Citrix partner guide

Transcription

1 Citrix partner guide

2 Citrix Partner Guide Contents Introduction 1 Becoming a Citrix Partner 2 How to become a Citrix Partner 2 Partner levels which works for you? 2 Membership period 3 Next steps to becoming a Citrix Partner 3 What can you resell? 3 Citrix Advisor Rewards (CARs) 6 How to earn CARs 6 How to log a CAR 6 CAR approval tracking and statuses 7 CAR rejection reasons 7 How to claim a CAR 8 CAR products 8 CAR payment 9 Licensing basics 11 How do I request a Citrix quote? 11 Flexible licensing programmes 11 How Citrix licensing programmes work 12 Citrix products overview 14 Citrix XenServer 14 Citrix XenApp 16 Citrix XenDesktop 18 Citrix VDI-in-a-Box 21 Citrix Access Gateway 21 Citrix NetScaler 21 Citrix NetScaler Branch Repeater 23 Citrix CloudGateway 24 Citrix Subscription Advantage 24 Citrix Premier Support 25 Arrow ECS Citrix Marketing 27 Introduction to Arrow ECS Marketing Services 27 Citrix Marketing Funding process 27 Focus areas and key plays 27 Citrix Marketing Concierge 28 Citrix Syndication 28 Arrow ECS managed activity 28 Marketing Communications 29 Training 30 Citrix training with Arrow ECS 30 Citrix courses 30 Training facilities 31 How can Arrow ECS help you sell Citrix training? 31 Arrow ECS Professional Services 31 Our locations where are we? 33 Citrix promotions 34 Trade-up to XenDesktop Programme 34 CAR promotion 37

3 Introduction Introduction Arrow ECS is an information technology distributor specialising in providing end-to-end IT infrastructure solutions including data storage, servers, enterprise software, network security, unified communications and virtualisation. Working with our channel partners, we optimise the efficiency with which organisations can store, manage, protect and deploy their data, equipping them with secure access to business-critical information any time, from any location, on any device. Through close alliances with the world s leading vendors, we deliver innovative solutions, complemented by an impressive portfolio of expert professional services and IT training. Amongst many accreditations, we are the only training provider to be accredited by the institute of IT Training for over 12 consecutive years. As one of only two Citrix distributors within the UK, Arrow ECS is ideally positioned to support the development of your Citrix business. With an excellent and long-standing relationship with Citrix, partnering with Arrow ECS provides you with true value-add services that can enable you to maximise your profitability and reach new market opportunities. With continued updates, support and regular training events, we aim to work with you to increase your expertise in virtualisation, networking and cloud computing technologies. Other reasons to choose Arrow ECS and Citrix: Regular update events and training Dedicated business development resource Local marketing support and assistance with planning, requesting funding and executing demand generation campaigns Dedicated local pre-sales support Local quote and configuration support In this guide, you will find further examples of the wide-ranging support Arrow ECS provides our partners, along with the vital information needed to be a successful Citrix Partner. Become a Citrix Partner To become a Citrix Partner or transition your business to Arrow ECS, please contact [email protected]. 1

4 Citrix Partner Guide Becoming a Citrix Partner This section includes: How to become a Citrix Partner Partner levels which works for you? Membership period Next steps to becoming a Citrix Partner What can you resell? Arrow ECS would like to welcome you to the Citrix Partner programme. Below is some important information that you will find useful as a new or existing Citrix partner. How to become a Citrix Partner New partners If you have not been a Citrix Partner before, please go to the Citrix website: and search for Become a Partner, select Solution Advisor, fill in your details and the request will be sent to Citrix. Existing partners If you are an existing or lapsed Citrix Partner and uncertain of your current status/certifications, please contact the Citrix Team at Arrow ECS by ing [email protected]. Alternatively, you can go to and click on New Partner Account where you will be able to search for your company by name. If you are an existing customer this search will help you find your My Citrix Administrator. Once you have found your My Citrix Administrator, they will be able to log into My Citrix and view your current partner status and certifications by going to Choose a Toolbox Training and Certification. Please note that to be able to place an order for Citrix products or renewals you must be a current Citrix Silver Partner or higher. Certification lapsed? If you discover that you are missing certifications in order to meet your required partner level, please inform the Arrow ECS Citrix Team by ing [email protected], who will put you in touch with our training department for more information on the courses you require. Partner levels which works for you? Citrix offers four partner levels which one are you? SMB Specialist Solution Advisor Partners whose target market consists of small and medium-sized businesses can increase pipeline and maximise sales opportunities by leveraging Citrix SMB Solution products. SMB Specialist Solution Advisors may upgrade to the next membership level as a Silver Citrix Solution Advisor in order to sell a broader suite of products. Silver Solution Advisor The entry-level partnership programme, open to partners with any level of expertise in Citrix networking optimisation and virtualisation solutions, as well as resellers of any size who want to add Citrix products to their solution offerings. Gold Solution Advisor Partners who demonstrate a high level of expertise and commitment to one or more Citrix technologies. Gold Solution Advisors receive additional sales leads and funds to build their business, and work closely with Citrix to successfully deliver Citrix solutions to customers. Platinum Solution Advisor Invitation-only partnership for partners who demonstrate the highest level of expertise and commitment to the entire Citrix portfolio. Platinum partners have a well-established Citrix practice and work closely with Citrix on sales, implementation and consulting engagements. Any partner interested in selling Citrix XenDesktop, Citrix XenApp, and/or Citrix NetScaler should join as a Silver Solution Advisor. SMB Specialists have the opportunity to become eligible to resell additional Citrix products based on certification investments made. Silver Solution Advisors are required to be Silver for a minimum of six months before they are able to qualify for the Gold level. 2

5 Becoming a Citrix Partner Upon achieving the goals for the next level of the programme, a Solution Advisor may request a promotion review from their Citrix Account Manager, otherwise promotions to the next level are evaluated at membership renewal. For promotions from SMB to Silver or Silver to Gold, your Arrow ECS Citrix Business Development Manager will work with you to ensure that you get to your desired level as soon as possible. Membership period A Solution Advisor membership is for 12 full months. Your start date and end date are shown on My Citrix in your Update Locations, Contacts, and Memberships tool. Citrix may terminate a membership at any time without cause with 30 days written notice. If the requirements are not met, Citrix reserves the right to downgrade your membership level or terminate your membership at any time. Next steps to becoming a Citrix Partner Every partner needs to complete an online sales course, which is free of charge. To access this course, please visit: What can you resell? An SMB Partner is able to resell: Citrix VDI-in-a-Box (must be certified to sell) Citrix Access Gateway VPX Citrix XenApp Fundamentals Citrix XenServer Citrix AppDNA SMB Partner requirements: SMB partners do not have to meet a minimum annual revenue to retain SMB status An annual programme fee of $300 is required. This is paid directly to Citrix SMB partners must complete specific VDI-in-a-Box training courses, which are available online free of charge. These exams can be found at 1 x Sales CVB-001-2W: Selling Simple and Affordable VDI 1 x Technical B-200-2W: Implementing and Managing Citrix VDI-in-a-Box (This training must be completed to enable you to order any of the products above) SMB partners are expected to do a minimum of one demand generation activity per year Silver, Gold and Platinum Partners can resell: Citrix Access Gateway Citrix AppDNA Citrix CloudBridge Citrix CloudGateway Citrix NetScaler Citrix NetScaler Branch Repeater Citrix VDI-in-a-Box (must be certified to sell) Citrix XenApp (all editions, including XenApp Fundamentals) Citrix XenDesktop Citrix XenServer 3

6 Citrix Partner Guide Silver Gold Platinum Annual sales goal minimum $10k+ $300k+ Listed in Business Plan Certification compliance Certified to sell at least one product 3 CCSPs 8 CCAs or 6 CCSPs 4 CCEE/CCIAs 3 CCAs and 1CCEE/CCIA Annual profile Required Required Required Partner logo on company website Required Required Required Annual business plan Optional Required Required Marketing activity 2+ activities/year 4+ activities/year 6+ activities/year Citrix syndication Suggested Suggested Required Membership fee No fee No fee No fee Tech support agreement purchase $2,000 optional $3,500 mandatory $5,000 mandatory Demo excellence Demo centre showcasing at least one Citrix product or use Virtual Computing Demo centre Demo centre showcasing at least one Citrix product or use Virtual Computing Demo centre Demo centre showcasing full Citrix product portfolio Product mix Offers virtualisation and/or networking products from Citrix Offers virtualisation and/or networking products from Citrix Offers full Citrix product portfolio For more information on CCA/CCEE/CCIA courses, please turn to the TRAINING section of this guide. Abbreviations: CCA: Citrix Certified Administrator CCEE: Citrix Certified Enterprise Engineer CCIA: Citrix Certified Integration Architect CCSP: Citrix Certified Sales Professional Important information In order to be technically certified in XenDesktop, you must hold a CCA in both XenApp and XenDesktop. Therefore you will need to pass certifications for Certified XenDesktop status. 4

7 Becoming a Citrix Partner What are the benefits of being a Citrix Partner? Benefits SMB Specialist Silver Partner Gold Partner Platinum Partner Sales engagement Via Arrow ECS Via Arrow ECS Citrix Account Team Citrix Named Account Manager Citrix Advisor Rewards Yes* Yes* Yes* Yes* Sales leads from Citrix Marketing Yes, SMB leads only Yes, SMB leads only Yes Yes priority allocation Partner pricing on training Yes Yes Yes Yes Partner locator listing Lowest ranking* Above SMB Specialist* Above Silver* Highest ranking* Leads from Partner locator Yes Yes Yes Yes Partner logo Yes Yes Yes Yes Coop-funded marketing support Yes, via Arrow ECS Yes, via Arrow ECS Yes, via Arrow ECS Yes, via Arrow ECS Partner portal with sales, marketing tools (My Citrix) Yes Yes Yes Yes Citrix syndication on your website Yes Yes Yes Yes Partner newsletter Yes Yes Yes Yes Citrix events such as Citrix Summit and Citrix Synergy Yes (fees apply) Yes (fees apply) Yes (fees apply) Yes (fees apply) Partner-use licences Yes, limited products Yes, full product portfolio Yes, more than Silver Yes, more than Gold *Must be certified on the product included 5

8 Citrix Partner Guide Citrix Advisor Rewards (CARs) This section includes: How to earn CARs How to claim a CAR How to log a CAR CAR products CAR approval tracking and statuses CAR payment CAR rejection reasons Citrix Advisor Rewards (CARs) are a deal registration programme for Citrix Partners that pay product-certified partners for their sales efforts regardless of who fulfils the order. Important information Once you are a registered Citrix Partner, you can log CARs in all products applicable for your level, however you are only able to claim the rebate on validated opportunities where you hold a technical certification in the product you are selling/claiming. For example: You are a Silver Partner and hold a CCA in XenApp and NetScaler, however you log a CAR for a XenDesktop opportunity which is then validated. You will not be able to claim a rebate once the order is closed unless you gain the technical certification within 90 days of ordering. How to earn CARs Identify a Citrix sales opportunity by demonstrating valueselling activities that can be delivered by: Creating and defining application delivery solutions with a customer Educating customers on application delivery solutions Understanding business issues and providing technical solutions that address them Engaging in account planning with Citrix teams Delivering proof-of-concepts and/or demos to customers Submit a sales forecast: At least 30 days before the customer places the order Minimum order of 100 points or $10,000 at SRP. (Exceptions: XenServer minimum value at $500, VDI-in-a-Box minimum value at $2,500 SRP) Ensure you complete all the contact fields and provide additional contact numbers where applicable Citrix Regional Sales will validate or reject all forecasts The validated lead must be no more than twelve months old (validated for up to nine months/claim required within three months) How to log a CAR Go to and login with your username and password. Select Choose a toolbox then select the Leads and Rewards tab. Create registration From a lead 1. From the Leads tab, select the My Accepted Leads view and click Go! 2. Click on the Lead s Company or Contact Name. 3. On the bottom of the page, in the Reward Registration related list, click New Reward Registration, which creates a new Registration with information prepopulated from the Lead. Without a lead 1. From any tab, click Create New Registration from the Shortcuts menu on the left panel, or from the Reward Registration tab, click Create New Reward Registration. 2. Enter basic information for the registration and click Next. 6

9 Citrix Advisor Rewards (CARs) 3. If potential matching leads exist for the deal, the leads will be displayed. Select a record and click Select Record and Continue to pre-populate information on the Registration, or if no lead matches the deal, click No Match Found: Continue. Submit registration 1. On the Reward Registration Edit page, fill out information on the Registration. All required fields are marked with a red bar. 2. To add more products, under the Products section, perform the steps outlined under the Lead Management QRC and click Add Another Product. 3. When complete with the registration, click Save and Continue. 4. Depending on the products on the registration, additional questions may need to be answered for validation. 5. Once done editing, click Save, or Save & New, to save the current registration and create a new one. 6. Click Submit for Approval in order to route the registration for validation by Citrix. CAR approval tracking and statuses Once you have submitted your CAR, it will be either validated or rejected by the Citrix Sales Team within 15 working days. You can check the status under My Citrix portal Leads and Rewards Approval History. Track registration approval 1. On the registration, in the Approval History section, track who is reviewing the registration. 2. The Overall Status will change to Approved or Rejected once a decision has been made. Registered indicates that a partner has registered this lead to receive a CAR for demonstrating value-selling behaviour. The Citrix Sales Team must validate or reject the forecast in 15 working days. In Review signifies the Citrix Sales Team is in the process of reviewing whether to validate or reject a forecast for the specified lead. Validated indicates the Citrix Sales Team has confirmed that the partner has demonstrated value-add selling during the sales process. Once the deal has closed and the partner has entered the order number against lead ID for Advisor Reward payment, the registration status will be Claim Submitted. Rejected leads have been denied for a CAR for the specified partner by the Citrix Sales Team. Partners have the ability to re-open a forecasted lead that was previously rejected by the Citrix Sales Team and reforecast. A Resubmitted lead indicates that the partner has re-entered the forecast information for a specified deal in order to receive a CAR. CAR rejection reasons A reward has already been registered for this opportunity A forecast may only be submitted once to claim a reward. Forecasted with different partner Another Citrix Solution Advisor has already claimed and been approved for this forecast. Not a sales opportunity This forecast does not represent a viable sales opportunity. 7

10 Citrix Partner Guide Please provide more information More information is required to determine if this is a viable sales opportunity. Value selling was not demonstrated on this registration Rewards are allocated based on the Citrix Solution Advisor s ability to add value in the following areas: Identifying a Citrix licensing product sales opportunity Creating and defining access infrastructure strategies for customers Educating customers about access infrastructure technology Evaluating business challenges and providing technical solutions Engaging in account planning with the Citrix Sales Team Rejected/forecast expired Reward forecasts are validated for six months from the date registered then go to claim required for three months. After this, they are rejected. Minimum Reward Registration not met Rewards are only available for orders greater than ten thousand dollars ($10,000) with exceptions of XenServer ($500) and VDI-in-a-Box ($2,500). High Touch Account Not eligible. Partner Shared Reward Registration requires special processing Follow up with your Citrix Sales Representative. Top tip! Always check the Notes Section for more information on the rejection reason from the Citrix Sales Rep. They will write helpful notes that will assist you with resubmitting the CAR for validation if applicable. How to claim a CAR Citrix is now automating this process by proactively matching orders to your validated CARs, therefore as long as the order is transacted by the partner with the validated CAR it should automatically be processed for payment. If, however, Citrix cannot find the order that relates to your validated CAR, you will need to go through the following process: Find the validated end-user reward you wish to claim Open the opportunity and click Edit at the top of the page Scroll down to the section shown below and complete the information required Submit claim 1. If Citrix is unable to match the Registration to an Order, submit the Citrix Sales Order #, or Distributor PO # and Distributor Name to claim a Reward. First, click Edit on the Registration record. 2. Provide the appropriate information under Claim Information. 3. Click Save. This will then go to Citrix for approval and payment in the standard way. CAR products CARs are calculated on programme SRP. The following products may be eligible for CARs. Under no circumstances, however, will any Citrix products qualify for a CAR if the products were purchased by the Citrix Partner for internal use or for use in providing hosting or outsourcing services, or those products were sold under any other reward programme (unless that reward programme specifically states that its rewards are granted in addition to CARs). All future versions and Family Edition upgrades of the Citrix products identified below will also qualify under the programme unless otherwise stated by Citrix at a later date. 8

11 Citrix Advisor Rewards (CARs) Citrix Access Gateway Appliance Citrix Access Gateway, Universal Licence Citrix Application Firewall Citrix CloudBridge Citrix CloudGateway, Enterprise Edition Citrix CloudPortal, Enterprise Edition Citrix CloudPortal, Standard Edition Citrix CloudStack Citrix GoToMeeting, Enterprise Edition Citrix GoToTraining, Enterprise Edition Citrix GoToWebinar, Enterprise Edition Citrix NetScaler Options Citrix NetScaler, Enterprise Edition Citrix NetScaler, Platinum Edition Citrix NetScaler, Standard Edition Citrix Repeater (WANScaler) Appliance Citrix Repeater Plugin (WANScaler Client) Citrix ShareFile, Enterprise Edition Citrix VDI-in-a-Box Citrix XenApp Fundamentals Citrix XenApp, Advanced Edition Citrix XenApp, Enterprise Edition Citrix XenApp, Platinum Edition Citrix XenClient Enterprise Citrix XenDesktop, Enterprise Edition Citrix XenDesktop, Platinum Edition Citrix XenDesktop, VDI Edition Citrix XenServer, Enterprise Edition Citrix XenServer, Platinum Edition Citrix XenServer, Standard Edition Citrix NetScaler Branch Repeater Exclusions: Subscription Advantage Renewal Hardware Maintenance and Warranty Licences for hosting or outsourcing services Internal-use licences Media Kits or Citrix Support and Consulting Services CAR payment Once Citrix has matched up the CAR to your order, or you have submitted the Citrix order number through the CAR portal, the following process will take place: The status will change to claim submitted. If a claim is submitted after 90 days of the order placement, the system will automatically reject the claim submission. Once the claim has been successfully submitted, Citrix will audit the claim. Payments will be processed in a period of 4 6 weeks if they pass the audit. After approval, a credit note will be sent to the solution advisor or payment will be made direct. Once the credit note/payment has been sent to the solution advisor, the status will change to paid. For information on payment status, contact the [email protected] CARs are calculated from the $SRP value and are subject to audit and are not guaranteed to be paid. 9

12 Citrix Partner Guide Licensing programme CAR rebate EASY 10% ELA 1 10% ELA 2 10% ELA 3 9% ELA 4 8% ELA 5 7% ELA 6 6% ELA 7 5% Education 5% GELA 1 5% GELA 2 5% GELA 3 5% GELA 4 5% 10

13 Licensing basics Licensing basics This section includes: How do I request a Citrix quote? Flexible licensing programmes How Citrix licensing programmes work How do I request a Citrix quote? Arrow ECS has a dedicated Citrix Quote and Configuration team with a wealth of experience, which operates from 9.00am to 5.30pm. Please your quote request to: [email protected] and provide the following information with your request: New product quotes The full end-user name and address A full description of the products you wish to be quoted for, including edition and licence type where applicable i.e. Advanced/Enterprise/Platinum or CCU or U/D licences, etc. Renewals the quote team requires visibility of your customer s renewal on My Citrix to be able to provide a quote. This is a three-step process: The end user must provide you, the reseller, with visibility of their renewal. 1. They do this by going into My Citrix Choose a Toolbox Manage My Renewals. There will then be easy-tounderstand steps from there on how to assign visibility to their chosen Citrix Solution Advisor. 2. Once you have received notification of the renewal being assigned, you need to log into My Citrix and follow a similar process, My Citrix Choose a Toolbox Manage My Customer Renewals. From here, there will be steps on how to assign an individual renewal or all renewals to Arrow ECS. 3. The Arrow ECS quote team receives a notification and requests the quote via My Citrix. It is then converted into an Arrow ECS quote with your discounts applied and ed back to you. If you need assistance in any way with your quote, you can either contact your Arrow ECS Citrix Business Development Manager or the Arrow ECS Citrix team [email protected]. Flexible licensing programmes For commercial organisations, Citrix offers the Enterprise Licence Agreement (ELA) Programme with all-inclusive discounts for products and select services and exclusive member offers for customers who can make up-front purchasing commitments. The EASY Licence Programme is also available for customers with more sporadic purchasing needs. Citrix also offers licensing for public sector organisations including education, government and many non-profit organisations. The Education Licence Programme is available globally to qualified education institutions. This programme also provides a Campus-wide Option to simplify the procurement and consumption of Citrix products. International public sector entities can participate in the Government and Government Education Licence Agreement Programme (GELA). Through integrated management and a central licence server that is easy to administer and configure, Citrix provides consistent licence management across all products for its customers. Through a self-service portal, My Citrix, your customers can manage their licences, download software and update their profile. Additionally, as their business needs require, your customers may also leverage My Citrix to renew their Subscription Advantage Programme membership, upgrade to a higher product edition, and try other Citrix products. 11

14 Citrix Partner Guide Useful information on using the licensing can be found on the Citrix support website: lic-getting-started.html and here licensing-119/lic-licensing-119.html How Citrix licensing programmes work There are different part numbers and pricing for each of the different levels, EASY/ELA/GELA and Education, so it is very important to check the end-user agreement first. If you don t have this information, the Arrow ECS quote team will be able to check this for you as long you provide the end-user name and address on your quote request to [email protected] Each Citrix product has a specific number of points. The more products purchased on a customer s first order, the higher the points value and the possibility of reaching the next discount level available. The discount level is set with the first purchase. The term of this licensing programme is 24 months. The following table will help you to understand how the programmes work and the discount of SRP available for each programme level. Licensing basics table Question 1 Does the end user have a valid Citrix agreement? (Check it hasn t expired!) Yes Confirm EU Org ID, contract number, programme and level The quote team will check this information and confirm level Provided that the minimum number of points for a reorder is reached, the quote team will quote against their current level Minimum reorder points as follows: EASY ELA Levels 1 to 6 Educational/Charity GELA Levels 1 to 3 5 licences minimum or 1 server licence 50 points 20 points 50 points No What type of end user are they? Corporate Education/Charity Government Minimum NEW order points EASY 5 licences minimum or 1 server licence GELA points ELA 2 1,500 points ELA 3 3,000 points ELA 4 6,000 points GELA points ELA 5 10,000 points ELA 6 15,000 points 20 points minimum GELA points 12

15 Licensing basics Programme discounts off SRP Example: XenDesktop Enterprise Licence SRP $225 (06/09/2010) Programme/Level Part number Discount off of normal SRP SRP EASY MW2Z % $ ELA 2 MW2A % $ ELA 3 MW2B % $ ELA 4 MW2C % $ ELA 5 MW2D % $ ELA 6 MW2F % $ Education/Charity MW2E % $ GELA 1 MG2B % $ GELA 2 MG2C % $ GELA 3 MG2D % $ Example of product points value Product Points XenDesktop Platinum U/D 3.5 XenApp Advanced 3.5 XenApp Enterprise 4.5 XenApp Platinum 6 XenDesktop VDI U/D 0.95 XenDesktop Enterprise U/D 2.25 CAG 2010 Appliance 35 CAG Universal 1 XenServer Advanced 10 XenServer Enterprise 25 XenServer Platinum 50 13

16 Citrix Partner Guide Citrix products overview This section includes: Citrix XenServer Citrix XenApp Citrix XenDesktop Citrix VDI-in-a-Box Citrix Access Gateway Citrix NetScaler Citrix NetScaler Branch Repeater Citrix CloudGateway Citrix Subscription Advantage Citrix Premier Support Citrix XenServer Citrix XenServer is a complete, managed server virtualisation platform that is widely acknowledged as the fastest and most secure in the industry. XenServer has proven it can handle any server workload. It is designed for efficient management of Windows and Linux virtual servers while delivering a cost-effective server consolidation and business continuity solution. Why Citrix XenServer? XenServer is the second most widely deployed hypervisor in the enterprise, with more than 50,000 customers in production. Experience the highest consolidation ratios and best performance of your XenDesktop deployments when running on top of XenServer. With the Xen hypervisor running virtually every cloud on the planet, including the world s largest virtualisation deployment, it is cloud-proven, offering scalability and flexibility to any cloud environment. Capitalise on the growing server virtualisation market, which is expected to reach 75 percent penetration by Grow your existing customers through virtualisation purchases (such as application or desktop). Product editions: Advanced Edition: Key high-availability and advanced management tools that take virtual infrastructure to the next level. Enterprise Edition: Essential integration and optimisation capabilities for production deployments of virtual machines. Platinum Edition: Advanced automation and cloud computing features for enterprise-wide virtual environments. Key features of XenServer: Product simplification: Full integration and management of StorageLink and site recovery from XenCenter. All new Linux-based virtual appliances and a single installation ISO. Enhanced architecture: Based on the Xen 4.1 hypervisor, SR-IOV support and improved networking performance. XenDesktop enhancements and improvements: HDX enhancements including optimised virtual desktop user experience and GPU pass-through. IntelliCache improves scalability and performance, making XenServer the best choice for TCO and ROI for a XenDesktop deployment. Microsoft System Centre integration: Manage XenServer hosts and VMs with Microsoft System Centre Virtual Machine Manager (VMM) Infrastructure-as-a-Service improvements: The distributed virtual switch is now the network default for XenServer. NOTE: XenServer Free Edition is a proven virtualisation platform that delivers uncompromised performance, scale, and flexibility at no cost. XenServer licensing model Licences are assigned to each active host (physical server) Unlimited virtual machines Unlimited vram Unlimited processors One licence per host server NOTE: XenServer Enterprise is included in all XenDesktop editions for managing desktop virtualisation infrastructure. 14

17 Citrix products overview XenServer features Free virtual infrastructure Free Advanced Enterprise Platinum XenServer Hypervisor Conversion tools Management integration with Microsoft System Centre VMM Resilient distributed management architecture VM disk snapshot and revert XenCenter management console XenMotion live migration Advanced management and automation Automated VM protection and recovery Distributed virtual switching Heterogeneous pools High availability Memory optimisation Performance alerting and reporting Dynamic workload balancing GPU pass-thru Host power management IntelliCache Live memory snapshot and revert Provisioning services (virtual) Role-based administration StorageLink Web management console with delegated admin Provisioning services (physical) Site recovery 15

18 Citrix Partner Guide Citrix XenApp Citrix XenApp offers customers the benefits of a concurrent licensing model for organisations requiring high-volume, same-time user access. The concurrent licence model assigns licences from a central pool to each user on a firstcome, first-served basis and returns them to the pool for reassignment once their session ends. Product editions: Fundamentals Edition: The turnkey solution for small and medium-sized businesses to deliver secure, remote access to users anywhere. Advanced Edition: Provides a solid foundation for secure, on-demand application delivery to users anywhere with maximum performance. Enterprise Edition: A proven, enterprise-class ondemand application delivery solution that is optimised for managing larger environments. Platinum Edition: The most robust, secure and scalable solution for delivering applications as an on-demand service to any user, anywhere. Key features: Self-service applications XenApp automatically determines the most optimal and secure method for delivering applications to users based on device capabilities, user permissions, network performance, connection location and security profile. Applications are either streamed for offline use or run centrally in the data centre and delivered via a high-speed delivery protocol to any device when a user is online. Applications are delivered to users through a personalised and easy-to-use selfservice storefront that is available 24x7. Any device, anywhere XenApp provides users with instant and secure access to their corporate applications and data from whichever client operating system or device is most convenient a desktop or laptop PC, Macintosh, thin clients and even mobile devices such as the iphone, Windows Mobile or Android. High-definition user experience XenApp delivers a high-performance, high-definition experience on any network. XenApp HDX technologies provide fast, advanced graphic and multimedia performance regardless of the capabilities of the endpoint device. Users are ensured a seamless experience with zero downtime and higher overall productivity. Single-instance management XenApp eliminates the need to install or manage applications on distributed endpoint devices. The centralised architecture enables IT to store, maintain and update applications and server images once in the data centre and deliver them on-demand to users. This simplifies management, avoids application conflicts, makes it easy to provide real-time updates and significantly reduces the requirements for patches and upgrades. Enterprise-class scalability XenApp is proven to support more than 100,000 users, scale beyond 1,000 servers in a single implementation and ensure percent application availability. The enterprise-class foundation coupled with centralised management, monitoring and automation tools enables rapid response to business and user needs. XenApp licensing models Concurrent Licensing: Licences are assigned to each connection from a central pool* Any user Any device One connection to unlimited virtual applications * Used for Advanced, Enterprise or Platinum Edition Per-user Licensing: licences provide secure access to named users* One user Any device Unlimited connections to virtual applications * Used for Fundamentals Edition only 16

19 Citrix products overview Self-service applications Fundamentals Advanced Enterprise Platinum Online access to hosted application Online access to session virtualisation Offline access to applications (application virtualisation) Self-service enterprise app store Any device, anywhere Browser-based access Windows, Mac, and Linux support Tablet, smartphone, and thin-client support HDX user experience HDX Broadcast HDX Plug-n-Play HDX MediaStream HDX Adaptive Orchestration HDX RealTime HDX RichGraphics HDX SmartAccess Secure by design Centralised file and data containment Encrypted application access SSL VPN access to corporate resources Single sign-on and password control Session recording and playback Single-instance management Application image management Automatic server and app synchronisation Profile management OS image management Enterprise-class scalability High availability and failover Centralised farm management Workflow automation Microsoft System Centre integration Preferential load management Proactive user-experience monitoring 17

20 Citrix Partner Guide Citrix XenDesktop Citrix XenDesktop transforms Windows desktops into an on-demand service available to any user, any device, anywhere. XenDesktop quickly and securely delivers any type of virtual desktop or Windows, web and SaaS application to any PC, Mac, tablet, smartphone, laptop or thin client, all with a high-definition HDX user experience. Product editions: VDI Edition: Scalable VDI-only solution for delivering virtual desktops that include HDX technology, provisioning services, profile management, and StorageLink technology. Enterprise Edition: Enterprise-class desktop virtualisation solution with FlexCast delivery technology that delivers the right type of virtual desktop with on-demand applications to any user, anywhere. Platinum Edition: Comprehensive enterpriseclass desktop virtualisation solution with advanced management, monitoring and security. XenDesktop licensing models Citrix XenDesktop offers customers the flexibility of a per-user or per-device licensing model. Both licensing models are based on the total number of users or devices that access the software, regardless of whether or not they use the software simultaneously. To determine the number of XenDesktop licences needed, customers need only determine the total number of users or devices that will access the software. Per-user Licensing: Best when people need dedicated desktop access One user Unlimited devices Unlimited connections to virtual desktops and apps Per-device Licensing: Best when people share desktops or devices Unlimited users One device Unlimited connections to virtual desktops and apps Concurrent Licensing: Best for anonymous access or occasional use Any user Any device One connection to virtual desktop or unlimited apps XenDesktop features by edition Features VDI Enterprise Platinum Desktops Dedicated VDI desktop Pooled VDI desktop Hosted shared desktop (RDS or terminal server-based desktop) Local Desktop Streaming Local Type 1 client hypervisor (XenClient) Physical Desktop Apps Application virtualisation Session virtualisation VM-hosted apps 18

21 Citrix products overview Supports any device, anywhere Citrix Receiver is a universal, lightweight and auto-updating client that provides integrated access to desktops, applications, and other IT services. Features VDI Enterprise Platinum Auto update client service PC and Mac Windows, Mac OS, Linux Tablets Thin clients Smartphones Zero client Mobile application developer tools Delivers a high-definition user experience Features VDI Enterprise Platinum 3D graphics business apps support Client drive mapping Fast user profile loading Multimedia support Unified communications support Multi-monitor support Roaming user reconnect Universal print driver and print server USB and peripheral support 3D graphics professional applications support Application multi-tasking Native device experience on smartphones and tablets Session pre-launch Secure self-service apps and data Features VDI Enterprise Platinum Follow-me subscriptions Self-service enterprise app store 19

22 Citrix Partner Guide Transforms IT with open, scalable, and proven technology Features VDI Enterprise Platinum Deployment, management, and troubleshooting tools Automated desktop provisioning and storage optimisation Microsoft System Centre Configuration Manager support 2007, 2012 Microsoft System Centre Virtual Machine Manager support 2007, 2012 Third-party systems management integration User personalisation creation services Web-based help desk and troubleshooting tool Performance monitoring tool for hosted applications Session recording Security features Centralised data control Multi-factor authentication Traffic encryption Application activity auditing Built-in password management Integrated SSL VPN Policy-based access control Virtual infrastructure interoperability and optimisation Automated protocol tuning Automated virtual and physical server provisioning High availability Multi-site load balancing and failover Multi-stream protocol VMware vsphere, Microsoft Hyper-V (supported) XenServer Hypervisor (included) Intelligent application load and capacity management Power and capacity management Advanced WAN traffic prioritisation Branch traffic caching 20

23 Citrix products overview Citrix VDI-in-a-Box VDI-in-a-Box is an easy, affordable, all-in-one desktop virtualisation solution that makes the benefits of desktop virtualisation available to every business. VDI-in-a-Box provides built-in high availability and eliminates over 60 percent of traditional VDI infrastructure including management servers and shared storage (SANs) by creating a grid of off-the-shelf servers using local storage. Work anywhere on any device using HDX-enabled Windows PCs, Macs, and smartphone and tablet platforms such as Apple, Android, HP and RIM using the Citrix Receiver Provide personalised desktops customised to each user s preferences and profile Deliver a high-definition experience with performance and access fine-tuned to match the capabilities of each connection and computing device Reduce downtime with the ability to manage service levels via policies and a central desktop that is always available, even if a user s PC is not Concurrent licence model only Subscription Advantage separately sold but mandatory All programmes such as ELA apply One version (no Enterprise/Platinum, etc.) Minimum purchase of ten users Citrix Access Gateway Citrix Access Gateway is a secure access solution that provides administrators with granular application-level policy and action controls to secure access to virtual desktops, applications and data while allowing users to work from anywhere. It offers flexible deployment options with both physical and virtual appliances, a single point of management, and tools to help ensure compliance and the highest levels of information security across and outside the enterprise. At the same time, it empowers users with a single point of access optimised for roles, devices and networks to the enterprise applications and data they need. This unique combination of capabilities helps maximise the productivity of today s mobile workforce. Key features: All Access Gateway appliances include secure access to Citrix XenDesktop and Citrix XenApp deployments at no additional cost, making it the most integrated and costeffective solution for these environments. Access Gateway is available as both a virtual and physical appliance, making it available to customers no matter what their budget. Expanded capabilities are also available with universal licences that enable Access Gateway to secure all types of applications and data, and enforce strong data security through adaptive policies. Universal licences can be purchased separately and are included with Platinum Editions of XenApp, XenDesktop and Citrix NetScaler. Citrix NetScaler Below is an overview of the opportunity for NetScaler, along with an overview of the key features. For a copy of the NetScaler datasheet, please [email protected]. What is the opportunity? The cost and complexity of deploying web applications and database servers is dramatically accelerating. An explosion in the number of web applications in a typical organisation is resulting in out-of-control server sprawl, an increased need for database servers and an unmanageable cost structure. At the same time, the push toward more interactive and collaborative applications with Web 2.0 capabilities is placing an enormous load on existing network infrastructures and exposing the organisation to a new set of online security risks. IT departments can no longer address these challenges by simply throwing more servers, bandwidth and equipment at the problem. Over-provisioning does not solve the problem. In fact, it only adds cost and complexity to the application delivery infrastructure. How NetScaler addresses these challenges Citrix NetScaler is an all-in-one web application delivery solution that makes applications run five times better by ensuring application availability through advanced L4-7 traffic management, by providing database load balancing, by increasing security with an integrated application firewall and by substantially lowering costs by offloading servers. This reduces TCO, optimises the user experience and makes sure that applications are always available. Deployed in front of web and database servers, NetScaler combines high-speed load balancing and content switching with application acceleration, data compression, content caching, multi-layer web cache redirection, SSL acceleration, network optimisation, application flow visibility at the transaction level and application performance 21

24 Citrix Partner Guide monitoring. Unlike other approaches that require multiple point products, NetScaler is an all-in-one appliance that is easy to deploy and operate. In addition to running on a wide range of physical appliances, NetScaler is also available as a virtual appliance. With the NetScaler VPX virtual appliance, NetScaler can be deployed on industry-standard servers anywhere in the data centre. Whether running production workloads or incorporating application delivery functionality into critical development and test environments, NetScaler VPX enables load balancing, application acceleration, application security and server offload to become virtual appliance-based services. NetScaler VPX can be easily and dynamically deployed on-demand and anywhere in the data centre or cloud environment. Simplify infrastructure NetScaler is an all-in-one solution that reduces the number of servers and network devices in the web application delivery infrastructure. It replaces standalone products such as those providing application security, SSL VPN capabilities, application performance monitoring, content caching and much more. With a unified policy engine, NetScaler supports multiple functions with great performance, delivers single-platform integration and is much easier to deploy and manage than multiple products from multiple vendors. In addition, NetScaler offers investment protection against unforeseen infrastructure requirements. NetScaler s flexible Pay-as-You-Grow and BurstPack options enable NetScaler MPX and VPX platforms to scale to support increasing application demands with a simple software licence upgrade, reducing the need for forklift upgrades and downtime. Optimise server use The proven layer 4-7 load balancing of NetScaler ensures 100 percent application and database uptime and no single point of failure by directing users to the right application and database resource. Its powerful load balancing is extended worldwide with integrated Global Server Load Balancing (GSLB) to efficiently and intelligently distribute application traffic across multiple data centres, enabling a resilient disaster recovery solution. Accelerate application performance NetScaler accelerates web application performance by up to five times or more. Advanced web compression reduces the amount of data that is sent to users, resulting in significantly faster response times for all varieties of web applications and reduced network bandwidth requirements. NetScaler also integrates powerful web caching to serve static and dynamically generated content immediately to application users, avoiding the expense and delay incurred when web applications handle repetitive requests for the same information. The innovative TCP optimisations of NetScaler accelerate application traffic over network links, including those with large delays and significant packet loss that otherwise would punish application performance. Ensure the highest level of security The NetScaler Application Firewall feature of NetScaler protects web applications from the growing number of application-layer attacks, including XML data, and prevents the loss of valuable corporate and customer data. In addition to proven attack defences, Application Firewall aids in compliance with information security regulations, such as PCI-DSS. It protects web applications with little to no impact on throughput performance or application response times. With a hybrid positive and negative security model, Application Firewall is the best solution to defeat all application threats, including zero-day attacks. By efficiently scanning thousands of HTTP signatures, the Application Firewall expands on the positive security technique that enforces proper application behaviour. Key features: 100% Application availability NetScaler intelligently directs user requests for application content to the right web and database servers for maximum performance and availability. L4-7 traffic management decisions are based on flexible load balancing algorithms so that application workloads are properly balanced among all available web resources. NetScaler provides database request switching by optimally distributing SQL requests. Switching may be based on SQL query parameters including user and database names and command parameters. Monitors can be configured to track the state of database servers. Powerful session persistence ensures that each user s web connection is directed to the same server so that the application behaves properly during the entire duration of each session. For maximum application uptime, NetScaler provides application and database server healthchecks that monitor the ability of the server infrastructure so that requests are only directed to healthy application and database resources capable of completing the user s request. Advanced server offload NetScaler server offload capabilities take the load off overburdened networks and servers, reducing server costs by up to 60 percent or more. NetScaler offloads from servers things they don t do well, including computeintensive tasks such as data compression, TCP and SQL connection management and SSL encryption. NetScaler 22

25 Citrix products overview provides more efficient management of these functions, enabling organisations to deliver more applications to more users with a dramatic reduction in servers and network devices. Easy, policy-based management NetScaler policies are defined and managed using Citrix AppExpert management framework, which provides a single, consistent environment for all NetScaler features and functional modules. All policy expressions and rules are common for all NetScaler functionality, making it simple to bring new capabilities online. To fully optimise popular enterprise applications, such as Oracle E-business Suite and Microsoft SharePoint, AppExpert templates encapsulate complete configuration policies that can quickly be imported into NetScaler so that new applications can be delivered within a matter of minutes. Application flow visibility NetScaler provides the ability to peer deep into traffic flows at the transaction level without invasive network taps or burdensome port mirroring. Through NetScaler AppFlow, administrators are afforded real-time, end-to-end visibility of application flows including those with SSL encryption. Critical web traffic, including application performance data, can be unlocked and made broadly available to IT groups responsible for application SLAs, security, network availability, and server performance. For example, through automated correlation of client and server-side traffic, full diagnostic and analysis capabilities for each application user and session can be obtained. AppFlow is completely standards-based with the use of NetFlow and Internet Protocol Flow Information Export (IPFIX) and is supported by leading performance monitoring and log analysis vendors for simplified infrastructure integration. Citrix NetScaler Branch Repeater Citrix NetScaler Branch Repeater accelerates, controls and optimises services desktops, applications and multimedia for branch and mobile users. Powered by SmartAcceleration and user-centric prioritisation of XenDesktop, NetScaler Branch Repeater evolves networkcentric WAN optimisation into a service-centric solution. With granular visibility, enhanced prioritisation and control of service traffic, SmartAcceleration ensures brilliant quality of experience (QoE) and availability while reducing bandwidth consumption and simplifying branch IT. Comprising Branch Repeater, Branch Repeater with Windows Server, Repeater, Branch Repeater VPX and Repeater Plug-in for Citrix Receiver, this Branch Repeater product family addresses an array of enterprise acceleration needs. The AutoOptimiser engine that serves as the cornerstone of Branch Repeater architecture offers flexible deployment options. The Repeater Plug-in for Citrix Receiver accelerates service delivery to remote and mobile users, while the appliances support users in branch offices. Key customer benefits: Accelerates services desktops, applications and multimedia to branch office and mobile users Improves the performance of any WAN that exhibits latency, congestion and packet loss Significantly improves XenDesktop and Citrix XenApp capacity and performance over WANs Simplifies IT with integrated appliance options to reduce server footprint Enables IT agility with flexible deployment options offered by physical and virtual appliances Dramatically reduces bandwidth requirements and costs Key features: SmartAcceleration gives IT administrator s full control over the network and delivers best possible desktop and application experience to users across the WAN. It provides intelligent and adaptive mechanisms to guarantee quality of service (QoS) and user experience by enabling: network usage assessment, application and services traffic classification, bandwidth consumption control using granular L2-L7 policies, monitoring of network congestion and delays affecting user experience. It also remediates any problems quickly to minimise support calls. HDX WAN Optimisation is a broad set of features and capabilities that provide users with the best high-definition experience for virtual desktops and applications. HDX builds on existing Citrix user experience innovations from the data centre to the device, adding enhancements for multimedia, voice, video and 3D graphics. Key differentiators of NetScaler Branch Repeater: Optimise HDX delivery to remotely connect XenApp or XenDesktop users Flexible configuration and control with traffic classification on L2-L7 parameters AutoDiscovery automatically classifies and reports on the traffic (both ICA and non-ica) Real-time, highest-priority processing for latencysensitive traffic (such as VoIP) Unique SmartAcceleration with multi-stream ICA Unique traffic policies for auto-discovered XenDesktop applications and desktops Unique broad and deep XenDesktop reports for bandwidth measurement, service management, and troubleshooting 23

26 Citrix Partner Guide Citrix CloudGateway Citrix CloudGateway is the industry s first unified service broker that aggregates, controls and delivers Windows, web and SaaS apps to any device, anywhere. It provides end users with an intuitive single point of access and selfservice to all their business apps on any device anywhere, leveraging the consistent high-definition experience of Citrix Receiver. CloudGateway provides IT with a comprehensive single point of aggregation and control for all apps and users, allowing IT to protect enterprise apps and data with scenario-based controls, such as identity provisioning for authorised users, automatic account deprovisioning for terminated employees and remote wipe for data and apps stored on lost devices. Unified app and data delivery To regain control and get ahead of disruptive mobility and SaaS trends, IT needs to shift focus away from ad-hoc siloed solutions toward comprehensive unified service brokers that can aggregate, control and deliver all content (all apps Windows, web, SaaS, mobile, etc.) in all contexts (people, devices, locations). With CloudGateway, IT no longer needs to create and manage individual/siloed processes and tools to add new devices, user types and apps. IT can easily and rapidly deliver new apps and accelerate new business services including Bring Your Own Device programmes, mergers, acquisitions, partnerships and more. Key features: Unified app store CloudGateway provides StoreFront, which delivers a secure, consistent app store that displays all of a user s authorised apps Windows, web and SaaS on any device. Users leverage Citrix Receiver, and get the same single pane of glass experience whether they use a native Receiver for their chosen device or the new clientless Receiver for web. Once logged into the app store, users have the flexibility to select their desired apps from the administrator-provided list, and can easily request new apps for which they are not yet authorised. Follow-me apps with federated single sign-on Once users self-select their chosen apps from the unified app store, CloudGateway delivers those same apps seamlessly to any chosen device empowering users to easily work from anywhere. Additionally, CloudGateway provides users with single-click, single sign-on access to all Windows, web and SaaS apps with Citrix Receiver. One-click setup for all devices Citrix Receiver natively supports over a billion mobile devices, and CloudGateway is designed to detect the connecting device and provide a link to auto-provision the correct native Receiver upon user login. If there is no native Citrix Receiver to support the chosen device, CloudGateway automatically leverages its built-in Receiver for web, which provides the same single pane of glass user experience. Instant provisioning and deprovisioning of users CloudGateway empowers IT with built-in automated workflows that allow quick, easy user account creation, updates and deletion for all Windows, web and SaaS apps using existing directories and security mechanisms. These automated workflows allow IT administrators to create a single set of processes that seamlessly onboard and/or terminate users, devices and apps in either the private or public cloud. Unified controls for all apps, users and devices CloudGateway enables strong protection of sensitive corporate data by allowing IT administrators to define comprehensive security policies that use the full context of each access scenario (user, device, network, etc.) to determine levels of access for each individual app across both private and public clouds. IT can easily ensure that only authorised users have accounts for costly third-party apps, and when employees leave the organisation IT can instantly deprovision the user s access to both internally hosted apps and third-party apps using a single unified process. Unified SLA and licence compliance for SaaS apps With CloudGateway, IT gains a unified dashboard that provides the same level of monitoring and control over third-party SaaS apps as for data centre-based services. IT can easily monitor SaaS app response times in real time to ensure vendors are meeting their service level commitments and hold them accountable for underachieved SLAs. Additionally, licence usage can be monitored and tracked over time to ensure ongoing purchases are optimised, and licences for the SaaS apps are easily reclaimed when users leave the organisation due to the instant SaaS account deprovisioning capabilities of CloudGateway. In summary, enterprises save money by avoiding unnecessary licence expenditures. Citrix Subscription Advantage Citrix Subscription Advantage provides a convenient way for your customers to budget for their product version upgrades annually without having to anticipate variable costs throughout the year. 24

27 Citrix products overview Benefits: Product version upgrades at no additional cost: Subscription Advantage allows your customer to download the latest product version upgrades available during their membership term. These updates include any major changes to the underlying product architecture as well as updates to the feature set of a given product platform. Secure portal to manage and fulfil programme benefits: Your customer can manage their Subscription Advantage memberships 24x7 at Citrix s secure portal: membership renewals and benefits fulfilments are only clicks away. Membership eligibility: For eligible products, the first year of Citrix Subscription Advantage is included with the product purchase. After the initial year, members are encouraged to renew their membership in order to continue receiving all of the benefits of the programme. Products covered under Citrix Subscription Advantage: XenApp XenDesktop XenServer NetScaler VPX Branch Repeater VPX Access Gateway VPX and Universal Licence EdgeSight Provisioning Server Application Streaming for Desktop Citrix Premier Support Citrix Premier Support provides unlimited 24x7x365 worldwide technical support to keep your Citrix environment running optimally. Whether you are installing products for the first time or want to optimise the performance of your Citrix environment, Citrix Premier Support can help you. With eight support centres across the globe and support provided in nine languages, Citrix Premier Support helps mitigate risk and protect your Citrix environment. Citrix Premier Support provides your team with peace of mind: RESOLVE ISSUES AROUND THE CLOCK with 24x7x365 worldwide technical support. LIMITLESS ACCESS TO THE EXPERTS with unlimited incidents and unlimited technical contacts you ensure your staff are always supported. Feature Technical support coverage hours Number of support incidents Products supported Description Worldwide 24x7x365 Unlimited Software products Excludes free product editions Software maintenance provided for VDI-in-a-Box and CloudStack products Support type Remote support Follow-the-sun case management Reactive Using Citrix GoToAssist, the #1 remote support service according to IDC, technical support engineers quickly resolve complex issues using screen sharing, chat and other tools Cases are seamlessly transferred from one support centre to the next, following-thesun, to ensure cases are worked continually for rapid resolution 25

28 Citrix Partner Guide Optional services Utilising a Technical Relationship Manager (TRM) is a highly effective way to support and maximise the performance of your software investment. A TRM offers your business a designated, highly trained single point of contact who has extensive experience delivering Citrix solutions and is equipped to troubleshoot and resolve complex issues quickly. Our goal is to minimise downtime in your business with proactive solutions. Reasons for your customers to consider the Technical Relationship Manager Service: Proactive management for your environment Designated advocate at Citrix Close-knit relationship Reduced support costs and risks Technical Relationship Manager Extra 100 TRM hours add-on 200 hours of Technical Relationship Manager (TRM) services with unlimited number of incidents for one region 100 additional hours of Technical Relationship Manager (TRM) services only available as an addition to the TRM add-on service 26

29 Arrow ECS Citrix Marketing Arrow ECS Citrix Marketing This section includes: Introduction to Arrow ECS Marketing Services Citrix Marketing Funding process Focus areas and key plays Citrix Marketing Concierge Citrix Syndication Arrow ECS managed activity Marketing Communications The Arrow ECS Citrix Marketing Manager is Katharine Bale. E: T: Introduction to Arrow ECS Marketing Services The aim of Arrow ECS marketing is to help our partners gain the funding and support needed to cost-effectively grow their business, enter new sectors and extend the range of solutions they offer. Whether your aim is to reach new prospects or attract more sales from your existing base, Arrow ECS offers extensive marketing support to help you achieve your goal. Highlights of the services available to Arrow ECS partners: Marketing planning and support with vendor funding applications Market intelligence and extensive end-user databases, from which to generate high-quality leads and appointments Online Sales Lead Portal to monitor and track leads, giving a personalised view of all leads and showing ROI to help secure future vendor funding Training enablement to equip channel partner teams with the knowledge and skills to sell advanced solutions effectively Specialist services provided by industry experts who are established Arrow ECS partners Assistance with running successful and memorable events Citrix Marketing Funding process To be able to request marketing funding, a partner will need to be a minimum of an SMB or Silver partner, and will need to hold a CCA (Technical Certification) in the product they wish to go to market with. Citrix funds are focused very much on lead generation campaigns, with Citrix Advisor Rewards (CARs) being the main measurement of success. One hundred per cent funding is available, with this percentage decreasing pro rata for each additional vendor involved. The funding works on a quarterly basis, which runs in line with the calendar year. As a guideline, all funding requests need to be submitted to the Arrow ECS Citrix Marketing Manager 35 days prior to the campaign execution. Requests are approved on a case-by-case basis, and should be submitted via a pre-approval form, which can be obtained by ing [email protected]. The pre-approval form needs to state the full campaign details, targets and a detailed cost breakdown. The expectation from Citrix on any campaign is that all qualified A and B leads will be logged as CARs, and the ID number and value will be submitted at the claim stage. Once reviewed by Arrow ECS, the pre-approval will then be submitted to Citrix for official sign-off. When the funding has been approved, you will receive an notification to confirm this, along with details of the date by which the claim documentation will need to be returned. The funding will then be ring-fenced in the system, and reimbursed at the claim stage. Any claims not submitted by the deadline or missing required documents or feedback will not be approved and the funding will be lost. For more information on the Citrix funding guidelines, please contact Katharine Bale on the above contact details. Focus areas and key plays In the My Citrix portal, you can find a range of marketing materials including the key campaign messages and goto-market campaigns. Citrix key plays are the current Citrix 27

30 Citrix Partner Guide messages, and the materials available will be in line with these. In terms of sector, the current focus areas are legal, retail, finance and public sector. Citrix campaigns are predominantly lead generation focused, and and telemarketing campaigns are typically a good investment for early-stage lead generation. There are various tools that you can leverage from both Citrix and Arrow ECS to help with running these types of campaigns, including draft call scripts, Arrow ECS preferred design and telemarketing agencies, and marketready campaigns. In terms of other campaigns, small, focused seminars typically provide the best ROI. On both My Citrix and the Concierge system there are various seminar-in-a-box materials and Arrow ECS is happy to provide support on agendas, speaking resource and venue. We have invested heavily in events facilities in London, Reading, Nottingham and Harrogate to create the right impact with customers and prospects. We can support our Citrix partners in hosting professional events in our auditorium or running workshops in our training rooms. Citrix Marketing Concierge Citrix Marketing Concierge is a free online and events platform, from which co-branded go-to-market campaigns can be created and sent. The Concierge system also provides the following: Customisable dashboard Free HTML download Seminar registration pages blast service This can be accessed via the My Citrix portal: Log into My Citrix Choose a Tool Box Marketing Concierge The goal of this tool is to provide you with marketing materials and templates to help with your efforts to promote the latest Citrix products and solutions. Citrix Marketing Concierge is your marketing resource for: Seminar invitations Direct mail Newsletters Advertisements templates Posters Seminar-in-a-box Supporting documents (including copy blocks, white papers and customer surveys) Upon login, simply select Campaigns and enter the campaign name that you are looking for in the search field or search by filters. Once you find and select your desired campaign, you can choose the campaign activities that you want to leverage, such as s and landing pages. If you would like a demonstration of the Concierge system, please [email protected]. Citrix Syndication Citrix Syndication is a free-of-charge web page content tool, which once installed will automatically update your website with current and accurate Citrix product and event information. The page maintains the usual personalisation of your website, fitting in with your current templates and branding. You can also monitor information from visitors, generating leads. Citrix Syndication is really easy to set up, you just need to create a new page on the website, add in the coding provided and it automatically syncs the content directly onto your website. You can find out more information and sign up here: Login to My Citrix Marketing Marketing Programs Syndication Program Arrow ECS managed activity Each quarter, Arrow ECS runs two managed campaigns, typically focusing on XenDesktop and NetScaler. These consist of 20 days telemarketing, from which the leads are then allocated to a select number of partners. All leads are fully managed through our Sales Lead Portal and any ROI is reported back to Citrix. These are ideal campaigns for new partners, providing an introduction to Citrix lead generation and the follow-up process involved. If you are interested in taking part in this activity, please contact us to see what space we have available for next quarter. Arrow ECS is also able to provide more bespoke managed campaigns. Please speak to the Citrix Marketing Manager directly if you would like to discuss this further. 28

31 Arrow ECS Citrix Marketing Marketing Communications Arrow ECS Channel Informers are the ultimate tool to help our channel partners manage their business effectively, providing key vendor information. Published every month, the Arrow Virtualisation and Citrix Channel Informers provide Citrix partners with all the necessary tools, including technical, sales, marketing and competitive information, to profitably grow their business. You can find out more about our Channel Informers and opt in to the communications you would like to receive by visiting our Partner Tools section at Both the Virtualisation and Citrix Channel Informers provide regular communications on the following: Latest Citrix initiatives Promotions Citrix-led marketing Sales tools White papers, success stories Product launches and roadmaps Arrow ECS has a preference page, which allows our channel partners to select the communications they want to receive. A refer-a-friend facility is also included as standard on all communications. To subscribe to receive our Channel Informers, visit 29

32 Citrix Partner Guide Training This section includes: Citrix training with Arrow ECS Citrix courses Training facilities How can Arrow ECS help you sell Citrix training? Arrow ECS Professional Services Our locations where are we? Citrix training with Arrow ECS We can offer you and your customers all you need to become certified or to be competent in Citrix. Whether you are passing exams yourselves or selling Arrow ECS s training to offer additional value add to your customer and increase your overall margin, talk to our Training Team on: T: E: [email protected] Citrix courses Below is a list of all the Citrix classroom courses available via Arrow ECS. Some of the CCA courses are also available as online, self-paced courses. Additional information Exams must be taken separately to the course itself at an offsite testing centre of your choice with an exam voucher. Some of the courses include exam vouchers in the cost. Where this does not apply, you will need to purchase the exam voucher separately for VAT The training courses for the CCA exams are not mandatory, therefore you can attempt to pass the exam without sitting either the classroom or web-based course For more information on each course, please go to and select Citrix. For your course costs and discount, please contact our Training Team on the details above. Application Networking 5 days CTX_CNS-300 Advanced Administration for Citrix NetScaler 9.0 Platinum Edition 5 days CTX_CNS-203 Basic Administration for Citrix NetScaler days CTX_CBR201A Citrix Branch Repeater 6.0 Administration 2 days CTX_CAG-200 Implementing Citrix Access Gateway 9.0 Enterprise Edition Application Virtualisation 5 days CTX_CXA-301 Advanced Administration for Citrix XenApp days CTX_CXA-2062 Citrix XenApp 6.5 Administration Desktop Virtualisation 5 days CTX_CMB-207 *NEW* Citrix XenApp and XenDesktop Fast Track 5 days CTX_CXD Citrix XenDesktop 5 Administration (with updated 5.5 content) 5 days CTX_CXS Citrix XenServer 6 Administration 5 days CTX_CXD-CXS Citrix XenDesktop/XenServer FastTrack Virtualisation Certification 5 days CTX_CVA-500 Architecting a Citrix Virtualisation Solution 5 days CTX_CVA/CVE Citrix XenDesktop/XenServer FastTrack Others 5 days CTX_CXA-300 CXA-301-1I Citrix XenApp 6.5 Advanced Administration 30

33 Training Training facilities We can offer you a choice of five training facilities in: Harrogate, Nottingham, Manchester, Reading and London. This equates to: 24+ Classrooms 100+ Dedicated people 10+ Internal trainers 100+ External trainers Courses such as: XenApp Basic and Advanced XenDesktop + Fast Track XenServer + Fast Track NetScaler basic and advanced Citrix Access Gateway NetScaler Branch Repeater How can Arrow ECS help you sell Citrix training? Create your own fully branded training website and course outlines free of charge: A credible training offering with zero upfront investment Fully branded training materials with your logo and in your choice of colour to meet your branding guidelines A maintenance-free website and the facility to choose which vendors you wish to promote Fully branded course outlines Offer your customers: A live view of IT courses and available dates by vendor The ability to download course outlines Bespoke course schedules A view of your current promotions and late availability pricing The facility to book online Why sell training? Keep out your competition if you don t sell it, somebody else will! Lock in your customer value-add service, a clear differentiator Repeat business through return on investment/ customer satisfaction High margin up to 50% discount Arrow ECS Professional Services Arrow ECS Professional Services all the expertise and experience your customers could need. From the initial sales query through to post-implementation support, Arrow ECS Professional Services add measurable benefit to your customer s business and strengthen your position as their trusted advisor. Through our alliances with the leading vendors, we help you deliver and support technologically advanced competitively priced solutions. We have the skills and resources to provide the full lifecycle of services for Virtualisation, Security and Infrastructure. 31

34 Citrix Partner Guide Assessment Services: preparing the ground for improved performance and management Services for healthchecks, consolidation and capacity planning, penetration testing and uncovering security vulnerabilities will assure your customer that their existing environment is secure and fit for purpose, while providing a framework for efficient resource management. In identifying areas of risk and potential for improvement, we help to pre-empt costly downtime. Demonstration and Proof-of-Concept Services: validating the solution s ability to solve specific business challenges Arrow ECS Solution Suites are the largest of their kind in the UK. Your customer can see a single vendor product in action or the deployment and small-scale implementation, designed to validate a proposed solution s ability to resolve specific business challenges. Deployment Services: successfully integrating solutions into the customer s business Our consultants product knowledge and technical expertise make them a valuable extension of your team. From discussing and analysing requirements to conducting site surveys to design and implementation of the eventual solution, they accelerate ROI and open the door to new opportunities for your business. Listed below are Citrix engineers and details of their skills and background: Pally Virk CCA, CCAA, CCEE, CCIA Previously employed as a Technical Architect for Local Government, with ten years experience of working with Citrix products and three years experience with the design and deployment of virtualisation solutions. Gareth Rees VCP, MCSE, CCIA Previously employed as an IT Operations Engineer for a training company owned by Newcastle College, Gareth has ten years experience with Microsoft Products and two years experience in design and implementation with vsphere and VMware View. Sukh Dhaliwal CCEE Previously employed as a Citrix Consultant for a Citrix Platinum Partner consultancy, with six years experience of working with Citrix and Microsoft products and two years experience with design and implementation of Citrix solutions. Chris Page CCEE Chris is a Junior Citrix consultant who primarily supports our Citrix Presales Desk whilst he trains to be a full Citrix Solution Delivery consultant. 32

35 Training Our locations where are we? Head Office Nidderdale House Beckwith Knowle Otley Road Harrogate HG3 1SA Tel: Fax: Nottingham Office Woodside House Osier Drive Sherwood Park Nottingham NG15 0DS Tel: Fax: Reading Office Building 1320 Arlington Business Park Theale, Reading RG7 4SA Tel: Fax: London Office Fourth Floor The Royal Exchange London EC3V 3LN Tel: Fax:

36 Citrix Partner Guide Citrix promotions This section includes: Trade-up to XenDesktop Programme CAR promotion Trade-up to XenDesktop Programme Programme overview The Trade-up to XenDesktop programme provides your XenApp customers with the most cost-effective, low-risk path to leverage their XenApp investment and move to the industry standard in desktop virtualisation, XenDesktop. Trade-up encompasses three permanent programmes and a limited-time promotion: Trade-up: Trade up some or all XenApp licences for more than 70% savings on XenDesktop Trade-up PLUS: Trade up all XenApp licences for more than 70% savings on XenDesktop AND save 10% on new XenDesktop licences purchased at the same time to reach MORE users Trade-up MAX: Trade up all XenApp licences for more than 70% savings on XenDesktop AND save 35% on new XenDesktop licences purchased at the same time to reach ALL remaining users Trade-up RESTART promotion: Trade-up XenApp licences with expired Subscription Advantage and save $50 per licence in 2012 Trade-up programme pricing Active SA Offer Trade-up 2:1 (User/Device) Trade-up 1:1 (User/Device) Trade-up 1:1 (CCU) XD-E XD-P XD-E XD-P XD-E XD-P XA-P n/a $185 n/a $135 n/a $220 XA-E $130 $275 $85 $225 $155 $330 XA-A $190 $330 $140 $280 $230 $395 XA-F n/a n/a $140 $280 n/a n/a NOTE: Active ELA, EDU or GELA contracts get flat 25% discount. New XenDesktop licences with XD-Enterprise XD-Platinum U/D CCU U/D CCU Trade-up PLUS $205 $450 $315 $630 Trade-up MAX $150 n/a $225 n/a NOTE: Standard ELA, EDU and GELA end-user discounts apply to licences purchased via Trade-up PLUS and Trade-up MAX. Trade-up MAX requires 2,500 users minimum purchase. Trade-up programme pricing Expired SA (Trade-up RESTART offers $50 off SRP 9 April 31 December 2012) Offer Trade-up 2:1 (User/Device) Trade-up 1:1 (User/Device) Trade-up 1:1 (CCU) XD-E XD-P XD-E XD-P XD-E XD-P XA-P n/a $235 n/a $185 n/a $270 XA-E $180 $325 $135 $275 $205 $380 XA-A $240 $380 $190 $330 $280 $445 XA-F n/a n/a $190 $330 n/a n/a Market opportunity The Trade-up programme has been a tremendous success. Thousands of XenApp customers across all industries have taken advantage of the promotion. These customers also adopted Citrix technology more widely and more strategically, as proven by the fact that ~80% traded-up all licences to take advantage of the 2-for-1, ~50% chose to trade-up to XenDesktop Platinum, and ~20% bought additional XenDesktop licences. These numbers show that customer interest in XenDesktop is real, and a huge opportunity remains for Citrix partners to leverage the Trade-up programme to accelerate their desktop virtualisation business. 34

37 Citrix promotions What s in it for you? Increased product revenue Create immediate revenue opportunities by engaging with your XenApp customers about the opportunity to trade-up to XenDesktop. Advisor Rewards eligibility Make additional profit with Advisor Rewards (see CAR Partner FAQ on My Citrix). 10% CAR for Trade-up with expedited CAR forecast validation for SA partners of record Additional services revenues Help customers design, implement and support their desktop virtualisation and Platinum or Enterprise component rollout. New revenue opportunities Use this opportunity to reinvigorate revenue streams from customers with expired XenApp Subscription Advantage. What s in it for your customers? The Trade-up programme gives your customers a simple, low-risk path to XenDesktop. By trading-up, your customers can: Double their licences Save more than 70% on XenDesktop Keep all of the benefits and functionality of XenApp Get VDI, Citrix XenClient and much more with FlexCast delivery technology Get HDX WAN Optimisation, powered by Citrix Branch Repeater VPX technology, across the entire network at the data centre, at branch offices, and for mobile workers Receive one year of Subscription Advantage membership Trade-up all licences and take advantage of Trade-up PLUS or Trade-up MAX special pricing. Learn To ensure that you have the information needed to explain the Trade-up to XenDesktop programme, and the XenDesktop value: Achieve your CCSP 2012 for Desktop Virtualisation Build your Trade-up knowledge by attending webinars Be informed with the Partner Notification Document (PND) Get your questions answered in the XenDesktop Partner FAQ Visit My Citrix to access all the resources required to successfully sell the Trade-up to XenDesktop programme Assess Target customer: Any customer with XenApp Fundamentals, Advanced, Enterprise or Platinum Edition licences with active or expired SA is eligible for the Trade-up programme. The standard programme offer applies to product versions dating as far back as MetaFrame XP. Opportunity qualifiers: Upcoming Subscription Advantage Renewal Interest in desktop virtualisation Looking at VMware View Planning a Windows 7 migration and desktop refresh Supporting other key business initiatives that benefit from desktop virtualisation (BYOC, home working, office move, M&A, green IT, off-shoring, etc.) Buyers: XenApp champion, Purchasing contact Influencers: Desktop Administrators 35

38 Citrix Partner Guide Execute Identify and segment your best customer targets Primary targets: XenApp customers with upcoming SA renewals and assigned budget. Secondary targets: XenApp customers with expired SA and interest in desktop virtualisation. Engage with identified target customers Engage your customers early in the SA renewal process and allow for more time to engage with the expired SA base. Leverage the renewal and expired SA templates and have those conversations 120 days in advance. Position the 100% trade-up to your customers with active SA, helping them see the value of trading-up all eligible licences in one transaction (2:1). Explain the value of expanding a XD deployment with Tradeup PLUS or Trade-up MAX. Explain to your customers with expired SA that they are entitled to save more than 70% by tradingup to XenDesktop giving them VDI, XenClient and more FlexCast delivery technologies, plus access to the latest XenApp functionality and one year of Subscription Advantage membership. Calculate desktop virtualisation savings with the Trade-up to XenDesktop Calculator and make comparisons to how much it would cost to renew, reinstate or recover SA membership. Encourage customers to share information with colleagues. Demonstrate the value of XenDesktop by performing demos and encouraging customers to download a trial. Promote the Trade-up to XenDesktop Programme Use the Trade-up materials on My Citrix to create awareness with more customers: Branded s for customers with active and expired SA Trade-up Programme PowerPoint for running webinars Trade-up to XenDesktop call script using question-based selling techniques Trade-up Programme call scripts for calling customers with active and expired SA Explain why customers should trade-up ALL XenApp licences and buy more at once they get the most licences and the lowest cost per licence! Example assumes a company with 1,000 XenApp Enterprise licences and 3,000 computer users. Cost per licence reflects XenDesktop Enterprise U/D pricing. Trade-up scenarios XenApp (CCU) XenDesktop (User/Device) Cost per licence (U/D) Trade-up SOME XenApp licences Trade-up: $85 Additional XD-E: $225 Trade-up ALL XenApp licences ,000 Trade-up: $130 Additional XD-E: $225 Trade-up ALL XenApp licences and buy 50 new licences for MORE users via Trade-up PLUS 1,000 (1, ) 2,050 (2, ) Trade-up: $130 Additional XD-E: $205 Trade-up ALL eligible XenApp licences and buy 1,000 new licences for ALL remaining users via Trade-up MAX 1,000 3,000 (2, ,000) Trade-up: $130 Additional XD-E: $150 36

39 Citrix promotions CAR promotion There are currently three things Citrix would like its partners to focus on: 1. Sell Citrix XenDesktop new product deals 2. Sell Citrix NetScaler new product deals 3. Develop new customers With these three focus areas in mind, it is announcing the following Citrix Advisor Reward bonuses: % Advisor Rewards Bonus for the Desktop Promotion on all eligible sales of Citrix XenDesktop Enterprise or Platinum Edition Product (This excludes XenDesktop Trade Up) % Advisor Rewards Bonus for the Cross-sell Networking Promotion on all eligible sales of Citrix NetScaler Enterprise or Platinum Edition products. Example Assuming you have a validated CAR in date for a brand new XenDesktop licences opportunity (which you are technically certified for) for a brand new Citrix customer the rebate would break down as follows: XenDesktop licences sold against the EASY Licensing programme with total SRP $50,000. Standard CAR rebate = 10% of SRP = $5, % CAR Desktop Promotion rebate = 10% of SRP = $5,000 50% Additional New Customer Bonus rebate = 5% of SRP = $2,500 Therefore total rebate against your $50,000 order would be $12,500 (25% of total SRP). Please note that this promotion expires on 31 December % ADDITIONAL (on top of the 100% Desktop or Cross-sell Networking Promotion) Advisor Rewards Bonus for New Strategic Customer Promotion on the initial ELA orders for any new strategic customer in EMEA. Please note these promotions are valid until 31 December 2012 and you need to be certified for the products in order to claim the rebate. 37

40 About Arrow ECS Arrow ECS is an information technology distributor specialising in providing end-to-end IT infrastructure solutions including data storage, servers, enterprise software, network security, unified communications and virtualisation. Working with our channel partners, we optimise the efficiency with which organisations can store, manage, protect and deploy their data, equipping them with secure access to business-critical information any time, from any location, on any device. Our deep technical understanding is reinforced by strong business relationships and continually monitoring rapidly changing IT markets for the latest product advances and emerging technologies. Through close alliances with the world s leading IT vendors, we deliver innovative solutions, complemented by an impressive portfolio of expert professional services and IT training. With over 25 successful years in the IT industry, we have the skills and experience to support our channel partners from initial consultation, planning and design, through engineering build to implementation. In doing so, we enable our partners to deliver even more value to increase their customers competitive edge. Arrow Enterprise Computing Solutions (ECS) is a business segment of Arrow Electronics Inc. More details are available at Head Office Nidderdale House Beckwith Knowle Otley Road Harrogate HG3 1SA Tel: Fax: London Office Fourth Floor The Royal Exchange London EC3V 3LN Tel: Fax: Reading Office Building 1320 Arlington Business Park Theale, Reading RG7 4SA Tel: Fax: Nottingham Office Woodside House Osier Drive Sherwood Park Nottingham NG15 0DS Tel: Fax: [email protected] Copyright 2012 Arrow ECS. All rights reserved. Company registered number