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Virtualizing Business Critical Applications Campaign Overview
VAR Partner Overview
July 2011
Agenda
I. Virtualizing Business Critical Apps with VMwareApplications are a key milestone and customers are virtualizing!
II. The OpportunityAddressable market
The partner business proposition
III. Go to market with VMwareMarketing campaign objectives
Campaign materials summary
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COST EFFICIENCYQUALITY OF SERVICE
Tipping PointRequires business-critical apps
BUSINESS AGILITY
Sponsorship
Business Value
Key Capabilities
Stage IT Production
Basic consolidation for Infrastructure workloads
(file, print, …)
Business Production
Virtualize business-criticalapplications for higheravailability and better
service levels
IT as a Service (ITaaS)
Self-service provisioningfor faster application
lifecycle
Applications Are a Key Milestone in The Virtualization Journey
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In a recent Gartner poll, 93% respondents usedx86 virtualization for applications in production
Source: Gartner Data Center Poll 2009“2009 Data Center Poll Results for Virtualization Initiatives” , 9 March 2010
The Trend Is Clear…
38%
43%53%
25% 25%
MS Exchange
MS SQLMS
SharePointOracle
MiddlewareOracle
DBXenApp
42%
SAP
18%
Source: VMware customer survey, January 2010, sample size 1038
Data: Total number of instances of that workload deployed in your organization and the percentage of those instances that are virtualized
% of Application Instances running on VMware in Customer Base
5 Confidential
…And Virtualization of Business Critical Apps is Increasing
Source: Forrester Research, Inc. Storage Choices for Virtual Environments, January 2010
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The OpportunityBusiness Critical Applications Campaign
7 Confidential
We Have Set Clear Priorities On 6 Applications
30% penetration
>60% penetration
The Niche Apps
(LOB apps, Tier 2 DB, etc.)
The Easy Apps
(infrastructure, file, print)
Exchange
SQL
Oracle
SharePoint
Custom Java Apps
SAP
8Copyright © 2010 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be trademarks of their respective companies.
Copyright © 2010 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be trademarks of their respective companies.
Exchange on VMware: $3B+ Opportunity
~ 500,000 Customers
~ 2,400 Technology
Partners
>100,000 VARs$1 drives ~ $15
($22.5B economy)
1.6 Billion mailboxes
581,734 physical servers
~ 25,000 Trained
Professionals
$2.9B Product Opportunity + Services!Upgrade Cycle to Exchange 2010 under way
MS Exchange
$11B - $21B Market Opportunity Across Four Groups of Business Critical Applications
9 Confidential
Middleware Database Email & Collab-oration
Business Apps
Business Critical Applications
TAM
$2.8
$3.2
$2.6
$2.6
$11.2 $2.5
$2.8
$2.3
$2.3
$9.9
SnS Opportunity ($B)License Opportunity ($B)Series1
$5B
$6B
$5B
$5B $21B
Total Available Market Opportunity (1)
(i.e., Exchange, Sharepoint)
(i.e., SAP, Oracle Msft Dynamics)
Notes: 1) TAM is based on non-virtualized x86 installed base. Additional opportunity exists for other platform (Unix)Sources: IDC - Server Virtualization Forecast -November 2009; Server Product Marketing; Global Partner Strategy analysis
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Go to Market With VMwareBusiness Critical Applications Campaign
Why Go to Market with VMware?
Whether you’re already providing these services or looking to grow your business in this area, here are three reasons to go to market with VMware:
• Go deeper into your existing customer accounts
• Profit from a large, relatively untapped market opportunity
• Offer your customers the best: vSphere is the best platform for business critical environments
• Start by learning about the VMware Business Critical Application Solution Competency – coming in Fall 2011
11 Confidential
12 Confidential
New Solution Competency for Success in Business Production Stage
Confidential
Opportunity for partners
• Estimated market size of $11B in product license and $40B in Professional Services
• Bulk of your customers are primed and ready to move onto Stage 2 of the Journey
• Better platform and Quality of Service or SLAs for the applications
Competency overview
• Enables Partners to move customers to 80% virtualized
• Prepares Partners for successful virtualization of business critical applications
vSpherevCenter Ops
(AppSpeed, CapIQ, Integrien)
vShield
(Apps and Edge)
Site Recovery Manager /SRM
Focus Areas Enterprise Apps Email and
CollaborationDatabase Middleware
VMware Products
• SAP, Oracle, Microsoft, Tier 2 or 3 apps
• Exchange, SharePoint
• SQL, Oracle DB, IBM DB2
• Oracle Middleware, .NET
13 Confidential
Find Solution Enablement Toolkits (SETs) in Partner Central
IV Library• MS Exchange on VMware
• SAP on VMware
• SQL Solutions on VMware
Total 15 SETs
14 Confidential
Go to Market With VMwareBusiness Critical Applications Campaign
Business Critical Applications Campaign Overview
Campaign Goals:
Expand sales opportunity for VMware
management products with existing Enterprise
vSphere, vCenter customers
Objectives:
1. Educate the vSphere installed base on the benefits
of virtualizing business critical applicatioons
message focusing on vSphere, vCenter products
2. Drive quality leads through installed base
demand generation
Timing:
• July 2011 – January 2012
Target Audience:
• vSphere, vCenter accounts with >100 VMs or
25 vSphere licenses at stage 2 of the
virtualization journeyDecision Makers: Senior IT leaders, including VPs, directors andmanagers of infrastructure or applications, and traditional VIChampionsInfluencers: application owners (DBAs, Exchange admins and Web server admins) as well as key influencersand gatekeepers of virtualization adoption
Campaign Components:
• Customer-success led sales enablement,
email, call campaigns, field events & social
media
Business Critical Apps Campaign Approach
The integrated campaign reinforces the value proposition to enterprise-level vSphere installed base customers through multiple marketing activities. Campaign messages and solution offerings cover the key pain points customers face along the virtualization journey—the inability to respond quickly to business needs, the increasing need to accelerate application time to market, and managing cost and complexity.
Phase 2 of the campaign will further reinforce the ‘how’ message to infrastructure targets, while building a strong business case to application owners through customer examples.
Targeted Campaign:
• Awareness & Education
• Analyst and VMware whitepapers
• Lead Gen / Consideration
• GRID Microsite
• Email acquisition (phase 1), maturation (phase 2)
• Monthly Live Customer Events, Webcasts
• Accelerate Sales
• Sales Enablement – Training and customer nurturing assets
What’s the Big Campaign Idea?
As enterprises shift to more cloud-like deployment models, virtualization adoption continues to broaden. Beyond virtualizing IT infrastructure and basic file and print management workloads, one fact is clear: successful transitions to cloud computing require the virtualization of business critical applications. Technology improvements have eliminated any risks to performance, and ISV support has continued to grow steadily.
As a result, there has never been a better time to virtualize applications like Oracle, Microsoft Exchange, SQL, SAP and Java. With that insight, this campaign offers proof points from customers who have successfully virtualized their largest, most critical applications and gained the following benefits:
• Greater IT efficiencies• Improved quality of service• Increased business agility
Management Mastery Campaign Co-Branded Marketing
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Co-branded Microsite available on the GRID
Email series– Readiness Assessment
Tool– Virtualization Benefits
Whitepaper– Technical solution toolkits
Event/Seminar in a Box– Invite, follow-up emails,
customer-facing presentations
Co-branded Email series Co-branded Event in a Box
Co-branded Grid microsite
VMware Supplied Content Offers
IDC White Paper: Virtualizing Tier 1 Applications: A Critical Step on the Journey Toward the Private Cloud
VMware Business Critical Applications Readiness Assessment Tool
ABSTRACT: This IDC white paper includes two case studies and a sidebar highlighting the experiences of three enterprises with virtualizing their tier 1 applications,
ABSTRACT: This paper explains why customers are moving beyond traditional concerns to virtualize their business-critical applications at an accelerated pace.
VMware Supplied Offers
VMware White Paper: Business and Financial Benefits of Virtualization – Customer Study 2010
IDG QuickPoll: “The Hidden Truth of Virtualizing Business Critical Applications” survey results whitepaper
ABSTRACT: This IDG white paper highlights the study results of more than 300 global companies who have successfully virtualized tier one applications. Target responders include executive-level decision makers .
ABSTRACT: This paper highlights the results of a 2011 global survey of IT professionals about their existing deployments and plans over the next 12 – 18 months.
Contact Information
CIO Custom Solutions Group (CSG)
The CIO Custom Solutions Group (CSG) creates powerful turnkey programs to match marketing needs. From content creation, circulation development to project management and production, CIO’s award-winning Custom Solutions Group truly leverages the strength of the CIO brand. Extending the value and reach for IT marketers to communicate with their prospective customer base, CSG provides in-
depth, content-rich vehicles in an integrated program of print, online, events and marcomm collateral tailored to meet an IT vendor’s objectives. For more information, please visit http://www3.cio.com/marketing/media_kit/cio_custom_media.html. Charles Lee Vice President, Custom Solutions Group Office: 508.935.4796 Fax: 508.626.0319 Email: [email protected]
IDG Research Services
IDG Research Services specializes in marketing and media-related research for technology marketers. As a division of International Data Group (IDG), the world's leading technology media, research, and event company, IDG Research Services
brings the resources and experience of a large, global company to its clients in the form of a small, customer-focused business. For more information please visit http://www.idgresearch.com. Janet King GM/Vice President Office: 207-847-9377 Fax: 207-847-9373 Email: [email protected]
Contact Information
CIO Custom Solutions Group (CSG)
The CIO Custom Solutions Group (CSG) creates powerful turnkey programs to match marketing needs. From content creation, circulation development to project management and production, CIO’s award-winning Custom Solutions Group truly leverages the strength of the CIO brand. Extending the value and reach for IT marketers to communicate with their prospective customer base, CSG provides in-
depth, content-rich vehicles in an integrated program of print, online, events and marcomm collateral tailored to meet an IT vendor’s objectives. For more information, please visit http://www3.cio.com/marketing/media_kit/cio_custom_media.html. Charles Lee Vice President, Custom Solutions Group Office: 508.935.4796 Fax: 508.626.0319 Email: [email protected]
IDG Research Services
IDG Research Services specializes in marketing and media-related research for technology marketers. As a division of International Data Group (IDG), the world's leading technology media, research, and event company, IDG Research Services
brings the resources and experience of a large, global company to its clients in the form of a small, customer-focused business. For more information please visit http://www.idgresearch.com. Janet King GM/Vice President Office: 207-847-9377 Fax: 207-847-9373 Email: [email protected]
Available August 1 on Partner Central
How to Get Started
Plan your Lead Generation Program
• Set objectives for driving interest and leads
Ready the contacts
• Target your enterprise vSphere install base customers with > 100 vms
Log onto the VMware Grid
• Select the Virtualizing Business Critical Applications campaign to begin building your own Grid site
• Personalize email and event templates
• Download content offers
• Check back on Partner Central for quarterly content updates
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