Not Just Desk­top

Citrix is no more only a desk­top vir­tu­al­iza­tion player; rev­enue share as well as a slew of new an­nounce­ments show the grow­ing im­por­tance of cloud and en­ter­prise mo­bil­ity

DQ Channels - - Front page - RA­JNEESH DE ra­jneeshd@cy­ber­me­dia.co.in (Theau­thor­washost­ed­byCitrix­inBarcelona)

“C

loud is ap­proach­ing the in­dus­trial rev­o­lu­tion of its de­vel­op­ment. We are mov­ing from a cottage in­dus­try (cloud in­dus­try now) to au­to­mated mass pro­duc­tion.” Mark Tem­ple­ton, CEO and pres­i­dent, Citix dur­ing his

key­note speech at Citrix Syn­ergy Barcelona 2012.

There was a time in the dis­tant past where most of us in the IT me­dia fra­ter­nity used to as­so­ciate Citrix with thin clients. Much wa­ter has flown through all seven oceans till then and while no one talks about thin clients any­more, the com­mon per­cep­tion still as­so­ci­ates Citrix with desk­top vir­tu­al­iza­tion.

Not just his key­note speech, even the sta­tis­tics shared by Mark Tem­ple­ton, CEO and pres­i­dent, Citix in an in­for­mal chat dur­ing the Sum­mit was there­fore an eye opener. In FY11, while 58% of Citrix rev­enues (world­wide) came from desk­top vir­tu­al­iza­tion, 20% came from cloud net­work­ing and 22% from so­cial col­lab­o­ra­tion. And by 2015, the share from desk­top vir­tu­al­iza­tion is expected to re­duce to less than half the over­all pie. While this shows the process of ma­tu­rity Citrix is un­der­go­ing, Tem­ple­ton as­serted the pur­pose of con­fer­ences like Citrix Syn­ergy is ‘to move the per­cep­tion’.

THE CLOUD GAME­PLAN

While the rev­enue split shows where the buck is headed, the an­nounce­ments dur­ing Syn­ergy 2012 only re­in­forced them with Citrix un­veil­ing the next stage of its strat­egy to help en­ter­prises and ser­vice providers of all sizes de­liver busi­ness-ready cloud ser­vices. The two words that summed this up were Project Avalon whereby Citrix planned to give cus­tomers a sim­ple, prag­matic path to the cloud.

Mitch Parker, group VP and GM, Client Vir­tu­al­iza­tion, Citrix elab­o­rated on the ben­e­fits of this Project Avalon. Project Avalon will be de­liv­ered in two re­leases - code named Ex­cal­ibur and Mer­lin. Ex­cal­ibur will pri­mar­ily fo­cus on rich mul­ti­me­dia ser­vices on mo­bile de­vices and real-time an­a­lyt­ics and ser­vice vis­i­bil­ity for mo­bile work­ers. The Mer­lin re­lease will al­low cus­tomers to ‘mix-and-match’ dif­fer­ent ver­sions of Win­dows Server, XenDesk­top and XenApp in a sin­gle hy­brid cloud that spans across any mix of pub­lic and pri­vate cloud en­vi­ron­ments. And, yes, that means both Ex­cal­ibur and Mer­lin will en­sure tighter in­te­gra­tion and a sin­gle uni­fied man­age­ment and vi­sion for Citrix XenApp and Citrix XenDesk­top.

Citrix also an­nounced broad new sup­port and mo­men­tum for Citrix CloudPlat­form, pow­ered by Apache CloudS­tack. This would pro­vide fur­ther oxy­gen to CloudS­tack which al­ready en­joys 30,000 open source community mem­bers world­wide, has part­ners in­clud­ing Al­ca­tel-Lu­cent, CA Tech­nolo­gies, Cisco and NetApp, and boasts of cus­tomers like BT, China Tele­com, EVRY, IDC Fron­tier, KDDI, KT, NTT Com­mu­ni­ca­tions and Slo­vak Tele­com.

As both Tem­ple­ton and Parker re­it­er­ated, an­other crit­i­cal part of their cloud game­plan is to make it easy for en­ter­prises to con­nect their dat­a­cen­ters and pri­vate clouds to ex­ter­nal, third-party cloud ser­vices. The an­swer here is Citrix CloudBridge and not sur­pris­ingly it has iden­ti­fied Ama­zon Web Ser­vices and Mi­crosoft Win­dows Azure as the two ini­tial ini­tia­tives on this front. Citrix CloudBridge for Ama­zon Web Ser­vices will be avail­able in Novem­ber while CloudBridge for Azure will be avail­able for tech pre­view in De­cem­ber.

Citrix also an­nounced a new UXI an­a­lyt­ics tech­nol­ogy for Citrix ByteMo­bile, its re­cently ac­quired data and video op­ti­miza­tion plat­form for mo­bile net­work op­er­a­tors to round up the cloud port­fo­lio. This tech­nol­ogy is be­ing made avail­able as an add-on li­cense to the more than 130 mo­bile net­work op­er­a­tors in 60 coun­tries us­ing Citrix ByteMo­bile to­day to serve more than 2 bil­lion sub­scribers around the world.

THE IM­POR­TANCE OF CHAN­NELS

Un­less this in­creas­ing cloud fo­cus makes one feel that Citrix busi­ness will move away from the chan­nels, Tom Flink, VP World­wide, chan­nels and mar­ket de­vel­op­ment, Citrix as­sures that will not be the case. With 91% of of Cirix’s prod­uct sales hap­pen­ing through chan­nels (the share goes up to 95% in Asia-Pa­cific) this though is on the expected lines. What Flink as­sures is that com­pany’s pro­por­tion of di­rect sales will never ex­ceed 12% and they ‘rely heav­ily on their two tiers of dis­tri­bu­tion part­ners’.

There are three points, in­forms Flink, which are high on the chan­nel agenda. First, is to in­crease fo­cus on grow­ing li­cense sales of XenApp, thereby re­in­forc­ing the tra­di­tional desk­top vir­tu­al­iza­tion busi­ness, es­pe­cially in de­vel­op­ing mar­kets. The sec­ond is to grow the ser­vices ca­pac­ity of the chan­nel part­ners pri­mar­ily through train­ing pro­grams. The six week Citrix Academy pro­gram for top tier SI part­ners have been launched this year to achieve this goal. And, third there will be more em­pha­sis on joint cam­paigns, with an­nounce­ments of more leads and re­wards pro­gram act­ing as the ic­ing on the cake.

Cisco and Citrix an­nounced dur­ing Barcelona Syn­ergy a sig­nif­i­cant ex­pan­sion of their suc­cess­ful desk­top vir­tu­al­iza­tion part­ner­ship into three strate­gic ar­eas of cloud net­work­ing, cloud or­ches­tra­tion, and mo­bile work­styles. The pres­ence of Pad­mas­ree War­rior, Chief Tech­nol­ogy & Strat­egy Of­fi­cer, Cisco dur­ing Tem­ple­ton’s key­note speech to an­nounce this shows the im­por­tance both com­pa­nies are at­tach­ing to this re­la­tion­ship.

The chan­nel will play a key role to make this re­la­tion suc­ceed. Un­der a joint Part­ner Ac­cel­er­a­tor Pro­gram, the two com­pa­nies have al­ready iden­ti­fied 50 part­ners world­wide (Di­men­sion Data in In­dia is one of them) who will take this for­ward. In fact, chan­nel part­ners have in­creased their over­all so­lu­tion mar­gin by as much as 25% by uti­liz­ing the re­sources in the Cisco and Citrix Part­ner Ac­cel­er­a­tor.

Citrix also has a joint chan­nel pro­gram VAl­liance with Mi­crosoft; the fact that 90% of Cirix part­ners are also Mi­crosoft part­ners helps, ad­mits Flink. Not only they co-or­di­nate joint sell­ing un­der this pro­gram, but there are pro­vi­sions for joint brand­ing, sales en­able­ment of a joint so­lu­tion as well as proofs of con­cepts and pi­lots are also sup­ported through co-funded pro­grams.

ALL ABOUT ME AND MY MO­BIL­ITY

Barcelona Syn­ergy also saw Citrix giv­ing cus­tomers the power to say an em­phatic Yes to en­ter­prise mo­bil­ity. The start­ing point of the Citrix en­ter­prise mo­bil­ity strat­egy is Citrix Re­ceiver,the com­pany’s univer­sal soft­ware client that sup­ports more than three bil­lion de­vices, in­clud­ing all ma­jor tablet, smart­phone, lap­top, Mac and PC plat­forms and will add sup­port for new Win­dows 8 tablets and lap­tops as they come on the mar­ket.

To fur­ther ex­tend its sup­port of new con­sumer­style de­vices, Citrix also an­nounced a new ver­sion of Citrix XenClient that pro­vides vir­tual desk­tops to ul­tra­books. “The com­bi­na­tion of Citrix Re­ceiver and XenClient of­fer a per­fect start­ing point for com­pa­nies look­ing to roll out Bring Your Own De­vice (BYOD) pro­grams to em­ploy­ees” as­serts Brett Caine, sr VP & GM, on­line ser­vices, Citrix.

For em­ploy­ees though, “mo­bile en­ter­prise” is sim­ply about “ME” at work and to ad­dress this key fi­nal piece of the puz­zle, Citrix un­veiled the new Citrix Me@ Work mo­bile app fam­ily dur­ing Syn­ergy 2012. This new fam­ily of core mo­bile apps will ad­dress the key func­tions re­quired for end user mo­bil­ity, “com­bin­ing all the sim­plic­ity and user ex­pe­ri­ence em­ploy­ees ex­pect, with the se­cu­rity and con­trol the busi­ness re­quires,” as­serts Tem­ple­ton.

Glimpses of Citrix Syn­ergy Barcelona 2012

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