Process Getting Killed Using Ubuntu 10.04 as VMWare Guest OS

I installed our memory-intensive software on Ubuntu running on VMWare. This process was getting killed quite quickly after start. After some internet search, I understood that this is due to the OOM-killer in the kernel. To disable to OOM-killer, I added to my /etc/sysctl.conf:

vm.oom-kill = 0 

I got this and a lot of other useful information related to oom-killer from this forum. But most of what is said there regarding oom-killer configurations does not apply to Ubuntu 10.04.