Orchestrator has been used for this purpose for many years now.
See this tutorial: http://www.vcoteam.info/learn-vco/create-a-simple-vco-self-service-vm-provisioning-portal-part-1.htm...
Do you need cloud abstraction, cloud ecosystem, burst to a public cloud ?
Do you need a web portal or do you have / want to build your own ?
If you need a simple portal then you can use Perspectives for vCO : http://www.vcoteam.info/learn-vco/getting-started-with-perspectives-webview.html
If you need a more elaborate, OOTB portal then you can use VMware Service Manager Cloud Provisioning on top of vCO. You can also use vCloud Director for using its user interface but it is not customizable.
If you want to build your own the vCO workflows will have to be called using vCO web service.
It is all a matter on how much functionality is needed now and in the future and how much flexebility you need for custom automated processes and integration.
And no, Orchestrator is not geared towards View, not ATM.
Christophe.
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