Original equipment manufacturers (OEMs), value-added resellers (VARs), managed service providers (MSPs), contract manufacturers and other commercial users rely on Arrow Electronics for its distribution of electronic components and enterprise computing solutions. Arrow also offers a portfolio of products and services, from semiconductors and passive components to servers, storage and networking equipment.
Citrix, a business unit within Cloud Software Group, is a provider of cloud-based solutions that lets organizations securely access applications and data from anywhere, on any device. Citrix's offerings include virtual application delivery, desktop virtualization, network access control and cloud management tools.
So, why bring up these two to start off the article?
Well, since they're already in a long-standing relationship with each other, the two companies recently announced a new strategic distribution agreement.
Per the agreement, Arrow is set to assume responsibility for the sales, marketing and technical support for all service provider channel partners consuming fewer than 2,000 Citrix licenses across North America and Europe.
For Arrow specifically, this partnership presents an opportunity to expand their portfolio of technology solutions, particularly in the areas of virtual application delivery, desktop virtualization and network access control. By offering Citrix's products and services, Arrow provides their customers with solutions to meet their digital workspace needs and drive business growth.
"Arrow is committed to exploring new models of engagement within the channel,” said Eric Nowak, President of Arrow’s Global Enterprise Computing Solutions Business. “Building on our experience and past success with Citrix, whose solutions are trusted by thousands of organizations worldwide, we are perfectly positioned to take responsibility for supporting this key segment.”
What the new model means for service provider channel partners (i.e. previously managed under Citrix’s service provider programs) is that they will gain more enablement, flexibility and support in how they consume and manage their Citrix licenses.
Citrix has made several changes to the Citrix channel program this year, including moving to an annually committed model. This long-term collaboration will allow for greater partner-specific investment.
For channel partners not directly impacted by this change, Citrix will invest more deeply and in a more focused manner in their joint go-to-market strategies.
"Citrix is committed to building an improved channel-centric approach designed for growth and scaling our business globally,” said Ethan Fitzsimons, Vice President and Head of Global Channels for Citrix. “Citrix will continue to focus on and invest in product development, engineering and support of the suite of solutions available to all our channel partners and work closely with Arrow to support and deliver these solutions to channel partners and their customers.”
The strategic arrangement will commence on October 1, 2024.
Edited by
Alex Passett
