When most people think of virtualization company VMware, only one aspect of their business comes to mind — the data center.

However, VMware is looking to up its game with end users. On Tuesday, VMware announced new computing solutions to assist with Windows 10 adoption and to help with application delivery.

The announcements come as a response to what VMware calls the “mobile-cloud era.” In its June 2015 Business Mobility Report, VMware identified trends that it said play into this new era of business computing. They surveyed 1,182 IT professionals and business decision makers, noting a few specific points.

The first key trend was that a mere 17% of the respondents had taken actionable steps to prepare their organization for mobility, meaning they had moved at least one core business process to be mobile-ready. However, 61% of those surveyed said they were preparing a core process for mobile in the near future.

Continuing the mobile focus, only 44% of respondents said their organization required the use of company devices, meaning BYOD is still alive and well. And, as the respondents invest in mobility, they listed three reasons for moving in that direction:

  1. Increasing mobile workforce productivity (45%)
  2. Streamlining business processes (34%)
  3. Reducing the cost of supporting a mobile workforce (31%)

“Mobile is the new desktop,” said Sanjay Poonen, the executive vice president and general manager of end-user computing at VMware.

Windows 10 fits into this mobile paradigm, according to a VMware press release, as it “will drive a major industry shift due to its mobile-cloud focus.” To assist with Windows 10 adoption, VMware announced a technology preview of Project A2 (A squared), which combines AirWatch enterprise mobile management (EMM) with a new tool known as VMware App Volumes for application delivery. It makes App Volumes available in a physical environment.

The project allows users to move existing physical Windows applications into the new Windows 10 mobile-cloud platform and use EMM tools for all of their applications. IT administrators get consistent management for their Windows machines and end-users get a mobile workspace where they can access all their apps.

VMware also announced VMware Identity Manager Advanced Edition, an identity-as-a-service platform that was originally part of the AirWatch Blue and Airwatch Yellow Management Suites. Now, it will be offered as a standalone, browser-based solution on Chrome, Mac, or Windows.

Poonen said that, as VMware introduced the concept of the Workspace suite for device and data management years ago, the identity manager is one of the final pieces to realizing it as a concept. He said the ultimate goal is to give choice to users and control to IT.

Updates to other key products were also announced, such as VMware Horizon 6.2 and VMware Horizon 6.2 for Linux. Horizon will get better support for at-scale applications and an enhanced UX. Also, Poonen announced a seamless connection between Horizon and NSX to improve security delivery across the enterprise.