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Joe Sarabia
CST 300
February 2, 2016
Fifteen years ago, when businesses needed to implement a new server in their technology
include requisition, acquisition from the vendor, installation in a server room or datacenter, and
configuration by operations personnel. This process required long lead times, typically measured
new server in ones infrastructure can be completed in minutes by using cloud based services.
technology industry, which largely supplants a business need to purchase and operate its own
servers.
parallels the infrastructure and data center initiatives of IT (Leong, Toombs, & Gill, 2015).
According to Synergy Research Group, quarterly revenue for cloud infrastructure services in the
third quarter of 2015 surpassed $6 billion with an annualized growth rate of over 50 percent.
Amazon Web Services (AWS), Microsoft, IBM and Google control over half of the market share
and AWS alone accounts for over 30% of the market (The Big Four, 2015). The major
corporations in this industry according to Leong et al.s (2015) Magic Quadrant for Cloud
VMware and IBM. These corporations either appear in the leaders quadrant, which Gartner
describes as having the highest completeness of vision combined with the highest ability to
execute (AWS and Microsoft) or they appear in the visionaries quadrant, which Gartner
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describes as having a high completeness of vision but a lower ability to execute (Leong et al.,
2015).
The cloud compute infrastructure as a service field began as an academic research project
in Silicon Valley. In 1997, Edouard Bugnion, Scott Devine, Kinshuk Govil and Mendel
Rosenblum published a research paper as part of their graduate studies at Stanford discussing a
prototype that they had built named Disco. Their prototype leveraged a technique that had been
popular in the 1970s but had not previously been applied to the x86 instruction set; specifically,
Disco implemented virtual machine monitors (VMM) that enabled large scalable servers to run
concurrent instances of the same operating system with minimal overhead and minimal
implementation effort (Bugnion, Devine, Govil, & Rosenblum, 1997, p. 412). With their
hypervisor, essentially an operating system for running other operating systems in a highly
efficient manner. One of the most fundamental capabilities of a hypervisor is to provide a layer
of abstraction that allows for the creation and simultaneous operation of one or more virtual
machines on a single physical server. The process of creating a virtual instance of a server rather
than a physical one is known as virtualization. Within this layer of abstraction, the VMM
servers resources being underutilized, such as a processor sitting idle, the hypervisor allocates
resources to the individual virtual machines that need them and constantly make adjustments as
demand for the resources fluctuates. This provides the ability to leverage the resources of a
physical server more effectively: without a hypervisor, a physical server runs a single operating
system at a time, with a hypervisor, a physical server can run many virtual machines
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concurrently, each containing its own instance of an operating system. Ultimately, this enables a
business to buy fewer servers and use their resources more efficiently. The impact of hypervisors
and virtualization would eventually have a profound impact on the entire information technology
industry.
In 1998, Three of Discos inventors, Mendel Rosenblum, Scott Devine, and Edouard
Bugnion along with Edward Wang and Rosenblums wife Diane Greene, took their prototype
from academia towards the commercial sector by incorporating to form the virtualization
industrys first pioneer: VMware. VMwares first 5 employees worked out of a single 500 square
foot office in a shopping center (Peacock, 2013). VMware released its first product VMware
Workstation in 1999. By 2001 VMware released ESX, the first version of its flagship hypervisor.
VMwares software was quickly in demand by chief information officers (CIO) at large
enterprises and VMwares early sales thrived amidst the challenging economic environment that
followed the burst of the late 1990s dot com bubble (Lashinsky, 2003).
VMwares creation of the virtualization industry fueled phenomenal growth. Its success
had caught the attention of the enterprise technology industry, and by late 2003, the storage
vendor EMC acquired VMware for $625 million in cash (VMware, Inc., 2015). After the
acquisition, VMware continued to operate as separate subsidiary (VMware, Inc., 2015). In 2007,
VMwares initial public offering (IPO) made a huge debut on the New York Stock Exchange. On
its first day its stock value increased by 73%, and by the closing bell VMware was worth $18.1
billion, which according to Harris (2007) made it Silicon Valleys third largest home-grown
VMware is one of the great success stories of Silicon Valley. By late 2015, VMware had
more than 18,000 employees in over 120 offices around the globe (ORegan, 2015) with annual
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revenue of over $6 billion dollars (VMware, Inc., 2015). Today, VMwares global headquarters
are located in the fabled Stanford Research park in Palo Alto, CA. Its Palo Alto campus spans
over 100 acres and VMware is the largest company in that city (Peacock, 2013). VMware has
major branch office locations across the globe, including 19 countries other than the United
Over the years, a team of industry veterans has led VMware. The year after its IPO, EMC
replaced then CEO Diane Greene, who was one of VMwares co-founders, with one of its own
executives, Paul Martiz. Mr. Maritz was a long time industry veteran who had spent many years
as a top executive at Microsoft before his time at EMC (Pivotal, n.d.). Today, VMwares 3 top
Pat Gelsinger took over as VMwares CEO in 2012. Mr. Gelsinger spent over 30 years at
Intel where he led the Digital Enterprise Group and then had a short three-year stint at EMC
prior to taking the helm at VMware. He holds an associate degree, a bachelors degree and a
masters degree, all in electrical engineering. He was also awarded an honorary doctorate degree
(VMware, Inc., n.d.-c). While at Intel, Mr. Gelsinger was part of the design team for the 80386
processor, was the leader of the design team for the 80486 processor, and was their first CTO; by
his own account, he had a Cinderella career at Intel (Ganguly, 2015). At EMC, he was the
president and COO of EMCs Information Infrastructure Products. Mr. Gelsinger has a 92%
approval rating on Glassdoor.com, a popular jobs and recruiting website (VMware Reviews,
n.d.). He is also known for his devout dedication to his religious beliefs; while he was the CTO
of Intel, he authored a book entitled Balancing your Faith, Family & Work (Ganguly, 2015).
Carl Eschenbach is a long time veteran of VMware and its current president and COO.
He joined in 2002, making him one of the most tenured executives at VMware (VMware, Inc.,
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n.d.-d). Prior to his appointment to his current position in 2012, Mr. Eschenbach served as an
executive vice president and as a co-president at VMware (VMware, Inc., n.d.-d). Before joining
VMware, he held various sales leadership and sales management positions at technology
companies such as Inkomi, 3Com Corporation, Lucent Technologies and EMC (VMware, Inc.,
n.d.-d). In addition to his responsibilities at VMware, Mr. Eschenbach sits on the board of
directors at Palo Alto Networks (Palo Alto Networks, n.d.). There is no education data available
for Mr. Eschenbach in any of the commonly used resources for such information, including his
profile on VMwares website, his LinkedIn page, or his Bloomberg profile. Like Mr.
Eschenbachs education, there is also a paucity of information available about his reputation in
the industry.
Jonathon Chadwick has served as VMwares CFO since 2012. Prior to Mr. Chadwicks
appointment as CFO, he was the CFO of Skype at the time of its acquisition by Microsoft. Mr.
VMware has a diverse product line that has grown substantially through acquisitions and
organic development efforts. As of early 2016, VMwares website lists 59 products in its
portfolio (VMware, Inc., n.d.-a). Historically, VMwares license revenue was driven primarily
by its VMware vSphere product, which combines its ESX hypervisor along with vCenter Server,
running ESX; vCenter Server forms the foundation for what VMware calls the software defined
datacenter (VMware, Inc., 2015). After it became a publically traded company, VMware enjoyed
numerous years of strong double-digit license revenue growth, bolstered primarily by sales of
vSphere; however, by 2013 its revenue growth had slowed substantially. License revenue
increased 9% in 2013 and 14% in 2014 compared to 36% in 2010 and 31% in 2011 (VMware,
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Inc., 2015). In its 2015 K-10 filing, VMware attributed this decrease to vSphere stating that
over the last two years, the growth rate of our standalone vSphere product license sales has
declined as certain large markets for data center server virtualization have matured (VMware,
Inc., 2015). Given this decline, VMware has recently intensified its focus on increasing revenue
In 2012, VMware made what was its largest acquisition to date when it paid $1.26 billion
for software defined networking startup Nicira (Williams, 2012). Software defined networking,
then in a very nascent form, promised to do for networks what VMware had done by providing
virtualized servers: namely the ability to deliver common networking hardware devices such as
routers and switches completely in software. In late 2013, VMware released NSX, its first
product to integrate the technology it had acquired through Nicira. VMware does not regularly
break out revenue numbers by individual product; however, by the end of 2014, NSX had
reached annualized revenue of $200 million (Bass, 2015). IDC estimates that the software
defined networking market will reach $800 by 2018 (Bass, 2015). Despite the growth of NSX
and the market opportunity for this product, it is unclear whether sustained growth of NSX
VMware has a very strong reputation in the industry. One metric used by organizations to
determine brand loyalty is called the Net Promoter Score (NPS), which according to Temkin
Group (2015) calculates the likelihood that customers will recommend a company to friends
and colleagues. In 2014, VMware achieved a net promoter score of 45, nearly double the
technology vendor average of 23.1 (Temkin Group, 2015). In 2015, VMware placed 65th on
Over time, competitive hypervisors were developed and threatened VMwares market
dominance and incumbency in enterprise datacenters. Two notable hypervisors are the open
source Xen Project, which was released out of the University of Cambridge in 2003, and
large scale created an opportunity to provide a brand new service to its customers: cloud
compute infrastructure as a service. In 2006, Amazon Web Services (AWS) released its EC2
service, and with it delivered the ability to instantly create a server from a web page and have
ubiquitous access to it. This was the first cloud compute infrastructure as a service offering in the
market. In todays marketplace the market leaders for cloud compute infrastructure as a service
are AWS, which runs on Xen, and Azure, which runs on Hyper-V. VMwares vCloud Air,
which runs on its own ESX hypervisor, is also a player in the field; however, at $400 million of
annualized revenue, and despite having pioneered virtualization which paved the path for cloud
compute infrastructure as a service, it isnt considered a serious threat to encroach upon the
and storage along with a strong understanding of computer architecture and how operating
operating systems, it is beneficial to understand how an operating system manages memory and
what the performance characteristics of different memory management techniques are. This is
and will aid in the ability to architect complex systems and identify and resolve performance
issues.
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When it comes to educational background, employers in this field commonly look for a
bachelors degree in computer science. The CS online degree completion program at California
State University, Monterey Bay is well suited for this requirement. Additionally, this program is
uniquely positioned as the only fully online undergraduate computer science program in either of
the university systems in the state of California, making it very well suited to working adults,
including those already working in the information technology field who are looking to advance
their careers.
Beyond the education requirements, employers in this industry are commonly looking for
candidates with hands-on experience working with specific technologies. While this can present
a challenge for recent graduates looking to gain employment in this industry, there are a myriad
technology and obtain hands-on experience with it. Specific resources that can be used for this
purpose are VMwares Hands on Labs and online learning resources such as Cloud Academy.
relevant professional certifications that demonstrate their knowledge and expertise with
employment that also provides great preparation for obtaining professional certifications is
building a home lab. The process of building and operating a lab that leverages virtualization
Success in this field goes beyond the educational aspect. Another critical component
revolves around activity in the technology community. Industry conferences such as VMwares
VMworld, Microsofts TechEd and Amazon Web Services re:Invent are fantastic opportunities
information on existing and upcoming products. Additionally, there are excellent opportunities
for networking at these events in both structured manners, i.e. organized events, and ad-hoc
manners. Beyond industry conferences, another effective mechanism for acquiring knowledge
and networking with industry professionals is participating in user groups, which are typically
References
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http://www.bloomberg.com/news/articles/2015-08-31/vmware-uses-nicira-to-lure-
business-from-cisco
The Big Four Cloud Providers are Leaving the Rest of the Market Behind. (2015, July 25).
https://www.srgresearch.com/articles/big-four-cloud-providers-are-leaving-rest-market-
behind
Bugnion, E., Devine, S., Govil, K., & Rosenblum, M. (1997). Disco: Running commodity
Ganguly, D. (2015, May 8). We work for God, not for a boss, says VMware CEO Pat Gelsinger.
http://articles.economictimes.indiatimes.com/2015-05-08/news/61947548_1_vmware-
ceo-pat-gelsinger-first-book-juggling-act
Gillin, P. (2015, August 18). VMware exec counters critics, says vCloud Air growing rapidly.
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growing-rapidly/
Harris, S. D. (2007, August 15). 2007: VMware IPO: A Silicon Valley giant is born. Mercury
http://www.mercurynews.com/business/ci_6626949
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