My name is Benjamin Baer (and yes, I prefer Benjamin) and I joined Citrix as part of the desktop marketing team last August (2010). Originally I was responsible for a wide range of marketing tactics including the development of cross-desktop demand generation messaging, and a portion of Receiver marketing (only the part that resides on Windows and Macintosh desktop systems). That has changed somewhat following the beginning of the year. Today I work for the Receiver and End User team in managing marketing across all of Citrix Receiver distributions.

As a 20-year veteran in high tech marketing virtualization technologies hold a keen interest for me. They remain – on both the server and desktop – completely esoteric technologies but have become mission critical for everyone in IT. From a marketing perspective, selling virtualization in any form is a challenge as it presents a different way to implement infrastructure that, in many ways, flies in the face of years of IT best practice. From that perspective it’s been fun to be at the cutting edge of the virtualization revolution and to join Citrix at a time when the company and the XenDesktop / XenApp solutions are achieving industry traction and recognition.

Technology Consumerization isn’t New to Me!

Another little fact about me: I’ve always been a Macintosh fan. Please don’t hold that against me as I’ve spent the vast majority of my career selling Windows and Unix solutions. However my first technology job (while still in high school) was working on the assembly line at the Macintosh factory in Fremont, CA. As a non-Windows user I’ve always been challenged in providing my own IT support. I’ve lugged around my own personal laptop to every job and every company I’ve ever been associated with. Generally speaking networks have been friendly enough to access the web, email and file & print services. However I have a long history in something we casually call consumerization today. Today it’s not only about a personal laptop: Individuals are bringing their cell phones and tablets along with them into work and expecting IT to support them just as readily as they do when they provide a work laptop. This is why Citrix Receiver represents a significant value for IT and a see change for end users. No longer tied to a specific platform implementation, end users are free to choose their own preferred access device (or, in most cases, devices). IT can increasingly become an enterprise desktop or applications service provider and support end users choice without any sacrifice to security or availability. Quite the contrary, IT can get out of the end device break fix business and instead focus on quality of service and access. At Citrix we call this the “Power to Say Yes!” and Receiver represents the vanguard software solution for end users…