Brian Madden describes how Citrix is evolving from being an Access company to an Application Delivery company:
We want to be the single company to provide access to all applications, regardless of what type they are. For Windows client/server applications, you can use Citrix Presentation Server. For web applications, you can optimize them with NetScaler appliances. For full client or offline applications, you can use desktop streaming.
I like this positioning, within my company I have been promoting a similar change in focus away from delivering technology services, more in the direction of application delivery, in fact I used the phrase:
Delivering capabilities to productive people and teams
which is pretty snappy, and goes beyond applications because I wanted to cover more than just applications, and include data, devices, voice etc into our scope and it also allows us to break down every term to provide a lot more detail.