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Citrix Service Provider Program Planning and Defining Your Hosted Services

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2014 Citrix. Confidential.2 CSP@Citrix.com Need Help?

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2014 Citrix. Confidential.3

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4 3+ Devices per employee 1-2 Days a week working remote 47% Using personal devices for work

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2014 Citrix. Confidential.5 BYOD Continues to Grow When will your organization cease to provide personal devices? Gartner CIO Survey Source: Gartner, 2014 Planning Guide for Mobility, October 2013

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2014 Citrix. Confidential.6 Users adopting more consumer apps, but often not ideal for work Employees use 5 consumer apps for every IT provided app How do I include email attachments in meeting invites? How do I edit, share, sync files across my tablet, smartphone, desktop, and laptop? Source: Forrester Research 2013

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2014 Citrix. Confidential.7 IT cant keep up with users app needs How do I deliver Windows desktop apps when there arent 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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2014 Citrix. Confidential.8 The Solution: Hosted Desktops and Workspaces

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2014 Citrix. Confidential.9 Hosted Workspaces are a complete hosted IT solution delivered by Citrix Service Providers. Hosted Workspaces include a bundle of cloud desktops, apps, data and mobility services. Businesses are drawn to it because its a better approach to IT. One that is simple, flexible and affordable.

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2014 Citrix. Confidential.10 The Opportunity Is Not Just About a Desktop Citrix Partners Deliver a Complete Business Ready Desktop and Workspace It is a complete hosted IT solution, that is best delivered with a vertical focus to include appropriate line of business apps Multi-App SSO (Receiver) Delivery to Any Device Session Portability Business Continuity Data Security, Sovereignty High-Def User Experience Added-Value for Hosted Apps/Desktops Infrastructure Hosted a la carte Apps Device Management (XenMobile) File Share and Sync (ShareFile) Additional Hosted Services

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2014 Citrix. Confidential.11 Intrinsic Benefits of Hosted Workspaces and Desktops Business Agility Mobile Workstyles Business Continuity Predictable IT Costs Redefine the Role of IT Control and Compliance

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2014 Citrix. Confidential.12 What do you anticipate for DaaS revenue growth over the next 12 months ?

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Understanding the Customer Profile

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2014 Citrix. Confidential.14 EnterpriseSMB Where is the market momentum for hosted services?

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2014 Citrix. Confidential.15 What is the average customer size in terms of number of employees you target with your hosted services?

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2014 Citrix. Confidential.16 Ideal Hosted Customer Profiles Focused on business, not IT Common business applications Staff need application and desktop access Flexibility a priority Interested in latest technologies Data security a priority Large IT staff Extensive datacenter investments Custom applications Staff/execs not interested in anywhere, any device/SaaS/cloud Stuck to desk/old business ideas Slow to adopt technology Ideal prospect: Pierre Marcolini Haute Chocolaterie Haute Chocolaterie (Click to view the case study) Ideal prospect: Pierre Marcolini Haute Chocolaterie Haute Chocolaterie (Click to view the case study) Challenging prospect Challenging prospect

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2014 Citrix. Confidential.17 SMB Cloud Trends 71% Need solutions for mobile workstyles 50% Think cloud is important to their business 60% Dont have the resources to implement new technology solutions 56% Prefer a single source IT solution Source: Microsoft 2012 SMB Cloud Adoption Study, Edge Strategies

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2014 Citrix. Confidential.18 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 profilesMessaging and Positioning Guide

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2014 Citrix. Confidential.19 Small Business Decision Maker 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 How can the cloud help my business?

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2014 Citrix. Confidential.20 Technical Buyer 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 Wont this take away my job?

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2014 Citrix. Confidential.21 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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Key Considerations

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2014 Citrix. Confidential.23 Simply Put High Volume Low Touch

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2014 Citrix. Confidential.24 The Goal of Service Offer Development: Define the Ideal Service For the Ideal Customer Customer Needs Service Definition Vertical Size Regulatory Applications Use-cases Focus Scale Compliance Applications Technologies

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2014 Citrix. Confidential.25 Defining Your DaaS Service Offer: Key Themes and Goals

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2014 Citrix. Confidential.26 DaaS Service Design Pitfalls Break/fix business mentalityDevelop a recurring business model Customization mentalityStress replicable technology, sales Commodity offerDifferentiate with unique offers, verticals Customer too smallAvoid relatively high cost-of-sale ratio Customer too largeAvoid complex customers/needs Too hard to sellAcquire/train sales capabilities Misaligned to existing baseAlign to customer needs and your brand Avoid by Pitfall:

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2014 Citrix | Partner Confidential Do Not Distribute Build or Buy? Build DaaS Infrastructure Citrix Service Provider Reference Architecture, plus Your infrastructure, your management, your images Buy DaaS Infrastructure Public cloud: Your management, your images, services, sales Citrix White Label Partners: Your customization, services, sales Build Applications Manage & deploy apps yourself Buy Applications Source SaaS applications from 3 rd parties

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What a Winning DaaS Service Looks Like

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2014 Citrix. Confidential.29 What Does a Typical Horizontal Offer Include? 1 Each of these actually represent a suite of products in this category (e.g.. McAffee antivirus, firewall, security scan, etc.) 2 In most cases all of these should be included in the base image 3 Emerging market and key differentiator Security/Anti-Virus 1 McAfee Symantec/Norton Trend Micro Security/Anti-Virus 1 McAfee Symantec/Norton Trend Micro Utilities and Plug-ins 2 Adobe Reader, Flash Player, Shockwave Player Java, QuickTime, Microsoft Silverlight Utilities and Plug-ins 2 Adobe Reader, Flash Player, Shockwave Player Java, QuickTime, Microsoft Silverlight Productivity/Collaboration Microsoft Office Suite Outlook/Exchange SharePoint Lync Productivity/Collaboration Microsoft Office Suite Outlook/Exchange SharePoint Lync Accounting/Small 1 Business Management Intuit: Quickbooks, Quicken Sage Accounting/Small 1 Business Management Intuit: Quickbooks, Quicken Sage + Storage/File Sharing + Device Management + Storage/File Sharing + Device Management

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2014 Citrix. Confidential.30 Citrix Partners Look to Grow Their Business by Hosting Bundled Apps and/or Hosting Complete Desktop + Apps Source: Citrix 2012 CSP Partner Profiling Report N=88

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2014 Citrix | Partner Confidential Do Not Distribute Virtualized SMB: Software Products/Services Used 1.9 Which of the following software products/services does you company currently own / use? Source: AMI Partners North America SMB Virtualization Landscape, Opportunity Assessment & Outlook, 2012 SB =