Murphy has spent the last eight years at Riverbed, and before that spent about seven years at places like Mercury Interactive, EMC and BlueArc. He’s joining Nicira just as it’s getting off the ground for real. It has been hiring an impressive roster of people away from companies like Cisco and Juniper for several months.

Nicira is backed by investments from Andreessen Horowitz, Lightspeed Venture Partners and NEA, plus personal investments from VMWare founder Diane Greene and venture capitalist Andy Rachleff. I first noticed it when it hired Alan Cohen away from Cisco as its vice president of marketing.

It aims to be the vendor of a new networking technology that’s built specifically for the age of cloud computing. While the pipes through which bits flow in and out of data centers have gotten faster, there’s a need to make them smarter and more flexible, not unlike virtual servers in that data center. Adding Nicira’s software to a server creates the ability to “spin up” virtual networks as readily as you might virtual servers in order to meet surging demand. Nicira calls it an NVP, or network virtualization platform. AT&T, eBay, Fidelity Investments, Rackspace and the Japanese telecom giant NTT are all using Nicira, the company says.

On Monday, the company is officially taking the wraps off its plans. Nicira — which I’m told is pronounced like “nice era” — aims to be the vendor of a new networking technology that’s built specifically for the age of cloud computing.

One of the most important enabling technologies of the age of the cloud is something called “virtualization”: As computers have gotten more powerful, thanks mainly to the progress of Moore’s law and ever-better chips — a single computer can, with the aid of software like that created by VMware, act like it’s 10 or 20 or 40 different computers, all at once. Each “virtual machine” has, to its user, all the properties of a physical computer, and ensures that a single machine is used in the most efficient and cost-effective way possible. Customers who use cloud services can quickly “spin up” new virtual machines as needed to meet new demands, usually within minutes.

But generally speaking, networking hasn’t kept up. The pipes through which bits pour in and out of data centers have gotten faster, but they haven’t gotten much smarter. Where cloud servers are flexible, precise and easy to manage, networks are, by comparison, blunt instruments. Meeting new demand means adding new capacity, and that usually means adding new hardware to the mix, and that usually takes weeks, if not longer.

If you’ve ever wondered if it were possible to “spin up” a virtual network as readily as you do a virtual machine, wonder no more, for that is precisely what Nicira wants to offer you, without the addition of a single new piece of hardware, but rather only some software that runs on your existing server. You don’t even need to have especially advanced networking hardware.

Its the kind of thing that could give big enterprises some new flexibility in managing their network infrastructure, particularly as need and demand peaks and drops, whether by the day or because of a seasonal change that happens just once a year.

The company already has customers: AT&T, eBay, Fidelity Investments, Rackspace and the Japanese telecom giant NTT are all using Nicira, the company says.

Nicira calls its product an NVP, or network virtualization platform, and it is being described as the sort of advance that comes along perhaps once every quarter-century. That’s a bold claim, but the argument on which the company is making it holds water. On a day-to-day basis, where you deploy an application in a data center is as much a function of how much networking capacity you have available as it is one of computing capacity.

Virtualization on servers allows you to spread a single app over as many physical machines as needed, but the network connecting those machines is what it is, and if it isn’t up to snuff, you can either enhance it by adding new routers and switches, or live with it. The result is that you can’t be as flexible with deploying apps as you’d like, and that certain machines end up being underutilized by as much as one-third, which is costly over time. You end up having to buy more servers, then pay to run them and cool them.

The Nicira NVP, as CEO Stephen Mullaney told me, “decouples” a virtual network from the physical network hardware. “All of the intelligence, all of the control, all of the services now get done in the virtual space.” The result, what was once a dumb networking pipe carrying bits into two different virtual machines running on the same one, can now be programmed to act in vastly different manners, according to rules in the virtual realm. In much the same way a single computer gets turned into a dozen, a single network can be subdivided and act like a dozen individual networks. Or the reverse: Several networks can be cobbled together to act like one. And a virtual network can be created on the fly in minutes, just like a virtual machine.

A network you can deploy in minutes saves a lot of money, because it allows you to move quickly as your networking needs change. Most big companies who demand the heaviest network loads have agreements with their service providers — usually big telecom companies — that a request for new capacity requires a week or more, because it requires the physical presence of technicians who have to install and provision new gear. But what if you can reconfigure your network in 30 seconds to meet the needs of some new application? That’s exactly what eBay’s Cloud Architect JC Martin found he could do after installing Nicira’s software on the company’s servers. EBay is a Nicira reference customer.

Other reference customers had other interesting experiences and uses to report. Japan’s NTT uses cloud data centers to run some 10,000 virtual desktops — think PCs that are all virtual machines — and found that it was easier to quickly switch between data centers during the rolling blackouts that have become the norm since that country’s earthquake last year.

There is, of course, a great deal more technical detail, but the point you have to get is that this company is out to disrupt the networking industry in a way that it hasn’t been disrupted in a long time. The traditional solution to networking problems is more, better, faster hardware, and companies like Cisco, Juniper, and Hewlett-Packard, among others, are constantly on the lookout for opportunities to sell more of that hardware.

But what if you could look a sales rep from one of those companies in the eye, and tell them that their latest million-dollar router or switch isn’t needed? Once upon a time, before the days of virtualization, if you needed a new server, you had to buy one and have it installed somewhere. Now you can, in most cases, rent space on one within minutes, or literally provision another with a few clicks of a mouse. It changed the expectation and much of the calculus of the IT industry. Many companies never buy their own servers at all, and rent space from cloud providers like Amazon, Rackspace and Joyent.

Exactly what a similar disruption might mean for networking vendors is a little hard to imagine, but if the folks at Nicira are right about the potential this technology of theirs has, it looks like that disruption is coming, one way or another.

Alan Cohen, Cisco’s vice president for Enterprise and Public Sector, has agreed to join Nicira as its vice president of marketing. Cohen has more than 20 years’ experience in tech marketing and product management. He’s been on Cisco’s team since 2005, when it acquired Airespace, a maker of wireless networking switches, where he was VP of marketing. His resume includes stops at IBM, the old Baby Bell phone company US West, Tahoe Networks, Coopers & Lybrand and the U.S. Department of Energy. He’s a grad of the New York University Stern School of Business and American University.

By my count, Cohen will be the seventh person connected to Cisco in some way to join Nicira’s senior ranks. Nicira, which is backed by a $9 million investment from Andreessen Horowitz and another investment from VMware founder Diane Greene, is working on technology aimed at “virtualizing the network.” Its CEO is Steve Mullaney, a veteran networking executive who has worked at Palo Alto Networks, Shoretel and Cisco Systems. Its CTO and co-founder, Martin Casado, did his Ph.D. on the technology the company plans to bring to market. Its other founders, Nick McKeown and Scott Shenker, are electrical engineering profs at Stanford and Berkeley, respectively.

Cohen’s LinkedIn profile also says he spent nine years as a director of the real estate concern General Growth Properties. He briefly sat on the board of flash memory start-up Violin Memory until Cisco’s archrival Juniper Networks invested in that company earlier this year.

As a Cisco VP, Cohen may have been barred from being a director of a company that Juniper invested in, but now he’ll be working with some Juniper alums. In January, we reported that Nicira had hired Rob Enns, Juniper’s former VP of engineering.

Enns had spent 11 years at Juniper and oversaw the unit in charge of its Junos network operating system. Before that, he spent 10 years at Berkeley Networks, FORE Systems and IBM.

The news comes only a day after Juniper announced that it had hired Brad Brooks, a vice president of Microsoft’s Windows business unit, as its new vice president of enterprise marketing. Juniper has also been acquisitive in recent months, and bought three companies late last year.

Nicira is working on creating software that it says “virtualizes the network.” The company was founded by researchers from Stanford University and the University of California, Berkeley. Its CTO and co-founder, Martin Casado, did his Ph.D. work on the technology that Nicira hopes to bring to market. Its other two founders are Nick McKeown and Scott Shenker, professors of electrical engineering and computer science at Stanford and Berkeley, respectively. Its CEO is Steve Mullaney a veteran networking executive who’s worked at Palo Alto Networks, Shoretel and Cisco Systems, among others. AH co-founder Ben Horowitz sits on Nicira’s board of directors.

Last night, I was the master of ceremonies, as I have been for several years, at the laudable annual Astia Awards Dinner, which celebrated venture capital firms that support women-led companies.

And VC Tim Draper really went above and beyond in showing–quite literally–his support for his female entrepreneurs.

The San Francisco-based nonprofit does work to accelerate funding and growth of early-stage women-led businesses in life sciences, high technology and clean technology, with chapters in Silicon Valley, London and New York.

The NVCA member firms honored at the show, which is sponsored by Deloitte and Fenwick & West, by Astia for making the most investments in companies with a woman CEO were Draper Fisher Jurvetson, InterWest Partners, Prolog Ventures and Redpoint Ventures.

In addition, Allan Will, founding managing director of Split Rock Partners, received the Deloitte Leadership in Mentoring Award for encouraging female CEOs in technology-based fields.

Other award winners this year included: Anu Acharya, founder and CEO of Ocimum Biosolutions, who got the Life Science Innovator Award; Diane Greene, founder of VMware, who was awarded the Technology Innovator Award; and Pam Marrone, founder and CEO of Marrone Organic Innovations, who received the Clean Tech Innovator Award.

But it was Draper who stole the show, held at the de Young Museum in San Francisco’s Golden Gate Park.

He could not attend, but made his presence known by doing a video in which Draper sings very badly, but with incredible enthusiasm.

But before he starts crooning, Draper takes off an article of clothing for every woman-led company he funded.

Let’s just say, while he should be proud of his investments in women CEOs, it would have gotten very dicey if DFJ had done just one more.

But see for yourself–or, more correctly, see a lot of Tim Draper, in this video:

The company, which went public August 13, 2007 at $29 a share, immediately went soaring higher, trading as high as $125.25 on an intra-day basis last Halloween. At the time, the perception was that the company had essentially no competition in the burgeoning market for server virtualization software; Microsoft (MSFT) has since made an aggressive move into the market, as did Citrix Systems (CTXS).

Several analysts this morning actually asserted that replacing Greene with former Microsoft exec Paul Maritz should be considered a positive development for the company. “It was not a completely unexpected move,” writes Citigroup’s Brent Thill.

Read the rest of this post

“As one of the founders and the leader of VMware, Diane guided the creation and development of a company that is changing the way that people think about computing,” Joe Tucci, Chairman of VMware’s board, said in a statement. “The board thanks her for her considerable contributions to VMware and wishes her every success in the future.”

VMware offered no reason for Greene’s departure, though presumably it has something to do with the company’s lowered guidance. The company’s stock tanked on the news, falling more than 30 percent to $36.97, taking billions of dollars of shareholder wealth with it. Truly an ugly decline for a company that launched the biggest technology IPO since Google went public in 2004. Since hitting a 52-week high of $125.25 last October, shares VMware have shed nearly 70 percent of their value.