The News: In a highly predicted move, VMware by Broadcom announces radical simplification of its software portfolio and a pivot to a subscription-based model. For more details read the announcements on the VMware website.
How Broadcom’s Bold Move Alters the VMware Landscape
Analyst Take: Broadcom’s recent announcement of halving the subscription price for VMware’s flagship hybrid cloud suite, alongside the termination of perpetual licenses and the introduction of a vSphere bundle for smaller users, marks a significant shift in the company’s strategy. This change reflects a broader industry trend toward subscription-based models and has several implications for both existing and potential VMware customers.
The Shift to Subscription Models: A Strategic Move
Broadcom’s decision to move VMware’s offerings to a subscription-based model aligns with the evolving preferences of the modern digital marketplace and how software is purchased across the market in 2023. This shift is indicative of the broader industry trend where companies seek more flexible, scalable, and cost-effective solutions. Subscription models offer these advantages by providing ongoing access to the latest updates and innovations without the need for substantial upfront investments.
Implications for Customers
While much has been written about this shift, in reality, the details boil down to three implications for customers:
- Cost Reduction: The halving of the subscription price for VMware’s hybrid cloud suite is a significant move, making these powerful tools more accessible to a broader range of businesses. This pricing strategy could democratize access to advanced cloud technologies, enabling smaller enterprises to compete more effectively with larger players.
- End of Perpetual Licenses: The cessation of perpetual license sales marks the end of an era for VMware. This move will require existing customers to transition to the new model, which could be both challenging and beneficial. While it may initially cause disruption, the transition to a subscription model could offer more flexibility and access to continuous innovation.
- New vSphere Bundle for Smaller Users: The introduction of a vSphere bundle tailored for smaller users is a strategic move to capture a market segment that requires less complex and more affordable solutions. This approach could broaden VMware’s customer base, drive growth, and help protect from challengers such as Nutanix. Customers looking to repatriate static workloads from the public cloud into co-locations such as Equinix may find the vSphere bundle enough for basic hosting of static applications. It is a tip of the cap to Hock Tan’s messaging around VCF everywhere, including private cloud. Nutanix has been aggressive at courting VMware’s small and midsize business (SMB) customers as much has been made of Broadcom’s big enterprise traditional focus.
Challenges and Considerations
- Customer Adaptation: The transition from perpetual licenses to subscriptions may not be smooth for all customers. Organizations with established procurement processes and budgeting for perpetual licenses might find this shift challenging. Broadcom and VMware will need to support these customers through the transition.
- Market Reaction: The market’s reaction to these changes will be critical. While the reduced subscription costs are likely to be welcomed, the end of perpetual licenses might not be. Broadcom will need to manage customer expectations and communications effectively to ensure a positive response.
- Innovation and Support: With the subscription model, customers will expect continuous innovation and high-level support. Broadcom must maintain a strong focus on research and development to ensure that its offerings remain competitive and deliver value.
From a strategic standpoint, Broadcom’s move is aligned with contemporary market dynamics. Subscription models offer predictable revenue streams and closer customer relationships, which are crucial in the current competitive landscape. Additionally, this model aligns well with the shift toward cloud computing and as-a-service offerings.
Looking Ahead
You cannot please all the people all the time. Many will not like this move by Broadcom and will paint it in the most negative light as they look back at the halcyon days of VMware licensing through rose-colored glasses. In the real world, however, this move was inevitable and long overdue, even if Broadcom had not bought VMware. The VMware SKU list was too diverse and confusing for anyone beyond the PhD student level in their licensing constructs, and perpetual licensing is the model of yesteryear and not how software is purchased in 2023.
Broadcom’s strategy to halve the subscription price for VMware’s hybrid cloud suite and shift to a subscription-based model represents a significant transition in its business approach. While this strategy aligns with current market trends and offers potential benefits to customers, it also brings challenges and uncertainties. Effective execution and customer support will be key to ensuring this strategic shift is successful and beneficial for all stakeholders.
As the industry continues to evolve, it will be interesting to observe how this change impacts VMware’s market position and how customers adapt to these new offerings. Overall, Broadcom’s move, in our opinion, could be a game changer in the cloud technology landscape, offering more businesses the opportunity to leverage advanced cloud solutions and simplify how they engage with their vendor of choice.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
VMware & Broadcom Together…Finally
VMware Acquisition Close: Q&A with Hock Tan, President and CEO, Broadcom – Six Five Insider
Author Information
Regarded as a luminary at the intersection of technology and business transformation, Steven Dickens is the Vice President and Practice Leader for Hybrid Cloud, Infrastructure, and Operations at The Futurum Group. With a distinguished track record as a Forbes contributor and a ranking among the Top 10 Analysts by ARInsights, Steven's unique vantage point enables him to chart the nexus between emergent technologies and disruptive innovation, offering unparalleled insights for global enterprises.
Steven's expertise spans a broad spectrum of technologies that drive modern enterprises. Notable among these are open source, hybrid cloud, mission-critical infrastructure, cryptocurrencies, blockchain, and FinTech innovation. His work is foundational in aligning the strategic imperatives of C-suite executives with the practical needs of end users and technology practitioners, serving as a catalyst for optimizing the return on technology investments.
Over the years, Steven has been an integral part of industry behemoths including Broadcom, Hewlett Packard Enterprise (HPE), and IBM. His exceptional ability to pioneer multi-hundred-million-dollar products and to lead global sales teams with revenues in the same echelon has consistently demonstrated his capability for high-impact leadership.
Steven serves as a thought leader in various technology consortiums. He was a founding board member and former Chairperson of the Open Mainframe Project, under the aegis of the Linux Foundation. His role as a Board Advisor continues to shape the advocacy for open source implementations of mainframe technologies.
Keith Townsend is a technology management consultant with more than 20 years of related experience in designing, implementing, and managing data center technologies. His areas of expertise include virtualization, networking, and storage solutions for Fortune 500 organizations. He holds a BA in computing and an MS in information technology from DePaul University. He is the President of the CTO Advisor, part of The Futurum Group.
