Kelleher’s 2009 prediction article at GigaOm gives virtualization software the nod:

“CIOs plan to spend 2 percent less on IT projects next year, a survey by UBS suggests. Spending on virtualization software will rise 6 percent (down from 10-percent growth in 2008), although UBS cautions it still isn’t a priority in many IT departments.

That could change as CIOs wake up to the efficiency — and potential savings — that virtualization can bring. VMware rules this niche, with Citrix also a player. IBM, Oracle and Microsoft will try to grab market share, but it may require them to alter their licensing terms and cut into profit margins.”

via 5 Trends That Will Separate the Strong From the Weak in 2009.