(upbeat music) >> Hello, and welcome to theCUBE special presentation of Unstoppable Domains Partner Showcase. I'm John Furrier, your host of theCUBE. We've got a great conversation talking about the future of the infrastructure of Web3, all around domains, non fungible tokens and more. Two great guests, Charlie Brooks with Business Development of Unstoppable Domains, and Michael Williams, Product Leader and Advisor with Unstoppable Domains. Gentlemen, thanks for coming on theCUBE, Partner Showcase with Unstoppable Domains. >> Thanks John, excited to be here. >> So I love what you guys are doing. Congratulations on all your success. You guys are on the leading edge of what is a major infrastructure. Shift to Web3 is being called, but people who have been doing this for a while know that you see the blockchain, you see decentralization, you see immutability all these future smart contracts. All the decentralized applications are now hitting the scene and NFTs are super hot as you can imagine, you guys in the middle of it. So you guys are in the sweet spot of what I call the Pragmatic pioneers. You guys are the building solutions that are making a difference, like single sign-on you have the login product, let's get into it. What is the path to a digital identity beyond the web? 'Cause we know what web identity is. But now that the web is being abstracted a away by this new Web3 layer, what is digital identity? >> I can take that one. So I think what we're really seeing is this transition away from a purely physical identity. Where your online identity is really just a reflection of the parts of your physical identity. Where you live, where you go to school, all of these things. And we're really seeing this world emerge where your online identity becomes much more of a primary. So if you have a way that you represent yourself in the online world, whether that's an Instagram account, or TikTok, or email address or username, all of these things together make up your digital identity. So congrats, if you have any of those things, you already have one. >> We see that all the time with Linktree, people put their Linktree out there and it's got the zillion handles. We all get up to Instagram. Everyone's got like zillion identities. Is that a problem or an opportunity? >> I think it's just a reality. The fact is our identities are spread across all of these different services and platforms that we use. The problem with something like Linktree is that it is owned by Linktree. If I won the lottery, purchased Linktree and decided I wanted to change your personal website, John, I could easily do that. Moving to the architecture that we have and NFT architecture, changes that significantly. It puts a lot of power back in the hands of the people who actually own those identities. I do a lot of CUBE showcases with folks around talking about machine learning and AI, and the number one conversation that they bring up, the number one issue, is data. And they say, when data's siloed and protected and owned, it is not optimized for machine learning. So I can almost imagine, as you bring NFTs to the digital identity, you mentioned you don't own your identity if someone else is managing the service like Linktree. This is a cultural shift, and infrastructure software shift at the same time. Can you guys expand more about what you guys are doing with the NFT and unstoppable domains with respect to that digital identity, because is that power shifting to the users now? And how does that compare to what's out there today? >> Sure, I think so. Our domains are NFTs, so they are ERC 721 tokens. And if you think about in the past Web2 identities are controlled by the platforms that we use. Twitter, Facebook, whatnot. There's really a lack of data portability there. Our accounts and data live on their servers, they can be deleted any time. So using an NFT to anchor your data identity, really gives you full control over your identity. It can't be deleted, it can't be revoked or edited, or changed without your permission. And really even better, the information you store on your entity domain can be plugged into the services you use, so that you never have to enter the same data twice. So when you go from platform to platform, everything can be tied to your existing domain. You're not going to a new site, entering their ecosystem and providing all this information time and time again, and not really having a clear understanding of how your data's being used and where it's being stored. >> So the innovation here is the NFT is your identity. And a non fungible token NFT is different than say a fungible token. So for the folks out there that's trying to follow the bouncing ball, Michael, what's the difference between an NFT and a fungible token? And why is that important for identity? >> My favorite metaphor here is baseball cards versus dollar bills. So a dollar bill is fungible. If I have a dollar and you have a dollar, we can trade dollars and none of us is richer or poorer. If I have a Babe Ruth and you have a Hank Aaron, and we swap baseball cards, we have changed something fundamental. So the important thing about NFTs is that they are non fungible. So if I have a domain and you have a domain, like I have that identity and you have that identity, they are unique, they're independent, they're owned by each one of us, and then we can't swap them interchangeably. >> And that's why you're seeing NFTs hot with art and artists, because it's like a property. It's a property issue, not so much- >> Absolutely >> Interchangeable or divisible kind of asset. >> Yep, it is ownership rights in digital form, yes. >> All right, so now let's get into what the identity piece. I think find that interesting because if I have something that's an NFT, it's non fungible, it's unique to me, it's property, my property my login, this sounds compelling. So how does login work with the NFT? Can you guys take us through that architecture, what does it do? How does it work? And what's the benefit? >> Good, so the way our login product works is it effectively uses your NFT domain. So Michael.crypto, for example, as the authentication piece of a login session. So basically when I go and I try to log in with my domain, I type in Michael.crypto, I sign it with my wallet which cryptographically proves that I am this human, this is me, I have the rights to log in. And then when I do so, I have the ability to share certain parts of my identity information with the applications that I use. So it really blends the ease of use from Web2 of just a standard like login with Gmail, SSO experience, with all of the security and privacy benefits of Web3. >> How important is single sign-on? Because right now people are used to seeing things like log with your GitHub handle or LinkedIn, or Google, Apple. You seeing people offering login. What's the difference here from those solutions and why does it make sense for the user? >> Sure, the big difference is what we're building is really user first. So if you think about traditional SSOs, you are the product. When you use their product, they're selling your data, they're tracking everything you do. Login with unstoppable handles not only authentication, but data sharing as well. So when you log in a domain owner can choose to share aspects of their online identities, such as first name, preferred language, profile picture, location. So this is a user controlled way of using a sign-on where their permissioning these different of their identity. And really apps can use this information to enable new experiences, such as, for example, website might automatically enable high contrast mode for someone visually impaired. It could pre-populate your friends from a decentralized social graph. So, what we're doing is taking the best parts of Web2 SSO and combining them with the best of Web3. So, no more losing your password, entering in the same data hundreds of times depending on other services to keep your information safe. Login with unstoppable really puts you in complete control of your data. And a big part of that is you're not going to have 80 plus usernames and passwords anymore. We have these tools like password managers that exist to put a bandaid on this issue, but it's not really a long term solution. So what we're building is really seamless onboarding where everything can be tied to your domains so that you can navigate to different apps in a much more seamless way. >> Michael, I got to get your thoughts on this because in the product side, it's interesting, my mind's connecting some dots. If I have first of all, great convenience to reduce all those logins. So, check their little pain reduction. But when you just think about what's different, I can now broker my data as well as login. So let's just say, hypothetically, I'm cruising around some dApps and I'm doing things in earning reputation, or attention, or points, or whatever utility tokens. There could be a way for me to control what I own. I'm the product, I own the data. Is that where this is going? >> I think it's definitely a direction it could go, say, for example, if I'm a e-commerce platform and I'm trying to figure out where I'm going to place a new billboard. One of the things that I could request from a user, is their address. I can figure out where they live, what city they're in, that will help inform me the decision that I need to make as a business. And in return, maybe I give that person a dollar off their purchase. We can start to build a stronger relationship between the applications that people use, and the people that use them. And try to optimize that whole experience, and try to just transfer information back and forth to make everyone's lives better. >> What's the roadmap on the business side Charlie, when you see companies adopting it, they're probably taking babies steps they're crawling before they walk, they're walking before they run. I can see decentralized applications in the future where there's FinTech or whatever, having new kinds of marketplaces that take advantage of the paradigm where the script flips to the user first. Okay, so I see that. How do people get started now? What are some of the success momentum points that you're seeing companies do now with unstoppable? >> Sure, so a lot of Web3 apps are very sensitive about respecting the information that their users are providing. So, what we're doing is offering different ways for apps can touch with their users in a way that is user controlled. So, an example there is that a lot of Web3 companies will use WalletConnect to allow users to log in using a wallet address. An issue there is that one person can have hundreds of wallet addresses, and it's impossible for the app to understand that. So, what we do is we use login, we attach an email address, some other pieces to a wallet address so that we can identify who our unique user is. And the app is able to collect that information, they don't have to deal with passwords or PII storage. They have access to a huge amount of new data for an improved UX. It's really simple to maintain as well. So one example there is if you are a DeFi platform and you want to reward your users for coming to their site for the first time, now that they can identify unique user, they can drop a token into that user's wallet. All because they're able to identify that user as unique. So they have a better way of understanding their customers. They enable their customers to share data. A lot of these companies will ask users to follow them on Twitter or Discord when they need to provide updates or bug bounties, all these different things. And login if unstoppable lets them permission email addresses so they can collect emails if they want to do a newsletter. And instead of harvesting data from elsewhere and forcing people to join this newsletter program, it's all user controlled. So each user saying, yes, you can use my email for your newsletter. I'm supporting your project, I want to be kept up to date with bugs or bounties or rewards programs. So really it's just a better way for users to share the data that they're willing to with dAPPs, and dAPPs can use it to create all sorts of incentives and really just understand their users on a different level. >> How is the development Michael, going on the smart contract side of the business? Ethereum has always been heralded as being very developer focused. There's been created innovations, you still got gas fees out there. You still got to do some things. How is the development environment? How are the applications coming? 'Cause I can see the flywheel kicking in as the developer front gets more streamlined, more efficient. And now you got the identity piece nailed down. I just see a lot of dominoes falling at the same time. What's the status on the DEV side. What you're doing. >> Good. The fascinating thing about crypto is how quickly it changes. When I joined Ethereum there was pretty reasonable still for transactions. It was very cheap to get things done very fast. With a look at last summer that things went completely out of control. This is a big reason that unstoppable for a long time has been working on a layer two. And we've moved over to the polygon as our primary source of record, which is built on top of Ethereum. Of course, I think saved well over a hundred million in gas fees for our users. We're constantly keeping an eye on new technologies that are emerging, weighing how we can incorporate those things. And really where of this industry is going to take us. In many ways we are just as much passengers as the other people floating around the ecosystem as well. >> It's certainly getting faster every day, I'm seeing a huge uptake on Ethereum. I heard a stat that most people at the university of California, Berkeley, 30% of the computer science students are dropping out to join Web3 companies. This goes to show you this cultural shift and you're going to see a lot more companies getting involved. So I got to ask you Charlie, on the BizDev front, how are companies getting started? What's the playbook? Are they putting their toe in the water? They jumping in full throttle? What's the roadmap? What's the best practice for people to get started with unstoppable? >> Absolutely. We're lucky that we get a lot of inbound interest from companies Web2 and Web3, because they first want to secure their domains. And we do a ton of work on the back end to protect trademark domains. We want to avoid squatting as much as possible. We don't think that's the spirit of Web3 at all. And certainly not what the original tension of the internet was. So, fair amount of companies will reach out to us to get their domain. And then we can have a longer conversation about some of the other integrations and ways we can collaborate. So certainly visiting our website, unstoppabledomains.com is a great starting point. We have an app submission page where apps can reach out to us, even request a grant. We have a grant program to help developers get started, provide them some resources to work with us and integrate some of our technology. We have great documentation as well on the site. So you can read all about what it takes to resolve domains, if you're a wallet and an exchange, as well as what it takes to integrate login with unstoppable, which is actually a super easy integration as well, which we're really excited about. So yeah, I'd say check out the website, apply for a grant if you think you're a fit there, then of course, people can always reach out to me directly on Twitter, on Telegram, email. We're very reachable and we're always happy to chat with projects and learn more about what they're doing. >> What's the coolest thing you see going on Charlie, with your partners right now? What's the number one use case that's cool that people are jumping on right now to get in and get some success out of the gate? >> Maybe GameFi play to earn is huge. It's blowing up and the gaming community is really passionate, vibrant, just expanding like crazy. Same with DeFi, there's all this cool new stuff you can do with DeFi where no matter how big your portfolio is, you're able to stake and use all these interesting tools to grow your book. So it's super exciting to see and talk to all these projects. And, there's certainly an energy in the community where everyone wants to onboard the general public to Web3. So we're all working on these school projects, but we need everyone to come over from Web2, understand the advantages of DeFi, of GameFi of having an entity domain. So, I'm lucky that I'm one of the first layers there of meeting new projects and helping get access to more users so that they can grow along with us. >> I remember the early days of Bitcoin and Ethereum, we were giving it away. The community mantra was, give a Bitcoin to someone. That was like, >> Right. >> When you can actually give a Bitcoin to someone. What's the word of mouth or organic viral? I won't say growth hack 'cause that's got negative connotations. But what's the community's way of putting forth the mission for unstoppable? Is it just more domains? You guys have any programs got going on? Is it give it away? Obviously you can get domains on your site, but what's the way to get people ingratiated in and getting comfortable? >> So much of what we do is really to solve that question, answer that question. We spend a ton of time and energy just on education and whether that's specifically around domains or just general Web3. We have a podcast which is pretty exceptional, which talks to Web3 leaders from across the space and makes the project that they're working on more accessible. I think we passed over a hundred episodes, not too long ago. There's a ton of stuff that we do that other people do. If anyone has questions, I'm happy to talk about our resources, of course. >> The pod, I think you guys are up to 117, but that's a deep dive. You guys go deep on the podcast. So that's where you go in. What else is new on digital identity? Where do you guys see the future going? Now that you get the baseline identity with the NFT. Makes a lot of sense, create innovation. Good logic, makes sense. Solid technically, what's next? >> I think this really boils down to the way that the internet has grown. Doesn't really feel like the way that the internet should be. Like our data shouldn't live in these wild gardens, controlled by these large companies. Ultimately people should be responsible for their own identities. They should have control over of things that they do online. The data that's shared, the benefit of that data. It's about the world that we are working towards, is very much that. Where we are giving people the ability to be paid for sharing their data with companies. We're giving applications the ability to request information from the people that use those applications to improve their experience. We're really just trying to make connections across the ecosystem through these products, to enable a better experience for everyone. So whether that's the use cases that I mentioned already, or maybe viewing reviews on something like Yelp or Amazon, that just confirm that the person that you are you're looking at is actually a real person, not some bot that's been paid to load a review. The interesting thing about these products is they're so universally applicable. There are so many different ways that we can try to plug them in. So we are- >> A bots is a great example, double-edged sword. You can have a metaverse image and have pre-programmed conversations with liquid audio and the video application. Or it's a real person. How do you know the difference? These are going to be questions around who solves that problem. Now there's time for bots and there's a time not for bots. We all know what happens when you get into the game of manipulation, but also it can be helpful. This is where you got to be smart. And identity's critical in this future. Charlie, what's your reaction to the future of digital identity? So much to look at here on the trajectory. >> I think a big part of it is data portability. If you go to a site like Instagram, you're giving them all this content that's very personal to you, and you can't just pack up and leave Instagram. So we want a future where most of these apps are just a front end and you can navigate from one to the other and bring your data with you. And not be beholden to the companies that operate centralized servers. So, I think data portability is huge and it's going to open up a lot of doors. And just going back to that thought on cleaning up Web2 for a better web three. When I think about the Amazons, the Yelps of the world, there are all these bots, there are all these awful fake reviews. There's a lot of gamification happening that is really just creating a lot of noise. And I want to bring transparency back to the internet where when you see a review, you should know that that's a real human. And blockchain technology is enabling us to do that. And certainly FT domains are going to play a huge part of that. So I think that having an experience where you know and trust the people that you're interacting with is going to be really powerful and just a better experience for everyone. And there's a lot of ramifications with that. politically speaking, we've all seen all the issues with attacking communities and using bots and fake accounts to hit people's pain points, it's sad and certainly not something that we want to see continue happening. So, whatever we can do to give people their digital identity and help people understand that this is a real person on the other end, I think is huge for the future of the internet and really for society as well. >> That's a great call out there Charlie. Cleaning up the mess of Web 2.0, Web2, actually it was 2.0 technically, now Web3 is no point zero in it. But I saw on or listened to the podcast with Matt. This recent one, he had a great metaphor that went back to when I was growing up in the internet, you had IP addresses. And the mess there was, you couldn't find what you want to look. And no one could remember what to type in, 'cause you could type in IP address in the browser back then. And then DNS came out and then keywords that's web. Now that mess, now is fraud, misinformation, bot manipulation, deep fakes, many other kind of unwanted time to innovate. And every year, every time you had these inflection points, there'd be an abstraction on top of it. So, similar thing happening here, is that how you guys see it too? >> I think we're going back to some of the foundational architecture of the internet, DNS. And really bringing that forward about 30, 40 years in terms of technology. So loading in some more cryptography and some other fancy things to help patch some of those issues from the previous versions of the web. >> Awesome. Well guys, thanks so much for coming on and the spirit of TikTok, Emily summarizes asking, can you guys give us a quick TikTok moment, short comment on where this is all going, where is login, single sign-on mean and what should people do to steps to secure their digital identity? >> Sure, I'll jump in here. So, it's time for people to secure their digital identity. The great first step is going to sample domains and getting an NFT domain. You can control your data. You can do a lot of cool different things with your domain, including posting your own website that you will own forever, no one can take it away from you. I would certainly recommend that people join our Discord, Telegram communities, check out our podcasts. It's really great especially if you're new to crypto Web3. We do a great job of explaining all the basic concepts and expanding on them. So yeah, I would say, the time is now to get your digital identity and start embracing Web3 because it's really exploding right now. And there's just so many incredible advantages, especially for the user. >> Michael, what's your take? >> But not, have said it better myself. >> Like we always say, if you're not on the next wave, you're driftwood. And this is a big wave that's happening. It's pretty clear guys, it's there, it's happening now. And again, very pragmatic implementations of solving problems. The sign-on, the app integration. Congratulations and we got our CUBE domain too, by the way. So I think we're good. >> Excellent. >> So, we got to put it to use. Appreciate it, Charlie, Michael, thanks for coming on and sharing the update. >> It's pleasure. >> Welcome. >> Okay, this is theCUBE, with Unstoppable Domains Partner Showcase I'm John for your host, got a lot of other great interviews. Check them out. We're going to continue our coverage and continue on with this great showcase. Thanks for watching. (upbeat music)

(joyful music) >> According to storage guru, Fred Moore, 60 to 80% of all stored data is archival data, leading to the need for what he calls the infinite archive. And in this world, digital customers require inexpensive access to archive data that's protected, it's got to be available, durable, it's got to be able to scale and also has to support the governance and compliance edicts of the organizations. Welcome to this next session of the AWS Storage Day with theCUBE. I'm your host, Dave Vellante. We're going to dig into the topic of archiving and digitally preserving data and we're joined by Joe Fitzgerald, who's the general manager of Amazon S3 Glacier. Joe, welcome to the program. >> Hey, Dave. It's great to be here. Thanks for having me. >> Okay, I remember early last decade, AWS announced Glacier, it got a lot of buzz. And since then you've evolved your archival storage services, strategy and offerings. First question: why should customers archive their data in AWS? >> That's a great question. I think Amazon S3 Glacier is a great place for customers to archive data. And I think the preface that you gave, I think, covers a lot of the reasons why customers are looking to archive data on the cloud. We're finding a lot of customers have a lot of data. And if you think about it, most of the world's data is cold by nature. It's not data that you're accessing all the time. So if you don't have an archival story as part of your data strategy, I think you're missing out on a cost savings opportunity. So one of the reasons we're finding customers looking to move data to S3 Glacier is because of cost. With Glacier Deep Archive, we have an industry-leading price point of a dollar per terabyte per month. I think another reason that we're finding customers wanting to move data to the cloud, into Glacier, is because of the security, durability and availability that we offer. Instead of having to worry about some of the most valuable data that your company has and worrying about that being in a tape library that doesn't get access very often on premises or offsite in a data locker that you don't really have access to, and we offer the best story in terms of the durability and security and availability of that data. And I think the other reason that we're finding customers wanting to move data to S3 Glacier is just the flexibility and agility that having your data in the cloud offers. A lot of the data, you can put it in Deep Archive and have it sit there and not access it but then if you have some sort of event that you want to access that data, you can get that back very quickly, as well as put the power the rest of the AWS offerings, whether that's our compute offerings, our machine learning and analytics offerings. So you just have unmatched flexibility, cost, and durability of your data. So we're finding a lot of customers looking to optimize their business by moving their archive data to the cloud. >> So let's stick on the business case for a minute. You nailed the cost side of the equation. Clearly, you mentioned several of the benefits, but for those customers that may not be leaning in to archive data, how do they think about the cost-benefit analysis when you talk to customers, what are you hearing from them, the ones that have used your services to archive data, what are the benefits that they're getting? >> It's a great question. I think we find customers fall into a few different camps and use cases and one thing that we recommend as a starting point is if you have a lot of data and you're not really familiar with your access patterns, like what part of the data is warm, what part is cold? We offer a storage class called S3 intelligent tiering. And what that storage class does is it optimizes the placement of that data and the cost of that data based on the access patterns. So if it's data that is accessed very regularly, it'll sit in one of the warmer storage tiers. If it's accessed infrequently, it'll move down into the infrequent access tier or to the archive or deep archive access tiers. So it's a great way for customers who are struggling to think about archive, because it's not something that every customer thinks about everyday, to get automatic cost savings. And then for customers who have either larger amounts of data or better understand the access patterns, like some of the industries that we're seeing, like autonomous vehicles, they might generate tons of training data from running the autonomous vehicles. And they know, okay, this data, we're not actively using it, but it's also very valuable. They don't want to throw it away. They'll choose to move that data into an archive tier. So a lot of it comes down to the degree to which you're able to easily understand the access pattern of the data to figure out which storage class and which archive storage class maps best to your use case. >> I get it, so if you add that deep archive tier, you automagically get the benefit, thanks to the intelligent tiering. What about industry patterns? I mean, obviously, highly regulated industries have compliance issues and you have data intensive industries are going to potentially have this because they want to lower costs, but do you see any patterns emerging? I mean every industry needs this, but are there any industries that are getting more bang from the buck that you see? >> I would say every industry definitely has archived data. So we have customers in every vertical segment. I think some of the ones that we're definitely seeing more activity from would be media and entertainment customers are a great fit for archive. If you think about even digital native studios who are generating very high definition footage and they take all that footage, they produce the movie, but they have a lot of original data that they might reuse, that you remaster, director's cut, to use later, they're finding archive is a great fit for that. So they're able to use S3 Standard for their active production, but when they're done finishing a movie or production, they can save all that valuable original footage and move it in deep archive and just know that it's going to be there whenever they might need to use it. Another use case, we're staying in media, entertainment, similar to that and this is a good use case for S3 Glacier is if you have sports footage from like the '60s and then there's some sort of breaking news event about some athlete that you want to be able to cut a shot for the six o'clock news, with S3 Glacier and expedited retrievals, you're able to get that data back in a couple of minutes and that way you have the benefit of very low cost archive storage, but being able to get the immediacy of having some of that data back when you need it. So that's just some of the examples that we're seeing in terms of how customers are using archives. >> I love that example because the prevailing wisdom is the older data is, the less valuable it is, but if you can pull a clip up of Babe Ruth at the right time, even though it's a little grainy, wow, that's huge value for the-- >> We're finding like lots of customers that they've retained this data, they haven't known why they're going to need it, they just intrinsically know this data is really valuable, we might need it. And then as they look for new opportunities and they're like, hey, we're going to remaster this. And they've gone through a lot of digital transformation. So we're seeing companies have decades of original material moving into the cloud. We're also seeing fairly nascent startups who are also just generating lots of archive data. So it's just one of the many use cases we see from our customers love Glacier. >> Data hoarders heaven. I love it. Okay, Joe. Let's wrap up. Give us your closing thoughts, how you see the future of this business, where you want to take your business for your customers. >> Mostly, we just really want to help customers optimize their storage and realize the potential of their data. So for a lot of customers, that really just comes down to knowing that S3 glacier is a great and trusted place for their data, and that they're able to meet their compliance and regulatory needs, but for a lot of other customers, they're looking to transform their business and reinvent themselves as they move to the cloud. And I think we're just excited by a lot of emerging use cases and being able to find that flexibility of having very low cost storage, as well as being able to get access to that data and hook it up into the other AWS services and really realize the potential of their data. >> 100%, we've seen it over the decades, cost drops and use cases explode. Thank you, Joe. Thanks so much for coming on theCUBE. >> Thanks a lot, Dave. It's been great being here. >> All right, keep it right there for more storage and data insights. You're watching AWS Storage Day on theCUBE. (tranquil music)

(upbeat music) >> According to storage guru, Fred Moore, 60 to 80% of all stored data is archival data leading to the need for what he calls the infinite archive, In this world digital customers require inexpensive access to archive data that's protected it's got to be available, durable, it's got to be able to scale and also has to support the governance and compliance edicts of the organizations. Welcome to this next session of the AWS storage day with The Cube. I'm your host, Dave Vellante. We're going to dig into the topic of archiving and digitally preserving data and we're joined by Joe Fitzgerald, who is the general manager of Amazon S3 Glacier, Joe. Welcome to the program. >> Hey Dave, it's great to be here. Thanks for having me. >> Yeah, I remember early last decade, AWS announced Glacier, it got a lot of buzz, and since then you've evolved your archival storage services, strategy and offerings. First question. Why should customers archive their data in AWS? >> That's a great question. I think Amazon S3 Glacier is a great place for customers to archive data and I think the preface that you gave, I think covers a lot of the reasons why customers are looking to archive data on the cloud. We're finding a lot of customers have a lot of data. And if you think about it, most of the world's data is cold by nature. It's not data that you're accessing all the time. So if you don't have an archival story as part of your data strategy, I think you're missing out on a cost savings opportunity. So one of the reasons we're finding customers looking to move data S3 glacier is because of cost with Glacier Deep archive we have an industry leading price point of a dollar per terabyte per month. I think another reason that we're finding customers wanting to move data to the cloud into glacier is because of the security, durability, and availability that we offer. Instead of having to worry about some of the most valuable data that your company has and worrying about that being in a tape library that doesn't get accessed very often on premises or offsite in a, in a data locker that you don't really have access to. And we offer the best story in terms of the durability and security and availability of that data. And I think the other reason that we're finding customers wanting to move data to S3 Glacier is just the flexibility and agility that having your data in the cloud offers. A lot of the data, you can put it in deep archive and have it sit there and not access it, but then if you have, you know, some sort of event that you want to access that data, you can get that back very quickly, as well as put to power the rest of the AWS offerings, whether that's our compute offerings, or our machine learning and analytics offerings. So you just have like unmatched, you know, flexibility, cost, and durability of your data. So we're finding a lot of customers looking to optimize their business by moving their archive data to the cloud. >> Let's stick on the business case for a minute. I mean, you kind of nailed the cost side of the equation. Clearly you mentioned several of the benefits, but, but for those customers that may not be leaning in to, to, to archive data, how do they think about the cost benefit analysis when you talk to customers, what are you hearing from them? The ones that have used your services to archive data, what are the benefits that they're getting? >> It's a great question. I think we find customers fall into a few different, you know, camps in use cases. And one thing that we recommend as a starting point is if you have a lot of data and you're not really familiar with your access patterns, like which what, what part of the data is warm, what part is cold, we offer a storage class called S3 intelligent tiering. And what that storage class does is it optimizes the placement of that data and the cost of that data based on the access patterns. So if, if it's data that is accessed very regularly, it'll sit in one of the warmer storage tiers. If it's, accessed infrequently, it'll move down into the infrequent access tier or into the archive or deep archive access tiers. So it's a great way for customers who are struggling to think about archive, because it's not something that every customer thinks about every day to get on automatic cost savings. And then for customers who have, you know, either larger amounts of data or, or better understand the access patterns, like, you know, some of the industries that we're seeing like in, you know, autonomous vehicles, you know, they, they might have, they might generate like tons of training data from, from, you know, from running the autonomous vehicles. And they kind of know, okay, this data it's, it's, we're not actively using it, but it's also very valuable. They don't want to throw it away, they'll choose to move that data into an archive tier. So a lot of it kind of comes down to the degree to which you're able to easily understand the access pattern of the data to figure out which storage class and which archive storage class match best to your use case. >> I get it, so if you add that deep archive tier, you auto-magically get the benefit thanks to the intelligent tiering. What about industry patterns? I mean, obviously highly regulated industries have compliance issues. You know,, data intensive industries are going to potentially have this because they want to lower lower costs, but do you see any patterns emerging? I mean, every industry kind of needs this, but, but are there any industries that are getting more bang from the buck that, that you see? >> I would say every industry definitely has archived data. So we have, we have customers in every vertical segment. I think some of the ones that we're definitely seeing more activity from would be, you know, media and entertainment customers are a great fit for archive. If you think about, you know, even like digital native studios who are, you know, generate, you know, very high definition footage and, you know, they take all that footage, they produce the movie, but they have a lot of original data that they, you know, they, they might reuse. You know, remaster director's cut or, you know, to use later. They're finding archive is a great fit for that. So they're able to use S3 standard for their active production, but when they're done finishing a movie or production, they can save all that valuable original footage and move it into deep archive and just know that it's going to be there whenever they might need to use it. Another use case for staying in media entertainment, you know, kind of similar to that. And this is a good use case for S3 Glacier is if, if you have like sports footage from like the '60s, and then, you know, there's like some sort of breaking news event about some athlete that you want to be able to cut a shot for the six o'clock news, with S3 Glacier and expedited retrievals, you're able to kind of get like that, you know, that data back in a couple of minutes and that way you have the benefit of like very low cost archive storage, but being able to get the immediacy of having some of that data back when you need it. So, that's just some of the examples that we're seeing in terms of how customers are using archives. >> I love that example because, you know, the, the prevailing wisdom is the older, you know, data is the less valuable it is, but if you can pull a clip up of, you know, Babe Ruth at the right time, even though it's a little grainy, wow. That's huge value for the-- >> Yeah, I mean, we're, we're finding like lots of customers that, you know, they've retained this data, they haven't known why they're going to need it. They just sort of intrinsically know this data is really valuable and, you know, we might need it. And then as they, you know, they look for new opportunities and they're like, hey, you know, we're, we're going to remaster this and they they've gone through a lot of digital transformation. So we're seeing companies have, you know, decades of original material moving to the cloud where we're also seeing, you know, fairly new startups who are also just generating lots of archive data. So it's just, you know, one of the many use cases we see from our customers who love Glacier. >> Data hoarder's heaven, I love it. Okay, Joe, let's wrap up, give us your closing thoughts, how you see the future of this business, where you want to take, take your, your business for your customers. >> I think mostly we, we just really want to help customers optimize their storage and realize the potential of their data. So for a lot of customers that really just comes down to knowing that S3 Glacier is a great and trusted place for their data, and that they're able to kind of meet their compliance and regulatory needs, but for, you know, a lot of other customers, they're, they're looking to kind of transform their business and reinvent themselves as they move to the cloud, and I think we're just excited by a lot of emerging use cases, and, you know, being able to find that flexibility of having like very low cost storage, as well as being able to get access to that data and, hook it up into the other AWS services and really realize the potential of their data. >> 100%, I mean, we've seen it over the decades, cost drops and use cases explode. Thank you, Joe. Thanks so much for coming on The Cube. >> Thanks a lot, Dave, it's been great being here. >> All right keep it right there for more storage and data insights. You're watching AWS Storage Day on The Cube. (upbeat music)

(joyful music) >> According to storage guru, Fred Moore, 60 to 80% of all stored data is archival data, leading to the need for what he calls the infinite archive. And in this world, digital customers require inexpensive access to archive data that's protected, it's got to be available, durable, it's got to be able to scale and also has to support the governance and compliance edicts of the organizations. Welcome to this next session of the AWS Storage Day with theCUBE. I'm your host, Dave Vellante. We're going to dig into the topic of archiving and digitally preserving data and we're joined by Joe Fitzgerald, who's the general manager of Amazon S3 Glacier. Joe, welcome to the program. >> Hey, Dave. It's great to be here. Thanks for having me. >> Okay, I remember early last decade, AWS announced Glacier, it got a lot of buzz. And since then you've evolved your archival storage services, strategy and offerings. First question: why should customers archive their data in AWS? >> That's a great question. I think Amazon S3 Glacier is a great place for customers to archive data. And I think the preface that you gave, I think, covers a lot of the reasons why customers are looking to archive data on the cloud. We're finding a lot of customers have a lot of data. And if you think about it, most of the world's data is cold by nature. It's not data that you're accessing all the time. So if you don't have an archival story as part of your data strategy, I think you're missing out on a cost savings opportunity. So one of the reasons we're finding customers looking to move data to S3 Glacier is because of cost. With Glacier Deep Archive, we have an industry-leading price point of a dollar per terabyte per month. I think another reason that we're finding customers wanting to move data to the cloud, into Glacier, is because of the security, durability and availability that we offer. Instead of having to worry about some of the most valuable data that your company has and worrying about that being in a tape library that doesn't get access very often on premises or offsite in a data locker that you don't really have access to, and we offer the best story in terms of the durability and security and availability of that data. And I think the other reason that we're finding customers wanting to move data to S3 Glacier is just the flexibility and agility that having your data in the cloud offers. A lot of the data, you can put it in Deep Archive and have it sit there and not access it but then if you have some sort of event that you want to access that data, you can get that back very quickly, as well as put the power the rest of the AWS offerings, whether that's our compute offerings, our machine learning and analytics offerings. So you just have unmatched flexibility, cost, and durability of your data. So we're finding a lot of customers looking to optimize their business by moving their archive data to the cloud. >> So let's stick on the business case for a minute. You nailed the cost side of the equation. Clearly, you mentioned several of the benefits, but for those customers that may not be leaning in to archive data, how do they think about the cost-benefit analysis when you talk to customers, what are you hearing from them, the ones that have used your services to archive data, what are the benefits that they're getting? >> It's a great question. I think we find customers fall into a few different camps and use cases and one thing that we recommend as a starting point is if you have a lot of data and you're not really familiar with your access patterns, like what part of the data is warm, what part is cold? We offer a storage class called S3 intelligent tiering. And what that storage class does is it optimizes the placement of that data and the cost of that data based on the access patterns. So if it's data that is accessed very regularly, it'll sit in one of the warmer storage tiers. If it's accessed infrequently, it'll move down into the infrequent access tier or to the archive or deep archive access tiers. So it's a great way for customers who are struggling to think about archive, because it's not something that every customer thinks about everyday, to get automatic cost savings. And then for customers who have either larger amounts of data or better understand the access patterns, like some of the industries that we're seeing, like autonomous vehicles, they might generate tons of training data from running the autonomous vehicles. And they know, okay, this data, we're not actively using it, but it's also very valuable. They don't want to throw it away. They'll choose to move that data into an archive tier. So a lot of it comes down to the degree to which you're able to easily understand the access pattern of the data to figure out which storage class and which archive storage class maps best to your use case. >> I get it, so if you add that deep archive tier, you automagically get the benefit, thanks to the intelligent tiering. What about industry patterns? I mean, obviously, highly regulated industries have compliance issues and you have data intensive industries are going to potentially have this because they want to lower costs, but do you see any patterns emerging? I mean every industry needs this, but are there any industries that are getting more bang from the buck that you see? >> I would say every industry definitely has archived data. So we have customers in every vertical segment. I think some of the ones that we're definitely seeing more activity from would be media and entertainment customers are a great fit for archive. If you think about even digital native studios who are generating very high definition footage and they take all that footage, they produce the movie, but they have a lot of original data that they might reuse, that you remaster, director's cut, to use later, they're finding archive is a great fit for that. So they're able to use S3 Standard for their active production, but when they're done finishing a movie or production, they can save all that valuable original footage and move it in deep archive and just know that it's going to be there whenever they might need to use it. Another use case, we're staying in media, entertainment, similar to that and this is a good use case for S3 Glacier is if you have sports footage from like the '60s and then there's some sort of breaking news event about some athlete that you want to be able to cut a shot for the six o'clock news, with S3 Glacier and expedited retrievals, you're able to get that data back in a couple of minutes and that way you have the benefit of very low cost archive storage, but being able to get the immediacy of having some of that data back when you need it. So that's just some of the examples that we're seeing in terms of how customers are using archives. >> I love that example because the prevailing wisdom is the older data is, the less valuable it is, but if you can pull a clip up of Babe Ruth at the right time, even though it's a little grainy, wow, that's huge value for the-- >> We're finding like lots of customers that they've retained this data, they haven't known why they're going to need it, they just intrinsically know this data is really valuable, we might need it. And then as they look for new opportunities and they're like, hey, we're going to remaster this. And they've gone through a lot of digital transformation. So we're seeing companies have decades of original material moving into the cloud. We're also seeing fairly nascent startups who are also just generating lots of archive data. So it's just one of the many use cases we see from our customers love Glacier. >> Data hoarders heaven. I love it. Okay, Joe. Let's wrap up. Give us your closing thoughts, how you see the future of this business, where you want to take your business for your customers. >> Mostly, we just really want to help customers optimize their storage and realize the potential of their data. So for a lot of customers, that really just comes down to knowing that S3 glacier is a great and trusted place for their data, and that they're able to meet their compliance and regulatory needs, but for a lot of other customers, they're looking to transform their business and reinvent themselves as they move to the cloud. And I think we're just excited by a lot of emerging use cases and being able to find that flexibility of having very low cost storage, as well as being able to get access to that data and hook it up into the other AWS services and really realize the potential of their data. >> 100%, we've seen it over the decades, cost drops and use cases explode. Thank you, Joe. Thanks so much for coming on theCUBE. >> Thanks a lot, Dave. It's been great being here. >> All right, keep it right there for more storage and data insights. You're watching AWS Storage Day on theCUBE. (tranquil music)

(upbeat music) >> Okay, Chloe, thank you very much. Hey folks, in here in the Cloud City We with Danielle Royston. Great to see you. Watching you up on stage, I got to say, as the CEO of TelcoDR, leader and chief executive of that company. As well as a great visionary, you laid out the vision. It's hard to debate that. I mean, I think there's people who will say that vision, is like freedom, no one can debate it. It's not going to happen. >> Yeah, there's still a lot of debate in our industry about it. There's a lot of articles being written about it. I've referenced one about, you know, should we let the dragons into the castle? For me, I think it's super obvious. I think other industries are like "Duh, we've made the move." And Telco is still like, "Hmm, we're not sure." And so, am I a visionary, I don't know. I'm just sort of just Babe Ruth-ing it a little bit. I think that's where we're going. >> You know you do, you have a lot of content, podcasts, you write blogs, you do a lot of speaking. You brought it all together on stage, right? That has got to feel good. >> Yeah. >> You've got a body of work and it came together very nicely. How did you feel up there? >> Oh my God, it's absolutely nerve wrecking. I sort of feel like, you know, could you tell if my hands were shaking? Right, could you tell that my heart was racing? >> It's a good feeling. >> I don't know. >> Come on! >> I'll be honest, I'm happy it's over, I'm happy. I think I did a really great job and I'm really happy >> Yeah, you did a great job, I love the dragon reference-- >> Have it in the can. >> Fantastic, loved the Game of Thrones vibe there. It was cool-- >> Totally. >> One of the things I wanted pick up on, I thought it was very interesting and unique was the iPhone reference 14 years ago, because that really, to me, was a similar moment because that shifted the smartphone. A computer that happened to make phone calls. And then we all knew who was the leader at that time, Nokia, Blackberry with the phones, and they became toast. That ushered in a whole another era of change, wealth creation, innovation, new things. >> Yeah. Well, up until that moment, carriers had been designing the phones themselves. They were branded with their logos. And so Steve Jobs fought for the design of the iPhone. He designed it with the consumer, with the user in mind. But I think what it really, I mean, it's such a big pivotal moment in our industry because it singled the end of voice revenue and ushered in the era of data. But it also introduced the OTT players, right? That came in through the apps and started a siphon approved from the carriers. And this is like, it's a pivotal moment in the industry, like, changed the industry forever. >> It's a step function, it was a step function change, it's obvious, everyone knew it. But what's interesting is that we were riffing yesterday about O-RAN and Android. So you have iPhone, but Android became a very successful open source project that changed the landscape of the handset. Some are saying that that kind of phenomenon is coming here. Into Telco with software, kind of like an Android model where that'll come in. What's your thoughts on that, reaction to that? >> Yeah, well the dis-aggregation of the hardware, right? We're in the iconic Erickson booth, right? They get most of their revenue from RAN, from Radio Access Networks. And now with the introduction of Open RAN, right? With 50% less CapEx, 40% less OPEX, you know, I think it's easiest for Greenfield operators like Dish, that are building a brand new network. But just this month, Vodafone announced they're going to build the world's largest Open RAN network. Change is happening and the big operators are starting to adopt Open RAN in a real big way. >> So to me, riding the dragon means taking the advantage of new opportunities on top of that dragon. Developing apps like the iPhone did. And you mentioned Android, they got it right. Remember the Windows Phone, right? They tried to take Windows and shove it to the phone-- >> Barely. >> It was a kin phone too. >> I try to delete it from my, look here, beep! >> I'm going to take this old world app and I'm going to shove it into the new world, and guess what, it failed. So if the Telco is trying to do the same thing here, it will fail, but if they start building 5G apps in the cloud and pick the cloud native and think about the consumer, isn't really that the opportunity that you're talking about? >> Well, I think it is, absolutely. And I think it's a wake up call for the vendors in our space, right? And I'm certainly trying to become a vendor with Totogi. I'm really pushing my idea. But you can't take, using your Windows example on the Windows Phone, you can't take a Windows app and stuff it onto a phone and you can't take these old school applications that were written 20 years ago and just stuff them into the cloud, right? Cloud is not a place, it's a way to design applications and it all needs to be rewritten and let's go write, rewrite it. >> It's not a destination as we always say. Let's take a step back on the keynote 'cause I know we just did a couple of highlights there, wasn't the whole thing. We were watching it, by the way, we thought you did a great job, you were very cool and calm under pressure. But take us through the core ideas in the keynote. Break down the core elements of what the talk was about. >> Yeah, I think the headline really is, you know, just like there were good and bad things about the iPhone, right? It killed voice, but introduced data and all these other things. There's good and bad things about the public cloud, right? It's not going to be smooth sailing, no downsides. And so I acknowledge that, even though I'm the self appointed queen, you know? This self appointed evangelist. And so, I think that if you completely ignore the public cloud, try to stick your head in the sand and pretend it doesn't exist, I think there's nothing but downsides for Telcos. And so I think you need to learn how to maximize the advantage there, ride he dragon, like spew some fire and, you know, get some speed and height, and then you can double your ARPU. But I think, going from there, so the next three, I was trying to give examples of what I meant by that, of why it's a double-edged sword, why it's two sides of the coin. And I think there's three areas, which is the enterprise, the network, and a relationship with subscribers. And so that really what the talk, that's what the talk is about >> The three main pillars. >> Yeah, yeah! >> Future, work, enterprise, transition, Open RAN. >> The network and then the relationship with the subscribers. >> Those are the structural elements you see. >> Yeah, yeah, yeah. >> What's the most important one you think, right now, that people are focused on? >> I mean, I think the first one, with work, that's an easy one to do, because there's not too much downside, right? I think we all learned that we could work productively from home. The reason public cloud matter there is because we had tools like Zoom and G Suite and we didn't need to be, I mean, imagine if that this had happened even 20 years ago, right? Broadband at the home wasn't ready, the tools weren't ready. I mean, it would have been, I mean a bigger disaster than it was, right? And so this is an opportunity to sort of ride this work from home wave that a lot of CEOs are saying, we're not coming back or we're going to have smaller offices. And all of those employees need fiber to their home. They need 5G at their home. I mean, if I'm a head of enterprise in a Telco, I am shifting my 5G message from like random applications or whatever, to be like, how are you getting big pipes to the home so your workers can be productive there? And that, I don't hear Telco's talking about that and that's a really big idea. >> You know, you say it's a no brainer, but it's interesting you had your buildings crumbling, which was great, very nice effect in the talk. I heard a executive, Wall Street executive the other day, talking about how, "My people will be back in the office. "I'm going to mandate vaccinations, they're going to be back "in the office, you work for me. "Even though it's an employee friendly environment "right now, I don't care". And I was shocked. I go, okay, this is just an old guy. But, and it's not just the fact that it's an old guy, old guard doing that because I take two examples of old guys, Michael Dell and Frank Slootman. >> Yeah. >> Right, Michael Dell, you know, hundred billion dollar company, Frank Slootman, hottest, you know, software company. Both of them, sort of agree. It's a no brainer. >> Yeah. >> Why should I spend all this money on buildings? And my people are going to be more productive. They love it, so. Why fight the fashion? >> Well, I think the office and I can talk about this for a long time and I know we don't have that much time, but on offices, it's a way to see when did you come in and when did you leave, and look over your shoulder and what we're working on. And that's what offices are for. Now, we tell ourselves it's about collaboration and all this other stuff. And you know, these guys are saying, "come back to the office." It's because they don't have an answer on how to manage productivity. What are you working on? Are you off, are you authentically working 40 hours a week? I want to see, I know if at least you're here, you're here. Now, you might be playing, you know, Minesweeper. You might be playing Minesweeper on your computer, but at least you were, your butt was at your computer. So yeah, I think this is a pivotal moment in work. I think Telcos could push it, to work from home. We'll get you the pipes, we'll get you the cloud-based tools to help manage productivity, to change in work style. >> Yeah, and we've covered this in theCube many times, about how software is going to enable this virtual first model, no one's actually built software for virtual first. I think that's going to happen. Again, back to your team software, but I want to ask you about software defined infrastructure. You mentioned O-RAN, and as software eats the world and eats infrastructure, you still need infrastructure. So, talk about the relationship of how you see O-RAN competing and winning with the balance of software versus the commodity argument. >> Yeah, and I think this is really where people get scared in Telco. I mean, authentically nervous, right. Where you're like, okay, really the public cloud is at that network edge, right? We're really going to like, who are we? It's an identity crisis. We're not the towers anymore. We're renting space, right? We're now dis-aggregating the network, putting the edge cloud right there and it's AWS or Google. Who are we, what do we do, are we networks? Are we a tech company? Right, and so I'm like, guys, you are your subscribers and you don't focus on that. I mean, it's kind of like a last thought. >> So you're like a therapist then too, not just an evangelist. >> I'm a little bit of a therapist. >> Okay, lay down on the couch, Telco. >> Let's talk about what your problems are. (laughs) >> They have tower issues. >> All seriousness, no but, the tower is changing is backhauling. Look at direct connects for instance. The rise of direct and killed the exchanges. I mean, broadband, backhaul, last mile, >> Yeah. >> Completely, still issues, >> Yeah. >> But it's going to software and so that's there. The other thing I want to get to quickly, I know we don't have a lot of time, is the love relationship you talk about with subscribers. We had Peter Adderton on, from a Boost Mobile, formerly Boost Mobile, earlier. He was saying, if you don't have a focus on the customer, then you're just selling minutes and that's it. >> Yeah. >> And his point was, they don't really care. >> Yeah. Let's talk about organizational energy, right? How much energy is contained within any organization, not just Telco, but any organization. To some of your people time is the hours they work per week. And then you think of that as a sack on how you're allocating your time and spending your time, right? And so I think they spend 50% of their time, maybe more, fighting servers, machines, the network, right? And having all these battles. How much of that organizational energy is dedicated to driving great subscriber experiences? And it just shrunk, right? And I think that's where the public cloud can really help them. Like ride the dragon. Let the dragon deal with some of this underlying stuff. So that you can ride a dragon, survey the land, focus on your subscriber and back to the software. Use software, just like the OTT players are doing. They are taking away your ARPU. They're siphoning your ARPU, 'cause they're providing a better customer experience. You need to compete on that dimension. Not the network, not the three Telcos in the country. You're competing again, WhatsApp, Apple, Amazon, Facebook. And you spent how much of your organizational energy to focus on that? Very small. >> And that's where digital platforms roll by, it uses the word platform, why? Because everybody wants to be a platform. Why do you want to be a platform? Because I want to be like Amazon, they're a platform. And you think about Netflix, right? It's not, you know, you don't think about Netflix UK or Netflix Spain, right? >> It's global. >> There's one Netflix >> Yeah, yeah. >> You don't think about their marketing department or their sales department or their customer service, you think about the app. >> Yeah. >> You know. One interface. And that's what digital platforms allow you to do. And granted, there's a lot of public policy to deal with, but if you're shooting satellites up in space, >> Yeah. >> You know, now, you own that space, right, global network. >> And what makes Netflix so good, I think, is that it knows you, right? It knows what you're watching and recommends things, and you're like, "Oh, I would like that, that's great." Who knows more about you than your mobile phone? Carry it everywhere you go, right? What you're watching, what you're doing, who you're calling, what time did you wake up? And right now all of that data we talked about a couple of days ago, it's trapped in siloed old systems. And like why do people think Google knows so much about you? Telco knows about you. And to start to use that to drive a great experience. >> And you've got a great relationship with Netflix. The relationship we have with our our carrier is to your admin, "can you call these guys? "I don't know, I lost the password, I can't get in". >> Right. >> It's like-- >> Or you get SIM hacked-- >> I don't have an hour and a half to call your call center 'cause you don't have a chat bot, right. >> I don't have time. >> Chat bot, right. I can't even do the chat bot because my problem is, you're like, I got to talk to someone. All of their systems are built with the intention of a human being on the other side, and there's all this awesome chat bot AI that works. >> Yeah. >> Set it free. >> Yeah, yeah, right. You almost rather go to the dentist, then calling your carrier. >> Well, we're going to wrap things up here on the keynote review. Did you achieve what you wanted to achieve? I mean, controversy, bold vision, leadership, also that came across, but people they know who you are now. You're out there and that's great news. >> Yeah. I think I rocked the Telco universe and I'm really, that was my goal, and I think I accomplish it so, very excited. >> Well, we love having you on theCUBE. It's great to have great conversations, not only are you dynamic and smart, you're causing a lot of controversy, in a good way and getting, waking people up. >> Making people talk, that's a start. >> And I think, the conversations are there. People are talking and having relationships on the ecosystem open, it's all there. Danielle Royston, you are a digital revolution, DR. Telco DR, thanks for coming to theCube. >> Thank you so much, always fun. >> Good to see you. >> Thanks. >> Of course, back to the Cloud City studios. Adam is going to take it from here and continue on day three of theCube. Adam in studio, thanks for having us and take it from here.

>> Live from Las Vegas, it's theCUBE! Covering AWS re:Invent 2018. Brought to you by Amazon web services, Intel, and their ecosystem partners. >> Hey welcome back everyone, here at AWS re:Invent 2018, their sixth year of theCUBE coverage, two sets wall-to-wall coverage here, two more sets in other locations, getting all the content, bringing it in, ingesting it into our video cloud service on AWS, ah, Dave, >> Lot of content, John. >> Lot of people don't know that we have that video cloud service, but we're going to have a lot of fun, ton of content, ton of stories, and a special analyst segment, Jerry Chen, guest here today, CUBE alumni, famous Venture Capitalist and Greylock partners, partnering with Reid Hoffman, the founder of LinkedIn, great set of partners at Greylock , great firm, tier one, doing a lot of great deals, Rockset, recent one. >> Thanks, yeah. >> You're also, on the record, these six years ago, calling the shot of Babe Ruth predicting the future. You've got a good handle on, you've got VM where you have the cloud business, now you're making investments, you're seeing a lot of stuff on the landscape, certainly, as a Venture Capitalist, you're funding projects, what better time now of innovation to actually put money to work, to hit market share, and then the big guys are getting bigger, they're creating more robust platforms, game is changing big-time, want to get your perspective, Dave, so, Jerry, what's your take on the announcements, slew of announcements, which ones jumped out at you? >> I think there's kind of two or three areas, there's definitely the hybrid cloud story with the Outpost, there's a bunch of stuff around ML and AI services, and a bunch of stuff on data and storage, and for me I think what they're doing around the ML services, the prediction, the personalization, the text OCR, what Amazon's doing at that app layer is now creating AI building blocks for modern application, so you want to do forecasts, you want to do personalization, you want to do text analysis, you have a simple API to basically build these modern apowered apps, he's doing to the app infrastructure layer what he's done to the cloud infrastructure layer, by deconstructing these services. >> And API is also the center, that's what web services are, so question for you is, do you see that the core cloud players, Aussie, Amazon, Bigly, Google, Microsoft, others, it's a winner take most, you called that six years ago, and that's true, but as they grow there's going to be now a new cloudification going on for business apps, new entrepreneurs coming to market, who's vulnerable, who wins, who loses, as this evolution continues because it's going to enable a lot of opportunity. >> Yeah, well I mean Amazon in cloud in general is going to create a lot of winners and losers, like you said, so I think you have a shift of dollars from on prem and old legacy vendors, databay storage, compute, to the cloud, so I think there's a shift of dollars, there are winner and losers, but I think what's going to happen is, with all these services around AI, ML, and Cloud as a distribution model, a lot of applications are going to be rebuilt. So I think that the entire application stack from all the big SaaS players to small SaaS companies, you're going to see this kind of a long tale of new SaaS applications being built on top of the Cloud that you didn't see in the past. >> And the ability to get to markets faster, so the question I have for you is, if you're an entrepreneur out there, looking for funding and I can to market quicker, what's the playbook, and two, Jassie talked on stage about a new persona, a new kind of developer, one that can rethink and reimagine and reinvent something that someone else has already done, so if you're an entrepreneur, you got to think to take someone else's territory, so how does an entrepreneur go out and identify whose lunch to eat, so if I want to take down a company, I got to have a strategy, how do I use the cloud to >> I think it's always a combination when a founder in a thing attacks your market it's a combination of where are the dollars, where can I create some advantage IP or advantage angle, and thirdly where do I have a distribution advantage, how can I actually get my product in the hands of the users differently? And so I think those are the three things, you find intersection of a great market, you have a unique angle, and you have a unique route to market, then you have a powerful story. So, you think about cloud changing the game, think about the mobile app you can consist of, for consumers, that is also a new platform, a new distribution method, the mobile app stores, and so what happened, you had a new category of developers, mode developers, creating this long tale, a thousand thousand apps, for everything from groceries to cars to your Fantasy Football score. So I think you're going to see distribution in the cloud, making it easy to get your apps out there, going to see a bunch of new markets open up, because we're seeing verticals like healthcare, construction, financial services, that didn't have special apps beforehand, be disrupted with technology. Autodesk just bought PlanGrid for 800 million dollars, I mean that's unheard of, construction software company. So you can see a bunch of new inverdics like that be opened up, and then I think with this cloud technology, with compute storage network becomes free and you have this AI layer on top of it, you can power these new applications using AI, that I think is pretty damn exciting. >> Yes, you described this sort of, we went from client server to the cloud, brought a whole bunch of new app providers, obviously Salesforce was there but Workday, Service Now, what you described is a set of composeable digital services running on top of a cloud, so that's ripe for disruption, so do I have to own my own data centers if I'm big SaaS company, what happens to those big guys? >> I don't think you have to, well, you don't have to own your own data center as a company, but you could if you wanted to, right, so at some point in scale, a lot of big players build their own data centers, like AirBNB is on Amazon, but Dropbox built their own storage on Amazon early, then their own data center later. Uber has their own data center, right, so you can argue that at some point of scale it makes sense to build your own, so you don't need to be on Amazon or Google as your start, but it does give you a head start. Now the question is, in the future, can you build a SaaS application entirely on Amazon, Azure, or Google, without any custom code, right, can you hide read write call private SaaS, like a single instance of my SaaS application for you, John, or for you, Dave, that's your data, your workflow, your information personalized for you, so instead of this multi-tenet CRM system like Salesforce, I have a custom CRM system just for Dave, just for Jeff, just for Jerry, just for theCUBE, right? >> I think yes, for that, I think that's definitely a trend I would see happening. >> It's what Infor is trying to do, right, Charles Phillips says "Friends don't let friends "build data centers," but they've still got a big loss in legacy there, but it's an interesting model, focused on verticals or microverticals or like the healthcare example that you're giving, and lot of potential for something. >> Well here's why I think I like this because, I think, and I said this before in theCUBE maybe it's not the best way to say it is that, if you look at the benefit of AI, data-driven, the quality of the data and the power of the compute has to be there. AI will work well with all that stuff, but it's also specialized around the application's use case. So you have specialism around the application, but you don't have to build a full stack to do that, you could use a horizontally scalable cloud distribution system in your word, and then only create custom unique workloads for the app, where machine learning's involved, and AI, that's unique to the app, that's differentiation, that could be the business model, or the utility. So, multitenancy could exist in theory, at the scalable level, but unique at the top of the level so yes I would say I'd want that hosted in the most customized, agile, flexible way. So I would argue that that's the scenario. >> I think that's the future, I mean one of my, I think you were saying, Dave, friends don't let friends build data centers anymore, it's you probably don't need to build a data center anymore because you can actually build your own application on top of one of the two or three large cloud providers. So it's interesting to see what happens the next three, four years, we're going to see kind of a thousand flowers bloom of different apps, not everyone's going to make it, not everyone's going to be a huge Salesforce-like outcome, but there'll be a bunch of applications out there. >> And the IoT stuff is interesting to me, so observing a lot of what the IT guys are doing, it reminds me of people trying to make the Windows mobile phone, they're just trying to force IT standards down the IoT, what I've seen from AWS today is more of a bottoms up approach, build applications for operations technology people, which I think is the right way to go, what do you see in an IoT, IoT apps, what's the formula there? >> I think what Amazon announced today with their time series database, right, their Timestream prediction engine, plus their Outpost offering with the Vmware themselves, you're really seeing a combination of IoT and Edge, right, it's the whole idea is, one, there's a bunch of use cases for time series in IoT, because sentry data, cameras, self-driving cars, drones, et cetera, there's more data coming at you, it adds all of that. >> And Splunk has proven that big-time. >> Correct, Splunk's let 18 billion Marcap company, all on time series data, but number two, what's happening is, it's not necessarily centralized data, right, it's happening at the edge, your self-driving car, your cell phone, et cetera, so Outpost is really a way for Amazon to get closer to the edge, by pushing their compute towards your data center, towards remote office, branch office, and get closer to where the data is, so I think that'll be super interesting. >> Well the Elastic Inference engine is critical, now we got elasticity around inference, and then they got the chip set that worked Inferentia, that can work with the elastic service. That's a powerful combination. >> The AI plumbing war between Google and TetraFlow as technology there's like PyTorch, Google TPUs versus what Amazon is doing with inference chips today, versus what I'm sure Microsoft and else is doing, is fascinating to watch in terms of how you had a kind of a Intel Nvidia duopoly for a long time, and now you have Intel, Nvidia, and then everyone from Amazon, Google, Microsoft doing their own soul again, it's pretty fascinating to watch. >> What was the stat, he said 85% of the TensorFlow, cloud TensorFlow's running on AWS? >> Makes a lot of sense, I think he said Aurora's customers logoslide doubled, but let's break down real quick, to end the segment with the key areas that we see going on, at least my perspective, I want to get your reaction. Storage, major disruption, he emphasized a lot of that in the keynote, spent a lot of time on stores, actually I think more than EC2 if you look at it, two, databases, database war, storage rate configuration, and a holy trinity of networking, storage, and compute, that's evolving, databases, SageMaker, machine learning. All there and then over the top, yesterday's announcement of satellite as a service, that essentially kills the edge of the network, cause there is no edge if we have space satellites shooting connectivity to any device the world is now, there's no more edge, it's everywhere. So, your thoughts, those areas. Which one pops out as the most surprising or most relevant? >> I think it's consistent Amazon strategy, on the lowest layer they're trying to draw the cost to zero, so on storage, cheaper cheaper cheaper, they're driving the bottom layer to zero to get all your data. I think the second thing, the database layer, it makes sense, it's not open-source, right, time scale or time series, it's not, Timestream's not their open-source database, it's their own, so open-source, low cost, the lowest layer, their database stuff is mostly their own, Aurora, Dynamo, Timestream, right, because there's some level lock in there, which I think customers are worried about, so that's clever, it's not by accident, that's all proprietary, and then ML Services, on top of that, that's all cares with developers, and it's API locking, so clearly low-cost open-source for the bottom, proprietary data services that they're trying to own, and then API's on top of it. And so the higher up in the stack, the more and more Amazon, you look, the more and more Amazon you have to adopt as kind of a lock in stack, so it's a brilliant strategy the guys have been executing for the past six, seven years as you guys have seen firsthand, I think the most exciting thing, and the most shocking thing to me is this move towards this battle for the AI front, this ML AI front, I think we saw ML's the new sequel, right, that's the new war, right, against Amazon, Google, and Microsoft. >> And that's the future of applications, cause this is >> But you're right on, it's a knife fight for the data, and then you layer on machine intelligence on top of that, and you get cloud scale, and that's the innovation engine for the next 10 years. >> Alright Jerry Chen just unpacked the State of the Union of cloud, of course as an investor I got to ask the final question, how are you investing to take advantage of this wave, versus being on the wrong side of history? >> I have framers for everything, there's a framer on how to attack the cloud vendors, and so I'm looking at a couple things, one, a seams in between the clouds, right, or in between services, because they can't do everything well, and there were kind of these large continents, Amazon, Google, Azure, so I'm looking for seams between the three of them, I'm looking for two, deep areas of IP that they're not going into that you actually have proprietary tap, and then verticals of data, like source of the data, or workflows that these guys aren't great, and then finally kind of cross-data cross-cloud solution, so, something that gives you the ability to run on prem, off prem, Microsoft, Google, Azure. >> Yeah, fill in the white spaces, there are big white spaces, and then hope that could develop into, good. Jerry Chen, partner in Greylock , partners formerly Vmware part of the V Mafia, friend of theCUBE, great guest analysis here, with Dave Vellante and John Furrier, thanks for watching us, stay with us, more live coverage, day two of three days of wall-to-wall coverage at re:Invent, 52,000 people, the whole industry's here, you can see the formations, we're getting all of the data, we're bringing it to you, stay with us.

>> Announcer: Live from Chicago, Illinois, it's theCUBE. Covering VeeamOn 2018. Brought to you by VeeamOn. >> We're back. VeeamOn 2018. You're watching theCUBE, the leader in live tech coverage, where we go out to the events and we extract the signal from the noise. Dave Vellante, with my co-host Stu Miniman and Marc Crespi is here. He's the Vice President of Sales Engineering at ExaGrid, another Mass boy. Welcome back to theCUBE. Good to see you again, Marc. >> Thanks, great to be with you guys again. Great to be on another fantastic VeeamOn in the world-class city of Chicago. >> Yeah, it's a great city. What's happening at VeeamOn for ExaGrid this year? >> Quite a few executive meetings, a lot of customer contact, existing customers, prospective customers, meeting with the joint sales teams and so on. We coordinate a lot with VeeamOn in the field and on an engineering level, so great to get off the phone and see each other face to face and really deepen the relationship. >> So, talk a little bit about what the conversation is like with customers, particularly as it relates to data protection. We're hearing a lot on cloud, multi-cloud, intelligent data management. What does that all mean to your customers? >> Sure. So, obviously VeeamOn provides a wealth of different functionality in all of those areas, whether it be the intelligent data management, which includes cloud components, et cetera. We at ExaGrid play a role, mostly on the on-premise side, to be honest, of the equation. And because we typically deal with a quite large customers, the use of the cloud is really, typically relegated for older, more archive oriented data, or long-term retention backup data than it is for primary data, or even primary copy for disaster recovery simply because of the logistics of managing that much data when you may need it. However, the cloud plays a very important role in those types of customers, as many of them have regulatory requirements, compliance requirements to keep data long-term that they may never need to access, or never need to touch. In which case tiering that out to the cloud is a potentially good strategy. >> Marc, one of the things we're watching at this show is how VeeamOn's trying to get deeper and broader into the enterprise. If you can, give us a little color as to how you're seeing, where is VeeamOn being successful, what are customers liking for that kind of solution? >> Sure. We're seeing a significant amount of traction with VeeamOn and enterprise customers. In fact, we met with a large travel agency out here at the show who's looking at both VeeamOn and ExaGrid as a combined solution. So we're working very closely. VeeamOn has a dedicated enterprise team in the field, and they're breaking down doors to a number of the different enterprises. And our solution, the way it scales and its performance profile is very well-suited to the enterprise. We are an enterprise-class company as well, so we're doing cross-introductions for each other and to each other's enterprise customer base as we go. >> Talk a little bit more about your solution, where the sweet spot is. We always talk about horses for courses on theCUBE. >> Marc: Sure. Yeah. >> What's your favorite course? >> So, we define a target customer, the first demographic that we use is typically the amount of data they have under management. Put another way, the amount of primary data they have, or the utilization on their primary storage. And where we typically live, these days is 50 terabyte is kind of the low end, all the way up to multiple petabytes of data being backed up. And we can store many, many weeks, or months, or years of that data because of the data deduplication impact. But that's our sweet spot. And typically that's the most key demographic for us to look at, is how much data they're managing. >> And you're an infrastructure provider, obviously. You have software, but you don't do backup software. That's not your specialty, right? >> That's correct. That's one of the reasons we have such a close relationship with VeeamOn. And, quite honestly, we partner with a number of folks, but VeeamOn is clearly one of our key, if not our key partner because they provide the data protection functionality, the management, et cetera, and we provide the intelligent hyperconverged secondary storage that can store all of that data, deduplicate it, replicate it, and also provide, uniquely, I might add; support for some of VeeamOn's really critical features, like Instant VM Recovery and Virtual Lab and SureBackup. Because of the way our product is architected those features work extremely well with us, where in some cases, in some solutions they don't quite work as well. >> I think back to a number of years ago deduplication was all the talk in the storage industry. How are the latest trends in everything from Flash's adoption, NVMe, and NVMe over fabric coming soon, how's that going to impact what customers are doing in your space? >> Sure, so first I'll tackle the deduplication part of it. There's no question that it's now become an accepted norm. It's rare these days that you're explaining what it is, or what it does. But there still is one left over misconception that I think it's really important for all of us who have deduplication to educate customers. And that is that not every type of deduplication is created equal. Sometimes people conflate it with compression. You know, all compression's kind of the same to a certain extent. The way deduplication is implemented, there are certain characteristics that will either increase the amount of data reduction you get or lessen the amount of data reduction you get. For customers it's really important to know what type of algorithm you're dealing with 'cause that's going to translate to cost over the long term. So that's the first thing. The other trends, the adoption of Flash and so on, really has been more on the primary storage side, where that level of performance is required for high transaction, high performance requiring applications and so on. Because Flash remains quite a bit more expensive than spinning disc is, it's inroads into backup or secondary storage have been somewhat more on a limited basis. >> So, if I understand you correctly, a large part of the data reduction is a function of the algorithm... I don't want to say not so much the workload, but I was always under the impression that the workload determined the sort of data reduction efficacy. >> Marc: Sure. >> Which I'm sure is true, but you're saying the algorithm also has a huge impact. >> It's a combination. So, there's no question that certain data types deduplicate extremely well, other types not as well, and some not at all. You know, pre-compressed, pre-encrypted data tends not to deduplicate well at all. Where the algorithm comes in is there's a couple of elements, not to get to get too much in the weeds, but something called block size, which is basically the size of the objects that you examine when you deduplicate, and then whether or not you do what's called variable-length analysis, which is adjusting to the fact that the data is expanding and shrinking as it's changing. Algorithm's that implement very large block sizes and avoid variable-length technology are going to get much lower deduplication ratios than algorithms that implement both of those elements, smaller object sizes, and variable-length technology. And we're in the latter category of the more aggressive form of deduplication. >> So, you've got greater granularity and the greater ability to drive data reduction ratios, assuming the workload is favorable to that. >> Exactly right. If you were to compare the same workload across the two algorithms, the less aggressive and the more aggressive, the more aggressive is going to do better on that workload than the less aggressive. >> And again, I know it depends on the workload, but are we talking about on a percentage basis 10% better, 20%, 50%, a 100%? >> Marc: Multiples better. Some cases five to 10 times better. >> Even an order of magnitude in some cases. >> Marc: An order of magnitude better, yes, in some cases. >> What about encryption? What's the state of encryption these days? What are you advising customers with regard to encryption? >> Well, for years we've been under the impression that everything's going to have to be encrypted at some point. It's been a slow journey. You know, there's PCI compliance, HIPPA compliance. Obviously, there's been some pretty infamous hacks that have happened and so on. So the way we look at encryption, we have encryption solutions, self-encrypting appliances, and we recommend to customers, even if you don't need encryption today, if there is a slight chance that you'll need it in the future, then go with our encrypting line of appliances. The cost difference is nominal. It's in single-digit, low single-digit percentages, and it's there when you need it. So you don't have to potentially swap after that. We also do encryption any time we move data over the LAN. So we're fully ready for all of these compliances. It's certified encryption, you know, federal level certification, et cetera, so-- >> Yeah, Marc, let us know what companies aren't aware of the need for encryption and I'm going to short those stocks. (laughing) >> Okay, you got it. Yeah, you might want to change your bank. >> All right. Got to ask you. Brady, if you were Robert Kraft, would you have traded Tom Brady? >> Absolutely not. >> That's unanimous, there. Three for three on that. >> Absolutely, no. >> Okay, why not? What would the rationale be? >> I think he's got a lot more to give yet. I think it would have been on par with the Babe Ruth trade. It would have been a historical disaster. You know, he got us to the Super Bowl last year. Granted, Philly inched us out, but I still think he's the GOAT and he's going to stay the GOAT. >> Giselle said Tom Brady can't catch the ball. I would say also, he can't play defense, so-- >> I would agree with that as well. >> All right, what about Garoppolo? Do you think it was the right move to hold onto him, essentially as an insurance policy in case Brady went down before the trade deadline, or should they have been more proactive and gotten more for him? >> I think it probably would have been the right move for the Patriots to hang on to Garoppolo, however, for Garoppolo himself, and for the fact that they needed to get at least something for him, I think it was the right move at the right time. He needs to play. He's a great quarterback. He's already turning that San Francisco franchise around. >> Right. >> So I'm happy to see him play. I actually now start watching 49ers games 'cause I want to root for him. >> Me, too. I'm a fan of Garoppolo. >> Marc: He's a son of the Patriots. >> I agree. I think it was the smart move, Stu to keep him as an insurance policy, just in case. You don't know. I mean, Brady, you know, 40 plus years old. I mean, look what happened last year. >> It's the economics, Dave, though. They weren't going to pay him what he needed to be able to be a backup, and I agree with Marc. He was ready to play, obviously and it is fun to watch him on the 49ers. >> No, we agree. One of 'em had to go, right? Okay, and now we're three for three. So Peter McKay, Patrick Osborne, and now Marc Crespi all say Brady should stay. Right move. We'll see. Hey, they're the favorite to win the Super Bowl next year. Hopefully, they can get there. >> Sounds like I'm in good company. >> Marc, thanks very much for coming back on theCUBE. >> Thank you. It's always a pleasure to see you guys. >> All right, keep it right there, everybody. We'll be back with our next guest right after this short break. You're watching theCUBE, from VeeamOn 2018. (upbeat music)

>> Voiceover: From Orlando, Florida, it's theCube, covering Sapphire now, headline sponsored by SAP, Hana, the Cloud, the leader in Platform as a service, with support from Console Inc, the cloud internet company, now here are your hosts, John Furrier, and Peter Burris. >> Hey welcome back everyone, we are here live at SAP Sapphire in Orlando, Florida, this is theCube, Silicon Angle Media's flagship program, we go out to the events and extract the scene of the noise, I'm John Furrier with my co-host Peter Burris, our next guest is Matt Hayes, VP of SAP Business, Attunity, welcome to theCube. >> Thank you, thank you so much. >> So great to have you on, get the update on Attunity. You've been on theCube many times, you guys have been great supporters of theCube, appreciate that, and want to get a little update, so obviously Attunity, it's all about big data, Hana is a big data machine, it does a lot of things fast, certainly analystics being talked about here, but how do you guys fit in with SAP, what's your role here? How does it fit? >> Sure sure, well I think this is our ninth of tenth time here at Sapphire, we've been in the ecosystem for quite some time, our Gold Client solution is really designed to help SAP customers move data from production to non-production systems, and now, more throughout the landscape, or the enterprise even, so as SAP's evolved, we've evolved with SAP and a lot of our customers get a lot of value by taking real-life production data out of their production system, and moving that to non-production systems, training, sandbox, test environments. Some customer's use it for troubleshooting, you know, you have a problem with some data in production, you can bring that into a non-production system and test that, and some scrambling capabilities as well. Most SAP customers have a lot of risk if their copying the production data into non-production systems that are less secure, less regulated, so some of the data scrambling or obfuscation techniques that we have make it so that that data can safely go into those non-production systems and be protected. >> What's been your evolution? I mean obviously you mentioned you guys been evolving with SAP, so what is the current evolution? What's the highlight, what's the focus? >> So, obviously Hana has been the focus for quite some time and it still is, more and more of our customer's are moving to Hana, and adopting that technology, less so with S4, because that's kind of a newer phase, so a lot of people are making the two step approach of going to Hana, and then looking at S4, but Cloud as well, we can really aid in that Cloud enablement, because the scrambling. When we can scramble that sensitive data, it helps customer's feel comfortable and confident that they can put vendor and customer and other sensitive data in a Cloud based environment. >> And where are you guys winning? So what's the main thrust of why you guys are doing business in the SAP ecosystem. >> So with SAP you're always looking to do things better. And when you do things better, it results in cost savings on your project, and if you could save money on your project and do things smarter, you free up peoples time to focus on the fun projects, to focus on Hana, to focus on Cloud, and with our software, with our technology, by copying that data and providing real production data in the development and sandbox environments, we're impacting and improving the change control processes, we're impacting and improving the testing processes within companies, we're enabling some automation of some of those processes. >> Getting things up and running faster in the POC or Development environment? Real data? >> Yeah because you can be more nimble if you have real production data that you're working with while you're prototyping, you can make changes faster, you can be more confident in what you're promoting to production, you can be avoiding having a bad transport or a bad change going into the production environment and impact your business. So if you're not having to worry about that kind of stuff, you can worry about the fun stuff. You can look at Hana, you can look at Cloud, you can look at some of the newer technologies that SAP is providing. >> So, you guys grew up and matured, as you said, you've grown as SAP has grown, SAP used to be regarded as largely an applications company, now SAP, you know the S4, Hana platform, is a platform, and SAP's talking about partnerships, they're talking about making this whole platform even more available, accessible, to new developers through the Apple partnership etcetera, creates a new dynamic for you guys who have historically been focused on being able to automate the movement of data, certain data, certain processes, how are you preparing to potentially have to accommodate an accelerated rate of digitization as a consequence of all these partners, now working at SAP as a platform? >> That's a great question, and it's actually, it aligns with Attunity's vision and direction as well, so SAP, like you said, used to be an applications company, now it's an applications company with a full platform integrated all the way around, and Attunity is the same way, we came to Attunity through acquisition, and bringing our SAP Gold Client technology, but now we're expanding that, we're expanding it so that we can provide SAP data to other parts of the enterprise, we can combine data, we can combine highly structured SAP data with unstructured data, such as IOT Data, or social media streams in Hadoop, so the big data vision for Attunity is what's key, and right now we're in the process of blending what we do with SAP, with big data, which happens to align with SAP's platform. You know SAP is obviously helping customers move to Hana on the application side, but there's a whole analytics realm to it, that's even a bigger part of SAP's business right now, and that's kind of where we fit in. We're looking at those technologies, we're looking at how we can get data in and out of Hadoop, SAP Data in and out of Hadoop, how we can blend that with non SAP Data, to provide business value to SAP customers through that. >> Are you guys mainly focused on Fren, or are you also helping customer's move stuff into and out of Clouds and inside a hybrid cloud environment? >> Both actually, most SAP customer's are on Premise, so most of our focus is on Premise, we've seen a lot of customers move to the Cloud, either partial or completely. For those customers, they can use our technology the exact same way, and Attunity's replication software works on Prem and in the Cloud as well. So Cloud is definitely a big focus. Also, our relationship with Amazon, and Red Shift, there's a lot of Cloud capabilities and needs for moving data between on Premise and the Cloud, and back and forth. >> As businesses build increasingly complex workloads, which they clearly are, from a business stand point, they're trying to simplify the underlying infrastructure and technology, but they're trying to support increasingly complex types of work. How do you anticipate that the ecosystems ability to be able to map this on to technology is going to impact the role that data movement plays. Let me be a little bit more specific, historically, there were certain rules about how much data could be moved and how much work could be done in a single or a group of transactions. We anticipate that the lost art of data architecture across distances, more complex applications, it's going to become more important, are you being asked by your customers to help them think through, in a global basis, the challenges of data movement, as a set of flows within the enterprise, and not just point to point types of integration? >> I think we're starting to see that. I think it's definitely an evolving aspect of what's going on as, some low level examples that I can share with you on that are, we have some large global customers that have regional SAP environments, they might run one for North America, one for South America, Europe, and Asia-Pacific. Well they're consolidating them, some of those restrictions have been removed and now they're working on consolidating those regional instances into one global SAP instance. And if they're using that as a catalyst to move to Hana, that's really where you're getting into that realm where you're taking pieces that used to have to be distributed and broken up, and bringing them together, and if you can bring the structured enterprise application data on the SAP side together, now you can start moving towards some of the other aspects of the data like the analytics pieces. >> But you still have to worry about IOT, which is where are we going to process the data? Are we going to bring it back? Are we going to do it locally? You're worrying about sources external to your business, how you're going to move them in so that their intellectual property is controlled, my intellectual property is controlled, there's a lot of work that has to go in to thinking about the role that data movement is going to play within business design. >> Absolutely, and I actually think that that's part of the pieces that need to evolve over the next couple of years, it's kind of like the first time that you were here and heard about Hana, and here we are eight years later, and we understand the vision and the roadmap that that's played. That's happening now too, when you talk to SAP customers, some of them have clearly adopted the Hadoop technology and figured out how to make that work. You've got SAP Vora technology to bring data in and out of Hana from Hadoop, but that stuff is all brand new, we're not talking to a lot of customers that are using those. They're on the roadmap, they're looking at ways to do it, how to do it, but right now it's part of the roadmap. I think what's going to be key for us at Attunity is really helping customers blend that data, that IOT data, that social media stream data, with structured data from SAP. If I can take my customer master out of SAP and have that participate with IOT data, or if I can take my equipment master data out of SAP and combine that with Vlog data, IOT Data, I can start really doing predictive analytics, and if I can do those predictive analytics, with that unstructured data, I can use that to automate features within my enterprise application, so for example, if I know a part's going to fail, between 500 and 1000 hours of use, then I can proactively create maintenance tickets, or service notifications or something, so we can repair the device before it actually breaks. >> So talk about the, for the folks out there who want to kind of know the Attunity story a bit more, take a minute to explain kind of where you fit in, and where you, where SAP hands off to you, and where you fit specifically because big data management, there's are important technologies, but some say, well doesn't SAP have that? So where's the hand off? Where do you guys sister up against these guys the best? How should customers, or potential customers, know when to call you and what not. >> So, I often refer to SAP as a 747 Jumbo Jet right? So it's the big plane, and it's got everything in it. Anything at all, and all that you need to do, you could probably do it somewhere inside of SAP. There's an application for it, there's a platform for it, there's now a database for it, there's everything. So, a lot of customers work only in that realm, but there's a lot of customers that work outside of that too, SAP's an important part of the enterprise landscape, but there's other pieces too. >> People are nibbling at the solution, not fully baked out SAP. >> Right, right. >> You do one App. >> Yeah, and SAP's great at providing tools for example, to load data into Hana, there's a lot of capability to take non-SAP source data and bring it into Hana. But, what if you want to move that data around? What if you wanted to do some things different with it? What if you wanted to move some data out and back in? What if you want to, you know there's just a lot of things you want to be able to do with the data, and if you're all in on the SAP side, and you're all into the Hana platform, and that's what you're doing, you've probably got all the pieces to do that. But if you've got some pieces that are outside of that, and you need it all to play together, that's where Attunity comes in great, because Attunity has that, we're impartial to that, we can take data and move it around wherever, of course SAP is a really important part of our play in what we do, but we need to understand what the customers are doing, and everyday we talk to customers that are always looking, >> Give an example, give it a good example of that, customer that you've worked with, use a case. >> Yeah, let's see, most of my examples are going to be SAP centric, >> That's okay. >> We've got a couple of customers, I don't know if I can mention their names, where they come to us and say, "Hey we've got all this SAP data, and we might have 30 different SAP systems and we need all of that SAP data to pull together for us to be able to analyze it, and then we have non-SAP data that we want to partner with that as well. There might be terra-data, there might be Hadoop, might be some Oracle applications that are external that touch in, and these companies have these complex visions of figuring out how to do it, so when you look at Attunity and what we provide, we've got all these great solutions, we've got the replication technology, we've got the data model on the SAP side to copy the SAP data, we now have the data warehouse automation solution with Compose that keeps finding niche ways to work in, to be highly viable. >> But the main purpose is moving data around within SAP, give or take the Jumbo Jet, or 737. >> Well sometimes you just got to go down to the store and buy a half gallon of milk, right? And you're not going to jump on a Jumbo Jet to go down and get the milk. >> Right. >> You need tooling that makes it easy to get it. >> Got milk, it's the new slogan. Got data. >> Well there you go, the marketing side now. >> Okay so, vibe of the show, what's your take at SAP here, you've been here nine years, you've been looking around the landscape, you guys have been evolving with it, certainly it's exciting now. You're hearing really concrete examples of SAP showing some of the dashboards that McDermott's been showing every year, I remember when the iPad came out, "Oh the iPad's the most amazing thing", of course analytics is pretty obvious. That stuffs now coming to fruition, so there's a lot of growth going on, what's your vibe of the show? You seeing that, can you share any color commentary? Hallway conversations? >> Yeah, Sapphire's, you know, you get everything. You know it's like you said, the half gallon of milk, well we're at the supermarket right now, you need milk, you need eggs, you need flowers, whatever you need is here. >> The cake can be baked, if you have all the ingredients, Steve Job's says "put good frosting on it". (laughs) That's a UX. >> Lots of butter and lots of sugar. But yeah there's so many different focuses here at Sapphire, that it's a very broad show and you have an opportunity, for us it's a great opportunity to work with our partners closer, and it's also a good opportunity to talk to out customers, and certain levels within our customers, CIO's, VIP's. >> They're all together, they're all here. >> Right exactly, and you get to hear what their broader vision is, because every day we're talking to customers, and yeah we're hearing their broader vision, but here we hear more of it in a very confined space, and we get to map that up against our roadmap and see what we're doing and kind of say, yeah we're on the right track, I mean we need to be on the right track in two fronts. First and foremost with our customers, and second of all with SAP. And part of our long term success has been watching SAP and saying "okay, we can see where they're going with this, we can see where they're going with this, and this one they're driving really fast on, we've got to get on this track, you know, Hana. >> So the folks watching that aren't here, any highlights that you'd like to share? >> Wow, well you guys said yourself, Reggie Jackson was here the other night, that was pretty fantastic. I'm a huge baseball fan, go Cubby's, but it was fun to see Reggie Jackson. >> Park Ball, you know you had a share of calamities, I'm a Red Sox's man. >> Yeah you're wounds have been healed though (laughs). >> We've had the Holy Water been thrown from Babe Ruth. It was great that Reggie though was interesting, because we talk about a baseball concept that was about the unwritten rules, we saw Batista get cold-cocked a couple of days ago, and it brought up this whole unwritten rules, and we kind of had a tie in to business, which is the rules are changing, certainly in the business that we're in, and he talked about the unwritten rules of Baseball and at the end he said, "No, they aren't unwritten rules, they're written" And he was hardcore like MLB should not be messing with the game. >> Yeah. >> I mean Batista got fined, I think, what, five games? Was that the key mount? >> Yeah, yup. >> Didn't he get one game, and the guy that punched him got eight. >> That's right, he got it, eight games, that's right. So okay, MLB's putting pressure on them for structuring the game, should we let this stuff go? We came in late, second base, okay, what's your take on that? >> Well I mean as a Baseball fan I love the unwritten rules, I love the fact that the players police the game. >> Well that's what he was talking about, in his mind that's exactly what he was saying. That the rules amongst the players for policing the game are very, very well understood, and if Baseball tries to legislate and take it out of the players hands, it's going to lead to a whole bunch of chaotic behavior, and it's probably right. >> Yeah, and you've already got replay, and what was it, the Met's guy said he misses arguing with the umpires, and the next day he got thrown out (laughs). >> Probably means he wanted to get thrown out, needed a day off. What's going on with Attunity, what's next for you guys? What's next show, what's put on the business,. >> So, show-wise this is one of our most important shows of the year, events of the year, well I'll always be a tech-head, tech-heads are very targeted audience for us, we have a new version of Gold Client that's out a bit later this month, more under the hood stuff, just making things faster, and aligning it better with Hana and things like that, but we're really focused on integrating the solutions at Attunity right now. I mean you look at Attunity and Attunity had grown by acquisition, the RepliWeb acquisition in '11, and the acquisition of my company in 2013, we've added Compose, we've added Visibility, so now we've got this breath of solutions here and we're now knitting them together, and they're really coming together nicely. The Compose product, the data warehouse automation, I mean it's a new concept, but every time we show it to somebody they love it. You can't really point it at a SAP database, cause the data mile's too complex, but for data warehouse's of applications that have simple data models where you just need to do some data warehousing, basic data warehouses, it's phenomenal. And we've even figured out with SAP how we can break down certain aspects of that data, like just the financial data. If we just break down the financial data, can we create some replication and some change data capture there using the replicate technology and then feed it into Compose, provide a simple data warehouse solution that basic users can use. You know, you've got your BW, you've got your business objects and all that, but there's always that lower level, we're always talking to customers where they're still doing stuff like downloading contents of tables into spreadsheets and working with it, so Compose kind of a niche there. The visibility being able to identify what data's being used and what's not used, we're looking at combining that and pointing that at an SAP system and combining that with archiving technology and data retention technologies to figure out how we can tell a customer, alright here's your data retention policies, but here's where you're touching and not touching your data, and how can we move that around and get that out. >> Great stuff Matt, thanks for coming on theCube, appreciate that, if anything else I got to congratulate you on your success and, again, it's early stages and it's just going to get bigger and bigger, you know having that robust platform, and remember, not everyone runs their entire business on SAP, so there's a lot of other data warehouses coming round the corner. >> Yeah that's for sure, and we're well positioned and well aligned to deal with all types of data, me as an SAP guy, I love working with SAP data, but we've got a broader vision, and I think our broader visions really align nicely with what our customers want. >> Inter-operating the data, making it work for you, Got Data's new slogan here on theCube, we're going to coin that, 'Got Milk', 'Got Data'. Thanks to Peter Burris, bringing the magic here on theCube, we are live in Orlando, you're watching theCube. (techno music) >> Voiceover: There'll be millions of people in the near future that will want to be involved in their own personal well-being and wellness.

(mumbling) >> Voiceover: Covering Sapphire now. Headline sponsored by SAP HANA Cloud, the leader in platform as a service. With support from Console Inc., the cloud internet company. Now, here are your hosts, John Furrier and Peter Burris. >> We are here live at SAP Sapphire. This is SiliconANGLE Media's The Cube. It's our flagship program. We go out to the events and extract the signal to noise and want to do a shoutout to our sponsors SAP HANA Cloud and Console Inc. at console cloud, connecting the clouds together. I'm John Furrier with my co-host Peter Burris. Our next guest is Reggie Jackson, winner, athlete, tech athlete now, entrepreneur, overall great guy, and a cube alumni. Four years ago, we interviewed him here at SAP Sapphire. Welcome back, Reggie, to The Cube. Thanks for coming on. John, thank you very much. It's good to be here with old friends. We were havin' a little conversation about baseball there, but good to see you guys. Yeah, and obviously, the baseball, we were just talkin' about the whole fisticuffs and the glee of the grand slam walk-off. >> Reggie: Good stuff, good stuff. >> It's a good pivot point in some of the things that you're workin' on in here, the conversations in the tech world, which is social media and that notion of celebrating in a world of Instagram and Snapchat and social media. Certainly, ya flip the bat, the views go up. But then, baseball has these (laughing) unwritten rules, right. So does corporations. And so we're now a new era. Is baseball safe now with these unwritten rules and should they maintain those, certain things that have kept the game in balance? But yet with social media, the players are their own brand. And you certainly were a brand, even back in your day, which is a pioneer. What's your thoughts on that? >> You know John, Peter, I don't like the idea of someone going out of their way to promote their brand. Some of the great brands to me in history, Babe Ruth, Ty Cobb, the great Jim Brown, Joe Montana, Michael Jordan. And Michael Jordan would be a prominent example where technology and TV enhanced who he was. And he had someone behind him to enhance his brand, Nike, Phil Knight, who was a real pioneer. I'm not so in favor, I'm not in favor at all of someone manufacturing themselves as a brand. And I hear players talk about their brand and about trying to create something. If you're great, if you deserve it, I don't think Stephen Curry works on his brand. I think he works on bein' a great player. I think he works on bein' a great teammate. I think he does his best to maximize his skill set. And he's nothing but a gentleman along the way. He'll celebrate with joy once in awhile, with the Curry moves, which we've come to recognize. But for guys that talk about the manufacturing of their brand, there's something about it that's manufactured. It's not real, it's false. And I don't like it. I think it's okay, the Snapchats and the Google+ and all of the stuff, Twitter and Facebook and all that stuff, all of the things that go along with trying to create some hubbub, etc. I'm okay with that. >> So you're saying if it's not deserved. People are overplaying their hand before earning it. >> A lot of it, John, a lot of it. Joe Montana didn't work on his brand, he was great. Jim Brown didn't work on his brand, he was great. I don't want to use Jimmy Brown. I want to use Montana because even young people today will know Joe Montana. Tom Brady, Peyton Manning, they're not about their brand. They're about being classy, being great, being part of a team, being a leader, presenting themselves as something that's respected in the NFL, across the United States. Go ahead, Pete. >> So even though it's cheaper to get your name out there, you still believe in let your performance speak for itself. >> You got to be real about it. Ya got to be who you are. If you're not a great player, get out of the way. Get out of the space. So manufacturing your brand. I played with the Yankees. I was in the era of Cosell and Billy Martin and George Steinbrenner. We won championships with the team. I was part of something that helped me become recognized. And so in our era, the Sandy Koufax's became brands because they were associated with greatness around them. They stood out and so they earned that tremendous brand. >> We were just watching Graig Nettles gettin' taken out by George Brett in that big game and also the pine tar, we kind of gettin' some good laughs at it. You look at the balance of personalities. Certainly, Brett and Nettles and your team and you had a great personality, winning championships. Worked together as a team. And so I want to ask you that question about the balance, about the in baseball, certainly, the unwritten rules are a legacy and that has worked. And now in a era of personalities, in some cases, people self-promoting themselves, people are questioning that. Your thoughts on that because that applies to business too 'cause tech athletes or business athletes have a team, there are some unwritten rules. Thoughts on this baseball debate about unwritten rules. >> Pete and John, I'll try to correlate it between some tech giants that have a brand. I just left a guy with a brand, Bill McDermott, that runs SAP. Even Hasso, the boss. The face now of SAP is Bill McDermott. Dapper, slender, stylish, bright. It comes across well. So maintaining that brand, to me, relates to SAP, bills a great image for it. He's stylish, he's smooth, he's smart. He's about people. He presents himself with care. So that is a brand. I don't think it's manufactured. That's who he is in real life. If you take a look, and I'll go back to Steph Curry because that name resonates and everyone recognize it. That style of cool, that style of control, that style of team and care. And he presents to us all that he cares about us, the fan, his team, his family. And so those are things and I think you can go from the tech world. Bill Gates had a brand. Brilliant, somewhat reclusive, concerned about the world, concerned about the country, concerned about his company. And so that resonated it Microsoft because that's who he really was. Some of the people today don't really recognize that Jobs was thrown out of Apple. He was pushed out. All of his brilliance, which was marketing. And the gentleman there that really was the mind for the company, Steve Wozniak, happens to be here at SAP Sapphire. Today, I think he speaks. But those brands were real, not manufactured. And so, in today's world, I think you can manufacture a brand. And then all of a sudden, it'll crumble. It'll go away in the future. But the great brands of whether it's Jackie Robinson or whether it's Jack Welch or whether it's George Steinbrenner and the Yankee brand, those brands were real. They were not manufactured. Those guys were eccentric. They were brilliant. Go ahead. >> And also, they work hard. And I want to point out a comment you made yesterday here at the event. You were asked a question up on stage about that moment when you hit the home runs. I think we talked about it last time. I don't necessarily want to talk about the home runs. But you made a comment I'd like you to expand on and share with the audience. 'Cause you said, "I worked hard," but that day during warm-ups, you had batting practice. You made a comment that you were in the zone. So working hard and being great as it leads up to that. But also, in the moment, 'cause that's a theme these days, in the moment, being ready and prepared. Share your thoughts on what you meant by you had a great batting practice and you just felt it. >> I'm going to take it to what you say is in the moment. I remember when I was talkin' about it yesterday, which you reference to, when I had such a fantastic batting practice. I walked by a coupla sports writers in that era. Really well-known guys, Dave Anderson, New York Times. I can't think of his name right now, but it'll come to me, of the Daily News. It was like hey man. >> John: You were rockin' it out there. >> I kind of hope I didn't leave it out here. (laughing) That was in the moment and at the same time, >> I mean, you were crushing it. >> Yes, when the game started, I got back in that moment. I got back in what was live, what was now, what was going on. Certainly, I think our world now with the instant gratification of sending out a message or tweeting to someone or whatever certainly in the moment is about what our youth is and who we are today as a country, as a universe. >> But you didn't make that up. You worked hard, but you pulled it together in the moment. >> A comment with that is I went and did something with ESPN earlier this year in San Francisco, in Oakland with Stephen Curry. They said, "Reggie, we want ya to come up "and watch his practice, his pre-game." And it was very similar to your batting practice, where people come out and watch, etc. And so I was looking forward to it and I like to go to the games about an hour and a half or two hours early so I can see warm-up and see some of the guys and say hello. And I got a chance to watch Steph Curry. I know his dad. And happened to be the first time I went this year, the dad, Carolina, the Panthers were in town. Not the Panthers. Come on, help me, help me, help me. >> Peter: The Wizards? >> No, no, no, the Carolina. >> Peter: Carolina Panthers. >> The Carolina Hornets. >> John: Hornets. >> Were there and I know his dad, Dell Curry. And we talked a little bit. But then, Steph came out and I watched him. And I watched the dribbling exhibition. I watched the going between the legs and behind the back and the fancy passing, etc. And I watched the shots, the high-arcing threes, the normal trajectory threes, the high shots off the backboard and things like that that he did. The left-handed shots, the right-handed shots. And the guy asked me what I thought of the show. And I said, "Well, it's a cool show, "but I'm going to see all that tonight." And me watching him, the behind the backs, the between the legs, the passes, the high-arching shots from three, the high-arching touches off the glass. He does all that. >> John: He brought it into the game. >> Yeah, I said so, (laughing) >> Peter: That is his game. >> It's not a show, but that's his game. >> So Reggie, you did an interesting promotion, Reggie's Garage, where you bought a virtual reality camera and you created a really nice show of your garage demonstrating your love >> Reggie: 360. >> Peter: of cars, 360. Talk a little bit about that. And then if ya get a second, imagine what baseball's going to be like as that technology becomes available and how some of the conversation that we're having about authenticity, the fan coming into the game. >> An experience. >> Is going to change baseball. Start with the garage and how that went and then how ya think that's going to translate into baseball, if you've had any thoughts on that. >> In the technology that was used, certainly I enjoyed it. While I was doing it, I noticed where the cameras were in different spots. There was one on the floor of my car. There was one in the backseat. And then there was someone following us as closely as they could. But you could see everything. You'd see the shift and you could see my feet. It was like you were with me. When we did the 360 inside the garage as well, you could listen to me and then you could use your finger and spin around. And they had these special headset and special glasses that you could look around, just with your headset on, and see all around the room. Behind you, in front of you. And so it's an experience that I think is going to become part of who we are as a nation, who we are as a people watching television, that you're going to really feel like you're in the room. I think it's going to be exciting. And I think it's going to be fun. And when you're talking about products, when you're talking about my website, if you will, with the focus on automotive parts, where a guy can go in and shop and get any part he wants for a vehicle, you really can build a complete car from my website. You can buy a frame. You can buy body parts. You can buy a horn, an engine, brakes, tires, grills, turn signals, the whole nine yards. And it gives you an experience through 360 video of really walking into the store, walking into the building, walking into the stadium and looking around to see the hot dog stand, see the dugout, see the pitcher and the hitter, to see the parts in the garage, to see the cars and take a look and view at everything that's there. >> How are players going to react to havin' the fans virtually right there with them? >> I don't think it bothers you. I don't think ya notice. I don't think they'll show anything that will affect the player that he's going to be concerned about. I think you'd have to be sensitive if they start microphoning, start micing up and then the looseness of the language would impact. So I don't think they'll go that far. But I do think the more that you can see, the more attractive the game becomes, the more interested that you can get people. When I broadcast baseball for ABC back in the 80's, I always tried to broadcast for the lady of the house, while she worked, while she cooked the meal, she didn't have time to think about a backup slider or the fastball that painted the outside corner, the changeup, etc., the sinker. I tried to broadcast for her interpretation so I could attract another fan to the game. So I think that the technology and the viewing that you'll see from behind home plate, from under the player's feet while he's running down the bases and the slides and things of that nature, Pete, I think are going to be exciting for the fan and it'll attract more fans, attract a new type of television it's going to produce, etc. So it's exciting. >> Reggie, thanks for comin' on The Cube again. Appreciate your time. I ask ya final two questions that I want to get your thoughts on. One is obviously the cars. Reggie's Garage is goin' great. And you shared with us last time on The Cube, it's on YouTube, about you when you grew up and decide football and baseball. But when you were growin' up, what was your favorite car? What was that car that you wanted that was out of reach? That car that was your hot rod? And then the second question is, we'll get to the second question. Answer that one first. What was you dream car at the time? How did ya get >> Reggie: The dream car >> John: hooked on this? >> at the time. I had a '55 Chevrolet that I bought from a buddy by the name of Ronny Fog. I don't even know if he's still around anymore. Out of Pennsylvania. I had $300 and my dad gave me $200. I'd saved up mine from workin' for my dad. But my dream car was I went to school with a guy named Wayne Gethman and another guy named Irwin Croyes. I don't know Wayne Gethman anymore. But from the age of 16, I reengaged with Irwin Croyes, who happens to be a business investing type guy in the city of Philadelphia, right where we're still from. He's a car collector. And he drove a '62 Corvette and so did Wayne Gethman. And I always wanted one. And I now happen to have four. (laughing) >> He who get the most toys wins. Final question, 'cause you're such a legend and you're awesome and you're doin' so much work. And you're very active, engaged, appreciate that. Advice to young athletes coming up, whether they're also in business or a tech athlete or a business athlete. But the sports athletes today got travel ball, you got all this stuff goin' on. The idols like Stephen Curry are lookin' great. Great role models now emerging. What advice do you give them? >> John's got a freshman in high school. I got a junior in high school. What would ya say to 'em? >> You know, I'll tell ya. When you're young, the people you want to listen to are Mom and Dad. No one, and I'll say this to any child from the age of eight or nine years old, five, six years old to 17, 18, 19, 20, all the way up, now my daughter's 25. All the way up to the end of your parents' days. No one cares for you more than your mother or your father. Any parent, whether it's a job or whether their success in life, number one in that man or woman, mom or dad, number one in their life is their children. And so for kids, I say if there's any person you're going to listen to for advice in any path you want to walk down, it's the one that your parents talk to you about or how they show you. That is what I would leave as being most important. For kids, anything, idea that you have that you believe you can do, whether it's the athlete like Stephen Curry that has created shots and done things on the basketball court that he envisioned, that he thought about. Or whether it's the next Steve Jobs who happens to be Mark Zuckerman, who I don't know Mark is 30 years old yet. >> John: He just turned 30. >> It's an idea. He's born around the same time. He's born this week. His birthday is in this week. My birthday's tomorrow. >> John: Happy birthday. >> But thank you. Anything that you can think of in today's world of technology. With places like Silicon Valley where they take dreams and create foundations for them. I had a dream about a website that would sell automotive parts and you could go to my site and buy anything for your car. We've got about 75,000 items now. We'll get to 180,000 in a few months. We'll get to a half a million as soon as my technology is ready for it. But we have things to pay attention to and look into and issues to make sure that we iron out that aren't there for our consumer, for ease of navigation, ease of consumption and purchasing. Any idea that you have, take time to dream. It's much more so than taking time to dream when I was a young kid. Because my father would say, "Stop daydreamin' "and wastin' time." >> John: Get to work. >> Reggie: In today's world, for our children, I say take time to create a vision or to create something new. And go to someone that's in the tech world and they'll figure out a way of helping you manifest it into something that's a reality. >> Listen to your parents, kids. And folks out there, dream, build the foundation, go for it. Reggie Jackson, congratulations for being a Cube alumni again, multi-return. >> Peter: Thank you very much. >> John: Appreciate it. Congratulate on all your continued success. You're a legend. Great to have you on. And thanks so much for comin' on The Cube. >> Peter: And happy 70th birthday. >> John, Pete, always a pleasure. >> John: Happy birthday. >> Thank you very much. >> Have some cake for Reggie. It's The Cube, live here in Orlando. Bringin' all the action here on The Cube. I'm John Furrier with Peter Burris with Reggie Jackson. We'll be right back. (electronic music)