Selling & Positioning Access Essentials 3.0. The Opportunity

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


$$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


Forces Driving IT Change


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


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


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


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


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


Ideal Target: Nearly Any SMB

Businesses from a wide variety of industries are already using Access Essentials today, including . . .


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


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

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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


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


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


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)


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


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


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


Access Essentials Delivers Anywhere

Off-site Workers

Office workers

Travelers/Mobile

Branch Office

Non-company PC

Remote/Offshore Workers


Access Essentials Delivers to Any Device

Laptop Desktop Non-PC

Virtual DesktopMobileThin Client


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


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)


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


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


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


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


Wizard-driven AdministrationThrough the Access Essential Quick Start Console, administrators quickly and easily manage application publishing and other key features with automated wizards


Role-Based Application AccessAdministrators assign role-based access to applications, printing and storage rights


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


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


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


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


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


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


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


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


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


Access Essentials Small Business Server Configuration

Internal Users

File Servers

Mobile

Home

Remote Sites

Internet

External Users

Firewall

CitrixAccess

Essentials

Local Desktop


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


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)


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


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?


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


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


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


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


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


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


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


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


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


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


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


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


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

Documents

Selling & Positioning Access Essentials 3.0. The Opportunity