"...as far as the industry is concerned, EUC is VMware's redheaded stepchild."
- 03/11/13 Tweet by Tal Klein (@VirtualTal)
While I have much respect for Bromium’s Tal Klein, we don’t always see eye to eye. His recent Tweet prompted me to write a bit about VMware’s commitment to EUC.
Filling the Field Gap
VMware capitalized on a trend it was seeing of customers virtualizing their desktops on ESX, and coined the term VDI in 2006. Since then, the company has both grown and evolved the business to become much more comprehensive. Today, VMware End-User Computing (EUC) consists of a product family encompassing physical, virtual Windows, mobile and Web-based desktops.
The analyst and media consensus is that VMware and Citrix combine to dominate the VDI market, though reports differ about which company has the highest market share. And while I disagree with Tal’s contention that VMware EUC is widely perceived as a red-headed stepchild, I do agree that Citrix has been more successful in capturing EUC mindshare.
Unlike Citrix whose DNA is all desktop, VMware made its name in the data center and now also leads the industry in private cloud. This lack of EUC focus has been evident in the field where VMware reps typically fail to match the desktop acumen and evangelism of their Citrix counterparts.
VMware is now, with the biggest investment in its history, making an enormous effort to resolve this deficiency. The company is hiring hundreds of EUC focused sales reps and SEs (many of them from Citrix) across the globe. And while its existing reps will continue to also push EUC, this new dedicated
sales force is bound to give a lot more visibility to View Horizon and the other EUC products.
At the recent VMware Partner Exchange (PEX) in Las Vegas, VMware prominently emphasized EUC as one of the company’s three primary initiatives with desktop-oriented keynotes, boot camps, solutions partner sessions, exhibits, eco-system partner presentations and executive summits.
VMware also has been investing in EUC technologies both internally and externally with recent acquisitions such as Wanova. At PEX, it announced an expanded EUC competency program that rewards VMware partners who devote the resources required to making their EUC practices successful.
The company is vigorously encouraging VDI partnerships with storage manufacturers by validating joint solutions as part of its recently announced Horizon View vFast Track Reference Architectures. And VMware continues to increase EUC collaboration with other leading industry manufactures such as Cisco with their joint Office-in-a-Box initiative.
The lack of a singular EUC focus does create some challenges for VMware that its competitor avoids. For example, VMware dominates the data center with an 85% virtualization market share. It should be leveraging this advantage by messaging an ability to utilize the same platform and management
tools from the server down to the desktop.
VMware vCenter Operations Suite (vCOPs) is the fastest-growing VMware product of all time next to ESX. It would make sense for VMware to provide, at a minimum, a scaled down version of vCOPs for View with every copy of View Horizon. The company could then offer upgrades at an additional cost.
But, the vCOPs business unit has its own P&L to manage. From what I’ve been able to gather, that unit has been unwilling to take a hit to revenues by providing a free version of its product as part of Horizon View.
These types of organizational issues aside, VMware clearly is dedicated to the desktop market. Plummeting costs of VDI infrastructure along with new capabilities from products such as VMware Mirage ensure some exciting times ahead in EUC.
- The History of VDI. 06/27/2011. VittorioViarengo. Virtualization Journey
- Cisco Office in a Box Solution. Cisco White Paper.
- Horizon Branch Office Desktop. VMware brochure.