Citrix Preps Partners to Compete, Win New Business

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Edward GatelyLAS VEGAS — Citrix executives on Tuesday illustrated numerous opportunities for its partners to capture more market share and crush their competition in 2016.

Partners from across the globe are participating in Citrix Summit 2016 this week in Las Vegas. Citrix made three announcements focused on its XenApp/XenDesktop and Workspace Cloud product lines.

Citrix's Tim MinahanTim Minahan, Citrix’s senior vice president and chief marketing officer, addressed partners during Tuesday’s Tech Talks Keynote, saying the company’s growth strategy revolves around landing new customers, expanding Citrix’s footprint with existing customers, and partnering for success.

Bill Burley, corporate vice president and acting general manager of workspace services, said Citrix is focusing more on vertical markets and developing new use cases for app and desktop virtualization.

He also pointed out big opportunities with Microsoft, including Skype, with more than 100 million Lync (now Skype for Business) users for work.

Brad Anderson, Microsoft’s corporate vice president, enterprise client and mobility, also took the stage to point out big opportunities presented by Windows 10. Some 200 million monthly active devices globally now are running Windows 10, including more than 22 million devices in enterprise and education, he said.{ad}

With Windows 10 adoption as a service, “organizations are looking for that expertise to come in and help them,” Anderson said.

Microsoft's Brad AndersonMicrosoft Azure also presents a big opportunity, with 90,000 new Azure subscriptions every month and 777 trillion storage transactions daily, Burley said.

“Right now Azure is moving faster than any of the other cloud services,” he said.

Other Citrix executives highlighted use cases for NetScaler CPX and Citrix Workspace Cloud.

Srinivas Ramanathan, CEO of eG Innovations, said what Citrix had done with XenApp and XenDesktop 7.7 and 7.8 is “make things easier, faster and more secure.” His company has been a Citrix technology partner since 2003.

“Some of the enhancements they’ve released now are actually intended toward making …


… the user experience better,” he said. “For example, how can I see more seamless video, how can I access Skype for Business better, how can I use graphics applications better on the desktop, etc.”

One of the big issues has been login times, so some of Citrix’s enhancements will allow desktops to boot up faster, and apps to launch faster, he said.

Kimberly Martin, vice president of partner strategy and sales, worldwide sales and services, said the new products and updates will help Citrix and its partners capture more of the midmarket.

“The technology set and the challenges that it is solving, such as security, OS migration, browser app security — all of that applies to the midmarket,” she said.

The midmarket presents opportunities for partners nearly across the board, Martin said.

“For the cloud solution provider (CSP) partner, the opportunity includes leveraging the multi-tenancy of the CSP solution to help get those smaller customers,” she said. “When you look at our Citrix Solution Advisors, that’s their sweet spot, anywhere from 500 to 15,000 seats is usually their space and that is a ‘build services around it’ as well as the product sales.”

Citrix’s messaging, as well as packaging and pricing, have made it difficult to penetrate the midmarket, but those are improving this year, Martin said.

“I would like to see a 10 percent uplift in the amount of opportunities that are closed by our partners for the midmarket (this year),” she said.

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