Mr. C. Ramanan, Director – Commercial Business, India Subcontinent– Citrix

1. What is your go to market strategy for India?
This year, Citrix revamped its Go-to-market-strategy in India in line with a new channel engagement program.This channel strategy is a three pronged approach, referred to as “Focus, Engage and Specialize”. Our partner network is a very significant contributor to our growth story in India. They have added tremendous value to our ecosystem by extending our reach to a wider range of customers across India.

Ramanan CFocus:
Citrix plans to focus on a set of select few specialized partners and reduce the number of its partners by 30% under its ‘Focus’ strategy. These specialized partners will concentrate on deeper interaction with customers and assist them with their specific needs.

Under the ‘Engage’ strategy, partners are encouraged to interact with one another to share learnings, best practices and Citrix updates. Further, partners also get an opportunity to discuss experiences and best practices and thus come up with joint solutions to common problems.

Lastly, the third aspect of the strategy-‘Specialize’ allows partners to become a specialist or specialized partner in a particular area like Virtualization, Networking or Mobility. Citrix has also announced the introduction of Partner Virtualization Labs, where partners can experiment and test cases of customer environments.

Citrix has emerged as an end-to-end mobility solutions provider and has created an ecosystem which supports the adoption of mobility solutions while ensuring cost benefit.

2. What role do channel partners play in Citrix’s success?
Our partner network is a very substantial contributor to our growth story in India. By helping us extend our reach to a wider range of customers across the country, they add great value to our ecosystem. Our partner network has helped us gain a dominant market share in the Desktop Virtualization segment and emerge as a strong player in the Enterprise Mobility, Networking and Cloud space. Today we have 3500 customers across India, which has been possible only due to our robust distribution model and partner network. Channel partners form a critical backbone of Citrix’s success in the country and as a predominantly 100% channel driven organisation, we have always believed that the success of our partners will drive our success.

3. How can enterprises benefit from Citrix’s solutions?
Through its solutions for mobility, desktop virtualization, cloud networking, cloud platforms, collaboration, and data sharing enabling mobile work styles, Citrix can help organizations of all sizes across verticals to achieve agility in work and operation in a cost effective manner. Further, the adoption of disruptive technologies like cloud and virtualization enable organization to largely save on infrastructural investment and while boosting employee productivity. It is also possible to bring standardization and increased operational efficiency in organizations through cloud and virtualization. Citrix has recently revamped its desktop virtualization offering to make it the most cost effective portfolio, almost at par with the pricing of traditional desktops. As a result of this offering, small and medium-sized businesses can now adopt cost effective DV solutions without any additional investment.

Citrix also recently announced products and tools to help Microsoft customers accelerate the adoption of Windows 10 and simplify migrations to the new operating system. Citrix app and desktop virtualization software and migration tools will ensure that employees do not face any issues in working on their personal Windows 10 laptops and tablets at the workplace. Citrix’s new tools simplify the rollout of Windows 10 desktops and streamline the business app migration process.

4. How does desktop virtualization help organizations and which verticals do you see driving growth in this segment?       
Adopting desktop virtualization offers a host of benefits to organizations by facilitating agility in business and allows organizations to evolve easily and quickly.

  • With adoption of desktop virtualization organizations can enableworkforce mobility where employees can bring their own devices to work eventually resulting in higher efficiency and improved productivity. Virtual desktops can be delivered anywhere on any device without breaching security norms.
  • IT efficiency becomes smoother as small and midsize businesses can achieve a more professional level of IT service through centralized user management while eliminating the headaches that come with managing distributed, non-standard endpoint environment typical of most small and medium sized businesses.
  • Desktop virtualization helps organizations save largely on infrastructural and other related investments. Citrix, through its strong ecosystem comprising of partners and vendors along with its breakthrough innovations has managed to make the cost of adoption of desktop virtualization comparable to that of a physical desktop.

In India, Citrix has a portfolio of 3500 customers, these are across segments such as BFSI,IT/ITES/BPO, telecom, manufacturing and educational institutes.

5. Are your offerings popular among SMBs as well?
The SMB segment is one of Citrix’s core focus areas in India and has grown considerably over time. While the SMBs were not always open to adopting new technologies due to high costs associated, they have started realizing the advantages they bring. Citrix’s Desktop-As-A-Service (DAAS) and its pay-as-you-grow model are very popular among small businesses. These offer the benefits of desktop virtualization without investing heavily on infrastructure and leave the option of scale of operation in the hands of the user.

Furthermore, with Citrix’s new desktop virtualization offering, businesses can now adopt DV at an affordable cost on par with implementation of a physical desktop.Citrix has strategically partnered with vendors in every part of the ecosystem from back-end hardware, to endpoints, making the cost of a virtual desktop (estimated to be $505)very similar to that of a physical desktop (which is about $530).The adoption desktop virtualization has a host of benefits over physical desktops and Citrix’s economical DV solution will prove to be greatly beneficial for small and medium-sized businesses as there is no additional infrastructural investment required.