---
description: EUC World Amplify 2026 runs Sept 29 to Oct 1 at the Baird Center in Milwaukee. Why we go, who is speaking, and what to see.
title: "Beyond the Sales Pitch: Why We’re Heading to EUC World Amplify 2026"
image: https://www.storagereview.com/wp-content/uploads/2026/07/EUC_World_Picture7.jpg
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[Home](https://www.storagereview.com/) » [News](https://www.storagereview.com/news) » Beyond the Sales Pitch: Why We’re Heading to EUC World Amplify 2026
# Beyond the Sales Pitch: Why We’re Heading to EUC World Amplify 2026
by Tom Fenton on August 9, 2026
[Enterprise](https://www.storagereview.com/enterprise) ◇ [Thin Client](https://www.storagereview.com/enterprise/thin-client)
Over the past two years, end-user computing (EUC) has evolved at a pace that we have never seen before. This is being driven by rapid AI integration, major platform licensing shifts, and massive enterprise migrations to Windows 11. In this rapidly changing environment, independent, community-driven gatherings have become essential for IT architects and administrators looking for practical, unbiased guidance. That’s why we’re headed up to beautiful Milwaukee, Wisconsin, on the shore of Lake Michigan for [EUC World Amplify 2026](https://worldofeuc.org/EUCWorld2026). The event runs September 29 through October 1 at the [Baird Center,](https://bairdcenter.com/) opening with a reception on the evening of September 28. What follows is three full days of technical sessions and roundtable discussions focused on EUC.
We really enjoyed [last year’s EUC World Amplify](https://www.storagereview.com/news/day-one-at-euc-world-amplify) because it focused on the community and stayed vendor-neutral. That’s what convinced us to head to Milwaukee again this year. Instead of endless sales pitches like at some other conferences, we spent time with EUC experts talking about real issues, like moving from Windows 10 to 11, dealing with hypervisor changes, and tuning DaaS environments for cost and performance. This year, the event will again bring together EUC engineers, practitioners, and solution providers for in-depth technical discussions.
## Key Themes and Big Picture Focus
The EUC community, rather than a single company, designed this three-day gathering to address the operational challenges facing enterprise IT, and we at StorageReview will be at the event to gather information on the latest EUC trends and, more importantly, how practitioners are reacting to them.
Of course, we expect AI to be front and center at the event, and we are keeping a close eye on how AI is reshaping not only the physical and virtual desktop landscape but also desktop monitoring and endpoint management.
We expect there will be no shortage of discussion about the post-Broadcom VDI landscape, with people examining their hypervisor options and cloud-native desktop delivery methodologies by talking to vendors such as [Omnissa](https://www.omnissa.com/), [Citrix](https://www.citrix.com/), [Nutanix](https://www.nutanix.com/), and [Nerdio](https://getnerdio.com/).
![EUC World Amplify 2026 themes: community-driven sessions, AI-driven EUC, post-Broadcom strategies, and Windows 11 endpoint security]()
Windows 11 and endpoint security will be a hot topic at the event, and we noticed sessions promising practical strategies for zero-trust endpoint access, secure browsers, and high-density guest deployment.
## Featured Speakers and Must-See Sessions
According to the [official Amplify catalog](https://worldofeuc.org/EUCWorldAmplify26-Agenda), the presenter roster is a strong lineup of industry experts, with session content shaped by community feedback. The agenda finds a nice balance between high-level architecture and deep-dive administration. The event will kick off with Keynotes from veteran thought leaders [Steve Greenberg](https://www.google.com/search?q=https://www.linkedin.com/in/stevegreenberg/) and [Scott Manchester](https://www.linkedin.com/in/smanchester/).
![EUC World Amplify 2026 keynote speakers Scott Manchester and Steve Greenberg]()
As hands-on evaluators, we always prioritize sessions that tackle real-world problems and situations, and there will be no shortage of EUC experts delivering this type of content at the event this year.
![Sixteen EUC World Amplify 2026 session speakers including Kees Baggerman, Yury Magalif, and Dane Young]()
A few of the sessions that caught our eye are *“Omnissa Horizon Cloud Service Deep Dive”* and “Microsoft Teams in VDI: From Architecture to Operational Excellence,” and as federated identity protocols are a never-ending source of bafflement, “How SAML, OAuth, and OIDC Work” is high on our list.
One of the things we enjoyed last year was that, on the last day of the event, they held an “unconference”, which allowed attendees to vote on spontaneous topics and share their unvarnished feelings without any vendor PR or marketing filters. That gave us a rare look at what the EUC community was actually interested in, and it gave attendees direct input on the agenda.
## Sponsors and Industry Partners
Of course, an event like this needs companies brave enough, and sure enough of their products, to sponsor a show whose messaging they cannot control. We give a big hat tip to the supporting vendors and partners who actively back community-driven events like this without trying to hijack the messaging and agenda. Major technology players that are stepping up to support this year’s event include Premier and Platinum Sponsors [Nerdio](https://getnerdio.com/), [Liquidware](https://www.liquidware.com/), [Parallels](https://www.parallels.com/), [Nutanix](https://www.nutanix.com/), [Omnissa](https://www.omnissa.com/), and [Leostream](https://leostream.com/).
![EUC World Amplify 2026 Premier sponsors Liquidware, Nerdio, and Parallels with Platinum sponsors Nutanix, Omnissa, and Leostream]()
We will also be catching up with some of the companies in the gold and silver tiers that we have worked with in the past. This includes: [10ZiG Technology](https://www.10zig.com/events/euc-world-amplify-2026/), [Numecent](https://www.numecent.com/), [HPE](https://www.hpe.com/us/en/home.html), [Citrix](https://www.citrix.com/), [Nexthink](https://nexthink.com/), and [Recast](https://www.recastsoftware.com/), with whom we met at [NerdioCon](https://www.storagereview.com/news/nerdiocon-2026-manager-8-0-brings-avd-hybrid-to-nutanix-adds-global-pools) last year.
Besides the companies you may have heard of, we will also be talking to some smaller and new companies in the silver tier at the show, such as [Nevona.ai](https://nevona.ai/) and [Tricerat](https://www.tricerat.com/). We also look forward to an update from [Tassient](https://tassient.com/), which we recently [reviewed](https://www.storagereview.com/review/tassient-aipex-review-ai-remote-remediation-management-and-monitoring) and came away impressed with the AI-based remediation in Aipex, its RMM product.
![EUC World Amplify 2026 Gold sponsors 10ZiG, Citrix, HPE, Numecent, and Recast with Silver sponsors Login VSI, Nexthink, Nevona.ai, Tassient, and Tricerat]()
## Exploring Milwaukee: What to Do in Cream City
Fortunately, our own Kevin grew up just outside Milwaukee, the Cream City of the upper Midwest, and he clued us in to some of the more interesting things to do and sites to visit while at the conference.
![Milwaukee, Wisconsin guide for EUC World Amplify 2026 attendees showing the Art Museum, Third Ward, Bobblehead Hall of Fame, and Harley-Davidson Museum]()
He told us that Milwaukee earned its nickname “Cream City” because of the distinctive cream-colored bricks made from local light-yellow clay found in the Menomonee River Valley, which were used to build many of its historic downtown buildings. He said that when you step out of the [Baird Center](https://bairdcenter.com/) in downtown Milwaukee, you will be right in the heart of a waterfront city with a rich manufacturing heritage.
Beyond its unique architecture, the city was an American industrial powerhouse and the birthplace of iconic brands such as Harley-Davidson, Snap-on Tools, and Pabst Brewing Company.
Between sessions, we recommend taking a short walk down Wisconsin Avenue to the iconic [Milwaukee Art Museum](https://mam.org/) on the shores of Lake Michigan to see the Quadracci Pavilion’s moving wings. Another option is the historic Third Ward just south of downtown, or Walker’s Point and the nearby River Valley, where you can visit the [National Bobblehead Hall of Fame and Museum](https://www.bobbleheadhall.com/) and the [Harley-Davidson Museum](https://www.harley-davidson.com/us/en/museum.html), which, strangely enough, sit only a few blocks apart.
For those who are up for a little bit of a walk, [Uncle Wolfie’s Breakfast Tavern](https://www.unclewolfies.com/) is a local favorite for breakfast and drinks, while [Lakefront Brewery](https://lakefrontbrewery.com/) has award-winning beers, a brewery tour, and hand-dipped fried cheese curds!
## Local Food Selection and Culinary Hotspots
After a full day of sessions, Milwaukee’s eclectic food and drink scene offers plenty of great spots for dinner meetings or late-night networking. We suggest stopping by [Purple Door Ice Cream](https://www.purpledooricecream.com/) in the Walker’s Point neighborhood to sample handcrafted, locally sourced flavors like salted caramel, black licorice, or whiskey. For drinks and some Upper-Midwest atmosphere, check out the [Brewhouse Inn & Suites](https://www.google.com/search?q=https://www.brewhouseinn.com/), located inside the historic former Pabst Brewery complex, where you can grab a beer right alongside the copper kettles from the original brewery.
![Milwaukee food and drink guide for EUC World Amplify 2026 featuring Purple Door Ice Cream, the Brewhouse Inn and Suites, and Leon's Frozen Custard]()
Finally, no trip to the city is complete without visiting [Leon’s Frozen Custard](https://leonsfrozencustard.us/), a legendary drive-in serving rich, classic Milwaukee frozen custard since 1942.
## Final Thoughts and How to Connect
Whether you are maintaining an existing VDI farm or evaluating other desktop options, [EUC World Amplify 2026](https://worldofeuc.org/event-6409666) will give you a rare opportunity to learn directly from industry leaders and administrators who live and breathe EUC.
We will be on the floor covering keynote announcements, interviewing speakers, and strolling around the expo floor throughout the conference. Be sure to reach out on [social media](http://linkedin.com/company/storagereview/) or catch us in the expo hall, as we would love to hear your thoughts about the conference.
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### Tom Fenton
Tom Fenton has a wealth of hands-on IT experience gained over the past 27 years in a variety of technologies, with the past 20 years focusing on virtualization and storage. He previously worked at VMware as a Senior Course Developer, Solutions Engineer, and in the Competitive Marketing group. He has also worked as a Senior Validation Engineer with The Taneja Group, where he headed the Validation Service Lab and was instrumental in starting up its vSphere Virtual Volumes practice. He's on Twitter @vDoppler
Previous post: [Synopsys CXL 4.0 IP Hits 128 GT/s, Claims 3-6x KV Cache Offload Over SSDs](https://www.storagereview.com/news/synopsys-cxl-4-0-ip-hits-128-gt-s-claims-3-6x-kv-cache-offload-over-ssds)
Next post: [AMD to Acquire Taalas, the Toronto Startup Building Silicon Around One Model](https://www.storagereview.com/news/amd-to-acquire-taalas-the-toronto-startup-building-silicon-around-one-model)
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