End user computing platform (EUC platform) is a marketing buzzword that is often associated with IT consumerization, the concept that consumer use of smartphones, social networks and cloud services are fundamentally changing the way that enterprises do business.
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The term EUC platform is used by vendors to educate potential customers about how and why an enterprise should unify desktop and application services. The goal of an EUC platform is to deliver services to end users in such a manner that the end user remains unaware of whether the service is located and managed locally or in the cloud.