PowerPoint Presentation

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

http://searchdatacenter.bitpipe.com/detail/RES/1206987263_382.html?Offer=DCezhppromo

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%


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%


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


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?


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?


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%


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?


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?


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?


“Production-class VM” trend continues

Increase74%

Not sure7%

Decrease3%

Stay the same16%


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?


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?


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?


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?


Over half of VMware usersdeploy Vmotion

No38%

Yes62%

Do you use VMotion?


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?


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?


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%


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


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


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?


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)


Windows Server 2008 is in planning process for Windows shops

No plans34%

Currently Testing

30%Evaluating

Requirements27%

Partially Deployed

9%


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


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?


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)


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

PowerPoint Presentation

Technology

virtualization budget

virtualizationfocused

data center media

data centers

group publisher

best performance

windows media

change increase