Industry On The Move: 5 Tech Stories In November You Might Have Missed

Citrix, Google, AWS, And More

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Steven Lerner

Each month, Enterprise Mobility Exchange publishes Industry On The Move, a look at the most important stories in the business technology sector and how it affects enterprises.

1. Citrix Acquires Sapho For $200 Million

The news: Citrix, one of the leading enterprise software companies in the desktop virtualization space, announced that it is acquiring Sapho, a software startup, for $200 million in cash. It might seem like an expensive price tag, but both Microsoft and IBM were also in talks to purchase Sapho, and Citrix needed to outbid them. The move also represents Citrix’s first acquisition since Cedexis in February.

What this means for enterprises: Sapho’s technology allows companies to develop micro apps for legacy software that is accessible on mobile devices and in the cloud. The plan is to integrate the service into Citrix Workspace, to improve company efficiency and worker accessibility of legacy software. In essence, it could change how enterprise apps work.

2. Google Cloud Welcomes New CEO

The news: After three years, Google Cloud CEO Diane Greene will be stepping down and replaced by Thomas Kurian, who spent 22 years at Oracle. The news was announced in November and the transition will occur in early 2019. Currently in cloud computing, Google’s market share is a distant third behind AWS and Microsoft.

What this means for enterprises: ESG’s Mark Bowker predicts that Kurian will take a more coordinated approach among all of Google’s offerings. Customers would benefit greatly from the value of all of the solutions stitched together.

3. Google Fi Expands To iPhones, Androids

The news: On November 28, it was revealed that Google Fi would be expanding service for use on iPhones, as well as most major Android devices. Google launched the service, previously known as Project Fi, in 2015, as an alternative to traditional phone networks. Although the new service was well received, its biggest criticism was the limited number of phones supported.

What this means for enterprises: The low monthly rates with Google FI could make it appealing to business users, especially those who travel often. The expanded service to more devices means that enterprises could turn to Google FI as a way to cut down on some mobility costs.

4. AWS Unveils Private Marketplace

The news: One of the largest events in the industry, AWS re:Invent 2018, occurred in Las Vegas this week. Among the new services that were revealed at the event included AWS’ Private Marketplace, a customized version of AWS Marketplace geared towards connecting users with different software companies.

What this means for enterprises: With this new offering from AWS, enterprises will be able to develop custom software catalogs and deploy products quicker. The software customization in AWS Private Marketplace should be very useful for enterprises in industries with strict compliances.

5. Logitech Won’t Buy Plantronics

The news: It seemed certain that Logitech would acquire Plantronics, which would have shaken up the computer hardware industry. However, a disagreement over pricing late into negotiations torpedoed the potential deal.

What this means for enterprises: Plantronics is one the largest manufacturers of headsets and headphones for business. If the deal went through, it could have drastically changed the market, but now, unless there’s a new buyer, there won’t be any significant changes in the short-term.

Did we miss any major moves this month in the industry? Email editor Steven Lerner at to let us know.