>> Narrator: Live, from Las Vegas. It's theCUBE, covering NAB twenty seventeen. Brought to you by HGST. >> Welcome back to NAB. Good Afternoon , I'm Lisa Martin. You're watching theCUBE live at day 3 of NAB. Happy to introduce you to our next guest Shailendra Mathur, the VP of Architecture at Avid. Shailendra, welcome to theCube. >> Thank you. >> You were telling me off camera that this is your eight or ninth NAB. I'd love to, before we kind of dig into Avid and what you are doing, just get your perspective on the incredible transformation you've probably seen in those eight years. What are some things that stand out to you that maybe seemed like a fad seven or eight years ago that you've seen that are now absolutely well established and critical to the media and entertainment industry? >> Well, you know what, one thing I'll comment on right away is something I've been commenting to other folks who haven't been here that long. When we used to come to NAB some time ago, outside in the parking lot would be all these trucks. There'd be all these helicopters, right? That's how news broadcast, this was done. The parking lot is empty. That's not where things are. There are drones in here in cages, right? That's the new way. The digital age, as well as, the new technologies have evolved. The way we collect news and the way we actually capture news is changing quite a bit. So, that equipment is changing, quite a bit. Yes, yes. So, you spoke at the virtual NAB conference last month on cloud transition patterns for media enterprises tech trends. What are some of the things that you're seeing? What did you share in that conference? >> So, the biggest tech trend I think we're seeing is the move to cloud computing. Cloud has been around for a while, we all been used to it. Whether we're using DropBox or anything other mechanism of exchanging content. What's happening is that it's now being adopted by the media industry a lot more. And again, what we knew as server based computing, you had machine rooms where servers were being created but were being hosted. There was dedicated connectivity between them. A lot of that is now moving to network. And, the compute storage, all of that, is slowly moving over to the cloud. And the cloud providers are actually making it very possible to do so. So, a lot of what I was talking about at the VNAB conference was how some of these broadcasters who are faced with these new challenges: to get more efficient to have geographically distributed productions what patterns they can actually adopt to ease their transition to the cloud. So, just as an example, in the cloud there's an efficiency of doing something called serverless computing, microservices. But then, there's a lot of IP. A lot of server based compute that has been built up. So, there is a transition pattern still of going from machine room to data centers. That's the central localization. Just using virtualization technologies, going from data centers now to the public cloud. And in fact, even doing it in such a way that you're connected in all three environments. So that if you wanted to transition over you can actually connect all these three environments. So that was the main purpose of the talk and I was talking about some of the implementations that we have done as well within Avid that actually eases that transition so that you can host your server processes, how actually editing clients are working across. We have actually done a lot of implementations so I was explaining how that transition can be possible for not just broadcasters but film makers and also audio archivers. >> Yeah, I wanted to talk about audio. We've been talking a lot about film, the major studios at the conference this week, news, broadcast news, streaming services. But, you guys do a lot with audio and music production. What are some of the biggest pin points that you see in music production that can really be alleviated by moving to cloud computing? >> So artist are artist everywhere. You will find artist. You don't want to be restricted by geography in finding the person you want to collaborate with. What does cloud provide? That one centralized location where you can exchange information. Exchange your creativity. So this is one of the areas where we focused on, where we have pro tools, as our primary audio dual. And what we enabled was having two artist collaborate with each other even by sharing tracks. So, you could have somebody doing a guitar riff somewhere, a drummer somewhere, a singer somewhere, and they are collaborating on these tracks. And we are using the cloud to exchange a lot of this information back and forth. You can message each other. Hey, I need this piece of work done. They record it. You integrate it back. That was a perfect example of cloud collaboration. And this is aimed at the aspiring musicians who can collaborate. As well as professionals. >> Looking, thinking maybe, of the professionals and music production company. What does there transition, as the VP of architecture, I imagine you speak with a lot of customers who are probably quite influential in what Avid is doing from a design and R and D perspective. What is a music productions company's transition to production in the cloud look like? What are the, I don't want to say hurdles, but what are, maybe, the steps in that journey to get to cloud? Is it a destination hybrid? Is it a journey through hybrid to public? >> So that's what some of the current restrictions, I'll call it, will slowly disappear. But the fact is. When you're interacting as an artist with a surface control, a mixer, that's text tile information. That's right there. However, what doesn't need to happen is that the competitions that happened behind it doesn't have to be right there. With network connectivity you can start moving that away from the control that you have over what you're creating, your mixers. So, this is where some of the compute is moving away. Now, you have to take, especially in audio, latency is very important. Like, low latency. So, low latency networks have to be there. On the video side in fact, we're showing video editing being done directly on the cloud. With VDI technology, which is Virtual Display. Technology It improving so rapidly now. We are actually able to do editing directly. while, instead of having a workstation on premises, you actually have it running on the cloud. So those are examples, which are hurdles. But, they're not really hurdles. That's just creative choices. You need to have your color correction services control here but slowly those are the ones that are moving to the centralized data center or all the way to the cloud. And now, even some of the display aspects where you needed everything to be local, that's also moving. So things like GPU base compute that's appearing on a lot of cloud providers. That's allowing your cloud back end to drive your displays now, remotely. >> Last question for you before we wrap up here. I'd love to understand how Avid is involved from a technology perspective to help broadcast news for example, assemble a story and get it out in real-time 24 by 7. In contrast to a few years ago here at NAB when the parking lot was full of trucks with satellite towers. How are you helping to assemble the story with technology? >> Well, news is changing. News is changing. It's coming in rapidly. A lot of the new sources are in fact sometimes social feeds. I'll confess. Some of my news, in the morning, is not by the news paper. I'm checking my Facebook.(laughs) >> Yeah, or twitter. >> Or twitter. And that's where I'm getting my news. >> Absolutely. >> It's mixed in with my own personal news as well as, it's news, it's news. So, collecting that information that's become a very important source of information. Of course, story telling as a journalist doesn't get replaced. You still need the skills of making sure that you can craft it all together. So that's where assembling it telling that story through an editorial process but treating just the social feed as an input to the whole process of collecting this information. This is one change that's happening but of course it's not just social media as a source but it is also destination. That's another big change. So you're not just publishing out your story to a news outlet. You can tweet it out. So these are all changes that are happening. And these are all You ask about how are some of the customers influencing it. We just have the Avid connective end. And one of the things that we find really good about the Avid connective end these are our customers telling us how they're changing. This how we're collecting input and reacting to it and changing what we need to do to serve them. >> Excellent. Well, I'm curious what you'll see the next eight years of NAB. Shailendra, thank you so much for joining us on theCUBE and sharing your insights. >> Thank you very much Lisa. >> And we want to thank you for watching theCUBE. Again, we're live at NAB twenty seventeen on day 3. I'm Lisa Martin. Stick around, we'll be right back. (light techno music)

>> Announcer: Live from Las Vegas, It's The Cube, covering NAB 2017. Brought to you by HGST. >> Welcome back to NAB day three. I'm Lisa Martin. We are here live in Las Vegas very excited to introduce you to our next guest, Alan Hoff, VP of Market Solutions for Avid. Welcome to The Cube. >> Thank you, Lisa. It's great to be here. >> You are an NAB veteran. This is your 21st year. >> Indeed, yes. >> You must have seen incredible transformation. >> Alan: It's true, yes. >> Tell us about just, you were saying before we went live that you've really been here at the start of digital transformation. Walk us through that kind of the evolution that you've witnessed? >> Yes, certainly. So when I first came here in 1996, the show was a little bit smaller and I came with a company that did non-linear digital video editing systems, not Avid but a competitor. And that was really the first link in the overall production chain that became digitized, and so that was really the forefront of the digital transformation that we're now seeing play out and ultimately culminating with all these cloud-based workflows that everybody's talking about. So I've been watching it as that digital production value chain has evolved all across knocking down one category after another, and as I say, it's really culminating now with the journey to the Cloud. >> Speaking of journey, this journey that you've been on in your seat, what are some of the things that surprise you still in yearr 21 for you at NAB? And what are some of the trends that you've seen go from maybe something buzzy to a real key value solution? >> Yeah, so I think Cloud was being hyped quite a bit a few years ago, and Avid was there. We announced some cloud-based workflows a couple years ago, et cetera, along with others. But it's really just now at this show that we're really seeing it come into a more pragmatic, broader workflow solution. The challenges that the industry is facing at all levels is that they need to create more content at higher quality that is more standout in nature and that is engaging and attention-grabbing than ever before, because there's so much more of it being created, and there are so many more outlets in which it can be consumed, and it's no longer on anybody's schedule but the consumer's schedule. So that has really thrown a wrench in the works in the traditional business models that people have gone through. And so Avid saw this a few years ago, and we developed something that we call the Media Central Platform. The goal of that platform was to standardize all the disparate different technologies and bits and standards that were out there into one unified whole to make it easier for individual artists or creative teams, like at post houses, or even the largest media enterprises out there, to get more efficient in the way they create their content and distribute their content. So what that's meant is Avid, which historically had been a very vertically oriented and closed company, had to learn how to play well with others. This is not unlike what we're seeing from other large players in the industry, Microsoft for example. These guys have realized that, in order to deliver what it is that the customers are looking for, again, regardless of their level of the segment, they have to be open and play well with the perhaps traditional competitors or folks that you never would have thought would have a solid workflow. So in the case of Avid, we, a year ago, announced that we were working with Adobe, which has always been a tool of choice for Avid customers. It's very common for them to have Avid products, Adobe products. But in some areas, we were directly competitive, and so what we ended up doing was we made it so that the Adobe Premiere products could work seamlessly within the Avid Media Central Platform. This year, we did something similar with-- >> You've got a big announcement at this show? >> Well, with EVS, we did integration. So EVS makes these, arguably, the world's best sports replay service, those great sports slomo replay, et cetera, that you see on sporting events. They have basically become the standard in that area. So we wanted to integrate the workflow. So we worked with EVS. They used our connectivity toolkit to create a flow-blown, certified membership in the platform so that an Avid user can have access to the EVS assets as if they were the Avid assets. So seamless workflow, all because that's what the customers need to be able to create this content faster and get it out to more devices. >> Speaking of the customer, you mentioned some alliance partners. In your role at Avid, you're responsible for product marketing alliances. Talk to us about what you're seeing, from the customer journey perspective, as they're transitioning media production to the Cloud. You mentioned some of the pain points. Walk us through kind of a typical journey, Whether it's a customer in sports or a customer in media and entertainment. >> Sure. Great, great. So our big announcement at the show here was the partnership with Microsoft and the fact that we were going to be moving the Avid Media Central Platform to Microsoft Azure Cloud. This is a really big watershed moment for the industry, if I may be so bold, because now, Avid with her big alliance ecosystem is going to be migrating to the Cloud. And the more gravity that the Cloud has, the more easy it will be for folks to have a peace of mind that that's a place they can trust and move to. We feel that we had a great advantage in moving to the Cloud, because we already had taken a platform approach. So when we say we're moving into the Cloud, it's obviously not to the exclusion of the typical terrestrial ways that people are accustomed to working. It's all meant to be complementary so that folks can take a hybrid approach. What I mean by this is, whether you're in sports production or in news production or in post-production, you're probably not just going to wake up one morning and say, okay, that's it. Everything I'm doing has got to be in the Cloud, because that's where everybody's going. I need to look in a very planful manner at the way I go about doing things and look at the benefits of what the Cloud brings and be selective in terms of what parts you want to migrate when. And with the partnership with Microsoft, what Avid is saying is you could continue to stay in your traditional on-premises approach here, if you want. You could being to migrate things into a private data center, either still in your own facility or maybe down the street in a data center. Or you could go fully into the public Cloud. And that last one, it's interesting how many people have reacted: oh, I don't know if I'm ready to put my assets, my gold bar equivalence-- >> Mission critical, right. >> into the Cloud, I don't know if I'm comfortable doing that. But the reality is this Microsoft Azure Cloud is trusted by every large banking institution on the planet. It's trusted by the United States Department of Defense. The biggest secrets and the largest assets in the globe are protected by Microsoft Azure. They've gone to extraordinary lengths to make sure that data is going to be secure, and the same holds true for media and entertainment assets. And to really put a fine point on it, they went and got the Motion Picture Association, the MPAA, certification for security, so they have all that. So it's as good as being in Fort Knox when it's in the Cloud. So I really want to put that to rest. I mean, these guys, all they do is think about the security and denial of access to any sort of outside threat, whereas most media and entertainment companies, that's only one of the things they're thinking about. They've got a lot going on, you know. >> Lisa: Exactly, exactly. >> And they are actually more vulnerable, even in terra firma on promoli solutions than they would be going to the Cloud. So just a little editorial aside, because security is a big concern to people at all levels of the industry. >> It is. Certainly, those in the technology space understand is, it's a reducing of the concern, but it is a concern nonetheless. It sounds like what you just articulated customers have the choice of hybrid as a journey or hybrid as a destination. >> Correct, correct, right. They might never move beyond a hybrid state, although I would predict that in five years from now, most everything is going to be cloud-based, and once people start to see the scale and reach and productivity they can get, as well as the benefits of things like machine learning and artificial intelligence (mumbles), just going to help them speed the way that they go about doing what they do. It will be clear that that's the way they should probably be doing what they do, >> Exactly. >> And that's at levels. >> And finding more value from the digital assets that they already have. That's right, exactly. And so, that's the other thing is, once it's in the Cloud, it's easier for you to repurpose and distribute, say, to over the top services, et cetera. So we were talking before about Netflix and Hulu and Amazon and Avid's role there. This may be-- >> Yeah, tremendous amount of content, 80% to 90% original content is produced with Avid. So in the last minute or so, tell us about that. >> Yeah, so Avid has grown up through the industry, we're almost 30 years old, and we understand the pains and challenges that the traditional broadcasters are facing by these insurgent and incumbent newcomers like the streaming services. But what I think is interesting is that those guys are using our tools, too, as you say, to a very large degree. So we're very privileged to have the streaming services as well as eleven of the largest international news organizations using us. Six of the largest Hollywood film studios are using us. We're very fortunate to have all that great diversity of customers that have embraced us across various parts of their workflow. >> Fantastic. Well, it sounds like not a dull moment for Avid or you. >> Right. >> I want to thank you so much, Alan, for stopping by The Cube. >> Thank you, Lisa. >> You are now a Cube alumni. I am, yes. It's great to have been here. Thanks for the invitation. >> Thank you. >> Okay. >> We want to thank you for watching again. We are live at NAB from Las Vegas. I am Lisa Martin. Stick around. We'll be right back.

>> Live, from Boston, Massachusetts, it's theCUBE. Covering AWS re:Inforce 2019. Brought to you by Amazon Web Services and its ecosystem partners. >> Hello everyone, welcome back to theCUBE's live coverage in Boston, Massachusetts, here for two days, AWS Amazon Web Services re:Inforce, their inaugural conference around security. I'm John Furrier, Dave Vellante, our next guest Andy Miller. Senior director, global public cloud at Sophos. Based out of the UK and here in Burlington, Massachusetts. Welcome to theCUBE. >> Thank you. >> Looking good, love that jacket, nice color on you! (all laughing) >> I got the memo. >> You got the memo! >> Blue jacket! >> Thanks for having me, it's great to be here. It's great to be a part of AWS's first security event, security focused event, not by coincidence, happening right here where our US headquarters is. We're very excited to be a part of it. Wanted to share with you guys, I brought you a little gift. Socks are definitely a part of our-- >> Thank you, love the socks. >> Okay, I'm wearing them tomorrow. So we'll do a little close up on that. >> They're mostly clean. >> Thank you very much. Stu Miniman will love this, he loves socks. He'll replace his Star Wars socks with those. >> Thank you, Andy. >> Andy, thanks, so I want to get your impression of the show, obviously, inaugural event. And it's interesting, you look at Amazon, we've been covering Amazon for eight years with theCUBE, prior to that, just as a company, love the company, obviously, the success of cloud is a no-brainer. But re:Invent is their name of their global conference on the commercial side, for all their customers. And everything else they call summits. This is not a summit, this is not an Amazon Web Services summit, this is a branded event with the word re, not invent, but re:Inforce so gives that call out. Good call on their front? Is it needed? Why is this show so important, what's your opinion on that? >> I think it absolutely is, it's very helpful to customers to help them to understand their responsibilities when it comes to security in the cloud. And just like re:Invent was essentially reinventing the network into a digital environment, this is reinforcing their environment and understanding what their responsibilities are, where the cloud provider's very secure infrastructure ends and where their responsibilities with applications and data that resides in the cloud starts. >> What does your data show in terms of the evolving threat landscape? I mean, there's one school of thought that says okay, security in the cloud, actually, well it was a concern early on, people say oh it's better. That maybe raises the bar and lowers the ROI for the bad guys, but what are you seeing? But at the same time it's more global and distributed which opens up holes. What are your guys seeing? >> So, what we're seeing is that, the cloud's interesting in that there's not necessarily anything that is new or unique from an attack perspective. It's more of an attack surface perspective. And what I mean by that is is that, with an on premise environment, sometimes controls are very easy to place around new instances, new workloads being stood up, a change control process that is very controlled, key carded data centers and so forth. Cloud accounts operate very differently and one of the things that makes the cloud great is the speed at which you can go to market and stand up new resources, that also creates challenges for customers when it comes to visibility and securing those assets. >> Yeah, I mean the guy from Liberty Mutual today in the keynote, said his number one challenge is just keeping up with Amazon, the pace of change, you're seeing that in your client base? And how are they dealing with it? >> Absolutely, one of the conversations that I frequently have with customers when it comes to the visibility and keeping up with angle is, I frequently will say to customers, pull out your cloud bill, if you are aware of and know everything that is on that bill and where it came from, frankly I'd be very surprised. A lot of them struggle with that, with being able to keep up with that. And it's again a double edged sword, it's great as far as a business standpoint and being able to extend your business globally within minutes, but it's also a challenge for them from a security standpoint. >> And you talk about the challenges that businesses are up against when it comes to cloud security because on premises has decades of experiences dealing with security, the old days of perimeter based security, some still do that. Now the perimeter's pretty much gone away with cloud, cloud native has a different approach. So there seems to be a lot of questions around what to do, what are those challenges in cloud security specifically, that businesses face? >> So, you hit the first one, right? The first one is this concept of I build a castle and put a big wall around it and a moat around it, no longer exists, right? The perimeter is a memory. Another one is, as I mentioned before, the speed at which resources are added to the cloud, that's difficult for customers 'cause you can't see it, you can't secure it, right? If you don't know it exists. And then the third thing is really being able to understand how you make security happen within the cloud because those tools that you used on premise and in your own perimeter, don't necessarily exactly translate to the cloud. And it's important to have solutions that are designed for that and that not only work and operate well within the cloud but also don't take away the benefits of the cloud. If you have a solution that's going to slow you down or make it where you can't innovate at the speed of the cloud, you might as well keep it on prem, you're taking away all the benefit of the cloud. >> So, are you finding, a lot of times, the early cloud days with a lot of so called crapplications, just going to the cloud, okay. So maybe not as much credit card information, so maybe it's not as valuable, but are you seeing, people hitting the cloud more today than, say, certain on prem environments? Is it escalating, what does your data show? >> So, there was a study done not too long ago that showed past and projected cloud growth from 2017 to 2022. And what was interesting was the cloud services revenue growth was expected to grow by double, the cloud security spending was expected to grow by more than three times. And we think that was in large part of customers understanding their responsibilities in the shared security model, but also a product of exactly what you say, crapplications, right? One of our first customers that I think of was a convenience store chain, the very first things they moved, store locator and nutritional information applications. If something went wrong with those, yes, it's not great for your business if they can't find your store, but it's not credit card data, it's not personal information so on and so forth. As businesses start moving really key to the business applications, ERP systems, things like that, with real data that's at risk, that's where their focus on security is real strong. >> So there's a lot of confusion out there. And as I walk around the show floor here, I see, we secure the cloud, we the secure the cloud, no we secure the cloud! And I hear from Amazon we have a shared responsibility model, we secure the infrastructure, a lot of customers think, hey, Amazon has great security, so does Google, so does Microsoft, I'll put it in the cloud, I'll be good to go. Help us clear up some of that confusion, what's your point of view on that? >> Yeah, I think that when you look at it, customers were at one point extremely afraid of the cloud. And the cloud providers themselves did a great job of talking about why you could trust their infrastructure. In the process, I think customers have a difficult time understanding where their responsibility begins. And what we always like to say is, the cloud provider's responsible for the security of the cloud, you, Mr. Customer, are responsible for the security in the cloud. And the reason that's important is, the fact is the cloud providers could potentially provide the security in the cloud, but the measure of control that they would have over the applications that you build, the applications that you deploy, who you give access to and what you allow them to do would be so great, I don't think it would be a really positive experience for customers. >> Too many permutations. Just 'cause, criticism early on in cloud security wasn't that the security was bad, it was that, I couldn't enforce the edicts of my organization, there weren't enough features and now today, it's like you're drinking from this fire hose of features. So is that really the issue? It's up to you to figure out what works for your organization and then apply it. We heard today, you've got to opt in for things like encryption. Make sure you opt in to each availability zone. So that's a individual customer choice. Amazon provides the tools, okay, but then where do you pick up? Where does Sophos pick up? >> So, that's a great segue, so, as an example, our new Sophos Cloud Optics product does a great job with that, for instance uses the AWS CIS benchmarks. And that is a heavy heavy document that may be difficult for a customer to ingest, but we can run it against all of your workloads, your S3 buckets and see that you're in compliance with that CIS benchmark policy. That's a great place to start. Maybe you have some compliance regulations that you have to follow that have a security component to it such as BCI for example. And they would lead you towards things like identity and access management, they would lead you towards, am I following a good password policy? A good updating policy, am I sure that my S3 buckets are encrypted and not accessible to the internet without some sort of protection in place? All those things. >> The evolving cloud security landscape's changing on the threats side. You've got now detection, alerts, all these things are going on. You guys have some data on the cyber criminal activity. Up, down, is it more complex, harder to crack? Is there people cracking it? Certainly we know people are always trying, you can attack anything, we've seen foreign states enabling these groups out there, you've seen all kinds of cyber criminals, what's the data showing? >> So, the data shows, I think the most compelling thing. We did a study that we commissioned earlier this year where we placed workloads in 10 of AWS's most popular data centers around the world. And what we saw was, the first attempt to compromise one of those assets took all of 52 seconds. 52 seconds after we launched it there was an attempt to compromise it. More compelling was the fact that, on average it took a sum total of 40 minutes was the average time before an attempt to compromise took place. And, on top of that, once the asset was discovered, on average every 13 times every single minute of every single hour of every single day over a 30 day period, someone was attempting to compromise this. We ended up totalling over five million attempted compromises in a 30 day period on 10 assets. So, I think the biggest thing is not so much the techniques, but the level of automation that the bad guys have going on, they know that there are assets out there, that are not in a state that they necessarily should be and they are doing their level best to find them as absolutely quick as possible. >> What makes the cloud so attractive to the cyber criminals? >> I think the biggest thing is that as customers go from the crapplication into some real applications, they know that there is a lot of data there. They also know that customers are, well this is a newer platform for them, and they may be struggling with understanding exactly what they need to do differently than they did on prem in order to secure it. >> So follow up on that, how do you approach cloud security and how is different than on prem? >> So, the biggest difference is can it work within the fabric of the cloud? Is there tight integration with the things that the cloud providers offer? And do you not in any way hamper the great things about the cloud, scalability, the option to be available in a matter of seconds? If you are hampering that, then that's not security that's really going to work well, it's the whole benefit of the cloud in the first place, right? >> So sum up your cloud solution, what's the big problem that you guys solve? >> So, we have several different solutions that are available from a next generation firewall to our host protection. Our newest offering Sophos Cloud Optics, is really about helping them to gain that visibility, to understand exactly what they have running in the cloud, present a topology map that shows them how it connects, how it communicates, both internally and to the outside world. And then to constantly and continuously evaluate where they are in a security posture. >> So that's visibility into threats? >> Yep and for posture as well. >> Help look for quality alerts. >> Yep. >> Okay, so what's the customer orientation right now? Red, yellow, green? (he laughs) It seems to me it's always red. We asked someone earlier, what's a good day in security? And it's like, when we're still in business. There's a lot of pressure, again, hacking just shows you, it's easy to attack, certainly seconds to minutes, things are being compromised. It's going to happen on premise as well. What's the state of the union in your view? >> I think for customers there is a feeling sometimes and I think we as security vendors need to be careful about this, of not presenting the world as impossible to secure because I believe that it is absolutely possible to secure the world. I think there are some things that customers need to do, I think it's difficult for them sometimes to cut through some of the misinformation, the marketing spin and so on and so forth that's out there, but it's really incumbent upon them to look and read through the materials that are provided by the cloud providers to understand where their responsibilities begin and end. And then find the solutions that they've always used on prem and been successful with, that are ported to the cloud. And if they're not ported to the cloud to look for a different vendor. >> So why Sophos? >> So, Sophos has been around for 30 years. We have along history, we've been a security company, always a security company. And we have frankly what is a rather long track record in the cloud, we first ported our firewall to the cloud six years ago, we've continued to innovate in the cloud. We are able to do things that other vendors are not to support things that customers want to do, autoscaling, outbound gateway, things like that. And we continue to innovate that platform as well as add key pieces to our platform such as our Cloud Optics, which interestingly enough, came to us as we were shopping for it as a customer to support our own central infrastructure that runs in AWS. Our security guys thought, hey we need a product that will help us with visibility and posture management. And then they turned to the organization and said, hey this is great product, we ought to look at buying this company and that's how that acquisition came about. >> And so what's new with the company? What's going on, what are you guys doing? Got a lot here at Amazon, what other things you working on that's important to tell? >> Yeah, we're basically at this point, with that acquisition of Optics happened, it was a company called Avid Secure. That just went down in January this year, we released in the first week of April. Our own skinned Sophos version of the product. And we're really looking to continue that innovation. Our theme this year for our company was evolve. We feel that as the world evolves, security evolves and we have to evolve as well. And so there's a real focus on constantly evolving our products, innovating and trying to stay one step ahead of the bad guys, unfortunately. >> Andy, you've been around, we've been around, we've seen all waves come and go. Client server mainframe all the way back into those days to now. What do you think the most important story in the security industry is these days? What needs to be told that either is being told or needs to be amplified or isn't being told, what do you think's the high order bid in terms of the most important story? >> I think there's two fronts to that. One is as I mentioned, evolve was a big point of discussion in our internal meetings as well as our partner conferences. And helping customers to understand that their world has to evolve as well. The idea of a perimeter for instance, there are lot of companies that still try to stick to that idea of I can build a wall around my business. And the reality is is between mobile devices, between every employee practically has a laptop now, the idea of keeping that castle wall around your business is just unrealistic and so, customers have to understand that. They also have to understand that a migration to the cloud is inevitable and the sooner that they embrace that, the sooner they'll get the benefits of it and the sooner that they can begin the journey to the cloud. We feel it's inevitable. >> Andy, great insight, the evolving security threat landscape here on theCUBE. Live coverage covering AWS re:Inforce. Be right back with more after a short break, I'm John Furrier with Dave Vellante, we'll be right back.