>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel, AWS and our community partners. Welcome to the cubes coverage of AWS reinvent 2020. The virtual version. I'm Lisa Martin here with the guests from Bumi. Please welcome Ed Makowski, its head of product of the program and nice to see you today >>I see you, Lisa. >>So here we are in a very socially distant world. But I know a lot about movie, and that movie is really all about connecting people with what they want now. So talk to me before we dig into kind of what's going on with AWS. What's the landscape? That movie like in this year that has had so much change? >>So things have been going really well for us business wise, I think you know, as we've come through this pandemic or we continue to work through the pandemic, we're seeing a lot of our customers accelerating their their migration to the cloud acceleration, accelerating their modernization journeys. Um, in fact, we see the 30% uptick and usage in our platform. You know, in the last several months, as as people just continue to double down on automating, integrating their systems, working through integrated experiences. Toe Really like you said put put data in the hands of the users, the data that they're looking for on the work clothes that they're looking to automate. They're accomplishing that our platform. So things have been good. >>That's good in a year of such uncertainty. So as we kind of look at, you know, you talked about it. We've been talking about it for months now. This acceleration of the digital journey, that Cove it is really catalyzing. Let's get specific with from an integrated experience perspective, I think we're all as consumers, even Mawr demanding oven integrated experience. Now more than ever. How are you working with customers To help them achieve that? >>Sure. So So the way we look at the world through our lenses, data collectivity and user engagement, or are critical pieces to a cloud modernization or a cloud migration journey. So, just like in life, people make connections early on, and as they work through life, they leverage those connections to make advancements, that sort of thing. I did an interview actually a couple of weeks ago with an A list celebrity, where he gave us a bunch of feedback around connectivity where he talked about early on in his life. He made connections that that provided him value later in his career. We think of the same thing for a business, right? If you think about as a business, your customers, your employees, urine users, it's important to take your most strategic asset, which is your data, and and put that toe work for you and make connections with those users, employees, partners, etcetera, eso we look at those is integrated experiences, right, and we we offer a platform that, in a low code way, allows the business to make those connections with users in those integrated experiences. >>Love to know who the A list celebrity was, but I won't ask you to develop that information because we look at that, you know, nowadays we had this massive shift in the last eight months or so where I think as consumers we've been everything's been on demand for a while. We're used to getting what we want. And in the business world there was a big shift and trying to figure out companies well known companies, you know, filing for Chapter 11 and trying to figure out How do we pivot? Not just once, but it's a Siris of pivots, right? So talk to me about From From an integrated experiences perspective, any customers that you kind of think in particular really, really highlight what Bhumi is doing there to allow these customers to have connected integrated experience while you're helping those customers modernized and transform their businesses. >>Yeah, I mean, I could talk to a couple of examples where you know, when when the pandemic hit in the coven situation hit, we had a lot of, you know, I think the world saw there were a lot of mom and pop shops downtown Main Street where they were trying to collect information from industry from from their governments and industries. And they were trying to really relay that information out to, um, their customers and users. And most of them, those small businesses, uh, weren't I t enabled in any way, shape or form, and we tried to figure out what is the business can we do to help solve some of these challenges and a booming for good initiative? And we put out a solution called answers on demand that we gave out to free for free and within I believe it was two weeks. We had only over 2500, you know, customers from all different shops around the country that that registered and basically were ableto themselves stand up a frequently asked question. Ah, site within their Web page chatbots that they were embedded. They were able to bed in the Web page on a low code way, and that was kind of one example. Another from an enterprise example, is you think of things like, Hey, a new employee starts and typically they can walk in the first day. People hand them forms, they walk around, they meet with different departments. How do I get myself on boarded to an organization? Well, in the world today, everybody expects things to be on their mobile. They expect things to be done immediately, and they're not gonna goto 10 different APs in order to onboard themselves to go get swag or sign themselves up for their payroll, etcetera. That's a classic, you know, integrated integrated experiences use case that we help with where it's Hey, we can help with integrating those systems in the back end and provide an integrated experience to your new employees that come on board so they can walk through and be up and running within your company very quickly in a remote way. So we offer all the tooling that businesses can customize. Those make them look like they're, you know, they're color schemes of their business. So on and so forth create custom work flows all again in a low code way because we focus on time to value. It's about getting something done very quickly versus along I t projects That's going to take, you know, 23 years. >>Yeah, I remember. I think it was booming world last year where Chris, your CEO, was talking about, uh, the on boarding experience when he started at Bumi and how massively transformed that is. But to your point right now, there's so many things that we don't have time for. And so when there's obstacles in our way or processes or more convoluted, it just makes everything you know, not function well together or allow customers really maximize their investments in particular technologies. I wanted to get your take on Speaking of maximizing investments, How does booming help have you worked with partner with AWS to help your customers maximize their investments in AWS is technology and services. Sure >>so So we you know, we built our platform first and foremost on top of the AWS platform. So we sit there natively and we take advantage of all of a W s S s services. Behind the scene seems to offer secure platform that customers can work in from a loco development environment. From there you can take advantage. You can take your Bumi integrations and you can run them within three a w your own A w s environment if you'd like to. So we've actually launched a ah Bumi Quick start that allows you to Okay, quickly deploy a run time that spends up in the AWS cloud so you can run your workloads there in a secure way. If you've got your own security set up, you can run within that domain versus going within boonies cloud if you'd like. We're also about to release an elastic version of that That's kubernetes base so that you could, you know, scale that up and down and take advantage of your AWS. Resource is not in a fixed way. But Maurin, a survivalist type capacity. We also have data catalog and prep capabilities now, which we didn't have last year. But we have We've added these so that you can explore your AWS endpoints. You can explore any business and points that you have and kind of look at what data you have that you can, you know, harvest thio, pull together and and offer that make that available to your customers and users. You can run all of that in your AWS environment as well. We put >>a >>bunch of focus and adventure oven architectures so as a you know, as a classic integration scenario, a lot of people focus on pub sub patterns, those types of things. So we're we released connectivity to event bridge, sqs, etcetera. We also support connectivity to red shift so you can handle data warehousing scenarios. So and a lot of investment in the AWS ecosystem in the last year and a half to two years, and we continue, you know, we're going to continue doing that. We're just kind of at the beginning of that. So >>Bumi has over 12,000 customers ranging from, you know, the big guys, nonprofits like American Cancer Society, etcetera. How do you work with customers as head of product toe help them influence the road back to be able to take in the information that they need to. For example, we wanna we wanna be ableto work with me and really modernized but also maximize or a W s investment. What is that customer feedback loop like? >>Sure, So we've got within booming. We have a customer success team that focuses on all of those customers and different tiers. Verticals, um, you know, different horizontal plays, etcetera. But we have success. People that look out, you know, for our customers meet with them on a regular basis. They bring a lot of that feedback back into product. I'm an executive sponsor for a number of our customers where I meet with them directly to understand the projects, use cases. What are they trying to achieve and take? That is input, but but very specifically, we do quarterly webinars for our customers where we get each of our product managers, including myself, do a two hour session where we go through every single detail of here is what we are expecting ourselves that delivered to you as a customer over the next year, and that gives our customers the opportunity to see all those details. We published them online publicly. We then allow them to come back through direct relationships with product or customer success. To request these enhancements. We score them, we go through. We do commit a tely east. 25% of our roadmap to customers specific requests. Um, you know, even the 75% other piece of the road map we're looking at what we feel is the best interest of our customers and what we want to take them in an innovative way. But like I said, the 25% are direct commitment to Hey, customer wants X Y Z feature will put that in the 25% >>That's he, especially right now to be able to be able to. I don't want to be reactive because we often use that as a bad term. But be able to pivot quickly and and take that information in and make the changes needed that will benefit countless others if we go back to integrated experiences, you know, here we are at this virtual aws reinvent. We're so used to being surrounded in Vegas by 45,000 people. But talk to me about how Bhumi is helping AWS customers with their integrated experiences. What are some of the things that you guys are really excited about that you're enabling now? >>So with an integrated experience, you know, again, I go back to the three things that any customer AWS customer specifically need thio think about in order to create an ingrate experience. So data readiness is the first piece. So with a W s, you'll be spinning up a number of the services. You'll be putting data in the cloud so on and so forth. But you need to make sure that that data is of high quality. Um, it's secure. It's understood something like, you know, 60 to 70% of data that you haven't enterprises is unknown, and we help solve some of those challenges through our catalog and prepping tools. So even if you're moving a bunch of your processes and data applications into the cloud, we can help customers with data readiness and making sure it's security of high quality. The second piece is pervasive connectivity. So it is about connecting all of your data sources. So we do have an open platform. You have all your AWS services that we can help you connect to get data from those sources or or transfer them to those sources. But we also allow you to extend out into on Prem or other clouds as well. So as much as we love and work with a W s, we do understand that people need to move things into the cloud out of the cloud, etcetera. You know, we help with all of those connectivity challenges that an organization may face. Uh and then the third is that user engagement engagement piece So you could move data all around all you want. You can understand your data, but unless you're putting it in the hands of the user and allowing them to act on that data in some way, shape or form the tools we have, you know, around workflow and building those in a low code way, you could do all of this in a, you know, a unified platform that we have that you can go in and building a low code way. You don't have to be a pure hardcore Java developer to get things done. We focus on time to value. So you can. You know, we have stories of customers building their first set of integrations or work flows and, you know, minutes or a couple of hours versus some of our competitors who take days, weeks or months. >>So from a local perspective, something I'm just curious about, that's kind of be a facilitator of during the last, you know, eight months of things changing and customers not being able suddenly to get into their data centers air on site, talk to me a little bit about some of the things maybe even anecdotally, that you've heard about Bhumi Loco development platform being facilitator of people that couldn't get to a data center. >>Yeah, so I mean, all of the development even before covert, all all loco development that you did for Bumi was in a Web browser. We've always been that right. So we have that capability. And then from a run time, I was talking earlier about how you can run in a ws cloud. But you can also set your runtime behind a firewall. If it is at a facility, you can put it in. You know, any locations around the world. So when the pandemic hit and folks started needing to work remotely, it was kind of a non event for many of our developer, our local developers, because they can now access the browser from home and still access. All those resource is whether it's on site in a W s or wherever they were then forced to Okay, The rest of the business is saying we need to make data available. We need to actually now put processes in place. And and Bumi became an asset to say, Wait a minute. It's not about just integration behind the scenes, that's plumbing that nobody sees. Our users started becoming heroes in their business by standing up work flows and saying I can quickly because it's low code. Oh, you need to collect information about, you know, in some cases, you know, citizen information that they used to go to. You know, I don't know that I could talk about this government, but citizens used have to go into a building in order to fill out forms and whatnot. We need to collect data live. How can I do that? Okay. This government now just use boom me to start posting these on their website. These work flows in a secure way. You know, that's just, um, examples. I talked about answers on demand before, but but we've seen this pivot of user engagement Mawr out of, you know, bringing middleware and integration out of the shadows of I t into solving real problems as people are now this first around the world at home. So >>solving your problems and probably helping a lot of businesses not just survive the last few months and forward but thrive as well as theirs. We know some things from this will be permanent. Let's question to you just can you give us a sneak peek into some of the solutions and the initiatives that Booby and AWS are working on together? Yes. >>So I talked a little bit about this before, so we are in Advanced Tech Partner were a public sector partner. We run our platform on AWS again, so we continue to work on how we can keep expanding and taking advantage of A W S two services To make things more scalable. Onda were more and more secure. It's always a top priority given the shift to the cloud and a W s is helping us with those we have are quick starts that we're working on again to make things quicker and easier for people to stand up integration workloads in AWS catalog and prep again. All of the connectivity that we have to things like event bridge, sqs Red shift, etcetera. Um, you know, those are all the things we're collaborating on with them. And again through the next year, we'll continue to keep focusing on more and more to just make running your booming environment in AWS more and more seamless. >>Seamless. I'll take it well and thank you so much for sharing what's going on with Louis and AWS in this virtual event. We appreciate your time. >>Yeah. Thank you so much. >>Bread. McCaskey. I'm Lisa Martin. You're watching the cubes coverage of AWS reinvent 2020 A virtual edition

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 Special coverage sponsored by A. W s Global Partner Network. Hello. And welcome back to the cubes Live coverage of AWS reinvent 2020. It's virtual this year. Normally, were there in person doing the interviews, getting the signal from the noise. I'm John for your host. And where the cube virtual Got a great guest here. Aidan McDonald, Program manager, Justice through code the center of justice at the Columbia University. Um, this is a great story, Aiden. Thanks for coming on. Appreciate you taking the time to join me. >>Thanks so much for having me, John. >>So first of all talk about the mission of justice through code. This is such an awesome program. It really is impactful. It's one of those examples where, you know, people want to change the world. This is one. You can actually do it. And with code, take us through the mission. >>Yeah, So I think to understand the mission here, you have to understand a little bit about the problem, right? So the United States has, uh, 5% of the world's population, 25% of the global prison population. When people come home from prison, they're confronted with the reality that it's just very difficult to find jobs right. We have unemployment rates that are stratospherically higher than for the general population. And so, at the core of what we're doing in our mission is really to provide a pathway to career track employment for formerly incarcerated individuals to help support them and their families, and also to begin to change the negative stereotypes that air attached to the formerly incarcerated. >>It's an upwardly mobile mindset growth mindset. Also, there's new skills, always hard to do that, given the environmental conditions, what skills are you guys delivering? Take us through how it works. Give us a feel for kind of the skill sets and what gets what happens. >>Yeah, so we focused the program kind of in two distinct ways. So we have the technical skills aspect of the curriculum and the interpersonal skills. So as far as the technical skills go, we teach a version of a course that's taught to current Columbia MBA students eso that is set up. We teach the fundamentals of programming python, what we call phase one of the program. Then we move on to a P I S and data analysis. And then from there we do a Capstone software project. And for that project, groups of two or more students come together. Really? They conceptualize the design on day execute on building this project. And during that phase, of course, we actually pair students with mentors who are season software engineers from many of the top tech companies in the US and then in terms of the story in terms of the interpersonal skills, um, you know, we really focus on the skills that are necessary to success in the tech workforce s Oh, this is, you know, resumes, cover letters, interviewing skills and also really understanding that for many of our students, they don't have the networks that so maney people are fortunate enough to have that have gone through a traditional educational pathways. We bring in guest speakers from different corporations. Um, and, you know, having the students were quick mentors there really able to start to build that network to support themselves in their career transition when they complete the program. >>You know what's really amazing about what you're doing is and this really is so timing. The timing is perfect. Um, is that with the cloud and the tech scene, where we're at now is you don't you can come out. You can level up pretty quickly with things. In other words, you know, you could have someone go to an Ivy League school and be all the pedigree, and it doesn't matter because the skills now are different. You literally could be a surfing and be a couch potato surfing TV and get online and get an Amazon degree and through educate and and come out, make six figures. I mean, so there is definitely a path here. It's not like it's a slog. It's not like it's a huge leap, so the timing is perfect. We're seeing that across the board. There's more empty jobs, opening cybersecurity, cloud computing administration and with land in all these cool services, it's just gonna get easier. We hear that we see that clearly. What are some of the examples can you share of the graduates? What have they gone on to do? You mentioned some of the big tech companies. Take us through that that tipping point when the success kicks in. >>What s so you know, as I mentioned, one of the really integral parts of our program is this mentorship, right? So students finished the program. They often continue to work on their final projects, um, in conjunction with their mentors and then really focused during that time period on developing the skill sets that they'll need to have entering into junior level software development roles a tech companies For some of our students, this means, um, they've actually found out through the course of the class that they prefer front end web development, and they start working on JavaScript and full stack. And a few of our students have gone on to work it a or enter into apprenticeships that major tech companies, um, in those roles. And then we also have students who are focused on continuing in their development of their technical skill set with Python s. So we have some students who have actually entered into the Columbia University I t department on a big project. They're working on other students that have worked with freelance Web development agencies and projects really have a very diverse, talented group of students. And so from that we see that Everybody has different interests and definitely no one specific pathway but many successful pathways. >>How is Amazon Web services helping you guys? They contributing? They're giving you credits. What's their role here? >>Yeah, so they've provided kind of their expertise and support to the program. Just really excited to be collaborating with them on really looking at, How do we take this program to scale? Right. So we know that this is a problem that affect so many Americans, right? There's 77 million Americans currently with a criminal record. And so, um, you know, with the barriers to employment that come from having been incarcerated, I came to this work because I spent four years incarcerated for my own involvement in the marijuana industry in California Prior toe legalization. And so, you know, I saw a kind of these challenges, right? Firsthand of what it's like to try to get a job. And so, you know, we're just very invested in collaborating with AWS again. Thio bring this program to scale so we can really help uplift the communities that have been impacted by mass incarceration. >>It's interesting you talk about your personal experience, talk about this stigma that comes with that and how this breaks through that stigma. And this is really not only is a self esteem issues up this Israel, you could make more money. You have a career and literally the difference between going down or up is huge. Talk about the stigma and how this program changes the lives of the individual. >>Yeah, I think one important thing Thio consider hearing before understanding is this statement right? Is that unemployment or employment should say is the number one predictor of recidivism. Right? So we see that for people that have really jobs, they don't go back to prison on DSO. You know, we're just so invested in working on that and in terms of the stigma, uh, you know, it's just so prevalent, right? I can think through myself. Before I had going thio to prison, I had started to businesses. I was actually accepted. Thio go to Columbia University when I got out and I would apply the landscaping jobs, couldn't get to the final round, and the job offer would be rescinded, right? I mean, just this automatic sense of this person is not to be trusted because they have a history of incarceration. And so what we're really working on doing with our students is first redefining what people think it's possible, right? I saw this myself coming home from prison. The constant messaging is your life is over. You're never going to accomplish anything of meaning and so just kind of accept your lot on DSO. At first, we really focus on that with students in terms of sharing stories of success. Other people that we know that have taken this pathway on been really looking at providing leadership development. So when our students do enter into these companies, they're really able to service leaders and for people to understand that while you may have these assumptions because of depictions of people that have been incarcerated in the media, the end of they formerly incarcerated people, our brothers, sisters, family members and really deserve a chance in life. >>Yeah, And I got to say, you know, as someone who loves technology and been, uh, computer science when his early days, you know, there was a ladder, you have to have a requisite level now. I mean, you literally could be six weeks in and be fluent on Cloud Computing Administration as three bucket configurations. I mean, there are so many things that so many opportunities if you have some intelligence and some drive you're in, I mean, it's just Z pretty right? It's right there. It's great. It's attainable. It's not a fantasy, it's it's doable. And programs like yours are awesome. My hat's off to you for doing that. Thanks for sharing. >>Definitely. Thank you so much for having me >>final question before we go, How does people get involved? Can you share a minute? Give a plug for what you guys are doing? How do I get involved? How do I give support? Take a minute to >>get? Definitely. I mean, I think at the core like the most important thing that anybody can dio right is to look within the organizations that they work and work at and find out what your fair chance hiring practices are and see if if there's an opportunity to hire our students or other formerly incarcerated students. E think it also were very engaged, as I mentioned in our mentorship program s so people can confined US center for Justice that, uh, Colombia dot e d u on board, you know reach out, tow us about the mentorship program and really begin toe talk about this and share the stories of those who have succeeded and provide support Thio other people that will be returning home. >>All right. And thank you very much. Just a fur coat. Check it out. Columbia University 18 McDonald, Program manager. Thanks for joining us. I'm John for here in the Cube Cube Coverage Cube. Virtual coverage of reinvent 2020. Thanks for watching.

>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020 Special coverage sponsored by A. W s Global Partner Network. >>Okay, welcome back to the Cube. Virtual coverage of AWS reinvent 2020. I'm John for your host of the Cube. Virtual were not there in person. We're doing remote interviews, bringing that content to you virtually obviously with the virtual vent over three weeks, Walter Wall coverage Got a great guest here. Norman Quijano, Chief market officer for Acoustic. Normally great to have you on the Cube. Great story. Want to get into independent marketing? Cloud all that good stuff? Thanks for joining me. >>It's a pleasure to be here, John. I'm excited to chat with you, and it's exciting during reinvent. >>Yeah, a lot of great stuff. I mean, just every year I just get kind of nerdy, and I nerd out on all the massive new stuff and some of its kind of, you know, futuristic, you know, not yet available, but most is. But let's get into what you guys do. So first tell me the story about Acoustic and you guys were originally part of IBM spun out, and now independent. Take us through what happened. >>Yeah, sure, it's It's actually a super fascinating story overall, because in short, Acoustic was created last year, July 2019, as a carve out from IBM. The interesting history is that over the course of about a decade, IBM said, this marketing technology space is pretty interesting. So it went and acquired a number of companies across multiple years. Hold it all together in what it called IBM Watson marketing ultimately and said, We're in the marketing technology space, unfortunately. Turns out that's probably not, ah, core business for IBM. So Ah, few years ago, someone said, Maybe we're not in this space. Let's see if we can put this car of this out. And so we were born last July were private equity owned and from, ah, great history became a great new beginning. >>Awesome. So talk about the value proposition. You guys living here says you guys were the independent marketing cloud. Does that mean independent in the sense of you don't take a position on certain technologies or independent as a company? Just what does that mean? >>Why independent used to be a simple word, but it doesn't have so It's not so simple anymore, now, is it? You know what we mean by that is very straightforward. One. We are private, and we are focused on marketing and marketers, and we are not beholden to other parts of the business that may be trying to serve back, office or finance or other elements in a business. And what we think that the marketer today which, as you know, marketers usually have the or one of the biggest I T budgets in a company. We think they need providers that are focused on their needs and their needs only. >>Yeah, it's interesting. The Martek stack and I just had a conversation with the venture capitalists live on the kickoff of the program for the show Review it this pre cloud There's cloud transition Now. You got all in cloud benefits of being cloud native, right? So you kind of 2021. I think we're in this post covert era. You got to see a whole new set of advantages. Yeah, they'll still be hybrid. They'll still be on premise. But if you look at the all the Martek marketing technology stuff, it's just so much stuff and salesforce just bought slack. You have Microsoft tea and the big guys, all these things, and you only have a departments don't have a lot of staff. It's not >>like eso. You need >>technology to try. Great do the heavy lifting. This is a big theme of of the Amazon reinvent culture. Using tech creates the customer value, reduced the heavy lifting. How are you guys doing that? How do you serve customers >>in that competitive landscape? It's a well set up job, because the reality is that we have a lot. There's a lot of companies in the marketing technology space you can look at charts online there, 8000 companies evidently on. But the reality is that very few of those companies are trying to provide big sort of end to end solutions the way that we are and some of our large competitors are. But they're all at different stages of the revolution in the cloud, because most of the bigger companies in this space got their Martek capabilities through acquisition, and they may have sort of carry forward a pre cloud, uh, technology stack with them. What we're trying to do is really two things. One We moved our technology to the cloud. In particular. Over 90% of our workload is on AWS now. And we're trying to find the integration points with our customers with their equally moving to public cloud like AWS, and give them the capability of being able to bring up capabilities quickly, particularly in something like email Be able to scale. Right? We're in the middle of the holiday season is the busiest time of the year for businesses to send email, and we wanna make sure that our customers can scale up. We want them to have that capability, and we wanna be able to take advantage of that so we don't have toe over invest in back end technology. We want marketers to feel as empowered as the CEO who's here. So I'm all in on the cloud. Well, what about the marketers? They're the ones who should be using that, and and I think something like a w s and continue to grow. And me and the capabilities that every part are they AWS will continue to provide value to the marketers to the customer experience team as well as to the I T team. >>How are you guys using data and AI because obviously you seeing that huge part of every single product. It's one of those things that you see on and we've been saying for years now it's kind of mainstream, the benefit of clouds. You get horizontal scalability of infrastructure. Now you got lamb Daniel containers and then you got data you can get vertically specialized within the app. So if you do the micro services or deconstruct the monolith, you could really provide point value and still get that data scale. So this opens up massive data intelligence opportunities, which every marketer wants to be data driven. S O R O r. Use the data to make a great user experience or customer experience. How do you guys see that? And Acoustic. And what do you guys doing in the clouds around that you >>share? Well, first of all, somehow you got ahold of our are confidential roadmap because you just laid it out right there. And what you said, it's not so confidential. But the reality is it's market >>leading for sure. I mean, I think you can. That's the Holy Grail. I mean, >>it's where everyone wants to be, and we had at Acoustic have a very specific philosophy is that we want to. We want to embrace data, and we mean, of course, on behalf of our customers. And we want to bring data to empower every every application in every part of the marketers business. And for better or worse, there's some marketing technology sort of have a little bit of, ah, little hands off with data, particularly if it's not their own data. We believe that whether it's first party, second party, third party data it needs to be brought into the marketing life cycle, and we are building or have built capabilities to do that. We believe in being open, believe in being ableto bring in all sorts of different data types, and then use that to build the best marketing campaigns and experiences for our customers and for their customer. And if you're not embracing all the types of data out there in creating a unique formula for each particular customer, you're not gonna deliver the best marketing experience. Yeah, >>I totally agree. And I think one of these things where modern applications there's two themes here. Modern applications and then completely programmable infrastructure for Amazon and this again. I've been covering cloud for many, many years since the beginning of cloud, and I've looked at all the big three. And I see Amazon's been clearly winning on the infrastructure of the service platform as a service. They Yeah, they have sass apps out there, but they have an ecosystem. Microsoft has their own strategy. Google the other you picked Amazon is a preferred partner. Could you share? Um, Why? Why Amazon And what specifically does that enable you to dio a za company? Because, um, yeah, Amazon's huge and some people get nervous like Okay, I'm just gonna be Oh, you're gonna eat me up and you're in a marketing focus, not a not a court. I don't have a core building block out there called Marketing Cloud like Oracle does or one of the company's. Why Amazon. >>Yeah, I think that you really sort of laid the landscape out well, and Amazon is very much a a full stack. And and there's so much maturity in AWS overall, which you don't necessarily see the sort of top to bottom maturity that you see in the other of the clouds and Amazon and all clouds right we we all want to be able to tap into micro services. So when we were trying to figure out what gave us the scalability that we needed, we were really focused on the ability to integrate at multiple touch points. Three. Ability to scale up really fast because, like during the holiday season were transacting billions of transactions. Whether it be emails that our customers are sending or SMS messages that they're sending so billions of transactions over a fixed period of time, we need to be able to scale quickly at an affordable price on We also believe that actually, a lot of marketing departments are going to start to realize the value of plugging into the service is available in a public cloud, particularly is they see things such as taking data from 33rd parties, right? How did they get that into the system or taking their marketing stacks and ultimately may potentially putting those stacks in containers, right. How do you move that into a container and be able to quickly connect other micro services to that container? So we think that this is the absolute future of where the marketing department is gonna end up. And we think Amazon and AWS could be a great partner because it gives you that global footprint gives you that ability to scale and gives you the richest set of services available right now. That was a really easy decision for us. >>Awesome stuff. Thanks for coming on. Normal. Really appreciate you laying out your vision of the cloud. Take a minute real quick. We got a couple minute left, put the plug out for Acoustic. What do you guys looking to do? What's the value proposition? Give a plug for the company. >>Yeah, we we left talking about Acoustic, and you can certainly visit us it Acoustic dot com Acoustic is a full service marketing platform. We are modern, we are cloud based, and one of the things that we do is we specialize and focus on marketing and the marketing function. And if anybody out there is interested in finding out more, you can not only come to Acoustic dot com. You can ping me because we believe that marketers are key decision makers and myself is our CMO wants to talk to every potential client. >>No one. Thanks for coming on. The Moncada you Chief market officer Acoustic here, featured on the Cube. But Adam's reinvent Thanks for coming on. Thanks. It >>was a pleasure, John. >>Thank you. I'm John Fair hosted the Cube. More coverage after this short break. Stay with us. Form or cube. Live coverage. Yeah.

>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020 Special coverage sponsored by A. W s Global Partner Network. >>Hello and welcome to the Cube. Virtual in our coverage of AWS reinvent 2020 and our special coverage of a PM partner experience where the Cube virtual and I'm your host, Justin Warren. And today I'm joined by Mike Gill. Fix. Who is the chief product officer for IBM Cloud PACs. Mike, welcome to the Cube. >>Thank you. Thanks for happening. >>Now. Cloud PACs is a new thing from IBM. I'm not particularly familiar with it, but it's it's related to IBM's partnership with with a W s. So maybe you could just start us off quickly by explaining what is cloud packs and what's your role as chief product officer there? >>Well, Klopp acts sort of our next generation platform. What we've been doing is bringing the power of IBM software really across the board and bringing it to a hybrid cloud environments, so make it really easy for our customers to consume it wherever wherever they want, however, they want to choose to do it with a consistent skill set and making it really easy to kind of get those things up and running and deliver value quickly. And this is part of IBM hybrid approach. So what we've seen is organizations that can leverage the same skill set and, you know, basically take those work quotes, make him run where they need thio. Yields about a 2.5 times are y and cloud packs it at the center of that running on the open shift platform so they get consistent security skills and powerful software to run their business running everywhere. And we've been partnering with AWS because we want to make sure that those customers that have made that choice could get access to those capabilities easy and as fast as possible. >>Right? And and the cloud PACs have built on the red hat open. Now let me get this right. It's the open hybrid cloud platform. So is that open shift? >>It is Open shift. Yes. I >>mean, IBM >>is incredibly committed to being thio. Open software and open ship does provide that common layer, and the reason that's important is you want consistent security. You want to avoid lock in, right? That gives you a very powerful platform A fabric, if you will, that can truly run anywhere with any workload. And we've been working very closely with a W s to make sure that is Ah, Premier. First class experience on AWS. >>Yes. So the the open shift on AWS is is relatively new from IBM. So could you explain what is open shift on AWS? And how does that differ from the open shift that people may be already familiar with? >>Well, the Colonel, if you will, is the same. It's the same sort of central open source software, but in working closely with AWS were now making those things available a simple services that you can quickly provisioned and run, and that makes it really easy for people to get started. But again, sort of carrying forward that same sort of skill set. So that's kind of a key way in which we see that you can gain that sort of consistency, you know, no matter where you're running that workflow and we've been investing in that integration, working closely with them Amazon, >>right? And we all know red hats, commitment, thio, open source software and the open ecosystems. Red hat is rightly famous for it, and I I am old enough to remember when it was a brand new thing, particularly in enterprise. Thio allow open source toe to come in and have anything to do with workloads. And now it's It's ALS, the rage, and people are running quite critical workloads on it. So what are you seeing in the adoption within the enterprise off open software? >>The adoption is massive, I think. Well, first, let me describe what's driving it. I mean, people want to tap into innovation and the beauty of open source is your your kind of crowd sourcing, if you will, this massive community of developers that are creating just an incredible amount of innovation and incredible speed, and it's a great way to ensure that you avoid vendor lock in. So enterprises of all types are looking to open solutions as a way both of innovating faster and getting protection. And that commitment is something certainly redheaded tapped into its behind the great success of Red Hat. And it's something that, frankly, is permeating throughout IBM and that we're very committed to driving this sort of open approach. And that means that you know, we need to ensure that people get access to the innovation they need, run it where they want and ensure that they feel that they have choice >>on the choice. I think is a key part of it that isn't really coming through in some of the narrative that there's a lot of discussion about how you should actually, should you go cloud. I remember when it was. Either you should stay on site or should you go, Go to Cloud and we had a long discussion there. Hybrid Cloud really does seem to have come of age where it's it's a a realistic kind of compromise, probably the wrong word, but it's it's a trade off between doing all of one thing or all another. And for most enterprises, that doesn't actually seem to be the choice that that's actually viable for them. So hybrid seems like it's actually just the practical approach. Would that be accurate? >>Well, our studies have shown that if you look statistically at the set of work, oh, that's moved to clouds, you know, something like 20% of workloads have only moved to cloud, meaning the other 80% is experiencing barriers to move >>and some >>of those barriers is figuring out what to do with all this data that's sitting on Prem or, you know, these these applications that have years and years of intelligence baked into them that cannot easily be ported. And so organizations looking to hybrid approaches because they give them more choice. It helps them deal with fragmentation, meaning as I move more workload, I have consistent skill set. It helps me extend my existing investments and bring it into the cloud world. And all those things again are done with consistent security. That's really important, right? Organizations need to make sure they're protecting their assets. Their data throughout, you know, leveraging a consistent platform. So that's really the benefit of the hybrid approach. It essentially is going to enable these organizations unlocked more workload and gain the acceleration and the transformative, effective clouds. And that's why I think they're really That's why it's becoming a necessity, right, because they just can't get that 80% to move. Yah, >>Yeah, I've long said that the cloud is a state of mind rather than a particular location. It's It's more about an operational model of how you do things, so hearing that we've only got 20% of workloads have moved to this new way of doing things does rather suggest that there's a lot more work to be done. What for? Those organizations that are just looking to do this now they've they've done a bit of it and they're looking for those next new workloads. Where do you see customers struggling the most? And where do you think that IBM can help them there? >>Well, um, boy, where they struggling the most? First, I think skills. I mean, they have to figure out a new set of technologies to go and transition from the old World to the new. And at the heart of that is lots of really critical debate. Like, how do they modernize the way that they do software delivery for many enterprises, right. Embrace new ways of doing software delivery. How do they deal with the data issues that arise from where the data sets their obligations for data protection? Um, what happened to the data spans multiple different places, but you have to provide high quality performance and security thes air, all parts of issues that you know, spanned different environments. And so they have to figure out how to manage those kinds of things and make it work in one place. I think the benefit of partnering, you know, with Amazon is clearly there's a huge, you know, customer base. That's interesting. Amazon. I think the benefit of the idea and partnership is you know, we can help to go and unlock some of those new workloads and find ways to get that cloud benefit and help to move them to the cloud faster again with that consistency of experience. And that's why I think it's a good match partnership. We're giving more customers choice. We're helping them to unlock innovation substantially, faster, >>right? And so, for people who might want to just get started without how would they approach this? Do you think people might have some experience with AWS? It's It's almost difficult not to these days, but for those who aren't familiar with the red hat on a W s with open shift on AWS, how would they get started with you? Thio to explore what's possible? >>Well, one of the things that we're offering to our clients is a service that we refer to his I. D. Um garage Z you know, an engagement model, if you will, within IBM, where we work with our clients and we really help them to do co creation. So help to understand their business problem. Or, you know, the target state of where they want their I t to get to. And in working with them in co creation, you know, we help them to affect that transition. Let's say that it's about, you know, delivering business applications faster. Let's say it's about modernizing the applications they have or offering new services new business models again, all in the spirit of co creation. And we found that to be really popular. Um, it's a great way to get started. We we leverage design thinking approach. They can think about the customer experience and their outcome. If they're creating new business, processes, new applications and then really help them toe uplift their skills and, you know, get ready. Thio adopt cloud technology and everything that they dio. >>It sounds like this is, ah, lot of established workloads that people already have in their organizations. It's already there. It's generating real money. It's It's not those experimental workloads that we saw early on which was a well, let's try. This cloud is a fabulous way where we can run some experiments, and if it doesn't work, we just turn it off again. These sound like a lot more workloads, air kind of more important to the business. Is that be true? >>Yeah, I think that's true now. I wouldn't say they're just existing work clothes, because I think there's lots of new business innovation that many of our, you know, clients want to go on launch. And so this gives them an opportunity to do that new innovation but not forget the past, meaning they could bring it forward and bring it forward into an integrated experience. I mean, that's what everyone demands of a true digital business, right? They expect that your experience is integrated, that it's responsive that it's targeted and personalized, and the only way to do that is to allow for experimentation that integrates in with the, you know, standard business processes and things that you did before. And so you need to be able to connect those things together seamlessly, >>right? So it sounds like it's it's a transition more than creating new thing completely from scratch. It's well Look, we've done a lot of innovation over the past decade or so in cloud. We know what works, but we still have workloads that people clearly no one value. How do we put those things together and do it in such a way that we maintain the flexibility to be able to make new changes as we as we learn new things? >>Yeah, leverage what you've got. Play to your strength. I mean, that's that's how you create speed. If you have to reinvent the wheel every time, it's going to be a slow roll. >>Yeah, that does seem like an area where an organization, probably at this point should be looking to partner with other people who have done the hard yards. They've They've already figured this out. What, as you say, Why can't make all of these obvious areas yourself when you're you're starting from scratch? When there's a wealth of experience out there, and particularly this whole ecosystem that exists around around open software? Uh, in fact, maybe you could tell us a little bit about the ecosystem opportunities that are there because red, that's been part of this for a very long time. AWS has a very broad ecosystem is we're all familiar with being here. It reinvent yet again. How does that ecosystem claim toe? What's possible? >>I well, let me explain why I think IBM brings a different dimension to that trio, right? IBM brings the industry expertise. I mean, we've long worked with all of our clients are partners on solving some of the biggest business problems and being embedded in the thing that they do. So we have deep knowledge of their enterprise challenges where they're trying to take them. Deep knowledge of their business processes were ableto bring that that industry know how mixed with, you know, red hats approach to an open, foundational platform coupled with, you know, the great infrastructure you could get from Amazon. And, you know, that's a great sort of powerful combination that we can bring to each of our clients and, you know, maybe just to bring it back a little bit to that idea of Okay, so what's the rolling cloud packs in that? I mean, compact are the kind of software that we've built to enable enterprises to run their essential business processes right in the essential digital operations that they run everything from security to protecting their data or giving them powerful data tools to implement a I and, you know, to implement ai algorithms in the heart of their business or giving them powerful automation capabilities so they can digitize their operations and also make sure those things were going to run effectively. It's those kinds of capabilities that we're bringing in the form of cloud PACs. Think of that is that that substrate that runs a digital business that now could be brought through right running on AWS infrastructure. Good. It's integration that we've done >>right. So basically taking things that as a pre package module that we can just grab that module, drop it in and and start using it rather than having to build it ourselves from scratch. >>That's right. They make them leverage of those powerful capabilities and get focused on innovating the things that matter. Right? So the huge accelerant to getting business value. >>And it does sound a lot easier than trying to learn how to do the complex sort of deep learning and linear algorithms that they're involved in machine learning. I have looked into it a bit and trying to manage that sort of deep maths, and I think I'd much rather just just grab one off the shelf, plug it in and just use it. >>Yeah, It's also better than writing assembler code, which was some of my first programming experiences as well. So I think the software industry has moved on just a little bit since then. >>I think we have to say I do not miss the days of handwriting. Assemble at all, uh, sometimes for nostalgia reasons. But if we want to get things done, I think I'd much rather work in something a little higher level >>specific drinking. >>So thank you so much for my for my guest there. Mike Gill. Fix chief product officer for IBM Cloud PACs from IBM. This has been the cubes coverage off AWS reinvent 2020 and the a p m. Partner experience. I've been your host, Justin Warren. Make sure you come back and join us for more coverage later on

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020. Special coverage sponsored by A. W s Global Partner Network. Welcome back to the cubes Coverage Cube. Virtual coverage of AWS reinvent 2020. We're not in person this year. We have to do the all the Cube interviews remote. But we've got two great guests from the Amazon Web Services Partner Network A W s a p N. Craig Wicks, senior manager of AWS Satisfactory. Todd Golden, Principal Cloud Architect, Global SAS Tech Lead Gentlemen, Thanks for joining the Cube. Appreciate it. >>Thanks, John. >>Um, first of all, I want to get in Craig with you and just take them in to explain what is the satisfactory. Because this is a unique and growing team within AWS. Um, we've been saying it for years, but the moves to the cloud houses has been obvious is mainstream. But your team, your role is doing some interesting things. Explain. What is the satisfactory? What do you guys do? >>Yeah, Thanks, John. Really delighted to be here today. Yeah, the satisfactory. Maybe for those that may be somewhat disappointing. There's no factory, no sort of easy button for SAS. There's no templates. There's no machinery. We wish we had it. But we're really a global team of subject matter. Experts in SAS that really help AWS partners transform their business right both business and technical to the Saas model and help them do that faster with greater confidence and all the best practices that our team has learned over the years. >>And Todd, your solution architect. So you're the partner. You have to help your customers get their, um, you know, being a solution architect really is like the mechanic of the business. You gotta lay out the engine of innovation and this is what clients are trying to strive for. Can you take him and explain how your role is involved in this? Obviously, SAS is not. It makes sense on paper, but making it happen is not trivial. What do you What do you what? Your role. >>Yeah, so I'm very much, in fact, connected to Craig. We're all part of the same organization, and we're sort of very much deeply involved with these organizations. We get very much, um, embedded with these these partners that we work with and really helped them through sort of the nuts and bolts of what it means to transform an application thio multi tenant sort of SAS models. That means helping them figure out how to map that two different AWS services. It means helping them figure out how to realize the sort of the business objective objectives of transforming to sass. But really, our goal is to sort of just get into the weeds with them, figure out their specific domain because there's no one size fits all. Versace figure out how that really connects toe, where they're at in their trajectory, in terms of where they're trying to get to end of the journey is a business and then find that alignment with a W S services. So there's sort of that trifecta of lining all those bits up and sort of formulating, Ah, technical strategy that really brings all those pieces together for them. >>Craig, I want to get your thoughts on the trends, and Todd, you can weigh in to want to get your reaction. Over the weekend, I was picking some folks on on the Internet, linked in and whatnot from eight years ago when that we did our first cube at reinvent with second year of reinvent, and nobody was there in the industry press, wasn't there were the first I think press to be there. Um and a lot of people have either moved on to big positions or companies have gone public. I bought me. Major things have happened in 2013 clouds certainly rose there. SAS became the business model. Everyone kind of knows that. But the dynamics today are different when you think about the on premises and you got the edge. A big part of the themes this week in the next couple weeks as we unfold here reinvent. This >>is >>different, but the same Can you share? What is the trend that people are riding on? What's the What's the wind of innovation? >>Yeah, and certainly I would say, First of all, just personally, I've been in SAS for some time. It was involved early on, in sort of, ah, model. We called the application service provider model, which was sort of a predecessor assassin, you know, the gray hairs out to remember that one. But, uh, you know, I think first of all, I would say SAS is everywhere and people wanted to be everywhere And so there's just We just see insatiable demand for sass from from customers out there, right? And I think the challenge problem we see is that organizations that we work with just can't transition fast enough, right? The rial technical challenges that air in front of them in terms of how they build an architect, Assaf solution and but most importantly, the business model that sort of underpins. That is a huge transformation for companies that they're going through. And that's one of the things that we just see. You know, Justin, my time in satisfactory native us. The range of organizations we worked with has just changed. So, you know, early on we're working with companies and infrastructure around security and storage and those areas, and the last few years it's just expanded to all sorts of industries, from public sector oil and gas. Um, sort of financial services. You know, everyone really wants to build this model, and that's really, you know, born around the customer demand they're seeing for South. >>That's interesting. You mention challenge. I wanna get your thoughts. You mentioned a SP application service provided you remember those days, you know, vividly, mainly a tech thing, but it's really a consumption model around delivery of software and services. And, you know, Web services came on in 2000. The rest is history. We've got Amazon Web services, but now, as you get more vertically expanded oil and gas and go mainstream. But what >>are some >>of the challenges? Because as people get smarter, it's not just about self service or buy as you go. It's a business model you mentioned. Is it a managed services itself? Services has been embedded into the application. Can you share some of the new things that are emerging on the business model side that people should pay attention to? What, some of those challenges? Yeah, I >>think one of the first things is just a fundamentally are operating service, right? So that changes the dynamics to everything, for in terms of how you engage with customers to how you deliver. You know, the kind of simple thing E I often tell people is you know who's answering the pager now. If someone goes, if something goes wrong, it's not your customer. That's you right, and you have to manage and sustain that service and and really continue Thio provide innovation and value to customers. Right? That's one of the challenges we see is is organizations are now on a treadmill in terms of innovation where customers expect something from South model and you really have to deliver on that. And then one of the final points I would say is it really transforms how you think about going to market right sales and marketing your fundamentally transformed. And, um, you know, traditional ways of really selling software and technology. Um, largely go away and go away and some good ways. And SAS, where you can really put customers in experience right and have them evaluate your technology in a manner where they can have a trial experience, right in a way, toe really introduce them to technology very slowly. And then, um, they grow over time, right? As they see value in that software, which is very aligned, how we think about, you know, a AWS our own technology. >>Okay, Todd, I gotta ask you out. So you want to drive that car? The SAS car, What's under the hood with the right tires? What's the conditions? And it's a technical issues here. If I'm a customer, I'm in a PM, partner. Okay, I'm in there. I got a traditional business pandemic hits or just my business models forcing me. What's your advice? What have I got to do? What's the playbook on the technical side? How doe I go to the next level? >>Well, uh, you know, we're obviously gonna ask a lot of questions and probably the answer to that, sadly, like most technical people will say to you is it depends which is never the answer anybody wants to hear. But so we're definitely gonna ask a lot of questions you about, like where you're at. What are the immediate sort of pressures in your business? This is where the technical team people on our team tended wearing a little bit of a business hat here where we want to know before we sort of guide you down any one particular technical path, like water. Sort of the key sort of dimensions of getting you to a SAS till every model, but but probably as a theme generally were saying to people is, Let's look at how we can get you there incrementally. Let's get you into a SAS model as fast as we possibly can. So we have a lot of different sort of patterns and strategies will use that air about sort of incremental adoption of SAS, which are how can I sort of lift my existing environment, move it into a SAS model, present a SAS offering to the business, Let me operate and run, get the metrics and analytics, get the sort of operational efficiency and the Dev ops goodness of sass, and then sort of move after that into the insides of that sass application. And think about now, how can I begin to move that two more modern constructs? How can I move that into containers? Potentially? Or how can I begin to adopt server list technologies? How can I apply? I am another constructs to achieve Tenet isolation. Eso We're really just trying to put them in a position where they can sort of incrementally modernize their applications while still realizing the benefits of getting to market on a saas model. >>So you're saying that the the playbook is come in low hanging fruit is used existing core building blocks, you see two s three dynamo whatever and then hit the higher level services as you get more experience Or is there a certain recipe that you see working for customers? >>So it's it's probably less about that. It's probably It's not about necessarily where you're out in the service continuum and which services you're using. Um, well, we're gonna move you to a set of services that are probably a good set of services that are that way to move your monolith in most effectively into a saas model as a beginning point that could land you in to that could land you in containers. The more important thing we're going to do here is we're going to surround the that sort of experience with all the other moving parts that you have tow have billing metrics. We're gonna We're gonna build in on boarding so that you could get frictionless on boarding. Those are all gonna be net new things you have to build. We're probably gonna change your identity model and connect that up with cognito or one of our partners solutions eso for us. It's it's sort of grabbing your existing environment. Can we move it over effectively, maybe modernize it a little bit along the way, but more importantly, build all those horizontal concepts in leveraging the right AWS services for you, uh, to bring that to life. >>That's actually smart, aleck. The way you described it that way, it's almost as if it's the core tenant of what Amazon stood for. You standing up fast and you get value, right? So what you're saying is, whatever it takes is a variety of tools to stand it up. I mean, this is interesting, Craig, and talk if you can comment on this because one of the things that we've been reporting on, I've done probably a dozen interviews specifically around companies that have moved to the cloud early, proactively kind of in this way, not in a major radical way. But, you know, operationally they have been transforming, you know, piece by piece. How Todd you laid it out and then pandemic it. And they've had successfully position themselves to take advantage of the forcing function of necessity of dealing with, you know, remote work and all these things that just clobbered him so and again. They were on the wave at the right time. Kind of because they had to because they did the right work. This >>is a >>factor. This is gonna tell sign. Can you guys share your reaction? What you've seen with satisfactory because this >>is the >>benefit of moving to the club. Being positioned needs pandemic today. Tomorrow, its edge. What's after that? Right space. I mean, there's a lot of things. This is kind of the playbook. What's your reaction to that? Correct. >>Yeah. I certainly see, you know, organizations that we work with that have really delivering the SAS model, being more agile, right. The ability to sort of flex resource is and change the way they sell and work with customers and find ways to, um, sort of delivered to them. Um, that don't require, um, some of the things that we're really maybe some of the things that are holding them back from traditional software in terms of how fast they deliver new features and services and, you know, changing to sort of market and world dynamics very quickly. Right is a big part of that. And, you know, one of the things we talked about in the SAS model is really not just getting to sass, but being to deliver in that model, right? And dr Innovations to customers very quickly. Um, s O that you really getting sort of securing, you know, sort of them is the loyal customers and sort of a lifetime customer. Hopefully, um, you know, that's a big part of status. >>Yeah. And there's two types of organizations that you guys have been successful with. The startup, obviously, you know, category creators or disruptors will come in, you know, come in with a nap. Born in the cloud, kick some ass you've seen that movie happens all the time still going on. And then you got the existing organizations that have to stay in that innovation wave and not get crushed by the by the change can you guys share how the factories working? The satisfactory from a mix of of clients is Atmore establishes its startups in between. Give us a taste of What's the makeup? >>Yeah, it's range just to give you a range of some of the companies worked with from kind of legacy technology companies or companies that have been around in some time, like BMC, you know, f five alfresco we've all worked with over the past few years, and they've launched products with our team on a W s. You know, to kind of start ups like Matile. Ian. You know, Cloud zero. Cokie City, which just launched a data management service announced here at Reinvent um, two very kind of specific industry players. I think this is a trend we've seen most recently where, you know, we work with organizations like NASDAQ. I based tea in the aerospace, you know, area Emerson in oil and gas. We've seen in a number of oil and gas companies really come to us based on sort of dynamics, their industry and the constraints the customers are in in terms of how they could deliver the value they provide, >>is there. Is there a key thing that's popping out of all these deals that kind of has a is a tale sign of pattern or, um, a specific thing That's obvious on then, when you look at the data, when you zoom out, >>Yeah, I think one thing I would just say people underestimate the transformation. They have to go through continually. And we still have organizations that come to us, and maybe they come to Todd or others, and they're really they're envisioning This is a technical transformation, right? And they sort of want to talk all about the application and and sort of the new architecture er they they want to move to. But we really see theon pertinent A line business and technology around sass is a model, and that's really fundamental to getting it right. And so, you know, often we see organizations that really have unrealistic launch dates, you know, which is pretty common in software and services these days, but particularly a staff model. We just see that, you know, they underestimate the work in front of them and kind of what they need to bring with that >>Todd real quick for it against the announcements which are cool. Um, technical things that pop out of these organizations is there, Uh, the cream kind of rises to the top. When you look at the value proposition, what do they focused on? Technically, >>um, you know, it's interesting because to me, ah, lot of the focus tends to be more on the things that would surprise you. Like a lot of people are wanna sort of think about how to design the ins Thea click ation on the business logic of their application and take advantage of this scale on the sizing of AWS and those things, they're still all true. But but really an assassin organization with a really successful SAS organizations will see ah, lot more shift to the agility and the operational efficiency, right? So really good organizations will say we're going to invest in all the metrics and all the land analytics, all the tooling that lets us really have our finger on the pulse of what our customers are doing. And then they'll derive all their tech and their business strategy based on this really data driven experience. And I see that as the trend and the thing we certainly advocate a ton inside of the satisfactory is don't under invest in that data because that data is really especially in a multi 10 environment where everybody's running in this sort of shared environment. That data is essential to understanding how to morph your business, how to innovate, understand how your cost profile is really evolving. And so I see the really strong organizations building lots of the sort of foundational bits here, even ahead sometimes of building features and functions into their own products. >>It's not only moving fast and deploying tech is moving fast on the business model innovation as well. You're basically saying, Don't overplay your hand and try toe lock in the business model logic because it's gonna change with the data that what you're saying. >>Yeah, they're playing for for the innovation. They're playing for the agility they're playing for new markets, new segments that may evolve. And so they're really trying to put themselves in the position of being able to pivot and move. And they're really taking pride in the fact that their technology lets them do that. >>You know, that's not that's a business model That's not for the faint of heart. You know, when you have a market that has a lot of competitiveness to it and certainly was seeing the sea change happening over this year in the past few years, with cloud completely changing the playing field, winners and losers air emerging. And that's I think, this key it's you know, as I said in The Godfather, you know, you need a wartime conciliatory for these kind of times, and this is kind of what we're seeing, and I think that's a great point. Todd. Good stuff there. Um Okay. So announcements. You guys had some things on stage. Talked about Craig. You guys launching some new stuff? New programs? >>Yeah, absolutely mhm. Yeah, John, I guess our model is really to learn from a range of partners and experiences we have and then, you know, build tools and approaches to help everyone go faster, right? Because we certainly can't work with thousands organizations. And one of things that our team has had the opportunity over the last few years is published ton of articles, Blog's white papers, you know, very specific approaches to building SAS solutions. If you search Todd Golding out there on YouTube or anything, you'll find a bunch of things. But we wanted to bring on the altogether. And so we've created Central directory called Satisfactory Insights. Hug. And there's a right now over 70 unique pieces of content that our team is produced and curated. Whether you're starting on your staff journey right, you need socks one on one and business planning to level 400 right? 10 10 in isolation from Todd Golding, right. That's all there and available to you on the satisfactory program page. >>What? Some of the interesting things that came out of that that data from the insights you can share. >>Yeah, a couple things that we have we published most recently I would point to are really interesting. We just recently published a five case study where we go deeper in terms of their transformation. To really understand what was, you know, behind the scenes and that, um, we also published a white paper called the SAS Journey Framework, where for the first time, our team really broke down the journey. And what are the steps required? And what are some of the key questions you need to ask Onda Final piece I'd point to for people that Todd talks to is, we have, ah, white paper on SAS tended isolation strategies where we really go deep on on that particular challenge and what's there and that's also published and available on our satisfactory inside sub. Could you >>just define what is that mean tenant isolation strategies? What does that >>go to Todd with that for sure? >>Let's get that on the record. What is the definition of SAS tenant isolation? >>Sure, sure. So, you know, I think I've been in the room and with a lot of people that reinvent and basically have been in Chuck talks and said, You know what's tended isolation to you, and a lot of people will say Oh, that's authentication. Essentially, somebody got into the system. So now I know my system is isolated, but and a multi tenant environment right where we're running all this. These resource is in this data all co mingled from all of these different tenants. Um, it would be a huge blow to the business if one tenant somehow inadvertently exposed the resource or exposed to the resource is of another tenant. And so, fundamentally 10 of isolation is all of these techniques and strategies and architectural patterns that you use to ensure that one tenant can inadvertently get access to the resource is of another tenant s. So it's a sort of a layer of protection and security that goes beyond just the authentication and authorization schemes that you'll typically see in a cess architectures. >>So that's basically like having your own room lock and key doorway not just getting in, but no one can access your your stuff. >>Yeah, so it's a whole set of measures you could imagine. Identity and access management and other policies sort of defining tenant boundaries and saying, as each tenant is trying to access a resource or trying toe, interact with the system in some way, you've put these extra walls up to ensure that you can't cross those boundaries. >>Todd, I want to get your thoughts on this. Well, architected sas lens piece. What is this all about? >>Well, um, a WS has had for a long time the sort of the well architected framework, which has been a really great set of sort of guiding principles and best practices around how to design an architect solutions on top of AWS. And certainly SAS providers have been using that all along the way to sort of ask foundational questions of their architecture. Er But there's always been this layer of additional sort of SAS considerations that have set on top of that are that air SAS specific architectural patterns. And so what we've done is we've used this mechanism called the well architected lens that lets us essentially take our SAS architectural principles and extend the well architected framework and introduce all these concepts into the SAS and to the architecture pillars that really ask the hard SAS architecture questions so security operations reliability all the sort of classic pillars that are part of the well architected framework now have a SAS specific context added to them. Thio to really go after those areas that are unique to sass providers. And this really gives developers, architects, consultants the ability to sit down and look at a SAS application and evaluate its alignment with these best practices. And so far we can really positive response. Thio the content. >>Great job, guys doing great work. Finally, there's something new that you guys are announcing today to make life easier. Preview building SAS on a bus. What's that? What's that about? >>Sure. Eso You know you can imagine. We've been working with thes SAS providers for a number of years now, and as we've worked with them, we've seen a number of different themes emerge on and and we've run into this pattern That's pretty common where we'll see these, uh, these customers that have a classic sort of installed software model. They're installing it on premises or in the cloud, but basically each customer's sort of has their own version of the product. They have one off versions. They have their potentially have customization that are different. And while this works for some time for these businesses, what they find is they sort of run into this operational efficiency and cost wall. Whereas they're trying to grow their businesses, they they just really can't. They can't sort of keep up based on the way that they're running their current systems, and this is sort of a natural draw to move them to sass. But the other pattern that we've seen here is that these organizations are sometimes not in a position where they have the luxury of sort of going away and just saying, Hey, I'll rewrite my system or modernize it and make all of these changes. There could be any number of factors competitive pressures, market realities, cost that just make that too much of, ah, difficult process for them to be able to just take the application and rewrite it. And so what we did is sort of try to acknowledge that and say, What could we do to give you, ah, more prescriptive solution of this, the sort of turn key, easy button, if you will to say, Take my existing monolithic application that I deliver in this classic way and plug it into an existing pre built framework. An environment that is essentially includes all these foundational bits of assassin Vyron mint. And let me just take my monolith, move it into that environment and begin toe offer a SAS product to to the universe. And so what we've done is we've printed something and were introduced. We've introduced this thing called a W s SAS boost So a W s ass boost. It's not on a W s service. It is an open source reference environment. So you essentially download it. You install it into your own A W s account. And then this installs all these building blocks of sass that we've talked about. And it gives you all this sort of prescriptive ability to say, How can I now take my existing monolithic environment lifted into this experience and begin toe offer that to the market as a sash products. So it has, you know, it has billing. It has metrics and analytics. All the things we've been kind of talked about here they're all baked into that from the ground up on. We've also offered this an open source model. So our hope here is that this is really just the starting point of this solution, which, which will solve one business case. But our hope is that essentially the open source community will lean in with us, help us figure out how to evolve and make this into something that addresses a broader set of needs. >>Well, I love the SAS boost. Firstly, I wanna take the energy drink business there. Right there. It sounds like an energy drink. Give me some of that sass boost by that at 7. 11. Craig, I wanna get the final word with you. You've been the SAS business for over 20 years. You've seen this movie before. There are a lot of people who know the SAS business, and some people are learning it. You guys are helping people get there. It's different, though. Now what's different today? Because it's it's It's not just your grandfather's sass. As the expression goes, it's different. It's new dynamics. What is, uh, the most important thing people should pay attention to Whether they have a SAS legacy kind of mindset or they're new to the game. Take us >>home. Yeah, I >>think certainly, you know, getting disaster is not the end of the journey. You know, we see really successful fast provider. Just continue to differentiate, right? And then one of the things that I think we've seen successful SAT providers do is really take advantage of AWS services to go faster. Right? And that's really key, I think in this model is to really find a way to accelerate your business and deliver value faster. Andi just sort of keep that differentiation innovation there. Um, but I would just say now that there's more information out there available than ever, you know, and not only from from our team, but from a host of people that really are our SAS experts and follow the space. And so lots of resources available. Everyone >>All right, gentlemen, Thanks for coming on. Great insight. Great segment on getting to sass, sass boost Just the landscape. You guys are helping customers get there, and that's really the top priority. It's necessity is the mother of all invention during this pandemic. More than ever, uh, keeping business model going and establishing new ones. So thanks for coming on. >>Thanks for having us, John. >>Okay, It's the cubes. Virtual coverage. We are a SAS business. Now we're virtual bringing you remote. Uh, SAS Cube and, uh, more coverage with reinvent next few weeks. Thanks for watching. Okay, yeah.

>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020. Special coverage sponsored by A. W s Global Partner Network. >>Welcome back to the cubes. Coverage of reinvent 2020 virtual. Three weeks. We're here covering all the action. Virtually Mister Cube. Virtual normally were in person. This year. We're remote. It's cute. Virtual. We are the cube virtual. And I'm please have a great guest here, man. Who? Car Kumar, Who's the VP of product market Nutanix. Um, the tons of deep coverage on Nutanix over the years we followed the this company since its inception almost over just over 10 years ago. Uh, medic are Welcome to the Cube. Thanks for coming on today. >>Nice to be here, John. >>Were part of the A p. M. Partner experience programming in within. The reinvent is a big day here. Um, you guys are a big part of it. You you have such a great partnership with a W s. You have product on on a W s, which is a high distinction in the in the spirit of their partnership technology rise. Can you tell us real quick? A quick update on the partnership with AWS. What is it? How's it going? What's new? >>So I think about it. We had a dot next John, and as part of that, we announced something called Nutanix clusters. And as part of that cluster that's our hybrid, uh, solution. Basically, what we're saying is we have a lot of customers who certainly had to, you know, take years or maybe even months of digital transformation. And then all of a sudden, they have to now figure out how do I go toe elastic work Lord, in a few weeks. So we were seeing a lot of our customers coming to us and saying, Hey, we really need help with this. We no longer in a situation where we have to go on by a silver and rack and stack that and then, you know, manage all of that over a pair of month. We really need to do something in few weeks, and when we do that, we need some tools that we are really familiar with and something that can help us get toe cloud as quickly as possible. So we were seeing this a lot even before the macro conditions. So sometime around August, we as part of our annual conference. We did announce a partnership with Data Blue s where now you can run an entire Nutanix cluster with all of its products on AWS bare metal as well. And that's the hybrid solution that we're talking about John today. >>That's awesome. And in line with the major themes and waves from the announcements from Andy Jassy and slew of kind of higher level services because the co fit pandemic really highlights this digital transformation of cloud bursting Thio. You know, deploying quicker in the cloud, being more agile and having speed thio value because you need it because of the world's changed. But it's also highlighted. This is a key theme. I want to get your reaction. Teoh is the hybrid Cloud E. I mean, it's been out there. We saw Outpost two years ago, and it's been kind of filling in and and now the environment is clear, right? The enterprises they're saying, I have to operate on premises and in the cloud the same kind of way, but I'm going to do different things. It's not just lift and shift. Throw in the cloud that's been there, done that. It's different. Now it's operating models and environment. Two different environments operate the same. Your reaction. >>That's exactly right. In fact, what we're seeing is from an i d perspective. The new reality is multiple environments on those environments. You know, it could be your, of course, your private data center. It could be your public cloud. Sometimes it could even be the edge and so on. And every time what we see is if you don't have the portability off your workload, you have to kind of redo a whole bunch of things. You have to re factor your applications. You have to go maybe even re skill, your entire workforce. And so there's a lot of overhead involved. Whenever portability is involved in The new reality is that you have to have portability, which is the reason why we see, even with kubernetes, taking such a strong hole in a lot of these organizations. So we've we've been seeing a bunch of different use cases come to us as well. Some customers saying, Hey, that's great that we have all of these multiple tools, but I want consistency. I want consistency in the constructs off the way I manage my i t If I'm managing some workload abs in a different way on Prem, I want to maintain that also in Public Cloud. How do I do that? So clusters really tries to address that gap. In fact, another story I will tell you, John, is that disaster recovery is one of those use cases that we're seeing quite a lot in these conditions as well. We had one customer come to us based in Oregon and they had, of course, you've heard about the fires over there, and they did not really have a disaster recovery plan. So what do you do in situations like that? You have to rely on cloud. So within four hours, we were able to help them to take, you know, their entire infrastructure and have a recovery plan directly into the cloud. So you're seeing a lot off. You use cases like that to, >>you know, that's interesting. The d. R. That recovery is a great one of many use cases, but it highlights the pandemic surge of the change right that the sea change. It's so fast. Okay, Yeah, disaster recovery. We're gonna cloud great solution. But because of the personnel challenges. It also works well, too. So this is the theme. You know, personnel may or may not be available. I got to get to the cloud. I gotta have everything. Software run. Everything is being run by software. So this kind of brings up my favorite topic, which is a big part of the this year's event, which is architecture and edge. And you're starting to see not to pat myself on the back. But I kind of predicted a couple of years ago that there is no edge of its cloud, right. It's cloud public cloud you got on premise Edge data centers a big edge. I mean, it's all the one thing, right? So edges big now, right? And now people working at home, it's an edge, and it highlights all the security issues. So how do you operate that? Yeah, this is a huge challenge. Yeah, >>of course. I think what you touched upon is ah, massive shift that we have seen over the years. As you said, right? Even if you look at things like Calico, for example, first, over a massive shift from hardware specialized hardware to virtualized network functions, for example, which will virtual machines, and I think we are seeing a bigger shift also now where virtual machines are now moving over to containers. And because these are all micro services and very tiny, so to speak, you can run it anywhere and hopefully and commodity hardware. So throughout the years, if you look at if you followed Nutanix, we have followed the path where we started off with hyper hyper converge infrastructure, and that was virtual izing your entire data center stack so you could take storage. Network compute, and now it's completely software defined or virtualized. Whatever you wanna call it, you can run it on any commodity hardware or hardware off your choice. What we see now is that we want toe. Apply that same principle off, being ableto right once, and run anywhere and be agnostic to the underlying layers, even for cloud. So, just as you could take and run your entire Nutanix platform on, create virtual machines and containers on a HP or Dell box, you can now also take that and also run it on Public Cloud, for example. Yeah, that's a great >>point. I mean, I want to just that's the first. That's a great point that's been in your mission from day one. But I wanna ask you if I don't if you don't mind on the edge one topic that's come up a lot, um, this week on we've been reporting on this before. Reinvent I think a VM world that came up a few months ago, um, purpose built edge devices in the old days were purpose built. They were purpose built with, you know, up and down the stack from hardware supply chain all the way. It's software. But when you're kind of getting at is kind of this new use case where you can have a purpose built edge device, whether it's a you know, wearable or machine sensors or whatever machines and still run software on their trusted software suffer defined. This is a key point. Can you can you unpack that this piece? Because I think this is kind of where the rubber meets the road, because if you can be software operated, you can go to that device. It could still be purpose built. >>You still function >>with software >>that that's exactly right. So if you think about it at the end of the day, if you're running some sort of an application or a workload. I always say you need compute, you need storage and you need networking. And we started off with physical hardware than with virtual machines and now with containers. But at the containers level or at the virtual machine level, the application doesn't really care about the underlying pieces right, And that's been our principal when we created the entire Nutanix stack on virtualized everything. So with the Newtown in stock you could take, you know we have our own hyper visor, but we also support others as well, so you can create virtual machines. You can create containers, you could have storage network. And now, because we are agnostic, you can actually run it on hardware off your choice or an environment off your choice. What's more important, though here is that you know the same set of tools that you used to manage. Your data center is now also available available to you to be able to manage it on other environments to in this case it's AWS, or if you decide to run it in any other environment, it would be the exact same. Construct the exact same automation scripts. >>And that, really is what seamless really means. Matt Kuchar. Thanks for coming on and sharing that inside. I want to get your thoughts as we wrap up here. Um, if you could tease out the most important feature or benefit or technology solution up with of the Nutanix on AWS because you know and reinvent, there's a lot of sessions people can go to. You guys have your own. Build your workshop, build your own hybrid cloud workshop. People should check that out. But you know your product marketing your job is to figure out what people really love the most about it. So, you know, here at reinvent this week, what's the most important thing? What should people pay attention to with Nutanix and AWS? >>Yeah, I think it's for us. Uh, I see myself as a developer. Still are our technical person, and for me, what I what really excites me about clusters is through the freedom of choice. I can choose to run it on the environment of my choice in this case is AWS, But there are some Enberg cost benefit features that's in there, you know, as you know, if you create something in the cloud. You don't necessarily think off cloud or cost. You create something that runs all the time, but you often have to worry about Hey, how much is going to cost this? So one of things that we did right as part of clusters is a hibernate feature. And what it allows you to do is that when you're not using clusters, you just like your laptop. You close the screen, you hit the hibernate button on it takes the entire state of your cluster and saves it on s three bucket. And when you're ready, toe reignited. You just hit the resume button. So when you're not using it using the true fundamentals of cloud, you are actually saving costs. That's one of the thing I think is something that will really excite a lot of I. D folks like me. >>Well, you know, being technical, being on the right wave. Software defined software operated infrastructure, automation, speed, consistency, multiple environments operating consistently. This is the Holy Grail is what we want and you guys are doing it. Congratulations. And and have a good Have a good conference. Thanks. >>All right. Thanks. So >>Okay. So cubes coverage of aws reinvent 2023 weeks. We're here. Virtually this. The cube. We are the cube Virtual. I'm John Furry, your host. Thanks for watching.