© 2014 Citrix. Confidential.1

Established Market Leading Products On One Unified Enterprise Platform

• Citrix is the market leader in every market that we serve including App & Desktop Virtualization, Application Deliver Controller, Public Clouds, Enterprise Mobility Management (EMM), Web Collaboration & Enterprise File Sync & Share (EFSS)

• Over two years ahead of VMware in providing a unified enterprise platform complete with the tools for everything you need• Future-proofing your investment for the next capital expenditure project making it easier to leverage mobility and BYOD

Enterprise Grade Security with the Confidence to Use Any Application on Any Type of Device

• Address key security and compliance priorities across solutions by ensuring the right level of secure cloud desktop access for every individual • Provides workers with access to all of their applications, data, personalized desktops and mobile on any device, anywhere at any time• Optimized to meet the security, performance, personalization and mobility requirements enabling content, apps, data to be stored where most

appropriate from the data center down to the device• BYOD ready that combines simplicity for people with effective security, control and management for IT to support successful leverage of their

Citrix investment for enterprise initiatives

The Only Single Fully Integrated Solution to Manage Mobile, App and Desktop Infrastructure

• Real integration and management across products that are proven and presently in production for satisfied global customers• Single vendor solution simplifies the management of mobile, desktop, data and app solutions while also lowering costs• History of providing integration and access to customer preferred management systems such as SCCM • A commitment to innovation with a strong roadmap for deeper integration in the future• Public Cloud ready with support for Azure, Amazon Web Services and CloudPlatform.

High Performance User Experience Over Any Network

• IT can support any device people choose while delivering the best experience for any app, desktop or device - corporate-owned or personal• Empower new levels of enterprise mobility and productivity by providing a streamlined way to deliver Windows, native mobile and web

applications over the most optimized network available in market• People can choose to work anywhere while enjoying a great user experience - in the office or on the go

Citrix Workspace Suite vs. VMware Workspace Suite : Competitive Reference Card

• Public: Founded 1998, 14,300 employees.• Stock Ticker: NYSE: VMW• 2013 Revenue: VMW, $5.2B – 90% from vSphere• Acquisitions: AirWatch (2014), Desktone (2013)• Customers: 500,000• Partners: 55,000• Company Strategy: Leverage vSphere infrastructure strength

in Software-defined Data Center into Hybrid Cloud and End-User Computing (Horizon, AirWatch) to deliver services from any device, anytime, anywhere.

• Install base: Incumbent server virtualization vendor with vSphere combined with a large AirWatch MDM install base. Reputation: Leverage strong IT relationships with internal vendor champions to expand product and VMware presence in accounts

• High degree of customer loyalty to VMware products by IT departments

• Simple Vision: VMware provides simple and clear positioning that is well-understood by media and customers.

• No Unified Platform – VMware does not have a unified or integrated solution and are behind in end user computing from both a technology and experience perspective. Even if they announce one, it will not be integrated for at least two years,

• Minimal Security: VMWare EUC products lack granular policies to control resource access at the application, user, device or network level. Display protocols primarily rely on protocol level encryption rather than SSL.

• Weak Management: EUC products are separate and have no unified management. They are missing essential tasks such as image management for servers and policy based access controls.

• No WAN-Optimized Caching: VMware remote protocols suffer from poor performance on WANs. There are no strong 3rd party WAN Optimization solutions for PCoIP or Blast.

• Hidden Costs: Key gaps in EUC products require significant investment in 3rd party products increasing cost and complexity. E.g. vCenter Operations Manager, WAN op, SSL VPN, App compatibility, printing on multiple devices.

Q3 2014

VMware Business Profile

VMware Strengths

VMware Weaknesses

Why Citrix Workspace Suite Wins Against VMware Workspace Suite

<<< Links or descriptions of other sources of relevant information>>

Focus on Strategic Projects Like BYOD

• BYOD, Mobility, and work shifting to leverage key differentiators and avoid a simple VDI-VDI bakeoff.• Leverage the Citrix WorkSpace Suite solution to present a complete story to show an expansion path even if the customer starts on VDI

alone.

Connect with Multiple Parts of the Organization to Drive Multiple Product Sales

• Line of Business - who will be the end-user consumers of the solution• Networking and IT - resources who will test, implement and secure the solution• Finance and Operations - teams looking to support a BYO initiative and will realize cost benefits of the implementation. • Involving multiple departments can provide a counter-point to the Data Center/Virtualization experts who could be VMware champions

Leverage Alliance Partners(e.g. MSFT, CSCO)

• Move higher in the organization and bypass VMware focused server teams.• Be aware of Workspace crossover initiatives with larger Alliance partners such as Microsoft

Sell Citrix Workspace Suite • Leverage trade-up and promotions to further drive a competitive wedge against VMware products• When the customer has complex needs and multiple use cases, emphasize CWS benefits that VMware cannot deliver• WAN Optimization, Application Migration, and Secure Remote Access where VMware cannot deliver

Control the POC | Pilot • VMware prefers small, simple POCs for their desktop & app products. This hides the complexity problems they run into. Adding real world scenarios into the POC benefits Citrix products

• Drive the POC/Pilot to include a large end-user group including multiple users over WAN connections, more devices, scenarios with a variety of delivery methods and diverse user application requirements.

• Download and utilize the XenDesktop POC Guide from SalesIQ

CICentral@citrix.com

Sales Strategies Against VMware Workspace Suite

© 2014 Citrix. Confidential.2

What they say How to respond

Tactic How to Respond

The VMware and AirWatch merger will increase product synergies

AirWatch will promote that it is part of the VMware family and now able to leverage deep resources that fuel the roadmap and make it a permanent fixture in the EMM and EFSS space

• Merger complicates the VMware roadmap - VMware has a long track record of not understanding the end-user computing space. Key missteps with applications, file sharing, mobility, and social collaboration plague their EUC track record

• Show execution issues with strategy. Point out the Enterprise file sharing strategy issues with a failed four year Horizon Data project, overlapping functionality with AirWatch’s Secure Content Locker (SCL) and Syncplicity, owned by VMware’s parent company, EMC and what’s more, a confusing press release with Box

• Discuss the disappearance of Horizon Mobile – another multi year VMware product that failed spectacularly showing VMware’s misunderstanding of enterprise requirements in EUC and Enterprise Mobility

• Show that Citrix is a leader with proven products with a track record of innovation including a history of integrating acquisitions quickly and effectively

• Leverage our strong roadmap showing even deeper integration in the future. Use latest analyst reports and customer wins to show leadership along with the content of product specific Battlecards and Compete Decks from SalesIQ (see Additional Resources)

The VMware Workspace Suite provides the most complete BYOD solution

AirWatch will promote that they are a large BYOD player with 10,000 customers, that their prowess in MDM extends into MCM and customers trust them to deliver the best corporate EFSS functionality

• Promises versus production – Point out that AirWatch and VMware talk about integration but Citrix can provide today a unified enterprise platform in production that is integrated, secure and offers a high performance user experience which extends the value proposition beyond just BYOD

• VMware lacks both the core functionality and integration that Citrix already delivers in production that Citrix can deliver today. Demonstrate that Citrix has a huge lead with XenMobile integration by discussing progress since the initial acquisition.

• Highlight the example of Worx productivity applications to show Citrix focus on end users which is lacking from VMware.

• Citrix Receiver can also be used to show this end user focus, especially in demonstrating a consistent user experience across multiple devices.

• Show Citrix as the leader in every market that we serve with all products in the leadership quadrant. Offer the integrated Citrix Workspace Suite which now includes everything you need for secure access to all apps, desktops, data and services from any device over any network

The VMware Workspace Suite is cheaper than Citrix Workspace Suite

Will claim they offer offers the same or better features for a lower price than Citrix and other competitors

• Hidden costs versus a unified platform – Demonstrate that VMware has many hidden costs – separate management due to lack of integration, gaps in product offer

• Lack of full IT stack and need 3rd party solutions – Load Balancing, SSL VPN, App Firewall, App Caching, Clustering, Multi-site/domain support. - making the price point for CWS very strong for a unified platform of leading and proven products

• AirWatch pushes their cloud solution on customers since their on-premises product requires a lot of effort to install and maintain; their EFSS solution raises issues around performance, product overlap, licensing & compliance concerns

• Citrix Workspace Suite is a complete and unified platform that future-proofs existing investment providing the foundation for future projects that leverage BYOD and mobility

Key Feature ComparisonVMware Sales TacticsCapability

Citrix Workspace

Suite

VMwareWorkspace

Suite

Windows Application Delivery Initial version

Virtual Desktops

Windows application migration tools

Mobile Device Management

Mobile Application Management and Delivery

Mobile email, calendar, contacts (PIM),and browser apps

Native mobile apps for note taking, Office document editing & annotation

Enterprise file sync and share

File sync and share integration with native mobile email Limited

File sync and share integration for on-demand sync with hosted apps and desktops

Secure Remote Access to Apps & Desktops (SSL VPN)

Extensive single sign-on for native mobile, web, SaaS, and Windows apps

Granular app policy security controls Limited

Integrated WAN optimization for app and desktop delivery

Trade-up offers from existing virtualization or mobility solutions

For component level functional differentiators use the following:• XenDesktop vs Horizon 6• XenMobile vs AirWatch• ShareFile vs Secure Content Locker• XenServer vs vSphere• Netscaler vs Nothing VMware Offers• Worx Productivity Applications vs Nothing VMware Offers

Additional Resources

CICentral@citrix.com