CRN Exclusive: VMTurbo Asked To Cancel VMworld Speaking Engagement, Set To Change Its Name To Ease Clash With VMware


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VMTurbo was asked by VMware to withdraw its planned speaking engagements at the upcoming VMworld conference, a source close to the company told CRN.

The clash with VMware comes as VMTurbo, a developer of application performance tools for virtualized and cloud environments, is changing its name to Turbonomic as a way to de-emphasize a focus on VMware environments.

VMTurbo -- soon to be Turbonomic -- for now is still listed as a gold-level sponsor at VMworld, according to the VMworld website.

[Related: Sources: VMware Sets Sights On Startup VMTurbo As Cloud Management Battle Heats Up]

VMware pulled VMTurbo's speaking engagements at VMworld and returned VMTurbo's fee, a source told CRN.

VMTurbo is expected to announce its new name at or near the time of the VMworld conference, as well as a move to a 100-percent channel model, sources told CRN.

A VMware spokesperson told CRN that VMware would look into the issue, but by press time had not yet followed through. VMTurbo by press time had not yet responded to a request for information.

This is also not the first time that VMTurbo and VMware have had competitive issues aired in public. VMware in October used a series of Twitter tweets to cast doubt on the enterprise-readiness of VMTurbo’s Operations Manager.

VMTurbo would not be the first to run into issues exhibiting at VMware conferences. Both Veeam, the Baar, Switzerland-based data protection software vendor, and Nutanix, the San Jose, Calif.-based developer of hyper-converged infrastructure technology, were prevented from exhibiting at the VMware Partner Exchange conference in 2014.

VMTurbo in June applied for a trademark on the name "Turbonomic," according to the U.S. Patent and Trademark Office. The name was registered under two categories: IC 009, for "downloadable computer software for managing cloud-based and virtualized computing environments," and IC 042, for "software as a service" services, according to the office.

The pending name change reflects a desire to be known as a provider of technology to a variety of virtualization and cloud environments, and not just focused on VMware, said Jamie Shepard, senior vice president for healthcare and strategy at Lumenate, a Dallas-based solution provider and close partner to both VMware and VMTurbo.


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