VMware has (quitely) released the first version of VMware Studio.
VMware Studio 1.0 enables software developers and hardware appliance vendors to build customized virtual appliances that can be shipped in industry standard Open Virtualization Format (OVF).
The OVF specification was originally co-authored by Citrix and VMware, with contributions from Dell, HP, IBM and Microsoft. With this release, VMware beat Citrix to the punch.
VMware Studio is available as a free download here.