We expect Citrix to solidify its presence in existing accounts through this type of incremental expansion by establishing frameworks and proof-of-concept test capabilities, which it can then deploy to new accounts and bring proof points to line-of-business and IT purchase decision makers, instead of competing primarily at the departmental and administrator levels. TBR's perspective on Citrix Synergy 2016 announcements and keynote address Citrix made the tough organizational decision to bring costs back in line at the end of 2015. The vendor now faces the challenge of maintaining revenue and margin performance as it accelerates its shift away from traditional license purchase paradigms and toward a subscription-based monetization model based on cloud services for XenApp, XenDesktop, XenMobile and ShareFile.