As the virtual desktop infrastructure (VDI) market continues to mature, it is interesting to observe trends, predict customer preferences, and compare with other technology markets. One comparison that is growing in relevance is the mobile operating system market.
There are really only two players in the mobile operating system market: Apple’s iOS operating system and the Android operating system owned by Google.
How do these two platforms differ, what comparisons can we make with the VDI market, and what does the current state of play in mobile operating systems tell us about the possible future direction of VDI?
The Apple Approach
From a user perspective, a core principle of Apple’s iOS operating system is simplicity, i.e., it works, it’s intuitive, it’s reliable, and it’s useful for day-to-day requirements and tasks.
From a business and technical perspective, Apple’s strategy is to run a closed operating system and a closed approach to technology. As a result, it is not possible to modify iOS, and it only runs on Apple devices.
The operating system does work with other technologies primarily through the App Store as Apple recognises the importance of making its technologies as useful as possible. But the overall strategy is to push people to use Apple products, keep them using Apple products, and charge them premium prices for doing so.
Apple even competes with the vendors it allows on the App Store through the creation of its own apps, such as Apple’s Health app and Safari web browser.
So, in summary, iOS is a closed platform that allows some integration with other technologies, but the primary goal is to get users locked into using Apple products, from devices to apps.
The Android Approach
The Android mobile operating system is different as it is open source. This means it can be adapted and modified, making it largely technology-agnostic. Technology vendors, for example, can run the Android operating system on their devices.
This is a more flexible approach than Apple’s, but Google still wants people to use its products. The Chrome browser is a good example as both Android and Chrome are owned by Google.
However, it is generally more flexible to integrate a broader range of technologies with Android.
Similarities Between the Apple Approach and Microsoft’s Azure Strategy
Apple’s iOS approach to mobile operating systems has similarities with Microsoft’s Azure strategy. Microsoft allows some level of integration, but its main approach is to get organisations locked into its VDI infrastructure where it can continue to charge them over the long term.
From a customer point of view, there is often a need to compromise on flexibility and adaptability but what you get in return is reduced complexity.
The Alternative Android Model
Other VDI platforms (Amazon AWS, Broadcom, Oracle, Nutanix, etc) can be compared to the Android model. In other words, they are generally more open to integrations and the use of other technologies as they are not as closed.
This allows companies to implement solutions that more closely match their needs. Organisations are also more likely to be able to continue using technologies they already have in place, while this more flexible approach involving wider vendor choice can also help reduce costs.
The Market Share Question
Which of the model comparisons described above will win out as the VDI market matures further, and what can we learn from the mobile operating system market?
The broad consensus in the VDI space is that Microsoft is the biggest of the big dog VDI vendors. It is very active in the space with new announcements and initiatives, and it is creatively using other technologies and solutions in its vast portfolio to edge organisations closer to a Microsoft-friendly VDI decision.
Based on raw headcount numbers, the mobile operating system market is the opposite. According to Statcounter, Android has a 72 percent share of the global mobile operating system market. Our Microsoft Azure comparator Apple has a much smaller market share at 28 percent.
Will the more closed approach of Microsoft result in a lower market share than the competition as is the case with Android vs iOS? We’ll have to wait and see as more and more organisations make VDI decisions, but there are indications that Microsoft will become firmly established as the dominant force, despite its more closed, Apple-style approach.
Microsoft’s Win-Win Strategy
One of the first indications is the speed with which Microsoft understood that being a traditional software company that does a bit of hardware stuff on the side is not sustainable. As it can no longer rely on software licenses being tied to physical machines, it pivoted, blending its hardware and software solutions together in the form of Azure and VDI subscriptions.
And in a key refinement of Apple’s closed approach, Microsoft also encourages any and all VDI platforms and technologies to support Azure. This creates a win-win situation: a win for the other platforms and technologies as they get to be part of the Microsoft VDI juggernaut, and a win for Microsoft because that juggernaut becomes even more formidable.
Predicting the Future
There are as many differences between the VDI market and the mobile operating system market as there are points of comparison. It is interesting, however, to observe Microsoft using what appears to be something close to the Apple playbook to grow VDI market share and maximise profits in the process.
For Microsoft’s VDI competitors, understanding the Microsoft/Apple user acquisition and retention playbook will help in the development of strategies and counter-plays to enable them to compete. It’s definitely a case of watch this space.
