>>Hi everyone. Welcome to the cubes coverage of eight of his public sector summit live in Washington D. C, where it's a face to face real event. I'm johN for a year host but virtual events. Hybrid events were hybrid event as well. We've got a great remote interview. Got a guest here in person, Jon Stankovic, president of cloud solutions. Smartronix and Britain was the VP of eight of his managed services, also known as A M. S with amazon web services, jOHN and jOHN and three johns here. Welcome to the cube remote >>in person. >>Hybrid. >>Thanks. Thank you. Great to be on the cube longtime viewer and I really appreciate what you >>do for fun to be here remotely but I feel like it right there. >>Yeah, I love the hybrid if it's only gonna get better next time will be in the metaverse soon. But uh, jOHn on the line there, I want to ask you with AWS managed services, take us through what you guys are doing with Smart Trust because this is an interesting service you guys are working together. How's that relates at the table for us. >>Yeah, well, you know, we're really excited about this announcement, We've been working with Smartronix since we launched A. M S 4.5 years ago. So we've been able to build up working with them, you know, a huge library of automation capabilities and this really just formalised as that in an offer for our joint customers where we can bring the expertise from AWS and Smartronix and offer a full solution that's highly integrated to help help our customers jointly accelerate their cloud adoption as well as their operating model transformation as they start to move to a more devops motion and they need help. We're there together to provide our expertise and make that simple for them. >>Well I appreciate the call. You john b john s over here. Js john Stankevich. Um tell me about Smart trust because you heard what's going on with devoPS to point a whole revolutions going on in devops, you're starting to see a highly accelerated modern application development environment which means that the software developers are setting the pace there, the pace car of the innovation, right? And so other teams like security or I. T. Become blockers. Blockers a drag and anchor. So the shift left on security for instance is causing a lot of problems on the security team. So all this is going on like right now so still the speed is the game. What's your take? >>Sure so absolutely. I think that's where this partnership really really excels. You know, we want customers to focus on their mission, you know, national security, health care outcomes. Um we want them to kind of take the rest off their plate. So when you say some of the quote unquote blockers around security uh Smartronix has invested heavily in a federally authorized platform that sits on top of what a WS has done from a Fed ramp and so right off the bat speed agility. We don't want our customers spending time replicating things that we've done at scale and leveraging what AWS has and so by kind of utilizing this, this joint offer all of a sudden a big part of that compliance is taken care of. Uh, and then things like devoPS, things like SRE models that you hear a lot about, we fold all that into this uh, combined service offering. >>I know a little about what you guys are doing. You mentioned SRE is very cool, but let's take a minute to explain what you guys are doing because you guys are on the cutting edge of solving a lot of problems from infrastructure fools around the deVOPS stack. What are you guys doing in the cloud services? >>Sure. So I think jOHN hit a little bit on it. But you know, we look at AMS as best in breed at scale managing core parts of the U. S. Infrastructure. What Smartronix does is many times customers have some unique requirements and we take that core kind of powered by aims and we try and fill in those kind of complementary skill sets and complementary requirements. And so something like the devops, which is basically making sure that those people developing that software, they have also the ability to manage it and on an ongoing basis. Kind of run it. We develop all the frameworks and that's part of this offering to enable that. >>What's the solution jOHN B because I think you guys don't, this is people have challenges. I want to understand those challenges. And then when they go to the external managed service, what's involved, you walk us through that? Because I think that's important. >>Yeah, sure. You know, it turns out jOHN nailed this one. That moving to the cloud can be, can be a big transformation for many, many enterprises and government teams. Right. They worked for many years and have an ecosystem in their traditional data center. But when they move to the cloud, there's a lot of moving pieces and so what we like to focus on is helping them with the undifferentiated aspects of safely and automating cloud operations. So working with, with Smartronix allows us to take what we're doing across the infrastructure services, around security, around automation, around patching instance management, container management, all of those uh, undifferentiated, heavy lifting passed by now with Smartronix and expertise across the application layer across customers, unique environments across federal and moderate the various government standards and compliance is, and we think we're able to get, take a customer um, from kind of really early stage cloud experience and rapidly deploy configure and get them into a very stable scalable posture operationally on the cloud so that they can start to invest in their people, their skills and their differentiated application on the cloud that really drive the differentiation in their business and not have to worry about best practice configurations and operational run books and, and and automation is and and and the latest dep sec ops capabilities that will pick up for them while they're training and getting, they're getting their emotions in place, >>jOHn is on the Smartronix side. Talk about the difference between scale okay. Which is a big issue with cloud these customers want to have with AMS but then you also have some scale, maybe some scale to but highly compliant environments, regulated industries, for instance, this is the hot areas because scale is unwieldy, but if you don't want get rain it in, it can be chaotic. Right? So also regulations and compliance is a huge issue. >>Yeah. What what we found is um, at times customers look at it and they just get frustrated because it can be kind of intimidating and we as a combined team really have spent a lot of time we have accelerators to walk customers through that process and a really flexible model. If they feel that they have a lot of domain expertise in it, then we'll just kind of be almost a supporter other customers look at it and say, you know, we'd like you to take the entire patch of that compliance and so highly regulated environments. Both commercial D. O. D. National Security, um federal civilian agencies, state and local, they're all looking to this and saying we really want someone that's been through things like the U. S. Audited managed service provider, things like they're managed security service provider, things like fed ramp or D. O. D. Ill four and five. And I think to be honest Smartronix has just invested heavily in that with the goal of reducing all that complexity and it's it's really been taken off and we really appreciate the partnership specifically with jOHn and uh the A. W. S. A. M. S. Team. >>All right so you guys were going together, what's the ultimate benefit to the customer? >>I can I'll give my thing right off the bat all this innovation coming out of A. W. S. Um It's fantastic but only if you have the ability to take advantage of it. And so thousands of new services being rolled out. We really want customers to be able to take advantage of that and let at times us do what we do best and let them focus on their mission. And I think that's what really AWS is all about and we just feel very fortunate to be an enabler of that >>john be talking about talking about the staffing issues too because one of the problems that we have been reporting and this has come up at every reinvest on the max. Peterson about this as well. He's promised last year was gonna train 29 million people. See how that comes out of reinvent when the report card comes back. I was kinda busting his chops a little bit there but he had a smile on his face I think is gonna hit the numbers a lot of times, Maybe people don't have an SRE they don't have a devout person or they have some staff that they're in transition or transforming this is a huge factor. What's your take on this, >>you know, that that is so important, you know, as john mentioned, it's all about helping the customers focused and and their their cloud talent is scarce and it's a scarce resource and you you want to make sure that your cloud talent is working on the cool stuff or they're going to leave and and as you train and skill, these folks, they want to focus on what really impacts the business, what's really differentiating doing, you know, doing the cloud and the necessities on operations and operational tasks and sec ops and things like that, sometimes, that's not the sexiest part of the work that the customer really wants to focus their team on. So again, I think together we're able to help drive high levels of automation and really do that day in and day out work that is not necessarily the differentiator of their business and that's going to attract and keep the best and brightest minds in these in these customers um which allows us to help them with the undifferentiated aspects of of the heavy lifting. >>Not only is availability of people, it's keeping the people, I love that great call out there, Okay, where does this go? Where's the relationship. So you guys are partnering, you have the M. S. Is going on? Strong managed services not gonna go away mormon people were using managed services. It's part of the ecosystem within the ecosystem. What's next in the relationship? >>Well, I think, you know, I'll speak first, john, I'm sure you've got some thoughts to, but you know, we've got so many things on our plate around predictive operations and the predictive capabilities that we're excited about tackling together. Obviously there's all sorts of unique applications that require even deeper capabilities and working with Smartronix to help us, you know, provide even greater insight into the application layer. So I kind of see us expanding um both horizontally as well as well as vertically and horizontally. We've got customers looking at the edge with the outpost solutions and we can snap into those capabilities as well. So there's a tremendous amount of kind of, I'd say vertical and horizontal opportunity that we can continue to expand it together, >>john your reaction, That's >>pretty right on Absolutely. I think john Berger really hit it and I think really machine learning, you know, that's a big area of focus, if you look at all this data is being collected, predictive modeling and so we have this kind of transition from a model where people were basically watching screens reacting and what the AWS MSP offer and what you know, AmS offers is really predicting, so you you're not doing that, you're not reacting, you're proactively ahead of things. And that's the honest truth is AWS is such a well run service. It just doesn't break, you know, it doesn't break like what you see in the traditional kind of legacy infrastructure. And so at times we're just continuing to climb that stack. As, as john mentioned, >>it's really interesting as you guys are, as you're talking, I'm thinking myself just go back a couple of years ago, eight years ago or so. DevoPS is a bad word. Dev's dominate up. So I was through them now, operational leverage is a huge part of this ai operations, um, the entire I. T service management being disrupted heavily by cloud operations that also facilitate rapid development models. Right? So, again, this is like under reported, but it's a really nuanced point hardened operations for security and not holding back the developers is the cloud scale. What's your guys reaction to that? >>Yeah, I completely agree. I think, you know, the automation piece of things and I think customers are still going through transitions. You know, traditionally managed services means a big staff and it's like I said, sitting there watching screens and you flip that model where you have developers actually deploying code and infrastructure to support it. It's, you know, it's very transitional and very transformative and I think that's where an offering, like what we've really partnered on really, really helps because at times it can be overwhelming for customers and we just want to simplify that. And as I've said, let them focus on their mission. >>Amen one last question before we break, because I was talking to another partner, a big part of AWS. Um, and we're talking about SAS versus solutions and sometimes if you're too Sassy, you're not really building a custom solution, but you can have the best of both worlds. A little professional services, maybe some headroom on the stack, if you will your building solutions. So the next question is, as you guys put this cutting edge innovative innovative solution together, how are your customers consuming it? Like what's the consumption? I'm assuming there must be happy because a lot of heavy lifting being taken away, they don't have to deal with house the contract process. >>Well, you know, I think, you know, we have the opportunity, we support customers and kind of all modes of their application stack. So, you know, a full stacks solution. You know, even a legacy architecture moving to the cloud requires a high degree of automation to support it. And then as those applications become modernized over time, they become much more cloud native at some point, they might even become a full stack Starzz offer. So many of our customers actually run their SAAS platform leveraging our capability as well. So, you know, I think it gives the customer a lot of optionality uh, and future kind of growth as they modernize their application stack. >>Yeah, john your reaction. Absolutely. >>I think one of the greatest benefits is it's freeing up funds to do mission work. And so instead of spending time procuring hardware and managing it and leasing data center space, they literally have more funding. And so we've seen customers literally transform their business because this piece of it's done more efficiently and they have really excess and really additional funding to do their mission. >>We love the business model innovation, faster um, higher quality, easy and inexpensive. That's the flywheel gentlemen, Thank you for coming on and get the three. John john thank you. Vice President Cloud Solutions. That Smartronix, thank you for coming on. John Barrington BP of amazon websites managed. There is a also known as AWS and A M. S. A W. S got upside down. W. M. Looks the same. Thank you guys for coming. I appreciate it. Thank you. We appreciate great great Cube covers here. eight of us summit we're live on the ground and were remote. It's a hybrid event. I'm John for your host. Thanks for watching. Mhm

>>Hello and welcome back to the cubes live coverage of A W. S. Public sector summit. I'm john Kerry hosting CUBA. We're live in Washington D. C. For two days, an actual event with an expo floor with real people face to face and of course we're streaming it digitally on the cube and cube channels. And so our next guest, Mark Francis chief digital health integration officer Electronic caregiver, Mark great to see you tech veteran and former intel back in the day. You've seen your ways of innovation. Welcome to the cube. >>Thanks so much. It's a pleasure to be here. >>So we were talking before we came on camera about all the innovation going back in the computer industry but now with health care and delivery of care telemedicine and how the structural systems are changing and how cloud is impacting that. You guys have an interesting solution on AWS that kind of, to me connect the dots for many tell us what you guys do and take us through the product. >>Sure. Happy to do so uh our company is electronic caregiver were actually founded back in 2009. We're based in Los cruces new Mexico so off the grid. Um but since that time we have been spending a lot of time and money doing foundational R and D pilots and product development work. Really say how do you bridge that chasm between the doctor's office and the patient home in a way that you can put a patient facing device and equipment in a patient's home that's going to drive high level of engagement, obtain actionable curated data that's presented out to caregivers and the caregivers can then act upon that to help direct and deliver high quality care. >>So basically is the future of medicine, >>the future of medicine. Right. Right. We look at medicine, we look at the future of medicine as being a hybrid model of in person care plus remote care. And we really see ourselves at the epicenter of providing a platform to help enable that. >>You know the big story here at the public sector. Some and we've been reporting on a digitally for the previous year is the impact the pandemic has had on the industry and and not just normal disruption, you know technology and start ups, disruption happens, structural changes being forced upon industries by the force majeure. That is the pandemic education, health care and so video and data and connected oriented systems are now the thing structurally that's changing it. That's causing all kinds of business model, innovations and challenges. Yeah. What's your take on that? Because this is real. >>Yeah. It is real. It it's funny that this is actually my third digital health company. Um First one was in in uh Silicon Valley early remote patient monitoring company. We end up selling it to bosh uh when I joined intel to be part of our digital health group, we did that for five years and ended a joint venture with G. E. So people have been playing around in remote patient monitoring telehealth for some time until the pandemic though there wasn't really a strong business model to justify scaling of these businesses. Um uh the pandemic change that it forced adoption and force the government to allow reimbursement coach as well. And as a result of that we've seen this pure if aeration of different product offering service offerings and then payment models around telehealth broadly speaking >>well since you started talking the music started cranking because this is the new music of the industry, we're here on the expo floor, we have face to face conversations going on and uh turn the music down. Hey thanks guys, this is a huge thing and I want to uh highlight even further what is the driver for this? Because is it, I mean actually clouds got some benefits but as you guys do the R. And D. What's going on with what's the key drivers for medicine? >>Yeah, I would take two things from a from a technology perspective, the infrastructure is finally in place to enable this type of charity distance before that it really wasn't there now that's there and the products that folks are used are much more affordable about the provider's side and the patient side. The main driver is um uh there's a lot of underlying trends that were happening that we're just being ignored Whether it was 50% non adherence to treatment plans, massive medication mismanagement um lack of professional and informal caregivers, all those things were kind of happening underneath the surface and then with Kobe, it all hit everybody in the phase. People started using telehealth and then realize, hey, we can deliver high quality care, we can deliver value based care mixed with a hybrid model of tele care plus patient care. And it turned out that, that, that works out well. So I think it's now a realization that tell care not only connects patients but solve some of these other issues around adherents, compliance, staffing and a number of other >>things and that this is a structural change we were talking about. Exactly. All right, So talk about amazon, what do you guys are doing on AWS? How's that all work? >>That's working out great. So as we, as we launch at a 2.0, we built it on 24 foundational aws and Amazon services. It's a serverless architecture, um, uh, which is delivered. What enables us to do is we have a whole bunch of different patients facing devices which we now integrate all into one back end through which we can run our data analytics are machine learning and then present curated actual data to the providers on top of that. We've also been developing a virtual caregiver that's really, really innovative. So we're using the unity engine to develop a very, very realistic virtual caregiver that is with the patient 24 hours a day in their home, they develop a relationship with that individual and then through that they can really drive greater you know more intimate care plan and a more intimate relationship with their human caregivers that's built using basic technology behind Alexa pauline lacks as well as IOT core and a lot of other ai ml services from from amazon as well. >>Not to get all nerdy and kind of seeking out here because under the hood it's all the goodness of amazon. We've got a server list, you got tennis is probably in there doing something who knows what's going on there, You've got polly let's do this and that but it also highlights the edge the ultimate network edges the human and if you've got to care for the patient at home or wherever on the run whatever. Yeah you got to get the access to the data so yeah I can imagine a lot of monitoring involved too. Yeah can you take us through how that works? >>Yeah and for us we like to talk about intelligence as opposed to data because data for data sakes isn't actionable. So really what can we do through machine learning and artificial intelligence to be able to make that data more actionable before the human caregiver because you're never going to take a human out of the equation. Uh But uh we had a lot of data inputs, they're both direct data inputs such as vital signs, we also get subtle data input. So with our with our uh with Addison or virtual caregiver uh the product actually come to the camera away from intel called the real sense cameras. And with that we get to see several signs of changes in terms of gate which might be in the indicative of falls risk of falls. We can see body temperature, pulse, heart rate, signs of stress, lack of sleep. Maybe that's a sign of uh adverse reaction to a new medication. There's a bunch of different direct and indirect inputs. We can take run some analysis against and then say hey there's something here you might want to look at because it might be indicating a change in health. >>So this is where the innovation around these bots and ai come in because you're essentially getting pattern matching on other signals you already know. So using the cameras and or sensors in to understand and get the patients some signaling where they can maybe take action call >>fun or Yeah, that's exactly. And the other thing we get, we get to integrate information related to what are called social determinants of health. So there's a whole body of research now showing that 65% of someone's health is actually driven by non clinical issues. So again issues of food security, transportation, access to care, mental health type issues in terms of stress and stuff like we can start gathering some of that information to based upon people's behaviors or for you to assessments which can also provide insights to help direct care. >>So maybe when I'm doing the Cuban reviews, you guys can go to work and look at me. I'm stressed out right now, having a great time here public sector, this is really cool. So take a minute to explain the vision. What does this go from here? I'll see low hanging fruit, telemedicine, check data, observe ability for patient for optimizing care, check what happens next industry disruption, what how these dominoes have been kind of fall? >>Yeah, for us uh we really are seeing more providers and more payers system. Integrators looking now to say how do I put together a comprehensive solution from the doctor's office to inpatient hospital to home that can remove it. A lot of barriers to care addi which is our platform is designed to be interoperable to plug into electronic health care systems, whether it's Cerner, Epic or Athenahealth, whatever it might be to be able to create that you pick us seamless platform for provider to use. We can push all of the data to their platform if they want to use that or they could use our platform and dashboard as well. We make it available to healthcare providers but also a lot of people are trying to age in place and they're getting treated by private duty providers, senior housing providers and other maybe less clinical caregivers. But if you're there every day with somebody you can pick up signs which might prevent a major health episode down the road. So we want to close that circle our our vision is how do we close the circle of care so that people get the right information at the right time to deliver the right >>care. So it's kind of a health care stack of a new kind of stack. So I have to ask you if there was an eye as pass and sass category um infrastructure as a service platform as a service. And then says it sounds like you guys are kind of combine the lower parts of the stack and enable your partners to develop on top of. Is that how it >>works? Yes it does. Yeah. Yeah. So with addie, the interesting thing that we've done it's designed to have open a P. I. For a lot of modules as well. So if we're working with the american Heart Association and we want to do a uh cardiac care module from using their I. P. We could do that if we want to integrate with Uber health or lift we could do that as well if we want to do something in the amazon and pill pack, it's a plug in that we could do that. So if I'm a patient or or a loved one at home instead of going to 10 different places or use our platform and then pull up four different apps. Everything can be right there at their fingertips. You can either do it by touch or you can use this voice because it's all a voice or a touch of interaction. >>So just because I'm curious and and and for clarification, the idea of going past versus SAS platform versus software as a service is why flexibility or customization? Why not go SAS and be a SAS application? >>Uh we've talked mostly about, we've we've gone back and forth platform as a service or infrastructure as a service. So that's more the debate that we've had. It's more about the scalability that we can offer. Um uh not just in the United States, but globally as well. Um and really that's really the thing that we've been looking at, especially because there's so many different sources of data, if you want to provide high quality care that needs to be integrated. We want to make sure that we created a platform, not just for what we provide but for what others in the environment can provide. >>So you really want to enable other people to create that very much layer on top of you guys, do you have out of the box SAS to get people going or is that just >>With the release of adding 2.0, now we do. So now folks go to our website and they contact our development those tools and and those libraries are available. >>Now, this is an awesome opportunity. So for people out there who are wanting to innovate on you, they can just say, okay, I'll leverage your the amazon web services of healthcare essentially. >>That's a nice bold ambitious statement. Yeah, but I mean kind of but if we if we can achieve that, then we'd be quite happy and we think the industry, you're gonna partner >>benefit of that. It's an ecosystem play. Exactly, yeah. It's kind of like. >>Yeah, yeah, yeah, yeah. And for us, what we do covert is a perfect example going back to that. So when Covid hit um were based in las cruces, new Mexico last winter lost crew system to el paso and overwhelmed. They're at capacity. Different health care systems came to us, they asked if we partner with them to deliver a basically a triage program for folks that were coming into the er with Covid. So we designed a Kobe at home programs. So you get diagnosed, get a kit, go home and using telehealth virtual visits, remote monitoring. Be able to stay healthy at home without doing community spread. And by making sure that you were being watched over by a care professionals 24 hours a day. We did that um worked with 300 people Malcolm would all of them said healthy. We were able to expand uh inpatient capacity by 77%. We saved the system over $6 million in in three months. We've now been asked and we're actually replicating that in Memphis now and then also we've been asked to do so down in Mississippi >>mark, great conversation. Uh real quick. I only I don't have much time left but I want to ask you, does this mean that we're gonna see a clip of proliferation of in home kind of devices to assist? >>Yeah, we will. Uh, what we've seen is a big pivot now towards hospital at home model of care. So you have providers saying, you know, I'll see you in my facility but also extend capabilities so I can see you and treat you at home as well. We've also seen a realization that telehealth is more than a than an occasional video visit because if all you're doing is replacing an occasional in person visit with an occasional video visit. You're not really changing things now. There's a whole different sensors ai other integrations that come together to be able to enable these different models >>for all the business school folks out there and people who understand what's going on with structural change. That's when innovation really changes. Yeah, this is structural change. >>Absolutely. >>Mark, thanks for coming on. Mark Francis chief Digital Health Integration Officer Electronic Caregiver here on the Q. Thanks. Coming >>on. Thank you. My pleasure. >>Okay, more coverage after this short break. I'm john Kerry, your host Aws public Sector summit, We'll be right back mm mm mm

>>from around the globe. It's >>the Q with digital coverage of AWS Public sector online brought to you by Amazon Web services. Hello. I'm John for a host of the Cube. We're here covering A W. S s international public sector virtual event. We have a great guest. The star of the program is Max Peterson, Good friend of the Cube. Also Vice President of A W s International for Public Sector Max. Great to see you. Thanks for coming on this virtual remote interview. Cuban interview. Hey, >>John. Great to be back on the Cube, even if it is virtual >>well, you know, we're not face to face. We have to go virtual. So the cube virtual, you've got to public sector summit. Virtual. Um, this is the time of the year where normally we'd be out on the road in Bahrain, Japan, Asia, Pacific Europe. We'd be out on the summits talking to all the guests and presenting that the update on public sector. But we have to do it remotely. Um, a little bit of trade off. The good news is with cove it for at least you guys. It's a global media network. And with these remote interviews. Uh, public sector is seeing a lot more global activity, and that's what I want to get your thoughts on. What is the business update internationally for public sector? I'm sure that with CO over the pandemic, you're seeing a lot of activity. How is the public sector business doing internationally? >>John, You know, you mentioned one of the silver linings of a pretty bad situation with the Koven pandemic. And that's been that it has meant that people have to be resourceful. Governments have to be resourceful on DSO. There's been a tremendous amount of innovation people have gotten used to now using modern cloud technology to support remote work and remote war learning. Um, out of necessity, we've had to figure out how do we deliver far greater health care services using digital technology, telemedicine, digital social care, uh, chime rooms? Uh, it really, in a nutshell, has been a tough six months for people, but a relative relatively busy six months for innovation. And for i t for the public sector customers, >>you know, I did an interview a few months ago for one of the award programs in Canada. Um, with the center had a customer on disk customers. The classic customer, a Amazon. You know, I'm not sure we do it all internally. He deployed A W S Connect in literally days that saved the lives of many of his countrymen and women by getting the entitlement checks out. And he was a glowing endorsement because, he said, with Cove in 19 they were crippled. He said they will. They stood up a call center and literally he was converted. That's just one example again. That's Canada of the kind of solutions that you guys air, enabling with Cloud to quickly respond to the crisis, to use technology to solve other technology problems and also business problems. Can you give an example on the international front of where you're seeing some activity? Because this seems to be the same pattern we're seeing, People who have used in the cloud we cube virtual. Will there be no Cuba's wasn't for our cloud implementations, but this is, um, obvious, but I want to call it out. It's important. Can you share some examples of people internationally using the cloud to get and respond to the to the cove in 19 pandemic in delivering services? >>Yeah, In fact, John, we're focusing a lot on that at the public sector summit online that comes up here in October. Um, a couple of quick examples. In fact, one of the top learnings is speed matters. And so we have Eve Curry from Australia, who talks about social and health care and how they were able to get a complete digital suite up and running for supporting 5000 elderly patients and over 3000 employees in less than a week, and that included getting up and running a video conferencing and tele consultation capability using AWS chime. It involved getting up and running collaboration space for the remote workers using work work docks. And it involves setting up a complete call center on the cloud, using Amazon time and literally that was done in less than a week. Another example, really ambitious example, which again is a testament to the innovation and, uh, the capability, the capability that AWS brings to customers. I'm in India. They had a number of tele medicine applications. They were available for a fee, but they didn't have a universal way to reach the vast population in India. And so when the pandemic hit three organization that was responsible for the public health component was challenged to get a no cost tele consultation hella medicine system up and running for outpatient services that could scale to reach a billion people. Um, they did that in 19 days. They got the system up and running Now hasn't gotten to a billion people online at one time. But there right now, doing 6000 consultations a day with about 4000 doctors, and they're headed toward 100,000 consultations today. Eso just to your point, speed and scale. We're seeing it across the board from from our public sector customers. >>You know, it's just mind boggling just to kind of pinch myself from it in 19 days. It's crazy, right? I mean, crazy fast If you throw back to the eighties and nineties when I broke into the business, you know, young gun client server was all the rage back then. And if you wanted to do, like a big apt upon an oracle s a p, whatever it was years, it was months just to do planning. E mean, I mean, think about the telemedicine example 19 days. That's huge. I mean, just the scale is just off the charts. So So I mean, even if you're not a believer in cloud I don't feel should be should just go home and retire at this point because it's just obvious. Uh, the question I wanna ask you specifically because Theresa brought this up on my last interview with her. And I wanna ask you the same question is, what is AWS doing specifically to help customers? I know customers are helping themselves. You mentioned that. What are you guys doing? Toe? Accelerate this. How are you helping of you guys changed a little bit. Can you just share what you guys specifically doing to help customers pivot toe not only solving it, but having a growth strategy behind it? >>Yeah, John, that's a great question. Some of the things that we're doing our long standing programs and so customers from day one have had a need for skills and workforce development. We keep on doubling down on those programs. Things like a W s academy aws educate our restart programs in different countries. So number one is we continue to help customers double down on getting the right cloud skills to enable the digital workforce. The second thing, in fact, if I can, for just amendment, um, there is actually a section of the public sector online called the New Workforce, which talks about both the digital skills that are required and then also some of the remote working skills that we need to help folks with. So So workforce is a big one. Um, the second one. Yeah, and I'm super excited about this because we've opened up the opportunity, form or customers around the globe to participate in our city on the Cloud Challenge Onda That gives a great opportunity to showcase and highlight the innovation of public sector customers and, you know, win some AWS credits and technical assistance to help them build their programs. But I think one of the most the things I'm most proud about in the last 6 to 9 months was when the when this pandemic struck and we listen to our customers about what they needed. We came out with something called the AWS Diagnostic Development Initiative, and that was a program specifically aimed at providing technical assistance. Um, a ws cloud credits all to researchers to help them, um, tackle the tough questions that need to be answered to help us deal with and then hopefully resolve the pandemic. >>So on the international front, like I said earlier in the open, we would've been in Bahrain. That's a new region, only a couple of years old, Obviously the historic, um this, um, geopolitical things happening there, opening things up, that's been a very successful region. This is the playbook. Can you just give us an update on some of the successes in the different regions by rain and then a pack and other areas? What? Some of the highlights? >>Sure, John, One of the things that I think it's super exciting is that all of these customers are developing new capabilities right now. Um, one example from Egypt. Uh, they had to get literally an entire student population back to school. When the pandemic hit on DSO. They quickly pivoted to bringing a online learning management system or LMS up on the cloud on AWS. Um, and they have been able to continue to teach classes, literally to millions of students there. We've seen that same sort of distance learning online education across the globe. Another example would be when countries needed to figure out how to beam or effective in that sort of time tested, contact tracing process. So So when ah person has been found to have the the flu or the illness the subject illness, um, they typically have a lot of manual contact tracers that have to try to identify kind of where that person's been and see if they can. Then, um, helped to control the spread of whatever the diseases Kobe 19. In this case, um, we put together with governments across the world with a W s partners across the world again in very fast order, automated systems to help governments manage this, um, Singapore is a super example. India's a massively scaled example, but we did it in countries of across the globe, and we did it by working with them and the partners there to specifically respond to their needs. So everybody's case, while similar at a high level, you know, was unique in the way that they had to implement it. >>And it's been a great, great ride international us with co vid. You guys have ah current situation. You guys are providing benefits and I'll see the cloud itself for the customer to build those modern APS. The question I wanna ask you, Max, as an executive at eight of yourself. So you've been in the industry, Um, with public sector pre covert, it's, you know, it's before Cove. And there's after Govind is gonna be kind of like that demarcation line in the society. Um, it has become a global thing. I just did an event with Cal Poly was mentioned before we came on, um, small little symposium that would have been, you know, face to face. But because we did it virtually it's now global reinvents coming up. That's gonna be essentially virtual. So it's gonna be more global, less physical, space to face. Everything is introduced, no boundaries. So how >>does that >>impact? How do you How do you guys, How do you look at that? Because it impacts you, I guess a little bit because there's no boundaries, >>right? You know, John, I think this plays into what we're talking about in terms of people and governments and organizations getting used to new ways of working on de so some of our new workforce development is based around that, not just the digital skills in the cloud skills a couple of the things that we've recognized by the way, Um, it's different, but done well, there's new benefits. And so so one of the things that we've seen is where people employ chime, for instance, Uh, video conferencing solution or solutions from our partners like Zoom and others. Onda people have been able to actually be Maurin touch, for instance, with elder care. Um, there were a number of countries that introduced shielding. That meant that people couldn't physically go and visit their moms and dads. Um and so what we've seen is a number of systems on care organizations that have responded andare helping thing the elderly, uh, to use this new tech on. But it's really actually, uh, heartwarming, uh, to see those connections happen again, even in this virtual world. And the interesting thing is, you can actually step up the frequency on DSO. You don't have to be there physically, but you can be there, Andi and interact and support with the number of these thes tools. I think one of the other big learnings that we've seen for many organizations and just about every public sector group has toe work with, um uh, their constituents on the phone. Of course, we've got physical offices, you know, whether it's a hospital or a outpatient center or a social care center. Um, but you always have to have a way to work on phones. What's happened during the Cove in 19 Pandemic is there's been a surge is where information needed to get out to citizens or where citizens literally rushed the phone lines to be able to get the most current information back. Andi, the legacy called systems have been completely overwhelmed, their inadequate. And we've seen customers launch the online call center in the cloud piece, using Amazon connect as their starting point. But then, you know, continuously innovating. And so starting to use things like Lex to be able to deliver a chat box function, Um, in the in the US, for example, one of our partners, Smartronix, was able to automate the welfare and social care systems for a number of different states to the point now where 90 plus percent of those calls get initially handled, satisfied using a chat bots, which frees up agents the deal, you know, with the more difficult inbound calls that they get. >>I gotta ask you, where do we go from here? What's next for these organizations? Post Covad World. You know, if we're sitting at a cocktail party was sitting down having dinner or where he talking remotely here, how would you? How would you explain to me what's what's next? Where do we go from here? And how do organizations take that next post co vid recovery and growth? What's your take? >>And John? I think that's a fantastic question to ask. Let me tell you what we learn from our customers every day because we see them try and do new things. If I had to take my sort of crystal ball, I think we're in version one of figuring out How do we work in this new environment? I think there's a couple of key things that we're going to see. Number one. Um, resilience and continuity of service is not gonna be optional. Everybody is coming to expect that government care, not for profits. Education is going to be able to seamlessly continue to deliver the core services irrespective of these world events or emergencies on B C customers. Now you know, really getting that right. It used to take. You talked about it? Um, heck, you couldn't get a system up and running in 19 days. You'd be lucky if you cut a purchase order in 19 days and citizens and constituents that aren't going to accept that anymore, right? That's one big, uh, change that I think is with us. And we'll keep on driving cloud adoption. I think the next one is how do we start putting the pieces together in ways that make some of this invisible and an example? Um, you know, kind of starts with that with that example in the US with partner that was building systems to help, uh, welfare and social care call centers operate smoother. But if you think about the range of AWS services and the building blocks that customers have, we'll find customers starting to create that virtual experience in aversion to dot away where they tie the contact center into chat box and into transcription. Like, for instance, being able to have a conversation with the parents and using comprehend medical actually get a medically accurate transcription. So the doctor can focus on that patient interaction and not on actually data captured, right, and then if that patient asks. Well, g Doc, could you give me more information about, you know, X y z, uh, medication, or about what a course of treatment sounds like? Instead of tying up the doctors time, you could go and use a tool like Amazon Polly to then go text to speech and give all of that further rich information to that citizen. Um e think some of them things. Same scenarios, right? How do we go from this? This very fast version one dot response to a a mawr immersive, less tech evident capability that strings these things together that to meet kind of unique use cases or unique needs. >>Yeah, I think that's totally right. I think you know the 19 days. Yeah, I'm blown away by that. But I think you know, we thought about agility. That was a cloud term. Being more agile with your code business. Agility has come on the scene and then with business agility you have I call I call business latency. Andi, you went from years to months, months, two days. And I think now, as you get into the decks versions, it's days, two hours, hours, two minutes, hours two seconds Because when you look at the scale of the cloud some of things we were talking what's going on? Space force and globally around with space Leighton See, technically and business late and see this is the new dynamic and it's gonna be automation. Ai these air. This is the new reality. I think co vid points that out. Uh, what's your reaction to that? And give a final message to the AWS international community out there on on how to get through this and what you guys are doing? >>Yeah, John, I think your observation is you know that increasingly, uh, there needs to be a connectedness between the services that thes public sector customers deliver on dso Um, that connectedness can be in terms of making sure that a citizen who eyes on their life journey doesn't need to continuously explain to government where they're at. But rather, government learns how to create secure, scalable data stores so that so that they understand the journey of the citizen and can provide help through that journey. Eso it becomes mawr citizen centric. I think another example is in the entire healthcare arena where what we have found is that the ability thio to securely collaborate on very complex problems and complex data sets? Uh, like like genomes, um is increasingly important on DSO. I think what you'll find is you'll find we're seeing it today, right? With customers like, uh, Genomics England and the UK Bio Bank were there, in fact, creating these secure collaboration spaces so that the best researchers can work against these very important data sets in a secure, yet trusted collaboration environment. So I think we're seeing much more of that on I would say The third thing that we're probably learning from our customers is just how important that skills and workforce pieces. Um, with the accelerated pace, we continue to see pressure on smart skills, and resource is that our customers need. Fortunately, we've got a great global partner ecosystem, Um, but you'll see us continuing to push that forward as a zone agenda that will help customers with eso. I guess my parting comment would be how could it not be? I hope that the customers that attend the summit are from all over the world. I hope they find something that's useful to them in pursuing their mission and in their journey to the cloud. And John, I just This is always a pleasure to join the Cube. Thanks very much for the time today. Thank >>you, Max. Great. Call out. Just I'll call it out. One more time to amplify the learnings in the workforce development starting younger and younger. The path to get proficiency is quickly. You could be a cloud computing cybersecurity application, modern application development, all hot areas. Uh, the new playbook is cloud. It's all there online. And, of course, Max. Global footprint with the regions, the world has changed, and it's gonna be pretty busy. Time for you. We'll be covering it. Thanks for coming on. >>That's great. Thanks, John. >>Okay, I'm John. Free with the Cube. You're watching any of US? Public sector summit, The international online event. I'm John. Hard to keep your host. Thank you for watching

>> live from Boston, Massachusetts. It's the Cube covering A W s reinforce 2019 brought to you by Amazon Web service is and its ecosystem partners. >> Okay, welcome back. Everyone's two cubes Live coverage here in Boston, Massachusetts, for AWS reinforce. This is Amazon Web services Inaugural conference around Cloud security There first of what? Looks like we'll be more focused events around deep dive security to reinvent for security. But not no one's actually saying that. But it's not a summit. It's ah, branded event Reinforce. We're hearing Mark Ryland off director Office of the Sea. So at eight of us, thanks for coming back. Good to see you keep alumni. Yeah, I'm staying here before It's fun. Wait A great Shadow 80 Bucks summit in New York City Last year we talked about some of the same issues, but now you have a dedicated conference here on the feedback from the sea. So as we've talked to and the partners in the ecosystem is, it's great to have an event where they go deep dives on some of the key things that are really, really important to security. Absolutely. This is really kind of a vibe that how reinvents started, right? So reinventing was a similar thing for commercial. You're deep, not easy to us. Three here, deeper on Amazon. But with security. Yeah, security lens on some of the same issues. One thing that happened >> and kind of signal to us that we needed an event like this over the years with reinvent was consistently over the years, the security and compliance track became one of the most important tracks that was oversubscribed in overflow rooms and like, Hey, there's a signal here, right? And so, but at the same time, we wanted to be able to reach on audience. Maybe they wouldn't go to reinvent because they thought I'd say It's all the crazy Dale Ops guys were doing this cloud thing. But now, of course, they're getting the strong message in their security organizations like, Hey, we're doing cloud. Or maybe as a professional, I need to really get smart about this stuff. So it's been a nice transition from still a lot of the same people, but definitely the different crowd that's coming here and was a cross pollination between multiple and I was >> just at Public sector summit. They about cyber security from a national defense and intelligence standpoint. Obviously, threesome Carlson leads That team you got on the commercial side comes like Splunk who our data and they get into cyber. So you started to see kind of the intersection of all the kind of Amazon ecosystems kind of coming around security, where it's now part of its horizontal. It's not just these are the security vendors and partners writes pretty much everyone's kind of becoming native into thinking about security and the benefits that you guys have talk about that what Amazon has to have a framework, a posture. Yeah, they call it shared responsibility. But I get that you're sharing this with the ecosystem. Makes sense. Yeah, talk about the Amazon Web service is posture for this new security >> world. Well, the new security world is if you look at like a typical security framework like Mist 853 120 50 controls all these different things you need to worry about if you're a security professional. And so what eight obvious able to do is say, look, there's a whole bunch of these that we can take care of on your behalf. There's some that we'll do some things and you got to do some things and there's some There's still your responsibility, but we'll try to make it easy for you to do those parts. So right off the bat we can get a lot of wins from just hey, there's a lot of things will just take care of. And you could essentially delegate to us. And for the what remain, You'll take your expertise and you'll re focus it on more like applications security. There still may be some operating systems or whatever. If using virtual machine service, you still have to think about that. But even there, we'll use we have systems Manager will make it easy to do patch management, updating, et cetera. And if you're willing to go all the way to is like a lambda or some kind of a platform capability, make it super easy because all you gotta do is make sure your code is good and we'll take care of all the infrastructure automatically on your behalf so that share responsibility remains. There's a lot of things you still need to be careful about and do well, but your experts can refocus. They could be very you know like it's just a lot less to worry about it. So it's really a message for howto raise the bar for the whole community, but yet still have >> that stays online with the baby value properties, which is, you know, build stuff, ship fast, lower prices. I mazon ethos in general. But when you think about the core A. W. S what made it so great Waas you can reduce the provisioning of resource is to get something up and running. And I think that's what I'm taking away from the security peace you could say. We know Amazon Web service is really well, and we're gonna do these things. You could do that so us on them and then parts to innovate. So I get that. That's good. The other trend I want to get your reaction to is comments we've had on the Cube with si SOS and customers is a trend towards building in house coding security. Your point about Lambda some cool things air being enabled through a B s. There's a real trend of big large companies with security teams just saying, Hey, you know what? I wanna optimize my talent to code and be security focused on use cases that they care about. So you know, Andy Jazz talks about builders. You guys are about builders you got cos your customers building absolutely. Yet they don't want Tonto, but they are becoming security. So you have a builder mindset going on in the big enterprises. >> Yes, talk about that dynamic. That's a That's a really important trend. And we see that even in security organizations which historically were full of experts but not full of engineers and people that could write code. And what we're seeing now is people say, Look, I have all this expertise, but I also see that with a software defined the infrastructure and everything's in a P I. If I pair up in engineering team with a security professional team, then well, how good things will happen because the security specials will say, Gosh, I do this repetitive task all the time. Can you write code to do that like, Yeah, we can write code to do that. So now I can focus on things that require judgment instead of just more rep repetitive. So So there's a really nice synergy there, and our security customers are becoming builders as well, and they're codifying if you moment expression in code, a policy that used to be in a document. And now they write code this as well. If that policy is whatever password length or how often we rode a credentials, whatever the policy is where Icho to ensure that that actually happening. So it's a real nice confluence of security expertise with the engineering, and they're not building the full stack >> themselves. This becomes again Aki Agility piece I had one customer on was an SMS business. They imported to eight of US Cloud with three engineers, and they wrote all the Kuban aged code themselves. They could have used, you know, other things, but they wanted to make sure it's stable so they could bring in some suppliers that could add value. So, again, this is new. Used to be this way back in the old days, in House developers build the abs on the mainframe, build the APS on the mini computers and then on I went to outsourcing, so we're kind of back. The insourcing is the big trend now, >> right in with the smaller engineering team, I can do a lot that used to require so many more people with a big waterfall method and long term projects. And now I take all these powerful building blocks and put an engineering team five people or what we would call it to pizza team five or six people off to the side, given 34 weeks, and they can generate a really cool system that would have required months and not years before. So that's a big trend, and it applies across the board, including two security. >> I think there's a sea change, and I think it's clear what I like about this show is this cloud security. But it's also they have the on premises conversation, Mrs Legacy applications that have been secured and or need to be secured as they evolve. And then you got cloud native and all these things together where security has to be built in. Yeah, this is a key theme, so I want to get your thoughts on this notion of built in security from Day one. What's your what's your view on this? And how should customers start thinking >> about it? And >> what did you guys bringing to the table? Well, I think that's just a general say maturation that goes on in the industry, >> whether it's cloud or on Prem is that people realize that the old methods we used to use like, Hey, I'm gonna build a nap And then I'm gonna hand it to the security team and they're gonna put firewalls around it That's not really gonna have a good result. So security by design, having security is equal co aspect of If I'm getting doing an architecture, I look a performance. I look, it cost. I look at security. It's just part of my system designed. I don't think of it as like a bolt on afterwards, so that leads to things like, you know, Secure Dev ops and kind of integration teams through. This could be happening on premises to it's just part of I T. Modernization. But Cloud is clearly a driver as well, and cloud makes it easier because it's all programmable. So things that are still manual on premises, you can do in a more automated getting into a lot of conversations here under the covers, A lot of under the hood conversations here around >> security BC to one of the most popular service is you guys have obviously compute a big part of the mission Land, another of the feature VPC traffic flows, where mirroring was a big announcement. Like we talked about that a lot of talking about the E c two nitro. You gave a talk on that. Did you just unpacked it a little bit because this has been nuanced out there. It's out there people are interested in. What's that talk about inscription is, is in a popular conversation taking minutes? Explain your talk. Sure, So we've talked for now a year and 1/2 >> about how we've essentially rien. Imagine reinvented our virtual machine architecture, too. Go from a primarily soft defined system where you have a mainboard with memory and intel processor and all that kind of a coup treatments of a standard server. And then your virtual ization layer would run a full copy of an operating system, which we call a Dom zero privileged OS that would mediate access between the guest OS is in this and the outside world because it would maintain the device model like how do I talk to a network card? How I talked to a storage device. I talked through the hyper visor, but through also a dom zero Ah, copy of Lennox. A copy of Windows to do all that I owe. So what we just did over the past few years, we begin to take all the things we're running inside that privileged OS and move that into dedicated hardware software, harbor combination where we now have components we call nitro components their actual separate little computers that do dbs processing. They do vpc processing they do instance, storage. So at this point now, we've taken all of the components of that damn zero. We've moved it out into these You could call Cho processors. I almost think of them is like the Nitro controllers. The main processor and the Intel motherboard is a co processor where customer workloads run because the trust now is in these external all systems. And when you go to talk to the outside world from easy to now you're talking through these very trusted, very powerful co processors that do encryption. They do identity management for you. They do a lot of work that's off the main processor, but we can accelerate it. We could be more assured that it's trustworthy. It can it can protect itself from potential types of hacks that might have been exposed if that, say, an encryption key was in the and the main motherboard. Now it's not so it's a long story until one hour version and doing three minutes now. But overall we feel that we built a trustworthy system for virtual. What was the title of talk so people can find it online? So I was just called the night to architecture security implications of the night to architecture. So it's taking information that we had out there. But we're like highlighting the fact that if you're a security professional, you're gonna really like the fact that this system has it has no damn zero. It has no shell. You can't log into the system as a human being. It's impossible to log in. It's all software to find suffer driven, and all the encryption features air in these co processors so we can do like full line made encryption of 100 gigabits of network traffic. It's all encrypted like that's never been done before. Really, in the history of computing, what's the benefit of nitro architectural? Simply not shelter. More trust built into it a trusted root. That's not the main board encryption, off load and more isolation. Because even if I somehow we're toe managed to the impossible combination of facts to get sort of like ownership of that main board, I still don't have access to the outside world. From there, I have to go through a whole another layer of very secure software that mediates between the inner world of where customer were close run and the outside world where the actual cloud is. So it's just a bunch of layers that make things more secure, >> and I'm sure Outpost will have that as well. Can you waste on that? Seem to me to hear about that. Okay, Encryption, encrypt everything. Is it philosophy we heard in the keynote? You also talked about that as well. Um, encrypting traffic on the hour. I didn't talk about what that means. What was talked to you? What's the big conversation around? Encryption within a. W s just inside and outside. What's the main story there? >> There's a lot of pieces to the pie, but a big one that we were talking about this week is a pretty long term project we call Project lever. It was actually named after a ah female cryptographer. Eventually Park team that was help. You know, one of the major factors, including World War Two, are these mathematicians and cryptographers. So we we wanted to do a big scale encryption project. We had a very large scale network and we had, you know, all the features you normally have, but we wanted to make it so that we really encrypted everything when it was outside of our physical control. So we done that took a long time. Huge investment, really exciting now going forward, everything we build. So any time data that customers give to us or have traffic between regions between instances within the same region outside reaches, whenever that traffic leaves our physical control so kind of our building boundaries or gates and guards and going down the street on a fiber optic to another data center, maybe not far away or going inter continent intercontinental links are going sub oceanic links all those links. Now we encrypt all the traffic all the time. >> And what's the benefit of that? So the benefit of that is there. Still, you know, it's it's obscure, >> but there is a threat model where, you know, governments have special submarines that are known to exist that go in, sniff those transoceanic links. And potentially a bad guy could somehow get into one of those network junction points or whatever. Inspect traffic. It's not, I would say, a high risk, but it's possible now. That's a whole nother level of phishing attacks. Phishing attack, submarine You're highly motivated to sniff that line couldn't resist U. S. O. So that's now so people could feel comfortable that that protection exists and even things like here's a kind of a little bit of scare example. But we have customers that say, Look, I'm a European customer and I have a very strong sense of regional reality. I wanna be inside the European community with all my data, etcetera, and you know, what about Brexit? So now I've got all this traffic going through. A very large Internet peering point in London in London won't be part of Europe anymore according to kind of legal norms. So what are you doing in that case? Unless they Well, how about this? How about if yes, the packets are moving through London, but they're always encrypted all the time. Does that make you feel good? Yeah, that makes me feel good. I mean, I so my my notion of work as extra territorial extra additional congee modified to accept the fact that hey, if it's just cipher text, it's not quite the same as unscripted. >> People don't really like. The idea of encrypted traffic. I mean, just makes a lot of sense. Why would absolutely Why wouldn't you want to do that right now? Final question At this event, a lot of attendee high, high, high caliber people on the spectrum is from biz dab People building out the ecosystem Thio Hardcore check. He's looking under the hood to see SOS, who oversee the regime's within companies, either with the C i O or whatever had that was formed and every couple is different. But there's a lot of si SOS here to information security officers. You are in the office of the Chief Security Information officer. So what is the conversations they're having? Because we're hearing a lot of Dev ops like conversations in the security bat with a pretty backdrop about not just chest undead, but hack a phone's getting new stuff built and then moving into production operations. Little Deb's sec up So these kinds of things, we're all kind of coming together. What are you hearing from those customers inside Amazon? Because I know you guys a customer driven in the customers in the sea SOS as your customer. What are they saying? What are they asking for? So see, so's our first getting their own minds around >> this big technical transformations that are happening on dhe. They're thinking about risk management and compliance and things that they're responsible for. They've got a report to a board or a board committee say, Hey, we're doing things according to the norms of our industry or the regulated industries that we sit in. So they're building the knowledge base and the expertise and the teams that can translate from this sort of modern dev ops e thing to these more traditional frameworks like, Hey, I've got this oversight by the Securities Exchange Commission or by the banking regulators, or what have you and we have to be able to explain to them why our security posture not only is maintained, it in some ways improved in these in this new world. So they're they're challenge now is both developing their own understanding, which I think they're doing a good job at, but also kind of building this the muscle of the strength. The terminology translate between these new technologies, new worlds and more traditional frameworks that they sit within and people who give oversight over them. So you gotta risk. So there's risk committees on boards of these large publics organizations, and the risk committees don't know a lot about cloud computing. So s O they're part of what they do now is they do that translation function and they can say, Look, I've I've got assurance is based on my work that I do in the technology and my compliance frameworks that I could meet the risk profiles that we've traditionally met in other ways with this new technology. So it's it's a pretty interesting >> had translations with the C I A. Certainly in public sector, those security oriented companies, a cz well, as the other trend, they're gonna educate the boards and they're secure and not get hacked the obsolete. And then there's the innovation side of it. Yeah, we actually gotta build out. Yes. This is what we just talked about a big change for our C says. That we talk to and work with all the time is that hey, we're in engineering community now. We didn't used to write a lot of code, and now we do. We're getting strong in that way. Or else we're parting very closely with an engineering team who has dedicated teams that support our security requirements and build the tools. We need to know that things are going well from our perspective. So that's a really cool, I think, changing that. I think that is probably one >> of my favorite trends that I see because he really shows the criticality of security was pretty much all critically, only act. But having that code coding focus really shows that they're building in house use case that they care about and the fact that I can now get native network traffic. Yeah, and you guys are exposing new sets of service is with land and other things >> over the top. >> It just makes for a good environment to do these clouds. Security things. That seems to be the show >> in a nutshell. Yeah, I think that's one of the nice thing about this show. Is It's a very positive energy here. It's not like the fear and scary stuff sometimes hear it. Security conference is like a the sky's falling by my product kind of thing Here. It's much more of a collaborative like, Hey, we got some serious challenges. There's some bad guys out there. They're gonna come after us. But as a community using new tooling, new techniques, modern approaches, modernization generally like let's get rid of a lot of these crusty old systems we've never updated for 10 or 20 years. It's a positive energy, which is really exciting. Good Mark, get your insights out. So this is your wheelhouse Show. Congratulations. >> You got to ask you the question. Just take your see. So Amazon had off just as an industry participant riding this way, being involved in it. What is the most important story that needs to be told in the press? In the media that should be told what's as important. Either it's being told it, then should be amplified or not being told and be written out. What's the What's the top story? I don't think that even after all this time that you know when people >> hear public cloud computing. They still have this kind of instinctive reaction like, Oh, that sounds kind of scary or a little bit risky and, you know, way need to get to the point where those words don't elicit some sense of risk in people's minds, but rather elicit like, Oh, cool, that's gonna help me be secure instead of being a challenge. Now that's a journey, and people have to get there, and our customers who go deep, very consistently, say, And I'm sure you've had them say to you, Hey, I feel more confident in my cloud based security. Then I do my own premises security. But that's still not the kind of the initial reaction. And so were we still have a ways, a fear based mentality. Too much more >> of a >> Yeah. Modernization base like this is the modern way to get the results in the outcomes I want, and cloud is a part of that, and it doesn't not only doesn't scare me, I want to go there because it's gonna take a community as well. Yeah, Mark, thanks so much for coming back on the greatest. Be hearing great Mark Mark Riley, direct of the office of the chief information security at Amazon Web services here, sharing his inside, extracting the signal. But the top stories and most important things >> being being >> said and discussed and executed here, it reinforced on the Cube. Thanks for watching. We'll be right back with more after this short break.

>> live from Washington, D. C. It's the Cube covering a ws public sector summit. She wrote to you by Amazon Web services. >> Welcome back to the cubes. Live coverage of the ES W s Public Sector summit here in Washington D. C. At the 10th annual eight of the U. S. Public sector summit. I'm your host Rebecca Night, along with my co host, John Farrier. We're joined by Adelaide O'Brien. She is research director. Government digital transformation strategies at I. D. C. Government incites Thanks so much for coming on the show. Adelaide. >> Rebecca for having me. It's I'm pleased to be here today, >> so I want to just start really with just picking your brain about about the topic of this conference, which is about modernization of government. What is the state of play? How Where do you Where do you see things from where you sit? >> Well, as you know, the federal government right now has been under about a 10 year directive to go cloud first. And what we've seen is, you know, a lot of agencies not all but some of them have a struggled with that, Uh, and it hasn't really had the momentum of the velocity that as an analyst, I I'd like to see and s o last year. The current federal seo says that can put out a policy, and it was about actually moving to Cloud Smart. So it wasn't just to do cloud to be more efficient to save some of that money. That about 75,000,000 that's spent on maintaining legacy equipment. But it was actually thinking about using cloud to be very, very agile to help deliver better citizen services. And what's interesting is this. This whole concept of cloud smart is also very supportive. The Modernization Technology Act as well as the report to the president on it. Modernization. So last year we saw both executive and legislative support for agencies to move to cloud. >> So, as you said, it doesn't. But it's still from where you sit. Doesn't analyst. It still doesn't quite have the momentum and the velocity that you'd like to see. What do you see as the biggest obstacles? >> Well, and this was actually identified in Cloud Smart and yesterday and today I heard a lot of agencies talking about thes three aspects, and I think you know, 10 a W s is a great place to help them. So one of the first is security. And we know when agencies, you know, were first Ask Goto the cloud security was, you know, the biggest barrier in their organization to cloud. And and so I think it was the 3rd 8 of US Conference. It was actually in this building, and I know there's been but I wasn't the first to and I could remember is an analyst. I was so pleased that Teresa had Roger Baker, the CEO of Health and Human Services on stage, and they were talking about getting fed Reum certification, and I think it was one of the first. And it was it was thrilling that such a large agency had invested so much time and money about working with eight of us to get February certification. So to me that that was like, you know, an initial pushing a start, so security is just so so important. And now you've got, you know, so many different software providers working with Amazon. Eight of us on security on DH. Even today, at one of the breakout sessions, the senses really talked about because the CIA moved to eight of us, and they put their most sensitive information in the cloud they felt comfortable with putting the personally identifiable information in the cloud. I'II our census data information. >> If it's good enough for that for that kind of information, I can I can put my business >> exactly there, Tio. Exactly >> the question I want to get on the comm on the research side is competition of opportunities. Is Old Wick about old gore Amazon? Always the old guard, The old way of doing things. They're pretty much in the new class. Dev Ops. We've seen that on the enterprise side Certainly start ups, any jazz, these examples like Airbnb. You see those at conferences over the years that we have the example of these cloud Native Cos. How does government now look at suppliers as partners? Because the big debate is you picked the right cloud for the right workload. Work lotion to find cloud architecture. You can't just split clouds up amongst Microsoft, Google, Amazon and oracles of the world. The whole multi vendor equation shifts in this new paradigm. How do you see that playing out? >> Yes, it does. But I also see and what I've heard today over the last two days is, you know, agencies are actually looking for a partner who can grow with them and learn with them. And I heard that over and over again. You know, they want a cloud provider that you know, has skin in the game, and that actually helps them. And we've seen that they also want a cloud provider that's innovative. And, you know, one of my concerns is I learned about how you know, scale. Everything's about scale today, right? And how Amazon now has eight of us has scaled up so fast over the last couple of years and all the innovations that they're able to provide. And so the question is, how can you keep that culture alive? And, you know, it's kind of like that start up culture at eight of us, right? How can you keep that alive? And, you know, I think the answer did today and, you know, I wish I would have thought about the question in the way he talked about it. You know, when you get big, you get conservative right, because you have too much to lose and too much is at stake. and, you know, as an analyst, I'm seeing eight of us. Not only is a growing fantastically, but it's innovating, and I think that's what gives you than this innovation. The you know, you don't have to be a a Silicon Valley software company to innovate, and I think part of it comes from I think Theresa's said that 95% of A W S's roadmap is based upon what they hear from their customers. So you know that that ear to the ground knowing the government business, federal, state, local, is so, so >> important. This trend that's helping them to also is the move to sass with capabilities on digital using suffers a service business model. So again, it's all kind of timed up beautifully for these agencies that were slow to move in the past. This is an analyst, er, >> yeah, so So security is one of the things on Cloud Smart, and I think that was one of the biggest, biggest barriers to momentum. But the others acquisition. So there's three things about clouds smart that agencies are to pay attention to, and I think you know what's really helped in the acquisition is, you know, the standardization and not only the federal up certification. And, you know, eight of us is healthy cloud providers. Software's the service providers get Fed Ram certification. And so, in the end, this is announced at the conference last year of a TIO on a W s. Right, because it's an arduous process. If you don't know what you're doing, it can cost you a lot of money and take a lot of time. So, you know, eight of us is working with his partners, and that's all good for the government sector, right? Because the more vendors that go through certification, the more they trust them and the more they can trust, you know, the integrity of their data in the cloud. So the acquisition is the 2nd 1 But the 3rd 1 is the workforce, and I think you know, And he mentioned it today. You know, a lot of the resistance, and a lot of the inertia of cloud is not just the technology, it's training the workforce, and I, you know, I thought, it's so so important because it's not just an conversation any longer. Going to cloud is part of digital transformation. Is the foundation of it. And so that has to be a conversation with all levels of agency executives. And they have to agree Otherwise, you know, if you're innovating, you've got, you know, islands of innovation and you on the cloud you can start to Yes, you can pilot, but you can start to really get scale there and transform your whole business. And it's all about serving citizens better and innovating to serve them better and automating your processes. You know that's so important as well. >> So how would you describe the work force? I mean, when you think about the private sector, workforce, women, when in terms of cloud computing versus the government, you tend to think one is more bureaucratic. There is obviously more red tape may be slower moving. How What are you seeing? What are you hearing? >> Well, you know, at all levels of the workforce and especially in government, there's a big push now to automate everything. He and you know, the government at all levels. Federal state local realizes they're actually competing with the private sector for work source. And so, you know, historically, government would say, Well, what's the next skill and we better start preparing for that, right? What's what What's coming down the pike and we we need. And now it's like, How do we prepare for people who enter government and move in various different jobs and move in and out of government? And so when you think about that, that's a skill development and technology can help with that. But it's also a mindset of accepting the fact that people join government to serve, and they might leave and come back. And so that's very important, but also the in terms of cloud smart. The workforce has to be able to understand cloud and howto work with vendors, you know, and it's not necessarily, you know, owning your own equipment. But it's it's it's trusting your vendors and trusting them with your business and and how do you, you know, provide these solutions to the line of business folks? And in a way, I actually seen you the IT department become much more responsive to the line of business folks. And my advice, Teo government executives, especially the folks, is always think of yourself as a service right. Think of yourself as a service. You know that as a service to the line of business folks and, you know, help them understand what what they need, how they accomplished their mission. Maybe give them a short list of solutions to help them out, but really start tracking them. You know what they're accomplishing, and that will help fuel. Then you reinvestments help. You know where to spend your money next And really, you know, just fuel this whole mission accomplishment. >> One of the things that we've been talking a lot about on the Cube for for years is the new role of the chief data officer in any organizations. A lot of federal agencies air now, also putting in their own chief date officers. Can you talk a little bit about what you've seen and what and how they're being used? >> Yeah, so they're our chief data officers in the organization's it again. That's one of those skills were you know, government's going to compete with the private sector for them, and there's probably not enough to go around Andi. And so it's a very precious commodity. And, you know, it is especially like in your research organizations. You've got chief data officers there, but in a lot of the other areas. And, you know, especially in the civilian government, you may not be able to have your old, you know, chief Data officer. Right? You certainly have all the data, but you may not have someone like that. And that's where you know some of the things that that I that that I'm advising agencies to look for us who can help you, then give you some of these big data and you know, a I and ML solutions that your line of business folks Khun, start to interface and work with. And maybe you have Chief data officers set up the data fields initially, but that's where you've got to start to democracy eyes, you know, a I and m l. And because you're never gonna have enough Chief data officers in anyone organization to possibly calm through all of that data on DSO, that's again where technology can help. >> Great. Well, Adelaide, thank you so much for coming on the Cube. It's been a pleasure. Having you >> was great being here. Thank you so much. >> I'm Rebecca Knight for John Furrier. Stay tuned. We will have more of the cubes. Live coverage of a ws public sector summit

>> live from Washington, D. C. It's the Cube covering a ws public sector summit I wrote to you by Amazon Web services. Welcome >> back, everyone. You are watching the Cube and we are here in our nation's capital at the A. W s Public sector summit. I'm your host, Rebecca Night hosting alongside John Furrier. We're joining Cuba LEM Doug Van Dyke, CEO of Inquisitor to our show. Thanks so much for coming back on. >> Well, thank you for having me back. It's good to be here. >> So as I said, You're a Cuba LEM. You're also a nails on alum. And there's a story there, so >> we'll just do a quick rehash of last year. So I started a day ws in 2,012 with the federal business helped the federal business grow started. The eight of US nonprofit Vertical was invited by John and in stew last year to be on the Cube. The video is a great discussion. The video is seen by some of our best partners and inquisitor who happens to be one of the best partners that I had in public sector. We started some discussions and later I was hired to be the CEO. So, John, >> thank you. I didn't know this was >> going to be a career opportunity >> for you. You're the one who's got the jobs. You through the interviews? Well, political, absolutely appreciated community. Great to have you on. Good. Thank you. Thank you for meeting with Theresa. You've known Therese for many, many years. Microsoft Public Sector Game is certainly on fire. You got Andy chassis on the fireside chat. Kind of bring in. You see the frustration like he's got problems and he's never known any for many, many years. For him to be that animated with his opinion means that it's critical more more than ever. Now, where is public sector opportunity right now? Because it seems to be clouds validated, are we? There is just a turning moment for the whole public sector community, >> yet we're so we're absolutely seeing that and inquisitive fact inquisitor. One of the things I like most about inquisitor is it is focused exclusively on the public sector, so our background is in education. If you know, a student is graduating from high school now and applying to one of the many colleges and universities they use the common application We worked with the common app to help build that system that graduating students can apply to multiple universities as opposed to when I was a graduating high school student, had to fill out the form, send in a check, wait for it to come back in the mail. Now that's all done online. You can apply to multiple colleges at the same time. So I look at that as one of the first innovations that happened in the public sector on a ws inquisitor was a part of it. It was one of the things that attracted me to inquisitor, but the innovations that was in two thousand 92 1,010 it was the beginning. We are just hitting that hockey stick that Andy has talked about in public sector, where you know, the federal business. You talked a little bit about the Intel business and how when the agency moved onto a ws, it really validated security. I think we've seen the government go in. I think we've seen education and nonprofits, so I think this is the time that public sector is really going to take off in the clouds >> about the company that you're leading is the chief now, and the product is using common app. You tell what the common app that my high school's graduates had to fill out. Okay, it's send okay. Is that it? >> That's it. That's it. So I >> got some issues with this thing. >> So follow up that was >> definitely on love on different you. Heavy lifting when filling out applications. Automate is great, but it increases the MAWR schools you can apply to, so creates more inbound applications to schools. It does. I'm sure there's some challenges there that's on the horizon with you guys is solving them that creates more. I won't say span because this legit, but a lot of schools are like people throwing in 17 applications now. 20 applications. >> Well, it's automated. I >> mean technology. So, yes, there's more automation, but there's more background. There's more data and these surgeries going on database decision. So sure we'll let me start with inquisitor. You asked about inquisitive 2,000 to quiz it's started and doing application development. It was in two thousand nine that we really saw the light to move Teo a Ws, and it was through the work that we were doing with the common app that we realised the scale of handling all these applications, that the paper based way isn't an easier. In fact, it really restricts the number of colleges that students can apply, and it restricts the number of applicants that colleges get. So with more students applying to more universities and universities receiving more applications, they can be really selective. They have more data sources, more information aboutthe people. They're going to bring on and have a very inclusive and representative university. We have students applying from China and Europe, too, United States University. So we're getting a lot of diversity, and I think you know, there's probably a little bit more volume, but that's what technology >> today is the first digital data. So that's why I appreciate that. But there's gotta be more automation machine learning going in because now you have a relationship with a student and a school. What, what's next? What happens next? >> Well, it's so Sky's the limit, and you can do once you've got data. So data reporting is basically limited by the quality of the input data. So you have more students applying with more background information, and you could get really personal. So we helped a large Ivy League university in the Northeast migrate all into a ws. And this was after we worked with common app to build the common application way helped this university migrate all into a ws and we realized that there were benefits and challenges along the way. Some of the challenges we saw were repeatable, so we built a proprietary product called Sky Map. And what sky map does is it helps the full migration. So it integrates with your discovery applications like a risk network. It integrates with a ws cloud endure and we were working with cloud endure before a ws acquired them. So we have a p I's there, it manages the whole migration. And your question was, you get all this information about an organization's infrastructure, what do you do with it? Will use the next up is a M l. So we've used some of the higher level services that a bit Amazon Web services has with artificial intelligence. We were using Lambda Server lis and we could go there because I think that's and you've >> got to hand over their 80 must educate. >> Oh, yeah, >> you know, you're great. Get a common app over there. Any university coming soon >> I would Did he mention that I saw he was >> on the show before? >> And I just think that it was You got a huge inbound educational thing going on. So education seems to be a big part of the whole themes here. >> Well, that's our legacy, and we're working with a lot of universities were seeing. So you asked, Where is the cloud going? And in the future, we're seeing large universities move all in on a WS because of they're going to get more flexibility. The costs are going to go down. They're going to have more information on the students. They're going to be able to provide better learning. >> When you're talking to your client of this this big Ivy league in the Northeast, what are its pain points? Because I mean, college admissions is a controversial topic in the United States, and its been there's been scandal this year. What? When? When you were talking with this company and they said, Well, we want to do this. But what was the problem they were trying to solve? I mean, what what were they? What were their pain points. >> Well, one of the first pain points is they were located in a major city and their data center was in the major city. And this is expensive real estate. And so to use expensive real estate that you for date us, you know, for servers, etcetera for data center instead of using it for education is a cost to the university. So very simply put, moving out of that data center opening that space up for education and moving into a ws cloud saved it gave them more space for education. It helped them with cost avoidance, and way had a bunch of lessons learned along the way. So way at the time could move about five servers a week, which may seem like a good number. But now, with the automation that we get through sky map our product, we're working with the large a group of private universities as well as Wharton University. And with this large group of private universities, we found we could do on average over 20 the best week we had 37 servers migrate, hire >> a housefly. They like to be on the cutting edge, but still there public sector. Where's the modernisation Progress on that? Because now you're you've been on both sides of the table. You were Amazon Web services. Now years leading is the CEO of this company in higher ed. How's that modernization going? What's your perspective? What's your observation around? >> Sure, So you know. First of all, I had the opportunity to go work it with the university that's local here last week. And what I love seeing is with this access to the cloud you've got, everyone in the university now has access to nearly unlimited resource is for education. They were staffing their own help desk with their students. And I love seeing that kind of experience being brought from, You know, someone who used to be an IT professional is now being brought down to a student because of thes new technologies are so readily accessible to everybody. >> So so what's that? Tell us some other things that you're seeing that you're hearing. They're they're exciting innovations to you in the in the sector. >> Yeah, well, another opportunity that were working with is we worked with the Small Business Administration, and that was pretty rewarding. For us is a small business and three of the applications that we worked on their were. So we are a small a day, and it used to take our founder TC Ratna pur e about two months. Oh, and we had to hire an outside consultant to apply for our small business accreditation. So he was doing the paperwork and all the, you know, the old school application certification. After we built this application with the Small Business Administration, it took him several hours. He did it by himself. We applied. Got the accreditation. So thes modernizations air happening both in universities as well as in the federal government. >> So what's your business plan? You're the CEO now. What's the company's plan? Which your goals. >> So there's so many things I could talk about ill talk about one or two. We see in the next 1 2 3 to 5 years in public sector that these organizations are going to migrate all in on the cloud. And so we're building up a group. That's what Sky map is mainly addressing is way. Want to make sure that organizations are able tto orchestrate their move to the cloud and we're using? We're going to start exposing the tool that we use for our own internal resource is we're gonna start exposing that, leaving that with universities in the federal government and anyone else who's willing to use it to help them get all in on the cloud. Then we think there's probably going to be a wave where they're trying. Teo, learn the cloud and howto operate It will help them is a manage service provider. And then where I'm excited is you go to server lists and I mentioned were already using Lambda for our sky map product that we see in the future after the M S P V organisations. They're going to be servant lis and they'll be running into no ops environments. >> The classic example of sometimes you your business evolves areas you don't know based off on the wave You're on you guys, we're very proficient at migrating We are now You got sky map which is you're gonna take that those learnings and pay it forward bringing >> that are bringing them to the market that >> we don't have to do that themselves by build kind of thing. >> Well, and it's a little bit like you're doing here, John. And what a ws >> is the only one I get up. I tell everybody that, like >> a ws did eight of us start is away for Amazon to manage their internal servers. And, you know, eventually they realized everyone else in the market can use thes same innovations that they've got. And, >> well, I think this proves the point that if you assassin based model with open AP eyes, you Khun offer and pretty much anything is a service. If you get the speed and agility equation right, someone might say why she is not a court company. Why should I buy? I'll just use that service. I hope so. It's the sad, small hopes up. >> Yeah, and sorry. >> I was going to say you were on the inside. Now you're on the outside of that. This conference. What are your impressions? What are you What kind of conversations are you having that you are going to take back to inquisitor and say, Hey, I learned this at the summit. Are these people over here working on something cool? We got to get this in >> here. Well, it's been really fun for me is a change of perspective. For the last seven years, I've been helping plan and organize the event. Make sure it >> goes off this time. I'm a guest. You know, e I look a little bit >> more relaxed than last year is because, you know, I'm a guest now, but the takeaways are really You know, the innovation is continuing at A W s. And, you know, as a partner of Amazon Web services, I've got to make sure that my team and I stay up to date with all of the services that are being released and simplify those. And, like John was asking earlier, you know, make sure that there's a strategy for migration support and then continuing to re factor what they're doing. >> Well, congratulations on the new job. Get a great tale. When, with cloud growth adoption just early days, public sector continuing toe astonished with numbers. Next, she'll be 38,000 people. A lawsuit is like reinvent size, only 30,000 people. >> This is huge. It's a pleasure to be here. I'm sure you guys are enjoying it as well. >> Yeah, I know. It's been great, Doug. Thanks so much for returning to the Q B. I your two time >> alone. Thank you. Thank >> you. I'm Rebecca Knight for John Furrier. We will have more from the Amazon, Uh, a ws public sector, something coming up in just a little bit.

>> live from London, England. It's the queue covering a ws summat. London twenty nineteen, Brought to you by Amazon Web services, >> come to the A. W s summit in London's Excel Center. I'm Susanna Street, and David Aunty is my co host today on the Cube. This means so much to talk about here at the summit today to do with machine learning and a I. And I'm really pleased to say that we have to really key people here to discuss this. We've got time. Tom Summerfield, who is head off commerce, a foot asylum on also Richard Potter, who is the CEO of Peak. Now you guys have really formed a partnership. Haven't you put asylum? Is a leisure wear really? Retailer started in bricks and mortar stores. Really moved online on Peak is a pioneer for artificial intelligence. System's really well to get together. What What sparked? Really your demands. Ready for their services, Tom. >> Yeah, well, so way knew that we needed to be doing something with data on A and we didn't really know exactly what it would be Way were interested in personalization, but then also in a bigger picture, like a wider digital transformation piece for the business where well established bricks, a martyr business, but then a fast growing online business. And we're interested to know how way could harness the momentum of the stores to help the digital side of the business and also vice versa. On we thought data would be the key, and we ended up having a conversation with the guys at Peak, and that's exactly what we've been able to do. Actually, on the back of that deliver, we're delivering a hyper personal experience for our consumers Now. >> I was one of the statue that I notice when looking into what you be doing, a twenty percent increase in email revenue. So that's quite remarkable, Really. So Richard, tell us, you know how you're able to do this? What kind of services that you lean on? T make those kind of result. >> It's a combination of a lot of things, really. You know, you obviously need people who know what they're doing from a returning a business perspective. Married with technical experts, data science algorithms, data. Um, I think specifically how we've done it is a pig's built, a fairly unique A I system that becomes almost like the central brain within our customers. Businesses on off that algorithms help automate certain business processes and deliver tangible uplifts in business performance like the twenty eight percent uplifting sales here, Um, in order to do it. So it's quite a long journey, I suppose. The outlook we took when we started collaborating was was that if we could deliver that hyper personalized shopping experience, we were always going to be ableto show customers the right product at the right time. And if we were doing that that we would lead Toa High brand engagement, higher loyalty higher on higher lifetime values of customers. And that's and that's what's shown to be the case in silent example. >> Yeah, definitely that echo that. You know that the high profits hypothesis wass If you can show the right custom of the right product at the right time, then their purchase frequency average order Volumetrics all start to move positively and ultimately than affecting their long term engagement with our brand, which increases revenue on also delivers a more, you know, a frictionless consumer experience, hopefully for the customer, >> because I suppose your experience is the same. So many companies out there they're sitting on this huge pile of data, yet they don't know how to best optimize that data. When did you first realize, Richard that there was this kind of gap in the market for Pete to grow? >> Yeah, I think data and analytics have come on a bit of a journey away from common sense reporting tio more advanced analytics. But when you get a I and machine learning what you're talking about, his algorithms being our self learning make predictions about things that actually fundamentally changes the way businesses can operate on DH. And in this case, a great example is you know, we're sending hyper personalized marketing communications, Teo, every single for silent customer. They don't realize necessarily that they are tailored to them, but they just become more relevant. But it doesn't require a digital marketing to create every single one of those campaigns or emails and even trigger the sending of those materials. Brain takes care of that. It can automate it. And what the marketer needs to do is it's faded, engaging content and set up digital campaigns. And then and then and then you're left with this capability where eyes saying you might be a market for this product. Let's let's send you something that might appeal to you on DH that just gives that gives a marketing team scale. And then, as we move into other use cases like in the supply chain for film and delivery of product the same thing the team's just get huge scale out of letting algorithms do those things for them. Andi, I suppose the realization for us that there was that gap in the market was just that you can see the out performance of certain cos you can see that Amazon attributes five percent of their sales to their machine learning recommendation systems. I think Netflix says eighty five percent of all content is consumed >> because it's Al Burns. Andi. Companies >> like that can harness machine learning to such a great degree. How does how did howto other businesses do it? Who can't access that talent pool of Silicon Valley or along the global? You know, the global talent leaders in tech and that's that's where we had the insight that his peak way could create a company that gave our custom is that that technology and that capability Teo deliver that same kind results that the Amazon and Netflix >> so before the Internet brand's had all the power you could price however you wanted if you overprice, nobody even even knew. And the Internet was sort of like the revenge of the consumer. Aye, aye, And data now gives the brands the ability to learn more about its customers. But you have to be somewhat careful, don't you? Because their privacy concerns obviously DPR etcetera. So you have to have a value proposition for the customer, as you were saying, which they made are you know that machine is providing these offers, but they get value out of it. So how do you guys think about that in terms of experience for the customer? And how do you draw that balance? >> I think from my angle, that Richard touch on a couple of bits there to do it scale first and foremost across the entire alarm on Thai network of consumers is killer element to it. But to deliver that personal experience, I think consumers nowadays are so they're more expectant of this. Really. We would have considered it innovation a couple of years ago, but now actually it's expected, I think, from the consumer. So it's actually in the name ofthe You have to move forward to stand still. So but way think where we're right at the front of this at the moment. And we're really looking now how we optimize the journey for the consumer so that actually we know if we're from some transactional data that we have in a little bit of over behavioral data that, you know, we're really conscious of the whole GDP, our peace and stuff, and that's really, really relevant and super important. Andi, I'm pleased to say that you know, we have that. We know that by a peek, it's completely on lock down from that perspective as >> well. Where did the data's where the data source of comfort. You mentioned some transaction data. Where is the other day to come from using show social data and behavioral data? Where does that come? >> So those elements of social data, some of it is a little bit black box. You can't always access it, and that's a GDP, our peace there, and rightly so. Actually, in some cases we have a loyalty scheme which allows us to understand our Kashima's better in our bricks and mortar retail, which is really cool that we've got some of that transactional data on a customer level from the stars. We know that some people in our sector maybe don't have that, so that so that allows us to complete sort of single customer view, which then we can aggregate in peaks brain, then transaction data on the website in the app and bits off browsing, you know, just within our own network. You know where customs potentially being and reacted with somethin. A piece of content. Janet within the website, that's that's how we build that view. >> Do you think this is the way that more bricks and more two stores Khun survive? Because so many are closing in high streets up down the UK and in other countries because simply they're not really delivering what the customer wants? >> Yeah, I think so. We rich now. Both feel quite strongly now that wear so onto this now a little bit. It's a really As as our relationship for the two businesses has evolved, it's become clearer and clearer that actually we've armed with this. You know this data, our fingertips, we can actually breathe fresh life into the stores, and it's in the eye of proper true Omnichannel retailing way. Don't mind where the cost consumer spends the money. We just need to be always on in a connected environment so that A Z said before pushing the right product at the right time. And when they're when they're in market, we turn up the mark the message a little bit. But then understanding when they're not in market and maybe to back off him and maybe we warn them what with a little bit of a different type of message then and actually we're trapped with one challenge ourselves to send but less better marketing communications to our consumers. But absolutely that store piece is now, so we tail back. Our store opening strategy is a business to focus more on the digital side of things, but now it's possible that way might open some more stores now, but it will be with a more reform strategy of wet, wet where, why we need to do that? >> Isn't this ironic? The brick and mortar marketplaces getting disrupted by online retailers, obviously Amazons, that big whale in the marketplace, and your answer to that is to use Amazons, cloud services and artificial intelligence to pave the way for your future. Yeah, I mean, that's astounding when you think about >> me. Yeah, this sort of unified commerce approach, Tio, you know, there's a place in the world for shops. It's like it's not Romance isn't completely dead and going shopping. It turns out, you know so on. Actually, yeah, we're using honesty in the eight of us, but we'LL hire our friends at Peak. Yeah, it's it's some irony there. I think it's really cool. >> And that decision that you made obviously wasn't made made lightly. But you saw the advantages of working with the clouds outweighing the potential trade offs of competition. >> Yeah, I mean, that's not that was never really, really no, I'm certainly not know. I think this is something that is happening, that data, and on harnessing it in a safe, responsible, effective way, I believe, is the future of all commerce. So >> that as far as security is concerned because, of course, we have had data breaches your customers, credit card details, access. How do you ensure that it's as secure as possible in the way that you you you choose the services I think >> that come that just comes down to best practice infrastructure on the way we look at it, a peak is there's no bear tools in the world to do that, then the same technologies that Amazon themselves use. It's to do with how you configure those services until ls to make it secure, you know, And if you have an unsecure open database on a public network, of course that's not secure. But you could have the same thing in your own infrastructure, and it wouldn't be secure. So I think the way we look at it is exactly the same thing on actually, being in the Amazon prime for us gives us a greater comfort, particularly in terms of co location of date centers and like making sure that our application fails over into different locations. It gives us infrastructure we couldn't afford otherwise, and then on top of that, we get all these extra pieces of technology that can make us even more secure than we could do. Otherwise we'd have to wait, have to employ an army of infrastructure engineers, and we don't have to do that because we run on Yes. >> Okay, so we were able to eliminate all that heavy lifting. That same goes. You've got this corpus of data. I'm interested in how long it took to get through. A POC trained the models how much data science was involved. How much of a heavy lift was that? Yeah, well, I think for >> us we better be pretty rapid. Actually, we started working together in January last year, so we're only just sort of year into that. >> And in that faith in that entire >> sofa length of of our relationship, we've gone from high for personalizing digital campaigns to recommendation systems on a website to now optimizing customer acquisition on social media and then finally into the supply chain and optimizing demand and so on it. And I think there's >> a lot of reasons >> why we've been able to do it quickly. But that's fundamental to the technologies that the peak is built. There's two. There's two sides to it. Our technologies cut out a lot of the friction so way didn't run a proof of concept. We were able to just pick it up, run with it and deliver value. And that's to do with I think, the product that peak is built. But then you obviously need a a customer who's who's going on a transformation journey and is hungry to make that make that stick in London on. Then when the two come together, >> I think that it's an interesting point that, though, because while suite for asylum, we always I always say it's that we're not. We're not massive, but we're not tiny, but it's the sort place you Khun turn upon a Monday and say, I've had an idea about something and we're not doing it by Friday. That's That's a nice, agile culture. It can create some drama as well. Possibly. I think it's really straightforward to get straight into it. And I think this is where some of the bigger, um, sleepier high street retailers that Amar, fixed in a in a brick from our world, needs to not be too afraid to come out and start embracing it, because I think some of them are trying now. I think it might be a little bit late for some now, but it's just it's just it just wasn't that hard really to get going >> and you've seen the business results, can you share any measurements? or quantification. We've >> got a really a really good one that we're just talking about at the moment. Actually, Way were able to use segmentation tools within within the peak brain Teo to use them on Social than Teo. Create lookalike audiences. So Facebook Custom tools, Right? We'LL help you create audiences that it thinks you're the right buyer. It's complex algorithms itself, but we almost took a leap ahead of their algorithms by fire, our algorithms uploading our own segments to create a more sophisticated lookalike audience. We produced a row US results or return on that spend. People are not familiar with that of eight thousand four hundred percent, which Wei would normally be happy as a business, we've sort of seven, eight hundred percent. If you're running that that we've say on AdWords campaign or something like that, that's quite efficient campaign. So it's at zero. We were a bit like it felt like it's a mistake that, you >> know that is >> not the right, >> Yeah, but not so that's super cool. And that's really that's really opened our eyes to the potential of punishing that the, you know, our sort of piquet I brain to then bring it onto Social on. Do more outward. Advertise on there. >> So moving the goal post meant that your teeth are really high school. Thank you. Thank you very much for telling us all about that time someone feels on which floor. Sir. Thank you for joining me and David Auntie here at the eight of US Summit in London. Merchant to come on the King.

>> live from London, England. Q. Covering A Ws summat. London twenty nineteen Brought to you by Amazon Web services >> to the A. W s Summit in London's Excel Center home. Susanna Street and David is my co host today on the Cube. They mean so much to talk about here at the summit today to do with machine learning an A I and I'm really pleased to say that we have to really key people here to discuss this. But we've got some Tom Summerfield who is head off commerce, a foot asylum on also Richard Potter, who is the CEO of Peak. Now, you guys have really formed a partnership, haven't you? Foots asylum is a leisure wear really. Retailer started in bricks and mortar stores. Really moved online on Peak has been a pioneer for artificial intelligence systems really well to get together. What what comes? Sparked Really your demands ready for their services, Tom? >> Yeah, well, so way knew that we needed to be doing something with data on A and we didn't really know exactly what it would be way were interested in personalization, but then also in a bigger picture, like a wider digital transformation piece for the business where well established bricks, a martyr business but a fast grow in online business. And we're interested to know how we could harness the momentum of the stores to help the digital side of the business and also vice versa. On we thought data would be the key, and we ended up having a conversation with the guys at Peak, and that's exactly what we've been able to do. Actually, on the back of that deliver, we're delivering a hyper personal experience for our consumers Now. >> I was one of the statue that I notice when looking into what you be doing, a twenty percent increase in email revenue. So that's quite remarkable, really. So Richard, tell us you how you're able to do this. What kind of services that you lean on? T make those kind of result. >> It's a combination of a lot of things, really. You know, you obviously need people who know what they're doing from a returning a business perspective. Married with technical experts, data science algorithms, data, I think specifically how we've done is picks built a fairly unique A I system that becomes almost like the central brain within our customers businesses on off that algorithms help automate certain business processes and deliver tangible uplifts in business performance like the twenty eight percent up lift in sales here, Um, in order to do it. So it's quite a long journey, I suppose. The outlook we took when we started collaborating was was that if we could deliver that hyper personalized shopping experience, we were always going to be ableto show customers the right product at the right time. And if we were doing that that we would lead Tio Hi brand engagement, higher loyalty, higher on higher lifetime values of customers. And that's and that's what's shown to be the case in a silent example. >> Yeah, definitely that echo that. You know that the hypothesis hypothesis, wass. If you can show the right custom of the right product at the right time, then their purchase frequency average order Volumetrics all starts move positively and ultimately than affecting their long term engagement with our brand, which increases revenue on also delivers a more, you know, a frictionless consumer experience, hopefully for the customer, >> because I suppose your experience is the same. So many companies out there they're sitting on this huge pile of data, yet they don't know how to best optimize that data. When did you first realize, Richard that there was this kind of gap in the market for Pete to grow? >> Yeah. I think data and analytics have come on a bit of a journey away from common sense reporting Thio more advanced analytics. But when you get a I and machine learning what you're talking about, his algorithms being our self learning make predictions about things, and that actually fundamentally changes the way businesses can operate on DH. And in this case, a great example is you know, we're sending hyper personalized marketing communications, Teo every single foot silent customer. Um, they don't realize necessarily that they are tailored to them, but they just become more relevant. But it doesn't require a digital marketed to create every single one of those campaign or emails and even triggered the sending of those materials. The brain takes care of that. It can automate it. And what the marketer needs to do is feed it engaging content and set up digital campaigns. And then and then and then you're left with this capability where eyes saying you might be a market for this product. Let's let's send you something that might appeal to you on DH that just gives that gives a marketing team scale. And then, as we move into other use cases like in the supply chain for film and delivery of product the same thing that teams just get huge scale out of letting algorithms do those things for them. Andi, I suppose the realization for us that there was that gap in the market was just that you can see the out performance of certain cos you can see that Amazon attributes thirty five percent of their sales to their machine learning recommendation systems. I think Netflix says eighty five percent of all content is consumed >> in prison. It's Al Burns. Andi. Companies >> like that can harness machine learning to such a great degree. How does how do you know howto other businesses do it? Who can't access that talent pool of Silicon Valley or along the global? You know, the global talent leaders in tech and that's that's what we have. The insight that is Peak Way could create a company that gave our system is the that technology and that capability Teo deliver that same kind results that the Amazon and Netflix >> So before the Internet Yeah. Brand's had all the power you could price however you wanted if you overprice, nobody even even knew. And the Internet was sort of like the revenge of the consumer. Aye, aye. And data. How gives the brands the ability to learn more about its customers. But you have to be somewhat careful, don't you? Because your privacy concerns, obviously. Gpr etcetera. So you have to have a value proposition for the customer, as you were saying, which they may not even know that machine is providing these offers. Yeah, but they get value out of it. So how do you guys think about that in terms of experience for the customer? And how do you draw that balance? >> I think from my angle that Richard touch on a couple of bits there to do it scale first and foremost across the entire all on on Thai network of consumers is killer element to it. But to deliver that personal experience, I think consumers nowadays are so they're more expectant of this. Really? We would have considered it innovation a couple of years ago, but now Actually, it's expected, I think, from the consumer. So it's actually in the name ofthe You have to move forward to stand still. So but way Think we're We're right at the front of this at the moment. And we're really looking now how we optimize the journey for the consumer so that actually we know if we're from Simpson transactional data that we have in a little bit of over behavioral data that, you know, we're really conscious of the whole GDP, our peace and stuff, and that's really, really relevant and super important. Andi, I'm pleased to say that you know, we have that backed by a peek. It's completely on lock down from that perspective as >> well. Where do the data's where the data source of comfort. You mentioned some transaction data. Where is the other data come from? Using show social data and behavioral data? Where does that come >> with these elements of social data? Some of it is a little bit black box, so you can always access it. And that's the GPR piece there. And rightly so. Actually, in some cases we have a loyalty scheme which allows us to understand our Kashima's better in our bricks and mortar retail, which is really cool that we've got some of that transactional data on a customer level from the store's way know that some people in our sector maybe don't have that, so that so that allows us to complete sort of single customer view, which then we can aggregate in peaks brain, then transaction data on the website in the app and bits off browsing, you know, just within our own network. But you know where customers potentially being and reactive of somethin, a piece of content on journeys within the website, That's that's how we build that view. >> Do you think this is the way that more bricks and more two stores Khun survive? Because so many are closing in high streets up down that you can in other countries, because simply they're not really delivering what the customer wants? >> Yeah, I think so. Rich Now, both feel quite strongly now that wear something to this now a little bit. It's a really As as our relationship for the two businesses has evolved, it's become clearer and clearer that actually we've armed with this. You know this data, our fingertips, we can actually breathe fresh life into the stores, and it's in the eye of proper true omnichannel retailing way. Don't mind where the cost consumer spends the money. We just need to be always on in a connected environment. So that way said before pushing the right product at the right time. And when that when they're in market, we turn up the mark the message a little bit. But then understanding when they're not in market and maybe to back off him and maybe we warn them what with a little bit of a different type of message then and actually we're trapped would want to challenge ourselves to send but less better marketing communications to our consumers. But absolutely that store piece is now, so we tail back. Our store opening strategy is a business to focus more on the digital side of things, but now it's possible that way might open some more stores now, but it will be with a more reform strategy of wet, wet where, why we need to do that? >> Isn't this ironic? The brick and mortar marketplaces getting disrupted by online retailers, obviously Amazons, that big whale in the marketplace and your answer to that is to use Amazon's cloud services and artificial intelligence to pave the way for your future. Yeah, I mean, that's astounding when you think about >> coming. >> Yeah, sort of unified commerce approach, Tio. You know, there's a place in the world for shops. It's like it's not Romance isn't completely dead and going shopping Friends out, you know so on. Actually, yeah, we're using honest in the eight of us, but we'LL hire our friends at Peak. Yeah, it's it's some irony there. I think it's really cool. >> And that decision that you made obviously made made lightly. But you saw the advantages of working with the clouds outweighing the potential trade offs of competition. >> Yeah, I mean, that's not that was never really, really no, I'm certainly not know. I think this is something that is happening, that data, and on harnessing it in a in a safe, responsible, effective way, I believe, is the future of all commerce. So >> that as far as security is concerned because, of course, we have had data breaches. Yeah, customers, credit card details, access. How do you ensure that it's as secure as possible in the way that you you you choose the services. I think >> that come that just comes down to best practice infrastructure on the way we look at it, a peak is there's no bear tools in the world to do that, then the same technologies that Amazon themselves use. It's to do with how you configure those services until ls to make it secure. You know, if you have an unsecure open database on a public network, of course that's not secure. But you could have the same thing in your own infrastructure, and it wouldn't be secure. So I think the way we look at it is exactly the same thing on actually, being in the Amazon plan for us gives us a greater comfort, particularly in terms of co location of data centres, like making sure that our application fails over into different locations. It gives us infrastructure we couldn't afford otherwise, and then on top of that, we get all these extra pieces of technology that can make us even more secure than we could do. Otherwise we'd have to wait, have to employ an army of infrastructure engineers, and we don't have to do that because we run on Yes, >> okay, so we were able to eliminate all that heavy lifting. Same goes. You've got this corpus of data. I'm interested in how long it took to get through. A POC trained the models how much data science was involved. How much of a heavy lift was that? Yeah, well, I think for us >> we better be pretty rapid. Actually, we start working together in January last year, so we're only just sort of year into that. >> And in that faith in that entire >> sofa length of of our relationship, we've gone from high for personalizing digital campaigns to recommendation systems on a website to now optimizing customer acquisition on social media and then finally into the supply chain and optimizing demand. And so on and on. I think there's a lot of reasons why we've been able to do it quickly, but that's fundamental to the technologies that that peak is built. There's two. There's two sides to it. Our technologies cut out a lot of the friction so way didn't run a proof of concept. We were able to just pick it up, run with it and deliver value. And that's to do with I think, the product that peak is built. But then you obviously need a a customer who's who's going on a transformation journey and is hungry to make that make that stick in London on. Then when the two come together, >> I think that it's an interesting point that, though, because while suite for asylum, we always I always say it's that we're not. We're not massive, but we're not tiny, but it's the sort place you Khun turn upon a Monday and say, I've had an idea about something and we're not doing it by Friday. That's That's a nice, agile culture. It can create some drama as well. Possibly. I think it's really straightforward to get straight into it. And I think this is where some of the bigger, um, sleepier high street retailers that Amar fixed in a in a brick Samara world need to not be too afraid to come out and start embracing it. Because I think some of them are trying now. I think it might be a little bit late for some now, but it's it was just it was just wasn't that hard really to get going here >> and you've seen the business results. Can you share any measurements or quantification. We've >> got a really a really good one that we're just talking about at the moment. Actually, Way were able to use segmentation tools within within the peak brain, too to use them on social than Teo. Create lookalike audiences. So Facebook custom tools, right? We'LL help you create audiences that it thinks will be wrapped pirates complex algorithms itself. But we almost took a leap ahead of their algorithms by fire, our algorithms uploading our own segments to create a more sophisticated lookalike audience. We produced a row US results or return on that spend People are not familiar with that of eight thousand four hundred percent which we we would normally be happy as a business. We've sort of seven, eight hundred percent. If you're running that that we've say on AdWords campaign or something like that, that's quite efficient campaign. So it's at zero. We were a bit like it felt like it's a mistake that, you >> know, that is >> not the right Yeah, but not so that's super cool. And that's really that's really opened our eyes to the potential of punishing that the, you know, our sort of piquet I brain to then bring it onto Social on. Do more outward. Advertise on there. >> So moving the goal post meant that your teeth have really high school. Thank you. Thank you very much for telling us all about that time someone feels on Richard for so thank you for joining me and David Auntie here at the age of Lou s summit in London. Merchant to come on the King.