Citrix has appointed Arrow as its sole distributor in the UK and Europe – as well as North America – following a “reassessment” of its go-to-market strategy.
From 3 March, the distributor will become Citrix’s sole distributor in the SMB and midmarket space, where it will also act as its “customer-facing engine”.
Then from 2 June, Arrow will also become the cloud computing and virtualisation vendor’s only distributor in the enterprise space, where channel partners will continue to work with Citrix alongside Arrow.
Asked for more specifics on the new SMB and midmarket regime, a Citrix representative issued IT Channel Oxygen with the following statement:
“For all Citrix commercials customers in North America and Europe moving forward, Arrow will serve as the customer-facing engine of Citrix. This means that Arrow will be the face of Citrix for the customer for pricing, quoting, partner interactions and partner programmes – essentially serving as an extension of Citrix as a vendor for these customers and partners.”
Citrix was cagey about which other distributors in the two regions have been affected by the move.
“Starting June 2, Arrow will be the only Citrix distributor for all channel partners in North America and Europe. This includes the UK,” was as far as the spokesperson would go.
Ethan Fitzsimons, senior vice president, partnerships and commercial sales for Citrix stated:
“For a business such as ours, it is critical that we continue to reassess our go-to-market strategy and how that aligns with the needs of the business and our customers. The changes we are making are significant for our channel partners, but we believe they will provide channel partners with greater flexibility and efficiency to better serve both existing and new customers.”
Cedric Doignie, vice president of new models for Arrow’s global enterprise computing solutions business, added:
“We are pleased to collaborate with Citrix as the exclusive provider for their mid-market reseller business. Leveraging Arrow’s extensive channel partner network, reach and experience, we look forward to helping Citrix grow its install base, increase subscription conversions, and drive further market expansion through this strategic agreement.”
The news comes after Citrix in December announced it had moved to bolster its security capabilities by acquiring deviceTRUST and Strong Network.
Citrix was in 2022 acquired for $16.5bn by Vista Equity Partners and Evergreen Coast Capital and combined with TIBCO Software.
It now forms part of the Cloud Software Group alongside not only TIBCO, but also NetScaler, Japsersoft, Spotfire, XenServer and ibi.
