Transcript
Taking Greatest Advantage of Shifting Virtualization Opportunity
Bill Crowley, VP, Group Publisher, Data Center Media, TechTarget
Jon Brown, Publisher,Windows Media, TechTarget
Agenda
• Virtualization market trends update
• Outlining major market segments
• Case study – HP
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
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
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
Virtualization Trends/Two Surveys
• SearchDataCenter.com
• Completed – late July 2008
• 300 North American members of SearchDataCenter
• SearchWinIT.com
• 300 North American respondent-members
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?
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?
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?
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?
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
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
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?
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
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?
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
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
“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?
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
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
Virtualization Management
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?
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
Understanding theVMware Environment
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
Over half of VMware usersdeploy Vmotion
No38%
Yes62%
Do you use VMotion?
Source: SearchDataCenter Purchasing Intentions Survey 2008
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
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
Desktop Virtualization
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?
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?
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?
Consider Windows Market as Important Segment
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
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?
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
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
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?
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?
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
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
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
Media Group Case Study
Hewlett Packard
Lynda Meyer, Marketing Manager,Hewlett Packard
Maureen Beattie, Senior Client Consulting Manager, TechTarget
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
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
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
Strategy
• Promote the videocasts to the most applicable audiences
• Earliest phase: searchServervirtualization.com, searchWinIT.com, searchStorage.com
• Advanced phases: searchVMware.com, searchDatacenter.com
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
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
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
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
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
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
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
• 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
• 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
• 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
• 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
top related