Citrix's current partners and customers will be the main focus as the company rolls out its mobile strategy, according to Citrix Asia-Pacific vice-president, Rob Willis.

He was speaking at the Citrix's Synergy 2013 conference, held in Los Angeles.

Mobility a godsend and a nightmare

Willis said that the move towards mobile is a viable trend going forward.

"It's about the young, educated digital workforce. Everyone's got mobile phones now so when they come into the workforce, businesses have to keep up with them and many companies are struggling with that," he said.

Willis claimed that the company will be specifically tailoring education programmes for its partners and customers to suit its updated range of products that were recently unveiled.

"In Asia-Pacific, we have more than 1000 partners to date. Many of our existing partners will take on the mobile products. We will continue to educate them on the products through demos.

"Many of our customers are already excited and they're talking to their customers about mobility," he said.

Willis also pointed out that some of Citrix's new partners, such as Lenovo, are beginning to increase their focus into the mobility space and forego traditional systems.

Moving forward, Willis indicated that the company is looking to partner with large systems integrators to take its mobile range into the market.

"We hope to work with those companies to take our solutions and talk to their customers about them. There are always local partnerships," he claimed.

But, Willis mentioned that its movement in the distribution space will remain as it is.

"We're moving on with the same channel plan. We have the same distributors and it's working great for us. We don't think that there's a problem with our current channel partnerships. As we enter new markets, we are only planning on taking on new partners," he added.

Citrix's Australian distributors include Express Data and Avnet Technology.

Hafizah Osman attended Citrix Synergy '13 as a guest of Citrix.