And Citrix took its marketing message to the streets of San Francisco. Taxi cabs roaming the streets around the Moscone Center taking people to the VMworld show sported signs that read, "Virtualization: It's a free world now. Citrix" and "Virtualization: It's an open world now. Citrix."
And if you waited at or walked by a bus stop around the Moscone Center, you may have witnessed such advertising opportunities.
Microsoft adapted to the new VMworld guidelines as well. The Redmond giant did not display any of its products in its 10-by-10 space either; instead, the company had a very simple booth manned by industry experts who were ready to answer any and all questions around their products. The company also showcased its Twitter skills.
David Greschler, Microsoft's director of virtualization and management marketing, said that was about all it could do within the VMworld guidelines. VMworld rules stated Microsoft could only show products that complemented VMware, so Microsoft opted to not show any product demos in its booth.
Not having a demo didn't seem to slow down booth traffic for Microsoft. The company's experts seemed to be busy tweeting and talking to folks on the show floor: no demo, no poker chips. And they seemed to stay within the confines of their 10-by-10 -- for the most part.
So again, why the change?
Part of that answer could be found in a Q&A session with VMware executives during the show. Tod Nielsen, VMware chief operating officer, didn't pull any punches. He said that last year some of the other hypervisor vendors were too aggressive, and since VMware was spending the money and the time to put on the show, they were going to enforce certain rules to limit that type of activity. Nielsen said that VMworld is VMware's show and that attendees come to see and hear about VMware first and foremost. He added that if Microsoft wants to tell people about Hyper-V, it can do so at TechEd or one of its other shows; the same goes for Citrix.
So with that, we now definitively know that VMworld is a VMware show, and we can all stop asking the question.
This does, however, raise new questions in my mind. Knowing that VMworld is a VMware event, will this help kick off a truly open virtualization industry show? Is there a need for such a show? Or is it still really all about VMware at this point?