by Last Friday, I attended the annual AppManagEvent 2025 at the Jaarbeurs in Utrecht. This is a yearly conference with a focus on Application Packaging, Application Deployment, Security, and Endpoint Management. In this blog post, I give a summary of my day at this interesting event.
What is AppManagEvent 2025?
AppManagEvent 2025 is a leading European conference dedicated to professionals in application management, endpoint security, and modern workplace technologies. Held on October 10, 2025, at Jaarbeurs Super Nova (Media Plaza) in Utrecht, The Netherlands, the event brings together top experts and thought leaders from around the world. Attendees can expect a full day of insightful sessions, technical deep-dives, and networking opportunities with peers and industry pioneers. The speaker lineup includes renowned figures like Paula Januszkiewicz, Sami Laiho, Tim Mangan, and Christiaan Brinkhoff, covering topics such as Windows security, MSIX, Windows 365, and application virtualization. A pre-conference workshop on October 9, led by Paula and Sami, offers hands-on guidance on hardening infrastructure. With ticket options ranging from standard access to a full workshop combo, AppManagEvent 2025 is a must-attend for IT professionals aiming to stay ahead in the evolving landscape of application and endpoint management.
Sponsor Expo
At AppManagEvent 2025, the expo floor featured a diverse lineup of industry-leading partners showcasing cutting-edge solutions in application management, endpoint security, and workspace optimization. Attendees had the opportunity to engage with over 20 exhibitors, including Platinum and Gold partners, who also hosted technical breakout sessions. Key partners include:
- Liquidware – Experts in digital workspace management across physical, virtual, and cloud environments.
- SoftwareCentral – Specializing in efficient MECM/SCCM management tools.
- Patch My PC – Trusted by millions for automating third-party application patching via Intune and ConfigMgr.
- Numecent – Innovators behind Cloudpager for dynamic Windows app provisioning.
- Recast Software, Flexera, Juriba, Master Packager, AppVentiX, Access IT Automation, Cloudhouse, and PacKit (Advanced Installer’s post-packaging tool).
These partners were available throughout the day to demo their solutions, answer questions, and help attendees discover tools to streamline and secure their IT environments.
Sessions
I wanted to share a quick overview of the sessions I attended. Each one brought unique perspectives, practical takeaways, and plenty of inspiration. Here’s a summary of the key moments and insights that stood out to me.
Opening Keynote: The future of Windows Cloud & AI by Christiaan Brinckhoff
During the opening keynote, Christiaan Brinckhoff took us on a nostalgic trip through the evolution of Windows, from the birth of Windows to the legendary statement “Developers, Developers, Developers!!!” from Steve Ballmer to Windows 365. He gave us an overview of what Windows 365 is today and what lies ahead on the roadmap. AI integration within Windows is also on the rise and will integrate even more with Windows and the Cloud in the future. Interesting opening keynote to start this event with.
Modern Cybersecurity Failures: Skills and Misconfigurations That Define the Battlefield by Paula Janusziewicz
During her session, Paula Janusziewicz took us through and showed us the consequences misconfigurations can have within your organization and how easy it is for a hacker’s perspicacity to enter your organization. Always nice to actually see how easy this is (if you have the necessary skills) during her demos.
Intune Tips and Tricks: the fall 2025 edition by Peter Daalman & Tim De Keukelaere
If you are an Endpoint Management admin, the session about Tips & Tricks in Microsoft Intune by Tim De Keukelaere and Peter Daalmans is always recommended. They provide an overview of very interesting tips & tricks that can be very useful for Microsoft Intune administrators. Things like Microsoft Edge Management, Multi-Admin Approval, useful website, and many more…
Completing the Intune Admin’s Toolkit by Andrew Taylor & Alisa Batogova
During this duo session of Software Central, Andrew Taylor and Alisa Batogova showed us two of their interesting products, TenantManager and Robopack.
Andrew Taylor took us through a demo of TenantManager, a tool that simplifies and secures multi-tenant Microsoft 365 management by providing centralized tools for backup, restore, monitoring, drift detection, and role-based access control — all from a single, intuitive interface.
While Alisa Batogova took us through an elaborate demo of Robopack, a cloud-based packaging and patch management tool that automates the conversion, deployment, and updating of over 42,000 applications for Microsoft Intune and MECM, streamlining app lifecycle management across single or multiple tenants.
Unlock Your Intune Potential: 10 Admin Secrets Revealed by Ronni Pedersen & Jörgen Nilsson
Complementing the session by Tim De Keukelaere and Peter Daalmans, there is also the interesting session by Ronni Pedersen & Jörgen Nilsson. During their session, they go a little deeper into ” 10 secrets” that you, as a Microsoft Intune admin, should definitely keep in mind during your project/management tasks. Things like licensing, governance, Multi-Admin Approval, RBAC, Troubleshooting/Monitoring, and many more. Definitely a valuable session to attend!
11 Ways to Hack Windows 11 by Sami Laiho
Attending a session by Sami Laiho is a combination of humor and pointing out how easy things are to hack. In his session, he showed us ways on how you easily can bypass things in Windows 11, from changing BitLocker keys to creating local admin accounts without the necessary permissions, and even how you could modify things during Windows Autopilot before your device was even deployed in Microsoft Intune. The magical SHIFT + F10 combination!
Closing keynote: AI & the Future of Enterprise Apps
During the Closing Keynote by Brian Madden, he took us through his vision of how AI will make its appearance in the way we work with applications in the future. A very profound vision, one that we can definitely dwell on, and how this will evolve in the future.
Conclusion
AppManagEvent isn’t just another tech conference; it’s a focused, high-impact gathering for IT professionals who live and breathe application management, endpoint security, and modern workplace technologies. Whether you’re an IT admin, consultant, architect, or vendor, this event offers a unique opportunity to connect with peers, learn from industry leaders, and stay ahead of the curve in a rapidly evolving landscape.
The sessions are practical, the speakers are top-notch, and the networking is invaluable. If you’re looking to deepen your expertise, discover new tools, and be part of a passionate community, AppManagEvent is a must-attend.
