, customer journeys, and flow scenarios to drive customer-centricproduct development.DON CLAVETTE – DOCUMENT PRODUCTIONDon Clavette is a Senior Graphic Designer who brings a wealth of experience in both traditional art and digital design tothe team and is known for his imaginative illustrations and expert draftsmanship. He joined Citrix in 2002 and has sinceworked on designs for print, web, events and motion graphics. Don’s prior experience includes illustrating book andmagazine covers for more than 10 years for publishers such as Ballantine Books (Del Rey), Berkley Publishing Group andWarner Books to mention a few.

01Executive SummaryFPO“Innovation - Dramatically and irreversibly changing theworld for the better.”-Chris HylenIN THIS CHAPTER-- Trends Update-- Work Transformed-- Internet of ThingsSince last report we landed on acomet, saw the first car printed injust 44 hours, India went to Marsfor 9 times less than the U.S. mission,Apple entered the wearable marketwith the Apple Watch, robot salesassistants arrived at Lowe’s, nanobotsare under development to treatcancer, small nano-satellites imagethe Earth every 24 hours, MicrosoftHoloLens jumped into the intersectionof gaming and wearable technology,3-D printing got 25 times faster,and so many more amazing things.Innovators are moving at anastonishing pace to improve theworld. This brings us to this year’stheme for the Technology Landscape:Creating Your Future. We want toprovide you the information and toolsnot only to anticipate the future butto create it.-- Innovation-- Finance and Retail-- Education-- Healthcare-- What It All MeansCITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 20153

01Executive SummaryFPO“Innovation - Dramatically and irreversibly changing theworld for the better.”-Chris HylenIN THIS CHAPTER-- Trends Update-- Work Transformed-- Internet of ThingsSince last report we landed on acomet, saw the first car printed injust 44 hours, India went to Marsfor 9 times less than the U.S. mission,Apple entered the wearable marketwith the Apple Watch, robot salesassistants arrived at Lowe’s, nanobotsare under development to treatcancer, small nano-satellites imagethe Earth every 24 hours, MicrosoftHoloLens jumped into the intersectionof gaming and wearable technology,3-D printing got 25 times faster,and so many more amazing things.Innovators are moving at anastonishing pace to improve theworld. This brings us to this year’stheme for the Technology Landscape:Creating Your Future. We want toprovide you the information and toolsnot only to anticipate the future butto create it.-- Innovation-- Finance and Retail-- Education-- Healthcare-- What It All MeansCITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 20153

Each year, the Citrix CTO Office updates you on the latest trends. This year, we added a special feature on work transformation,talking about the forces shaping the workforce and the impacts of those forces. We added a special feature on innovationbest practices from the outliers who consistently get unusual results and who outperform everyone else: moonshots, unicorns,and the crazy ones. There is also a special feature on the Internet of Things, which represents the biggest expansion ofcomputing and IT ever. We also will give you our view of these changes’ impacts on various verticals, including finance/retail, healthcare, and education.If you go on this journey with us, we will help you make sense of these dramatic changes. We will make your work moremeaningful and five times more productive. We will help your company reinvent itself through innovation, and as always,we strive to help you work better and live better.Hybrid intelligence will enablespecialized artificial intelligence andpeople to work together in ways thatdramatically outperform either alone.Trends UpdateWork TransformedInnovationInternet of ThingsWe see new, specialized computing architectures (neuromorphic,We see tremendous forces reshaping work as we know it.This year’s landscape is themed “Creating Your Future,” so weThe entirety of the physical world is coming online rapidly.vision, hearing, no power) dramatically changing how weWork is no longer a place. For employees, we see morethought we would share all of the cool stuff we have learnedGartner predicts we will go from 4.9 billion network connectedcan sense and understand the world. We predict that simplemeaningful jobs, coping with “infotoxication,” freelancing,about innovation. You probably already know about leanthings today to 25 billion things in 2020. Smart things willcameras and mics will be replaced with depth cameras andremote/flex work, productivity improvement, and automation.startup, design thinking, and agile development. We lookedsoon outnumber every other kind of computing device,directional audio in the next five years. Just like smart TVs haveFor employers, this includes accelerating the speed ofto role models to find the outliers of innovation, includinggenerating more data, causing more network traffic, andall but replaced TVs, simple mics and cameras will be a thinginnovation, better use of facilities, and major IT shifts (cloud,PayPal, Apple, Google, venture capitalists, DARPA, P&G, andusing more cloud computing and storage. The Internet ofof the past. These sensing gains represent the end of dataSaaS, BYO). These forces are driving a workplace flip, wheremore. We have been seeking unicorns, moonshots, and theThings (IoT) promises efficiency gains, productivity gains,entry and the beginning of computing that understands us,employees co-locate 20 percent of the time and workcrazy ones to create innovation gravity. Gravity is a key forceand better experiences by closing real-world control loopsimproves our senses, and creates anticipatory experiences.elsewhere 80 percent of the time. This may be at customerbehind the formation of planets and life. Innovation gravityto enable new levels of automation. Things with APIs addsites, partner sites, coworking spaces, or home, often allowingaligns the forces necessary to create continuous innovation into the growing number of cloud-based services with APIs.them to reclaim hours of travel time each day. The office isyour company. In addition, we discuss the advantages and“Integrate Everything” will be the new mantra where cloudbecoming a reconfigurable activity-oriented workspacepitfalls of “intra-preneurship” and the amazing amount ofservices and services provided by things work seamlesslydesigned for collaboration. Workers are losing large amountsinnovation activities at Citrix.together. IoT will represent the end of data entry as we willWe believe there will be tremendous productivity gains drivenby hybrid intelligence and robotics. Hybrid intelligence willenable specialized artificial intelligence and people to worktogether in ways that dramatically outperform either alone.Machines are surpassing humans at some tasks. Deep learningover massive data sets is able to build super-human capabilitiesfor some human tasks such as voice recognition and facialrecognition. The interface to people will open up dramaticallyof productive time because of unnecessary email (1.2 hourssense and collect all the data in real time. This representsa day), ineffective meetings (1.6 hours a day), and interruptionsthe biggest expansion of IT ever by bringing operational(2 hours a day). That is over half our typical day. No wondertechnology to industries that traditionally did not have IT,people are compelled to use mobile technology to reclaimsuch as agriculture, construction, and city infrastructure.downtime for work.as the virtual world and physical world blend with technologiessuch as Magic Leap and Microsoft HoloLens. These interfacesThis rebalancing will drive changes in the individual/will allow us to maximize use of our spatial memory to processcollaborative work ratio to optimize productivity. We believemore information, understand more, and work faster.the quantified self-movement will extend to the other halfof our lives—in other words, work. Quantified work will beThe highest-impact robotics that will occur in the next fiveyears are driverless cars. This will forever change public andprivate transportation, delivery, safety, parking, traffic, andcar utilization (we currently utilize our cars 5 percent of thetime, while they sit idle 95 percent of the time). The robotsare here; they’re just not widely distributed. Robots areinvading sales and inventory, cleaning, security, manufacturing,agriculture, health care, homes, and humanoid robotics aremaking great strides forward. This combined with cheaplike having a confidential executive assistant that helps freecognitive bandwidth (keep us present), optimize for flow (fiveInnovation Gravity Top 10 Self-SelectedTroublemakersSmall to go BigFriends-time increase in productivity), and help us process informationat our fastest productive rate. This virtual executive coachwill be extended with specialized hybrid intelligence thatwill blend human and artificial intelligence together tosignificantly outperform either alone. AARRR Metrics Adoption / Valuebefore Revenue1% to 4% Good QuestionsPrototype, Don’t PitchAccelerated HackingIterate with CustomersTime-boxed Experiments Creative Abrasion Creative Agility Creative Resolution12345678910Many viable independent triesStories not ideasTeams not ideasBurn the ships to embrace riskLearning, not failureThink biggerData-driven value creationScr-happinessOpen innovationFoster collective genius Crazy SecretPainful ConstraintBreak AssumptionsSeek IntersectionsSeek PerspectivesAvoid CompetitionDisruption BiasTimeboxPareto’sLaw20% EFFORT80%RESULTIllustration by Guy Bieberrenewable energy will create productivity gains like wehave never seen before.4CITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 2015CITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 20155

Each year, the Citrix CTO Office updates you on the latest trends. This year, we added a special feature on work transformation,talking about the forces shaping the workforce and the impacts of those forces. We added a special feature on innovationbest practices from the outliers who consistently get unusual results and who outperform everyone else: moonshots, unicorns,and the crazy ones. There is also a special feature on the Internet of Things, which represents the biggest expansion ofcomputing and IT ever. We also will give you our view of these changes’ impacts on various verticals, including finance/retail, healthcare, and education.If you go on this journey with us, we will help you make sense of these dramatic changes. We will make your work moremeaningful and five times more productive. We will help your company reinvent itself through innovation, and as always,we strive to help you work better and live better.Hybrid intelligence will enablespecialized artificial intelligence andpeople to work together in ways thatdramatically outperform either alone.Trends UpdateWork TransformedInnovationInternet of ThingsWe see new, specialized computing architectures (neuromorphic,We see tremendous forces reshaping work as we know it.This year’s landscape is themed “Creating Your Future,” so weThe entirety of the physical world is coming online rapidly.vision, hearing, no power) dramatically changing how weWork is no longer a place. For employees, we see morethought we would share all of the cool stuff we have learnedGartner predicts we will go from 4.9 billion network connectedcan sense and understand the world. We predict that simplemeaningful jobs, coping with “infotoxication,” freelancing,about innovation. You probably already know about leanthings today to 25 billion things in 2020. Smart things willcameras and mics will be replaced with depth cameras andremote/flex work, productivity improvement, and automation.startup, design thinking, and agile development. We lookedsoon outnumber every other kind of computing device,directional audio in the next five years. Just like smart TVs haveFor employers, this includes accelerating the speed ofto role models to find the outliers of innovation, includinggenerating more data, causing more network traffic, andall but replaced TVs, simple mics and cameras will be a thinginnovation, better use of facilities, and major IT shifts (cloud,PayPal, Apple, Google, venture capitalists, DARPA, P&G, andusing more cloud computing and storage. The Internet ofof the past. These sensing gains represent the end of dataSaaS, BYO). These forces are driving a workplace flip, wheremore. We have been seeking unicorns, moonshots, and theThings (IoT) promises efficiency gains, productivity gains,entry and the beginning of computing that understands us,employees co-locate 20 percent of the time and workcrazy ones to create innovation gravity. Gravity is a key forceand better experiences by closing real-world control loopsimproves our senses, and creates anticipatory experiences.elsewhere 80 percent of the time. This may be at customerbehind the formation of planets and life. Innovation gravityto enable new levels of automation. Things with APIs addsites, partner sites, coworking spaces, or home, often allowingaligns the forces necessary to create continuous innovation into the growing number of cloud-based services with APIs.them to reclaim hours of travel time each day. The office isyour company. In addition, we discuss the advantages and“Integrate Everything” will be the new mantra where cloudbecoming a reconfigurable activity-oriented workspacepitfalls of “intra-preneurship” and the amazing amount ofservices and services provided by things work seamlesslydesigned for collaboration. Workers are losing large amountsinnovation activities at Citrix.together. IoT will represent the end of data entry as we willWe believe there will be tremendous productivity gains drivenby hybrid intelligence and robotics. Hybrid intelligence willenable specialized artificial intelligence and people to worktogether in ways that dramatically outperform either alone.Machines are surpassing humans at some tasks. Deep learningover massive data sets is able to build super-human capabilitiesfor some human tasks such as voice recognition and facialrecognition. The interface to people will open up dramaticallyof productive time because of unnecessary email (1.2 hourssense and collect all the data in real time. This representsa day), ineffective meetings (1.6 hours a day), and interruptionsthe biggest expansion of IT ever by bringing operational(2 hours a day). That is over half our typical day. No wondertechnology to industries that traditionally did not have IT,people are compelled to use mobile technology to reclaimsuch as agriculture, construction, and city infrastructure.downtime for work.as the virtual world and physical world blend with technologiessuch as Magic Leap and Microsoft HoloLens. These interfacesThis rebalancing will drive changes in the individual/will allow us to maximize use of our spatial memory to processcollaborative work ratio to optimize productivity. We believemore information, understand more, and work faster.the quantified self-movement will extend to the other halfof our lives—in other words, work. Quantified work will beThe highest-impact robotics that will occur in the next fiveyears are driverless cars. This will forever change public andprivate transportation, delivery, safety, parking, traffic, andcar utilization (we currently utilize our cars 5 percent of thetime, while they sit idle 95 percent of the time). The robotsare here; they’re just not widely distributed. Robots areinvading sales and inventory, cleaning, security, manufacturing,agriculture, health care, homes, and humanoid robotics aremaking great strides forward. This combined with cheaplike having a confidential executive assistant that helps freecognitive bandwidth (keep us present), optimize for flow (fiveInnovation Gravity Top 10 Self-SelectedTroublemakersSmall to go BigFriends-time increase in productivity), and help us process informationat our fastest productive rate. This virtual executive coachwill be extended with specialized hybrid intelligence thatwill blend human and artificial intelligence together tosignificantly outperform either alone. AARRR Metrics Adoption / Valuebefore Revenue1% to 4% Good QuestionsPrototype, Don’t PitchAccelerated HackingIterate with CustomersTime-boxed Experiments Creative Abrasion Creative Agility Creative Resolution12345678910Many viable independent triesStories not ideasTeams not ideasBurn the ships to embrace riskLearning, not failureThink biggerData-driven value creationScr-happinessOpen innovationFoster collective genius Crazy SecretPainful ConstraintBreak AssumptionsSeek IntersectionsSeek PerspectivesAvoid CompetitionDisruption BiasTimeboxPareto’sLaw20% EFFORT80%RESULTIllustration by Guy Bieberrenewable energy will create productivity gains like wehave never seen before.4CITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 2015CITRIX 2020 TECHNOLOGY LANDSCAPE APRIL 20155

As mobile technology drives a shift inhow we buy things, the revenue thatthe payments industry extracts couldgrow tremendously.For things, location really matters, and location will beEducationWhat It All Meansa major factor in the sharing and onboarding of things.Education is one of the last major industries to experienceToday is amazing, and the future will be even more amazing. We hope to leave you inspired, in awe, and with someLocation is as important for sensors on a pipeline as it is tosignificant technology disruption and transformation. Forpractical advice. The software-defined workspace will continue to improve your quality of life and business productivity.fleet tracking sensors or to the light bulb or to the TV youyears, the education system has been modeled after factoriesHere is advice for individuals for over the next five years:want to control. Low power, power mining, and wireless-and “manufacturing” knowledgeable individuals for use inpower technologies will soon break the last cable to things:the work environment. We are moving to a world wherethe power cord. All this new sensing wi

Management within Worldwide Operations. His responsibilities include enterprise applications, integration technologies, business intelligence technologies, and application architecture. His innovative leadership has brought evolution to Citrix through the use of cloud technologies, mobility platforms, and strategic use of APIs at Citrix.