xen mobile selling_and_positioning_july2013-v3

Director, Product Marketing – Mobile Platforms Group

June, 2013

Mobility Sales Training

Sheryl Buscheck

Agenda

• What are we selling and how does it address the market?

• Pricing and packaging

• Required architecture

• How to find the best opportunities

• Best practices for selling to different buyers

• How to conduct a great demo

• How to compete

Why sell mobile?

Mobile is hot!

Fastest way to close new deals

Mobile is strategic

Better account control

$800M

$3-$6 Billion

150M+ mobile devices in enterprise

600Mmobile devices in enterprise

2012 2015

Total spend in mobile

© 2013 Citrix | Confidential – Do Not Distribute

How Mobile Feels Today

IT Perspective

Mobile makes security and compliance harder. Too many tools are required to manage it.

User Perspective

Mobile can do so much for my life, why can’t it do more

for my work?


User Needs

The freedom that comes from a consumer-like mobile

experience at work

IT Needs

A complete set of tools to meet security and compliance

requirements


The revolutionary

way to mobilize

your business


A complete stack for

managing and

securing apps, data,

and devices

App Management

Device Management

Data Management


Citrix – The Most Complete Mobile Portfolio

Mobile VOI

Mobile Device Management

SandboxedMail and Web

Mobile App Security

Secure Mobile Data Sharing

Mobile Network Control

SSO & Identity Management

Desktop & App Virtualization

Social & Web Collaboration

Any app, any device, anywhere


Recognized as a “Leader” by Gartner; Winner at Interop

Magic Quadrant Critical Capabilities

Source: Gartner report, Magic Quadrant for Mobile Device Management Software, May 23, 2013, Phillip Redman, John Girard, Terrence Cosgrove, Monica BassoSource: Gartner report, Critical Capabilities for Mobile Device Management Software, May 23, 2013, Phillip Redman © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, e-mail [email protected] or visit gartner.com. Used with permission.


Key Features

• Configure, secure, provision and support mobile devices with MDM

• Mobile app management with the largest ecosystem of apps built for business

• Sandboxed email, browser and document sharing apps

• Unified corporate app store

• Multi-factor single sign-on


Configure, secure & provision and support mobile devices with MDM

Mobile lifecycle

management

Start here

Accept Request

One-click live chat & support


• Integrated cloud-based IT Support Tools– Live & unattended remote support – Service desk operations– IT network monitoring

• Support PC, Mac and mobile device users

Ensure Uptime for Mobile Workstyles


One-click live support and chat

Accept Request

• IT support session initiated directly from device

• Enables troubleshooting of device and apps


End-users can now request live support or open a ticket for follow up

XenMobile User Experience


If no technician is available end-user can leave a ticket

End-users can Chat with a technician,

upload screen shots, accept Profiles

XenMobile + GoToAssist

or end-users can choose to open a

service ticket with the help desk to be

resolved later


Features Android iOS

Full screen-sharing & remote control

X Not available due to Apple OS restrictions

Chat support X X

Customer-initiated support (let your users request support)

X X

Remote diagnostics X X

Upload screen shots X X

Send configuration profiles X

Technician Remote Support Apps X X

Mobile-to-mobile support (technician on a mobile device supporting an end-user on a mobile device)

Android or iOS to Android

iPad or Android to iOS


Mobile app management with the industry’s largest ecosystem of apps built for business

SCOTT HOGREFE

Envision apps receding into the wall of apps. and then having several real apps reveal one by one (not going through all ~40 partners, but enough to paint a picture before advancing to next slide)


Enterprise-enable any mobile app with the Worx App SDK

• Simple and powerful SDK

• Enabled through a single line of code

• Apps can be wrapped post-development

• Controls like:ᵒ Data encryptionᵒ Authenticationᵒ Secure lock and wipeᵒ Inter-app policiesᵒ Micro VPNs

Any app can be a Worx app


The Biggest Names in Mobility are Worx-enabled


Where IT finds Worx-enabled

mobile apps

(coming soon – vendor info here)

Worx App Gallery

http://www.citrix.com/cms/ready/worx-partner-apps


• Secure mobile browser• Internal web app access• URL black/whitelists

• Mail, calendar, contacts• Enterprise class security• Beautiful native-like experience

• Secure file sharing & sync• Mobile content editing• SharePoint & network files

Sandboxed email, browser and document sharing apps


Unified corporate app store

• Available on 3B+ devices

• Mobile apps native on device

• Seamless delivery of Windows, datacenter and web apps

• Any device – smartphone, tablet, PC and Mac


Multi-factor single sign-on

• Two-factor authentication for app and data access

• SSO for Windows, web, datacenter & mobile apps


Provision security, apps & data to mobile devices

Complete solution to manage apps, data & devices

Three Simple Packages

XenMobile MDM Edition

XenMobile Enterprise Edition

Add advanced app & data management to any MDM solution

XenMobile App Edition


MDM Edition

App Edition

Enterprise Edition

Configure, secure & provision mobile devices

One-click live chat & support

Access SharePoint & network drives

Secure mobile web browser – Internet

Secure mobile web browser – intranet/enterprise

Secure mail, calendar and contacts app

Activate and manage Worx capabilities in apps

Unified corporate app store

Multi-factor single sign-on

Secure document sharing, sync & editing

Both cloud & on-premise data storage options

Flexible Pricing/Packaging Options

License Model XenMobile MDM Edition XenMobile App Edition XenMobile Enterprise Edition

Device User Device User Device User

Perpetual $50 $65 $120 $155 $145 $185

SWM $11 $14 $27 $35 $31 $41

Annual (1Yr) $23 $29 $54 $71 $65 $84

SWM (1Yr) $5 $6 $11 $14 $14 $18

Cloud (1Yr) $36 $46

Cloud w/ HA (1Yr) $49 $62

• New packaging provides ability to offer MDM, MAM, or Both

XenMobile Upgrade Pricing

XenMobileUpgrade Paths

MDM Edition App Edition Enterprise Edition


Perpetual

MDM Edition – Device -- $20 -- -- $110 $155

MDM Edition – User -- -- -- -- $95 $140

App Edition - Device -- -- -- $50 $40 $85

App Edition - User -- -- -- -- -- $50

Enterprise Edition - Device -- -- -- -- -- $60

Licensing & Pricing – Cloud Hosted Subscription

XenMobile MDM EditionMDM Cloud MDM Cloud HA

Device User Device User

Hosted – 1 year subscription $36 $46 $49 $62Hosted – 2 years subscription $65 $83 $88 $112Hosted – 3 years subscription $81 $104 $110 $140

NOTE: • HA is a customer decision at the time of purchase of the service and cannot be added on

Licensing & Pricing – On-Premise Subscription

License Model XenMobile MDM Edition XenMobile App Edition XenMobile Enterprise Edition


Product (1Yr Subscription) $23 $29 $54 $71 $65 $84

SWM (1Yr Subscription) $5 $6 $11 $14 $14 $18





Go Mobile with ShareFile – No Additional Charge

• Entitlement for Storage Zones w/ 0GB

Buy XenMobile Enterprise

XM Enterprise

Get…ShareFile

ShareFile Enterprise

User User

Perpetual License $185 $150 FREE

Perpetual License Software Maintenance (12 months) $41 $33 FREE

Required Architecture Components


MDM Edition

36

Use case Client Side Server Side

• Mobile device management

• Jailbreak detection

• Selective or full wipe

• Geo location tracking

• Passcode enforcement

• Pushing applications

• Native mail client access control

• Wifi & VPN access control

• Access to SharePoint & network drives

Worx Enroll

Worx Home

ShareFile (SharePt access)

MDM Server

NS Gateway (Optional: for XNC use case)


Enroll

MDM Edition

XenMobile DeviceManagement

XDM

D M Z

Worx Home


Enroll

MDM Edition with XNC


XDM

D M Z

Worx Home

Netscaler (for XNC)

XNC Native MailControls


App Edition

39


• Mobile application management

• Federated single sign-on

• Secure email

• Secure browsing

• Automated account provisioning

• Workflow

• Policy based interapp security

• App specific micro VPN

• Unified corporate app store

• Access to SharePoint & network drives

Worx Home

WorxMail

WorxWebShareFile (SharePt access)

Receiver (XA/XD)

AppController

NS Gateway


Optional

App Edition

XM AppC XD / XA

VDApps

Netscaler

D M Z

SF

Worx Home

Receiver


Enterprise Edition

41


• All MDM Edition use cases

• All App Edition use cases

• Secure document sharing, syncing & editing

Worx Enroll

Worx Home

WorxMail

WorxWeb

ShareFile

Receiver

MDM Server

NS Gateway

AppController


Optional

Native MailControls

Enterprise Edition

XM AppC


XDM

XD / XA

VDApps

Netscaler

XNC

D M Z

SF

Worx Home

Enroll Receiver

Finding Great Opportunities


Gartner research reinforces the importance of Desktop buyer


Unfair Advantage: Citrix Install BaseRelationship

Proven Technology

Mobility with Citrix


“I was 50% of the way to my mobile deal before I walked in the door”

Citrix ERM

Winning Selling StrategiesEasy as 1-2-3


Winning Mobility Solution Selling Strategies

• 3-step mobility sales framework for existing and new customers

1) Tell our integrated completeness story

2) Land with ‘must have’ initial use case: MDM, ShareFile, secure mobile mail, native mobile apps, single sign-on (SSO)

3) Future Expansion: paint longer-term strategic options with as many secondary use cases as possible to close and differentiate

• Customer examples

• Sales tools: whiteboards, demos & POCs


Three steps to selling our mobile solution

50% 80% 100%

End-to-end mobility

Prospect Sell Close

Killer Use Case FutureExpansion



Mobile VOI



Mobile App Security








50% 80% 100%

XA/XD end-to-end mobility

Prospect Sell Close


Step 2: Identify killer mobility use case

• Ask 2-3 qualifying questions per key use case, looking for strong pings• Bridge XA/XD champ to allied group/opportunity• Focus demo/POC on killer use case


Web / SaaSMail DataMDMNative

iOS/Android

Discovering the Killer Mobility Use Case

*Device policies*Lock/wipe*Tracking

*Full security*Easy for users*Easy for IT

*Secure SSO*MicroVPN*Mobilize intranet

*Dropbox problem*Follow-me data*Full productivity

*MDX app policies*Custom apps*Interact/share data

Ask the Right QuestionsDiscovery and Qualification

• How do you handle user mobility needs and their requests to use personal devices for work? What devices are most used?

• Who are the users leveraging mobile devices most?ᵒ Are they allowed to use personal devices or only corporate-provided devices? ᵒ What types of job tasks are they accomplishing with mobile devices? ᵒ Which apps are they using?

• What are your top concerns about users leveraging their personal mobile devices to do work?

• Do you have specific regulatory compliance requirements? Which ones?

• What types of security technologies have you evaluated or deployed for mobile devices?

• How do your workers remotely access their apps and data? Does this method and experience change as users shift to different devices and/or apps?

Ask the Right QuestionsDiscovery and Qualification

• Do you have a secure mobile e-mail solution? ᵒ If yes, which one? Are you happy with your current solution? ᵒ If no, how do users access e-mail from mobile devices?

• Do you deliver other mobile apps besides e-mail to users? How do you securely deploy mobile apps?

• How do you deploy web, SaaS and Windows apps? Do users access all apps from a single ‘store?’

• What mobility initiatives does your organization have over the next 12 months?ᵒ BYOD?ᵒ MDM?ᵒ Custom mobile apps for certain jobs?ᵒ Mobile e-mail?ᵒ Full ‘mobilize the enterprise?’


50% 80% 100%


Prospect Sell Close


Step 3: Close & differentiate with future potential

“Like VDI in a XenApp deal – customer likes to know it’s there when they get to it”

-Citrix ERM


50% 80% 100%


Prospect Sell Close


Step 3: Close & differentiate with future potential

• Find additional use cases that push deal over the line• Positions Citrix as strategic vendor vs. tactical provider• Long vs. short-term options• Show in demos, but don’t risk POC if not immediate need• Shore up support from other influentials in organization

Ideal ProspectXenMobile Enterprise Edition

• Install baseᵒ Current versions of XenDesktop/XenAppᵒ NetScalerᵒ Receiver

• Funded mobility initiative(s)ᵒ BYODᵒ Secure e-mailᵒ Custom mobile apps

• Strong, influential user base demanding IT allow use of personal mobile devices (e.g. doctors in hospitals; lawyers; sales team)

• Additional app types (intranet web apps, SaaS)

• Evaluating secure mail, MDM and/or MAM

• Not happy with current solution(s) for secure mail/MAM/MDM

Mobilize Apps and DataMobilize data, apps, web apps, and intranet

for maximum productivity

MDMCentrally secure and manage corporate and

BYO devices

Secure EmailDelight users with beautiful email that protects users’ privacy and secures

data

Land and expand with targeted sales plays

How to Sell Citrix Mobility Solutions

How can I have the

enterprise mobility

conversation?

2013 Enterprise Mobility Citrix Sales Playbook

1) Learn your mobility pitch and the art of the demo

2) Land & expand with targeted sales plays that lead to larger EMM deals

3) Beat the competition with the 3 C’s: Comprehensive, Compelling, Compliant

4) Cross-sell into install-base by leveraging XA/XD & Receiver footprint

5) Attach NetScaler & ShareFile

Think leverage

There are multiple buyers

Buyers

Director of IT, Mobile CIODirector of IT, Messaging

Owns BlackBerry / BES

Owns Microsoft Exchange and works closely with Active Directory

Define mobile strategy & solution

Typically a new role

May be complementary or competitive to desktop & Citrix champion

BYO / mobility initiatives

Data security concerns

“I need to survive the death of Blackberry or Good”

“I don’t want to see public news on data leakage due

to mobile”“I want to be the Mobile Hero”

Deliver mobile apps & dataMobilize data, apps, web apps, and intranet

for maximum productivity

MDMCentrally secure and manage corporate and

BYO devices

Secure EmailDelight users with beautiful email that protects users’ privacy and secures

data

“I have an iPad initiative for my shift workers in hospital/retail

/restaurants/distribution center”

“I need to configure my company’s BYO devices with simple policies like WIFI

and PIN code access.”

We’re replacing our BlackBerry/BES and need secure email for iPhone &

Android”

“I’m using Good, but the experience is poor”

“My employees need easy mobile access to our corporate Intranet and

mobile apps

“I need to give my users mobile access to files”

Land and expand with targeted sales plays

Buyers

Director of IT Messaging Director of IT Mobile

MDM

Mail

Apps&

Data

CIO

MDM Edition

“My users are bringing in all types of devices…I need to set PIN codes, WiFi, etc.”

“Want to give device choice…but what do I do if devices are lost or stolen?”

“…need to manage personal and corporate devices alongside each other”

“…issuing shared tablets to shift workers in hospital/retail stores/restaurants/dist centers…”

Secure andmanage mydevices

1

MDM Edition

Value Proposition

Enterprise-grade MDM:• Manage & configure corporate and BYO devices• Detect jailbreak, blacklist/whitelist apps• Full/selective device wipeEasy to setup: • Fully wizard-drivenExtensible: • Enterprise integration (eg: LDAP and PKI)• Upgrade to MSB for mail or app mgmt any time

UnlikeMDM point solutions (Airwatch & MobileIron) that aren’t easy to use and don’t easily snap into the IT infrastructure

Offer XenMobile MDM Edition

Secure andmanage mydevices

1

Mission-critical logistics

BYOD and MAMDistributebills to MPs

Red Robin Atlas Air RabobankUK Parliament

• Galaxy Tablets for flight crews

• Manage global schedules

• Distribute “flight bag”

• Mobilize more than 25.000 FTEs

• 80% IoS, 15% Android• Developing custom

apps• Securing SharePoint

access for mobile content

• iPads for MPs• Distribute bills• Version-control and

time-expire documents

Turn tables; increase utilization

• iPads for hosts, managers, kitchen

• Check in guests; optimize seating

• Deliver employee training

• Comms/social media between restaurants

Enterprise Edition

Give me mail that users love andIT embraces

2 “…Using Good, but the user experience stinks…”

“…replacing BlackBerrys, but need similar policy controls for iOS and Android devices…”

“…provision an email-specific PIN code…”

“…make my users’ lives better with email that’s beautiful, yet secure…”

Enterprise Edition

Buyer Director of IT, Messaging

Value Proposition

Beautiful email client, sandboxed for IT• Native mobile mail, calendar, and contacts• Attach and save data to ShareFile• One touch access to internal sites with WorxWeb• Calendar invites with GoToMeeting using free/busy• Encrypted email, attachments, contacts• Available on iPhone, iPad, Android Phone & Tablet

Unlike Proprietary mail clients that don’t take user experience into consideration

Offer XenMobile Enterprise Edition with WorxMail

Give me mail that users love andIT embraces

2

“…extend my enterprise to partners and contractors.”

Enterprise Edition

“…need SSO for my field who use SalesForce/Evernote”

“…need to secure and manage custom and off-the-shelf iOS / Android apps”

“…give users easy access to content on-the-go”

Mobilize myapps and data

3

“…Good Dynamics is too hard to implement”

“…give employees mobile access to our intranet and web apps”

Enterprise Edition

Buyer Director of IT/CIO

Value Proposition

Enterprise grade MDMMail, data, browserMobile app management & ecosystemUnified app storeIdentity management, SSO & scenario-based access controls

UnlikeMDM point solutions, file sharing solutions without data controls, MAM solutions that ignore Windows/web and don’t have viable 3rd party app program

Offer XenMobile Enterprise Edition

Mobilize myapps and data

3

H1 Win AnalysisSleepy’s (Mattress retailer; 3,000 employees). 3,000 MSB (XM-E), 1,000 XD, 4 NS MPX

Buyer: 1 Director of IT, 9 admins

1) XenApp customer for a year. POS and Video training apps. New stores productive in a day.

2) Must-have: SSO to SalesForce. Pulled NetScaler vs. F5.

3) Future expansion: WorxMail for corp employees, MDM for warehouses, MDX for native POS app.

Daiichi (Pharmaceutical; 30,000 employees). 2,000 MSB (XM-E)

Buyer: Director of Infrastructure w/ buy-in from storage, security, server, networking

1) Limited XA customer (SAP, Outlook, order entry), but started talking mobility a year ago. Corp (BB) turned BYO strategy over year.

2) Must-have: ShareFile. Initially a XA/ShareFile/NetScaler deal.

3) Future expansion: MDM for 2,000 iPads, day-in-the-life demos, day-long session with all IT

Q1 Win AnalysisIOOF Service (Financial Services; 2,000 employees). 2,000 MSB (XM-E) licenses, 2,000 ShareFile

Buyer: Director of Infrastructure (manages XA/XD and nascent mobile strategy)

1) XA/XD/NS customer at Synergy, mobility EBC in Fall

2) Must-have: ShareFile and Secure Mail

3) Future expansion: Started with ShareFile but Mail was clincher. Acquisition accelerated deal. Like XM MDM usability. vs. AW/MI

Torrance Medical Center (Healthcare; 1200 employees). 1200 MSB (initially 400 MDM)

Buyer: CIO, Director of IT, IT Ops. XA and mobile are same buyer

4) 600 XA licenses. “I positioned Citrix as the comprehensive offering w/ integration roadmap”

5) Must-have: ShareFile and MDM (beat MaaS360 on breadth).

6) Future expansion: ton of value in ShareFile promo, per user licensing. WorxMail down the road

• Easy, natural expansion of current Citrix capabilitiesᵒ Mobilize the intranet (secure

browse)ᵒ SaaS appsᵒ ShareFileᵒ Secure native mobile e-mail

• Single point of admin and control across all apps

• Automated account provisioning and de-provisioning = less risk

• Full device management

Why Citrix

Install Base: Selling to Citrix XD/XA Champion

Problems to solve

• Mobilize and deliver all apps

• Secure mobile e-mail

• Support users’ chosen mobile devices

Solution options

• MDM

• MAM/Mobile Security

• VMware

Sto

reF

ront

Ser

vice

s

1010 SSL1010101010110 SSL1010

WorxMail WorxWeb

Gateway

Office

CallCenter

Mobile

Enroll

Whiteboarding Mobility for a XA/XD customer

Worx Home

Whiteboarding customer requirements

How to Deliver Great DemosObjective: Get to POC stage

Initial preparation steps

• Get a ShareFile admin account (allow 2 weeks for completion to be safe)ᵒ http://sharefile.citrix.com/sharefile/reseller/create

• Provision Demo Center environment (Allow 24h for completion – specify closest datacenter location and longest possible time period)ᵒ http://Demo.citrix.com

• Download and print Demo Guide from Demo Center (under ‘resources’ – brings you to Success Kit for Demo Center)

• Print e-mail you received from Demo Center with all server IP addresses, logons, etc.• Link ShareFile to AppController using Demo Guide instructions

http://sharefile.citrix.com/sharefile/reseller/create

http://demo.citrix.com/

Demo steps for success – BEFORE you go to customer meeting

• Uninstall all previous versions of Worx Home, Receiver, WorxMail, WorxWeb and other native mobile apps such as ShareFile, GTM and Podio

• Enroll your demo device(s):ᵒ Download ‘Enroll’ app from iOS app store or Worx Home (for Android) from Google

play storeᵒ Run Enroll/Worx Home app – use the ‘user1’ logon and password plus the XenMobile

Device Manager server IP address (leave out the ‘http:’ – type in the entire string starting with numbers; domain = citrix)

ᵒ Enroll app installs Worx Home (iOS), Receiver, WorxMail and WorxWeb

Important: Follow Demo Guide instructions

Demo steps for success – BEFORE you go to customer meetingAfter completing Enroll

• Run Worx Home to open your app store

• Install Sharefile and configure with your ShareFile account info

• Set up WorxMail to point to your e-mail account and sync up

• Conduct some activity for the admin-level ShareFile account: Upload/download/send files to various users (this will allow you to show ShareFile reporting to customers)

• Conduct some activity for WorxMail – send yourself some messages with attachments and web links into myCitrite or other intranet sites.

• USE THE DEMO GUIDE – PRACTICE AND TEST EVERYTHING

Demo’ing for the customerConsider use cases and competition• Show ‘unified app store’ with Worx Home – categories + variety of apps + ease of creating

workspace

• Worx apps: Demo integrated WorxMail, WorxWeb and ShareFileᵒ Create and send messages with attachments via ShareFileᵒ Try to copy/paste text out of secure e-mail to native ‘text based’ app (not delivered by AppController)ᵒ ShareFile: demonstrate editing capabilities within ShareFile

• Other native mobile apps: Install custom ‘Pharmaceutical’ app

• MDM: ᵒ If you have an ‘extra’ device show how easy ‘Enroll’ is for usersᵒ Demo admin console - show ‘selective wipe’ of the pre-installed apps from Enroll – do this last

• Backup if you struggle with ‘live’ demo: Play demo video from CitrixTV

http://www.citrix.com/tv/#videos/8915

Mobile Competition 101 “Better than Good” (and everyone else)

What We’re Going to Do Today

• Competitive framework – the three Cs

• Top three competitorsᵒ AirWatchᵒ MobileIronᵒ Good Technology

Our Tier-1 Competition – The Usual Suspects

85

The low price leader

Point solution for MDM

Legacy mobile email with bad user experience

Facts• Started with wireless email access for corporate users• Based in SF Bay Area• Specializes in secure email and PIM• Acquired (2006) and sold (2009) by Motorola • Recent acquisitions include Copiun (data) and AppCentral (apps)

• Founded in 2007 and based in SF Bay Area• Venture funding from Sequoia Capital, Norwest Venture Partners,

Storm Ventures and Foundation Capital• Shipping products since Q4 2009• AT&T partnership is primary route to market

• Founded in 2003 and based in Atlanta• Funded by founders• Started in wireless LAN management software before MDM• Offers primarily cloud based MDM • Aggressive marketing/awareness spend


86

Strengths

• One of the early players• Secure mobile email• FIPS certification

• Strong 1st gen MDM• Execution focus

• Win customers at all cost• High awareness• Aggressive with new

features

Weaknesses

• Incomplete solution• Restrictive container• Poor user experience

• Playing catch-up in MDM 2.0• Scalability issues• Questionable security• Poor support

• Weak on-prem offering• Cloud reliability issues• Questionable security• Poor support

The low price leader


Legacy mobile email with bad user experience

C3Comprehensive. Compelling. Compliant.Citrix.

C3Comprehensive• Any device with MDM• Any app with MAM & XenApp• Any data with file sync & share


Mobile VOI



Mobile App Security







C3Compelling• Beautiful, simple user experience• Stunning apps for email & web• Easy to use admin interface

C3Compliant• Device, app & data security• Policy compliance• Scenario-based controls

C3Comprehensive. Compelling. Compliant.Citrix.


93

The low cost strategy


Bad User Experience

Strengths

• Win customers at all cost• High awareness• Aggressive with new

features

• Strong 1st gen MDM• Execution focus

• One of the early players• Secure mobile email• FIPS certification

Weaknesses

• Weak on-premises offering• Poor reliability• Poor support

• Playing catch-up in MDM 2.0• Poor customer satisfaction

• Restrictive container approach

• Poor user experience• Architecture- email outages


“I Just Need Three Kill Points…”Capability AirWatch MobileIron SAP Good

Against Us(if they’re first in)

1. Low price• Citrix priced competitively

relative to market; has high-value, low-TCO, integrated mobile solutions

2. More features• Citrix has industry’s broadest

feature set, most comprehensive mobile portfolio

3. Single firewall port (SSL)• Anyone can route traffic through

SSL; network setting

1. Not scalable• They’re messaging against

long-time Gartner criticism on scalability; cite reports and talk about our scalability data and NetScaler integration

2. Not secure• Turn the “appliance”

discussion into one about scalability; position our secure deployment (data behind FW, network ports)

3. Slowed down by Citrix• Aggressive release and

integration schedule• Prior successful acq/integ (40-

50% of company revenue)

1. We are big• They’re way behind on

feature and dev cycles• They’ve fallen behind

on the Gartner MQ• Highly complex; Gartner

cites “learning curve”

1. Email client is new• Hit them on the issue of

native experience. End users want Good out of their devices

2. FIPS compliance• Citrix is used by 99% of

Fortune Global 500 companies.

• We use FIPS compliant encryption libraries

Against Them(if we’re first in)

1. Point solution, not comprehensive, not integrated

2. Well-known quality issues, both on-prem and in cloud

3. Questionable deployment security choices

1. Point solution, not comprehensive, not integrated

2. Well-documented scalability issues from hard-to-change architectural choices

3. Questionable deployment security choices

1. Complex

2. No apps/data story; late in development

3. Laggard; fallen behind in Gartner MQ

1. Bad! User Exp.

2. Focused on PIM, poor MDM offering

3. NOC based arch., requiring additional servers to scale


Competitive Strategies

Segmentation

Deployment

Use Cases

Features

e.g., Citrix loyalist

e.g., on-prem

e.g., “Dropbox problem”

e.g., push mail, ShareFileintegration, Micro VPN


Deal Segmentation

Low-Hanging Fruit Difficult Deals

• Strong Citrix relationship• XA/XD buyer same buyer as mobile• Interested in the “completeness” story• Greenfield or limited MDM deployments• Opportunities with >1,000 seats

• Limited or no Citrix relationship• Limited or no involvement of

Desktop/XA/XD buyer• Small to mid-size business < 500 FTEs• Customer doesn’t value completeness• Price is biggest driver



Segmentation

Deployment

Use Cases

Features


e.g., on-prem




Deployment Scenarios

Capability Strong Against Weak Against Positioning

On-Premise AirWatch --

• Built for on-prem; same code base as cloud

• Can deploy without flying out engg and PS resources

• AW charging for on-prem POCs is a bad sign

Cloud MobileIron, SAP, Good --

• Same, consistent cloud anywhere in the world

• MI and SAP deliver via partners; no single throat to choke, inconsistent service levels across partners/geos

Appliance -- MobileIron

• Appliance delivery on our roadmap

• Turn conversation to one about scalability; Gartner has criticized MI for scalability in MQ and CC reports



Segmentation

Deployment

Use Cases

Features


e.g., on-prem




Common Use Cases

Secure MailSecure

BrowsingSecure Data App Containers

Any App, Any Device

Network Management

and Scalability

BYOD vs. Corporate

Secure Deployment


Secure Mail

Strong Against Weak Against Citrix Positioning

AirWatch, MobileIron, SAP

Good

• Support for iOS and Android

• Great user experience

• Push mail, ShareFile and other Worx app integration

• High performance


Secure Browser

Strong Against Weak Against Positioning

SAP, MobileIron --

• Secure mail and other MDX integration

• More than just URL BL/WL

• High performance (2.7M HTTP requests/sec.)


Secure Browser – Comparison SummaryCapability Citrix AirWatch MobileIron SAP

Secure Web Access

• Fully secured, containerized browser, built for great user experience

• Uses proven, integrated Micro VPN

• URL WL/BL; • No app-specific VPN• Supports Kiosk mode

(one URL only)

• No BL/WL capability• Can only push bookmarks• Available iOS only

• No secure browser or app-specific VPN

• Gartner points out no web filtering

Containerization and Data Controls

• Encrypted vault used across Worx apps

• 59 policy controls

• Data controls for iOS only

• Settings for cookies and browsing history

• Minimal data controls from AppConnect wrapping (no cut/paste restrictions etc.)

• No data container. Received Gartner lowest score for “containerization” and “doc sharing”

Integration

• Policy, data sharing across all Worx apps

• Integrates with secure mail for “one-click” web access

• Integrates with NetScaler for security and performance

• Integration (redirect) with web proxy servers

• Ability to send push notifications or config updates

• No integration • N/A

Performance • High performance (2.7M HTTP requests/sec.)

• MDM server is bottleneck

• Requires separate standalone Sentry server

• N/A


Secure Data


SAP(AW, MI, Good have good

secure data stories, but less robust/integrated/functional)

--

• Gartner “strong positive” EFSS

• Beyond mobile (iOS, Android, BB, Win 8 and Web app) – Windows desktop and Mac support

• Desktop, storage, SharePoint, Outlook and Worx app integration


App Security – App Containers


AirWatch, SAP --

• Common ShareFile platform

• Integration and DLP controls across Worx apps

• Robust set of (59) app and data control policies

• Scenario based access controls for security and performance


Any App to Any Device


AirWatch, MobileIron, SAP,

Good--

• All app types, including Win, datacenter, HTML 5, SaaS, mobile

• SSO across apps

• Broadest device support

• Endpoint consolidation


Network Management & Scalability


MobileIron, AirWatch, Good

--

• 150K tested users/server

• Integration with NetScaler

• If MobileIron, cite Gartner criticisms of MI in Critical Capabilities

• If Good, describe their need for a NOC based architecture and need to add more servers

• If AirWatch, use on-prem challenges and cloud reliability concerns

http://www.gartner.com/technology/reprints.do?id=1-1BNR0N0&ct=120809&st=sb


Strong Against Weak Against Positioning

MobileIron, Good, SAP

--

• If “shared” use case, emphasize ability to do fast user switch at app layer

• Emphasize ability to de-couple MDM from MAM (manage BYOD differently from CL devices)

• Emphasize ability to manage PCs and Macs as MAM components (partners, contractors)

BYOD and Corporate Devices


Secure Deployment


AirWatch, MobileIron

--

• Secure deployment with data behind firewall, not in DMZ exposed to Internet

• Hardened Windows server or virtual server for MDM and Linux server for MAM


Citrix Secure Deployment

NetScaler

AppController

SaaSWebMobileData

XenMobile Device Manager

MDM


AirWatch’s Deployment is Not Secure

AirWatch Device Server, LDAP and Cert Svcs in DMZ


MobileIron’s Deployment is Not Secure

MobileIron Device Server and LDAP in DMZ; 8 ports

open inbound


SAP’s Deployment is Secure



Segmentation

Deployment

Use Cases

Features


e.g., on-prem



Quick Compare

… other major players

Watching very closely…

• Research In Motion

• VMware Horizon Suite

Keeping an eye on…

• Long list of small, niche or partially complete MDM solutions

ResourcesSales, demos and more

Resources

Partner Central• Product Success Kit

ᵒ XenMobileᵒ ShareFile

• Sales Knowledge Base

Citrix.com

• XenMobile

• Receiver

• ShareFile

Demo Center: Demo environments on-demand

XenMobile Sales Tools (SKB)• Customer Deck

• Selling & Positioning Training Deck

• Tech Deck

• Discovery and Qualification reference card

• FAQ

• POC Guide

• Whitepapers

• Video demos

• And More!

https://www.citrix.com/partnercentral/home.html

http://community.citrix.com/kits/#/kit/10591129

http://community.citrix.com/kits/

http://www.citrix.com/skb/

http://www.citrix.com/skb/

http://community.citrix.com/kits/#/kit/10591129

http://www.citrix.com/English/ps2/products/product.asp?contentID=1689163&ntref=prod_crossnav

http://www.citrix.com/English/ps2/products/product.asp?contentID=2320956&ntref=prod_cat

http://demo.citrix.com/

Open Discussion

Work better. Live better.

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