(electronic music) >> From the Aria Resort in Las Vegas, it's theCUBE, covering AWS Marketplace. Brought to you by Amazon Web Services. >> Hey, welcome back everybody Jeff Frick here with theCUBE. We're at AWS re:Invent 2018. I can't wait to get the people count. It's crazy we're kicking off nine days of coverage over the next three days. We've got three sets at four, four sets in three locations. But today we're at the AWS MarketPlace and Service Catalog Experience Hub at the Aria. Come on by here's no wait for drinks over here. We're excited to jump in to really, you know, not necessarily the tech but a lot of the processes behind the tech. We've got first time CUBE guest Tolga Tarhan, he's the CTO of Onica. Welcome. >> Thank you. And with him, Jeremy Bendat, he's the Director of Business Development and Partnerships. Welcome. >> Thank you sir. >> So let's jump into it, what does Onica do before we kind of get into the details? >> Yeah go ahead. >> So Onica is what's called an Amazon Premier Consultancy Partner. So all we do is help customers embrace, become educated, and become empowered on top of AWS. So we work primarily with enterprise customers across North America. We have offices both in the United States and in Canada and we're really excited to be here today. >> And how big is the company? How long have you been around? We're about 300 people. We've been doing AWS for a proximately six years but collectively across our team, we've probably close to a 1000 years of experience. >> Probably. >> So there's so much you know, kind of thud out there about you know, rent versus buy and you know. Do Amazon use to be security? But I think we've heard, you know now security is actually more of a tailwind than a headwind for Amazon. >> Right. >> So you know, let's break it down. First off, clearly Amazon is doing well. You know there's a lot of companies built their business on this platform, you guys have as well. What are some of the things, when you first engage with a customer, just kind of AWS 101. How they need to think about this differently than what they've been buying and racking or stacking in their data center? >> So it's the model's different and it's important to not think of AWS as a data center. It's important to embrace the cloud for the cloud. And so there's a pretty, pretty common saying about pets versus cattle. And I want to break that down just a little bit. So you've got pets that you love and you care for them and you've got cattle that are for a purpose. You raise them and then you use them for milk or food. And in the cloud we want that latter model, we want to be able to spin up an instance, do something and have it go away when we're done. And then be responsive to our demand. You know this isn't, I'm not the first one saying this idea on camera but I think the interesting thing to consider is the evolution. So we went from physical hardware at our data centers to virtual machines at our data centers. And at that leap we got higher capacity, we could pack more VMs onto one physical server than we could in the physical world. And we also got some benefits about reliability and ease of configuration. Then we went to the cloud of those VMs and we got cost benefits, we got performance benefits, we got scale benefits. And now in the last couple of years we've gone from that to containers in the cloud and now we're getting even higher density, even more flexible deployments, even quicker scale up times. And then the last piece of this that's the newest is now we're going to serverless, were we're not even managing the operating system or any of the details behind it. It's just all event driven. So that evolution, you don't have to go to the end, right, it's a journey. But it's important to sort of buy in to that journey on your way to the cloud and not just think of it as a place to park. >> Right. >> Some VMs. >> So I would imagine for a lot of people it's really hard to change their behavior. Not to forward buy additional capacity and to actually turn things off. When their not being used. I mean that's not what they've been doing throughout their careers in kind of traditional IT. >> And that's what we want to talk about those types of things on day one. That security conversation, that optimization conversation, just overall automation of the environment. That conversation is happening the very first time we sit down with a customer typically. Because it's something that we want them to embrace and start off with good habits when it comes to not only how their going to use the cloud but how they should not use the cloud. >> Right, cause I think a lot of them, they just leave it one right they. I went to a great session it was a little application party because I like when people turn us off on the weekends and I'm not making revenue because they don't need us right. >> Right. So the high capacity kind of end of the month you know kind of run job, piece of software and it's so counter intuitive but it's really establishing a different type of relationship then you had before. >> That's right, it's that sort of, it's that friendly consumption model alright. Use what you need, pay for what you use, no long term log in. And that applies I think, not just to AWS but to the ecosystem they've built. So now you're seeing SAS vendors, you're seeing partner ecosystems folks adopt that same model. >> Right clearly 60000 plus, whatever a year it's a whole lot of Amazon people but a whole lot of ecosystems people. >> Right. >> So when you approach a customer and they're starting this journey. First of, how many of your customers are just kind of getting started and they're smart enough to know I need to go to a Pro versus how many who got started and unfortunately let the lights on and the Amazon bill is coming up. Wait, wait, wait, you know, this is not what I expected. I'm not been able to manage it. What's kind of the shift of the customers and then we'll get into the each one. >> We see a real healthy mix across the board. >> Yeah. >> We've had the opportunity to work with start ups that have been purchased for over a billion dollars. We've also had the opportunity to work with traditional enterprise shops were it's their very first cloud project and they want to make sure they're setting things up the right way. And what we find is that we'll actually do something that's incredibly advanced for them. Doing a serverless project, for example and that then becomes the referenceable architecture for all future innovative projects that they end up doing. So because of that spread, we see this incredibly wide spread of different projects, different types of customer challenges. And we're able to collectively take that experience and then help individual customers embrace their specific challenges and point them in the right direction and help accelerate that. >> Yeah on that note, it's cloud adoption isn't like a one, a one track journey. Not every company should adopt it the same way. I think the unique value the experience partners bring to the ecosystem, is helping customers find the right path for them. >> Right. >> Not shove them into the one path that we know. >> And how many of them, how many of them grasp this, do most of them come in really on the cost savings side? You know they see an opportunity to be more efficient in their spend on infrastructure? Or how many of them are coming in, saying I see really speed, speed, speed, speed, speed, speed and this is an innovation engine, oh by the way hopefully I'll save a few bucks versus you know running a 50% utilization on my data center. What kind of. >> I think it's all of the above. >> All the above? >> It's all the above. Everyone wants speed and they also want to do it cheaply. And that's why they come to us. And that's why the ecosystem for partners is actually so big. It's because they know there's a better way of doing things and through that collective experience that we bring or that companies on the Marketplace bring, they know they're going to jump start that initiative and end up doing it the right way. Yeah, another big thing I think, probably you guys are making good hay on this opportunity, but you know Andy is going to stand up on Thursday and he's going to speak for a couple of hours. And he's going to have some mega slides, right. He has those mega slides. He's going to have a mega slide on startups that are running on AWS. He's going to have a mega slide on about enterprises that are running on AWS and then he's going to have a mega, mega slide, lord knows how many new services are going to be introduced, with just this sea of services. And I always look for S3. >> (laughs) >> Like where is the little S3 logo on the site. From a consumption point of view. From a customer point of view, yes it's great to have options and yes there's probably a service that can satisfy my need but how am I supposed to know where to go? I mean imagine that's got to be a huge part of your guys value add to help people navigate what is really a giant, you know, selection process opportunity. >> I think most customers understand the basics now, like most customers understand how to do compute on AWS, at least at a starting point. But you're right there's a 100 other services that look and feel they can help you. And our job as partners is to help you identify the right ones for your requirements. The flexibility that AWS provides is part of the value but it also means you have to be responsible and educated about how to use it. Right, what's the biggest, just foil 101, like you know they're all going to, they're all going to step into it, they all do it when people are just kind of getting started on this journey? >> Don't leave your instances on and walk away. (laughs) The amounts of times we've seen that, just because you do pay for what you use. >> Right. >> And so we want to make sure that we're starting off with good habits. And we're building that automation to turn things off if they're not being used. Or that we have those guardrails built in for a customer that hey, is enabling access for a team of people that haven't had access to their own infrastructure previously. >> Right. >> Yeah, it's that whole Dev Ops mentality so go into your cloud journey with a Dev Ops mindset, I know that word has become complicated. But what I mean by that is think about how you're going to automate deployment, think about how you're going to deliver code from where ever it comes to production in a automated way early in the process. Because if you spin up a giant environment, kind of manually and haphazardly, that's when this kind of cost runaway stuff. >> Right. >> Starts to show it's ugly head. >> So we're here in the Marketplace and Service Catalog area here at the Aria so I'm just curious to get your take on working with Amazon as a partner. You guys are different than maybe some of the solution providers or some of the component software people I've been talking to earlier in the day. But as a services company how are they to work with? How do you guys play with the Marketplace and I imagine the Services Catalog is probably big way that you deliver your services to your clients is to teach them how to manage that thing. >> Absolutely, so we recently become one of the launch partners that's on the consulting side that's able to, not only recommend, but also resell products from the AWS Marketplace. And so what that means is we actually get early access or sometimes even private pricing access to Marketplace items and then can offer those to our customers to help accelerate their initiative. One of the cool things that we've done, is we've actually set up direct partnerships with some of the SAS providers that offer their services on Marketplace to help to strategically drop in or offer that within a Service Catalog to our end customers. So they win because of price, they also win because help to vet some of those products. And we're helping to, a lot of the times, accelerate that initiative. >> Yeah there's also the actual SAS providers themselves, so those are actually customers we work with a lot as well. They need to integrate their SAS products with the Marketplace API's but when they do that they get access to purchasing base of AWS. All of a sudden Amazon customers can buy from you with no contracts, no legal paperwork needed. >> Right, right. >> It's already covered by their Amazon agreement. >> So enabling that and taking your SAS product, offering it for sale on Marketplace is another big area that we help customers. >> And that's kind of the ugly backing stuff that you got to, they got to work on right? >> Right. >> All that kind of administration which is really what that Service Catalog is all about actually not just talking about it but deploying it at scale. >> Yeah. >> That's right. >> It fast tracks that procurement cycle they would otherwise have to go through all those legal docs. So if we can, at the click of a button, enable one of our customers to adopt a product or even you know, POC it in a very short period of time, and turn it off, again pay-as-you-go model, the Marketplace open up a ton of doors for these customers. >> Just pay-as-you-go, just pay for what you use, don't leave the lights on. Could be very expensive. (all laughs) >> Well Jeremy, Tolga thanks for a taking a few minutes of your day and have a great show. I'm sure, leave extra time to get to wherever your next appointment is. >> Thank you. >> We can't thank you enough for being here and we're so excited for re:Invent 2018. >> Yeah, thanks a lot. >> Thanks. >> Alright he's Tolga, he's Jeremy, I'm Jeff. You're watching theCUBE, we are at the AWS Marketplace and Services Catalog Experience here at the Aria. Thanks for watching. (electronic music)

>> From the ARIA Resort in Las Vegas, it's theCube. Covering AWS Marketplace. Brought to you by Amazon Web Services. >> Hey, welcome back everybody. Jeff Frick here with theCube. We are at AWS Reinvent 2018. We got to get a number, I don't know how many people are here, but Vegas is packed. I think it's in six different venues tonight. We're at the ARIA at the hub with the AWS Marketplace & Service Catalog Experience, kicking everything off. We're excited to be joined by cube alumni. Last we saw him, I think it was in San Francisco Summit 2017. Carl Krupitzer, the CEO of ThingLogix. Carl, great to see you. >> Thank you it's great to be here. >> So I think you were saying before we turned the cameras on, you came early days. This whole piece here was not even as big a the room we're in. >> Right well we were part of the service launch for IoT, and that was just a few years ago, and it's exponentially bigger. Yeah. Just the expo, this is not even the expo floor right? And this is bigger than what we had originally. So excited to see it grow. >> So IoT keeps growing, growing, growing. That's all we hear about. In Industrial IoT, we did the Industrial IoT launch with GE back in better days. For them, huge opportunity. Really seeing a lot of momentum. What are some of the observations you're seeing actually out in marketplace? >> You know it's interesting. When we first started with the IoT service offering for AWS, there was a lot of proof of concepts going on, a lot of people kind of hacking their way through understanding what IoT is and how it could impact their business. And I think we've gotten to the point now where we're seeing more production roll-outs with very considerate business drivers behind it. >> Right. I think it's funny you're talking about doing some research for this, and you guys are really specific. I love it. It's not Greenfield projects you know? Have specific design objectives, have specific KPIs, have specific kind of ideas about what the functionality you want before you just kind of jump into IoT space with two feet. >> Right. Yeah we strongly discourage companies from just jumping in with both feet just because right? It's an expensive undertaking IoT, and it has the potential to really change your business for the better if you do it well. >> So where are you seeing the most uptake? Or maybe that surprises you the most in these early days? Kind of industry wise? >> We see a lot of creative use cases starting to come up. Kind of that secondary use of data, and one of the things that we've-- we kind of describe our customers having a life cycle of IoT right? They come in to solve a specific problem with us, which is usually a scalability, or a go to market issue. And then very quickly, they kind of get to the art of the possible. What can we do next? And we see a lot of companies really getting creative with the way they do things. From charging with-- using our FID tags in sub-Saharan Africa for water to solar power and things like that. It's interesting to see companies that didn't exist a few years ago, and couldn't have existed a few years ago, really kind of getting a lot of traction now. >> Right. It's funny we did an interview with Zebra Sports a few years ago actually now. And they're the one that's old RFID technology that put the pads in the shoulder pads for all the NFL players. They're on the refs, they're in the balls. It is such a cool way to apply on old technology to a new application and then really open up this completely different kind of consumer experience in watching sports. When you've got all this additional data about how fast are they running and what's their acceleration. And I think they had one example where they showed a guy in an interception. They had the little line tracker. Before he'd gotten all the way back in, it was a pick six. It's unbelievable now with this data. >> Our Middle Eastern group is actually doing a pilot right now for camel racing. So we're doing telemetry attached to the camels that are running around the tracks. We're getting speed and heart rate and those sorts of things. So it's everywhere right? >> I love it. Camel racing. So we're here at the AWS Marketplace Experience. So tell us a little bit about how's it working with AWS. How's the the marketplace fit within your entire kind of go to market strategy? >> Well so for us, the marketplace is really key to our go to market strategy right? I mean we're a small company and we-- our sales team is really kind of focused on helping customers solve problems and the marketplace really offers us the ability to not have to deal with a lot of the infrastructure things of servicing a customer right? They can go there, they can self sign up, they can implement the platform, our technology platform on their own and then billing is taken off of our plate. So it's not something that we have to have a bunch of resources dedicated to. >> Is there still a big services component though, that you still have to come in to help them as you say kind of define nice projects and good KPI's and kind of good places to start? Or do they often times on the marketplace purchase just go off to the races on their own? >> So it's a combination. If companies are looking to solve a specific problem with an IoT platform like Foundry, it's definitely a self implementable thing and it's becoming more and more self implementable. Foundry really deploys into a customers account using Cloud formation, and Cloud formation templates allow us to kind of create these customized solutions that can then be deployed. So it's-- we're getting a combination of both. >> Yeah, and I would imagine it's taken you into all kinds of markets that you just don't-- you just don't have the manpower to cover when you have a distribution partner at EWS. >> Yeah it's made things a lot faster for us to be able to spin up vertical solutions or specific offerings for a particular large customer. Marketplace can take care of all of the infrastructure on that. >> Alright so what are you looking for here at Reinvent 2018? You've been coming to these things for awhile. I know Andy's tweeting out, his keynote is ready to have the chicken wing contest I think, last night at midnight. Too late for me, I didn't make it. (laughs) >> For us I mean, some of the more exciting things that are out there are the emergence of server-less right? You see server-less, all of those AWS services really taking off. >> Right. >> But there's also the Sumarian, the ARVR's really kind of exploding. So for us it's really about, this is a great place for us to see the direction that AWS is heading and then make sure that our offering, and our technology is layered on top of that appropriately. >> And what are you hearing from your customers about Edge? All the talk about Edge and there's some fudd I think going about how does Edge work with Cloud and to me it's like two completely separate technology applications, but then you know what you're trying to accomplish. As kind of the buzzwords, Edge gets beyond the buzz and actually starts to be implemented, what do you kind of seeing and how's that working together with some of the services that Amazon's got? >> I mean Edge architecture's are an important component to a solution. Especially solutions that require real time data processing and decision making at the shop floor or whatever you have. AWS has taken very big strides toward creating service offerings and products down at the Edge that interface well with the Cloud. So for us, our perspective on it is that the Edge is really a reflection of the business logic and the processes and things that we define and build for a customer. Because ultimately those Edge processes have to feed the enterprise processes, which is what we really focus on right? How do we get machine data into enterprise systems? So Edge technology for us is definitely a consideration and when we build our select technology solutions, we look at Edge as a component in that architecture and we try to meet the needs of the customers specific use case when it comes to Edge. >> Right. Yeah it's not killing the Cloud. Who said that? - Right. >> So silly. >> Yeah it can't kill it. >> It's not slowing down this thing. >> Right. Alright Carl well thanks for taking a few minutes and have great Reinvent. >> Yeah thank you. - [Jeff] Hydrate. >> Thanks for your time. Definitely. - They say hydrate. Alright he's Carl, I'm Jeff. You're watching theCube. We're at AWS Marketplace inservice catalog experience. We're at the Aria in the quads. Stop on by. Thanks for watching we'll see you next time.