Bella Hall A Tuesday 09:50 Steve Herrod - Tech Innovation & Demos

- vSphere will aggregate across all the infrastructure - internal and external services
- Automate through policy
- Drive to be open and interoperable (comment - but is this really open or is it a vision of VMware being omni-present?)
- Talking about the new features in vSphere 4.1
- Pushing vMotion improvements and I/O QoS
- Pushing vSphere Essentials for small companies
- Announcing vCenter client to the iPad and available in the iTunes store later in October
- Have purchased Integrien for collating events and systems performance
- Making comparisons between ease of use of apps and services at home and the rigidity and lack of agility at work
- Strap line is IT as a Service - Optimizing IT Production for Business Consumption
- App store is equivalent to a service catalogue - use directory services to define who can have access to what apps
- Matching service offerings to business requirements should be visible to the consumers along with pay per use pricing - where the app runs should not be visible to the consumer
- vShield re-launched in support of the virtual data centres - partnering with McAfee and others
- vShield Endpoint protects each VM from the hypervisor
- vShield App is a logical firewall
- vShield edge - boundary protection
- Using vShield internally and in your cloud provider enables secure hybrid cloud
- more than 2,000 ISPs are now offering VMware vCloud services and many of them are adding vCloud Director and vShield - eg Colt, Verizon, Terremark

Eddie Durnell on stage - going to demo vCloud
- service catalogue
- hooks up VMs into a service with a simple diagram
- consumers see a virtual datacenter of services available to them, but they have no idea of where those services are being provided
- aggregates vCenters and datastores internally and ISP provider data centres - same look and feel

VMware vFabric
- New "open" apps fabrics - framework for developer, common platform services - includes vmforce and Google App Engine - will allow apps to move across clouds. Spring now but will add Ruby on Rails, PHP etc.
- Making open, but propose more value if run on VMware products

End User Computing
- Optimizing Windows via View 4.5- offline support (and sync back), Mac OS, Win 7, vShield Endpoint compatible
- Claiming sub $500 virtual desktop costs
- Promoting a move from device-centric to user-centric (comment - still, no suprise here)

Noah joings the stage to demo project Horizon (!)
- allows matching of SaaS apps to users and which devices they can use for each app - permits single sign ons via integration with AD (so federated security then)
- VMware View Client is coming for the iPad
- Horizon is re-formatting the app to suit the device, including screen size and integrated sign on
Audience applause is loudest so far - they must be impressed

Bella Hall A Tuesday 09:25 Paul Maritz

Paul Maritz, CEO

- talking about history of VMware
- "wave 3" is IT as a Service
- in 2009 virtual servers exceeded physical deployments
- 2010 10million VMs will be deployed at a growth rate of 28%
- VMware has 190,000 customers
- thanks to the audience for delivering the virtualization explosion
- talking about virtualization across all data centre resources, not just servers
- £1 spent on hardware leads to £5-10 per annum on management so OpEx is the target
- Automate were possible, manage better where automation is not possible
- VMware releases will focus on automation and management across the whole infrastructure resources for foreseeable future
- Need to move security from physical boundaries to logical boundaries
- Security can be improved as it moves with the apps / data
- vCloud Director enables virtual data centres - associate a policy with applications to enable management of their characteristics - where they run, resource conflict mangement etc. Drives choice of how we pay for resource - internal vs external cloud and appropriate pricing that the business can understand.
- ISPs being encouraged to work with VMware to drive "standards" (are they standards or VMware proprietary interfaces?) across the industry
- Should allow movement across and between clouds to avoid the clouds becoming sticky
- Note PM is talking about building cloud foundations - so we're not there yet (no suprise there then)
- This is about old apps on new infrastructure - what about new apps?  Batch based older apps are not going to respond to upcoming consumer expectations for on demand data and services
- Most new apps are being written in Spring, Ruby on Rails type frameworks so VMware supporting this by developing management and common services around these framworks, sitting on top of a virtualized infrastructure
- These apps frameworks abstract developers from the OS- perhaps the apps frameworks will soon contain just enough OS to operate on the infrastructure cloud?
- Admitting that there will be non-VMware enabled clouds - suggesting that the apps frameworks need to interface to multiple cloud models
- VMware working with Google and Salesforce.com to ensure that the Spring framework can operate on those clouds so apps on Spring will work on multiple infrastructures
- VMware using Software as a Service apps that weren't approved by IT - no integration of security - IT needs to get control (drawing parallels with PCs fiding their way into enterprises in the 1980s)
- Now addressing flood of new devices
- IT should focus on delivering the apps to the users and remove the need to worry about devices - access management will be key
- Automation and management of devices, apps frameworks and infrastructure in horizontal layers will be the key challenges