VMware Urges Partners to Pursue Public Cloud Education

James AndersonVMware VMworld — VMware is encouraging partners to take advantage of unified endpoint management.

“It opens up a whole new market for them,” said Dave Grant, senior director of product marketing VMware’s End-User Computing unit.

The company announced on Tuesday new technology that will help with endpoint management, including PC life-cycle management, that supports Windows 10.

Executives have said in keynote speeches and media interviews this week that the mass migration to Windows 10 is causing end users to look for a solution that will let them govern both their desktop applications and mobile applications.

“When customers go to upgrade to Windows 10, they’re going to rethink how they manage it,” Grant said. The company on day two of VMworld announced several enhancements to its Horizon desktop virtualization service and introduced an automation feature to Workspace One.{ad}

He said partners likely already offer PC management tools and mobile device management tools, but previously those services were separate.

“We’re fundamentally changing the endpoint management paradigm,” said Louis Cheng, senior manager of public relations for the End-User Computing unit. “Right now you’re either managing mobile endpoints or desktops … now they have one platform to do that.”

Sanjay Poonen (pictured on stage, above), leader of the End-User Computing unit, said VMware wants to help enterprises reduce the cost of Windows 10 ownership by 15 to 30 percent. He pegged the current number at $7,000.

Also Tuesday, Ross Brown, senior vice president of Worldwide Partners and Alliances, said that both the reseller and technology partner sides of VMware’s ecosystem are growing. He said some growth on the reseller side can be attributed to a change in the company’s deal-registration program. VMware is trying to incentivize its partners by automatically registering their deals, instead of making them wait for field-agent approval.

“They were waiting until very late in the sales cycle to approve the partners’ registration, and as a result, partners were like, ‘Why would I invest in selling if I don’t know if I’m going to get the money for this until the very end of the deal?’” Brown said.

Brown and VMware spoke to Channel Partners about this change earlier this month and made the announcement official on Aug. 5. Since then, Brown reports a 30 percent increase in daily activity form partners, a 15 percent growth in deal size and a doubling of …


… the number of deals.

After VMware spent Monday talking up its Cross-Cloud Architecture, members of the media asked Brown what role partners play in the new cloud strategy. Brown said that although the technology is still developing for partners to be intimately involved in the process, they should start educating themselves on the concept of cross-cloud services.

“We have a fair number a number of infrastructure and traditional reseller partners that don’t do anything with public clouds. They’re just on-prem infrastructure. Now you’ve got this SaaS service that they can use and eventually manage on behalf of their customers,” he said.

VMware has spent a significant amount of time this week defending its decision to take a neutral position with cloud giants Microsoft Azure, AWS and IBM Cloud instead of directly competing against them. Brown’s response echoed what his fellow executives have been saying all week; it’s a matter of giving end-users a choice.

“At the end of the day, the customer is going to choose who they want to work with,” he said.

Read our Day One recaps of the Cross-Cloud Architecture and IBM announcements.

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