雲端虛擬化創新商業模式分析—以VMware為例

Abstract

近兩年來，虛擬化的技術從伺服器延伸到桌上型電腦，Gartner的研究報告顯示，應用程式虛擬化的技術在未來兩年的桌上型電腦相關技術發展，對企業內的應用是一項重要之技術。 本研究從虛擬化技術與服務，探討雲端運算的新商機與策略，並同時詳述代表廠商—VMware之商業模式、產品組合與核心競爭力，以期許對VMware的成功有更加深入的了解，同時作為虛擬化發展策略的基礎知識。 然而，在虛擬化產業發展的過程中，VMware勢必會面臨到來自競爭對手Citrix與Microsoft二大廠商的挑戰，因此本研究亦以同樣面向分析競爭對手，並且研究三者在虛擬化市場的現況。整體來看，本研究認為VMware仍能在虛擬化產業中保持領先，但昂貴的授權費用以及相鄰市場的發展，讓二大競爭對手開始進行反擊，以降低VMware對市場影響力。 最後，綜觀整個虛擬化市場，VMware是由伺服器出發，以高品質與高價位向雲端服務發展策略，這與Citrix、Mircosoft的出發點皆不同，且各有其發展方向與鎖定市場，之後值得對此部分進行更深入的研究。

During the past two years, Virtualization is start from Server and extends to Desktop. Gartner’s research reports show the Virtual Application will be the key technology in the Enterprise for Desktop Computer’s related technology in the next two years. This thesis is from virtualization to study new opportunity of cloud computing with strategy application. The detailed studies of business model, product portfolio strategy and core competencies of VMware, the head of development of virtualization, have conducted in this thesis in order to know more about the success of VMware, However, during the development of virtualization, Microsoft and Citrix are the big two challengers, so the competition status between VMware and other two challengers is also analyzed by method of strategy in this thesis. After these analyses, I believe VMware still can maintain its position in the industry, but the big two competitors will use low pricing strategy and try to develop adjacent markets to compete with VMware and its product, vSphere. From the aspect of whole virtualization services markets, VMware breaks into the market by the power of vSphere. This move is different from Citrix and Microsoft, but each company has its own directions and strategies for future development. These would be the good topics for future research.