Arrow Electronics and Citrix Ink Distribution Deal

Arrow has announced that it will take on the 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. This new model aims to provide these partners with greater enablement, flexibility, and support in how they consume and manage their licenses.

Eric Nowak, president of Arrow’s global enterprise computing solutions business, expressed the company's commitment to exploring new engagement models within the channel. Leveraging their experience and success with Citrix, Arrow is well-positioned to support this key segment of service provider channel partners.

Ethan Fitzsimons, vice president and head of global channels for Citrix, emphasized Citrix's dedication to building an improved channel-centric approach for growth and scaling the business globally. Citrix will focus on product development, engineering, and support for its suite of products, working closely with Arrow to deliver these solutions to channel partners and their customers.

In 2022, Citrix became part of the Cloud Software Group and has implemented changes to its channel program, including transitioning to an annually committed model. This long-term collaboration is designed to facilitate greater partner-specific investment and align with the company's goal of establishing a robust, channel-focused strategy.

For channel partners unaffected by this change, Citrix plans to deepen its investment in joint go-to-market strategies, ensuring ongoing world-class support and technology for these partners. By partnering with Arrow, Citrix aims to enhance its support for channel partners and drive mutual success in the market.