Arrow Electronics & Citrix announce strategic distribution deal

Arrow Electronics and Citrix have announced a strategic distribution agreement intended to streamline service provision for Citrix licenses across North America and Europe, the Middle East, and Africa (EMEA). Under this new agreement, Arrow Electronics will handle sales, marketing, and technical support for all service provider channel partners who manage fewer than 2,000 Citrix licenses. This strategic arrangement will commence on 1 October 2024.

Arrow Electronics has a longstanding partnership with Citrix. The new distribution model is expected to provide service provider channel partners, who were previously managed under Citrix's service provider programmes, with increased enablement, flexibility, and support regarding how they consume and administer their Citrix licenses.

Eric Nowak, president of Arrow's global enterprise computing solutions business, remarked, "Arrow is committed to exploring new models of engagement within the channel. Building on our experience and past success with Citrix, whose solutions are trusted by thousands of organisations worldwide, we are perfectly positioned to take responsibility for supporting this key segment."

Ethan Fitzsimons, vice president and head of global channels for Citrix, added, "Citrix is committed to building an improved channel-centric approach designed for growth and scaling our business globally. Citrix will continue to focus on and invest in product development, engineering, and support of the suite of solutions available to all our channel partners and work closely with Arrow to support and deliver these solutions to channel partners and their customers."

Citrix became part of Cloud Software Group in 2022 and has since overhauled its channel programme. Among the changes was a shift to an annually committed model earlier in the year. This ongoing collaboration with Arrow aims to facilitate greater partner-specific investment and aligns with Citrix's objective of fostering a robust, channel-focused strategy.

Citrix plans to make more focused investments in its joint go-to-market strategies for channel partners not directly impacted by the distribution shift. The company aims to ensure continued premium support and cutting-edge technology for its partners.

Arrow Electronics is a global provider of technology solutions, services, and products. Arrow Electronics has a presence in over 85 countries and specialises in distributing electronic components and enterprise computing solutions to industrial and commercial users. The company collaborates with technology brands to deliver a wide range of products and services, from cloud computing and data analytics to IoT solutions and cybersecurity. By combining a deep understanding of market needs with an extensive portfolio of offerings, Arrow Electronics empowers businesses to navigate the complexities of the digital age and drive transformative outcomes.

Meanwhile, Citrix is a global player in digital workspace solutions. It enables organisations to empower their workforce with secure and seamless access to apps, desktops, and data from any device or location. With a focus on enhancing employee productivity and collaboration, Citrix provides integrated technologies for virtualisation, networking, and cloud computing that help simplify complex IT environments. By delivering a unified and user-centric experience, Citrix supports businesses in creating flexible work environments that meet the evolving needs of today's digital landscape.