With most of our Collab apps like CUCM, from Software Download on cisco.com, you pull an OVA file containing a blank VM, deploy that to your ESXi, than either from a DVD or eDelivery email download link, pull an app ISO installer file and run that in the VM to install the app. If you are doing a BE6000, you can bypass this by leveraging Cisco Config To Order Portal or preconfigured image VMs.
With Prime Collaboration Deployment, we tried to bypass all that as well. In media kit for UCM 10.x you will get either a DVD or an eDelivery email download link (depending on if your UCM is physical delivery electronic delivery). On DVD there is an ISO which you launch to get an OVA containing VM containing already-installed PCD app. In eDelivery there is a download link to the same OVA containing VM containing already-installed PCD app.
Asked engineering to improve content in the PCD Admin Guide for all this, it's not there yet but see Cisco Prime Collaboration Deployment Administration Guide, Release 10.5(2) - Install Cisco Prime Collaboration Deployme…
The biggest issue here is most folks have been programmed to seek an OVA with blank VM, and an ISO installer. With PCD we aren't doing that and that seems to be what throws folks off. In addition to PCD being distributed with UCM vs. as a separate application.
