Presentation Guidelines This selling and positioning presentation is designed as a sales training aid for Citrix Service Provider Partners. Use this presentation to understand the Desktops-as-a-Service market opportunity, value proposition, selling strategies, key messages and solution components. The content of this selling presentation forms the basis for the external facing customer presentation. For customer meetings, use the purpose build customer presentation available at

Selling and Positioning Desktops-as-a-Service July, 2014

1)Solution Overview 2)Key Components of a Citrix DaaS Solution 3)Understanding the Customer Profile 4)Why Sell DaaS and Mobility 5)Sales Guidance and Tools

Solution Overview

© 2014 Citrix. Confidential.5

6 3+ Devices per employee 1-2 Days a week working remote 47% Using personal devices for work

© 2014 Citrix. Confidential.7 BYOD Continues to Grow “When will your organization cease to provide personal devices?” – Gartner CIO Survey “2014 Planning Guide for Mobility,” Gartner, October 2013

© 2014 Citrix. Confidential.8 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 attachments in meeting invites? How do I edit, share, sync files across my tablet, smartphone, desktop, and laptop? “Source: Forrester Research 2013

© 2014 Citrix. Confidential.9 IT can’t keep up with user’s app needs How do I deliver Windows desktop apps when there aren’t 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”

© 2014 Citrix. Confidential.10 The Solution: Hosted Desktops and MDM

© 2014 Citrix. Confidential.11 Desktops-as-a-Service (DaaS) is a complete hosted IT solution, delivered by Citrix Service Providers. DaaS includes a bundle of cloud desktops, apps, data and mobility services. Businesses are drawn to DaaS because it’s a better approach to IT. One that is simple, flexible and affordable.

© 2014 Citrix. Confidential.12 The Opportunity Is Not Just About a Desktop Citrix Partners Deliver a Complete Business Ready Desktop 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) Data Storage (ShareFile) Additional Hosted Services

Key Components of a Citrix DaaS and Mobility Solution

© 2014 Citrix. Confidential.14 Any device, business or personal Better than PC performance Mobile ready, mobile managed Seamless app integration Self-service IT DaaS Essentials

© 2014 Citrix. Confidential.15 Available on 3 Billion Devices

© 2014 Citrix. Confidential.16 PC Mac Tablet

© 2014 Citrix. Confidential.17 Smartphones

© 2014 Citrix. Confidential.18 Breakthrough WAN performance Seamless use of local peripherals Real time voice and video Guaranteed quality of service Faster local scanning and printing High Definition User Experience Across Any Network

© 2014 Citrix. Confidential.19 A complete stack for managing and securing apps, data, and devices Secure, business grade productivity apps – better than native workflow Mobile device management - configure, secure, and provision mobile devices Mobile app management with the largest ecosystem of apps built for business Unified corporate app store for mobile, Windows, SaaS and web apps through XenDesktop/XenApp integration Secure and scalable network infrastructure

© 2012 Citrix | Confidential – Do Not Distribute Users get apps optimized for business use Mail, calendar, contacts with “Outlook-like” productivity Unified app store that enables user to run *any* app, even non-mobile ones Document sharing & sync with “Office-like” experience Browser with simplicity of “at the office” intranet browsing

© 2012 Citrix | Confidential – Do Not Distribute Secure access Micro-app VPN Secure browser w/DLKP Leverage certificates IT gets security, compliance Dropbox problem solved Full audit trail Containerized apps Single line of code 60+ policies FIPS encryption SSO Virtual containerized apps Secure collaboration across Mobile devices, PCs, Macs SharePoint Network shares Outlook

© 2014 Citrix. Confidential.22 Before Mobility Pack… Designed for Mobile Devices

© 2014 Citrix. Confidential.23 After Mobility Pack…

© 2014 Citrix. Confidential.24 Seamless Local App Access Seamless integration of local Windows apps Great for apps that need or benefit from local resources App running locally, or from Receiver… …Integrated into virtual desktop Ideal for HDFaces TM

© 2014 Citrix. Confidential.25 Local App Access use cases Bring-Your-Own-Apps (e.g. iTunes) Video conferencing (e.g. GoToMeeting HDFaces) RDS-hosted apps in a VDI virtual desktop Eliminate double-hop latency while keeps apps separate Challenging edge cases such as: Watching/burning a physical DVD Watching TV using a tuner card Specialty USB devices on the WAN FireWire devices Viewing content that can’t leave the country (regulatory compliance) Client-server apps requiring very low latency to a regional backend

© 2014 Citrix. Confidential.26 App running within virtual desktop App running on endpoint (outside of virtual desktop)

© 2014 Citrix. Confidential.27 ExchangeExchange SharePointSharePoint LyncLync Custom Services User Accounts XenAppXenApp CloudPortal Services Manager Single, self-service interface for customers On-demand IT Reduce help desk calls Add/moves/changes Reset passwords Shop for new services LOB Apps

Understanding the Customer Profile

© 2014 Citrix. Confidential.29 EnterpriseSMB Where is the market momentum for hosted services?

© 2014 Citrix. Confidential.30 IT is a monthly operating expense Work happens wherever you are Your apps and data from any device On-demand, self-service IT IT drives strategic initiatives IT Today IT Tomorrow IT is a large capital expense Work only happens in the office Smartphone and tablets for Calling the helpdesk or “IT guy” IT does support and maintenance The new era of IT and cloud services is ideal for SMBs

© 2014 Citrix. Confidential.31 SMB Cloud Trends 71% Need solutions for mobile workstyles 50% Think cloud is important to their business 60% Don’t have the resources to implement new technology solutions 56% Prefer a single source IT solution Source: Microsoft 2012 SMB Cloud Adoption Study, Edge Strategies

© 2014 Citrix. Confidential.32 Citrix Service Provider Customer Profile What is your average customer size in terms of number of subscribers (end users)? * Under 100 users82% Under 500 users94% What is the average employee count of the companies you target with your hosted services? * Under 200 users87% Under 500 users94%

© 2014 Citrix. Confidential.33 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

© 2014 Citrix. Confidential.34 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

© 2014 Citrix. Confidential.35 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?”

© 2014 Citrix. Confidential.36 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 “Won’t this take away my job?”

© 2014 Citrix. Confidential.37 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 Solution Triggers

Why Sell Citrix DaaS and Mobility Solutions?

© 2014 Citrix. Confidential.39 Why Sell Citrix DaaS and Mobility Solutions? A differentiated service that increases brand value Increase ARPU ten fold ($10 per month  $100 per month) Customer loyalty and stickiness reducing churn Subscribers joining other service providers will NOT switch A proven and scalable solution used by over 2,600 CSPs Current Growth > 200% YoY of cloud based DaaS solutions

© 2014 Citrix. Confidential.40 Source: 451 Research “451 Market Monitor: Desktop Virtualization” Cloud-Hosted Desktops Expected to See a 35% CAGR through 2015 A Huge Opportunity for Service Providers …

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© 2014 Citrix. Confidential.44 By the numbers…. Citrix Service Provider Program ~ 5 years Citrix CSP Program > 2,600 DaaS partners worldwide ~360,000 subscription seats in production > 1.4M perpetual seats in production > 20% Quarterly sales growth > 85% Net-New Citrix customers < 2% End-user Churn

© 2014 Citrix. Confidential.45 Enterprise Virtual Desktop Sample of In-Market Citrix-Powered DaaS Solutions 2,600 partners strong & growing… NaviCloud ONE Hosted Desktop Cloud Desktop Xcenric Cloud Desktop-as-a-Service Adaptive Workspace Desktop as a Service TekVDI Virsage WorkPlace HostedDesk CloudDesktopNow Cloud Workspace Hosted Desktop OnlineDesktop Desktop as a Service nFinity Desktop Hosted Desktops Hosted Desktop Virtual Desktop Managed Desktop vDesktop Remote Desktop Desktop as a Service

© 2014 Citrix. Confidential.46 Why Citrix Service Provider Partners Are Winning with DaaS Focus On SP’s Business Value  Broad service portfolio  Vertical differentiation  Better margins/value  Broader Market Penetration Range of Go-To-Market Options  Reseller and hosting ecosystem Partner Enablement – Center of Excellence  Business  Technical Provide Technology Breadth  Citrix product line  Reference Architecture and Design Guides

© 2014 Citrix. Confidential.47 The Opportunity Is Not Just About a Desktop Citrix Partners Deliver a Complete Business Ready Desktop 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) Data Storage (ShareFile) Additional Hosted Services

© 2014 Citrix. Confidential.48 DaaS Pricing: Don’t Be Fooled by the Low Numbers “Generic” VDI (DIaaS) BYO License High-Value High-Margin Verticalized ~ $35 /seat/mo. Citrix Opportunity “Enterprise” VDI BYO License “Finished Goods DT” Apps Support Hosted Workspace (DT+Apps+Data+MDM) Support Low-Cost Low-Margin Commodity

© 2014 Citrix. Confidential.49 VMware Amazon Citrix

Sales Tools and Guidance

© 2014 Citrix. Confidential.51 Selling Your Hosted Services Leverage proven best practices and tools for selling a DaaS solution Partner focused launch planning and marketing tools available in the Center of Excellence Center of Excellence DaaS Sales Reference Card DaaS Customer Presentation DaaS Customer Video Trusted sales and channel training business associatessales and channel training business associates Product specific sales tools – XenDesktop, XenApp, XenMobile, ShareFile and moreXenDesktopXenApp XenMobileShareFile

© 2014 Citrix. Confidential.52 End-User Facing DaaS Video for Partners Brand it – add your own logo and call to action Translate it – transcript available for localized voiceovers Download it – Click hereClick here Watch it now – Click hereClick here

© 2014 Citrix. Confidential.53 Key Messages to Communicate Simple, self-service IT that gives you freedom and flexibility Pay for only what you use as a predictable monthly expense 3 3 Enable your employees to work on any device, from any location, achieving greater business agility and work/life balance

© 2014 Citrix. Confidential.54 Intrinsic Benefits of DaaS Business Agility Mobile Workstyles Business Continuity Predictable IT Costs Redefine the Role of IT Control and Compliance

© 2014 Citrix. Confidential.55 Cost of Doing Nothing IT spending is swallowing cash that could otherwise drive business growth Exposure from business disruptions and disasters Tethered to the office in order to work Can’t attract top talent outside your region Your competition can gain an advantage

© 2014 Citrix. Confidential.56 Ask Provocative Questions Can you remember a time you couldn’t respond to a customer because you didn’t have your computer with you? Have you ever been stuck at home, not able to work while you tended to a sick child or waited for a service appointment? Imagine if you could unlock money from your IT budget to help grow your business. What would you do? If employees didn’t need to work from the office, could you hire more qualified or diverse talent in another region? If your business faced a major disaster like a fire, could you still be up and running the next day? Have you seen your friends using their tablets and Macs for work?

© 2014 Citrix. Confidential.57 Question/ObjectionProactive Response Will I need to buy new desktops and software… DaaS solutions deliver a high-definition experience to any device, even your aging devices that are due for an upgrade. There are no upfront costs, no new hardware or software to buy and you only pay for applications and IT services you use. How do I get to my information? Is it secure? All of your data and applications are centrally stored and backed up in the CSPs data center. You securely access your desktop, apps and data with an encrypted connection from any device, anywhere. Won’t this make IT jobs obsolete… IT staff are freed from mundane, low-value tasks such as desktop support, updates and responding to fire drills. Instead, they can focus on strategic initiatives the help fuel business growth. What project have you always wanted to do? I can already read from my phone or tablet… What about all the apps and data you use to run your business. DaaS solutions make any device a desktop workspace with full access to all of your apps and data. We backup our data in case of a disaster. Isn’t that enough… Backup is just one part of the business continuity play. DaaS solutions not only ensure that applications and data remain available, but that your workers can stay productive from any location, using whatever device they have available. Anticipate and Pre-empt Customer Questions

© 2014 Citrix. Confidential.58 Customer Base Best Practices Develop User Groups Build an Advisory Council based on helpful, strategic client executives Establish an independent Board of Directors from the Advisory Council and other objective outsiders

© 2014 Citrix. Confidential.59 Practical Guidance for Selling the Solution Find the pain point. DaaS addresses any number of needs Demo it! Show DaaS in action across multiple devices Leverage the customizable, ready-to-go sales and marketing tools

© 2014 Citrix. Confidential.60 DaaS Product page: Citrix Service Provider Center of Excellence: Engage the Citrix Service Provider team – Key Tools & Resources

© 2014 Citrix. Confidential.61 Now Is the Time for DaaS Massive SMB demand for cloud services Proven solution by over 2,600 partners Analyst validated market opportunity

© 2014 Citrix. Confidential.62 WORK BETTER. LIVE BETTER.