In opening Microsoft Inspire, Microsoft CEO Satya Nadella heralded the unarguable role that digital transformation plays in every business, saying companies must continue to “infuse digital tech into every business process to get more out of less.”

That “digital imperative,” as Nadella called it, is all about doing more with less: “It is about applying technology to amplify what you’re able to do across an organization so you can differentiate and build resilience.”

At Citrix, we couldn’t agree more. Here are three trends that shaped this year’s Inspire event.

1) Everyone is accelerating into cloud.

Many presentations included details about the opportunity for channel partners to help customers convert technology spend from CAPEX to OPEX, and the opportunity that presents to showcase their value by uncovering new productivity using existing technology investments. Citrix enables partners to not only accelerate customer migration to the cloud, but offers flexibility for those in the process, and works with partners to offer high-value services that both accelerate the journey but also to create unique IP to address the optimization of existing technologies during the process.

2) Flexibility is non-negotiable

Research shows that 73 percent of employees want flexibility but also time with colleagues, meaning hybrid work is here to stay. During Inspire, partners were encouraged to consider two key elements as they supported customers: the many ways and places people work in today’s remote and hybrid workplaces and how those variants impact every business process in the organization. The next step? Using automation to supercharge collaboration.

Read Work Rebalanced: The Citrix Hybrid Work Report

User experience — UX — also headlined during Inspire, including the expanded role played by Citrix with Windows 365, announced by Microsoft during the event.

3) Security must be top of mind

With industry research predicting that cybercrime will cost the world $10.5 trillion each year by 2025, security is now the lynchpin for all technology solutions. Gone are the days of piecemeal security solutions offered by multiple vendors and patched together by partners. Today, integrated and seamless security that wraps around productivity, access, and user experience is a prime opportunity for partners to secure hybrid work without bogging down employees with cumbersome access. The goal: secure with less cost and reduced complexity.

For Citrix, enabling our partners to deliver high-performance hybrid work solutions is front and center, supported by partner programs built to accelerate sales and create a differentiating value in the marketplace. Citrix empowers partners to support customers and their employees with hybrid work; design, build, and implement digital workspaces; and create tailored, repeatable, and scalable solutions and services.

Did you miss Citrix at Microsoft Inspire? Watch our on-demand session and learn how combining Citrix and Microsoft solutions can help your business earn bigger deals, create new revenue streams, and wrap high-value services around hybrid work and cloud migration projects.

See a demo of Citrix HDX Plus for Windows 365

Not a Citrix partner yet? Join us today to grow your business and offer even greater value to your customers.