"IT has done a very good job in terms of virtualizing apps and making them reusable and extensible, and as you get deeper into the IT stack into the server and storage layers all that can be very well virtualized," he says. "But starting at the network layer, which can also be very well virtualized, things things start to get rigid. And if you go a layer below that, the physics of cooling and energy and space, that's all doubly rigid."
Viridity's software gives IT shops (including the facilities people they are increasingly working with) insight into their virtualized and non-virtualized assets, mainly starting with servers since they are "the biggest culprits in terms of power usage," Oberoi says. As Viridity expands its product portfolio in 2011, however, expect the company to more directly address areas such as storage and network switches (especially director class models). However, a big theme will be enabling customers to gain a view across data center assets, such as to identify associated network links and available ports when provisioning a bunch of new servers.
Who exactly are these customers? Viridity has been coy about revealing them, citing the laborious process of getting permission from customers to talk.
But given that this market is becoming ever more crowded, Viridity will be forced to share its success stories soon enough. The market is bubbling with relatively new vendors such as Sentilla and Power Assure, and attracting the attention of the industry's biggest players, from Cisco to IBM to HP.
Oberoi says he suspects that Viridity and other newer companies will still have a chance to mature their products and expand their business footprints before industry consolidation really takes hold. His goal is to have Viridity bridge the gap between what the traditional higher level IT management companies offer and what the those companies more down in the power management weeds deliver.
"It's a very static world when you get lower in the stack," he says.