Machine virtualization has swept through enterprises—creating significant issues for both software producers and enterprise customers—and a wide "vendor-customer gap" in customer desires and application vendors’ practices. Specifically, the way that enterprise IT organizations install, provisions, administers and use application software is likely decoupled from how application vendors build, license and support their software. Application vendors traditionally have placed the burden on customers to close this gap; today it is shifting back to application vendors. This white paper reviews the steps that application vendors can take to create positive outcomes in today’s virtualized software environments.