View 5 competitive sales presentation

© 2011 VMware Inc. All rights reserved
Confidential
Why Choose VMware View over the
Competition?
Cyndie Zikmund, Desktop Competitive Marketing
August 2011

2 Confidential
Disclaimer – MUST REMAIN UNTIL GA
THIS SLIDE MUST REMAIN IN PRESENTATION UNTIL PRODUCT
BECOMES GENERALLY AVAILABLE
• Any information regarding pre-release software is subject to non-disclosure
agreements
• This session may contain product features that are currently under
development.
• This session/overview of the new technology represents no commitment from
VMware to deliver these features in any generally available product.
• Features are subject to change, and must not be included in contracts,
purchase orders, or sales agreements of any kind.
• Technical feasibility and market demand will affect final delivery.
• Pricing and packaging for any new technologies or features discussed or
presented have not been determined.

3 Confidential
Goals for this session
1. Differentiate VMware View from major
competitors.
2. How to drive conversations with customers
when you encounter feature to feature
comparisons. How to avoid the “checkbox
war”.
3. Understand the business opportunity by
knowing VMware’s competitive differentiation
through the EUC roadmap.

4 Confidential
Objective 1:
Objective 1: How to differentiate
VMware View from major
competitors

5 Confidential
 Overview – Why VMware?
 Competitive Landscape
 Citrix XenDesktop 101
 Why Choose VMware View over the Competition?
Topics covered in this objective:

6 Confidential
VMware is the Leader in Cloud Computing
 Over a dozen years of
continuous innovation
 21,000+ View
customers
 Largest VDI
deal:100,000+ seats
http://journeytocloud.com/2011/08
/02/q2-2011-momentum-the-
largest-view-deal-ever/
 825 Desktop
Competency Channel
Partners
 eWeek’s 2010 Product
of the Year Workstation VMware
1st
ESX VMware
1st
VDI VMware
1st
PColP VMware
1st
1999
2000
2001
2004
2006
2008
2009
View Local Mode
(Client Virtualization)
VMware
1st
2010
VMware
1st
2011 View 5

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Competitive Landscape

8 Confidential
End User Computing Competitive Landscape
 Tier One
• Citrix
• Microsoft
 VMware and Citrix are in a
horse race
• Morgan Stanley and Goldman
award first place to View
• IDC awards it to Citrix (for now)
• Gartner calls it a tie
 Competitive Flash Response on
IDC Report (report was based
on View 4.6):
https://www.gosavo.com/vmware/Docume
nt/Document.aspx?id=2258373&view=
Published June 2011

Confidential
Citrix XenDesktop 101

10 Confidential
FlexCast: A Quick Overview
FlexCast:
Marketing
term for
loosely
coupled
technologies
Local VM:
XenClient -
limited
hardware
support and
is NOT
integrated
with
XenDesktop.
Streamed
VHD: not
integrated
with
XenDesktop.
Known for
complexity,
suffers from
boot storms,
and lacking
in practical
use cases.
Hosted VDI:
XenDesktop is
difficult to use.
‘Machine
Creation
Services’ is
only used for
POC’s and
small
deployments.
Hosted
Shared:
XenApp is
application
presentation
technology,
requires
complex server
setup.
VMware’s
vision for
application
delivery is
Project
Horizon:
applications are
delivered via an
application
store.
XenDesktop with FlexCast

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The XenDesktop Management Dilemma
Simplified management and
deployment BUT only for
POC’s and small deployments
Citrix Slide Showing When to use Machine Creation Services vs. Provisioning Server
Support for larger scale
deployments BUT with no
automated provisioning
management of desktops
XenDesktop Forces Customers to Choose Between:
OR

Confidential
Why Choose VMware View over Citrix
XenDesktop?

13 Confidential
Why Choose VMware View 5?
Directly Leverages the Power of vSphere
Easier to Manage and Deploy
Better End User Experience

Confidential
View Directly Leverages the Power of vSphere

15 Confidential
vSphere is a Trusted, Proven 5th Generation Platform
ESX Server 1.0
 1st x86 bare-metal
hypervisor
 1st (and still only)
transparent page
sharing
ESX Server 2.0
 1st virtual SMP (2-way)
 1st NIC teaming
VI3 / VC 2.0
 HA
 DRS
 VCB
 NAS & iSCSI support
 4-way vSMP
 16 GB RAM per VM ESX 3.5 / VC 2.5
 Embedded, OS-free
hypervisor
 Storage vMotion
 Guided consolidation
 HA for guest failures
 256 GB host memory support
 Large memory page NPT
support
VirtualCenter 1.0
 1st centralized
management
of multiple hosts
 VMotion
Track record of continuous, consistent value
NEXT
RELEASE
vSphere 4 / vCenter 4
 Fault Tolerance
 vNetwork Distributed Switch
 Distributed Power
Management
 vShield Zones
 Host Profiles
 Memory Compression
 Storage and Network I/O
Control
vSphere 5 / vCenter 5
 Storage DRS
 Profile-driven Storage
 Auto Deploy
 32-way vSMP
 1 TB RAM per VM
 Improved HA engine
 vSphere web client
 vCenter Server Appliance
VMware is “years ahead of the competition in many ways and will likely continue to lead
the field for many years to come.” – InfoWorld, April 2011
VMware vSphere: #1 in Reliability
Financial institution customer: Over
six years of VMware ESX uptime!

16 Confidential
View Directly Leverages the Power of vSphere
 vSphere delivers industry leading high availability, business
continuity, fault tolerance, and reliability
 Full Virtualized 3D Graphics new in vSphere 5
• View 5 supports both Direct-X and OpenGL (new in View 5)
• Full Virtualized = doesn’t require a physical GPU in the datacenter or at the
client
• View supports: Windows, Linux, Android, iPad, and Zero clients
 Standardize on a common cloud infrastructure platform from the
desktop through the datacenter and to the cloud

Confidential
View is Easier to Manage and Deploy

18 Confidential
Install
License
Create SQL
DB
Install View
Composer
Install View
Manager
Install…
Configure…
Create…
Run…
Install…
Install…
Install…
Run…
Install…
Build…
Run…
Configure…
Build…
Install…
Install…
VMware View 5
XenDesktop 5
VMware View is easier to deploy and manage than Citrix XenDesktop
—The Tolly Group
15+ steps to implement
VMware View vs. Citrix XenDesktop: Non-POC Deployment
4 steps to implement
1/3rd the Complexity
See comparison videos on youtube:
http://www.youtube.com/playlist?p=PL61F6E2D7E9F75784

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Easier to Manage: Citrix XenDesktop vs. VMware View
VMware View Administrator:
Single Web-based Management
Console
XenDesktop:
Multiple non-integrated consoles,
wizards, and tools
“[VMware] View is a giant ‘easy button’” –
brianmadden.com
MCS is for POCs and small deployments:
http://virtualfeller.com/2011/03/09/pvs-or-mcs-%E2%80%93-
what%E2%80%99s-your-decision-going-to-be/

20 Confidential
Easier to Manage and Deploy: View 5 Improvements
 Persona Management
• Just-in-time file retrieval of user data reduces peak IOPs during logon/logoff
storms compared with roaming profiles
• Uses standard CIFS shares. No database or back-end infrastructure required.
• Does not require Roaming Profiles, but will support existing Roaming Profile
users
• Supports Windows 7, Vista, and XP
 Integrated Online and Offline Virtual Desktop Management
(available since View 4.5)
• View Local Mode managed from same interface as online desktop
 PCoIP Optimization Controls and Extension Services Statistics
• Client-side caching and build to lossless GPO
• 23 statistics available

Confidential
View Provides a Better End User Experience

22 Confidential
 Delivers the best user
experience for broadest
set of network conditions
 Builds to lossless for best
performance and highest
resolution images
 Builds to perceptually
lossless when bandwidth
is a concern
 Ensures consistency and
performance across all
supported end user
devices
Adaptable to Available Conditions
Complete Desktop Virtualization

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Better End User Experience
Optimized Display Protocol (new in View 5):
 Customizable end user experience depending on usage scenario
• Lossless – rich experience where image quality trumps bandwidth efficiency
• Healthcare Imaging
• Designers, Illustrators
• Perceptually lossless (build to lossless disabled) -- environments where
bandwidth efficiency trumps image quality
• Majority of typical desktop use cases
• Knowledge workers
• Task Workers
 Client side caching caches image content on client to avoid
retransmission
 Detailed description of View 5 PCoIP improvements:
http://blogs.vmware.com/euc/2011/07/pcoip-enhancements-coming-to-vmware-view-75-
bandwidth-improvement.html

24 Confidential
Better End User Experience cont.
 Full Flash-based Application Support
• Full support for flash-based applications (interactive websites, user
authentication) on View Desktops
• No need for website blacklists
 Unified Communications (new in View 5)
• Separates VoIP traffic and display protocol
• Allows QoS (quality of service) to prioritize VoIP and PCoIP effectively for best
end user experience
 Full Virtual 3D Graphics on All Virtual Desktop Clients (new in View
5)
• Non-hardware accelerated 3D graphics
• Doesn’t require a GPU in the datacenter or at the client
• Works on Windows, Linux, Android, iPad and Zero/Thin clients

25 Confidential
What are Citrix’s Weaknesses?
 Citrix says: “Citrix Receiver supports ‘any device’”
• The reality: Citrix uses “shotgun” approach to device support. End user experience can
vary greatly between devices, i.e., Citrix has choppy multi-media experience on iPad
• View delivers the best and most consistent user experience across all supported devices
 Citrix says: “Citrix/Kaviza acquisition for the SMB market”
• The reality: XenDesktop is too hard for SMBs to use. Unlike View’s easy-to-use single
management interface and affordable price point, Citrix XenDesktop is difficult to use
and priced too high for SMB’s.
• View’s key advantage over Kaviza is that customers can start small and scale. View
provides a seamless path from small to large deployments. Citrix requires customers to
move to XenDesktop if they grow beyond 500 users.
 Citrix says: “Citrix’s receives accolades for their ‘product vision’”
• The reality: Citrix’s vision depends on Microsoft. They defer server deals to Hyper-V and
application virtualization deals to App-V
• VMware’s Project Horizon with its application store and single sign-on show market
leadership and set VMware apart

Confidential
Competitive Comparison: VMware View
Versus Microsoft ThinApp, VDI, RDS, and
RemoteFX

27 Confidential
ThinApp Advantages Over App-V
 ThinApp Strengths
• Decouples applications and data from OS
• Agentless Architecture – ZERO ongoing
management expenses
• Plugs into existing application management tools –
ZERO Infrastructure Requirements
• Wide platform and application support
 Microsoft App-V Limitations
• Ongoing management burden – requires an agent on
the desktop
• Lacks IE6 support
• Installation and configuration is complex – too many
options and trade-offs. Users have a difficult time
determining which configuration to choose.

28 Confidential
VMware View VDI Versus Microsoft Remote Desktop Services
 VMware View Strengths
• Isolates user operating systems -- if one user crashes, entire group is
not impacted
• Allows users to be admins of own images
• Simplicity and flexibility in provisioning and central management of
desktops
 Microsoft RDS Limitations
• For remote sessions only
• Not a virtualization solution

29 Confidential
View with PCoIP Versus Microsoft’s RemoteFX
 View with PCoIP Advantages over RemoteFX
• Works across the LAN and WAN
• Best user experience over broadest set of network conditions
• Works on laptops, desktops, tablets, thin clients, and zero clients
 RemoteFX Limitations
• Requires high powered GPU in the Datacenter
• Windows 7 SP1 on thick client
• Does not work over the WAN

30 Confidential
VMware View’s Advantages over Microsoft VDI
 View’s Key Advantages over Microsoft VDI
• Based on the industry’s leading virtualization platform
• Dynamic provisioning
• Seamless tiered storage
• Mix and match online and local mode
• Highly scalable
• Most cost effective pricing with concurrent user pricing
 Microsoft VDI Limitations
• Not enterprise ready
• Requires purchasing XenDesktop for a more scalable solution

31 Confidential
View 5 Versus Citrix XenDesktop 5 Microsoft VDI/RDS
View 5 XenDesktop
5
Microsoft
VDI/RDS
Comments
Enterprise Class Gartner SHVD report
Full Virtual 3D Graphics
over WAN and LAN
XD requires physical
GPU or CPU at
endpoint
Persona Management NEW in View 5!
Unified Communications
Integration for VoIP with
supported partnerships
XD doesn’t have full
support announced by
key vendors/partners
Full Flash-based
Application Support
XD requires website
blacklists or switch to
host rendering
Integrated online and
offline virtual desktop
management
XenClient is not
integrated with XD; HCL
is very limited
Streamlined installation
and ease of management
Tolly Report,
brianmadden.com
✖
✔
✖
✖
✔
✔
✔
✔
✔
✔
✔
✔
Partial
Limited
✔
Limited
✖
✖
✖
✖
LAN Only

32 Confidential
Objective 2
Objective 2: How to drive
conversations with customers when
you encounter feature to feature
comparisons. How to avoid the
“checkbox war”

33 Confidential
 Opportunity Identification
 Complete Desktop Virtualization
 What do Analysts Say?

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Opportunity Identification

35 Confidential
Qualifying Desktop Opportunities
The biggest competitor is not Citrix or Microsoft. .
...
It’s the status quo
Trying to boil the ocean will inevitably fail
Targeted opportunities
Small early successes
The best view prospects already have server
virtualization deployed
66% of View customers have already deployed ESX / vSphere

36 Confidential
 Complete Desktop Virtualization
 What Analysts Say
 Horizon and the vision for end user computing
 Resources

Confidential
Complete Desktop Virtualization

38 Confidential
Why do Customers Choose View and vSphere?
 Centralized Management
• Agility/Flexibility
• End user Performance monitoring and reporting -
vSphere has it all
 Security
• No data onboard with zero client
• Eliminate risk
• vShield provides endpoint security
 Reliability
• Business Continuity and Disaster Recovery
• vSphere is the industry’s leading platform
 Cost Savings/TCO
• Capex/Opex Savings
• TCO over 3 years was better with View/vSphere
• vSphere manages upgrades efficiently and cost
effectively
 End User Experience
• PCoIP excels in CAD environments and Video intensive
applications
Customer Success Stories
located on vmware.com
• Aledo Schools
• American Airlines
• Centaur Fund Services
• Citibank
• Invesco
• Land Securities
• Ontario-Montclair Schools
• Stefanini TechTeam
VMware is the Market Leader!

39 Confidential
Desktop Virtualization at Norton Healthcare
Challenges
Solution
Results
 Current architecture was Citrix XenApp with thin clients and wireless carts
 Poor performance and some apps were not available in this model
 Providers wanted a similar experience to a normal PC
 High number of support calls
 950 virtual desktops in production
 92% reduction in help desk calls
 Easy to use "follow me" desktop with no application compatibility issues
 Upgrades accomplished in a fraction of the time
• High level of end user satisfaction
• Familiar desktop experience
• Ability to customize
 VMware View with View Composer
 Re-use Thin Clients on wireless carts onsite
 Both LAN and WAN access
“Our physicians could go to a thin client, login, access a
patient list and then walk down the hall to another thin
client, and their patient list would be right where they
left it. The staff recognized the benefit of that capability
immediately.
—Brian Cox
Director of Customer Service, Norton Healthcare

40 Confidential
vSphere is Included with View License
View
Enterprise
Bundle
View
Enterprise
Add-on
View
Premier
Bundle
View
Premier
Add-on
View
Premier
Upgrade
vSphere for Desktop*
vCenter Server
Standard for Desktop
View Manager
View Composer
Local Mode
vShield Endpoint
ThinApp (Client +
Packager)
Pricing
(per concurrent
connection)
$150
(no change)
$90 $250
(no change)
$190 $100
(no change)


 














 
* Unlimited vRAM entitlement

41 Confidential
Comparing Cost of Acquisition
 Server Costs
• VMware View requires 19% fewer servers than Citrix XenDesktop1
 Storage Costs
• VMware View use 42% Less Storage than Citrix XenDesktop1
 Licensing Costs
• VMware View offers flexible (and reasonably priced) concurrent user
licensing across all products
• VMware View Premiere costs 30-67% less than XenDesktop Platinum2
1: Data taken from “SHVD (Server Hosted Virtual Desktops) Infrastructure Costs:
VMware View vs. Citrix XenDesktop” published by Enterprise Management
Associates
2Tolly Report March 2011 One Half the Cost

42 Confidential
VMware View and Citrix XenApp
 Integrate XenApp with VMware
technologies
• Virtualize apps for delivery with ThinApp
• Virtualize XenApp servers with vSphere
• Deliver applications to View with XenApp

Confidential
What do Analysts Say?

44 Confidential
Mindshare With IT Decision Makers
Which Vendor(s) Do You Plan
to Use for Desktop Virtualization?
VMware
Citrix
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Production in progress
Production in 2011
Production in 2012
Pilot in progress
Pilot in 2011
Pilot in 2012
Source: Morgan Stanley CIO Survey, Jan. 2011

45 Confidential
Majority Choose VMware
46%
54%
62%
73%
Citrix VMware
2009
2010
Source: Goldman Sachs IT Spending Survey, Jan 2011
Who Will Be Your Desktop Vendor?

46 Confidential
Growing Industry Momentum EUC Around Strategy

47 Confidential
Objective 3:
Objective 3: Understand the business
opportunity by knowing VMware’s
competitive differentiation through
the EUC roadmap.

Confidential
Project Horizon

49 Confidential
Breaking the Spiral – How to Make Things Better
Phase 1
Use the next wave of
upgrade and migration to
repackage and relocate
end-user computing assets
Phase 2
Extend your enterprise
policy to the cloud, begin to
move your applications
Phase 3
Erode the long tail of legacy
applications and complete the
escape to your cloud
Exploit
increasing
marginal returns
to accelerate
Rationalize and
re-invest savings

50 Confidential
Phase 2: Embracing The Cloud w/Horizon Application Manager
Cloud Applications
Cross Device App Portal
Cloud Identity FoundationAD
App Entitlement and Tracking
Browser Access Management
Admin Console
• Single Sign On
• Self Service App Catalog
• Rich User Experience

51 Confidential
Horizon Services Catalog
SaaS Apps Virtualized Apps
ThinApp
MS App-V
Published Apps
MS RDS
Citrix XenApp
Data & Collab
Phase 2: Extending Cloud-Based Productivity
Accelerate
Adoption of
Cloud Services
Deliver Native
Apps to any
device
Simple, Secure
Collaboration
Workflow-driven
workspaces

52 Confidential
Virtual Desktops
App Management
SaaS Applications
App Publishing
Data Services
ThinApp
View
Cross-Platform Portal
Mobility and Offline
Enterprise App Store
End User Workspace
Cloud Identity
Foundation
AD
App Entitlement and
Tracking
Policy & Access Management
……
Admin Console
Phase 3: The Emergence of a New Kind Of Workspace
horizonHorizon
Broker

Confidential
Where to go from here?

54 Confidential
Partner Central

55 Confidential
Thank You! Questions?
czikmund@vmware.com

Confidential
Appendix

Confidential
Objection Handling

58 Confidential
Objection Handling: XenDesktop 5
 XenDesktop 5 “ease of management” relies on new Citrix technology, Machine
Creation Services which is only suitable for POCs. They advise customers who
wish to deploy an enterprise level infrastructure to use older Provisioning Server
technology.
 Automated deployment tools available in previous versions of XenDesktop have
been removed from XenDesktop 5 – making it harder to deploy enterprise
installations
 Setting up XenDesktop 5 for enterprise deployments requires administrators to
run multiple different setup routines as well as perform several manual
configuration steps. All totaled there are about 15 different discrete steps and 6
different user interfaces needed to set up XenDesktop – which is about three
times as many as there are with VMware View.
Scenario #1: The Customer says “I hear that with the release
of XenDesktop 5 Citrix has made XenDesktop much easier to
deploy and manage”

59 Confidential
Objection Handling: Investment
 Don’t position VMware View or VMware ThinApp as a direct replacement for Citrix XenApp
in accounts where customer is happy with their current Citrix XenApp environment.
 Citrix XenApp can be used to deliver applications into VMware View just as it’s used to
deliver applications into XenDesktop or physical PC’s.
 Customers can use VMware ThinApp to virtualize applications that may not run on
XenApp today. Additionally, ThinApp can be used to isolate applications on XenApp
servers, reducing or eliminating the need for individualized XenApp farms for each
application
 VMware vSphere makes an excellent platform to virtualize XenApp farms. For customers
who have not yet virtualized their XenApp servers, this can be an additional upsell
opportunity
 “Sell up” in the organization to help combat “fan boys”
 VMware View offers an opportunity for IT administrators to broaden their skill set.
Scenario #2: The Customer says “I’ve already made a sizable
investment in Citrix XenApp/Presentation Server – it just
makes sense for me to use Citrix XenDesktop for my virtual
desktops”

60 Confidential
Objection Handling: Cost
 Most Citrix customers run XenDesktop on VMware vSphere today
 Citrix chose to release a reference architecture with vSphere as the
virtualization platform
 vSphere offers higher VM densities than XenServer, which reduces
hardware costs
 Using Hyper-V requires customers to purchase the Microsoft VDI Suite
License which will increase the overall cost of the solution
Scenario #3: The customer says “XenDesktop runs on
Hyper-V or XenServer and both are included for free. It just
seems that using one of those platforms is going to save me
money in the long run”

61 Confidential
Objection Handling: Protocol
 VMware View PCoIP is a lossless protocol; Citrix HDX is lossy. With
PCoIP customers get the fullest fidelity user experience
 VMware View allows customers to control the way PCoIP behaves on
the wire
 Server-side rendering of content reduces administrative complexity and
allows customers to leverage zero client end-nodes
Scenario #4: “VMware View with PCoIP is only good on the
LAN. Citrix’s HDX protocol is going to give me better
performance and is supported on more devices – including
zero clients”

62 Confidential
Objection Handling: Hypervisor
 Citrix XenClient runs on a very limited number of certified laptops and
desktops
 Installing XenClient requires the target system to be completely wiped
clean
 Citrix XenClient is managed via yet another console, and there is limted
integration into the existing XenDesktop environment
Scenario #5: “Citrix XenClient is a type 1 hypervisor so it’s
going to be better than VMware View’s type 2 solution (local
mode)”

63 Confidential
Objection Handling: Microsoft and Citirx Alliance
 There are both technological and business tensions between Citrix and
Microsoft that should raise doubt in customers’ minds about deploying a
joint solution
 Delivering key technologies from multiple vendors will often cause
support more support issues than single vendor solutions
 Only VMware View offers and industry leading virtualization platform,
single management console, and next-generation display protocol. All
from a single vendor, offering as single point of contact for support.
Scenario #6: “Microsoft and Citrix seem to be a pretty
powerful alliance, it seems that we be served best by
going with them given their position in the desktop world”

View 5 competitive sales presentation

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