Citrix Service Provider Program Desktops-as-a-Service | Messaging Guide

Desktops-as-a-Service
Messaging Guide for
Citrix Service Provider Partners

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How Citrix Service Provider partners should use this document

This document is a Citrix Service Provider partner facing Messaging Guide. It is designed to assist Citrix partners with developing their own messaging and positioning for their Desktops-as-a-Service and Hosted Workspace solutions by providing a baseline messaging guide. After reading this document, partners can use the blank Messaging and Positioning Guide template to develop their own unique messaging.

I.Positioning

Core Positioning Matrix.

Product Name / Desktops-as-a-Service (DaaS) and Hosted Desktops
Note: Citrix Service Providers will replace these generic descriptions with their actual product/service names. [For example, MyCloud Desktop]
Simple Positioning Statement
(Components to be selected based upon the partner’s specific offer) / Complete PC-style desktops with your business applications, data, [email], [file-sharing and sync] and [mobile device services] all delivered over the web. Simple to buy. No software to maintain. Available any time and adapting to any device of your choice.
Unlike “empty” or “commodity” DaaS from mega clouds, these services are business-ready, fully-managed and ready to use by your business on day-one.
Target Buyers / Business
Decision Maker /
  • Business Owner/President/CEO
  • Office/Operations Manager
  • Line of Business Owner

Technical Decision Maker /
  • CTO/CIO
  • IT Manager/Director
  • IT Administrator/IT Generalist

Problems These Buyersare Facing / Business
Decision Maker /
  • Productivity Issues: Employees can’t be fully productive and access all of their business applications and data outside of the office.
  • Mobility Issues: Wants to go mobile and use tablets and smartphones for business applications, not just email and web browsing.
  • IT Costs: Unpredictable IT expenses for hardware and software are difficult to forecast.
  • Growing IT Overhead: Wants to focus on business growth, not IT growth.

Technical Decision Maker /
  • Steep Technical Learning Curves:Cannot keep pace with new demands and expectations for mobile access, BYO, data sharing and remote access while maintaining the existing environment and ensuring compliance and security mandates are met.
  • Staff Expertise Burden:Has a limited IT staff and lacks the technical experience required to support the growing demands on the IT organization.
  • Business Continuity Needs:Lacks a comprehensive business continuity and disaster recovery plan that keeps their business running and employees productive.
  • Technical Support Burden:Technical support is consumed with mundane IT tasks – password resets, software updates, and desktop support –rather than strategic IT initiatives.
  • Security & Compliance Burden: Required to support ever-growing requirements to maintain security needs, industry regulatory and compliance requirements.

What they are
Doing Today /
  • Outsourcing desktop management using local IT services companies to provide desktop support, patching and software and applications upgrades.
  • Saying no to BYO and mobilitydemands because they lack the time, budget and experience to implement the enterprise-grade virtualization, mobile device management (MDM) and file sharing and sync solutions that are required to support these initiatives.
  • Suffering from little or no IT management and adding complicated and time consuming IT responsibilities to individual employees, office/operations managers, business owners or administrative assistants.
  • Maintaining inadequate IT infrastructure and policies includingproduction servers in coat closets or on shop floors, not performing regular backups, continuing to use outdated software and hardware and lacking security and compliance standards.
  • Patchwork desktop and application solutions that consist of locally installed applications (Office, Emailand Line-of-Business), hosted applications (Office 365, Google Docs) and various SMB focused desktop management and imaging solutions.
  • Considering commodity DaaS by sourcing raw DaaS or VDI services (such as VMware Horizon DaaS or Amazon Workspaces), and then attempting to customize them with applications, administration and support.

Top Benefits of DaaS and Hosted Desktops /
  • Secure access to the applications and data you need:
    Use any device – laptop, tablet, smartphone –from any location to securely access business-ready desktops with the specialized applications and data that run your business. Data and applications are safe and secure in the hosted desktop.
  • Simplify IT management and complexity:
    No more managing servers, hardware and software updates. Applications are delivered, managed and supported as a cloud service and self-service provisioning makes it easy to add or remove users.
  • Simple and predictable to budget:
    Enterprise-class technologies on an accessible pay-as-you-go model. Scale up in busy seasons, reduce expenditures when needed. Shift capital expenditures into a predictable monthly expense.

Key DaaS and Hosted Desktop Messages
(See Section III for full length descriptions) /
  • Grow your business, not your IT infrastructure
  • Predictable and simple IT economics
  • Any device, anywhere mobile access
  • Better-than-PC performance
/
  • Seamless application and data integration
  • On-demand, self-service IT
  • Built-in business continuity
  • Secure and compliant by design

Strategic Positioning Statement / [Desktops-as-a-Service][Replaced with name of partner’s DaaS service] empowers business with anytime, anywhere, any device access to business applications, data, communications and IT services.[Service name] is a complete, business-ready solution delivered as a cloud service with predictable, pay-as-you-go monthly billing. Businesses are drawn to [Service name] because it provides a better approach to IT. One that is simple, flexible and affordable.
Why Citrix Matters?
/ Citrix Service Providers partners can leverage the Citrix brand and reputation as the “Intel Inside” to build trust and recognition in their own DaaS service.
  • Citrix is a leader in mobile workspaces, providing virtualization, mobility management, networking and cloud services to enable new ways to work better. Citrix solutions power business mobility through secure, personal workspaces that provide people with instant access to apps, desktops, data and communications on any device, over any network and cloud.
  • With Citrix-based Desktops-as-a-Service, enterprise-class flexible virtualization solutions for anytime, anywhere access can be delivered to businesses of any size.Citrix has designed and architected approaches to successfully implement the industry-leading Citrix technologies used in the world’s largest enterprises on a scale and model that is effective and efficient for SMBs.
  • Citrix and Citrix partners lead the DaaS market with hundreds of thousands of hosted desktops in production today and thousands of Citrix Service Provider partners empower businesses with award-winning, enterprise-class virtual desktops.

Core Positioning by Audience

This section highlights the differences in messaging between the two key audiences.

Key Messages
by Audience / Key Messages: Business Decision Maker
  • Grow your business,
    not your IT budget.
  • Gomobile and access your business applications and data from any device, any location, over any network.
  • Predictable, monthly IT expenses.
/ Key Messages: Technical Decision Maker
  • Say yes to mobile, enabling secure any device, anywhere access.
  • Strategic projects, not fire drills.
  • Instant business continuity and
    disaster recovery.
  • Modernize your IT.

Problems the
Buyer is Facing / Problems: Business Decision Maker
  • Employees can’t be fully productive and access all of their business applications and data outside of the office.
  • Wants to go mobile and use tablets and smartphones at work for more than just email and web browsing.
  • Unpredictable IT expenses for hardware and software are difficult to forecast.
  • Wants to focus on business growth, not IT growth.
/ Problems: Technical Decision Maker
  • Cannot keep pace with new demands and expectations for mobile access, BYO, data sharing and remote access while maintaining compliance and security mandates.
  • Has a limited IT staff andlacks the deep IT experience required to support the growing demands on the IT organization.
  • Lacks a comprehensive business continuity and disaster recovery plan that keeps their business running and employees productive.
  • Technical support is consumed with mundane IT tasks – password resets, software updates, and desktop support –rather than strategic IT initiatives.

Top Benefits
by Audience / Benefits: Business Decision Maker
  • Access apps and data from a secure, customized hosted desktop on any device.
  • Solve today’s top IT and business challenges – BYOD, business continuity, security and compliance, flex-work and telework.
  • Predictable pay-as-you-go model that enables you to scale up in busy seasons and reduce expenditures when necessary.
  • Quickly manage new locations, new employees and business changes.
/ Benefits: Technical Decision Maker
  • Give your organization secure access to the specialized apps and data needed to run the business.
  • Best in class, enterprise grade IT, infrastructure and business continuity at SMB prices.
  • Simplify IT by decreasing application and desktop management cost and complexity.
  • Business-class mobile apps for secure email, browser and document sharing.

II. Product Descriptions

25 word Description

[Desktops-as-a-Service][Replaced with name of partner’s DaaS service] empowers business with anytime, anywhere, any device access to business applications, data, communications and IT services.

50 word Description

[Desktops-as-a-Service][Replaced with name of partner’s DaaS service] empowers business with anytime, anywhere, any device access to business applications, data, communications and IT services.[Service name] is a complete, business-ready solution delivered as a cloud service with predictable, pay-as-you-go monthly billing.[Service name] provides businesses with a better approach to IT. One that is simple, flexible and affordable.

100 word Description

[Desktops-as-a-Service] [Replaced with name of partner’s DaaS service] empowers business with anytime, anywhere, any device access to business applications, data, communications and IT services.[Service name] is a complete, business-ready solution delivered as a cloud service with predictable, pay-as-you-go monthly billing.[Service name] provides businesses with a better approach to IT. One that is simple, flexible and affordable.

[Service name] is securely managed and hosted by [partner name] in our [data center or cloud] and delivered to your employees over the web to any device. A complete mobile workspace solution, [Service name] includes a virtual desktop (DaaS), email, office productivity and line of business applications, [file sharing and sync for your data] [as well as Mobile Device Management]].

III. Strategic Desktops-as-a-Service Benefits

This section provides short descriptions of the key strategic features and the key concepts of a Desktops-as-a-Service solution. These can be supplemented with product specific benefits in the Strategic Benefits and Key Concepts by Solution section.

Desktops-as-a-Service and Hosted Workspaces
Strategic Benefits / Key Concepts
Grow your business,
not your IT infrastructure / Moving to DaaS and Hosted Workspaces means your organization no longer has to manage desktops and applications, unlocking time and budget so your business to focus on what matters most. Your IT team is also able to focus on more strategic initiatives instead of software updates, patches and ongoing maintenance.
Predictable and simple IT economics / Enterprise-class technologies on an accessible pay-as-you-go model that enables businesses to scale up in busy seasons and reduce expenditures when needed. Expensive and difficult to forecast capital expenditures are shifted into a predictable monthly expense, making it easier and faster to onboard new employees, manage new locations and adapt to business changes.
Any device, anywhere mobile access / Give users the choice and flexibility to work from any device and any location. Users have secure, single-click access to their desktop and all of their mobile, SaaS and Windows apps, including seamlessly-integrated email, file sharing and sync, browser and IT services. At the same time, IT gains control over desktop and mobile devices with full configuration, security, provisioning and support capabilities.
Better-than-PC performance / [Replaced with name of partner’s DaaS service]is delivered using Citrix® HDXTM technologies to ensure a brilliant user experience on any device, under any network condition, often equaling or surpassing the local PC experience.
  • Windows apps with a mobile look and feel
    Automatic adjustment for Windows applications running on mobile devices – HDX delivers a full touch experience while leveraging device features such as multi-touch gestures, native menu controls, camera and GPS device functions.
  • Smooth voice, video and multimedia performance
    Delivery the same audio and multimedia reliability users get from their local PCs, HDX technologies deliver bandwidth-efficient, crystal-clear voice, multimedia and video.
  • Support for USB and other local devices
    HDX provides simple plug-and-play connectivity for a broad range of USB devices such as webcams, music players, audio recorders, specialty peripherals for 3D graphics designers, cameras and GPS radios on mobile devices.
  • Optimized for 2D business and 3D professional graphics applications
    HDX 3D Pro technologies optimizes the performance of 2D business graphics and graphics-intensive 3D professional applications.

Seamless application and data integration / Blend applications, data and hardware resources from a local device or on premise environment into the hosted desktop for a seamless user experience. Seamless application integration makes it easy to transition to DaaS and ensures that legacy applications and non-hosted applications are fully accessible from the hosted desktop.
On-demand,
self-service IT / (For CloudPortal Services Manager use cases)
Empower businesses with a simple, self-service web portal for performing day-to-day tasks like adding new users and on-demand provisioning of resources. Businesses get a complete view into their hosted environment so they can track usage, view available services, monitor system health and receive notifications.
Built-in business continuity / Because your applications, data and computing reside off-site in a secure location, your business is safer in case of illness or disaster. Hosted desktops and applications gives your business a built-in business continuity and a disaster-recovery plan than enables your employees to continue to work from any device – ensuring your business can continue to run in the event of a local disruption.
Secure and compliant by design / Centrally secured virtual desktops and apps delivered from [Partners Name] [Datacenter or Cloud]reduce the risk of data loss or intrusion. Corporate access remains secure while intellectual property and sensitive private information stays safe. High security is ensured with multi-factor authentication, the latest FIPS Compliance and Common Criteria Evaluation certifications and activity logging for compliance support.

IV. Strategic Benefits and Key Concepts by Solution

This section provides short descriptionsof the key benefits and concepts, broken out by product solution. These additional benefits can be used to further support and/or supplement the partner’s specific solution. For example, a hosted Mobile Device Management solution could incorporate the key XenMobile benefits into the overall messaging.

Hosted Applications (Delivered using Citrix XenApp)
Strategic Benefit / Key Concepts
Optimize employee productivity and user experience with Windows apps on demand / Citrix XenAppTM empowers employees by mobilizing five generations of Windows virtual apps for use on any device. Increase business continuity by cutting transaction times of client/server applications by as much as 300% and hosting desktop infrastructure in redundant datacenters.
Simplify IT support of BYO devices / IT can meet the increasing demand for BYO initiatives by delivering apps and desktops as an on-demand service, provisioned in real-time. Executives and employees are given the freedom to use new mobile technology without requiring IT to approve each specific device.
Secure corporate access and reduce risk of data loss / Centrally secured virtual desktops and apps in the datacenter reduce the risk of data loss or intrusion when delivered to any device. Corporate access remains secure while intellectual property and sensitive private information stays safe.
Delight users with an easy-to-use interface for seamless access / Citrix ReceiverTM enables employees to easily and securely access applications, desktops and data from any device with the mobility, convenience and freedom employees want so they can work from anywhere.
Simplify IT support of BYO devices / Reduce application management costs by as much as 90% by streamlining application deployment and lifecycle management. Eliminate capital expenditures for seasonal workloads or unexpected demand for capacity.
Virtual Desktops (Delivered using Citrix XenDesktop or Citrix XenApp)
Strategic Benefit / Key Concepts
Simplify IT support of BYO devices / IT can meet the increasing demand for BYO initiatives by delivering apps and desktops as an on-demand service, provisioned in real-time. Executives and employees are given the freedom to use new mobile technology without requiring IT to support the hardware.
Secure corporate access and reduce risk of data loss / Centrally secured virtual desktops and apps in the datacenter reduce the risk of data loss or intrusion when delivered to any device. Corporate access remains secure while intellectual property and sensitive private information stays safe.
Delight users with an easy-to-use interface for seamless access / Citrix ReceiverTM enables employees to easily and securely access applications, desktops and data from any device with the mobility, convenience and freedom employees want so they can work from anywhere.
Support remote and branch workers / Mobile employees and those working in branch locations need access to apps, desktops and data without opening security holes in your corporate network. Enable these employees to connect over any local Internet provider—without the need for costly leased lines—and gain remote access to everything their work requires.
Accelerate your Windows XP migration / Businesses struggle withWindows XP migrationbecause delivering legacy and incompatible applications to the new OS is time consuming and desktop hardware upgrades are costly. Enable your business to not only successfully migrate off of Windows XP, but quickly and easily achieve the secure, mobile-enabled and cost-efficient computing environment you require.
Reduce PC refresh costs / Traditional, costly PC refresh cycles are quickly becoming a thing of the past. Instead of replacing computers every few years, extend their useful lifetimes by using technology that shifts processing to the cloud. Existing PCs can also be replaced with inexpensive thin clients to reduce expenses.
Mobility and Mobile Device Management (Delivered using Citrix XenMobile)
Strategic Benefit / Key Concepts
Business-class mobile apps for secure email, browser and document sharing / Deliver a rich user experience with Citrix-developed apps. Use WorxMailTM forsecure mobile email, calendar and contact access, WorxWebTM for secure browsing and Citrix ShareFile® for enterprise data sync.
Deliver enterprise grade mobile device management / Configure, secure, and support mobile devices withMDM. Protect company data on any device or corporate asset and selectively wipe any device if lost, stolen or out of compliance.
Mobile content management with flexible storage / Citrix ShareFile® integrates with Citrix XenMobile® to allow employees to access, sync and securely share files from any device with people both inside and outside the organization. Offline access keeps productivity up even when on-the-go. IT maintains the control it needs to store data on-premises, in the cloud, or both.
Mobile application management with the largest ecosystem of business apps / Protect your information at the app level with the XenMobile secure container using theWorx App SDK. Explore apps in theWorx App Gallery– the industry’s largest collection of apps built for business.
File Share and Sync (DeliveredCitrix ShareFile)
Strategic Benefit / Key Concepts
Enterprise file sharing and sync service built for mobile users / Give users true enterprise class data services across all corporate and personal mobile devices, while giving IT all the control it needs. Users can access, sync and securely share files from any device with people both inside and outside the organization. Offline access keeps productivity up even when on-the-go.
Secure enterprise file management and compliance / Advanced security features including remote wipe, device lock, passcode protection, white/black listings and data expiration policies allow you to determine exactly how sensitive data is stored, accessed and shared.
Mobilize existing network shares, SharePoint or any other ECM System / Provide instant mobile access to data on existing network file drives and SharePoint — which can’t ordinarily be accessed outside the corporate network or on mobile devices.
Ensure Compliance / Tackle tougher compliance rules (e.g. HIPAA) with Citrix ShareFile® cloud for healthcare, a secure enclave within a private cloud for customers to process and store protected health information (PHI) data.
Flexible data storage with StorageZones / Choose where your data is stored - on premises, in the cloud or a combination of both to meet data sovereignty, compliance, performance and costs, eliminating the need to migrate all of your enterprise data to the cloud.

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