Reflecting Back and Looking Forward

By Rob Huisman — January 8th, 2013 – 14:50

Although I am tempted to start this post with bold statements about all the cool things we want to achieve in 2013, I want to first take a moment to reflect on our achievements from last year.

A Look at 2012
In 2012 our goals were to (a) continue our rapid growth, (b) expand globally in key markets, (c) maintain our low pricing model, (d) continue to provide solutions that do not create a vendor lock-in, and (e) make profile management (in the Immidio flavor) a must have in the UEM market space. As I look back on our objectives from the last 12 months, I cannot suppress a proud smile.

Some highlights include:

  • License Sales: Grew over 120%.
  • Customer Growth: Installed base of an estimated 1.5 million freeware users and nearly 1 million commercial licenses sold. We now have more than 20 Global Fortune 500 companies as customers.
  • Global Expansion: We have started operations in Germany and Asia Pacific to establish a local presence in our most successful markets. The realized benefits were immediate, with the signing of several large deals and the formalization of partnerships with several leading global system integrators and ISVs that will help us to penetrate new markets in the near future.
  • Product Expansion: Our flagship product, Immidio Flex+, is enjoying its new status as a competitive User Environment Management offering that many large organizations have selected instead of other UEM solutions on the market. Quite frequently this has occurred after implementations of other, more complex, UEM solutions have failed. This success is largely due to our focus on simplicity (no backend infrastructure is required) and our dedication to maintaining a low price.

In 2012, I am very happy to say that we exceeded our expectations and also outperformed our plans by a significant margin. So, how about 2013?

New Year, New Opportunities
As celebrations bring in the New Year, 2013 brings us a great opportunity to maintain the momentum that we’ve created over the last 12 months. Some of our key goals for 2013 include:

  • Continue our Global Expansion: We will continue our steep growth curve via new local operations in more countries around the world.
  • Achieve Effective Distribution: Our cooperation with several global ISVs will ensure that Immidio Flex+ will be introduced earlier in the process and to more customers than ever before.
  • Champion Intelligent Functionality: One of our biggest challenges will be to safeguard our product’s simplicity while expanding functionality according to our users’ needs. Our competitors have built extremely complex functionality into their products that essentially answers all possible questions in RFIs and RFPs. The reality, however, is that less than 50% of this functionality will ever be used. The end result are overly complicated solutions that are difficult to implement, need comprehensive training, demand investment in backend infrastructure, and require considerable management overhead. It is our mission to keep Flex+ lean, mean, and affordable in terms of both initial pricing and long-term operational costs. In short, we seek to develop features that make sense for the customer without sacrificing Flex+’s inherent simplicity.

I am confident that the Immidio team is fully equipped and able to execute these challenging objectives. Now that the holiday season is finished, we are back at work and ready to make it happen!

We all wish you a happy, healthy, and prosperous New Year and look forward to talking to you about our great solutions.

Category: General

Immidio releases Flex+

By Rob Huisman — September 26th, 2012 – 9:59

Today Immidio announces the release of its brand new User Environment Management (UEM) solution: Flex+. Immidio Flex+ provides end-users with a personalized and dynamic Windows desktop, adapted to their specific situation based on aspects like role, device and location. With Flex+, Immidio offers an extremely competitive UEM solution, requiring no additional backend infrastructure investments, and at a fraction of the price of comparable solutions.

Immidio Flex+ is the successor of Flex Profiles – the most successful Windows profile management solution, with over 2 million users worldwide. Driven by a changing landscape for the workplace, where end-users expect to work anywhere, anytime and on multiple devices (including their own), Immidio developed Flex+ in close collaboration with its large customer base.

Immidio Flex+ offers a desktop that adjusts to the actual situation of the end-user, providing access to the IT resources that are required based on a user’s role, device and location. Many organizations suffer from hidden productivity loss as a result of ad hoc activities like manually mapping network drives and printers or providing application shortcuts to end-users. This so-called distortion not only impacts IT departments but also affects end-users. The relevant user experience that Flex+ offers, significantly eliminates this distortion.

The release of Flex+ is a major milestone in Immidio’s history. We have been able to develop a low-cost high-end solution that will bring great value to our customers. Flex+ scales seamlessly with the existing Microsoft infrastructure, is implemented in a matter of days and does not need any additional back-end infrastructure. Flex+ has the lowest TCO in the market!

“UEM that fits”, is the key message. Immidio Flex+ distinguishes itself from other UEM solutions because it naturally fits your current architecture, infrastructure, timeline, and budget, regardless of whether physical or virtual desktops are used. A whitepaper called “Immidio Flex+: User Environment Management that Fits” is available for download.

For an in-depth product demo, please view the 44-minute Flex+ demonstration video, recorded by DABCC TV.

You are invited to download Flex+ for a 30-day trial period free of charge.

Category: Immidio Flex+

Immidio Flex+ and VMware ThinApp

By Rodney Medina — July 11th, 2012 – 18:05

Managing application shortcuts and file type associations are just some of the new capabilities introduced in Immidio Flex+.
As demonstrated in this video, you can also use this functionality to manage application access for applications that are virtualized with VMware ThinApp.

Category: Immidio Flex+

Immidio Flex+ Screenshots

By Rodney Medina — June 25th, 2012 – 19:33

Following up on our blog post from last week, it’s time to share some more information.
We’ll let the screenshots speak for themselves.

Immidio Flex+ Shortcut Management
Immidio Flex+ Shortcut Management (Click to zoom)

Immidio Flex+ Printer Mapping
Immidio Flex+ Printer Mapping (Click to zoom)

Immidio Flex+ Condition Sets
Immidio Flex+ Condition Sets (Click to zoom)

Category: Immidio Flex+

Immidio takes a leap forward into UEM

By Rob Huisman — June 20th, 2012 – 15:31

Since the release of Flex Profiles 7.5 last September, Immidio’s technical team has dedicated all its time to develop the next logical step: Immidio Flex+.

Immidio Flex+ is the drastically improved successor of Flex Profiles, designed in close collaboration with our ever-growing installed base. Immidio Flex+ is not only about profile management anymore; it has evolved to a mature User Environment Management solution, comparable to other UEM solutions, at only a fraction of the cost.

The upcoming release of Immidio Flex+ is a major milestone in the 10-year history of Flex Profiles. Starting as a freeware user profile management solution — touching millions of users around the world — it has now become a full User Environment Management solution.

In addition to enhanced user profile management, Immidio Flex+ offers:

  • User Environment Management features like mapping network drives and printers, managing shortcuts and file type associations, setting environment variables and much more
  • Condition-based targeting to control when to apply certain configurations and define “workspaces” for easy administration
  • Application State Management to configure the initial state of an application and optionally reset it to a predefined state every time it is started
  • Migration of application personalization, not only from one OS to another, but between application versions!

Last week our CTO Rodney Medina presented a sneak preview of Flex+ in a webinar for a limited number of invitees. If you would like to view the recording of this webinar please send us an email.

From June 26 to June 29, Immidio will be present at Microsoft TechEd in Amsterdam, The Netherlands (booth #87). This is an excellent opportunity for you to meet face-to-face and get your personal demo of Flex+.

Immidio Flex+ will be available in Q3. Stay tuned for more detailed information about Immidio Flex+ in the weeks to come. We are about to surprise you!

Category: Immidio Flex Profiles, Immidio Flex+

The big question

By Rob Huisman — January 31st, 2012 – 9:30

The start of a new year is one of those moments you can both look back on the previous year and look forward to what lies ahead. Last year was very, very successful for us. We achieved triple digit growth in revenue, customers, licenses and partners! The renewal percentage of our support and upgrade protection services were almost 100%, indicating optimal customer satisfaction. Early 2011 we moved into a new office, but our team has grown so fast that we already find ourselves short of space. While our sales team is still recovering from intoxication about meeting their challenging Q4/2011 targets, we are getting on track for 2012 and are building an impressive pipeline of large, international and Fortune 500 prospects. It’s difficult to remain modest when things are going so well…

How did we do it? One of the strategic choices we made when starting Immidio was to deliver point solutions for Windows application infrastructures. These are ‘best of breed’ products – in fact small and smart building blocks – that customers can easily integrate within their IT infrastructure in order to solve their specific Windows environment challenges.

Over the past couple of years we have sold many licenses to many customers in many countries around the world. Of course we were aware that a lot of prospects were also evaluating competing profile management solutions. And even broader workspace management suites are evaluated, especially by larger prospects that have comprehensive processes in place to manage the selection of their future software solutions. Besides profile management, these broader product suites offer more functionality, like security etc. Workspace management vendors even position themselves as platform vendors and broadcast visionary strategies, all with the objective to sell product suites with a lot of functionality – in some cases even standard Microsoft functionality – at a high price.

At Immidio now the big question is whether we should step into this rat race and also start offering these kind of expensive suites as well, or stick to our original strategy. Sure, we are winning most customers due to our specific focus on relevant point solutions and our ability to swiftly translate customer requirements into functionality they really need. I admit, often driven also by the competitive offerings of other software vendors! And we are also frequently winning a new category of customers, those who have initially bought and implemented the broader workspace management suites. We are converting more and more of these prospects into customers because we live up to our promise about point solutions.

As a result I feel it’s safe to say that Immidio Flex Profiles has grown into the most complete and innovative profile management solution available in the market today. Over the past period, we received confirmation that our vision, strategy and execution are spot on. Customers like BASF, BMW, Evonik and EnBW have chosen Immidio Flex Profiles to manage their user environments. All these customers have also evaluated workspace management vendors and in some cases did PoC’s. All ended up with buying Flex Profiles.

Evolution laws of course predict it will eventually develop into a broader offering. Flex Profiles is not just a profile management solution anymore. It has grown into a mature environment management solution that offers functionality such as Predefined Settings and Advanced Process Criteria with which you are able to effectively manage your users’ environment. Actually, profile management would be too narrow to describe our offering, user environment management (UEM) is more appropriate. Immidio Flex Profiles still requires no back-end infrastructure, needs only a little training and the implementation is only a matter of hours. Next to our agility and focus, Immidio’s low pricing remains a strong selling point.

Our goal for 2012 is to continue our growth trend, have local presence in our most successful markets, keep our low pricing, continue to provide solutions that do not create a vendor lock-in and make profile management in the Immidio flavor a ‘must have’ in the UEM market space. And I guess the answer to the big question is obvious by now, we remain absolutely loyal to our original strategy!

On behalf of the whole Immidio team, I wish you a prosperous 2012!

Category: General

Immidio Application Profiler now available for download

By Rob Huisman — January 19th, 2012 – 14:59

We recently announced the upcoming availability of Immidio Application Profiler and today is the day. You can now start using Application Profiler when implementing Immidio Flex Profiles.

Application Profiler is licensed as an Immidio Flex Profiles 7.5 component and is available for download at the Immidio website. An introductory video about Application Profiler is available on Immidio’s YouTube channel.

Category: Immidio Flex Profiles

Application Profiler puts an end to manual configuration

By Rodney Medina — December 22nd, 2011 – 15:13

Since its introduction, the only labor-intensive task remaining when implementing Immidio Flex Profiles was the creation of Flex Config files. The Flex Profiles Assistant (introduced in Flex Profiles 7.0) made this more convenient, but a lot of manual activities remained.

With the new Immidio Application Profiler this task has been drastically simplified: just run your application from the user-friendly graphical interface and Application Profiler automatically analyzes where it stores its file and registry configuration. The analysis results in an optimized Flex Config file, which can then be edited in the Application Profiler or used as-is in the Flex Profiles environment.

Another task that has become much easier is the creation of application-specific Predefined Settings, which allow you to set the initial configuration state of applications. Simply use the Application Profiler to analyze the application and configure it exactly to your liking before closing it. Save the Flex Config file with Predefined Settings to export the current application configuration state.

Everything we do at Immidio is done in close cooperation with our customers and partners. We talk to customers on a daily basis about what they need and we look for the common denominator so everyone can benefit. That’s how and why we created DirectFlex, Predefined Settings and Process Criteria in Flex Profiles 7.5. The release of Immidio Application Profiler is the latest example of this approach.

Immidio Application Profiler is licensed as an Immidio Flex Profiles 7.5 component and will be publicly available in January 2012.

An introduction video about Immidio Application Profiler is available on Immidio’s Youtube channel.

Category: Immidio Flex Profiles

Immidio introduces flexible lease and subscription models

By Rob Huisman — September 21st, 2011 – 15:46

At Immidio we aim at providing point solutions at commodity prices, because we want our products to be affordable for everyone.

Over the past two years we have noticed the need to offer our licenses not only for sale, but also provide our customers with the option to lease or rent Immidio licenses.

Together with the launch of Immidio Flex Profiles 7.5 on the 28th of September 2011, Immidio introduces two new licensing models next to the traditional purchase agreement.

Immidio will start offering an Enterprise Agreement, where customers can purchase licenses and spread the payment over a three year period.  Next to that, Immidio will introduce the Enterprise Subscription Agreement which offers the possibility to rent the Immidio licenses for a period of three years.

With these new licensing models we drastically lower the initial investment for our products and also provide more flexibility with regard to intermediate change to another licensing model, early termination, increasing the number of licenses while benefitting from the original discount or decreasing the number of licenses without any fines. Also payment frequency will be flexible and possible by month, quarter or year.

Immidio’s products should be present in any modern Windows IT infrastructure. Adjusting our licensing model to the needs of our customers and prospects is an important step in reaching that objective.

To discuss the options for your specific situation, please contact

Category: General

Flex Profiles 7.5 transcends traditional profile management

By Rob Huisman — September 15th, 2011 – 9:37

On 28th September 2011, Immidio will release version 7.5 of its flagship product, Flex Profiles. Immidio Flex Profiles 7.5 introduces a variety of new and enhanced functionality that improves logon times even further, allows pre-populating the user environment and simplifies the administration of advanced infrastructure scenarios by removing the need for scripting.

Instant application-level profile management with DirectFlex

With the release of Flex Profiles 7, Immidio introduced DirectFlex, an optional mechanism to manage user settings at application launch and application shutdown, improving logon and logoff times dramatically. With the release of Flex Profiles 7.5 this functionality has evolved, simplifying administration and improving the user experience.

Flex Profiles 7.5 is able to automatically detect application launch and exit for applications configured for use with DirectFlex. Using this mechanism Flex Profiles is capable of managing any application’s settings on the fly, regardless of how the application is launched.

In order to enable DirectFlex for an application, you can simply select the application’s executable(s) in the Flex Profiles Management Console. This means the administration of DirectFlex is performed centrally and requires no particular configuration on the client devices.

DirectFlex can be enabled per application and is especially useful for applications with a lot of personalized configuration data, which slows down the logon and logoff process.

Another scenario where DirectFlex is useful is when users use the same set of applications from a variety of platforms, for example running applications locally and in a remote VDI environment. Since DirectFlex stores the settings directly when the application is closed, the user can immediately start the application in another Windows session without first having to logoff and logon again.

Dynamic personalization through Predefined Settings

Predefined Settings enables you to pre-populate user settings for any application or Windows setting. In Flex Profiles 7.5 this functionality has been extended to conveniently create and edit Predefined Settings while allowing more advanced customization.

This feature can be used to pre-populate the user environment, like placing a desktop shortcut, creating an application configuration file or setting a registry value. For more advanced scenarios it is possible to use placeholders to insert dynamic information from user and/or computer environment variables.

Predefined Settings allow customizing the user environment without being dependent on complex scripting. In addition, Predefined Settings are managed centrally from the Flex Profiles Management Console.

Advanced Process Criteria

Flex Profiles 7.5 introduces advanced Process Criteria that allow more granular control over which Flex Configuration files are processed and how, based on user and computer attributes.

The following Process Criteria are available:

•             Environment Variable – Check if specified variable exists or has specific value

•             Exit Code – Check exit code of specified command

•             File Version – Check file or product version of specified file

•             Operating System – Check operating system and/or architecture

•             Path – Check if specified path exists

•             Registry Key – Check if specified registry key exists

•             Registry Value – Check if specified registry value exists or contains specific data

Depending on the result of the check, you can control what Flex Profiles action should be performed: both import and export, import only, export only or nothing.

End-user self-service

With Flex Profiles Self-Support, end-users can manage their application settings by themselves, without administrator intervention. For every application that is managed by Immidio Flex Profiles, settings can be reset to defaults or restored from a backup.

Application Templates and common settings

Immidio Flex Profiles provides out-of-the-box Application Templates and updated common settings that include all necessary information for configuring the management of common user desktop settings and a variety of applications via a single mouse click.

With the release of Immidio Flex Profiles 7.5 the common settings have been extended with Active Setup (installed components) and DPI settings for Windows 7. Also, some of the Application Templates and common settings definitions have been updated.

Extended silo support

In addition to the existing silo support, Flex Profiles 7.5 also has the ability to process Flex config files from both the General path and a silo-specific path. This allows you to share common Flex config files across multiple silos, while also supporting separate sets of Flex config files depending on which silo you log on to.


At Immidio, we are truly excited about the upcoming release of Flex Profiles 7.5 that goes far beyond the scope of traditional profile management. With all this new and enhanced functionality we are setting a new standard in Windows profile management.

Category: Immidio Flex Profiles

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