Arrow Electronics, a global technology provider (NYSE: ARW) and Citrix, a division of Cloud Software Group Inc., announce they have entered into a strategic distribution agreement.
As part of the agreement, Arrow will assume responsibility for sales, marketing and technical support for all service provider channel partners who purchase fewer than 2,000 Citrix licenses in North America and Europe. The strategic agreement will take effect from 1 October 2024.
Arrow boasts a consolidated collaborative relationship with Citrix. This new 'model' will provide channel partner service providers, previously managed under Citrix service provider programs, with greater capabilities, flexibility and support in consuming and managing Citrix licenses.
Eric Nowak, president of global enterprise computing solutions at Arrow, said: "Arrow is committed to identifying new engagement models within the channel. Based on our experience and the successes we have already achieved with Citrix, whose solutions are trusted by thousands of organizations around the world, we are able to take on the responsibility of supporting this key segment."
Ethan Fitzsimons, vice president and head of global channel at Citrix, said: "Citrix is committed to enhancing the channel-centric approach designed to grow and scale our business globally. Citrix will continue to focus and invest in product development, design and support of the suite of solutions available to all of our channel partners and will work closely with Arrow to support and deliver these solutions to channel partners and their customers."
Citrix joined the Cloud Software Group in 2022 and made several changes to the Citrix channel program this year, including moving to an annual commitment model. This long-term collaboration will enable increased partner-specific investments and align with Citrix's goal of building a robust channel-centric strategy.
For channel partners not directly affected by this change, Citrix will invest more intensively and more purposefully in their respective joint go-to-market strategies, helping to ensure world-class technology and support.
