Amir Sohrabi, the Area VP for Emerging Markets at Citrix, speaks about how his company is investing in the workforce of tomorrow
Which products and solutions do you offer for today’s workplace?
The way we work is changing. Today’s remote workforce no longer views work as a place people go but rather as something they do. Now more than ever, employees need a reliable way to work from any location—on any device, at any time.
Adopting a work-from-anywhere “digital workplace” model— one that’s not tied to any one geography, network, or set of devices—leads to a superior user experience, increased employee engagement, and greater productivity. This is precisely what Citrix digital workspaces are designed to help businesses achieve.
Citrix Workspace is a digital workspace solution that lets employees securely access company apps and data in one central platform. It provides a single interface where individuals can securely access all of their SaaS and web apps, corporate data and files, and virtual apps and desktops—and offers high quality, consistent user experience regardless of the user’s device, location, or network.
How do you think technology today helps businesses grow?
According to a study conducted by the Economist Intelligence Unit, a superior employee experience not only drives better productivity, engagement, and retention but also improves customer satisfaction and profitability. And this is where technology comes into play. A good user experience enables focus, and when employees feel empowered by the tools they use rather than encumbered by them, they can focus, innovate and deliver value.
How is your company investing in the workforce of tomorrow?
Today’s young employees are the engines of the knowledge economy and tomorrow’s business leaders. And according to the latest research from Citrix, “The Born Digital Effect”, they’re primed to deliver an extra $1.9 trillion globally and $51 billion in the UAE in corporate profits. As early as 2035, the fate of businesses – and by extension, global economies – will be in their hands.
Successfully attracting and retaining the next generation of leaders will require organisations to invest in the flexible, efficient, and engaging work environment in which they thrive. At Citrix, thanks to our solutions, we can answer the technology challenge. Our company culture, values, and intense focus on the employee experience are also key. That is why Great Place to Work and Fortune named Citrix a 2021 100 Best Companies to Work For.
How is your company working towards a sustainable future?
Citrix enables business efficiency by giving people the ability to work from anywhere, on any device, on any network. This can dramatically decrease the greenhouse gas emissions associated with employee commuting and client computing. With 100 million users in more than 100 countries, Citrix believes that sustainability at scale is one of our biggest opportunities.
But we’re also interested in the broader knock-on effects of remote work and how our solutions allow people to do their best work, nurturing more sustainable lifestyles and helping people feel fulfilled professionally and personally. Our software provides a unique opportunity to enable business efficiency on a vast scale and help our customers meet their own carbon reduction goals, and Citrix solutions can help them transition away from more energy-intensive practices. In terms of our direct environmental impact, we are constantly improving how we measure, track, and reduce carbon emissions.
How do you think tech will shape the 2021 landscape?
The pandemic has merely reinforced a long-established trend: ever more applications – and with them, workflows and entire business processes – are moving to the cloud. It is now clear that cloud-based infrastructure’s benefits go beyond unusual or emergency measures and can be leveraged by companies to face new challenges while enabling resilience and growth.
But we now know that a successful digital transformation isn’t only about infrastructure and application modernisation. It requires organisations to transform various aspects of the business, including workforce, operations, data strategies, security and governance, processes, and business models.