>> From the ARIA Resort in Las Vegas, it's theCube. Covering AWS Marketplace. Brought to you by Amazon Web Services. >> Hey, welcome back everybody. Jeff Frick here with theCube. We are at AWS Reinvent 2018. We got to get a number, I don't know how many people are here, but Vegas is packed. I think it's in six different venues tonight. We're at the ARIA at the hub with the AWS Marketplace & Service Catalog Experience, kicking everything off. We're excited to be joined by cube alumni. Last we saw him, I think it was in San Francisco Summit 2017. Carl Krupitzer, the CEO of ThingLogix. Carl, great to see you. >> Thank you it's great to be here. >> So I think you were saying before we turned the cameras on, you came early days. This whole piece here was not even as big a the room we're in. >> Right well we were part of the service launch for IoT, and that was just a few years ago, and it's exponentially bigger. Yeah. Just the expo, this is not even the expo floor right? And this is bigger than what we had originally. So excited to see it grow. >> So IoT keeps growing, growing, growing. That's all we hear about. In Industrial IoT, we did the Industrial IoT launch with GE back in better days. For them, huge opportunity. Really seeing a lot of momentum. What are some of the observations you're seeing actually out in marketplace? >> You know it's interesting. When we first started with the IoT service offering for AWS, there was a lot of proof of concepts going on, a lot of people kind of hacking their way through understanding what IoT is and how it could impact their business. And I think we've gotten to the point now where we're seeing more production roll-outs with very considerate business drivers behind it. >> Right. I think it's funny you're talking about doing some research for this, and you guys are really specific. I love it. It's not Greenfield projects you know? Have specific design objectives, have specific KPIs, have specific kind of ideas about what the functionality you want before you just kind of jump into IoT space with two feet. >> Right. Yeah we strongly discourage companies from just jumping in with both feet just because right? It's an expensive undertaking IoT, and it has the potential to really change your business for the better if you do it well. >> So where are you seeing the most uptake? Or maybe that surprises you the most in these early days? Kind of industry wise? >> We see a lot of creative use cases starting to come up. Kind of that secondary use of data, and one of the things that we've-- we kind of describe our customers having a life cycle of IoT right? They come in to solve a specific problem with us, which is usually a scalability, or a go to market issue. And then very quickly, they kind of get to the art of the possible. What can we do next? And we see a lot of companies really getting creative with the way they do things. From charging with-- using our FID tags in sub-Saharan Africa for water to solar power and things like that. It's interesting to see companies that didn't exist a few years ago, and couldn't have existed a few years ago, really kind of getting a lot of traction now. >> Right. It's funny we did an interview with Zebra Sports a few years ago actually now. And they're the one that's old RFID technology that put the pads in the shoulder pads for all the NFL players. They're on the refs, they're in the balls. It is such a cool way to apply on old technology to a new application and then really open up this completely different kind of consumer experience in watching sports. When you've got all this additional data about how fast are they running and what's their acceleration. And I think they had one example where they showed a guy in an interception. They had the little line tracker. Before he'd gotten all the way back in, it was a pick six. It's unbelievable now with this data. >> Our Middle Eastern group is actually doing a pilot right now for camel racing. So we're doing telemetry attached to the camels that are running around the tracks. We're getting speed and heart rate and those sorts of things. So it's everywhere right? >> I love it. Camel racing. So we're here at the AWS Marketplace Experience. So tell us a little bit about how's it working with AWS. How's the the marketplace fit within your entire kind of go to market strategy? >> Well so for us, the marketplace is really key to our go to market strategy right? I mean we're a small company and we-- our sales team is really kind of focused on helping customers solve problems and the marketplace really offers us the ability to not have to deal with a lot of the infrastructure things of servicing a customer right? They can go there, they can self sign up, they can implement the platform, our technology platform on their own and then billing is taken off of our plate. So it's not something that we have to have a bunch of resources dedicated to. >> Is there still a big services component though, that you still have to come in to help them as you say kind of define nice projects and good KPI's and kind of good places to start? Or do they often times on the marketplace purchase just go off to the races on their own? >> So it's a combination. If companies are looking to solve a specific problem with an IoT platform like Foundry, it's definitely a self implementable thing and it's becoming more and more self implementable. Foundry really deploys into a customers account using Cloud formation, and Cloud formation templates allow us to kind of create these customized solutions that can then be deployed. So it's-- we're getting a combination of both. >> Yeah, and I would imagine it's taken you into all kinds of markets that you just don't-- you just don't have the manpower to cover when you have a distribution partner at EWS. >> Yeah it's made things a lot faster for us to be able to spin up vertical solutions or specific offerings for a particular large customer. Marketplace can take care of all of the infrastructure on that. >> Alright so what are you looking for here at Reinvent 2018? You've been coming to these things for awhile. I know Andy's tweeting out, his keynote is ready to have the chicken wing contest I think, last night at midnight. Too late for me, I didn't make it. (laughs) >> For us I mean, some of the more exciting things that are out there are the emergence of server-less right? You see server-less, all of those AWS services really taking off. >> Right. >> But there's also the Sumarian, the ARVR's really kind of exploding. So for us it's really about, this is a great place for us to see the direction that AWS is heading and then make sure that our offering, and our technology is layered on top of that appropriately. >> And what are you hearing from your customers about Edge? All the talk about Edge and there's some fudd I think going about how does Edge work with Cloud and to me it's like two completely separate technology applications, but then you know what you're trying to accomplish. As kind of the buzzwords, Edge gets beyond the buzz and actually starts to be implemented, what do you kind of seeing and how's that working together with some of the services that Amazon's got? >> I mean Edge architecture's are an important component to a solution. Especially solutions that require real time data processing and decision making at the shop floor or whatever you have. AWS has taken very big strides toward creating service offerings and products down at the Edge that interface well with the Cloud. So for us, our perspective on it is that the Edge is really a reflection of the business logic and the processes and things that we define and build for a customer. Because ultimately those Edge processes have to feed the enterprise processes, which is what we really focus on right? How do we get machine data into enterprise systems? So Edge technology for us is definitely a consideration and when we build our select technology solutions, we look at Edge as a component in that architecture and we try to meet the needs of the customers specific use case when it comes to Edge. >> Right. Yeah it's not killing the Cloud. Who said that? - Right. >> So silly. >> Yeah it can't kill it. >> It's not slowing down this thing. >> Right. Alright Carl well thanks for taking a few minutes and have great Reinvent. >> Yeah thank you. - [Jeff] Hydrate. >> Thanks for your time. Definitely. - They say hydrate. Alright he's Carl, I'm Jeff. You're watching theCube. We're at AWS Marketplace inservice catalog experience. We're at the Aria in the quads. Stop on by. Thanks for watching we'll see you next time.

(techno music) >> Announcer: Live, from San Francisco, it's theCUBE, covering AWS Summit 2017. Brought to you by Amazon Web Services. >> Hi, welcome back to theCUBE. We are live in San Francisco at the AWS Summit. We have a great day so far. I'm Lisa Martin, with Jeff Frick, and we're really excited to be joined next by ThingLogix, Carl Krupitzer from ThingLogix, welcome to theCUBE. >> Carl: Thank you. >> Tell us all about ThingLogix What do you guys do? And how do you work with AWS? >> Sure, so we're an IoT platform and solutions company. So we've actually helped customers design, develop, and deploy, and bring to market, IoT solutions and connected products. >> How long have you been, and tell us a little bit about your history. There's an Amazon tie in. >> Carl: There is. >> That kind of predates ThingLogix. >> Carl: Right. >> Give us a little bit of insight about that. >> So we were actually the services and solutions group with inside of a company called 2lemetry. And that was eventually purchased by Amazon and became the AWS IoT platform. So our DNA of our company goes back to the very beginnings of what is now the AWS IoT service. >> Excellent, and so you were founded in 2014? >> 2014, we spun out from 2lemetry. And we did so because we were working with a few big customers that really, we saw an opportunity to help companies really kind of figure out what to do with IoT and accelerate their adoption of IoT inside of the enterprise. >> So there's a consulting arm as well as a technology lead. >> Right, right. So we have our professional services, and our advisory services group that works with customers, really to get them through the idea phase, and then we offer a technology platform that is ThingLogix's foundry, that really is a platform that sits top of all the underlying AWS serverless compute resources. >> So IoT's a big space. GE's in it, everybody's in it. You're a little company. >> Carl: Yeah. >> So what's interesting is, both from an entrepreneurial point of view, as well as just, you know, punching above your weight, how does working kind of in the AWS eco system, both as for your own infrastructure, but also as for go to market and partnership, enable you guys to really do punch above your weight. >> You know, it's a big challenge when you start getting into a partner eco system, like AWS. The thing that sets us apart, really, is that we are very much a pure play, serverless, computing company. From the ground up, we built our own infrastructure that way, we built our own platform that way, and it allows us to be a lot more agile and creative with our customers. It allows us to move much faster and more cost effectively than a lot of other system integrators. >> Right, and you said before we turned on the cameras, that too, it also though, gives you these partnership opportunities with less pure plays. >> Carl: Correct. >> To insert you into potentially a bigger project for that piece that you guys can deliver better than anybody else. That's a pretty unique opportunity. >> Right, yeah. So us partnering with some of the bigger systems integrators is pretty standard practice for us because we can come in and we can work with the the business on really prototyping and innovating quickly. Get us, getting the rapid application development side of things done, and then transition that over to the more managed services oriented firms to take on board. >> Right. And can you imagine trying to do what you're doing without a big infrastructure provider, a big marketplace partner? >> No, it would be nearly impossible. Just to, IoT is fast-moving technology trend. It's been around for a while, in the M to M space. Typically, it's been controlled by the engineering side of house. What we're seeing now is that it's migrating more over to the product management and marketing folks. So they're expecting the same agility that you get with platforms like Salesforce, platforms like Workday. They want that same thing in their product development lifecycle. We've been able to help customers take projects from concept and prototype, through to actually in stores, in the market in about nine to nine weeks, nine to twelve weeks. >> Jeff: Wow. >> So I was just thinking, as you guys were chatting about what the consulting services are like. Give us an example of a typical customer, and you kind of just did, where they, are you talking to retailers that have IoT products to sell, you mentioned, kind of more of a bind center, maybe within products and marketing. So I was just wondering kind of, what is that typical customer like, and what sort of questions have they come to you with? Is it more of an idea that we need to get to market, or is it more of a, we have all of these devices at the edge that we sort of need to-- >> It's a combination, right? We deal a lot with consumer product companies that are trying to enable or connect an existing product or an existing line of products. And they're doing so, not for the engineering purposes, but more to get a better customer experience, and a more timely customer experience, right? Being able to connect with their customers in new and different ways. We're also seeing quite a bit of migration from legacy systems like Exeda or In-House Solutions to the AWS cloud. Really this idea of cloud first architecture, has taken root in the enterprise. And it's been happening over the last 10 years, and I think it's really starting to pay off because companies are looking for a reason not to go to the cloud, versus a reason to go to the cloud. And IoT with the AWS platform and serverless compute resources, really, it takes away all those reasons why you wouldn't. >> [Convention Intercom] Ladies and Gentlemen, don't forget to stop-- >> Lisa: Oops, we'll pause for a-- >> The big voice from above, right. >> Pause for an announcement. >> [Convention Intercom] Get a t-shirt. >> Get a t-shirt. >> Oh, a t-shirt. >> Get a t-shirt. >> I don't want to miss out on that. So just wanted to ask you, give us some ideas of how customers are using the services. I was looking at your webpage, I'll open it back up, and as a pool owner, I though, oh, pool energy. I think I need that. Give us an idea of a company like that. Was this an idea that has really been enabled by what you provide? >> Sure, we've seen companies really try to evolve some of the products, some of their commodity products into more of a smart service, right? When AWS IoT launched, we led with a company called Sealed Air. And they were actually investigating, they make commodity chemicals and cleaning equipment, and things like that. And they were looking for new and different ways to really add value to their products. So we came out, helped them prototype and come out with a connected hand soap dispenser, which seemed kind of silly at the time, but when you start looking at the secondary uses of the data, it allowed them to really start to hone in on hand sanitation compliance, and really kind of start to wrap a reduction of foodborne illness around this one connected device. And as we started to extend that, we started to get into auto-replenishment, we started to get into consumption billing, so they can actually, companies can now take a piece of equipment, put it out to a customer with less capital investment, and charge per hour of use, or per thing that happens on that machine, right? So we're seeing a lot of evolution of business models. People trying to do different things. And it comes down usually to make money or save money, right? >> Jeff: Right, right. >> Companies that want to make money are going down a path of really that enhanced customer experience, companies that want to save money are really looking for efficiencies in field service and warranty claims, and in waste reduction. >> Right. I'm curious though, on kind of the secondary value of the data. >> Carl: Right. >> Was that something they kind of thought about ahead of time, that maybe we'll be able to get? >> Carl: No, no. >> Or was it something that kind of came along. Because clearly, auto-replenishment, right, that's a easy, and billing by consumption, that's not brain surgery. But it's the secondary stuff that really becomes the essence of digitizing your business. >> Carl: Right. >> And I think the hand sanitizer's a really interesting example, because who would ever think there's a digital play beyond the obvious in hand sanitizer. >> Right, right. And what it allows them to do is focus in on behaviors of people that you could never measure otherwise. It would be very difficult to sit in the deli all day long and watch whether or not every employee washes their hands a correct amount of time, but we can really easily take a look across an entire supermarket chain and pick out who the outliers are, and then focus the efforts on training those individuals, and really enhancing the compliance of that. >> So does it pick up their ID tag when they're in proximity to the hand sanitizer? >> Carl: Well, see there are a lot of privacy concerns. >> Right, right. >> The use would be more, take a look at the aggregate of the data and just say, "That one is completely out of norm from the others. >> Jeff: Right, right. That's great, though. >> That's amazing, you again, wouldn't really think of that, but to your point, that does really kind of underscore just one of the important elements that businesses need to consider when digitizing. It's new business opportunities, new revenue streams, cost optimization, and that is a really, kind of a, I don't know, maybe it's not a unique example, the hand sanitizer example, of the other elements in which that business was able to get into by having this secondary look, or maybe a completely different look at the data. >> Yeah, and it's, as IoT really starts to serve those other masters besides the engineering and R and D folks, the marketing people are asking completely different questions than the technology people have been asking, which is why we're being pressured to move so quickly, beause as the creativity starts to enter in to this technology trend, they're expecting results immediately versus having to wait nine months, and spend millions of dollars-- >> It was interesting, in Andy's fireside chat, Buzzword Bingo, he said the buzzword that's delivering on its promise the fastest, in his opinion, was IoT. I was totally caught by surprise. Of all the different things, I would never have guessed that he would pick IoT, but you're right at the leading edge of this stuff, and it's moving faster than probably people probably give it credit for. >> The tough part about IoT is it's so huge, right? >> Jeff: Right. >> There's so many different flavors of it. GE has the industrial IoT that they're chasing after, the consumer products tends to be, right now, it's a trend. They connect everything from toothbrushes to whatever. But the idea being that having this connected product, can either enable new customer experiences, drive new business models, or help drive efficiencies in an organization, is really the fulfillment of that promise. >> Jeff: All right. >> From the culture perspect, I'm just curious, you're small right now, one of the things, too, that Andy talked about that I thought was interesting, was he was starting to talk about the culture of AWS. One of the things that they've been very vocal about is, they're very customer centric. They rarely talk about competition. How is that being a partner and being in the marketplace, with one of the announcements today, that's making it even simpler. Do you feel that, as a partner with them, that being in this marketplace, does their culture kind of permeate through that and help you open doors, like we talked about a minute ago, with other partners? >> Oh, they're fantastic. It's a great partner program just because they're super collaborative with even small partners like us. We had, maybe a little bit different experience coming into Amazon, because we ame with a little bit of knowledge of what they were already dealing with, but they've been really responsive and helpful, and it's, being in the marketplace is going to change the game for us because it offloads a lot of the things that we don't want to do, as we make the move more toward providing a platform as a service. They will take over the billing, and the distribution, and the management of, and customer, more so, than a small company like us would be able to do. So I think it enables a small company to get a greater reach than it would for normal, normally distributed. >> Excellent. Well, Carl, thank you so much for joining us-- >> Carl: Thank you. On theCUBE today, and sharing with our audience, a little bit about ThingLogix. We wish you continued success. >> Thank you. >> In connecting more and more devices globally. >> Carl: Thank you. >> For my co-host, Jeff Frick, I'm Lisa Martin. You've been watching us live on theCUBE, at AWS Summit, San Francisco. Stick around, we'll be right back. (techno music)