The Virtualization Room

Oct 25 2010   7:22PM GMT

VMware ‘If Only’ campaign goes after SMBs

Colin Steele Colin Steele Profile: Colin Steele

VMware boasts that its customers include the entire Fortune 100, 491 of the Fortune 500 and 955 of the Fortune 1000.

Those are all impressive figures. But if you’re a small company, you might look at those stats and think, “Are we too small for VMware?” VMware’s reputation for high prices and all its advanced cloud computing talk would probably give you pause, too.

With a new marketing campaign, VMware is trying to paint itself in a better light for potential SMB customers. It’s called “If Only,” and with slogans such as “if only virtualization was more afforable” and “if only virtualization was easier to deploy,” it’s clearly targeting small businesses that haven’t virtualized yet.

In fact, those slogans are addressing the two biggest virtualization roadblocks facing businesses today. In our “Virtualization Decisions 2010 Purchasing Intentions Survey,” we asked respondents why they didn’t virtualize this year; 29% said it’s because they can’t get budget approval, and 29% said it’s because there’s a lack of in-house installation and management skills.

The VMware “If Only” campaign also follows the advice of our columnist Mark Vaughn, who just last week warned against putting the cloud cart before the virtualization horse. (Not that we’re taking credit or anything. … OK, maybe just a little.)

With the “If Only” campaign, VMware is going back to virtualization basics: consolidating servers, preventing VM sprawl and saving money. That’s just the message SMBs want to hear. It’s the message that Microsoft was expected to use to make Hyper-V a formidable foe, but that has yet to materialize. VMware dodged that bullet and is now taking advantage of its second chance with SMBs.

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