Think of one of your favorite bands. Odds are that when they first hit the scene they were brash, unapologetic, and reached stardom at an unthinkable pace. Then what happened? If they’re like some of my favorite bands, they got rich, “matured,” and lost touch with what got them to reach their early success. They then spent their remaining days playing their early hits to a devoted audience. Or they break up. Remind you of VMware, or other disruptive technology vendors? I ask because here we are a week before VMworld, and I’m wondering if the predictable VMware will show up – you know the one that plays the hits and caters to its base – or will we see something brasher? My money is on the older, richer, more conservative VMware. Wearing my customer hat, I’d love to be wrong. Ten years ago VMware didn’t care who it offended. Along the way server hardware vendors had no choice but to partner with them even though VMware was screaming from the rooftops “With us, you’ll need less servers!” Now think about VMware’s 2013 push around the software-defined data center (SDDC). You know what word isn’t in SDDC? Hardware. If VMware wants to really get the SDDC to take off, it needs to rediscover its inner rebellious teenager – the one that got it to where it is in the first place. Consider successful public cloud service providers such as AWS. Amazon’s stack places a premium on software and sees hardware as a commodity. Yet VMware is pushing a software-defined data center mostly on top of enterprise-grade hardware from its partners. How do you get to be cost competitive with AWS when you place a premium in the entire stack while Amazon only places a premium in software? You don’t. And if VMware and its partners believe it’s possible, they’re fooling themselves. Take a look at the VMworld 2013 Global Diamond Partners. They have one thing in common (Hint: It starts with “hard” and ends with “ware”). So in the end, the graduation party for the SDDC is primarily sponsored by hardware vendors. Don’t get me wrong. I’m not saying that you can get rid of the enterprise hardware in your data centers – certainly not yet. But there is increasingly less of a need to build a virtual and physical infrastructure around the greatest common denominator – the tier 1 workload. That’s great for the vendors but not so great for your bottom line. Down the road I expect several of our clients to look at alternative lower cost technologies for less critical workloads. VMware needs to look at offerings with lower price points...

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