--- description: EUC World Amplify conference wraps up with a focus on the future and expanding to Melbourne, Australia! As champions of innovation in end-user computing... title: Day Three at EUC World Amplify 2025 image: https://www.storagereview.com/wp-content/uploads/2025/08/Picture1-1.png --- [![Storage Review]()](https://storagereview.com/) --- [Facebook](https://www.facebook.com/@storagereview) [X (Twitter)](https://twitter.twitter.com/storagereview) [Instagram](https://www.instagram.com/storagereview/) [LinkedIn](https://www.linkedin.com/company/storagereview-com) [YouTube](https://www.youtube.com/user/storagereview?sub_confirmation=1) [Email](mailto:info@storagereview.com) [Spotify](https://open.spotify.com/show/1y6VnznABhHeOSMOmbDTz0) [Reddit](https://www.reddit.com/r/StorageReview/) [Discord](https://discord.gg/TwMHb4azdC) [RSS Feed](https://www.storagereview.com/rss.xml) [TikTok](https://www.tiktok.com/@storagereview) [Facebook](https://www.facebook.com/@storagereview) [X (Twitter)](https://twitter.com/storagereview) [Instagram](https://www.instagram.com/storagereview/) [LinkedIn](https://www.linkedin.com/company/storagereview-com) [YouTube](https://www.youtube.com/user/storagereview?sub_confirmation=1) [Email](mailto:info@storagereview.com) [Spotify](https://open.spotify.com/show/1y6VnznABhHeOSMOmbDTz0) [Reddit](https://www.reddit.com/r/StorageReview/) [Discord](https://discord.gg/TwMHb4azdC) [RSS Feed](https://www.storagereview.com/rss.xml) [TikTok](https://www.tiktok.com/@storagereview) [![StorageReview.com]()](https://www.storagereview.com) ≡ Menu - [Home](https://www.storagereview.com/) - [Storage Reviews](https://www.storagereview.com/review) - [Consumer Reviews](https://www.storagereview.com/consumer) - [Enterprise Reviews](https://www.storagereview.com/enterprise) - [Ubiquiti Reviews](https://www.storagereview.com/best/ubiquiti-reviews) - [SR Merch](https://store.storagereview.com) - [Leaderboards](https://www.storagereview.com/best) - [Best Storage Arrays](https://www.storagereview.com/best/storage-arrays) - [Best Enterprise SSDs](https://www.storagereview.com/best/enterprise-ssds) - [Best Servers](https://www.storagereview.com/best/servers) - [Best Desktops for Local AI](https://www.storagereview.com/best/desktops-local-ai) - [Best Laptops for Local AI](https://www.storagereview.com/best/laptops-local-ai) - [Best Local LLM Tools](https://www.storagereview.com/best/local-llm-tools) - [Agentic AI Hardware](https://www.storagereview.com/best/agentic-ai-hardware) - [Best SSDs & Hard Drives](https://www.storagereview.com/best_drives) - [Best Portable SSDs](https://www.storagereview.com/best/portable-ssds) - [Best Business Laptops](https://www.storagereview.com/best/business-laptops) - [Best Mobile Workstations](https://www.storagereview.com/best/mobile-workstations) - [Best Desktop Workstations](https://www.storagereview.com/best/desktop-workstations) - [Best Laptop Battery Life](https://www.storagereview.com/best/laptop-battery-life) - [Storage Reference Guide](https://www.storagereview.com/storage-reference-guide) - [About SR](https://www.storagereview.com/about-storagereview) - [StorageReview.com Sweepstakes Rules and Regulations](https://www.storagereview.com/storagereview-com-sweepstakes-rules-and-regulations) Search [Home](https://www.storagereview.com/) » [News](https://www.storagereview.com/news) » Day Three at EUC World Amplify 2025 # Day Three at EUC World Amplify 2025 by Tom Fenton on August 11, 2025 [Client Software](https://www.storagereview.com/consumer/client-software)  ◇  [Consumer](https://www.storagereview.com/consumer) As champions of innovation in end-user computing (EUC), Storage Review takes great pride in serving as an **official media sponsor for EUC World Amplify 2025**. ![EUC World Amplify Day Three]() After **two great days at Amplify**, we were tired but excited about the final day of the conference, or more precisely, the unconference. Here is our **recap of the final day of the second annual EUC World Amplify conference**, held at the McNamara Alumni Center on the University of Minnesota campus. In our original post about EUC World’s annual conference, Amplify, we pointed out that **you would not want to miss the third day of the conference.** This was the day the **unconferences** took place. We were right. **An unconference differs from a traditional conference in that participants actively submit, choose, and lead their sessions. This ensures that attendees receive precisely what they desire, rather than what the planners assume they want. Unconference-style events** emphasize **audience participation** and **spontaneous discussion** over rigidly pre-planned presentations, fostering **peer-to-peer learning** and **networking**. It sounds like it would be catastrophic, but somehow it seems to work. We were first exposed to this concept at Thin Client Computing EUC Unplugged, presented by Steve Greenberg and his colleagues. ## Opening Remarks and Unconference Sessions After the leaders of the EUC World conference announced unconference sessions, an awards ceremony took place. This event featured a **drawing for prizes for attendees** who visited all vendors, as well as acknowledgments for key organizers and sponsors. Plans for **the event were revealed**, including **international expansion** to Australia and a return to a **fall timeframe** for the next iteration. Feedback from attendees will heavily influence future locations. ![]() As mentioned above, during the conference,** attendees were encouraged to submit their ideas for unconference sessions.** At the end of the second day, attendees had the opportunity to select the sessions they would like to see on the third day. ![]() On the morning of the third day, we were presented with a list of the sessions for the day. The morning sessions included: - App Layering Panel - Building Your Brand - Image Build Best Practices - Where to Start Automation - Hypervisor Party - VDI Protocol Battle All the sessions were impressive, but we narrowed it down to two: app layering and the hypervisor party session. ## App Packaging Since we haven’t spent much time in the application packaging space, we believed it would be beneficial to attend this session. It turned out to be a **panel discussion with three speakers** focusing on application management and delivery. The main topics were **App-V, MSIX, App Volumes, and FlexApp** as solutions for enterprise application deployment. ![]() The discussion highlighted the evolving landscape of application packaging, particularly with **Microsoft’s shift from App-V to MSIX** and the challenges posed by legacy applications. They emphasized the **importance of automation in packaging**, the goal of achieving **high application compatibility**, and the need for **flexible deployment options** across various environments (on-premises, cloud, and physical desktops). The panelists also touched upon the difficulty of standardizing application behavior due to developers’ varying approaches to data handling, suggesting that **no single technology can address 100% of application deployment requirements**. ## Hypervisor Party All the sessions we attended at the conference were outstanding. However, this session stood out as the best, highlighting the importance of **having vendor-agnostic conferences, as attendees were free to speak their minds**. Since this blog doesn’t provide enough time or space to examine all the points discussed in this session thoroughly, I plan to dedicate a separate blog post to it. This allows me to collect and organize my thoughts on the subject more comprehensively. Meanwhile, here is a high-level summary of the sentiments expressed during the session. The discussion primarily focused on the substantial **disruption and uncertainty** resulting from recent changes to VMware’s product offerings, especially regarding their virtualization technology. A key issue brought up was the transition from traditional perpetual licensing to a **subscription-based model that includes bundled products.** While some participants noted experiencing **price increases**, one individual mentioned that **their bill decreased.** Although the underlying technology may not have significantly changed, the** transformation of business models** is leading some organizations to explore **exit strategies** and consider **alternative virtualization platforms or cloud migrations**. We discussed the complexities of these transitions, highlighting the necessity for thorough planning, testing, and a clear understanding of application compatibility. One important point that emerged in our conversation, which we had not fully addressed before, was the crucial role of **backup and disaster recovery solutions** in any new setup. An intriguing discussion emerged, focusing on the complexities and significant challenges organizations encounter when **modernizing their IT infrastructure** to adopt highly efficient models, like Google’s **container-centric approach**. One of the key takeaways was the common underestimation of what **true IT modernization **involves. This often leads to disappointment when companies attempt to transition to open-source solutions or move away from legacy systems. We also discussed the challenges of replacing **essential, outdated equipment** that may be decades old yet still functional. This is typically due to high replacement costs, compatibility issues, or the “if it works, don’t fix it” mentality. Finally, we explored the** trade-offs between open-source solutions,** such as open-source hypervisors and Linux distributions, and traditional enterprise support models. ## Conference Wrap Up We then returned for the final wrap-up of the conference, which emphasized expressing gratitude to all attendees and looking forward. The **speaker extended thanks to the participants, the community, and especially the diverse range of sponsors**, including founding partners, new core partners, premier sponsors, gold sponsors, and media sponsors. All of whom played a vital role in making the event possible. Vendors and sponsors then handed out their prizes. The speakers stressed the importance of attendee feedback through a survey to inform their **decisions about future event locations and improvements**. Lastly, the speaker announced the exciting **global expansion of the event to Melbourne, Australia**, and emphasized the board’s ongoing efforts in organizing such a successful gathering. ## Going Home After the conference closed, we took the time to walk around the University of Minnesota’s campus and were impressed with how they were able to mix new and old buildings to create a beautiful setting for learning. ![]() On the way out of the hotel, I stopped to chat with **Jack Madden, Sr. Product Marketing Manager at Omnissa**. ![]() He shared how much he enjoyed the conference and expressed **his excitement about **[**the upcoming Omnissa ONE Global 2025**](https://www.omnissa.com/omnissa-one/)**, their annual conference** scheduled **to take place in Las Vegas at the Cosmopolitan from September 15th **to** 17th**. He mentioned a few of the sessions, which sounded fascinating. ![]() You can find out more about the event at https://www.omnissa.com/omnissa-one/ ## Final Thoughts on Amplify While flying home, looking at Mt. Hood, I thought about how Amplify is such a unique conference. ![]() The event is truly vendor-neutral, and this neutrality is best demonstrated by its diverse list of sponsors. It included major thin-client companies like 10Zig and IGEL, as well as cloud giants AWS and Google. Additionally, both leaders in the VDI space, Omnissa (Horizon) and Citrix, were present. This variety provides participants with the opportunity to hear from a wide range of sources, each offering their perspective on the end-user computing (EUC) landscape. A heartfelt thanks to the people (mostly volunteers) who sacrificed much time and energy to make this event happen. We were glad to be media sponsors of the event. **Engage with StorageReview** [Newsletter](https://www.storagereview.com/storage_newsletter) |  [YouTube](https://www.youtube.com/user/StorageReview "Opens in a new window") | Podcast  [iTunes](https://podcasts.apple.com/gb/podcast/storagereview-com-storage-reviews/id1060681115 "Opens in a new window")/ [Spotify](https://open.spotify.com/show/1y6VnznABhHeOSMOmbDTz0 "Opens in a new window") |  [Instagram](https://www.instagram.com/storagereview/ "Opens in a new window") |  [Twitter](https://twitter.com/storagereview "Opens in a new window") |  [TikTok](https://www.tiktok.com/@storagereview? "Opens in a new window") |  [RSS Feed](https://www.storagereview.com/rss.xml) ![]() ### 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: [Enterprise to SFF: NVIDIA Launches RTX PRO 6000, 4000 SFF, and 2000 Blackwell GPUs](https://www.storagereview.com/news/enterprise-to-sff-nvidia-launches-rtx-pro-6000-4000-sff-and-2000-blackwell-gpus) Next post: [The Network Is the Accelerator: Inside the Technologies Powering AI Factories](https://www.storagereview.com/news/the-network-is-the-accelerator-inside-the-technologies-powering-ai-factories) Trusted Vendors Products and solutions from our affiliate partners: - [ ![Ubiquiti Logo]() Ubiquiti](https://store.ui.com/us/en?a_aid=StorageReview "Opens in a new window") - [ ![Newegg Logo]() Newegg](https://click.linksynergy.com/fs-bin/click?id=g5terNMDhz0&offerid=1207190.18&subid=0&type=4 "Opens in a new window") - [ ![Amazon Logo]() Amazon](https://amzn.to/4fLJUEW "Opens in a new window") Newsletter Subscribe to the StorageReview newsletter to stay up to date on the latest news and reviews. 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