“Value-added resellers or dealers should concentrate on their core competency area to acquire an edge over competition”

In its quest to sketch a sustained growth graph in India, Citrix is
working towards the benefits of its channel associates. It is ready to introduce
Citrix competency program for its solution advisors, who by logging into this
program can communicate their Citrix expertise to their customers.

What is the Citrix competency program? What is the reason for rolling out
the initiative in India now?

Competencies are categories that define a Citrix solution advisors (CSA)
business focus, as they align with specific Citrix products. Now we have more
than a dozen products in our kitty, it is inevitable for partners to realize
their area of expertise and choose products from Citrix suite that best
complement their business interests. Practically, competency is an amalgamation
of Citrix products that address a specific business or technical access
challenge.

Wesley Allan Director of Channel - Pacific Region, Citrix Systems

The exhaustive details of competency program are slated for official
announcement later this year. Firstly, we will communicate intricacies of the
program internally to our channel partners. Announcing competencies is a very
logical proposition, and it is indeed a step towards evolution of Citrix and its
business associates. It will help them to position Citrix products more
effectively to its target customers and also to hone the latent ability of our
business associates.

As far as introducing this initiative in India goes, we have designed this
program for our channel partners of APAC region. The IT market in India is
witnessing a phenomenal change. This in fact urged Citrix to take up this
competency initiative.

Why did Citrix create a competency-based program? What are the benefits
that channel partners will get out of this?

With technological advancements it becomes imperative for channel partners to
keep themselves up-to-date with the changing trends. Citrix competency program
will allow channel partners to communicate their Citrix expertise to customers.

As the partners get their names listed on partner search tool on citrix.com
to prioritized lead distribution; they can earn a generous premium. We will also
tender to these specialized partners' competency logo/text treatments and
demand generation templates along with assisting them to take their specialty to
target customer through concerted marketing activities. In addition to all these
benefits partners will also receive competency-based business planning templates
from us.

What are competencies of Citrix?

Essentially there are five Citrix competencies. These are- client server
application delivery, web application delivery, comprehensive application
delivery, access security and control, and small business access solutions.
Interested solution advisors could accumulate one or more competencies by
gradually specializing in them.

Who all are eligible to earn a Citrix competency? Would partners need to
pay to acquire a competency?

All Citrix solution advisors who fall under gold, silver and platinum categories
are eligible to earn competencies. It is only that partners should meet certain
minimum educational qualification in order to be able to understand products
contained within a competency. The partner competency program does not require
any charges, though costs of earning the product authorizations depends on the
competencies you are taking.

Will all the Citrix products be contained in at least one competency? Does
this competency program have any affect on pricing of Citrix products?

A few unique products will not be included in competencies; however, partners
may still become authorized to sell these products provided they meet the
individual education and testing requirements.

No, the competency program will not have any impact on pricing of the Citrix
products. Citrix's easy, open and flex discount licensing program will stay
untouched.

Are there any channel expansion initiatives in pipeline?

As of now we are not very keen to increase headcount of partners, but as the
business grows we will rope in channels in the territories wherever we lack
proper representation.

The biggest cause of concern for channel partners today are the
continu-ously falling margins, how will Citrix make sure that it prolongs
partners profitability?

At Citrix we always try to safeguard the interests of our business associates,
be it monetary or otherwise. We are 99.9 percent channel driven company and
there are range of things we do to preserve partner interest ranging from
periodically rolling our schemes and partner awards to giving price protection
on existing inventories and guarding product margins. However, the partners
should brush up their competencies and hidden skills rather than lingering on
with box pushing obsession, which has become a total obsolete business nowadays,
to sustain their own business interests. Value-added resellers or dealers should
concentrate on their core competency area to acquire an edge over competition.
So, it is advisable for partners that either they should become efficient and
tread the growth path or be ready for extinction.

ANJALI CHOUDHARY