Desktops-as-a-Service | Messaging Guide

Desktops-as-a-Service Messaging Guide for

Citrix Service Provider Partners

The information contained within this document is to be considered highly confidential. If this document was not provided to you directly from Citrix Systems, further reading is prohibited.

December, 2014

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

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. PositioningCore Positioning Matrix.

Product NameDesktops-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 Buyers are 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 Outsourcing desktop management using local IT services companies to provide desktop

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Doing Today

support, patching and software and applications upgrades. Saying no to BYO and mobility demands 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 including production 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, Email and 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.

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Core Positioning by AudienceThis 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.

Go mobile 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 and lacks 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.

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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 WorkspacesStrategic 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.

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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 performanceDelivery 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 devicesHDX 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 applicationsHDX 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.

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IV. Strategic Benefits and Key Concepts by SolutionThis section provides short descriptions of 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 devicesReduce 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 with Windows XP migration because 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

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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 for secure 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 with MDM. 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 the Worx App SDK . Explore apps in the Worx App Gallery – the industry’s largest collection of apps built for business.

File Share and Sync (Delivered Citrix 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 ComplianceTackle 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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Citrix Partner Badge (Logo) Usage Citrix Service Provider Partners are required adhere to the Citrix brand guidelines by using the Citrix Service Provider Partner Badge when designating their Citrix partner status on their website or in any marketing, sales or technical materials, social media and other visual communications. The badge is available in a variety of formats and color models:

The PNG file is the low resolution version. The EPS file is scalable and can be sized up using the appropriate software. The CMYK color model is best used for printing. The RBG color model is best used for display on electronic devices.

Partners should also review the Citrix trademark and copyright guidelines and full Citrix trademark list for proper use of the Citrix brand and any product references.

Terminology and Usage

Desktops-as-a-Service (DaaS)Desktops-as-a-Service (DaaS) delivers secure on-demand hosted virtual desktops to end users via a third-party hosted services provider. DaaS infrastructure is typically shared and multi-tenant in nature. Unlike the some perceptions that DaaS equals VDI, the Citrix approach to hosting can be from either a shared OS infrastructure or from a dedicated VDI environment. Also unlike other perceptions that DaaS equals Desktop only, Citrix sees DaaS as only one component of a complete hosted workspace.

Desktop Infrastructure-as-a-ServiceDesktop Infrastructure-as-a-Service (IaaS) is raw DaaS infrastructure that typically only includes a desktop operating system. Desktop Infrastructure-as-a-Service does not include any applications, tools or support. Desktop Infrastructure-as-a-Service is often sold by white labeler resellers and is frequently priced with very low margins.

Business-Ready DesktopThe business-ready desktop is a complete end user focused desktop ready for line-of-business use. As a virtual hosted workspace, a business-ready desktop is complete with applications, productivity tools, storage and more. Business-ready desktops have comprehensive value, are fully-supported, and delivered on-demand.

Hosted WorkspaceA hosted workspace is a business-ready desktop that includes access to line of business applications, a complete user desktop, mobile device management plus file synch and share. A Citrix hosted workspace is delivered on any device, anywhere at any time with a secure and seamless user experience.

Hosted Services ProviderA hosted services provider is a business partner who provisions Desktops-as-a-Service to end user buyers. In the Citrix model, a Citrix Service Provider partner rents and customized Citrix licenses on a per-user, per month basis and resells the business-ready desktops to end user buyers.

White label hosting resellerA white label hosting reseller of Desktops-as-a-Service offer generic Desktop-as-a-Service (DaaS) via an ecosystem of value added resellers. Citrix Service Provider white label hosting resellers provide their business channel partners with a fast route to market and an easy route to scale business by offering a pre-built, proven partner platform. Downstream resellers and service providers add value through the addition of unique brand, bundled services, and direct customer support.

Copyright © 2014 Citrix Systems, Inc. All rights reserved. Citrix, XenDesktop, XenApp, XenMobile, ShareFile, HDX, XenServer and NetScaler are trademarks of Citrix Systems, Inc. and/or one of its subsidiaries, and may be registered in the U.S. and other countries. Other product and company names mentioned herein may be trademarks of their respective companies.

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