Citrix Systems: How Communities Foster Innovation at Citrix
by Chris Fleck, Vice President of Community and Solutions Development, Citrix Systems
Chris will show how communities and social media foster innovation at Citrix – including "disruptive" innovation that can supplant entrenched competition and even launch entirely new market opportunities. One example: Citrix is challenging the entrenched leader in the server virtualization market, where Citrix had no presence or mind share. Using social media together with a new usage based product strategy it generated 150,000 downloads – downloader's included some ten percent of the Fortune 500 – who are now using a version of Citrix virtualization software. Another example: using blogs to gather feedback regarding a proposed Apple iPhone app, Citrix was able to bypass the traditional market research process and respond quickly to end users who needed the app. That got the firm's foot in the door of another new target market: mobility solutions. Chris will also expand on his 10 Tips for Raising Awareness – and Gaining Participation – in Your Using Social Media Programs.