End User Computing (EUC) continues to be a key element in corporate IT strategies, evolving from basic desktop management to complex digital workspace solutions encompassing remote work, VDI/DaaS, enterprise mobility, and broad employee-driven technology use. As digital work habits and technologies evolve, the need for strategic thinking in supporting and managing employee devices and applications has never been more critical.

Brian Madden, a distinguished critic, analyst, and thought leader in the EUC space, brings over three decades of experience to this discussion. From his early days in desktop support to founding the influential BrianMadden.com website and BriForum conference, Brian has been at the forefront of the EUC conversation, offering insights and predictions that have often predated major industry shifts.

In this engaging and informative talk, Brian will review the current state of the EUC industry in 2024 and forecast the developments we can expect in the coming years. Reflecting on recent developments, such as the acquisitions of Citrix and VMware by private equity, Google's acquisition of Cameyo, and Microsoft's ascent to one of the world’s most valuable companies, he’ll provide a nuanced perspective on the continuing strategic importance of familiar technologies while blending in the latest thinking.

Key topics will include:
• The evolving role of Windows: Dying, or more important than ever?
• Is today’s mobile-first world making the desktop more or less relevant?
• Is unified endpoint management finally real, or did we chase the wrong thing?
• The ongoing effects of the consumerization of IT in a world where employees have the power?
• The emerging influence of AI in shaping EUC strategies.

Attendees will leave with a comprehensive understanding of where the EUC industry stands today and where it’s headed, equipped with insights to build successful strategies for the future of work effectively. Brian’s deep expertise and entertaining and humorous presentation style promise to make this session both educational and enjoyable.