(light music) >> Okay, we're back here in theCube On The Floor. We're at Cloud City thanks to everyone in the studio. We're here and we bring all the action from the floor. Danielle Royston is about to walk on. We got a great remote interview. Also it's a physical event but it's virtual, so it's a hybrid event with people coming in remotely we've got Mark Collins, Senior Vice President of Commercial Product Management ZephyrTel. Mark, thanks for coming on. You're head of the Product Management, you're responsible for product vision. Calling in, or remote-in in from Ireland great to see you, wish you were here. >> Thank you, John, I wish I was there, too. >> We had a great chat yesterday with Michael a CEO of the company. Public Cloud is a big driver what you guys are part of, it's a sea change. For some of the world, it's an obvious shift it's been going on for a long time, in Telco it's new. What's the story give us the vision of the product. >> So, ZephyrTel are actually a provider of multiple products within the Telco space, and one of our visions is very much about bringing those products into a marketplace capability that Telco's can start engaging in and interacting with them much more simply than they would've been with their vendor suppliers in the past. >> What's the difference between Cloud on premises and in the Public Cloud for Telco, what's the psychology right now of Telco? Most people have lifted and shifted and re-platformed with the cloud in the enterprise side, certainly that's been going on for many many years, now you're seeing people re-factor their business in the cloud and get really neat new advantages. Not just cost optimization and benefits with the re-platforming, or lift and shift, but they got new capabilities. Where's the Telco adoption on this spectrum of re-platforming and re-factoring the public cloud? Early, are they toe in the water? Are they jumping in? What's happening? >> I think very very early like, I've worked in the Telco space for the last 20 years, and certainly for the last five, all of the buzz has been about moving to cloud native solutions (applause in the background) But a lot of the Telco vendors that are right there are still very much looking ahead in supplying solutions (dialogue drowned out by thunderous applause) >> Okay, DR just walked in, sorry to interrupt, letting the folks know that we've got the big entourage here in Cloud City, Danielle Royston, is the CEO of TelcoDR and the CEO of Totogi. And we've started to see TelcoDR, DR being digital revolution or Danielle Royston, however you want to look at the DR part of it. But really a game changer in the Telco industry put a real dent in the universe here with Cloud City, Danielle Royston, just a little entourage there and a cheer for her coming back to her home base here, MWC, see where the Cube is, and where the main stage is Mark, sorry to interrupt you there, continue. So, are they there? Are they jumping in? Is there fear? Are they building? Are they just still operating? We just had a little segment discussing like, the difference between being a builder versus an operator like the confluence of war time and peace time. >> I actually think there's a lot of fear, like I think if you look at the way Telco look at clouds, one of the biggest blockers that I think a lot of them face is that they have this perception that their network, and what they provide as a solution to customers is a stable business model. Like there's been very little input as from the outside to force them into replacing some of their outdated core technologies and they have some very very legacy views on how they model TCO in the future cost to their business which, unless they change those attitudes, some of what they can benefit from the public cloud is going to be lost on them. >> You mentioned legacy, one of the things I want to get your thoughts on quickly is that, the notion of it's always been a customized game, I call it the OT world, you know, operating technologies versus IT, information technology. Different mindsets, you know, one's very IP driven write software, open source now, drives that but you have a lot of legacy, and they build custom solutions when the world seems to be spinning towards open and standardized. What's your take? >> Yeah, I see that as a huge challenge when you look at what Telcos want from a software perspective. Like, they want products, but they still have this huge expectation that their specific needs are going to be addressed, right? And the challenge I see there is that when you talk about customization, most of the time that drives a divergence away from what a product is, to a bespoke solution, which creates a huge number of issues for service providers when it comes to how they do upgrades in the future, or for that matter, what they ultimately have to pay the vendors for the professional services to build those customizations. >> Talk about the Telco's consideration for interfaces, how they should handle interfaces and other standards because, it's an EPI economy, we know that, but now as things start to get more interconnected integration is going to be a big thing, especially with the Edge becoming a much more of a competitive and dynamic, and people care about the Edge cause it's consumer, it's education, it's healthcare it's not just some device on a network it's actually, societal impact, social change, real value. >> Yeah, no, I 100% agree, like I mean, you could probably credit Telcos for what been the way of the normal for network in the last 20 years with regards to all the standardization that's happened in bodies like 3GPP, but I guess in the IT world or in the domain of how you actually deliver capabilities to your end customer, or even in the experiences that you develop for your consumers. A lot of that has been bespoke development, software plugged together, built on premise and not necessarily taking advantage of the openings that you see on the RAM and on the network side of things >> Mark, I want to ask you while I have you here I know we've got a couple of minutes left, but I want to get your thoughts on this since it's been since February 2019 since Mobile World Congress had an event so in dog years or internet years, whatever metaphor you want to use, it's been a long time and a lot of time has passed. What's your assessment of where the industry is? >> I think all you have to do is look back at the last year and a half and see the sea change that has happened in a huge amount of industries around how they've reacted to the ability to deliver new capabilities very quickly on the back of what happened to us with COVID. And I think Telco has in a lot of cases, have been at the forefront of providing network experiences for people as they move to working from home, but they haven't necessarily had the same agility or the same ability to make change when it comes to the customer experiences in the products and services that they build on top. And I think they need to take advantage of what everybody else has been able to do with public clouds in the last year. >> Yep, and I think infrastructures code changes everything DevOps, which is a cloud term, is development and operations, they have to work together, now it's DevSecOps, so I think the same thing is going to happen to Telcos and I'm a big fan and bullish on the Telcos business model because if you embrace the change, if you ride that wave, and, right, you're not going to be driftwood and that is all about keeping the change going and keeping it real relative to the value, because Telco saved us during COVID. Right? So the operational aspect of the network didn't crash, we had some bad zoom meetings here and there but for the most part, people lived and they survived. So, got to give props to that, and that's the purpose now it's next level. Edge applications have to come on board faster, we need more software. How does that happen in your mind? >> I think a lot of that has to come from vendors like ourselves who start providing a different way and a different approach for how operators can consume the software that they purchase, right? Like, if they keep working with the same vendors that they have today, they'll spec their requirements they'll write down what they need and they'll ask somebody to build it for them and that'll take a long time. By the time they've actually got it built, it'll probably be the wrong thing, or likely will have moved on if you look at the pace of change that we have seen in the last year with COVID and everything else. And I think a cloud specialist vendor like ourselves can come and provide a huge amount of value to an operator when we're building a solution that many operators can consume within our marketplace products. >> Awesome. Mark, great to have you on, 30 seconds left, put a plug in for ZephyrTel what are you working on, you hiring? You've got 30 seconds, go. >> We're hiring, we're growing, we're presenting a number of different solutions in Mobile World Congress, looking at both customer experience in IOT and a number of different areas where we're heavily involved. Absolutely come seek out the people from ZephyrTel that are there and look at the demos and meet with the guys on the ground they've got a huge amount of information to share. >> Awesome. Mark Collins CEO Vice President of Commercial Product Management, really changing the game, making service providers get the value from the network and making it easy for having meaningful exchange that's positive impact, changing the world, and really making it happen. Of course, let's send it back to the studio, Adam and the team.

>> lie for Las Vegas. It's the queue covering VM World twenty eighteen, brought to you by IBM Wear and its >> ecosystem partners. Welcome back to Las Vegas were here of'Em World twenty eighteen Number. We've heard from BM, where for many years is you know, they've got five hundred thousand customers this morning on stage. Pat Gelsinger said that now over fifteen thousand of those customers are using v san. Hi, I'm Stew Minutemen. With me is John Troyer. We're gonna dig into a little bit of a V San discussion here, joining the first time guests on the program. We have Ernie China, who's the director of the San Worldwide product marketing with the M where and also Brent Collins, who's a global practice director with W. W. T. Who is part of the distribution channel partner of V M wear and many others in the ecosystem. Gentlemen, thanks so much for joining us. Thank you very much for having us. All right, Ernie, let's start charging V san. Uh, I would be San was first announced. I said this was the rising tide that will really lift on launch what we called hyper converge infrastructure. Right? Number of interesting announcement. Maybe, you know, give us a thumbnail of what >> happened. S so there's great. So we actually made some big announcements. First of all, we talked about how the moment, um, we've had two to your point right. Huge amount of adoption by our customers, especially elope sphere customers adopting descend on the marketplace today and then we kind of added to a lot of the things they like about the sand by announcing a few things around the product with a current update one which basically prevented two categories of capabilities. One is some management capabilities and make it much easier to administer to manage a visa and deployment. So being able to, uh, recapture any type of capacity that's not being used, for instance is a great thing for administrators are trying to manage also when they're doing trying to do any trouble shooting or trying to do any management. They also have some great trouble shooting capabilities that we announced this well. And then I think, for tea and of the other partners Way also announced new incentives to allow them to be more profitable, especially as they start selling more visa and compared to traditional storage. Some great ways for them to be profitable with Decenas. Well, >> all right, we've We've had a few guest from W W t on our program in the nine years we've been doing it, but it helped. The company I know has gone through a lot of changes, just like everybody else in this industry. So I want you to talk about the visa and stuff, but give us for a second, you know? W w a d T. How should we think of W W T? How do you differentiate from your peers in the marketplace? >> Yes, so I think you know W Vt. Is about a ten and a half billion dollar technology integration firm. We started off a little bit smaller, so a lot of if you haven't been around in awhile. We've grown quite a bit in the last few years but really have built a company or in around speed. So it's, uh, how do we help customers get things moving a lot faster? So it's speed to an informed decision with our advanced technology center. So it's, uh, it's about a two hundred million dollars playground that we used for everything from demos to proof of concept. So what we call lab is a service which is a longer term proof of concept. Um, we also have an integration facility. So we take that informed decision we make maybe a blueprint, So talk a lot about the sand, but it's indifferent consumption models. We might package that together with servers, top Iraq, switching in the rack and really stamp that out multiple times for larger clients. So we take that to the immigration facility, and we also have a world class global supply chains. So we started as a supply chain company. Not a lot of people know that, but you take that, you prove it out, you run it through immigration facility, and then you put it anywhere in the world. It's a really powerful set of capabilities for big customers. >> Well, Brit, I wanted to ask specifically around Lisa. Uh, and you talked about the consumption models. One of the interesting parts about the sand, right. You can roll your own, take the software, roll your own piece and ready notes, or buy it from, you know, from somebody already fully assembled in baked. What do you mean? You're obviously you're working with customers at a range of sizes and use cases. But I mean, can you talk about what? What in twenty eighteen, whether some of the common consumption models to people you know? Are you pulling it all together with the full rack and rolling it in? Or how what people look to W. W. T. And as a V San partner for >> sure, It's a great question. So we actually get all of the above. So we focus on the enterprise space, the larger clients and they a lot of them want custom solution. So we go prove out whatever they want toe have in there and again to the model I talked about earlier. We stamp that out and put it in their data centers. Now, some of them wanted in a V San rule your own. These others want VX rail, and then others want a full stack like the extract std. See, so way I see it for different use cases, right? So we look at it, uh, the sand in and of itself is an easy button, but when you package it in with the reference architecture, it's even easier for people to go, go roll that out and support different models. Whether that's VD, I or general purpose, virtual ization or even enterprise applications so way really like the the ability to customize that, depending on what the customer is looking for. >> All right, Ernie, which one of these things are is everything g et that we've talked about here, you know, how are their customers that have lined up and done? Some of these may be unpacked for us a little bit as toe. What's hitting the door? The door Which one's already rolled out as toe? What piece of those? You know, >> things have hit the door already. They're already out for a lot of customers. A lot of customers, actually, as we do a lot of times have them tested out beforehand. So many customers are already actually using a lot of these capabilities today. Some of them are actually being at the show, talking about some of the things that we've done here. Yeah, >> so what? One thing I love both of you to give us some commentary on when we look at the difference between kind of my data center and the public cloud is the public cloud. Nobody calls you and says, Hey, what version of eight of us are azure? You running right, as opposed to we know the history with these here. It's like, Well, what version of easier? Well, you know, I've got my little lab. Yeah, they're they're testing, you know, six, six, six, seven things like that. But I still got that five five deployment that you no way have plans, but it's gonna take awhile. How does the sensitive into that picture? And, you know, how do you help customers stay on the rev Upgrader to you once you want to sell it or you kind of done and they deal with GM wear? How does that dynamic work? >> I think the value The channel is really making it easier for customers to buy easier Teo deploy and easier to manage. So we do all the above. I think one of the things that we were talking about earlier is I think people look at cloud is the easy button and it is. But there's an interim step there. So for customers to say, Hey, I want it easy. You have the option to do it on Prem as well as in the clouds. So it's really, you know, when I look at my business, it's I'm in the computation of data management business, and V San fits into the really that data management side. The different question when you incorporate Cloud is it's not a question of, you know, Are we still doing the same thing? It's it's Where is it? How do I buy it? So I really like h c. I think it's it really is that interim easy button for people that say I want the simplicity a cloud, but I wanted on prom So >> we're going to get a commentary on kind >> of the management from the manager perspective. We're making it very, very easy for customers to go from whatever version they need to. Obviously the fact that we have all these great new features coming in, it really gets sense a lot of customers to want to move to the latest capabilities, but in general, for them, for customers who make it really easy for them to be able to move up to whatever whatever level they need to >> Nice Brian, I wanted to ask you talk about H I V and the easy. But in a couple of years ago, when a chai architectures we're just coming in, it was The industry always has a little bit black and white. It's either gonna destroy everything or save everything, and it's gonna be one hundred percent one way or the other. Turns out, you know, there's a mix of use cases for traditional storage as well as a C I What? What do you particularly like a CZ use cases for for bee san, uh, your customer base that you roll out? When do you When do you really say you know what? You should really look at this hyper converged infrastructure that we can build you first is, um or, you know, a traditional, bigger, different ray. Bigger array, separate array, sort of storage. >> I'LL give you the answer to everybody hates, which is It depends, right? So I think you know the sands a great platform, and we see it for a lot of different use cases. A lot of it depends on you know, what's the customer looking to do, what's there, what investments that they already made and then where is the fifth best? So from a technical perspective, I mean, I think we all know that general purpose virtual ization of Edie I make their great use cases were v san, but we're starting to see that creep into other use cases. So you start here and then you could say, Well, you know what? I'm refreshing over here. Maybe it makes more sense to take a look at something different a same time. Some people say, Hey, maybe a traditional storage array still makes sense for us, so we kind of see it both ways. But again, as people turn Estes comment as people start with the sand, they try it out. The simplicity, the ease of management and the cost effectiveness they really look at it and also the integration. We don't talk about a lot, but the integration with all the other virtualization tools makes it really easy all in. So because of some reasons why people might take a hard look at that versus a traditional storage array. >> Just add to that start off with media. Everyone was in that particular use case. Then remote office came in, so the edge was a big one that started to grow. Now, majority of our use cases around business Critical lapse. Most of the customers Air sequel Oracle. They're starting to deploy their so actually expanding quite a bit. And the nice thing, actually for partners is in many cases, the services are now starting to catch up. As you start going to these, this is critical APS. Actually, the services get bigger. So going back to that hole profitability element, it makes it more profitable foreigners as well. Right? >> Front V san isn't just a standalone product or, you know it is, obviously is always with the hyper visor. But it's an important piece of the Via MacLeod Foundation is W W t involved in any of those solutions that you know, Uh, yeah, way Don't do anything. Okay? Yeah, that's real straight for itself. But somewhere, cloud Is that something You talk to your customers about her, >> Of course Way. Do all of the above and you know, significant investments in the cloud in general. So a lot of over finding actually not to pivot too hard off of what we're talking about today. But you know, when we look at, uh, v r automation, for example, a lot of customers of purchase it but aren't taken advantage all the different features. So when we look at the entire stack, part of our methodology is working with customers to figure out, what do you have? And then how do we deploy and help you take advantage of what you have and then come back to the real question, which is? Let's take a holistic view out of all of those things and figure out how to maximize it. So it might be vee are a might be vey san. But in general, let's style those things together into something that makes more sense as a platform for what that customers looking to do. >> Okay, Ernie, wanna give you the final word? You know a lot of pieces. People are always trying to do it through. What's one thing that people should look at from the sand that they might have missed? >> So I think, from from the sand perspective, as they start to look at modernizing their infrastructure, they started looking at this whole idea of digital business and how we've become more agile, I think, actually, kind of pivoting a litte bit off. The point that was just made decent is a great way to get started, so it's a great way to be able to bring in some of those capabilities. And then it's a great start than to bring in the rest of our portfolio. That really adds a whole stack solutions. I really make that a reality. And along the way we make it very easy for especially the Spear customers to be able to deploy that >> real important point. Thank you, Ernie. China Front. Collins. Appreciate all the updates and, uh, the user perspective for John Troyer on student and back with lots more content from Veum World twenty eighteen. Thanks for watching the cue. Thank you.

>> Male voiceover: Live from San Jose California, it's the Cube, covering Innovating to Fuel the Next Decade of Big Data. Brought to you by Western Digital. >> Hey, welcome back everybody, Jeff Frick here with the Cube. We're at the Western Digital World Headquarters It's the Almaden Campus in San Jose. If you know anything about the tech world, you know there's a lot of innovation that's been happening on this campus for years and years and years. Big announcement today called Innovating to Fuel the Next Generation of Big Data. Lot of exciting announcements and here to join us to tell us all about it is Brendan Collins. He's the Vice President of Product Marketing Devices for Western Digital. Brendan, great to see you. >> Thank you, glad to be here. >> Absolutely so, really exciting announcement. You know, I've talked to Kim Stevenson at Intel, we had an interview talking about Moore's law. And one thing she really reinforced is that Moore's law is really more of an attitude than it is specifically physics, and whether you want to argue the physics is one thing, but the attitude for innovation, to continue to deliver a lot more for less, just continues, continues, and continues, and you guys announced a huge step in that direction today. >> Yeah, we have a challenge that storage is growing at a rate of about 40 percent per year. And budgets from the data centers are not growing, right? So the challenge is for us to develop new technologies that allow us to stay on the technology curve, and cut costs and do that efficiently. >> Then this is a big one, so let's jump in. So actually it was years ago I was actually at the event when you guys introduced the Helium drives, and that was a big deal there, and you've continued to kind of move that innovation but then you can see a plateau. And the density of this data, so you guys had to come up with something new. >> Yeah, what we've seen is that our PMR technology that we use currently is slowly running out of steam, right? So in order to come down the cost curve, we needed to boost areal density. And luckily we were able to come up with a new breakthrough in MAMR technology that will allow us to do that for the next decade. >> It's interesting in the talk, you talked about you guys could see this kind of coming and you actually put a lot of bets on the table, you didn't just bet on MAMR, you bet on HAMR, and you continued along a number of multiple tracks, and you've been at this for a while. What was kind of the innovation that finally gave you a breakthrough moment that got us to where we are today? >> Well, there were multiple technologies that we could have invested in, and we decided to continue on the two major ones which were HAMR and MAMR but we made a decision to invest in a process called, a head fabrication process called damascene that allowed us to extend the life of PMR for the last five to six years, and it's been in all the products we've been shipping since 2013. >> And you talked the areal density, so that's basically the amount of information we can put on the square inch of surface area And you've really, you attacked it on two vectors. One is how many tracks, just think of a record, how many tracks can you get on an album, in terms of the number of lines, and then how much density then you can have on each of those tracks. >> That's right, that's right. And you're now seeing major improvements on both of those factors. >> Well if you look at, we've had three enabling technologies in our products for the past three to four years, right. One is helium, one is micro actuation, and the other is the damascene process. Damascene and micro actuation actually push track density which enables higher capacity. But the newer technology that we're talking about, MAMR, addresses both factors. So we push the track density even tighter together, But we also boost the linear density at the same time, and we do that without adding cost. >> Right. The other thing you talked about, and I think it's a really important piece, right it's not only the technology breakthrough, but it's also how does that fit within the existing ecosystem of your customers, and obviously big giant data centers and big giant cloud providers, we actually have a show going on at a big cloud show right now, and this technology was innovative in that you've got a breakthrough on density, but not so crazy that you introduced a whole bunch of new factors into the ecosystem that would then have to be incorporated into all these systems, because you guys not only make your own systems, but you make the media that feeds a whole host of ecosystems, and that was a pretty important piece. >> If you look at some previous technologies we've introduced whether it be even 4K sectors in the industry, or shingled magnetic reporting, both of those require whole side modifications. Any time you have whole side modifications, it generally slows down the adoption, right? With HAMR, one of the challenges that we had was because of the concerns with thermals on the media, we needed a process called wear leveling, and that required whole software changes. In contrast, when we go to MAMR, everything is seamless, everything is transparent, and it's great. >> Right. I thought it was much simpler than that. I thought just heat is bad, HAMR is heat, and MAMR is microwave, and you know, heat and efficiency and data centers and all those, kind of again, system-level concerns; heat's never a good thing in electronics. >> Well, and in the case of MAMR versus HAMR, there's like an order of magnitude difference in the temperature on the disk, which is the key concern. >> And then of course as you mentioned in the key note, this is real, you've got sample units going on, correct me if I'm wrong, as early as next year >> That's right. >> you're hoping you'd be in scale production in 2020. Where some of these other competing technologies, there's really still no forecasted ship date on the horizon. >> Yeah, you can generate samples, you can build lower quantities of these HAMR drives, but you still have that big concern out there in front of you, how do I address the reliability, how do I address the complexity of all these new materials, and then if I got all of that to work, how do I do it commercially because of the cost additives. >> Right; so I just want to get your perspective before we let you go, you're busy, there's a high demand for your time, as you kind of think back and look at these increasing demands for storage, this increasing demand for computers, and I think one of the data points given is, you know, the data required for humans and machines and IOT is growing way way way way faster than business focused data which has been the driver of a lot of this stuff, if you just kind of sit back and take a look, you know, what are some of your thoughts because I'm sure not that long ago you could have never imagined that there would be the demand for the types of capacities that we're talking about now and we both know that when we sit down five years from now, ten years ago, you know, ten years from now, we're going to look back at today and think, you know, that was zero. >> Yeah, way back in the day there were just PCs and servers and there was traditional IT with rate, today with autonomous cars and IOT and AI and machine learning, it's just going to continue, so that exponential growth that you saw, there's no sign of that slowing down, which is good news for us. >> Yeah, good job security for you for sure. >> You bet! >> Alright Brendan, well, again, thanks for taking a few minutes to sit down and congratulations on the great event and the launch of these new products. >> Thank you, thank you. >> He's Brendan Collins, I'm Jeff Frick, you're watching the Cube from the Western Digital Headquarters in San Jose California. Thanks for watching.

>>from around the globe. It's the Cube covering HP. Discover Virtual experience Brought to you by HP. >>Welcome to the Cube's coverage of HP Discover 2020 Virtual Experience. I'm Lisa Martin, and I'm pleased to be joined by two guests from HP longtime partner Tech Data. We have calling Blair the vice president of sales and marketing of I. O. T. And Data Solutions and David Smith, H P E Pre Sales Field Solutions are common. And David, Welcome to the Cube. Thanks, Lisa. Great to see. So let's start with the calling. HP and Technical have been partners for over 40 years, but tell our audience a little bit about tech data before we get into the specifics of what you're doing and some of the cool I o. T. Stuff with HP. I >>think that the Tech data is a Fortune 100 distributor. We continued to evolved to be a solutions aggregator in these next generation technology businesses. As you've mentioned, we've been serving the I T distribution markets globally for for 40 plus years, and we're now moving into next generation technologies like Wild Analytics, I O. T and Security bubble Lifecycle Management services. But to be able todo position ourselves with our customer base and the needs of their clients have. So I'm excited to be here today to talk a little bit about what we're doing in I, O. T. And Analytics with David on the HPC side >>and in addition to the 40 plus years of partnership calling that you mentioned that Detected and HP have you've got over 200 plus hp. Resource is David, you're one of those guys in the field. Talk to us about some of the things that you're working on with Channel Partners Table David to enable them, especially during such crazy times of living and now >>absolutely, absolutely so. What we can do is we can provide strong sales and technical enablement if your team, for example, wants to better understand how to position HP portfolio if they require assistance and architect ing a secure performance i o t. Solution. We can help ensure that you're technical team is fully capable of having that conversation, and it's one that they're able to have of confidence, weaken validate the proposed HP solutions with the customers, technical requirements and proposed use case. We can even exist on a customer calls, if it would, would benefit our partner to kind of extend out to that. We also have a a a deep technical bench that Colin can speak to in the OT space toe lean on as well. For so solution is that kind of span into the space beyond where HP typically operates, which would be edge, compute computing and network. Sic security. >>Excellent call and tell me a little bit about Tech Data's investments in I o. T. When did this start? What are you guys doing today? >>Sure, we started in the cloud space. First tackle this opportunity in data center modernization and hybrid cloud. That was about seven years ago. Shortly thereafter we started investing very materially in the security cyber security space. And then we follow that with Data Analytics and then the Internet of things. Now we've been in those spaces with our long term partners for some time. But now that we're seeing this movement to the intelligent edge and a real focus on business outcomes and specialization, we've kind of tracked with the market, and we feel like we've invested a little bit ahead of where the channel is in terms of supporting our ecosystem of partners in this space. >>So the intelligent edge has been growing for quite some time. Poland in the very unique times that we're living in in 2020 how are you seeing that intelligent edge expand even more? And what are some of the pressing opportunities that tech data and HPC i O T solutions together can address? >>So a couple. So the first is a Xai mentioned earlier just data center modernization. And so, in the middle of code 19 and perhaps postcode 19 we're going to see a lot of clients that are really focused on monetizing the things that they've got. But doing so to drive business outcomes. We believe that increasingly, the predominance of use cases and compute and analytics is going to move to the edge. And HP has got a great portfolio for not just on premise high performance computing but also hybrid cloud computing. And then when we get into the edge with edge line and networking with Aruba and devices that need to be a digitized and sense arised, it's a really great partnership. And then what we're able to do also, Lisa, is we've been investing in vertical markets since 2000 and seven, and I've been a long the ride with that team, most all of that way. So we've got deep specialization and healthcare and industrial manufacturing, retail and then public sector. And then the last thing we've kind of turned on here recently just last month is a strategic partnership in the smarter cities space. So we're able to leverage a lot of those vertical market capabilities. Couple that with our HP organization and really drive specialized repeatable solutions in these vertical markets, where we believe increasingly, customers are going to be more interested in a repeatable solutions that can drive quick proof of value proof of concepts with minimal viable what kinds of products. And that's that's kind of the apartment today with RHB Organization and the HP Corporation >>David. Let's double click into some of those of vertical markets that Colin mentioned some of the things that pop into minor healthcare manufacturing. As we know, supply chains have been very challenged during covered. Give us an insight into what you're hearing from channel partners now virtually, but what are some of the things that are pressing importance? >>So from a pressing and important to Collins exact point, and your exact point as well is really it's all about the edge computing space now from a product perspective Azaz Colin had mentioned earlier. HP has their edge line converged systems, which is kind of taking the functionality of OT and edge T Excuse me of OT and I t and combine it into a single edge processing compute solution. You kind of couple that with the ability to configure components such as Tesla GP, use in specific excellent offerings to offer an aid and things like realtime, video processing and analytics. Uh, and a perfect example of this is, ah so for dissing and covert space. If if I need to be able to analyze a group of people to ensure they're staying as far apart as possible or, you know within self distant guidelines, that is where kind of the real time that's like an aspect of things can be taken advantage of same things with with the leveraging cameras where you could actually take temperature detection as as well, so it's really kind of best to think of Edge Lines Solutions is data center computing at the edge kind of transition into the Aruba space. Uh Rubio says offerings aid in the island Security is such a clear pass device inside, which allows for device discovery of network and monitoring of wired and wireless devices. There's also Aruba asset tracking and real time location of solutions, and that's particularly important in the healthcare space as well. If I have a lot of high value assets, things like wheelchairs, things like ventilation devices, where these things low located within my facilities and how can I keep keep track of them? They also, and by that I mean HP. They also kind of leveraging expanse ecosystem of partners. As an example, they leverage thing works allow their i o t solutions as well, when you kind of tying it all together with HP Point. Next to the end, customers provided with comprehensive loyalty solution. >>So, Colin, how ready? Our channel partners and the end user customers to rapidly pivot and start either deploying more technologies at the edge to be able to deliver some of the capabilities that David talked about in terms of analytics and sensors for social distancing. How ready are the channel partners and customers to be able to understand, adopt and execute this technology. >>So I think on the understanding side, I think the partners are there. We've been talking about digital transformation in the channel for a couple of years now, and I think what's happened through the 19 Pandemic is that it's been a real spotlight on the need for those business outcomes to to solve for very specific problems. And that's one of the values that we serve in the channel. So we've got a solution offering that we call our solution factory. And what we do really says is we leverage a process to look outside the industry. At Gartner, Magic Quadrant Solutions forced a Wave G two crowd. You know, top leaders, visionaries and understand What are those solutions that are in demand in these vertical markets that we talked about? And then we do a lot of work with David and his team internally in the HP organization to be able to do that and then build out that reference architectures so that we know that there's a solution that drives a bill of materials and a reference architecture that's going to work that clients are going to need and then we can do it quickly. You know, Tech data. Everything's about being bold, acting now getting scale. And we've got a large ecosystem partners that already have great relationships. So we pride ourselves on being able to identify what are those solutions that we can take to our partners that they can quickly take to their end users where you know we've We've kind of developed out what we think the 70 or 80% of that solution is going to look like. And then we drive point next and other services capabilities to be able to complete that last mile, if you will, of some of the customization. So we're helping them. For those who aren't ready, we're helping them. For those who already have very specific use cases and a practice that they drive with repeatable solutions were coming alongside them and understanding. What can we do? Using a practice builder approach, which is our consultative approach to understand where our partners are going in the market, who their clients are, what skill sets do they have? What supplier affinities do they want to drive? What brand marketing or demand generation support do they need? And that's where we can take some of these solutions, bring them to bear and engage in that consultative engagement to accelerate being ready as, as you rightly say, >>so tech. It has a lot of partners. You in general. You also have a lot of partners in the i o T space calling What? How do you from a marketing hat perspective? How do you describe the differentiation that Tech data and HP ease Iot solutions delivered to the channel to the end user? >>A couple of different things? I think that's that's differentiation. And that's one of the things that we strive for in the channel is to be specialized and to be competitively differentiated. And so the first part, I say to all of my team, Lisa, is you know, whether it's our solution consultants or our technical consultants, our solutions to the developers or the software development team that works my organization. Our goal is to be specialized in such a way that we're having relevant value added conversations not only our channel partners, but also end users of our partners want to bring us into those conversations, and many do. The next is really education and enablement as you would expect. And so there's a lot of things that are specialized in our technical. We drive education certification programs, roadshows, seminars, one of the things that we're seeing a lot of interest now. Lisa is for a digital marketing, and we're driving. Some really need offerings around digital marketing platforms that not only educate our partners but also allow our partners to bring their end users and tour some of this some of these technologies. So whether it's at our Clearwater office, where we've got an I. O T. Solution center, that we we take our partners and their clients through or we're using our facilities Teoh to do executive briefings and ideation as a service that, you know, kind of understanding the art of the possible. With both our resellers and their clients work, we're using our solution. Our solution catalogs that we've built an interactive pdf that allows our partners to understand over 50 solutions that we've got and then be able to identify. Where would they like to bring in David and his team and then my consultants to do that, that deep planning on business development, uh, that we talked about a little bit earlier. >>So the engagement right now is maybe even more important than it has been in a while because it's all hands off and virtual David. Talk to me about some of the engagement and the enablement piece that call and talked about. How are you able to really keep a channel partner and their end user customers engaged and interested in what you're able to deliver through this from New Virtual World? >>That's a great, great question. And we work in conjunction with our marketing teams to make sure that as new technologies and quite in I O. T space as well as within the HP East base as well that that our channel partners are educated and aware that these solutions exist. I know for a fact that for the majority of them you kind of get this consistent bombardment of new technology. But being able to actually have someone go out and explain it and then being able to correspondingly position it's use case and it's functionality and why it would provide value for your end customer is one of the benefits of tech data ads to kind of build upon that previous statement. The fact that We have such a huge portfolio of partners, so you kind of have HP and the edge compute space. But we have so many different partners in the OT space where it's really just a phone call, an email, a Skype message, a way to have that conversation around interoperability and then provide those responses back to our partners. >>Excellent. One more question before we go. Colin for you, A lot of partners. Why HP fry Mt. >>So a couple of reasons? One of the one of the biggest reasons as HP is just a great partner. And so when you look at evaluating I. O. T solutions that tend to be pretty comprehensive in many cases, Lisa it takes 10 or 12 partners to complete a really i o t solution and address that use case that that's in the field. And so when you have a partner like HP who's investing in these programs, investing in demand generation, investing in the spectrum of technology, whether it's hybrid Cloud Data Center, compute storage or your edge devices and Iot gateways, then to be able to contextualize those into what we call market ready solutions in each one of these vertical markets where there's references and there's use cases. And there were coupling education that specific rest of solutions. You know HP can do all of those things, and that's very important. Because in this new world, no one can go it alone anymore. It takes it takes partnerships, and we're all better together. And HP really does embrace that philosophy. And they've been a great partner for us in the Iot space. >>Excellent. Well, Colin and David, thank you so much for joining me today on the Cube Tech data. H p e i o t better together. Thank you so much. It's been a pleasure talking with you. >>Thank you. >>Thank you. Lisa. >>And four Collet and David. I am Lisa Martin. You're watching the Cube's virtual coverage of HP Discover 2020. Thanks for watching. Yeah, yeah, yeah, yeah.

>> From Cambridge, Massachusetts, it's theCUBE covering MIT Chief Data Officer and Information Quality Symposium 2019, brought to you by SiliconANGLE Media. (dramatic music) >> Welcome back to Cambridge, Massachusetts, everybody. This is theCUBE, the leader in live tech coverage. We go out to the events, and we extract the signal from then noise. And, we're here at the MIT CDOIQ, the Chief Data Officer conference. I'm Dave Vellante with my cohost Paul Gillin. Day two of our wall to wall coverage. Aaron Kalb is here. He's the cofounder and chief data officer of Alation. Aaron, thanks for making the time to come on. >> Thanks so much Dave and Paul for having me. >> You're welcome. So, words matter, you know, and we've been talking about data, and big data, and the three Vs, and data is the new oil, and all this stuff. You gave a talk this week about, you know, "We're maybe not talking the right language "when it comes to data." What did you mean by all that? >> Absolutely, so I get a little bit frustrated by some of these cliques we hear at conference after conference, and the one I, sort of, took aim at in this talk is, data is the new oil. I think what people want to invoke with that is to say, in the same way that oil powered the industrial age, data's powering the information age. Just saying, data's really cool and trendy and important. That's true, but there are a lot of other associations and contexts that people have with data, and some of them don't really apply as, I'm sorry, with oil. And, some of them apply, as well, to data. >> So, is data more valuable than oil? >> Well, I think they're each valuable in different ways, but I think there's a couple issues with the metaphor. One is that data is scarce and dwindling, and part of value comes from the fact that it's so rare. Whereas, the experience with data is that it's so plentiful and abundant, we're almost drowning in it. And so, what I contend is, instead of talking about data as compared to oil, we should talk about data compared to water. And, the idea is, you know, water is very plentiful on the planet, but sometimes, you know, if you have saltwater or contaminated water, you can't drink it. Water is good for different purposes, depending on its form, and so it's all about getting the right data for the right purpose, like water. >> Well, we've certainly, at least in my opinion, fought wars, Paul, over oil. >> And, over water. >> And, certainly, conflicts over water. Do you think we'll be fighting wars over data? Or, are we already? >> No, we might be. One of my favorite talks from the sessions here was a keynote by the CDO for the Department of Defense, who was talking about, you know, the civic duty about transparency but was observing that, actually, more IP addresses from China and Russia are looking at our public datasets than from within the country. So, you know, it's definitely a resource that can be very powerful. >> So, what was the reaction to your premise from the audience. What kind of questions did you get? >> You know, people actually responded very favorably, including some folks from the oil and gas industry, which I was pleased to find. We have a lot of customers in energy, so that was cool. But, what it was nice being here at MIT and just really geeking out about language and linguistics and data with a bunch of CDOs and other people who are, kind of, data intellectuals. >> Right, so if data is not the new oil. >> And, water isn't really a good analogy either, because the supply of water is finite. >> That's true. >> So, what is data? >> Yeah. >> Space? >> Yeah, it's a good point. >> Matter? >> Maybe it is like the universe in that it's always expanding, right, somehow. Right, because any thing, any physic which is on the planet probably won't be growing at that exponential speed. >> So, give us the punchline. >> Well, so I contend that water, while imperfect, is, actually, a really good metaphor that helps for a lot of things. It has properties like the fact that if it's a data quality issue, it flows downstream like pollution in a river. It's the fact that it can come in different forms, useful for different purposes. You might have gray water, right, which is good enough for, you know, irrigation or industrial purposes, but not safe to drink. And so, you rely on metadata to get the data that's in the right form. And, you know, the talk is more fun because you've a lot of visual examples that make this clear. >> Yeah, of course, yeah. >> I actually had one person in the audience say that he used a similar analogy in his own company, so it's fun to trade notes. >> So, chief data officer is a relatively new title for you, is it not? In terms of your role at Alation. >> Yeah, that's right, and the most fun thing about my job is being able to interact with all of the other CDOs and CDAOs at a conference like this. And, it was cool to see. I believe this conference doubled since the last year. Is that right? >> No. >> No, it's up about a hundred, though. >> Right. >> Well. >> And, it's about double from three years ago. >> And, when we first started, in 2013, yeah. >> 130 people, yeah. >> Yeah, it was a very small and intimate event. >> Yeah, here we're outgrowing this building, it seems. >> Yeah, they're kicking us out. >> I think what's interesting is, you know, if we do a little bit of analysis, this is a small data, within our own company, you know, our biggest and most visionary customers typically bought Alation. The buyer champion either was a CDO or they weren't a CDO when they bought the software and have since been promoted to be a CDO. And so, seeing this trend of more and more CDOs cropping up is really exciting for us. And also, just hearing all of the people at the conference saying, two trends we're hearing. A move from, sort of, infrastructure and technology to driving business value, and a move from defense and governance to, sort of, playing offense and doing revenue generation with data. Both of those trends are really exciting for us. >> So, don't hate me for asking this question, because what a lot of companies will do is, they'll give somebody a CDO title, and it's, kind of, a little bit of gimmick, right, to go to market. And, they'll drag you into sales, because I'm sure they do, as a cofounder. But, as well, I know CDOs at tech companies that are actually trying to apply new techniques, figure out how data contributes to their business, how they can cut costs, raise revenue. Do you have an internal role, as well? >> Absolutely, yeah. >> Explain that. >> So, Alation, you know, we're about 250 people, so we're not at the same scale as many of the attendees here. But, we want to learn, you know, from the best, and always apply everything that we learn internally as well. So, obviously, analytics, data science is a huge role in our internal operations. >> And so, what kinds of initiatives are you driving internally? Is it, sort of, cost initiatives, efficiency, innovation? >> Yeah, I think it's all of the above, right. Every single division and both in the, sort of, operational efficiency and cost cutting side as well as figuring out the next big bet to make, can be informed by data. And, our goal was to empower a curious and rational world, and our every decision be based not on the highest paid person's opinion, but on the best evidence possible. And so, you know, the goal of my function is largely to enable that both centrally and within each business unit. >> I want to talk to you about data catalogs a bit because it's a topic close to my heart. I've talked to a lot of data catalog companies over the last couple years, and it seems like, for one thing, the market's very crowded right now. It seems to me. Would you agree there are a lot of options out there? >> Yeah, you know, it's been interesting because when we started it, we were basically the first company to make this technology and to, kind of, use this term, data catalog, in this way. And, it's been validating to see, you know, a lot of big players and other startups even, kind of, coming to that terminology. But, yeah, it has gotten more crowded, and I think our customers who, or our prospects, used to ask us, you know, "What is it that you do? "Explain this catalog metaphor to me," are now saying, "Yeah, catalogs, heard about that." >> It doesn't need to be defined anymore. >> "Which one should I pick? "Why you?" Yeah. >> What distinguished one product from another, you know? What are the major differentiation points? >> Yeah, I think one thing that's interesting is, you know, my talk was about how the metaphors we use shape the way we think. And, I think there's a sense in which, kind of, the history of each company shapes their philosophy and their approach, so we've always been a data catalog company. That's our one product. Some of the other catalog vendors come from ETL background, so they're a lot more focused on technical metadata and infrastructure. Some of the catalog products grew out of governance, and so it's, sort of, governance first, no sorry, defense first and then offense secondary. So, I think that's one of the things, I think, we encourage our prospects to look at, is, kind of, the soul of the company and how that affects their decisions. The other thing is, of course, technology. And, what we at Alation are really excited about, and it's been validating to hear Gartner and others and a lot of the people here, like the GSK keynote speaker yesterday, talking about the importance of comprehensiveness and on taking a behavioral approach, right. We have our Behavioral IO technology that really says, "Let's not look at all the bits and the bytes, "but how are people using the data to drive results?" As our core differentiator. >> Do your customers generally standardize on one data catalog, or might they have multiple catalogs for multiple purposes? >> Yeah, you know, we heard a term more last season, of catalog of catalogs, you know. And, people here can get arbitrarily, you know, meta, meta, meta data, where we like to go there. I think the customers we see most successful tend to have one catalog that serves this function of the single source of reference. Many of our customers will say, you know, that their catalog serves as, sort of, their internal Google for data. Or, the one stop shop where you could find everything. Even though they may have many different sources, Typically you don't want to have siloed catalogs. It makes it harder to find what you're looking for. >> Let's play a little word association with some metaphors. Data lake. (laughter) >> Data lake's another one that I sort of hate. If you think about it, people had data warehouses and didn't love them, but at least, when you put something into a warehouse, you can get it out, right. If you throw something into a lake, you know, there's really no hope you're ever going to find it. It's probably not going to be in great shape, and we're not surprised to find that many folks who invested heavily in data lakes are now having to invest in a layer over it, to make it comprehensible and searchable. >> So, yeah, the lake is where we hide the stolen cars. Data swamp. >> Yeah, I mean, I think if your point is it's worse than lake, it works. But, I think we can do better a lake, right. >> How about data ocean? (laughter) >> You know, out of respect for John Furrier, I'll say it's fantastic. But, to us we think, you know, it isn't really about the size. The more data you have, people think the more data the better. It's actually the more data the worse unless you have a mechanism for finding the little bit of data that is relevant and useful for your task and put it to use. >> And to, want to set up, enter the catalog. So, technically, how does the catalog solve that problem? >> Totally, so if we think about, maybe let's go to the warehouse, for example. But, it works just as well on a data lake in practice. >> Yeah, cool. >> Through the catalog is. It starts with the inventory, you know, what's on every single shelf. But, if you think about what Amazon has done, they have the inventory warehouse in the back, but what you see as a consumer is a simple search interface, where you type in the word of the product you're looking for. And then, you see ranked suggestions for different items, you know, toasters, lamps, whatever, books I want to buy. Same thing for data. I can type in, you know, if I'm at the DOD, you know, information about aircraft, or information about, you know, drug discovery if I'm at GSK. And, I should be able to therefore see all of the different data sets that I have. And, that's true in almost any catalog, that you can do some search over the curated data sets there. With Alation in particular, what I can see is, who's using it, how are they using it, what are they joining it with, what results do they find in that process. And, that can really accelerate the pace of discovery. >> Go ahead. >> I'm sorry, Dave. To what degree can you automate some of that detail, like who's using it and what it's being used for. I mean, doesn't that rely on people curating the catalog? Or, to what degree can you automate that? >> Yeah, so it's a great question. I think, sometimes, there's a sense with AI or ML that it's like the computer is making the decisions or making things up. Which is, obviously, very scary. Usually, the training data comes from humans. So, our goal is to learn from humans in two ways. There's learning from humans where humans explicitly teach you. Somebody goes and says, "This is goal standard data versus this is, "you know, low quality data." And, they do that manually. But, there's also learning implicitly from people. So, in the same way on amazon.com, if I buy one item and then buy another, I'm doing that for my own purposes, but Amazon can do collaborative filtering over all of these trends and say, "You might want to buy this item." We can do a similar thing where we parse the query logs, parse the usage logs and be eye tools, and can basically watch what people are doing for their own purposes. Not to, you know, extra work on top of their job to help us. We can learn from that and make everybody more effective. >> Aaron, is data classification a part of all this? Again, when we started in the industry, data classification was a manual exercise. It's always been a challenge. Certainly, people have applied math to it. You've seen support vector machines and probabilistic latent cement tech indexing being used to classify data. Have we solved that problem, as an industry? Can you automate the classification of data on creation or use at this point in time? >> Well, one thing that came up in a few talks about AI and ML here is, regardless of the algorithm you're using, whether it's, you know, IFH or SVM, or something really modern and exciting that keeps learning. >> Stuff that's been around forever or, it's like you say, some new stuff, right. >> Yeah, you know, actually, I think it was said best by Michael Collins at the DOD, that data is more important than the algorithm because even the best algorithm is useless without really good training data. Plus, the algorithm's, kind of, everyone's got them. So, really often, training data is the limiting reactant in getting really good classification. One thing we try to do at Alation is create an upward spiral where maybe some data is curated manually, and then we can use that as a seed to make some suggestions about how to label other data. And then, it's easier to just do a confirm or deny of a guess than to actually manually label everything. So, then you get more training, get it faster, and it kind of accelerates that way instead of being a big burden. >> So, that's really the advancement in the last five to what, five, six years. Where you're able to use machine intelligence to, sort of, solve that problem as opposed to brute forcing it with some algorithm. Is that fair? >> Yeah, I think that's right, and I think what gets me very excited is when you can have these interactive loops where the human helps the computer, which helps the human. You get, again, this upward spiral. Instead of saying, "We have to have all of this, "you know, manual step done "before we even do the first step," or trying to have an algorithm brute force it without any human intervention. >> It's kind of like notes key mode on write, except it actually works. I'm just kidding to all my ADP friends. All right, Aaron, hey. Thanks very much for coming on theCUBE, but give your last word on the event. I think, is this your first one or no? >> This is our first time here. >> Yeah, okay. So, what are your thoughts? >> I think we'll be back. It's just so exciting to get people who are thinking really big about data but are also practitioners who are solving real business problems. And, just the exchange of ideas and best practices has been really inspiring for me. >> Yeah, that's great. >> Yeah. >> Well, thank you for the support of the event, and thanks for coming on theCUBE. It was great to see you again. >> Thanks Dave, thanks Paul. >> All right, you're welcome. >> Thank you, sir. >> All right, keep it right there, everybody. We'll be back with our next guest right after this short break. You're watching theCUBE from MIT CDOIQ. Be right back. (upbeat music)

live from Las Vegas it's the cube covering AWS reinvent 2018 brought to you by Amazon Web Services Intel and their ecosystem partners everyone welcome back to the cube day two of three days of wall-to-wall coverage here in Las Vegas for AWS Amazon Web Services reinvent 2018 start sixth year covering I was only meeting to all the reinvents except for the original one I'm John for a mykos David Lunz we got two sets here and set one we got another set over there's so much content set upstairs total of four sets here covering all the video covers and right now we're coming off the keynote with Andy Jesse full of action packed analysis Dave a pretty amazing set of keynotes they had so many announcements here at ABS they had to basically start releasing them they did media alerts before the show midnight madness just a lot of front-end releases that would be notable releases for any other other conference they're letting out early Andy Jesse only has two hours on stage he's giving the keynote finishing up huge amounts of news announcements Dave so you know you went to the analyst session I met with any Jesse last Monday night for the preview we've been following Amazon a lot of the stuff that we've been saying for the past multiple years is actually happening our original predictions and impact of a toes of business on the IT landscape is happened and happening and now new areas that they're focused on that extends their a leadership both technology and the business and on the business model side continue to come on they well yesterday launched as a preview satellites as a service you actually stand up some satellites which is the power of the IOT has so many implications so many things to talk about through the course of today a lot of interviews we're gonna have again day two let's analyze Andy's keynote and the company what's your take their business is strong their lead a lot of analysts are fooled by the numbers you're not we've been watching it huge number of lead in the cloud I think the first thing I want to say is I go to Silicon angle calm I read you're both of your pieces that are up there your piece on Forbes this is a preview and then the the number of announcements here is just overwhelming last two days at the analyst event they gave us previews of sixty-two announcements and that's only a partial list of the announcement 62 that they took us through it was like rapid-fire kool-aid injection unbelievable so silicon Hangul comm is covering as much of that as physically possible any chassis made a big point this morning and at the private analyst meeting of talking about the context of the cloud market he's very sensitive to people misinterpreting growth there are 26 27 billion dollar business exclusively focused on infrastructure as a service and they're totally transparent about the size of that business everybody else throws in SAS I mean you've made this point a bunch of times and all these other things they mix in hosting and you really can't tell what's what despite that Amazon is by far the leader infrastructure as a service with over 50% of the marketplace now they're only growing at 46% but there are 26 27 billion-dollar run rate business growing at 46% so you see sometimes like Microsoft growing it whatever 70% but they're much much smaller so the absolute number in terms of revenue growth is much much higher for Amazon so that's sort of point number one the thing that Jesse doesn't talk about is the profitability of the business they're transparent about it in their financials Amazon has 28 percent operating margins now just to put that in the context software companies like Oracle have 37 percent operating margins Microsoft 32 percent AWS I just mentioned 28 percent Cisco 25 percent VMware as a software companies with 22 percent operating margins IBM 15 percent Dell eight point seven percent HPE seven percent this underscores the power of the AWS model at scale where they're driving the marginal cost of new services and deploying new services down to zero and it just keeps getting stronger and stronger and stronger and as a great point as a flywheel effect totally Amazon like but it's a great point ago we've been saying it for a long time the competitive advantage is scale and speed and jessee's now adopting that into his rhetoric into his into his narrative totally true and the other thing to point out on that margin and the profitability is that they're plowing it back in so what what you have at scale I wrote this in my Forbes post and in space at all in Silicon angle transcripts are my my exclusive interview with Andy is that not only are they profitable so they have software like margins for what is what is a hardware business basically in the cloud the stack and in Iraq on their own servers they're making their own chips as they start getting the scale up Dave they are getting a competitive advantage I'm following the profitability back in to launch new services so as the trajectory and I kind of tease this out in my Forbes article I wrote which is as you have a trajectory of growth they're building on that trajectory and the competition is trying to copy Amazon and you can't you can't get the trajectory value by trying to meet Amazon's current trajectory that's called diseconomies of scale I teach you that in business school this economies of scales it's the unsub optimized execution model where you run you don't have the learning experience that you don't have the scale Amazon has that trajectory and as people try to match them they will lose and they're at risk of losing because the risk so the only play for the competition in my opinion like Google like Microsoft like others is to change the goalposts they got to change the playing field on Amazon this is the number one thing that the industry is looking at Amazon is making the market they continue to make the market as market makers that's gonna attract an ecosystem that's gonna attract value and and more companies the only competitive strike that I think one could make is to change the playing field they got to change the game on Amazon that is extremely difficult to do when you're operating at scale you got the profitability numbers you talked about so again that is the new bar and as Amazon I'm we've said this every year ever and every year they've done it they've doubled their aurora customers on the database lied every year they introduced more services last year they in 2018 they'll have introduced significantly new services and the number of eighteen hundred plus okay the year before is like fourteen hundred next year we're probably higher by introducing new services faster that keeps the pace and that's what's hard to copy it's hard for competition to try to match that and as they try to match it they have the diseconomies of scale this is a major advantage this is going to give Amazon customers a comfort because they know that that's that scale becomes more stable products becomes stable the flywheel kicks in and as data gets into the cloud it gets sticky so there's no real lock in spec you can move every in and out of Amazon all you want but why would you because the benefits of being in Amazon far outweigh benefits of actually doing anything else so again the lock-in spec doesn't exist anymore from a technology feature standpoint it's a lock in spec on business model oh it's better well and I want to add something some color to what you said about the the new services and the pace of innovation their services of substance and we know this because our developers you know they talked to us about Amazon Andy Jesse told the story about one of his his executives that was on a plane leaving Seattle he didn't mention Microsoft but clearly he was talking about Microsoft that somebody's laptop was up the PowerPoint presentation it said their strategies explicitly said just announce what Amazon announces don't worry about the functionality and and what so what Amazon what Microsoft is doing presumably it was Microsoft is basically saying check the box freeze the market we have that too so to your point competitors cannot compete with Amazon on pace of innovation no way what they have to do is in the case of Microsoft they have to rely on their software estate in the case of Google you know they've got their innovations ok fine but nobody can match Amazon head-to-head don't just lose every time I like Google's position I love I love Google's got the technology power but you're exactly right that competitive strategy of checking the boxes is an old way of competing and I think what's interesting is the competition has not yet woke up to the fact that the game has already changed on them look at the public sector work that Teresa Collins done the CIA deal really made Amazon a business model because people said hey the CIA could do it we could do it that's been that's come up in all my conversations across all Amazon executives but what's happening now the DoD isn't the only soul source or that's Oracle's business they try to compete I'm checking the boxes but because it's so easy to use the cloud and Andy talked about this as keynote is that you can't fake it till you make it hey you can't you got it you have the surge it's gotta be up and running so it's very easy to do a bake off so you know that it's so that whole way of competing of checking the boxes over the only way to compete is have value and that is a new flywheel that's what's happening right now and that's key so so let me set it up so when you get to reinvent I mean I'm so psyched to be here with you John it's been a while but but try that you try to absorb all the innovation so you so try to boil it down you got to look at it it to simplify it two dimensions one is the data exploiting data better use out of data and the other is developers and developer tools and making it simpler for developers their announcements the 60-plus announcement that they made I break them down into five categories storage and database services compute networking and security third is ease of use and abstractions making things simpler fourth is machine learning and developer tools and the fifth is these new growth frontiers like you mentioned satellite as a service and some other things like in hybrid that we're going to talk about so the announcements kind of fit into that framework but let's maybe highlight some of the announcement a lot of time at least just run down the announcements real quick to meet the main main ones at the place he started the bottom of the stack and move it has moved up storage deep glacier FX Windows file systems lustre for high-performance workloads the new persona developer he call it the Builder the right tool for the right job this is a constant refrain he's been saying control tower blueprints and guardrails template based approach to stand up new use cases for compliance all the kind of detailed manual things that they're automating signal from the noise I love that phrase he put on this put on the big screen that's our motto here it's looking angle security hub lake formation instant data lakes he kind of was pooh-poohing data Lake which I love them like oh shit it'll is just one piece of freedom around databases so one storage was a huge part of the innovation and they're expanding that front and compute and storage it's gonna be critical the database war is definitely happening open engines Aurora doubling customers DynamoDB runtime capacity on demand sensors and time series dais they have timestream block chaining address that straight up look at weekly we'd love blockchain if the customers wanted we're gonna look at and understand it then announce that they announced the quantum ledger database ql DB amazon manage blockchain service so you want etherium or hyper ledger got it and then he moved on to Mitch from databases to machine learning this is where sage maker comes in so you got s3 and ec2 that the pillars you got Aurora that's the key product and then sage making the other key product at the top of stack sets the tone for all these abstractions the machine learning trends tensorflow if you want to use it no problem we'll optimize it Amazon inference engine so elastic inferences blatant see they got a chip inference chip in inferential inferential so you put it the chip and the elasticity service together you have a powerful combination that comes out of the Annapurna acquisition from 2015 building and tuning and managing machine learning apps is gonna be a control area they're gonna add value on and the insights coming from this and marketplace capability so and then on and on and finally the Amazon on premise stack which is gonna be called outpost is the final nail of the coffin behind the strategy because think about it you're gonna put Amazon on premise with a hardware device that's gonna connect with the cloud with all the innovation and this is what amy jazzy talked about we're not just a software company we're hardware we're networking we're compute we're storage and we're software abstractions we're gonna bring that and put it in a device so we're gonna basically create a Amazon Cloud in a box search solution on premise to allow people to manage those Layton sees where network traffic is there this is not just a software only he's not gonna let people run their databases on their clouds it's the Amazon footprints I wanna make a comment about that I came in to reinvent with the with the statement that Amazon actually is winning in hybrid now they used to not talk about hybrid as you well know how can I make that statement when they don't really deliberately go after hybrid well the reason I made the statements cuz the entire ecosystem is connecting to Amazon s3 targets Direct Connect you've seen Amazon do things like snowball and VPC so now what Amazon is doing without post is they're putting the exact same hardware that Amazon uses in its data centers allowing customers to put that in their data centers the identical configuration control plane hardware etc that move is going to really even further extend yeah Amazon's lead and hybrid yeah and we're gonna have eme Jesse on Thursday day of coverage here we have Teresa Carlson on Andy Jessie all the topics David gave McCann you name all the AIG folks coming on as well we're gonna get into all this and extract the signal from all this signal out here of course RTS on VMware I forgot it the other way so there's so much this noise omus iot there IOT strategy is bottoms up and very very impressive gonna have Jerry Chen come on former VMware cloud guy now great little cray lakh venture capital partners over there he's gonna come on and analyze what's the only announcements we're gonna continue to tease out the announcement of course but a silicon angle comm check out all the news it's a tsunami of content coming out of reinvent totally game-changing days we're gonna wrap it up here we're gonna do more analysis so you'll see a bunch of videos on on our YouTube channel and stay tuned watching all week here for live coverage I'm chef Devaux want a stay with us we'll be right back [Music]

from the Regency Center in San Francisco it's the queue covering serverless con San Francisco 2018 brought to you by silicon ankle media upstream in a minute you're watching the cubes coverage of thanks for joining me yeah thanks all right so you work for a company server lists we're in a conference about server list help us explain a little bit your background your company yeah well I guess I'll start with the capital s service the only way I know to distinguish so service got its start when Austin Collins he was an AWS community hero he decided that he wanted to use this new lambda thing to launch some of his own side projects so he built the service framework he did not expect for it to completely skyrocket I think we have like somewhere close to thirty thousand github stars it's like 25 28 at this point and it really kind of like this whole surrealist movement lowercase s now started to build up around AWS lambda and like all of the major cloud providers started launching their own service solutions right and so I got involved with serverless calm because I guess I had been in the tech industry in San Francisco for a while I think I have a pretty non-traditional background for someone who's at a developer tools company I've kind of done things all over the map and right now what I do primarily at service is write a lot of their content you know think that they tweet out things that are in their newsletter on their blog a lot of tech writing and stuff like that yeah you know some techies you know they it's like oh wait that's like marketing stuff we can't do this you give a lightning talk here maybe give give our audience a little bit of a flavor what you talked about there yeah I mean I think one of the biggest appeals to me about service as a company was how passionate everyone there was about the fact that you didn't need to have an engineering background to be able to develop software and we have people in our company who have like film backgrounds who have fashion backgrounds and they're working at a tech company and so really what my talk was about is I deploy applications and that's because technologies like Surrealists really lower the barrier to entry for people who were trying to get involved in this stuff so I was able to deploy a fully working applications that even having to coat that much and I think that it's something really exciting that not a lot of people are talking about right yeah and you're something I'm a little older than you when I went to school it's like we called it programming and that was like you know you wrote code which meant you know you got some big book you look like you know lines of code and you execute this now it's like you know well coding you take a bunch of stuff you put it together you know it looks you know very different from you know what I learned to program back in the day and therefore you know right you don't need a CS major necessarily to be able to get some doing and several it sounds like you know is lowers that bar even more right yeah I mean like one of the things is I do feel like AWS lambda for instance that already makes it so much easier to be able to you know code something and publicly host it you don't have to worry about setting up your own server isn't all that stuff it also makes it a lot cheaper to get started so if you just have like this side project or a hackathon project you know super easy to kind of just deploy that to anyone a cool thing that I feel like other developer tools like the serverless framework does is make it so that you don't even have to understand AWS so you can leverage the power of not having to administer your own servers and also not have to understand like confirmation you know you can just kind of like few lines of code and get it done tell us a little bit of your journey you know what what have you you build with it with the server with stuff how do you get involved in it what can you do with it yeah I mean uh whenever you say how do you get involved you mean just me or just like any person out there so start with a personal oh yeah what what's your recommendation to others yeah I mean I would say there are so many tutorials available that actually start from the basics and one thing that's already started happening is service is attracting all different kinds of people so I would say just start looking online for tutorials like even I've written some that cover everything from how do you set up an AWS account in the first place - how do you put this on AWS and that sort of thing also I think a thing that's really important whenever you take on any sort of side project like this is why does it matter to you and I think for me that reason is I don't have a lot of time you know life is short and there are lots of things I do it we're just like everyone that are so mundane and so routine and I do them over and over and those are perfect candidates for automation and so anytime you have something in your life like that that you feel like you'll be really motivated to never have to do again I feel like it's a great reason to want to learn all right Andrea one of the other things you're involved with here is there's women who serve a lists event that that is happening you know later today so you know we love supporting at Silicon angle in the cube a lot of these women events you know especially here in the Bay Area but all over the place so gets a little bit of insight as to what's happening at this event yeah so I feel like you know one thing that a lot of women in the tech industry can't help but notice is that it's pretty male-dominated and I think that it makes it really important then to try and create community and try to bring more women into the space make it feel like it's really safe and fun place to be for women so I've been throwing these women who serve us happy hours and we're gonna have one tonight after serverless comp so if you're really excited if anyone wanted to come also like keep on event right because we'll be throwing more of them and I hope to see everyone there who can come alright last thing if people want to find out more about women who serve or less about I believe server luscom is the website for your company that's easy as a matter of fact yeah I think in the early days I grabbed us one of the stickers from your company just because I thought it was about serverless in general so alright you know pretty well fused together from a from a branding standpoint yeah yeah I would say that the server list calm and surrealist movement distinction is sort of a blessing and a curse on the one hand it makes it a little bit hard to talk about one or the other you can kind of get them mixed up on the other hand it's been really nice for us to be able to see like all of the excitement that's kind of come out of service and being able to educate people so all right Andrew really appreciate you joining us shit sharing your story as to have somebody you don't have to be in a hardcore a you know developer to be able to get yeah and if anyone makes an application who thought they couldn't code I would love to hear about it yeah and we also love to hear about it here on our program so of course reach out to us the cube dot that's the website I'm just apps to on Twitter always appreciate the feedback love to hear these stories about people using phenomenal technology I'm Stu Mittleman and thanks so much for watching the Q [Music]

>> Narrator: Live, from Copenhagen, Denmark, it's theCube. Covering KubeCon and Cloud Native Con Europe 2018. Brought to you by the Cloud Native Computing Foundation and its ecosystem partners. >> Hello, everyone, welcome back to theCUBE exclusive coverage of CNCF. The Cloud Native Foundation, Compute Foundation, part of the Linux Foundation of KubeCon 2018 here in Copenhagen, Denmark. I'm John Furrier co-host of theCUBE here with analyst this week Lauren Cooney, who is the founder of Spark Labs, brand new start up that she founded to help companies bring innovation to Cloud Native, bring in all of her expertise to companies. Also, here on theCUBE, Lauren, great to have you this week. >> Thanks, John. >> Here in Europe, you've done so much work in the area of open source over the years. You've done, you were radical renegade, progressive, pushing PHP, bringing that to Microsoft. Doing a lot of great things, and now we're in a new modern era, and you're bringing that expertise, but you're also on the front lines of the new wave. >> Lauren: Definitely. >> Cloud Native, so what's your take? What's your analysis? I mean, there's so much going on. You can't just retrofit old school open source, but it's got to build on the next generation. What's your thoughts? >> It has to build on the next generation, but you also have to look back at what has happened in the past. I think what is incredibly important to see is the mistakes that have been made in the past, so that people don't repeat them. One of the things that I'm seeing here and hearing a lot about is multiple distributions of Kubernetes out there, and when I hear multiple distributions I get worried that they're going the open sack route and there is going to be too many distributions out there. I would rather see one or two standard become kind of more standard and people building on top of that. I think it's the right way to go versus the splintering of the community. If the community is going to stay together you're going to have to narrow that down. >> What's the rationale for the distribution? Because, we've seen this before. Certainly at Hadoop, we saw people come out with distros and then abandon them, and then people coalesce around. >> Oh, they'll just die on the vine. I mean, fundamentally they just will die on the vine. It won't be, if it's not de facto already you're probably not going to get it de facto. >> John: What should companies do? Should they have a distro down. >> They should map to one of the key distros right now. They should, basically, use what is out there already. The one that they feel is right, and for their users, and for their company long term. >> I really enjoyed a couple of interviews we had yesterday. I want to just kind of revisit a couple of them. Tyler and Dirk, we had Tyler on from the new programming language ballerina that was launched. He's part of WSO2. Dirk is from Vien, where former early Linux guy, Linux foundation guy, worked with Linux tarballs in the early days. These guys know up the source. So you look at some of those leaders, and they say, "Hey, this is about the people" What are the things that we can draw from the past that are still relevant today? As the new formula of Kubernetes horizontally scalable cloud, Cloud Native thousands and, potentially, millions of micro-services coming online, new kinds of dynamic policy based infrastructure software, everything's coming. >> Service mesh, can't forget service mesh. >> Service meshes are going to be huge. What do we have to keep and preserve, and what is being built out that's new? >> Well, I think that you need to preserve the feeling of the community and what's going on there. I mean, these communities, actually it's communities not community, and these folks are coming along for the wave right? And I think it's important to make sure that people are aware of that, and there's lots of different personalities and lots of different goodness that can be brought to the table with that and the recognition of that. I also think that, for the most part, I do believe that this is one of the strongest communities out there, and it will continue to be for a number of years. >> I want to get your thoughts on something Ed Warnicke said from Cisco because he was very complimentary of the CNCF as are other people, and we have been complimentary as well about keeping everything tight to the core and allowing people to innovate. So you have, and we have commented on theCUBE and other KubeCons about this, and they've been doing it, which is let the innovation foster on the technical side as well as let people flex their business model opportunities. >> Lauren: Definitely. >> Not so much just for the sake of commercialization because if you have too much commercialization you might stunt the community of growth organically so there's a balance, and I think CNCF has done a good job there, but they've kept the core of Kubernetes really tight which has allowed the de facto standard approach to be Kubernetes. That has created great opportunity, and people are super excited by that. What's your analysis of what happens next? What needs to happen? What's the momentum phase two of this? >> I think part of it is, how do you monetize, right? It's looking at, and this is part of what Spark Labs actually does, is we actually work with companies, some that are in the CNCF, and we work on them in different ways to monetize. Is it a services wrapper that's going to work? Is it additional features or functionality? The innovation comes with the technology, but with that technology you have to have the business model kind of in mind when you're building this out so you can figure out how to make money. As these smaller companies especially are looking to do and some of the bigger companies as well. >> I really think it's important for the CNCF and the Linux foundation and I know they're on this so its not critical analysis so much as it is more of an observation. You have a long tail of start ups and kind of a fat tail if you will, that are out there, and you have the big whales out there Google, Microsoft, Amazon, and others at the top. There was a comment in Austin, a snarky comment. I won't say by who, but I was looking at the logo board of the sponsors, and the guy said, "All those start-ups, they might be dead in 18 months" and it made me pause and say okay, that's an observation because they were brand new companies. >> Lauren: Mm hmm. >> That can't happen. We need to have a model of preservation for start-ups to experiment, to grow. This is something you're doing at Spark Labs so what's your view of this? And, reaction to the fact that this has to happen. What can we do as an industry and community to make sure the start ups-- >> I think the Linux foundation is doing one of the best things that can be done out there. Other open source foundations do too. Is they create the infrastructure so that folks have the support for marketing, or legal, or something along those lines, but so companies are allowed to innovate and then the Linux Foundation basically bets on the innovation and they bet on multiple innovations with multiple companies so they allow these companies to thrive while giving them the support inside of that. >> John: Yeah. >> And I think that's really helping a lot of these companies along. >> Well, Dave Collins always says is the membership organization, so no members no business model so I mean they're incented to make sure that, or hope, that these guys can survive, and certainly there's going to be some misfires and people will natural evolution. So what are you most excited about? I got to ask ya, I mean you're out on your own now. Congratulations, you started up. >> Thank you. >> Super exciting for you and I'm happy that you're going to go out on your own. What are some of the things you're excited about? What are you digging your teeth into, in terms of projects? Share what you're doing. >> I'm super excited about these companies that are coming out with true multi-cloud. So, allowing applications to run across multiple environments, public, private, et cetera. And we've been saying we can do it for a decade or something like that, but fundamentally that wasn't the case. You did have to re-write code. You did have to do a lot of underlying things to make that occur. One of the things that I'm super excited about is being able to take those companies and figure out how to actually get their product to market faster. Some of these guys are still in stealth. They need to move really fast if they want to catch up. I also love working with them on figuring out how to build out their teams, figuring out how to monetize. What are the next steps? What are the business plans, really, behind this? What is the one, three, five year model that they're going to use? I also love helping them get the money, of course. I think that's the fun part too. >> Yeah, it's always fun. Start-ups are great. What I'm excited about, I got to tell ya, I got to share with you just some personal feelings. I love this market right now because I've seen many waves of innovation and I think this wave of cloud native, whatever you want to call it this massive wave or sets of waves coming in and you got blockchain and other things going on behind it these centralized applications which I think is part of this set coming in, is that it's bigger than all the other waves combined and because there's so much value creation on the horizon and I think historically, this moment in time, historically is going to be a point we're going to look back and say the Kubernetes de facto standard galvanized a set of industry, a new card of players who are going to establish a new way methodology of doing things, and we're documenting it. Secondly, the role of community, as you pointed out, is so important here, and it's strong, but now we're living in a new age of digital. We're seeing formations of new kinds of community engagement digitally, not just the events, so I'm excited with theCUBE and what we're doing here, and what the Linux Foundation is doing because there's now going to be, potentially, exponential growth and acceleration around the combination of community. >> Yup. >> The community growth with this new modern commercialization on digital. >> It's definitely increasingly important, and you have to look at it from the technologies making it happen. The technology is looking at, edge computing is going to make digital happen really when you look at all the end points and things along those lines. And, I think that it's going to be great for everyone involved in that. >> Yeah, and we can learn a lot from looking at the Facebook example of how fake news swayed the election. How people were weaponizing content for bad things. There's also an opposite effect, we believe that you can do the for good. >> Lauren: Totally agree. >> I think digital will have a big role in the next generation community formations, community growth, short cuts to the truth, really that's what it's all about. It's about the people, so certainly we're going to be documenting it. Thanks for your commentary. >> Lauren: Definitely. >> Appreciate it, great to work with you this week. Day two of exclusive coverage, here at the Linux Foundation's Cloud Native Compute Foundation's, CNCF's KubeCon 2018. This is where Kubernetes, service mesh, Istio a lot of great projects, from a lot of smart people. We're here on the ground covering it live. Day two, we'll be back with more coverage. Stay with us for day two coverage, after this short break. (electronic music)

(techy music playing) >> Hello, everyone, welcome to theCUBE Studios here in Palo Alto, California. I'm John Furrier, the cofounder of SiliconANGLE Media Inc., also cohost of theCUBE. We're here for a CUBE Conversation on Thought Leader Thursday and I'm here with Chris Cummings, who's a senior manager, advisor, big-time industry legend, but he's also the Chasm Group, right now, doer, Crossing the Chasm, famous books and it's all about the future. Formerly an exec at Netapp, been in the storage and infrastructure cloud tech business, also friends of Stanford. Season tickets together to go to the tailgates, but big Cal game coming up of course, but more importantly a big-time influence in the industry and we're going to do some drill down on what's going on with cloud computing, all the buzzword bingo going on in the industry. Also, AWS, Amazon Web Services re:Invent is coming up, do a little preview there, but really kind of share our views on what's happening in the industry, because there's a lot of noise out there. We're going to try to get the signal from the noise, thanks for watching. Chris, thanks for coming in. >> Thank you so much for having me, glad to be here. >> Great to see you, so you know, you have seen a lot of waves of innovation and right now you're working with a lot of companies trying to figure out the future. >> That's right. >> And you're seeing a lot of significant industry shifts. We talk about it on theCUBE all the time. Blockchain from decentralization all the way up to massive consolidation with hyper-convergence in the enterprise. >> Mm-hmm. >> So a lot of action, and because of the day the people out in the marketplace, whether it's a developer or a CXO, CIO, CDO, whatever enterprise leader's doing the transformations. >> Chris Collins: We got all of them. >> They're trying to essentially not go out of business. A lot of great things are happening, but at the same time a lot of pressure on the business is happening. So, let's discuss that, I mean, you are doing this for work at the Chasm Group. Talk about your role, you were formerly at Netapp, so I know you know the storage business. >> Right. >> So we're going to have a great conversation about storage and impact infrastructure, but at the Chasm Group how are you guys framing the conversation? >> Yeah, Chasm Group is really all about helping these companies process their thinking, think about if they're going to get to be a platform out in the industry. You can't just go and become a platform in the industry, you got to go knock down problem, problem, problem, solution, solution, solution. So we help them prioritize that and think about best practices for achieving that. >> You know, Dave Alante, my co-CEO, copartner, co-founder at SiliconANGLE Media and I always talk about this all the time, and the expression we use is if you don't know what check mate looks like you shouldn't be playing chess, and a lot of the IT folks and CIOs are in that mode now where the game has changed so much that sometimes they don't even know what they're playing. You know, they've been leaning on this Magic Quadrant from Gartner and all these other analyst firms and it's been kind of a slow game, a batch kind of game, now it's real time. Whatever metaphor you want to use, the game has changed so the chessboard has changed. >> Chris: Mm-hmm. >> So I got to get your take on this because you've been involved in strategy, been on product, you worked at growth companies, big companies, start-ups, and now looking at the bigger picture, what is the game? I mean, right now if you could lay out the chessboard, what are people looking at, what is the game? >> So, we deal a lot with customer conversations and that's where it all kind of begins, and I think what we found is this era of pushing product and just throwing stuff out there. It worked for a while but those days are over. These folks are so overwhelmed. The titles you mentioned, CIO, CDO, all the dev ops people, they're so overwhelmed with what's going on out there. What they want is people to come in and tell them about what's happening out there, what are their peers doing and what problems are they trying to solve in order and drive it that way. >> And there's a lot of disruption on the product side. >> Yes. >> So tech's changing, obviously the business models are changing, that's a different issue. Let's consider the tech things, you have-- >> Mm-hmm. >> A tech perspective, let's get into the tech conversation. You got cloud, you got private cloud, hybrid cloud, multi-cloud, micro-machine learning, hyper-machine learning, hyper-cloud, all these buzzwords are out there. It's buzzwords bingo. >> Chris: Right. >> But also the reality is you got Amazon Web Services absolutely crushing it, no doubt about it. I mean, I've been looking at Oracle, I've been looking at Google, I've been looking at SAP, looking at IBM, looking at Alibaba, looking at Microsoft, the game is really kind of a cloak and dagger situation going on here. >> That's right. >> A lot of things shifting on the provider side, but no doubt scale is the big issue. >> Chris: That's right. >> So how does a customer squint through all this? >> The conversations that I've had, especially with the larger enterprises, is they know that they've got to be able to adopt and utilize the public cloud capabilities, but they also want to retain that degree of control, so they want to maintain, whether it's their apps, their dev ops, some pieces of their infrastructure on prem, and as you talked about that transition it used to be okay, well we thought about cloud was equal to private cloud, then it became public cloud. Hybrid cloud, people are hanging on to hybrid cloud, sometimes for the right reasons and sometimes for the wrong reasons. Right reasons are because it's critical for their business. You look at somebody, for instance, in media and entertainment. They can't just push everything out there. They've got to retain control and really have their hands around that content because they've got to be able to distribute it, right? But then you look at some others that are hanging on for the wrong reasons, and the wrong reasons are they want to have their control and they want to have their salary and they want to have their staff, so boy, hybrid sounds like a mix that works. >> So I'm going to be having a one-on-one with Andy Jassy next week, exclusive. I do that every year as part of theCUBE. He's a great guy, good friend, become a good friend, because we've been a fan of him when no one loved Amazon. We saw the early, obviously at SiliconANGLE, now he's the king of the industry, but he's a great manager, great executive, and has done a great job on his ethos of Bezos and Amazon. Ship stuff faster, lower prices, the flywheel that Amazon uses. Everything's kind of on that-- And they own Twitch, which we stream, too, and we love. But if you could ask Andy any questions what questions would you ask him if you get to have that one-on-one? >> Yeah, well, it stems from conversations I've had with customers, which was probably once a week I would be talking to a CIO or somebody on that person's staff, and they'd slide the piece of paper across and say this is my bill. I had no idea that this was what AWS was going to drive me from a billing perspective, and I think we've seen... You know, we've had all kinds of commentary out there about ingress fees, egress fees, all of that sort of stuff. I think the question for Andy, when you look at the amount of revenue and operating margin that they are generating in that business, how are they going to start diversifying that pricing strategy so that they can keep those customers on without having them rethink their strategy in the future. >> So are you saying that when they slide that piece of paper over that the fees are higher than expected or not... Or low and happy, they're happy with the prices. >> Oh, they're-- I think they're-- I think it's the first time they've ever thought that it could be as expensive as on-premise infrastructure because they just didn't understand when they went into this how much it was going to cost to access that data over time, and when you're talking about data that is high volume and high frequency data, they are accessing it quite a bit, as opposed to just stale, cold, dead stuff that they want to put off somewhere else and not have to maintain. >> Yeah, and one of the things we're seeing that we pointed at the Wikibon team is a lot of these pricings are... The clients don't know that they're being billed for something that they may not be using, so AI or machine learning could come in potentially. So this is kind of what you're getting at. >> Exactly. >> The operational things that Amazon's doing to keep prices low for the customer, not get bill shock. >> Chris: That's right. >> Okay, so that's cool. What else would you ask him about culture or is there anything you would ask him about his plans... What else would you ask him? >> I think another big thing would be just more plans on what's going to be done around data analytics and big data. We can call it whatever we want, but they've been so good at the semi-structured or unstructured content, you know, when we think about AWS and where AWS was going with S3, but now there's a whole new phenomenon going on around this and companies are as every bit as scared about that transition as they were about the prior cloud transition, so what really are their plans there when they think about that, and for instance, things like how does GPU processing come into play versus CPU processing. There's going to be a really interesting discussion I think you're going to have with him on that front. >> Awesome, let's talk about IT. IT and information technology departments formerly known as DP, data processing, information-- All that stuff's changed, but there were still guys that were buying hardware, buying Netapp tries that you used to work for, buying EMC, doing data domain, doing a lot of stuff. These guys are essentially looking at potentially a role where-- I mean, for instance, we use Amazon. We're a big customer, happy customer. >> Chris: Mm-hmm. >> We don't have those guys. >> Chris: Right. >> So if I'm an IT guy I might be thinking shit, I could be out of a job, Amazon's doing my job, so I'm not saying that's the case but that's certainly a fear. >> Chris: Absolutely. >> But the business models have to shift from old IT to new IT. >> Chris: Mm-hmm. >> What does that game look like? What is this new IT game? Is it more, not a department view, is it more of a holistic view, and what's the sentiment around the buyers and your customers that you talk to around how do they message to the IT guys, like, look, there's higher valued jobs you could go to. >> Right. >> You mention analytics... >> That's right. >> What's the conversation? Certainly some guys won't make the transition and might not make it, but what's the narrative? >> Well, I think that's where it just starts with what segment are you talking about, so if you look at it and say just break it down between the large enterprise, the uber enterprise that we've seen for so long, mid-size and smaller, the mid-size and smaller are gone, okay. Outside of just specific industries where they really need that control, media and entertainment might be an example. That mid-size business is gone for those vendors, right? So those vendors are now having to grab on and say I'm part of that cloud phenomenon, my hyper-cloud of the future. I'm part of that phenomenon, and that becomes really the game that they have to play, but when you look at those IT shops I think they really need to figure out where are they adding value and where are they just enabling value that's being driven by cloud providers, and really that's all they are is a facilitator, and they've got to shift their energy towards where am I adding value, and that becomes more that-- >> That's differentiation, that's where differentiation is, so non-differentiated labor is the term that Wikibon analysts use. >> Oh, okay. >> That's going down, the differentiated labor is either revenue generating or something operationally more efficient, right? >> That's right, and it's all going to be revenue generating now. I mean, I used to be out there talking about things like archiving, and archiving's a great idea. It's something where I'm going to save money, okay, but I got this many projects on my list if I'm a CIO of where I can save money. I'm being under pressure about how am I going to go generate money, and that's where I think people are really shifting their eyeballs and their attention, is more towards that. >> And you got IOT coming down the pike. I mean, we're hearing is from what I hear from CIOs when we have a few in-depth conversations is look, I got to get my development team ramped up and being more cloud native, more microservice and I got to get more app development going that drives revenue for my business, more efficiency. >> Chris: Right. >> I have a digital transformation across the company in terms of hiring culture and talent. >> Chris: Mm-hmm. >> And then I got pressure to do IOT. >> Chris: Right. >> And I got security, so of those five things, IOT tends to fall out, security takes preference because of the security challenges, and then that's already putting their plate full right there. >> That's right, that's real time and those people are-- >> Those are core issues. >> Putting too much pressure on that right now and then you're thinking about IT and in the meantime, by the way, most of these places don't have the dev ops shop that's operating on a flywheel, right? So you're not... What's it, Goldman Sachs has 5,000 developers, right? That's bigger than most tech companies, so as a consequence you start thinking about well, not everybody looks like that. What the heck are they going to do in the future. They're going to have to be thinking about new ways of accessing that type of capability. >> This is where the cloud really shines in my mind. I think in the cloud, too, it's starting to fragment the conversations. People will try to pigeonhole Amazon. I see Microsoft-- I've been very critical of Microsoft in their cloud because-- First of all, I love the move that they're making. I think it's a smart move business-wise, but they bundle in 365 Office, that's not really cloud, it's just SAS, so then you start getting into the splitting of the hairs of well, SAS is not included in cloud. But come on, SAS is cloud. >> Chris: Mm-hmm. >> Well, maybe Amazon should include their ecosystem that would be a trillion dollar revenue number, so all companies don't look the same. >> That's right. >> And so from an enterprise that's a challenge. >> Chris: Mm-hmm. >> Do I got to hire developers for Asger, do I got to hire developers for Amazon, do I got to hire developers for Google. >> Chris: Mm-hmm. >> There's no stack consistency across private enterprises to cloud. >> Chris: So I have-- >> Because I'm a storage guy, I've got Netapp drives and now I've got an Amazon thing. I like Amazon, but now I got to go Asger, what the hell do I do? >> I got EMCs here and I got Nimbles there and HP and I've still got tape from IBM from five decades ago, so, John, I got a great term for you that's going to be a key one, I think, in the ability. It's called histocompatibility, and this is really about... >> Oh, here we go. Let's get nerdy with the tape glasses on. >> It's really about the ability to be able to inter-operate with all this system and some of these systems are live systems, they're current systems. Some of it's garbage that should've been thrown out a long time ago and actually recycled. So I think histocompatibility is going to be a really, really big deal. >> Well, keep the glasses on. Let's get down in the weeds here. >> Okay. >> I like the-- With the pocket protector, if you had the pocket protector we'd be in good shape. >> Yep. >> So, vendors got to compete with these buzzwords, become buzzword bingo, but there are trends that you're seeing. You've done some analysis of how the positionings and you're also a positioning guru as well. There's ways to do it and that's a challenge is for suppliers, vendors who want to serve customers. They got to rise above the noise. >> Chris: That's right. >> That's a huge problem. What are you seeing in terms of buzzword bingo-- >> Oh, my goodness. >> Because like I said, I used to work for HP in the old days and they used to have an expression, you know, don't call it what it is because that's boring and make it exciting, so the analogy they used was sushi is basically cold, dead fish. (laughing) So, sushi is a name for cold, dead fish. >> Chris: Yeah. >> So you don't call your product cold, dead fish, you call it sushi. >> Chris: Right. >> That was the analogy, so in our world-- >> Chris: That was HP-UX. >> That was HP-UX, you know, HP was very engineering. >> Yes. >> That's not-- Sushi doesn't mean anything. It's cold, dead fish, that's what it is. >> Right. >> That's what it does. >> That's right. >> So a lot of vendors can error in that they're accurate and their engineers, they call it what it is, but there's more sex appeal with some better naming. >> Totally. >> What are you seeing in terms of the fashion, if you will, in terms of the naming conventions. Which ones are standing out, what's the analysis. >> Well, I think the analysis is this, you start with your adjectives with STEM words, John, and what I mean by that is things like histocompatibility. It could start with things like agility, flexibility, manageability, simplicity, all those sorts of things, and they've got to line those terms up and go out there, but I think the thing that right now-- >> But those are boring, I saw a press release saying we're more agile, we're the most effective software platform with agility and dev ops, like what the hell does that mean? >> Yeah, I think you also have to combine it with a heavy degree of hyperbole, right? So hyperbole, an off-the-cuff statement that is so extreme that you'd never really want to be tested on it, so an easy way to do that is to add hyper in front of all that. So it's hyper-manageability, right, and so I think we're going to see a whole new class of words. There are 361 great adjectives with STEMs, but-- >> Go through the list. >> Honestly. >> Go through the list that you have. >> I mean, there's so many, John, it's... >> So hyper is an easy one, right? >> Hyper is easy, I think that's a very simple one. I think now we also see that micro is so big, right, because we're talking about microservices and that's really the big buzzword in the industry right now. So everything's going to be about micro-segmenting your apps and then allowing those apps to be manifest and consumed by an uber app, and ultimately that uber app is an ultra app, so I think ultra is going to be another term that we see heading into the spectrum as well. >> And so histocompatibility is a word you mentioned, just here in my notes. >> Yep. >> You mentioned, so histo means historical. >> Exactly. >> So it means legacy. >> Chris: That's right. >> So basically backwards compatible would be the boring kind of word. >> Chris: That's right. >> And histocompatibility means we got you covered from legacy to cloud, right. >> Uh-huh. >> Or whatever. >> You bet. >> Micro-segmentility really talks to the granularity of data-driven things, right? >> That's right, another one would be macro API ability, it's kind of a mouthful, but everyone needs an API. I think we've seen that and because they're consuming so many different pieces and trying to assemble those they've got to have something that sits above. So macro API ability, I think, is another big one, and then lastly is this notion of mobility, right. We talk about-- As you said earlier, we talked about clouds and going from-- It's not just good enough to talk about hybrid cloud now, it's about multi-cloud. Well, multi-cloud means we're thinking about how we can place these apps and the data in all kinds of different spaces, but I've got to be able to have those be mobile, so hyper-mobility becomes a key for these applications as well. >> So hyper-scale we've seen, we've seen hyper-convergence. Hyper is the most popular-- >> Chris: Absolutely. >> Adjective with STEM, right? >> Chris: It's big. >> STEM words, okay, micro makes sense because, you know, micro-targeting, micro-segmentation, microservices, it speaks to the level of detail. >> Chris: Right. >> I love that one. >> Chris: Right. >> Which ones aren't working in your mind? We see anything that's so dead on arrival... >> Sure, I think there's a few that aren't working anymore. You got your agility, you got your flexibility, you got your manageability, and you got your simplicity. Okay, I could take all four of those and toss those over there in the trash because every vendor will say that they have those capabilities for you, so how does that help you distinguish yourself from anyone else. >> So that's old hat. >> It's just gone. >> Yeah, never fight fashion, as Jeremy Burton at EMC, now at Dell Technologies, said on theCUBE. I love that, so these are popular words. This is a way to stand out and be relevant. >> That's right. >> This is the challenge for vendors. Be cool and relevant but not be offensive. >> Yeah. >> All right, so what's your take on the current landscape for things like how do companies market themselves. Let's say they get the hyper in all the naming and the STEM words down. They have something compelling. >> Chris: Right. >> Something that's differentiated, something unique, how do companies stand out above the crowd, because the current way is advertising's not working. We're seeing fake news, you're seeing the analyst firms kind of becoming more old, slower, not relevant. I mean, does the Magic Quadrant really solve that problem or are they just putting that out there? If I'm a marketer, I'm a B2B marketer. >> Yeah. >> Obviously besides working with theCUBE and our team, so obviously great benefits. Plug there, but seriously, what do you advise? >> Yeah, I think the biggest thing is, you know, you think about marketing as not only reaching your target market, but also enabling your sales force and your channel partners, and frankly, the best thing that I've found in doing that, John, is starting every single piece that we would come up with with a number. How much value are we generating, whether it's zero clicks to get this thing installed. It's 90% efficiency, and then prove it. Don't just throw it out there and say isn't that good enough, but numbers matter because they're meaningful and they stimulate the conversation, and that's ultimately what all of this is. It's a conversation about is this going to be relevant for you, so that's the thing that I start with. >> So you're say being in the conversation matters. >> Absolutely. >> Yeah. >> Absolutely. >> What's the thought leadership view, what's your vision on how a company should be looking at thought leadership. Obviously you're seeing more of a real-time-- I call it the old world was batch marketing. >> Chris: Mm-hmm. >> E-mail marketing, do the normal things, get the white papers, do those things. You know, go to events, have a booth, and then the new way is real-time. >> Chris: Mm-hmm. >> Things are happening very fast-- >> That's right. >> In the market, people are connected now. It's a global, basically, message group. >> That's right. >> Twitter, LinkedIn, Facebook and all this stuff. >> It's really an unfulfilled need that you guys are really looking to fill, which is to provide that sort of real-time piece of it, but I think vendors trip over themselves and they think about I need a 50 page vision. They don't need a 50 page vision. What they need is here are a couple of dimensions on which this industry is going to change, and then commit to them. I think the biggest problem that many vendors have is they won't commit, they hedge, as opposed to they go all in behind those and one thing we talk about at Chasm Institute is if you're going to fail, fail fast, and that really means that you commit full time behind what you're pushing. >> Yeah, and of course what the Chasm, what it's based upon, you got to get to mainstream, get to early pioneers, cross the chasm. The other paradigm that I always loved from Jeffrey Moore was inside the tornado. Get inside the tornado because if you don't get in you're going to be spun out, so you've got to kind of get in the game, if you will. >> Chris: That's right. >> Don't overthink it, and this is where the iteration mindset comes in, "agile" start-up or "agile" venture. Okay, cool, so let's take a step back and reset to end the segment here. >> Mm-hmm. >> Re:Invent's coming up, obviously that's the big show of the year. VMworld, someone was commenting on Facebook VMworld 2008 was the big moment where they're comparing Amazon now to VMworld in 2008. >> Chris: Right. >> But you know, Pat Gelsinger essentially cut a great deal with Andy Jassy on Vmware. >> Chris: Right. >> And everything's clean, everything's growing, they're kicking ass. >> Chris: Mm-hmm. >> They got a private cloud and they got the hybrid cloud with Amazon. >> Yeah, it's that VMcloud on Amazon, that really seems to be the thing that's really driving their move into the future, and I think we're going to see from both of those folks, you are going to see so much on containers. Containerization, ultra-containers, hyper-containers, whatever it may be. If you're not speaking container language, then you are yesterday's news, right? >> And Kubernetes' certainly the orchestration piece right underneath it to kind of manage it. Okay, final point, what's in store for the legacy, because you're seeing a few major trends that we're pointing out and we're watching very closely, which really I put into two buckets. I know Wikibon's a more disciplined approach, I'm more simple about that. The decentralization trend we're seeing with Blockchain, which is kind of crazy and bubbly but very infrastructure relevant, this decentralized, disrupting, non-decentralized incumbence, so that's one trend and the other one is what cloud's doing to legacy IT vendors, Oracle, you know, these traditional manufacturers like that HP and Dell and all these guys, and Netapp which is transforming. So you've got disruption on both sides, cloud and like a decentralized model, apps, what's the position, view, from your standpoint, for these legacy guys? >> It's going to be quite an interesting one. I think they have to ride the wave, and I'll steal this from Peter Levine, from Andreessen, right? He talks about the end of cloud computing, and really what that is is just basically saying everything is going to be moving to the edge and there's going to be so much more compute at the edge with IOT and you can think about autonomous vehicles as the ultimate example of that, where you're talking about more powerful computers, certainly, than this that are sitting in cars all over the place, so that's going to be a big change, and those vendors that have been selling into the core data center for so long are going to have to figure out their way of being relevant in that universe and move towards that. And like we were talking about before, commit to that. >> Yeah. >> Right, don't just hedge, but commit to it and move. >> What's interesting is that I was talking with some executives at Alibaba when I was in China for part of the Alibaba Cloud Conference and Amazon had multiple conversations with Andy Jassy and his team over the years. It's interesting, a lot of people don't understand the nuances of kind of what's going on in cloud, and what I'm seeing is it's essentially, to your point, it's a compute game. >> Chris: Yeah. >> Right, so if you look at Intel for instance, Alibaba told me on my interview, they don't view Intel as a chip company anymore, they're a compute company, right, and CJ Bruno, one of the executives there, reaffirmed that. So Intel's looking at the big picture saying the cloud's a computer. Intel Inside is a series of compute, and you mentioned that the edge, Jassy is building a set of services with his team around core compute, which has storage, so this is essentially hyper-converged cloud. >> That's right. >> This is a pretty big thing. What's the one thing that people might not understand about this. If you could kind of illuminate this trend. I mean, the old Intel now turned into the new Intel, which is a monster franchise continuing to grow. >> Mm-hmm. >> Amazon, people see the numbers, they go oh, my god, they're a leader, but they have so much more headroom. >> Chris: Right, right. >> And they've got everyone else playing catch up. >> Yeah. >> What's the real phenomenon going on here? >> I think you're going to see more of this aggregation phenomenon where one vendor can't solve this entire problem. I mean, look at most recently, in the last two weeks, Intel and AMD getting together. Who would've thought that would happen? But they're just basically admitting we got a real big piece of the equation, Intel, and then AMD can fulfill this niche because they're getting killed by NVIDIA, but you're going to see just more of these industry conglomerations getting together to try and solve the problem. >> Just to end the segment, this is a great point. NVIDIA had a niche segment, graphics, now competing head to head with Intel. >> Chris: That's right. >> So essentially what's happening is the landscape is completely changing. Once competitors no longer-- New entrants, new competitors coming in. >> Chris: Mm-hmm. >> So this is a massive shift. >> Chris: It is. >> Okay, Chris Cummings here inside theCUBE. I'm John Furrier of CUBE Conversation. There's a massive shift happening, the game has changed and it's incumbent upon start-ups, venture capital, you know, Blockchain, ICOs or whatever's going on. Look at the new chessboard, look at the game and figure it out. Of course, we'll be broadcasting live at AWS re:Invent in a couple weeks. Stay tuned, more coverage, thanks for watching. (techy music playing)

live from Boston Massachusetts extracting the signal from the noise it's the kue covering HP big data conference 2015 brought to you by HP software now your host John furrier and Dave vellante okay welcome back everyone we are here live in boston massachusetts for HP's big data conference this is a special presentation of the cube our flagship program where we go out to the events and extract the season for the noise I'm John furrier with Dave allante here Wikibon down on research our next guest Stephanie McReynolds VP margon elation hot new startup that's been kind of coming out of stealth that's out there big data a lot of great stuff Stephanie welcome to the cube great see you great to be here tell us what the start at first of all because good buzz going on it's kind of stealth buzz but it's really with the fought leaders and really the you know the people in the industry who know what they're talking about like what you guys are doing so so introduce the company tells me you guys are doing and relationship with Vertica and exciting stuff absolutely a lesion is a exciting company we just started to come out of south in March of this year and we came out of self with some great production customers so eBay is a customer they have hundreds of analysts using our systems we also have square as a customer smaller analytics team but the value that you Neelix teams are getting out of this product is really being able to access their data in human context so we do some machine learning to look at how individuals are using data in an organization and take that machine learning and also gather some of the human insights about how that data is being used by experts surface that all in line with in work so what kind of data cuz Stonebreaker was kind of talking yesterday about the 3 v's which we all know but the one that's really coming mainstream in terms of a problem space is variety variety you have the different variety of schema sources and then you have a lot of unstructured exhaust or data flying around can you be specific on what you guys do yeah I mean it's interesting because there's several definitions of data and big data going around right and so I'm you know we connect to a lot of database systems and we also connect to a lot of Hadoop implementations so we deal with both structured data as well as what i consider unstructured data and i think the third part of what we do is bring in context from human created data or cumin information with which robert yesterday was talking about a little bit which is you know what happens in a lot of analytic organizations is that and there's a very manual process of documenting some of the data that's being used in these projects and that's done on wiki pages or spreadsheets that are floating around the organization and that's actually a really black base camp all these collaboration all these collaboration platforms and what you realize when you start to really get into the work of using that information to try to write your queries is that trying to reference a wiki page and then write your sequel and flip back and forth between maybe ten different documents is not very productive for the analyst so what our customers are seeing is that by consolidating all of that data and information in one place where the tables are actually reference side by side with the annotations their analysts can get from twenty to fifty percent savings and productivity and new analysts maybe more importantly new analyst can get up to speed quite a bit quicker and that square the day I was talking to one of the the data scientists and he was was talking about you know his process for finding data in the organization which prior to using elation it would take about 30 minutes going two maybe three or four people to find the data he needed for his analysis and with elation in five seconds he can run a query search for the date he wants gets it back gets all kind of all that expert annotation already around that base data said he's ready to roll he can start I'm testing some of us akashi go platform right they've heard it was it a platform and it and you said you work with a lot of database the databases right so it's tightly integrated with the database in this use case so it's interesting and you know we see databases as a source of information so we don't create copies of the data on our platform we go out and point to the data where it lies and surface that you know that data to to the end user now in the case of verdict on our relationship with Vertica and we've also integrated verdict in our stack to support we call data forensics which is the building for not an analyst who's using the system day to day but for NIT individual to understand where the behaviors around this data and the types of analysis that are being done and so verdicts a great high performance platform for dashboarding and business intelligence a back end of that providing you know quick access to aggregates so one of they will work on a vertica you guys just the engine what specifically again yeah so so we use the the vertica the vertical engine underneath our forensics product and then the that's you know one portion of our platform the rest of our platform is built out on other other technologies so verdict is part of your solution it's part of our solution it's it's one application that we part of one application we deliver so we've been talking all week about this week Colin Mahoney in his talk yesterday and I saw a pretty little history on erp how initially was highly customized and became packaged apps and he sort of pointed to a similar track with analytics although he said it's not going to be the same it's going to be more composable sort of applications I wonder and historically the analytics in the database have been closely aligned I'll say maybe not integrated you see that model continuing do you see it more packaged apps or will thus what Collins calling composable apps what's the relationship between your platforming and the application yeah so our platform is is really more tooling for those individuals that are building or creating those applications so we're helping data scientists and analysts find what algorithms they want to use as a foundation for those applications so a little bit more on the discovery side where folks are doing a lot of experiment and experimentation they may be having to prepare data in different ways in order to figure out what might work for those applications and that's where we fit in as a vendor and what's your license model and so you know we're on a subscription model we have customers that have data teams in the in the hundreds at a place like eBay you know the smaller implementations could be maybe just teams of five analyst 10a analyst fairly small spatial subscription and it's a seat base subscription but we can run in the cloud we can run on premise and we do some interesting things around securing the data where you can and see your columns bommana at the data sets for financial services organizations and our customers that have security concerns and most of those are on premise top implementation 70 talk about the inspiration of the company in about the company he's been three years since then came out of stealth what's the founders like what's the DNA the company what do you guys do differently and what was the inspiration behind this yeah what's really what's really interesting I think about the founding of the company is that and the technical founders come from both Google and Apple so you have an interesting observation that both individuals had made independently hardcore algorithmic guy and then like relevant clean yeah and both those kind of made interesting observations about how Google and Apple two of the most data-driven companies you know on the planet we're struggling and their analytics teams were struggling with being able to share queries and share data sets and there was a lot of replication of work that was happening and so much for the night you know but both of these folks from different angles kind of came together at adulation said look there's there's a lot of machine learning algorithms that could help with this process and there's also a lot of good ways with natural language processing to let people interact with their data in more natural ways the founder from from Apple Aaron key he was on the Siri team so we had a lot of experience designing products for navigability and ease of use and natural language learning and so those two perspectives coming together have created some technology fundamentals in our product and it's an experience to some scar tissue from large-scale implementations of data yeah very large-scale implementations of data and also a really deep awareness of what the human equation brings to the table so machine learning algorithms aren't enough in and of themselves and I think ken rudin had some interesting comments this morning where you know he kind of pushed it one step further and said it's not just about finding insight data science about is about having impact and you can't have impact unless you create human contacts and you have communication and collaboration around the data so we give analyst a query tool by which we surface the machine learning context that we have about the data that's being used in the organization and what queries have been running that data but we surface in a way where the human can get recommendations about how to improve their their sequel and drive towards impact and then share that understanding with other analysts in the organization so you get an innovation community that's started so who you guys targets let's step back on the page go to market now you guys are launched got some funding can you share the amount or is it private confidential or was how much did you raise who are you targeting what's your go-to market what's the value proposition give us the give us this data yeah so its initial value proposition is just really about analyst productivity that's where we're targeted how can you take your teams of analysts and everyone knows it's hard to hire these days so you're not going to be able to grow those teams out overnight how do you make the analyst the data scientist the phd's you have on staff much more productive how do you take that eighty to ninety percent of the time that they make them using stuff sharing data because I stuff you in the sharing data try to get them out of the TD of trying to just find eight in the organization and prepare it and let them really innovate and and use that to drive value back to the to the organization so we're often selling to individual analysts to analytics teams the go to market starts there and the value proposition really extends much further in the organization so you know you find teams and organizations that have been trying to document their data through traditional data governance means or ETL tools for a very long time and a lot of those projects have stalled out and the way that we crawl systems and use machine learning automation and to automate some of that documentation really gives those projects and new life in our enterprise data has always been elusive I mean do you go back decades structured day to all these pre pre built databases it's been hard right so it's you can crack that nut that's going to be a very lucrative in this opportunity I got the Duke clusters now storing everything I mean some clients we talked to here on the key customers of a CHP or IBM big companies they're storing everything just because they don't know they do it again yeah I mean if the past has been hard in part because we in some cases over manage the modeling of the data and I think what's exciting now about storing all your data in Hadoop and storing first and then asking questions later is you're able to take a more discovery oriented hypothesis testing iterative approach and if you think about how true innovation works you know you build insights on top of one another to get to the big breakthrough concepts and so I think we're at an interesting point in the market for a solution like this that can help with that increasing complexity of data environment so you just raise your series a raised nine million you maybe did some seed round before that so pretty early days for you guys you mentioned natural language processing before one of your founders are you using NLP and in your solution in any way or so we have a we have a search interface that allows you to look for that technical data to look for metadata and for data objects and by entering a simple simple natural language search terms so we are using that as part of our interface in solution right and so kind of early customer successes can you talk about any examples or yeah you know there's some great examples and jointly with Vertica square is as a customer and their analytics team is using us on a day-to-day basis not only to find data sets and the organization but to document those those data sets and eBay has hundreds of analysts that are using elation today in a day to day manner and they've seen quite a bit of productivity out of their new analysts that are coming on the system's it used to take analysts about 18 months to really get their feet around them in the ebay environment because of the complexity of all of the different systems at ebay and understanding where to go for that customer table you know that they needed to use and now analysts are up and running about six months and their data governance team has found that elation has really automated and prioritized the process around documentation for them and so it's a great light a great foundation for them there and data curators and data stewards to go in and rich the data and collaborate more with the analysts and the actual data users to get to a point of catalogued catalog data disease so what's the next you guys going to be on the road in New York Post Radek hadoop world big data NYC is coming up a big event in New York I'm Cuba visa we're getting the word out about elation and then what we're doing we have customers that are you know starting to speak about their use cases and the value that they're seeing and will be in New York market share I believe will be speaking on our behalf there to share their stories and then we're also going to a couple other conferences after that you know the fall is an exciting time which one's your big ones there so i will be at strada in New York and a September early October and then mid-october we're going to be at both teradata partners and tableaus conference as well so we connect not only to databases of all set different sorts but also to go with users are the tools yeah awesome well anything else you'd like to add share at the company is awesome we're some great things about you guys been checking around I'll see you found out about you guys and a lot of people like the company I mean a lot of insiders like moving little see you didn't raise too much cash that's raised lettin that's not the million zillion dollar round I think what led you guys take nine million yeah raised a million and I you know I think we're building this company in a traditional value oriented way great word hey stay long bringing in revenue and trying to balance that out with the venture capital investment it's not that we won't take money but we want to build this company in a very durable so the vision is to build a durable company absolutely absolutely and that may be different than some of our competitors out there these days but that's that we've and I have not taken any financing and SiliconANGLE at all so you know we're getting we believe in that and you might pass up some things but you know what have control and you guys have some good partners so congratulations um final word what's this conference like you go to a lot of events what's your take on this on this event yeah I do i do end up going to a lot of events that's part of the marketing role you know i think what's interesting about this conference is that there are a lot of great conversations that are happening and happening not just from a technology perspective but also between business people and deep thinking about how to innovate and verticals customers i think are some of the most loyal customers i've seen in the in the market so it's great in their advanced to they're talking about some pretty big problems but they're solving it's not like little point solutions it's more we architecting some devops i get a dev I'm good I got trashed on Twitter private messages all last night about me calling this a DevOps show it's not really a DevOps cloud show but there's a DevOps vibe here the people who are working on the solutions I think they're just a real of real vibe people are solving real problems and they're talking about them and they're sharing their opinions and I I think that's you know that's similar to what you see in DevOps the guys with dev ops are in the front line the real engineers their engineering so they have to engineer because of that no pretenders here that's for sure are you talking about it's not a big sales conference right it's a lot of customer content their engineering solutions talking to Peter wants a bullshit they want reaiah I mean I got a lot on the table i'm gonna i'm doing some serious work and i want serious conversations and that's refreshing for us but we love love of hits like it's all right Stephanie thinks for so much come on cubes sharing your insight congratulations good luck with the new startup hot startups here in Boston hear the verdict HP software show will be right back more on the cube after this short break you you