VMworld 2013: March Toward Software-Defined Datacenter Continues

VMworld 2013 registration has opened. It’s tough to predict what VMware’s (NYSE: VMW) complete agenda will look like since VMworld 2013 (San Francisco, Aug. 26-29) is still more than four months away. But you can bet software-defined datacenters (SDDC) built using vCloud Suite, will dominate the messaging.

Chatter about SDDC and software-defined networking (SDN) continues to grow louder. Many channel partners have yet to pursue SDDC and SDN strategies. But there is growing market activity worth watching. First-adopters will likely include VMware’s cloud service provider partners, which need to remain nimble amid growing competition.

During VMware Partner Exchange in February 2013, Cloud Infrastructure Executive VP Raghu Raghuram said SDDC would “happen faster with CSPs” than with enterprises because “CSPs are more tech-savvy and they have more at stake in terms of driving toward a competitive advantage.” At the time, Raghuram noted that a lot of CSPs already leveraged vCloud Director.

For VARs that are still getting up to speed on SDDC, there’s another obvious near-term option worth exploring. Indeed, VMware’s Cloud Credits Program allows VARs to profit from third-party cloud services — such as Infrastructure as a Service (IaaS). Basically, the program gives customers an open door to the cloud, noted Doug Kass in March 2013. VARs, in turn, generate revenues by working with CSPs in the program.

Looking ahead to VMworld 2013, that conference is focused mainly on end-customers rather than channel partners. But plenty of VARs, ISVs and CSPs will be in the house. As will The VAR Guy…