>> Voiceover: Live from Orlando, Florida, it's theCube, covering Sapphire Now. Headline sponsored by SAP HANA Cloud, the leader in platform-as-a-service, with support from Consul, Inc, the Cloud internet company. Now here are your hosts, John Furrier and Peter Burris. >> Everyone, we are live in Orlando, Florida for a special presentation of theCube at SAP Sapphire Now's theCube SiliconANGLE's flagship program. We go out to the events and extract the signal from noise. I'm John Furrier, with my co-host Peter Burris Want to give a shout out to our sponsors. Without them, we would not be here. SAP HANA Cloud Platform Console Inc, Capgemini and EMC, thanks for your support, really excited to be here. Wall-to-wall coverage, three days. Over forty videos going to be hitting YouTube: SiliconANGLE.com/youtube. Our next guest is Dan Lahl, VP of SAP HANA Cloud Platform Product Marketing, welcome to theCube, thanks for having us. >> Thank you, John. You got all that out without a stumble. That was fantastic. >> I memorize it. >> That's great. >> Without our sponsors, we wouldn't be here, thank you very much. Thanks to you, and it's a been great support from you and your team. Really appreciate it, welcome to theCube. >> Love being here. You guys have something very unique in how you bring a play-by-play but from an analyst's perspective, very, very unique. >> Someone called me Pat Summerall, and Peter, John Madden yesterday, which was a great compliment because our lives are ESPN of tech. >> And I like it because it means I'm the better looking one. >> Exactly. >> NFL Gameday, but the game is on. >> Peter: Who's a guy? >> John: Boom! (laughs) >> Boom the Cloud is here! >> It's the whiteboard. But all seriously, great conversation. One of the things that's emerging out of the whole HANA Cloud Platform Ecosystem play is that it's really buzzing, and it's not like sizzle, but it's steak on the grill as well. So, just a lot of meat on the bone and the thing that we're seeing is that SAP has been putting themselves out there with tech. And not trying to do the land grab, not saying, hey, we're SAP and this is all a marketing program to get more SAP share for our other stuff. There's clear separation between SAP stuff, whether it's, whatever the customers are buying, and then an open way for developers; both SAP developers and, now, mainstream developers, iOS and Apple so, huge shift. And the Ecosystem's super excited, so I got to ask you, how do you guys separate out the market? Explain to the folks out there how this all fits in because the HANA Cloud platform is more open, it's really non-SAP, in a way. And there's other clouds out there, and let's face it, you guys weren't getting the buzz. A little bit late to the party, and you've got the product in good position right now. But you got Amazon out there, as your Microsoft was here, you know, doing relationship with you, your partnering with Apple, IBM was on, Cisco, all the big guys are here working with you. Separate out what it means. >> So let me back up, let me back up and give you all the HANA buzzwords, we've been very confusing to the market on how we brand it to different HANA products. There's the HANA database, data managing platform, we came out with that in 2011; very similar to Oracle from SQL Interface standpoint, very different from a technology standpoint. All in memory, and everybody knows that by now. Then, we have another initiative called S/4HANA. That's taking all of the applications, putting them onto the HANA data management platform. So that's the app stack. So business suite is now S/4HANA. So data management was HANA, S/4HANA, app stack. Then we have something called the HANA Enterprise Cloud, and that's just basically a managed service. You want to take your landscape, give it to our data center, let us manage for you. >> For SAP stuff? >> SAP stuff. Yeah, not any of the red stuff or anybody else's apps but >> But some of the partner extensions? >> But some of the partner extensions, yes. And that has to be certified, but basically it's a managed service. So you want to give your data center over to SAP? Guarantee that it will run, we'll upgrade all of the apps and enhancement packs and that kind of thing. So that's HANA Enterprise Cloud. And then finally, HANA Cloud Platform is something different altogether. It really is our offer, open platform as a service. So, any of the applications that SAP is shipping today, whether that be business suite, S/4HANA, Success Factors, Ariba, Concur, Cloud for Customer, you name it, can be extended or integrated using HANA Cloud Platform. Okay, so HANA data management, HEC, the managed service, S/4HANA, the new app stack, HCP, really the extension platform for that SAP Ecosystem. Okay? Now I say that, it's an open platform. It's Java-based, can you believe it? It's not ABAP-based, it's Java-based. Node.js, all open systems. We announced at the show that we're shipping Cloud Foundry with Node.js runtimes scripting languages like Ruby and Python and PHP and Go. Databases like Mongo and Postgres and Redis, it's open systems, baby, right? >> All the tools that they are offering. >> Exactly, they can do that. Yeah. So, any programmer under 30, we can now approach and have a conversation with. They don't have to learn a German programming language, right? Now, whether it's good or bad, it doesn't make any difference, it's open systems, right? And so that's kind of the framework of what we announced. >> What's that mean to developers? Let's take that forward, okay, open cloud platform, okay, great, under 30, or, just open source is so good now all the Q&A, all the questions are on Stack Overflow and all these Node.js and technology out to be used, so that's what people want. Okay, what's the impact to me? I'm the developer. What does it mean? What's in it for me? Do I have access to all the SAP stuff? I'm used to dealing with all these different tools to put systems together. >> That's the beauty, John, is all of those tools that you use, as an open systems developer, you can now, through HANA Cloud Platform, get to the back end systems that we didn't expose before, expect through an ABAP stack. Right, you don't have to learn BAPIs, you don't have to learn ABAP. You can use your Java capabilities, using Eclipse if you want, if you want to do it on your desktop device, or use a web IDE that's Java-based, right? >> But you're exposing these through API? >> Exactly, exactly, through either APIs or through integration services, through a direct connect back to the back ends. And we not only expose data, but also processes as well, so you can take advantage of a process. One of the things we announced this week was the API Business Hub. So now, we're going to deliver a catalog of APIs, where we'll publish into and an open system developer can say Oh, what's with that management accounting services? That hooks back into S/4HANA, I just need to call the API and take advantage of those management accounting services. Very cool. >> So on the Apple relationship, which is an iOS-based thing, the developer can then go to the Enterprise customer, so this is the Ecosystem now, okay I'm a developer. I have a whitespace, I see some unique thing, a problem that my customer has, that I can solve, or I'm an entrepreneur and say Hey, you know, I have a unique idea, I want to solve that problem. I code it but I might rely on SAP data, say an ERP, I could tap that-- >> You can now tap it. >> John: And integrate it in seamlessly? >> Yes, and show it natively on an iOS device. That's what we're delivering through the ACP software development kit SDK. So you're an Apple developer today. Well, you could develop the next SnapChat or some consumer-to-consumer app. But interesting, the bulk of Apple devices or the bulk of devices in the Enterprise, are Apple devices. They're not Android devices. Apple's done some work on that, upwards of 75% are actually Apple devices. So now, you're a developer, you want to get access to all of those different applications that SAP has, delivered in beautiful 1990s master detail today. >> Let's face it, I mean, we had this comment on theCube which we concur with, the user experience of Enterprise software is dated, and old, and people are bringing their phones to work. >> That's really kind of you to say dated and old, okay? I would have said old and crappy, okay? >> No one wakes up and says, hey I can't wait to download my Enterprise app and use it on the weekend. It's like root canal, don't love it, but you need it. >> Part number 000743xp, okay so now they can get into all of those processes without having to know the back end process. Through the SDK, we're going to expose all of those. >> Share some data on some of the onboard. I know you had a lot of early adopters and now the program's ramping up. We've talked over the past year and you guys are tweaking the product. You want to make sure the product was solid, that was key. Might have been delayed a little bit, but the timing of the Apple announcement, perfect. But I can imagine that the developers are excited because certainly in the Ecosystem out there, in Silicon Valley and beyond, there's a softening, it's kind of a bubble bursting, if you will, on the consumer stuff, so there might not be a couple more unicorns. The few unicorns that come along at every cycle of innovation. But the Enterprise is hot, so the buzz on the street is the Enterprise is hot, that's where you make money. As everyone works for a revenue model, you got to break even, so, there's a big focus on that in the entrepreneurial ecosystem. So, is there an uptake that you can share or any stats on the kinds of new onboarding that you guys are doing. >> Yeah, so just this week, we also announced that IBM is taking all of their MobileFirsts for iOS applications. They're going to participate in the SDK and they're going to move all of their applications onto the HANA cloud platform. They had a beautiful UI that they built for a hundred little mobile apps that were enterprise ready, but not enterprise connected. So now they're going to connect all those hundred little apps like Find&Fix, and Parts Manager and that kind of thing. >> I can see the slogan now. Enterprise: Ready to Connect. >> Exactly. >> Connecting. >> It's pretty decent validation of some of the things we're talking about here. >> Exactly, and the HCP play in it, for SAP is that's the gearbox to get them back to all of the SAP apps. Whether they be On Premise business suite, On Premise S/4HANA, Workforce Management, with Success Factors and Fieldglass. It's the gearbox to get them back to all of those. >> So let me ask the question, you're in a private market so you've got your eye on the prize in the market, you're forward-facing, but also you've got to work with the product teams and deal with that. Do you see a window of opportunity right now? Because the timing of having the product ready with HANA Cloud Platform plus the Apple relationship and the IBM stuff, which is more validation, a window of opportunity, the wind is at your back. This window, you've got a short window to kind of go out and win. Are you worried about that? Are you guys investing heavily now, do you see now a time to throttle it up and pedal to medal, straight and narrow, 90 miles an hour? >> You know, I actually see it as the wave is forming. Okay, I don't think our customer base knows that much about HANA Cloud Platform, it really has its coming out party at TechWave, last October. It's now exposed to the business group. We had the techie outage, now its the business outing. I see the wave starting to form, okay? And we've got to catch the wave and we got to ride the crap out of it. And there's a lot of stuff on the product side we have to deliver. There's a lot more that we have to do for integrating into our existing systems. We have to provide more direct, not direct connections, we've already got that piece, but more integration with the processes. We're not all the way there yet. So we have to push our product, our product management and engineering teams to do that. And that's not always easy at a big company like SAP that has all these different divisions building processes. And then the other hard part is, you got to make sure our sales reps are introducing us into every single customer account as a gearbox, as the agility platform. So that's starting to happen. So I wouldn't even say we're on the wave yet. We're starting to catch the wave. >> So let me build on that. I have two questions. I don't want to say they're quick. But here's the first one, here's what our CIO clients are telling us. One of the advantages of everything you said, platform, a lot of entry points, means that their business can pick their own road map for how they go to S/4HANA, as opposed to having single one-way, and that's the only way in, that'll extend the adoption cycle. Do you see that being a positive thing ultimately for not only SAP, in getting this message, and getting this product out, but also all the partners and the Ecosystem to drive this whole thing forward? >> Let me answer the customer part of that first. The way we have set up S/4 and HCP, is S/4 is the core that you really don't want to touch that much, you don't want to customize that much, you don't want to extend, you do that in HCP. Why would you want to do that? Well, as we deliver new enhancement packs, and we're delivering every couple of quarters, on the S/4 platform. Every time you do a customization inside the app, when you have to upgrade, you have to do regression tests, you got to check to customizations against the new rev. It becomes, in technical terms, a hairball. It becomes a huge hairball. Take that off the plate, just do it on HANA Cloud Platform. And so that's the customer angle to it, the partner angle to it is very simple, and it's a win-win for partners and for us. They can, and for customers as well, they can build a little app on the platform, snap it into S/4, Success Factor, and make it look like an app that's part of our SAS application, okay? The customer doesn't have to provision anything. The customer takes a tile and puts it on their Success Factor application. We win, because they're consuming it on HCP, so we're monetizing that too. So the partner has an easy path, the customer gets something easy, we help monetize on that. >> It's a great story and a lot of folks are looking forward, so for example, some of our clients are telling us, We are looking at the S/4platform, the S/4HANA platform, we came to it through analytics. So here's an interesting question Dan, you've got a lot of background in database. So the old way of thinking about building a database application is you didn't want to write an application required more than 80, 90, 100 disk I/Os. >> Yeah. Now we're talking about in-memory databases, calmative organization, provide any number of different straight-forward, common interfaces from a few standpoints back to the application. We're talkin' about what used to be or the equivalent of tens of thousands, maybe even hundreds of thousands of I/Os. What does that mean to the types of applications that we're going to be able to build in the Ecosystem over the course of the next few years. >> So you're right in that all data's immediately available in-memory ready to go. But here's the cool thing that I think you were getting at. You can build a structure one time, you build a table structure one time. On top of that, you just build views, logical views. And then your queries or your application looks at the logical view. Now logical views aren't somethin' new. It was just horrible to do it on a disk-based databse. >> Yep, very digital. >> You have to do tons of optimizations. In a memory database, it doesn't matter. It's all there. You just look at the logical view. So we're going to see people stacking up more and more and more logical views. Specifically in the analytics case, we see that all the time. From a partner standpoint, they're going to build their table structure, and then mix and match different application types using logical views. And you know, in HANA, we provide calc views and attribute views. So even better ways to do that. >> But the bottom line is the way you get to that ability to take a tile and drop it into a system and add that functionality, is because that underlying platform can support that view in an almost unlimited way. >> Exactly, whether the data is in HANA in the Cloud, or whether the data is still on premise through a direct connection back in the existing HANA system on premise. >> Of course unstructured data complicates the database equation, but also they have to coexist with the schemas and the structured databases out there. Has that thrown a curve ball at you guys at all? Or not a problem at all with HANA? >> So you know we've got an answer for that with Vora. I don't know if you've talked to any of the Vora folks, but you know what Vora brings to the party is it brings in-memory capabilities. It's an in-memory indexer for dup data. So instead of pointing your sequel query or building a MapReduce or using Hive or one of those technologies-- >> Or data lakes-- >> Or whatever, you just point it at Vora, and it's already indexed in memory. So our plan and our hope is that soon Vora will be on the HANA Cloud Platform. So that's just another piece of technology-- >> Peter: Way of generating a view. >> It's another service that we provide for generating a view on top of the dup data. >> Yeah, that's key. So talk about the Ecosystem innovation. Because one of the things I loved in McDermott's opening keynote, and I love the term, business model innovation. 'Cause that just really speaks to a whole new level of innovation. Usually it's tech innovation. >> Yeah. >> You get destructive enablers, platforms. At the end of the day, the application of the tools and platforms, however they're developed, by whomever, impact something. That's the business. That's the revenue. These new processes that are emerging. IoT is a great example. It's kind of an unknown process. It's hard to automate that workflow because it's evolving in real time. What innovations can you point to that you see, and that SAP sees as key mile markers, if you will, that shows that these things are being innovated on the business model side with the Ecosystem? >> Yeah, I'll give you two examples, one that's kind of just a speed up. And then I'll give you one that's a business model. So Hamburg Port Authority is the Port Authority for Hamburg, the second largest port in Europe. For them to keep up with the competition, they're going to have to double and triple in the next 15 years, the amount of goods going through their port. They have nowhere to build out. They cannot make their port bigger. It's surrounded by a city. There's nowhere for them to go. So they're using HANA Cloud Platform to basically create a grid. They're creating a utility or a cell network grid of all the containers that are sensorized, all of the trucks that have telematics information in the trucks. And they're also bringing in traffic information so that when the container comes in, they can bring the exact truck in that needs to get it in the right path into the port. If you think about that, that's a cellular network. And that's what they built using HANA Cloud Platform. So it's a semi-change in business model for the technology-- >> So minutes matter to them. >> Seconds matter to them, literally. The faster they can match up the container with the truck that's going to move that container, the better off they are. >> They got to clear the inventory. Sounds like a business problem. >> Exactly, exactly right? And think about it, they're probably going to sensorize the ships as well. They're going to stage those guys coming in over time. >> John: What's the other example? >> The other example is really interesting. This small company in Germany that builds forklifts, There can be nothing more pedantic than a forklift. It picks up a pallet, it moves the pallet, it puts it down. So here's what this company's done. It's called Still Forklifts. They are using HANA Cloud Platform to match up their order system, which is an SAP with the forklifts that are sensorized on HANA Cloud Platform so that the order system will send the order to get picked by the forklift. And the forklift and the order system have the maps of where everything is in the warehouse. >> The client's order system. >> The client's order system. And they've also now, they haven't done it yet, but they're working on a forklift to forklift integration so that if this guy's over in this part of the warehouse he has to pick something up over here. This forklift is over here. They meet in the middle. Trade some product, get it out to the docking station. >> So the forklift is an IoT device to the order system. And it opens up the possibility of greater automation within the warehouse floor. >> And they've changed their business model. They're no longer selling forklifts. They're selling pounds of goods moved within the warehouse. From in the warehouse to shipped. And they're billing on a monthly basis based on pounds of goods shipped. They're not selling forklifts anymore. That is pretty cool. >> So that's a complete shift. >> That's a business model shift. >> It's an outcome shift. >> Yeah, absolutely. >> They're selling the outcome. >> Exactly, exactly. And they had to think differently about their business. They had to think, we are not a forklift operator. We're a goods mover operator. >> Or to your business model, we were a forklift operator. Now we're a goods mover, an in-warehouse goods mover. >> Exactly, exactly. >> That's a great example and also a huge innovation. Because now, as the keynotes were saying, people are afraid to go out of business. And so the opportunity for the Ecosystem is, put one of those guys at check. They'll get the check. If they don't move, you take their territory. >> Exactly. >> So it's a nice cycle, SAP wins on both sides. >> On both sides, yeah, very cool. >> All right Dan, I got to ask you the question. Plans for this year, you got the Apple. You got the Cloud Platform. You have all this goodness goin' on. What's the plans for the year. Give us a taste of some of the things that you want to achieve this year, out in the market. And what KPIs are you looking at-- >> Yeah, what are we going to be talking about this time next year? >> I think we're going to be talking about what did you guys do in the area of Cloud Foundry. Have you guys really delivered on your Cloud Foundry promise of going opensource and moving toward portability? So next year, if we're fortunate enough to speak again, That's what I want you to ask me. Where are you guys on delivering Cloud Foundry? Pushing opensource, open development for developers even further as we talked at the outset of the interview. And then secondly, where are we on the API business hub? What is SAP doing to expose the thousands of business services that we have to our customers? To be able to use the HANA Cloud Platform with a catalog of business services that we're exposing to help them extend or modify or build that new application. >> And new onboarding numbers, having numbers showing both. >> That's right. Now what that means from a revenue standpoint, it means, you know we got to double or triple our business next year. We're not talkin' a 10%, 15% growth. We're talking an order of magnitude growth for our part of the business. >> And so you'll be investing more in marketing, training, tools. >> All of the above, all of the above. >> Hey, companies want to get into the enterprise, and the existing enterprise suppliers want to stay in the enterprise. >> Exactly, exactly. >> John: So it's a good time to be an arms dealer. >> Exactly, and we'll supply it with the HANA Cloud Platform. >> John: Dan, thanks so much for sharing your insight here on theCube. Really appreciate it, and great to meet your team. >> As well. >> And everyone here has been fantastic. We are live, here in Orlando. The theme is live, here at SAP this year. And of course we got the live coverage from theCube. This is theCube, I'm John Furrier, with Peter Burris. We'll be right back. You're watchin' theCube. (soft electronic music)

>> Voiceover: Live from Orlando Florida it's TheCUBE covering SAPPHIRE NOW. Headlines sponsored by SAP-100 cloud the leader in platform as a service with support from Consulate the cloud internet company. Now here are your hosts John Furrier and Peter Mars. >> Peter: Okay, welcome back everyone. We are here live in Orlando Florida for SAP SAPPHIRE NOW SiliconANGLE Medias flexure program TheCUBE where we go out to events and extract the signal for the noise. I'm John Furrier the host and my co-host Peter Burris head of research in SiliconANGLE Media general manager of Wikibon Research. Want to give a shout-out to our sponsors without them we would not be here SAP100 Cloud platform, Consul Inc, Capgemini, EMC thanks for your support and we got 4 over 40 videos go to siliconANGLE at youtube.com/siliconangle for all the videos. Our next guest is Bronwyn Hastings who is the senior vice-president of Global Strategic Service Partners global channels all the top in integrations. Welcome to TheCUBE. >> Bronwyn: Thank you, thanks for having me here today. >> So it's great to have the boss come on we've had a lot of the folks from your group come in certainly a lot of your partners. We've had Capgemini, we've had Accenture, we've had a bunch of folks come through EY, I think Deloitte and anyway Infosys came on too Deloitte was really the only one and PwC were the only ones I didn't see here. Now we'll get to them later but the message is clear. They have to focus on innovation. >> Bronwyn: Yes. >> Otherwise they are going to get put out of business 'cause right behind them warming up in the sidelines in the ecosystem is their replacement potentially. This is an interesting dynamic you got going on here you growing your future in the ecosystem putting the system integrators I wouldn't say on notice but like hey get busy. Great system model being and they are responding what's your thoughts on some of the feedback you've heard? >> Thank you. This is a really interesting question because I think there are two things happening one is that customers are asking for the innovation and asking us and the partners what's the way forward? They are hearing all this talk about digital they want to know how did this become more relevant to their customers in a quick and more dynamic way. And they are asking both of us that question. The first thing that we do with our partners in this instance is we look at where are the innovation areas one that make them different? How do they get chosen to actually add value to their customers? And these partnerships that you've mentioned actually do it in different ways some of them represent themselves or talk to the customer through business transformations so they talk about what are you trying to achieve? Where is your future? You know the normal business conversation to find out how that innovation can happen and what do they need to be relevant to the customer? The other partners have a look at it and say how do I be part of this world that's changing but then bring quick value to the customer? How do I accelerate that value in quicker chance? And therefore the customer gets what they need in quicker time frames and then others say I'm going to look at this innovation and what's going to really set me apart as a specialist and that's where I'm going to go. So these partners right now are looking at where is their place in this and how do they transform themselves to actually bring value to the customer. And luckily for us we have a lot of those innovation areas that they can make those choices so they can choose >> John: They pick their swim lanes? >> Bronwyn: Swim lanes, focus areas. >> Differentiation. >> Differentiation all of that to be part of the new conversation as well. >> Peter: But what are the duties of the platform strategy that you guys are putting forward? And the ease with which using things like the Apple partnership that you have of creating new great software is you've a lot of this partners buy competition and buying these different alternatives are going to be forced to really focus on the value and their distinction that they need to provide to customers. It's going to be very interesting over the next few years to see these companies that have historically for you know long-term lock-in like relationships have to themselves become real nimble and become really catalyst to thought leaders for renovation of the marketplace because so much of the enabling technology is going to make it more or easier and more likely of bringing success. Do you agree with that? >> I find your comments very interesting actually so where I agree totally is that but I'd a piece. We look at it as though people have competition here actually a number of these companies already have practices or developments or innovations using some of the technology components. We announced Apple, there is a Microsoft announcement all of these areas that you would not normally see all of a sudden we've made these announcements and now that we're with these partners same partners that we've worked with for a long time come to us and say well actually we've got an area that develops an iOS for Apple already because our customers needed us to do that. Then we come to another area and they say but you brought out a new user experience through Fiori so we've got those development tools. And now if you bring out something like your 100 Cloud platform which allows us to build extensibility and these three things together start to actually build even stronger innovation so it's actually had a magnifying effect >> John: Exactly. >> Even for us you know we. >> John: Because you've already had those practices that were not being tapped into so to speak. >> Bronwyn: Not tapped into not brought in and integrated in the same way. But now because we're doing co-development we are doing co-innovation or integration processes actually it strengthens their capability to use the innovation and make it something even more. For me you can hear my passion in this one >> John: I guess. >> For me the excitement in this is that people really now see ways of innovating further and customers see that as valuable because they're getting what they want out of these innovations as well. >> John: Well that you mentioned the co-innovation I want to talk about that. That seems to be an SAP playbook even going back to the seven years that you started covering SAPPHIRE there has always been geeky developer focus which is a good thing we like that. But now simplicity is the theme once you have results but co-development's been a big part of it we were talking with EY for instance and they have a co-development on a lab being put down in I think Atlanta area. They have Accenture's got a zillion data scientists so you start to see this they are romping up they are not just about delivery any more. >> Bronwyn: No. No. >> The old way was delivery back in the contract. >> Yeah. >> Where is the value in your mind for these partners? Is it the co-innovation? Is it the data science? All the above? Is there one thing that pops out at you that you see rising to the top in the terms of trending? >> I would say there are two or three things well to one is we've got a large install base and all of the move that we've got to the newer generations are the S4100 environments. These partners actually have strengths of their own which they have been known for. E&Y has their strength that they're known for in the market with or without us they have got a strength. What these things are allowing them to do is to take some of that shift into the newer technologies and their strength and then build extensible innovation. And what I mean by that is they can say okay I'm strong in finance so I'm going to choose a finance topic on the 100 club platform environment and I'm going to build my differentiation on that. >> John: Their domain expertise map right into it >> Their demand expertise right into it squarely into it really create a compelling thing for them creates the value for the customer and it really establishes this innovation so that would be one point. You come back to the data scientists then you take it a step further you've got your differentiation. Now where else can you excel in? Where else can you bring the things that would make fun ends completely different? Like the digital boardroom that you're seeing that is being created while it's through predictable analytics it's through data scientists type of things so they add in these other services now that still play to some of their core strengths. I'm finding that it's actually creating the next platform for their own differentiation and value and it can incorporate these insights into it. >> John: Yes as you're saying it brings the swim lanes concept the differentiation so I got to thaw up on that and because Peter brought the question earlier today about when you brought up the question around partners working together. >> Peter: Yeah. >> So this comes back down to a lot of (mumbles) >> Peter: By the way for anybody who is wondering thunder and rain opportunity is raining everywhere. >> John: The cloud is raining opportunities the thunder the clouds are moving over us it's an (mumbles) >> Peter: The cloud is here >> (mumbles) Okay so back to this point. I differentiate it here once it has been the greatest has been the greater but also on these bigger projects you might have to work with the other guy. >> Bronwyn: That's correct. >> So how is that playing out 'cause they have to share obviously data might be shared but how is that playing out for them where do you see that trend going obviously probably more of that not less of it. >> Bronwyn: Yeah so what I'm finding is people are also choosing the type of work they want to do and then leveraging the ecosystem for the other types of work they want to do so people rather say you know I choose to do transformational type of things but if I am taking the lead on something I'm going to be able to partner with other partners in this ecosystem that complement me. I actually think it is complementing or if there is a specialist area they can bring someone else in so I actually think the complementary nature of things are getting stronger in some areas. Of course they still stand alone business that they do as well. Second thing I'd say is and I'll add this in because it's not only about the partnerships it's about how do we work with the partnerships and you would have heard some of our announcements around SAP S4 value assurance programs. And what that means is the customers are saying we want skin in the game from SAP too the partners are saying actually this is valuable to us too that you've got your stamp of approval on what's going on so we've created these service offerings that are module arised that partners can include and it's anything from just check my scope is right or the journey that we're going on and our transformation the mapping is correct through to more custom services and then it also including that in their offering as complementary so that customers feel comfortable with where they're going as well so that's all coming together as well. >> Peter: I want to clear out something around here because we are research's very strong sponsors we talk about the three Cs of digital transformation. Context. What are you going to do? >> Bronwyn: Yep. >> Community, who are you going to do it with? >> Bronwyn: With. Yep. >> Capabilities. How are you going to get the capabilities so that you do what you are going to do with who you are going to do it with better than everybody else every time? Does that resonate? >> Bronwyn: Absolutely! Absolutely! For me it's a content context all of those sorts of things. The customers are asking and you would have heard it around here. I want to be here how do I get there what's the time frame and who's capable of doing it actually? The partner community is really well enabled but they also know that this is a journey of new technology areas, shifts in the market. >> Peter: New processes. >> New processes so trying to simplify digital processes to really get the true value of digital so they want people to say we are in. And these are the ways that these things happen and you can solidify it together as well. >> John: And the keywords are that they are enabled. >> Enabled. >> That's there because the platform has to be enabling. >> Enabling. >> Otherwise it doesn't work. And then the tools and the tooling has to kind of got to be there. Is there a process out there and this is what we talked about Peter brought this up yesterday it was a really great observation. In old days look backwards known processes unknown technologies and then they evolve and you automate those processes you have known and now you have unknown processes developing with known technology. >> Yes. >> What are some of those new unknowns is IoT a good example? Or if you ask what other process is there? >> Peter: (mumbles) just unlimited things that we could be doing. >> Things that are like not fully like known that's going to happen but like you can't say that (mumbles) is a clear process for every customer it might be different. >> Bronwyn: I actually think the way that I would answer that and sort of look at that topic is as the transformation to digital is happening I'm almost seeing that all the customers are testing the processes. It's not like everything's a stable process any more they are saying what processes 'cause if you just replicate what was there before you're not getting any gain. You could have the most beautiful fore intent and all these processes remain the same and nothing's actually changed except the user experience. Or you can change all the processes but the user experience doesn't change so these two things are coming together and the process has to be re-looked at. >> Peter: But the customer is becoming part of that process story. >> Process. Absolutely. >> And that's the thing that's most unknown. >> Absolutely. >> And so how customers go about catalyzing those processes through those beautiful user experiences is really what we want to do when we think about engaging customers in a security way. >> Correct. And that's the way really the services piece comes back into play. It's really testing what do you still need or can we make this a much more streamlined simpler process that gives you all the benefits the cost benefits, the user experience which one of those do we want to do? I can say this is where the services that the partners really bring knowledge experience as well into the same equation. >> John: Bronwyn Hastings SVP at Global Services and the third part is final point I'll give you the final word on our wrap up here day three of SAPPHIRE. Take a minute to explain to the folks out there what's going on for SAP with respect to all these system integrators what's your plans, what's the focus, what's the dynamics. >> I think the three areas that we focus on within is digital transformation and the ability for us to bring digital to the customer. Why I take that approach first is this is a transformation time that the market's changing and the customers need that guidance into that process so one is digital transformation. And depending on all of that is that we are asking for the innovation that we've spoken a lot about here is innovating to the future not creating what's gone by not replicating but innovating the new digital world with us and part of that is simplification for the customers. Our work with the system integrators right now is focus on the customer, bring value and it's innovate together that's what we do. >> John: Well, thanks so much for your time and welcome to being a CUBE alumni. >> Thank you. >> Here on SiliconANGLE Media as a CUBE. We are live in Atlanta for day three three days of wall to wall coverage. Thanks for watching that you are watching theCUBE.