powerpoint presentation
TRANSCRIPT
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Taking Greatest Advantage of Shifting Virtualization Opportunity
Bill Crowley, VP, Group Publisher, Data Center Media, TechTarget
Jon Brown, Publisher,Windows Media, TechTarget
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Agenda
• Virtualization market trends update
• Outlining major market segments
• Case study – HP
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TechTarget’s Virtualization Leadership The leading properties in the space
• SearchServerVirtualization.com• First decisions faced by IT groups in
virtualization projects• 70K members; 150K PV/month
• SearchVMware.com• Extending, managing VM environments,
getting best performance, using VMware for advanced scenarios
• 40K members; 78K PV/month
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TechTarget’s Virtualization Leadership The leading properties in the space
• The Virtual Data Center eZine• Bimonthly publication serving needs of IT
groups looking to completely virtualize their data centers.
• 700 leads/issue
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TechTarget’s Virtualization Leadership
• Editorial/Expert leadership• 6+ full-time editors and news writers devoted to
virtualization space, >dozen independent virtualization experts.
• Managed, Judged VMWorld Best of Show awards for 2nd straight year
• Largest membership and interest base• >117,000 virtualization-focused registered members • Served over 3.5 million page views on virtualization
just since launch of SSV.• In last 6 months, delivered 27K virtualization-
focused leads
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Virtualization Trends/Two Surveys
• SearchDataCenter.com
• Completed – late July 2008
• 300 North American members of SearchDataCenter
• SearchWinIT.com
• 300 North American respondent-members
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Virtualization working well enough to earn significant budget increases
Increase56%
No change29%
Don't know12%
Decrease3%
Source: SearchDataCenter Purchasing Intentions Survey 2008
Over the next year, how will your virtualization budget change?
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IT groups are expanding the numberof machines running VMs
<1048%
10-2522%
51-1007%
101-5005%
26-5013%
501-10002%
>20001%
1001-20002%
Source: SearchDataCenter Purchasing Intentions Survey 2008
How many additional physical servers will you deploy virtualization on in 2008?
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Still room to grow – most of market has VMs on less than 25% of servers
<10%45%
10%-25%29%
75%-99%2%
50%-75%5%
25%-50%17%
100%2%
Source: SearchDataCenter Purchasing Intentions Survey 2008
What percent of your physical servers are running VMware?
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Key point in market – most activity is about extending deployment
66%
8%13%
9% 4%
0%
20%
40%
60%
80%
Extend deployment Deploy for the first time Evaluate No plans/not using Test
Source: SearchDataCenter Purchasing Intentions Survey 2008
In 2008, what are your plans for server virtualization?
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VMware’s platforms are deployed most, but experience with others exists
51%
22%
14%12%8% 8% 7% 6%5% 5%4% 3% 2% 1%
0%
20%
40%
60%
ESX
3.5
VMw
are
Serv
erVM
war
e 3i
Hype
r-V
Citri
x Xe
nSer
ver
RHEL
-Xen
IBM-A
IXES
X <3.
5M
ainf
ram
e
Sola
ris C
onta
iner
sSU
SE-X
enPa
ralle
lsHP
VSE
Oracle
VM
Which virtualization platforms have you deployed?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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78% of market uses VMwareas primary platform
VMware server18%
VMware ESX46%
VMware 3i5%
VMware ESX <3.59%
HP VSE2%
Solaris Containers
2%
Citrix XenServer2%
Hyper-V2%
MS virtual Server8%
IBM AIX1%
Mainframe partitions
1%Parallels Virtuozzo
1%
Xen3%
What is your primary server virtualization platform?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Half of market is opento trying other VMs
Will standardize
on one52%
Will adopt multiple to solve diff
probs13%
Will evaluate multiple if fit
diff needs33%
Will adopt others for
2nd source2%
Source: SearchDataCenter Purchasing Intentions Survey 2008
What best describes your philosophy about adopting multiple virtualization platforms?
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Over next year Hyper-V will be part of consideration set for 40% of market
Evaluate24% No plans
60%
Deploy4%Test
12%
What are your plans for implementing Microsoft Hyper-V?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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As implementations grow, preferences shifting
47% 46%
13% 11%
43%
13%48%
29%9% 7%
34%21%
0%10%20%30%40%50%
Racks
Blade
s
Unix
SMP
New s
erve
rsLe
gacy
ser
vers
Initial Extended deployment
Source: SQL Server Purchasing Intentions Survey 2007
Which types of server hardware did you first deploy server virtualization v. plans for subsequent virtualization implementations?
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Virtualization considerations showing up in processor decision
23
31
24
18
0
5
10
15
20
25
30
35
Performance Whatever comesin best server
Virtualizationcapabilities
Price
2008
What factor will most determine your choice of processor vendor for commodity servers?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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More VMs are being used for production applications
<10%24%
10-25%20%26%-50%
17%
51%-75%16%
76%-100%17%
None6%
What percentage of your virtual machines is used for “production” applications?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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“Production-class VM” trend continues
Increase74%
Not sure7%
Decrease3%
Stay the same16%
Source: SearchDataCenter Purchasing Intentions Survey 2008
Over the next year, how will your of VMware use in production change?
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FC SAN leads as preferredstorage architecture for VMs
Network-attached storage
11%
Direct-attached storage
15%
iSCSI SAN12%
FC SAN62%
What is your primary storage for VMs?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Users are quickly advancing to advanced usage scenarios
42%
30%
23% 22%16%
0%
10%
20%
30%
40%
50%
Use for DR or HA Use virt in dynamic resource mgmtEvaluate client/desktop virt Maintain "golden images" for config mgmtDeploying/extending desktop virt
What is the status of implementation of virtualization at your company?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Virtualization Management
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Systems management issues encountered with virtualization
35% 33%32%30% 29%
25%23% 22%21%
17%16%
7% 7%
0%
10%
20%
30%
40%
Back up VM data Capacity planning I/O issuesStorage mgmt Server avail monitoring Change/config mgmtNetwork capac/util Tracking/ID VMs Inadequate perfSecurity mgmt Config difficulties Compliance/auditSecurity gaps Source: SearchDataCenter Purchasing Intentions Survey 2008
In which of the following areas of virtualization sys mgmt have you experienced challenges?
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So far, backup leads as the 3rd party virtualization tool deployed
32%
23%
16% 15% 15% 14%11% 9% 8% 8%
0%
10%
20%
30%
40%
Backing up virtual machine data Performance managementConfiguration Disaster recoveryTracking virtual machines SecurityI/O NoneCapacity planning Compliance and/or auditing
In which of the following sys mgmt areas have you employed 3rd party vendors’ tools to supplement or replace tools from virtualization platform vendor?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Understanding theVMware Environment
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ESX is primary platformchosen by VMware customers
77%
35%
21% 20%8% 3%
0%
20%
40%
60%
80%
ESX, 3i, and/or Server VI - EnterpriseVI (Foundation or Standard) WorkstationVDI ACE
Which of the following VMware platforms does your organization use?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Over half of VMware usersdeploy Vmotion
No38%
Yes62%
Do you use VMotion?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Performance, capacity issues most troublesome for VM infrastructure
45% 45%
31%27%
24%26%
15% 13%
0%
10%
20%
30%
40%
50%
Performance tuning Capacity planning Backup/restoreTroubleshooting Diaster recovery Change managementMigration Provisioning
In a VMware environment, which system management functions do you find most challenging?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Virtual Center is dominantVMware add-on product
95%
30%13% 11% 9% 6% 5%
0%
20%
40%
60%
80%
100%
VirtualCenter Converter Capacity plannerSite Recovery Manager Lab Manager Stage ManagerLifecycle Manager
Which VMware management and automation products do you use?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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Desktop Virtualization
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In data center 50% of customers active with desktop virtualization
Evaluating in 200827%
No interest right now44%
2008-deploying in some depts
7%
Plan to evaluate in 2009
10%
2007 deployed in some depts
9%
2008-deploying company wide
2% 2007-deployed company wide
2%
Source: SearchDataCenter Purchasing Intentions Survey 2008
What is your company’s involvement in desktop virtualization?
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Management, security, overall virtualization plan are driving demand
60%
38% 39% 36%
27%
0%
10%
20%
30%
40%
50%
60%
Lower mgmt costs Better distributed securityPart of overall virtual data center plan Lower hardware costs
Application streaming
Source: SearchDataCenter Purchasing Intentions Survey 2008
Which factors have driven your adoption of desktop virtualization?
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Citrix is existing technology which could be replaced by VDI
45%
22%
12% 15%
34%
0%
10%
20%
30%
40%
50%
Projecting apps (e.g. Citrix) Dumb terminalsProjecting virtual desktops Installing virtual desktop imagesNone
Source: SearchDataCenter Purchasing Intentions Survey 2008
Which of the following thin-client technologies have you deployed?
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Consider Windows Market as Important Segment
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Desktop managers planning, evaluating VDI alternatives
20%
35%
45%
44%
30%
26%
13%
34%
52%
22%
26%
52%
0%
20%
40%
60%
80%
100%
VDI App Virt OS streaming Blade PC
no plans/will notimplement
Evaluating/plan to
Implemented/planto
What are your implementation plans for the following virtualization technologies in 2008?
Source: SearchWinIT.com Purchasing Intentions Survey 2008
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Windows shops significantly less experienced with virtualization
DC, 23
DC, 37DC, 41
Windows, 25
Windows, 63
Windows, 11
0
10
20
30
40
50
60
70
<10 10-25 >25Source: SearchDataCenter and SearchWinIT Purchasing Intentions Survey 2007
How many physical servers are you currently running virtualization on?
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Windows shops avoid virtualization primarily because of experience
24%
9% 8% 9% 8% 7% 6% 4%0%
5%
10%
15%
20%
25%
Experience with tech More mature mgmt and testigVM platform standardization Proven DR scenarioReduced VM performance overhead More MS app support for virtMore interop Hyper-V with WS 2008
Which factor would most encourage you to increase your use of server virtualization?
Source: SearchWinIT.com Purchasing Intentions Survey 2008
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For Windows team, server virtualization is emerging, less-developed job
62% 61% 60%
47%
40%36% 37%
35%
28%25%
19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
BackupSys mgmtServer app mgmtDesktop app mgmt
Email mgmtCompliance, change mgmtServer virtualizationStorageCapacity planningTerminal Services / Citrix
SharepoingDesktop or app mgmt
Which Activities are you involved in? (select up to 5)
Source: SearchWinIT.com Purchasing Intentions Survey 2008
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Windows Server 2008 is in planning process for Windows shops
No plans34%
Currently Testing
30%Evaluating
Requirements27%
Partially Deployed
9%
Source: SearchWinIT.com Purchasing Intentions Survey 2008
What are your plans for putting Windows Server 2008 in production?
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Hyper-V tops interest inWindows Server 2008
35%31%
25% 24%23% 22% 21%
19% 19%
0%
10%
20%
30%
40%
Hyper-V Server CoreNetwork Access Protection (NAP) Read-only domain controller (RODC)Windows PowerShell Terminal ServicesWindows Resource Manager Windows Deployment ServicesBackup/Recovery
Source: SearchWinIT.com Purchasing Intentions Survey 2008
What are the top new features of Windows Server 2008 that you are most interested in?
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Virtualization will trigger some refresh of Windows shops servers
73%
46% 39%26% 24% 22% 20%
0%
20%
40%
60%
80%
Normal replacement cycles Server VirtualizationUpgrade for new apps Upgrade for 64-bitUpgrade for Windows Server 2008 ConsolidationHeadcount
Which factors will drive your company’s plans for purchasing servers over the next 12 months?
Source: SearchWinIT.com Purchasing Intentions Survey 2008
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VMware leads Windows market; but 24% use Microsoft, many undecided
32%
27%
18%
9%7% 6%
4% 2% 1% 1%
34%
0%
10%
20%
30%
40%
VMware ESX VMware Server MS Virtual Server VMware 3iVMware VI3 MS Hyper-V Xen HP VSEParallels Virtual Iron None/Not Decided
Which virtual server are you deploying? (Check all that apply)
Source: SearchWinIT.com Purchasing Intentions Survey 2008
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Virtualization Pain Point
Virtualizinghigh perf apps
Challenges for large scale VM
deployments
“Production”infrastructure
confidence
Migration
Hardware/ Platform
ChoiceFirst trial, Test/Dev
Consolidate- Multiple
VMs in production
VM as standard,
use for DR, HA,
desktop
Dynamic DC
Commitment to Virtualization
Windows / SMB – large
market
Emerging group
Clear desire, must get
simpler for market to progress
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Media Group Case Study
Hewlett Packard
Lynda Meyer, Marketing Manager,Hewlett Packard
Maureen Beattie, Senior Client Consulting Manager, TechTarget
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Core Objectives
• Drive awareness and lead generationfor HP ProLiant iVirtualization newproduct launch• 1,000 WW leads
• Establish awareness about HP’s strategic partnerships with Citrix and VMware
• Position HP and their partners as leaders in providing virtualization solutions• Showcase commitment to virtualization
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Our Approach
• Develop high-level content that would address the audience’s views
• Segment messaging into three parts to effectively communicate the scope of expertise that HP had to offer• Beginning phase• Intermediate phase• Advanced phase
• Deliver message in a format that is captivating and informative
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Strategy
• Leverage new, emerging media – videocasts
• Proven level of high engagement
• Each videocast would address a specific phase of virtualization
• Use a Q&A format with a moderator asking the virtualization experts questions
• Provides an engaging and informative format
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Strategy
• Promote the videocasts to the most applicable audiences
• Earliest phase: searchServervirtualization.com, searchWinIT.com, searchStorage.com
• Advanced phases: searchVMware.com, searchDatacenter.com
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Program in Detail
• Custom-branded Resource Page
• Each videocast addressed a different phase of virtualization
• What is the simplest way to get started with virtualization
• When you get seriousabout virtualization:Top considerations
• How to improve performance, security and manageabilityof VMware
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Response to Program
27%
26%
47%
0% 10% 20% 30% 40% 50%
How to Improve
TopConsiderations
Getting Started
“Getting Started” video generated much more interest than the “Considering” and “Improving Performance”videos
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Response to Program
1413
2617
1721
0 5 10 15 20 25 30Minutes
How to Improve
TopConsiderations
Getting Started
Length of video Avg. viewing time
“Getting Started” video had the longest average viewing time
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Number of Servers
26% 29% 46%
36% 27% 38%
36% 31% 34%
42% 29% 29%
53% 24% 23%
57% 23% 20%
0% 20% 40% 60% 80% 100%
1000+
500-1000
100-500
25-100
10 - 25
<10
Getting Started Top Considerations Improving Performance
Less servers = earlier phaseMore servers = advanced phase
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Current Use of Virtualization
36% 47% 16%
50% 37% 14%
68% 16% 15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Getting Started
Top Considerations
ImprovingPerformance
Server Consolidation Not Using Other
Videocast topics align with uses
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Can HP contact you?
TechTarget avg. 20%-30%
29%
0%
5%
10%
15%
20%
25%
30%
Yes
50% of “Yes”Downloaded the Getting Started
Videocast
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Can HP contact you?
Respondents who answered Yes
86%
10% 4%
0%10%20%30%40%50%60%70%80%90%
Email only Phone or Email Phone only
86% of “Yes”Prefer being
Contacted via Email
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• Content development and messaging proved successful• Program exceeded several
performance benchmarks
• Provided 10 to 1 ratio in revenue pipeline in Americas region alone
• Validated state of market development
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• Positioned HP and partners as market leaders by showcasing their expertise and commitment in virtualization
• Strong response to being contacted by HP• Influencing new buyers early in the
purchase cycle • Opportunity to connect with more
advanced users
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• Develop multiple pieces of content that address various phases of the research cycle• Casts the widest net to engage prospects in
different phases• Establishes a leadership position – expertise in
all areas• Provides insight to market development
Best Practices
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• Where possible, leverage strategic partnerships to showcase leadership • Reinforces commitment to initiative
• Can demonstrate breadth of offerings and flexibility to service multiple customer types
• Can expand program content delivery as well as potential program funding opportunities
Best Practices
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