Welcome!

Agile Computing Authors: Carmen Gonzalez, Elizabeth White, Liz McMillan, Ben Uher, Pat Romanski

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Agile Computing, @BigDataExpo, SDN Journal

@CloudExpo: Article

Three Ways to Sell Desktop-as-a-Service

And how a provider can create its strongest allies

Cloud service providers are up against several key challenges when it comes to selling desktop virtualization technology. An understanding of the benefits of desktop-as-a-service (DaaS) rarely exists, and licensing concerns - and their rising costs - are not going away any time soon. Knowing the do's and don't of selling desktop-as-a-service before diving in can solve problems on the front end while ensuring adoption of DaaS occurs in companies of all shapes and sizes.

1. Turn IT administrators into allies, not opponents.
Among the myriad reasons enterprises cite for turning to desktop-as-a-service (DaaS) technology, a few prove instrumental in driving its adoption. When evaluating the decision drivers behind DaaS, it is important to consider what the actual motivators behind a switch away from traditional desktop computing may be, and who it is that must be properly motivated. While some of the most progressive executives of small and mid-sized businesses may themselves be the driving force behind such a switch, it is worth noting that these are not typically the individuals interacting with DaaS providers. On the other hand, those who head the IT department of a company have many potential motivators for spearheading a switch from traditional compute to virtualized hosted Windows desktops. The time, energy and frustration DaaS can spare those who actually administer end-user compute for organizations with dozens - or hundreds - of desktops can be significant. If these individuals are sufficiently aware of the benefits they stand to accrue through a switch to more efficient DaaS technology, it follows intuitively that such heads of IT organizations would be among the strongest advocates for such a shift.

Interestingly, these factors bring into consideration another reality. Providers of cloud-hosted DaaS often find they are interacting with an individual who often does not bear the direct economic cost of his actions. The IT head who would implement DaaS stands to gain all of the benefits and none of the direct costs of the technology. In such situations, the financial decision maker who bears the direct cost thus becomes the primary bottleneck to progress and technological advancement. Evaluation of these factors brings this discussion to its ultimate point:

IT administrators, and the Cloud Hosting Providers who would sell DaaS to them, quite often find themselves with uniquely aligned goals; both parties stand to directly benefit from the technology, and both must sell its merits to those who bear the direct cost of implementation. Cloud providers who are to successfully propagate desktop virtualization technology must hold in esteem these IT administrators as the allies they are. Ultimately, the most successful providers will market their technologies to enterprises through - and not to - their IT departments.

DaaS provides many advantages in flexibility, control, and agility to enterprises with large end-user compute requirements. These advantages may be realized across the board - in terms of increased efficiency, higher availability, and ease of scaling. Additionally, DaaS makes anytime, anywhere access available across a wide spectrum of user devices, driving enhanced productivity. These are all points that can - and must - be spoken to as part of a successful strategy to drive virtualization technology. Those who can speak best to the individualized needs, requirements, and existing pain points of an enterprise's end-user compute pool are those who know their organizations from the inside out. An enterprise's IT department knows the idiosyncratic requirements of their particular organization better than anyone and can therefore best speak to these points in advancing DaaS adoption. These individuals also often have the strongest personal motivators for seeing its successful implementation.

It is not surprising that DaaS would have strong advocates on both sides of the market. Providers must be careful, however, not to alienate those who would otherwise be their greatest allies. Some in IT may fear this technology as undermining their necessity. Much to the contrary, desktop virtualization is a tool that enables, not eliminates, IT departments. This technology makes IT personnel more effective, and thus more relevant. DaaS technology brings unprecedented flexibility and control to the IT specialist, empowering him and giving him greater impact than ever before. The provider of quality virtualized desktops that understands these tenants at their core, and the needs of its customers, is the provider that will enjoy the greatest success in coming years.

2. License customers properly - VDI does not eliminate or replace a license burden.
When signing on new customers, transparency is paramount. It is essential that the service provider supply an accurate representation of licensing costs and be entirely clear about what these costs do and do not cover. Dislike it as we may, desktop virtualization in no way eliminates the need to properly furnish the end user with accurate Microsoft licensing for Windows desktops. Do not deceive your customers when it comes to Microsoft licensing. While it may come as a surprise to some that this point need be made at all, poor licensing practice seems to be an all-too-common trend emerging in the industry. Suspect providers downplay, or avoid mentioning at all, the additional costs of licensing that customers will incur beyond the DaaS subscription itself. Do not be swayed by those suspect service providers offering license free or "rented" license subscriptions.

3. Don't focus on cost. Focus on quality.
So, you have on board a new client with 100 virtual desktop licenses. Now, can you guarantee the client the highest degree of uptime and reliable, consistent access to its hosted desktops? The answer should be a resounding yes. At the end of the day, the availability of your cloud infrastructure will prove the most important consideration for a business customer. The cost of your customers' losing productivity is very high. Payroll for a 100-person company on average is $35,000 per day. If those employees can't work because your VDI cloud is offline, there will be problems. Quality here is key - you may be able to acquire customers with an attractive price, but you will lose them just as quickly if you can't back up your price with availability of service. With promises of increased availability and easier administration, DaaS can be a double-edged sword. Increased availability is only realized when the provider can back its promises. For this reason, the cost of a DaaS subscription comes second in importance to its functionality. The real cost - or savings - of VDI comes as a function of its quality.

More Stories By Marshall Lincoln

Marshall Lincoln is a Cloud Marketing Analyst at 8x8, Inc. (NASDAQ:EGHT). 8x8 is a provider of cloud virtualization services, under the Zerigo brand, with public and enterprise-grade solutions for Desktops as a Service, Infrastructure as a Service, Cloud Virtual Private Servers and Virtual DNS. 8x8's Zerigo Hosted VDI enables businesses to capitalize on the myriad user benefits inherent to VMware's View with a simple, proprietary user-interface and on-demand desktop provisioning.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
TechTarget storage websites are the best online information resource for news, tips and expert advice for the storage, backup and disaster recovery markets. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies' information technology needs. By understanding these buyers' content consumption behaviors, TechTarget creates the purchase inte...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business. Though, IoT is far more complex than most firms expected with a majority of IoT projects having failed. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, Chief IoTologist at Wipro, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology portfolios and business models to adopt and leverage IoT. He will delve in...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Who are you? How do you introduce yourself? Do you use a name, or do you greet a friend by the last four digits of his social security number? Assuming you don’t, why are we content to associate our identity with 10 random digits assigned by our phone company? Identity is an issue that affects everyone, but as individuals we don’t spend a lot of time thinking about it. In his session at @ThingsExpo, Ben Klang, Founder & President of Mojo Lingo, discussed the impact of technology on identity. Sho...
There are 66 million network cameras capturing terabytes of data. How did factories in Japan improve physical security at the facilities and improve employee productivity? Edge Computing reduces possible kilobytes of data collected per second to only a few kilobytes of data transmitted to the public cloud every day. Data is aggregated and analyzed close to sensors so only intelligent results need to be transmitted to the cloud. Non-essential data is recycled to optimize storage.
SYS-CON Events announced today that SD Times | BZ Media has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and commercial UAV markets.
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
China Unicom exhibit at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE FDD, TD-LTE), fixed-line broadband, ICT, data communica...
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often un...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.