Arrow Electronics and Citrix Sign Distribution Agreement for North America and EMEA

Arrow Electronics and Citrix have announced a strategic distribution agreement in which the distributor will assume responsibility for sales, marketing and technical support for all service provider channel partners consuming fewer than 2,000 Citrix licenses across North America and Europe.

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

Ethan Fitzsimons, vice president and head of global channels for Citrix, said, “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.”

This new model is designed to provide service provider channel partners previously managed under Citrix’s service provider programs with greater enablement, flexibility and support in how they consume and manage their Citrix licenses.

For channel partners not directly impacted by this change, Citrix intends to invest more deeply and in a more focused manner in their joint go-to-market strategies.

The strategic arrangement will commence on Oct. 1, 2024.

Channel Impact^®
This long-term collaboration is expected to foster greater partner-specific investment and align with Citrix’s goal of creating a robust, channel-focused strategy.