Selling & Positioning Access Essentials 3.0Selling & Positioning Access Essentials 3.0
The OpportunityThe Opportunity
3© 2008 Citrix Systems, Inc. — All rights reserved
The SMB Market Opportunity
• The SMB segment is the largest and fastest growing business segment, representing over 40M (more than 99%) businesses globally
• The SMB segment represents approximately $315B, or 30 - 40% of IT spending*
• The SMB market will be the fastest growing segment of technology consumption over the next decade
• AMI Partners estimates that SMB spending on storage hardware, software and services will surpass Enterprise spending, at a CAGR of 40-50% (vs. 5% for Enterprise)
*Source: AMI Segmentation, March 2006
4© 2008 Citrix Systems, Inc. — All rights reserved
$$Hard Benefits Soft Benefits
License Revenue Increases
License Revenue Increases
Opens the Door to More Service Revenue Opps
Opens the Door to More Service Revenue Opps
Increases Footprint in the
Account
Increases Footprint in the
Account
Enhances the Value of the Relationship
Enhances the Value of the Relationship
Become a Trusted,Strategic Advisor
Access Essentials Selling Opportunity
Services Revenue Increases
SA Annuity Increases
SA Annuity Increases
5© 2008 Citrix Systems, Inc. — All rights reserved
Forces Driving IT Change
6© 2008 Citrix Systems, Inc. — All rights reserved
The Need for Remote AccessA recent survey of 600 American adults about the ability to work remotely found:
•3 in 10 workers and half of small business workers have the ability to work remotely on a frequent basis
•Of those that don’t work remotely, 62% wish they could
•Most important benefits of working from home:• Setting own hours/more control over day (41%)
• More time with family (37%)
• Fewer distractions (26%)
• Saving money on transportation, parking, etc. (24%)
• Avoiding traffic/saving commute time (20%)
the polling company, inc., September 2007
7© 2008 Citrix Systems, Inc. — All rights reserved
Why Customers Need to Act Now
• IT budgets are flat, yet user expectations continue to rise
• Remote workplaces are becoming mainstream
• Users are becoming more mobile and expect easy access
• Applications and diversity of architectures are still growing
IT must think strategically about remote access and application delivery to meet business demands
8© 2008 Citrix Systems, Inc. — All rights reserved
Revenue Opportunity Scenario• 30 Users• Windows® Essential Business Server® 2008 Premium Edition• 6 to 8 week sales cycle
Revenue Type Estimated Revenue Estimated Profit
Citrix Access Essentials $ 7,470 $ 1,700
Installation & Deployment Services $ 6,800 $ 2,720
Hardware $ 12,000 $ 600
Total $26,270 $5,020
Potential Ongoing Managed Services
$2,000 monthly
$800
* Excludes taxes and operating costs. Revenue, profit and pricing will vary based on individual circumstances. Citrix and other vendor’s suggested retail prices are subject to verification and may change without notice. This table is for demonstration purposes only.
Access Essentials Target MarketAccess Essentials Target Market
10© 2008 Citrix Systems, Inc. — All rights reserved
Citrix Application Delivery Solutions by Market Size Organization
Size Product PricingHosting Location
Large & Midsize
CitrixXenApp
$350 - $600 / concurrent user
+ $150 TS CALs
Datacenters
Small & Midsize
CitrixAccess
Essentials
$249 / person includes TS CALs
Central computer
Site
SoHo & Prosumer
GoToMyPC$19.95 / PCPer month
Off-premises Web Service
11© 2008 Citrix Systems, Inc. — All rights reserved
Target Market
• Small and mid-size organizations with up to 250 employees
• Have a need to retrieve or update corporate information from home, in the field, or while traveling
• Have difficulty using Windows line-of-business application(s) outside of main computer site
• Disappointed trying to run them across a VPN
• Remote control utilities prove inadequate
• Anticipate up to 75 remote users over next year
• Rely on VARs or ISVs for IT recommendations
12© 2008 Citrix Systems, Inc. — All rights reserved
Ideal Target: Nearly Any SMB
Businesses from a wide variety of industries are already using Access Essentials today, including . . .
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When needs outgrow Access Essentials
• Expect to outgrow 75 user limit within a year
• One of multiple branches under central IT control
• Computer / Networking Infrastructure decisions made elsewhere
• Likely to be first step in larger strategic rollout
• Main Windows servers are dispersed across two or more sites
• Several users will share the same license
• Best suited by concurrent use (CCU) pricing model
In these scenarios, propose Citrix XenApp
Benefits of Working with MicrosoftBenefits of Working with Microsoft
15© 2008 Citrix Systems, Inc. — All rights reserved
PresentationServer 4.x
AccessEssentials 2.0
DesktopServer 1.0
PresentationServer 3.x
Access Essentials 1.x
WindowsServer 2003
MetaFrame 1.x
MetaFrame XP
WindowsServer 2000Windows
NT 4.x
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WinFrame
NT 3.51 Core
WinView
MS OS/2 Core
XenApp
Access Essentials
3.0
“Pictor”
XenServer
XenDesktop
Future Products
Working with MicrosoftStrong Partners for Two Decades
16© 2008 Citrix Systems, Inc. — All rights reserved
Working with MicrosoftCollaboration Across Products• JCA agreement and collaboration since
1997
• Interoperability and compatibility across Server, Application and Desktop Virtualization solutions
• Named ISV Partner of the Year in 2003, 2005 and 2008
• First partner to obtain Hyper-V certification• Also certified for Windows Server 2003 & Windows
Server 2008 and Windows Vista
17© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Builds on the Windows Server 2008 Platform
Citrix Access EssentialsTurnkey Application Delivery Solution
Windows Server 2008 Terminal Services“Presentation Virtualization Platform”
CentralizedControl
ApplicationCompatibility
Optimized UserExperience
ComprehensiveAccess
Server Scalability
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Better Together Access Essentials & Terminal Services1. Secure Web access via built-in SSL gateway
2. Automatic Web-enabled applications
3. Role-based user privileges
4. Application server redundancy
5. Automatic load balancing across multiple servers
6. Simple, unified wizard-driven installation & management
7. Multi-user access to central applications
8. Enhanced printing capabilities
9. End-user device independence (Macs, thin clients, mobile devices)
19© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Value Add to Terminal Services
Use Cases Value-Add to Terminal Services
App access from different devices Enable application access from any device with Internet access including Windows XPe/XP/Vista, WinCE/PocketPC, Mac, Linux, Java and others
Access from poor bandwidth and high latency networks
ICA is optimized to provide a smooth application experience in bandwidth as low as 20kbits and SpeedScreen technology offers additional optimization when delivering 2D graphic and multimedia content
Need for integrated management Administrators can save time and effort by managing their applications, users and sessions directly from the Essential Business Server management console
Need to control application access based on user role
Make applications available based on user or groups of users to keep sensitive data from getting into the wrong hands
Support two-factor user authentication
Out of the box integration with RSA SecurID and SafeWord with RADIUS support for other user authentication methods
20© 2008 Citrix Systems, Inc. — All rights reserved
Partnering with Windows Essential Business Server (EBS)• EBS is Microsoft's server solution for mid-size companies with
less than 250 PCs
Management ServerNetworkingActive DirectoryFile & Print
System Center Essentials
Security Server
Exchange Server 2007 Gateway
ISA vNext
EBS Standard SKUs: Server + CAL
Integrates CAE Management
Messaging Server
Active Directory
Exchange Server 2007
Forefront Security for Exchange Server
LOB Database
SQL Server 2008
EBS Premium SKUs: Server + CAL
• Designed for organizations with limited IT resources, EBS offers simplified management and licensing
• Add-on solutions are integrated into the EBS administration console to simplify management
Citrix Access EssentialsApplication Delivery SolutionCitrix Access EssentialsApplication Delivery Solution
22© 2008 Citrix Systems, Inc. — All rights reserved
Small business environmentsChallenges to security, productivity, efficiency
Business continuity and disaster preparedness Productivity gains Faster problem identification, response, resolution Lower TCO
Consistent experience Timely access to information from anywhere Reliable, responsive computer systems Faster problem identification, response, resolution
Simplified, centralized administration Proactive response and faster resolution Fewer workstation maintenance headaches
Executives
Employees
IT Professionals
IntegratedIntegratedprotectionprotection
Connect Connect and shareand share
Do moreDo morewith lesswith less
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Access Essentials Delivers Anywhere
Off-site Workers
Office workers
Travelers/Mobile
Branch Office
Non-company PC
Remote/Offshore Workers
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Access Essentials Delivers to Any Device
Laptop Desktop Non-PC
Virtual DesktopMobileThin Client
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VPNs connect customers to Central Office LAN, but …
• Remote computers connect directly to the Central Office LAN at the network level, which is not secure
• All applications must be installed and managed on remote computers
• Many programs don't perform well over VPNs as data must traverse slow link
• VPNs are an entry point for viruses, so they are often blocked at firewalls
• VPNs leave the risk of data hijacking
26© 2008 Citrix Systems, Inc. — All rights reserved
Speed and Distance Matter
ServerClient
High-Speed LAN
Heavy traffic travelsbetween program & server
Very little flowsbetween userand program
Remote connections are subjected to:• Distance / speed related delays • Blocked ports (firewall security)
27© 2008 Citrix Systems, Inc. — All rights reserved
Citrix Access Essentials Works by
• Keeping heavy, delay-sensitive trafficlocalized to the main office LAN
• Transmitting only compressed user-oriented I/O over remote link
• Using SSL over always-openTCP port 443 to ensure safe passage
ServerClient
I/ORedirection
28© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Overview
Perfect for up to75 users
• Use corporate Windows programs from anywhere, anytimeconveniently & securely over the Web
• No need to rewrite applications, upgrade PCs or increase network bandwidth
• Keep sensitive information stored and backed up safely on server(s)
• More secure than on user PCs • No need to deploy apps on user devices
• Control which applications & intranetsites users can access based on their roles & responsibilities
• Manage application publishing and user access quickly and easily with automated wizards
29© 2008 Citrix Systems, Inc. — All rights reserved
Line-of-Business Apps Drive Urgency
• Order Entry
• Billing
• Inventory
• Scheduling
• CRM
• Accounting
• Payroll
• Point of Sale
Also industry-specific software from numerous other ISVs
30© 2008 Citrix Systems, Inc. — All rights reserved
How It Works
• Accessible from any device or client operating system with just a Web browser
• Remote response matches local performance
Mouse clicks, keystrokes, digital images & audio inputs are sent to the access server
Applications execute entirely on the central
“access server”
Screen updates and audio outputs are sent to the user’s Web browser
All remote transmissions are encrypted using SSL/TLS for security
Records are safely kept at main site
31© 2008 Citrix Systems, Inc. — All rights reserved
Wizard-driven AdministrationThrough the Access Essential Quick Start Console, administrators quickly and easily manage application publishing and other key features with automated wizards
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Role-Based Application AccessAdministrators assign role-based access to applications, printing and storage rights
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With just an Internet connection, users access applications through a standard web browser on any type of device
Internet Explorer • Pocket IE • Firefox • Mozilla • Safari
User Access through Web Browser
34© 2008 Citrix Systems, Inc. — All rights reserved
What’s New Benefit(s)
Leverages Windows Server 2008 Support
Windows Server 2008 (32-bit only)
• Extends support on the secure and stable Presentation Virtualization Platform
• Leverages improved usability and compatibility features introduced in WS08
Integrates with Essential Business Server
Management Console Integration (EN-only)
• Simplifies and centralizes management of Access Essentials to:
• Monitor, shadow, logoff and add users & sessions
• View and manage servers and application publishing
Enhances SpeedScreen Technology
Progressive Display• Improves the performance and usability of graphics-intensive applications
Multimedia Acceleration • Controls and optimizes audio and video
Flash Acceleration • Optimizes delivery of Adobe Flash animations to users
Improves User Experience
Enhanced user interface• Increases user productivity with more intuitive and compelling interface
Icons and color • More professional and consistent look and feel
What’s New in Access Essentials 3.0
35© 2008 Citrix Systems, Inc. — All rights reserved
Windows Server 2008 Platform Support• Leverage security improvements
• User Account Control (UAC) compliance• Protected-mode IE support• Windows Firewall support• Service-specific Security Identifiers (SID's)• Non-core services disabled by default• Apps and services run at lower permissions
level
• Leverage new Terminal Services architecture• Remote Connection Manager• Local Session Manager• Special Folder Redirection
• Internet Information Server 7 (IIS7) support
• Special Folder Redirection, XPS Printing, Clear Type Font Smoothing and others
36© 2008 Citrix Systems, Inc. — All rights reserved
Through the EBS Administration Console, manage key Access Essentials functions:
• Server group information
• Session management and shadowing
• Modify published applications
• View Citrix license usage
• Access to Access Essentials QuickStart
Access Essentials Integration in EBS ConsoleManage Access Essentials directly from the EBS Console
37© 2008 Citrix Systems, Inc. — All rights reserved
What is SpeedScreen?
• Core XenApp technology that enables seamless access and performance for server-side virtualized applications
• Ensure great user experience withgraphics-intensive, media rich and interactive applications
• Protect valuable intellectual property in the data center
• Reduce server CPU load to increase scalability
38© 2008 Citrix Systems, Inc. — All rights reserved
Web Interface EnhancementsThe New Experience
• Breadcrumb navigation
• User-selectable view (detail, list, icon, etc.)
• Navigation bar and tabbed view
• Application/resource search
• Custom logon, welcome and message text
• Remember last folder
• User “hints” and Inline help
• Simple and advanced view modes
39© 2008 Citrix Systems, Inc. — All rights reserved
Web Interface EnhancementsMobile Experience
• Use /m and /mobile at end of URL to access mobile pages
• Breadcrumb navigation
• User-selectable view (detail, list, icon, etc.)
• Navigation bar and tabbed view
• Application/resource search
40© 2008 Citrix Systems, Inc. — All rights reserved
From Simple to Robust
FeatureBasic
Single ServerAdvanced*
Multi-Server
Secure Web Access
SharePoint Integration
Monitoring / Alerting / Shadowing
Session Reliability / Management
DMZ Support
Run on Workgroup / Domain Controller
Load Balancing / Profile Management
Master Server Failover / Maintenance
* Requires Active Directory
41© 2008 Citrix Systems, Inc. — All rights reserved
Start Small
• Meets basic, secure remote access needs
• Concentrates all users through one central Windows server• 5 to 25 users (typical)
• Runs on existing workgroup server or domain controller
• Super quick, easy & inexpensive approach to get started
• Automatically spreads users across 2 or more servers
• 20 users / server on average
● Minimizes impact from system failures
● New sessions automatically bypass offline or failed servers
• Optionally places SSL VPN & Web UI on separate DMZ server
• Further shields application servers from Internet attacks
Single Server SimplicitySingle Server Simplicity Multi-server RedundancyMulti-server Redundancy
, Fortify As Needed
42© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Small Business Server Configuration
Internal Users
File Servers
Mobile
Home
Remote Sites
Internet
External Users
Firewall
CitrixAccess
Essentials
Local Desktop
43© 2008 Citrix Systems, Inc. — All rights reserved
Citrix Access Essentials
MessagingServer
ManagementServer
SecurityServer
DatabaseServer
Mobile
Home
Remote Sites
Windows Essential Business Server
NetworkingActive DirectoryFile & PrintSystem Center Essentials
Active DirectoryExchange Server 2007Forefront Security for Exchange Server
Exchange Server 2007Next Version of Microsoft Internet Security & Acceleration Server
SQL Server 2008 Standard Edition
Access Essentials Essential Business Server Configuration
44© 2008 Citrix Systems, Inc. — All rights reserved
System Requirements
• Server Class System• 32-bit Windows Server 2008, 2003 SP2 or R2 Standard or
Enterprise Edition
• Separate Windows Server needed in front of Small Business Server
• Network Firewall
• External IP Address and Domain Name
• User Workstations• Citrix client software (downloaded for free from www.citrix.com)
45© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Pricing
Citrix Access Essentials SRP*Per
Named User*
TS CALs Included
5 Named User Licenses with1st year Subscription Advantage $ 1,245 $ 249
Annual Subscription Advantage (SA) renewal $ 200 $ 40
Entitles customers to new versions of software and TS CALs at no extra charge
without TS CALS
5 Named User Licenses with1st year Subscription Advantage $ 945 $ 189
Annual Subscription Advantage (SA) renewal $ 125 $ 25
NOTE: Customer cannot re-enroll in Subscription Advantage if they opt-out or allow their SA contract to expire. After which time, they are not entitled to new versions of the software.
*Price increase of 10% outside of North America
Selling Access EssentialsSelling Access Essentials
47© 2008 Citrix Systems, Inc. — All rights reserved
Pique their Interest byAsking the Right Questions
1. How many late nights/weekends are spent at the office because it's the only way to access files?
2. Do you need to hire IT specialists to update applications on PCs, or remedy software issues?
3. Have you ever lost a sale because you were traveling and couldn't respond quickly enough?
4. Are remote offices and mobile users always able to access business data in real-time?
5. Is sensitive information being exposed to risk by storing it on insecure mobile end-user devices?
6. Do you have a contingency plan to keep staff working during a business shutdown?
48© 2008 Citrix Systems, Inc. — All rights reserved
Communicate How Access Essentials Addresses Key Pain Points
Manage varying user types, locations and
devices
Support IT infrastructure upgrades and migrations
• Provides fast, secure, and reliable on-demand application access to all users, locations and devices
• Reduces the time and cost associated with rollout or upgrade of new applications and operating systems
• Supports problematic client-server applications, legacy applications, in-house development, productivity applications and web-based applications
Deliver line of business and productivity
applications
49© 2008 Citrix Systems, Inc. — All rights reserved
Key Initiative: Workforce Continuity
Need
• No disruption to workforce productivity for users of key applications
• Applications run in the datacenter keeping it secure
• Applications are always available from anywhere with an Internet connection
• Fault tolerance and failover
Value Proposition
50© 2008 Citrix Systems, Inc. — All rights reserved
Key Initiative: Branch Offices/ Outsourcing/Home Workers/Offshoring
NeedValue
Proposition
• Ability to easily add and remove users
• Control of app use
• Security of data and IP
• Applications centrally managed
• Data remains in datacenter
• Secure auditable evidence of app use
• Control of app access
• Authentication
51© 2008 Citrix Systems, Inc. — All rights reserved
Key Initiative: Data and IP Security
NeedValue
Proposition
• Data remains in the datacenter keeping it secure
• Ability to view user access to apps
• Assign role-based user access
• Strong authentication with ease of access
• Control of data and IP
• Auditable evidence of key app use
• Control of who uses what app
• Simple app access with strong security
52© 2008 Citrix Systems, Inc. — All rights reserved
Overcoming Common ChallengesIssue/Challenge Value Proposition (how to respond)
High initial cost and effort
•Centralizing applications and data in secure data centers reduces costs of management and support
•The ability to efficiently utilize remote workers allows companies to reduce office expenses
•Automated wizards make installation and management a breeze•Gain greater user density per server, and enhanced
administration features
Isn’t Terminal Services
good enough?
•By extending the Terminal Services platform, Access Essentials provides centralized application storage, controls user access by role and offers enhanced printing capabilities
•Automatic load balancing ensures a seamless user experience and ICA protocol and app delivery provide quicken access
•Access Windows apps from any device, including Mac PCs, thin clients and mobile devices
What’s the added benefit
over a VPN solution?
•Via ICA protocol, Access Essentials delivers applications, not desktops, resulting in a faster and more seamless user experience
•Centralized management of applications and role-based user access improve security of sensitive company information
53© 2008 Citrix Systems, Inc. — All rights reserved
Helping to Justify It
2. Reduce time and cost managing and updating applications
3. Keep the workforce productive no matter where they may be, or what device they may be using
4. No more concerns about the security of data being accessed in the field or while traveling
5. No missed business opportunities because you weren't able to respond or access data fast enough
6. Hire the most talented people or contractors, regardless of their location
1. Increase employee satisfaction with no more commutes into the office to make after-hours updates or inquiries
54© 2008 Citrix Systems, Inc. — All rights reserved
Case Study: Increase Employee Productivity• Challenge
• Deliver real-time information to a mobile workforce of 50+ employees
• Support flexible working legislation, offering employees ability to work from home
• Why Access Essentials• Secure, reliable access to real-time
information
• VPN solution unreliable and slow with frequent issues for users in the field
• Results• Increased productivity resulting in 33%
increase in billable hours
• Increased level of satisfaction with better task management and information access
• Quick deployment of new solution, with minimal user training
55© 2008 Citrix Systems, Inc. — All rights reserved
Case Study: Reduce Cost & Improve Service• Challenge
• Deploy a flexible, cost-effective IT infrastructure quickly and easily
• Business continuity during a move and implementation of a new IT infrastructure
• Why Access Essentials• Cost-effective solution, ideal for small
businesses
• Fast, simple implementation
• Results• Lower TCO and annual savings of more than
£20,000
• Centralized management, enabling remote IT support
• Rapid relocation to new office, ensuring smooth continuity of client service
56© 2008 Citrix Systems, Inc. — All rights reserved
Case Study: Streamline Operations• Challenge
• Implement a line-of-business application with shared access globally
• Quick implementation and seamless user experience
• Why Access Essentials• Shared global access to real-time information
and applications
• Intuitive, easy-to-use interface with minimal training required
• Results• Increased profitability through streamlined
business processes and real-time information sharing on a global basis
• Enables management to stay in touch while traveling between global sites
• Improves work/life balance
57© 2008 Citrix Systems, Inc. — All rights reserved
Selling Subscription Advantage
• Program Benefit• New product features
• Existing feature enhancements
• HotFix Roll-up Pack (HRP)
• Customer Value Proposition• Lock in future product enhancements
• Predictable cost
• Partner Value Proposition• Build an annuity revenue business
• Upcoming releases provide a qualified event to engage with existing customers
• Identify upgrade, cross-sell and up-sell opportunities
58© 2008 Citrix Systems, Inc. — All rights reserved
Upgrade Paths
Upgrade Option: Requires:
● Former Access Essentials versions to 3.0 if moving to WS08
● Single Server to Multi-server
● Add Access Essentials to Terminal Services
● Access Essentials to XenApp Enterprise
● Current SA membership
● Access Essentials 2.0 or 3.0 Advanced mode (via Wizard)
● Access Essentials without TS CALs
● Price variance to $335/CPU (only available through XenApp authorized resellers)
Additional ResourcesAdditional Resources
60© 2008 Citrix Systems, Inc. — All rights reserved
Available Resources
• Public product information & Case Studieswww.citrix.com/accessessentials
• Partner Sales Resources www.mycitrix.com www.citrix.com/caetoolkit
• eLearning Courses• CTX-1262-AW Citrix Access Essentials 2.0:
System Administration
• CTX-1501 Microsoft Relationship
• CTX-00015A Citrix Access Essentials 2.0 Sales Authorization Test
• Technical Forum http://support.citrix.com/forums/forum.jspa?forumID=133
• Web demo
• Internal Use (IUOL) Licenses
• Evaluation Licenses(5-users / 60-days)
• TestDrive sample applications
Web Sites Demos
61© 2008 Citrix Systems, Inc. — All rights reserved
Access Essentials Contacts
• For information about getting started with Citrix Access Essentials, contact your local distributor
• Contact the Citrix Sales Team at [email protected]
• For local Citrix Technical Support, visit http://www.citrix.com/site/SS/supportContacts.asp
• For local Citrix Customer Care contacts, visit http://www.citrix.com/customercare
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