A new strategy from Citrix and VMware: Will this change the industry and the competitive landscape?

I'm sure that we are all in agreement that we live in a time of profound and accelerating change. I've said it before and I'm saying it again right here that, "with almost perfect certainty, over the next decade your company will be challenged to change in a way that you may never have thought of and for which there is no precedent.

I'm sure that we are all in agreement that we live in a time of profound and accelerating change.  I've said it before and I'm saying it again right here that, " with almost perfect certainty, over the next decade your company will be challenged to change in a way that you may never have thought of and for which there is no precedent."  Well I think "the change" is here don't you?  With these topsy-turvy times we find ourselves in, what do you think the technology leaders in our industry are doing to ensure their longevity?  I can tell you again with almost perfect certainty that they have a new strategy to reshape this industry and the competitive landscape.

We got a glimpse of one of these new strategies a few weeks ago in Las Vegas.  We have had enough time since then to digest this information and I can tell you (if you haven't figured it out by now) that VMware is pretty much "betting the farm" on cloud.  They are pushing this initiative ahead and it's picking up steam.  Now no matter how you all feel (marketing bs, ASP redux, blah blah blah) about "cloud computing" it's here and it's not going anywhere.  VMware, and Citrix are taking this and running with it.  What makes these new strategies even more powerful is the enabling infrastructures which will strengthen each company's hand going forward. 

It's curious to see how each company views where the industry is going and how each will try to capitalize on it.  The first thing that I'm sure both VMW and CTXS are looking at is how do they change the way the other players perceive market opportunities.  The leader in this industry, whomever we deem it to be I guess, has the ability to materially alter the way that other players look at the incentives to play in this space.  The overall view from the leaders is very high level and not very detailed, basically leaving room for fine tuning.  But it is clear enough to make the other players in this space make some tough decisions in the short term on whether to get on board or get left behind.  I think the best example I can give you here is with Bill Gates back in the early 80s when there was a ton of uncertainty in the computer industry.  But what Gates did was give corporate executives enough of a 'warm and fuzzy feeling' that he had a very compelling view of the industry's direction.  So coming back to today, we saw this compelling view from Paul Maritz at VMWorld and so I'm curious if we'll see the same speech "from the mount" in a couple of weeks from Mark T and company at Citrix Partner Summit or maybe more at Synergy in May in Vegas.

The questions I keep asking myself (and hopefully I can ask Paul and Mark personally) around what Paul Maritz and Mark Templeton are thinking are:

  • Does the VMW and CTXS view express a perspective on the long-term direction of the industry/market and how it will change?  Answer: Yes.  I heard Paul deliver his views during press briefings, partner sessions, and during the keynote. I would love to talk to Mark Templeton about his take as well.  I'll be reaching out soon Mark...
  • Does Paul Maritz's and Mark Templeton's view clearly identify attractive business opportunities for the industry eco-systems?  Answer: Yes.  Just one look around the Solutions Exchange floor at VMWorld proved this beyond the shadow of a doubt.  Let's see what the vendor floor looks like at Synergy next May.
  • Do both views tie these opportunities explicitly to broader economic and technological forces at work on the business landscape?  Answer:  Yes for both companies.  I heard it from Paul Maritz that from the VDC-OS perspective and I have read some broad strokes from Citrix.  As companies out there demand more flexibility, speed and efficiency it makes sense in certain respects that bursting out to the cloud to meet these requirements will be the way to go in the future.  Both companies see the future, I'd just like more details on this question from Citrix.
  • Are their views at a sufficiently high enough level to allow for some unplanned developments?  Answer: Yes  Is it still specific enough to help customers and other industry players direct and focus their thinking around their difficult decisions?  Answer: Yes, pretty much.  But I'm still waiting for some more details on both offerings.

I'm going to be doing some more investigating into this new strategy from both companies and how each company along with other ancillary players in the industry see this playing out.  Stay tuned for more on that.  I guess I have a few phone calls to make and emails to send out to Mark T and others.

What are your thoughts on my questions above?


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shame you are not writing more of them

this site used to be so technical....a pitty

I've just wasted 2 minutes reading this waffle!

The Cloud is a buzzword that encompasses all access to resources wherever and whatever they happen to be.

The Cloud is a marketing buzz word that means "pie in the sky" or in reality "vapor" to be determined." 

Please go to the www.dab.com/article.aspx?id=8697 site to see what the "Cloud" really is.

It is the Internet. It is Central administration. It is a new directory to manage all aspects of the Data Center and what resources are available for access.

The Cloud will continue to develop in the imagination of marketing.


I have posted this title before.  A bit of analyst clap trap perhaps, but this cloud business has legs nonetheless.


The CIO has been using hotmail and gmail for as long as the rest of us have.  For just as long the CIO has been hammered with the questions "My Hotmail account gives me GBs of storage, and payloads for email beyond anything our network costing millions of dollars is capable of.  And Hotmail is free?  Why shouldn't I use Hotmail?"  And the next thing you know the marketing department is routing sensitive company data via private accounts on Hotmail because the customer "will not wait for our ftp site".  Of course the ftp site is bombed by Internet scammers as the department that put the ftp site up hasn't configured the site to avoid bots.

Microsoft is driving the cloud with live services.  The examples in the linked text offer good insights.  You have to battle through some of the personality narrative in the book, but overall it is worth reading in my view.

So, the question is, what other interesting reads are out there on this subject.  Thoughts?

Finally, the complexity of delivering user workspace is not diminished!...  :-).  You still have to give the user what they want, and do it on a much larger scale.  Profiles anyone? 


You know I see Microsoft's Mesh/Cloud as just an remake/update to what Aplle has been doing for years with .Mac which is now Mobile Me.  Call me a Apple fanboy if you must, but really if you look at it closely, many of the features that are public in Mesh are very similar to some of the features that are in .Mac.  I honestly think that Microsoft is still playing cathup like they always seem to do.  Things like Micorosoft Office Live Collaboration is way overdue (mean really isn't that just Windows Sharepoint for the rest of us with a little bit of Google Docs added in).  I have to admit though that they have a pretty good marketing department which hides all of these little things.

The Cloud is an marketing strategy thats really hyped to the top at the moment. Nobody is worying about the privacy for users and the regalation around this topic. Everythime when you here the word cloud you know there will be a company or some really slik businessman behind this concept.It doesn't only attack our privacy but also our money. So users wil lose there control on the applications they use and the data they create.So cloud compting for the big world a don't think it's a good thing for our privacy.


dude how can you say it's a marketing strategy.  I'm architecting solutions for DR to the cloud.  I've got clients that are using EC2 for development and actually a little production.  I have clients using S3 for storage.

Where do you get your information?  Step into the light once in a while.  Stop repeating what everyone else is saying about "cloud".  It's not marketing hype and it's not vapor.  This *** just works and security is something that is on top of everyone's mind, so that crap about no one is worrying about it...whatever.  Now if you all want to call it something different I don't care.  "Cloud" is like tissue paper, it's just a term.  No matter what the definition, it's real.


Im coming over to your house tonight to argue cloud with you :)

Love.... Dunginhawk :) 


sick of the theory talk and "cloud" terms, business cases and criteria......this site is getting worse and worse !

Then shut and leave jackass.  The rest of us like it here.
HA...that's great man.  I will have the Jack and Coke ready.  Bring it on...I'm up for this conversation.  Maybe I'll record it and make it a podcast.

Six money-saving secrets to help stretch your tech budget:




the problem with your post is that it isn't original.  Anyone can just post other's people stuff up like dabcc.com, at least Michael is original.
The essence of cloud computing....

 - pay as you play (lower risk)

-  on demand provisioning (dynamic scaling up / and down!!!) (lower risk)

Sub Categories

-  IaaS ( infrastructure as a service)... red hat , web servers, database , storage etc

-  SaaS ( Applications as a service ... web based and client server based apps)

-  DaaS ( Desktops as a service)....

Compelling Reasons ?

Main driver.....

Profit margins for Software / Hardware companies are too wide ... triangulate with low cost open source software and  the impact that tightening credit market will have on the cost of Capital (capital projects).... and you now have a runaway freighttrain leaving the station.............

The doubters are the same people that said moving call centers to India would never fly... (security et al.

 Pay particular attention to Jeff when he mentions the "why" they did this ..... and "who" is is using it to start business....


 Ancillary benefits...... too many to list (Adaptibility, Flexibility, Time to Market, Risk period)