At annual partner summit, Citrix encourages partners to embrace its Workspace platform
Citrix is moving beyond its desktop and application virtualization roots to embrace cloud-based applications. Its Citrix Workspace platform provides access to multitudes of cloud-based applications. And Citrix wants partners to move beyond core virtualization and embrace its cloud mantra.
The Lowdown: The push behind Citrix Workspace is part of an ongoing effort by Citrix to expand its total addressable market. Channel chief Craig Stilwell told partners attending the Citrix Partner Summit that only 30 to 40 percent of the market can use its virtualization products. Through Citrix Workspace, the total addressable market expands to 70 percent of the commercial users.
The Details: Citrix Workspace is somewhat like a portal application that provides users with a single interface for accessing virtualized applications, desktops, cloud-based software, files, and mobile applications hosted in Citrix cloud services. Citrix Workspace is the cornerstone of Citrix’s transition to cloud-based services and recurring revenue.
The Impact: Encouraging partners to reach beyond its core virtualization products is a potential game-changer for Citrix. The company is already seeing success in getting more partners to embrace its cloud strategy. Emphasizing products such as Citrix Workspace will make Citrix and its partners more relevant to a greater portion of the commercial software market.
Background: The evolving message to move beyond virtualization started at the 2018 Citrix Partner Summit, when the vendor revamped its channel program and discontinued the branding of key products, including Netscaler and Xen. Since then, Stilwell says more than 850 new partners have transacted Citrix products and channel sales increased 14 percent.
The Buzz: “We really do believe that 2019 is the year Citrix will have the biggest opportunity that we have ever had,” said Stilwell, vice president of worldwide partner sales. “Citrix has been an app and desktop virtualization company forever – and this we will continue to do. But this is the year that we break out beyond virtualization. With Citrix Workspace, we can serve customers who don’t need virtualization, and that’s 70 percent of companies out there. We can give them the benefits of virtualization for computing done through SaaS, mobile apps and Web apps.”