VMware is aggressively targeting the server system builder market in an attempt to head off impending competition from Microsoft.

The virtualisation vendor, which corners 90 per cent of the market (according to the Butler Group) has announced a new channel programme for system builders. The rationale is to encourage more system builders to integrate VMware’s Hypervisor products into the server solutions they build.

VMware’s system builder programme will fit within its VIP partner programme. It offers pre-sales technical support, training programmes and a range of marketing tools, explained Mukesh Sharma, senior manager of EMEA alliances.

System builders have a significant part to play in the emergence of virtualisation, and should make the most of the opportunities coming their way as VMware seeks to expand its footprint, argued Sharma.

“OEMs that build their own-brand servers make up about a fifth of the worldwide server market, so they are important to us,” he said.

The investment needed by system builders should not be too painful, he claimed.

VMware can certify a wide range of one, two and four-socket server systems as well as blade servers for the VMware ESX and ESXi hypervisors. But as a minimum entry requirement, each system builder must provide a VMware VSP (virtualisation sales professional) or tech sales professional.

Resellers and system builders will be allowed 10 free pre-sales support calls and access to online troubleshooting support tools and a VMware knowledge base.

Sharma said the strategy is about giving the customer more hardware options.

“An IT buyer from an SME or corporate will want virtualisation, and they want as wide a range of options as possible,” he said.

The virtualisation market leader may be involved in a race against time, securing its position before Microsoft can gain ground, explained senior research analyst Roy Illsley at the Butler Group.

“When Microsoft bundles its competitive product [HyperV] as a Windows upgrade, VMware will find itself up against stiff competition. It will have to work hard to protect the advances it has made,” he said.