The Citrix Mobile Enterprise Strategy

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1. History and Growth

Citrix Systems is based in Fort Lauderdale, FL; it provides systems, technology, and connectivity for people to work remotely. “Some of its products include Goto Assist, GoTo Meeting, and Podio”. Citrix was founded in 1989 in Richardson, TX by former IBM developer Ed Iacobucci with $3 million in backing. Early on from the founding of the company, it faced a difficult financial situation. “From 1989 to 1995 the company didn’t turn a profit but it did receive funding from Intel and Microsoft during 1991 and 1993”. Citrix went public in December 1995 around to SEC records available. One of the biggest hurdles in the company’s history was in 1995. During the development of WinFrame for Windows NT 4, Microsoft changed its earlier decision and now it did not want to license Windows NT 4 source code to Citrix. Though, after negotiations Citrix and Microsoft entered into an agreement to license Citrix technology for Windows NT Server 4.0, resulting Windows Terminal Server Edition. In return Citrix agreed “not to ship a competing product but hang on to the right to sell an extension to Microsoft's products, primarily named MetaFrame.” This relationship continued into the Windows 2000 Server and Windows 2003 Server, with Citrix contributing Metaframe XP and Presentation Server. In 2008, Citrix changed the name of its Presentation Server product line to XenApp. Recently the company’s financial situation has changed and “Citrix has been growing its revenue in double digits except for the quarter ending December 31, 2013 when its revenue increased by 8% to $802 million from $740 million for the same quarter in 2012.”

2. Strength and Weakness

Citrix’s alliance with Microsoft is both its strength and weakne...

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... in its upper management. The president and CEO is Mark Templeton, David Henshall is the COO and CFO. Under this leadership, Citrix has completed several collaborative deals where it shares its expertise with companies like Oracle, Microsoft and markets its products across the platforms to companies with international presence.

8. Recommendations

If Citrix starts to develop application for Android based tablets which it has not released yet, the company will be able to increase its revenue and customer base exponentially. Because it has been concentrating on Apple iPads and other products by Apple, it has limited its operations and customers to a certain market niche.

WORKS CITED

https://www.citrix.com/about/executives.html https://www.citrix.com http://en.wikipedia.org/wiki/Citrix_XenApp
http://www.inin.com/resources/CaseStudies/Citrix.pdf?code=104

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