[Announcer] Live, from Las Vegas, it's theCube. Covering VMworld 2018, brought to you by VMware and its ecosystem partners. >> Welcome back, we're in Las Vegas and you're watching theCube. My cohost is John Trayor, I'm Stu Miniman, happy to welcome back to the program, Bob Madaio. >> Thanks Stu, I'm so glad to be here. >> Alright, so Bob, you're the Vice President of Infrastructure Solutions Marketing, and big difference, last year, you were with, was it, HDS? >> I was with Hitachi Data Systems. >> And now it's Hitachi Vantara and you had a little less facial hair when I talked to you last. >> You know it was around about November, I said, I might do theCube again next year, so I need to look different. >> Yeah, I had a, I had one Cube guy this year, he had got like almost a mountain man beard. And the week before he shaved it because he was coming back on theCube. And he was like, yeah I didn't but beards, no beards, diversity is what we like on theCube. >> Got to make the videos look different right? So next year I'll be beardless again, we'll do it again. It'll be fun. >> Alright, so I guess the follicle discussion's interesting but the Hitachi story is an interesting one you know Hitachi of course, huge company, lot of different technologies there, but bring us up to speed with what came together with Hitachi Vantara. >> Sure for a reminder of what we did, so we were Hitachi Data Systems, that's a part of the company I was with and again Hitachi Limited, out of Japan very large, you know, over 80 billion dollar organization of which Hitachi Data Systems used to be the IT arm that took those solutions to market around the world. What we did is, many might remember we had purchased Pentaho the open source analytics, you know, great a ETL blending capability. We brought them into the family with Hitachi Data Systems. We also had a sister company that was called Hitachi Insight Group. Hitachi Insight Group was really there to kick start our efforts around IoT. And if you've heard us talk about our Lumada Platform, if you look at what strings all this together, we've been having a lot, and I'm sure we'll talk about it here, of conversations about data. How do we help our customers with data? You know of course we've had a history in storage, but how do we bring it together, analyze it, bring new things, make that infrastructure more flexible? So that was what Vantara was. It was the bringing together of those three entities, and we continue to add. So, we're doing more and going to bring more companies into the fold. >> I love that Bob. I mean, we know the trend we've been watching for quite a number of years is, IT is going from that cost center over on the side that said, "No" to, to survive, you'd better be responding to the business, tie closely to the business or the business will go elsewhere. >> Yes indeed. >> For those solutions. And in the same way storage can't just be some growing expense that, you know, is I can't manage it I can't do this, to data is the life blood of business today. >> You know it's, I get to see some customers, not always as many as I'd like, but work closely with our field. And I was at this great customer of ours who's a regional bank and I was talking to, it was fundamentally a very storage-y audience. And I was, let's be honest, I was the corporate guy, I was a bit of the appetizer before the technical team, and I was having a data conversation. And we have this thing that, maybe we'll talk about, we call it the stairway of value and how customers should think of their value getting, you know, more important and how they can help, IT can help expose that value. And I was going through this model and I was worried, man, I might be losing this audience. But the lead person was writing, and I kind of stopped and said, is this relevant to you guys? And he said you know, I'm presenting on data to the organization next week, and I'm taking notes. And so what we're seeing is storage people, they also want to be able to have this conversation. How can what we do to make storage more accessible, move that data more quickly, valuable to the organization, to your point. >> Stairway to value, that's the power ballad for IT of the future, right? >> It does have a nearly built-in theme song, although we haven't gone there yet. For us actually, what it is is, we talk about the base layer sort of storing and protecting, and then it's enriching the data. So if you think of, often that's a meta data conversation. How do we bring more value, explain that data, make it easier to use? Then we get up into activate. That's blending maybe. You have the static systems. You want to build a repository for analytics. How do we help you activate that? And that really puts you on the path for monetization and that's the M. So we call it our SEAM model. >> So Bob, I love Hitachi Vantara and the idea of it. I got to say I understood Hitachi Data Systems better, because it's a storage, it was a you know, very, very smart, super smart storage company and you could compare it to other storage companies. But now, I'm just curious, in your, as you go and talk to customers, does that change who you talk with? And because, Hitachi Vantara as part of Hitachi too is about the industrialization of, of data and everything from oil fields and all the way down to, you know, a box in my office that might store my data. So, you know, but you've got the open source crowd and data scientists, you've got all the industrial and medical and health care stuff. As well as still these super smart storage scientists there. So how do you start that conversation and who do you end up talking with? >> You know it's very interesting. I mean, there are some companies that we approach at a Hitachi level and they're going to be major manufacturing projects or government projects, and we can bring the whole set. But oftentimes we are leveraging where a customer knows us and branching into new areas. So the storage base that we have is the most obvious to leverage. But what we're doing now is things like, we have some IT automation and analytics tools that help our customers know what's going on with the systems in their environment and how to take processes out. Well we can bring Pentaho in and tie in non-storage systems, non-IT systems like security, power and cooling, and really give a whole new dashboard. So that's a new entrance. And then the IT team can be an advocate to help you meet new business people. We also go in and speak to the business of course. We can do that through, we have IT governance go to markets, and data analytics go to market motion. And we're beginning to blend those better and better, but to be fair there are still some silos in how we talk to the customer depending on the audience. But what we see is if we can use data as a bridge, that's when the audiences sometimes meet each other, you know, for the first time it seems. >> Alright, so I love some of where this is going. Let's think down a level. You do the infrastructure solutions group, >> I do, yeah. >> So when you talk about, you know, CI and HCI and all those pieces. We're talking multi-cloud, a lot of this stuff, you know, what's the latest? What are the conversations you're having with customers about that? >> Yeah, very good. And really for us it's all been about agility. You know, data agility sure, but you can't make your data agile if you're infrastructure is very, you know, static. And so it doesn't take much to convince a customer we can build them trusted storage. That's like telling them the sky is blue, if they know Hitachi, they know this. What our conversations are now is about, what about the rest of your applications that surround this? On that trusted storage, how do we cloud enable it? What can we do there? On HCI and converge, obviously here at VMware, we partner deeply with VMware, so we are working with, for instance, how do we run some of our applications in the AWS VMware cloud, as well as be that HCI or that rack scale system on-site that manages it? So we're really having this agility conversation. How do we build the systems to be ready for this onslaught of data? Because it's great to have an IoT conversation, which remains of interest, but the reality is the systems folks need to be ready for that wave that's coming at them, and current process of just, I'm going to add controllers, I mean, that's not the way to think about it anymore. There's new types of systems that are making customer lives easier. >> Right, so from the VMware standpoint, I believe on-site is part of the partnership. >> Yeah, yeah, yeah. >> Anything in particular VMware specific. >> Yeah, across the portfolio. So of course on the storage we work with Vwalls and we do all the protection and integration with SRM and the like but, but really what's of course, hot, is hyper converge and we have our unified compute platform, HC line, that is based on Vsan. And that's doing very well. We actually had a session here with some great customers. So both Kanagra brands and MCL told their stories of picking Hitachi and they've seen some great results. So that business is doing very well. We've also introduced what we call unified compute platform RS for the rack-scale infrastructure. And we do a number of things with that. So we'll do bare metal systems for, you know, analytics workloads, but what's really got people excited is we sell a complete package with VMware cloud foundation. And that gets customers, not only ready to get up6 to hybrid cloud quickly on-site, but really have that hybrid ability. And so we're beginning to do things like certify core applications so they can test. We have a tech preview out on our Hitachi content platform, Object Store, it's actually in the app store for VMware's AWS cloud. Now, it's a tech preview from us because we know it works, but there's a scale thing. And you know Hitachi, right? It's going to work perfectly before we let our customers go crazy. So, we're really getting into those hybrid conversations and also enabling it as a service. I don't know if we talked about the as-a-service cloud that we have on offer too. >> But, no, please do, yeah. >> On top of all that technology, one of the hot offerings we have is called Hitachi Enterprise Cloud. And we have a VMware based offering, which has been doing very well and a much newer container-based platform. So on the VMware offering, really it's all of the VMware tools, but a customer never touches any of it. They don't touch our storage, the servers. It is an as-a-service model that we come in with services, help them bring in their applications, help build the service catalog for that customer and really, all they do is consume the service. So while the hardware might be on-site, it's really, they're largely indifferent to it. We do all the underlying capabilities, upgrades and such and they just provide out services to the business. So it's a really great option that people don't even know we offer. >> Yeah, well absolutely. You've had a number of conversations here at the show, it's, the customers have, the companies that have decades of appearance, you start with that base level of trust and therefore, you can help customers. You might not be the bleeding edge, but when you're there, customers know, oh wait, you're going to be around. I know that this thing's baked and ready when we get there. >> You know, the bleeding edge is fun, and there maybe some things we do, but I think it's fair enough that maybe that isn't always us. But I, but I think I have heard us called the adults in the room from time to time. And over at the booth we hear a lot of these. You know, we've been playing with this but it's going to get real. What do you guys do in this space? And while it is maybe some fun marketing being that bleeding edge, it is great to know that when it really matters, customers always trust us. And that's a huge vote of confidence. >> Alright, yep, Bob, really appreciate the update there. Absolutely, technologies like IoT, rapidly go from, this is super early but I need things we can trust. So absolutely, congrats on the progress. >> Thank you. >> We look forward to seeing, you know, how Hitachi and you know, the beard look next time we see you. >> Look forward to it. >> For John Troyer, I'm Stu Miniman. Back with more coverage from VMworld 2018 soon. Thanks for watching theCube.

>> Announcer: Live from Las Vegas, it's theCUBE. Covering VMworld 2017, brought to you by vmware and its ecosystem partners. (upbeat music) >> Hi, I'm Stu Miniman, here with my cohost, Keith Townsend, and you're watching theCUBE broadcast VMworld 2017 here in Las Vegas, Nevada. Happy to welcome to the program, a first time guest to theCUBE, but someone I've actually known for many years, and super excited to dig in with, Bob Madaio, vice president of Infrastructure Solutions Marketing and Hitachi, Bob, thanks for joining us. >> Stu, glad to be here. It's taken a little while but... >> Yeah, you know, it's funny. We get together at Vmworld sometimes and it's like, Bob lives a town over from me. >> We should be able to figure this out >> You know, back home, he goes to a Thai restaurant that I used to go to all the time, when I lived even closer to him, but we come out to Las Vegas and we get together. >> Finally get together. >> So, for those that haven't known you for more than a decade, why don't you tell us a little bit about your role at Hitachi. >> Sure, yeah. So at Hitachi my team drives the Infrastructure Solutions Marketing. So, fundamentally, the core idea of the Infrastructure products. Here at Vmworld, the big focus things of converge infrastructure, how our storage supports the vmware environment, and vevolve, and all that, and just in general we're really focusing in on data as part of Hitachi. How do we help the customers' data strategy, whether it's going virtualized, cloud, so that's what my team does, core product marketing in those products, work very closely with teams focused on our IOT initiatives and other solution initiatives within Hitachi. >> So, Bob, for a lot of your career you've worked on partnerships >> Yeah >> And we always say, it was interesting, what was the Michael Dell thing in the keynote, some partnerships are, "We're just talking", and some things are real. So, a lot of partners here, everybody is the best partner with vmware, but talk about the Hitachi-vmware relationship. >> Sure, of course. And as you know, we've spent some time at a prior vendor who's obviously very close to vmware, EMC, and I was there with you for many years, but it's a very different partnership, as obviously that is, but if we look at very tactically, just this hyper converge space and vsan, which is a lot of what we've been focusing on at the show, anyway, fundamentally that is our offering in that space. So we have a unified compute platform product. Our platform is, for at least the virtualized environment, based on vsan. And so from that regard, we are a very clean partner for vmware in general terms. Now, I know a lot of my vsan buddies have been on and we still see a lot of value in centralized, well-protected, modernizing those core environments, and we're going to continue to find that blend, but really we're pretty all-in with vmware. In fact, shameless plug, we were the last year's global OEM innovation partner for vmware. So there's been a lot of good work going on. >> Just one piece. In addition to vsan, my understanding, the cloud foundation suite, you're also a partner for that. >> Exactly right. So end of last week, getting ready for the event, we announced two solutions. One was an update to the hyper converge solution, what we call our unified compute platform, or UCPHC, and we introduced a brand new solution that we call unified compute platform RS, for rack scale. And that takes our building blocks of the hyper converge and brings it your, you're exactly right, all the vmware cloud foundation tools, and the SDC wrapped up, ready to go for a customer. >> So Bob, let's blow out this infrastructure a little bit. >> Sure, absolutely. >> Hitachi very well known for data, data protection, incredible Fortune 500 reference customer, mission critical data. The compute side of it, little bit not as familiar with. Help us understand the chops >> Where we are there. >> Yeah, we're you're at and >> Absolutely. >> And the story behind it. >> I think there's a couple ways to go, and frankly, right now, at Hitachi, we think of compute in terms of converge or hyper conversion infrastructure. We're not really in the compute to sell server business. We did have a history of building, well, if we go even well further back than my Hitachi tenure, well known for mainframes, computing, they've been doing those and actually manufacturing those in Japan, until now we've just had new deal with IBM to do some work with them, but that culture has always been there, and we also had, and still have in the market, Hitachi manufactured blade servers. But, what our strategy really is looking like going forward, is we see more than 2/3 the revenue in the server market is going rack mount servers, people looking to do more scale-out, more flexible, and that's really what our new solutions are focused on, especially the ones we're highlighting here. We will still do some larger-scale up-servers, focused on things like SAP HANA, large oracle data bases, to your point, from the vendors you speak with, we're not unique here, but we are going to skew to those higher-end customers, but we want to make sure, even those higher-end customers are looking for more flexible compute infrastructure. The way we're going to go to market with that is either in the context of a solution, so think of a data blending solution, a oracle, a pentaho is a Hitachi company, how can we blend that with other data, we're going to sell that solution that will include servers or we'll sell it as a converge infrastructure solution. We're not really going to go and, I don't want to take on, some of our Chinese friends and others to say, "I'm going to beat you in one new server cost." Like that's not a value ad solution for me. >> So, extending that brand of rock-solid data servers, is that core, you know I've been in plenty environments where they've run SAP on Hitachi systems, and they'll buy two of them, because hey, why not? But, let's talk about that strategy when talking to those customers and expanding beyond that core theme. Do you lead with services, what's the ideal, what's the wrapper around? >> Yeah that's a great question and it's changing, and I'll even admit it's more advanced in certain geographies than others and what we've found is our American counterparts, they were so well known for storage and with such large forms they've taken a different path, they've begun to introduce converge as sort of an upgrade path, and a solution. If you look at what we're doing in Europe, we actually are very advanced in as a service. So, we've even brought companies in like Oxya, who was out of the French region, they run SAP as a service. A lot more of our conversation are actually buy by the drink, buy as a service, and it depends on where the customer is. Oftentimes, it'll just be, "How can we help you run SAP?", in that example, others, you know, we still do the occasional, "Alright, you need an upgrade," and "Hey, did you think of moving to converge?" So it kind of depends, but we are definitely moving to some large customers "Why don't we just run it all "for you, and then you just pay by the drink?" So it's a whole mix, but it's definitely moving more toward an outcome-based conversation, we're really trying to have the conversation of, "Great, we can sell you whatever system we want, "we have hyper converge, converge storage, "what are you trying to do with your data, "and can we help you with that?" So that's where we're getting closer to, anyway. It's a growth path, certainly. >> Bob, what again, your view on what you're hearing from customers. >> Okay. >> So traditionally, I think Hitachi, you know, large enterprise, very reliable, trusted brand, you bought out service providers, very different, how they think of it, they're, you know, if you can save them pennies, that makes their services, you know, >> Yeah, yeah. >> You do, the impact of cloud, the vmware and Amazon is something that's been discussed here, what are they key challenges you're hearing from customers, what's changed over the last couple of years? >> You know, it's clearly confidence in their data. We're seeing big impacts from GDPR, and other type concerns, and just speed of IT services. I mean, those are the two biggest things, it's interesting, you mention the Amazon-vmware relationship and everything, and we're seeing this sort of weird dichotomy, lots of interest in that, and we're seeing some cloud services migrate back to the data center. So we're seeing this funny thing where the customers, I think have trialed a lot, and they're now beginning to get a better of sense of what data types, and what applications really can be in the cloud, and certainly a lot of them are going there, far be it from me to argue that, but we are seeing some of them, they go, "You know what? This doesn't belong there, "we're bringing it back in," and then we're seeing new applications that we want to get to that hybrid model, that's one of the reasons we think this rack-scale solution is going to be so interesting for customers. >> You bring up an interesting point when you look at data, you mention GDPR, and customers, and how do I leverage my data, how do I manage the government interest compliance, and now new regulations, which are a little bit fuzzy, >> They are very. >> even today, how are you helping customers through that all, you know, data is the new loyal, how do I tap it? >> Yeah, absolutely, and I think one of the things is customers want to leverage multiple types of infrastructure, be it in their data center or elsewhere, that's going to only continue and probably we'll see multi-cloud, like we saw multi-vendor, storage vendors, you know, 10 years ago. But if we can help, and one of the things that we do with what we call our concept platform, is have that object storage where regardless of where that data is sitting, the policy can be maintained in your site, that meta-data that really runs where everything is, and how you get to that data, we can help them keep control of, regardless of if some of it's sitting in whatever S3 compatible or an Azure. We can give them that centralized control of disparate cloud sources. >> I love to say, conferences like Vmworld moves at the speed of the CIO. >> Okay. >> The speed of the CIO is not necessarily the speed of the business >> Fair. >> So there's a opportunity for Hitachi to vendor, to not only talk to the CIO, but talk to the business, talk to me about the nuance of that balancing that relationship and needing to, you know what, we need to service our traditional customer, but there's this other customer that's really needing our capabilities. >> I think you've hit a little bit on our corporate strategy, to some degree, in the sense that we kind of have a bifurcated focus. We need to be a value added IT solutions vendor, and it has to be solutions, right. I think the world of saying, "I'm going to win because my VSP is better," which of course it is, but that's beside the point, we'll come back to that with all my EMC friends, but that day is passing us by, we all know that. So we need to be relevant in, like I said, data blending, and SAP, how are we going to integrate that, that's our IT side, but this whole other side of the business, and we are reasonably unique, so my part at Hitachi, this IT business that we're in, is a relatively small piece of a nearly hundred billion dollar global conglomerate technology company. And one of the things a global technology company does is very deep vertical market industrial solutions. And I don't know if you've noticed, but vmware mentioned IOT a lot more than we've heard them mention in the past, and I think there's a play where the business is looking for how to use technology to modernize, I don't know if I want to use the phrase digital transformation, I think someone comes out and slaps someone now if you use it too much, >> Yeah, there's someone right behind you. >> Yeah, I'm a little nervous. But if you think about that, how can we leverage technology if I have maintenance on trucks and I have 16 thousand trucks as one of our customers does, how do I do predictive maintenance to save me a couple million dollars a year, or just as a starting point. We can bring expertise to that that maybe some others can't. One of the things that we're trying to do is have the business conversation about how technology can help operations, be them within a factory, within some sort of vertical market, and then develop that core, general purpose IT solution that is, you know, we can put different applications on it, but understand the data flow within the enterprise. We're trying to do both of those. What I am seeing, though, is more and more CIOs are being linked with the business, because they know there's no other way. And increasingly some of the customers I see, the CIO came out of the business, and that's a really interesting trend. >> Alright, Bob, we've got to dig into this IOT stuff. IOT's a big, big, big discussion. Last interview you were talking about from a security standpoint, it's the biggest challenge we have, they're just orders of magnitude more service area, Hitachi, as a global company, I think about the devices and sensors, you live there where many of the legacy infrastructure companies there, and then architecturally, if I put my storage and infrastructure hat on, it's like, "Well, I want containers, or server-lists," or something like that. >> Yeah. >> Do you play everywhere? Where are the pieces that Hitachi has set up to win, and has strength? >> Good question. I think there's two key things that we're focused on. One is, first, Hitachi builds lots of machines. I mean, I still, I've been there almost five years, in a week or so, and I still learn, you know, Clarion car stereos, so that's actually OEM in lots of vehicles out there, is that play for us? The medical field, all the devices and scanners, the obviously, the big earth-moving equipment, all of those things. We have a pretty good understanding of, cause I think one of your thoughts here is going to lead us to, a lot of that data is going to be dealt with locally. And we have a pretty good sense of what data might we get value out of. Cause one of the biggest problems, I, as someone who still cares very deeply about storage, I'd like to save every bit that ever came out of a machine, but that's just not going to make sense for anyone. So, if we can deal with figuring out what data to keep local to that edge, we are developing a core platform we can send the relevant data back, if you haven't heard it's called Lumada, and I'm under, I think I have a shock collar on, we'll have some big announcements coming out in the near future about that, so I'll pick, but it's out in market and it is something that's been >> Nobody's listening, you can. >> I don't know, we're not live on the internet or anything. So, but, point being, we have this central platform that's really going to scale and ingest all that machine data, but we know we need to deal with it at the edge, and you're right, that's a different type device than we're known for historically. But we build so many devices in the other parts of the business, how do we leverage and combine? But we're not going to only focus on Hitachi, because that's a very difficult path. You need to understand, in every IOT solution, there's lots of partners, and one of the things that we've learned from our Japanese counterparts, and our global counterparts, is the idea of co-creation. And so what we really want to do is learn from some of our lighthouse, like I mentioned that transportation company, that's going to be a unique solution to them, but there has to be core that's reusable. I think the challenge that IOT has had to a certain degree, really getting traction in the market, is if every IOT deployment is a snowflake it's really hard to make a business for anyone, and really get customers on quicker. So, we're also going to look at that core data center level. Can we use the components, think of a converge infrastructure stack, if you're going to run core ingestion components of IOT, could we do some prepackaging to help customers, can we make it easier for IT to make happen what the business wants on the IOT side. That's one place where I think we can add real value. >> So, talking about frictionless business, and frictionless IT, the real challenges are, when you have a Hitachi, huge manufacturing organization, manufacturing operations is very different from IT operations, and a lot of times, IT, or IT providers find themselves at kind of a marriage counselor. What are some of the lessons learned from looking at Hitachi's business from an organizational perspective and then looking at tradition IT that you can give insights to the audience. >> Well, I'll answer in kind of two ways. So the first is, we need to change as much as our customers need to change to take advantage of this opportunity, and we're doing a lot of that change. I'll give one example that I know our CEO's talked about in a bunch of public forms is within all the, what we would call a front-facing business, those vertical businesses, we've put what we call cheap fomata officers, or IOT technology experts, in each of those businesses, to be part of the conversation of the overall manufacturing, or whatever that vertical business may be, so that we can insert thoughts of, "Hey, well what have you done to make it easier "for us to pull information out of those systems? "How can we leverage that?" What are you thinking maybe as a service offering, you're not just selling a system, or a bulldozer, or I'm not going to get the right, I'm closer to converge and storage, I got to tell you. We don't just want to sell that big piece of machinery, how are you going to sell a solution for the customer that either improves the maintenance, makes it easier. So that's what we're doing internally. I will say, what I've seen with customers, and we can explain to them, and I think really that's having the CIO at the seat of the business more frequently, we're embedding a technologist in the business, I was actually down, I had the luck of going down to Sydney and some of our other cities that we're doing really wonderful stuff in, in Australia a few weeks back, and I was in a room, it was tremendous. We thought the meeting was going to go one way, and it went completely down an IOT path, which was a surprise, but the person was talking, and I didn't realize fully who was in the room, they were talking so much about business relevant data they're trying to do to change their operations, it wasn't until after the meeting I realized, when we were really talking about our roles better, she was a technology architect. And so, that distinction, that wall between business and technology for the companies, we're actually going to pull it off as a power generation company, they're dissolving those walls. And I think the only way to really implement a solution that uses data to improve the business, is to dissolve the walls as quickly as possible. >> Last thing I wanted to ask you, Bob. We've come into Vmworld this year, so some people have commented, "You think vmware, they're the "server virtualization company." Now, it's a lot of conversations, right? The cloud, is it, they're doing SaaS, we're going through this, Hitachi's a conglomerate. There's a lot of different things, you're on the infrastructure side there, what do we think of when we think of Hitachi in the next? >> Well it's good that you mentioned next. We'll have an event we're calling next in this very building in a few weeks. And you'll hear a lot more about what we're thinking of ourselves. I would say this, I think what we're hoping, especially on the technology, that digital side of Hitachi, if you will, you think of us as a data solutions company a certain way, I think one of the big learnings for us is, we're one of the top software companies, on a revenue basis in the world, no one thinks of us that way. But all of those machines that we talked about, all of those things, guess what's running them? And if you aggregate, I think it's top 15, I don't want to be, I might be slightly off, apologies, but we're up in that. So I think one of the things we want to help people understand is we can be an outcome-based partner for you. Whether that's on the industrial side to data, whether that's, you have a unique data problem and you need someone to come in with a custom solution, I mean, yes, if you just like to run a bunch of workloads on a virtualized infrastructure, we can sell you hyper converge solutions with vmware, awesome. But if you're trying to figure out something more complex, and you're really concerned about how your data's going to be used in leverage, and how you're going to analyze it and blend it, we can be your partner for that. That's what I'm hoping people are going to start to see about Hitachi. >> Alright, well, Bob, the tagline of Hitachi now, is Inspire the Next, really appreciate you coming on, helping us inspire our audience to dig in to what is next for key talents. I'm Stu Miniman, you're watching theCUBE at Vmworld 2017.