Partners might plug virtualisation gap

Ian Wells says VMware partners must step up to help grow virtualisation sales next year

VMware CFO Mark Peek has reportedly claimed that 2011 will be tougher for the company than 2010. Growth is expected to halve.

Does this mean virtualisation has reached its peak? If this were the case, all the physical servers in the world would now effectively be virtual, which clearly is not so.

If anything, VMware’s reduced expectations suggest that virtualisation is in need of a boost that will drive it towards mass market adoption.

There are some ‘real world’ barriers to be overcome, though, and I believe this is where VMware’s partners will come to the fore.

A core problem is that many businesses simply do not look at the potential of virtualisation beyond server consolidation or cost reduction. Although they may use virtualisation to optimise physical server estates, they need to begin seeing it as a tool that can transform how they use IT.

For example, virtualisation could provide better back-up and recovery infrastructure, storing vast amounts of data, which can be recovered in seconds.

Another challenge is the old concern about virtual sprawl: too many virtual machines are created with too little control, making it near impossible to keep track of where resources are being used and by whom.

In fact it is fear of the unknown that prevents customers from spending more money.

Partners should plug this gap with stronger advice, good support and more innovation on top of the platform. Businesses need to be made aware of all that virtualisation can offer; for example, highly scalable IT infrastructures or faster and more reliable business continuity processes.

A tough year for VMware could make for an even tougher year for the channel. The cost-cutting advantages of virtualisation have been a lifeline for many resellers and partners during the economic downturn.

Virtualisation could become the de facto platform underpinning all IT estates, which means the next wave of VMware’s growth must be based on widespread adoption.

Ian Wells is director for Northern EMEA at Veeam Software