VMware (VMW) is firing back at Amazon Web Services (AWS), which recently announced a management portal aimed directly at the virtualization company. AWS Management Portal for vCenter seemed designed to turn VMware customers away from VMware cloud offerings and onto AWS, as the tool provides management and import features.

But, cautioned Chris Wolf, VMware CTO of Americas, “Don’t be fooled by import tools disguised as hybrid cloud management.”

“If you want to move those workloads or simply run additional instances in a region with no AWS presence, an outsourcer, another cloud provider, or your own data center, you may find that the cost and complexity associated with migration or a new deployment is too much,” wrote Wolf in a blog post. “The service stack would likely be bound to proprietary APIs, and all or most of the third party management and operational software will have to be replaced. You will be burdened with new QA challenges and likely will need to reengage with the procurement teams.”

Wolf generated a list of things he said AWS Management Portal does not do that he believes will make customers question its strategic value, including:

“Whether you are strategically aligned to VMware or not, you should demand consistent management, third-party integration, and a common API that spans all hybrid cloud deployment scenarios. Don’t be fooled by basic management that is tactically useful today but can lead to increased lock-in down the road,” Wolf wrote.