VMware says its forthcoming vCloud Hybrid Service, which has a public cloud IaaS component, will include orchestration, automation, management and security features. These are clearly aimed at enterprise customers, a bloc that VMware wants to keep away from Amazon. At VMware's partner conference in February, COO Carl Eschenbach described Amazon as "a company that sells books."
The idea behind vCloud Hybrid Service, according to VMware, is to let customers "reap the benefits of the public cloud without changing their existing applications, while using a common management, orchestration, networking and security model." Customers can't do these things with Amazon, so expect VMware to keep hammering these points.