In case you haven’t heard, VMware has overhauled its certification program this week, to encourage even more advanced virtualization solutions. That in itself is significant in the short. But I think this change also signals the first in a series of training and skills development initiatives that are intended to support the latest holy grail of the high-tech industry: the converged data center.

First, this week’s news. VMware has created a new designation called VMware Certified Advanced Professional, a level that recognizes how virtualization can be used to underpin infrastructure that will be critical for the development of IT-as-a-service platforms and for cloud computing models in general. In fact, Cisco has said that its Data Center Networking Infrastructure (DCNI) badge has been the fastest growing certification in the company’s history.

This level isn’t the most advanced level in the program: That would be the VMware Certified Design Expert (VCDX), of which there are only 50 professionals worldwide. Rather, the new Certified Advanced Professional (VCAP) certification is meant to be a stepping stone up to the VCDX elite. Here’s the requisite quote from Enis Konuk, who is the vice president of worldwide technical services for VMware:

“We expect the addition of VCAP certification will increase the skills of thousands of IT professionals, providing advanced knowledge to strategically implement and manage virtualization soluions to derive maximum value for their company or customers. The addition of VCAP to our program comes at a critical time as many companies need advanced skills to consider how to evolve their data centers to be more cost- and energy-efficient–all the while maximizing productivity.”

Just in case you needed even more explicit direction about what VMware is hoping to achieve, there are two specialties to choose from within the VCAP program: one for those with a role in data center administration and one for those focused on designing in a “multi-site, large enterprise environment.”

This seems to me to be one of the first steps toward skills development and certifications focused on covering the needs of a converged data center. Right now, even though the technologies that inform the data center are (in theory) coming together — servers, storage and network — these functions and roles are all handled very much separately. The skills for one aren’t necessarily transferrable to another.

I think it is very significant that if you want to become a VAR or data center integrator for the Virtual Computing Environment (VCE) Coalition, you need to go out and invest in separate certifications for all three of the participating technology vendors: Cisco, EMC and VMware. This despite the fact that the infrastructure being created by the coalition is supposed to be integrated more seamlessly than it otherwise would be if you cobbled together the separate pieces on your own. Hewlett-Packard has its own data center designation, of course, which dovetails with skills in its adaptive computing technologies.

What does all this mean? In my opinion, there will be a whole lot of turmoil in the world of certifications, as technicians who have been trained to be product experts need to start thinking in a bigger context. Think of all that training content that needs to be migrated and mapped and phased in and phased out.

My guess is that you’ll see more certifications along the line of management, design and architecture and that the product specialists will increasingly find themselves in team roles, as part of initiatives managed by others. How that will fly with engineers used to doing their own thing is anyone’s guess.

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CompTIA, the well-known IT channel industry association, released some research a few weeks ago that points to a strong upswing in adoption of managed services and software as a service during 2010.

Their survey of more than 400 U.S.-based SMBs finds that close to 30 percent plan to start using software as a service (SaaS) in an attempt to reduce costs; that’s up from 22 percent one year ago. Moreover, about the same number expect to flip the switch on managed services in 2010. Here’s some insight from Tim Herbert, who is CompTIA’s vice president of research:

“Technology providers may be well advised to approach SMBs with either new IT solutions that represent low perceived risk or replacement solutions that positively impact productivity and efficiency. There’s also an opportunity to provide ongoing maintenance services to help SMBs better manage their IT systems under current business conditions.”

So what does this have to do with the cloud? In a word, everything.

In the rush to come up with a sexy term for every new IT movement, those that evangelize cloud computing are, quite simply, advocating the push to more efficient IT infrastructure. SaaS and managed services are, if you will, part of the cloud evolution and they are laying the groundwork for broader adoption of IT as a service.

According to research firm IDC, worldwide IT spending on cloud services will triple over the next two years to reach $42 billion worldwide by 2012.  More than 50 percent of the organizations that plan to embrace cloud infrastructure or application options are looking to cut costs, according to the IDC data.

Businesses are interested in “the cloud” for three big reasons:

1. They can get new applications up and running more quickly (at least in theory).
2. They can let their IT staff worry about more strategic concerns, such as customer service applications instead of e-mail administration.
3. They can switch some IT expenses from capital expenditures into ongoing operational expenses, charged on a recurring basis.

Most of the time, when someone uses the term “cloud computing,” they are referring to the idea of using infrastructure hosted externally by a large service provider, such as Amazon.com or Savvis or Salesforce.com. But it’s important the cloud computing concept—and all virtualization skills and management services it requires—will also apply to internal data centers, where it will allow businesses more flexibility about applications and services they can deploy inside their firewall.

So, what does the push to the cloud mean for the high-tech channel?

1. The chances a midsize or larger enterprise will host ALL applications or infrastructure in the cloud are slim. E-mail and databases are the first things likely to shift in that direction. That means oodles of opportunity for VARs and IT solution providers with application integration skills. Knowledge of security, compliance and identity management will also be critical.
2. Larger service providers cannot touch every customer prospect, so they will seek technology experts who can represent and recommend the advantages of their particular infrastructures.
3. IT solution providers will need to adjust their operational models to accommodate a very different payment and revenue stream than in the past.
4. At a minimum, IT solution providers must be familiar with which cloud computing options are at their disposal, so they can discuss both pros and cons with their prospects.

We suggest all elements of the high-tech channel spend time putting some substance about what the cloud will mean for their business a year from now – and three years from now.

1. Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to unearth investment requirements and sales potential for a cloud practice
2. Understand whether you should build your own cloud infrastructure or recommend someone else’s
3. Define acceptable service levels and procedures for evaluating the technical and business merits of emerging cloud infrastructure options
4. Develop a unique service and solution proposition that builds upon your existing sales efforts and that recognizes potential areas of conflict
5. Engage all members of your channel in the cloud dialogue for feedback

This year, I reported my predictions for IT services trends, rather than take a stab in the dark. Actually, I usually DO report most of my blogs. In any case, I contributed a story to Tech Target early this month, outlining 10 trends for 2010. This will also be the basis of a presentation that I’m giving early next month in Tampa for the service group within CompTIA.

Anyway, here are the things that I believe will be top of mind, based on my reporting in late November and December 2009:

1. Businesses will finally be ready to spend on client technology because they can’t delay some of their upgrades any longer. This will be great for desktop virtualization and thin clients, which inspire debates about the value of desktops and notebooks.
2. Disaster recovery will actually start to building a following among smaller businesses, because server virtualization sets the stage for solutions that aren’t tied to any particular hardware.
3. Windows 7 will get solution providers in the door.
4. Businesses will continue to invest in videoconferencing.
5. Security and compliance concerns will motivate document management technology sales.
6. Cloud computing won’t drive a lot of sales, but it will drive a lot of sales dialogues.
7. Identity management will finally get some legitimate attention (because cloud computing makes it much more palatable and logical).
8. WiMax and other broadband wireless options for connectivity will become viable, if expensive, options.
9. The green IT mantra will be revived, not reviled.
10. Server virtualization will get even more mainstream.

What’s your biggest prediction for 2010? Talk to me — but only if you’re prepared to have me write about what you say. Kidding… Seriously, let’s talk. Ping me at heather@heatherclancy. And be sure to add me to your Twitter feed. I’m @HeathClancy.

Had the good fortune to chat recently with Agilysys VP of Consulting, Ed Partenope, about the impact that cloud computing technology and ideas might have on data center infrastructure projects. Our discussion ranged from the simple — What is cloud computing anyway? — to the complex — “public” vs. “private” applications of the cloud. In any case, a must view for any high-tech channel professional who is trying to sort through the impact that cloud computing might have on their own business model.

Here’s the video.

Is the so-called “cloud computing” phenomenon just another word for outsourcing? Or, for that matter, just another permutation of managed services?

I have no idea, but you can bet I’m going to be spending more time in coming months trying to figure out its potential impact on the IT distribution channel. Because, when it comes down to it, both cloud computing AND managed services are about how information technology capabilities and applications are DELIVERED to the ultimate end-user.

One of my new resources in this quest will doubtless be a new research service called “Project Nimbus” that has been launched by Heartland Tech Groups (an alliance of technology solution and service providers that I highly respect) and Channel Insider, the channel intelligence arm of the Ziff Davis enterprise technology publishing group.

Here’s a link to more information about Project Nimbus. The first “guidance” report out of the project will be delivered in early November. Among other things, it will cover the following: Developing go-to-market models, management issues and how to add value onto what is, essentially, a commodity service.