Desktops-as-a-Service
Selling and Positioning
July, 2014
1) Solution Overview
2) Key Components of a Citrix DaaS Solution
3) Understanding the Customer Profile
4) Why Sell DaaS and Mobility
5) Sales Guidance and Tools
Solution Overview
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1-2
Days a week working remote
3+
Devices per employee
47%
Using personal devices for work
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© 2014 Citrix. Confidential.
BYOD Continues to Grow
“When will your organization
cease to provide personal
devices?”
– Gartner CIO Survey
“2014 Planning Guide for Mobility,” Gartner, October 2013
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Users adopting more consumer apps, but often not ideal for work
How do I include email attachments in meeting invites?
How do I edit, share, sync files across my tablet, smartphone, desktop, and laptop?
Employees use 5 consumer
apps for every IT provided app
“Source: Forrester Research 2013
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IT can’t keep up with user’s app needs
How do I deliver Windows desktop apps when there aren’t mobile
versions of these apps?
How do I prevent the use of non-secure consumer productivity apps?
How do I prevent users from rejecting our IT approved apps?
RESULT: “App Gap”
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The Solution: Hosted Desktops and MDM
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Desktops-as-a-Service (DaaS)
is a complete hosted IT solution,
delivered by Citrix Service Providers.
DaaS includes a bundle of
cloud desktops, apps, data
and mobility services.
Businesses are drawn to DaaS
because it’s a better approach to IT.
One that is
simple, flexible and affordable.
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© 2014 Citrix. Confidential.
Hosted Desktops
Infrastructure
Business Continuity
Data Security, Sovereignty
Hosted Desktop
Session Portability
Microsoft Office & Email
High-Def User Experience
LOB and Vertical Apps
Delivery to Any Device
Hosted a la carte Apps
Multi-App SSO (Receiver)
The Opportunity Is Not Just About a Desktop
Citrix Partners Deliver a Complete Business Ready Desktop
Added-Value for
Hosted Apps/Desktops
It is a complete hosted IT solution, that is best delivered with a
vertical focus to include appropriate line of business apps
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© 2014 Citrix. Confidential.
Data Storage
(ShareFile)
Device
Management
(XenMobile)
Additional
Hosted Services
Key Components of a Citrix
DaaS and Mobility Solution
DaaS Essentials
• Any device, business or personal
• Better than PC performance
• Mobile ready, mobile managed
• Seamless app integration
• Self-service IT
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Available on 3 Billion Devices
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PC
Mac
Tablet
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Smartphones
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High Definition User Experience Across Any Network
Breakthrough WAN performance
Seamless use of local peripherals
Real time voice and video
Guaranteed quality of service
Faster local scanning and printing
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A complete stack for managing and
securing apps, data, and devices
Secure, business grade productivity apps – better than
native workflow
Mobile device management - configure, secure, and
provision mobile devices
Mobile app management with the largest ecosystem of apps
built for business
Unified corporate app store for mobile, Windows, SaaS and
web apps through XenDesktop/XenApp integration
Secure and scalable network infrastructure
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Users get apps optimized for business use
Mail, calendar, contacts with
“Outlook-like” productivity
Unified app store that enables
user to run *any* app, even
non-mobile ones
© 2012 Citrix | Confidential – Do Not Distribute
Document sharing & sync with
“Office-like” experience
Browser with simplicity of “at
the office” intranet browsing
IT gets security, compliance
Containerized apps
•
•
•
•
Single line of code
60+ policies
FIPS 140-2 encryption
SSO
Dropbox problem solved
•
Full audit trail
Virtual containerized apps
Secure access
•
•
•
Micro-app VPN
Secure browser w/DLKP
Leverage certificates
© 2012 Citrix | Confidential – Do Not Distribute
Secure collaboration across
•
•
•
•
Mobile devices, PCs, Macs
SharePoint
Network shares
Outlook
Designed for
Mobile
Devices
Before
Mobility
Pack…
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After
Mobility
Pack…
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Seamless Local App Access
Seamless integration of local Windows apps
Great for apps that need or
benefit from local resources
Ideal for
App running
locally, or from
Receiver…
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…Integrated
into virtual
desktop
HDFacesTM
Local App Access use cases
Bring-Your-Own-Apps (e.g. iTunes)
Video conferencing (e.g. GoToMeeting HDFaces)
RDS-hosted apps in a VDI virtual desktop
• Eliminate double-hop latency while keeps apps separate
Challenging edge cases such as:
•
•
•
•
•
•
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Watching/burning a physical DVD
Watching TV using a tuner card
Specialty USB devices on the WAN
FireWire devices
Viewing content that can’t leave the country (regulatory compliance)
Client-server apps requiring very low latency to a regional backend
© 2014 Citrix. Confidential.
App running
within virtual
desktop
App running on endpoint
(outside of virtual
desktop)
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CloudPortal Services Manager
Single, self-service interface for customers
XenApp
•On-demand IT
Exchange
SharePoint
Lync
LOB Apps
•Reduce help desk calls
•Add/moves/changes
•Reset passwords
User Accounts
•Shop for new services
Custom Services
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Understanding the Customer Profile
Where is the market momentum for hosted services?
SMB
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Enterprise
The new era of IT and cloud services is ideal for SMBs
IT Today
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IT Tomorrow
•IT is a large capital expense
• IT is a monthly operating expense
•Work only happens in the office
• Work happens wherever you are
•Smartphone and tablets for email
• Your apps and data from any device
•Calling the helpdesk or “IT guy”
• On-demand, self-service IT
•IT does support and maintenance
• IT drives strategic initiatives
© 2014 Citrix. Confidential.
SMB Cloud Trends
71%
Need solutions for mobile workstyles
60%
Don’t have the resources to
implement new technology solutions
56%
Prefer a single source IT solution
50%
Think cloud is important to their business
Source: Microsoft 2012 SMB Cloud Adoption Study, Edge Strategies
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Citrix Service Provider Customer Profile
What is your average customer size in
terms of number of subscribers (end
users)? *
Under 100 users
82%
Under 500 users
94%
What is the average employee count of the
companies you target with your hosted
services? *
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Under 200 users
87%
Under 500 users
94%
© 2014 Citrix. Confidential.
Ideal Hosted Customer Profiles
Ideal prospect:
Pierre Marcolini
Haute Chocolaterie
Challenging
prospect
(Click to view the case study)
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Focused on business, not IT
Large IT staff
Common business applications
Extensive datacenter investments
Staff need application and
desktop access
Custom applications
Flexibility a priority
Staff/execs not interested in
anywhere, any device/SaaS/cloud
Interested in latest technologies
Stuck to desk/old business ideas
Data security a priority
Slow to adopt technology
© 2014 Citrix. Confidential.
Know Your Buyer Profile
Create buyer profiles specific to
your desired customers
Buyer needs differ: SMB vs. Enterprise
•
•
•
•
Business owner
Technical staffer
Formal IT department
CIO/CTO
Service offer needs differ
Selling motions differ
Tip! Use the Messaging and Positioning Guide
to help define your customer profiles
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Small Business Decision Maker
“How can the cloud
help my business?”
TITLES
Business owner
President
CEO
SOLUTION DRIVERS
Focus on business growth, not IT growth
Predictable, monthly IT expenses
Enable a work-life balance
Use your favorite device
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Technical Buyer
“Won’t this take
away my job?”
TITLES
IT Manager/Director
IT Administrator
IT Generalist
SOLUTION DRIVERS
Instant business continuity and disaster recovery
Enable any device, anywhere access overnight
Strategic projects, not fire drills
Do more with your budget
Modernize your IT
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Solution Triggers
•Wants to spend less time and money on IT
•Has limited IT staff or expertise
•Needs to work outside of the office
•Wants to use their tablet and smartphone for work
•Lacks a business continuity plan
•Challenged by seasonal employment spikes
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Why Sell Citrix DaaS and Mobility Solutions?
Why Sell Citrix DaaS and Mobility Solutions?
A differentiated service that increases brand value
• Increase ARPU ten fold ($10 per month  $100 per month)
Customer loyalty and stickiness reducing churn
• Subscribers joining other service providers will NOT switch
A proven and scalable solution used by over 2,600 CSPs
• Current Growth > 200% YoY of cloud based DaaS solutions
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A Huge Opportunity for Service Providers…
Cloud-Hosted Desktops
Expected to See a 35% CAGR
through 2015
Source: 451 Research “451 Market Monitor: Desktop Virtualization”
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By the numbers….
Citrix Service Provider Program
~ 5 years Citrix CSP Program
> 2,600 DaaS partners worldwide
~360,000 subscription seats in production
> 1.4M perpetual seats in production
> 20% Quarterly sales growth
> 85% Net-New Citrix customers
< 2% End-user Churn
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Sample of In-Market Citrix-Powered DaaS Solutions
2,600 partners strong & growing…
Adaptive Workspace
Hosted Desktops
vDesktop
OnlineDesktop
Virtual Desktop
Hosted Desktop
NaviCloud ONE
nFinity Desktop
Enterprise Virtual Desktop
Desktop-as-a-Service
CloudDesktopNow
Remote Desktop
Managed Desktop
Desktop as a Service
Hosted Desktop
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Desktop as a Service
Desktop as a Service
© 2014 Citrix. Confidential.
TekVDI
Virsage WorkPlace
Cloud Workspace
Hosted Desktop
HostedDesk
Cloud Desktop
Xcenric Cloud
Why Citrix Service Provider Partners
Are Winning with DaaS
Focus On SP’s Business Value
 Broad service portfolio
 Vertical differentiation
 Better margins/value
 Broader Market Penetration
Range of Go-To-Market Options
 Reseller and hosting ecosystem
Partner Enablement – Center of Excellence
 Business
 Technical
Provide Technology Breadth
 Citrix product line
 Reference Architecture and Design Guides
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© 2014 Citrix. Confidential.
Hosted Desktops
Infrastructure
Business Continuity
Data Security, Sovereignty
Hosted Desktop
Session Portability
Microsoft Office & Email
High-Def User Experience
LOB and Vertical Apps
Delivery to Any Device
Hosted a la carte Apps
Multi-App SSO (Receiver)
The Opportunity Is Not Just About a Desktop
Citrix Partners Deliver a Complete Business Ready Desktop
Added-Value for
Hosted Apps/Desktops
It is a complete hosted IT solution, that is best delivered with a
vertical focus to include appropriate line of business apps
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© 2014 Citrix. Confidential.
Data Storage
(ShareFile)
Device
Management
(XenMobile)
Additional
Hosted Services
DaaS Pricing: Don’t Be Fooled by the Low Numbers
~ $35
/seat/mo.
“Generic” VDI
(DIaaS)
BYO License
“Enterprise” VDI
BYO License
“Finished Goods DT”
Apps
Support
Hosted Workspace
(DT+Apps+Data+MDM)
Support
Citrix Opportunity
• Low-Cost
• Low-Margin
• Commodity
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• High-Value
• High-Margin
• Verticalized
VMware
Amazon
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© 2014 Citrix. Confidential.
Citrix
Sales Tools and Guidance
Selling Your Hosted Services
Leverage proven best practices and
tools for selling a DaaS solution
Partner focused launch planning
and marketing tools available in the
Center of Excellence
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•
•
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DaaS Sales Reference Card
DaaS Customer Presentation
DaaS Customer Video
Trusted sales and channel
training business associates
• Product specific sales tools – XenDesktop, XenApp,
XenMobile, ShareFile and more
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End-User Facing DaaS Video for Partners
• Brand it – add your own logo
and call to action
• Translate it – transcript
available for localized
voiceovers
• Download it – Click here
• Watch it now – Click here
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© 2014 Citrix. Confidential.
Key Messages to Communicate
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1
Simple, self-service IT that gives you freedom and flexibility
2
Pay for only what you use as a predictable monthly expense
3
Enable your employees to work on any device, from any location,
achieving greater business agility and work/life balance
© 2014 Citrix. Confidential.
Intrinsic Benefits of DaaS
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Business
Continuity
Mobile
Workstyles
Business
Agility
Predictable
IT Costs
Redefine the
Role of IT
Control and
Compliance
Cost of Doing Nothing
• IT spending is swallowing cash that could
otherwise drive business growth
• Exposure from business disruptions and disasters
• Tethered to the office in order to work
• Can’t attract top talent outside your region
• Your competition can gain an advantage
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© 2014 Citrix. Confidential.
Ask Provocative Questions
Can you remember a time you couldn’t respond to a customer because
you didn’t have your computer with you?
Have you ever been stuck at home, not able to work while you tended to a
sick child or waited for a service appointment?
Imagine if you could unlock money from your IT budget to help grow your
business. What would you do?
If employees didn’t need to work from the office, could you hire more
qualified or diverse talent in another region?
If your business faced a major disaster like a fire, could you still be up and
running the next day?
Have you seen your friends using their tablets and Macs for work?
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Anticipate and Pre-empt Customer Questions
Question/Objection Proactive Response
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Will I need to buy new
desktops and software…
DaaS solutions deliver a high-definition experience to any device, even your aging devices
that are due for an upgrade. There are no upfront costs, no new hardware or software to
buy and you only pay for applications and IT services you use.
How do I get to my
information?
Is it secure?
All of your data and applications are centrally stored and backed up in the CSPs data
center. You securely access your desktop, apps and data with an encrypted connection
from any device, anywhere.
Won’t this make IT jobs
obsolete…
IT staff are freed from mundane, low-value tasks such as desktop support, updates and
responding to fire drills. Instead, they can focus on strategic initiatives the help fuel
business growth. What project have you always wanted to do?
I can already read email from
my phone or tablet…
What about all the apps and data you use to run your business. DaaS solutions make any
device a desktop workspace with full access to all of your apps and data.
We backup our data in case of
a disaster. Isn’t that enough…
Backup is just one part of the business continuity play. DaaS solutions not only ensure that
applications and data remain available, but that your workers can stay productive from any
location, using whatever device they have available.
© 2014 Citrix. Confidential.
Customer Base Best Practices
Develop User Groups
Build an Advisory Council based on
helpful, strategic client executives
Establish an independent Board of
Directors from the Advisory Council
and other objective outsiders
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Practical Guidance for Selling the Solution
• Find the pain point. DaaS addresses any number of needs
• Demo it! Show DaaS in action across multiple devices
• Leverage the customizable, ready-to-go sales and marketing tools
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Key Tools & Resources
•DaaS Product page: www.citrix.com/DaaS
•Citrix Service Provider Center of Excellence: www.citrix.com/csptoolkit
•Engage the Citrix Service Provider team – csp@citrix.com
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Now Is the Time for DaaS
Massive SMB
demand for
cloud services
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Analyst validated
market opportunity
Proven solution by
over 2,600 partners
WORK BETTER. LIVE BETTER.
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