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Citrix Refocuses Core Strategy, Targets Midmarket

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Edward GatelyLAS VEGAS — Citrix is zeroing in on the midmarket, a segment it says is currently underserved and, combined with corporate, represents a $6 billion potential for growth.

That’s according to Kimberly Martin, vice president of partner strategy and sales, worldwide sales and services. She was among the speakers during Monday’s opening keynote and general session at Citrix Summit 2016 in Las Vegas.

Citrix's Kimberly Martin“We’re going to go with growth through midmarket, midmarket, midmarket,” she said. “We’re launching our midmarket sales kits today. The key to profitability is services … and soon you will see services sales kits for midmarket.” Look for more investment from the company and more incentives for partners selling to this segment, she added later in a question-and-answer session.

Citrix Summit has attracted about 4,000 attendees from 17 countries.

Bob Calderoni, executive chairman, interim CEO and president, said Citrix has a renewed focus on secured delivery of apps and data, and making it easier for customers and partners to buy, deploy and adopt all of its products.

From a product perspective, Citrix is no longer spreading itself across “so many things, which may be too small to make a difference,” and plans to focus its investment on what has proven to be successful, he said.{ad}

Citrix's Bob CalderoniCitrix announced on Monday that it is selling its CloudPlatform and CloudPortal Business Manager product lines to Accelerite, a unit of Persistent Systems. Citrix’s core product offerings in its cloud computing portfolio include NetScaler, XenServer and Citrix Workspace Cloud.

Paul Kunze, IntraSystems’ vice president and director of sales and marketing, said he’s glad to hear that Citrix plans to maintain NetScaler in its portfolio, and is “letting a few things go that maybe weren’t going to impact the company positively.” IntraSystems is a cloud solutions provider (CSP) partner.

“Thirty-five to 40 percent of our business last year was the Netscaler platform, so when we heard rumblings that they might be selling that off, I think a lot of people were concerned about that,” he said.

Regarding the midmarket, Martin said new midmarket use cases include: OS or Windows 10 migration, secure remote access and lower total cost of ownership.

“Nearly a quarter of midmarket opportunities are in …

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… health care … solutions need to be tailored to them,” she said.

In addition, the majority of banks include fewer than 500 seats and soon will be dominated by Millennials who grew up with technology and expect to have access to secure mobile technology, Martin said.

Carlos Sartorius, Citrix’s senior vice president of worldwide sales and services, said nearly 230 customers invested $1 million or more in the company last year. In all, Citrix gained 3,000 new customers last year.

Potential growth exists across all market segments, including enterprise, corporate, midmarket and SMB, he said. Expanding this year by just 5 percent could total $1 billion in additional revenue, he added.

Kunze said the additional emphasis on the midmarket is good news for his company.

“That’s most of our customer base and most of our growth plans are around the midmarket,” he said. “They also touched on the CSP program and growing that side of the business, and we’re a CSP partner as well with that product line, so we’re excited to see they’re putting more emphasis on the CSP as well.”


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