Citrix targets Saudi market

Citrix has set out its channel expansion goals for 2004 with Saudi Arabia and Kuwait topping its wish list.

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By  Stuart Wilson Published  January 18, 2004

Citrix has set out its Middle East channel expansion plans for 2004 with Saudi Arabia and Kuwait topping its wish list. The access infrastructure software vendor also plans to strengthen its route-to-market in the lucrative enterprise account space. Working with exclusive distribution partner Mindware, Citrix will build on its existing base of 25 certified partners in the region. “Citrix plans a substantial investment in Saudi Arabia in 2004,” says Antoine Aguado, regional manager Citrix Systems Middle East. “It is a country where there is still heavy investment in infrastructure optimization and server consolidation projects. Saudi companies are demanding expertise from partners and are showing a willingness to invest in services. Kuwait is shaping up well as a platform from which to reach into Iraq.” “I have seen a change in the Middle East in the past three years. Resellers are now more prepared to invest in training. This is part of a move towards solution-based selling. In 2004, we plan to grow our channel of enterprise-focused partners such as systems integrators and IT consultancies. We’re also looking at ISVs that will give us access to specific vertical markets,” he adds. NASDAQ-quoted Citrix has also identified 300 enterprise accounts in the Middle East to pay special attention to. “There are 100 accounts in UAE, 100 in Saudi Arabia and 100 elsewhere in the region,” comments Aguado. “We make sure partners with strong service expertise and consultancy skills target these accounts. If necessary, we also bring in Citrix professional services capability.” In total, a further 15 partners could be signed up in the Middle East by Citrix during 2004. Aguado concludes: “Citrix has a strong return on investment (ROI) proposition for the customer and can also help improve reseller margins. For every $1 of Citrix licence sold, an additional $9 of product and services is sold. There has been a big shift in attitude from resellers as they have seen margins on basic hardware erode. They now realize the need to sell solutions that involve the provision of high-end hardware such as blade servers. This is where real margins can still be made.”

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