>>Good afternoon everyone, and welcome back to Cuan where my cohost John Farer and I are broadcasting live, along with Lisa Martin from Cuan Detroit, Michigan. We are joined this afternoon by two very interesting gentlemen who also happen to be legends on the cube. John, how long have you known the next few? They've, >>They've made their mark on the cube with Jerry Chen from Greylock was one of our most attended cube guests. He's a VC partner at Greylock and an investor and this company that just launched their new cloud observability platform should be a great segment. >>Well, I'm excited. I are. Are you excited? Should I string this out just a little bit longer? No, I won't. I won't do that to you. Please welcome Martin and Jeff from Chronosphere Martin. Jeff, thank you so much for being >>Here. Thank you for having us. Thank you. >>I noticed right away that you have raised a mammoth series C. Yeah. 200 million if I'm not mistaken. >>That is correct. >>Where's the company at? >>Yeah, so we raised that series C a year ago. In fact, we were just talking about it a year ago at Cub Con. Since then, at the time we're about 80 employees or so. Since then, we've tripled the headcount, so we're over 200 people. Casual, triple casual, triple of the headcount. Yeah. Luckily it was the support of business, which is also tripled in the last year. So we're very lucky from that perspective as well. And a couple of other things we're pretty proud of last year. We've had a hundred percent customer retention, which is always a great thing to have as a SaaS platform there. >>Real metric if you've had a hundred percent. I'm >>Kidding. It's a good metric to, to put out there if you had a hundred percent. I would say for sure. It's an A for sure and exactly welcome to meet >>Anyone else who's had a hundred percent >>Customer attention here at coupon this week and 90% of our customers are using more of the service and, and you know, therefore paying more for the service as well. So those are great science for us and I think it shows that we're clearly doing something right on the product side. I would say. And >>Last and last time you're on the cube. We're talking about about the right data. Not so much a lot of data, if I remember correctly. Yeah, a hundred percent. And that was a unique approach. Yeah, it's a data world on relative observability. And you guys just launched a new release of your platform, cloud native platform. What's new in the platform? Can you share an update on what you guys release? >>Yeah, well we did and, and you, you bring up a great point. You know, like it's not just in observably but overall data is exploding. Alright, so three things there. It's like, hey, can your platform even handle the explosion of data? Can it control it over time and make sure that as your business grows, the data doesn't continue explode at the same time. And then for the end users, can they make sense of all this data? Cuz what's the point of having it if the end users can't make sense of it? So actually our product announcement this time is a pretty big refresh of, of a lot of features in our, in our platform. And it actually tackles all three of these particular components. And I'll let Jeff, our head of product, Doug, >>You, you run product, you get the keys to the kingdom, I do product roadmap. People saying, Hey this, take this out. You're under a lot of pressure. What makes the platform platform a great observability product? >>So the keystone of what we do that's different is helping you control the data, right? As we're talking about there's an infinite amount of data. These systems are getting more and more and more complicated. A lot of what we do is help you understand the utility of the telemetry so that you can optimize for keeping and storing and paying for the data that's actually helpful as opposed to the stuff that isn't. >>What's the benefit now with observability, with all the noise out in the marketplace, there's been a shift over the past couple years. Cloud native at scale, you're seeing a lot more automation, almost a set to support the growth for more application development. We had a Docker CEO on earlier today, he said there are more applications being deployed in the past year than in the history of open source. So more and more apps are being deployed, more data's being generated. What's the key to observability right now that's gonna separate the winners from the losers? >>Yeah, I think, you know, not only are there more applications being deployed, but there are smaller and small applications being deployed mostly on containers these days more than if they, hence this conference gets larger and larger every year. Right? So, you know, I think the key is a can your system handle this data explosion is, is the first thing. Not only can it handle the data explosion, but you know, APM solutions have been around for a very long time and those were really introspecting into an application. Whereas these days what's more important is, well how is your application interfacing with every other application in your distributed architecture there, right? So the use case is slightly different there. And then to what Jeff was saying is like once the data is there, not only making use of what is actually useful to you, but then having the end user make sense of it. >>Because we, we, we always think about the technology changes. We forget that the end users are different now we used to have IT operations team operating everything and the developers would write the application, just throw it over the wall. These days the developers have to actually operate this thing in production. So the end users of these systems are very different as well. And you can imagine these are folks, your average developer as maybe not operated things for many years in production before. So they need to, that they need to pick up a new skill set, they need to use new tooling in order to, to do that. So yeah, it's, it's, >>And you got the developer persona, you got a developer that's building products for builders and developers that are building products to be consumed. So they're not, they're not really infrastructure builders, they're just app developers. >>Exactly. Exactly. That's right. And that's what a lot of the new functionality that we're introducing here at the show is all about is helping developers who build software by day and are on call by night, actually get in context. There's so much data chances of when that, when one of those pages goes off and your number comes up, that the problem happens to be in the part of the system that you know a lot about are pretty low, chances are you're gonna get bothered about something else. So we've built a feature, we call it collections that's about putting you in the right context and connecting you into the piece of the system where the problem is to orient you and to get you started. So instead of waiting through, through hundreds of millions of things, you're waiting through the stuff that's in the immediate neighborhood of where the >>Problem is. Yeah. To your point about data, you can't let it go unchecked. That's right. You gotta gotta understand that. And we were talking about containers again with, again with docker, you know, nuance point, but oh, scan your container. But not everyone's scanning the containers security nightmare, right? I mean, >>Well I think one of the things that I, I loved in reading the notes in preparation for you coming up is you've actually created cloud native observability with the goal of eliminating engineering burnout. And what you're talking about there is actually the cognitive burden of when things happen. Yeah, for sure. We we're, you know, we're not just designing for when everything goes right, You need to be prepared for when everything goes wrong and that poor lonely individual in the middle of the night has, it's >>A tough job. >>Has to navigate that >>And, and observability is just one thing you gotta mean like security is another thing. So, so many more things have been piled on top of the developer in addition to actually creating the application. Right? It is. There is a lot. And you know, observably is one of those key things you need to do your job. So as much as, as much as we can make that easier, that's a better bit. Like there are so many things being piled on right now. >>That's the holy grail right there. Because they don't want to be doing exactly >>The work. Exactly. They're not observability experts. >>Exactly. And automating that in. So where do you guys weigh in on the automation wave? Everything's automation. Yeah. Is that kind of a hand waving or what's going on? What's the reality? What's actually happening? >>Yeah, I think automation I think is key. You hear a lot of ai ml ops there. I, I don't know if I really believe in that or having a machine self heal itself or anything like that. But I think automation is key because there are a lot of repeatable tasks in a lot of what you're doing. So once you detect that something goes wrong, generally if you've seen it before, you know what the fix is. So I think automation plays a key on the sense that once it's detected again the second time, the third time, okay, I know what I did the previous time, let, let's make sure we can do that again. So automation I think is key. I think it helps a lot with the burnout. I dunno if I'd go as far as the >>Same burnout's a big deal. >>Well there's an example again in the, in the stuff we're releasing this week, a new feature we call query accelerator. That's a form of automation. Problem is you got all this data, mountain of data, put you in the right context so you're at least in the right neighborhood, but now you need to query it. You gotta get the data to actually inform the specific problem you're trying to solve. And the burden on the developer in that situation is really high. You have to know what you're looking for and you have to know how to efficiently ask for it. So you're not waiting for a long time and >>We >>Built a feature, you tell us what you want, we will figure out how to get it for you efficiently. That's the kind of automation that we're focused on. That's actually a good service. How can we, it >>Sounds >>Blissful. How can we accelerate and optimize what you were gonna do anyway, rather than trying to read your mind or predict the future. >>Yes, >>Savannah, some community forward. Yeah, I, I'm, so I'm curious, you, you clearly lead with a lot of empathy, both of you and, and putting your, well you probably have experience with this as well, but putting your mind or putting yourself in the mind to the developer are, what's that like for you from a product development standpoint? Are you doing a lot of community engagement? Are you talking to developers to try and anticipate what they're gonna be needing next in terms of, of your offering? Or how has that work >>For you? Oh, for sure. So, so I run product, I have a lot of product managers who work for me. Somebody that I used to work with, she was accusing me, but what she called, she called me an anthropologist of a product manager. I >>Get these kind of you, the very good design school vibes from you both of you, which >>Is, and the reason why she said the way you do this, you go and you live with them in order to figure out what a day in their life is really like, what the job is really like, what's easy, what's hard. And that's what we try to aim at and try to optimize for. So that's very much the way that we do all of >>Our work. And that's really also highlights the fact that we're in a market that requires acute realtime data from the customer. Cause it's, and it's all new data. Well >>Yeah, it's all changing. The tools change every day. I mean if we're not watching how, and >>So to your point, you need it in real time as well. The whole point of moving to cloud native is you have a reliable product or service there. And like if you need to wait a few minutes to even know that something's wrong, like you've already lost at that point, you've already lost a ton of customers, potentially. You've already lost a ton of business. You know, to your point about the, the community earlier, one other thing we're trying to do is also give back to the community a little bit. So actually two days ago we just announced the open source of a tool that we've been using in our product for a very long time. But of course our product is, is a paid product, right? But actually open source a part of that tool thus that the broader community can benefit as well. And that tool which, which tool is that? It's, it's called Prom lens. And it's actually the Prometheus project is the open sourced metrics project that everybody uses. So this is a query builder that helps developers understand how to create queries in a much more efficient way. We've had in our product for a long time, but we're like, let's give that back to the community so that the broader community of developers out there can have a much easier time creating these queries as well. What's >>Been the feedback? >>We only now it's two days ago so I'm not, I'm not exactly sure. I imagine >>It's great. They're probably playing with it right now. >>Exactly. Exactly. Exactly. For sure. I imagine. Great. >>Yeah, you guys mentioned burnout before and we heard this a lot now you mentioned in terms of data we've been hearing and reporting about Insta security world, which is also data specific observability ties right into security. Yep. How does a company figure out, first of all, burnout's a big problem. It's more and more data coming. It's like, it's like doesn't stop and the breaches are coming too. How does a company know when they need that their observability strategy is broken? Is there sig signs of you know, burnout? Is there signs of breaches? I mean, what are some of the tell signs that if I'm a CSO I go, you know what, maybe I should check out promisee. When do, when do you guys match in and go we're a perfect fit to solve that problem? >>Yeah, I, I would say, you know, because we're focused on the observability side, less so on the security side, some of those signals are like how many incidents do you have? How many outages do you have? What's the occurrence of these things and how long does it take to recover from from from these particular incidents? How >>Upsetting are we finding customers? >>Upsetting are >>Customer. Exactly. >>And and one trend was seeing >>Not churn happening. Exactly. >>And one trend we're seeing in the industry is that 68% of companies are saying that they're having more incidents over time. Right. And if you have more incidents, you can imagine more engineers are being paid, are being woken up and they're being put under more stress. And one thing you said that very interesting is, you know, I think generally in the observability world, you ideally actually don't want to figure out the problem when it goes wrong. Ideally what you want to do these days is figure out how do I remediate this and get the business back to a running state as quickly as I can. And then when the business isn't burning, let me go and figure out what the underlying root cause is. So the strategy there is changed as well from the APM days where like I don't want to figure out the problem in real time. I wanna make sure my business and my service is running as it should be. And then separately from that, once it is then I wanna go >>Under understand that assume it's gonna happen, be ready to close that isolate >>The >>Fire. Exactly. Exactly. And, and you know, you can imagine, you know the whole movement towards C I C D, like generally when you don't touch a system, nothing goes wrong. You deploy change, first thing you do is not figure out why you change break thing. Get that back like underplay that change roll that change back, get your business back to a estate and then take the time where you're not under pressure, you're not gonna be burnt out to figure out what was it about my change that that broke everything. So, yeah. Got >>It. >>Well it's not surprising that you've added some new exciting customers to the roster. We have. We have. You want to tell the audience who they might >>Be? Yes. It's been a few big names in the last year we're pretty excited about. One is Snapchat, I think everybody knows, knows that application And one is Robin Hood. So you know, you can imagine very large, I'll say tech forward companies that have completed their migrations to, to cloud native or a wallet on their way to Cloudnative and, and we like helping those customers for sure. We also like helping a lot of startups out there cause they start off in the cloud native world. Like if you're gonna build a business today, you're gonna use Kubernetes from day one. Right? But we're actually interestingly seeing more and more of is traditional enterprises who are just early, pretty early on in their cloudnative migration then now starting to adopt cloud native at scale and now they're running to the same problems. As well >>Said, the Gartner data last year was something like 85% of companies had not made that transformation. Right. So, and that, I mean that's looking at larger scale companies, obviously >>A hundred, you're >>Right on the pulse. They >>Have finished it, but a lot of them are starting it now. So we're seeing pilot >>Projects, testing and cadence. And I imagine it's a bit of a different pace when you're working with some of those transforming companies versus those startups that are, are just getting rolling. I >>Love and you know, you have a lot of legacy use case you have to, like, if you're a startup, you can imagine there's no baggage, there's no legacy. You're just starting brand new, right? If you're a large enterprise, you have to really think about, okay, well how do I get my active business moved over? But yeah. >>Yeah. And how do you guys see the whole cloud native scale moving with the hyper scales? Like aws? You've got a lot of multi-cloud conversation. We call it super cloud in our narrative, but there's now this new, we're gonna get some of common services being identified. We're seeing a, we're seeing a lot more people recognize and with Kubernetes that hey, you know what, you could get some common services maybe across clouds with SOS doing storage. We got Min iOS doing some storage. Yeah. Cloud flare, I mean starting to see a lot more non-hyper scale systems. >>Yeah, I mean I, and I think that's the pattern there and I think it, it's, especially for enterprise at the top end, right? You see a, a lot of companies are trying to de-risk by saying, Hey, I, I don't want to bet maybe on one cloud provider, I sort of need to hedge my bets a little bit. And Kubernetes is a great tool to go do that. You can imagine some of these other tools you mentioned is a great way to do that. Observability is another great way to do that. Or the cloud providers have their observability or monitoring tooling, but it's really optimized just for that cloud provider, just for those services there. So if you're really trying to run either your custom applications or a multi-cloud approach, you really can't use one cloud providers solution to go solve that problem. Do you >>Guys see yourselves with that unifying >>Layer? We, we, we are a little bit as that lay because it's agnostic to each of the cloud providers. And the other thing is we actually like to understand where our customers run and then try to run their observability stack on a different cloud provider. Cuz we use the cloud ourselves. We're not running our own data centers of course, but it's an interesting thing where everybody has a common dependency on the cloud provider. So when us e one ofs hate to call them out, but when us E one ofs goes down, imagine half the internet goes down, right? And that's the time that you actually need observability. Right? Seriously. And every other tooling there. So we try to find out where do you run and then we try to actually run you elsewhere. But yeah, >>I like that. And nobody wants to see the ugly bits anyway. Exactly. And we all know who when we're all using someone when everything >>Exactly. Exactly, exactly. >>People off the internet. So it's very, I, I really love that. Martin, Jeff, thank you so much for being here with us. Thank you. What's next? What, how do people find out, how do they get one of the jobs since three Xing your >>Employee growth? We're hiring a lot. I think the best thing is to go check out our website chronosphere.io. You'll find out a lot about our, our, our careers, our job openings, the culture we're trying to build here. Find out a lot about the product as well. If you do have an observability problem, like that's the best place to go to find out about that as well. Right. >>Fantastic. Well if you want to join a quarter billion, a quarter of a billion dollar rocket ship over here and certainly a unicorn, get in touch with Martin and Jeff. John, thank you so much for joining me for this very special edition and thank all of you for tuning in to the Cube live here from Motor City. My name's Savannah Peterson and we'll see you in a little bit. >>Robert Herbeck. People obviously know you from Shark Tanks, but the Herbeck group has been really laser focused on cyber security. So I actually helped to bring my.

>>from around the globe. It's >>The Cube with digital coverage of IBM think 2021 brought to you by IBM Well hi everybody john Wallace here on the cube. Thanks for joining us here. As we continue our initiative of IBM think a chance to look at what IBM thinks in terms of infrastructure, we're talking to you about a hybrid cloud kind of the new trend. The thought that's going to the hybrid cloud, what's the future look like and help us cover that waterfront. A couple of experts from Deloitte Terry Cobb, the IBM Alliance lead at Deloitte Terry. Thank you for joining us. We look forward to this time together. >>Thank you so much for having me. You >>bet. And also introduced Dave Knight quickly, your colleague who is a senior solution architect and IBM Alliance cloud leader at Deloitte. Dave good to see you as well. Thanks for being with us. >>Thanks for having me. >>Alright, so maybe it's just for the two of you set the table for our viewers here in terms of your specific roles of delight. I talked about IBM and your connections there, but in terms of what you're doing there, how you work together and ultimately what kind of service you're trying to provide your clients terry? Why don't you jump on that first? >>Sure. So I've been with Deloitte for 16 years, I believe, maybe a little longer and focusing on the IBM like our strategic partnership. Um and so what that means is I work day in day out with our practitioners to identify and understand where our clients what are some of the critical business needs. And so I work with are leaders and and collaborate with IBM and we we look for ways to solve really unique critical business issues. Um and so part of my my background, so I've come from, you know, at my 30 year background and strategy management consulting. So it's really exciting. I get to use my uh consulting skills, my strategy skills to, you know, look at where we are in the market, what's what's happening in the market because that's a great example. There was a huge impact on how businesses, you know, work, how they work differently and how they handle their workforce. So it was a very interesting time. And and so bringing these two great firms together to solve some of these critical business issues. As for me, it's, you know, it's it's critical and it has a positive impact on, you know, for our clients. >>All right, dave from your side of the fence. >>Yeah. So um I sit in a similar place within the firm. I actually joined the last century. I've been with the firm for 21 years, so uh in a variety of roles, but all with with sort of a technical last solution architecture um, slant. Right, So, so just like Terry mentioned in the alliance function, we try to find opportunities to work together specifically between IBM and the Deloitte, you know, go to market services, uh my role as a solution architect and then as the cloud lead is to make sure that we've got the right mix of technology that we solve the client's problems uh efficiently and cost effectively. Uh and then, you know, sort of translate those, those business problems into technical solutions and then those technical solutions back into business solutions. So the business sees the value and its valuable not only for Deloitte from the services perspective, but also for IBM. >>He just almost just blew me away when you said you've been there since the last century. I haven't heard it quite put that way. And it's really that was really good, uh >>1999, to be fair, but still, it >>certainly implies a lot of experience. That's for sure. That's it. But that was really, that was a unique twist. So, kudos to you, let's talk about your client's first a little bit. So you talk about problems and we're talking about obviously technology and deployments and what capabilities are. So today, right. You've got on primary got off Premier, you've got private cloud, you've got public cloud, you've got edge technologies, you've got this really just this maelstrom basically of opportunity, but also confusion a little bit right? Um with different kinds of capabilities, different kinds of challenges. So Dave if you would, you know, let's look at it from the macro level then, in terms of how you start dissecting these kinds of decisions that the, the C T O. S and with your within your client list have to make and and how you help them chart their course in terms of determining priorities and what the right steps are for them to take. >>Okay. So I mean you sort of summarized my points actually quite nicely. We we help customers find their path, what's there, right approach to their digital transformation journey. Um We do have assets that help them, you know identify workloads where they might might run the best. Um We certainly have approaches and experience in the market having done this for for years. Uh you know it's the number one cloud professional services firm globally. We we we've garnered a lot of experience working with customers again helping among this journey. Um What we've learned is that one size does not fit all. Um Clearly cloud and more specifically public cloud is a game changer. It's here to stay, but it's not necessarily the right answer for every workload for every customer even. Um And so what we're starting to see is is a shift towards hybrid discussions and hybrid architecture discussions. Um and just as a quick, very simple example, um you wouldn't go purchase a mainframe to be a web server, right, That's that's significant overkill. And similarly, um the cloud is great for its, you know, capacity and and all the things that come with an economics, that sort of thing, but it's not necessarily the best platform for a credit card clearing house. Right. The transactional volume is simply too great. Right? So, um and that sort of very simplified example. Hybrid we think is the answer. And we're seeing lots of customers now that they've shifted a lot of their workloads to cloud that our cloud suitable. Um starting to ask us the more difficult questions, right, the core of my business, it's a high risk move. Can you help me sort this out? And in many cases the answer is don't move it, it's too extended at the edge. It's to augment it with cloud technologies such as AI and and enhance your service rather than replace it or move it to a different location. >>So you recently published a report that you did the mainframe market poll survey where you're looking at really, I guess migration plans or an appetite right to make these evolutions to, to to explore this hybrid cloud model that you've already detailed for us. Um, give me an idea if you would and our our viewers an idea a little bit about some of the key summaries of that in terms of what the appetite is for that, what the desires are, you know, are we ready to cut the court on the mainframe and let it go? Is there too much involved? We want to hang on. Um, you know, what's kind of, what's the mood out there right now? >>Yes, so we, we commissioned the double blind survey, we had a belief that we really wanted to explore it further, um, and that belief was, you know, a little tongue in cheek. The death of the mainframe is greatly over exaggerated. Um, and so again, this double blind survey, we commissioned it and, and we, we found a lot of interesting results. First and foremost, um, the mainframe for many customers is not going away. The vast majority of our survey respondents uh, indicated that was the case. Um, there was a couple of other interesting to, that's that, that we, we found in the results as well. Um uh, the first one is this isn't just a technology issue um It's a human capital um issue as well with the aging workforce. Um You know, mainframe not being quite as sexy in the age of java but coming back to IBM investments in the platform. Um And then another key point that we we found was security continues to be a key concern of business I. T. Uh and business, you know, owners. Um and that mainframe is seen as is the pillar of security sort of, they hold it up as sort of the example of security in the industry. Um Another interesting too that we found was that Um you know, one specific question asked about future growth plans and um over just under 60%. So over half answered three questions um that most people would think are at odds with each other and that is you know, are you expanding your mainframe? Over 60 said Yes. Um, are you advancing into cloud? Just under 60 said yes. And then there was a hybrid question which over half said they were going to look at hybrid. So that sort of marriage of mainframe and cloud in a hybrid way was an interesting thing that we weren't exactly expecting, but still quite interesting to explore. >>So >>when >>you hear this right about these, I mean not conflicting, but certainly, you know, interesting of uh survey findings, um, what do you make of that? What what are you, how are you reading those tea leaves a little bit about what people are saying about not ready to leave, but yet they're interested. And and so the concerns that they've brought up about security, about the asian workforce, I mean, you know, a lot of challenging uh, positions here, they have to be considered for your clients. >>You know, for me it was very interesting and and I believe, you know, one of the reasons we launched the survey was really to find out what is really going on with our clients because we're hearing a lot of, you know, there's a lot of news around clients migrating all their all their applications, >>I say all >>to the cloud and but yet we were spending a lot of time with clients that had mainframes and we were solving some of their mainframe issues and so we we were a little confused, so that was part of the impetus from really getting out and enjoying market sensing and figure out what our clients really doing. And we didn't target, you know, the mainframe, you know, clients, we targeted main from clients but we didn't target mainframe users. We were looking at really the business users of the mainframe and the executives that have mainframes. And so we were, it was surprising to to get the information back and hear how important the mainframe, so us. Uh and and then when you start digging a bit deeper into, you know, what does cloud really mean? Your hybrid cloud comes to the surface and then you have people that have different meanings of hybrid cloud. So, really understanding what is hybrid cloud really mean and what does it mean for your business? And that's what we're solving today. It's like how do we how do we go to market around hybrid cloud and what benefits does it have work for our clients? >>Yeah, so, Dave yeah, to touch up on that, to follow up, I mean, so, how are you a Deloitte then taking these results and and kind of ingesting them and distilling them and deciding. All right, this is how we're going to define hybrid cloud perhaps. I mean, I don't know if that if that's a bold assumption, but I think you're probably trying to draw some parameters around it, Right? This is how our clients see it. So this is how we're gonna talk about it and then this is how we're going to take them on that journey. How instructive was this survey for that and actually what are you doing with it in terms of shaping your practice? >>Yeah, so it's a great question and it is driving um you know, not the survey by itself, but a lot of the market trends and including the surveys is driving um some reevaluation and refocusing quite frankly on on hybrid cloud um as an offering within the firm. Right? We we define hybrid cloud generally is, you know, seamless integration of data and applications across on and off premise. And with with the wave of five G that's coming at us, increasingly we're looking at architecture is that include edge uh into that that hybrid definition? Um you know, I've said this to a lot of folks uh for me, mainframe was the original cloud. So it's only natural that it should be part of solutions now. And what I mean by that is when it was released it was virtualized, it was virtually unlimited. Somebody else managed it for you. You you you you only paid for what you use. Those are all characteristics of the cloud as we know it today, but those were implemented in the 70s, the mainframe um and so, capturing those characteristics and newer technologies and then integrating those into architectures. I think it's going to be sort of the next wave of what we see in the industry and, and Deloitte is certainly positioning to help our customers on that journey. And >>before we sign off, I do want to touch on security issue again because you did bring it up a little bit earlier, but let's just talk about it holistically here, depending upon where you are, doesn't matter right edge on off private public. I mean security's gonna be first and foremost. And so what are you suggesting or what are you saying to your clients? You know, terry and dave on this. In terms of their security concerns, the awareness they have to have in that and the allocation of resources to make sure that, you know, whatever solutions they deploy, their their credible, they have integrity and and they're sustainable. So let's hit on security before we head out terry. If you don't mind jumping >>first, I'd like to address security. But even stepping back a little bit. So as clients for looking at moving applications to the cloud for hybrid cloud, it's really about, you know, making sure you have a strategy unless you address some of the underlying data infrastructure, you're gonna end up with you disparate data everywhere and you're not going to be able to, you're gonna have data silo issues, you're gonna have security issues. You also have complex architectural issues. So, you know, some of the work that we're doing with IBM and internally with our firm is trying to help clients understand like you take a step back and really evaluate their business requirements and making sure that they and your dave can you found on this. But it's really making sure they have the right strategy in place to address, you know, their data, where the data sets, how to innovate some of these applications and of course security, security is a huge concern. We see that from all of our clients and needs to be on prem and secure. Mhm. >>Just a final word. >>Yeah. Thanks. Just to add on to that. Right. So security is absolutely critical. As terry mentioned. Having a strategy is absolutely critical and having security be integral to that strategy is equally critical. Um As you said, it's everywhere, cloud on prem on the edge. I would even go so far as to say, you know, in your personal life and your professional life, it should be as pervasive as we like to think it is. I think the reality is that maybe isn't but that's part of the job of architects like me, is to make sure that it gets built in at its core. It's not an afterthought, it's integral. I've got some fantastic technologies around that, specifically in the Z space. Um you don't wanna get too too wonky here, but you know, Phipps 1 40 dash to level four encryption, which is unique in the market. Um, you know, data privacy, passports, pervasive encryption, all these things. Um, interestingly enough live in the mainframe but extended ideas cloud and um from my perspective, I think it's one of the unique uh, connections intersections where mainframe could actually help drive the growth of cloud um, in that hybrid model and even getting into future looking things like home, um, or fixed encryption, there's a raft of technologies coming out of IBM um, that help us ensure we have, you know, secure transactions, secure hybrid architectures as you put our security everywhere. >>Well, you can get a little wonky. That's okay. David terry, thank you for the time today. We certainly appreciate it. And thanks for shining light on your work at Deloitte and of course, that partnership you have. It's working so well with IBM. Thank you both. >>Thanks for having us. >>All right. We've been talking about hybrid cloud, the future of a hybrid cloud and the mainframe and it ain't dead yet. All right. John Wallace. Thanks for joining us here on the cube.

>>From around the globe. It's the Cube with digital coverage of IBM think 2021 brought to you by IBM Well hi everybody john Wallace here on the cube. Thanks for joining us here. As we continue our initiative of IBM think a chance to look at what IBM thinks in terms of infrastructure, we're talking to you about hybrid cloud kind of the new trend. The thought that's going to the hybrid cloud, what's the future look like and help us cover that waterfront. A couple of experts from Deloitte Terry Cobb, the IBM Alliance lead at Deloitte Terry. Thank you for joining us. We look forward to this time together. >>Thank you so much for having me. You >>bet. And also introduced Dave Knight quickly, your colleague who is a senior solution architect and IBM Alliance cloud leader at Deloitte. Dave good to see you as well. Thanks for being with us. >>Thanks for having me. >>Alright, so maybe it's just for the two of you set the table for our viewers here in terms of your specific roles of delight. I talked about IBM and your connections there, but in terms of what you're doing there, how you work together and ultimately what kind of service you're trying to provide your clients terry? Why don't you jump on that >>1? Sure. So I've been with Deloitte for 16 years, I believe, maybe a little longer and focusing on the IBM like our strategic partnership. Um and so what that means is I work day in day out with our practitioners to identify and understand where our clients, what are some of the critical business needs. And so I work with are leaders and and collaborate with IBM and we we look for ways to solve really unique critical business issues. Um and so part of my my background, so I've come from, you know, a 30 year background and strategy management consulting. So it's really exciting. I get to use my uh consulting skills, my strategy skills to, you know, look at where we are in the market, what's what's happening in the market. It's a great example. There was a huge impact on how businesses, you know, work how they work differently and how they handle their workforce. So it was a very interesting time and and so bringing these two great firms together to solve some of these critical business issues. As for me, it's, you know, it's it's critical and it has a positive impact on, you know, for our clients >>dave from your side of the fence. >>Yeah. So um I sit in a similar place within the firm. I actually joined the last century. I've been with the firm for 21 years so uh in a variety of roles but all with with sort of a technical last solution architecture um, slant. Right, So, so just like Terry mentioned in the alliance function, we try to find opportunities to work together specifically between idea and and the Deloitte, you know, go to market services, uh my role as a solution architect and then as the cloud lead is to make sure that we've got the right mix of technology that we solve the client's problems uh efficiently and cost effectively, uh and then, you know, sort of translate those, those business problems into technical solutions and then those technical solutions back into business solutions. So the business sees the value and its valuable not only for Deloitte from the services perspective, but also for IBM, >>he just almost just blew me away when you said you've been there since the last century. I haven't heard it quite put that way. And it's really that was really good, uh >>1999, to be fair, but >>still, it certainly implies a lot of experience. That's for sure. That's it. But that was really, that was a unique twist. So kudos to you. Um let's talk about your client's first a little bit. Um, so you talk about problems and we're talking about obviously technology and deployments and what capabilities are. So today, right. You've got on premier, got off from, you've got private cloud, you've got public cloud, you've got edge technologies, you've got this really just this maelstrom basically of of opportunity, but also confusion a little bit right. Um with different kinds of capabilities, different kinds of challenges. So, dave if you would, you know, let's look at it from the macro level then, in terms of how you start dissecting these kinds of decisions that the, the C T O s and with within your client list have to make and and how you help them chart their course in terms of determining priorities and what the right steps are for them to take. >>Okay. So I mean and you sort of summarized my points actually quite nicely. We we help customers find their path, what's there, right approach to their digital transformation journey. Um We do have assets that help them, you know identify workloads where they might might run the best. Um We certainly have approaches and experience in the market having done this for for years. Uh you know it's the number one cloud professional services firm globally. We we we've garnered a lot of experience working with customers again helping among this journey. Um What we've learned is that one size does not fit all. Um Clearly cloud and more specifically public cloud is a game changer. It's here to stay, but it's not necessarily the right answer for every workload for every customer even. Um and so what we're starting to see is is a shift towards hybrid discussions and hybrid architecture discussions. Um and just as a quick, very simple example, um you wouldn't go purchase a mainframe to be a web server, right. That's that's significant overkill. And similarly, um the cloud is great for its, you know, capacity and and all the things that come with an economics, that sort of thing, but it's not necessarily the best platform for a credit card clearing house. Right. The transactional volume just simply too great. Right. So, um and that sort of very simplified example, Hybrid we think is the answer. And we're seeing lots of customers now that they've shifted a lot of their workloads to cloud, that our cloud suitable. Um starting to ask us the more difficult questions right, the core of my business, it's a high risk move. Can you help me sort this out? And in many cases the answer is don't move it, it's too extended at the edge. It's to augment it with cloud technologies such as AI and and enhance your service rather than replace it or move it to a different location. >>So you recently published a report that you did the mainframe market poll survey where you're looking at really, I guess migration plans or an appetite right to make these evolutions to, to to explore this hybrid cloud model that you've already detailed for us. Um give me an idea if you would and our our viewers an idea a little bit about some of the key summaries of that in terms of what the appetite is for that, what the desires are, you know, are we ready to cut the court on the mainframe and let it go, Is there too much involved? We want to hang on. Um, you know, what's kind of, what's the mood out there right now? >>Yes, so we, we commissioned a double blind survey, we had a belief that we really wanted to explore it further, um and that belief was, you know, a little tongue in cheek. The death of the mainframe is greatly over exaggerated. Um, and so again, this double blind survey, we commissioned it and, and we, we found a lot of interesting results. First and foremost, um, the mainframe for many customers is not going away. The vast majority of our survey respondents indicated that was the case. Um, there was a couple of other interesting tidbits that, that we, we found in the results as well. Um uh the first one is, this isn't just a technology issue, um It's a human capital um issue as well with the aging workforce. Um You know, mainframe not being quite as sexy in the age of java but coming back to IBM investments in the platform. Um And then another key point that we we found was security continues to be a key concern of business I. T. Uh and business, you know, owners. Um And that mainframe is seen as is the pillar of security sort of, they hold it up as sort of the example of security in the industry. Another interesting tip that we found was that Um you know, one specific question asked about future growth plans and um over just under 60%. So over half answered three questions um that most people would think are at odds with each other and that is, you know, are you expanding your mainframe? Over 60 said yes. Um are you advancing into cloud? Just under 60 said yes. And then there was a hybrid question which over half said they were going to look at hybrid. So that sort of marriage of mainframe and cloud in a hybrid way was an interesting thing that we weren't exactly expecting but still quite interesting to explore. >>So when you hear this right about these, I mean not conflicting, but certainly, you know, interesting of uh survey findings, um what do you make of that? What do you how are you reading those tea leaves a little bit about what people are saying about not ready to leave, but yet they're interested. And and so the concerns that they've brought up about security, about the asian workforce, I mean, you know, a lot of challenging uh, positions here that have to be considered for your clients. >>You know, for me it was very interesting and and I believe, you know, one of the reasons we launched this survey was really to find out what is really going on with our clients, because we're hearing a lot of, you know, there's a lot of news around clients migrating all their father applications as they all to the cloud. And but yet we were spending a lot of time with clients that had mainframes and we were solving some of their mainframe issues and so we we were a little confused, so that was part of the impetus from really getting out and do a market sensing and figure out what our clients really doing. And we didn't target, you know, the main frame, you know, clients, we we targeted main from clients but we didn't target mainframe users. We were looking at really the business users of the main brain and the executives that have mainframes. And so we were it was surprising to to get the information back and hear how important the mainframe so us. Uh and and then when you start digging a bit deeper into, you know, what does cloud really mean? Your hybrid cloud comes to the surface and then you have people that have different meanings of hybrid cloud. So, really understanding what is hybrid Cloud really mean and what does it mean for your business? And that's what we're solving today. It's like, how do we how do we go to market around hybrid cloud and what benefits does it have to work for our clients? >>Yeah, so, dave yeah, to touch up on that, to follow up, I mean, so, how are you a Deloitte then taking these results and and kind of ingesting them and distilling them and deciding. All right, this is how we're going to define hybrid cloud perhaps. I mean, I don't know if that if that's a bold assumption, but I think you're probably trying to draw some parameters around it, right? Um this is how our clients see it. So this is how we're gonna talk about it and then this is how we're going to take them on that journey. How instructive was this survey for that and actually what are you doing with it in terms of shaping your practice? >>Yeah, so it's a great question and it is driving um, you know, not the survey by itself, but a lot of the market trends and including the surveys is driving um some reevaluation and refocusing quite frankly on on hybrid cloud um as an offering within the firm, right. We we define hybrid cloud generally is, you know, seamless integration of data and applications across on and off premise. And with with the wave of five G that's coming at us, increasingly we're looking at architecture is that include edge uh into that that hybrid definition, um you know, I've said this to a lot of folks uh for me, mainframe was the original cloud. So it's only natural that it should be part of solutions now. And what I mean by that is when it was released was virtualized, it was virtually unlimited. Somebody else managed it for you. You you you you only paid for what you use. Those are all characteristics of the cloud as we know it today, but those were implemented in the 70s, the mainframe, um and so, capturing those characteristics and and newer technologies and then integrating those into architectures. I think it's going to be sort of the next wave of what we see in the industry and, and Deloitte is certainly positioning to help our customers on that journey. >>And before we sign off, I do want to touch on security issue again because you did bring it up a little bit earlier, but let's just talk about it holistically here, depending upon where you are, doesn't matter right edge on off private public. I mean security's gonna be first and foremost. And so what are you suggesting or what are you saying to your clients? You know, terry and dave on this. In terms of their security concerns, the awareness they have to have in that and the allocation of resources to make sure that, you know, whatever solutions they deploy, their their credible, they have integrity and and they're sustainable. So let's hit on security before we head out terry. If you don't >>mind jumping first, I'd like to address security. But even stepping back a little bit. So as clients are looking at moving applications to the cloud or hybrid cloud, it's really about, you know, making sure you have a strategy unless you address some of the underlying data infrastructure, you're gonna end up with you disparate data everywhere and you're not going to be able to, you're gonna have data silo issues, you're gonna have security issues. You also have complex architectural issues. So, you know, some of the the work that we're doing with IBM and internally with our firm is trying to help clients understand like you take a step back and really evaluate their business requirements and making sure that they and your date, can you found on this. But it's really making sure they have the right strategy in place to address, you know, their data, where the data sets, how to innovate some these applications and of course security, security is a huge concern. We see that from all of our clients and needs to be on prem and secure. Mhm. >>Just a final word. >>Yeah. Thanks. Just add onto that. Right. So security is absolutely critical as terry mentioned. Having a strategy is absolutely critical and having security be integral to that strategy is equally critical. Um As you said, it's everywhere plowed on prem on the edge. I would even go so far as to say, you know, in your personal life and your professional life, it should be as pervasive as we like to think it is. I think the reality is that maybe isn't but that's part of the job of architects like me, is to make sure that it gets built in at its core. It's not an afterthought. It's integral. I've got some fantastic technologies around that, specifically in the Z space. Um you don't wanna get too, too wonky here, but you know, Phipps 1 40 dash to level four encryption, which is unique in the market. Um, you know, data privacy, passports, pervasive encryption, all these things. Um interestingly enough live in the mainframe but extended IBM cloud and um from my perspective, I think it's one of the unique uh, connections intersections where mainframe could actually help drive the growth of cloud um, in that hybrid model and even getting into future looking things like home, um, or fixed encryption. There's a raft of technologies coming out of IBM um, that help us ensure we have, you know, secure transactions, secure hybrid architecture is, as you put our security everywhere. >>Well you can get a little wonky. That's >>okay. >>David terry, thank you for the time today. We certainly appreciate it. And thanks for shining light on your work at Deloitte and of course, that partnership you have. It's working so well with IBM. Thank you both. >>Thanks for having >>us. All right. We've been talking about hybrid cloud, the future of a hybrid cloud and the mainframe and it ain't dead yet. All right. John Wallace. Thanks for joining us here on the cube.

>> Announcer: From the Silicon Angle Media Office in Boston, Massachusetts. It's the theCUBE. Now here's your host Stu Miniman. >> Hi, I'm Stu Miniman and welcome to a special theCUBE conversation here in our Boston area studio. Happy to welcome back to the program, Danny Cobb, who's with Dell EMC in the CTO office. >> Thanks Stu, great to see you here today. >> Great to see you too. So Danny, we're going to talk about a topic that like many things in the industry. It seems like it's something that happen overnight, but there's been a lot of hard work going on for quite a lot of years, even going back to heck when you and I worked together. >> Danny: That's right. >> A company use to be called EMC. NVMe, so first of all just bring everybody up to speed as to what you work on inside the Dell family. >> Danny: Sure, so my responsibility at now Dell EMC has been this whole notion of emergence systems. New technologies, new capabilities that are just coming into broad market adoption, broad readiness, technological feasibility, and those kinds of things. And then making sure that as a company we're prepared for their adoption and inclusion in our product portfolio. So it's a great set of capabilities a great set of work to be doing especially if you have a short attention span like I do. >> Danny, I spend a lot of time these days in the open source world. You talk about people are moving faster, people are trying lots of technologies. You've been doing some really hard work. The company and the industry in the standards world. What's the importance of standards these days, and bring us back to how this NVMe stuff started. >> So a great way to get everybody up to speed as you mentioned when you kicked off. NVMe, an overnight success, almost 11 years in the making now. The very first NVMe standard was about 2007. EMC joined the NVMe consortium in 2008 along with an Austin, Texas computer company called Dell. So Dell and EMC were both in the front row of defining the NVMe standard, and essentially putting in place a set of standards, a set of architectures, a set of protocols, product adoption capabilities, compatibility capabilities for the entire industry to follow, starting in 2008. Now you know from our work together that the storage industry likes to make sure that everything's mature, everything works reliably. Everything has broad interoperability standards and things like that. So since 2008, we've largely been about how do we continue to build momentum and generate support for a new storage technology that's based on broadly accepted industry standards, in order to allow the entire industry to move forward. Not just to achieve the most out of the flash revolution, but prepare the industry for coming enhancements to storage class memory. >> Yeah, so storage class memory you mentioned things like flash. One thing we've looked at for a long time is when flash rolled out. There's a lot of adoption on the consumer side first, and then that drove the enterprise piece, but flash today is still done through Ikusi interface with SaaS or Sata. And believe we're finally getting rid of when we go to NVMe. What some in the industry have called the horrible Ikusi stack. >> Danny: That's right. >> So explain to us a little bit about first, the consumer piece of where this fits first, and how it gets the enterprise. Where are we in the industry today with that? >> Yeah so as you pointed out a number of the new media technologies have actually gained a broad acceptance and a grounds full of support starting in the consumer space. The rapid adoption of mobile devices whether initially iPods and iPhones and things like that. Tablets where the more memory you have the more songs you carry, the more pictures you can take. A lot of very virtuous cycle type things occurred in the consumer space to allow flash to go from a fairly expensive perhaps niche technology to broad high volume manufacturing. And with high volume manufacturing comes much lower costs and so we always knew that flash was fast when we first started working on it at EMC in 2005. It became fast and robust when we shipped in 2008. It went from flash to robust to affordable with technologies like the move from SLC to MLC, and now TLC flash and the continuing advances of Moore's law. And so flash has been the beneficiary of high volume consumer economics along with our friend Moore's law over a number of years. >> Okay, so on the NVMe piece, your friends down in Round Rock in Dell. They've got not only the storage portfolio, but on the consumer side. There's pieces like my understanding NVMe already in the market for some part of this today, correct. >> That's right, I think one of the very first adoption scenarios for NVMe was in Lightweight laptop device. The storage deck could be more efficient. The fundamental number of gates in Silicon required to implement the stack was more efficient. Power was more efficient, so a whole bunch of things that were beneficial to a mobile high volume client device like an ultra light, ultra portable laptop made it a great place to launch the technology. >> Okay, and so bring us to what does that mean then for storage? Is that available in the enterprise storage today? >> Danny: Yeah. >> And where is that today and where is that today, and where are we going to see in the next years though? >> So here's the progression that the industry has more or less followed. If we went from that high volume, ultra light laptop device to very inexpensive M.2 devices that could be used in laptops and desktops more broadly, also gained a fair amount of traction with certain used cases and hyperscalers. And then as the spec matured and as the enterprise ecosystem around it, broader data integrity type solutions in the sili-case itself. A number of other things that are bread and butter for enterprise class devices. As those began to emerge, we've now seen NVMe move forward from laptop and client devices to high volume M.2 devices to full function, full capability dual ported enterprise NVMe devices really crossing over this year. >> Okay, so that means we're going to see not only in the customer pieces but should be seeing really enterprise roll out in I'm assuming things like storage arrays, maybe hyper converged. All the different flavors in the not too distant future. >> Absolutely right, the people who get paid to forecast these things when they look into their crystal balls. They've talked about when does NVMe get close enough to its predecessor SaaS to make the switch over be a no brainer. And often times, you get a performance factor where there's more value or you get a cost factor where suddenly that becomes the way the game is won. In the case of NVMe versus SaaS, both of those situations value and cost are more or less a wash right now across the industry. And so there are very few impediments to adoption. Much like a few years ago, there were very few impediment to adoption of enterprise SSDs versus high performance HDDs. The 15Ks and the 10K HDDs. Once we got to close enough in terms of cost parity. The entire industry went all flash over night. >> Yeah, it's a little bit different than say the original adoption of flash versus HDD. >> Danny: That's right. >> HDD versus SSD. Remember back, you had to have the algebra sheet. And you said okay, how many devices did I have.? What's the power savings that I could get out of that? Plus the performance that I had and then does this makes sense. It seems like this is a much more broadly applicable type of solution that we'll see. >> Danny: Right. >> For much faster adoption. >> Do you remember those days of a little goes a long way? >> Stu: Yeah. >> And then more is better? And then almost be really good, and so that's where we've come over what seems like a very few years. >> Okay, so we've only been talking about NVMe, the thing I know David Foyer's been look a lot from an architectural standpoint. Where we see benefit obviously from NVMe but NVMe over Fabrics is the thing that has him really excited if you talk about the architectures, maybe just explain a little bit about what I get with NVMe and what I'll get added on top with the over fabric piece of that. >> Danny: Sure. >> And what's that roll out look like? >> Can I tell you a little story about what I think of as the birth of NVMe over Fabrics? >> Stu: Please. >> Some of your viewers might remember a project at EMC called Thunder. And Thunder was PCI flash with an RDMA over ethernet front end on it. We took that system to Intel developers forum as a proof of concept. Around the corner from me was an engineer named Dave Min-turn, who's an Intel engineer. Who had almost exactly the same software stack up and running except it was an Intel RDMA capability nick and an Intel flash drive, and of course some changes to the Intel processor stack to support the used case that he had in mind. And we started talking and we realized that we were both counting the number of instructions from packet arriving across the network to bytes being read or written on the vis-tory fast PCI E device. And we realized that there has to be a better way, and so from that day, I think it was September 2013, maybe it was August. We actually started working together on how can we take the benefits of the NVMe standard that exists mapped onto PCI E. And then map those same parameters as cleanly as we possibly can onto, at that time ethernet but also InfiniBand, Fiber channel, and perhaps some other transports as a way to get the benefits of the NVMe software stack, and build on top of the new high performance capabilities of these RDMA capable interconnects. So it goes way back to 2013, we moved it into the NVMe standard as a proposal in 2014. And again three, four years later now, we're starting to see solutions roll out that begin to show the promise that we saw way back then. >> Yeah and the challenge with networking obviously is sounds like you've got a few different transport layers that I can use there. Probably a number of different providers. How baked is the standard? Where do things like hits the interoperability fit into the mix? When do customers get their hands on it, and what can they expect the roll out to be? >> We're clearly at the beginning of what's about to be a very, I think long and healthy future for NVMe over Fabrics. I don't know about you. I was at Flash Memory Summit back in August in Santa Clara and there were a number of vendors there starting to talk about NVMe over Fabrics basics. FPGA implementation, system on chip implementations, software implementations across a variety of stacks. The great thing was NVMe over Fabrics was a phrase of the entire show. The challenging thing was probably no two of those solutions interoperated with each other yet. We were still at the running water through the pipes phase, not really checking for leaks and getting to broad adoption. Broad adoption I think comes when we've got a number of vendors broad interoperability, multi-supplier, component availability and those things, that let a number of implementations exists and interoperate because our customers live in a diverse multi-vendor environment. So that's what it will take to go from interesting proof of concept technology which I think is what we're seeing in terms of early customers engagement today to broad base deployment in both existing fiber channel implementations, and also in some next generation data center implementations, probably beginning next year. >> Okay, so Danny, I talked to a lot of companies out there. Everyone that's involved in this (mumbles) has been talking about NVMe over Fabric for a couple of years now. From a user standpoint, how are they going to help sort this out? What will differentiate the check box. Yes, I have something that follows this to, oh wait this will actually help performance so much better. What works with my environment? Where are the pitfalls and where are the things that are going to help companies? What's going to differentiate the marketplace? >> As an engineer, we always get into the speeds and the feeds and the weeds on performance and things like that, and while those are all true. We can talk about fewer and fewer instructions in the networks stack. Fewer and fewer instructions in the storage stack. We can talk about more efficient Silicon implementations. More affinity for multi-processor, multi-core processing environments, more efficient operating system implementations and things like that. But that's just the performance side. The broader benefits come to beginning to move to more cost effective data center fabric implementation. Where I'm not managing an orange wire and a blue wire unless that's really what I want. There's still a number of people who want to manage their fiber channel and will run NVMe over that. They get the compatibility that they want. They get the policies that they want and the switch behavior that they want, and the provisioning model that they want and all of those things. They'll get that in an NVMe over Fabrics implementation. A new data center however will be able to go, you know what, I'm all in day one on 25, 5000 bit gigabit ethernet as my fundamental connection of choice. I'm going 400 gigabit ethernet ports as soon as Andy Beck-tels shine or somebody gives them to me and things like that. And so if that's the data center architecture model that I'm in, that's a fundamental implementation decision that I get to make knowing that I can run an enterprise grade, storage protocol over the top of that, and the industry is ready. My external storage is ready, my servers are ready and my workloads can get the benefit of that. >> Okay, so if I just step back for a second, NVMe sounds like a lot of it is what we would consider the backend in proving that NVMe over Fabrics helps with some of the front end. From a customer stand point, what about their application standpoint? Can they work with everything that they have today? Are there things that they're going to want to do to optimize for that? So the storage industry just take care of it for them. What do they think about today and future planning from an application standpoint? >> I think it's a matter of that readiness and what is it going to take. The good news and this has analogs to the industry change from HDD to SSDs in the first place. The good new is you can make that switch over today and your data management application, your database application, your warehouse, you're analytics or whatever. Not one line of software changes. NVMe device shows up in the block stack of your favorite operating system, and you get lower latency, more IOs in parallel. More CPU back for your application to run because you don't need it in the storage stack anymore. So you get the benefits of that just by changing over to this new protocol. For applications who then want to optimize for this new environment, you can start thinking about having more IOs in flight in parallel. You could start thinking about what happens when those IOs are satisfied more rapidly without as much overhead in and interrupt processing and a number of things like that. You could start thinking about what happens when your application goes from hundred micro-second latencies and IOs like the flash devices to 10 microsecond or one microsecond IOs. Would perhaps with some of these new storage class memory devices that are out there. Those are the benefits that people are going to see when they start thinking about an all NVMe stack. Not just being beneficial for existing flash implementations but being fundamentally required and mandatory to get the benefits of storage class memory implementations. So this whole notion of future ready was one of the things that was fundamental in how NVMe was initially designed over 10 years ago. And we're starting to see that long term view pay benefits in the marketplace. >> Any insight from the customer standpoint? Is it certain applications or verticals where this is really going to help? I think back to the move to SSDs. It was David Foyer who just wet around the entire news feed. He was like, database, database, database is where we can have the biggest impact. What's NVMe going to impact? >> I think what we always see with these things. First of all, NVMe is probably going to have a very rapid advancement and impact across the industry much more quickly than the transition from HDD to SSD, so we don't have to go through that phase of a little goes a long way. You can largely make the switch and as your ecosystem supports it as your vendor of choice supports it. You can make that switch and to a large extent have the application be agnostic from that. So that's a really good way to start. The other place is you and I have had this conversation before. If you take out a cocktail napkin and you draw an equation that says time equals money. That's an obvious place where NVMe and NVMe over Fabrics benefit someone initially. High speed analytics, real time, high frequency trading, a number of things where more efficiency. My ability to do more work per unit time than yours gives me a competitive advantage. Makes my algorithms better, exposes my IP in a more advantageous way. Those are wonderful places for these types of emerging technologies to get adopted because the value proposition is just slam dunk simple. >> Yeah, so running through my head are all the latest buzz words. Is everything at Wikibon when we did our predictions for this year, data is at the center of all of it. But machine learning, AI, heck blockchain, Edge computing all of these things can definitely be affected by that. Is NVMe going to help all of them? >> Oh machine learning. Incredible high bandwidth application. Wonderful thing stream data in, compute on it, get your answers and things like that. Wonderful benefits for a new squeaky clean storage stack to run into. Edge where often times, real time is required. The ability to react to a stimulus and provide a response because of human safety issue or a risk management issue or what have you. Any place that performance let's you get close, get you outer close to real time is a win. And the efficiency of NVMe has a significant advantage in those environments. So NVMe is largely able to help the industry be ready just at the time that new processing models are coming in such as machine learning, artificial intelligence. New data center deployment architectures like the Edge come in and the new types of telemetry and algorithms that they maybe running there. It's really a technology that's arriving just at the time that the industry needs it. >> Yeah, was reading up on some of the blogs on the Dell sites. Jeff Brew-dough said, "We should expect "to see things from 2018." Not expecting you to pre-announce anything but what should we be looking for from Dell and the Dell family in 2018 when it comes to this space? >> We're very bullish on NVMe. We've been pushing very, very hard in the standards community. Obviously, we have already shipped NVMe for a series of internal use cases in our storage platforms. So we have confidence in the technology, its readiness, the ability of our software stacks to do what they need to do. We have a robust, multi-supplier supply chain ready to go so that we can service our customers, and provide them the choice in capacities and capabilities and things like that that are required to bet your business, and long term supply assurance for and things like that. So we're seeing the next year or so be the full transition to NVMe and we're ready for it. We've been getting ready for a long time. Now, the ecosystem is there and we're predicting very big things in the future. >> Okay, so Danny, you've been working on this for 11 years. Give us just a little bit of insight. What you learned, what this group has learned from previous transitions? What's excited you the most? Give us a little bit of sausage making? >> What's been funny about this is we talk about the initial transition to flash, and just getting to the point where a little goes a long way. That was a three year journey. We started in 2005, we shipped in 2008. We moved from there. We flash in a raise as a tier, as a cache, as the places where a little latency, high performance media adds value and those things. Then we saw the industry begin to develop into some server centric storage solutions. You guys have been at the front of forecasting what that market looks like with software defined storage. We see that in technologies like ScaleIO and VSAN where their abilities to start using the media when it's resident in a server became important. And suddenly that began to grow as a peer to the external storage market. Another market San alternative came along with them. Now we're moving even further out where it seems like we use to ask why flash? And it will get asked that. Now it's why not flash? Why don't we move there? So what we've seen is a combination of things. As we get more and more efficient low latency storage protocols. The bottle neck stops being about the network and start being about something else. As we get more multi-core compute capabilities and Moore's law continues to tickle along. We suddenly have enough compute and enough bandwidth and the next thing to target is the media. As we get faster and faster more capable media such as the move to flash and now the move to storage class memory. Again the bottle neck moves away from the media, maybe back to something else in the stack. As I advance compute in media and interconnect, suddenly it becomes beneficial for me to rewrite my application or re-platform it, and create an entire new set of applications that exploit the current capabilities or the technologies. And so we are in that rinse, lather repeat cycle right now in the technology. And for guys like you and me who've been doing this for awhile, we've seen this movie before. We know how it hands. It actually doesn't end. There are just new technologies and new bottlenecks and new manifestations of Moore's law and Holmes law and Metcalfe's law that come into play here. >> Alright so Danny, any final predictions from you on what we should be seeing? What's the next thing you work on that you call victory soon right? >> Yes, so I'm starting to lift my eyes a little bit and we think we see some really good capabilities coming at us from the device physicists in the white coats with the pocket protectors back in the fabs. We're seeing a couple of storage class memories begin to come to market now. You're led by Intel and microns, 3D XPoint but a number of other candidates on the horizon that will take us from this 100 microsecond world to a 10 microsecond world maybe to a 100 nanosecond world. And you and I we back here talking about that fairly soon I predict. >> Excellent, well Danny Cobb always a pleasure to catch up with you. Thanks so much for walking us through all of the pieces. We'll have lots more coverage of this technology and lots more more. Check out theCUBE.net. You can see Dell Technology World and lots of the other shows will be back. Thank you so much for watching theCUBE. (uptempo techno music)

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