Virtualizing Business Critical Applications Campaign Overview VAR

Virtualizing Business Critical Applications Campaign Overview VAR Partner Overview July 2011

Agenda I. Virtualizing Business Critical Apps with VMware Applications are a key milestone and customers are virtualizing! II. The Opportunity Addressable market The partner business proposition III. Go to market with VMware Marketing campaign objectives Campaign materials summary 2

Applications Are a Key Milestone in The Virtualization Journey COST EFFICIENCY Stage QUALITY OF SERVICE BUSINESS AGILITY IT Production Business Production IT as a Service (ITaaS) Basic consolidation for Infrastructure workloads (file, print, ) Virtualize business-critical applications for higher availability and better service levels Self-service provisioning for faster application lifecycle Sponsorship Business Value Key Capabilities Tipping Point Requires business-critical apps 3

The Trend Is Clear % of Application Instances running on VMware in Customer Base 53% 43% 38% MS Exchange MS MS SQL SharePoint 42% 25% 25% Oracle Middleware Oracle DB 18% XenApp Source: VMware customer survey, January 2010, sample size 1038 Data: Total number of instances of that workload deployed in your organization and the percentage of those instances that are virtualized In a recent Gartner poll, 93% respondents used x86 virtualization for applications in production Source: Gartner Data Center Poll 2009 “2009 Data Center Poll Results for Virtualization Initiatives” , 9 March 2010 4 SAP

And Virtualization of Business Critical Apps is Increasing Source: Forrester Research, Inc. Storage Choices for Virtual Environments, January 2010 5 Confidential

The Opportunity Business Critical Applications Campaign 6

We Have Set Clear Priorities On 6 Applications The Niche Apps 60% penetration (LOB apps, Tier 2 DB, etc.) SAP Custom Java Apps SharePoint Exchange SQL Oracle The Easy Apps 30% penetration (infrastructure, file, print) 7 Confidential

Exchange on VMware: 3B Opportunity 25,000 Trained Professionals 500,000 Customers 2,400 Technology Partners MS Exchange 1.6 Billion mailboxes 581,734 physical servers 1 drives 15 ( 22.5B economy) 100,000 VARs 2.9B Product Opportunity Services! Upgrade Cycle to Exchange 2010 under way 8 Copyright 2010 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be trademarks of their respective companies.

11B - 21B Market Opportunity Across Four Groups of Business Critical Applications Total Available Market Opportunity (1) SnS Opportunity ( B) License Opportunity ( B) Series1 5B 2.3 5B 6B 21B 2.6 9.9 2.3 2.6 2.8 5B 3.2 11.2 2.5 2.8 Middleware Database Email & Collabora. (i.e., Exchange, Sharepoint) Business . Business Critical Applicat. (i.e., SAP, Oracle Msft Dynamics) Notes: 1) TAM is based on non-virtualized x86 installed base. Additional opportunity exists for other platform (Unix) Sources: IDC - Server Virtualization Forecast -November 2009; Server Product Marketing; Global Partner Strategy analysis 9 Confidential

Go to Market With VMware Business Critical Applications Campaign 10

Why Go to Market with VMware? Whether you’re already providing these services or looking to grow your business in this area, here are three reasons to go to market with VMware: Go deeper into your existing customer accounts Profit from a large, relatively untapped market opportunity Offer your customers the best: vSphere is the best platform for business critical environments Start by learning about the VMware Business Critical Application Solution Competency – coming in Fall 2011 11 Confidential

New Solution Competency for Success in Business Production Stage VMware Products vSphere vSphere Competency Competency overview overview Opportunity Opportunity for for partners partners Focus Focus Areas Areas vShield vCenter vShield vCenter Ops Ops Site Site Recovery Recovery Manager Manager /SRM /SRM (Apps (Apps and and Edge) Edge) (AppSpeed, (AppSpeed, CapIQ, CapIQ, Integrien) Integrien) Enables Partners to move customers to 80% virtualized Prepares Partners for successful virtualization of business critical applications Estimated market size of Bulk of your customers are primed and ready to move onto Stage 2 of the Journey Better platform and Quality of Service or SLAs for the applications Database Database SQL, Oracle DB, IBM DB2 12 11B in product license and 40B in Professional Services Email Email and and Collaboration Collaboration Exchange, SharePoint Confidential Confidential Middleware Middleware Oracle Middleware, .NET Enterprise Enterprise Apps Apps SAP, Oracle, Microsoft, Tier 2 or 3 apps

Find Solution Enablement Toolkits (SETs) in Partner Central Total 15 SETs IV Library MS Exchange on VMware SAP on VMware SQL Solutions on VMware 13 Confidential

Go to Market With VMware Business Critical Applications Campaign 14 Confidential

Business Critical Applications Campaign Overview Campaign Goals: Expand sales opportunity for VMware Target Audience: vSphere, vCenter accounts with 100 VMs or management products with existing Enterprise 25 vSphere licenses at stage 2 of the vSphere, vCenter customers virtualization journey Decision Makers: Senior IT leaders, Objectives: 1. Educate the vSphere installed base on the benefits of virtualizing business critical applicatioons message focusing on vSphere, vCenter products 2. Drive quality leads through installed base demand generation Campaign Components: Customer-success led sales enablement, email, call campaigns, field events & social media including VPs, directors and managers of infrastructure or applications, and traditional VI Champions Influencers: application owners (DBAs, Exchange admins and Web server admins) as well as key influencers and gatekeepers of virtualization adoption Timing: July 2011 – January 2012

Business Critical Apps Campaign Approach The integrated campaign reinforces the value proposition to enterprise-level vSphere installed base customers through multiple marketing activities. Campaign messages and solution offerings cover the key pain points customers face along the virtualization journey —the inability to respond quickly to business needs, the increasing need to accelerate application time to market, and managing cost and complexity. Phase 2 of the campaign will further reinforce the ‘how’ message to infrastructure targets, while building a strong business case to application owners through customer examples. Targeted Campaign: Awareness & Education Analyst and VMware whitepapers Lead Gen / Consideration GRID Microsite Email acquisition (phase 1), maturation (phase 2) Monthly Live Customer Events, Webcasts Accelerate Sales Sales Enablement – Training and customer nurturing assets

What’s the Big Campaign Idea? As enterprises shift to more cloud-like deployment models, virtualization adoption continues to broaden. Beyond virtualizing IT infrastructure and basic file and print management workloads, one fact is clear: successful transitions to cloud computing require the virtualization of business critical applications. Technology improvements have eliminated any risks to performance, and ISV support has continued to grow steadily. As a result, there has never been a better time to virtualize applications like Oracle, Microsoft Exchange, SQL, SAP and Java. With that insight, this campaign offers proof points from customers who have successfully virtualized their largest, most critical applications and gained the following benefits: Greater IT efficiencies Improved quality of service Increased business agility

Management Mastery Campaign Co-Branded Marketing Co-branded Microsite available on the GRID Email series – Readiness Assessment Tool – Virtualization Benefits Whitepaper – Technical solution toolkits Event/Seminar in a Box Co-branded Grid microsite Co-branded Email series 18 – Invite, follow-up emails, customer-facing presentations Co-branded Event in a Box

VMware Supplied Content Offers IDC White Paper: Virtualizing Tier 1 Applications: A Critical Step on the Journey Toward the Private Cloud ABSTRACT: This IDC white paper includes two case studies and a sidebar highlighting the experiences of three enterprises with virtualizing their tier 1 applications, VMware Business Critical Applications Readiness Assessment Tool ABSTRACT: This paper explains why customers are moving beyond traditional concerns to virtualize their business-critical applications at an accelerated pace.

VMware Supplied Offers VMware White Paper: Business and Financial Benefits of Virtualization – Customer Study 2010 Contact Information IDG QuickPoll: “The Hidden Truth of Virtualizing Business Critical Applications” survey results whitepaper CIO Custom Solutions Group Available August 1 on Partner Central The CIO Cust match market management leverages the marketers to c depth, content-rich vehicles in an tailored to meet an IT vendor’s ob http://www3.cio.com/marketing/m Charles Lee Vice President, Custom Solutio Office: 508.935.4796 Fax: 508.626.0319 Email: charles [email protected] Contact Information CIO Custom Solutions Group (CSG) ABSTRACT: This paper highlights the results of a 2011 global survey of IT professionals about their existing deployments and plans over the next 12 – 18 months. IDG Research Services Resear The CIO Custom Solutions Group (CSG) creates IDG powerful tu technology match marketing needs. From content creation, circulation deve management and production, CIO’s award-winning leading Customtech So brings the resources and leverages the strength of the CIO brand. Extending the experien value a customer-focused marketers to communicate with their prospectivebusiness. customerFor basm depth, content-rich vehicles in paper an integrated program of print, online, events and m ABSTRACT: This IDG white highlights the study results of Janet King tailored more to meet an global IT vendor’s objectives. For more information, please visit than 300 companies who have successfully virtualized tier one applications. Target responders include executive-level GM/Vice President http://www3.cio.com/marketing/media kit/cio custom media.html. decision makers . Office: 207-847-9377 Fax: 207-847-9373 Charles Lee Email: janet [email protected] Vice President, Custom Solutions Group Office: 508.935.4796 Fax: 508.626.0319

How to Get Started Plan your Lead Generation Program Set objectives for driving interest and leads Ready the contacts Target your enterprise vSphere install base customers with 100 vms Log onto the VMware Grid Select the Virtualizing Business Critical Applications campaign to begin building your own Grid site Personalize email and event templates Download content offers Check back on Partner Central for quarterly content updates 21