(upbeat music) >> Hello everyone, welcome back to theCUBE's coverage of Cloud Native SecurityCon North America 2023. Obviously, CUBE's coverage with our CUBE Center Report. We're not there on the ground, but we have folks and our CUBE Alumni there. We have entrepreneurs there. Of course, we want to be there in person, but we're remote. We've got Ben Hirschberg, CTO and Co-Founder of Armo, a cloud native security startup, well positioned in this industry. He's there in Seattle. Ben, thank you for coming on and sharing what's going on with theCUBE. >> Yeah, it's great to be here, John. >> So we had written on you guys up on SiliconANGLE. Congratulations on your momentum and traction. But let's first get into what's going on there on the ground? What are some of the key trends? What's the most important story being told there? What is the vibe? What's the most important story right now? >> So I think, I would like to start here with the I think the most important thing was that I think the event is very successful. Usually, the Cloud Native Security Day usually was part of KubeCon in the previous years and now it became its own conference of its own and really kudos to all the organizers who brought this up in, actually in a short time. And it wasn't really clear how many people will turn up, but at the end, we see a really nice turn up and really great talks and keynotes around here. I think that one of the biggest trends, which haven't started like in this conference, but already we're talking for a while is supply chain. Supply chain is security. I think it's, right now, the biggest trend in the talks, in the keynotes. And I think that we start to see companies, big companies, who are adopting themselves into this direction. There is a clear industry need. There is a clear problem and I think that the cloud native security teams are coming up with tooling around it. I think for right now we see more tools than adoption, but the adoption is always following the tooling. And I think it already proves itself. So we have just a very interesting talk this morning about the OpenSSL vulnerability, which was I think around Halloween, which came out and everyone thought that it's going to be a critical issue for the whole cloud native and internet infrastructure and at the end it turned out to be a lesser problem, but the reason why I think it was understood that to be a lesser problem real soon was that because people started to use (indistinct) store software composition information in the environment so security teams could look into, look up in their systems okay, what, where they're using OpenSSL, which version they are using. It became really soon real clear that this version is not adopted by a wide array of software out there so the tech surface is relatively small and I think it already proved itself that the direction if everyone is talking about. >> Yeah, we agree, we're very bullish on this move from the Cloud Native Foundation CNCF that do the security conference. Amazon Web Services has re:Invent. That's their big show, but they also have re:Inforce, the security show, so clearly they work together. I like the decoupling, very cohesive. But you guys have Kubescape of Kubernetes security. Talk about the conversations that are there and that you're hearing around why there's different event what's different around KubeCon and CloudNativeCon than this Cloud Native SecurityCon. It's not called KubeSucSecCon, it's called Cloud Native SecurityCon. What's the difference? Are people confused? Is it clear? What's the difference between the two shows? What are you hearing? >> So I think that, you know, there is a good question. Okay, where is Cloud Native Computing Foundation came from? Obviously everyone knows that it was somewhat coupled with the adoption of Kubernetes. It was a clear understanding in the industry that there are different efforts where the industry needs to come together without looking be very vendor-specific and try to sort out a lot of issues in order to enable adoption and bring great value and I think that the main difference here between KubeCon and the Cloud Native Security Conference is really the focus, and not just on Kubernetes, but the whole ecosystem behind that. The way we are delivering software, the way we are monitoring software, and all where Kubernetes is only just, you know, maybe the biggest clog in the system, but, you know, just one of the others and it gives great overview of what you have in the whole ecosystem. >> Yeah, I think it's a good call. I would add that what I'm hearing too is that security is so critical to the business model of every company. It's so mainstream. The hackers have a great business model. They make money, their costs are lower than the revenue. So the business of hacking in breaches, ransomware all over the place is so successful that they're playing offense, everyone's playing defense, so it's about time we can get focus to really be faster and more nimble and agile on solving some of these security challenges in open source. So I think that to me is a great focus and so I give total props to the CNC. I call it the event operating system. You got the security group over here decoupled from the main kernel, but they work together. Good call and so this brings back up to some of the things that are going on so I have to ask you, as your startup as a CTO, you guys have the Kubescape platform, how do you guys fit into the landscape and what's different from your tools for Kubernetes environments versus what's out there? >> So I think that our journey is really interesting in the solution space because I think that our mode really tries to understand where security can meet the actual adoption because as you just said, somehow we have to sort out together how security is going to be automated and integrated in its best way. So Kubescape project started as a Kubernetes security posture tool. Just, you know, when people are really early in their adoption of Kubernetes systems, they want to understand whether the installation is is secure, whether the basic configurations are look okay, and giving them instant feedback on that, both in live systems and in the CICD, this is where Kubescape came from. We started as an open source project because we are big believers of open source, of the power of open source security, and I can, you know I think maybe this is my first interview when I can say that Kubescape was accepted to be a CNCF Sandbox project so Armo was actually donating the project to the CNCF, I think, which is a huge milestone and a great way to further the adoption of Kubernetes security and from now on we want to see where the users in Armo and Kubescape project want to see where the users are going, their Kubernetes security journey and help them to automatize, help them to to implement security more fast in the way the developers are using it working. >> Okay, if you don't mind, I want to just get clarification. What's the difference between the Armo platform and Kubescape because you have Kubescape Sandbox project and Armo platform. Could you talk about the differences and interaction? >> Sure, Kubescape is an open source project and Armo platform is actually a managed platform which runs Kubescape in the cloud for you because Kubescape is part, it has several parts. One part is, which is running inside the Kubernetes cluster in the CICD processes of the user, and there is another part which we call the backend where the results are stored and can be analyzed further. So Armo platform gives you managed way to run the backend, but I can tell you that backend is also, will be available within a month or two also for everyone to install on their premises as well, because again, we are an open source company and we are, we want to enable users, so the difference is that Armo platform is a managed platform behind Kubescape. >> How does Kubescape differ from closed proprietary sourced solutions? >> So I can tell you that there are closed proprietary solutions which are very good security solutions, but I think that the main difference, if I had to pick beyond the very specific technicalities is the worldview. The way we see that our user is not the CISO. Our user is not necessarily the security team. From our perspective, the user is the DevOps and the developers who are working on the Kubernetes cluster day to day and we want to enable them to improve their security. So actually our approach is more developer-friendly, if I would need to define it very shortly. >> What does this risk calculation score you guys have in Kubscape? That's come up and we cover that in our story. Can you explain to the folks how that fits in? Is it Kubescape is the platform and what's the benefit, what's the purpose? >> So the risk calculation is actually a score we are giving to clusters in order for the users to understand where they are standing in the general population, how they are faring against a perfect hardened cluster. It is based on the number of different tests we are making. And I don't want to go into, you know, the very specifics of the mathematical functions, but in general it takes into account how many functions are failing, security tests are failing inside your cluster. How many nodes you are having, how many workloads are having, and creating this number which enables you to understand where you are standing in the global, in the world. >> What's the customer value that you guys pitching? What's the pitch for the Armo platform? When you go and talk to a customer, are they like, "We need you." Do they come to you? Is it word of mouth? You guys have a strategy? What's the pitch? What's so appealing to the customers? Why are they enthusiastic about you guys? >> So John, I can tell you, maybe it's not so easy to to say the words, but I nearly 20 years in the industry and though I've been always around cyber and the defense industry and I can tell you that I never had this journey where before where I could say that the the customers are coming to us and not we are pitching to customers. Simply because people want to, this is very easy tool, very very easy to use, very understandable and it very helps the engineers to improve security posture. And they're coming to us and they're saying, "Well, awesome, okay, how we can like use it. Do you have a graphical interface?" And we are pointing them to the Armor platform and they are falling in love and coming to us even more and we can tell you that we have a big number of active users behind the platform itself. >> You know, one of the things that comes up every time at KubeCon and Cloud NativeCon when we're there, and we'll be in Amsterdam, so folks watching, you know, we'll see onsite, developer productivity is like the number one thing everyone talks about and security is so important. It's become by default a blocker or anchor or a drag on productivity. This is big, the things that you're mentioning, easy to use, engineering supporting it, developer adoption, you know we've always said on theCUBE, developers will be the de facto standards bodies by their choices 'cause developers make all the decisions. So if I can go faster and I can have security kind of programmed in, I'm not shifting left, it's just I'm just having security kind of in there. That's the dream state. Is that what you guys are trying to do here? Because that's the nirvana, everyone wants to do that. >> Yeah, I think your definition is like perfect because really we had like this, for a very long time we had this world where we decoupled security teams from developers and even for sometimes from engineering at all and I think for multiple reasons, we are more seeing a big convergence. Security teams are becoming part of the engineering and the engineering becoming part of the security and as you're saying, okay, the day-to-day world of developers are becoming very tangled up in the good way with security, so the think about it that today, one of my developers at Armo is creating a pull request. He's already, code is already scanned by security scanners for to test for different security problems. It's already, you know, before he already gets feedback on his first time where he's sharing his code and if there is an issue, he already can solve it and this is just solving issues much faster, much cheaper, and also you asked me about, you know, the wipe in the conference and we know no one can deny the current economic wipe we have and this also relates to security teams and security teams has to be much more efficient. And one of the things that everyone is talking, okay, we need more automation, we need more, better tooling and I think we are really fitting into this. >> Yeah, and I talked to venture capitalists yesterday and today, an angel investor. Best time for startup is right now and again, open source is driving a lot of value. Ben, it's been great to have you on and sharing with us what's going on on the ground there as well as talking about some of the traction you have. Just final question, how old's the company? How much funding do you have? Where you guys located? Put a plug in for the company. You guys looking to hire? Tell us about the company. Were you guys located? How much capital do you have? >> So, okay, the company's here for three years. We've passed a round last March with Tiger and Hyperwise capitals. We are located, most of the company's located today in Israel in Tel Aviv, but we have like great team also in Ukraine and also great guys are in Europe and right now also Craig Box joined us as an open source VP and he's like right now located in New Zealand, so we are a really global team, which I think it's really helps us to strengthen ourselves. >> Yeah, and I think this is the entrepreneurial equation for the future. It's really great to see that global. We heard that in Priyanka Sharma's keynote. It's a global culture, global community. >> Right. >> And so really, really props you guys. Congratulations on Armo and thanks for coming on theCUBE and sharing insights and expertise and also what's happening on the ground. Appreciate it, Ben, thanks for coming on. >> Thank you, John. >> Okay, cheers. Okay, this is CUB coverage here of the Cloud Native SecurityCon in North America 2023. I'm John Furrier for Lisa Martin, Dave Vellante. We're back with more of wrap up of the event after this short break. (gentle upbeat music)

>>Good afternoon, brilliant humans, and welcome back to the Cube. We're live in Detroit, Michigan at Cub Con, and I'm joined by John Furrier. John three exciting days buzzing. How you doing? >>That's great. I mean, we're coming down to the third day. We're keeping the energy going, but this segment's gonna be awesome. The CD foundation's doing amazing work. Developers are gonna be running businesses and workflows are changing. Productivity's the top conversation, and you're gonna start to see a coalescing of the communities who are continuous delivery, and it's gonna be awesome. >>And, and our next guess is an outstanding person to talk about this. We are joined by Stephen Chin, the chair of the CD Foundation. Steven, thanks so much for being here. >>No, no, my pleasure. I mean, this has been an amazing week quote that CubeCon with all of the announcements, all of the people who came out here to Detroit and, you know, fantastic. Like just walking around, you bump into all the right people here. Plus we held a CD summit zero day events, and had a lot of really exciting announcements this week. >>Gotta love the shirt. I gotta say, it's one of my favorites. Love the logos. Love the love the branding. That project got traction. What's the news in the CD foundation? I tried to sneak in the back. I got a little laid into your co-located event. It was packed. Everyone's engaged. It was really looked, look really cool. Give us the update. >>What's the news? Yeah, I know. So we, we had a really, really powerful event. All the key practitioners, the open source leads and folks were there. And one of, one of the things which I think we've done a really good job in the past six months with the CD foundation is getting back to the roots and focusing on technical innovation, right? This is what drives foundations, having strong projects, having people who are building innovation, and also bringing in a new innovation. So one of the projects which we added to the CD foundation this week is called Persia. So it's a, it's a decentralized package repository for getting open source libraries. And it solves a lot of the problems which you get when you have centralized infrastructure. You don't have the right security certificates, you don't have the right verification libraries. And these, these are all things which large companies provision and build out inside of their infrastructure. But the open source communities don't have the benefit of the same sort of really, really strong architecture. A lot of, a lot of the systems we depend upon. It's >>A good point, yeah. >>Yeah. I mean, if you think about the systems that developers depend upon, we depend upon, you know, npm, ruby Gems, Mayn Central, and these systems been around for a while. Like they serve the community well, right? They're, they're well supported by the companies and it's, it's, it's really a great contribution that they give us. But every time there's an outage or there's a security issue, guess, guess how many security issues that our, our research team found at npm? Just ballpark. >>74. >>So there're >>It's gotta be thousands. I mean, it's gotta be a lot of tons >>Of Yeah, >>They, they're currently up to 60,000 >>Whoa. >>Vulnerable, malicious packages in NPM and >>Oh my gosh. So that's a super, that's a jar number even. I know it was gonna be huge, but Holy mo. >>Yeah. So that's a software supply chain in actually right there. So that's, that's open source. Everything's out there. What's, how do, how does, how do you guys fix that? >>Yeah, so per peria kind of shifts the whole model. So when, when you think about a system that can be sustained, it has to be something which, which is not just one company. It has to be a, a, a set of companies, be vendor neutral and be decentralized. So that's why we donated it to the Continuous Delivery Foundation. So that can be that governance body, which, which makes sure it's not a single company, it is to use modern technologies. So you, you, you just need something which is immutable, so it can't be changed. So you can rely on it. It has to have a strong transaction ledger so you can see all of the history of it. You can build up your software, build materials off of it, and it, it has to have a strong peer-to-peer architecture, so it can be sustained long term. >>Steven, you mentioned something I want to just get back to. You mentioned outages and disruption. I, you didn't, you didn't say just the outages, but this whole disruption angle is interesting if something happens. Talk about the impact of the developer. They stalled, inefficiencies create basically disruption. >>No, I mean, if, if, so, so if you think about most DevOps teams in big companies, they support hundreds or thousands of teams and an hour of outage. All those developers, they, they can't program, they can't work. And that's, that's a huge loss of productivity for the company. Now, if you, if you take that up a level when MPM goes down for an hour, how many millions of man hours are wasted by not being able to get your builds working by not being able to get your codes to compile. Like it's, it's >>Like, yeah, I mean, it's almost hard to fathom. I mean, everyone's, It's stopped. Exactly. It's literally like having the plug pulled >>Exactly on whenever you're working on, That's, that's the fundamental problem we're trying to solve. Is it, it needs to be on a, like a well supported, well architected peer to peer network with some strong backing from big companies. So the company is working on Persia, include J Frog, which who I work for, Docker, Oracle. We have Deploy hub, Huawei, a whole bunch of other folks who are also helping out. And when you look at all of those folks, they all have different interests, but it's designed in a way where no single party has control over the network. So really it's, it's a system system. You, you're not relying upon one company or one logo. You're relying upon a well-architected open source implementation that everyone can rely >>On. That's shared software, but it's kind of a fault tolerant feature too. It's like, okay, if something happens here, you have a distributed piece of it, decentralized, you're not gonna go down. You can remediate. All right, so where's this go next? I mean, cuz we've been talking about the role of developer. This needs to be a modern, I won't say modern upgrade, but like a modern workflow or value chain. What's your vision? How do you see that? Cuz you're the center of the CD foundation coming together. People are gonna be coalescing multiple groups. Yeah. >>What's the, No, I think this is a good point. So there, there's a, a lot of different continuous delivery, continuous integration technologies. We're actually, from a Linux Foundation standpoint, we're coalescing all the continued delivery events into one big conference >>Next. You just made an announcement about this earlier this week. Tell us about CD events. What's going on, what's in, what's in the cooker? >>Yeah, and I think one of the big announcements we had was the 0.1 release of CD events. And CD events allows you to take all these systems and connect them in an event scalable, event oriented architecture. The first integration is between Tecton and Capin. So now you can get CD events flowing cleanly between your, your continuous delivery and your observability. And this extends through your entire DevOps pipeline. We all, we all need a standards based framework Yep. For how we get all the disparate continuous integration, continuous delivery, observability systems to, to work together. That's also high performance. It scales with our needs and it, it kind of gives you a future architecture to build on top of. So a lot of the companies I was talking with at the CD summit Yeah. They were very excited about not only using this with the projects we announced, but using this internally as an architecture to build their own DevOps pipelines on. >>I bet that feels good to hear. >>Yeah, absolutely. Yeah. >>Yeah. You mentioned Teton, they just graduated. I saw how many projects have graduated? >>So we have two graduated projects right now. We have Jenkins, which is the first graduated project. Now Tecton is also graduated. And I think this shows that for Tecton it was, it was time, the very mature project, great support, getting a lot of users and having them join the set of graduated projects. And the continuous delivery foundation is a really strong portfolio. And we have a bunch of other projects which also are on their way towards graduation. >>Feels like a moment of social proof I bet. >>For you all. Yeah, yeah. Yeah. No, it's really good. Yeah. >>How long has the CD Foundation been around? >>The CD foundation has been around for, i, I won't wanna say the exact number of years, a few years now. >>Okay. >>But I, I think that it, it was formed because what we wanted is we wanted a foundation which was purpose built. So CNCF is a great foundation. It has a very large umbrella of projects and it takes kind of that big umbrella approach where a lot of different efforts are joining it, a lot of things are happening and you can get good traction, but it produces its own bottlenecks in process. Having a foundation which is just about continuous delivery caters to more of a DevOps, professional DevOps audience. I think this, this gives a good platform for best practices. We're working on a new CDF best practices Yeah. Guide. We're working when use cases with all the member companies. And it, it gives that thought leadership platform for continuous delivery, which you need to be an expert in that area >>And the best practices too. And to identify the issues. Because at the end of the day, with the big thing that's coming out of this is velocity and more developers coming on board. I mean, this is the big thing. More people doing more. Yeah. Well yeah, I mean you take this open source continuous thunder away, you have more developers coming in, they be more productive and then people are gonna even either on the DevOps side or on the straight AP upside. And this is gonna be a huge issue. And the other thing that comes out that I wanna get your thoughts on is the supply chain issue you talked about is hot verifications and certifications of code is such big issue. Can you share your thoughts on that? Because Yeah, this is become, I won't say a business model for some companies, but it's also becoming critical for security that codes verified. >>Yeah. Okay. So I, I think one of, one of the things which we're specifically doing with the Peria project, which is unique, is rather than distributing, for example, libraries that you developed on your laptop and compiled there, or maybe they were built on, you know, a runner somewhere like Travis CI or GitHub actions, all the libraries being distributed on Persia are built by the authorized nodes in the network. And then they're, they're verified across all of the authorized nodes. So you nice, you have a, a gar, the basic guarantee we're giving you is when you download something from the Peria network, you'll get exactly the same binary as if you built it yourself from source. >>So there's a lot of trust >>And, and transparency. Yeah, exactly. And if you remember back to like kind of the seminal project, which kicked off this whole supply chain security like, like whirlwind it was SolarWinds. Yeah. Yeah. And the exact problem they hit was the build ran, it produced a result, they modified the code of the bill of the resulting binary and then they signed it. So if you built with the same source and then you went through that same process a second time, you would've gotten a different result, which was a malicious pre right. Yeah. And it's very hard to risk take, to take a binary file Yep. And determine if there's malicious code in it. Cuz it's not like source code. You can't inspect it, you can't do a code audit. It's totally different. So I think we're solving a key part of this with Persia, where you're freeing open source projects from the possibility of having their binaries, their packages, their end reduces, tampered with. And also upstream from this, you do want to have verification of prs, people doing code reviews, making sure that they're looking at the source code. And I think there's a lot of good efforts going on in the open source security foundation. So I'm also on the governing board of Open ssf >>To Do you sleep? You have three jobs you've said on camera? No, I can't even imagine. Yeah. Didn't >>You just spin that out from this open source security? Is that the new one they >>Spun out? Yeah, So the Open Source Security foundation is one of the new Linux Foundation projects. They, they have been around for a couple years, but they did a big reboot last year around this time. And I think what they really did a good job of now is bringing all the industry players to the table, having dialogue with government agencies, figuring out like, what do we need to do to support open source projects? Is it more investment in memory, safe languages? Do we need to have more investment in, in code audits or like security reviews of opensource projects. Lot of things. And all of those things require money investments. And that's what all the companies, including Jay Frogger doing to advance open source supply chain security. I >>Mean, it's, it's really kind of interesting to watch some different demographics of the developers and the vendors and the customers. On one hand, if you're a hardware person company, you have, you talk zero trust your software, your top trust, so your trusted code, and you got zero trust. It's interesting, depending on where you're coming from, they're all trying to achieve the same thing. It means zero trust. Makes sense. But then also I got code, I I want trust. Trust and verified. So security is in everything now. So code. So how do you see that traversing over? Is it just semantics or what's your view on that? >>The, the right way of looking at security is from the standpoint of the hacker, because they're always looking for >>Well said, very well said, New >>Loop, hope, new loopholes, new exploits. And they're, they're very, very smart people. And I think when you, when you look some >>Of the smartest >>Yeah, yeah, yeah. I, I, I work with, well former hackers now, security researchers, >>They converted, they're >>Recruited. But when you look at them, there's like two main classes of like, like types of exploits. So some, some attacker groups. What they're looking for is they're looking for pulse zero days, CVEs, like existing vulnerabilities that they can exploit to break into systems. But there's an increasing number of attackers who are now on the opposite end of the spectrum. And what they're doing is they're creating their own exploits. So, oh, they're for example, putting malicious code into open source projects. Little >>Trojan horse status. Yeah. >>They're they're getting their little Trojan horses in. Yeah. Or they're finding supply chain attacks by maybe uploading a malicious library to NPM or to pii. And by creating these attacks, especially ones that start at the top of the supply chain, you have such a large reach. >>I was just gonna say, it could be a whole, almost gives me chills as we're talking about it, the systemic, So this is this >>Gnarly nation state attackers, like people who wanted serious >>Damages. Engineered hack just said they're high, highly funded. Highly skilled. Exactly. Highly agile, highly focused. >>Yes. >>Teams, team. Not in the teams. >>Yeah. And so, so one, one example of this, which actually netted quite a lot of money for the, for the hacker who exposed it was, you guys probably heard about this, but it was a, an attack where they uploaded a malicious library to npm with the same exact namespace as a corporate library and clever, >>Creepy. >>It's called a dependency injection attack. And what happens is if you, if you don't have the right sort of security package management guidelines inside your company, and it's just looking for the latest version of merging multiple repositories as like a, like a single view. A lot of companies were accidentally picking up the latest version, which was out in npm uploaded by Alex Spearson was the one who did the, the attack. And he simultaneously reported bug bounties on like a dozen different companies and netted 130 k. Wow. So like these sort of attacks that they're real Yep. They're exploitable. And the, the hackers >>Complex >>Are finding these sort of attacks now in our supply chain are the ones who really are the most dangerous. That's the biggest threat to us. >>Yeah. And we have stacker ones out there. You got a bunch of other services, the white hat hackers get the bounties. That's really important. All right. What's next? What's your vision of this show as we end Coan? What's the most important story coming outta Coan in your opinion? And what are you guys doing next? >>Well, I, I actually think this is, this is probably not what most hooks would say is the most exciting story to con, but I find this personally the best is >>I can't wait for this now. >>So, on, on Sunday, the CNCF ran the first kids' day. >>Oh. >>And so they had a, a free kids workshop for, you know, underprivileged kids for >>About, That's >>Detroit area. It was, it was taught by some of the folks from the CNCF community. So Arro, Eric hen my, my older daughter, Cassandra's also an instructor. So she also was teaching a raspberry pie workshop. >>Amazing. And she's >>Here and Yeah, Yeah. She's also here at the show. And when you think about it, you know, there's always, there's, there's, you know, hundreds of announcements this week, A lot of exciting technologies, some of which we've talked about. Yeah. But it's, it's really what matters is the community. >>It this is a community first event >>And the people, and like, if we're giving back to the community and helping Detroit's kids to get better at technology, to get educated, I think that it's a worthwhile for all of us to be here. >>What a beautiful way to close it. That is such, I'm so glad you brought that up and brought that to our attention. I wasn't aware of that. Did you know that was >>Happening, John? No, I know about that. Yeah. No, that was, And that's next generation too. And what we need, we need to get down into the elementary schools. We gotta get to the kids. They're all doing robotics club anyway in high school. Computer science is now, now a >>Sport, in my opinion. Well, I think that if you're in a privileged community, though, I don't think that every school's doing robotics. And >>That's why Well, Cal Poly, Cal Poly and the universities are stepping up and I think CNCF leadership is amazing here. And we need more of it. I mean, I'm, I'm bullish on this. I love it. And I think that's a really great story. No, >>I, I am. Absolutely. And, and it just goes to show how committed CNF is to community, Putting community first and Detroit. There has been such a celebration of Detroit this whole week. Stephen, thank you so much for joining us on the show. Best Wishes with the CD Foundation. John, thanks for the banter as always. And thank you for tuning in to us here live on the cube in Detroit, Michigan. I'm Savannah Peterson and we are having the best day. I hope you are too.

>>Good morning and welcome back to Detroit, Michigan. My name is Savannah Peterson and I'm here on set of the cube, my co-host John Farer. How you doing this morning, John? >>Doing great. Feeling fresh. Day two of three days of coverage, feeling >>Fresh. That is that for being in the heat of the conference. I love that attitude. It's gonna >>Be a great day today. We'll see you at the end of the day. Yeah, >>Well, we'll hold him to it. All right, everyone hold 'em accountable. Very excited to start the day off with an internet, a legend as well as a cube og. We are joined this morning by Matt Klein. Matt, welcome to the show. >>Thanks for having me. Good to see you. Yep. >>It's so, what's the vibe? Day two, Everyone's buzzing. What's got you excited at the show? You've been here before, but it's been three years you >>Mentioned. I, I was saying it's been three years since I've been to a conference, so it's been interesting for me to see what is, what is the same and what is different pre and post covid. But just really great to see everyone here again and nice to not be sitting in my home by myself. >>You know, Savannah said you're an OG and we were referring before we came on camera that you were your first came on the Cub in 2017, second Cuban event. But you were, I think, on the first wave of what I call the contributor momentum, where CNCF really got the traction. Yeah. You were at Lift, Envoy was contributed and that was really hyped up and I remember that vividly. It was day zero they called it back then. Yeah. And you got so much traction. People are totally into it. Yeah. Now we've got a lot of that going on now. Right. A lot of, lot of day Zero events. They call 'em co, co-located events. You got web assembly, a lot of other hype out there. What do you see out there that you like? How would you look at some of these other Sure. Communities that are developing, What's the landscape look like as you look out? Because Envoy set the table, what is now a standard >>Practice. Yeah. What's been so interesting for me just to come here to the conference is, you know, we open source Envoy in 2016. We donated in 2017. And as you mentioned at that time, Envoy was, you know, everyone wanted to talk about Envoy. And you know, much to my amazement, Envoy is now pervasive. I mean, it's used everywhere around the world. It's like, never in my wildest dreams would I have imagined that it would be so widely used. And it's almost gotten to the point where it's become boring. You know, It's just assumed that Envoy is, is everywhere. And now we're hearing a lot about Eeb p f and Web assembly and GI ops and you know, AI and a bunch of other things. So it's, it's actually great. It's made me very happy that it's become so pervasive, but it's also fun. Yeah. We mention to, to look around all other stuff >>Like congratulate. It's just a huge accomplishment really. I think it's gonna be historic, historical moment for the industry too. But I like how it progressed. I mean, I don't mind hype cycles as long as it's some vetting. Sure. Of course. You know, use cases that are clearly defined, but you gotta get that momentum in the community, but then you start gotta get down to, to business. Yep. So, so to speak and get it deployed, get traction. Yep. What should projects look like? And, and give us the update on Envoy. Cause you guys have a, a great use case of how you got traction. Right. Take us through some of the early days of what made Envoy successful in your opinion. Great question. >>Yeah. You know, I, I think Envoy is fairly unique around this conference in the sense that Envoy was developed by Lyft, which is an end user company. And many of the projects in this ecosystem, you know, no judgment, for better or worse, they are vendor backed. And I think that's a different delivery mechanism when it's coming from an end user where you're solving a, a particular business case. So Envoy was really developed for Lyft in a, you know, very early scaling days and just, you know, trying to help Lyft solve its business problems. So I think when Envoy was developed, we were, you know, scaling, we were falling over and actually many other companies were having similar problems. So I think Envoy became very widely deployed because many companies were having similar issues. So Envoy just became pervasive among lift peer companies. And then we saw a lot of vendor uptake in the service mesh space in the API gateway space among large internet providers. So, I I I, I think it's just, it's an interesting case because I think when you're solving real problems on the ground, in some ways it's easier to actually get adoption than if you're trying to develop it from a commercial backing. >>And that's the class, I mean, almost, It's almost like open source product market fit. It is in its own way. Cause you have a problem. Absolutely. Other people have the same problem finding >>Too. I mean, it's, it's designed thinking from >>A different, When, when I talk to people about open source, I like to tell people that I do not think it's any different than starting a company. I actually think it's all the same problems finding pro product, market fit, hiring, like finding contributors and maintainers, like doing PR and marketing. Yeah. Getting team together, traction, getting, getting funding. I mean, you have to have money to do all these things. Yeah. So I think a lot of people think of open source as I, I don't know, you know, this fantastic collaborative effort and, and it is that, but there's a lot more to it. Yeah. And it is much more akin to starting a >>Company. Let's, let's just look at that for a second. Cause I think that's a good point. And I was having a conversation in the hallway two nights ago on this exact point. If the power dynamics of a startup in the open source, as you point out, is just different, it's community based. So there are things you just gotta be mindful of. It's not top down. >>Exactly. It's not like, >>Right. You know, go take that hill. It's really consensus based, but it is a startup. All those elements are in place. Absolutely. You need leadership, you gotta have debates, alignment, commit, You gotta commit to a vision. Yep. You gotta make adjustments. Build the trajectory. So based on that, I mean, do you see more end user traction? Cause I was, we were talking also about Intuit, they donated some of their tow code R goes out there. Yep. R go see the CDR goes a service. Where's the end user contributions to these days? Do you feel like it's good, still healthy? >>I, I mean, I, I'm, I'm biased. I would like to see more. I think backstage outta Spotify is absolutely fantastic. That's an area just in terms of developer portals and developer efficiency that I think has been very underserved. So seeing Backstage come outta Spotify where they've used it for years, and I think we've already seen they had a huge date, you know, day one event. And I, I think we're gonna see a lot more out of that >>Coming from, I'm an end user, pretend I'm an end user, so pretend I have some code. I want to, Oh man, I'm scared. I don't am I'm gonna lose my competitive edge. What's the, how do you talk to the enterprise out there that might be thinking about putting their project out there for whether it's the benefit of the community, developing talent, developing the product? >>Sure. Yeah. I would say that I, I would ask everyone to think through all of the pros and cons of doing that because it's not for free. I mean, doing open source is costly. It takes developer time, you know, it takes management time, it takes budgeting dollars. But the benefits if successful can be huge, right? I mean, it can be just in terms of, you know, getting people into your company, getting users, getting more features, all of that. So I would always encourage everyone to take a very pragmatic and realistic view of, of what is required to make that happen. >>What was that decision like at Lyft >>When you I I'm gonna be honest, it was very naive. I I think we've, of that we think we need to know. No, just didn't know. Yeah. I think a lot of us, myself included, had very minimal open source experience. And had we known, or had I known what would've happened, I, I still would've done it. But I, I'm gonna be honest, the last seven years have aged me what I feel like is like 70 or a hundred. It's been a >>But you say you look out in the landscape, you gotta take pride, look at what's happened. Oh, it's, I mean, it's like you said, it >>Matured fantastic. I would not trade it for anything, but it has, it has been a journey. What >>Was the biggest surprise? What was the most eye opening thing about the journey for you? >>I, I think actually just the recognition of all of the non-technical things that go into making these things a success. I think at a conference like this, people think a lot about technology. It is a technology conference, but open source is business. It really is. I mean, it, it takes money to keep it going. It takes people to keep >>It going. You gotta sell people on the concepts. >>It takes leadership to keep it going. It takes internal, it takes marketing. Yeah. So for me, what was most eyeopening is over the last five to seven years, I feel like I actually have not developed very many, if any technical skills. But my general leadership skills, you know, that would be applicable again, to running a business have applied so well to, to >>Growing off, Hey, you put it out there, you hear driving the ship. It's good to do that. They need that. It really needs it. And the results speak for itself and congratulations. Yeah. Thank you. What's the update on the project? Give us an update because you're seeing, seeing a lot of infrastructure people having the same problem. Sure. But it's also, the environments are a little bit different. Some people have different architectures. Absolutely different, more cloud, less cloud edges exploding. Yeah. Where does Envoy fit into the landscape they've seen and what's the updates? You've got some new things going on. Give the updates on what's going on with the project Sure. And then how it sits in the ecosystem vis-a-vis what people may use it for. >>Yeah. So I'm, from a core project perspective, honestly, things have matured. Things have stabilized a bit. So a lot of what we focus on now are less Big bang features, but more table stakes. We spend a lot of time on security. We spend a lot of time on software supply chain. A topic that you're probably hearing a lot about at this conference. We have a lot of software supply chain issues. We have shipped Quicken HTB three over the last year. That's generally available. That's a new internet protocol still work happening on web assembly where ha doing a lot of work on our build and release pipeline. Again, you would think that's boring. Yeah. But a lot of people want, you know, packages for their fedora or their ADU or their Docker images. And that takes a lot of effort. So a lot of what we're doing now is more table stakes, just realizing that the project is used around the world very widely. >>Yeah. The thing that I'm most interested in is, we announced in the last six months a project called Envoy Gateway, which is layered on top of Envoy. And the goal of Envoy Gateway is to make it easier for people to run Envoy within Kubernetes. So essentially as an, as an ingress controller. And Envoy is a project historically, it is a very sophisticated piece of software, very complicated piece of software. It's not for everyone. And we want to provide Envoy Gateway as a way of onboarding more users into the Envoy ecosystem and making Envoy the, the default API gateway or edge proxy within Kubernetes. But in terms of use cases, we see Envoy pervasively with service mesh, API gateway, other types of low balancing cases. I mean, honestly, it's, it's all over the place at >>This point. I'm curious because you mentioned it's expanded beyond your wildest dreams. Yeah. And how could you have even imagined what Envoy was gonna do? Is there a use case or an application that really surprised you? >>You know, I've been asked that before and I, it's hard for me to answer that. It's, it's more that, I mean, for example, Envoy is used by basically every major internet company in China. I mean, like, wow. Everyone in China uses Envoy, like TikTok, like Alibaba. I mean like everyone, all >>The large sale, >>Everyone. You know, and it's used, it's used in the, I'm just, it's not just even the us. So I, I think the thing that has surprised me more than individual use cases is just the, the worldwide adoption. You know, that something could be be everywhere. And that I think, you know, when I open my phone and I'm opening all of these apps on my phone, 80 or 90% of them are going through Envoy in some form. Yeah. You know, it's, it's just that pervasive, I blow your mind a little bit sometimes >>That does, that's why you say plumber on your Twitter handle as your title. Cause you're working on all these things that are like really important substrate issues, Right. For scale, stability, growth. >>And, you know, to, I, I guess the only thing that I would add is, my goal for Envoy has always been that it is that boring, transparent piece of technology. Kind of similar to Linux. Linux is everywhere. Right? But no one really knows that they're using Linux. It's, it's justs like Intel inside, we're not paying attention. It's just there, there's >>A core group working on, if they have pride, they understand the mission, the importance of it, and they make their job is to make it invisible. >>Right. Exactly. >>And that's really ease of use. What's some of the ease of use sways and, and simplicity that you're working on, if you can talk about that. Because to be boring, you gotta be simpler and easier. All boring complex is unique is not boring. Complex is stressful. No, >>I I think we approach it in a couple different ways. One of them is that because we view Envoy as a, as a base technology in the ecosystem, we're starting to see, you know, not only vendors, but other open source projects that are being built on top of Envoy. So things like API Gateway, sorry, Envoy Gateway or you know, projects like Istio or all the other projects that are out there. They use Envoy as a component, but in some sense Envoy is a, as a transparent piece of that system. Yeah. So I'm a big believer in the ecosystem that we need to continue to make cloud native easier for, for end users. I still think it's too complicated. And so I think we're there, we're, we're pushing up the stack a bit. >>Yeah. And that brings up a good point. When you start seeing people building on top of things, right? That's enabling. So as you look at the enablement of Envoy, what are some of the things you see out on the horizon if you got the 20 mile stare out as you check these boring boxes, make it more plumbing, Right? Stable. You'll have a disruptive enabling platform. Yeah. What do you see out there? >>I am, you know, I, again, I'm not a big buzzword person, but, so some people call it serverless functions as a service, whatever. I'm a big believer in platforms in the sense that I really believe in the next 10 to 15 years, developers, they want to provide code. You know, they want to call APIs, they want to use pub subsystems, they want to use cas and databases. And honestly, they don't care about container scheduling or networking or load balancing or any of >>These things. It's handled in the os >>They just want it to be part of the operating system. Yeah, exactly. So I, I really believe that whether it's an open source or in cloud provider, you know, package solutions, that we're going to be just moving increasingly towards systems likes Lambda and Fargate and Google Cloud Run and Azure functions and all those kinds of things. And I think that when you do that much of the functionality that has historically powered this conference like Kubernetes and Onvoy, these become critical but transparent components that people don't, they're not really aware of >>At that point. Yeah. And I think that's a great call out because one of the things we're seeing is the market forces of, of this evolution, what you just said is what has to happen Yep. For digital transformation to, to get to its conclusion. Yep. Which means that everything doesn't have to serve the business, it is the business. Right. You know it in the old days. Yep. Engineers, they serve the business. Like what does that even mean? Yep. Now, right. Developers are the business, so they need that coding environment. So for your statement to happen, that simplicity in visibility calling is invisible os has to happen. So it brings up the question in open source, the trend is things always work itself out on the wash, as we say. So when you start having these debates and the alignment has to come at some point, you can't get to those that stay without some sort of defacto or consensus. Yep. And even standards, I'm not a big be around hardcore standards, but we can all agree and have consensus Sure. That will align behind, say Kubernetes, It's Kubernetes a standard. It's not like an i e you know, but this next, what, what's your reaction to this? Because this alignment has to come after debate. So all the process contending for I am the this of that. >>Yeah. I'm a look, I mean, I totally see the value in like i e e standards and, and there's a place for that. At the same time, for me personally as a technologist, as an engineer, I prefer to let the, the market as it were sort out what are the defacto standards. So for example, at least with Envoy, Envoy has an API that we call Xds. Xds is now used beyond Envoy. It's used by gc, it's used by proprietary systems. And I'm a big believer that actually Envoy in its form is probably gonna go away before Xds goes away. So in some ways Xds has become a defacto standard. It's not an i e e standard. Yeah. We, we, we have been asked about whether we should do that. Yeah. But I just, I I think the >>It becomes a component. >>It becomes a component. Yeah. And then I think people gravitate towards these things that become de facto standards. And I guess I would rather let the people on the show floor decide what are the standards than have, you know, 10 people sitting in a room figure out >>The community define standards versus organizational institutional defined standards. >>And they both have places a >>Hundred percent. Yeah, sure. And, and there's social proof in both of them. Yep. >>Frankly, >>And we were saying on the cube that we believe that the developers will decide the standard. Sure. Because that's what you're basically saying. They're deciding what they do with their code. Right. And over time, as people realize the trade of, hey, if everyone's coding this right. And makes my life easier to get to that state of nirvana and enlightenment, as we would say. Yeah. Yeah. >>Starting strong this morning. John, I I love this. I'm curious, you mentioned Backstage by Spotify wonderful example. Do you think that this is a trend we're gonna see with more end users >>Creating open source projects? Like I, you know, I hope so. The flip side of that, and as we all know, we're entering an uncertain economic time and it can be hard to justify the effort that it takes to do it well. And what I typically counsel people when they are about to open source something is don't do it unless you're ready to commit the resources. Because opensourcing something and not supporting it. Yeah. I actually can be think, I think it'd be worse. >>It's an, it's insult that people, you're asking to commit to something. Exactly. Needs of time, need the money investment, you gotta go all in and push. >>So I, so I very much want to see it and, and I want to encourage that here, but it's hard for me to look into the crystal ball and know, you know, whether it's gonna happen more >>Or less at what point there were, are there too many projects? You know, I mean, but I'm not, I mean this in, in a, in a negative way. I mean it more in the way of, you know, you mentioned supply chain. We were riffing on the cube about at some point there's gonna be so much code open source continuing thundering away with, with the value that you're just gluing things. Right. I don't need the code, this code there. Okay. What's in the code? Okay. Maybe automation can help out on supply chain. Yeah. But ultimately composability is the new >>Right? It is. Yeah. And, and I think that's always going to be the case. Case. Good thing. It is good thing. And I, I think that's just, that's just the way of things for sure. >>So no code will be, >>I think, I think we're seeing a lot of no code situations that are working great for people. And, and, but this is actually really no different than my, than my serverless arguing from before. Just as a, as a, a slight digression. I'm building something new right now and you know, we're using cloud native technologies and all this stuff and it's still, >>What are you building? >>Even as a I'm, I'm gonna keep that, I'm gonna keep that secret. I know I'm, but >>We'll find out on Twitter. We're gonna find out now that we know it. Okay. Keep on mystery. You open that door. We're going down see in a couple weeks. >>Front >>Page is still an angle. >>But I, I was just gonna say that, you know, and I consider myself, you know, you're building something, I'm, I see myself an expert in the cloud native space. It's still difficult, It's difficult to, to pull together these technologies and I think that we will continue to make it easier for people. >>What's the biggest difficulties? Can you give us some examples? >>Well, just, I mean, we still live in a big mess of yammel, right? Is a, there's a, there's a lot of yaml out there. And I think just wrangling all of that in these systems, there's still a lot of cobbling together where I think that there can be unified platforms that make it easier for us to focus on our application logic. >>Yeah. I gotta ask you a question cuz I've talked to college kids all the time. My son's a junior in CS and he's, you know, he's coding away. What would you, how does a student or someone who's learning figure out where, who they are? Because there's now, you know, you're either into the infrastructure under the hood Yeah. Or you're, cuz that's coding there option now coding the way your infrastructure people are working on say the boring stuff so everyone else can have ease of use. And then what is just, I wanna just code, there's two types of personas. How does someone know who they are? >>My, when I give people career advice, my biggest piece of advice to them is in the first five to seven to 10 years of their career, I encourage people to do different things like every say one to two to three years. And that doesn't mean like quitting companies and changing companies, it could mean, you know, within a company that they join doing different teams, you know, working on front end versus back end. Because honestly I think people don't know. I think it's actually very, Yeah. Our industry is so broad. Yeah. That I think it's almost impossible to >>Know. You gotta get your hands dirty to jump >>In order to know what you like. And for me, in my career, you know, I've dabbled in different areas, but I've always come back to infrastructure, you know, that that's what I enjoy >>The most. Okay. You gotta, you gotta taste everything. See what you, what >>You like. Exactly. >>Right. Last question for you, Matt. It's been three years since you were here. Yep. What do you hope that we're able to say next year? That we can't say this year? Hmm. Beyond the secrets of your project, which hopefully we will definitely be discussing then. >>You know, I I, I don't have anything in particular. I would just say that I would like to see more movement towards projects that are synthesizing and making it easier to use a lot of the existing projects that we have today. So for example, I'm, I'm very bullish on backstage. Like I, I've, I've always said that we need better developer UIs that are not CLIs. Like I know it's a general perception among many people. Totally agree with you. Frankly, you're not a real systems engineer unless you type on the command line. I, I think better user interfaces are better for humans. Yep. So just for a project like Backstage to be more integrated with the rest of the projects, whether that be Envo or Kubernete or Argo or Flagger. I, I just, I think there's tremendous potential for further integration of some >>Of these projects. It just composability That makes total sense. Yep. Yep. You're, you're op you're operating and composing. >>Yep. And there's no reason that user experience can't be better. And then more people can create and build. So I think it's awesome. Matt, thank you so much. Thank you. Yeah, this has been fantastic. Be sure and check out Matt on Twitter to find out what that next secret project is. John, thank you for joining me this morning. My name is Savannah Peterson and we'll be here all day live from the cube. We hope you'll be joining us throughout the evening until a happy hour today. Thanks for coming. Thanks for coming. Thanks for watching.

>>Hello and welcome back to the live coverage of the Cube here. Live in Detroit, Michigan for Cub Con, our seventh year covering all seven years. The cube has been here. M John Fur, host of the Cube, co-founder of the Cube. I'm here with Lisa Mart, my co-host, and our new host, Savannah Peterson. Great to see you guys. We're wrapping up day one of three days of coverage, and our guest analyst is Sario Wall, who's the cube analyst who's gonna give us his report. He's been out all day, ear to the ground in the sessions, peeking in, sneaking in, crashing him, getting all the data. Great to see you, Sarvi. Lisa Savannah, let's wrap this puppy up. >>I am so excited to be here. My first coupon with the cube and being here with you and Lisa has just been a treat. I can't wait to hear what you have to say in on the report side. And I mean, I have just been reflecting, it was last year's coupon that brought me to you, so I feel so lucky. So much can change in a year, folks. You never know where you're be. Wherever you're sitting today, you could be living your dreams in just a few >>Months. Lisa, so much has changed. I mean, just look at the past this year. Events we're back in person. Yeah. Yep. This is a big team here. They're still wearing masks, although we can take 'em off with a cube. But mask requirement. Tech has changed. Conversations are upleveling, skill gaps still there. So much has changed. >>So much has changed. There's so much evolution and so much innovation that we've also seen. You know, we started out the keynote this morning, standing room. Only thousands of people are here. Even though there's a mass requirement, the community that is CNCF Co Con is stronger than I, stronger than I saw it last year. This is only my second co con. But the collaboration, what they've done, their devotion to the maintainers, their devotion to really finding mentors for mentees was really a strong message this morning. And we heard a >>Lot of that today. And it's going beyond Kubernetes, even though it's called co con. I also call it cloud native con, which I think we'll probably end up being the name because at the end of day, the cloud native scaling, you're starting to see the pressure points. You're start to see where things are breaking, where automation's coming in, breaking in a good way. And we're gonna break it all down Again. So much going on again, I've overs gonna be in charge. Digital is transformation. If you take it to its conclusion, then you will see that the developers are running the business. It isn't a department, it's not serving the business, it is the business. If that's the case, everything has to change. And we're, we're happy to have Sarib here with us Cube analysts on the badge. I saw that with the press pass. Well, >>Thank you. Thanks for getting me that badge. So I'm here with you guys and >>Well, you got a rapport. Let's get into it. You, I >>Know. Let's hear what you gotta say. I'm excited. >>Yeah. Went around, actually attend some sessions and, and with the analysts were sitting in, in the media slash press, and I spoke to some people at their booth and the, there are a few, few patterns, you know, which are, some are the exaggeration of existing patterns or some are kind of new patterns emerging. So things are getting complex in open source. The lawn more projects, right. They have, the CNCF has graduated some projects even after graduation, they're, they're exploring, right? Kubernetes is one of those projects which has graduated. And on that front, just a side note, the new projects where, which are entering the cncf, they're the, we, we gotta see that process and the three stages and all that stuff. I tweeted all day long, if you wanna know what it is, you can look at my tweets. But when I will look, actually write right on that actually after, after the show ends, what, what I saw there, these new projects need to be curated properly. >>I think they need to be weed. There's a lot of noise in these projects. There's a lot of overlap. So the, the work is cut out for CNCF folks, by the way. They're sort of managerial committee or whatever you call that. The, the people who are leading it, they're try, I think they're doing their best and they're doing a good job of that. And another thing actually, I really liked in the morning's keynote was that lot of women on the stage and minorities represented. I loved it, to be honest with you. So believe me, I'm a minority even though I'm Indian, but from India, I'm a minority. So people who have Punjab either know that I'm a minority, so I, I understand their pain and how hard it is to, to break through the ceiling and all that. So I love that part as well. Yeah, the >>Activity is clear. Yeah. From day one. It's in the, it's in the dna. I mean, they'll reject anything that the opposite >>Representation too. I mean, it's not just that everyone's invited, it's they're celebrated and that's a very big difference. Yeah. It's, you see conferences offer discounts for women for tickets or minorities, but you don't necessarily see them put them running where their mouth is actually recruit the right women to be on stage. Right. Something you know a little bit about John >>Diversity brings better outcomes, better product perspectives. The product is better with all the perspectives involved. Percent, it might go a little slower, maybe a little debates, but it's all good. I mean, it's, to me, the better product comes when everyone's in. >>I hope you didn't just imply that women would make society. So >>I think John men, like slower means a slower, >>More diversity, more debate, >>The worst. Bringing the diversity into picture >>Wine. That's, that's how good groups, which is, which is >>Great. I mean, yeah, yeah, >>Yeah, yeah. I, I take that mulligan back and say, hey, you knows >>That's >>Just, it's gonna go so much faster and better and cheaper, but that not diversity. Absolutely. >>Yes. Well, you make better products faster because you have a variety >>Of perspectives. The bigger the group, there's more debate. More debate is key. But the key to success is aligning and committing. Absolutely. Once you have that, and that's what open sources has been about for. Oh God, yeah. Generations >>Has been a huge theme in the >>Show generations. All right, so, so, >>So you have to add another, like another important, so observation if you will, is that the security is, is paramount right. Requirement, especially for open source. There was a stat which was presented in the morning that 60% of the projects in under CNCF have more vulnerabilities today than they had last year. So that was, That's shocking actually. It's a big jump. It's a big jump. Like big jump means jump, jump means like it can be from from 40 to 60 or or 50 or 60. But still that percentage is high. What, what that means is that lot more people are contributing. It's very sort of di carmic or ironic that we say like, Oh this project has 10,000 contributors. Is that a good thing? Right. We do. Do we know the quality of that, where they're coming from? Are there any back doors being, you know, open there? How stringent is the process of rolling those things, which are being checked in, into production? You know, who is doing that? I've >>Wondered about that. Yeah. The quantity, quality, efficacy game. Yes. And what a balance that must be for someone like CNCF putting in the structure to try and >>That's >>Hard. Curate and regulate and, and you know, provide some bumpers on the bowling lane, so to speak, of, of all of these projects. Yeah. >>Yeah. We thought if anybody thought that the innovation coming from, or the number of services coming from AWS or Google Cloud or likes of them is overwhelming, look at open source, it's even more >>Overwhelming. What's your take on the supply chain discussion? More code more happening. What are you hearing there? >>The supply chain from the software? Yeah. >>Supply chain software, supply chain security pays. Are people talking about that? What are you >>Seeing? Yeah, actually people are talking about that. The creation, the curation, not creation. Curation of suppliers of software I think is best done in the cloud. Marketplaces Ive call biased or what, you know, but curation of open source is hard. It's hard to know which project to pick. It's hard to know which project will pan out. Many of the good projects don't see the day light of the day, but some decent ones like it becomes >>A marketing problem. Exactly. The more you have out there. Exactly. The more you gotta get above the noise. Exactly. And the noise echo that. And you got, you got GitHub stars, you got contributors, you have vanity metrics now coming in to this that are influencing what's real. But sometimes the best project could have smaller groups. >>Yeah, exactly. And another controversial thing a little bit I will say that is that there's a economics of the practitioner, right? I usually talk about that and economics of the, the enterprise, right? So practitioners in our world, in software world especially right in systems world, practitioners are changing jobs every two to three years. And number of developers doubles every three years. That's the stat I've seen from Uncle Bob. He's authority on that software side of things. Wow. So that means there's a lot more new entrance that means a lot of churn. So who is watching out for the enterprise enterprises economics, You know, like are we creating stable enterprises? How stable are our operations? On a side note to that, most of us see the software as like one band, which is not true. When we talk about all these roles and personas, somebody's writing software for, for core layer, which is the infrastructure part. Somebody's writing business applications, somebody's writing, you know, systems of bracket, some somebody's writing systems of differentiation. We talk about those things. We need to distinguish between those and have principle based technology consumption, which I usually write about in our Oh, >>So bottom line in Europe about it, in your opinion. Yeah. What's the top story here at coupon? >>Top story is >>Headline. Yeah, >>The, the headline. Okay. The open source cannot be ignored. That's a headline. >>And what should people be paying attention to if there's a trend coming out? See any kind of trends coming out or any kind of signal, What, what do you see that people should pay attention to here? The put top >>Two, three things. The signal is that, that if you are a big shop, like you'd need to assess your like capacity to absorb open source. You need to be certain size to absorb the open source. If you are below that threshold, I mean we can talk about that at some other time. Like what is that threshold? I will suggest you to go with the managed services from somebody, whoever is providing those managed services around open source. So manage es, right? So from, take it from aws, Google Cloud or Azure or IBM or anybody, right? So use open source as managed offering rather than doing it yourself. Because doing it yourself is a lot more heavy lifting. >>I I, >>There's so many thoughts coming, right? >>Mind it's, >>So I gotta ask you, what's your rapport? You have some swag, What's the swag look >>Like to you? I do. Just as serious of a report as you do on the to floor, but I do, so you know, I come from a marketing background and as I, I know that Lisa does as well. And one of the things that I think about that we touched on in this is, is you know, canceling the noise or standing out from the noise and, and on a show floor, that's actually a huge challenge for these startups, especially when you're up against a rancher or companies or a Cisco with a very large budget. And let's say you've only got a couple grand for an activation here. Like most of my clients, that's how I ended up in the CU County ecosystem, was here with the A client before. So there actually was a booth over there and I, they didn't quite catch me enough, but they had noise canceling headphones. >>So if you just wanted to take a minute on the show floor and just not hear anything, which I thought was a little bit clever, but gonna take you through some of my favorite swag from today and to all the vendors, you know, this is why you should really put some thought into your swag. You never know when you're gonna end up on the cube. So since most swag is injection molded plastic that's gonna end up in the landfill, I really appreciate that garden has given all of us a potable plant. And even the packaging is plantable, which is very exciting. So most sustainable swag goes to garden. Well done >>Rep replicated, I believe is their name. They do a really good job every year. They had some very funny pins that say a word that, I'm not gonna say live on television, but they have created, they brought two things for us, yet it's replicated little etch sketch for your inner child, which is very nice. And given that we are in Detroit, we are in Motor City, we are in the home of Ford. We had Ford on the show. I love that they have done the custom K eight s key chains in the blue oval logo. Like >>Fords right behind us by the way, and are on you >>Interviewed, we had 'em on earlier GitLab taking it one level more personal and actually giving out digital portraits today. Nice. Cool. Which is quite fun. Get lap house multiple booths here. They actually IPOed while they were on the show floor at CubeCon 2021, which is fun to see that whole gang again. And then last but not least, really embracing the ship wheel logo of a Kubernetes is the robusta accrue that is giving out bucket hats. And if you check out my Twitter at sabba Savvy, you can see me holding the ship wheel that they're letting everyone pose with. So we are all in on Kubernetes. That cove gone 2022, that's for sure. Yeah. >>And this is something, day one guys, we've got three. >>I wanna get one of those >>Hats. We we need to, we need a group photo >>By the end of Friday we will have a beverage and hats on to sign off. That's, that's my word. If I can convince John, >>Don, what's your takeaway? You guys did a great kind of kickoff about last week or so about what you were excited about, what your thoughts were going to be. We're only on day one, There's been thousands of people here, we've had great conversations with contributors, the community. What's your take on day one? What's your, what's your tagline? >>Well, Savannah and I had at we up, we, we were talking about what we might see and I think we, we were right. I think we had it right. There's gonna be a lot more people than there were last year. Okay, check. That's definitely true. We're in >>Person, which >>Is refreshing. I was very surprised about the mask mandate that kind of caught me up guard. I was major. Yeah. Cause I've been comfortable without the mask. I'm not a mask person, but I had to wear it and I was like, ah, mask. But I understand I support that. But whatever. It's >>Corporate travel policy. So you know, that's what it is. >>And then, you know, they, I thought that they did an okay job with the gates, but they wasn't slow like last time. But on the content side, definitely Kubernetes security, top line headline, Kubernetes at scale security, that's, that's to me the bumper sticker top things to pay attention to the supply chain and the role of docker and the web assembly was a surprise. You're starting to see containers ecosystem coming back to, I won't say tension growth in the functionality of containers cuz they have to solve the security problem in the container images. Okay, you got scanning technology so it's a little bit in the weeds, but there's a huge movement going on to fix that problem to scale it so it's not a problem area contain. And then Dr sent a great job with productivity interviews. Scott Johnston over a hundred million in revenue so far. That's my number. They have not publicly said that. That's what I'm reporting from sources extremely well financially. And they, and they love their business model. They make productivity for developers. That's a scoop. That's new >>Information. That's a nice scoop we just dropped there on the co casually. >>You're watching that. Pay attention to that. But that, that's proof. But guess what, Red Hat's got developers too. Yes. Other people have to, So developers gonna go where it's the best. Yeah. Developers are voting with their code, they're voting with their feet. You will see the winners with the developers and that's what we've talked about. >>Well and the companies are catering to the developers. Savannah and I had a great conversation with Ford. Yeah. You saw, you showed their fantastic swag was an E for Ev right behind us. They were talking about the, all the cultural changes that they've really focused on to cater towards the developers. The developers becoming the influencers as you say. But to see a company that is as, as historied as Ford Motor Company and what they're doing to attract and retain developer talent was impressive. And honestly that surprised me. Yeah. >>And their head of deb relations has been working for, for, for 29 years. Which I mean first of all, most companies on the show floor haven't been around for 29 years. Right. But what I love is when you put community first, you get employees to stick around. And I think community is one of the biggest themes here at Cuco. >>Great. My, my favorite story that surprised me and was cool was the Red Hat Lockheed Martin interview where they had edge deployments with micro edge, >>Micro shift, >>Micro >>Shift, new projects under, there's, there are three new projects under, >>Under that was so, so cool because it was an edge story in deployment for the military where lives are on the line, they actually had it working. That is a real world example of Kubernetes and tech orchestrating to deploy the industrial edge. And I think that's proof in my mind that Kubernetes and this ecosystem is gonna move faster through this next wave of growth. Because once things start clicking, you get hybrid on premise to super cloud and edge. That was, that was my favorite cause it was real. That was real >>Story that it can make is literally life and death on the battlefield. Yeah, that was amazing. With what they're doing and what >>They're talking check out the Lockheed Martin Red Hat edge story on Silicon Angle and then a press release all pillar. >>Yeah. Another actually it's impressive, which we knew this which is happening, but I didn't know that it was happening at this scale is the finops. The finops is, I saw your is a discipline which most companies are adopting bigger companies, which are spending like hundreds of millions dollars in cloud average. Si a team size of finops for finops is seven people. And average number of tools is I think 3.5 or around 3.7 or something like that. Average number of tools they use to control the cost. So finops is a very generic term for years. It's not financial operations, it's the financial operations for the cloud cost, you know, containing the cloud costs. So that's a finops that is a very emerging sort of discipline >>To keep an eye on. And well, not only is that important, I talked to, well one of the principles over there, it's growing and they have real big players in that foundation. Their, their events are highly attended. It's super important. It's just, it's the cost side of cloud. And, and of course, you know, everyone wants to know what's going on. No one wants to leave there. Their Amazon on Yeah, you wanna leave the lights on the cloud, as we always say, you never know what the bill's gonna look like. >>The cloud is gonna reach $3 billion in next few years. So we might as well control the cost there. Yeah, >>It was, it was funny to get the reaction I found, I don't know if I was, how I react, I dunno how I felt. But we, we did introduce Super Cloud to a couple of guests and a, there were a couple reactions, a couple drawn. There was a couple, right. There was a couple, couple reactions. And what I love about the super cloud is that some people are like, oh, cringing. And some people are like, yeah, go. So it's a, it's a solid debate. It is solid. I saw more in the segments that I did with you together. People leaning in. Yeah. Super fun. We had a couple sum up, we had a couple, we had a couple cringes, I'll say their names, but I'll go back and make sure I, >>I think people >>Get 'em later. I think people, >>I think people cringe on the, on the term not on the idea. Yeah. You know, so the whole idea is that we are building top of the cloud >>And then so I mean you're gonna like this, I did successfully introduce here on the cube, a new term called architectural list. He did? That's right. Okay. And I wanna thank Charles Fitzgerald for that cuz he called super cloud architectural list. And that's exactly the point of super cloud. If you have a great coding environment, you shouldn't have to do an architecture to do. You should code and let the architecture of the Super cloud make it happen. And of course Brian Gracely, who will be on tomorrow at his cloud cast said Super Cloud enables super services. Super Cloud enables what Super services, super service. The microservices underneath the covers have to be different. High performing, automated. So again, the debate and Susan, the goal is to keep it open. And that's our, that's our goal. But we had a lot of fun with that. It was fun to poke the bear a little bit. So >>What is interesting to see just how people respond to it too, with you throwing it out there so consistently, >>You wanna poke the bear, get a conversation going, you know, let let it go. We'll see, it's been positive so far. >>There, there I had a discussion outside somebody who is from Ford but not attending this conference and they have been there for a while. I, I just some moment hit like me, like I said, people, okay, technologists are horizontal, the codes are horizontal. They will go from four to GM to Chrysler to Bank of America to, you know, GE whatever, you know, like cross vertical within vertical different vendors. So, but the culture of a company is local, right? Right. Ford has been building cars for forever. They sort of democratize it. They commercialize it, right? But they have some intense culture. It's hard to change those cultures. And how do we bring in the new thinking? What is, what approach that should be? Is it a sandbox approach for like putting new sensors on the car? They have to compete with te likes our Tesla, right? Yeah. But they cannot, if they are afraid of deluding their existing market or they're afraid of failure there, right? So it's very >>Tricky. Great stuff. Sorry. Great to have you on as our cube analyst breaking down the stories. We'll document that, that we'll roll out a post on it. Lisa Savannah, let's wrap up the show for day one. We got day two and three. We'll start with you. What's your summary? Quick bumper sticker. What's today's show all about? >>I'm a community first gal and this entire experience is about community and it's really nice to see the community come together, celebrate that, share ideas, and to have our community together on stage. >>Yeah. To me, to me it was all real. It's happening. Kubernetes cloud native at scale, it's happening, it's real. And we see proof points and we're gonna have faster time to value. It's gonna accelerate faster from here. >>The proof points, the impact is real. And we saw that in some amazing stories. And this is just a one of the cubes >>Coverage. Ib final word on this segment was well >>Said Lisa. Yeah, I, I think I, I would repeat what I said. I got eight, nine years back at a rack space conference. Open source is amazing for one biggest reason. It gives the ability to the developing nations to be at somewhat at par where the dev develop nations and, and those people to lift up their masses through the automation. Cuz when automation happens, the corruption goes down and the economy blossoms. And I think it's great and, and we need to do more in it, but we have to be careful about the supply chains around the software so that, so our systems are secure and they are robust. Yeah, >>That's it. Okay. To me for SAR B and my two great co-host, Lisa Martin, Savannah Peterson. I'm John Furry. You're watching the Cube Day one in, in the Books. We'll see you tomorrow, day two Cuban Cloud Native live in Detroit. Thanks for watching.

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

>>Hello everyone. My name is Savannah Peterson, coming to you live from the Kim Con Show floor on the cube here in Detroit, Michigan. The energy is pulsing big event for the Cloud Native Foundation, and I'm joined by John Furrier on my left. John. Hello. >>Great, great, great to have you on the cube. Thanks for being our new host. You look great, Great segment coming up. I'm looking forward to this. Savannah, this is a great segment. A cube alumni, an OG in the cloud, native world or cloud aati. I, as I call it, been there, done that. A lot of respect, a lot of doing some really amazing, I call it the super cloud holy grail. But we'll see >>Your favorite word, >>This favorite word, It's a really strong segment. Looking forward to hearing from this guest. >>Yes, I am very excited and I'm gonna let him tee it up a little bit. But our guest and his project were actually mentioned in the opening keynote this morning, which is very, very exciting. Ladies and gentlemen, please welcome Baam Tobar Baam, thanks for being here with >>Us. Thank you guys. So good to be back here on the show and, and this exciting energy around us. So it was super, super awesome to be here. >>Yeah, it feels great. So let's start with the opening keynote. Did you know you were gonna get that shout out? >>No, not at all. I, it was, it was really cool to see, you know, I think Cruz was up there talking about how they were building their own platform for autonomous cars and what's running behind it. And they mentioned all these projects and you know, we were like, Wow, that sounds super familiar. And then, then, and then they said, Okay, yeah, we we're, you know, cross plane. They mentioned cross plane, they mentioned, Upbound mentioned the work that we're doing in this space to help folks effectively run, you know, their own layer on top of cloud computing. >>And then Tom, we've known each other, >>We're gonna do a bingo super cloud. So how many times is this Super cloud? So >>Super Cloud is super services, super apps around us. He enables a lot of great things that Brian Grace had a great podcast this week on super services. So it's super, super exciting, >>Super great time on the queue. Super, >>Super >>Cloud conversation. All seriously. Now we've known each other for a long time. You've been to every cub com, you've been in open source, you've seen the seen where it's been, where it is now. Super exciting that in mainstream conversations we're talking about super cloud extractions and around interoperability. Things that were once like really hard to do back, even back on the opens stack days. Now we're at a primetime spot where the control plane, the data planes are in play as a viable architectural component of all the biggest conversations. Yeah, you're in the middle of it. What's your take on it? Give some perspective of why this is so important. >>I mean, look, the key here is to standardize, right? Get to standardization, right? And, and what we saw, like early days of cloud native, it was mostly around Kubernetes, but it was Kubernetes as a, you know, essentially a container orchestrator, the container of wars, Docker, Mesos, et cetera. And then Kubernetes emerged as a, a, the winner in containers, right? But containers is a workload, one kind of workload. It's, I run containers on it, not everything's containers, right? And the, you know, what we're seeing now is the Kubernetes API is emerging as a way to standardize on literally everything in cloud. Not just containers, but you know, VMs, serverless, Lambda, et cetera, storage databases that all using a common approach, a common API layer, a common way to do access control, a common way to do policy, all built around open source projects and you know, the cloud data of ecosystem that you were seeing around here. And that's exciting cuz we've, for the first time we're arriving at some kind of standardization. >>Every major inflection point has this defacto standard evolution, then it becomes kind of commonplace. Great. I agree with Kubernetes. The question I wanted to ask you is what's the impact to the DevOps community? DevSecOps absolutely dominated the playbook, if you will. Developers we're saying we'll run companies cuz they'll be running the applications. It's not a department anymore. Yes, it is the business. If you believe the digital transformation finds its final conclusion, which it will at some point. So more developers doing more, ask more stuff. >>Look, if you, I'd be hard pressed to find somebody that's has a title of DevOps or SRE that can't at least spell Kubernetes, if not running in production, right? And so from that perspective, I think this is a welcome change. Standardize on something that's already familiar to everyone is actually really powerful. They don't have to go, Okay, we learned Kubernetes, now you guys are taking us down a different path of standardization. Or something else has emerged. It's the same thing. It's like we have what, eight years now of cloud native roughly. And, and people in the DevOps space welcome a change where they are basically standardizing on things that are working right? They're actually working right? And they could be used in more use cases, in more scenarios than they're actually, you know, become versatile. They become, you know, ubiquitous as >>You will take a minute to just explain what you guys are selling and doing. What's the product, what's the traction, why are people using you? What's the big, big mo position value statement you guys think? >>Yeah, so, so, so the, my company's called Upbound and where the, where the folks behind the, the cross plane project and cross plane is effective, takes Kubernetes and extends it to beyond containers and to ev managing everything in cloud, right? So if you think about that, if you love the model where you're like, I, I go to Kubernetes cluster and I tell it to run a bunch of containers and it does it for me and I walk away, you can do that for the rest of the surface area of cloud, including your VMs and your storage and across cloud vendors, hybrid models, All of it works in a consistent standardized way, you know, using crossline, right? And I found >>What do you solve? What do you solve or eliminate? What happens? Why does this work? Are you replacing something? Are you extracting away something? Are you changing >>Something? I think we're layering on top of things that people have, right? So, so you'll see people are organized differently. We see a common pattern now where there's shared services teams or platform teams as you hear within enterprises that are responsible for basically managing infrastructure and offering a self-service experience to developers, right? Those teams are all about standardization. They're all about creating things that help them reduce the toil, manage things in a common way, and then offer self-service abstractions to their, you know, developers and customers. So they don't have to be in the middle of every request. Things can go faster. We're seeing a pattern now where the, these teams are standardizing on the Kubernetes API or standardizing on cross plane and standardizing on things that make their life easier, right? They don't have to replace what they're doing, they just have to layer and use it. And I layer it's probably a, an opening for you that makes it sound >>More complex, I think, than what you're actually trying to do. I mean, you as a company are all about velocity as an ethos, which I think is great. Do you think that standardization is the key in increasing velocity for teams leveraging both cross claim, Kubernetes? Anyone here? >>Look, I mean, everybody's trying to achieve the same thing. Everybody wants to go faster, they want to innovate faster. They don't want tech to be the friction to innovation, right? Right. They want, they wanna go from feature to production in minutes, right? And so, or less to that extent, standardization is a way to achieve that. It's not the only way to achieve that. It's, it's means to achieve that. And if you've standardized, that means that less people are involved. You can automate more, you can st you can centralize. And by doing that, that means you can innovate faster. And if you don't innovate these days, you're in trouble. Yeah. You're outta business. >>Do you think that, so Kubernetes has a bit of a reputation for complexity. You're obviously creating a tool that makes things easier as you apply Kubernetes outside just an orchestration and container environment. Do you, what do you see those advantages being across the spectrum of tools that people are leveraging you >>For? Yeah, I mean, look, if Kubernetes is a platform, right? To build other things on top of, and as a, as a result, it's something that's used to kind of on the back end. Like you would never, you should put something in front of Kubernetes as an application model or consumption interface of portals or Right, Yeah. To give zero teams. But you should still capture all your policies, you know, automation and compliance governance at the Kubernetes layer, right? At the, or with cross plane at that layer as well, right? Right. And so if you follow that model, you can get the best of world both worlds. You standardize, you centralize, you are able to have, you know, common controls and policies and everything else, but you can expose something that's a dev friendly experience on top of as well. So you get the both, both the best of both worlds. >>So the problem with infrastructure is code you're saying is, is that it's not this new layer to go across environments. Does that? No, >>Infrastructure is code works slightly differently. I mean, you, you can, you can write, you know, infrastructures, codes using whatever tooling you like to go across environments. The problem with is that everybody has to learn a specific language or has to work with understanding the constructs. There's the beauty of the Kubernetes based approach and the cross playing best approach is that it puts APIs first, right? It's basically saying, look, kind of like the API meant that it, that led to AWS being created, right? Teams should interact with APIs. They're super strong contracts, right? They're visionable. Yeah. And if you, if you do that and that's kind of the power of this approach, then you can actually reach a really high level of automation and a really high level of >>Innovation. And this also just not to bring in the clouds here, but this might bring up the idea that common services create interoperability, but yet the hyper scale clouds could still differentiate on value very much faster processors if it's silicon to better functions if glam, right? I mean, so there's still, it's not killing innovation. >>It is not, And in fact I, you know, this idea of building something that looks like the lowest common denominator across clouds, we don't actually see that in practice, right? People want, people want to use the best services available to them because they don't have time to go, you know, build portability layers and everything else. But they still, even in that model want to standardize on how to call these services, how to set policy on them, how to set access control, how to actually invoke them. If you can standardize on that, you can still, you get the, you get to use these services and you get the benefits of standardization. >>Well Savannah, we were talking about this, about the Berkeley paper that came out in May, which is kind of a super cloud version they call sky computing. Their argument is that if you try to standardize too much like the old kind of OSI model back in the day, you actually gonna, the work innovations gonna stunt the growth. Do you agree with that? And how do you see, because standardization is not so much a spec and it it, it e f thing. It's not an i e committee. Yeah. It's not like that's kind of standard. It's more of defacto, >>I mean look, we've had standards emerge like, you know, if you look at my S SQL for example, and the Postgres movement, like there are now lots of vendors that offer interfaces that support Postgres even though they're differentiated completely on how it's implement. So you see that if you can stick to open interfaces and use services that offer them that tons of differentiation yet still, you know, some kind of open interface if you will. But there are also differentiated services that are, don't have open interfaces and that's okay too. As long as you're able to kind of find a way to manage them in a consistent way. I think you sh and it makes sense to your business, you should use >>Them. So enterprises like this and just not to get into the business model side real quick, but like how you guys making money? You got the project, you get the cross playing project, that's community. You guys charging what's, what's the business model? >>We we're in the business of helping people adopt and run controlled lanes that do all this management service managed service services and customer support and services, the, the plethora of things that people need where we're >>Keeping the project while >>Keeping the project. >>Correct. So that's >>The key. That's correct. Yeah. You have to balance both >>And you're all over the show. I mean, outside of the keynote mention looking here, you have four events on where can people find you if they're tuning in. We're just at the beginning and there's a lot of looks here. >>Upbound at IO is the place to find Upbound and where I have a lot of talks, you'll see Crossline mention and lots of talks and a number of talks today. We have a happy hour later today we've got a booth set up. So >>I'll be there folks. Just fyi >>And everyone will be there now. Yeah. Quick update. What's up? What's new with the cross plane project? Can you share a little commercial? What's the most important stories going on there? >>So cross plane is growing obviously, and we're seeing a ton of adoption of cross plane, especially actually in large enterprise, which is really exciting cuz they're usually the slow to move and cross plane is so central, so it's now in hundreds and thousands of deployments in woohoo, which is amazing to see. And so the, the project itself is adding a ton of features, reducing friction in terms of adoption, how people ride these control planes and alter them coverage of the space. As you know, controls are only useful when you connect them to things. And the space is like the amount of things you can connect control planes to is increasing on a day to day basis and the maturity is increasing. So it's just super exciting to see all of this right >>Now. How would you categorize the landscape? We were just talking earlier in another segment, we're in Detroit Motor City, you know, it's like teaching someone how to drive a car. Kubernetes pluss, okay, switch the gears like, you know, don't hit the other guy. You know? Now once you learn how to drive, they want a sports car. How do you keep them that progression going? How do you keep people to grow continuously? Where do you see the DevOps and or folks that are doing cross playing that are API hardcore? Cause that's a good IQ that shows 'em that they're advancing. Where's the IQ level of advancement relative to the industry? Is the adoption just like, you know, getting going? Are people advancing? Yeah. Sounds like your customers are heavily down the road on >>Yeah, the way I would describe it is there's a progression happening, right? It, it DevOps was make, initially it was like how do I keep things running right? And it transitioned to how do I automate things so that I don't have to be involved when things are running, running. Right now we're seeing a next turn, which is how do I build what looks like a product that offers shared services or a platform so that people consume it like a product, right? Yeah. And now I'm now transition becomes, well I'm an, I'm a developer on a product in operations building something that looks like a product and thinking about it as a, as a has a user interface. >>Ops of the new devs. >>That's correct. Yeah. There we go. >>Talk about layers. Talk about layers on layers on >>Layers. It's not confusing at all John. >>Well, you know, when they have the architecture architectural list product that's coming. Yeah. But this is what's, I mean the Debs are got so much DevOps in the front and the C I C D pipeline, the ops teams are now retrofitting themselves to be data and security mainly. And that's just guardrails, automation policy, seeing a lot of that kind of network. Like exactly. >>Function. >>Yep. And they're, they're composing, not maybe coding a little bit, but they not, they're not >>Very much. They're in the composition, you know that as a daily thing. They're, they're writing compositions, they're building things, they're putting them together and making them work. >>How new is this in your mind? Cause you, you've watching this progress, you're in the middle of it, you're in the front wave of this. Is it adopting faster now than ever before? I mean, if we talked five years ago, we were kind of saying this might happen, but it wasn't happening today. It kind, it is, >>It's kind of, it's kind of amazing. Like, like everybody's writing these cloud services now. Everybody's authoring things that look like API services that do things on top of the structure. That move is very much, has a ton of momentum right now and it's happening mainstream. It, it's becoming mainstream. >>Speaking of momentum, but some I saw both on your LinkedIn as well as on your badge today that you are hiring. This is your opportunity to shamelessly plug. What are you looking for? What can people expect in terms of your company culture? >>Yeah, so we're obviously hiring, we're hiring both on the go to market side or we're hiring on the product and engineering side. If you want to build, well a new cloud platform, I won't say the word super cloud again, but if you want to, if you're excited about building a cloud platform that literally sits on top of, you know, the other cloud platforms and offers services on top of this, come talk to us. We're building something amazing. >>You're creating a super cloud tool kit. I'll say it >>On that note, think John Farer has now managed to get seven uses of the word super cloud into this broadcast. We sawm tomorrow. Thank you so much for joining us today. It's been a pleasure. I can't wait to see more of you throughout the course of Cuban. My name is Savannah Peterson, everyone, and thank you so much for joining us here on the Cube where we'll be live from Detroit, Michigan all week.

>>Welcome back everyone to the cubes coverage here in Seattle, Washington, AWS's marketplace seller conference. It's the big news within the Amazon partner network, combining with marketplaces, forming the Amazon partner organization, part of a big reorg as they grow the next level NextGen cloud mid-game on the chessboard. Cube's got cover. I'm John fur, host of Cub, a great guests here from data bricks, both cube alumnis, Jack Anderson, GM of the and VP of the data bricks partnership team. For ADOS, you handle that relationship and Joel Minick vice president of product and partner marketing. You guys are the, have the keys to the kingdom with data, bricks, and AWS. Thanks for joining. Thanks for good to see you again. Thanks for >>Having us back. Yeah, John, great to be here. >>So I feel like we're at reinvent 2013 small event, no stage, but there's a real shift happening with procurement. Obviously it makes it's a no brainer on the micro, you know, people should be buying online self-service cloud scale, but Amazon's got billions being sold to their marketplace. They've reorganized their partner network. You can see kind of what's going on. They've kind of figured it out. Like let's put everything together and simplify and make it less of a website marketplace merge our partner to have more synergy and friction, less experiences so everyone can make more money and customer's gonna be happier. >>Yeah, that's right. >>I mean, you're run relationship. You're in the middle of it. >>Well, Amazon's mental model here is that they want the world's best ISVs to operate on AWS so that we can collaborate and co architect on behalf of customers. And that's exactly what the APO and marketplace allow us to do is to work with Amazon on these really, you know, unique use cases. >>You know, I interviewed Ali many times over the years. I remember many years ago, I think six, maybe six, seven years ago, we were talking. He's like, we're all in ons. Obviously. Now the success of data bricks, you've got multiple clouds. See that customers have choice, but I remember the strategy early on. It was like, we're gonna be deep. So this is speaks volumes to the, the relationship you have years. Jack take us through the relationship that data bricks has with AWS from a, from a partner perspective, Joel, and from a product perspective, because it's not like you got to Johnny come lately new to the new, to the scene, right? We've been there almost president creation of this wave. What's the relationship and has it relate to what's going on today? >>So, so most people may not know that data bricks was born on AWS. We actually did our first 100 million of revenue on Amazon. And today we're obviously available on multiple clouds, but we're very fond of our Amazon relationship. And when you look at what the APN allows us to do, you know, we're able to expand our reach and co-sell with Amazon and marketplace broadens our reach. And so we think of marketplace in three different aspects. We've got the marketplace, private offer business, which we've been doing for a number of years. Matter of fact, we we're driving well over a hundred percent year over year growth in private offers and we have a nine figure business. So it's a very significant business. And when a customer uses a private offer that private offer counts against their private pricing agreement with AWS. So they get pricing power against their, their private pricing. >>So it's really important. It goes on their Amazon bill in may. We launched our pay as you go on demand offering. And in five short months, we have well over a thousand subscribers. And what this does is it really reduces the barriers to entry it's low friction. So anybody in an enterprise or startup or public sector company can start to use data bricks on AWS and pay consumption based model and have it go against their monthly bill. And so we see customers, you know, doing rapid experimentation pilots, POCs, they're, they're really learning the value of that first use case. And then we see rapid use case expansion. And the third aspect is the consulting partner, private offers C P O super important in how we involve our partner ecosystem of our consulting partners and our resellers that are able to work with data bricks on behalf of customers. >>So you got the big contracts with the private offer. You got the product market fit, kind of people iterating with data coming in with, with the buyers you go. And obviously the integration piece all fitting in there. Exactly. Exactly. Okay. So that's that those are the offers that's current and what's in marketplace today. Is that the products, what are, what are people buying? I mean, I guess what's the Joel, what are, what are people buying in the marketplace and what does it mean for >>Them? So fundamentally what they're buying is the ability to take silos out of their organization. And that's, that is the problem that data bricks is out there to solve, which is when you look across your data landscape today, you've got unstructured data, you've got structured data, you've got real time streaming data, and your teams are trying to use all of this data to solve really complicated problems. And as data bricks as the lake house company, what we're helping customers do is how do they get into the new world? How do they move to a place where they can use all of that data across all of their teams? And so we allow them to begin to find through the marketplace, those rapid adoption use cases where they can get rid of these data, warehousing data lake silos they've had in the past, get their unstructured and structured data onto one data platform and open data platform that is no longer adherent to any proprietary formats and standards and something. >>They can very much, very easily integrate into the rest of their data environment, apply one common data governance layer on top of that. So that from the time they ingest that data to the time they use that data to the time they share that data inside and outside of their organization, they know exactly how it's flowing. They know where it came from. They know who's using it. They know who has access to it. They know how it's changing. And then with that common data platform with that common governance solution, they'd being able to bring all of those use cases together across their real time, streaming their data engineering, their BI, their AI, all of their teams working on one set of data. And that lets them move really, really fast. And it also lets them solve challenges. They just couldn't solve before a good example of this, you know, one of the world's now largest data streaming platforms runs on data bricks with AWS. >>And if you think about what does it take to set that up? Well, they've got all this customer data that was historically inside of data warehouses, that they have to understand who their customers are. They have all this unstructured data, they've built their data science model, so they can do the right kinds of recommendation engines and forecasting around. And then they've got all this streaming data going back and forth between click stream data from what the customers are doing with their platform and the recommendations they wanna push back out. And if those teams were all working in individual silos, building these kinds of platforms would be extraordinarily slow and complex, but by building it on data bricks, they were able to release it in record time and have grown at, at record pace >>To not be that's product platform that's impacting product development. Absolutely. I mean, this is like the difference between lagging months of product development to like days. Yes. Pretty much what you're getting at. Yeah. So total agility. I got that. Okay. Now I'm a customer I wanna buy in the marketplace, but I also, you got direct Salesforce up there. So how do you guys look at this? Is there channel conflict? Are there comp programs? Because one of the things I heard today in on the stage from a Davis's leadership, Chris was up there speaking and, and, and moment I was, Hey, he's a CRO conference, chief revenue officer conversation, which means someone's getting compensated. So if I'm the sales rep at data bricks, what's my motion to the customer. Do I get paid? Does Amazon sell it? Take us through that. Is there channel conflict? Is there or an audio lift? >>Well, I I'd add what Joel just talked about with, with, you know, what the solution, the value of the solution our entire offering is available on AWS marketplace. So it's not a subset, the entire data bricks offering and >>The flagship, all the, the top, >>Everything, the flagship, the complete offering. So it's not, it's not segmented. It's not a sub segment. It's it's, you know, you can use all of our different offerings. Now when it comes to seller compensation, we, we, we view this two, two different ways, right? One is that AWS is also incented, right? Versus selling a native service to recommend data bricks for the right situation. Same thing with data bricks. Our Salesforce wants to do the right thing for the customer. If the customer wants to use marketplace as their procurement vehicle. And that really helps customers because if you get data bricks and five other ISVs together, and let's say each ISV is spending, you're spending a million dollars, you have $5 million of spend, you put that spend through the flywheel with AWS marketplace. And then you can use that in your negotiations with AWS to get better pricing overall. So that's how we, >>We do it. So customers are driving. This sounds like, correct. For sure. So they're looking at this as saying, Hey, I'm gonna just get purchasing power with all my relationships because it's a solution architectural market, right? >>Yeah. It makes sense. Because if most customers will have a primary and secondary cloud provider, if they can consolidate, you know, multiple ISV spend through that same primary provider, you get pricing >>Power, okay, Jill, we're gonna date ourselves. At least I will. So back in the old days, it used to be, do a Barney deal with someone, Hey, let's go to market together. You gotta get paper, you do a biz dev deal. And then you gotta say, okay, now let's coordinate our sales teams, a lot of moving parts. So what you're getting at here is that the alternative for data bricks or any company is to go find those partners and do deals versus now Amazon is the center point for the customer so that you can still do those joint deals. But this seems to be flipping the script a little bit. >>Well, it is, but we still have VAs and consulting partners that are doing implementation work very valuable work advisory work that can actually work with marketplace through the C PPO offering. So the marketplace allows multiple ways to procure your >>Solution. So it doesn't change your business structure. It just makes it more efficient. That's >>Correct. >>That's a great way to say it. Yeah, >>That's great. So that's so that's it. So that's just makes it more efficient. So you guys are actually incented to point customers to the marketplace. >>Yes, >>Absolutely. Economically. Yeah. >>E economically it's the right thing to do for the customer. It's the right thing to do for our relationship with Amazon, especially when it comes back to co-selling right? Because Amazon now is leaning in with ISVs and making recommendations for, you know, an ISV solution and our teams are working backwards from those use cases, you know, to collaborate, land them. >>Yeah. I want, I wanna get that out there. Go ahead, Joel. >>So one of the other things I might add to that too, you know, and why this is advantageous for, for companies like data bricks to, to work through the marketplace, is it makes it so much easier for customers to deploy a solution. It's, it's very, literally one click through the marketplace to get data bricks stood up inside of your environment. And so if you're looking at how do I help customers most rapidly adopt these solutions in the AWS cloud, the marketplace is a fantastic accelerator to that. You >>Know, it's interesting. I wanna bring this up and get your reaction to it because to me, I think this is the future of procurement. So from a procurement standpoint, I mean, again, dating myself EDI back in the old days, you know, all that craziness. Now this is all the, all the internet, basically through the console, I get the infrastructure side, you know, spin up and provision. Some servers, all been good. You guys have played well there in the marketplace. But now as we get into more of what I call the business apps, and they brought this up on stage little nuance, most enterprises aren't yet there of integrating tech on the business apps, into the stack. This is where I think you guys are a use case of success where you guys have been successful with data integration. It's an integrator's dilemma, not an innovator's dilemma. So like, I want to integrate, so now I have integration points with data bricks, but I want to put an app in there. I want to provision an application, but it has to be built. It's not, you don't buy it. You build, you gotta build stuff. And this is the nuance. What's your reaction to that? Am I getting this right? Or, or am I off because no, one's gonna be buying software. Like they used to, they buy software to integrate it. >>Yeah, >>No, I, cause everything's integrated. >>I think AWS has done a great job at creating a partner ecosystem, right. To give customers the right tools for the right jobs. And those might be with third parties, data bricks is doing the same thing with our partner connect program. Right. We've got customer, customer partners like five tra and D V T that, you know, augment and enhance our platform. And so you, you're looking at multi ISV architectures and all of that can be procured through the AWS marketplace. >>Yeah. It's almost like, you know, bundling and unbundling. I was talking about this with, with Dave ante about Supercloud, which is why wouldn't a customer want the best solution in their architecture period. And it's class. If someone's got API security or an API gateway. Well, you know, I don't wanna be forced to buy something because it's part of a suite and that's where you see things get suboptimized where someone dominates a category and they have, oh, you gotta buy my version of this. Yeah. >>Joel, Joel. And that's Joel and I were talking, we're actually saying what what's really important about Databricks is that customers control the data. Right? You wanna comment on that? >>Yeah. I was say the, you know what you're pushing on there we think is extraordinarily, you know, the way the market is gonna go is that customers want a lot of control over how they build their data stack. And everyone's unique in what tools are the right ones for them. And so one of the, you know, philosophically I think really strong places, data, bricks, and AWS have lined up is we both take an approach that you should be able to have maximum flexibility on the platform. And as we think about the lake house, one thing we've always been extremely committed to as a company is building the data platform on an open foundation. And we do that primarily through Delta lake and making sure that to Jack's point with data bricks, the data is always in your control. And then it's always stored in a completely open format. And that is one of the things that's allowed data bricks to have the breadth of integrations that it has with all the other data tools out there, because you're not tied into any proprietary format, but instead are able to take advantage of all the innovation that's happening out there in the open source ecosystem. >>When you see other solutions out there that aren't as open as you guys, you guys are very open by the way, we love that too. We think that's a great strategy, but what's the, what am I foreclosing? If I go with something else that's not as open what what's the customer's downside as you think about what's around the corner in the industry. Cuz if you believe it's gonna be open, open source, which I think opens our software is the software industry and integration is a big deal, cuz software's gonna be plentiful. Let's face it. It's a good time to be in software business, but cloud's booming. So what's the downside from your data bricks perspective, you see a buyer clicking on data bricks versus that alternative what's potentially is should they be a nervous about down the road if they go with a more proprietary or locked in approach? Well, >>I think the challenge with proprietary ecosystems is you become beholden to the ability of that provider to both build relationships and convince other vendors that they should invest in that format. But you're also then beholden to the pace at which that provider is able to innovate. And I think we've seen lots of times over history where, you know, a proprietary format may run ahead for a while on a lot of innovation. But as that market control begins to solidify that desire to innovate begins to, to degrade, whereas in the open format. So >>Extract rents versus innovation. Exactly. >>Yeah, exactly. >>But >>I'll say it in the open world, you know, you have to continue to innovate. Yeah. And the open source world is always innovating. If you look at the last 10 to 15 years, I challenge you to find, you know, an example where the innovation in the data and AI world is not coming from open source. And so by investing in open ecosystems, that means you were always going to be at the forefront of what is the >>Latest, you know, again, not to date myself again, but you look back at the eighties and nineties, the protocol stacked for proprietary. Yeah. You know, SNA at IBM deck net was digital, you know, the rest is, and then TCP, I P was part of the open systems, interconnect, revolutionary Oly, a big part of that as well as my school did. And so like, you know, that was, but it didn't standardize the whole stack. It stopped at IP and TCP. Yeah. But that helped interoperate, that created a nice defacto. So this is a big part of this mid game. I call it the chessboard, you know, you got opening game and mid game. Then you got the end game and we're not there. The end game yet cloud the cloud. >>There's, there's always some form of lock in, right. Andy jazzy will, will address it, you know, when making a decision. But if you're gonna make a decision you want to reduce as you don't wanna be limited. Right. So I would advise a customer that there could be limitations with a proprietary architecture. And if you look at what every customer's trying to become right now is an AI driven business. Right? And so it has to do with, can you get that data outta silos? Can you, can you organize it and secure it? And then can you work with data scientists to feed those models? Yeah. In a, in a very consistent manner. And so the tools of tomorrow will to Joel's point will be open and we want interoperability with those >>Tools and, and choice is a matter too. And I would say that, you know, the argument for why I think Amazon is not as locked in as maybe some other clouds is that they have to compete directly too. Redshift competes directly with a lot of other stuff, but they can't play the bundling game because the customers are getting savvy to the fact that if you try to bundle an inferior product with something else, it may not work great at all. And they're gonna be they're onto it. This is >>The Amazon's credit by having these, these solutions that may compete with native services in marketplace, they are providing customers with choice, low >>Price and access to the S and access to the core value. Exactly. Which the >>Hardware, which is their platform. Okay. So I wanna get you guys thought on something else. I, I see emerging, this is again kind of cube rumination moment. So on stage Chris unpacked, a lot of stuff. I mean this marketplace, they're touching a lot of hot buttons here, you know, pricing compensation, workflows services behind the curtain. And one of the things he mentioned was they talk about resellers or channel partners, depending upon what you talk about. We believe Dave and I believe on the cube that the entire indirect sales channel of the industry is gonna be disrupted radically because those players were selling hardware in the old days and software, that game is gonna change. You know, you mentioned you guys have a program, want to get your thoughts on this. We believe that once this gets set up, they can play in this game and bring their services in which means that the old reseller channels are gonna be rewritten. They're gonna be refactored with this new kinds of access. Cuz you've got scale, you've got money and you've got product and you got customers coming into the marketplace. So if you're like a reseller that sold computers to data centers or software, you know, value added reseller or V or business, >>You've gotta evolve. >>You gotta, you gotta be here. Yes. How are you guys working with those partners? Cuz you say you have a part in your marketplace there. How do I make money? If I'm a reseller with data bricks with eight Amazon, take me through that use case. >>Well I'll let Joel comment, but I think it's, it's, it's pretty straightforward, right? Customers need expertise. They need knowhow. When we're seeing customers do mass migrations to the cloud or Hadoop specific migrations or data transformation implementations, they need expertise from consulting and SI partners. If those consulting SI partners happen to resell the solution as well. Well, that's another aspect of their business, but I really think it is the expertise that the partners bring to help customers get outcomes. >>Joel, channel big opportunity for re re Amazon to reimagine this. >>For sure. Yeah. And I think, you know, to your comment about how to resellers take advantage of that, I think what Jack was pushing on is spot on, which is it's becoming more about more and more about the expertise you bring to the table and not just transacting the software, but now actually helping customers make the right choices. And we're seeing, you know, both SI begin to be able to resell solutions and finding a lot of opportunity in that. Yeah. And I think we're seeing traditional resellers begin to move into that SI model as well. And that's gonna be the evolution that >>This gets at the end of the day. It's about services for sure, for sure. You've got a great service. You're gonna have high gross profits. And >>I think that the managed service provider business is alive and well, right? Because there are a number of customers that want that, that type of a service. >>I think that's gonna be a really hot, hot button for you guys. I think being the way you guys are open this channel partner services model coming in to the fold really kind of makes for kind of that super cloudlike experience where you guys now have an ecosystem. And that's my next question. You guys have an ecosystem going on within data bricks for sure. On top of this ecosystem, how does that work? This is kinda like hasn't been written up in business school and case studies yet this is new. What is this? >>I think, you know, what it comes down to is you're seeing ecosystems begin to evolve around the data platforms and that's gonna be one of the big kind of new horizons for us as we think about what drives ecosystems it's going to be around. Well, what is the, what's the data platform that I'm using and then all the tools that have to encircle that to get my business done. And so I think there's, you know, absolutely ecosystems inside of the AWS business on all of AWS's services, across data analytics and AI. And then to your point, you are seeing ecosystems now arise around data bricks in its Lakehouse platform, as well as customers are looking at well, if I'm standing these Lakehouse up and I'm beginning to invest in this, then I need a whole set of tools that help me get that done as well. >>I mean you think about ecosystem theory, we're living a whole nother dream and I'm, and I'm not kidding. It hasn't yet been written up and for business school case studies is that we're now in a whole nother connective tissue ecology thing happening where you have dependencies and value proposition economics connectedness. So you have relationships in these ecosystems. >>And I think one of the great things about relationships with these ecosystems is that there's a high degree of overlap. Yeah. So you're seeing that, you know, the way that the cloud business is evolving, the, the ecosystem partners of data bricks are the same ecosystem partners of AWS. And so as you build these platforms out into the cloud, you're able to really take advantage of best of breed, the broadest set of solutions out there for >>You. Joel, Jack, I love it because you know what it means the best ecosystem will win. If you keep it open. Sure. You can see everything. If you're gonna do it in the dark, you know, you don't know the outcome. I mean, this is really kind we're talking about. >>And John, can I just add that when I was in Amazon, we had a, a theory that there's buyers and builders, right? There's very innovative companies that want to build things themselves. We're seeing now that that builders want to buy a platform. Right? Yeah. And so there's a platform decision being made and that ecosystem gonna evolve around the >>Platform. Yeah. And I totally agree. And, and, and the word innovation get kicks around. That's why, you know, when we had our super cloud panel was called the innovators dilemma with a slash through it called the integrated dilemma, innovation is the digital transformation. So absolutely like that becomes cliche in a way, but it really becomes more of a, are you open? Are you integrating if APIs are the connective tissue, what's automation, what's the service message look like. I mean, a whole nother set of kind of thinking goes on and these new ecosystems and these new products >>And that, and that thinking is, has been born in Delta sharing. Right? So the idea that you can have a multi-cloud implementation of data bricks, and actually share data between those two different clouds, that is the next layer on top of the native cloud >>Solution. Well, data bricks has done a good job of building on top of the goodness of, and the CapEx gift from AWS. But you guys have done a great job taking that building differentiation into the product. You guys have great customer base, great grow ecosystem. And again, I think in a shining example of what every enterprise is going to do, build on top of something operating model, get that operating model, driving revenue. >>Yeah. >>Well we, whether whether you're Goldman Sachs or capital one or XYZ corporation >>S and P global NASDAQ, right. We've got, you know, these, the biggest verticals in the world are solving tough problems with data breaks. I think we'd be remiss cuz if Ali was here, he would really want to thank Amazon for all of the investments across all of the different functions, whether it's the relationship we have with our engineering and service teams. Yeah. Our marketing teams, you know, product development and we're gonna be at reinvent the big presence of reinvent. We're looking forward to seeing you there again. >>Yeah. We'll see you guys there. Yeah. Again, good ecosystem. I love the ecosystem evolutions happening this next gen cloud is here. We're seeing this evolve kind of new economics, new value propositions kind of scaling up, producing more so you guys are doing a great job. Thanks for coming on the Cuban, taking time. Chill. Great to see you at the check. Thanks for having us. Thanks. Going. Okay. Cube coverage here. The world's changing as APN comes to give the marketplace for a new partner organization at Amazon web services, the Cube's got a covered. This should be a very big growing ecosystem as this continues, billions of being sold through the marketplace. Of course the buyers are happy as well. So we've got it all covered. I'm John furry, your host of the cube. Thanks for watching.

>>Welcome back everyone to the cubes coverage here in Seattle, Washington for AWS's marketplace seller conference. The big news here is that the Amazon partner network and marketplace coming together and reorganizing into one organization, the AIST partner organization, APO bringing together the best of the partnership and the marketplace to sell through. It's a sellers company. This is the second year, but technically with COVID, I call it a year and a half. This is the cube. I'm John for your host. Got a great guest, Leah for sale vice president of business development at four square. Leah, thanks for coming on the cube. Look great. Yeah. >>Hey, thanks. Thanks for having me here. >>So four square, everyone, and that has internet history knows you. You check in you'd become the mayor of a place right back in the day, all fun. It was a great app and I think it was competitor go sold the Facebook, but that was the beginning of location data. Now you got Uber apps, you got all apps, location, everywhere. Data is big here in the marketplace. They sell data, they got a data exchange, Chris head of marketplaces. Like we have all these things we're gonna bring 'em together, make it simpler. So you're on the data side. I'm assuming you're selling data and you're participating at the data exchange. What is Foursquare doing right now? Yeah, >>Exactly. So we are part of the data exchange. And you mentioned checking in. So we, we are really proud of our roots, the, the four square app, and that's kind of the basis still of our business. We have a hundred million data points, which are actually places of interest across the world 200 countries. And we are we're in the business of understanding whereplace are and how people move through those places over time. And >>What's the value proposition for that data. You're selling the data. >>We are selling the data and we're selling it. You can think about use cases. Like how can I improve the engagement with my app through location data? So for example, next door, as a customer of ours, everyone knows next door. When a new business comes online, they wanna make sure that business is a real business. So they use our places to ensure that the address of that business is accurate. >>So how did you, how do you guys get your data? Because if you don't have the first party app, you probably had critical mass of data. Yeah. But then do other people use your data and then re contribute back in kinda like, well, Stripe is for financial. You guys are plugging in yeah. To >>Apps. A great question. So we still do have our consumer apps. We're still proud of those. It's still a basis of our company really. Okay. So, but we take that data. So our first party data, we also, for all the web, we have some partners integrate our SDK. And so we're pulling in all that data from various sources and then scrubbing it and making sure we have the most unique. >>So you guys still have a business where the app's working. Yep. Okay. But also let's just say, I wanna have a cube app. Yeah. And I want to do a check in button. Yep. So rather than build checking in, could I OEM you could four square is that you >>Could, and we could help you understand where people are checking in. So we know someone's here at the Hilton and Bellevue, we know exactly where that place is. You building the Cub app. You could say, I'm gonna check in here and we are verified. We know that that's the >>Right place. So that's a good for developer if they're building an app. >>Absolutely. So we have an SDK that any developer can integrate. >>Great. Okay. So what's the relationship with the marketplace? Take us through how Foursquare works with AWS marketplace. >>Sure. So we are primarily integrated with ADX, which is sort of a piece of marketplace it's for data specifically, we have both of our main products, which are places that POI database and visits, which is how people move through those places over time. So we're able to say these are the top chains in the country. Here's how people move throughout those. And both those products are listed on ADX. >>So if I'm in Palo Alto and I go to Joe in the juice yeah. You know that I kind of hang in one spot or is it privacy there? I mean, how do you know like what goes on? Well, >>We know somebody does that. We don't >>Know that you do that. So >>We ensure, you know, we're very privacy centric and privacy focused. We're not gonna, we don't tell anybody at you >>Yourself it's pattern data. It is. >>Okay. So it's normalized data, right? Over time groups of people, >>How they, how are people using the data to improve processes, user experience? What are some of the use cases? >>So that example, nextdoor, that's really a use case that we see a lot and that's improving their application. So that nextdoor app to ensure that the ACC, the data's accurate and that as you, as a user, you know, that that business is real. Cuz it's verified by four wear. Another one is you can use our data to make business decisions around where you're gonna place your next loca. You know, your next QSR. So young brands is a customer of ours. Those are, those guys are pizza hut KFC. They work with us to figure out where they should put their next KFC. Yeah. >>I mean retail location, location, location. Yeah. >>Right. Yeah. People are still, even though e-commerce right. People still go into stores >>And still are. Yeah. There's, there's, there's probably lot, a lot of math involved in knowing demographics patterns. Volume. >>Yeah. Some of our key customers are really data scientists. Like the think about cus with businesses that have true data science companies. They're really looking at that. >>Yeah. I mean in, and out's on the exit for a reason. Right. They want in and out. Yeah. So they wanna put it inland. >>Right. And we can actually tell you where that customer from in and out where they go next. Right. So then, you know, oh, they go to this park or they go somewhere and we can help you place your next in and out based on that visitation. >>Yeah. And so it's real science involved. So take us through the customers. You said data scientists, >>Mostly data scientists is kind of a key customer data science at a large corporation, like a QSR that's >>Somebody. Okay. So how is the procurement process on the marketplace? What does the buyer get? >>So what we see the real value is, is because they're already a customer of Amazon. That procurement is really easy, right? All the fulfillment goes through Amazon, through ADX. And what you're buying is either at API. So you can, that API can make real time calls or you're buying a flat file, like an actual database of those hundred points of interest. >>And then they integrate into their tool set. Right. They can do it. So it's pretty data friendly in terms of format. >>You can kind of do whatever you want with it. We're gonna give you that as long as you're smart enough to figure out what to do. Do we have a >>Lot of, so what's your experience with AWS marketplace? I mean, obviously we, we see a lot of changes. They had a reorg partner network merging with marketplace. You've been more on the data exchange, Chris kind of called that out. It's yeah. It's kind of a new thing. And, and he was hinting at a lot of confusion, but simplifying things. Yeah. What's your take of the current AWS marketplace >>Religions? I actually think ADX because our experience has primarily been ADX. I think they've done a really good job. They've really focused on the data and they understand how CU, how, you know, people like us sell our data. It hasn't been super confusing. We've had a lot of support. I think that's what Amazon gives you. You have to put a lot of effort into it, but they're also, they also give you a lot of support. >>Yeah. And, and I think data exchange is pretty significant to the strategic. It is >>Mission. It is. We feel that. Yeah. You know, we feel like they really value us as a partner. >>What's the big thing you're seeing out there right now in data, because like you're seeing a lot more data exchanges going on. There's always been data exchange, but you're seeing a lot more exchanges between companies. So let's just take partners. You're seeing a lot more people handle front end of a, a supply chain and you got more data exchanges. What's the future of data exchanges. If you had to kind of, you know, guess given your history in, in the industry. Yeah. What's the next around the corner trend? >>I think. Well, I think there's a, has to be consolidation. I know everyone's building one, but there's probably too many. I know from our experience, we can't support all of them. We're not a huge company. We can't support Amazon and X and Y and Z. Like it's just too many. So we kind of put all of our eggs in a couple baskets. So I think there'll be consolidation. I think there has to be just some innovation on what data products are, you know, for us, we have these two, it's an API and a flat file. I think as exchanges think about, you know, expanding what are the other types of data products that can help us build? >>Yeah. I mean, one of the things that's, you know, we see, we cover a lot of on the cube is edge. You know, you got, yeah. Amazon putting out new products in regions, you got new wavelength out there, you got regions, you got city level connectivity, data coming from cars. So a lot more IOT data. How do you guys see that folding into your vision of data acquisition and data usage, leverage, reuse, durability. These >>Are, yeah. I mean, we're, we are keeping an eye on all of that. You know, I think we haven't quite figured out how we wanna allocate resources against it, but you know, it's definitely, it's a really interesting space to be in. Like, I don't think data's going anywhere and I think it's really just gonna grow and how people use it's >>Gonna expand. Okay. So if I'm a customer, I go to the marketplace, I wanna buy four square data. What's the pitch. >>We can help you improve your business decisions or your applications through location data. We know where places are and how people move through the world over time. So we can tell you we're, we're sure that this is the Hilton in Bellevue. We know that, that we know how many people are moving through here and that's really the pitch. >>And they use that for whatever their needs are, business improvement, user experience. Yeah. >>Those are really the primary. I mean, we also have some financial use cases. So hedge funds, maybe they're thinking about yeah. How they wanna invest their money. They're gonna look at visits over time to understand what people are doing. Right. The pandemic made that super important. >>Yeah. That's awesome. Well, this is great. Great success story. Congratulations. And thanks for sharing on the cube. Really appreciate you coming on. Thank you. My final question is more about kind of the future. I wanna get your thoughts because your season pro, when you have the confluence of physical and digital coming together. Yeah. You know, I was just talking with a friend about FedEx's earnings, comparing that to say, AWS has a fleet of delivery too. Right? Amazon, Amazon nots. So, but physical world only products location matters. But then what about the person when they're walking around the real world? What happens when they get to the metaverses or, you know, they get to digital, they tend an event. Yeah. How do you see that crossroad? Cuz you have foot in both camps. We do, you got the app and you got the physical world it's gonna come together. Is there thoughts around, you can take your course care hat off and put your industry hat on. Yeah. You wanna answer that? Not officially on behalf of Foursquare, but I'm just curious, this is a, this is the confluence of like the blending of physical and digital. >>Yeah. I know. Wow. I admittedly haven't thought a whole lot about that. I think it would be really weird if I could track myself over time and the metaverse I mean, I think, yeah, as you said, it's >>It's, by the way, I'm not Bo on the metaverse when it's blocked diagrams, when you have gaming platforms that are like the best visual experience possible, right? >>Yeah. I mean, I think it, I think we'll see, I don't, I don't know that I have a >>Prediction, well hybrid we've seeing a lot of hybrid events. Like this event is still intimate VIP, but next year I guarantee it's gonna be larger, much larger and it's gonna be physical and face to face, but, but digital right as well. Yeah. Not people experiencing the, both that first party, physical, digital hybrid. Yeah. And it's interesting something that we track a lot >>Of. Yeah, for sure. Yeah. I think we'll have a, well, I think we'll, there's something there for us. I think that those there's a play there as we watch kind >>Of things change. All right, Leah, thank you for coming on the Q appreciate so much it all right. With four Graham, John fur a year checking in with four square here on the cube here at the Amazon web services marketplace seller conference. Second year back from the pandemic in person, more coverage after this break.

>>Welcome back everyone to the cubes coverage here live in San Francisco for VMware Explorer. Formerly got it. World. We've been to every world since 2010. Now is VMware Explorer. I'm John furier host with Dave ante with Dave lium here. He's the chief cloud strategy officer at Deloitte. Welcome to the cube. Thanks for coming on. Appreciate your time. >>Thanks for having me. It's >>Epic keynote today on stage all seven minutes of your great seven minutes >>Performance discussion. Yes. Very, very, very, very quick to the order. I brought everybody up to speed and left. >>Well, Dave's great to have you on the cube one. We follow your work. We've been following for a long time. Thank you. A lot of web services, a lot of SOA, kind of in your background, kind of the old web services, AI, you know, samples, RSS, web services, all that good stuff. Now it's, it's now we're in kind of web services on steroids. Cloud came it's here. We're NextGen. You wrote a great story on Metacloud. You've been following the Supercloud with Dave. Does VMware have it right? >>Yeah, they do. Because I'll tell you what the market is turning toward. Anything that sit above and between the clouds. So things that don't exist in the hyperscaler, things that provide common services above the cloud providers are where the growth's gonna happen. We haven't really solved that problem yet. And so there's lots of operational aspects, security aspects, and the ability to have some sort of a brokering service that'll scale. So multi-cloud, which is their strategy here is not about cloud it's about things that exist in between cloud and making those things work. So getting to another layer of abstraction and automation to finally allow us to make use out of all these hyperscaler services that we're signing on today. Dave, >>Remember the old days back in the eighties, when we were young bucks coming into the business, the interoperability wave was coming. Remember that? Oh yeah, I got a deck mini computer. I got an IBM was gonna solve that unex. And then, you know, this other thing over here and lands and all and everything started getting into this whole, okay. Networking. Wasn't just coax. You started to see segment segments. Interoperability was a huge, what 10 year run. It feels like that's kind of like the vibe going on here. >>Yeah. We're not focused on having these things interop operate onto themselves. So what we're doing is putting a layer of things which allows them to interop operate. That's a different, that's a different problem to solve. And it's also solvable. We were talking about getting all these very distinct proprietary systems to communicate one to another and interate one to another. And that never really happened. Right? Cause you gotta get them to agree on interfaces and protocols. But if you put a layer above it, they can talk down to whatever native interfaces that are there and deal with the differences between the heterogeneity and abstract yourself in the complexity. And that's, that's kind of the different that works. The ability to kind of get everybody, you know, clunk their heads together and make them work together. That doesn't seem to scale couple >>And, and people gotta be motivated for that. Not many people might not >>Has me money. In other words has to be a business for them in doing so. >>A couple things I wanna follow up on from work, you know, this morning they used the term cloud chaos. When you talk to customers, you know, when they have multiple clouds, do they, are they saying to you, Hey, we have cloud chaos are, do they have cloud chaos? And they don't know it or do they not have cloud chaos? What's the mix. >>Yeah. I don't think the word chaos is used that much, but they do tell me they're hitting a complexity wall, which you do here out there as a term. So in other words, they're getting to a point where they can't scale operations to deal with a complexity and heterogeneity that they're, that they're bringing into the organization because using multiple clouds. So that is chaotic. So I guess that, you know, it is another way to name complexity. So there's so many services are moving from a thousand cloud services, under management to 3000 cloud services under management. They don't have the operational team, the skill, skill levels to do it. They don't have the tooling to do it. That's a wall. And you have to be able to figure out how to get beyond that wall to make those things work. So >>When, when we had our conversation about Metacloud and Supercloud, we we've, I think very much aligned in our thinking. And so now you've got this situation where you've got these abstraction layers, but, and there, but my question is, are we gonna have multiple abstraction layers? And will they talk to each other or are standards emerging? Will they be able to, >>No, we can't have multiple abstraction layers else. We just, we don't solve the problem. We go from complexity of exists at the native cloud levels to complexity of exists, that this thing we're dealing with to deal with complexity. So if you do that, we're screwing up. We have to go back and fix it. So ultimately this is about having common services, common security, layers, common operational layers, and things like that that are really reduced redundancy within the system. So instead of having a, you know, five different security layers and five different cloud providers, we're layering one and providing management and orchestration capabilities to make that happen. If we don't do that, we're not succeeding. >>What do you think about the marketplace? I know there's a lot of things going on that are happening around this. Wanna get your thoughts on obviously the industry dynamics, vendors preserving their future. And then you've got customers who have been leveraging the CapEx, goodness of say Amazon and then have to solve their whole distributed environment problem. So when you look at this, is it really solving? Is it is the order of operations first common layer abstraction because you know, it seems like the vendor, I won't say desperation move, but like their first move is we're gonna be the control plane or, you know, I think Cisco has a vision in their mind that no, no we're gonna have that management plane. I've heard a lot of people talking about, we're gonna be the management interface into something. How do you see that playing out? Because the order of operations to do the abstraction is to get consensus, right, right. First not competition. Right. So how do you see that? What's your reaction to that? And what's your observation. >>I think it's gonna be tough for the people who are supplying the underlying services to also be the orchestration and abstraction layers, because they're, they're kind of conflicted in making that happen. In other words, it's not in their best interest to make all these things work and interoperate one to another, but it's their best interest to provide, provide a service that everybody's going to leverage. So I see the layers here. I'm certainly the hyperscalers are gonna play in those layers and then they're welcome to play in those layers. They may come up with a solution that everybody picks, but ultimately it's about independence and your ability to have an objective way of, of allowing all these things to communicate together and driving this, driving this stuff together, to reduce the complexity again, to reduce. >>So a network box, for instance, maybe have hooks into it, but not try to dominate it >>Or that's right. Yeah, that's right. I think if you're trying to own everything and I get that a lot when I write about Supercloud and, and Metacloud they go, well, we're the Metacloud, we're the Supercloud you can't be other ones. That's a huge problem to solve. I know you don't have a solution for that. Okay. It's gonna be many different products to make that happen. And the reality is people who actually make that work are gonna have to be interdependent independent of the various underlying services. They're gonna, they can support them, but they really can't be them. They have to be an interate interop. They have to interoperate with those services. >>Do you, do you see like a w three C model, like the worldwide web consortium, remember that came out around 96, came to the us and MIT and then helped for some of those early standards in, in, in the internet, not DNS, but like the web, but DNS was already there and internet was already there, but like the web standards HTML kind of had, I think wasn't really hardcore get you in the headlock, but at least it was some sort of group that said, Hey, intellectually be honest, you see that happening in this area. >>I hope not. And here's >>Why not. >>Yeah. >>Here's, here's why the reality is is that when these consortiums come into play, it freezes the market. Everybody waits for the consortium to come up with some sort of a solution that's gonna save the world. And that solution never comes because you can't get these organizations through committee to figure out some sort of a technology stack that's gonna be working. So I'd rather see the market figure that out. Not a consortium when >>I, you mean the ecosystem, not some burning Bush. >>Yeah. Not some burning Bush. And it just hasn't worked. I mean, if it worked, it'd be great. And >>We had a, an event on August 9th, it was super cloud 22 and we had a security securing the super cloud panel. And one of my was a great conversation as you remember, John, but it was kind of depressing in that, like we're never gonna solve this problem. So what are you seeing in the security front? You know, it seems to like that's a main blocker to the Metacloud the Supercloud >>Yeah. The reality is you can't build all the security services in, in the Metacloud. You have to basically leverage the security services on the native cloud and leverage them as they exist. So this idea that we're gonna replace all of these security services with one layer of abstraction, that's gonna provide the services. So you don't need these underlying security systems that won't work. You have to leverage the native security systems, native governance, native operating interfaces, native APIs of all the various native clouds using the terms that they're looking to leverage. And that's the mistake. I think people are going to make, you don't need to replace something that's working. You just may need to make it easier to >>Use. Let's ask Dave about the, sort of the discussion that was on Twitter this morning. So when VMware announced their, you know, cross cloud services and, and the whole new Tansu one, three, and, and, and, and aria, there was a little chatter on Twitter basically saying, yeah, but VMware they'll never win the developers. And John came and said, well, hi, hang on. You know, if, if you've got open tools and you're embracing those, it's really about the ops and having standards on the op side. And so my question to you is, does VMware, that's >>Not exactly what I said, but close enough, >>Sorry. I mean, I'm paraphrasing. You can fine tune it, but, but does VMware have to win the developers or are they focused on kind of the right areas that whole, you know, op side of DevOps >>Focused on the op side, cuz that's the harder problem to solve. Developers are gonna use whatever tools they need to use to build these applications and roll them out. And they're gonna change all the time. In other words, they're gonna change the tools and technologies to do it in the supply chain. The ops problem is the harder problem to solve the ability to get these things working together and, and running at a certain point of reliability where the failure's not gonna be there. And I think that's gonna be the harder issue and doing that without complexity. >>Yeah. That's the multi-cloud challenge right there. I agree. The question I want to also pivot on that is, is that as we look at some of the reporting we've done and interviews, data and security really are hard areas. People are tune tuning up DevOps in the developer S booming, everyone's going fast, fast and loose. Shifting left, all that stuff's happening. Open source, booming Toga party. Everyone's partying ops is struggling to level up. So I guess the question is what's the order of operations from a customer. So a lot of customers have lifted and shift. The, some are going all in on say, AWS, yeah, I got a little hedge with Azure, but I'm not gonna do a full development team. As you talk to customers, cuz they're the ones deploying the clouds that want to get there, right? What's the order of operations to do it properly in your mind. And what's your advice as you look at as a strategy to, to do it, right? I mean, is there a playbook or some sort of situational, you know, sequence, >>Yes. One that works consistently is number one, you think about operations up front and if you can't solve operations, you have no business rolling out other applications and other databases that quite frankly can't be operated and that's how people are getting into trouble. So in other words, if you get into these very complex architectures, which is what a multicloud is, complex distributed system. Yeah. And you don't have an understanding of how you're gonna operationalize that system at scale, then you have no business in building the system. You have no business of going in a multicloud because you are going to run into that wall and it's gonna lead to a, an outage it's gonna lead to a breach or something that's gonna be company killing. >>So a lot of that's cultural, right. Having, having the cultural fortitude to say, we're gonna start there. We're gonna enforce these standards. >>That's what John CLE said. Yeah. CLE is famous line. >>Yeah, you're right. You're right. So, so, so what happens if the, if that as a consultant, if you, you probably have to insist on that first, right? Or, I mean, I don't know, you probably still do the engagement, but you, you're gonna be careful about promising an outcome aren't you, >>You're gonna have to insist on the fact they're gonna have to do some advanced planning and come up with a very rigorous way in which they're gonna roll it out. And the reality is if they're not doing that, then the advice would be you're gonna fail. So it's not a matter of when it's, when it's gonna happen. We're gonna, but at some point you're gonna fail either. Number one, you're gonna actually fail in some sort of a big disastrous event or more likely or not. You're gonna end up building something that's gonna cost you $10 million more a month to run and it's gonna be underoptimized. And is >>That effective when you, when you say that to a client or they say, okay, but, or do they say yes, you're >>Right. I view my role as a, someone like a doctor and a lawyer. You may not want to hear what I'm telling you. But the thing is, if I don't tell you the truth and I'm not doing my job as a trusted advisor. And so they'll never get anything but that from us, you know, as a firm and the reality is they can make their own decisions and will have to help them, whatever path they want to go. But we're making the warnings in place to make. >>And, and also also situationally it's IQ driven. Are they ready? What's their makeup. Are they have the kind of talent to execute. And there's a lot of unbeliev me. I totally think agree with on the op side, I think that's right on the money. The question I want to ask you is, okay, assume that someone has the right makeup of team. They got some badass people in there, coding away, DevOps, SREs, you name it. Everyone lined up platform teams, as they said today on stage, all that stuff. What's the CXO conversation at the boardroom that you, you have around business strategy. Cuz if you assume that cloud is here and you do things right and you get the right advisors in the next step is what does it transform my business into? Because you're talking about a fully digitalized business that converges it's not just, it helps you run an app back office with some terminal it's full blown business edge app business model innovation is it that the company becomes a cloud on their own and they have scale. And they're the super cloud of their category servicing a power law of second place, third place, SMB market. So I mean, Goldman Sachs could be the service provider cloud for financial services maybe. Or is that the dream? What, what's the dream for the, the, the CXO staff take us through the, >>What they're trying to do is get a level of automation with every able to leverage best breed technology to be as innovative as they possibly can. Using an architecture that's near a hundred percent optimized. It'll never be a hundred percent optimized. Therefore it's able to run, bring the best value to the business for the least amount of money. That's the big thing. If they want to become a cloud, that's, that's not a, not necessarily a good idea. If they're finance company be a finance company, just build these innovations around how to make a finance company be innovative and different for them. So they can be a disruptor without being disrupted. I see where see a lot of companies right now, they're gonna be exposed in the next 10 years because a lot of these smaller companies are able to weaponize technology to bring them to the next level, digital transformations, whatever, to create a business value. That's gonna be more compelling than the existing player >>Because they're on the CapEx back of Amazon or some technical innovation. Is that what the smaller guys, what's the, what's the lever that beats the >>It's the ability to use whatever technology you need to solve your issues. So in other words, I can use anything that exists on the cloud because it's part of the multi-cloud I'm I able to find the services that I need, the best AI system, the best database systems, the fastest transaction processing system, and assemble these syncs together to solve more innovative problems in my competitor. If I'm able to do that, I'm gonna win the game. So >>It's a buffet of technology. Pick your yes, your meal, come on, >>Case spray something, this operations, first thing in my head, remember Alan NA, when he came in the Cub and he said, listen, if you're gonna do cloud, you better change the operating model or you you're gonna make, you know, you'll drop millions to the bottom line. He was at CIO of Phillips at the time. You're not gonna drop billions. And it's all about, you know, the zeros, right? So do you find yourself in a lot of cases, sort of helping people rearchitect their operating model as a function of, of, of what cloud can, can enable? >>Yeah. Every, every engagement that we go into has operating model change op model changes, and typically it's gonna be major surgery. And so it's re reevaluating the skill sets, reevaluating, the operating model, reevaluating the culture. In fact, we have a team of people who come in and that's all they focus on. And so it used to be just kind of an afterthought. We'd put this together, oh, by the way, I think you need to do this and this and this. And here's what we recommend you do. But people who can go in and get cultural changes going get the operating models systems, going to get to the folks where they're gonna be successful with it. Reality. If you don't do that, you're gonna fail because you're not gonna have the ability to adapt to a cloud-based a cloud-based infrastructure. You can leverage this scale. >>David's like a masterclass here on the cube at VMware explore. Thanks for coming on. Thanks for spending the valuable time. Just what's going on in your world right now, take a quick minute to plug what's going on with you. What are you working on? What are you excited about? What what's happening, >>Loving life. I'm just running around doing, doing things like this, doing a lot of speaking, you know, still have the blog on in info world and have that for the last 12 years and just loving the fact that we're innovating and changing the world. And I'm trying to help as many people as I can, as quickly as I can. What's >>The coolest thing you've seen this year in terms of cloud kind of either weirdness coolness or something that made you fall outta your chair. Wow. That >>Was cool. I think the AI capabilities and application of AI, I'm just seeing use cases in there that we never would've thought about the ability to identify patterns that we couldn't identify in the past and do so for, for the good, I've been an AI analyst. It was my first job outta college and I'm 60 years old. So it's, it's matured enough where it actually impresses me. And so we're seeing applications >>Right now. That's NLP anymore. Is it? >>No, no, not list. That's what I was doing, but it's, we're able to take this technology to the next level and do, do a lot of good with it. And I think that's what just kind of blows me on the wall. >>Ah, I wish we had 20 more minutes, >>You know, one, one more masterclass sound bite. So we all kind of have kids in college, David and I both do young ones in college. If you're coming outta college, CS degree or any kind of smart degree, and you have the plethora of now what's coming tools and unlimited ways to kind of clean canvas up application, start something. What would you do if you were like 22? Right now, >>I would focus on being a multi-cloud architect. And I would learn a little about everything. Learn a little about at the various cloud providers. And I would focus on building complex distributed systems and architecting those systems. I would learn about how all these things kind of kind of run together. Don't learn a particular technology because that technology will ultimately go away. It'll be displaced by something else, learn holistically what the technologies is able to do and become the orchestrator of that technology. It's a harder problem to solve, but you'll get paid more for it. And it'll be more fun job. >>Just thinking big picture, big >>Picture, how everything comes together. True architecture >>Problems. All right, Dave is on the queue masterclass here on the cube. Bucha for Dave ante Explorer, 2022. Live back with our next segment. After this short break.

>>Hey everyone. Welcome to the Cube's presentation of the AWS startup showcase. Season two, episode four, I'm your host. Lisa Martin. This topic is cybersecurity detect and protect against threats. Very excited to welcome a Cub alumni back to the program. SNA hall, autonomy, the co-founder and CEO of horizon three joins me SNA hall. It's great to have you back in the studio. >>Likewise, thanks for the invite. >>Tell us a little bit about horizon three. What is it that you guys do you we're founded in 2019? Got a really interesting group of folks with interesting backgrounds, but talk to the audience about what it is that you guys are aiming to do. >>Sure. So maybe back to the problem we were trying to solve. So my background, I was a engineer by trade. I was a CIO at G capital CTO at Splunk and helped, helped grows scale that company and then took a break from industry to serve within the department of defense. And in every one of my jobs where I had cyber security in my responsibility, I suffered from the same problem. I had no idea I was secure or that we were fixing the right vulnerabilities or logging the right data in Splunk or that our tools and processes and people worked together well until the bad guys had showed up. And by then it was too late. And what I wanted to do was proactively verify my security posture, make sure that my security tools were actually effective, that my people knew how to respond to a breach before the bad guys were there. And so this whole idea of continuously verifying my security posture through security testing and pen testing became a, a passion project of mine for over a decade. And I, through my time in the DOD found the right group of an early people that had offensive cyber experience that had defensive cyber experience that knew how to build and ship and, and deliver software at scale. And we came together at the end of 2019 to start horizon three. >>Talk to me about the current threat landscape. We've seen so much change in flux in the last couple of years globally. We've seen, you know, the threat actors are just getting more and more sophisticated as is the different types of attacks. What are you seeing kind of horizontally across the threat landscape? >>Yeah. The biggest thing is attackers don't have to hack in using zero days. Like you see in the movies. Often they're able to just log in with valid credentials that they've collected through some mechanism. As an example, if I wanted to compromise a large organization, say United airlines, one of the things that an attacker's gonna go off and do is go to LinkedIn and find all of the employees that work at United airlines. Now you've got, say 7,000 pilots of those pilots. You're gonna figure out quickly that their use varie and passwords or their use varie@leastarefirstnamelastinitialatunited.com. Cool. Now I have 7,000 potential logins and all it takes is one of them to reuse a compromise password for their corporate email. And now you've got an initial user in the system and most likely that initial user has local admin on their laptops. And from there, an attacker can dump credentials and find a path to becoming a domain administrator. >>And what happens oftentimes is security tools. Don't detect this because it looks like valid behavior in the organization. And this is pretty common. This idea of collecting information on an organization or a topic or target using open source intelligence, using a mix of credentialed spraying and kinda low priority or low severity exploitations or misconfigurations to get in. And then from there systematically dumping credentials, reusing those credentials and finding a path towards compromise and almost less than 2% of, of CVEs are actually used in exploits. Most of the time attackers chain together misconfigurations bad product defaults. And so really the threat landscape is attackers don't hack in. They log in and organizations have to focus on getting the basics right and fundamentals right first, before they layer on some magic, easy button that is some security AI tools hoping that that's gonna save their day. And that's what we found systemically across the board. >>So you're finding that across the board, probably pan industry, that, that a lot of companies need to go back to basics. We talk about that a lot when we're talking about security, why do you think that >>Is? I think it's because one, most organizations are barely treading water. When you look at the early rapid adopters of horizon threes, pen testing, product, autonomous pen testing, the early adopters tended to be teams where the it team and the security team were the same person and they were barely treading water. And the hardest part of my job as a CIO was deciding what not to fix because the bottleneck in the security processes, the actual capacity to fix problems. And so fiercely prioritizing issues becomes really important, but the, the tools and the processes don't focus on prioritizing what's exploitable, they prioritize, you know, by some arbitrary score from some arbitrary vulnerability scanner. And so we have as a fundamental breakdown of the small group of folks with the expertise to fix problems, tend to be the most overworked and tend to have the most noise to need to sift through. So they don't even have time to get to the basics. They're just barely treading water doing their day jobs. And they're often sacrificing their nights and weekends. All of us at horizon three were practitioners at one point in our career, we've all been called in on the weekend. So that's why, what we did was fiercely focus on helping customers and users fix problems that truly matter, and allowing them to quickly retack and verify that the problems were truly fixed. >>So when it comes to today's threat landscape, what is it that organizations across the board should really be focused on? >>I think systemically what we see are bad password or credential policies, least access, privileged management type processes, not being well implemented. The domain user tends to be the local admin on the box, no ability to understand what is a valid login versus a, a malicious login. Those are some of the basics that we see systemically. And if you layer that with, it's very easy to say misconfigure vCenter, or misconfigure a piece of Cisco gear, or you're not gonna be installing monitoring and OB observa security observability tools on that. HP integrated lights out server. And so on. What you'll find is that you've got people overworked that don't have the capacity to fix. You have the fundamentals or the basics, not, not well implemented. And you have a whole bunch of blind spots in your security posture, and defenders have to be right. Every time attackers only have to be right once. And so what we have is this asymmetric fight where attackers are very likely to get in. And we see this on the news all the time. >>So, and, and nobody of course wants to be the next headline. Right? Talk to me a little bit about autonomous pen testing as a service, what you guys are delivering and what makes it unique and different than other tools that have been out there as, as you're saying that clearly have >>Gaps. Yeah. So first and foremost was the approach we took in building our product. What we set up front was our primary users should be it administrators, network, engineers, and P. And that, that it intern who in three clicks should have the power of a 20 year pen testing expert. So the whole idea was empower and enable all of the fixers to find, fix in verify their security weaknesses continuously. That was the design goal. Most other security products are designed for security people, but we already know they're they're task saturated. They've got way too many tools under the belt. So first and foremost, we wanted to empower the fixers to fix problems. That truly matter, the second part was we wanted to do that without having to install credentialed agents all over the place or writing your own custom attack scripts, or having to do a bunch of configurations and make sure that it's safe to run against production systems so that you could, you could test your entire attack surface your on-prem, your cloud, your external perimeter. >>And this is where AWS comes in to be very important, especially hybrid customers where you've got a portion of your infrastructure on AWS, a portion on-prem and you use horizon three to be able to attack your complete attack surface. So we can start on Preem and we will find, say the AWS credentials file that was mistakenly saved on a, a share drive, and then reuse that to become admin in the cloud. AWS didn't do anything wrong. The cloud team didn't do anything wrong. A developer happened to share a password or save a password file locally. That's how attackers get in. So we can start from on-prem and show how we can compromise the cloud, start from the cloud and, and, and show how we can compromise. On-prem start from the outside and break in. And we're able to show that complete attack surface at scale for hybrid customers. >>So showing that complete attack surface sort of from the eyes of the attacker, >>That's exactly right, because while blue teams or the defenders have a very specific view of their environment, you have to look at yourself through the eyes of the attacker to understand what are your blind spots? What do do they see that you don't see? And it's actually a discipline that is well entrenched within military culture. And that's also important for us as the company. We're about a third of horizon, three served in us special operations or the intelligence community with the United States, and then do OD writ large. And a lot of that red team mindset view yourself through the eyes of the attacker and this idea of training. Like you fight in building muscle memories. So you know how to react to the real incident when it occurs is just ingrained in how we operate. And we disseminate that culture through all of our customers as well. >>And, and at this point in time, it's, every business needs to assume an attacker's gonna get in >>That's right. There are way too many doors and windows in the organization. Attackers are going to get in, whether it's a single customer that reused their Netflix password for their corporate email, a patch that didn't get applied properly, or a new zero day that just gets published a piece of Cisco software that was misconfigured, you know, not by anything more than it's easy to misconfigure. These complex pieces of technology attackers are going to get in. And what we want to understand as customers is once they're in, what could they do? Could they get to my crown Jewel's data and systems? Could they borrow and prepare for a much more complicated attack down the road? If you assume breach, now you wanna understand what can they get to, how quickly can you detect that breach and what are your ways to stifle their ability to achieve their objectives. And culturally, we would need a shift from talking about how secure I am to how defensible are we. Security is kind of a state, a point in time, state of your organization, defense ability is how quickly you can adapt to the attacker to stifle their ability to achieve their objective >>As things are changing >>Constantly. That's exactly right. >>Yeah. Talk to me about a typical customer engagement. If there's, you mentioned folks treading water, obviously there's the huge cybersecurity skills gap that we've been talking about for a long time. Now that's another factor there, but when you're in customer conversations, who were you talking to? What typically are, what are they coming to you for help? >>Yeah. One big thing is you're not gonna win and, and win a customer by taking 'em out to steak dinners. Not anymore. The way we focus on, on our go to market and our sales motion is cultivating champions. At the end of the proof of concept, our internal measure of successes is that person willing to get a horizon three tattoo. And you do that, not through state dinners, not through cool swag, not through marketing, but by letting your results do the talking. Now, part of those results should not require professional services or consulting it. The whole experience should be self-service frictionless and insightful. And that really is how we've designed the product and designed the entire sales motion. So a prospect will learn or discover about us, whether it's through LinkedIn, through social, through the website, but often because one of their friends or colleagues heard about us saw our result and is advocating on our behalf. >>When we're not in the room from there, they're gonna be able to self-service just log to our product through their LinkedIn ID, their Google ID. They can engage with a salesperson if they want to, they can run a pen test right there on the spot against their home, without any interaction with a sales rep, let those results do the talking, use that as a starting point to engage in a, in a more complicated proof of value. And the whole idea is we don't charge for these. We let our results do the talking. And at the end, after they've run us to find problems they've gone off and fixed those issues. And they've rerun us to verify that what they've fixed was properly fixed, then they're hooked. And we have a hundred percent technical win rate with our prospects when they hit that fine fix verify cycle, which is awesome. And then we get the tattoo for them, at least give them the template. And then we're off to the races >>That it sounds like you're making the process more simple. There's so much complexity behind it, but allowing users to be able to actually test it out themselves in a, in a simplified way is huge. Allowing them to really focus on becoming defensible. >>That's exactly right. And you know, the value is we're all, especially now in security, there's so much hype and so much noise. There's a lot more time being spent, self discovering and researching technologies before you engage in a commercial discussion. And so what we try to do is optimize that entire buying experience around enabling people to discover and research and learn the other part, right. Remember is offensive cyber and ethical hacking. And so on is very mysterious and magical to most defenders. It's such a complicated topic with many nuance tools that they don't have the time to understand or learn. And so if you surface the complexity of all those attacker tools, you're gonna overwhelm a person that is already overwhelmed. So we needed the, the experience to be incredibly simple and, and optimize that fine fix verify aha moment. And once again, be frictionless and be insightful, >>Frictionless and insightful. Excellent. Talk to me about results. You mentioned results. We, we love talking about outcomes. When a customer goes through the, the POC POB that you talked about, what are some of the results that they see that hook them? >>Yeah. The biggest thing is what attackers do today is they will find a low from machine one, plus a low from machine two equals compromised domain. What they're doing is they're chaining together issues across multiple parts of your system or your organization to hone your environment. What attackers don't do is find a critical vulnerability and exploit that single machine it's always a chain is always, always multiple steps in the attack. And so the entire product and experience in actually our underlying tech is around attack pads. Here is the path, the attack path an attacker could have taken. You know, that node zero, our product took here is the proof of exploitation for every step along the way. So, you know, this isn't a false positive, in fact, you can copy and paste the attacker command from the product and rerun it yourself and see it for yourself. >>And then here is exactly what you have to go fix and why it's important to fix. So that path proof impact and fix action is what the entire experience is focused on. And that is the results doing the talking, because remember, these folks are already overwhelmed. They're dealing with a lot of false positives. And if you tell them you've got another critical to fix their immediate reaction is Nope. I don't believe you. This is a false positive. I've seen this plenty of times. That's not important. So you have to in your product experience in sales process and adoption process immediately cut through that defensive or that reflex and its path proof impact. Here's exactly what you fix here are the exact steps to fix it. And then you're off to the races. What I learned at Splunk was you win hearts and minds of your users through amazing experience, product experience, amazing documentation, yes, and a vibrant community of champions. Those are the three ingredients of success, and we've really made that the core of the product. So we win on our documentation. We win on the product experience and we've cultivated pretty awesome community. >>Talk to me about some of those champions. Is there a customer story that you think really articulates the value of no zero and what it is that, that you are doing? Yeah. >>I'll tell you a couple. Actually, I just gave this talk at black hat on war stories from running 10,000 pen tests. And I'll try to be gentle on the vendors that were involved here, but the reality is you gotta be honest and authentic. So a customer, a healthcare organization ran a pen test and they were using a very well known, managed security services provider as their, as their security operations team. And so they initiate the pen test and they were, they wanted to audit their response time of their MSSP. So they run the pen test and we're in and out. The whole pen test runs two hours or less. And in those two hours, the pen test compromises, the domain gets access to a bunch of sensitive data. Laterally, maneuvers rips the entire entire environment apart. It took seven hours for the MSSP to send an email notification to the it director that said, Hey, we think something's suspicious is wow. Seven hours. That's >>A long time >>We were in and out in two, seven hours for notification. And the issue with that healthcare company was they thought they had hired the right MSSP, but they had no way to audit their performance. And so we gave them the, the details and the ammunition to get services credits to hold them accountable and also have a conversation of switching to somebody else. >>That accountability is key, especially when we're talking about the, the threat landscape and how it's evolving day to day. That's >>Exactly right. Accountability of your suppliers or, or your security vendors, accountability of your people and your processes, and not having to wait for the bad guys to show up, to test your posture. That's, what's really important. Another story is interesting. This customer did everything right. It was a banking customer, large environment, and they had Ford net installed as their, as their EDR type platform. And they, they initiate us as a pen test and we're able to get code execution on one of their machines. And from there laterally maneuver to become a domain administrator, which insecurity is a really big deal. So they came back and said, this is absolutely not possible. Ford net should have stopped that from occurring. And it turned out because we showed the path and the proof and the impact Forder net was misconfigured on three machines out of 5,000. And they had no idea. Wow. So it's one of those you wanna don't trust that your tools are working. Don't trust your processes. Verify them, show me we're secure today. Show me we're secured tomorrow. And then show me again, we're secure next week, because my environment's constantly changing. And the, and the adversary always has a vote, >>Right? The, the constant change in flux is, is huge challenge for organizations, but those results clearly speak for themselves. You, you talked about the speed in terms of time, how quickly can a customer deploy your technology, identify and remedy problems in their environment. >>Yeah. You know, this fine fix verify aha moment. If you will. So traditionally a customer would have to maybe run one or two pen tests a year and then they'd go off and fix things. They have no capacity to test them cuz they don't have the internal attack expertise. So they'd wait for the next pen test and figure out that they were still exploitable. Usually this year's pen test results look identical the last years that isn't sustainable. So our customers shift from running one or two pen tests a year to 40 pen tests a month. And they're in this constant loop of finding, fixing and verifying all of the weaknesses in their infrastructure. Remember there's infrastructure, pen testing, which is what we are really good at. And then there's application level pen testing that humans are much better at solving. Okay. So we focus on the infrastructure side, especially at scale, but can you imagine so 40 pen tests a month, they run from the perimeter, the inside from a specific subnet from work from home machines, from the cloud. And they're running these pen tests from many different perspectives to understand what does the attacker see from each of these locations in their organization and how do they systemically fix those issues? And what they look at is how many critical problems were found, how quickly were they fixed? How often do they reoccur? And that third metric is important because you might fix something. But if it shows up again next week, because you've got bad automation, you're not gonna you're in a rat race. So you wanna look at that reoccurrence rate also >>The recurrence rate. What are you most excited about as obviously the threat landscape continues to evolve, but what are you most excited about for the company and what it is that you're able to help organizations across industries achieve in such tumultuous times? Yeah. You >>Know, one of the coolest things is back because I was a customer for many of these products, I, I despised threat intelligence products. I despised them because they were basically generic blog posts maybe delivered as a, as a, as a data feed to my Splunk environment or something. But they're always really generic. Like you may have a problem here. And as a result, they weren't very actionable. So one of the really cool things that we do, it's just part of the product is this concept of, of flares flares that we shoot up. And the idea is not to be, to cause angst or anxiety or panic, but rather we look at threat intelligence and then because all, all the insights we have from your pen test results, we connect those two together and say your VMware horizon instance at this IP is exploitable. You need to fix it as fast as possible or as very likely to be exploited. >>And here is the threat intelligence and in the news from CSUN elsewhere, that shows why it's important. So I think what is really cool is we're able to take together threat intelligence out in the wild combined with very precise understanding of your environment, to give you very accurate and actionable starting points for what you need to go fix or test or verify. And when we do that, what we see is almost like, imagine this ball bouncing, that is the first drop of the ball. And then that drives the first major pen test. And then they'll run all these subsequent pen tests to continue to find and fix and verify. And so what we see is this tremendous amount of AC excitement from customers that we're actually giving them accurate, detailed information to take advantage of, and we're not causing panic and we're not causing alert, fatigue as a result. >>That's incredibly important in this type of environment. Last question for you. If, if autonomous pen testing is obviously critical and has tremendous amount of potential for organizations, but it's not, it's only part of the equation. What's the larger vision. >>Yeah. You know, we are not a pen testing company and that's something we decided upfront. Pen testing is a sensor. It collects and understands a tremendous amount of data for your attack surface. So the natural next thing is to analyze the pen test results over time, to start to give you a more accurate understanding of your governance risk and compliance posture. So now what happens is we are able to allow customers to go run 40 pen tests a month. And that kind of becomes the, the initial land or flagship product. But then from there we're able to upsell or increase value to our customers and start to compete and take out companies like security scorecard or risk IQ and other companies like that, where there tended to be. I was a user of all those tools, a lot of garbage in garbage out, okay, where you can't fill out a spreadsheet and get an accurate understanding of your risk posture. You need to look at your detailed pen, test results over time and use that to accurately understand what are your hotspots, what's your recurrence rate and so on. And being able to tell that story to your auditors, to your regulators, to the board. And actually it gives you a much more accurate way to show return on investment of your security spend also, which >>Is huge. So where can customers and, and those that are interested go to learn more. >>So horizon three.ai is the website. That's a great starting point. We tend to very much rely on social channels. So LinkedIn in particular to really get our stories out there. So finding us on LinkedIn is probably the next best thing to go do. And we're always at the major trade shows and events also. >>Excellent SNA. It's been a pleasure talking to you about horizon three. What it is that you guys are doing, why and the greater vision we appreciate your insights and your time. >>Thank you, likewise. >>All right. For my guest. I'm Lisa Martin. We wanna thank you for watching the AWS startup showcase. We'll see you next time.

>>Hello. Welcome back to our super cloud 22 event. I'm John F host the cue with my co-host Dave ante. Extracting the signal from noise. We're proud to have two amazing cube alumnis here. We got Sanja Putin. Who's now the CEO of cohesive the emo Aaron who's the CTO. Co-founder also former CEO Cub alumni. The father of hyper-converged welcome back to the cube I endorsed the >>Cloud. Absolutely. Is the father. Great >>To see you guys. Thank thanks for coming on and perfect timing. The new job taking over that. The helm Mo it at cohesive big news, but part of super cloud, we wanna dig into it. Thanks for coming on. >>Thank you for having >>Us here. So first of all, we'll get into super before we get into the Supercloud. I want to just get the thoughts on the move Sanjay. We've been following your career since 2010. You've been a cube alumni from that point, we followed that your career. Why cohesive? Why now? >>Yeah, John David, thank you first and all for having us here, and it's great to be at your event. You know, when I left VMware last year, I took some time off just really primarily. I hadn't had a sabbatical in probably 18 years. I joined two boards, Phillips and sneak, and then, you know, started just invest and help entrepreneurs. Most of them were, you know, Indian Americans like me who were had great tech, were looking for the kind of go to market connections. And it was just a wonderful year to just de to unwind a bit. And along the, the way came CEO calls. And I'd asked myself, the question is the tech the best in the industry? Could you see value creation that was signi significant and you know, three, four months ago, Mohit and Carl Eschenbach and a few of the board members of cohesive called me and walk me through Mo's decision, which he'll talk about in a second. And we spent the last few months getting to know him, and he's everything you describe. He's not just the father of hyperconverge. And he wrote the Google file system, wicked smart, built a tech platform better than that second time. But we had to really kind of walk through the chemistry between us, which we did in long walks in, in, you know, discrete places so that people wouldn't find us in a Starbucks and start gossiping. So >>Why Sanjay? There you go. >>Actually, I should say it's a combination of two different decisions. The first one was to, for me to take a different role and I run the company as a CEO for, for nine years. And, you know, as a, as a technologist, I always like, you know, going deep into technology at the same time, the CEO duties require a lot of breadth, right? You're talking to customers, you're talking to partners, you're doing so much. And with the way we've been growing the with, you know, we've been fortunate, it was becoming hard to balance both. It's really also not fair to the company. Yeah. So I opted to do the depth job, you know, be the visionary, be the technologist. And that was the first decision to bring a CEO, a great CEO from outside. >>And I saw your video on the site. You said it was your decision. Yes. Go ahead. I have to ask you, cuz this is a real big transition for founders and you know, I have founder artists cuz everyone, you know, calls me that. But being the founder of a company, it's always hard to let go. I mean nine years as CEO, it's not like you had a, you had a great run. So this was it timing for you? Was it, was it a structural shift, like at super cloud, we're talking about a major shift that's happening right now in the industry. Was it a balance issue? Was it more if you wanted to get back in and in the tech >>Look, I, I also wanna answer, you know, why Sanja, but, but I'll address your question first. I always put the company first what's right for the company. Is it for me to start get stuck the co seat and try to juggle this depth and Brad simultaneously. I mean, I can stroke my ego a little bit there, but it's not good for the company. What's best for the company. You know, I'm a technologist. How about I oversee the technology part in partnership with so many great people I have in the company and I bring someone kick ass to be the CEO. And so then that was the second decision. Why Sanja when Sanjay, you know, is a very well known figure. He's managed billions of dollars of business in VMware. You know, been there, done that has, you know, some of the biggest, you know, people in the industry on his speed dial, you know, we were really fortunate to have someone like that, come in and accept the role of the CEO of cohesive. I think we can take the company to new Heights and I'm looking forward to my partnership with, with Sanja on this. >>It it's we, we called it the splash brothers and >>The, >>In the vernacular. It doesn't matter who gets the ball, whether it's step clay, we shoot. And I think if you look at some of the great partnerships, whether it was gates bomber, there, plenty of history of this, where a founder and a someone who was, it has to be complimentary skills. If I was a technologist myself and wanted to code we'd clash. Yeah. But I think this was really a match me in heaven because he, he can, I want him to keep innovating and building the best platform for today in the future. And our customers tell one customer told me, this is the best tech they've seen since VMware, 20 years ago, AWS, 10 years ago. And most recently this was a global 100 big customers. So I feel like this combination, now we have to show that it works. It's, you know, it's been three, four months. My getting to know him, you know, I'm day eight on the job, but I'm loving it. >>Well, it's a sluman model too. It's more modern example. You saw, he did it with Fred Ludy at service now. Yes. And, and of course at, at snowflake, yeah. And his book, you read his book. I dunno if you've read his book, amp it up, but app it up. And he says, I always you'll love this. Give great deference to the founder. Always show great respect. Right. And for good reason. So >>In fact, I mean you could talk to him, you actually met to >>Frank. I actually, you know, a month or so back, I actually had dinner with him in his ranch in Moana. And I posed the question. There was a number of CEOs that went there and I posed him the question. So Frank, you know, many of us, we grow being deaf guys, you know? And eventually when we take on the home of our CEO, we have to do breadth. How do you do it? And he's like, well, let me tell you, I was never a death guy. I'm a breath guy. >>I'm like, >>That's my answer. Yeah. >>So, so I >>Want the short story. So the day I got the job, I, I got a text from Frank and I said, what's your advice the first time CEO, three words, amp it up, >>Amp it up. Right? Yeah. >>And so you're always on brand, man. >>So you're an amazing operator. You've proven that time and time again at SAP, VMware, et cetera, you feel like now you, you, you wanna do both of those skills. You got the board and you got the operations cuz you look, you know, look at sloop when he's got Scarelli wherever he goes, he brings Scarelli with him as sort of the operator. How, how do you, how are you thinking >>About that? I mean it's early days, but yeah. Yeah. Small. I mean I've, you know, when I was, you know, it was 35,000 people at VMware, 80, 90,000 people at SAP, a really good run. The SAP run was 10 to 20 billion innovative products, especially in analytics and VMware six to 12 end user computing cloud. So I learned a lot. I think the company, you know, being about 2000 employees plus not to mayor tomorrow, but over the course next year I can meet everybody. Right? So first off the executive team, 10 of us, we're, we're building more and more cohesiveness if I could use that word between us, which is great, the next, you know, layers of VPs and every manager, I think that's possible. So I I'm a people person and a customer person. So I think when you take that sort of extroverted mindset, we'll bring energy to the workforce to, to retain the best and then recruit the best. >>And you know, even just the week we, we were announced that this announcement happened. Our website traffic went through the roof, the highest it's ever been, lots of resumes coming in. So, and then lots of customer engagement. So I think we'll take this, but I, I feel very good about the possibilities, because see, for me, I didn't wanna walk into the company to a company where the technology risk was high. Okay. I feel like that I can go to bed at night and the technology risk is low. This guy's gonna run a machine at the current and the future. And I'm hearing that from customers. Now, what I gotta do is get the, the amp it up part on the go to market. I know a little thing or too about >>That. You've got that down. I think the partnership is really key here. And again, nine use the CEO and then Sanja points to our super cloud trend that we've been looking at, which is there's another wave happening. There's a structural change in real time happening now, cloud one was done. We saw that transition, AWS cloud native now cloud native with an kind of operating system kind of vibe going on with on-premise hybrid edge. People say multi-cloud, but we're looking at this as an opportunity for companies like cohesive to go to the next level. So I gotta ask you guys, what do you see as structural change right now in the industry? That's disruptive. People are using cloud and scale and data to refactor their business models, change modern cases with cloud native. How are you guys looking at this next structural change that's happening right now? Yeah, >>I'll take that. So, so I'll start by saying that. Number one, data is the new oil and number two data is exploding, right? Every year data just grows like crazy managing data is becoming harder and harder. You mentioned some of those, right? There's so many cloud options available. Cloud one different vendors have different clouds. There is still on-prem there's edge infrastructure. And the number one problem that happens is our data is getting fragmented all over the place and managing so many fragments of data is getting harder and harder even within a cloud or within on-prem or within edge data is fragmented. Right? Number two, I think the hackers out there have realized that, you know, to make money, it's no longer necessary to Rob banks. They can actually see steal the data. So ransomware attacks on the rise it's become a boardroom level discussion. They say there's a ransomware attack happening every 11 seconds or so. Right? So protecting your data has become very important security data. Security has become very important. Compliance is important, right? So people are looking for data management solutions, the next gen data management platform that can really provide all this stuff. And that's what cohesive is about. >>What's the difference between data management and backup. Explain that >>Backup is just an entry point. That's one use case. I wanna draw an analogy. Let's draw an analogy to my former company, Google right? Google started by doing Google search, but is Google really just a search engine. They've built a platform that can do multiple things. You know, they might have started with search, but then they went down to roll out Google maps and Gmail and YouTube and so many other things on that platform. So similarly backups might be just the first use case, but it's really about that platform on which you can do more with the data that's next gen data management. >>But, but you am, I correct. You don't consider yourself a security company. One of your competitors is actually pivoting and in positioning themselves as a security company, I've always felt like data management, backup and recovery data protection is an adjacency to security, but those two worlds are coming together. How do you see >>It? Yeah. The way I see it is that security is part of data management. You start maybe by backing with data, but then you secure it and then you do more with that data. If you're only doing security, then you're just securing the data. You, you gotta do more with the data. So data management is much bigger. So >>It's a security is a subset of data. I mean, there you go. Big TA Sanjay. >>Well, I mean I've, and I, I, I I'd agree. And I actually, we don't get into that debate. You know, I've told the company, listen, we'll figure that out. Cuz who cares about the positioning at the bottom? My email, I say we are data management and data security company. Okay. Now what's the best word that describes three nouns, which I think we're gonna do management security and analytics. Okay. He showed me a beautiful diagram, went to his home in the course of one of these, you know, discrete conversations. And this was, I mean, he's done this before. Many, if you watch on YouTube, he showed me a picture of an ice big iceberg. And he said, listen, you know, if you look at companies like snowflake and data bricks, they're doing the management security and mostly analytics of data. That's the top of the iceberg, the stuff you see. >>But a lot of the stuff that's get backed archive is the bottom of the iceberg that you don't see. And you try to, if you try to ask a question on age data, the it guy will say, get a ticket. I'll come back with three days. I'll UNIV the data rehydrate and then you'll put it into a database. And you can think now imagine that you could do live searches analytics on, on age data that's analytics. So I think the management, the security, the analytics of, you know, if you wanna call it secondary data or backed up data or data, that's not hot and live warm, colder is a huge opportunity. Now, what do you wanna call one phrase that describes all of it. Do you call that superpower management security? Okay, whatever you wanna call it. I view it as saying, listen, let's build a platform. >>Some people call Google, a search company. People, some people call Google and information company and we just have to go and pursue every CIO and every CSO that has a management and a security and do course analytics problem. And that's what we're doing. And when I talk to the, you know, I didn't talk to all the 3000 customers, but the biggest customers and I was doing diligence. They're like this thing has got enormous potential. Okay. And we just have to now go focus, get every fortune 1000 company to pick us because this problem, even the first use case you talk back up is a little bit like, you know, razor blades and soap you've needed. You needed it 30 years ago and you'll need it for 30 years. It's just that the tools that were built in the last generation that were companies formed in 1990s, one of them I worked for years ago are aids are not built for the cloud. So I think this is a tremendous opportunity where many of those, those, those nos management security analytics will become part of what we do. And we'll come up with the right phrase for what the companies and do course >>Sanjay. So ma and Sanja. So given that given that's this Google transition, I like that example search was a data problem. They got sequenced to a broader market opportunity. What super cloud we trying to tease out is what does that change over from a data standpoint, cuz now the operating environments change has become more complex and the enterprises are savvy. Developers are savvy. Now they want, they want SAS solutions. They want freemium and expanding. They're gonna drive the operations agenda with DevOps. So what is the complexity that needs to be abstracted away? How do you see that moment? Because this is what people are talking about. They're saying security's built in, driven by developers. Developers are driving operations behavior. So what is the shift? Where do you guys see this new? Yeah. Expansive for cohesive. How do you fit into super cloud? >>So let me build up from that entry point. Maybe back up to what you're saying is the super cloud, right? Let me draw that journey. So let's say the legacy players are just doing backups. How, how sad is it that you have one silo sitting there just for peace of mind as an insurance policy and you do nothing with the data. If you have to do something with the data, you have to build another silo, you have to build another copy. You have to manage it separately. Right. So clearly that's a little bit brain damaged. Right. So, okay. So now you take a little bit of, you know, newer vendors who may take that backup platform and do a little bit more with that. Maybe they provide security, but your problem still remains. How do you do more with the data? How do you do some analytics? >>Like he's saying, right. How do you test development on that? How do you migrate the data to the cloud? How do you manage it? The data at scale? How do you do you provide a unified experience across, across multiple cloud, which you're calling the super cloud. That's where cohesive goes. So what we do, we provide a platform, right? We have tentacles in on-prem in each of the clouds. And on top of that, it looks like one platform that you manage. We have a single control plane, a UI. If you may, a single pin of glass, if, if you may, that our customers can use to manage all of it. And now it looks, starts looking like one platform. You mentioned Google, do you, when you go to, you know, kind Google search or a URL, do you really care? What happens behind the scenes mean behind the scenes? Google's built a platform that spans the whole world. No, >>But it's interesting. What's behind the scenes. It's a beautiful now. And I would say, listen, one other thing to pull on Dave, on the security part, I saw a lot of vendors this day in this space, white washing a security message on top of backup. Okay. And CSO, see through that, they'll offer warranties and guarantees or whatever, have you of X million dollars with a lot of caveats, which will never paid because it's like escape clause here. We won't pay it. Yeah. And, and what people really want is a scalable solution that works. And you know, we can match every warranty that's easy. And what I heard was this was the most scalable solution at scale. And that's why you have to approach this with a Google type mindset. I love the fact that every time you listen to sun pitch, I would, what, what I like about him, the most common word to use is scale. >>We do things at scale. So I found that him and AUR and some of the early Google people who come into the company had thought about scale. And, and even me it's like day eight. I found even the non-tech pieces of it. The processes that, you know, these guys are built for simple things in some cases were better than some of the things I saw are bigger companies I'd been used to. So we just have to continue, you know, building a scale platform with the enterprise. And then our cloud product is gonna be the simple solution for the masses. And my view of the world is there's 5,000 big companies and 5 million small companies we'll push the 5 million small companies as the cloud. Okay. Amazon's an investor in the company. AWS is a big partner. We'll talk about I'm sure knowing John's interest in that area, but that's a cloud play and that's gonna go to the cloud really fast. You not build you're in the marketplace, you're in the marketplace. I mean, maybe talk about the history of the Amazon relationship investing and all that. >>Yeah, absolutely. So in two years back late 2020, we, you know, in collaboration with AWS who also by the way is an investor now. And in cohesive, we rolled out what we call data management as a service. It's our SaaS service where we run our software in the cloud. And literally all customers have to do is just go there and sign on, right? They don't have to manage any infrastructure and stuff. What's nice is they can then combine that with, you know, software that they might have bought from cohesive. And it still looks like one platform. So what I'm trying to say is that they get a choice of the, of the way they wanna consume our software. They can consume it as a SAS service in the cloud. They can buy our software, manage it themselves, offload it to a partner on premises or what have you. But it still looks like that one platform, what you're calling a Supercloud >>Yeah. And developers are saying, they want the bag of Legos to compose their solutions. That's the Nirvana they want to get there. So that's, it has to look the same. >>Well, what is it? What we're calling a Superlo can we, can we test that for a second? So data management and service could span AWS and on-prem with the identical experience. So I guess I would call that a Supercloud I presume it's not gonna through AWS span multiple clouds, but, but >>Why not? >>Well, well interesting cuz we had this, I mean, so, okay. So we could in the future, it doesn't today. Well, >>David enough kind of pause for a second. Everything that we do there, if we do it will be customer driven. So there might be some customers I'll give you one Walmart that may want to store the data in a non AWS cloud risk cuz they're competitors. Right. So, but the control plane could still be in, in, in the way we built it, but the data might be stored somewhere else. >>What about, what about a on-prem customer? Who says, Hey, I, I like cohesive. I've now got multiple clouds. I want the identical experience across clouds. Yeah. Okay. So, so can you do that today? How do you do that today? Can we talk >>About that? Yeah. So basically think roughly about the split between the data plane and the control plane, the data plane is, you know, our cohesive clusters that could be sitting on premises that could be sitting in multiple data centers or you can run an instance of that cluster in the cloud, whichever cloud you choose. Right. That's what he was referring to as the data plane. So collectively all these clusters from the data plane, right? They stored the data, but it can all be managed using the control plane. So you still get that single image, the single experience across all clouds. And by the way, the, the, the, the cloud vendor does actually benefit because here's a customer. He mentioned a customer that may not wanna go to AWS, but when they get the data plane on a different cloud, whether it's Azure, whether it's the Google cloud, they then get data management services. Maybe they're able to replicate the data over to AWS. So AWS also gains. >>And your deployment model is you instantiate the cohesive stack on each of the regions and clouds, is that correct? And you building essentially, >>It all happens behind the scenes. That's right. You know, just like Google probably has their tentacles all over the world. We will instantiate and then make it all look like one platform. >>I mean, you should really think it's like a human body, right? The control planes, the head. Okay. And that controls everything. The data plane is large because it's a lot of the data, right? It's the rest of the body, that data plane could be wherever you want it to be. Traditionally, the part the old days was tape. Then you got disk. Now you got multiple clouds. So that's the way we think about it. And there on that piece of it will be neutral, right? We should be multi-cloud to the data plane being every single place. Cause it's customer demand. Where do you want your store data? Air gapped. On-prem no problem. We'll work with Dell. Okay. You wanna be in a particular cloud, AWS we'll work then optimized with S3 and glacier. So this is where I think the, the path to a multi-cloud or Supercloud is to be customer driven, but the control plane sits in Amazon. So >>We're blessed to have a number of, you know, technical geniuses in here. So earlier we were speaking to Ben wa deja VI, and what they do is different. They don't instantiate an individual, you know, regions. What they do is of a single global. Is there a, is there an advantage of doing it the way the cohesive does it in terms of simplicity or how do you see that? Is that a future direction for you from a technology standpoint? What are the trade offs there? >>So you want to be where the data is when you said single global, I take it that they run somewhere and the data has to go there. And in this day age, correct >>Said that. He said, you gotta move that in this >>Day and >>Age query that's, you know, across regions, look >>In this day and age with the way the data is growing, the way it is, it's hard to move around the data. It's much easier to move around the competition. And in these instances, what have you, so let the data be where it is and you manage it right there. >>So that's the advantage of instantiating in multiple regions. As you don't have to move the >>Data cost, we have the philosophy we call it. Let's bring the, the computation to the data rather than the data to >>The competition and the same security model, same governance model, same. How do you, how do you federate that? >>So it's all based on policies. You know, this overarching platform controlled by, by the control plane, you just, our customers just put in the policies and then the underlying nuts and bolts just take care >>Of, you know, it's when I first heard and start, I started watching some of his old videos, ACE really like hyperconverged brought to secondary storage. In fact, he said, oh yeah, that's great. You got it. Because I first called this idea, hyperconverged secondary storage, because the idea of him inventing hyperconverge was bringing compute to storage. It had never been done. I mean, you had the kind of big VC stuff, but these guys were the first to bring that hyperconverge at, at Nutanix. So I think this is that same idea of bringing computer storage, but now applied not to the warm data, but to the rest of the data, including a >>Lot of, what about developers? What's, what's your relationship with developers? >>Maybe you talk about the marketplace and everything >>He's yeah. And I'm, I'm curious as to do you have a PAs layer, what we call super PAs layer to create an identical developer experience across your Supercloud. I'm gonna my >>Term. So we want our customers not just to benefit from the software that we write. We also want them to benefit from, you know, software that's written by developers by third party people and so on and so forth. So we also support a marketplace on the platform where you can download apps from third party developers and run them on this platform. There's a, a number of successful apps. There's one, you know, look like I said, our entry point might be backups, but even when backups, we don't do everything. Look, for instance, we don't backup mainframes. There is a, a company we partner with, you know, and their software can run in our marketplace. And it's actually used by many, many of our financial customers. So our customers don't get, just get the benefit of what we build, but they also get the benefit of what third parties build. Another analogy I like to draw. You can tell. And front of analogy is I drew an analogy to hyperscale is like Google. Yeah. The second analogy I like to draw is that to a simple smartphone, right? A smartphone starts off by being a great phone. But beyond that, it's also a GPS player. It's a, it's a, it's a music player. It's a camera, it's a flashlight. And it also has a marketplace from where you can download apps and extend the power of that platform. >>Is that a, can we think of that as a PAs layer or no? Is it really not? You can, okay. You can say, is it purpose built for what you're the problem that you're trying to solve? >>So we, we just built APIs. Yeah. Right. We have an SDK that developers can use. And through those APIs, they get to leverage the underlying services that exist on the platform. And now developers can use that to take advantage of all that stuff. >>And it was, that was a key factor for me too. Cause I, what I, you know, I've studied all the six, seven players that sort of so-called leaders. Nobody had a developer ecosystem, nobody. Right? The old folks were built for the hardware era, but anyones were built for the cloud to it didn't have any partners were building on their platform. So I felt for me listen, and that the example of, you know, model nine rights, the name of the company that does back up. So there's, there's companies that are built on and there's a number of others. So our goal is to have a big tent, David, to everybody in the ecosystem to partner with us, to build on this platform. And, and that may take over time, but that's the way we're build >>It. And you have a metadata layer too, that has the intelligence >>To correct. It's all abstract. That that's right. So it's a combination of data and metadata. We have lots of metadata that keeps track of where the data is. You know, it allows you to index the data you can do quick searches. You can actually, you, we talking about the control plan from that >>Tracing, >>You can inject a search that'll through search throughout your multi-cloud environment, right? The super cloud that you call it. We have all that, all that goodness sounds >>Like a Supercloud John. >>Yeah. I mean, data tracing involved can trace the data lineage. >>You, you can trace the data lineage. So we, you know, provide, you know, compliance and stuff. So you can, >>All right. So my final question to wrap up, we guys, first of all, thanks for coming on. I know you're super busy, San Jose. We, we know what you're gonna do. You're gonna amp it up and, you know, knock all your numbers out. Think you always do. But what I'm interested in, what you're gonna jump into, cuz now you're gonna have the creative license to jump in to the product, the platform there has to be the next level in your mind. Can you share your thoughts on where this goes next? Love the control plane, separate out from the data plane. I think that plays well for super. How >>Much time do you have John? This guy's got, he's got a wealth. Ditis keep >>Going. Mark. Give us the most important thing you're gonna focus on. That kind of brings the super cloud and vision together. >>Yeah. Right away. I'm gonna, perhaps I, I can ion into two things. The first one is I like to call it building the, the machine, the system, right. Just to draw an analogy. Look, I draw an analogy to the us traffic system. People from all walks of life, rich, poor Democrats, Republicans, you know, different states. They all work in the, the traffic system and we drive well, right. It's a system that just works. Whereas in some other countries, you know, the system doesn't work. >>We know, >>We know a few of those. >>It's not about works. It's not about the people. It's the same people who would go from here to those countries and, and not dry. Well, so it's all about the system. So the first thing I, I have my sights on is to really strengthen the system that we have in our research development to make it a machine. I mean, it functions quite well even today, but wanna take it to the next level. Right. So that I wanna get to a point where innovation just happens in the grassroots. And it just, just like >>We automations scale optic brings all, >>Just happens without anyone overseeing it. Anyone there's no single point of bottleneck. I don't have to go take any diving catches or have you, there are people just working, you know, in a decentralized fashion and innovation just happens. Yeah. The second thing I work on of course is, you know, my heart and soul is in, you know, driving the vision, you know, the next level. And that of course is part of it. So those are the two things >>We heard from all day in our super cloud event that there's a need for an, an operating system. Yeah. Whether that's defacto standard or open. Correct. Do you see a consortium around the corner potentially to bring people together so that things could work together? Cuz there really isn't no stand there. Isn't a standards bodies. Now we have great hyperscale growth. We have on-prem we got the super cloud thing happening >>And it's a, it's kind of like what is an operating system? Operating system exposes some APIs that the applications can then use. And if you think about what we've been trying to do with the marketplace, right, we've built a huge platform and that platform is exposed through APIs. That third party developers can use. Right? And even we, when we, you know, built more and more services on top, you know, we rolled our D as we rolled out, backup as a service and a ready for thing security as a service governance, as a service, they're using those APIs. So we are building a distributor, putting systems of sorts. >>Well, congratulations on a great journey. Sanja. Congratulations on taking the hem. Thank you've got ball control. Now you're gonna be calling the ball cohesive as they say, it's, >>It's a team. It's, you know, I think I like that African phrase. If you want to go fast, you go alone. If you wanna go far, you go together. So I've always operated with the best deal. I'm so fortunate. This is to me like a dream come true because I always thought I wanted to work with a technologist that frees me up to do what I like. I mean, I started as an engineer, but that's not what I am today. Right? Yeah. So I do understand the product and this category I think is right for disruption. So I feel excited, you know, it's changing growing. Yeah. No. And it's a, it requires innovation with a cloud scale mindset and you guys have been great friends through the years. >>We'll be, we'll be watching you. >>I think it's not only disruption. It's creation. Yeah. There's a lot of white space that just hasn't been created yet. >>You're gonna have to, and you know, the proof, isn't the pudding. Yeah. You already have five of the biggest 10 financial institutions in the us and our customers. 25% of the fortune 500 users, us two of the biggest five pharmaceutical companies in the world use us. Probably, you know, some of the biggest companies, you know, the cars you have, you know, out there probably are customers. So it's already happening. >>I know you got an IPO filed confidentially. I know you can't talk numbers, but I can tell by your confidence, you're feeling good right now we are >>Feeling >>Good. Yeah. One day, one week, one month at a time. I mean, you just, you know, I like the, you know, Jeff Bezos, Andy jazzy expression, which is, it's always day one, you know, just because you've had success, even, you know, if, if a and when an IPO O makes sense, you just have to stay humble and hungry because you realize, okay, we've had a lot of success in the fortune 1000, but there's a lot of white space that hasn't picked USS yet. So let's go, yeah, there's lots of midmarket account >>Product opportunities are still, >>You know, I just stay humble and hungry and if you've got the team and then, you know, I'm really gonna be working also in the ecosystem. I think there's a lot of very good partners. So lots of ideas brew through >>The head. Okay. Well, thank you so much for coming on our super cloud event and, and, and also doubling up on the news of the new appointment and congratulations on the success guys. Coverage super cloud 22, I'm sure. Dave ante, thanks for watching. Stay tuned for more segments after this break.

>>Okay, welcome back everyone. This is the Cube's coverage here. Monaco took a trip all the way out here to cover the Monaco crypto summit. I'm John feer, host of the cube, a lot of action happening presented by digital bits and this ecosystem that's coming together, building on top of digital bits and other blockchains to bring value at the application. These new app, super apps are emerging. Almost every category's gonna be decentralized. This is our opinion and the world believes it. And they're here as well. We've got Oscar ballet CEO co-founder of Agora verse ago is a shopping metaverse coming out soon. We'll get the dates, Oscar. Welcome to the cube. >>Thank you very much for having me. >>We were just talking before you came on camera. You're a young gun, young entrepreneur. You're a gamer. Yeah, a little bit too old to miss the eSports windows. You said, you know, like 25. It's great until that's you missed the window. I wish I was 25 gaming the pandemic with remote work, big tailwind acceleration around the idea of this new digital VI virtual hybrid world. We're living in where people want to have experiences that are similar to physical and virtual. You're doing something really cool around shopping. Yeah. Take a explain. What's going on when the, I know it's not out yet. It's in preview. Yeah. Take a minute to explain. >>Absolutely. So a goers really is a way to create those online storefront environments, virtual environments that are really much inspired by video games in their usage and kind of how the experience goes forward. We want to recreate the brand's theme, aesthetic storytelling or the NFT project as well. All of that created in a virtual setting, which is way more interesting than looking at a traditional webpage. And also you can do some crazy stuff that you can't do in real life, in a real life store, you know, with some crazy effects and lighting and stuff. So it's, it's a whole new frontier that we are trying to cover. And we believe that there is a real use case for shopping centric S experiences and to actually make the S a bit more than a buzzword than that. It is at the moment. >>Okay. So a Agora is the shopping. Metaverse a Agora verse is the company name and product name. You're on the Solona blockchain. Got my notes here, but I gotta ask you, I mean, people are trying to do this right now. We see a lot of high end clients like Microsoft showroom, showroom vibes. Yeah. Not so much. E-commerce per se, but more like the big, I mean it's low hanging fruit. Yeah. How do you guys compare to some other apps out there? Other metaverses? >>I think compared to the bigger companies, we are way more flexible and we can act way more quickly than they can. They still have a lot of ground to cover. And a lot of convincing to do with their communities of users metaverse is not really the most popular topic at the moment. It's still very much kind of looked at as a trend, as something that is just passing and they have to deal with this community interaction that is not really favorable for them. There are other questions about the metaverse that are not being talked about as often, but the ecological costs, for example, of running a metaverse like Facebook envisions it, of running those virtual headsets, running those environments. It's very costy on, on, on the ecological side of things and it's not as often mentioned. And I think that's actually their biggest challenge. >>Can you get an example for folks that don't are in the weeds on that? What's the what's what do you mean by that? The cost of build the headsets? Is it the >>Servers? It's more of the servers, really? You need to run a lot of servers, which is really costly on the environment and environmental questions are at the center of public debates. Anyways, and companies have to play that game as well. So they will have to find kind of this balance between, well, building this cool metaverse, but doing it in an ecological friendly manner as well. I think that's their toughest challenge. >>And what's your solution just using the blockchain? Well, an answer to that, cause some people say, Hey, that's not that's, that's not. So eco-friendly either, >>That's part of it. And it's also part of why we're choosing an ecosystem such as Lana as a starter. It's not limited to only Salana, but Salala is, is known as a blockchain. That is very much ecological. Inclined transactions are less polluting. And definitely this problem is, is tackled in the fact that we are offering this product on a case by case scenario brands come to us, we build this environment and we run something that is proper to them. So the scale of it is also way less important that what Facebook is trying to build. >>Yeah. They're trying to build the all encompassing. Yeah. All singing old dancing, as we say system, and then they're not getting a lot of luck. They just got slammed dunked this week on the news, I saw the, you know, FTC moved against them on the acquisition of the exercise app. >>It's it's a tough, it's a tough battle for them. Let's say they >>Still have, they got a headwind. I wouldn't say tailwind. They broke democracy. So they gotta pay for it. Right. Exactly. I always say definitely revenge going on there. I'm not a big fan of what they did. The FTC. I think that's bad move. They shouldn't block acquisitions, but they do buy, they don't really build much. That's well documented. Facebook really hasn't built anything except for Facebook. That's right. Mean what's the one thing Facebook has done besides Facebook. >>I mean, >>It's everything they've tried is failed except for Facebook. Yeah. >>So we'll see what's going on with the Methodist side. >>Well, so successful, not really one trick bony. Yeah. They bought Instagram. They bought WhatsApp, you know, and not really successful. >>That's true. They do have the, the means though, to maybe become successful with something. So >>You're walking out there, John just said, Facebook's not successful. I meant they don't. They have a one product company. They use their money to buy everything. Yeah. And that's some people don't like that, but anyway, the startups like to get bought out. Yeah. Okay. So let's get back to the metaverse it's coming out is the business model to build for others. Are you gonna have a system for users? What's what's the approach? How do you, how are we view viewing this? What's the, the business you're going after? >>So we are very much a B2B type of service where we can create custom kind of tailor made virtual environments for brands, where we dedicate our team to building those environments, which has been what we have been at the start to really kickstart the initiative. But we're also developing the tool that will allow antibody to develop their own shop themselves, using what we give them to do something kind of like the Sims for those that know, building their environment and building their shop, which will they, they, they will then be to put online and for anybody of their user base customers to have a look at. So it's, it's kind of, yeah, the tailor made experience, but also the more broader experience where we want to create this tool, develop this tool, make it accessible to the public with a subscription based model where any individual that has an idea and maybe a product that is interesting for the metaverse be able to create this virtual storefront and upload it directly. >>How long does it take to build an environment? Let's say I was, I wanna do a cube. Yeah. I go to a lot of venues all around the world. Yeah. MOSCON and San Francisco, the San convention center in Las Vegas, we're here in Monaco. How do I replicate these environments? Do I call you up and say, Hey, I need some artists. Do you guys render it? What's the take us through the process. >>Yeah. It's, it's basically a case by case scenario at the moment, very much. We're working with our partners that find brands that are interested in getting into the metaverse and we then design the shops. Well, it depends on the brands. Some have a really clear idea of what they want. Some are a bit more open to it and they're like, well, we have this and this, can you build something? >>I mean, I mean, I can see the apple store saying, Hey, you know, they're pretty standard apple stores. You got cases of iWatches. Yeah. I mean that's easily to, replicateable probably good ROI for them. >>Exactly. It's it's is that what you're thinking? Their team. Exactly. Yeah. It depends. And we, we want to add a layer of something cuz just replicating the store simply. Yeah. It's it's maybe not as interesting, you know, it just, oh, okay. I'm in the store. It's white, everywhere. It's apple. Right. It's like, oh I'm in at the dentist, but we want to add some video game elements to the, to those experiences. But very subtle ones, ones that won't make you feel, oh, I'm playing one of these games, you know? It's yeah. Very supple. >>You can, you can jump into immersive experience as defined by the brand. Yeah. I mean the brand will control the values. So you're say apple and you're at the iWatch table. Yeah. You could have a digital assistant pop in there with an avatar. Exactly. You can jump down a rabbit hole and say, Hey, I want this iWatch. I'm a bike mountain biker. For example, I could get experience of mountain biking with my watch on I fall off, ambulance sticks me up. I mean, all these things that they advertise is what goes >>On. Yeah. And we can recreate these experiences and what they're advertising and into a more immersive experience is what we're trying to our, our goal is to create experiences. We know that, you know, why does someone is someone spend so much at Disneyland? It's like triple the price of whatever, because you know, it's Mickey mouse around you. It's, that's the experience that comes around. And often the experience is more important than the product. Sometimes >>It's hard. It's really hard to get that first class citizen experience with the event or venue physical. Yeah. Which is a big challenge. I know the metaverse are gonna try to solve this. So I gotta ask you what's your vision on solving that? Okay. Cause that's the holy grail. That's what we're talking about here. Yeah. I got a physical event or place. I wanna replicate it in the metaverse but create that just as good first party citizen like experience. >>Yeah. I mean that's the whole event event type of business side of the metaverse is also a huge one. It's one that we are choosing to tackle after the e-commerce one. But it's definitely something that has been asked a lot by the brands where like we want to create, like, we want to release this store for an event that is in real life, but we want to make it accessible to the largest number. That's why we saw with Fortnite as well. All those events, the fashion week in the central land. And >>Sand's a Cub in the Fortnite too. >>There you go. And so the, the event aspect is super important and we want those meta shops to be places where a brand can organize an event. Let's say they want to make the entrance paid. They can do an NFD for that if they want. And then they have to, the user has to connect the NFD to access the event with an idea. Right. But that's definitely possible. And that's how we leverage blockchain as well with those companies and say, you know, you're not familiar with >>This method. You're badging, you know, you're the gaming where we were talking earlier. Yeah. Badging and credentials and access methods. A tech concept can be easily forwarded to NFTs. Yeah, >>Exactly. Exactly. And brands are interested in that. >>Sure. Of course. Yeah. By being the NFT. That's cool. Yeah. Yeah. So I gotta ask you the origination story. Take me through the, the, how this all started. Yeah. Was it a seat of an idea you and your friends get together? Yeah. It was an it scratch. And when you're really into this, what's the origination story and where you're at now. >>So we started off in January really with a, quite a, a different idea. It was called the loft business club. It's an NFT collection on the Salina blockchain. And the whole idea beyond it is that NFT holders would have access to their virtual apartments that we called the lofts. It got very popular. We got a really big following at the start. It was really the trend back in January, February. And we managed to, to sell out successfully the whole collection of 5,000 NFTs. And yeah, we started as a group of friends, really like-minded friends from my hometown in, in, met in France who are today, the co-founders and the associates with different backgrounds. Leo has the marketing side of things. A club has the 3d designing. We had all our different skills coming into it. Obviously my English was quite helpful as well cause French people in English it's, it's not often the best French English. Yeah. And I was, the COO has been doing amazing on the kind of the serious stuff. You know, the taxis lawyers >>Operational to all of trains running on time. >>Exactly >>Sure. People get their jobs done. >>Yeah, exactly. So >>It's well too long of a lunch cuz you know, French would take what, two hour lunches. Yeah. You >>Have to enjoy it. Yeah. >>Coffee and stuff. That's wine, you know about creative, >>But yeah, it's, it's a friend stuff that started as a, as a passion project and got so quick. And today I'm here talking to you in this setting. It's like, >>You're pretty excited. >>I mean it's super excited. It's such a we're you know, we feel like we're building something that's new and our developer team, we're now a team of 15 in total with developers based in Paris, mostly. And everybody is, is feeling like, you know, they're contributing to something new and that's, what's exciting about it. You know, it's something that's not really done or it's trying to be done, but nobody really knows the way >>It's pioneering days. But the, but the pandemic has shifted the culture faster because people like certainly the gen Zs are like, I don't wanna reuse that old stuff. Yeah. And, but they still want to go to like games or events or go to stores. Yeah. But once to go to a store, I mean, I go to apple store all the time where I live in Palo Alto, California. And it's like, yeah, I love that store. And I know it by heart. I don't, I don't have to go there. Yeah. Walking into the genius bar virtually I get the same job done. Yeah, >>Exactly. That's that's what we want to do. And the other pandemic is just it's it's been all about improving, you know, people's condition, life conditions at home, I think. And that's what kind of boosted the whole metaverse conversation and Facebook really grabbing onto it as well. It's just that people were stuck at home and for gamers, that's fine. We used to be stuck at home playing video games all day. Yeah. We survived the pandemic fine. But for other people it was a bit more of a new >>Experience. Well, Oscar, one of the cool things is that you said like mind you and your founding team, always the secret to success. But now you see a lot of old guys like me and gals coming in too, your smart people are like-minded they get it. Especially ones that have seen the ways before, when you have this kind of change, it's a cultural shift and technology shift and business model shift at the same time. Yeah. And to me there's gonna be chaos, but at the end of the day, >>I mean there's fun and >>Chaos. That's opportunity. There's a fun and fun and opportunity. >>It's fun and chaos, you know, and yeah. Likeminded people and the team has really been the driving factor with our company. We are all very much excited about what we're doing and it's been driving us forward. >>Well, keep in touch. Thanks for coming on the cube and sharing, sharing a story with us in the world. We really appreciate we'll keep in touch with you guys. Do love what you do. Oscar ballet here inside the cube Argo verse eCommerce shop. The beginning of this wave is happening. The convergence of physical virtual is a hybrid mode. It's a steady state. It is not gonna go away. It's only gonna get bigger, more cooler, more relevant than ever before. Cube covering it like a blanket here in Monaco, crypto summit. I'm John furrier. We'll be right back after this short break.

>>Hey, everyone. Welcome to the AWS partner, showcase women in tech. I'm Lisa Martin from the cube. And today we're gonna be looking into the exciting evolution of women in the tech industry. I'm going to be joined by Danielle GShock, the ISP PSA director at AWS. And we have the privilege of speaking with some wicked smart women from Teradata NetApp. JFI a 10th revolution group, company and honeycomb.io. We're gonna look at some of the challenges and biases that women face in the tech industry, especially in leadership roles. We're also gonna be exploring how are these tech companies addressing diversity, equity and inclusion across their organizations? How can we get more young girls into stem earlier in their careers? So many questions. So let's go ahead and get started. This is the AWS partner showcase women in tech. Hey, everyone. Welcome to the AWS partner showcase. This is season one, episode three. And I'm your host, Lisa Martin. I've got two great guests here with me to talk about women in tech. Hillary Ashton joins us the chief product officer at Terry data. And Danielle Greshaw is back with us, the ISV PSA director at AWS ladies. It's great to have you on the program talking through such an important topic, Hillary, let's go ahead and start with you. Give us a little bit of an intro into you, your background, and a little bit about Teradata. >>Yeah, absolutely. So I'm Hillary Ashton. I head up the products organization. So that's our engineering product management office of the CTO team. Um, at Teradata I've been with Terra data for just about three years and really have spent the last several decades. If I can say that in the data and analytics space, um, I spent time, uh, really focused on the value of, of analytics at scale, and I'm super excited to be here at Teradata. I'm also a mom of two teenage boys. And so as we talk about women in tech, I think there's, um, uh, lots of different dimensions and angles of that. Um, at Teradata, we are partnered very deeply with AWS and happy to talk a little bit more about that, um, throughout this discussion as well. >>Excellent. A busy mom of two teen boys. My goodness. I don't know how you do it. Let's now look, Atter data's views of diversity, equity and inclusion. It's a, the, it's a topic that's important to everyone, but give us a snapshot into some of the initiatives that Terra data has there. >>Yeah, I have to say, I am super proud to be working at Teradata. We have gone through, uh, a series of transformations, but I think it starts with culture and we are deeply committed to diversity, equity and inclusion. It's really more than just a statement here. It's just how we live our lives. Um, and we use, uh, data to back that up. Um, in fact, we were named one of the world's most ethical companies for the 13th year in a row. Um, and all of our executive leadership team has taken an oath around D E and I that's available on LinkedIn as well. So, um, in fact, our leadership team reporting into the CEO is just about 50 50, um, men and women, which is the first time I've worked in a company where that has been the case. And I think as individuals, we can probably appreciate what a huge difference that makes in terms of not just being a representative, but truly being on a, on a diverse and equitable, uh, team. And I think it really, uh, improves the behaviors that we can bring, um, to our office. >>There's so much value in that. It's I impressive to see about a 50 50 at the leadership level. That's not something that we see very often. Tell me how you, Hillary, how did you get into tech? Were you an engineering person by computer science, or did you have more of a zigzaggy path to where you are now? >>I'm gonna pick door number two and say more zigzaggy. Um, I started off thinking, um, that I started off as a political science major or a government major. Um, and I was probably destined to go into, um, the law field, but actually took a summer course at Harvard. I did not go to Harvard, but I took a summer course there and learned a lot about multimedia and some programming. And that really set me on a trajectory of how, um, data and analytics can truly provide value and, and outcomes to our customers. Um, and I have been living that life ever since. Um, I graduated from college, so, um, I was very excited and privileged in my early career to, uh, work in a company where I found after my first year that I was managing, um, uh, kids, people who had graduated from Harvard business school and from MIT Sloan school. Um, and that was super crazy, cuz I did not go to either of those schools, but I sort of have always had a natural knack for how do you take technology and, and the really cool things that technology can do, but because I'm not a programmer by training, I'm really focused on the value that I'm able to help, um, organizations really extract value, um, from the technology that we can create, which I think is fantastic. >>I think there's so much value in having a zigzag path into tech. You bring Danielle, you and I have talked about this many times you bring such breadth and such a wide perspective. That really is such a value. Add to teams. Danielle, talk to us from AWS's perspective about what can be done to encourage more young women to get and under and underrepresented groups as well, to get into stem and stay. >>Yeah, and this is definitely a challenge as we're trying to grow our organization and kind of shift the numbers. And the reality is, especially with the more senior folks in our organization, unless you bring folks with a zigzag path, the likelihood is you won't be able to change the numbers that you have. Um, but for me, it's really been about, uh, looking at that, uh, the folks who are just graduating college, maybe in other roles where they are adjacent to technology and to try to spark their interest and show that yes, they can do it because oftentimes it's really about believing in themselves and, and realizing that we need folks with all sorts of different perspectives to kind of come in, to be able to help really, um, provide both products and services and solutions for all types of people inside of technology, which requires all sorts of perspectives. >>Yeah, the diverse perspectives. There's so much value and there's a lot of data that demonstrates how much value revenue impact organizations can make by having diversity, especially at the leadership level. Hillary, let's go back to you. We talked about your career path. You talked about some of the importance of the focus on de and I at Tarana, but what are, what do you think can be done to encourage, to sorry, to recruit more young women and under groups into tech, any, any carrot there that you think are really important that we need to be dangling more of? >>Yeah, absolutely. And I'll build on what Danielle just said. I think the, um, bringing in diverse understandings, um, of, of customer outcomes, I mean, I, the we've really moved from technology for technology's sake and I know AWS and entirety to have had a lot of conversations on how do we drive customer outcomes that are differentiated in the market and really being customer centric and technology is wonderful. You can do wonderful things with it. You can do not so wonderful things with it as well, but unless you're really focused on the outcomes and what customers are seeking, um, technology is not hugely valuable. And so I think bringing in people who understand, um, voice of customer who understand those outcomes, and those are not necessarily the, the, the folks who are PhD in mathematics or statistics, um, those can be people who understand a day in the life of a data scientist or a day in the life of a citizen data scientist. And so really working to bridge the high impact technology with the practical kind of usability, usefulness of data and analytics in our cases, I think is something that we need more of in tech and sort of demystifying tech and freeing technology so that everybody can use it and having a really wide range of people who understand not just the bits and bites and, and how to program, but also the value in outcomes that technology through data and analytics can drive. >>Yeah. You know, we often talk about the hard skills, but this, their soft skills are equally, if not more important that even just being curious, being willing to ask questions, being not afraid to be vulnerable, being able to show those sides of your personality. I think those are important for, for young women and underrepresented groups to understand that those are just as important as some of the harder technical skills that can be taught. >>That's right. >>What do you think about from a bias perspective, Hillary, what have you seen in the tech industry and how do you think we can leverage culture as you talked about to help dial down some of the biases that are going on? >>Yeah. I mean, I think first of all, and, and there's some interesting data out there that says that 90% of the population, which includes a lot of women have some inherent bias in their day, day behaviors when it comes to to women in particular. But I'm sure that that is true across all kinds of, of, um, diverse and underrepresented folks in, in the world. And so I think acknowledging that we have bias and actually really learning how, what that can look like, how that can show up. We might be sitting here and thinking, oh, of course I don't have any bias. And then you realize that, um, as you, as you learn more about, um, different types of bias, that actually you do need to kind of, um, account for that and change behaviors. And so I think learning is sort of a fundamental, um, uh, grounding for all of us to really know what bias looks like, know how it shows up in each of us. >>Um, if we're leaders know how it shows up in our teams and make sure that we are constantly getting better, we're, we're not gonna be perfect anytime soon. But I think being on a path to improvement to overcoming bias, um, is really, is really critical. And part of that is really starting the dialogue, having the conversations, holding ourselves and each other accountable, um, when things aren't going in, in a, in a Coptic way and being able to talk openly about that, that felt, um, like maybe there was some bias in that interaction and how do we, um, how do we make good on that? How do we change our, our behavior? Fundamentally of course, data and analytics can have some bias in it as well. And so I think as we look at the, the technology aspect of bias, um, looking at at ethical AI, I think is a, a really important, uh, additional area. And I'm sure we could spend another 20 minutes talking about that, but I, I would be remiss if I didn't talk more about sort of the bias, um, and the over the opportunity to overcome bias in data and analytics as well. >>Yeah. The opportunity to overcome it is definitely there you bring up a couple of really good points, Hillary. It, it starts with awareness. We need to be aware that there are inherent biases in data in thought. And also to your other point, hold people accountable ourselves, our teammates, that's critical to being able to, to dial that back down, Daniel, I wanna get your perspective on, on your view of women in leadership roles. Do you think that we have good representation or we still have work to do in there? >>I definitely think in both technical and product roles, we definitely have some work to do. And, you know, when I think about, um, our partnership with Teradata, part of the reason why it's so important is, you know, Teradata solution is really the brains of a lot of companies. Um, you know, the what, how, what they differentiate on how they figure out insights into their business. And it's, it's all about the product itself and the data and the same is true at AWS. And, you know, we really could do some work to have some more women in these technical roles, as well as in the product, shaping the products. Uh, just for all the reasons that we just kind of talked about over the last 10 minutes, um, in order to, you know, move bias out of our, um, out of our solutions and also to just build better products and have, uh, better, you know, outcomes for customers. So I think there's a bit of work to do still. >>I agree. There's definitely a bit of work to do, and it's all about delivering those better outcomes for customers at the end of the day, we need to figure out what the right ways are of doing that and working together in a community. Um, we've had obviously a lot had changed in the last couple of years, Hillary, what's your, what have you seen in terms of the impact that the pandemic has had on this status of women in tech? Has it been a pro is silver lining the opposite? What are you seeing? >>Yeah, I mean, certainly there's data out there that tells us factually that it has been, um, very difficult for women during COVID 19. Um, women have, uh, dropped out of the workforce for a wide range of, of reasons. Um, and, and that I think is going to set us back all of us, the, the Royal us or the Royal we back, um, years and years. Um, and, and it's very unfortunate because I think we we're at a time when we're making great progress and now to see COVID, um, setting us back in, in such a powerful way. I think there's work to be done to understand how do we bring people back into the workforce. Um, how do we do that? Understanding work life balance, better understanding virtual and remote, working better. I think in the technology sector, um, we've really embraced, um, hybrid virtual work and are, are empowering people to bring their whole selves to work. >>And I think if anything, these, these zoom calls have, um, both for the men and the women on my team. In fact, I would say much more. So for the men on my team, I'm seeing, I was seeing more kids in the background, more kind of split childcare duties, more ability to start talking about, um, other responsibilities that maybe they had, uh, especially in the early days of COVID where maybe daycares were shut down. And, um, you had, you know, maybe a parent was sick. And so we saw quite a lot of, um, people bringing their whole selves to the office, which I think was, was really wonderful. Um, uh, even our CEO saw some of that. And I think, um, that that really changes the dialogue, right? It changes it to maybe scheduling meetings at a time when, um, people can do it after daycare drop off. >>Um, and really allowing that both for men and for women makes it better for, for women overall. So I would like to think that this hybrid working, um, environment and that this, um, uh, whole view into somebody's life that COVID has really provided for probably for white collar workers, if I'm being honest for, um, people who are in a, at a better point of privilege, they don't necessarily have to go into the office every day. I would like to think that tech can lead the way in, um, you know, coming out of the, the old COVID. I don't know if we have a new COVID coming, but the old COVID and really leading the way for women and for people, um, to transform how we do work, um, leveraging data and analytics, but also, um, overcoming some of the, the disparities that exist for women in particular in the workforce. >>Yeah, I think there's, there's like we say, there's a lot of opportunity there and I like your point of hopefully tech can be that guiding light that shows us this can be done. We're all humans at the end of the day. And ultimately if we're able to have some sort of work life balance, everything benefits, our work or more productive, higher performing teams impacts customers, right? There's so much value that can be gleaned from, from that hybrid model and embracing for humans. We need to be able to, to work when we can, we've learned that you don't have to be, you know, in an office 24, 7 commuting, crazy hours flying all around the world. We can get a lot of things done in a ways that fit people's lives rather than taking command over it. Wanna get your advice, Hillary, if you were to talk to your younger self, what would be some of the key pieces of advice you would say? And Danielle and I have talked about this before, and sometimes we, we would both agree on like, ask more questions. Don't be afraid to raise your hand, but what advice would you give your younger self and that younger generation in terms of being inspired to get into tech >>Oh, inspired and being in tech? You know, I think looking at technology as, in some ways, I feel like we do a disservice to, um, inclusion when we talk about stem, cuz I think stem can be kind of daunting. It can be a little scary for people for younger people. When I, when I go and talk to folks at schools, I think stem is like, oh, all the super smart kids are over there. They're all like maybe they're all men. And so, um, it's, it's a little, uh, intimidating. Um, and stem is actually, you know, especially for, um, people joining the workforce today. It's actually how you've been living your life since you were born. I mean, you know, stem inside and out because you walk around with a phone and you know how to get your internet working and like that is technology right. >>Fundamentally. And so demystifying stem as something that is around how we, um, actually make our, our lives useful and, and, and how we can change outcomes. Um, through technology I think is maybe a different lens to put on it. So, and there's absolutely for, for hard sciences, there's absolutely a, a great place in the world for folks who wanna pursue that and men and women can do that. So I, I don't want to be, um, uh, setting the wrong expectations, but I, I think stem is, is very holistic in, um, in the change that's happening globally for us today across economies, across global warming, across all kinds of impactful issues. And so I think everybody who's interested in, in some of that world change can participate in stem. It just may be through a different, through a different lens than how we classically talk about stem. >>So I think there's great opportunity to demystify stem. I think also, um, what I would tell my younger self is choose your bosses wisely. And that sounds really funny. That sounds like inside out almost, but I think choose the person that you're gonna work for in your first five to seven years. And it might be more than one person, but be, be selective, maybe be a little less selective about the exact company or the exact title. I think picking somebody that, you know, we talk about mentors and we talk about sponsors and those are important. Um, but the person you're gonna spend in your early career, a lot of your day with a lot, who's gonna influence a lot of the outcomes for you. That is the person that you, I think want to be more selective about, um, because that person can set you up for success and give you opportunities and set you on course to be, um, a standout or that person can hold you back. >>And that person can put you in the corner and not invite you to the meetings and not give you those opportunities. And so we're in an economy today where you actually can, um, be a little bit picky about who you go and work for. And I would encourage my younger self. I actually, I just lucked out actually, but I think that, um, my first boss really set me, um, up for success, gave me a lot of feedback and coaching. Um, and some of it was really hard to hear, but it really set me up for, for, um, the, the path that I've been on ever since. So it, that would be my advice. >>I love that advice. I it's brilliant. I didn't think it choose your bosses wisely. Isn't something that we primarily think about. I think a lot of people think about the big name companies that they wanna go after and put on a resume, but you bring up a great point. And Danielle and I have talked about this with other guests about mentors and sponsors. I think that is brilliant advice and also more work to do to demystify stem. But luckily we have great family leaders like the two of you helping us to do that. Ladies, I wanna thank you so much for joining me on the program today and talking through what you're seeing in de and I, what your companies are doing and the opportunities that we have to move the needle. Appreciate your time. >>Thank you so much. Great to see you, Danielle. Thank you Lisa, to see you. >>My pleasure for my guests. I'm Lisa Martin. You're watching the AWS partner showcase season one, episode three. Hey everyone. Welcome to the AWS partner showcase. This is season one, episode three, with a focus on women in tech. I'm your host, Lisa Martin. I've got two guests here with me, Sue Peretti, the EVP of global AWS strategic alliances at Jefferson Frank, a 10th revolution group company, and Danielle brushoff. One of our cube alumni joins us ISV PSA director, ladies. It's great to have you on the program talking about a, a topic that is near and dear to my heart at women in tech. >>Thank you, Lisa. >>So let's go ahead and start with you. Give the audience an understanding of Jefferson Frank, what does the company do and about the partnership with AWS? >>Sure. Um, so let's just start, uh, Jefferson Frank is a 10th revolution group company. And if you look at it, it's really talent as a service. So Jefferson Frank provides talent solutions all over the world for AWS clients, partners and users, et cetera. And we have a sister company called revelent, which is a talent creation company within the AWS ecosystem. So we create talent and put it out in the ecosystem. Usually underrepresented groups over half of them are women. And then we also have, uh, a company called rubra, which is a delivery model around AWS technology. So all three companies fall under the 10th revolution group organization. >>Got it. Danielle, talk to me a little bit about from AWS's perspective and the focus on hiring more women in technology and about the partnership. >>Yes. I mean, this has definitely been a focus ever since I joined eight years ago, but also just especially in the last few years we've grown exponentially and our customer base has changed. You know, we wanna have, uh, an organization interacting with them that reflects our customers, right. And, uh, we know that we need to keep pace with that even with our growth. And so we've very much focused on early career talent, um, bringing more women and underrepresented minorities into the organization, sponsoring those folks, promoting them, uh, giving them paths to growth, to grow inside of the organization. I'm an example of that. Of course I benefit benefited from it, but also I try to bring that into my organization as well. And it's super important. >>Tell me a little bit about how you benefited from that, Danielle. >>Um, I just think that, um, you know, I I've been able to get, you know, a seat at the table. I think that, um, I feel as though I have folks supporting me, uh, very deeply and wanna see me succeed. And also they put me forth as, um, you know, a, represent a representative, uh, to bring more women into the organization as well. And I think, um, they give me a platform, uh, in order to do that, um, like this, um, but also many other, uh, spots as well. Um, and I'm happy to do it because I feel that, you know, if you always wanna feel that you're making a difference in your job, and that is definitely a place where I get that time and space in order to be that representative to, um, bring more, more women into benefiting from having careers in technology, which there's a lot of value there, >>A lot of value. Absolutely. So back over to you, what are some of the trends that you are seeing from a gender diversity perspective in tech? We know the, the numbers of women in technical positions, uh, right. There's so much data out there that shows when girls start dropping up, but what are some of the trends that you are seeing? >>So it's, that's a really interesting question. And, and Lisa, I had a whole bunch of data points that I wanted to share with you, but just two weeks ago, uh, I was in San Francisco with AWS at the, at the summit. And we were talking about this. We were talking about how we can collectively together attract more women, not only to, uh, AWS, not only to technology, but to the AWS ecosystem in particular. And it was fascinating because I was talking about, uh, the challenges that women have and how hard to believe, but about 5% of women who were in the ecosystem have left in the past few years, which was really, really, uh, something that shocked everyone when we, when we were talking about it, because all of the things that we've been asking for, for instance, uh, working from home, um, better pay, uh, more flexibility, uh, better maternity leave seems like those things are happening. >>So we're getting what we want, but people are leaving. And it seemed like the feedback that we got was that a lot of women still felt very underrepresented. The number one thing was that they, they couldn't be, you can't be what you can't see. So because they, we feel collectively women, uh, people who identify as women just don't see enough women in leadership, they don't see enough mentors. Um, I think I've had great mentors, but, but just not enough. I'm lucky enough to have a pres a president of our company, the president of our company, Zoe Morris is a woman and she does lead by example. So I'm very lucky for that. And Jefferson, Frank really quickly, we put out a hiring a salary and hiring guide a career and hiring guide every year and the data points. And that's about 65 pages long. No one else does it. Uh, it gives an abundance of information around, uh, everything about the AWS ecosystem that a hiring manager might need to know. But there is what, what I thought was really unbelievable was that only 7% of the people that responded to it were women. So my goal, uh, being that we have such a very big global platform is to get more women to respond to that survey so we can get as much information and take action. So >>Absolutely 7%. So a long way to go there. Danielle, talk to me about AWS's focus on women in tech. I was watching, um, Sue, I saw that you shared on LinkedIn, the Ted talk that the CEO and founder of girls and co did. And one of the things that she said was that there was a, a survey that HP did some years back that showed that, um, 60%, that, that men will apply for jobs if they only meet 60% of the list of requirements. Whereas with females, it's far, far less, we've all been in that imposter syndrome, um, conundrum before. But Danielle, talk to us about AWS, a specific focus here to get these numbers up. >>I think it speaks to what Susan was talking about, how, you know, I think we're approaching it top and bottom, right? We're looking out at what are the, who are the women who are currently in technical positions and how can we make AWS an attractive place for them to work? And that's all a lot of the changes that we've had around maternity leave and, and those types of things, but then also, um, more flexible working, uh, can, you know, uh, arrangements, but then also, um, early, how can we actually impact early, um, career women and actually women who are still in school. Um, and our training and certification team is doing amazing things to get, um, more girls exposed to AWS, to technology, um, and make it a less intimidating place and have them look at employees from AWS and say like, oh, I can see myself in those people. >>Um, and kind of actually growing the viable pool of candidates. I think, you know, we're, we're limited with the viable pool of candidates, um, when you're talking about mid to late career. Um, but how can we, you know, help retrain women who are coming back into the workplace after, you know, having a child and how can we help with military women who want to, uh, or underrepresented minorities who wanna move into AWS, we have a great military program, but then also just that early high school, uh, career, you know, getting them in, in that trajectory. >>Sue, is that something that Jefferson Frank is also able to help with is, you know, getting those younger girls before they start to feel there's something wrong with me. I don't get this. Talk to us about how Jefferson Frank can help really drive up that in those younger girls. >>Uh, let me tell you one other thing to refer back to that summit that we did, uh, we had breakout sessions and that was one of the topics. What can cuz that's the goal, right? To make sure that, that there are ways to attract them. That's the goal? So some of the things that we talked about was mentoring programs, uh, from a very young age, some people said high school, but then we said even earlier, goes back to you. Can't be what you can't see. So, uh, getting mentoring programs, uh, established, uh, we also talked about some of the great ideas was being careful of how we speak to women using the right language to attract them. And some, there was a teachable moment for, for me there actually, it was really wonderful because, um, an African American woman said to me, Sue and I, I was talking about how you can't be what you can't see. >>And what she said was Sue, it's really different. Um, for me as an African American woman, uh, or she identified, uh, as nonbinary, but she was relating to African American women. She said, your white woman, your journey was very different than my journey. And I thought, this is how we're going to learn. I wasn't offended by her calling me out at all. It was a teachable moment. And I thought I understood that, but those are the things that we need to educate people on those, those moments where we think we're, we're saying and doing the right thing, but we really need to get that bias out there. So here at Jefferson, Frank, we're, we're trying really hard to get that careers and hiring guide out there. It's on our website to get more women, uh, to talk to it, but to make suggestions in partnership with AWS around how we can do this mentoring, we have a mentor me program. We go around the country and do things like this. We, we try to get the education out there in partnership with AWS. Uh, we have a, a women's group, a women's leadership group, uh, so much that, that we do, and we try to do it in partnership with AWS. >>Danielle, can you comment on the impact that AWS has made so far, um, regarding some of the trends and, and gender diversity that Sue was talking about? What's the impact that's been made so far with this partnership? >>Well, I mean, I think just being able to get more of the data and have awareness of leaders, uh, on how <laugh>, you know, it used to be a, a couple years back, I would feel like sometimes the, um, uh, solving to bring more women into the organization was kind of something that folks thought, oh, this is Danielle is gonna solve this. You know? And I think a lot of folks now realize, oh, this is something that we all need to solve for. And a lot of my colleagues who maybe a couple years ago, didn't have any awareness or didn't even have the tools to do what they needed to do in order to improve the statistics on their, or in their organizations. Now actually have those tools and are able to kind of work with, um, work with companies like Susan's work with Jefferson Frank in order to actually get the data and actually make good decisions and feel as though, you know, they, they often, these are not lived experiences for these folks, so they don't know what they don't know. And by providing data and providing awareness and providing tooling and then setting goals, I think all of those things have really turned, uh, things around in a very positive way. >>And so you bring up a great point about from a diversity perspective, what is Jefferson Frank doing to, to get those data points up, to get more women of, of all well, really underrepresented minorities to, to be able to provide that feedback so that you can, can have the data and gleamy insights from it to help companies like AWS on their strategic objectives. >>Right? So as I, when I go back to that higher that, uh, careers in hiring guide, that is my focus today, really because the more data that we have, I mean, the, and the data takes, uh, you know, we need people to participate in order to, to accurately, uh, get a hold of that data. So that's why we're asking, uh, we're taking the initiative to really expand our focus. We are a global organization with a very, very massive database all over the world, but if people don't take action, then we can't get the right. The, the, the data will not be as accurate as we'd like it to be. Therefore take better action. So what we're doing is we're asking people all over the, all over the world to participate on our website, Jefferson frank.com, the se the high, uh, in the survey. So we can learn as much as we can. >>7% is such a, you know, Danielle and I we're, we've got to partner on this just to sort of get that message out there, get more data so we can execute, uh, some of the other things that we're doing. We're, we're partnering in. As I mentioned, more of these events, uh, we're, we're doing around the summits, we're gonna be having more ed and I events and collecting more information from women. Um, like I said, internally, we do practice what we preach and we have our own programs that are, that are out there that are within our own company where the women who are talking to candidates and clients every single day are trying to get that message out there. So if I'm speaking to a client or one of our internal people are speaking to a client or a candidate, they're telling them, listen, you know, we really are trying to get these numbers up. >>We wanna attract as many people as we can. Would you mind going to this, uh, hiring guide and offering your own information? So we've gotta get that 7% up. We've gotta keep talking. We've gotta keep, uh, getting programs out there. One other thing I wanted to Danielle's point, she mentioned, uh, women in leadership, the number that we gathered was only 9% of women in leadership within the AWS ecosystem. We've gotta get that number up, uh, as well because, um, you know, I know for me, when I see people like Danielle or, or her peers, it inspires me. And I feel like, you know, I just wanna give back, make sure I send the elevator back to the first floor and bring more women in to this amazing ecosystem. >>Absolutely. That's not that metaphor I do too, but we, but to your point to get that those numbers up, not just at AWS, but everywhere else we need, it's a help me help use situation. So ladies underrepresented minorities, if you're watching go to the Jefferson Frank website, take the survey, help provide the data so that the woman here that are doing this amazing work, have it to help make decisions and have more of females and leadership roles or underrepresented minorities. So we can be what we can see. Ladies, thank you so much for joining me today and sharing what you guys are doing together to partner on this important. Cause >>Thank you for having me, Leah, Lisa, >>Thank you. My pleasure for my guests. I'm Lisa Martin. You're watching the cubes coverage of the AWS partner showcase. Thanks for your time. Hey everyone. Welcome to the AWS partner showcase season one, episode three women in tech. I'm your host, Lisa Martin. We've got two female rock stars here with me next. Stephanie Curry joins us the worldwide head of sales and go to market strategy for AWS at NetApp and Danielle GShock is back one of our QM ISV PSA director at AWS. Looking forward to a great conversation, ladies, about a great topic, Stephanie, let's go ahead and start with you. Give us an overview of your story, how you got into tech and what inspired you. >>Thanks so much, Lisa and Danielle. It's great to be on this show with you. Um, thank you for that. Uh, my name's Stephanie cur, as Lisa mentioned, I'm the worldwide head of sales for, uh, AWS at NetApp and run a global team of sales people that sell all things AWS, um, going back 25 years now, uh, when I first started my career in tech, it was kind of by accident. Um, I come from a different background. I have a business background and a technical background from school, um, but had been in a different career and I had an opportunity to try something new. Um, I had an ally really that reached out to me and said, Hey, you'd be great for this role. And I thought, I'd take a chance. I was curious. Um, and, uh, it, it turned out to be a 25 year career, um, that I'm really, really excited about and, and, um, really thankful for that person, for introducing me to the, to the industry >>25 years in counting. I'm sure Danielle, we've talked about your background before. So what I wanna focus on with you is the importance of diversity for high performance. I know what a machine AWS is, and Stephanie'll come back to you with the same question, but talk about that, Danielle, from your perspective, that importance, um, for diversity to drive the performance. >>Yeah. Yeah. I truly believe that, you know, in order to have high performing teams, that you have to have people from all different types of backgrounds and experiences. And we do find that oftentimes being, you know, field facing, if we're not reflecting our customers and connecting with them deeply, um, on, on the levels that they're at, we, we end up missing them. And so for us, it's very important to bring people of lots of different technical backgrounds experiences. And of course, both men, women, and underrepresented minorities and put that forth to our customers, um, in order to make that connection and to end up with better outcomes. So >>Definitely it's all about outcomes, Stephanie, your perspective and NetApp's perspective on diversity for creating highly performant teams and organizations. >>I really aligned with Danielle on the comment she made. And in addition to that, you know, just from building teams in my, um, career know, we've had three times as many women on my team since we started a year ago and our results are really showing in that as well. Um, we find the teams are stronger, they're more collaborative and to Danielle's point really reflective, not only our partners, but our customers themselves. So this really creates connections, which are really, really important to scale our businesses and, and really, uh, meet the customer where they're at as well. So huge proponent of that ourselves, and really finding that we have to be intentional in our hiring and intentional in how we attract diversity to our teams. >>So Stephanie let's stay with you. So a three X increase in women on the team in a year, especially the kind of last year that we've had is really incredible. I, I like your, I, your thoughts on there needs to be a, there needs to be focus and, and thought in how teams are hired. Let's talk about attracting and retaining those women now, especially in sales roles, we all know the number, the percentages of women in technical roles, but what are some of the things that, that you do Stephanie, that NetApp does to attract and retain women in those sales roles? >>The, the attracting part's really interesting. And we find that, you know, you, you read the stats and I'd say in my experience, they're also true in the fact that, um, a lot of women would look at a job description and say, I can't do a hundred percent of that, that, so I'm not even going to apply with the women that we've attracted to our team. We've actually intentionally reached out and targeted those people in a good way, um, to say, Hey, we think you've got what it takes. Some of the feedback I've got from those women are, gosh, I didn't think I could ever get this role. I didn't think I had the skills to do that. And they've been hired and they are doing a phenomenal job. In addition to that, I think a lot of the feedback I've got from these hires are, Hey, it's an aggressive sales is aggressive. Sales is competitive. It's not an environment that I think I can be successful in. And what we're showing them is bring those softer skills around collaboration, around connection, around building teams. And they do, they do bring a lot of that to the team. Then they see others like them there and they know they can be successful cuz they see others like them on the team, >>The whole concept of we can't be what we can't see, but we can be what we can't see is so important. You said a couple things, Stephanie, that really stuck with me. And one of them was an interview on the Cub I was doing, I think a couple weeks ago, um, about women in tech. And the stat that we talked about was that women will apply will not apply for a job unless they meet 100% of the skills and the requirements that it's listed, but men will, if they only meet 60. And I, that just shocked me that I thought, you know, I, I can understand that imposter syndrome is real. It's a huge challenge, but the softer skills, as you mentioned, especially in the last two years, plus the ability to communicate, the ability to collaborate are incredibly important to, to drive that performance of any team of any business. >>Absolutely. >>Danielle, talk to me about your perspective and AWS as well for attracting and retaining talent. And, and, and particularly in some of those challenging roles like sales that as Stephanie said, can be known as aggressive. >>Yeah, for sure. I mean, my team is focused on the technical aspect of the field and we definitely have an uphill battle for sure. Um, two things we are focused on first and foremost is looking at early career women and that how we, how can we bring them into this role, whether in they're in support functions, uh, cl like answering the phone for support calls, et cetera, and how, how can we bring them into this organization, which is a bit more strategic, more proactive. Um, and then the other thing that as far as retention goes, you know, sometimes there will be women who they're on a team and there are no other women on that team. And, and for me, it's about building community inside of AWS and being part of, you know, we have women on solution architecture organizations. We have, uh, you know, I just personally connect people as well and to like, oh, you should meet this person. Oh, you should talk to that person. Because again, sometimes they can't see someone on their team like them and they just need to feel anchored, especially as we've all been, you know, kind of stuck at home, um, during the pandemic, just being able to make those connections with women like them has been super important and just being a, a long tenured Amazonian. Um, that's definitely one thing I'm able to, to bring to the table as well. >>That's so important and impactful and spreads across organizations in a good way. Daniel let's stick with you. Let's talk about some of the allies that you've had sponsors, mentors that have really made a difference. And I said that in past tense, but I also mean in present tense, who are some of those folks now that really inspire you? >>Yeah. I mean, I definitely would say that one of my mentors and someone who, uh, ha has been a sponsor of my career has, uh, Matt YK, who is one of our control tower GMs. He has really sponsored my career and definitely been a supporter of mine and pushed me in positive ways, which has been super helpful. And then other of my business partners, you know, Sabina Joseph, who's a cube alum as well. She definitely has been, was a fabulous partner to work with. Um, and you know, between the two of us for a period of time, we definitely felt like we could, you know, conquer the world. It's very great to go in with a, with another strong woman, um, you know, and, and get things done, um, inside of an organization like AWS. >>Absolutely. And S I've, I've agreed here several times. So Stephanie, same question for you. You talked a little bit about your kind of, one of your, uh, original early allies in the tech industry, but talk to me about allies sponsors, mentors who have, and continue to make a difference in your life. >>Yeah. And, you know, I think it's a great differentiation as well, right? Because I think that mentors teach us sponsors show us the way and allies make room for us at the table. And that is really, really key difference. I think also as women leaders, we need to make room for others at the table too, and not forget those softer skills that we bring to the table. Some of the things that Danielle mentioned as well about making those connections for others, right. And making room for them at the table. Um, some of my allies, a lot of them are men. Brian ABI was my first mentor. Uh, he actually is in the distribution, was in distribution, uh, with advent tech data no longer there. Um, Corey Hutchinson, who's now at Hashi Corp. He's also another ally of mine and remains an ally of mine, even though we're not at the same company any longer. Um, so a lot of these people transcend careers and transcend, um, um, different positions that I've held as well and make room for us. And I think that's just really critical when we're looking for allies and when allies are looking for us, >>I love how you described allies, mentors and sponsors Stephanie. And the difference. I didn't understand the difference between a mentor and a sponsor until a couple of years ago. Do you talk with some of those younger females on your team so that when they come into the organization and maybe they're fresh outta college, or maybe they've transitioned into tech so that they can also learn from you and understand the importance and the difference between the allies and the sponsors and the mentors? >>Absolutely. And I think that's really interesting because I do take, uh, an extra, uh, approach an extra time to really reach out to the women that have joined the team. One. I wanna make sure they stay right. I don't want them feeling, Hey, I'm alone here and I need to, I need to go do something else. Um, and they are located around the world, on my team. They're also different age groups, so early in career, as well as more senior people and really reaching out, making sure they know that I'm there. But also as Danielle had mentioned, connecting them to other people in the community that they can reach out to for those same opportunities and making room for them >>Make room at the table. It's so important. And it can, you never know what a massive difference and impact you can make on someone's life. And I, and I bet there's probably a lot of mentors and sponsors and allies of mine that would be surprised to know, uh, the massive influence they've had Daniel back over. Let's talk about some of the techniques that you employ, that AWS employees to make the work environment, a great place for women to really thrive and, and be retained as Stephanie was saying. Of course that's so important. >>Yeah. I mean, definitely I think that the community building, as well as we have a bit more programmatic mentorship, um, we're trying to get to the point of having a more programmatic sponsorship as well. Um, but I think just making sure that, um, you know, both everything from, uh, recruit to onboard to ever boarding that, uh, they they're the women who come into the organization, whether it's they're coming in on the software engineering side or the field side or the sales side that they feel as that they have someone, uh, working with them to help them drive their career. Those are the key things that were, I think from an organizational perspective are happening across the board. Um, for me personally, when I run my organization, I'm really trying to make sure that people feel that they can come to me at any time open door policy, make sure that they're surfacing any times in which they are feeling excluded or anything like that, any challenges, whether it be with a customer, a partner or with a colleague. Um, and then also of course, just making sure that I'm being a good sponsor, uh, to, to people on my team. Um, that is key. You can talk about it, but you have to start with yourself as well. >>That's a great point. You you've got to, to start with yourself and really reflect on that. Mm-hmm <affirmative> and look, am I, am I embodying what it is that I need? And not that I know they need that focused, thoughtful intention on that is so importants, let's talk about some of the techniques that you use that NetApp uses to make the work environment a great place for those women are marginalized, um, communities to really thrive. >>Yeah. And I appreciate it and much like Danielle, uh, and much like AWS, we have some of those more structured programs, right around sponsorship and around mentorship. Um, probably some growth there, opportunities for allies, because I think that's more of a newer concept in really an informal structure around the allies, but something that we're growing into at NetApp, um, on my team personally, I think, um, leading by example's really key. And unfortunately, a lot of the, um, life stuffs still lands on the women, whether we like it or not. Uh, I have a very, uh, active husband in our household, but I still carry when it push comes to shove it's on me. Um, and I wanna make sure that my team knows it's okay to take some time and do the things you need to do with your family. Um, I'm I show up as myself authentically and I encourage them to do the same. >>So it's okay to say, Hey, I need to take a personal day. I need to focus on some stuff that's happening in my personal life this week now, obviously to make sure your job's covered, but just allowing some of that softer vulnerability to come into the team as well, so that others, um, men and women can feel they can do the same thing. And that it's okay to say, I need to balance my life and I need to do some other things alongside. Um, so it's the formal programs, making sure people have awareness on them. Um, I think it's also softly calling people out on biases and saying, Hey, I'm not sure if you know, this landed that way, but I just wanted to make you aware. And usually the feedback is, oh my gosh, I didn't know. And could you coach me on something that I could do better next time? So all of this is driven through our NetApp formal programs, but then it's also how you manifest it on the teams that we're leading. >>Absolutely. And sometimes having that mirror to reflect into can be really eye-opening and, and allow you to, to see things in a completely different light, which is great. Um, you both talked about, um, kind of being what you, uh, can see, and, and I know both companies are upset customer obsessed in a good way. Talk to me a little bit, Danielle, go back over to you about the AWS NetApp partnership. Um, some of that maybe alignment on, on performance on obviously you guys are very well aligned, uh, in terms of that, but also it sounds like you're quite aligned on diversity and inclusion. >>Well, we definitely do. We have the best partnerships with companies in which we have these value alignments. So I think that is a positive thing, of course, but just from a, from a partnership perspective, you know, from my five now plus years of being a part of the APN, this is, you know, one of the most significant years with our launch of FSX for NetApp. Um, with that, uh, key key service, which we're making available natively on AWS. I, I can't think of a better Testament to the, to the, um, partnership than that. And that's doing incredibly well and it really resonates with our customers. And of course it started with customers and their need for NetApp. Uh, so, you know, that is a reflection, I think, of the success that we're having together. >>And Stephanie talk to, uh, about the partnership from your perspective, NetApp, AWS, what you guys are doing together, cultural alignment, but also your alignment on really bringing diversity into drive performance. >>Yeah, I think it's a, a great question. And I have to say it's just been a phenomenal year. Our relationship has, uh, started before our first party service with FSX N but definitely just, um, uh, the trajectory, um, between the two companies since the announcement about nine months ago has just taken off to a, a new level. Um, we feel like an extended part of the family. We worked together seamlessly. A lot of the people in my team often say we feel like Amazonians. Um, and we're really part of this transformation at NetApp from being that storage hardware company into being an ISV and a cloud company. And we could not do this without the partnership with AWS and without the, uh, first party service of Fs XM that we've recently released. Um, I think that those joint values that Danielle referred to are critical to our success, um, starting with customer obsession and always making sure that we are doing the right thing for the customer. >>We coach our team teams all the time on if you are doing the right thing for the customers, you cannot do anything wrong. Just always put the customer at the, in the center of your decisions. And I think that there is, um, a lot of best practice sharing and collaboration as we go through this change. And I think a lot of it is led by the diverse backgrounds that are on the team, um, female, male, um, race and so forth, and just to really, uh, have different perspectives and different experiences about how we approach this change. Um, so we definitely feel like a part of the family. Uh, we are absolutely loving, uh, working with the AWS team and our team knows that we are the right place, the right time with the right people. >>I love that last question for each of you. And I wanna stick with you Stephanie advice to your younger self, think back five years. What advice would you seen what you've accomplished and maybe the thet route that you've taken along the way, what would you advise your youngest Stephanie self. >>Uh, I would say keep being curious, right? Keep being curious, keep asking questions. And sometimes when you get a no, it's not a bad thing, it just means not right now and find out why and, and try to get feedback as to why maybe that wasn't the right opportunity for you. But, you know, just go for what you want. Continue to be curious, continue to ask questions and find a support network of people around you that wanna help you because they are there and they, they wanna see you be successful too. So never be shy about that stuff. >><laugh> absolutely. And I always say failure does not have to be an, a bad F word. A no can be the beginning of something. Amazing. Danielle, same question for you. Thinking back to when you first started in your career, what advice would you give your younger self? >>Yeah, I think the advice I'd give my younger self would be, don't be afraid to put yourself out there. Um, it's certainly, you know, coming from an engineering background, maybe you wanna stay behind the scenes, not, not do a presentation, not do a public speaking event, those types of things, but back to what the community really needs, this thing. Um, you know, I genuinely now, uh, took me a while to realize it, but I realized I needed to put myself out there in order to, um, you know, allow younger women to see what they could be. So that would be the advice I would give. Don't be afraid to put yourself out there. >>Absolutely. That advice that you both gave are, is so fantastic, so important and so applicable to everybody. Um, don't be afraid to put yourself out there, ask questions. Don't be afraid of a, no, that it's all gonna happen at some point or many points along the way. That can also be good. So thank you ladies. You inspired me. I appreciate you sharing what AWS and NetApp are doing together to strengthen diversity, to strengthen performance and the advice that you both shared for your younger selves was brilliant. Thank you. >>Thank you. >>Thank you >>For my guests. I'm Lisa Martin. You're watching the AWS partner showcase. See you next time. Hey everyone. Welcome to the AWS partner showcase season one, episode three women in tech. I'm your host, Lisa Martin. I've got two female rock stars joining me. Next Vero Reynolds is here engineering manager, telemetry at honeycomb, and one of our cube alumni, Danielle Ock ISV PSA director at AWS. Join us as well. Ladies. It's great to have you talking about a very important topic today. >>Thanks for having us. >>Yeah, thanks for having me. Appreciate it. >>Of course, Vera, let's go ahead and start with you. Tell me about your background and tech. You're coming up on your 10th anniversary. Happy anniversary. >>Thank you. That's right. I can't believe it's been 10 years. Um, but yeah, I started in tech in 2012. Um, I was an engineer for most of that time. Uh, and just recently as a March, switched to engineering management here at honeycomb and, um, you know, throughout my career, I was very much interested in all the things, right. And it was a big FOMO as far as trying a few different, um, companies and products. And I've done things from web development to mobile to platforms. Um, it would be apt to call me a generalist. Um, and in the more recent years I was sort of gravitating more towards developer tool space. And for me that, uh, came in the form of cloud Foundry circle CI and now honeycomb. Um, I actually had my eye on honeycomb for a while before joining, I came across a blog post by charity majors. >>Who's one of our founders and she was actually talking about management and how to pursue that and whether or not it's right, uh, for your career. And so I was like, who is this person? I really like her, uh, found the company. They were pretty small at the time. So I was sort of keeping my eye on them. And then when the time came around for me to look again, I did a little bit more digging, uh, found a lot of talks about the product. And on the one hand they really spoke to me as the solution. They talked about developers owning their coding production and answering questions about what is happening, what are your users seeing? And I felt that pain, I got what they were trying to do. And also on the other hand, every talk I saw at the time was from, uh, an amazing woman <laugh>, which I haven't seen before. Uh, so I came across charity majors again, Christine Y our other founder, and then Liz Jones, who's our principal developer advocate. And that really sealed the deal for me as far as wanting to work here. >>Yeah. Honeycomb is interesting. This is a female founded company. You're two leaders. You mentioned that you like the technology, but you were also attracted because you saw females in the leadership position. Talk to me a little bit about what that's like working for a female led organization at honeycomb. >>Yeah. You know, historically, um, we have tried not to over index on that because there was this, uh, maybe fear awareness of, um, it taking away from our legitimacy as an engineering organization, from our success as a company. Um, but I'm seeing that, uh, rhetoric shift recently because we believe that with great responsibility, uh, with great power comes great responsibility, and we're trying to be more intentional as far as using that attribute of our company. Um, so I would say that for me, it was, um, a choice between a few offers, right. And that was a selling point for sure, because again, I've never experienced it and I've really seen how much they walk that walk. Um, even me being here and me moving into management, I think were both, um, ways in which they really put a lot of trust and support in me. And so, um, I it's been a great ride. >>Excellent. Sounds like it. Before we bring Danielle in to talk about the partnership. I do wanna have you there talk to the audience a little bit about honeycomb, what technology it's delivering and what are its differentiators. >>Yeah, absolutely. Um, so honeycomb is an observability tool, uh, that enables engineers to answer questions about the code that runs in production. And, um, we work with a number of various customers. Some of them are Vanguards, slack. Hello, fresh, just to name a couple, if you're not familiar with observability tooling, it's akin to traditional application performance monitoring, but we believe that observability is succeeding APM because, uh, APM tools were built at the time of monoliths and they just weren't designed to help us answer questions about complex distributed systems that we work with today, where things can go wrong anywhere in that chain. And you can't predict what you're gonna need to ask ahead of time. So some of the ways that we are different is our ability to store and query really rich data, which we believe is the key to understanding those complex systems. >>What I mean by rich data is, um, something that has a lot of attributes. So for example, when an error happens, knowing who it happened to, which user ID, which, um, I don't know, region, they were in, um, what, what, what they were doing at the time and what was happening at the rest of your system. And our ingest engine is really fast. You can do it in as little as three seconds and we call data like this. I said, kind of rich data, contextual data. We refer it as having high ality and high dimensionality, which are big words. But at the end of the day, what that means is we can store and we can query the data. We can do it really fast. And to give you an example of how that looks for our customers, let's say you have a developer team who are using comb to understand and observe their system. >>And they get a report that a user is experiencing a slowdown or something's wrong. They can go into comb and figure out that this only happens to users who are using a particular language pack with their app. And they operated their app last week, that it only happens when they are trying to upload a file. And so it's this level of granularity and being able to zoom in and out, um, under your data that allows you to understand what's happening, especially when you have an incident going on, right. Or your really important high profile customer is telling you that something's wrong. And we can do that. Even if everything else in your other tools looks fine, right? All of your dashboards are okay. You're not actually getting paged on it, but your customers are telling you that something's wrong. Uh, and we believe that's where we shine in helping you there. >>Excellent. It sounds like that's where you really shine that real time visibility is so critical these days. Danielle, Danielle, wanna bring you into the conversation. Talk to us a little bit about the honeycomb partnership from the AWS lens. >>Yeah. So excuse me, observability is obviously a very important, uh, segment in the cloud space, very important to AWS, um, because a lot of all of our customers, uh, as they build their systems distributed, they need to be able to see where, where things are happening in the complex systems that they're building. And so honeycomb is a, is an advanced technology partner. Um, they've been working with us for quite some time and they have a, uh, their solution is listed on the marketplace. Um, definitely something that we see a lot of demand with our customers and they have many integrations, uh, which, you know, we've seen is key to success. Um, being able to work seamlessly with the rest of the services inside of the AWS platform. And I know that they've done some, some great things with people who are trying to develop games on top of AWS, uh, things in that area as well. And so, uh, very important partner in the observa observability market that we have >>Back to you, let's kind of unpack the partnership, the significance that honeycomb ha is getting from being partners with an organization as potent and pivotal as AWS. >>Yeah, absolutely. Um, I know this predates me to some extent, but I know for a long time, AWS and honeycomb has really pushed the envelope together. And, um, I think it's a beneficial relationship for both ends. There's kind of two ways of looking at it. On the one side, there is our own infrastructure. So honeycomb runs on AWS and actually one of our critical workloads that supports that fast query engine that I mentioned uses Lambda. And it does so in a pretty Orthodox way. So we've had a longstanding conversation with the AWS team as far as drawing outside those lines and kind of figuring out how to use this technology in a way that works for us and hopefully will work for other customers of theirs as well. Um, that also allows us to ask for early access for certain features when they become available. >>And then that way we can be sort of the Guinea pigs and try things out, um, in a way that migrates our system and optimizes our own performance, but also allows again, other customers of AWS to follow in that path. And then the other side of that partnership is really supporting our customers who are both honeycomb users and AWS users, because it's, as you imagine, quite a big overlap, and there are certain ways in which we can allow our customers to more easily get their data from AWS to honeycomb. So for example, last year we built a tool, um, based on the new Lambda extension capability that allowed our users who run their applications in Lambdas to get that telemetry data out of their applications and into honeycomb. And it man was win, win. >>Excellent. So I'm hearing a lot of synergies from a technology perspective, you're sticking with you, and then Danielle will bring you in, let's talk about how honeycomb supports D and I across its organization. And how is that synergistic with AWS's approach? Yeah, >>Yeah, absolutely. So I sort of alluded to that hesitancy to over index on the women led aspect of ourselves. Um, but again, a lot of things are shifting, we're growing a lot. And so we are recognizing that we need to be more intentional with our DEI initiatives, and we also notice that we can do better and we should do better. And to that, and we're doing a few things differently, um, that are pretty recent initiatives. We are partnering with organizations that help us target specific communities that are underrepresented in tech. Um, some examples would be after tech hu Latinas in tech among, um, a number of others. And another initiative is DEI head start. That's something that is an internal, um, practice that we started that includes reaching out to underrepresented applicants before any new job for honeycomb becomes live. So before we posted to LinkedIn, before it's even live on our job speech, and the idea there is to kind of balance our pipeline of applicants, which the hope is will lead to more diverse hires in the long term. >>That's a great focus there. Danielle, I know we've talked about this before, but for the audience, in terms of the context of the honeycomb partnership, the focus at AWS for D E and I is really significant, unpack that a little bit for us. >>Well, let me just bring it back to just how we think about it, um, with the companies that we work with, but also in, in terms of, you know, what we want to be able to do, excuse me, it's very important for us to, you know, build products that reflect, uh, the customers that we have. And I think, you know, working with, uh, a company like honeycomb that is looking to differentiate in a space, um, by, by bringing in, you know, the experiences of many different types of people I genuinely believe. And I'm sure Vera also believes that by having those diverse perspectives, that we're able to then build better products for our customers. Um, and you know, it's one of, one of our leadership principles, uh, is, is rooted in this. I write a lot, it asks for us to seek out diverse perspectives. Uh, and you can't really do that if everybody kind of looks the same and thinks the same and has the same background. So I think that is where our de and I, um, you know, I thought process is rooted and, you know, companies like honeycomb that give customers choice and differentiate and help them, um, to do what they need to do in their unique, um, environments is super important. So >>The, the importance of thought diversity cannot be underscored enough. It's something that is, can be pivotal to organizations. And it's very nice to hear that that's so fundamental to both companies, Barry, I wanna go back to you for a second. You, I think you mentioned this, the DEI head start program, that's an internal program at honeycomb. Can you shed a little bit of light on that? >>Yeah, that's right. And I actually am in the process of hiring a first engineer for my team. So I'm learning a lot of these things firsthand, um, and how it works is we try to make sure to pre-load our pipeline of applicants for any new job opening we have with diverse candidates to the best of our abilities, and that can involve partnering with the organizations that I mentioned or reaching out to our internal network, um, and make sure that we give those applicants a head start, so to speak. >>Excellent. I like that. Danielle, before we close, I wanna get a little bit of, of your background. We've got various background in tag, she's celebrating her 10th anniversary. Give me a, a short kind of description of the journey that you've navigated through being a female in technology. >>Yeah, thanks so much. I really appreciate, uh, being able to share this. So I started as a software engineer, uh, back actually in the late nineties, uh, during the, the first.com bubble and, uh, have, have spent quite a long time actually as an individual contributor, um, probably working in software engineering teams up through 2014 at a minimum until I joined AWS, uh, as a customer facing solutions architect. Um, I do think spending a lot of time, hands on definitely helped me with some of the imposter syndrome, um, issues that folks suffer from not to say I don't at all, but it, it certainly helped with that. And I've been leading teams at AWS since 2015. Um, so it's really been a great ride. Um, and like I said, I'm very happy to see all of our engineering teams change, uh, as far as their composition. And I'm, I'm grateful to be part of it. >>It's pretty great to be able to witness that composition change for the better last question for each of you. And we're almost out of time and Danielle, I'm gonna stick with you. What's your advice, your recommendations for women who either are thinking about getting into tech or those who may be in tech, maybe they're in individual positions and they're not sure if they should apply for that senior leadership position. What do you advise them to do? >>I mean, definitely for the individual contributors, tech tech is a great career, uh, direction, um, and you will always be able to find women like you, you have to maybe just work a little bit harder, uh, to join, have community, uh, in that. But then as a leader, um, representation is very important and we can bring more women into tech by having more leaders. So that's my, you just have to take the lead, >>Take the lead, love that there. Same question for you. What's your advice and recommendations for those maybe future female leaders in tech? >>Yeah, absolutely. Um, Danielle mentioned imposter syndrome and I think we all struggle with it from time to time, no matter how many years it's been. And I think for me, for me, the advice would be if you're starting out, don't be afraid to ask, uh, questions and don't be afraid to kind of show a little bit of ignorance because we've all been there. And I think it's on all of us to remember what it's like to not know how things work. And on the flip side of that, if you are a more senior IC or, uh, in a leadership role, also being able to model just saying, I don't know how this works and going and figuring out answers together because that was a really powerful shift for me early in my career is just to feel like I can say that I don't know something. >>I totally agree. I've been in that same situation where just ask the question because you I'm guaranteed, there's a million outta people in the room that probably has the, have the same question and because of imposter syndrome, don't wanna admit, I don't understand that. Can we back up, but I agree with you. I think that is, um, one of the best things. Raise your hand, ask a question, ladies. Thank you so much for joining me talking about honeycomb and AWS, what you're doing together from a technology perspective and the focus efforts that each company has on D E and I, we appreciate your insights. Thank you so much for having us great talking to you. My pleasure, likewise for my guests, I'm Lisa Martin. You're watching the AWS partner showcase women in check. Welcome to the AWS partner showcase I'm Lisa Martin, your host. This is season one, episode three, and this is a great episode that focuses on women in tech. I'm pleased to be joined by Danielle Shaw, the ISV PSA director at AWS, and the sponsor of this fantastic program. Danielle, it's great to see you and talk about such an important topic. >>Yes. And I will tell you, all of these interviews have just been a blast for me to do. And I feel like there has been a lot of gold that we can glean from all of the, um, stories that we heard on these interviews and good advice that I myself would not have necessarily thought of. So >>I agree. And we're gonna get to set, cuz advice is one of the, the main things that our audience is gonna hear. We have Hillary Ashton, you'll see from TETA there, Reynolds joins us from honeycomb, Stephanie Curry from NetApp and Sue Paris from Jefferson Frank. And the topics that we dig into are first and foremost, diversity equity and inclusion. That is a topic that is incredibly important to every organization. And some of the things Danielle that our audiences shared were really interesting to me. One of the things that I saw from a thematic perspective over and over was that like D Reynolds was talking about the importance of companies and hiring managers and how they need to be intentional with de and I initiatives. And that intention was a, a, a common thing that we heard. I'm curious what your thoughts are about that, that we heard about being intentional working intentionally to deliver a more holistic pool of candidates where de I is concerned. What are your, what were some of the things that stuck out to you? >>Absolutely. I think each one of us is working inside of organizations where in the last, you know, five to 10 years, there's been a, you know, a strong push in this direction, mostly because we've really seen, um, first and foremost, by being intentional, that you can change the, uh, the way your organization looks. Um, but also just that, you know, without being intentional, um, there was just a lot of, you know, outcomes and situations that maybe weren't great for, um, you know, a healthy, um, and productive environment, uh, working environment. And so, you know, a lot of these companies have made a big investments and put forth big initiatives that I think all of us are involved in. And so we're really excited to get out here and talk about it and talk about, especially as these are all partnerships that we have, how, you know, these align with our values. So >>Yeah, that, that value alignment mm-hmm <affirmative> that you bring up is another thing that we heard consistently with each of the partners, there's a cultural alignment, there's a customer obsession alignment that they have with AWS. There's a D E and I alignment that they have. And I, I think everybody also kind of agreed Stephanie Curry talked about, you know, it's really important, um, for diversity on it, on, on impacting performance, highly performant teams are teams that are more diverse. I think we heard that kind of echoed throughout the women that we talked to in >>This. Absolutely. And I absolutely, and I definitely even feel that, uh, with their studies out there that tell you that you make better products, if you have all of the right input and you're getting all many different perspectives, but not just that, but I can, I can personally see it in the performing teams, not just my team, but also, you know, the teams that I work alongside. Um, arguably some of the other business folks have done a really great job of bringing more women into their organization, bringing more underrepresented minorities. Tech is a little bit behind, but we're trying really hard to bring that forward as well to in technical roles. Um, but you can just see the difference in the outcomes. Uh, at least I personally can just in the adjacent teams of mine. >>That's awesome. We talked also quite a bit during this episode about attracting women and underrepresented, um, groups and retaining them. That retention piece is really key. What were some of the things that stuck out to you that, um, you know, some of the guests talked about in terms of retention? >>Yeah. I think especially, uh, speaking with Hillary and hearing how, uh, Teradata is thinking about different ways to make hybrid work work for everybody. I think that is definitely when I talk to women interested in joining AWS, oftentimes that might be one of the first, uh, concerns that they have. Like, am I going to be able to, you know, go pick my kid up at four o'clock at the bus, or am I going to be able to, you know, be at my kids' conf you know, conference or even just, you know, have enough work life balance that I can, um, you know, do the things that I wanna do outside of work, uh, beyond children and family. So these are all very important, um, and questions that especially women come and ask, but also, um, you know, it kind of is a, is a bellwether for, is this gonna be a company that allows me to bring my whole self to work? And then I'm also gonna be able to have that balance that I need need. So I think that was something that is, uh, changing a lot. And many people are thinking about work a lot differently. >>Absolutely. The pandemic not only changed how we think about work, you know, initially it was, do I work from home or do I live at work? And that was legitimately a challenge that all of us faced for a long time period, but we're seeing the hybrid model. We're seeing more companies be open to embracing that and allowing people to have more of that balance, which at the end of the day, it's so much better for product development for the customers, as you talked about there's, it's a win-win. >>Absolutely. And, you know, definitely the first few months of it was very hard to find that separation to be able to put up boundaries. Um, but I think at least I personally have been able to find the way to do it. And I hope that, you know, everyone is getting that space to be able to put those boundaries up to effectively have a harmonious, you know, work life where you can still be at home most of the time, but also, um, you know, have that cutoff point of the day or at least have that separate space that you can feel that you're able to separate the two. >>Yeah, absolutely. And a lot of that from a work life balance perspective leads into one of the next topics that we covered in detail with, and that's mentors and sponsors the differences between them recommendations from, uh, the women on the panel about how to combat imposter syndrome, but also how to leverage mentors and sponsors throughout your career. One of the things that, that Hillary said that I thought was fantastic, advice were mentors and sponsors are concerned is, is be selective in picking your bosses. We often see people, especially younger folks, not necessarily younger folks. I shouldn't say that that are attracted to a company it's brand maybe, and think more about that than they do the boss or bosses that can help guide them along the way. But I thought that was really poignant advice that Hillary provided something that I'm gonna take into consideration myself. >>Yeah. And I honestly hadn't thought about that, but as I reflect through my own career, I can see how I've had particular managers who have had a major impact on helping me, um, with my career. But, you know, if you don't have the ability to do that, or maybe that's not a luxury that you have, I think even if you're able to, you know, find a mentor for a period of time or, um, you know, just, just enable for you to be able to get from say a point a to point B just for a temporary period. Um, just so you can grow into your next role, have a, have a particular outcome that you wanna drive, have a particular goal in mind find that person who's been there and done that and can really help you get through. If you don't have the luxury of picking your manager mentor, who can help you get to the next step. >>Exactly. That, that I thought that advice was brilliant and something that I hadn't really considered either. We also talked with several of the women about imposter syndrome. You know, that's something that everybody, I think, regardless of gender of your background, everybody feels that at some point. So I think one of the nice things that we do in this episode is sort of identify, yes, imposter syndrome is real. This is, this is how it happened to me. This is I navigated around or got over it. I think there's some great advice there for the audience to glean as well about how to dial down the imposter syndrome that they might be feeling. >>Absolutely. And I think the key there is just acknowledging it. Um, but also just hearing all the different techniques on, on how folks have dealt with it because everybody does, um, you know, even some of the smartest, most confident men I've, I've met in, uh, industry still talk to me about how they have it and I'm shocked by it oftentimes, but, um, it is very common and hopefully we, we talk about some good techniques to, to deal with that. >>I think we do, you know, one of the things that when we were asking the, our audience, our guests about advice, what would they tell their younger selves? What would they tell young women or underrepresented groups in terms of becoming interested in stem and in tech and everybody sort of agreed on me, don't be afraid to raise your hand and ask questions. Um, show vulnerabilities, not just as the employee, but even from a leadership perspective, show that as a leader, I, I don't have all the answers. There are questions that I have. I think that goes a long way to reducing the imposter syndrome that most of us have faced at some point in our lives. And that's just, don't be afraid to ask questions. You never know, oh, how can people have the same question sitting in the room? >>Well, and also, you know, for folks who've been in industry for 20, 25 years, I think we can just say that, you know, it's a, it's a marathon, it's not a sprint and you're always going to, um, have new things to learn and you can spend, you know, back to, we talked about the zing and zagging through careers, um, where, you know, we'll have different experiences. Um, all of that kind of comes through just, you know, being curious and wanting to continue to learn. So yes, asking questions and being vulnerable and being able to say, I don't know all the answers, but I wanna learn is a key thing, uh, especially culturally at AWS, but I'm sure with all of these companies as well, >>Definitely I think it sounded like it was really ingrained in their culture. And another thing too, that we also talked about is the word, no, doesn't always mean a dead end. It can often mean not right now or may, maybe this isn't the right opportunity at this time. I think that's another important thing that the audience is gonna learn is that, you know, failure is not necessarily a bad F word. If you turn it into opportunity, no isn't necessarily the end of the road. It can be an opener to a different door. And I, I thought that was a really positive message that our guests, um, had to share with the, the audience. >>Yeah, totally. I can, I can say I had a, a mentor of mine, um, a very, uh, strong woman who told me, you know, your career is going to have lots of ebbs and flows and that's natural. And you know that when you say that, not right now, um, that's a perfect example of maybe there's an ebb where it might not be the right time for you now, but something to consider in the future. But also don't be afraid to say yes, when you can. <laugh> >>Exactly. Danielle, it's been a pleasure filming this episode with you and the great female leaders that we have on. I'm excited for the audience to be able to learn from Hillary Vera, Stephanie Sue, and you so much valuable content in here. We hope you enjoy this partner showcase season one, episode three, Danielle, thanks so much for helping >>Us with it's been a blast. I really appreciate it >>All audience. We wanna enjoy this. Enjoy the episode.

>>Hello, everyone. Welcome to the cubes presentation of the 80, but startup showcases MarTech is the focus. And this is all about the emerging cloud scale customer experience. This is season two, episode three of the ongoing series covering the exciting, fast growing startups from the cloud AWS ecosystem to talk about the future and what's available now, where are the actions? I'm your host John fur. Today. We joined by Cub alumni, Jerry Chen partner at Greylock ventures. Jerry. Great to see you. Thanks for coming on, >>John. Thanks for having me back. I appreciate you welcome there for season two. Uh, as a, as a guest star, >><laugh>, you know, Hey, you know, season two, it's not a one and done it's continued coverage. We, we got the episodic, uh, cube flicks model going >>Here. Well, you know, congratulations, the, the coverage on this ecosystem around AWS has been impressive, right? I think you and I have talked a long time about AWS and the ecosystem building. It just continues to grow. And so the coverage you did last season, all the events of this season is, is pretty amazing from the data security to now marketing. So it's, it's great to >>Watch. And 12 years now, the cube been running. I remember 2013, when we first met you in the cube, we just left VMware just getting into the venture business. And we were just riffing the next 80. No one really kind of knew how big it would be. Um, but we were kinda riffing on. We kind of had a sense now it's happening. So now you start to see every vertical kind of explode with the right digital transformation and disruption where you see new incumbents. I mean, new Newton brands get replaced the incumbent old guard. And now in MarTech, it's ripe for, for disruption because web two has gone on to web 2.5, 3, 4, 5, um, cookies are going away. You've got more governance and privacy challenges. There's a slew of kind of ad tech baggage, but yet lots of new data opportunities. Jerry, this is a huge, uh, thing. What's your take on this whole MarTech cloud scale, uh, >>Market? I, I think, I think to your point, John, that first the trends are correct and the bad and the good or good old days, the battle days MarTech is really about your webpage. And then email right there. There's, there's the emails, the only channel and the webpage was only real estate and technology to care about fast forward, you know, 10 years you have webpages, mobile apps, VR experiences, car experiences, your, your, your Alexa home experiences. Let's not even get to web three web 18, whatever it is. Plus you got text messages, WhatsApp, messenger, email, still great, et cetera. So I think what we've seen is both, um, explosion and data, uh, explosion of channel. So sources of data have increases and the fruits of the data where you can reach your customers from text, email, phone calls, etcetera have exploded too. So the previous generation created big company responses, Equa, you know, that exact target that got acquired by Oracle or, or, um, Salesforce, and then companies like, um, you know, MailChimp that got acquired as well, but into it, you're seeing a new generation companies for this new stack. So I, I think it's exciting. >>Yeah. And you mentioned all those things about the different channels and stuff, but the key point is now the generation shifts going on, not just technical generation, uh, and platform and tools, it's the people they're younger. They don't do email. They have, you know, proton mail accounts, zillion Gmail accounts, just to get the freebie. Um, they're like, they're, they'll do subscriptions, but not a lot. So the generational piece on the human side is huge. Okay. And then you got the standards, bodies thrown away, things like cookies. Sure. So all this is makes it for a complicated, messy situation. Um, so out of this has to come a billion dollar startup in my mind, >>I, I think multiple billion dollars, but I think you're right in the sense that how we want engage with the company branch, either consumer brands or business brands, no one wants to pick a phone anymore. Right? Everybody wants to either chat or DM people on Twitter. So number one, the, the way we engage is different, both, um, where both, how like chat or phone, but where like mobile device, but also when it's the moment when we need to talk to a company or brand be it at the store, um, when I'm shopping in real life or in my car or at the airport, like we want to reach the brands, the brands wanna reach us at the point of decision, the point of support, the point of contact. And then you, you layer upon that the, the playing field, John of privacy security, right? All these data silos in the cloud, the, the, the, the game has changed and become even more complicated with the startup. So the startups are gonna win. Will do, you know, the collect, all the data, make us secure in private, but then reach your customers when and where they want and how they want it. >>So I gotta ask you, because you had a great podcast just this week, published and snowflake had their event going on the data cloud, there's a new kind of SAS platform vibe going on. You're starting to see it play out. Uh, and one of the things I, I noticed on your podcast with the president of Hashi Corp, who was on people should listen to that podcast. It's on gray matter, which is the Greylocks podcast, uh, plug for you guys. He mentioned he mentions the open source dynamic, right? Sure. And, and I like what he, things, he said, he said, software business has changed forever. It's my words. Now he said infrastructure, but I'm saying software in general, more broader infrastructure and software as a category is all open source. One game over no debate. Right. You agree? >>I, I think you said infrastructure specifically starts at open source, but I would say all open source is one more or less because open source is in every bit of software. Right? And so from your operating system to your car, to your mobile phone, open source, not necessarily as a business model or, or, or whatever, we can talk about that. But open source as a way to build software distribute, software consume software has one, right? It is everywhere. So regardless how you make money on it, how you build software, an open source community ha has >>One. Okay. So let's just agree. That's cool. I agree with that. Let's take it to the next level. I'm a company starting a company to sell to big companies who pay. I gotta have a proprietary advantage. There's gotta be a way. And there is, I know you've talked about it, but I have my opinion. There is needs to be a way to be proprietary in a way that allows for that growth, whether it's integration, it's not gonna be on software license or maybe support or new open source model. But how does startups in the MarTech this area in general, when they disrupt or change the category, they gotta get value creation going. What's your take on, on building. >>You can still build proprietary software on top of open source, right? So there's many companies out there, um, you know, in a company called rock set, they've heavily open source technology like Rock's DB under the hood, but they're running a cloud database. That's proprietary snowflake. You talk about them today. You know, it's not open source technology company, but they use open source software. I'm sure in the hoods, but then there's open source companies, data break. So let's not confus the two, you can still build proprietary software. There's just components of open source, wherever we go. So number one is you can still build proprietary IP. Number two, you can get proprietary data sources, right? So I think increasingly you're seeing companies fight. I call this systems intelligence, right, by getting proprietary data, to train your algorithms, to train your recommendations, to train your applications, you can still collect data, um, that other competitors don't have. >>And then it can use the data differently, right? The system of intelligence. And then when you apply the system intelligence to the end user, you can create value, right? And ultimately, especially marketing tech, the highest level, what we call the system of engagement, right? If, if the chat bot the mobile UI, the phone, the voice app, etcetera, if you own the system of engagement, be a slack, or be it, the operating system for a phone, you can also win. So still multiple levels to play John in multiple ways to build proprietary advantage. Um, just gotta own system record. Yeah. System intelligence, system engagement. Easy, right? Yeah. >>Oh, so easy. Well, the good news is the cloud scale and the CapEx funded there. I mean, look at Amazon, they've got a ton of open storage. You mentioned snowflake, but they're getting a proprietary value. P so I need to ask you MarTech in particular, that means it's a data business, which you, you pointed out and we agree. MarTech will be about the data of the workflows. How do you get those workflows what's changing and how these companies are gonna be building? What's your take on it? Because it's gonna be one of those things where it might be the innovation on a source of data, or how you handle two parties, ex handling encrypted data sets. I don't know. Maybe it's a special encryption tool, so we don't know what it is. What's your what's, what's your outlook on this area? >>I, I, I think that last point just said is super interesting, super genius. It's integration or multiple data sources. So I think either one, if it's a data business, do you have proprietary data? Um, one number two with the data you do have proprietary, not how do you enrich the data and do you enrich the data with, uh, a public data set or a party data set? So this could be cookies. It could be done in Brad street or zoom info information. How do you enrich the data? Number three, do you have machine learning models or some other IP that once you collected the data, enriched the data, you know, what do you do with the data? And then number four is once you have, um, you know, that model of the data, the customer or the business, what do you deal with it? Do you email, do you do a tax? >>Do you do a campaign? Do you upsell? Do you change the price dynamically in our customers? Do you serve a new content on your website? So I think that workflow to your point is you can start from the same place, what to do with the data in between and all the, on the out the side of this, this pipeline is where a MarTech company can have then. So like I said before, it was a website to an email go to website. You know, we have a cookie fill out a form. Yeah. I send you an email later. I think now you, you can't just do a website to email, it's a website plus mobile apps, plus, you know, in real world interaction to text message, chat, phone, call Twitter, a whatever, you know, it's >>Like, it's like, they're playing checkers in web two and you're talking 3d chess. <laugh>, I mean, there's a level, there's a huge gap between what's coming. And this is kind of interesting because now you mentioned, you know, uh, machine learning and data, and AI is gonna factor into all this. You mentioned, uh, you know, rock set. One of your portfolios has under the hood, you know, open source and then use proprietary data and cloud. Okay. That's a configuration, that's an architecture, right? So architecture will be important in terms of how companies posture in this market, cuz MarTech is ripe for innovation because it's based on these old technologies, but there's tons of workflows, but you gotta have the data. Right. And so if I have the best journey map from a client that goes to a website, but then they go and they do something in the organic or somewhere else. If I don't have that, what good is it? It's like a blind spot. >>Correct. So I think you're seeing folks with the data BS, snowflake or data bricks, or an Amazon that S three say, Hey, come to my data cloud. Right. Which, you know, Snowflake's advertising, Amazon will say the data cloud is S3 because all your data exists there anyway. So you just, you know, live on S3 data. Bricks will say, S3 is great, but only use Amazon tools use data bricks. Right. And then, but on top of that, but then you had our SaaS companies like Oracle, Salesforce, whoever, and say, you know, use our qua Marketo, exact target, you know, application as a system record. And so I think you're gonna have a battle between, do I just work my data in S3 or where my data exists or gonna work my data, some other application, like a Marketo Ella cloud Z target, um, or, you know, it could be a Twilio segment, right. Was combination. So you'll have this battle between these, these, these giants in the cloud, easy, the castles, right. Versus, uh, the, the, the, the contenders or the, or the challengers as we call >>'em. Well, great. Always chat with the other. We always talk about castles in the cloud, which is your work that you guys put out, just an update on. So check out greylock.com. They have castles on the cloud, which is a great thesis on and a map by the way ecosystem. So you guys do a really good job props to Jerry and the team over at Greylock. Um, okay. Now I gotta ask kind of like the VC private equity sure. Market question, you know, evaluations. Uh, first of all, I think it's a great time to do a startup. So it's a good time to be in the VC business. I think the next two years, you're gonna find some nice gems, but also you gotta have that cleansing period. You got a lot of overvaluation. So what happened with the markets? So there's gonna be a lot of M and a. So the question is what are some of the things that you see as challenges for product teams in particular that might have that killer answer in MarTech, or might not have the runway if there's no cash, um, how do people partner in this modern era, cuz scale's a big deal, right? Mm-hmm <affirmative> you can measure everything. So you get the combination of a, a new kind of M and a market coming, a potential growth market for the right solution. Again, value's gotta be be there. What's your take on this market? >>I, I, I think you're right. Either you need runway, so cash to make it through, through this next, you know, two, three years, whatever you think the market Turmo is or two, you need scale, right? So if you're at a company of scale and you have enough data, you can probably succeed on your own. If not, if you're kind of in between or early to your point, either one focus, a narrower wedge, John, just like we say, just reduce the surface area. And next two years focus on solving one problem. Very, very well, or number two in this MarTech space, especially there's a lot of partnership and integration opportunities to create a complete solution together, to compete against kind of the incumbents. Right? So I think they're folks with the data, they're folks doing data, privacy, security, they're post focusing their workflow or marketing workflows. You're gonna see either one, um, some M and a, but I definitely can see a lot of Coopers in partnership. And so in the past, maybe you would say, I'm just raise another a hundred million dollars and do what you're doing today. You might say, look, instead of raising more money let's partner together or, or merge or find a solution. So I think people are gonna get creative. Yeah. Like said scarcity often is good. Yeah. I think forces a lot more focus and a lot more creativity. >>Yeah. That's a great point. I'm glad you brought that up up. Cause I didn't think you were gonna go there. I was gonna ask that biz dev activity is going to be really fundamental because runway combined with the fact that, Hey, you know, if you know, get real or you're gonna go under is a real issue. So now people become friends. They're like, okay, if we partner, um, it's clearly a good way to go if you can get there. So what advice would you give companies? Um, even most experienced, uh, founders and operators. This is a different market, right? It's a different kind of velocity, obviously architectural data. You mentioned some of those key things. What's the posture to partner. What's your advice? What's the combat man manual to kind of compete in this new biz dev world where some it's a make or break time, either get the funding, get the customers, which is how you get funding or you get a biz dev deal where you combine forces, uh, go to market together or not. What's your advice? >>I, I think that the combat manual is either you're partnering for one or two things, either one technology or two customers or sometimes both. So it would say which partnerships, youre doing for technology EG solution completers. Like you have, you know, this puzzle piece, I have this puzzle piece data and data privacy and let's work together. Um, or number two is like, who can help you with customers? And that's either a, I, they can be channel for you or, or vice versa or can share customers and you can actually go to market together and find customers jointly. So ideally you're partner for one, if not the other, sometimes both. And just figure out where in your life cycle do you need? Um, friends. >>Yeah. Great. My final question, Jerry, first of all, thanks for coming on and sharing your in insight as usual. Always. Awesome final question for the folks watching that are gonna be partnering and buying product and services from these startups. Um, there's a select few great ones here and obviously every other episode as well, and you've got a bunch you're investing in this, it's actually a good market for the ones that are lean companies that are lean and mean have value. And the cloud scale does provide that. So a lot of companies are getting it right, they're gonna break through. So they're clearly gonna be getting customers the buyer side, how should they be looking through the lens right now and looking at companies, what should they look for? Um, and they like to take chances with seeing that. So it's not so much, they gotta be vetted, but you know, how do they know the winners from the pretenders? >>You know, I, I think the customers are always smart. I think in the, in the, in the past in market market tech, especially they often had a budget to experiment with. I think you're looking now the customers, the buyer technologies are looking for a hard ROI, like a return on investment. And before think they might experiment more, but now they're saying, Hey, are you gonna help me save money or increase revenue or some hardcore metric that they care about? So I think, um, the startups that actually have a strong ROI, like save money or increased revenue and can like point empirically how they do that will, will, you know, rise to the top of, of the MarTech landscape. And customers will see that they're they're, the customers are smart, right? They're savvy buyers. They, they, they, they, they can smell good from bad and they're gonna see the strong >>ROI. Yeah. And the other thing too, I like to point out, I'd love to get your reaction real quick is a lot of the companies have DNA, any open source or they have some community track record where communities now, part of the vetting. I mean, are they real good people? >>Yeah. I, I think open stores, like you said, in the community in general, like especially all these communities that move on slack or discord or something else. Right. I think for sure, just going through all those forums, slack communities or discord communities, you can see what's a good product versus next versus bad. Don't go to like the other sites. These communities would tell you who's working. >>Well, we got a discord channel on the cube now had 14,000 members. Now it's down to six, losing people left and right. We need a moderator, um, to get on. If you know anyone on discord, anyone watching wants to volunteer to be the cube discord, moderator. Uh, we could use some help there. Love discord. Uh, Jerry. Great to see you. Thanks for coming on. What's new at Greylock. What's some of the things happening. Give a quick plug for the firm. When you guys working on, I know there's been some cool things happening, new investments, people moving. >>Yeah. Look we're we're Greylock partners, seed series a firm. I focus at enterprise software. I have a team with me that also does consumer investing as well as crypto investing like all firms. So, but we're we're seed series a occasionally later stage growth. So if you're interested, uh, FA me@jkontwitterorjgreylock.com. Thank you, John. >>Great stuff, Jerry. Thanks for coming on. This is the Cube's presentation of the, a startup showcase. MarTech is the series this time, emerging cloud scale customer experience where the integration and the data matters. This is season two, episode three of the ongoing series covering the hottest cloud startups from the ADWS ecosystem. Um, John farrier, thanks for watching.

>>The cube presents, Coon and cloud native con Europe 22 brought to you by the cloud native computing foundation. >>Lisia Spain, a cuon cloud native con Europe 2022. I'm Keith towns, along with Paul Gillon, senior editor, enterprise architecture for Silicon angle. Welcome Paul, >>Thank you, Keith pleasure to work >>With you. You know, we're gonna have some amazing people this week. I think I saw stat this morning, 65% of the attendees, 7,500 folks. First time Q con attendees. This is your first conference. >>It is my first cubic con and it is amazing to see how many people are here and to think of, you know, just a couple of years ago, three years ago, we were still talking about what the cloud was and what the cloud was gonna do and how we were gonna integrate multiple clouds. And now we have this whole new framework for computing that is just rifled out of, out of nowhere. And as we can see by the number of people who are here, this has become a, a, this is the dominant trend in enterprise architecture right now, how to adopt Kubernetes and containers, build microservices based applications, and really get to that, that transparent cloud that has been so elusive. >>It has been elusive. And we are seeing vendors from startups with just a, a few dozen people to some of the traditional players we see in the enterprise space with thousands of employees looking to capture kind of lightning in a bottle, so to speak this elusive concept of multi-cloud. >>And what we're seeing here is very typical of an early stage conference. I've seen many times over the years where the, the floor is really dominated by companies, frankly, I've never heard of that. Many of them are only two or three years old, and you don't see the big, the big dominant computing players with, with the presence here that these smaller companies have. That's very typical. We saw that in the PC age, we saw it in the early days of Unix and, and it's happening again. And what will happen over time is that a lot of these companies will be acquired. There'll be some consolidation. And the nature of this show will change, I think, dramatically over the next couple or three years, but there is an excitement and an energy in this auditorium today that is, is really a lot of fun and very reminiscent of other new technologies just as they press it. >>Well, speaking of new technologies, we have Dave Cole, CR O chief revenue officer that's right. Chief marketing officer that's right of spec cloud. Welcome to the show. Thank >>You. It's great to be here. >>So let's talk about this big ecosystem. Okay. Kubernetes. Yes. Solve problem. >>Well, you know, the, the dream is, well, first of all, applications are really the lifeblood of a company, whether it's our phone or whether it's a big company trying to connect with its customer, it's about applications. And so the whole idea today is how do I build these applications to build that tight relationship with my customers? And how do I reinvent these applications rapidly in, along comes containerization, which helps you innovate more quickly. And certainly a dominant technology. There is Kubernetes. And the, the question is how do you get Kubernetes to help you build applications that can be born anywhere and live anywhere and take advantage of the places that it's running, cuz everywhere has pluses and minuses. >>So you know what the promise of Kubernetes from when I first read about it years ago is runs on my laptop. Yep. I can push it to any cloud, any platform that's that's right. Where's the gap. Where are we in that, in that phase? Like talk to me about scale. Is that, is that, is it that simple? >>Well, that act is actually the problem is that date while the technology is the dominant containerization technology and orchestration technology, it really still takes a power user. It really hasn't been very approachable to the masses. And so it was these very expensive, highly skilled resources that sit in a dark corner that have focused on Kubernetes, but that, that now is trying to evolve to make it more accessible to the masses. It's not about sort of hand wiring together. What is a typical 20 layer stack to really manage Kubernetes and then have your engineers manually can reconfigure it and make sure everything works together. Now it's about how do I create these stacks, make it easy to deploy and manage at scale. So we've gone from sort of DIY developer centric to all right, now, how do I manage this at scale? >>Now this is a point that is important, I think is often overlooked. This is not just about Kubernetes. This is about a whole stack of cloud native technologies. Yes. And you who is going to, who is going to integrate that, all that stuff, piece that stuff together, right? Obviously you have a, a role in that. Yes. But in the enterprise, what is the awareness level of how complex this stack is and how difficult it is to assemble? >>We, we see a recognition of that, that we've had developers working on Kubernetes and applications, but now when we say, how do we weave it into our production environments? How do we ensure things like scalability and governance? How do we have this sort of interesting mix of innovation, flexibility, but with control. And that's sort of an interesting combination where you want developers to be able to run fast and use the latest tools, but you need to create these guardrails to deploy it at scale. >>So where do the developers fit in that operation stack then? Is this, is Kubernetes an AI ops or an ops a task, or is it sort of a shared task across the development spectrum? >>Well, I think there's a desire to allow application developers, to just focus on the application and have a Kubernetes related technology that ensures that all of the infrastructure and related application services are just there to support them. And because the typical stack from the operating system to the application can be up to 20 different layers components. You just want all those components to work together. You don't want application developers to worry about those things. And the latest technologies like spectra cloud there's others are making that easy application engineers focus on their apps, all of the infrastructure and the services are taken care of. And those apps can then live natively on any environment. >>So help paint this picture for us. You know, I get got AKs ETS and those, all of these distributions OpenShift, the tan zoo, where is spec cloud helping me to kind of cobble together all these different distros I thought distro was the, was the thing like, just like Lennox has different distros, you know, right. Randy said different distros >>That actually is the irony. Is that sort of the age of debating, the distros largely is over. There are a lot of distros and if you look at them, there are largely shades of gray in being different from each other. But the Kubernetes distribution is just one element of like 20 elements that all have to work together. So right now what's what's happening is that it's not about the distribution it's now, how do I, again, sorry to repeat myself, but move this into a, into scale. How do I move it into deploy at scale, to be able to manage ongoing at scale, to be able to innovate at scale, to allow engineers, as I said, use the coolest tools, but still have technical guardrails that the, the enterprise knows they'll be in control of what, >>What does at scale mean to the enterprise customers you're talking to now? What do they mean when they say that? >>Well, I think it's interesting cuz we think scale's different cuz we've all been in the industry and it's frankly sort of boring old wor word, but today it means different things. Like how do I automate the deployment at scale? How do I be able to make it really easy to provision resources for applications on any environment from either a virtualized or bare metal data center cloud or today edge is really big where people are trying to push applications out to be closer to this source of the data. And so you want to be able to deploy it scale you wanna manage at scale, you wanna make it easy to, as I said earlier, allow application developers to build their applications, but it ops wants the ability to ensure security and governance and all of that. And then finally innovate at scale. If you look at this show, it's interesting, three years ago, when we started spectra cloud, there are about 1400 businesses or technologies in the Kubernetes ecosystem today there's over 1800 and all of these technologies made up of open source and commercial, all versioning at different rates. It becomes an insurmountable problem unless you can set those guardrails sort of that balance between flexibility and control, let developers access the technologies. But again, manage it as a part of your normal processes of a, of a scale of operation. >>So, so Dave, I'm a little challenged here cuz I'm hearing two where I typically consider conflicting terms. Okay. Flexibility control. Yes. In order to achieve control, I need complexity in order to choose flexibility. I need t-shirt one t-shirt fits all right. To and I, and I, and I get simplicity. How can I get both that just doesn't you know, compute >>Well thus the opportunity and the challenge at the same time. So you're right. So developers want choice, good developers want the ability to choose the latest technology so they can innovate rapidly. And yet it ops wants to be able to make sure that there are guard rails. And so with some of today's technologies like spectral cloud, it is you have the ability to get both. We actually worked with dimensional research and we sponsor an annual state of Kubernetes survey. We found this last summer, that two out of three, it executives said you could not have both flexibility and control together, but in fact they want it. And so it is this interesting balance. How do I give engineers the ability to get anything they want, but it ops the ability to establish control. And that's why Kubernetes is really at its next inflection point. Whereas I mentioned, it's not debates about the distro or DIY projects. It's not big incumbents creating siloed Kubernetes solutions. But in fact it's about allowing all these technologies to work together and be able to establish these controls. And that's, that's really where the industry is today. >>Enterprise enterprise CIOs do not typically like to take chances. Now we were talking about the growth in the market that you described from 1400, 1800 vendors. Most of these companies, very small startups are, are enterprises. Are you seeing them willing to take a leap with these unproven companies or are they holding back and waiting for the IBMs, the HPS, the Microsofts to come in with the VMwares with whatever they solution they have? >>I, I think so. I mean, we sell to the global 2000. We had yesterday as a part of edge day here at the event, we had GE healthcare as one of our customers telling their story. And they're a market share leader in medical imaging equipment. X-rays MRIs, cat scans, and they're, they're starting to treat those as edge devices. And so here is a very large established company, a leader in their industry, working with people like spectral cloud, realizing that Kubernetes is interesting technology. The edge is an interesting thought, but how do I marry the two together? So we are seeing large corporations seeing so much of an opportunity that they're working with the smaller companies, the latest technology. >>So let's talk about the edge a little. You kind of opened it up there. Yeah. How should customers think about the edge versus the cloud data center or even bare metal? >>Actually it's a well bare bare metal is fairly easy is that many people are looking to reduce some of the overhead or inefficiencies of the virtualized environment. And, but we've had really sort of parallel little white tornadoes. We've had bare metal as infrastructure that's been developing and then we've had orchestration technology's developing, but they haven't really come together very well lately. We're finally starting to see that come together. Spectra cloud contributed to open source a metal as a service technology that finally brings these two worlds together. Making bare metal much more approachable to the inters enterprise edge is interesting because it seems pretty obvious. You wanna push your application out closer to your source of data, whether it's AI in fencing or O T or anything like that, you don't wanna worry about intermittent connectivity or latency or anything like that. But people have wanted to be able to treat the edge as if it's almost like a cloud where all I worry about is the app. >>So really the edge to us is just the next extension in a multi-cloud sort of motif where I want these edge devices to require low it resources to automate the provisioning, automate the ongoing version management patch management really act like a cloud. And we're seeing this as very, very popular now. And I just used the GE healthcare example of that. Imagine a cat scan machine, I'm making this part up in China and that's just an edge device. And it's, it's doing medical imagery, which is very intense in terms of data. You want to be able to process it quickly and accurately as close to the endpoint, the healthcare provider as possible. >>So let's talk about that in some level of detail, as we think about kind of edge and you know, these fixed devices such as imaging device, are we putting agents on there? Are we looking at something talking back to the cloud, where does special cloud inject and help make that simple, that problem of just having dispersed endpoints all over the world? Simpler? >>Sure. Well we announced our edge Kubernetes edge solution at a big medical conference called, called hymns months ago. And what we allow you to do is we allow the application engineers to develop their application. And then you can de you can design this declarative model, this cluster API, but beyond cluster profile, which determines which additional application services you need and the edge device, all the person has to do with the endpoint is plug in the power plug in the communications. It registers the edge device. It automates the deployment of the full stack. And then it does the ongoing versioning and patch management, sort of a self-driving edge device running Kubernetes. And we make it just very, very easy. No, it resources required at the endpoint, no expensive field engineering resources to go to these endpoints twice a year to apply new patches and things like that, all >>Automated, but there's so many different types of edge devices with different capabilities, different operating systems, some have no operating system. Yeah. I mean, what, that seems like a much more complex environment, just calling it, the edge is simple, but what you're really talking about is thousands of different devices, right? That you have to run your applications on how, how are you dealing with that? >>So one of the ways is that we're really unbiased. In other words, we're OS and distro agnostic. So we don't want to debate about which distribution you like. We don't want to debate about, you know, which OS you want to use. The truth is you're right. There's different environments and different choices that you'll wanna make. And so the key is, is how do you incorporate those and also recognize everything beyond those, you know, OS and Kubernetes and all of that and manage that full stack. So that's what we do is we allow you to choose which tools you want to use and let it be deployed and managed on any environment. >>And who's respo, I'm sorry, key. Who's responsible for making Kubernetes run on the edge device. >>We do. We provision the entire stack. I mean, of course the company does using our product, but we provision the entire Kubernetes infrastructure stack all the application services and the application itself on that device. >>So I would love to dig into like where pods happen and all that, but provisioning is getting to the point that it's a solve problem. Day two. Yes. Like we, you know, you just mentioned hymns, highly regulated environments. How does spec cloud helping with configuration management change control, audit, compliance, et cetera, the hard stuff. >>Yep. And one of the things we do, you bring up a good point is we manage the full life cycle from day zero, which is sort of create, deploy all the way to day two, which is about, you know, access control, security. It's about ongoing versioning and patch management. It's all of that built into the platform. And, but you're right. Like the medical industry has a lot of regulations. And so you need to be able to make sure that everything works. It's always up to the latest level, have the highest level of security. And so all that's built into the platform. It's not just a fire and forget it really is about that full life cycle of deploying, managing on an ongoing basis. >>Well, Dave, I'd love to go into a great deal of detail with you about kind of this day two option. I think we'll be covering a lot more of that topic, Paul, throughout the week, as we talk about just, you know, as we've gotten past, you know, how do I deploy Kubernetes pod to how do I actually operate it? >>Absolutely, absolutely. The devil is in the details as they say, >>Well, and also too, you have to recognize that the edge has some very unique requirements. You want very small form factors. Typically you want low it resources. It has to be sort of zero touch or low touch because if you're a large food provider with 20,000 store locations, you don't wanna send out field engineers two or three times a year to update them. So it really is an interesting beast and we have some exciting technology and people like GE are using that. >>Well, Dave, thanks a lot for coming on to Q you're now Cub Alon. You've not been on before. >>I have actually. Yes. Oh. But I always enjoy it. >>It's great conversation. Foria Spain. I'm Keith towns along with Paul Gillon and you're watching the cue, the leader in high tech coverage.