VMware raised a few eyebrows earlier this year when it splurged over a billion dollars on AirWatch, a company that makes mobile device management (MDM) software.

At the time many were asking why? After all, VMware does virtualization of servers, networks and storage, in data centers or private and public clouds. It’s most definitely not in the mobile device management business.

Or at least it wasn’t. But VMware has ambitions to become more than just a virtualization company – it wants to be a kind of ‘infrastructure management’ firm, and thinks AirWatch is a good fit for those plans. And now, VMware is announcing a new program called “Safe Passage”, which provides migration tools for customers willing to switch to “AirWatch by VMware” (as it’s now known) from their current MDM solutions.

The program is also trying to tempt customers to switch to VMware Horzion from rival virtualization and app delivery solutions. VMware says the switch will be “cost-neutral” and comes with a three year subscription and support, for the same price as their existing solution. To make things easier it’s also offering migration tools like the newly announced Citrix XenApp-to-Horizon.

Safe Passage to where?

VMware’s ambitions might be clear, but it hasn’t made a very compelling case to get customers to switch. Customers who currently use a rival MDM solution will rightly be scratching their heads and thinking, “why bother?”.

Had VMware made AirWatch significantly cheaper than rival products the incentive would be obvious – but it claims the move is “cost-neutral”, which means customers would have to go through all the hassle of migrating without getting a better deal.

VMware can only offer a few very weak arguments: “both platforms offer a comprehensive set of capabilities that meet the needs of mobile employees” and “management is easier”, so it says.

Aside from that it’s also trying good, old-fashioned scaremongering tactics: “Although companies can use 25-year-old desktop technology from other vendors as a way to test the transition to the mobile cloud, pursuing this path is often wrought with poor user experiences, complexities with cloud access and control, and management complications due to inadequate integration,” it says.

At least with mobile device management, VMware has a half-decent argument. “AirWatch by VMware’s commitment to R&D is almost 2x to 3x the size of our nearest competitor,” the company says, something that should at least ensure it remains one of the top MDM vendors around for some time to come.

What would make sense is if VMware was to integrate AirWatch with its virtualization tools, and build out its vCenter into something that manages everything – virtualization infrastructure, servers, mobile devices etc. Something like that would be well worth switching for. Until that happens, it’s unlikely customers will be scrambling to get a seat aboard VMware’s Safe Passage.

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