I tried again using a licence key and that changed the error message.
No Windows installation screens yet.
I got to the "Press any key to boot" message within VMWare.
unsuccessful.
-EFI Network
STart PXE over IPv4
I then shut down my virtual machine and (based on suggestions I'd read earlier) I deleted my (virtual) floppy drive from the VM hardware.
I then restarted my machine and Windows installed normally on my VM.
I hope this saves somebody some time.
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Aug 2018
Forget about the easy install that works well e.g. for Ubuntu.
We will be using the CD ROM via the BIOS to launch Windows install.
1 Creating a new machine
Work your way through the New Virtual Machine wizard,
Select "I will install the operating system later"
Guest OS select Microsoft Windows
Name of virtual machine - give it a name
Specify disk capacity - complete as required
Customise hardware
Select the CD/DVD
Device status connected at power on - ticked
Use ISO image file (browse to location of Windows 2016 ISO image)
Finish the wizard
The image is now switched off
2 We will now power on the machine.
Then wait for the BIOS/Firmware (Boot Manager) to startup
To save a few seconds you may find VM, Power menu, Power on to Firmware
Within the Boot Manager select the CD Rom drive
The screen will say press any key
The in a few seconds the Windows logo will display on a black screen and Windows will start the install
