>> TheCUBE presents HPE Discover 2022 brought to you by HPE. >> Welcome back to theCUBE's coverage of HPE Discover 2022. We're here at the Venetian convention center in Las Vegas Dave Vellante for John Furrier. Cam Amirs here is the director of technical alliances at Cribl'. Cam, good to see you. >> Good to see you too. >> Cribl'. Cool name. Tell us about it. >> So let's see. Cribl' has been around now for about five years selling products for the last two years. Fantastic company, lots of growth, started there 2020 and we're roughly 400 employees now. >> And what do you do? Tell us more. >> Yeah, sure. So I run the technical alliances team and what we do is we basically look to build integrations into platforms such as HPE GreenLake and Ezmeral. And we also work with a lot of other companies to help get data from various sources into their destinations or, you know other enrichments of data in that data pipeline. >> You know, you guys have been on theCUBE. Clint's been on many times, Ed Bailey was on our startup showcase. You guys are successful in this overfunded observability space. So, so you guys have a unique approach. Tell us about why you guys are successful in the product and some of the things you've been doing there. >> Yeah, absolutely. So our product is very complimentary to a lot of the technologies that already exist. And I used to joke around that everyone has these like pretty dashboards and reports but they completely glaze over the fact that it's not easy to get the data from those sources to their destinations. So for us, it's this capability with Cribl' Stream to get that data easily and repeatably into these destinations. >> Yeah. You know, Cam, you and I are both at the Snowflake Summit to John's point. They were like a dozen observability companies there. >> Oh yeah. >> And really beginning to be a crowded space. So explain what value you bring to that ecosystem. >> Yeah, sure. So the ecosystem that we see there is there are a lot of people that are kind of sticking to like effectively getting data and showing you dashboards reports about monitoring and things of that sort. For us, the value is how can we help customers kind of accelerate their adoption of these platforms, how to go from like your legacy SIM or your legacy monitoring solution to like the next-gen observability platform or next-gen security platform >> and what you do really well is the integration and bringing those other toolings to, to do that? >> Correct, correct. And we make it repeatable. >> How'd you end up here? >> HP? So we actually had a customer that actually deployed our software on the HPS world platform. And it was kind of a light bulb moment that, okay this is actually a different approach than going to your traditional, you know, AWS, Google, et cetera. So we decided to kind of hunt this down and figure out how we could be a bigger player in this space. >> You saw the data fabric announcement? I'm not crazy about the term, data fabric is an old NetApp term, and then Gartner kind of twisted it. I like data mesh, but anyway, it doesn't matter. We kind of know what it is, but but when you see an announcement like that how do you look at it? You know, what does it mean to to Cribl' and your customers? >> Yeah. So what we've seen is that, so we work with the data fabric team and we're able to kind of route our data to their, as a data lake, so we can actually route the data from, again all these very sources into this data lake and then have it available for whatever customers want to do with it. So one of the big things that I know Clint talks about is we give customers this, we sell choice. So we give them the ability to choose where they want to send their data, whether that's, you know HP's data lake and data fabric or some other object store or some other destination. They have that choice to do so. >> So you're saying that you can stream with any destination the customer wants? What are some examples? What are the popular destinations? >> Yeah so a lot of the popular destinations are your typical object stores. So any of your cloud object stores, whether it be AWS three, Google cloud storage or Azure blob storage. >> Okay. And so, and you can pull data from any source? >> Laughter: I'd be very careful, but absolutely. What we've seen is that a lot of people like to kind of look at traditional data sources like Syslog and they want to get it to us, a next-gen SIM, but to do so it needs to be converted to like a web hook or some sort of API call. And so, or vice versa, they have this brand new Zscaler for example, and they want to get that data into their SIM but there's no way to do it 'cause a SIM only accepts it as a Syslog event. So what we can do is we actually transform the data and make it so that it lands into that SIM in the format that it needs to be and easily make that a repeatable process >> So, okay. So wait, so not as a Syslog event but in whatever format the destination requires? >> Correct, correct. >> Okay. What are the limits on that? I mean, is this- >> Yeah. So what we've seen is that customers will be able to take, for example they'll take this Syslog event, it's unstructured data but they need to put it into say common information model for Splunk or Elastic common schema for Elastic search or just JSON format for Elastic. And so what we can do is we can actually convert those events so that they land in that transformed state, but we can also route a copy of that event in unharmed fashion, to like an S3 bucket for object store for that long term compliance user >> You can route it to any, basically any object store. Is that right? Is that always the sort of target? >> Correct, correct. >> So on the message here at HPE, first of all I'll get to the marketplace point in a second, but it's cloud to edge is kind of their theme. So data streaming sounds expensive. I mean, you know so how do you guys deal with the streaming egress issue? What does that mean to customers? You guys claim that you can save money on that piece. It's a hotly contested discussion point. >> Laughter: So one of the things that we actually just announced in our 350 release yesterday is the capability of getting data from Windows events, or from Windows hosts, I'm sorry. So a product that we also have is called Cribl' Edge. So our capability of being able to collect data from the edge and then transit it out to whether it be an on-prem, or self-hosted deployment of Cribl', or or maybe some sort of other destination object store. What we do is we actually take the data in in transit and reduce the volume of events. So we can do things like remove white space or remove events that are not really needed and compress or optimize that data so that the egress cost to your point are actually lowered. >> And your data reduction approach is, is compression? It's a compression algorithm? >> So it is a combination, yeah, so it's a combination. So there's some people what they'll do is they'll aggregate the events. So sometimes for example, VPC flow logs are very chatty and you don't need to have all those events. So instead you convert those to metrics. So suddenly you reduced those events from, you know high volume events to metrics that are so small and you still get the same value 'cause you still see the trends and everything. And if later on down the road, you need to reinvestigate those events, you can rehydrate that data with Cribl' replay >> And you'll do the streaming in real time, is that right? >> Yeah. >> So Kafka, is that what you would use? Or other tooling? >> Laughter: So we are complimentary to a Kafka deployment. Customer's already deployed and they've invested in Kafka, We can read off of Kafka and feed back into Kafka. >> If not, you can use your tooling? >> If not, we can be replacing that. >> Okay talk about your observations in the multi-cloud hybrid world because hybrid obviously everyone knows it's a steady state now. On public cloud, on premise edge all one thing, cloud operations, DevOps, data as code all the things we talk about. What's the customer view? You guys have a unique position. What's going on in the customer base? How are they looking at hybrid and specifically multi-cloud, is it stitching together multiple hybrids? Or how do you guys work across those landscapes? >> So what we've seen is a lot of customers are in multiple clouds. That's, you know, that's going to happen. But what we've seen is that if they want to egress data from say one cloud to another the way that we've architected our solution is that we have these worker nodes that reside within these hybrid, these other cloud event these other clouds, I should say so that transmitting data, first egress costs are lowered, but being able to have this kind of, easy way to collect the data and also stitch it back together, join it back together, to a single place or single location is one option that we offer customers. Another solution that we've kind of announced recently is Search. So not having to move the data from all these disparate data sources and data lakes and actually just search the data in place. That's another capability that we think is kind of popular in this hybrid approach. >> And talk about now your relationship with HPE you guys obviously had customers that drove you to Greenlake, obviously what's your experience with them and also talk about the marketplace presence. Is that new? How long has that been going on? Have you seen any results? >> Yeah, so we've actually just started our, our journey into this HPE world. So the first thing was obviously the customer's bringing us into this ecosystem and now our capabilities of, I guess getting ready to be on the marketplace. So having a presence on the marketplace has been huge giving us kind of access to just people that don't even know who we are, being that we're, you know a five year old company. So it's really good to have that exposure. >> So you're going to get customers out of this? >> That's the idea. [Laughter] >> Bring in new market, that's the idea of their GreenLake is that partners fill in. What's your impression so far of GreenLake? Because there seems to be great momentum around HP and opening up their channel their sales force, their customer base. >> Yeah. So it's been very beneficial for us, again being a smaller company and we are a channel first company so that obviously helps, you know bring out the word with other channel partners. But HP has been very, you know open arm kind of getting us into the system into the ecosystem and obviously talking, or giving the good word about Cribl' to their customers. >> So, so you'll be monetizing on GreenLake, right? That's the, the goal. >> That's the goal. >> What do you have to do to get into a position? Obviously, you got a relationship you're in the marketplace. Do you have to, you know, write to their API's or do you just have to, is that a checkbox? Describe what you have to do to monetize. >> Sure. So we have to first get validated on the platform. So the validation process validates that we can work on the Ezmeral GreenLake platform. Once that's been completed, then the idea is to have our logo show up on the marketplace. So customers say, Hey, look, I need to have a way to get transit data or do stuff with data specifically around logs, metrics, and traces into my logging solution or my SIM. And then what we do with them on the back end is we'll see this transaction occur right to their API to basically say who this customer is. 'Cause again, the idea is to have almost a zero touch kind of involvement, but we will actually have that information given to us. And then we can actually monetize on top of it. >> And the visualization component will come from the observability vendor. Is that right? Or is that somewhat, do you guys do some of that? >> So the visualization is right now we're basically just the glue that gets the data to the visualization engine. As we kind of grow and progress our search product that's what will probably have more of a visualization component. >> Do you think your customers are going to predominantly use an observability platform for that visualization? I mean, obviously you're going to get there. Are they going to use Grafana? Or some other tool? >> Or yeah, I think a lot of customers, obviously, depending on what data and what they're trying to accomplish they will have that choice now to choose, you know Grafana for their metrics, logs, et cetera or some sort of security product for their security events but same data, two different kind of use cases. And we can help enable that. >> Cam, I want to ask you a question. You mentioned you were at Splunk and Clint, the CEO and co-founder, was at Splunk too. That brings up the question I want to get your perspective on, we're seeing a modern network here with HPE, with Aruba, obviously clouds kind of going next level you got on premises, edge, all one thing, distributed computing basically, cyber security, a data problem that's solved a lot by you guys and people in this business, making sure data available machine learnings are growing and powering AI like you read about. What's changed in this business? Because you know, Splunking logs is kind of old hat you know, and now you got observability. Unification is a big topic. What's changed now? What's different about the market today around data and these platforms and, and tools? What's your perspective on that? >> I think one of the biggest things is people have seen the amount of volume of data that's coming in. When I was at Splunk, when we hit like a one terabyte deal that was a big deal. Now it's kind of standard. You're going to do a terabyte of data per day. So one of the big things I've seen is just the explosion of data growth, but getting value out of that data is very difficult. And that's kind of why we exist because getting all that volume of data is one thing. But being able to actually assert value from it, that's- >> And that's the streaming core product? That's the whole? >> Correct. >> Get data to where it needs to be for whatever application needs whether it's cyber or something else. >> Correct, correct. >> What's the customer uptake? What's the customer base like for you guys now? How many, how many customers you guys have? What are they doing with the data? What are some of the common things you're seeing? >> Yeah. I mean, it's, it's the basic blocking and tackling, we've significantly grown our customer base and they all have the same problem. They come to us and say, look, I just need to get data from here to there. And literally the routing use case is our biggest use case because it's simple and you take someone that's a an expensive engineer and operations engineer instead of having them going and doing the plumbing of data of just getting logs from one source to another, we come in and actually make that a repeatable process and make that easy. And so that's kind of just our very basic value add right from the get go. >> You can automate that, automate that, make it repeatable. Say what's in the name? Where'd the name come from? >> So Cribl', if you look it up, it's actually kind of an old shiv to get to siphon dirt from gold, right? So basically you just, that's kind of what we do. We filter out all the dirt and leave you the gold bits so you can get value. >> It's kind of what we do on theCUBE. >> It's kind of the gold nuggets. Get all these highlights, hitting Twitter, the golden, the gold nuggets. Great to have you on. >> Cam, thanks for, for coming on, explaining that sort of you guys are filling that gap between, Hey all the observability claims, which are all wonderful but then you got to get there. They got to have a route to get there. That's what got to do. Cribl' rhymes with tribble. Dave Vellante for John Furrier covering HPE Discover 2022. You're watching theCUBE. We'll be right back.