In fact, two of the shows keynotes will deal with virtualization. On Aug. 16, Guru Vasudeva, chief enterprise architect at Nationwide, a Fortune 100 insurance and financial services company, will detail how his company embarked on a journey to aggressively exploit virtualization and Linux to address the growing software and data center costs, to simplify the environment, and to significantly improve the provisioning process.Today, the Nationwide Web site and 10 other mission-critical applications run on a virtualized Linux environment, which is expected to contribute more than $15 million in savings over the next three years.Peter Levine, CEO of XenSource, an innovative new software vendor in the virtualization technology market, will use his keynote address on Aug. 17 to describe where the market is now and where he sees it going. XenSource is taking an open-source approach in attempting to meet market demand. With regard to the battle between XenSource and VMware around virtualization technology for the Linux kernel, Gillen said he believes that, going forward, the battle will not be around the virtualization layer, as this will be integrated into the operating system and hardware. Oracle is "losing patience" with XenSource and VMware. Click here to read more. Rather, it will be about the managing and provisioning and tracking of all this layered software through its full life cycle, "and that is where the biggest competitive and financial battle is likely to come from going forward," he said. The 451 Groups Zachary said that virtualization is a new area of innovation and the open-source vendors are still playing catch-up to the larger, proprietary ones in this regard. IDCs Gillen said he expects there to be a lot of traction at the show from Novell around the recently released SLES 10 product. "This will be the coming-out party for that product, but there will also be a lot of traction around the SUSE Linux Enterprise Desktop 10. The question that will be asked is whether this is ready for prime time," he said. "It is a very powerful product and offers corporate customers many of the features they need, but the question is whether corporations will move from their installed base of products to a new product line," he said. There will also be a lot of talk at the show about the maturing of open source and Linux and how these technologies are being leveraged differently, with companies now creating and delivering products and tools that allow users and ISVs to build appliances on open-source technologies that do not have any hardware attached to them, he said. On the partner front, Matthew Lawton, director of IDCs worldwide software business strategies group, said open-source adoption in the partner community is happening and is important, with many of these companies now starting to make money. Check out eWEEK.coms for the latest open-source news, reviews and analysis.