>>from around the globe. It's the Cube with digital coverage of VM World 2020 brought to you by VM Ware and its ecosystem partners. Welcome back. I'm stew Minuteman, and this is we've actually reached the end of the cubes coverage of VM World 2020. Hard to believe. 11 years we've done lots of interviews here has been great to be able to engage with the audience talk, talk to the executives, talk some customers, but saving one more for you. So happy to welcome to the program is the first time on the Cube. But we've been talking to him since they came out of stealth. So I have the co founder and CEO of Minhai. Oh, and that is a non Babu Harry Asami A B. So nice to see you. Thanks so much for joining us. Thank >>you too. Thank you for having me on the show. >>Alright. So we love when we get to talk to the founders of companies were gonna dig into your company. But before we do just frame for us, you're not really high performance. I Oh, I oh, is in the name of your company. Um, men might make me think that there's some miniaturization, but give us the VM Ware connection. Obviously, VM Ware talked a lot about Cloud this week. They've talked about going deep into a I and computing. So we know this ecosystem has changed a lot in the 11 years that we've been covering it. Tell us how you and your company high end >>sounds good. Yeah. So men in many of those stands for minimalism right somehow in the enterprise like it has always been like shiny, heavy, complex things, find complex solutions to simple problems and charge them a lot. That has been the trend in the past, right? That's what Cloud has recent in the Enterprise and men on mini Iot is actually about solving that data storage problem. A very large scale. And the solution is like find simple solutions to complex problems. And we grew in the cloud in the both in the public and Private Cloud, and we are now the fastest growing object storage for the private cloud. And now we, um, we're coming into the government, the territory we actually CVM where is set to lead the kubernetes race. And in the Cooper Natives, if you look for an object storage pretty much, many ways standard. And this is where we bring our ecosystem toe. Be aware. And we, um where brings the enterprise market of cloud And this is the start off the private cloud. In the long run, I think public and private cloud will look alike. >>Yeah, absolutely. We've We've been writing about this for for for for many years a b We saw the enterprises taking on more of the characteristics of the hyper scholars, the hyper scholars. Of course, they're coming more to the enterprise. Ah, lot of discussion about hybrid and multi cloud these days. But what I want you to explain a little bit when? When When when your company was formed. You talk about, you know, doing these kubernetes environment. You do partner with AWS and azure, but ah, lot of what you do is on premises and that strikes people as a little bit unconventional in the thing. Or definitely 2017 and even for 2020. So help us understand. You know what it is exactly that you know the technology bring and why you think it's the fit for if you extend making private cloud on par with public. >>Yeah, it's not surprising to us at all, but it made no sense when we started with the rest of the world, right? Even the investors like not our other investors but the typical venture community toe the rest of the world. They thought that an object storage if it is not useful inside AWS, there is no use but an object storage at all. And we our question was very simple that the amount of data the world will produce in the next 10 years bulk off the data. Where is it going to be? Right? And it's not going to be in the public cloud. And it didn't sound obvious back then, right? And we saw that in the long run, public and private cloud will look alike but bulk of the data if it's going to be generated outside AWS while AWS s three sets the standard, the rest of the world what are they going to do? So many who was raised to be the S three for the rest of the world and the rest of the world is the biggest market. And back then there was no private cloud. There was public cloud and public cloud. What meant only AWS, right? And this was not so long ago. We're talking like 56 years, right? And then soon multi cloud came from multi cloud private cloud came what really accelerated. This is basically kubernetes and containers, right? In fact, containers started the trend and then Coburn It has accelerated it further nowadays. If you if you see why it's no longer a dream, are a faith based model, right, it's actually we're we're talking about, like a $540,000. Actually, 540,000 doctors pulled a day, right? And 400 like 400 well million or so Dr Pools in aggregate. That shows that the entire industry has changed, and it's already the Coburn. It is even public or private cloud. It is the one hybrid infrastructure layer, and now it has now it's no longer private Cloud is that question right? And customers are now able to move between public and private cloud. The trend is hybrid hybrid cloud. I think it's irreversible. >>Alright, you talked about Dr Poles and the code there, so let's make sure our audience understand exactly what you are. Sounds like your software sounds like open source is a piece of it. Help us understand. You know how you fit with Because if we're talking about object storage, there's gotta be some infrastructure underneath that. What does mean I owe provide and where do you turn to the partners? >>Yeah, so just like server less, it means that it's not like there is no server, right? It's about a software problem. Similarly, storage right When store when object storage is containerized, we still need drives, right? That is where VM ware V Sand comes. Descends Job is to virtualized the physical layer toe the basically container layer. But end of the day if you see the it is a software problem and what may I would just like a database would solve the metadata data store problem. I mean, I will solve the blob data problem. And in the public, cloud object storage is the foundational piece. It is the primary storage, but we saw this as a software problem, and when customers started building these applications, they actually containerized their application and use Cooper notice to roll out their application infrastructure. And when they do that, they cannot possibly by a hardware appliance on the public cloud. And even on the on the private cloud, they when they when they completely orchestrate two containers, they cannot roll out hardware appliances. This is where the the industry the cloud native community always saw this as a software problem. It was obvious to them for the enterprise I t it was not so clear. And the storage industry giants, if you see everyone off them is a hardware appliance play, and they are in for a total shock. And we were basically as a as reset with their seven or to update one, if there is a lot of interesting things to come. >>All right, So if if I understand Here you sit from a VM Ware environment, I've got V sand underneath. I've got Tangguh above, and you're you're providing that object service in between. So for our for our friends in the in the channel market on when thinking about gear, anything that V san can sit on, you just can come along for the ride. Do I have that right? >>Yeah. So underneath the sand is basically bunch of J boards, right? These are like Dell and HP servers with the drives in them on This is not a hardware appliance anymore, right? You look at the storage market, it is. Stand our NASA plans. That is how the enterprise I t operated not in the club world. And as we and we're moves into the cloud world, everything looks cloud native and in this case, the sand. NASA plans have no role to play. Even the object storage hardware appliance has no role to play because we and we're becomes the end where Visa becomes the new block storage layer. And then they have positioned object storage database. Everything as a data data store are a data persist since layer. So only this software only the software that is contained race gets to play on top of, um, where in the new World, including the storage itself. And it's No, there is no appliance here. >>All right, so and your your solution is is listed as kubernetes kubernetes native. So now you mentioned VCR seven, VCR seven, update one Now house full kubernetes support. I'm assuming Then you can plug into tansy you you can plug into, uh, Amazon Azure. Other kubernetes options out there. Is that the case? >>Yeah, So from a customer point of view, right? If you are on the enterprise, I d. Environment Now from I t administrator point off you. Nothing changes much other than from the V Center console itself. You now get to see me, and I will in in the first suspend data services. You click and deploy entirely as a software without even learning to spell Cooper notice. You can build a private cloud storage multi tenant exactly like how public cloud storage outrage. And that is from the private cloud point a few right, and it's purely software. You're not waiting for six months, but the hardware to arrive and long procurement cycles and provisioning all that is now provisioned as a software container. In just five minutes, you can actually set up a private cloud in Prospector. That's for the private cloud, right? But why? The reason why customers want this to be a software problem is they roll out their software on the on the private cloud on the public cloud for burst, wear clothes and sustained work clothes on private cloud burst workloads on public cloud. Noncritical jobs are anything that is fast moving on, convenience based. They push it to public cloud. Customers do want tohave one leg here and one like there. And nowadays even the edge on decentralized on the from the telco space toe video on other other areas even the edges now growing toe. They want a your software solution. The entire data center software is now containerized. They can roll out Public cloud Our private cloud are on the edge On with me No, we solve the data side the compute side Then we're already has done a wonderful job on the networking side. They have done it on on the beast on the storage site dated the physical toe container layer movies. And now the data storage part is what we solved. Now what does this do to the end user? Now they can build software and truly deploy on public private our age without any modification on entirely it is a software problem. This >>great. What do you find? Or some of the more prevalent use cases, you know, sitting on top, What applications or the key ones that people are deploying your solution for >>Yeah, So in the public cloud, if you see, that's that. That's actually a good place to start if you see in the public cloud, right, starting from even simple static website hosting toe aml, big data, workloads toe. Even the modern databases like Snowflake, for example is built on object storage in the public cloud. It has become a truly horizontal play. And that is how it started right there. W started with history and then came everything else. And now that trend is beginning to percolate into the enterprise. And surprisingly, we found that the enterprise was the explosion of data. Growth is actually not about like cat videos, right? What? What are these touring? Mostly We found that bulk of the data that is drowning that crisis messing generated data. And these are basically like some kind of log data event data data streams that are continuously produced on that actually can grow from 10 terabytes to 10 petabytes in a very short time. This is where clearly object storage has become the right choice, just like in the public cloud. But customers are now adopting object storage as the primary storage and now multiple applications. Whether it is the cloud native applications in like the Hangzhou Application Service like spring boot and like all the clothes on re stack from their toe. So all the m l big data workloads pretty much everybody has been verging to object storage as there foundation. >>Yeah, absolutely. You seen some of those use cases very prevalent here in the VM Ware community. I heard you talking about it. I was expecting to hear you talk about Splunk data protection, something that's been a big topic of conversation in the last few years. Obviously, VM Ware has a number of key partners. So I'm assuming many of those air who you are also working with. >>Look, it felt good broad Splunk Splunk itself is actually is an important move that what we did recently with VM where finally we can run Splunk natively on BM where at large scale and without any performance penalty and at a price point that it becomes really attractive Now comparing Splunk Cloud, where's the Splunk on Prem? We can actually show like at least like one third off what it would cost to run on Splunk load. So I don't know Splunk themselves would like it, But I think Splunk as a company would like what customers like, right? And this is where Splunk actually now can sit on many, many us, all the all their data stores. They call it smart store underneath underneath me. I will now, when the previous original Visa incarnation, we couldn't actually your huge amounts of data. But now, with the visa and direct, we actually have access to the local drives and you can attach as many drives as you want. Then if you want more capacity, more more number of servers so you can pack thousands and thousands off drives at a price point that even public cloud cannot be anywhere closer. And this is actually important. Yeah, environment for the Splunk customers. Because for them, not only the cost right, even the data is sensitive for them. They cannot really, really push it to the public cloud data generated outside of the public cloud. If data generated inside Public Cloud, probably Amazon has their own solution, and Splunk cloud makes sense. But when data is produced outside, these are sensitive data and it's huge volume, and they produce on an average, like the kind of users VCs center about. It's a day on on, then it's only growing at an accelerated pace. And this is where the Visa and Direct and Mini Oh, you can now bring that workload onto the number. Finally, the ICTY can control the control, the Splunk deployments. This is something important for I t right in the past, if you see big data workloads always ran on bare metal and silos, something I d hated right This time it is flexible that it's not just flexible, exactly gets better. >>Well, it sure sounds like the technology maturation has finally caught up on the VM ware standpoint with the vision that you and the team had. So give us a little bit. Look forward now that you've got kubernetes really being embraced by VM where on and starting to see maturation in this space. Where do we go from here? >>So we were actually, If you see what they brought to the table this time, they didn't actually catch up with others, right? Typically, the innovation in the recent times happened in the open source space and then the large vendors will come and innovate. Startups and open source started the innovation large, large. When the large winters come in later. But this time around, remember, actually did the innovation part and these and direct. It's actually a big step forward in the Covenant of CSE space. And the reason why it's a big step is C s A. Traditionally is designed for the sand gnats vendors and using the same C s. A model, remember, was able to bring in large work clothes and that allowed entirely to use the local drive possibility. Right now it moving forward. What What we will see. What were said to see is the cloud native workload. Actually a ran as a silo in the Enterprise, right? There was big data workloads. There was the applications team that ran Cooper knitters and containers on their own. There are on their on their own develop shop on enterprise. I'd ran the idea introspect These three were not connected on finally this time around. By bringing cover natives native into the I T infrastructure, there is going to be a convergence. You will not. The silos will get eliminated. Big data, big data workloads, ml wear clothes on bare metal will now come toe come toe. Then I will be aware that the Governor disk combination and you will see the the coordinative applications space. They will hand over the physical layer infrastructure onto the VM Ware e and everybody coming together. I think it's the best. Big step forward. >>Well, maybe. I sure hope you're right. We love to see the breaking down of silos. Things coming together. We've been a little bit concerned over the last few years that we're rebuilding the silos in the cloud. We've got different skill sets different there, but we always love some good tech optimism here, uh, to say that we're gonna move these sorts of Thank you so much. Great to catch up with you and definitely look forward to hearing more from you and your customers in the future. >>Thank you to this. Wonderful to be on your show. >>All right. We want to thank everybody for joining VM World 2020 for day. Volonte John, for your big thanks to the whole production team and of course, VM Ware and our sponsors for helping us to bring this content to you. As always, I'm stew Minuteman and thank you for joining us on the Cube

(upbeat music) >> Welcome back to London everybody, this is Dave Vellante with The Cube, the leader in tech coverage, and we're here at AWS. We wanted to cover deeper the public sector activity. We've been covering this segment for quite some time, with the public sector summit in DC, went to Bahrain last year, and we wanted to extend that to London. We're doing a special coverage here with a number of public sector folks. Anjenesh Babu is here, he's a network manager at Oxford GLAM. Thanks very much for coming on The Cube, it's good to see you. >> Thank you.], thanks. >> GLAM, I love it. Gardens, libraries and museums, you even get the A in there, which everybody always leaves out. So tell us about Oxford GLAM. >> So we are part of the heritage collection side of the University. And I'm here representing the gardens and museums. In the divisions we've got world renown collections, which has been held for 400 years or more. It comprises of four different museums and the Oxford University Botanic Gardens and Arboretum. So in total, we're looking at five different divisions, spread across probably sixteen different sites, physical sites. And the main focus of the division is to bring out collections to the world, through digital outreach, engagement and being fun, bringing fun into the whole system. Sustainment is big, because we are basically custodians of our collections and it has to be here almost forever, in a sense. And we can only display about 1% of our collections at any one point and we've got about 8.5 million objects. So as you can imagine, the majority of that is in storage. So one way to bring this out to the wider world is to digitize them, curate them and present them, either online or in another form. So that is what we do. >> In your role as the network manager is to makes sure everything connects and works and stays up? Or maybe describe that a little more. >> So, I'm a systems architect and network manager for gardens and museums, so in my role, my primary focus is to bridge the gap between technical and the non-technical functions, within the department. And I also look after network and infrastructure sites, so there's two parts to the role, one is a BAU business as usual function where we keep the networks all going and keep the lights on, basically. The second part is bringing together designs, it's not just solving technical problems, so if I'm looking at a technical problem I step out and almost zoom out to see, what else are we looking at which could be connected, and solve the problem. For example, we could be looking at a web design solution in one part of the project, but it's not relevant just to that project. If you step out and say, we could do this in another part of the program, and we may be operating in silence and we want to breakdown those, that's part of my role as well. >> Okay, so you're technical but you also speak the language of the organization and business. We put it in quotes because you're not a business per say. Okay, so you're digitizing all these artifacts and then making them available 24/7, is that the idea? What are some of the challenges there? >> So the first challenge is only 3% of objects are actually digitized. So we have 1% on display, 3% is actually digitized, it's a huge effort, it's not just scanning or taking photographs, you've got cataloging, accessions and a whole raft of databases that goes behind. And museums historically have got their own separate database collection which is individually held different collection systems, but as public, you don't care, we don't care, we just need to look at the object. You don't want to see, that belongs to the Ashmolean Museum or the picture does. You just want to see, and see what the characteristics are. For that we are bringing together a layer, which integrates different museums, it sort of reflects what we're doing in out SIT. The museums are culturally diverse institutions and we want to keep them that way, because each has got its history, a kind of personality to it. Under the hood, the foundational architecture, systems remain the same, so we can make them modular, expandable and address the same problems. So that's how we are supporting this and making it more sustainable at the same time. >> So you have huge volume, quality is an issue because people want to see beautiful images. You got all this meta data that you're collecting, you have a classification challenge. So how are you architecting this system and what role does the Cloud play in there? >> So, in the first instance we are looking at a lot of collections were on premises in the past. We are moving as a SaaS solution at the first step. A lot of it requires cleansing of data, almost, this is the state of the images we aren't migrating, we sort of stop here let's cleanse it, create new data streams and then bring it to the Cloud. That's one option we are looking at and that is the most important one. But during all this process in the last three years with the GLAM digital program there's been huge amount of changes. To have a static sort of golden image has been really crucial. And to do that if we are going down rate of on premise and trying to build out, scale out infrastructures, it would have a huge cost. The first thing that I looked at was, explore the Cloud options and I was interested in solutions like Snowball and the Storage Gateway. Straightforward, loads up the data and it's on the Cloud, and then I can fill out the infrastructure as much as I want, because we can all rest easy, the main, day one data is in the Cloud, and it's safe, and we can start working on the rest of it. So it's almost like a transition mechanism where we start working on the data before it goes to the Cloud anyway. And I'm also looking at a Cloud clearing house, because there's a lot of data exchanges that are going to come up in the future, vendor to vendor, vendor to us and us to the public. So it sort of presents itself a kind of junction, who is going to fill the junction? I think the obvious answer is here. >> So Snowball or Gateway, basically you either Snowball or Gateway the assets into the Cloud and you decide which one to use based on the size and the cost associated with doing that, is that right? >> Yes, and convenience. I was saying this the other day at another presentation, it's addictive because it's so simple and straight forward to use, and you just go back and say it's taken me three days to transfer 30 terabytes into a Snowball appliance and on the fourth day, it appears in in my packets, so what are we missing? Nothing. Let's do it again next week. So you got the Snowball for 10 days, bring it in transfer, so it's much more straightforward than transferring it over the network, and you got to keep and eye on things. Not that it's not hard, so for example, the first workloads we transferred over to the file gateway, but there's a particular server which had problems getting things across the network, because of out dated OS on it. So we got the Snowball in and in a matter of three days the data was on the Cloud, so to effect every two weeks up on the Snowball, bring it in two weeks, in three days it goes up back on the Cloud. So there's huge, it doesn't cost us any more to keep it there, so the matter of deletions are no longer there. So just keep it on the Cloud shifting using lifecycle policies, and it's straight forward and simple. That's pretty much it. >> Well you understand physics and the fastest way to get from here to there is a truck sometimes, right? >> Well, literally it is one of the most efficient ways I've seen, and continues to be so. >> Yeah, simple in concept and it works. How much are you able to automate the end-to-end, the process that you're describing? >> At this point we have a few proof of concept of different things that we can automate, but largely because a lot of data is held across bespoke systems, so we've got 30 terabytes spread across sixteen hard disks, that's another use case in offices. We've got 22 terabytes, which I've just described, it's on a single server. We have 20 terabytes on another Windows server, so it's quite disparate, it's quite difficult to find common ground to automate it. As we move forward automation is going to come in, because we are looking at common interface like API Gateways and how they define that, and for that we are doing a lot of work with, we have been inspired a lot by the GDS API designs, and we are just calling this off and it works. That is a road we are looking at, but at the moment we don't have much in the way of automation. >> Can you talk a bit more about sustainability, you've mentioned that a couple of times, double click on that, what's the relevance, how are you achieving sustainability? Maybe you could give some examples. >> So in the past sustainability means that you buy a system and you over provision it, so you're looking for 20 terabytes over three years, lets go 50 terabytes. And something that's supposed to be here for three years gets kept going for five, and when it breaks the money comes in. So that was the kind of very brief way of sustaining things. That clearly wasn't enough, so in a way we are looking for sustainability from a new function say, we don't need to look at long-term service contracts we need to look at robust contracts, and having in place mechanisms to make sure that whatever data goes in, comes out as well. So that was the main driver and plus with the Cloud we are looking at the least model. We've got an annual expenditure set aside and that keeps it, sustainability is a lot about internal financial planning and based on skill sets. With the Cloud skill sets are really straightforward to find and we have engaged with quite a few vendors who are partnering with us, and they work with us to deliver work packages, so in a way even though we are getting there with the skills, in terms of training our team we don't need to worry about complex deployments, because we can outsource that in sprints. >> So you have shipped it from a CAPX to an OPX model, is that right? >> Yes >> So what was that like, I mean, was that life changing, was it exhilarating? >> It was exhilarating, it was phenomenally life changing, because it set up a new direction within the university, because we were the first division to go with the public Cloud and set up a contract. Again thanks to the G-Cloud 9 framework, and a brilliant account management team from AWS. So we shifted from the CAPX model to the OPX model with an understanding that all this would be considered as a leased service. In the past you would buy an asset, it depreciates, it's no longer the case, this is a leased model. The data belongs to us and it's straight forward. >> Amazon continues to innovate and you take advantage of those innovations, prices come down. How about performance in the cloud, what are you seeing there relative to your past experiences? >> I wouldn't say it's any different, perhaps slightly better, because the new SDS got the benefit of super fast bandwidth to the internet, so we've got 20 gigs as a whole and we use about 2 gigs at the moment, we had 10 gig. We had to downgrade it because, we didn't use that much. So from a bandwidth perspective that was the main thing. And a performance perspective what goes in the Cloud you frankly find no different, perhaps if anything they are probably better. >> Talk about security for a moment, how early on in the Cloud people were concerned about security, it seems to have attenuated, but security in the Cloud is different, is it not, and so talk about your security journey and what's your impression and share with our audience what you've learned. >> So we've had similar challenges with security, from security I would say there's two pots, one's the contractual security and one is the technical security. The contractual security, if we had spun up our own separate legal agreement with AWS or any other Cloud vendor, it would have taken us ages, but again we went to the digital marketplace, used the G-Cloud 9 framework and it was no brainer. Within a week we had things turned around, and we were actually the first institution to go live with and account with AWS. That is the taken care of. SDS is a third party security assessment template, which we require all our vendors to sign. As soon as we went through that it far exceeds what the SDS requires, and it's just a tick box exercise. And things like data encryption at rest, in transit it actually makes it more secure than what we are running on premise. So in a way technically it's far more secure than what we could ever have achieved that's on premise, and it's all taken care of, straight forward. >> So you've a small fraction of your artifacts today that are digitized. What's the vision, where do you want to take this? >> We're looking at, I'm speaking on behalf of gardens, this is not me, per say, I'm speaking on behalf of my team, basically we are looking at a huge amount of digitization. The collection should be democratized, that's the whole aspect, bringing it out to the people and perhaps making them curators in some form. We may not be the experts for a massive collection from say North America or the Middle East, there are people who are better than us. So we give them the freedom to make sure they can curate it in a secure, scalable manner and that's where the Cloud comes in. And we backend it using authentication that works with us, logs that works with us and roll-back mechanisms that works with us. So that's were we are looking at in the next few years. >> How would you do this without the Cloud? >> Oh. If you're doing it without the Cloud-- >> Could you do it? >> Yes, but we would be wholly and solely dependent on the University network, the University infrastructure and a single point. So when you're looking at the bandwidth it's shared by students using it network out of the university and our collection visitors coming into the university. And the whole thing, the DS infrastructure, everything's inside the university. It's not bad in its present state but we need to look at a global audience, how do you scale it out, how do you balance it? And that's what we're looking at and it would've been almost impossible to meet the goals that we have, and the aspirations, and not to mention the cost. >> Okay so you're going to be at the summit, the Excel Center tomorrow right? What are you looking forward to there for us from a customer standpoint? >> I'm looking at service management, because a lot of our work, we've got a fantastic service desk and a fantastic team. So a lot of that is looking at service management, how to deliver effectively. As you rightly say Amazon is huge on innovation and things keep changing constantly so we need to keep track of how we deliver services, how do we make ourselves more nimble and more agile to deliver the services and add value. If you look at the OS stack, that's my favorite example, so you look at the OS stack you've got seven layers going up from physical then all the way to the application. You can almost read an organization in a similar way, so you got a physical level where you've got cabling and all the way to the people and presentation layer. So right now what we are doing is we are making sure we are focusing on the top level, focusing on the strategies, creating strategies, delivering that, rather than looking out for things that break. Looking out for things that operationally perhaps add value in another place. So that's where we would like to go. >> Anjenesh, thanks so much for coming on The Cube. >> Thank you >> It was a pleasure to have you. All right and thank you for watching, keep right there we'll be back with our next guest right after this short break. You're watching The Cube, from London at Amazon HQ, I call it HQ, we're here. Right back. (upbeat music)

hi from Las Vegas Nevada it's the cube covering IBM world of Watson 2016 brought to you by IBM now here are your hosts John Fourier as Dave Volante hey welcome back everyone we are here live at the Mandalay Bay at the IBM world of Watson this is Silicon angles cube our flagship program we go out to the events and extract the signal from the noise I'm John Fourier with my co-host Dave allanté for the two days of wall-to-wall coverage our next guest is michelle fools so who's the chief marketing officer for IBM knew the company fairly new within the past year yes welcome to the queue last month I think you check all these new hires a lot of new blood coming inside me but this is a theme we heard from Staples to be agile to be fast you're new what's what's your impressions and what's your mandate for the branding the IBM strong brand but yes what's the future look well look I'm I'm thrilled to be here and I'm thrilled to be here because this is an extraordinary company that makes real difference in the world right and that I think you feel it here at the world of Watson in the sort of everyday ways that Watson and IBM touches consumers such as end-users makes their health better you know allows them to have greater experiences so so that's incredible to be part of my kind of company having said that and exactly to your point it's a time of acceleration and change for everyone in IBM is not immune to that and so my mandate here in my remit here and coming in and being a huge fan of what IBM has to say well how do we sharpen our messaging how do we always feel like a challenger brand you know how do we think about what Watson can do for people what the cloud can do what our services business can do and how is that distinctive and differentiated from everybody else out there and I think we have an incredible amount of assets to play with that's got to be through the line you know it's no longer the case that we can have a message on TV and that you know attracts the world the digital experiences are having every single day when they're clicking through on an ad when they're chatting with somebody when their car call center when they have a sales interaction is that differentiated message that brand resident all the way through second thing is marketing's become much more of a science you know and that to me is super exciting I've been a CEO most of my career and you know that the notion that marketing has to drive revenue that marketing has to drive retention and loyalty and expansion that we can come to the table with much more science in terms of what things are most effective in making sure that more clients love us more deeply for longer I'm gonna ask you the question because we had we've had many conversations with Kevin he was just here he was on last year Bob Lord the new chief digital officer we talked to your customers kind of the proof points in today's market is about transparency and if you're not a digital company how could you expect customers to to work with them so this has been a big theme for IBM you guys are hyper focused on being a digital company yes yes and how does it affect the brand a brand contract with the users what's your thoughts on that well first of all Bob Lord is awesome we've known each other for 10 years so it's so wonderful to be working with him again and Dave Kenny as well I think that the at the end of the day consumers have experiences and and you know think of every business you know out there as a consumer and they're having experiences all the time their expectations are being shaped by the fact that they go on Amazon and get prime delivery right their expectations are being shaped by they can go on Netflix and get you know personalized recommendations for them or Spotify and so our job of course and we have some of the greatest technical minds in the world it's to make sure that every experience lines up with the highest of their expectations and so much of that is digital and so my passion my background is entirely in the digital space I have a CEO of Travelocity and then CEO of gilt chief marketing a digital officer at Citigroup so the notion that you know the world's greatest digital experiences is something I'm very passionate about you mentioned Zelda so big TV ads and you think of the smarter planet which was so effective but it was a big TV campaign so you do what's the what's the sort of strategy that you're envisioning is in sort of digital breadcrumbs maybe you could talk about deadly yeah well think about Watson it's a perfect place to think about the Watson branding what does Watson really mean right Watson is and Ginni has said this so well of course it's cognitive and but at the end of the day it's about helping people make better decisions and so you can do some advertising with Watson and Bob Dylan and Watson and you know the young young girl with Serena and and you can get that messaging high but then you've got to bring it all the way through so that's why it's something like this is so powerful to see Woodside up their alley or all these companies talking about staples how they are using Watson embedded in their processes their tools to make their end-users experiences better and how nobody else could do this for them the way Watson's doing it that's taking a brand on high and advertising message on high and delivering value for businesses for patients for consumers all the way through that's what we have to do I got to ask you about that ad advertising trends I so we all see ad blocker in the news digital is a completely different new infrastructure expanded dynamic with social what not you can talk about Bob and I were talking last night about it too you Trevor you know banner ads are all out there impression base and then coded URLs to a landing page email marketing not gonna go away anytime soon but it's changing rapidly we have now new channels yeah what's your thoughts because this is now a new kind of ROI equation is there any thoughts on how you look at that and is it going to integrate into the top level campaigns how are you looking at the new digital that the cutting-edge digital stuff huge amounts of thoughts on this topic so I think you know if you think back 15 20 years ago there were always something called market mix modelling which helps advertisers and marketers to understand the effectiveness of their TV campaigns and frankly not too dissimilar from Nielsen you know there were so there was art and science at best in it and then all of a sudden the digital world evolved and you could get at a tactical level very very clear about attribution and whether you drove something and the challenge for us now is much more sophisticated models that are multi-touch attribution because the reality is an average consumer doesn't do one thing or have one interaction with a brand they're gonna see a TV show and watch a commercial while they're watching that commercial that business user or that end consumer is on their iPad or on their phone they're seeing a digital ad the next day at work they're being retargeted because they were aughts company they search for something they see a search campaign our job is to connect those dots and understand what really moves that consumer that business user to take an action and there are many sophisticated multi-touch attribution models where you model you know a standard set of behaviors and you test correlations against a bunch of different behaviors so you understand of what I did all the money I spent what really drove impact and by cohort I think that's the other credit there's no more the sense of sort of aggregated everything you really have to break it out yeah I didn't space my cohort to see what moves me and improve that experience right which has been you you get the example in the day of the Hilton retirees you already know that the retard the hotel was full so so obviously Watson plays a role in them Satyam plays a role in that so it's all about data it's all about you know that's where I think Watson can be extraordinarily helpful so if you think about the tool as a marketer has they're becoming more and more sophisticated and retargeting with something out of 10 years ago whenever was introduced that helped all of us a little bit and getting that message but it is only as good as the API is behind it and the the experience behind it when now when I was at gilt I was CEO of gilt we would put over a thousand products on sale every day that would be sold out by the next day sales down this 24-hour flash sale we had to get really really good at knowing how to how to retarget because last thing you want is to retarget something that sold out right or gone the next day and understand the user that was in and out and they're coming back and of course in that cohort that's where Watson to me is very exciting and you probably saw this in some of the demos of where Watson can help marketers you know where Watson can can really understand what are the drivers of behavior and what is likely to drive the highest purpose why were you so successful at guild and and how are the challenges different years because there's a sort of relatively more narrow community or city group to I was called the chief marketing and digital officer at Citigroup and and you know a tremendous budget and a lot of transactions you have to drive every day a lot of people you want to open credit cards and bank accounts so around the world I think that the the relentless focus on on marketing being art and science you know art and science and I think that's you know that passion for analytics passion for measurement having been CEO that passion for being able to say this is what we're doing and this is what we're driving so you've been kind of a data geek in your career you mentioned the financial services you can't to measure everything but back to the ad question you know the old saying used to be wasting half my advertise I just don't know which half yeah and my archives is wasted but now for the first time in the history of business in the modern era you measure everything online that's right so does that change your view and the prism of how you look at the business cuz you mentioned multi-touch yeah so now does that change the accountability for the suppliers I mean at agencies doing the big campaign I think it changes the game for all of us and there's no destination this is every day you can get better at optimizing your budget and and I would be the first to tell you as much of a sort of engineering and data geek because I've always been and deep-fried in the reality is there is art even in those attribution models what look back windows you choose etc that you know you're making decisions as a company but once you make those decisions you can start arraying all of your campaigns and saying what really moved the needle what was the most effective it's not an indictment that say what are we can do differently tomorrow you know the best marketers are always optimizing they're always figuring out at what point in the final can we get better tomorrow well in answer about talent because that's one of the things that we always talk about and also get your thoughts on Women in Technology scheme we were just at Grace Hopper last week and we started to fellowship called the tech truth and we're doing it's real passion area for us we have a site up QP 65 net / women in tech all women interviews we're really trying it the word out but this is now a big issue because now it's not stem anymore it's team arts is in there and we were also talking to the virtual reality augmented reality user experience is now potentially going to come into the immersion students and there's not enough artists yeah so you starting to see a combination of new discipline talents that are needed in the professions as well as the role of women in technology yeah your thoughts on that because this isn't you've been very successful what's your view on that at what's your thoughts about thank you for what you're doing right it takes a lot of people up there saying that this is important to make a difference so most of all thank you you know I think that this this is obviously a place I've been passion about forever I remember being a and being pregnant and that becoming this huge you know issue a news story and you're trying to juggle it right and how could a woman CEO be pregnant so it's so funny how people ridiculous took attention but but I think that the point is that the the advantage as a company has when there are great women in engineering and great women in data science and great women and user experience and design are just palpable they're probable in a variety of ways right when the team thinks differently the team is more creative the team is more open to new ideas the output for the customers are better right I mean they just saw a snapchat today just announced that in 2013 70% of their users were women so all the early adopters were women you know now it's balance but the early the early crowd were women and so we have got to figure out how to break some of the minds now I'm incredibly encouraged though while we still have a long way to go the numbers would suggest that we're having the conversation more and more and women are starting to see other women like them that they want to be it's a global narrative which is good why we're putting some journalists on there and funding it as and just as a fellowship because this it's a global story yeah okay and the power women I mean it's like there are real coders and this real talent coming in and the big theme that came out of that was is that 50% of the consumers of product are women's but therefore they should have some women features and related some vibe in there not just a male software driven concept well and should too when a powerful individual male individual like Satya steps in it and and you know understands what the mistaken and someone like refer to his speech two years ago where he said that you should just bad karma don't speak up and opening up transparency he got some heat yeah but that talk as you probably know but my opinion it's it's it's a positive step when an individual like that it was powerful and opening transparency within their company yeah that's it is that great networking I host a core I've been doing this for a year years with a good friend of mine Susan line from AOL we host a quarterly breakfast for women in tech every every quarter in New York City and we've been doing it for a long time it's amazing when those women come together the conversations we have the discussions we have how to help each other and support each other and so that's that's a real passion we were lost in a few weeks ago for the data science summit which Babu Chiana was hosting in and one of the folks was hosting the data divas breakfast we a couple there were a couple day two dudes who walked in and it was interesting yeah the perspectives 25 percent of the women or the chief data officer were women mm-hmm which was an interesting discussion as well so great 1,000 men at 15 you know as you see that techno but it's certainly changing when I get back to the mentoring thing because one of the things that we're all so passionate about is you've been a pioneer okay so now there's now an onboarding of new talent new personas new professions are being developed because we're seeing a new type of developer we're seeing new types of I would say artists becoming either CG so there's new tech careers that weren't around and a lot of the new jobs that are going to be coming online haven't even been invented yet right so you see cognition and what cognitive is enabling is a new application of skills yep can your thoughts on that because this is an onboarding opportunity so this could change the the number of percentage of women is diverse when you think about what I mean it's clear your notion of steam right your notion of stem that is a male and female phenomena and that is what this country needs it's what this world needs more of and so there's a policy and education obligation and all of us have to the next generation to say let's make sure we're doing right by them in terms of education and job opportunities when you think about onboarding I mean to me that the biggest thing about onboarding is the world is so much more interconnected than it used to be if you're a marketer it's not just art or science you have to do both it's a right brain left brain connectivity and I think 1020 years ago you could grow up in a discipline that was functional and maybe siloed and maybe you were great at left brain or great at right brain and the world demands so much more it's a faster pace it's an accelerated pace and the interconnection is critical and I've one of the things we're doing is we're putting together these diamond teams and I think it's going to really help lead the industry diamond teams are when you have on every small agile marketing team and analytics head a product marketing had a portfolio marketing had a design or a social expert these small pods that work on campaigns gone are the days that you could say designer designs it product comes up with the concept then it goes so it's design team then it goes to a production team then it goes to an analytics team we're forcing this issue by putting these teams together and saying you work together every day you'll get a good sense of where the specialty is and how you learn how to make your own discipline better because you've got the analytics person asked a question about media buying and media planning advertising as we're seeing this new real-time wet web yeah world mobile world go out the old days of planned media buyers placed the advertisement was a pacing item for execution yep now things you mentioned in the guild flash sales so now you're seeing new everyday flash opportunities to glob on to an opportunity to be engagement yeah and create a campaign on the fly yes and a vision of you guys I mean do you see that and does it change the cadence of how you guys do your execution of course of course that's one of the reasons we're moving to this diamond team and agile I think agile will ultimately be as impactful to marketing as it was to engineering and development and so I think the of course and that has to start with great modeling and great attribution because you have to know where things are performing so that you can iterate all the time I mean I believe in a world where you don't have marketing budgets and I know that sounds insane but I believe in a world where you set target and ranges on what you think you're gonna spend at the beginning of the year and every week like an accordion you're optimizing spend shipping code you've been marketing you should be doing like code so much of marketing is its episodic you boom and then it dies in a moment it's gone to the next one and you're talking about something that's I love that you know the personas to your point are much more fluid as well you got Millennials just creating their own vocations yes well this is where I think consumer companies have led the path and you know if you think about a lot of b2b companies we've had this aggregated CIO type buyer and now we've got to get much more sophisticated about what does the developer want you know what's important to the developer the messaging the tools the capabilities the user experience what about the marketer you know what the person in financial services and so both industry and professional discipline and you know schooling now with Watson you don't have to guess what they want you can actually just ask them yeah well you can actually the huge advantage you got you observe the observation space is now addressable right so you pull that in and say and that's super important even the stereotype of the persona is changing you've been saying all week that the developer is increasingly becoming business oriented maybe they don't they want they don't want to go back and get their MBA but they want to learn about capex versus op X and that's relevant to them and they to be a revolutionary you have to understand the impact right and and and they want to ship code they want to change the world I mean that is every engineering team I've ever worked at the time only worked with I mean I've been as close to engineering as from day one of the internet or early on in the internet great engineers are revolutionaries they want to change the world and they change the world they want to have a broader and broader understanding of what levers are at their disposal and I will say that I you know and I am one of the reasons I came to yam is I am passionate about this point technology cannot be in the hands of a few companies on the west coast who are trying to control and dominate the experience technology has to exist for all those amazing developers everywhere in the world who will make a difference to end user this is IBM strategy you actually have a big presence on the west coast also in Germany so you guys are going to where the action centers ours but not trying to just be so Malory point is what exactly because my point is IBM has always been there for making businesses stronger and better we don't monetize their data that's not our thing our thing is to use our cloud our cognitive capabilities and Watson to make actual businesses better so that ultimately consumers have better health care and better results I know you're new on the job silence this is not a trick question just kind of a more conversational as you talk to Bob lower Bob Chiana Jeanne yeah what's the promise of the brand and you used to be back in the days when you know Bob piano we talk about when we I worked at IBM in the 80s co-op student and it was you'll never get fired for buying IBM mainframe the kind of concept but it's evolved and I'll see we see a smarter plan what's the brand promise now you guys talk about what's the brainstorm on its head I think that I think the greatest innovators the world the most passionate business leaders of tomorrow come to IBM to make the world better and I I believe this is a brand for the forward the forward lookers the risk takers the you know the makers I think that you come to IBM because there's extraordinary assets and industry knowledge real humans real relationships that we exist to make your business better not our business will be a vibrato be exist to make your business better that has always been where IBM has been strong you know it's interesting that brings up a good point and just riffing on that Dave and I were just observing you know at the Grace Hopper with our tech truth mentorship which is promoting the intersection of Technology and social justice you're seeing that mission of Technology business value and social justice as an integral part of strategies because now the consumer access the consumerization of business yeah software based is now part of that feedback you're not doing good Millennials demand it I mean Millennials now when you look at the research in the next generation high Millennials are very very you know they want to know what are you doing for the world I mean who could do a 60 minute show besides IBM who could have who could be on 60 minutes changing cancer changing cancer outcomes for people beside IBM that that is an extraordinary testament to what the brand is and how it comes to life every day and that's important for Millennials we had Mary click-clack Clinton yesterday she is so impressive we're talking about how though these ozone layer is getting smaller these are us problems it can be solved they have to be so climate change can be solved so the whole getting the data and she's weather compass oh she's got a visit view on that is interesting her point is if we know what the problems are we as a community global society could actually solve them completely and it's an you know the more we make this a political and we say here is a problem and we have the data and we have the tools we have the people and capabilities to solve it that is where IBM Stan's tallest well I think with Watson use its focused on some big hairy problems to start with and now you're knocking off some some of the you know maybe more mundane but obviously significant to a marketer incredible that a company can start with the hardest most complicated problems the world has and actually make a difference my final question when I asked Mary this yesterday and she kind of talked about if she could have the magic Watson algorithm to just do something magical her and what would it be and she said I'll send Watson to the archives of all the weather data going back to World War two just compile it all and bring it back or addressability so the question is if you could have a Magic Watson algorithm for your chief marketing officer job what would you assign it to do like what would it be it's like first task well first of all reaction of course I'm a mom of six year olds an eight year old and so I want Watson to optimize my time no but a chief marketing officer I mean I think it really does go back to getting Watson's help in understanding how we use a dollar better how we use a dollar smarter how we affect more customers and and and connect connects with more customers in the way we you know we communicate the way we engage the way we've put our programs out that would be extraordinary and that's possible that's becoming more and more possible you know bringing science into the art of marketing I think will have great impact on what we're doing in also just the world I mean nobody wants to have you know maybe targeted ten times for something that's sold out well we asked one more time here so I got some more couple of questions because it's not getting the hook yet I gotta ask you see you mentioned Travelocity you know the web you've been through the web 1.2.0 yeah yeah so on so URLs and managing URLs was a great tracking mechanism from the old impressions weren't working and go to call to action get that look right there but now we different where that world is kind of like become critical infrastructure for managing technology since you're kind of geeking out with us here what's your view of the API economy because now apps don't use URLs they use tokens they use api's they use new push notification based stuff what sure how does api's change the marketing opportunities both right it's clearly changes the engineering environment and sort of opens up the world of possibilities in terms of who you partner with and how etc and I think it changes the marketing world too and entirely right you think about the API economy and the access you have to new ways of doing business new potential partnerships new ways of understanding data you know that that is absolutely you know at the fore of a lot of our thinking it might change the agency relationships to if they got to be more technical in changing as much as fast as companies are and they have to you know they are an extension they're your best you should be able to look in a room of agency and your team and not know who is who when you can tell who is who you have a problem and so agencies themselves have to become you know way more scientific harder-hitting faster pace and outcomes orient and somebody sees now are saying you know what pay me on outcomes I love that I love that mode to say we're in the boat with you pay me on outcome and the big s eyes are right there - absolutely yes Michele Palooza new chief marketing officer at IBM changing the game bring in some great mojo to IBM they're lucky to have you great conversations and thanks for coming on the cube live at Mandalay Bay this is silicon angles the cube I'm John four with Dave Volante be right back with more after this short break