VMworld 2010 – General Session Starring Paul Maritz, Dr. Stephen Herrod and Friends

Alright Day 2, here we go! Yay!

The VMworld General Session always has a lot to offer… this year should be no difference. With the Cloud initiative and the emphasis on desktop transformation, I am expecting some great news from the session. Plus, any commentary on the Zimbra acquisition would be appreciated… still kinda confused on that one

As a nice surprise, Dr. Herrod stopped by the blogger area to say hi and chat for a minute. It is so nice to see such a personable and appreciative executive. VMware sure is lucky to have this guy around.

I am surrounded by some awesome bloggers, too! Luke Kilpatrick, Simon Gallagher, and Jose Maria Gonzalez (www.josemariagonzales.es). Look for their blog and Twitter entries after the show! They are going to be awesome!

Now, I am using LiveWriter for this blog… which is a pretty sweet program… plus, WordPress on the back end. While this is great for the general postings, I am not too keen on how it will function as a live blogger. So, this should be an adventure. Plus, I apologize (ahead of time) if I hack up someone’s name. Hopefully, you should be able to tell who I am talking about.

Time The ‘ish
8:40 The crowd is beginning to grow. Steve Herrod just stopped by to say ‘Hi’. The stage is setup with what appears to be a college dorm or a bedroom setup (complete with a red lava lamp)… interesting.
8:50 First seating call… 10 more minutes. The British lady announcer voice is a nice touch.
8:55 Final seating call. Aparently, it is a requirement to be seated. Plus, silence your phones ‘yall!
9:00 Let the games begin!
  “Setting out to define the cloud” “What the hell is cloud computing’?” “Cloud is more like a take out pizza joint” “Where is the cloud?” Awesome Matrix reference (lady in apt 605 with cookies). “A collective power of vast resources, from software and servers to dumb terminals.” Exists in the data center and around the world.
  Welcome to VMworld 2010
9:09 Chief Marketing Officer – Rick Jackson on stage to welcome us. 85 countries represented in the audience. 7th VMworld. 2004 (1,400 guests) 2010 (goal of 14,000 guests… 17,021 registered guests). 4,000 new people this year. 55 people who have been to every VMworld (Alumni Elite)
9:12 Thanks to the sponsors (Cisco, Dell, EMC, NetApp, HP, Intel, Compellent, CSC, IBM, Novell, Symantec, VCE Coalition, Wyse, etc…)
  Where is the datacenter? Built a large private cloud at the bottom of the escalator last year. This is about the Cloud this year… the hybrid cloud. SFO, Ashburn (Verizon), and Miami (Terramark).
3,700 labs on day 1. 400 VMs per hour. Automatically provisioned, managed, and released well over 100,000 VMs (supporting around 20,000 labs).
9:14 VMUG (Woo Hoo!!!) – Over 50,000 members, 145 chapters, 32 countries. Goal to expand this and get more people involved. User group restructured… focus on what user groups want and need and improve users. New VMUG board of directors are volunteer positions.
9:16 Solutions Exchange… very crowded. Luckily, the exchange is open for the rest of the week… so, go check it out.
VMworld Party – INXS guest band
General Session (Thursday morning) – Keynote… innovators coming in and talking about human/computer interaction future.
  Super Sessions:
Public cloud computing gets real: Real enterprises using services today…
Statements may be made that are forward looking (wink wink wink)
9:19 Theme: Virtual Roads. Actual Clouds.
Worked with 190,000 customers worldwide
Three stage journey for customers:
1) IT Production (get the most out of your infrastructure)
– Drawn by cost savings (average 50-60% savings in capital expenditures)
– Learn that applications run better virtualized
2) Business Production
– Achieve unprecedented reliability
– Core business applications and infrastructure becomes virtualized (DB, Email, DR, etc…) at a fraction of the cost
– Average customer is in this step/stage
3) IT as a Service
– About 60% of virtualized workloads
– Value moves from cost to business value.
– Everything must be based on open standards

VMware gives you the most choice in hardware, OS, applications, frameworks, desktop clients by pushing and driving industry standards.
– OVF (open virtualization format) – Now an ANSI standard
– vCloud API (standardizing management of services across clouds)
   – Hybrid cloud world needs standards

9:23 Discussing quotes from Levi Strauss, Hill Air Force Base,
– All about helping drive business value through IT
Optimizing IT Production for Business Consumption = IT as a Service
Goal to transform IT into something that can deliver business value to the business.
  Today’s keynote will focus on what is needed to achieve IT as a Service.
9:26 Enter Paul Maritz (President and CEO)
  IT Production (hardware efficiency)
Line of Business (Resiliency) – Core applications
IT as a Service (Agility) – Flexibility, Self-Service, Cloud Federation
– The number of applications deployed on virtual servers exceeded the number deployed on physical servers. (tipping point)
– Makes clear that the focus of attention needs to be on virtualization.

– More than 10,000,000 will be deployed
– VM growth 28%
– 190,000 customers
– 50,000 VCP
– 25,000 Partners
– Spans entire range of industries and the globe

Thank you to everyone.

9:30 Look behind what the tipping point means.
One of the implications is that there are more copies of traditional OSes that never see direct hardware via the virtualization layer (extended virtualization layer).
Not only mediating access to hardware… but is increasingly mediating access to other datacenter resources (storage and networking). This is the focus of the industry now (not just VMware).

Need to work on operational efficiency. Decrease operational expenditures. Need to work on automation and management. Needs to span ALL datacenter resources.

Another key need is enhanced security. Goes beyond traditional physical infrastructure. Traditionally, associating checks at physical boundaries. Many of the security functions need to be assigned to the logical boundaries. Working on an integrated security layer that speaks to the logical boundaries versus physical.

Private cloud needs increased constructs in which to interact with infrastructure. Enter virtual datacenter. A common set of applications that use a common set of policies that form the automation, security, and management. This will unlock new ways to purchase and utilize infrastructure.

9:35 We need to work together (in the industry) in close partnership and create a service provider ecosystem. Will only happen if standards are in place. Need compatible infrastructure and management in all cloud components (private and public cloud)… otherwise, will cost customers money versus saving money.
Need to make it easy to move resources into service provider cloud as well (both directions). Called a “Secure Hybrid Cloud”.

Are old apps on new infrastructure enough?
– Allow them to run more securely, more flexibly, etc… is that enough?
– Will it really deliver the business value? No. Ultimately the infrastructure is a means to the end. Increasingly, businesses realize that they are stuck on 20-30 year old technology. They need to adapt to service customers… which requires a set of changes to their applications and infrastructure.
– New application platform and focus on innovation.
– Responsive in real time, scalable in hybrid needs, react to intelligence coming in from customers.
– Industry is responding to it by way of open programming frameworks and tools. Developers program to the 3rd generation frameworks to get the job done. Symptomatic to needs that they need to meet in programming challenges.

Need to associate frameworks with the infrastructure.

9:40 Changing role of the OS:
– Traditionally: orchestrate hardware and provide abstracted services
– abstracted services being directed to frameworks
– hardware orchestration to hypervisor

2 key trends:
1) emergence of other clouds. VMware will do everything they can to ensure we can experience hybrid clouds. Other companies will exist with cloud infrastructures. Developers want to ensure that they can deploy across all cloud types. Frameworks will provide portability to allow apps to run on other clouds (see Steve Herrod later)
2) SaaS based applications. VMware using 15 SaaS applications internally. IT is going to need to make sense of existing, new, and SaaS applications. Similar to the PC in the 1980s. Need to enable IT to manage all of these.

9:45 Flood of non-Windows, non-PC form factors into the IT environment (iPad, iPhone, smartphones, etc…). Increasing heterogeneous environment. Once again, IT will need to deliver a secure and manageable environment.

New way to deliver end user access…
– Speaks to multiple device types
– Speaks to management and control that IT needs to ensure proper environment.

Windows desktop traditionally:
1) User interface to the specific OS
2) Conduit by which IT equips users with capabilities (applications, files, etc…)

The notions of the desktop above need to separate. We cannot keep pace on the change of the client world. We need to find mechanisms that allow users the enjoy using new technologies while IT can maintain control.

New Stack:
New infrastructure
New platform for applications
New mechanisms for user access 

In transition from stack in client-server world to the stack above

9:50 Enter Steve Herrod (CTO)
  Represent the work of 8,000 VMware employees and partner innovation.

Cloud Infrastructure and Management
– What is vSphere about?
– The goal is to aggregate the resources (computer, network, and storage) and turn into a reusable pool of resources
– Core tenants
   – Efficient pooling
   – Elastic resource scheduling
      – React to demands
   – Management and automation through policy
   – Open and Interoperable
   – Bringing value to existing applications

The “virtual giant”  = vSphere 4.1

The adoption of 4.1 is great!

32/hosts per cluster
320 VMs/ host
3,000 VMs / cluster
1,000 hosts / vCenter
10,000 VMs / vCenter

Elastic resource scheduling
– vMotion
   – Improvements in 4.1
   – Key to dynamic allocation
   – Speed up vMotion and concurrent vMotions
   – 5x than 4.0

Good analogy: operating a moving company.
– load multiple boxes
– drive 100 mph vs. 20 mph

Policy driven SLAs
– Isolate VM behavior from other VMs.
– Storage and network I/O control
   – VIP status for specific VMs to ensure that the workload will work within expected parameters.

vStorage APIs for Array integration (VAAI)
– Allow vendors to fully utilize the logic built into them.
– Offload the job onto the storage arrays and free up CPU cycles
– Storage vMotion, Thin Provisioning, Cloning
– Partners:
   – Dell, EMC, HP, Hitachi, etc…

6 Different 4.1 configurations
– Applicable to large and small
– vSphere essentials
   – SMB just getting started. Just do not have the IT staff to handle it. Easy to deploy and manage. $495 per bundle.

Management (vCenter)

What does management need to look like
– The acquisition: Intregien (spelling?)
   – analytics
   – Abstraction
      – Create dashboard
   – Analysis
       – Looks at events and algorithms to see what is going on
   – Visibility
      – How to let you know what is going on
   – Applications
      – Abstracted view of applications

Looks awesome!!!

As we move into the cloud world, management needs to be reconsidered.

Most people have been ongoing through cost efficiency and quality of services.

10:02 Phase 3 – IT as a Service

Consumers want what they want and they want it now.

Need to think about how IT is shifting from efficient resources to how resources are consumed. Optimize IT production with a keen eye towards business consumption.

Move to provide a Service Catalog, not just virtual machines and hardware.

Each organization has different needs and security access to the Service Catalog.

In the traditional datacenter, SLAs are usually uniform. However, different values exist for different applications/servers.

Use virtual datacenters to define logical groups with different SLAs (gold, silver, bronze levels). Ability to move a tier to a partner (neat).

People only want to pay for what they use. Charge for the SLA guaranteed by IT.

10:08 New attributes:
Secure self service
business driven SLAs

New product: Redwood (aka – VMware vCloud Director
– Available Today!
– Great tool for the next generation and moving towards IT as a Service

Security needs to be addressed heads on.

Traditional datacenter:
– Physical devices placed at boundaries
– Changes with virtualization
   – Move into software
   – Moved into virtualization layer

How to secure Virtual Infrastructure?

Defense in depth.
– What is inside the VM (antivirus)
– Application firewalls (multi-tiered applications) – Protect the applications
– Logical datacenter security with a logical perimeter.

Have all defense in depth mechanisms work together. Security needs to follow VMs in the infrastructure. 

vShield products (NEW PRODUCTS!!!)
– vShield Endpoint (offloaded antivirus protection)
– vShield App (protect application components from network based threats)
– vShield Edge (edge security for the logical datacenter)
   – NAT, DHCP, IPSec, Web Load Balancer

10:13 Extend security model to public/hybrid cloud

Can create secure tunnels between local and public clouds.

vCloud Datacenter Service (NEW)
– existing vCloud providers doing quite well
– great opportunity to extend to use vCloud directory to provide common management and vShield to provide security on both sides.
– Same management and security model
– First 5 partners
   – Bluelock, Colt, Singtel, Terremark, Verzion

10:16 Demo with Eddie Denell (Product manager for Redwood) – Demo of vCloud Director
Using scooters to cross the stage. Fun!

Ability to consume and manage multiple vCenter resources.

Aggregate into Provider Provider vDC (virtual Datacenters)

Do not need to re-train users when using local and provider Cloud environments.

Done with Eddie.

10:21 About optimizing IT operations.

Where are applications headed?
– Collaborative scale
– Access anywhere
– Phenomenal scalability

New application platform
– One design in the cloud for all applications

2 Aspects:
1) Frameworks and Tools
2) Modern platform services

Springsource provides this application framework.

About a very big community around Open Source model (new UIs, new datatypes, etc…)

Common platform services (management, data management, messaging, app server, load balancing)

Launch: VMware vFabric
– Integration of all the services above with Spring Framework

Need to focus on portability (need to be able to enter and exit)
– Partners: SalesForce.com (vmforce), Google (app engine product)

– Incorporates other languages: Ruby on Rails, PHP, etc…

Opportunity to do things differently. Can do intelligent sharing and provisioning on vSphere environment (easy to scale on demand). Higher level of visibility.
– Hyperic – help diagnose and resolve issues with the Spring apps

– Focus on End User Computing initiatives.

Modernize the desktop (optimize the traditional Windows environments) for better accessibility, security, and managability. 
Announcement: View 4.5!!!  Available in the next couple weeks
– Windows 7 support
– Offline support (local mode)
– Mac support
– vSphere 4.1 scalability

Lower total acquisition cost for desktops (sub $500.00 cost, which is lower than hardware purchases) (a new benefit of virtual desktops)

Unify application management

PC-Centric IT
– It should not be about the device… it should be about the resources.

Being a device-centric IT environment is hamstringing us. Moving to a User-centric IT environment is better… a more personal environment.

Project Horizon
– Build next generation of end user computing

10:32 Enter Noah (Project Horizon)

Can entitle users to applications! (including device policies and deployment)

Back to the scooters!

All of the applications are provided onto the desktop as shortcuts… sweet!

Can setup Single Sign on (secure extend AD into SaaS environments).

NEW ACQUISITION: Trycypher – Allow Secure Single Signon for VMware products

View Client for iPad
– Developed specific touch gestures specific to the iPad

Project Horizon client for iPad
– Authenticate to the Horizon server
– Created a workspace tweaked for the iPad environment.
– Includes an Application Catalog! Awesome!

Not specific to iPad, though. Android as well! Showing Dell Streak

Business need for an iPad, huh?! 🙂

Off with Noah.

10:40 Not announcing dates with Project Horizon. Helps illustrate the way that content can be provided in the future.


Very cool presentation. A ton of focus on the cloud, which is great because so many people are confused about it. Portability between vendors and environments is great! I thought there would be more discussion on View 4.5 being released. However, that combined with the Project Horizon discussion shows a larger target of user access. Horizon looks amazing.

Overall, I love the focus on trying to move the IT industry to a business partner than just a cost center. Providing rich and reliable applications/services is a key to ensuring business growth.

Excellent keynote VMware! Well done! Now, I need to get me an iPad (I got Horizon fever and the only cure is more iPad).


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