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From John Kinsella <>
Subject Re: Negative Press
Date Tue, 27 Jan 2015 17:14:36 GMT
Also, a reminder for folks that at CCC EU an announcement was made that efforts are being made
to create a CloudStack Marketing Alliance. Work to spin up the Alliance is ongoing (I am not
personally working on this, so don’t shoot the messenger :) )


On Jan 26, 2015, at 4:10 PM, Chandler Vaughn <<>>

Folks -
This isn’t a Citrix issue. This is a Apache Cloudstack community issue. Having been a part
of the decision to open source parts of Rax code to fragment the market against AWS, I can
say a key reason it was approved and invested in was that along with it came a strong market
and community focus. One that secured partners, forced them to be vocal and evangelize, and
built a strong marketing message about changing the industry to carry forward and build upon.
The mission of the Openstack Foundation is just that… to make sure it survives and thrives.
Don’t get me wrong, I believe in the Apache way. But there are certain missing components
we are suffering from.

Citrix has done a lot just to get us where we are today. Without their incubation of<>,
we would have nothing… or more to the point, we would have Openstack and only that. But
once its an ACS project, the baton is in another camp. Citrix has a revenue related agenda
and are subject to distinct pressures that will always take precedent.

>From a community standpoint, likely the biggest impact that’s been made has been Shapeblue…
because they are involved, and talk about it. And honestly, watching on the sidelines, without
their code contribution and leadership on the project in general, it would leave a lot to
be desired. But to Giles point, ACS is still associated with Citrix in the minds of many…
but that’s actually the ACS communities fault… that’s not on Citrix. They did their

Whats missing here is visibility into the successful deployments of ACS, coordinated community
evangelization and proselytizing, and ease of setup to try it out (but that’s a whole different
ax to grind). Its not about CCP… its about ACS, its ease of use, its quality, and the message
carried forward by us. People don’t buy what you do; they buy why you do it. So one way
or another, we have to crank the nut on ‘why’ ACS, and ‘why’ developers (and eventually
businesses) will want to be a part of it. Everything else falls from that.

All that said, the answer lies somewhere in us counteracting the tide that Giles and Sunando
are pointing out. For that, we need a preponderance of evidence to the contrary… for ACS.


Chandler Vaughn
SVP, Product Development<>
(TEL) 913.890.7770
(FAX) 913.890.7701

From: Geralyn Miller <<>>
Reply-To: "<>"
Date: Monday, January 26, 2015 at 4:37 PM
To: "<>" <<>>,
Sunando Bhattacharya <<>>
Subject: RE: Negative Press

Citrix has roughly 30 case studies on CloudPlatform:<>
This includes  a number of video case studies that were created as a part of the Citrix Customer
Innovation Awards. Some of the more recent videos include Autodesk<>,
University of Sao Paulo<>.
On the SoMe side of things, check out @citrixcloud, @citrixready (partner-related activity),
and of course, @citrix.  For blog activity, see<>
and search on “cloudplatform”.
We are also talking about CloudPlatform-based clouds in the context of our core workloads,
XenApp and XenDesktop. XenApp/XenDesktop 7.5+ support direct provisioning to a CloudPlatform-based
cloud, and we are running a verification program for CloudPlatform-based IaaS providers, details
We also have quite a bit of Citrix TV content on YouTube, including some CloudPlatform Master
Class segments, CloudPlatform partner interviews from Citrix Synergy, etc.
Hope this helps.

From: Steve Wilson []
Sent: Monday, January 26, 2015 6:45 AM
To: Sunando Bhattacharya
Subject: Re: Negative Press

I can’t emphasize enough how much of this we’ve done over the past year.  Personally,
I’ve been on at least a dozen analyst briefing calls in the last month alone where we discussed
CCP/Cloudstack.  And, Citrix has published countless case-studies on successful CCP customers.
 We have several active twitter accounts and Facebook pages where we talk about CloudPlatform.

Let’s be honest though.  If the question is whether Citrix is committed to Cloudstack, the
answer is an emphatic YES.  If the request is that Citrix to create and execute a marketing
plan for Cloudstack then we have an issue.  Citrix actively contributes and promotes Cloudstack.
 The real question should be how does this community work together to amplify the message
about this great piece of software we all love.


On Jan 26, 2015, at 12:48 AM, Sunando Bhattacharya <<>>

Hi Steve,

Thanks for responding to this thread!

The moot issue here is of perception rather than reality. Citrix really needs to start getting
more vocal about Cloudstack/CCP in general. Along with R&D investments, more investments
needs to be made on Marketing also.

Some suggestions:

  *   More investments in PR coverage of CCP... success stories, case studies etc.
  *   Increase in Interactions on Social Platforms
  *   Lobbying with analysts to talk about Cloudstack/CCP.
  *   Strong engagement with the Cloud Advisory Partner community to apprise them of “what’s
happening / whats new” on CCP… no such engagement exists currently. This will give us
more content to engage with the market.

I am sure the marketing engine @ Citrix can come up with a comprehensive marketing plan around

Sunando Bhattacharya
+91 97111 52299<tel://+91%2097111%2052299><>

On 26 January 2015 at 10:31:33 am, Steve Wilson (<>)

Any uncertainty around the whole situation is only fueled by comments like this.  It’s honestly
disappointing to see this from you.  We all know that, as a whole, Citrix continues to be
the largest contributor to CloudStack.

As for Sunado’s comment, "We really need to get Cloudstack out of the shadows of Citrix,
or get Citrix to come out strongly in support of its continued commitment and support to Cloudstack.”

If someone has suggestions for what more we can do to make clear our support of the project
then do let me know.  We just shipped our newest release of Citrix CloudPlatform (based on
CloudStack) — which we literally spent millions of dollars developing.  We are putting our
money where our mouth is.

Honestly, if others on this list want to help take on the FUD like what’s in the article
referenced below then please do!


VP & Product Unit Manager
Cloud Software

On Jan 23, 2015, at 8:04 AM, Giles Sirett <<>>

Hi Sunando
Well done for picking this up.
Its always frustrating when we read articles like this – but don’t be too downbeat, it
wont be the last!

But you are right – many people in the industry do associate Cloudstack with Citrix. Citrix
have been amazing supporters of Cloudstack (remember, they created it)  but right now you
are correct that the market and user base has a degree of uncertainty about their ongoing
involvement. I hear it every day.   Although officially Citrix are still committed t ACS,
the people leaving in droves and the reductions in contributions from that end only point
to one thing IMO.

Any individual (from any company) is free to  contribute as much or as little as they like
to an Apache project, and no organisation has any obligation to work in a project.  But I
do not think this lingering uncertainty is not  good for anybody (especially the Cloudstack
project) and fully agree that Citrix should be clearer around their strategy with ACS.

Cloudstack can and will survive if Citrix aren’t around, but too much uncertainty in the
media is sub-optimal IMO

Kind Regards

D: +44 20 3603 0541 | M: +44 796 111 2055<>

From: Sunando Bhattacharya []
Sent: 23 January 2015 15:09
Subject: Negative Press

Hi everyone,

I hope you would have perused this article<>

Is there any strategy to counter such negative press? We really need to get Cloudstack out
of the shadows of Citrix, or get Citrix to come out strongly in support of its continued commitment
and support to Cloudstack.


Sunando Bhattacharya | Co-Founder & CEO | INDIQUS
+91 97111 52299<tel://+91%2097111%2052299> |<>
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