1. XenDesktop – Desktop Delivery Vision

2. Agenda An Architecture Built for Flexibility and TCO
VDI: Turn the Hype into Money
Winning in VDI - the Competitive Landscpe
Best Ways to Sell XenDesktop to XenApp Customers

3. An Architecture Built for Flexibility and TCO

4. Typical Desktop Deployment
User Settings
Desktop Management X
1. procure
Tightly
Coupled
8. retire X X
Profile
2. image
7. back-up
Apps
Apps
Windows
6. maintain
3. secure
Hardware
Locally Installed
4. deploy
5. monitor
Let’s start by looking at the end user view. A typical XD deployment caters very well for users access virtual desktops through the Intranet.
Existing methods, tools, and processes OS

5. Desktop Delivery Vision
User Settings
Virtualized & Isolated
Profile
Apps
Apps
Windows
Hardware
Dynamically
Delivered
XenDesktop
In a desktop-replacement scenario, where the user’s desktop is entirely virtualized, Desktop Appliances are the most cost effective way of delivering access. DAs are available from a wide range of Citrix partners, and are access devices that require minimal management overhead and provide an excellent end user experience when accessing and using virtual desktops. OS

6. Desktop Delivery Components
Support
Brokering
Monitoring
User Settings
User Profiles
Apps
App Delivery
client
server OS
Of course our architecture works also well for remote and home users, who would typically connect through the Internet. The Citrix Access Gateway functionality is included in all XenDesktop editions and ensures that the communication with the virtual desktop is safe and secure – it works just like it always has when deployed in conjunction with XenApp.
Besides the end user devices and security appliances such as the gateway, all other components reside in the data center. We recommend that XD farms are not deployed across data centers separated by WANs. Instead, in such an environment you should implement separate farms in every site, and aggregate them using Web Interface technology that underpins the end user access mechanism.
Access Devices
Users
Secure Remote Access
WAN Optimization
Virtual Desktop
Desktop Provisioning
Virtual Desktop Hosting Infrastructure
Telephony

7. Desktop Delivery Components
GoToAssist
Desktop Delivery Controller
EdgeSight
User Settings
Profile Management
Apps
Desktop Receiver
Virtual Desktop Agent
XenApp (VDI) OS
The Desktop Delivery Controller is responsible for providing access to desktops, managing them and brokering access. It is built on top of XenApp technology, and is thus fully fault tolerant.
In our architecture, the virtual desktops are running as Virtual Machines – this is the most economic solution and can exploit the advantages of virtualisation, e.g. allowing unused virtual desktops to be suspended so that they don’t consume valuable resources. However, of course XD also supports virtual desktops running on Blade PC hardware, if your applications require this (Engineers, CAD users, or traders for example). In any case, the virtual desktops should be properly secured and ideally be hosted in a separate security enclave in the datacenter, to protect your other datacenter services from interference.
The XenServer hypervisor is included in XD and thus the first choice to implement virtual machines. However, XD is virtualisation agnostic and will also work with 3rd party hypervisor solutions such as Hyper-V, Virtual Server, and VMware’s Virtual Infrastructure. In all cases, the DDC drives the hypervisors to start and stop virtual machines based on demand and administrative policy.
Desktop Appliances
Access Gateway
WANScaler
Virtual Desktop
Provisioning Server
XenServer
(Hyper-V, VMware, Blades)
EasyCall

8. Reference Architecture
Access Gateway
Desktop Delivery Controller
Domain Controller
AD OU
Remote or Home Users
Portable Profiles
XenApp
Provisioning Server
LAN Connected Users Desktop Appliances
In our architecture, we use PVS to stream the OS environment to the virtual machines, and VMs use shared disk images. In other words, you can set up and manage a single PVS disk image which is then used in parallel by any number of VMs. This reduces both storage cost and management overhead. The virtual disk image is best stored on a SAN, and each VM also has a write back cache which is implemented through a per-VM virtual disk that is also mapped through XenServer into the SAN. This set-up provides a good balance between network utilization and performance.
Since shared disk images are used, user personalization in our reference architecture is catered for through the use of Citrix’s Portable Profiles that leverages roaming profiles, where user data and configuration is saved to a separate file server.
Finally, apps are delivered to the virtual desktop from XenApp.
Using this environment, we can achieve a clear and clean separation between OS images (handled by PVS and XS), applications (handled by XenApp) and settings and configuration (handled by Portable Profiles), which immensely improves manageability. And so this architecture provides a fully fault tolerant, scalable solution for delivering virtual desktops.
XenServer
Data Center
SAN

9. Planning for XenDesktop
Factors
Considerations and choices
Topology
Centralization; remote access; security enclaves; storage technologies
Endpoint devices
Desktop Appliances; Bring Your Own PC; “fat” client devices
Performance
Virtualization technology; blade PCs; network bandwidth
OS management
Shared golden image(s); per -
user private image management; patches; anti -
virus
Applications
Delivered by
XenApp
; embedded in OS image; web apps; performance requirements
There are a number of factors to take into account before settling on a particular XD implementation, not least of which concerns your deployment topology. The shape of your datacenter and technologies that you already own will certainly drive some implementation choices. Endpoint devices are the means how end users access their virtual desktops.
Performance is another important consideration, and requirements in this area can drive whether your virtual desktops execute direct on blade PC hardware, or as virtual machines. For instance, heavy-duty engineering or trading apps are more likely to require the power of a dedicated blade PC, whereas typical task workers can be more cost-effectively served using virtual machines.
One of the benefits of XD is that it makes OS management really simple, but you still need to think about which model is most suitable in your environment – shared images are easy to manage and reduce storage cost, but private disk images may yield more flexibility. And this also affects how you handled patching and security.
Desktops are really just a means for gaining access to applications, and there’s a range of choices here: you can either deliver them through XenApp (bundled in the higher editions of XD), embed them in the OS image itself, or of course if you’ve got a browser and appropriate plug-ins, then web apps are easy to handle.
Next, personalization is an important factor to keep end users happy and productive, and there’s again a range of technologies to consider, including simple profile management all the way to private disk images, where every user is assigned a separate disk image.
Your business and IT needs are also important drivers, and will shape a deployment in terms of scalability and fault tolerance. And of course cost is one of the most important considerations, in particular in our current environment, and no doubt your deployment choice will be driven by economics.
Personalization
Profile management; desktop lockdown policies; per -
user disk image
Business needs
Fault tolerance; scalability; delegated administration; help desk
Cost
Storage technologies; shared/private images; hardware cost; bandwidth requirements

10.    Key Take-Aways 1 Plan your desktop delivery strategy carefully
But don’t be afraid of setting up a minimal ad-hoc trial environment
2 Deliver the best end user experience
Leverage the richness of ICA combined with Desktop Appliances
3 Leverage virtualization and streaming
Build a dynamic environment that reduces management overhead   
Here are the key points:
It pays to plan out your XenDesktop deployment – you’ll be much more successful and reap the benefits of desktop virtualization if you spend some up-front time thinking about your deployment. Having said that, don’t let that deter you from grabbing a copy of XD and throwing it onto a server, to get familiar with its look and feel and behaviour.
Number 2: XD really delivers the best end user experience, through a combination of desktop appliance technology and the power of ICA that gives you a ‘just like local’ feeling.
And finally, XD lets you leverage the power of virtualization and streaming technologies to build a flexible and dynamic solution that will keep your management cost down.

11. VDI: Turn the Hype into Money

12. Hi-definition user experience Single image desktop management
XenDesktop Deliver desktops as a service to users anywhere
Hi-definition user experience
High Def
TCO
Single image management
Single image desktop management
Best desktop TCO

13. VDI 1.0 One image per user - A step in the right direction…
VM1
VM2
VM3
VM4
Virtual Delivery Protocol
Desktop Appliance
VM Infrastructure
Challenges:
Poor user experience
High storage costs
Complex lifecycle management
Virtual Desktop Infrastructure:
High speed delivery protocol
Multi-media, multi-monitor, USB
Portable personality
One-click help desktop support

14. Delivered with best user experience Single master of each component
Desktop Appliance
Delivered with best user experience
Single master of each component
Dynamically assembled at runtime
Apps
User Settings OS
Virtual Desktop
On-demand assembly
Single desktop image to store
Flexible desktop assignment
Instant provisioning
Centralized patches and updates 14

15. XenDesktop delivers real savings
Traditional PCs
XenDesktop
Desktop Infrastructure
$891,000
$295,200
Desktop Administration
$6,219,000
$2,200,000
Application Administration
$582,000
$135,000
User Productivity Improvements
10,008,630
$4,960,944
Power and Cooling
$216,000
$27,000
Cost per Device per Year
$7,028
$3,799
40% lower TCO
Use the style and colors to highlight table rows and columns

16. E-Trade increases speed of desktop delivery
Challenge
Provide desktops to call center in Manila
Reduce cost & increase speed of desktop deployment
Results
Instant delivery of virtual desktops
Minimize IT staff in remote location
Why Citrix
Superior user experience
Resilient to high latency networks
Single image management for reduced storage costs
And finally, here’s an example of success with XenDesktop:
A pioneer in online financial services for 25 years
Over 4.8 million accounts in 40+ countries
$174 billion in customer assets
Why was the customer looking at this product in the first place i.e. what was their use case?
VDI Hype led CEO to look at XenDesktop for delivering virtual desktops to a service/call center in Manilla, part of Etrade’s “Virtual Office” initiative. ETrade is on the Customer Council, had heard about XenDesktop and wanted to explore that solution.
Being that call centers are typically Task Workers, Etrade could have used XA published desktops, but the hype surrounding VDI made the customer want a XenDesktop solution instead.
The project was funded, VDI is the new thing, ETrade wanted a VDI solution to a traditionally XA-solved problem.
Additionally, Etrade has approximately 100 outsourced developers in Canada that needed the additional customization of a XD solution over XA, but this was only a minor factor in the XD choice.
What was the primary reason they purchased/did not purchase the product?
Performance of the ICA protocol over VMWare’s solution. Being that the center was in Manilla, the distance alone of the data streams made ICA a real contender for this opportunity.
Were there specific features that impacted the deal?
ICA connections due to the distance to Manilla
Reduced storage needs over that of VMWare
Looking to implement XenServer in the future
Etrade fell in love with the administrator and client interfaces of XD
Was there any competition and, if so, what advantages/disadvantages did we have versus our competitors?
VMWare was considered initially for the desktop delivery, but could not match us due to the distance/latency between corporate offices and the Manilla call center.
Etrade did end up using VMWares hypervisor, but that also helped this opportunity along since XD is hypervisor agnostic.
What other contributing factors were there?
Etrade considers Citrix a strategic vendor, with John Livergood having a good relationship with their CEO.
This opportunity got the “White Glove” treatment. Citrix Sales Team met constantly with IT and top management every step of the way.
Successful Eval and POC.

17. 2009 Key Plays 1 2 3 Cut desktop TCO by 40% Enable a virtual workforce
Cut costs with Green Computing 17

18. Best Ways to Sell XenDesktop and XenApp to New and Existing Customers
Now we are going to demystify the value of our the combined XenDesktop/XenApp solution. We are going to show you how selling the combined solution is the key to building a bigger business….dramatically increasing your sales, attracting new customers and expanding your penetration in existing accounts. Most importantly, selling the combined solution will cement your position as the trusted advisor to your customers.

19. Market Opportunity for Desktop Virtualization
Separate Server Virtualization from Desktop Virtualization
Huge Desktop Virtualization wave is coming $12-15 Billion market by 2012
Leverage Interest in VDI
Build a VDI Practice
Partner with Citrix
Let’s talk about the market opportunity. Virtualization is a hot market. But it’s important to separate Desktop Virtualization from Server Virtualization. This is not about server virtualization; they are two distinct motions. Ourcompetitor would have you believe desktop virtualization is easy to implement…the truth is that desktop virtualization is more complex and it involves a more consultative approach.
The fasted growing virtualization market, by far, is Desktop Virtualization. Virtual Desktop Infrastructure, or VDI as it is commonly known, is growing at an estimated 90% year over year for the next 4-5 years which would make it a $12-15 billion dollar market by While it’s an emerging market with a very high level of interest, it’s also a market that isn't well understood, so customers will need a lot of guidance.
This is your opportunity to build an even bigger Citrix practice and make a lot of money, one that includes VDI …bigger deals, bigger implementation opportunities. Citrix has the best, most complete Desktop virtualization solution, bar none. We win in the VDI space; but, not only is our solution better…Citrix is the vendor you want to partners with …because channel is in our DNA …and probably more so than any other vendor, Citrix truly understands the leverage that our partners bring …and our go-to-market strategy reflects how much we value our partners. 19

20. Why Are We Here?
Increase overall account penetration in installed base
XenDesktop can be the lever to expand the footprint when XenApp has hit a plateau
Many customers seeking VDI, but don't know why
Curious about the hype, but need help with direction
Extremely competitive marketplace
Use everything you have to beat the competition – XenApp and XenDesktop
Offer more tools in the toolbelt – customers need the flexibility and choice
Converting XD opportunity to XA sale is okay!
Why are we here to talk about selling XenDesktop and XenApp together?
There is a lot of confusion out there…some customers are very familiar with XenApp, but don’t understand VDI…and those that are interested in VDI may not know what XenApp does. The key here for channel partners is that regardless of which side your customers may be on, there is always additional opportunity if you are able to look at it holistically as the ability to deliver desktops & applications rather than saying you are fulfilling a specific technology request for the customer.
Most of you have been selling XenApp to your customers for years, and you may be thinking “I’ve gotten a lot of customers and good penetration by selling XenApp.” Certainly that is true, We are in 98% of the Fortune 500 companies. But on average, what we’re seeing generally speaking, is that although we have a lot of customers and good penetration, chances are we are not covering 100% of the end users with XenApp alone.
There is a lot of hype around VDI. XenDesktop can be the lever that you go in with to expand the account opportunity and cover more end user use cases…for example, you may have implemented a XenApp solution for remote users or specific applications but expansion at that account has hit a plateau…this gives you another reason to open up that conversation again, whether you end up selling XenDesktop, more XenApp or both.
You could be called into customer meetings to discuss VDI. Customers are reading about it in the trade publications or perhaps they’ve heard about it from your competitors, and they think they may want VDI even if they aren’t sure why…there is an appeal in what has been described to them, but they need more guidance on what exactly it is. Once you better understand what the customer is hoping to solve with VDI you may actually end up expanding the footprint by selling XenApp, XenDesktop, or both.
Lastly, VDI is an extremely competitive play. And your competitors will target your XenApp installations. If you are only selling XenApp or XenDesktop alone you are limiting your ability to win against the competition… 20

21. 1,2,3: Getting to the Right Solution Step-By-Step
Step 1: Understand the need Determine if the customer is trying to solve an application challenge, a desktop challenge or both Step 2: If a desktop challenge, understand the users Identify needs and challenges the customer might not have considered Step 3: Recommend a solution that addresses needs Look for appropriate cross-sell and up-sell opportunities
We’ve created a simple process, a checklist that you can remember, which is key in identifying and recommending the right solution for your customers.
Step 1: and this may seem very fundamental, but you really must understand the underlying need, the actual challenge or challenges the customer is trying to solve. Remember, this is an emerging market with a very high level of interest, but it’s also a market that is not well understood. Because of the confusion that exists around VDI, don’t rely solely on what the customer is specifically inquiring about or asking for. Dig deep to understand…help them figure out if it an application challenge or a desktop challenge? Or, is it both?
Step 2: If it is a desktop challenge, it is important to delve further into what the actual use cases are, who the users are, and what their expectations are…this is a very important step because in the process of doing that, as you discuss the different types of users and their different types of needs, you may identify additional needs that the customer may have which they weren’t thinking of initially. So by segmenting the users and use cases, you may be able to expand the sales opportunity.
Step 3: Once you understand the use cases…based on what you uncover, you can make the right solution recommendation…and here, look for opportunities to cross sell or up-sell to a higher edition like Enterprise or Platinum. 21

22. Step 1: Differentiate App vs. Desktop Challenges
Examples:
EMR implementation across a healthcare network
SAP updates for everyone
Application management challenges
Application performance
Frequent application updates
Legacy applications
Application conflicts
Remote access for specific applications
Application Delivery
Example:
Full desktops for physicians with their own PCs
Windows updates, patches and refresh
TCO of entire desktop
New desktop deployment
PC refresh or migration
Remote access for entire desktop
Extend client hardware lifecycle
Desktop Replacement
For step 1, differentiate between Application Challenges vs. Desktop Challenges, these are examples of what the specifics look like. Starting from the left with Application Delivery, these challenges are more about the specific application needs or implementation needs.
An example might be a customer that has an EMR implementation, an Electronic Medical Records implementation they’re pushing out across the entire healthcare network or perhaps to geographically distributed user, it is really geared around the maintenance and the delivery of a that specific application. Another example of an Application Delivery challenge could be SAP. Similarly with SAP, IT has updates that happen on a regular basis and challenges associated with the management and maintenance of those updates. So it’s management challenges around applications, perhaps the issues related to delivering them over a network, client server architecture where you have application updates that are happening frequently, or it could be a situation where you have application conflicts. You’ve got an app version that exists out on the end-points and you need a different version of it, or it’s remote access for specific apps.
For Desktop challenges, it’s most likely a desktop replacement scenario. IT is trying to end up with one desktop and centralize it. So for example rather that it just being an EMR implementation, maybe they have physicians that bring in their own personal PCs. IT still needs to provide a trusted desktop. Another example of a desktop challenge is rather than it just being a particular application that you are trying to manage updates for, it’s the entire windows desktop lifecycle that you want to bring in - the updating & patching windows, securing the desktop centrally, and managing it centrally. It’s a TCO pain associated with the entire desktop.
We are seeing a lot of desktop virtualization opportunities happening in customers where there are NEW desktops. This is the easiest way to introduce XenDesktop - customers that are adding net new users to their organizations due to outsourcing, off shoring, branch office, etc. A great example is schools, where every year there are new users, new students, new faculty, and those people turn over at a high percentage on a regular basis. We have seen a lot of early traction with them for that reason.
As you are differentiating between the two types of challenges, you want to keep in mind that if you identify it is an app challenge, chances are that they are delivering those apps to fat end-points, like a pc or a laptop, so there is an opportunity here to expand the sale by introducing XenDesktop into the solution - Mr. customer, “what’s on the end-point? Don’t you want to take control of the endpoint as well?” Adding XenDesktop will ultimately allow the customer to further increase their optimization around image control and security.
Conversely, if you’ve identified it is a desktop challenge, how is the customer going to deliver applications to those virtual desktops?
A complete VDI solution includes application delivery. The important point is that these desktop architectures do not replace each other. They complement each other to expand the options for customers. Server Based computing doesn’t go away because you are using virtual desktops. At the same time, VDI allows you to meet the needs of more users.
Try to expand to XD
Up sell XA for app delivery

23. Recommend XenApp for Best Application TCO
XenApp requires less infrastructure
2X to 10X greater single server scalability!
Less network storage
TSCALs are perpetual licenses
VDI is usually overkill for pure application challenges
Fewer desktops per server
More networked storage and storage maintenance
VECD are annual licenses
Once you’ve determined that it is an application problem, you are going to want to recommend XenApp for the best desktop TCO because it requires less infrastructure.
With XenApp, you get higher scalability, a greater level of user concurrency and lower licensing costs.
On a single server, you can get anywhere from double to 10 times the number of end-users depending on the workload and the server capability. It will require less network storage, with the needed Microsoft licenses TSCALs are perpetual…where as with any VDI implementation you need VECD licenses…and those are annual licenses. 23

24. Step 2: Sell What Works - If It’s a Desktop Problem, Profile the Users
Be the trusted advisor – offer options
Find the best match of TCO to the use case
Take advantage of competitors' limitations
They only offer "one-size-fits-all"
Only Citrix offers complete app delivery for VDI
Increase chances of success
While expanding discussion to multiple use cases
There is a lot of hype in the industry about what VDI can do. But Hype is not what makes you a trusted advisor. Yyour knowledge of the industry and what solutions fit each problem are what makes you a trusted advisor. The good news is that the hype has created awareness in customers who may not have been aware of how application delivery works. Now it’s time to educate them on the number of solutions they have available through the Citrix arsenal of products.
So now let’s talk about desktops. If it’s a desktop problem, this is where you dig deeper into the use cases to figure out what type of users your customer has. Profiling the users, segmenting them and understanding the needs is key in taking the customer to the next step.
There are ways of delivering a desktop using XenApp and of course XenDesktop can deliver a full desktop. As the trusted advisor, you want to be able to explain the different options since they do have different value (and ultimately TCO) associated with each of them.
Also, by bringing up the different options for your customer, you will be better able to take advantage of our competitors’ implementation limitations. Through you, our partners, Citrix offers a number of different options and our solution is fundamentally more consultative throughout the entire sales process. Of course, by covering all your bases, you are going to increase you chances of winning against the competition and solidifying your position for a long term sales opportunity. 24

25. Many of their apps (hosted and streamed)
Step 3. Recommend A Solution that Addresses Needs
All or most of their apps
(hosted)
Many of their apps (hosted and streamed)
Some of their apps
(streamed and hosted)
You may have seen this bell curve slide before. We use it to represent that within a typical organization you probably have a distribution of users that looks something like this. Based on their needs, their use cases, and their expectations we categorize users as Task workers, Office workers, or Mobile worker. We know you’ve been selling XenApp to deliver applications across all of these types of users, all windows apps to all types of users. As far as the application challenge, absolutely XenApp will deliver applications to any type of user. But going forward we believe it is critical to differentiate between application challenges and desktop challenges. That is the key to further increasing your customer penetration.
In your customer implementations, chances are, for the task worker use cases, XenApp is fulfilling most or all of the users needs. On the right end of the curve, mobile users, leveraging the hosted applications and streaming capabilities in XenApp (and quite possibly this is about educating your customers on the capabilities and benefits of streaming), will address some of those use cases. But across the office workers, although you may be delivering some of their applications, there is a significant opportunity today.
The important point here is that although XenApp has an opportunity across all segment needs, you will increase your customer penetration and expand the footprint by adding XenDesktop to the solution. We know from customer surveys that on average 10% to 20% of an organization's users are getting their hosted or streamed applications from XenApp. What about the other 80 to 90% of the users? That’s the opportunity that selling the combined solution will successfully tap into.
Temps
Production floor
Call center
Retail cashier
Retail bank teller
Human resources
Operations, Finance
Power Users: Developers, Engineers
Sales
Executives
Field operations 25

26. Pre-Call Planning Desktop Application App or Desktop Challenge?
What do your users need?
Application
Mobile Worker Offline access to applications
Task Worker Standardized, limited set of applications
Office Worker Personalized desktop environment
Power User (Office Worker) Personalized desktop with high performance
In review, using this model for pre-call planning will benefit you in distilling the customers’ problems down to one of two solutions. Ultimately the problem is either an application or a desktop. Once you have profiled the end user situation, you will be in a better position to talk about which technology better fits the bill.
This slide is a great tool to review before meeting with your customer.
XenApp
Hosted or Streamed apps
XenApp
Streamed apps
on laptops
XenApp
Shared Desktop
XenDesktop
VM-based desktop
XenDesktop
Blade PC-based desktop

27. Winning Combination XenDesktop alone is winning against competition
Best performance, storage savings and single-image management
Built-in app delivery in Enterprise and Platinum editions!
XenApp Platinum and XenDesktop together are unbeatable
Meets needs for all worker use cases
Best app delivery solution for all Windows apps
To sum it up, Citrix has the winning combination. If you are in a competitive VDI situation and you don’t win, you didn't get beaten by product, you were outsold. There is no reason you should ever loose a deal in Virtual Desktop Infrastructure.. The Citrix solution is complete. We have the best VDI solution. 27