Citrix Authorizes Avnet As Distributor

With the move, Avnet joins Ingram Micro and Alternative Technology as Citrix distributors. Citrix cut Tech Data as a supplier last spring and said at the time that it planned to add more distribution partners.

"Frankly, we wanted a little more traction around the IBM and [Hewlett-Packard] space. We have great relationships with those vendors, but it was not equating with terrific channel relationships," said Bill Burley, area vice president of North American channel sales at Citrix, Fort Lauderdale, Fla. "When we decided that Tech Data was not working because we weren't getting the net new partners we needed, I asked IBM and HP who they thought we should look at and they both said [Avnet]. That made it easier."

Citrix also talked to some of its Platinum-level partners that buy other products from Avnet.

"I got back that Avnet helps them sell and prepares them to be a better partner," Burley said. "Their training and programs are very thorough. When they got involved in a product line, they're not going to let that fail."

Avnet will carry the Citrix Access Suite, which includes Citrix Presentation Server, Citrix Access Gateway and Citrix Password Manager, as well as Citrix NetScaler System, which combines application acceleration, layer 4-7 traffic management, SSL acceleration and application security.

"If you've followed [Citrix] the last couple of years, they've made a lot of acquisitions. They're much more than just a presentation server now. They have a whole suite of products and solutions, and they needed a value-added distributor in the framework that Avnet provides," said Jack Morris, vice president of business innovation at Tempe, Ariz.-based Avnet.

Avnet aims to integrate Citrix products into its HP- and IBM-focused business units, but the distributor won't limit it to those two platforms, he added.

The distributor has created bundles around HP's OpenView and enterprise blades, IBM's Virtualized Hosted Client Infrastructure; Tivoli's Access Manager, Identity Manager and Monitoring for Virtual Servers; and WebSphere's Portal.

"Both of those channels have blade solutions that fit quite well with the Citrix product line," Morris said. "While we're adding technical expertise around the line, we really will drive this through our existing sales force because it's a solution base sale. You don't sell Citrix for Citrix alone. If you sell a blade solution, you sell Citrix with it. We are focused on creating new opportunities."

Avnet said practice managers also can help solution providers create solutions around security, identity management and SSL/VPN. The distributor also has created Rapid Deployment Packs designed to accelerate implementation. The packs include post-sales support, training and technical services.

Avnet doesn't expect to pick up a bulk of new customers from Tech Data because those Citrix partners likely continued buying from Ingram Micro or Alternative Technology, Morris said.

"They complement our software and services strategy that we've been on. Primarily, we will target our existing customer base. We will create some net new opportunities for Citrix and Avnet, but our strategy is not shifting from our existing guys," he said.

Citrix will continue to evaluate distribution relationships, but there are no imminent plans for further changes, according to Burley. "Considering we keep adding products, there's no way we will stay stagnant. But there's nothing this year, that's for sure," he said. "There's still a lot to swallow with a $1-billion distributor. It's more than getting SKUs into their system. We're spending more time with [Avnet] on very specific program rollouts."

Citrix has identified about 30 to 50 potential partners in Avnet's IBM and HP divisions, Burley added. "We still need Ingram for mass distribution. They do a terrific job for us. And Alternative is such a specialist in our space, that's their value-add," he said. "Avnet is there for a net new recruitment opportunity. There will be some partners that might move, but we don't see that being big."