>> from Boston, Massachusetts. It's the queue covering active eo 2019. Data driven you by activity. >> Welcome back to Boston, Everybody. Money >> belong here with my co host, a student of John >> Kerry's. Also here today You watching the Cuban leader and on the ground tech coverage. This is day one of active fio 19 data driven content Conference hashtag data driven 19 red cara minuses. Here is the senior vice president of fantasy Sports A draftkings Greg. Thanks for coming on. What a cool title. >> Yeah, it's It's, you know, I was joking with my wife. Anytime you could be working fantasy sports, it's a great place to be. Everybody's a little bit jealous. >> So the formula is easy, right? Offer big giant prizes and everybody comes And that's all there is suing. Anybody can come >> in. I just have the dream job right now. >> So hugely competitive market. You guys, you become the >> leader. We were in the radio. Check out your websites. I mean, take us through the draft kings and your ascendancy. How you got here? >> So, you know, company started in 2012 initially around sort of the major big American sports on DH. Then really a CZ. We started scale that we saw there was a huge consumer interest in the product players that would come on. We're very, very, very sticky. Um, and we've just been kind of, you know, pushing, pushing on growing that using these. So the initial founders are three former analyst. So come on. It's always been sort of a very analytically driven company. So they looked at what we were dealing with, and it was we had L TVs that were way higher than our cracks. So let's keep marketing and growing and growing and growing and finding out ways to offer a better product. So, over 2015 we did a major marketing blitz, blew up the company Absolutely huge. Um, and since then we've been just constantly innovating, adding new sports, adding new features on DH, adding ways toe on the product. And then even more recently, just about a year ago, we expanded also into online sports betting over New Jersey has that's become a legal product across the U. S. So it's been a great time to be at the company a lot of fun. >> What what was your first sport was like Amazon started in books and then, you know, scaled out what was your first sport. So it's actually the first sport was >> baseball because of the time that they actually launched. So is the middle of April. Sporting calendar is a little bit thin. Right then, so is it was baseball to start, and then once football season started, that's really when things take on >> 2015 is when you started the marketing blitz and I remember just here in the ads and it was just intense, like a while. This company's going for it. So you sort of took >> all the chips I went >> all in and it worked. Yeah, I mean, it's part of the, you know, the lifeblood of the company. It's We're a company that ends up being taking risks, but we take calculated risks. So at any given point, you sort of say, like, Hey, what is the what is the range of outcomes over here? We're not playing for second place. We want to be a market leader, so you have to take risks in order, be a market leader. So let's take calculated risks. Let's make sure we're not being insane, but you know we did the math. We figured out what? This is A This is a worthwhile shot. We pushed him for it. Andi really took off from their love to bet on >> sure things. Yeah, well, Greg, we know the people that play the fantasy for it feel that data is what differentiates whether they're going to live in, you know, winner lose. Talk to us a little bit about the data journey inside your business And how that helped differentiate draftkings in the market. Yes. So we think Death draftkings >> is one of the most analytically based companies in the, you know, definitely in the market, but also into sort of like General Cos right now we use our analytics platform to inform pretty much everything we dio on. Go to your point. You're joking. You know, it seems like fantasy sports is easy throughout some giant prizes there, and everything will take care of itself. You know, running a fantasy sports car company. If you throw out a contest that's too big, you lose a ton of money. There's a lot of asymmetric risk in the business where if we're right, we make a little bit more. But if we're wrong. We lose a ton very, very, very fast. So our ability to be very, very sound analytically is what allows us to sort of pushed the envelope and grow, grow, grow but not, you know, lose our heads along the way. You know, some of the fun of that is really, you know, when we first ran, I think one of the most game changing contest we ran was actually back in October of 2014. It was the very first millionaire maker contest I could still remember. It was Week five of the 2020 14 NFL season where we said, Hey, this it's crazy. We need crazy things that happen in order for it to work. But if we're on a $20 contest to enter with $1,000,000 top prize and 2,000,000 of total prizes, it could go viral, go absolutely crazy. And if it loses, here's how it'll losing. Here's how much will hurt us. It's a worthwhile risk. Let's go for it. So that sort of energy of, you know, doing discipline analysis and constantly sort of them. Taking the risk on the back of it is what allowed us to build >> up the brand value that you would have got out of that was sort of worth that risk in part anyway. And you wouldn't have to hurt presumably. >> Exactly. We knew our downside. As long as you know your downside, you're normally in a pretty good spot to take those risks. >> So where do you >> see this All going mean? So the company has grown. You're at this kind of critical mass now, Like we said, highly competitive, you know, knock down. You know, if you take your eye off the ball. So how do you guys keep this going? >> So we have a huge challenge ahead of us over the next couple of years, as sports betting becomes legal across the US, we need to make sure that we are one of the top competitors in that market. Sports betting in the US, we expect to be an absolutely enormous market. It will probably be significantly larger than the fantasy sports market in terms of absolute revenue and even, you know, on order of magnitude more competitive. So we need to be executing each step along the way a CZ markets open up. We need to be able to get into getting two market very, very fast. And that means our tech team needs to be working feverishly to make sure that we can hit the requirements that each legislator and each regulator puts on market entry in their state. We didn't mean making sure we're constantly figuring out what are the product elements that are absolutely critical for our for our users. Is it Maura around the live betting experiences that around the different markets that you offer? It's around pricing. And how do we find these things, these different lovers and told them to make sure that we're putting out a great product for users. And if we do that and throw a great product after users were pretty sure we can make you want >> to be one stop shopping presumably, right? I mean, all sports, right? But But then you've got these niche sports betting. I mean eggs, invest. Example. I could think of this horse racing. You know where it is alive. It's gonna video. It's got commentators on the ground that you know the business really well. Is >> that Is that the strategy to go sort of horizontal and so be a one stop shop or you >> gonna sort of pick your spots? What is the day to tell you? >> You know, I think we're constantly talking about it. One of the things that allowed our fantasy sports business to grow so fast was going a little bit more horizontal. So we offered Gulf in Mass at a time period when the primary competitors and the space vandal did not. On DH, we built that product into one of our largest sports. It's, you know, right up there with MLB in terms of the actual size that that comes in a Z have gone also horizontal, we pulled in other places, like NASCAR. Mm, a great sports that people are interested in. It gets more users into our platform. And honestly, if uses are interested in a product, we don't want them to have to go elsewhere. We want to be able to have the offerings that any sort of, you know, critical mass type environment is going toe is gonna have >> Well, it's that experience, right? Well, I like to shop in Amazon. You do, too, because I >> trusted. And it's the same user experience. So, Greg, one of things >> I'm hearing from you is something that everybody tries for, but it's really challenging that speed. How do you react that fast and move the company into new markets and new offerings and keep innovating? You know, culturally technology wise, you know, How does Draftkings do that? You know, I think a za company, you know, from really every single person that we recruit in higher We've been actually execution Aly disciplined throughout the company's history. It's It's something that our founders did a great job of instilling in the culture right at the gates. I mean, we've tried to foster all the way along the way, which is all the best strategies of the world. They're going to fail if you can't execute well and every single person down the company knows that. And we try to, you know, enable each person to be as autonomous as possible in their ability to execute their their portion of the business that allows us to move really, really, really fast. You know, we disseminate that responsibility quickly, and each leader and sort of each person knows what they have to do to execute. There's a high degree of accountability behind that, you know, I'd like to say there's some. There's some magic recipe that's, um, secret sauce, but it's a lot of just great people doing great work everyday. Well, Greg, you know it's any your competitors that they look at, You know, Boston's been been doing pretty well in Draftkings era, you know, for the last few years. ES o Boston's been a great market for us. We've expanded Conover here on DH. The sports teams have been fantastic, although the Bruins it was a little bit sad about Game seven over there, but it happens. >> So his m o be the flagship news that no, I wouldn't say >> that MLB was first, primarily just of the time of the year when we launched. NFL is always going to go, are not always going to be, but for the for the foreseeable future is the dominant US sport on will remain the dominant US for >> no reason. I mean, kids there watch MLB anymore. Maybe the maybe the playoffs and the games. It was a game. I think I'm some Father's day was like almost five hours long, you know, gets called. You can come in and out. But you know what some of the trends. You see soccer. Is that growing NFL? Obviously huge. Do you see so niche sports like lax coming on. >> So, uh, you know, starting point NFL has been huge. We actually launched a new product Ah, little over a year ago called Showdown, which allowed you start to do fantasy for a single game as opposed to the combination of games that's taken off fantastically because that's tapping into more of the I'm going to sit down and watch this game, and I would love to have a fantasy team on that on this game. That's really expanded the audience like that. That >> was genius because, look, if you're >> out of the running, it doesn't matter because I'm weak. On top of that N b A and NHL on fire. The embassy put out a great product is an actual sport league. You know, the Finals were great. You hate to see the injuries, but it was a great final. Siri's very competitive. The NHL Finals has been very, very competitive. Golf is growing phenomenally as a sport, way farm or interesting golf than I ever anticipated when I first started with the company and it's one of the most exciting things. When the Masters comes each year, every screen has turned to it and we see a huge player. Player number is kind of coming into that one. Beyond that, you know NASCAR. What's been interesting? NASCAR's been having a tough couple years, but the Truck series for us? We launched it this year and the trucks have been great. I don't know if you've watched NASCAR Trucks. They're wildly entertaining. Uh, you know, Emma, you got the big fighter. So every sport sort of has its moments. It's a matter of like picking those moments and figuring out how to make >> the most of them. Do you see boxing at all making a comeback? >> So we have thought about how to get boxing into a into a fantasy. We don't have it at the moment. We're putting a lot of thought into it, so we are actually seeing through. We've seen, you know, we've been in the M M A space and we've seen the growth out from there where that sports doing great and you look at places like Bela Tor. The Professional Fighters league is other leagues, and then boxing is the next step. There's a lot of interest there. I don't think they have the right products yet to be able to kind of engage with that extra way. So that's one of things we're working on. Also, you need a marquee fighter. You always need a marquee fighter. Kind of helped bring in the interest over on that side. So, um, be interesting to see with Taki on sort of the downside of his career. At this point on DH, Mayweather hasn't been fighting much. Will be interesting to see. Who's that next meeting with Adam. But >> I grew up in an era >> of Marquis fighters. What? They would fight, you know, they literally fight 6 70 times a year, you know, and you had used huge names on DSO, and then mm comes along and he's really hurt, >> but it feels like it's tryingto so to resuscitate. Yeah. I mean, I think these things could >> be a little bit cyclical. Like you get one Marquis fighter out there like so my wife, this Filipino. So I'm a huge backing out fan now way watch every fight. Even when we were living in remote locations that forces watching at weird hours. He's a type of athlete that could bring popularity of the sport. So if there was a major U. S. Fighter that gains that degree of sort of, you know that that degree of fame people will be into it, I think >> Do do do your analytics sort of have a probe into the activity at the at the fan level at the sports level, not just the fantasy level or the betting level? Is that a sort of ah ah predictor for you? Yet we >> see a lot of correlations between how many people play our sport are fantasy game, and how many people actually follow the underlying sport. Way can also see trends in terms of If I'm from Boston, I probably pick more patriots in my fantasy lineups than, uh, normal on DH. You can actually see that as people play different sports that you know, the number one Q. Be drafted in in Boston is almost always gonna be Tom Brady. And once you leave that you start seeing Aaron Rodgers pop up. Let's really, really fast. So you see these little micro trends where it's like you are still a sports fan of your local team in your local environment, but it manifest itself in the fantasy. >> So what you think that is? Do you think it's fan affinity >> or do you think it's just the sort of lack of knowledge out inside? You're sort of a circle of trust. >> I think it's probably a combination. I mean, I could say is, you know, following the Celtics in the mid to thousands, I knew the depth of the Celtics pension, how they would use their rotation better than anybody else, Probably better than anybody else in the coaches would probably disagree. But it's like I knew that James Posey was a huge value play on Saturday nights. I knew. I kind of with I feel the Eddie House nights. Uh, so, you know, on your local team, you probably know those players at the not the top top echelon All Stars, but the guy's right beneath. You know them a little bit better and probably more comfortable using >> what's your favorite sport. >> So my favorite sport, from a fantasy perspective, is I play all the basket. I play all football, played basketball just during play offs, and I played baseball. But baseball I'm strictly a fantasy player. I don't really follow the sport to play. I'm just playing fantasy. Okay, >> That's great. So, what do you think? The conference. Here. >> You have you Have you had any timeto interact? I know you were swamped after coming off the stage. >> You know, it looks like a great turnout over here. There's a lot of enthusiasm amongst them from people. I was a little bit late to the late to show up this morning, so I got a bit Swanson eager to go and be able to catch up a bit more. >> Okay, Well, Greg, thanks so much for coming on. The Cuba's great to have your every pleasure meeting you. >> All right, people. Right there. Still, when I >> was back with our next guest, John for it is also in the house. You wanted The Cube from active field data driven 19. Right back

>> from Boston, Massachusetts. It's the queue covering active eo 2019. Data driven you by activity. >> Hi. We're right outside of the Boston Haba. You're watching >> the cube on stew Minimum in. And this is active Geo data driven. 2019 due date. Two days digging into, You >> know, the role of data inside Cos on, you know, in an ever changing world, happy to welcome to the program of first time guests are China Oven countrymen who's a research manager at I. D. C. Coming to us from across the pond in London. Thanks so much for joining us. Pleasure. So tell us a little bit. I d c. We know. Well, you know, the market landscapes, you know, watching what's happening. Thie said it 77 Zita bites that was put up in the keynote. Came came from I D. C. Tells you you're focused. >> Yeah, so I'm part of the data protection and storage research team, But I have, ah, European focus. I covered the Western European markets where data protection is almost off a neurotic interest to us. So a lot of our investment is actually made on the context of data protection. And how do I become data driven without compromising on security and sovereignty and data locality. So that's something that I look at. I'm also part of our broader multi cloud infrastructure team on also develops practice. I'm looking at all these modern new trends from data perspective as well. So it's kind of nice being >> keeping you busy, huh? Yeah. So about a year ago, every show that I went to there would be a big clock up on the Kino stage counting down until gpr went way actually said on the Q. Many times it's like we'll know when GPR starts with lawsuits. Sister and I feel like it was a couple of days, if not a couple of weeks before some of the big tech firms got sued for this. So here we are 2019. It's been, you know, been a while now since since since this launch. How important is GDP are you know what? How is that impacting customers and kind of ripple effect? Because, you know, here in the States, we're seeing some laws in California and beyond that are following that. But they pushed back from the Oh, hey, we're just gonna have all the data in the world and we'll store it somewhere sure will protect it and keep it secure. But but But >> yeah, yeah, so it's suggestive. Here is a game changer and it's interesting you said this big clock ticking and everybody has been talking about it. So when the European Commission >> announced repairs >> coming, organizations had about two years to actually prepare for it. But there were a lot of naysayers, and they thought, This is not gonna happen. The regulators don't have enough resources to actually go after all of these data breaches, and it's just too complicated. Not everyone's going complaints just not gonna happen. But then they realised that the regulators we're sticking to it on towards the end. Towards the last six months in the race to GDP, and there was this helter skelter running. Their organizations were trying to just do some Die Ryan patch of exercise to have that minimum viable compliance. So there they wanted to make sure that they don't go out of business. They don't have any major data breaches when Jean Pierre comes a difference that that was the story of 2018 although they have so much time to react they didn't on towards the end. They started doing a lot of these patch up work to make sure they had that minimum by the compliance. But over time, what we're seeing is that a lot off a stewed organizations are actually using GDP are as to create that competitive differentiations. If you look at companies like Barclays, they have been so much on top of that game on DH. They include that in their marketing strategies and the corporate social responsibility to say that, Hey, you know our business is important to us, but your privacy and your data is much more valuable to us, and that kind of instantly helps them build that trust. So they have big GDP, our compliance into their operations so much and so well that they can actually sell those kind of GPR consultancy services because they're so good at it. And that's what we are seeing is happening 2019 on DH. Probably the next 12 to 18 months will be about scaling on operational izing GDP are moving from that minimum viable compliance. >> Its interest weighed a conversation with Holly St Clair, whose state of Massachusetts and in our keynote this morning she talked about that data minimalist. I only want as much data as I know what I'm going to do. How I'm goingto leverage it, you know, kind of that pendulum swing back from the I'm goingto poured all the data and think about it later. It is that Did you see that is a trend with, you know, is that just governments is that, you know, you seeing that throughout industries and your >> interesting. So there was seven gpr came into existence. There were a lot of these workshops that were happening for on for organizations and how to become GDP. And there was this Danish public sector organization where one of the employees went to do that workshop was all charged up, and he came back to his employer and said, Hey, can you forget me on it Took that organization about 14 employees and three months to forget one person. So that's the amount of data they were holding in. And they were not dilating on all the processes were manual which took them so long to actually forget one person on. So if you don't cleanse a pure data act now meeting with all these right to be forgotten, Andi, all these specific clauses within GPR is going to be too difficult. And it's going to just eat up your business >> tryingto connecting the dots here. One of the one of the big stumbling blocks is if you look at data protection. If I've got backup, if I've got archive, I mean, if I've taken a snapshot of something and stuck that under a mountain in a giant tape and they say forget about me Oh, my gosh, Do I have to go retrieve that? I need to manage that? The cost could be quite onerous. Help! Help us connect the dots as to what that means to actually, you know, what are the ramifications of this regulation? >> Yeah, So I think so. Judy PR is a beast. It's a dragon off regulations. It's important to dice it to understand what the initial requirements are on one was the first step is to get visibility and classified the data as to what is personal data. You don't want to apply policies to all the data because I might be some garbage in there, so you need to get visibility on A says and classified data on what is personal data. Once you know what data is personal, what do you want to retain? That's when you start applying policies too. Ensure that they are safe and they're anonymous. Pseudonym ized. If you want to do analytics at a later stage on DH, then you think about how you meet. Individual close is so see there's a jeep airframe, but you start by classifying data. Then you apply specific policies to ensure you protect on back up the personal data on. Then you go about meeting the specific requirements. >> What else can you tell us about kind of European markets? You know, I I know when I look at the the cloud space, governance is something very specific to, and I need to make sure my data doesn't leave the borders and like what other trends in you know issues when you hear >> it from Jenny Peered forced a lot ofthe existential threat to a lot of companies. Like, say, hyper scale. Er's SAS men does so they were the first ones to actually become completely compliant to understand their regulations, have European data data hubs, and to have those data centres like I think At that time, Microsoft had this good good collaboration with T systems to have a local data center not controlled by Microsoft, but by somebody who is just a German organizations. You cannot have data locality more than that, right? So they were trying different innovative ways to build confidence among enterprises to make sure that cloud adoption continues on what was interesting. That came out from a research was that way thought, Gee, DPR means people's confidence and cloud is going to plunge. People's confidence in public cloud is going to pledge. That didn't happen. 42% of organizations were still going ahead with their cloud strategies as is, but it's just that they were going to be a lot more cautious. And they want to make sure that the applications and data that they were putting in the cloud was something that they had complete visibility in tow on that didn't have too much of personal data and even if it had, they had complete control over. So they had a different strategy off approaching public cloud, but it didn't slow them down. But over time they realised that to get that control ofthe idea and to get that control of data. They need to have that multiple multi cloud strategy because Cloud had to become a two way street. They need to have an exit strategy. A swell. So they tried to make sure that they adopted multiple cloud technologies and have the data interoperability. Ahs Well, because data management was one of their key key. Top of my prayer. >> Okay, last question I had for you. We're here at the active you event. What? What do you hear from your customers about Octavio? Any research that you have relevant, what >> they're doing, it's going interesting. So copy data management. That's how active you started, right? They created a market for themselves in this competition, a management and be classified copy data management within replication Market on replication is quite a slow market, but this copy data management is big issue, and it's one of the fastest growing market. So So So they started off from a good base, but they created a market for themselves and people started noticing them, and now they have kind of grown further and grown beyond and tried to cover the entire data management space. Andi, I think what's interesting and what's going to be interesting is how they keep up the momentum in building that infrastructure, ecosystem and platform ecosystem. Because companies are moving from protecting data centers to protecting centers of data on if they can help organizations protect multiple centers of data through a unified pane of glass, I have a platform approach to data management. Then they can help organizations become data drivers, which gives them the competitive advantage. So if they can keep up that momentum there going great guns, >> Thank you so much for joining us in Cheshire, sharing the data that you have in the customer viewpoints from Europe. So we'll be back with more coverage here from Active EO data driven 2019 in Boston. Mess fuses on stew Minimum. Thanks for watching the Q. Thank you.

>> live from Las Vegas. It's the queue covering del Technologies. World twenty nineteen. Brought to you by Del Technologies and its ecosystem partners. >> Welcome back to Las Vegas. Lisa Martin with John Ferrier. You're watching the Cube live at Del Technologies World twenty nineteen. This is our second full day of Double Cube set coverage. We've got a couple of we're gonna really cool conversation coming up for you. We've got Robbie Pender County, one of our alumni on the cue back as VP product management server solutions. Robbie, Welcome back. >> Thank you, Lisa. Much appreciated. >> And you brought some Hollywood? Yes. Glenn Glenn ER, president of Sony Innovation Studios. Glenn and welcome to the Cube. >> Thank you very much. It's great to be here. >> So you are love this intersection of Hollywood and technology. But you're a filmmaker. >> Yeah. I have been filming movies for many years. Uh, I started off making motion pictures for many years. Executive produced him and over so production for them at one of our movie labels called Screen Gems, which is part of Sony Pictures. >> Wait a tremendous amount of evolution of the creative process being really fueled by technology and vice versa. Sony Innovation Studios is not quite one year old. This is a really exciting venture. Tell us about that and and what the the impetus was to start this company. >> You know that the genesis for it was based out of necessity because I looked at a nice Well, you know, I love making movies were doing it for a long time. And the challenge of making good pictures is resource is and you never get enough money believing not you never get enough money and never get enough time. That's everybody's issue, particularly time management. And I thought, Well, you know, we got a pretty good technology company behind us. What if we looked inward towards technology to help us find solutions? And so innovation studios is born out of that idea on what was exciting about it was to know that we had, uh, invited partners to the game right here with Del so that we could make movies and television shows and commercials and even enterprise solutions leaning into state of the art and cutting edge technology. >> And what some of the work prize and you guys envision coming out this mission you mentioned commercials. TV is it going to be like an artist's studio actor? Ackerson Ball is Take us through what this is going to look like. How does it get billed out? >> I lean into my career as a producer. To answer that one and say is going to enable that's one of the greatest things about being a producer is enabling stories, uh, inspiring ideas to be Greenland. That may not have been able to be done so before. And there's a key reason why we can't do that, because one of our key technologies is what we call the volumetric image acquisition. That's a lot of words. You probably say. What the heck is that? But a volumetric image acquisition is our ability to capture a real world, this analog world and digitize it, bring it into our servers using the power of Del and then live in that new environment, which is now a virtual sets. And that virtual set is made out of billions and trillions in quadrillions of points, much like the matter around us. And it's a difference because many people use pixels, which is interpretation of like worry, using points which is representative of the world around us, so it's a whole revolutionary way of looking at it. But what it allows us to do is actually film in it in a thirty K moving volume. >> It's like a monster green screen for the world. Been away >> in a way, your your your your action around it because you have peril X so these cameras could be photographing us. And for all you know, we may not be here. Could be at stage seven at Innovation Studios and not physically here, but you couldn't tell it. If >> this is like cloud computing, we talking check world, you don't the provisional these resource is you just get what you want. This is Hollywood looking at the artistry, enabling faster, more agile storytelling. You don't need to go set up a town and go get the permit. All the all the heavy lifting you're shooting in this new digital realm. >> That's right. Exactly. Now I love going on location on. There's a lot to celebrate about going on location, but we can always get to that location. Think of all the locations that we want to be in that air >> base off limits. Both space, the one I >> haven't been, uh, but but on said I've been I've walked on virtual moons and I've walked on set moons. But what if we did a volumetric image acquisition of someone set off the moon? Now we have that, and then we can walk around it. Or what if there's a great club, a nightclub? This says guys want you shoot here, but we have performances Monday night, Tuesday night, Wednesday night there. You know they have a job. What if we grab that image, acquired it, and then you could be there anytime you want. >> Robbie, we could go for an hour here. This is just a great comic. I >> completely agree with you. >> The Cube. You could. You could sponsor a cube in this new world. We could run the Q twenty four seven. That's absolutely >> right. And we don't even have >> to talk about the relationship with Dale because on Del Technologies, because you're enabling new capabilities. New kind of artistry was just totally cool. Want to get back to the second? But you guys were involved. What's your role? How do you get involved? Tell the story about your >> John. I mean, first and foremost one of things that didn't Glendon mention is he's actually got about fifty movies to his credit. So the guy actually knows this stuff, so which is absolutely fantastic. So we said, How do you go take average to the next level? So what else is better than trying to work something out, wherein we together between what Glenn and Esteem does at the Sony Innovation Labs for Studio Sorry. And as in Dead Technologies could do is to try and actually stretch the boundaries of our technology to a next tent that when he talks about kazillion bytes of data right one followed the harmony of our zeros way have to be able to process the data quickly. We have to be able to go out and do their rendering. We probably have to go out and do whatever is needed to make a high quality movie, and that, I think, in a way, is actually giving us an opportunity to go back and test the boundaries of their technology. They're building, which we believe this is the first of its kind in the media industry. If we can go learn together from this experience, we can actually go ahead and do other things in other industries. To maybe, and we were just talking about how we could also take this. He's got his labs here in Los Angeles, were thinking maybe one of the next things we do based on the learnings we get, we probably could take it to other parts of the world. And if we are successful, we might even take it to other industries. What if we could go do something to help in this field of medicine? >> It's just thinking that, right? Yes. >> Think about it. Lisa, John. I mean, it's phenomenal. I mean, this is something Michael always talks about is how do we as del technologies help in progress in the human kind? And if this is something that we can learn from, I think it's going to be phenomenal. >> I think I think that's so interesting. Not only is that a good angle for Del Technologies, the thing that strikes me is the access toe artist trees, voices, new voices that may be missed in the prop the vetting process the old way. But, you know, you got to know where we're going. No, in the Venture Capital way seen this with democratization of seed labs and incubators, where, if you can create access to the story, tells on the artists we're gonna have one more exposure to people might have missed. But also as things change, like whether it's Ray Ray beaming and streaming, we saw in the gaming side to pull a metric or volumetric things. You're gonna have a better canvas, more paint brushes on the creative side and more. Artist. Is that the mission to get AC, get those artists in there? Is it? Is that part of the core mission submission? Because you're going to be essentially incubating new opportunities really fast. >> It's, uh, it's very important to me. Personally. I know it speaks of the values of both Sony and L. I like to call it the democratization of storytelling. You know, I've been very blessed again, a Hollywood producer, and we maybe curate a certain kind of movie, a certain kind of experience. But there's so many voices around the world that need to be hurt, and there are so many stories that otherwise can't be enabled. Imagine a story that perhaps is a unique >> special voice but requires distance. It requires five disparate locations Perhaps it's in London, Piccadilly Circus and in Times Square. And perhaps it's overto Abu Dhabi on DH Libya somewhere because that's part of the story. We can now collapse geography and bring those locations to a central place and allow a story to be told that may not otherwise have been able to be created. And that's vital to the fabric of storytelling worldwide's >> going change the creative process to you don't have to have that waterfall kind of mentality like we don't talk about intact. You're totally distributed content, decentralized, potentially the creative process going change with all the tools and also the visual tools. >> That's right. It's >> almost becoming unlimited. >> You wanted to be unlimited. You want the human spirit to be unlimited. You want to be able to elevate people on. That's the great thing about what we're trying to achieve and will achieve. >> It is your right. I mean, it is interesting, you know, we were just talking about this, too. Uh, we're in, you know, as an example. Shock tank. Yes, right. I mean, they obviously did it. The filming and stuff, and then they don't have the access. Let's say to the right studio. But the fact is, they had all this done. Andi, you know, they had all the rendering they had captured. Already done. You could now go out and do your chute without having all the space you needed. >> That's right. In the case of Shark Tank, which shoots a Sony Pictures studios, they knew they had a real estate issue. The fact of the matter is, there's a limited amount of sound stages around the world. They needed to sound stages and only had access to one. So we went in and we did a volumetric image acquisition of their exit interview stage. They're set. And then when it came time to shoot the second half a season ten, one hundred contestants went into a virtual set and were filmed in that set. And the funny thing is, one of the guys in the truck you know how you have the camera trucks and, you know, off offstage, he leaned into the mike. Is that you guys, could you move that plant a couple inches to the left and somebody said, Uh, I don't think we can do it right now, he said, We're on a movie lot. You could move a plant. They said No, it's physically not there. We're on innovation studios goes Oh, that's right. It's virtual mind. >> So he was fooled. >> He was pulled. In a way, we're >> being hashing it out within a team. When we heard about some of the things you know Glenn and Team are doing is think about this. If you have to teach people when we are running short of doctors, right? Yeah, if you could. With this technology and the learnings that come from here, if you could go have an expert surgeon do surgery once you're captured, it would be nice. Just imagine, to take that learning, go to the new surgeons of the future and trained them and so they can get into the act without actually doing it. So my point and all this is this is where I think we can take technology, that next level where we can not only learn from one specific industry, but we could potentially put it to human good in terms of what we could to and not only preparing the next of doctors, but also take it to the next level. >> This was a great theme to Michael Dell put out there about these new kinds of use case is that the time is now to do before. Maybe you could get there technology, but maybe aspirational. Hey, let's do it. I could see that, Glenn, I want to ask you specifically. The time is now. This is all kind of coming together. Timing's pretty good. It's only gonna get better. It's gonna be good Tech, Tech mojo Coming for the creative side. Where were we before? Because I can almost imagine this is not a new vision for you. Probably seen it now that this house here now what was it like before for, um and compare contrast where you were a few years ago, maybe decades. Now what's different? Why? Why is this so important >> for me? There's a fundamental change in how we can create content and how we can tell stories. It used to be the two most expensive words in the movie TV industry were what if today that the most important words to me or what if Because what if we could collapse geography? What if we could empower a new story? Technology is at a place where, if we can dream it. Chances are we can make it a reality. We're changing the dynamics of how we may content. He used to be lights, action camera. I think it's now lights, action, compute power action, you know, is that kind of difference. >> That is an amazing vision. I think society now has opportunities to kind of take that from distance learning to distance connections, the distance sharing experiences, whether it's immersion, virtual analog face, the face could really be powerful. Yeah, >> and this is not even a year old. >> That's right. >> So if you look at your your launch, you said, I think let june fourth twenty eighteen. What? Where do you go from here? I mean, like we said, this is like, unlimited possibilities. But besides putting Robbie in the movie, naturally, Yes, of course I have >> a star here >> who? E. >> So I got to say he's got star power. >> What's what's next year? Exactly? >> Very exciting. I will say we have shark tank Thie Advanced Imaging Society gives an award for being the first volume met you set ever put out on the airwaves. Uh, for that television show is a great honor. We have already captured uh, men in black. We captured a fifty thousand square foot stage that had the men in black headquarters has been used for commercials to market the film that comes out this June. We have captured sets where television shows >> and in hopes, that they got a second season and one television show called up and said, Guys, we got the second season so they don't have to go back to what was a very expensive set and a beautiful set >> way captured that set. It reminds me of a story of productions and a friend of mine said, which is every year. The greatest gift I have is building a beautiful set and and to me, the biggest challenges. When I say, remember that sent you built four years ago? I need that again. Now you can go >> toe. It's hard to replicate the exact set. You capture it digitally. It lives. >> That's exactly it. >> And this is amazing. I mean, I'd love to do a cube set into do ah, like a simulcast. Virtually. >> So. This is the next thing John and Lisa. You guys could be sitting anywhere going forward >> way. You don't have to be really sitting here >> you could be doing. What do you have to do? And, you know, you got everything rendered >> captured. We don't have to come to Vegas twenty times a year. >> We billed upset once. You >> know you want to see you here believing that So I'LL take that >> visual is a really beautiful thing. So if we can with hologram just seeing people doing conscious with Hollywood. Frank Zappa just did a concert hologram concert, but bringing real people and from communities around the world where the localization diversity right into a content mixture is just so powerful. >> Actually, you said something very interesting, John, which is one of the other teams to which is, if you have a globally connected society and he wanted try and personalize it to that particular nation ethnicity group. You can do that easily now because you can probably pop in actors from the local area with the same. Yeah, think about it. >> It's surely right. >> There's a cascade of transformations that that this is going Teo to generate. I mean just thinking of how different even acting schools and drama schools will be well, teaching people how to behave in these virtual environments, right? >> How to immerse themselves in these environments. And we have tricks up our sleeves that Khun put the actor in that moment through projection mapping and the other techniques that allow filmmakers and actors to actually understand the world. They're about to stepped in rather than a green screen and saying, OK, there's going to be a creature over here is gonna be blue Water falls over there will actually be able to see that environment because that environment will exist before they step on the stage. >> Well, great job the Del Partnership. On my final question, Glenn, free since you're awesome and got a great vision so smart, experienced, I've been really thinking a lot about how visualization and artistry are coming together and how disciplines silo disciplines like music. They do great music, but they're not translating to the graphics. It was just some about Ray tracing and the impact with GP use for an immersive experiences, which we're seeing on the client side of the house. It del So you got the back and stuff you metrics. And so, as artist trees, the next generation come up. This is now a link between the visual that audio the storytelling. It's not a siloed. >> It is not >> your I want to get your vision on. How do you see this playing out and your advice for young artists? That might be, you know, looked as country. What do you know? That's not how we do it. >> Well, the beautiful thing is that there are new ways to tell stories. You know, Hollywood has evolved over the last century. If you look at the studios and still exist, they have all evolved, and that's why they do exist. Great storytellers evolved. We tell stories differently, so long as we can emotionally relate to the story that's being told. I say, Do it in your own voice. The cinematic power is among us. We're blessed that when we look back, we have that shared experience, whether it's animate from Japan or traditional animation from Walt Disney everybody, she shares a similar history. Now it's opportunity to author our new stories, and we can do that and physical assets and volumetric assets and weaken blend the real and the unreal. With the compute power. The world is our oyster. >> Wow, >> What a nice >> trap right there. >> Exactly. That isn't my job. The transformation of of Hollywood. What it's really like the tip of the iceberg. Unlimited story potential. Thank you, Glenn. Thank you. This has been a fascinating cannot wait to hear, See and feel and touch What's next for Sony Animation studios With your technology power, we appreciate your time. >> Thank you. Thank you both. Which of >> our pleasure for John Carrier? I'm Lisa Martin. You're watching the Cube lie from Del Technologies World twenty nineteen We've just wrapped up Day two we'LL see you tomorrow.

>> Live from Las Vegas. It's the queue covering del Technologies. World twenty nineteen. Brought to you by Del Technologies and its ecosystem partners. >> Welcome back to Las Vegas. Lisa Martin with John Ferrier. You're watching the Cube live at Del Technologies World twenty nineteen. This is our second full day of Double Cube set coverage. We've got a couple of we got a really cool conversation coming up for you. We've got Robbie Pender County, one of our alumni on the cue back as VP product management server solutions. Robbie, Welcome back. >> Thank you, Lisa. Much appreciated. >> And you brought some Hollywood? Yes, Glenn Glenn er, president of Sony Innovation Studios. Glenn and welcome to the Cube. >> Thank you very much. It's great to be here. >> So you are love this intersection of Hollywood and technology. But you're a filmmaker. >> Yeah, I have been filming movies for many years. I started off making motion pictures for many years. Executive produced him and oversaw production for them at one of our movie labels called Screen Gems, which is part of Sony Pictures. >> Wait a tremendous amount of evolution of the creative process being really fueled by technology and vice versa. Sony Innovation Studios is not quite one year old. This is a really exciting venture. Tell us about that and and what the The impetus was to start this company. >> You know that the genesis for it was based out of necessity because I looked at a nice Well, you know, I love making movies were doing it for a long time. And the challenge of making good pictures is resource is and you never get enough money. Believe or not, you never get enough money and never get enough time. That's everybody's issue, particularly time management. And I thought, Well, you know, we got a pretty good technology company behind us. What if we looked inward towards technology to help us find solutions? And so innovation studios is born out of that idea on what was exciting about it was to know that we had, uh, invited partners to the game right here with Del so that we could make movies and television shows and commercials and even enterprise solutions leaning into state of the art and cutting edge technology. >> And what some of the work private you guys envision coming out this mission you mentioned commercials TV. Is it going to be like an artist's studio actor actress in ball is take us through what this is going to look like. How does it get billed out? >> I lean into my career as a producer. To answer that one and say is going to enable that's one of the greatest things about being a producer is enabling stories, uh, inspiring ideas to be green lit that may not have been able to be done so before. And there's a key reason why we can't do that, because one of our key technologies is what we call the volumetric image acquisition. That's a lot of words. You probably say. What the heck is that? But a volumetric image acquisition is our ability to capture a real world, this analog world and digitize it, bring it into our servers using the power of Del and then live in that new environment, which is now a virtual sets. And that virtual set is made out of billions and trillions in quadrillions of points, much like the matter around us. And that's a difference because many people use pixels, which is interpretation of like we're using points which is representative of the world around us, so it's a whole revolutionary way of looking at it. But what it allows us to do is actually film in it in a thirty K moving volume. >> It's like a monster green screen for the world. Been away >> in a way, you're you're you're interaction around it because you have peril X, so these cameras could be photographing us. And for all you know, we may not be here. Could be at stage seven at Innovation Studios and not physically here, but you couldn't tell the >> difference. This is like cloud computing. We talking check world, you don't the provisional these resource is you just get what you want. This is Hollywood looking at the artistry, enabling faster, more agile storytelling. You don't need to go set up a town and go get the permit. All the all the heavy lifting you're shooting in this new digital realm. >> That's right. Exactly. Now I love going on location on There's a lot to celebrate about going on location, but we can always get to that location. Think of all the locations that we want to be in that air >> base off limits. Both space, the one I >> haven't been, uh, but but on said I've been I've walked on virtual moons and I've walked on set moons. But what if we did a volumetric image acquisition of someone set off the moon? Now we have that, and then we can walk around it. Or what if there's a great club, a nightclub? This says guys and wanted to shoot here. But we have performances Monday night, Tuesday night, Wednesday night there. You know they have a job. What? We grabbed that image acquired it. And then you could be there anytime you want. >> Robbie, we could go for an hour here. This is just a great comic. I >> completely agree with >> you. The Cube. You could You could sponsor a cube in this new world. We could run the Q twenty four seven is absolutely >> right. And we don't even have >> to talk about the relationship with Dale because on Del Technologies, because you're enabling new capabilities. New kind of artistry, just totally cool. Want to get back to the second? But you guys were involved. What's your role? How do you get involved? Tell the story about your >> John. I mean, first and foremost one of the things didn't Glendon mention is he's actually got about fifty movies to his credit. So the guy actually knows this stuff. So which is absolutely fantastic. So we said, How do you go take coverage to the next level? So what else is better than trying to work something out, wherein we together between what Glenn and Esteem does at the Sony Innovation Labs for Studio Sorry. And as in Dead Technologies could do is to try and actually stretch the boundaries of our technology to a next tent that when he talks about kazillion bytes of data right one followed by harmony, our zeros. We have to be able to process the data quickly. We have to be able to go out and do their rendering. We probably have to go out and do whatever is needed to make a high quality movie, and that, I think, in a way, is actually giving us an opportunity to go back and test the boundaries of their technology. They're building, which we believe this is the first of its kind in the media industry. If we can go learn together from this experience, we can actually go ahead and do other things in other industries do. Maybe. And we were just talking about how we could also take this. He's got his labs here in Los Angeles, were thinking maybe one of the next things we do based on the learning to get. We probably could take it to other parts of the world. And if we are successful, we might even take it to other industries. What if we could go do something to help in this field of medicine? >> It's just thinking that, right? Yes. Think >> about it. Lisa, John. I mean, it's phenomenal. I mean, this is something Michael always talks about is how do we as del technologies help in progress in the human kind? And if this is something that we can learn from, I think it's going to be phenomenal. >> I think I think that's so interesting. Not only is that a good angle for Del Technologies, the thing that strikes me is the access to artist trees, voices, new voices that may be missed in the prop the vetting process the old way. But, you know, you got to know where we're going. No, in the venture, cobble way seen this with democratization of seed labs and incubators where, if you can create access to the story, tells on the artists we're gonna have one more exposure to people might have missed. But also as things change, like whether it's Ray Ray beaming and streaming we saw in the gaming side to volumetric or volumetric things, you're gonna have a better canvas, more paint brushes on the creative side and more action. Is that the mission to get AC Get those artists in there? Is it? Is that part of the core mission submission? Because you're going to be essentially incubating new opportunities really fast. >> It's, uh, it's very important to me. Personally. I know it speaks of the values of both Sony and L. I like to call it the democratization of storytelling. You know, I've been very blessed again, a Hollywood producer, and we maybe curate a certain kind of movie, a certain kind of experience. But there's so many voices around the world that need to be hurt, and there are so many stories that otherwise can't be enabled. Imagine a story that perhaps is >> a unique special voice but requires distance. It requires five disparate locations. Perhaps it's in London Piccadilly Circus and in Times Square. And perhaps it's overto Abu Dhabi on DH Libya somewhere because that's part of the story. We can now collapse geography and bring those locations to a central place and allow a story to be told that may not otherwise have been able to be created. And that's vital to the fabric of storytelling. Worldwide >> is going to change the creative process to You don't have to have that waterfall kind of mentality like we don't talk about intact. You're totally distributed content, decentralized, potentially the creative process going change with all the tools and also the visual tools. >> That's right. It's >> almost becoming unlimited. >> You want it to be unlimited. You want the human spirit to be unlimited. You want to be able to elevate people on. That's the great thing about what we're trying to achieve and will achieve. >> It is your right. I mean, it is interesting, you know, we were just talking about this too. We're in, you know, as an example, shock tank. Yes, right. I mean, they obviously did it the filming and stuff, and then they don't have the access, let's say to the right studio, but The fact is, there had all this done on DH. No, they had all the rendering. They had the captured already done. You could now go out and do your chute without having all the space you needed. >> That's right. In the case of Shark Tank, which shoots a Sony Pictures studios, they knew they had a real estate issue. The fact of the matter is, there's a limited amount of sound stages around the world. They needed to sound stages and only had access to one. So we went in and we did a volumetric image acquisition of their exit interview stage. They're set. And then when it came time to shoot the second half a season ten, one hundred contestants went into a virtual set and were filmed in that set. And the funny thing is, one of the guys in the truck you know how you have the camera trucks and, you know, off offstage, he leaned into the mike. Is that you guys, could you move that plant a couple inches to the left and somebody said, Uh, I don't think we can do it right now, he said. We're on a movie lot. You could move a plant. They said, No, it's physically not there. We're on innovation studios goes Oh, that's right. It's virtual mind. >> So he was fooled. >> He was pulled. In a way, we're >> being hashing it out within a team. When we heard about some of the things you know Glenn and Team are doing is think about this. If you have to teach people when we are running short of doctors, right? Yeah, if you could. With this technology and the learnings that come from here, if you could go have an expert surgeon do surgery once you're captured, it would be nice. Just imagine, to take that learning, go to the new surgeons of the future and trained them and so they can get into the act without actually doing it. So my point in all this is this is where I think we can take technology, that next level where we can not only learn from one specific industry, but we could potentially put it to human good in terms of what we could to and not only preparing the next of doctors, but also take it to the next level. >> This was a great theme to Michael Dell put out there about these new kinds of use case is that the time is now to do before. Maybe you couldn't get there with technology, but maybe aspirational, eh? Let's do it. I could see that. Glenn, I want to ask you specifically. The time is now. This is all kind of coming together. Timing's pretty good. It's only gonna get better. It's gonna be good. Tech, Tech mojo Coming for the creative side. Where were we before? Because I could almost imagine this is not a new vision for you. Probably seen it now that this house here now what was it like before for, um and compare contrast where you were a few years ago, maybe decades. Now what's different? Why? Why is this so important? >> You know, for me, there's a fundamental change in how we can create content and how we can tell stories. It used to be the two most expensive words in the movie TV industry were what if today that the most important words to me or what if Because what if we could collapse geography? What if we could empower a new story? Technology is at a place where if we can dream it. Chances are we can make it a reality. We're changing the dynamics of how we may content. He used to be lights, action, camera. I think it's now lights, action, compute power action, you know, is that kind of difference. >> That is an amazing vision. I think society now has opportunities to kind of take that from distance learning to distance connections, the distance sharing experiences, whether it's immersion, virtual analog face the face. I could really be powerful. Yeah, >> and this is not even a year old. >> That's right. >> So if you look at your your launch, you said, I think let june fourth twenty eighteen. What? Where do you go from here? I mean, like we said, this is like, unlimited possibilities. But besides putting Robbie in the movie, naturally, Yes, of course I have >> a star here >> who video. >> So I got to say he's got star power. >> What's what. The next year? Exactly. >> Very exciting. I will say we have shark tank Thie Advanced Imaging Society gives an award for being the first volume metric set ever put out on the airwaves. Uh, for that television show was a great honor. Uh, we have already captured, uh, men in black. We captured a fifty thousand square foot stage that had the men in black headquarters has been used for commercials to market the film that comes out this June. We have captured sets where television >> shows and in the in hopes that they got a second season and one television show called up and said, Guys, we got the second season so they don't have to go back to what was a very expensive set and a beautiful set >> Way captured that set. It reminds me of a story of productions and a friend of mine said, which is every year. The greatest gift I have is building a beautiful set and and to me, the biggest challenges. When I say, remember that sent you built four years ago. I need that again. Now you can go >> toe hard, replicate the exact set, you capture it digitally. It lives. >> That's exactly it. >> And this is amazing. I mean, I'd love to do a cube set into do ah, like a simulcasts. Virtually. >> So. This is the next thing John and Lisa. You guys could be sitting anywhere going forward. We don't have to be really sitting here you could be doing. What do you have to do? And, you know, you got everything rendered >> captured. We don't have to come to Vegas twenty times a year. >> We billed upset once >> You want to see you here believing that So I'LL take that >> visual is a really beautiful thing. So if we can with hologram just seeing people doing conscious. But Hollywood Frank Zappa just did a concert hologram concert, but bringing real people and from communities around the world where the localization diversity right into a content mixture is just so powerful. >> Actually, you said something very interesting, John, which is one of the other teams to which is, if you have a globally connected society and he wanted try and personalize it to that particular nation ethnicity group. You can do that easily now because you can probably pop in actors from the local area with the same city. Yeah, think about it. >> It's surely right. >> There's a cascade of transformations that that this is going Teo to generate. I mean just thinking of how different even acting schools and drama schools will be well, teaching people how to behave in these virtual environments, right? >> How to immerse themselves in these environments. And we have tricks up our sleeves that Khun put the actor in that moment through projection mapping and the other techniques that allow filmmakers and actors to actually understand the world. They're about to stepped in rather than a green screen and saying, OK, there's going to be a creature over here is gonna be blue Water Falls over there will actually be able to see that environment because that environment will exist before they step on the stage. >> Well, great job the Dale Partnership On my final question, Glenn free since you're awesome and got a great vision so smart, experienced, I've been really thinking a lot about how visualization and artistry are coming together and how disciplines silo disciplines like music. They do great music, but they're not translating to the graphics. It was just some about Ray tracing and the impact with GP use for immersive experiences, which was seeing on the client side of the house. It del So you got the back and stuff, but you metrics. And so, as artist trees, the next generation come up. This is now a link between the visual that audio, the storytelling. It's not a siloed. >> It is not >> your I want to get your vision on. How do you see this playing out and your advice for young artists? That might be, you know, looked as country. What do you know? That's not how we do it. >> Well, the beautiful thing is that there are new ways to tell stories. You know, Hollywood has evolved over the last century. If you look at the studios and still exist, they have all evolved, and that's why they do exist. Great storytellers evolved. We tell stories differently, so long as we can emotionally relate to the story that's being told. I say Do it in your own voice. The cinematic power is among us. We're blessed that when we look back, we have that shared experience, whether it's animate from Japan or traditional animation from Walt Disney, everybody shares a similar history. Now it's opportunity to author our new stories and we can do that and physical assets and volumetric assets and weakened blend the real and the unreal. With the compute power. The world is our oyster. >> Wow, >> What a nice >> trap right there. >> Exactly that is, um I dropped the transformation of Hollywood. What? And it's really think the tip of the iceberg. Unlimited story potential. Thank you, Glenn. Thank you. This has been a fascinating cannot wait to hear, See and feel and touch What's next for Sony Animation studios With your technology power We appreciate your time. >> Yeah, Thank you. Thank you both of >> our pleasure for John Farrier. I'm Lisa Martin. You're watching the Cube lie from Del Technologies World twenty nineteen We've just wrapped up Day two we'LL see you tomorrow.

>> live from Las Vegas. It's the queue covering del Technologies. World twenty nineteen. Brought to you by Del Technologies and its ecosystem partners. >> Welcome back to Deal Technologies, World twenty nineteen. I'm stupid and my co host Dave Volante. Two sets, three days wall to wall coverage. Everything going on in Del Technologies really happen? A. Welcome back to the program. Same grow Cotton. Who's the senior vice president of product marketing at Delhi Emcee Sam so much that >> I am psyched to be here. I'm so excited. >> So you know you know, David, I will talk. You know, we come to these shows and back in the M C World days. It was like, Okay, let's walk through this massive portfolio and all the different areas. Last year we talked. There's a lot of simplification going on on DH Boy. This year it felt like, you know, massive infusion of cloud and talked to a lot of your team about how what's really happening now. It's not cloud walking. We're well past that. You know, Emcee and Dell both, you know, road through a lot of that today. But, you know, take us inside the keynote, putting these things together, and it's still quite a massive portfolio. >> It is, it is, and I get the honor of being the kind of the marketing front for the entire Delhi in C portfolio. So whether it's stored server networking, data protection and now hyper convert conversion now cloud our newest member of kind of the family, so to speak, Um, I get the opportunity kind of represent that which the earlier point creates a challenge as well, because it's such a broad portfolio of technology. So any time we get the opportunity to come. Teo Adult Technologies World of'em world rather a big event. We want to make sure we we shined the brightest light on the products that air >> both >> new and innovative, as walls continue to grow at a high rate. >> Alright, So Sam challenge. I wonder if I'm seeing a little bit of trend in there. So year ago, power Max was unveiled. We talk to the data protection team. It's power. Protect the the networking stuff got re branded with power and they've got the shirt with the lift switch power switch on there. So, you know, am I sensing a trend? Here is the When we simplify the portfolio. Power is the brand that lives up there. Are you the father of power? >> I am. To some degree. Yes, it was. It was kind of the genesis of an idea that we built on the original power edge brand which predate predated my arrival here. But we do. Look, we look, we look at the portfolio from a strategic lens and we're looking at the various different solutions we have across all the storage high end, mid range on structured as to the server product lines. Now, we powered up the data protection with power. Protect your point. Power switch is now on. So we turned. That went on, and we will continue to power up the rest of portfolio. So you're definitely on to something. There is a trend here, multiple points on that trend line. And I think you should be excited to know there's a lot more to come there too. >> So what? People talk about large portfolios. There was talk about integration and sort of threads across the architecture that maybe brings them together from a marketing standpoint and messaging standpoint. What are some of those threads that you're weaving through the portfolio, >> right? So one of the unique opportunities we have with such a broad portfolios, we want to make sure we have very strong, hard hitting product messaging. So of course, you've got the typical storage and data protection server messaging that talk about the he customer dynamics and trends that are going on at the individual product level. Now, what's what's newer this year and what you'LL start to see? More of us. We go for it is right now taking that product approach now, going vertical with that, talking about solutions and workloads and applications. So the big opportunity we have. And you saw that with the introduction of Del Technology Cloud as well as the Del Technologies Unified workspace, because we're now telling a broader solution story that includes, frankly, many products within delancy and many products across the broader del technology family that provide more of a business outcome solution, outcome discussion for our customers, complimenting the strong kind of individual piece part discussions which we have >> you and Sam, you know, we've looked at some of those solutions for a number of years, you know, VM wear and pivotal, and the storage products have been put together for a lot. Something I saw more than ever is you know, they're they're baked together. If you know VCF on top of it, the whole SPDC snack, you know, big day. One key note was a lot about the talk of, you know the better. Together as the pieces gives a little bit of insight, as you know how closely you know Del and the other logo's on the banner are working together. >> Yeah, if you think about over the last few years, Better together has been a big focus of ours is, especially as we've come together as one large company. But I would say we lived in the same neighborhood, you know. Now we live in the same house and and it's it's about how do we have the best integration between one product line or one room of the house with our neighboring room of the house for another product line? And you've seen that most recently with VX rail with the V C and technology and the delicacy of a structure. But now you're seeing it even broader than that. Del Technology Cloud is my favorite one to talk about, of course, and that is that bringing together the VM where Cloud Foundation suite of software This amazing set of software combined with this market leading segment leading delicacy infrastructure to provide that end and Turkey on premise Hybrid cloud which now could goto azure or Amazon >> Dave gives a whole another meaning to the noisy neighbor problem like >> All right, I'm gonna ask you So when you were >> living, it's a fun house. It's a very fun house. >> So when you were with Isil on, you had a relationship obviously with GM, where you got the S d. K. And you would do it then because you get acquired by CMC. VM wears sort of a sister company. Um law. Oftentimes the emcee would argue, Well, our integration is better than net APS or whoever else is. And, you know, maybe it was. Maybe it wasn't fine compete. But today there seems to be a conscious effort to really drive integration across the portfolio using VM. Where is the linchpin? I wonder if you could talk about that in terms of the strategy and what it means in terms of product marketing. >> Yeah, so it really depends on the case or work loader solution. Certainly in the cloud, I think, Dave, you're dead. On the VM are Virtual Cloud Foundation suite is the linchpin is the operating hub for our hybrid crowd saggy sitting on top of our infrastructure? So So that is absolutely the case. But if you look at other solutions there, maybe there's another member of this extended family that should be the point, or should be the lead of of kind of charge into a specific work. Hillary's case. We'LL evaluate those on a case by case basis. I think the important thing, though, is the strategy stops start from the top with Patton Jeff really working with both of'Em were and l N c teams. It is super clear the prioritization, the focus in the alignment to go build these combined solutions Together, we may not have had that alignment in the past, So if you look back historically, way probably didn't execute a CZ well or as fast as we wanted were now operating in absolute alignment and synchronization on the strategy, which makes it really easy for the teams to operate. Whether it's a marketing team, an engineering team, a services team, we're absolutely in locks >> up fascinated by this. Why? What's changed? What is it that Dell has brought to this culture that has enabled that catalyzed that? >> I think, you know, starting at the top with Michael, but certainly patent. Jeff spent the time, I think, Jeff, over a year and a half ago, they sat down and said, Here are key strategic tenants. Here's what we need to go do as better Together, we think we can move faster in the market. We aligned on those priorities, and we execute on those every single day. So I think that day one alignment has really helped to make the change >> very, very quick. Sounds >> so simple. But if if the assumptions that they make it the top don't pan out, then you have to pivot and you see it all the time in the tech business. All right, We're going to take that hill. Okay, Right. Way took that hill, but nobody's buying that hill. So now we got to go over here and we gotta Is Johnston shifting? Yeah. So is that the secret sauce? At least part of it is that they got it right early on. Fast course correction. >> Yeah, So I think the hero example that we've had the most run time with is the VX rail, which I definitely think we've hit a grand slam right with that one. Now we're trying to replicate that. Any more complex solution is something that's not just in an appliance. It's more broader. It's more strategic. You're now extending into, uh, partners like public cloud players, so it's much more. It's very, very important to have a plan have a strategy aligned to that execute. But by no means are we heads down and just going to take the hill if if the environment changes if the facts change. Jeff Pat the extended teams we constantly reevaluate and way were nimble and agile. We'LL shift if we have to. >> So, Sam, we've spent a lot of time digging in with the storage team here. I went through three Expo Hall, lots of gear you can touch, let two demos you can do. There's some people you know, went to the keynote, and they're like, Oh my gosh, this is not M c world. There's not that much storage. It kind of got glossed over when you talk about cloud and converged in all these things, they're talking about how you balance that internally and from out from a messaging standpoint, you know, Where is the message in the state of storage? You know, today in twenty nineteen? >> Yes. Oh, So yesterday we really focused on the Del technology solutions. Don't that cloud they'LL take unified workspace. Today's Kino we really pivoted back to the infrastructure conversation. This is where you saw the new enhancements with the unity x t. The ice salon continued to advance data protection with the new power protect announcements. So I would say day to probably felt more familiar for the traditional end SeaWorld teams. We had great demos showcasing The new capabilities were able tio have great customer examples how they're taking advantage of these capabilities. But with a portfolio so broad at Delta at the Del technologies level, never mind the deli in sea level, you have to pick and choose. And how you message to your customers, your partners to all of you. Of course. Well, so what? We're trying to kind of a line a solution story that's then complimented by great best of breed individual piece parts. And I think he saw that balance over day one and Day two today. How >> do >> you measure your success from A from a marketing standpoint? I mean, is it just revenue? I mean that, obviously one, but it's removed. But I mean, what other metrics do you use to sort of inform your strategy? >> Yes. Oh, again, I I had the pleasure of working both for Jeff Clark and Ellison do so. I actually have two bosses, which is a lot of fun, at times, literally. Seriously. Report dual report to both them. And what's great about that is there is no air gap between the marketing accountability, the marketing goals and objectives with the business within De Liam Si eso look, the ultimate factor that we look at in additional revenue, its market share. Are we competing in the markets that we select to compete in? And are we taking share? We've had a great last day, uh, great run over last year and a half on that front. So that goal is the same goal that we drive within marketing. Yes, there's things like share, voice and pipeline. You know, traditional marketing factors that we count within marketing to evaluate how things are working but were absolutely focused on the on ly goal. No legal that matters is hitting the plan hidden in the revenue growth and taking chair from our >> competitive. And so the cheese market share, I presume. Use I d see data as least in part. Maybe, maybe garden data. It's a combination of Yes. Okay, how's the market data? Because markets so huge we heard today with Pat Kelsey was talking today about two trillion dollar market, you know, And I say to myself, Well, how do you even measure? You know, the various segments in such a big market where there's been such consolidation, But what have you found in terms of the consistency and the accuracy, the data in terms of how it's translated to mean? Ultimately you can you can tell by your revenue growth, comparing it to others, revenue growth. So there's that measure, but is it pretty much stable and you're able tto? Is >> it reasonably predictable? You know, I won't get into the specifics, but we have a very detailed process on how we measure our success or not way Do use various resource is in terms of I. D. C and others to kind of measure in judge how the market's going. I would say it's an input. It's not the exact science that we would certainly certainly follow, but to your earlier discussion on Do things change? Obviously, market predictions, if I ever tell you three years from now with the market, is you know I would be a genius and Nostra Thomas and I would be predicting a lot of other things. It changes constantly. What we do know is the overall market is growing very quickly. It's in an unpredictable state of growth because of the amount of data that is growing. We think from a deli in C infrastructure standpoint, there is going to require a lot more infrastructure. So we feel very good about where the market is going in our role within this data era that we talked about today. But whether it's us or the market predictors, everybody is constantly adjusting because you just don't know >> what you have. Other sources you have obviously the channel you have. You you talk to customers. I mean, okay, Tom suite was selling us. That, I think is I. D. C. Was saying that it is going to grow it spendings and go to ex uh GDP, which I'm intrigued by on I believe it. I just Historically, it's such a big market. It's been aligned with GDP, but it does feel like it's it's accelerating faster. >> Look at the gross. I mean, look at that. The tech trends five g The emergence of the eye ot Internet of things at the edge Thie advancements within the modernizing of infrastructure. The move Teo hyper converge these new cloud solutions as we look to provide a non Prem cloud. You look at the public, Claude vendors are now have taken notice and said, Hey, you know what? It's not all one way or the other way. We've got to get into that game as well. So you're seeing a tremendous amount of growth, a tremendous amount of opportunity. At the end of the day, how are we helping our customers digitally transform is our goal in our mission, and I think we've got a great track record doing that in the >> world. Nothing in your size, a little bit of growth. There's a lot of >> cash, Sam, I don't want to give you the final word. You talk about the digital transformation. Give us a little bit of insight to the customers you're talking about. Where they are in their journeys has come the biggest challenges and opportunities that they're facing today. >> Look, we've been talking about digital digital transformation for a few years now. I would say we're still in the early innings. You certainly have a lot more customers that are taking advantage of digital transformation in typically lines of business, but not necessarily wholesale transformation. So I would say we're seeing a lot more customers seeing a lot more success in line of business conversion to digitally transform. But the next wave a transformation is hold hold, wholesale business transformation. You got a few highlights here and there. But for companies that are not born in this world that are more of a traditional business, it's the early early innings. So I think it's crazy, tremendous opportunity for everyone. Alright, >> well, Sam, first off, congratulations. We know it's not just the event, but all the different pieces that come through take more than a year for all these pieces together. So congratulations so >> much that they love the partnership. Looking forward to seeing you guys at the next big event. >> All right, for David, Dante, I'm Stew Minutemen. Be back with more coverage here from Del Technologies, World twenty nineteen in Las Vegas. Thank you for watching the cue.

>> reply from San Francisco. It's the Cube covering Google Club next nineteen Tio by Google Cloud and its ecosystem partners. >> We're back at Google Cloud next twenty nineteen. You're watching the Cube, the leader in live tech coverage on Dave a lot with my co host to minimum John Farriers. Also here this day. Two of our coverage. Hash tag. Google Next nineteen. Mike Evans is here. He's the vice president of technical business development at Red Hat. Mike, good to see you. Thanks for coming back in the Cube. >> Right to be here. >> So, you know, we're talking hybrid cloud multi cloud. You guys have been on this open shift for half a decade. You know, there were a lot of deniers, and now it's a real tail one for you in the whole world is jumping on. That bandwagon is gonna make you feel good. >> Yeah. No, it's nice to see everybody echoing a similar message, which we believe is what the customers demand and interest is. So that's a great validation. >> So how does that tie into what's happening here? What's going on with the show? It's >> interesting. And let me take a step back for us because I've been working with Google on their cloud efforts for almost ten years now. And it started back when Google, when they were about to get in the cloud business, they had to decide where they're going to use caveat present as their hyper visor. And that was a time when we had just switched to made a big bet on K V M because of its alignment with the Lenox Colonel. But it was controversial and and we help them do that. And I look back on my email recently and that was two thousand nine. That was ten years ago, and that was that was early stages on DH then, since that time, you know, it's just, you know, cloud market is obviously boomed. I again I was sort of looking back ahead of this discussion and saying, you know, in two thousand six and two thousand seven is when we started working with Amazon with rail on their cloud and back when everyone thought there's no way of booksellers goingto make an impact in the world, etcetera. And as I just play sort of forward to today and looking at thirty thousand people here on DH you know what sort of evolved? Just fascinated by, you know, sort of that open sources now obviously fully mainstream. And there's no more doubters. And it's the engine for everything. >> Like maybe, you know, bring us inside. So you know KK Veum Thie underpinning we know well is, you know, core to the multi clouds tragedy Red hat. And there's a lot that you've built on top of it. Speak, speak a little bit of some of the engineering relationships going on joint customers that you have. Ah, and kind of the value of supposed to, you know, write Hatton. General is your agnostic toe where lives, but there's got to be special work that gets done in a lot of places. >> Ralph has a Google. Yeah, yeah, yeah. >> Through the years, >> we've really done a lot of work to make sure that relative foundation works really well on G C P. So that's been a that's been a really consistent effort and whether it's around optimization for performance security element so that that provides a nice base for anybody who wants to move any work loader application from on crime over there from another cloud. And that's been great. And then the other maid, You know, we've also worked with them. Obviously, the upstream community dynamics have been really productive between Red Hat and Google, and Google has been one of the most productive and positive contributors and participants and open source. And so we worked together on probably ten or fifteen different projects, and it's a constant interaction between our upstream developers where we share ideas. And do you agree with this kind of >> S O Obviously, Cooper Netease is a big one. You know, when you see the list, it's it's Google and Red Hat right there. Give us a couple of examples of some of the other ones. I >> mean again, it's K B M is also a foundation on one that people kind of forget about that these days. But it still is a very pervasive technology and continuing to gain ground. You know, there's all there's the native stuff. There's the studio stuff in the AML, which is a whole fascinating category in my mind as well. >> I like history of kind of a real student of industry history, and so I like that you talk to folks who have been there and try to get it right. But there was a sort of this gestation period from two thousand six to two thousand nine and cloud Yeah, well, like you said, it's a book seller. And then even in the down turn, a lot of CFO said, Hey, cap backstop ex boom! And then come out of the downturn. And it was shadow I t around that two thousand nine time frame. But it was like, you say, a hyper visor discussion, you know, we're going to put VM where in in In our cloud and homogeneity had a lot of a lot of traditional companies fumbling with their cloud strategies. And and And he had the big data craze. And obviously open source was a huge part of that. And then containers, which, of course, have been around since Lennox. Yeah, yeah, and I guess Doctor Boom started go crazy. And now it's like this curve is reshaping with a I and sort of a new era of data thoughts on sort of the accuracy of that little historical narrative and and why that big uptick with containers? >> Well, a couple of things there won the data, the whole data evolution and this is a fascinating one. For many, many years. I'm gonna be there right after nineteen years. So I've seen a lot of the elements of that history and one of the constant questions we would always get sometimes from investor. Why don't you guys buy a database company? You know, years ago and we would, you know, we didn't always look at it. Or why aren't you guys doing a dupe distribution When that became more spark, etcetera. And we always looked at it and said, You know, we're a platform company and if we were to pick anyone database, it would only cover some percentage and there's so many, and then it just kind of upsets the other. So we've we've decided we're going to focus, not on the data layer. We're going to focus on the infrastructure and the application layer and work down from it and support the things underneath. So it's consistent now with the AML explosion, which, you know, we're who was a pioneer of AML. They've got some of the best services and then we've been doing a lot of work within video in the last two years to make sure that all the GP use wherever they're run. Hybrid private cloud on multiple clouds that those air enabled and Raylan enabled in open shift. Because what we see happening and in video does also is right now all the applications being developed by free mlr are written by extremely technical people. When you write to tense airflow and things like that, you kind of got to be able to write a C compiler level, but so were working with them to bring open shift to become the sort of more mass mainstream tool to develop. A I aml enable app because the value of having rail underneath open shift and is every piece of hardware in the world is supported right for when that every cloud And then when we had that GPU enablement open shift and middleware and our storage, everything inherits it. So that's the That's the most valuable to me. That's the most valuable piece of ah, real estate that we own in the industry is actually Ralph and then everything build upon that and >> its interest. What you said about the database, Of course, we're a long discussion about that this morning. You're right, though. Mike, you either have to be, like, really good at one thing, like a data stacks or Cassandra or a mongo. And there's a zillion others that I'm not mentioning or you got to do everything you know, like the cloud guys were doing out there. You know, every one of them's an operational, you know, uh, analytics already of s no sequel. I mean, one of each, you know, and then you have to partner with them. So I would imagine you looked at that as well. I said, How're we going to do all that >> right? And there's only, you know, there's so many competitive dynamics coming at us and, you know, for we've always been in the mode where we've been the little guy battling against the big guys, whoever, maybe whether it was or, you know, son, IBM and HP. Unix is in the early days. Oracle was our friend for a while. Then they became. Then they became a nen ime, you know, are not enemy but a competitor on the Lennox side. And the Amazon was early friend, and then, though they did their own limits. So there's a competitive, so that's that's normal operating model for us to us to have this, you know, big competitive dynamic with a partnering >> dynamic. You gotta win it in the marketplace that the customers say. Come on, guys. >> Right. We'Ll figure it out >> together, Figured out we talked earlier about hybrid cloud. We talked about multi cloud and some people those of the same thing. But I think they actually you know, different. Yeah, hybrid. You think of, you know, on prim and public and and hopefully some kind of level of integration and common data. Plain and control plan and multi cloud is sort of evolved from multi vendor. How do you guys look at it? Is multi cloud a strategy? How do you look at hybrid? >> Yeah, I mean, it's it's it's a simple It's simple in my mind, but I know the words. The terms get used by a lot of different people in different ways. You know, hybrid Cloud to me is just is just that straightforward. Being able to run something on premise have been able to run something in any in a public cloud and have it be somewhat consistent or share a bowl or movable and then multi cloud has been able to do that same thing with with multiple public clouds. And then there's a third variation on that is, you know, wanting to do an application that runs in both and shares information, which I think the world's you know, You saw that in the Google Antos announcement, where they're talking about their service running on the other two major public cloud. That's the first of any sizable company. I think that's going to be the norm because it's become more normal wherever the infrastructure is that a customer's using. If Google has a great service, they want to be able to tell the user toe, run it on their data there at there of choice. So, >> yeah, so, like you brought up Antos and at the core, it's it's g k. So it's the community's we've been talking about and, he said, worked with eight of us work for danger. But it's geeky on top of those public clouds. Maybe give us a little bit of, you know, compare contrast of that open shift. Does open ship lives in all of these environments, too, But they're not fully compatible. And how does that work? So are >> you and those which was announced yesterday. Two high level comments. I guess one is as we talked about the beginning. It's a validation of what our message has been. Its hybrid cloud is a value multi clouds of values. That's a productive element of that to help promote that vision And that concept also macro. We talked about all of it. It it puts us in a competitive environment more with Google than it was yesterday or two days ago. But again, that's that's our normal world way partnered with IBM and HP and competed against them on unit. We partner with that was partnered with Microsoft and compete with them, So that's normal. That said, you know, we believe are with open shift, having five plus years in market and over a thousand customers and very wide deployments and already been running in Google, Amazon and Microsoft Cloud already already there and solid and people doing really things with that. Plus being from a position of an independent software vendor, we think is a more valuable position for multi cloud than a single cloud vendor. So that's, you know, we welcome to the party in the sense, you know, going on prom, I say, Welcome to the jungle For all these public called companies going on from its, you know, it's It's a lot of complexity when you have to deal with, You know, American Express is Infrastructure, Bank of Hong Kong's infrastructure, Ford Motors infrastructure and it's a it's a >> right right here. You know Google before only had to run on Google servers in Google Data Center. Everything's very clean environment, one temperature on >> DH Enterprise customers have it a little different demands in terms of version ality and when the upgrade and and how long they let things like there's a lot of differences. >> But actually, there was one of the things Cory Quinn will. It was doing some analysis with us on there. And Google, for the most part, is if we decide to pull something, you've got kind of a one year window to do, you know? How does Red Hot look at that? >> I mean, and >> I explained, My >> guess is they'LL evolve over time as they get deeper in it. Or maybe they won't. Maybe they have a model where they think they will gain enough share and theirs. But I mean, we were built on on enterprise DNA on DH. We've evolved to cloud and hybrid multi cloud, DNA way love again like we love when people say I'm going to the cloud because when they say they're going to the cloud, it means they're doing new APs or they're modifying old apse. And we have a great shot of landing that business when they say we're doing something new >> Well, right, right. Even whether it's on Prem or in the public cloud, right? They're saying when they say we'LL go to the club, they talk about the cloud experience, right? And that's really what your strategy is to bring that cloud experience to wherever your data lives. Exactly. So talking about that multi cloud or a Romney cloud when we sort of look at the horses on the track and you say Okay, you got a V M. We're going after that. You've got you know, IBM and Red Hat going after that Now, Google sort of huge cloud provider, you know, doing that wherever you look. There's red hat now. Course I know you can't talk much about the IBM, you know, certainly integration, but IBM Executive once said to me still that we're like a recovering alcoholic. We learned our lesson from mainframe. We are open. We're committed to open, so we'LL see. But Red hat is everywhere, and your strategy presumably has to stay that sort of open new tia going last year >> I give to a couple examples of long ago. I mean, probably five. Six years ago when the college stuff was still more early. I had a to seo conference calls in one day, and one was with a big graphics, you know, Hollywood Graphics company, the CEO. After we explained all of our cloud stuff, you know, we had nine people on the call explaining all our cloud, and the guy said, Okay, because let me just tell you, right, that guy, something the biggest value bring to me is having relish my single point of sanity that I can move this stuff wherever I want. I just attach all my applications. I attached third party APS and everything, and then I could move it wherever we want. So realize that you're big, and I still think that's true. And then there was another large gaming company who was trying to decide to move forty thousand observers, from from their own cloud to a public cloud and how they were going to do it. And they had. They had to Do you know, the head of servers, a head of security, the head of databases, the head of network in the head of nine different functions there. And they're all in disagreement at the end. And the CEO said at the end of day, said, Mike, I've got like, a headache. I need some vodka and Tylenol now. So give me one simple piece of advice. How do I navigate this? I said, if you just write every app Terrell, Andrzej, boss. And this was before open shift. No matter >> where you want >> to run him, Raylan J. Boss will be there, and he said, Excellent advice. That's what we're doing. So there's something really beautiful about the simplicity of that that a lot of people overlooked, with all the hand waving of uber Netease and containers and fifty versions of Cooper Netease certified and you know, etcetera. It's it's ah, it's so I think there's something really beautiful about that. We see a lot of value in that single point of sanity and allowing people flexibility at you know, it's a pretty low cost to use. Relish your foundation >> over. Source. Hybrid Cloud Multi Cloud Omni Cloud All tail wins for Red Hat Mike will give you the final world where bumper sticker on Google Cloud next or any other final thoughts. >> To me, it's It's great to see thirty thousand people at this event. It's great to see Google getting more and more invested in the cloud and more and more invested in the enterprise about. I think they've had great success in a lot of non enterprise accounts, probably more so than the other clowns. And now they're coming this way. They've got great technology. We've our engineers love working with their engineers, and now we've got a more competitive dynamic. And like I said, welcome to the jungle. >> We got Red Hat Summit coming up stew. Writerly May is >> absolutely back in Beantown data. >> It's nice. Okay, I'll be in London there, >> right at Summit in Boston And May >> could deal. Mike, Thanks very much for coming. Thank you. It's great to see you. >> Good to see you. >> All right, everybody keep right there. Stew and I would back John Furry is also in the house watching the cube Google Cloud next twenty nineteen we'LL be right back

>> live from Orlando, Florida It's the que covering Accelerate nineteen. Brought to you by Fortunate >> Welcome back to the Cube. Lisa Martin with Peter Burgers. We are coming to you Live from Orlando, Florida We've been at forty nine. Accelerate twenty nineteen all day. Peter, What a day our third year co hosting the Cuba Forty and accelerate. We heard a lot about industry leadership, product, leadership in innovation, partner. Success fourteen and accelerate. What? Some of the things that really stuck with you from the keynote all the way to the end of our interviews. >> Well, I was going to say first put a fork in May. Um, uh, Here's one of the things that I've observed. I've been doing the analyst thing and been a practitioner I t for over thirty years now on DH. Uh, it's amazing the degree to its security. People are often some of the smartest people you meet and some of the most straightforward people you meet, and partly that's because they are paid to ferret out nonsense. It's very, very difficult to fake security on. Uh, it just is, if there's one thing that even more than the last couple of years just struck me today. Perhaps it's because we're coming more familiar. Affording it is how smart these guys are, how smart they are, how informed they are, how well spoken they are. I mean, the interviews have been a breeze. I learned something from every single one of these for Jeanette interviews. So that's probably the first thing I'd say. The second thing I'd say is, um, the Ford. It has taken a different tack. We talked about this in the open, they have acknowledged, or they believe that having a degree of control over the underlying hardware is going to be a source of benefit to the customer on a source of advantage to Ford in it. And they continue to push that, and it appears pretty clear that they made a good bet that regard. We heard a lot about how a lot of new products are being placed on top of that platform and top those appliances a lot of additional functionality. But it also is pretty obvious that the ecosystem is growing faster, even in many respects and fortunate is in terms of the number of the amount of invention and innovation it's happening, and that's in part made possible by having a platform that's just higher performance. Oh, and if there's one last thing that I'd say is the degree to which Fortunate has made talked about this a second ago but made good bets and it appears clear that they're going to continue to make good bets bringing full circle Smart people that get stuff done in a domain that's absolutely essential to business are in a position to really shape the way that all this digital business transformation of digital business evolves. And Ford Net is punching above their weight in terms of how they're influencing the directions of the industry. >> They are punching up that there way. I think you mentioned that during one of our interview segment. I think they're proud of that. I think their confidence in what they're delivering and their history of being able to be pretty good at predicting what's going to happen was evident from the keynote this morning, where they showed a number of times where they are from an industry leadership in a market share perspective, calling out the names of their competitors, showing how much how far they've come, how much their customers are benefiting how much their business is growing as a result. So that confidence on pride was evident from the first time CEO Kinsey stepped on stage this morning. And I think we heard that throughout every interview segment today that you and I did with their leaders and some of their partners as well that there's since there that they know what they're doing. To your point, I agree. There was a lot of clarity of message. It's a very it's Security's a very interesting topic of conversation because it's pervasive across every industry. >> There wasn't the interviews weren't interchangeable. Each of them bought their expertise to bear on DH had something really interesting and useful to say, But it's at the core. You could see that the culture is thriving, that obviously it's a great Tam's great total addressable market that's growing. There's a lot of excitement inside the fortunate employee base about the possibilities and the role that they're likely to play, and I are playing on, you know, they talked a lot about Canada, Dabo's and some of the new. Some of the new alliance isn't even able to put together and influence. I mean, it's just It's a very good story in a market that is increasingly important. That's a potent combination for the Cube and for customers overall. >> And they did a great job on the education piece. Education was you mentioned Davis. That was an interesting kind of nod back to what they talked about last year's Accelerate twenty eighteen Educate education Ecosystem technology knows of the three pillars that were discussed in Davos is being essential components for safe and secure digital transformation, which they even set of Davos. Hey, there's the potential here in the next ten years for digital transformation to unlock. Ten can't be million. Maybe it is a huge value for businesses for society, and they said, Hey, fortunate, we've talked about these three tenants last year. We talked to John both just a little bit ago about how they are actively educating the channel from their bars to help them become msp sto. MSS peas their distributors how they're really educating, helping to mitigate some of the ostensible cybersecurity skills gap that we've talked about a very long time. But that's a a dedicated business model for them that hey, they want to drive preference with their partners. Everybody has. His customers have toys. Partners have choice. They've put a very strategic and evolutionary focus on evolving that. So customers in any industry have the opportunity to leverage security as as a best practice it as a benefit to their business. >> And there's a degree of altruism for why they did it, because they recognize that there's three and a half million open cybersecurity positions in the world. But they also demonstrated how smart and practical it is. Try to take that leadership. They want to become more competency based. How? Okay, great. Now, what does that allow you to do? It allows you to have your partners, your partner, network, connect independent of you to create solutions independent of you still based in your technology and basing your capabilities and services, but to engage customers in faster ways that may not necessarily involve you. Okay, so competency leads to new partner arrangements. Well, that also leads to more complex kinds of customer relations that generate greater value, greater service, all with the certainty of trust behind it, because you've done a better job of articulating what constitutes competency in an extremely complex domain. So it's a It's a It's a really interesting story. They've. They've clearly taken some best practices that we've seen emerge in the industry over the last few years and applied them anew. In a company that's going quite fast and a market that's growing faster than any other in Tech, >> this is largely this event accelerated. Think Derek Banky. I mention this is his seven. So around the seventh or eighth forty nine accelerate event that started its history wise as a partner conference. Obviously, it's grown tremendously, but there's a lot of partners here I would love to hear next year from the voice of the customer, a customer who has faced these challenges. We were speaking with one of their partners. It'LL come to me with Siemens, who was talking about Hey together. Seaman's from an O. T. Challenge and Opportunity, Perspective and Fortunate can help a customer transform and converge, and ot and thirty days in a harsh type of environment that's huge would love to hear more stories like showed the impact that customers can make by addressing these challenges and leveraging these technologies to not just react to threats as they come all the time. But she eventually become proactive and predictive. >> Well, the the the world economic form Dabo's uh, sport that put up a couple charts that showed how the World Economic Forum is basically putting cyber security at the center of a lot of the new economic activity associated with digital business on way would tend to agree with that. That's a very, very important feature, if for no other reason than just this notion of trust becomes so very essential. And so you know, for Net is in a position to make some crucial to really have a strong influence on how this industry plays out to make some pretty decent money. This they're generating more patents, then eighty percent. I mean, I don't know what the number is, but three times as many patents in the segment that they're operating in as anybody else. Lot of innovation, lot of dedication to doing that kind of stuff. But I think it is important for them to take on Maura the customer. You and I were talking about this earlier. They did it, you know, this conference and the keynotes and the conversations spoke to network administrators, network pros, security prose partners. We would weigh. Both believe that digital business outcomes are going to be tied into a CZ moral economic form. Does that core cybersecurity capability of abyss that of his says? And so it would be nice to have them feature more customers, but also to do eh clear job of taking a pull on that thread from outcome all the way to technology because the market needs that. It's not clear to a lot of people what really is the relationship between investment in cyber security and how that translates into new classes of business value that are gonna have a long term implications on how markets operate. >> Yeah, and it's going to be We gotta hear more than scalability, flexibility and speed those air obvious. But how our industry's being and business is being transformed. I know they >> are >> so waken boy, a lot of that down to that, that simple word trust. I mean, we heard a lot here. If there has been an erosion of trust and a lot of the most important institutions that we operate under, and if that continues, that's going to create a whole bunch of problems looking forward and so having a brand have trust associated with it in a physical as well as the digital world is going to be a major determinant of whether or not a company is going to be able to transform and take advantage of some of the new technologies and approaches to doing business in the future. >> That's a great point. Well, Peter, I enjoyed co hosting the Cube with you at our third ported. Accelerate. Appreciate all your insights and your time. >> You too. >> Thank you so much. We want to thank you for watching the queue began. We've been live here. Fortinet Accelerate twenty nineteen from Florida, Orlando, Florida for Peter Bourjos. Lisa Martin, You're watching the Cube?

>> fly from San Francisco. It's the Cube covering Google Club next nineteen, right Tio by Google Cloud and its ecosystem partners. >> Welcome back to San Francisco, everybody. You watching the Cube, the leader in live tech coverage. And we're here at the new improved Mosconi Center covering Google next twenty nineteen. I'm Dave along with my co hosts. Two minutes to get to see you. Russell Warming is here. He's the head of infrastructure at AutoTrader UK. Russell, Thanks for coming on the Cube. You very welcome. AUTOTRADER uk not to be confused with the U. S. Not a lot of you guys. They're separate cos >> yet completely separate. So way operate the largest automotive marketplace in the UK something like the sixteenth busiest website in the UK around fifty five million cross platform visits each month on average. Probably about five hundred thousand vehicles that were advertising out. Tio consumers >> are traitors. Awesome website If your eyes are second biggest purchase typically behind the home and and so Stew was asking you earlier if you if digital transformation meant anything to you and you said Well, we kind of went through a ten years ago yet, and it's kind of true You guys were like born in the Internet company would talk about >> that. So our heritage is that we've been around for forty forty years. We started producing magazines back in nineteen seventy seven. And then in ninety six, we would launched our first website on DH. We've basically just migrated those revenues from our print business online. And then about two thousand thirteen. We stop printing magazines all together. So we're truly digital business now, >> and people talk about digital transformation oftentimes in the context of data. So maybe talk about some of the things that you're doing in your business, some of the challenges that you face, where data fits in and we'Ll really get into it. >> Okay, so I'm we've got a couple of areas where we've been on premise for our data centers. Wave had that strategy for probably about fifteen years, and we've started to reach limits in terms of how we manage capacity within their on what we found is using cloud services as really enables so unlock capabilities, particularly around things like data on their. More recently, when we're thinking about using Cuban eaters and SDO, we've been able to take advantage of things like some of the security features, mutual tear less and service discovery. >> All right, so they also bring us inside your organization a little bit. You're head of infrastructure? Yeah. What does that mean to your business today? >> So way basically run the platform that runs auto trader dot co dot uk on were responsible for making sure that's available twenty four seven three six five So way. Want to make sure that we're able to give our internal customers the ability to release new applications new features as quickly as they want, but also that we're ensuring that our consumers are retailers get a great experience that it's fast performance secure. >> Yeah, and it could give us tease out a little bit, just kind of the scope, how many people you have and how do you balance the stuff that kind of is under your purview and the stuff that you manage that is outside of your four walls. >> So there's about twenty five people within the team. There's probably about ten people building the infrastructure and about fifteen people that are responsible for monitor in it. So we're not a big organization in terms of operations in infrastructure on. We have to work very closely with our product squads because we manage some elements of it. But we're dependent on them managing other elements as well. So we're trying to unlock platform capabilities so that we've got consistency that we're trying to provide those those capabilities rather than going off on finding something else. >> You've got infrastructure on Prem and you've got infrastructure in the cloud to cloud services, right? Yes. So oftentimes those aren't the same. But talk about your situation and you're on a journey, I presume. >> Way started about forty months ago, building out our cloud services on DH. Probably in the last four months, we've really started accelerating that that migration plan of applications moving it up into into Google Cloud on DH. Our ambition is to get that done in eighteen months because the complexity of managing multiple environments is something that we want to try and avoid. Minimize that. >> So is the aspiration to go all in >> waiting absolutely way. We've taken a view that for services that we can we'll take money services and then everything else will be cloud first >> believe I heard you say Cooper Netease is in the mix now. Can you explain where that fits? How you're using it? >> So that see, that's the platform that we're using. Teo. Build out all our applications in the clouds so that that's that's That's a lot of important >> air using any communities in your data center today? No, not all from a cloud. That's the platform layer that using the >> public? Absolutely so when we talked about should we use Cuban? It is way did discussed. Should we do it on Prem or do it in the cloud? And we just figured that we didn't want the overhead of managing it ourselves on prime, we thought it be better just to take it as a service almost and manage up in the cloud. >> Most of the shows we go too many of them, anyway. It's too, and I and the Cube they talk about multi cloud, and we often say multi cloud as a function of multi vendor. But certainly way heard today from Google. A multi cloud. What's your cloud strategy? Because there there's another camp that says, Well, if you do, multi cloud is more complex, it's less secure, it's more expensive. Are you trying to be kind of unit cloud or is that horses for courses? >> So we're three clouds today. So our data platforms, it's partly in G C P. But then partly in another cloud provider on then we're also for our enterprise applications were using another cloud provided because it makes sense to do so. So we want to use the right cloud for the right applications. I think that most of our customer facing applications will end up in G C. P. But some of the back end services my end up in of the cloud provide us >> Okay, so it's strategic fit based on the application? Absolutely. So what is the wheelhouse of of of? Of Google, in your view, from a customer's perspective. >> Um, so the fact that Cuban eighties was developed by Google is a really strong play there. It gives you confidence that they know Teo to look after it. Things like SDO have made a massive difference to our organization as well. We part of the reason why we've ended up using GDP was based on using SDO, and that was around solving a specific problem that we had so that those of the sort to to solve areas that we focused on. >> Just when you look at you know, you've got that hybrid, multi cloud environment that we find is pretty much the standard today. Can you speak a little bit of the management layer? How you look at that, you know, Is it good enough today? And what what? What could the industry do to make it even better? >> It's good enough for our needs. I think that the challenge that you've always got is data ingress and egress between between clouds as you want to move data or query data, making sure that you could do that in a secure way. That's probably the biggest challenge that you'd have on also around the cost of doing so. Those you know, those are probably the bigger challenges >> in the challenges. The cost in time of moving data is its security or the above. Maybe you could dig into that little bit. >> It's probably a little bit of all the above. If I'm honest, I think you could do so much to security plight. Private VP ends Between Between the cloud providers It's I guess that's the time and actually moving some of that data between the clouds is that there's a challenge, and then they cost. Like I say, it's difficult to predict how much it might cost you two to move some of that >> big challenges and from a business perspective that a driving your technology strategy, obviously you want consumers coming to your site. You want to make that as rich as possible for them. You've gotta monetization strategy as well. But you talk a little bit about the business drivers that are affecting your technology. >> Okay, so consumer demand is constantly changing. Technology is massively disrupting how people think about search for cars. We can see that there's a demanding in the in the marketplace for people just to be ableto choose it, choose a car on DH, have that customizing delivered. They want tohave complexity around how they look for finance on their cars. They want all that sort of taken away. They don't wanna have to turn up tio a car showroom and then go through the same conversation that live with salesperson that they've just gone through online. They want that journey to be seamless, so there's some challenges that the industry facing trying to do that where we're trying to help our retailers, providing those services that customers want. So to be able to understand what the part ex valuation is on their car before they turned up to the dealership and know that it's going to get honored because they've got to trust in it so they can understand what, what making spend on a monthly faith on what cars are available. So we're trying to change what we provide to our consumers on also to support our retailers. Manage that changes well, >> Russell thinks a really great point. You make way. No many industries, and especially your industry, is changing really fast. So what are those stresses and strains mean to the infrastructure team in Oak and maybe talk a little bit about the relationship of kind of business? Tow it how that's changed in the last few years. >> So probably over the last ten years, it has always been seen as the sort of the blocker in terms of making sure that new products and features become become available quickly on our role is really to make sure that we're providing the infrastructure at the right time for people so that they can basically just dial it in when they need it. So if they want to release a new application, they don't need to come and speak to somebody in ops to stop provisional server. They just create a pipeline, deploy their application and then the service provisioned at the same time. On we do things like checking for a Wasp Bonham abilities at the same time and making sure that the application and the infrastructure is working hand in hand. So we've taken a lot of that dependency away from people, sort of with handoff points and everything. >> You're a business that has obviously transformed over the years. I think you said you started in the sixties seventies seventies is a publisher basically, paper printing presses and the like. Nineteen ninety six is when you went online. Is that right? So that early days pretty much of the Internet. So the heart, uh, and so you've proven that you could transform forward thinking. I'm wondering what the conversation might be like inside the company about things like autonomous vehicles. Is there a day that comes where owning your own vehicle is the exception rather than the norm? What implications that might have for your business. It's very hard to predict, obviously, But are you having those kind of conversations? You have other lines of business that you're launching toe >> say you're absolutely right. Those those things are area of concern on wave people, constantly looking at new and emerging changes in threats across the whole industry. On DH, they are absolutely looking at how that might impact our business. What we're actually seeing, though, through research that we've done is people still aspire to own car. So car ownership is still something that people want to want to look at with regards to the second part of your question. We are ultimately focus, that is, that's where we are. We don't operate outside of the UK and Ireland. We absolutely focus on our core on making sure that the services that we offer around that really support our customers need, whether that be consumer or retailer. >> Well, it's interesting that the auto industry really has it been wildly disrupted. I mean, you certainly see Tesla and people talk about autonomous vehicles, but still, the big car makers, they're still doing quite well. They dominate the market so and so it's going to take some time, you know, and there's some skeptics out there, but it's very interesting to see how you guys evolve, what other opportunities you go after. I want to ask you. So Google next is coming to tow London in November. How important is it for you? As somebody is based in the UK tohave, Google have local events like that? I mean obviously a traveling a far distance to come to this event. How important is that to you as a customer? >> It's important for us to be able Teo, get more people involved in the conversation. There's obviously a cost on time effort in terms of coming out tio something here. But it's in The scale of this is enormous in comparison to what we see in the UK, but it just means that having that presence in the U. K. Means that we can just get more of our engineers in front of the right people tohave a better conversation, understand more about what's coming and how we might be able to use that within our business >> things that so you just sort of near early on in your cloud journey. But knowing what you know, and you get it early on, I think you might do differently if you had a mulligan, you want to do over again our advice you give to your colleagues and piers. >> So I think the big thing that we found is modest modernizing applications Before you start moving them into the cloud, I think there is a tendency, Probably way we're in the in the cloud, probably about nine years ten years ago and we bought those workloads back on prime. And the reason why we did that is because we didn't treat them differently way manage those instances in the same way that we managed on prime, which is completely do a wrong way to do it, in my opinion. So we needed to change our mind set in terms of how we manage the infrastructure. You need to make sure that you re architect your applications, that you are taking advantage off the features and functionalities things like auto scaling, that you plan for failure. All those things that you typically control on Prem. You have to think about differently in the clouds. >> We will talk about this a lots to changing, the operator >> said that the long pole in the tent is, you know, modernized those applications. Any change? Migrations is really tough. So but do you have a time for him? How long would take you to get to that? All in that you're planning on >> eighteen months, Cesar, that's >> not just a lift, Did Shift >> S O. That is a modernization. But the approach that we've taken and is to try and give the people the confidence and courage really to go at it is we've picked ofsome easier applications. So this journey about being cloud native, we started six or seven years ago, and we've started getting people building their applications on our private cloud. And those ones have been really easy to move on to the public cloud and some of the applications that I've been a little bit trickier that I've been on our short traditional virtual ization platform. We're trying to pick those off in parallel, so you do one that's really easier one that's a bit harder. So you give people confidence and then you're trying to solve some tricky problems alongside it, and I think that just incrementally gives you more confidence that you're moving in the right direction. >> Right straight. Just like skiing on the then the blacks. And they go into the greens and they're making your moves. >> Just just a little bit. A little bit harder each time you got it, but yeah. >> Russell, thanks so much for coming in. The queue was great. Thank you very much. Okay. Thank you for watching. We'll be right back from Google next in San Francisco.

>> From our studios in the heart of Silicon Valley. Holloway Alto, California. It is a cube conversation. >> He will come back and ready Geoffrey here with the Cuban Interpol about those details for acute conversation. We've got a really great guess. He's been on many, many times. We're always excited. Have them on to a bunch of different companies a lot of years and really a great perspective. So we're excited. Guy. Church word. The CEO of Da Terra. Back >> in the politest. EEO guy. Great to see you. >> Thank you, Jeff. Appreciate it. >> Absolutely. So I think last time you were here, I was looking it up. Actually, Was November of twenty eighteen. You were >> kind of just getting started on your day. Terror of the adventure. Give us kind of the update. >> Yeah, I was gonna say last time we had Mark in whose CEO when found a cofounder of Data and I was edging in. So I was executive chairman at the time, you know? And obviously I found the technology. I was looking for an organization that had some forward thinking on storage. Andi, we started to get very close with a large strategic and actually We re announced it on the go to market, I think in February with HP, and I thought that myself and Mark kind of sat down, did a pinky swear and said, OK, maybe it's time for me to step in and take the CEO role just to make sure that we had that sort of marriage of innovation and then some of the operations stuff they could bring inside the business. >> So you've been at this for a >> while, but in the industry for a long time. What was it that you saw? Um, that really wanted you to get deeper in with date. Eriks. Obviously, I'm sure you have tons of opportunities coming your way. You know, to kind of move from the board seat into the CEO position. >> Yeah. Yeah, a bad bet. Maybe stupidity or being drunk. It, to be honest, it was. You know, the first thing is, I was looking for this technology that basically spanned forward, and I had this gut hunch that organizations were looking for data freedom. There's why did the Data Analytics job before that? I did security analytics, and, you know, we were looking at that when we were you know, back when we talk to things like I'm seeing Del and so from appear technology standpoint, I wanted to be in that space, but in the last few months, because you know, jobs are all about learning and then adjusting and learning and adjusting and learning. Adjusting on what I saw is a great bunch of guys, good technology. But we were sort of flapping around on DH had an idea that we were an Advanced data services platform. It's to do with multi, you know, multi cloud. And in essence, I've kind of come to this fundamental kind of understanding because I've been on both sides, which is date era is a bunch of cloud people trying to solve storage needs for what the cloud needs. But they have the experience. They walked that mile. You know, when people say you've gotta learn by walking in their shoes, right? Right on DH there, Done that versus where? Bean. In the past, where we were a ray specialists pushing towards the future that we didn't quite understand, you know, and and there is a fundamental philosopher philosophical difference between the two. Andi weirdly, my analogy or my R har moment came with the Tessler piece. And I know that, you know, you've pinned me a few times on Twitter over this, right? I'm not a tesler. Bigger to the extent of, you know, and probably am now, I should have a test a T shirt on, But I always thought it was an electric car and all they've done is electrified a car and there was on DH, You know, I've resisted it for years and bean know exactly an advocate, but I ended up buying one because I just I felt from a technology standpoint, their platform that they were the right thing. And once I started to really understand what they were about, I saw these severe differences. And, you know, we've chatted a little bit about this Onda again. It's part of the analogy of what's happening in the storage industry, but what's happening in the industry in in a global position. But if you compare contrast something like Tesler, too, maybe Volkswagon and it might be a bad example. But you know, Audi there first trance into electric vehicles was the Audi A three, and I could imagine that they were traditional car people pushing their car forward sort is a combustion engine will if I change that and put some salt powertrain in place, which is the equivalent of a you know, a system to basically drive the wheels and then a bunch of batteries Job done or good, right? Right. And I assume the test it was the same. But I had a weird experience, which is, once you get it into autopilot, you can actually set the navigation direction, and then it will indicate it'll it'Ll hint to you went to change lanes. And so, for instance, I'm driving to the office and I'm going along eight eighty and I want to go toe Wanna one? It says, You know you need to pull across. They hit the indicator will change lanes and they'LL do some of the stuff and that's all well and good. But I was up going to a board meeting on two eighty, going off for the Rosewood. You know, Sandra El Santo and I was listening to a book one of these, you know, audiobooks, and I wasn't really paying much attention. I'm in the outside lane, obviously hitting the speed limit gnome or but I wasn't paying attention. And all of a sudden the car basically indicates form A changes lanes, slows down, change lane again and then takes a junction, slows down, comes up to a junction, and you start to realize that actually Tesla's know about electrified vehicles. It's actually about the telemetry and the analytics and then feeding that back into the system. And I always thought Tesler might be collecting how faster cars going when they break. You know the usual thing. Everybody has this conversation. It's always over worked. But if you've sort of look at it and he said no, maybe they collect everything and then maybe what they're doing is they're collecting, hitting the indicator stalk. So when I'm coming out to a junction and I indicate, How long do I stay? Indicating before I break? And then I changed lanes and then I basically slow down and I go into the junction. And then what they do is they take that live information and crowdsource it, pull it back into the system, and then when they're absolutely bulletproof, that junction, then is exactly as a human would normally do this. They then let the car take over So the difference between the two junctions is one they totally understood, the other one there still learning from right when you look at it and you go done. So they're basically an edge telemetry at a micro level organization, you know, And that is a massive difference between what Tesla's doing and a lot of the other car manufacturers are doing. They're catching up, which is really why I believe that they're going to be a head for a long time. >> It's really interesting. I was >> Elektronik wholesale for ten years before come back to school. Can't got in the tech industry. And so really distribution was king from the manufacturer point of view. Always. They just like ship their products for ages, right? These distribution to break bulk thes distribution, educate the customer these distribution just to get this stuff out. But they never knew how people actually operate their products. Whether that be a car, a washing machine. Ah, cassette player, whatever. So what? What What fascinates me about thes connected devices is what, what a fundamentally different set of data. Now manufacturers have people have in how people actually use the product. But even more importantly, that as you said, they could take that data and make adjustments on the fly because since so much of its software now, we talked again before we turned on some of your software upgrades that you've gotten in the Tesla over the last six months, which we're all driven by customers. But they had a platform in place that enabled them to update functionality and to basically repurpose hardware elements for a new function, which is which is, you know, so in sync with Dev ops and kind of this dev up culture in this continuous this continuous upgrade, this continuous innovation with actual data from real people operating the products that they should come to the market. >> Andi, think once you step back. And that was really why was keen to sit down and talk. And it's not specifically around software defined storage, which is the data. A piece in our example is yes, I am the Tessler because we can do all of the analytics and all of the telemetry versus of standard array. If you scratch that away and you say let's have a look at our whole lives are macro lives. Another example was my wife and I. We've got friends of ours always banging on about these sleep by number beds and and so we went past the store wandered in, and the sales rep got us lying on a bed and he was doing there, you know, pumping the bed up to a size. It's just Well, you are sixty five, a US seventy or seventy five, and I kind of got bored of that. And I went here, Okay, I'm that and he goes, Okay, your wife's of fifty and you're a seventy five, Andi said. But let's kind of daft. And he goes, Well, here's and he shows them a map and it shows a thermal image of me lying on the bed. I'm a side sleeper back sleeper, and then what they do is they feed the information so that comes back off their edge, which is now Abed. And then what they do is they then analyzing continuously prove it to try and increase my bed sleeping patterns. So you look at it and you say what they're not doing is just manufacturing of mattress and throwing it out. What they've done is they said, we're going to treat each individual that lies on the mattress differently on, we're going to take feedback and we're going to make that experience even better. So that the same thing, which is this asset telemetry my crisis telemetry happens to be on the edge is identical to what they have, you know. And then I look at it and I go, Why don't I like the array systems? Will, because the majority of stuff is I'm a far system. My brain is inherently looking at the Dr types underneath and saying, As long as that works fine, everything that sits inside that OK, it'LL do its thing right, and that was built around the whole process and premise of an application has a single function. But now applications create data. That data has multiple functions, and as people start to use it in different ways, you need to feed that data on the way in which is processed differently. And so it all has the intelligence houses in home automation. I'm a junkie on anything that has a plug on it, and I've now got to a point where I have light switches or light fittings would have multiple bulbs on every bulb now is actually Khun B has telemetry around it, which I can adjust it dynamically based on the environment. Right? Right. And I wish it got wine. You know, I got the wine. Fridge is that's my biggest beef right now is you gotta wine, fridge. You can have Jules, you know, you have jewels climates, which means that you don't fan to one side of it and they overheat the bottom right. But it'LL break the grapes down. Would it be really cool if the cork actually had some way of figuring out what it needs to be fed? And then each of them could be individual, right? But our entire being, you know, if you think about it's not just technology or technologies driving it, but it's not the IT industry, but our entire lives. And now driven around exactly what you just described, which is manufacturers dropping something out into the wild to the edge and then having enough telemetry to be able to enhance that experience and then provide over the air, you know, enhancements, >> right? And the other thing, I think it's fascinating as it's looking up. We interviewed Derek Curtain >> from the architect council on. That's a group locally that just try work, too, along with municipalities and car manufacturers, tech companies. But >> he made a really interesting >> comment because there's the individual adjustment to you to know that you want to get off it at Page Milan or sandhill on DH. You've got a counter on your point of this is meeting the Rosewood. But >> then the other thing is, when you aggregate >> that now back up. You know, not that you're going to be sharing other people's data, but when he start to get usage patterns from a large population that you can again incorporate best practices into upgrades of the product and used a really good example of this was right after the one pedestrian got killed by the test of the lady with the bike that ran across the front of the street and it it it literally happened a week before. I think the conference so very hot topic at an autonomous vehicle conference and >> what he said, which is really important. You know, if if I get >> in an automobile accident and I'm going to learn something, the person I hits pride gonna learn something. The insurance adjusters going to take some notes and we're going to learn it's a bad intersection. I made a mistake, whatever, but when an autonomous vehicle gets in a Brack when it's connected, all that telemetry goes back up into the system to feed the system, to make improvements for the whole system. So every car learns every time one car has a problem every time one car gets into a sticky situation. So again, kind of this crowd sourced. Learning an optimization opportunity is fundamentally different than I'm just shipping stuff out, and I don't know what's going to happen to it, and maybe a couple pieces come back. So I think people that are not into this into the direct connection are so missing out on those you said this whole different level of data, this whole different level of engagement, a whole different level of product improvement and road map that's not a PR D. It's not an M R G. It's all about Get it out there, you know, get feedback from the usage and make those improvements on this >> guy finish improvements and micro analytics. I mean, even, you know, we talk back when you were adjusting how you deliver content for the Cube, you know, rather than a big blob, You really want to say, Well, I need more value for that. My clients need more value for that. So you've almost done that Mike segmentation by taking the information and then met attacking every single word in every single interview right to enrich the customer's experience, you know, And it kind of Then you Matt back and you say, We've got to the age now where the staff, the execs that we talked to over the other side, the table there, us they're living our lives. They've got the same kids as we've got the same ages we've got. They do the same person's we've got. They understand the same things and they get frustrated when things naturally don't work the way they should. Like I've got a home theater system and I've still got three remote controls. I can't get down. I've got a universal remote control, but it won't work because the components don't think so. What's happened is we've got to a world where everything's kind of interconnected and everything kind of learns and everything gets enriched when something doesn't it now stands out like a sore thumb and goes, That doesn't That is not the right way to do business on DH. Then you look that you say, translate that then into it and then into data centers. And there's these natural big red flag that says That's an old way of doing things. That's the old economy that doesn't enable me to go forward. I need to go forward. I need more agility. You know, I've got to get data freedom and then how do I solve that issue? And then what? Cos they're going to take me there because they're thinking the same ways as we are. This is why Tesler screamingly successful. This is why something like these beds are there. This is why things like Philips Hue systems are good and the list just goes on. And right now we're naturally inclined to work with products that enable us to enrich our lives and actually give feedback and then benefit us over the air. We don't like things that are too static now, and actually, there is this whole philosophy of cloud, which I think from an economic standpoint, is superb, you know? I mean, our product is Tier one enterprise storage in an SD s fashion for public private hybrid clouds. But we're seeing a lot of people doing bring backs. You know, out of the cloud is a whole thread of it right now, but I would actually say maybe it's not because the cloud philosophy is right, but it's the business model of the cloud guise of God. Because a lot of people have looked at cloud as they're setting. Forget, dump my stuff in the cloud. I get good economics. But what we're talking about now is data gets poked and prodded and moved and adjusted constantly. But the movement of the data is such that if you put in, the cloud is going to impinge you based on the business model. So that whole thing is going to mature as well, right? >> You're such a good position to because >> the, you know the growth of date is going. Bananas were just at at Arcee a couple weeks ago. In one of the conversation was about smart smart buildings, another zip zip devices on shades that tie back to the HBC, and if anybody's in the room or not, should be open should be closed. Where's the sun? But >> there was really interesting comment about >> you know, if you look at things from a software to find way you take what was an independent system that ran the elevator and independent system that ran the HBC and independent system that ran the locks? One that ran the fire alarm. But guess what? If the fire alarm goes off, baby, it would be convenient to unlock all the doors and baby. It would convenient automatically throw the elevator control system into fire mode, which is don't move. Maybe, you know so in reconnecting these things in new and imaginative ways, and then you tie it back to the I T side of the house. You know, it's it's it's it's getting a one plus one makes three effect. With all these previously silent systems that now can be, you know, connected. They can be software defined, you know, they can kind of take the operation till I would have never thought of that one hundred years. I thought that just again this fascinating twist of the Linz and how to get more value out of the existing systems by adding some intelligence and adding this back and forth telemetry. >> Yeah, and and and again, part of May is being the CEO of date era. I want advocates the right platform for people to use. But part of this is my visceral obsession of this market is moving through this software defined pattern. So it's going from being hardware resilient to software resilient to allow youto have flexibility across it. But things have to kind of interconnecting work, as you just described on SDF software to find storage as an example comes in different forms. HD is an example of it and clouds an example. I mean, everything is utterly software defined in Amazon. It so is the term gets misused, could be suffered to find you could say data centric data to find or you could say software resilient. But the whole point is what you've just described, which is open it up, allow data freedom, allow access to it and then make sure that your business is agile and whatever you do, Khun, take the feedback in a continuous loop on at lashing. Move forward as opposed to I've just got this sentence forget or lock mentality that allows me just to sort of look down the stack and say, I've got the silo. I'm owning that customer of owning the data and by the way, that's the job. It's going to doe, right? So this is just the whole concept of kind of people opening their eyes on DH. My encouragement on DI we can encourage anybody, whether customers or basically vendors, is to look around your life and figure out what enriches it from a technology standpoint. On odds on it will be something in the arena that we've just described, right? >> Do you think it's It's because I think software defined, maybe in its early days was >> just kind of an alternative thought to somebody doing it to flipping switches. But as you said in the early example, with the car, propulsion wasn't kind of a fundamentally different way to attack the problem. It was just applying a different way to execute action. What we're talking about now is a is a totally higher order of magnitude because now you've got analytics. You actually want to enable action based on the analytics based on the data for your card. Actually take action, not just a guy. Maybe you should you know, give given alert and notice that pops up on your phone. So, you know, >> maybe we need something different because it's not just redoing >> what we did a different way. It's actually elevating the whole interaction on a whole different kind of love. >> And this is this is kind of thank you for that. It was the profound kind of high got wasn't joining data and watching it. It was I got a demo off the cloud. You I the callback piece of what cloud? What data has. And I was watching a dashboard off a live data stream. You know of information that we were getting back from multiple customers and in each of the customers, it would make recommendations of, you know, how many gets on, how many times it would hear cash on DH. So it was actually coming back dynamically and recommending moving workloads across onto or flash systems. You, Khun, do things where once you've got this freedom on application, a data set isn't unknown. It's now basically in a template, and you say this is what priority has. And so you say it's got high priority. So whatever the best legacy you could give me. Give me right, You drop it onto a disk. And at the moment I've got hybrid. That's all I've got, but I decide to addle flash. So I put some all flash into the into the system. Now it becomes part of this fabric and its spots it and goes well on our second. That will disservice me better and then migrates the workload across onto it without you touching it, right? So, in other words, complete lights out so that the whole thing of this is what Mark and the team have done is looked at and said the only way forward is running this massively agile data center based on a swarm of servers that will basically be plugged together into something that would look like a fabric array. But but you can't. Then you've got to assume that you can now handle application life cycles across onto it. It'LL make recommendations like the bed thing. You know what I was saying? I was lying there and what I liked about it. So So I set my thing to fifty nine, and then it realizes I'm not sleeping very well. It's not suggested. Sixty sixty one sixty. Sleeping well, OK, that's it. And then that's good. We'LL do the same thing where an application will actually say, Here's my template. This is what it looks like. The top priority, by the way. I need the most expensive drives you've got, drops it onto it, and then it look at it and go. Actually, we could do just as good a job if there's on hybrid and then migrated across and optimize the workload, right? And so it's not again. Part of it is not. Data is the best STDs, and it is for Tier one for enterprise storage. It's the fact that the entire industry, no matter where you look at it, not just our industry but everybody is providing tech is doing is exactly the same thing, which is, and you kind of look it and you go. It's kind of edge asset micro telemetry, and then that feedback loop and then continuous adjustment allows you to be successful. That's what products are basically getting underpants. >> Just, you know, it's when he's traveling. Just No, we're almost out of time, but I just can't help it but >> say it, you know, because we used to make decisions >> based on samples of old data with samples. And it was old. And now, because of where we are on the technology lifecycle of drives and networks and CPS and GPS, we can now make decisions based on all the data now. And what a fundamentally different, different decision that's going to drive this too. And then to your point, it's like, What do you optimizing for? And you don't necessarily optimize for the same thing all the time that maybe low priority work, load optimized for cost and maybe a super high value workload optimized for speeding late in sea. And that might change >> over time when Anu workload comes in. So it's such a different way to look at the world >> and it is temporal, right? I mean, again, I know you're going kick me off now, but think about it right the old days and writing a car building a car is you thought, well, what's going to need to be in the car in three years time, put it in now, build manufacture, coming out and then with a Tesler i by the current December. Since December, I've now got pinned based authentication I've got century mode. I've got Dash Cam, They've got all free. I've got a pet mode into it now. My car's got more range. It's got high performance. This guy highest top speed, and I haven't even taken the current or it's all over the air And this is all about, continues optimization. They've done around the platform and you just go. That's the way this linked in. Recently, someone posted something said, You know, keep the eyes are dead. Well, the reason there saying that isn't because there's a stupid thing to do Q. B. Ours is because if you're not measuring your business and adjusting on a continuous basis, you're gonna be dead anyway. So our whole economy is moving this way. So you need an infrastructure architecture to support that. But where everybody's the same, we're all thinking the same. And it doesn't matter what industry or, you know, proclivity have this. This adjustment and this speed of adjustment is what you need. And like I said, I'm That's why I wanted to get to date era. That's what I'm excited about it and that is the are hard I had I kinda looked. It went Oh my God, I'm now working with cloud people who understand what they've walked in the shoes And I kind of got this way of sense of can Imagine what it had been like if you were ill on the first time You saw a hundred thousand cars worth of life data spilling in of what power you have right to adjust and to basically help your client base. And you can't do that if you are in fixed things, right? And so that's That's the world moving forward >> just in time for twenty twenty one will all have great insight in a few short months. We'LL all know >> everything Well, guy great Teo Great to >> sit down Love to keep keeping tabs on you on Twitter and social And thanks for stopping by. I >> appreciate it. All >> right. He's guy. I'm Jeff. You're watching the cube within a cube conversation Or Paulo? What? The studio's thanks for watching >> we'LL see you next time

>> Live from San Francisco. It's the cube covering IBM thing twenty nineteen brought to you by IBM. >> Run. Welcome back to the Cubes live coverage here in San Francisco. Mosconi North while you're here as part of our exclusive covers. The Cube for IBM think twenty nineteen, their annual conference of customers and employees coming together to set the agenda for the next year. For IBM and its ecosystem. I'm John for a student. Um, in day. Volonte and Lisa Martin co hosting all week This week. Four days of wall to wall coverage. Day two of our kind Really Day one of the show Kickoff. We're here ending out that day and just had the CEO's keynote, and we're going to a review and analysis. David's do. We had a lot of interviews. Coming up to this theme is pretty clear. It's a I cloud and everything else going underneath that classic development application. Developers, developers in general, making applications That's classic, but eyes the big story. And, like like Always Cloud and the promise of Where That's Going, which is hybrid and multi cloud Dave, You set on the keynote. Any surprises from Ginny Rometty? >> I wouldn't say there were any surprises. First of all, I like Jenny. I think she she's a great presenter. I'd like to hang out with their like we were kids. That was what I wanted to hang out with us. He's a time person. I think I would feel comfortable talking to, you know, sports or business. She looked good. She had a really nice, sharp white suit on. She's self deprecating. She was drinking Starbucks. You know, they're obviously a client of IBM. I got the best moment was when Jim White hearse came on stage. He said, It's great to be here So he was like, Yeah, given thirty four billion reasons why it's great to be here kind of thing, So that was pretty funny. And she had. She made the comment. We've been dating Red Hat for twenty years before we decided to get married. She was trying to make a case You normally in Jenny's presentation, she she makes a really solid, puts forth the solid premise and then sort of backs it up with her guests. Today, I thought her premise, which was we're entering Chapter two. It's all about scaling and embedding a I everywhere. It's about hybrid. It's about bringing mission critical APS, you know, move those forward. And she had a number of other lessons learned. I thought she laid it out, but I think it sort of missed the back end. I don't think they punctuated the tail end of Jenny's talk. The guests were great and they had guys on from Kaiser Permanente E. T. And they were very solid. Well, think they made the case as strong as the premises that she put forward. And you know, we could talk more about that. >> And Stewart see red hat on stage. We've been commenting. We've been analyzing the acquisition of Red Hat, big number, thirty four billion dollars critical point you guys talk about in your opening on day one, the leverage they need to get out of that. This is the Alamo for them with the cloud. In my opinion, IBM is a lot to bring to the bear in the cloud. They I anywhere telegraphs that they wanna have their stuff with containers and multiple clouds. They want to be positioned as a multi cloud company but still have their cloud, providing the power for the workload. That makes sense, right? Bm. This is their last stand. This is like, you know, the Alamo for them. They They need to make cloud work right now. Watson, move from a product or brand ballistically open step. Is it tied together? Stew your thoughts on open stack and how this fits into their narrative. >> So I think you mean open shift, right, John s o from red hat standpoint. Absolutely what they're doing. They are involved in open stack, but open stack. You got a small, >> but they're one of the few that are sanguine on Open, Zachary read. >> I mean, read had open shift. My bad >> way it absolutely. And it is complicated in the multi cloud world and lots of different pieces. We've had a number of conversations with the IBM people that have worked with side by side, red hat in the open source communities, IBM, no stranger to open source and a CZ we talked about in our open on yesterday. It's the developers is really what where IBM needs to go and where Red Hat has a bevy of them on DH John. What you said about Multi Cloud? Absolutely. It's if IBM thinks that buying Red hat will make them the Goebel Global player in Cloud. I think that's wrong, and I don't think that's what they're doing. When I wrote a block post when it came, and I said, Is this move going to radically change the cloud landscape? No. Can this acquisition radically change IBM and change the trajectory of where they fit into Multi cloud? Absolutely. So there's cultural differences. We had Ah, Stephanie sheriffs on who's a longtime IBM er who now runs the biggest business inside of Red Hat. And she talked about the passion of open source. This is not lip service. I've many friends that have worked for it. Had I've, you know, worked with them, partner with them and cover them for most of those twenty years on DH? Absolutely. You've got over ten thousand people that are passionate involved in communities on DH. When you talk about the developer world, you talk about the cloud native world. This is what you know. Really. Red Hat moment has been waiting. >> It was interesting. John and I would like one if you could comment on this is you hearing IBM? Jenny talked about Chapter two. She took a digital reinvention. Here's yet another company using the reinvent terminology. I think that's what sort of pointed she talked. About forty percent of the world is going to be private. Sixty percent is going to be public Cloud. The sort of that's the first time I've heard those that she said It's flipped if you're ah, regulated industry. But what do your thoughts on people essentially using and Amazons narrative on reinvention? >> Everyone's using Amazons narrative. Here's the bottom line. Amazon is winning impact large margins. I think the numbers airway skewed in the favor of the people trying to catch up. I think that's more of a game. If vacation by the analyst firms, Amazon is absolutely blowing away the competition when it comes to public loud. The only game at the table right now for the Oracle's, IBM, Sze and Microsoft and Google is the slow down the adoption of Amazon. And you see the cloud adoption of Amazon, whether it's in the government sector, which I think is more acute. And Mohr illustrative, the Jet I contract a ten billion dollar contract. That is a quote sole source deal. But it was bid as a multi source deal means anyone could bid on it. Well, guess what? That is a going to be an award and probably to Amazon as the sole winner because IBM doesn't have the certification. Nor does Microsoft notice Oracle. Nobody's got Amazons winning that, and that begs the argument. Can you use one cloud? And the answer is Yes, you can. If the APP worked, Load works best for it, and procurement does not decide output for the cloud. For example, if it's a Jet I contract, it's a military application. So, like a video game, would you want to play a video game and be lagging? Would you want our military to be lagging? Certainly, the D O d. Says no. So one cloud makes sense. If you're running office three sixty five, you want to use azure. So Microsoft has taken that, and their earnings have been phenomenal by specialising around their workloads. That makes sense for Azure, and they're catching up. IBM has an opportunity to do the same for their workload. The business workload. So aye, aye, anywhere is interesting to me. So I think this is a good bet. If they can pull it off, that's the strategy, and the world will go multi cloud, where certain clouds will be sold for the apple sole source for the workloads. That makes sense for those workload. So this is where the market's going, right? So this whole notion of there won't be multi class. It's going to be multi cloud and it's gonna winner, winner take most. And the game right now is to stop ama's. That is clearly the case, and you're seeing it in the bids you see in the customer base. And IBM is catching Oppa's fast as they can. They got the people and the technology. The question is, how much do they catch up and level up? Tamas on? >> Well, stew despite Jenny, you know, invoking the reinvent terminology, they're her. Kino was starkly different than what you would expect from an Amazon Kino. They may. She mentioned a couple of the announcements, Watson anywhere, which, by the way, is about time. It's about time that Watson ran on other people's clouds of it, which should have been a while ago and in hyper protect is the world's most secure cloud. But we don't have any really details on that. And then I'd be in business automation with Watson, and that was really it. I think it was by design not to give a big product pitch, you know, very non Steve jobs. Like very done, Andy Jazzy like which is all product product product. I mean, kind of surprising in a big show with all these customers. You think they'd be pitching, but I think their intent was to really be more content. Orient >> Well, So Dave, you know, goes back at the core. What is IBM's biggest business? IBM biggest businesses. So services. So I've done a number of interviews this week already talking about how IBM is helping with digital transformation, how they're helping people move to more agile and development for environments. You know, the multi cloud world. How do they know IBM has a long history with C. S, P s and M s peace? So they have large constituencies And sure, they have products. You know, great stuff talking about, You know, how do they have the best infrastructure to run your workloads and the strength that they haven't supercomputing in HPC. And how they can leverage that? Because IBM knows a thing or two about scale. But, you know, Dave, one of the questions I have for you is we've seen the big services organizations go through radical downsizing. You know, HP spun off their business. Del got rid of the Perot business. You know, IBM still is, you know, services. At its core, it is IBM built for the multi cloud cloud native. You know, Ai ai world, Or do they still need to go through some massive changes? >> Well, multi Cloud is complicated and complex. IBM does complicated services, you know, deal with complexity, but I still can't help but feel like, >> Well, I well, I thought, wouldn't comment on them. I think the services. If the Manual Services Professional Services dropped down, IBM has a great opportunity to move them to cloud based services, meaning I can write software. And this is where I think they have an advantage. They could really nail the business applications, which will become services, whether its domain expertise in a vertical. And I think this is their cloud opportunity. IBM could capture that they could take entirely new category of applications. Business applications and services, automate them with machine learning, automate them with cloud scale their cloud scale while making them portable on multiple clouds. So the notion of services will be the professional services classic your grandfather's services, too. Cloud based services at scale. >> Yeah, well, I think you're right. Look, that's one. IBM is biggest strengths, and Jenny did that acquisition. By the way. The PwC acquisition is one hundred thousand. People instantly brought IBM into that deep vertical industry expertise, and they're not going to give that up any time soon. And this so many opportunities to code. If I those services or that song you know, through software and make them repeatable services, I mean, they're at as a service. Business is one of the fastest growing parts of IBM, you know, revenue stream. So I don't see that going. Wait. All I do think there was a missed opportunity and maybe they can't talk about it for was some regulatory reason. They're just paranoid. But you had white hearse up on the stage. You just spent thirty four billion dollars. I would have liked to hurt Mohr about the rationale, even though we've heard it before. They did. You know, Jim and Jeannie did a tour there on all the big TV shows You're on Kramer. But I would have liked to heard sort of six months on what that rationale is and how they're going to help transform with this in this new chapter and what that role that red hat was going play, I thought it was a missed opportunity. >> Well, speculate on that. I think of things. Probably. They probably don't have their answer yet. IBM is very good on messaging. You know, they're pretty tight, but I think Arvin Krishna talked to assert this morning. On our first interview. He brought up the container ization and Coburn Eddie's trend. I think that's where red hat fits and melons and give them cloud Native developers in Enterprise Fortune one thousand. They also got the cloud native ecosystem behind that the C in C F etcetera. But Containers does for Legacy Container ization, and Cooper daddies really preserves legacy. It allows developers to essentially keep the old while bringing in the new and managing the life cycle of those applications, not a ribbon replace. This is an opportunity for IBM, and if I think the messaging folks and the product dies or probably figure out okay, how do we take the red hat and open shift and be cloud native and take all the goodness that comes in with cloud Native the new developers, the Devil Infrastructures code, make under the covers infrastructure programmable and is Rob Thomas pointed out, having horizontal data layer that enables new kinds of business services. So to me, container ization, it's kind of nerdy Cooper netease. But this is really a new linchpin to what could be a sea change for IBM in terms of revenue. Keeping the Legacy customs happy because then the pressure to move to Amazon goes away because I can say, Whoa, wait. If the question is, why adopt if customs have an answer for that that gives IBM time, This is what they want otherwise, cloud native worlds could move very, very fast. We've seen the velocity of the momentum, and I think that's a key move. >> I think your point about slowing down the Amazon momentum is a good one, and I want to talk about five things that Ginny said that lessons learned, she said. One. You can approach the world from outside in and focus on customer experience. Or you could do inside out, identify new ways to work and new work flows, you know, kind of driving change. The third lesson learned was You need a business platform fueled by data with invented A I. The fourth is you need an ai ai platform. And in the fifth is Rob Thomas is you can't have a eye without a word that you needed information, architecture, which, by the way, I believe it to be true. So those are business oriented discussions. It's not something that you necessarily here from Amazon there kind of chewy. There's the services component to all that. The big question I have is Well, Watson, be that ai ai platform. >> Yeah, I mean something, You know, I look at is why Doe I choose a platform and a partner. So we understand Amazon, you know, they want to be the leader and everything. They have a lot more services in anyone. But, you know, if I want data services, first cloud that comes to mind to me is Google. You know, Google has a real strength there, You know. Where does IBM have a leadership compared to Google business productivity? IBM has a lot of strength there, but Microsoft also has a place so you know, customers. If they're going to live, Multi cloud, they're going Teo in many ways go backto best of breed on DH. Therefore, where will IBM differentiate themselves from some of those? >> We have visibility down. It's clear now that the industry the fog is lifting, starting to see Cem clear lines of sight and a few major trends. And it's pretty clear on where the industry's going for the next ten years. Application developers at the top of the stack gonna build APS The infrastructures cloud cloud something multi cloud cloud, native infrastructures, code and data. And a I see that Amazon reinvent sage maker. You're seeing all the major innovations happening around APS using data power advice, cloud scale, that's it. Everything else to me is glue or some sort of fabric component. Or a piece of that distributed architecture and its cloud. Aye, aye, and an apple. >> A CZ. Dave is often said, it's the innovation sandwich of today. >> Yeah, well, so I guess the things I want to mention it because of me. There's been some high profile failed failures with Watson, But watching was trying to do some things that were not, you know, voice response to Alexa, you know, solve cancer, you know, world problems and so I think IBM is actually earned the right to be in the discussion, and the Red had acquisition gives IBM instant credibility in this game, especially in this a multi cloud game. >> Well, they got me. They have the right to be the zillions of customers. They have a lot of a lot of business model innovations with that that their customers are innovating on. And if they keep the cloud innovate, they gotta match the specs. Specs of the cloud. They gotta be there with Cloud. If they don't make the cloud work, they're going to be subservient to the other clouds. They have to make it in the top three. This is clear. Hey, I think I think we're working a lot of experience and data. I think Watson kind of finding his home is a brand's natural fit. Got a portfolio of data? I think IBM will do very well in the data front. It's the cloud game that they got a really sure up. They got to make sure that IBM cloud conserved. They're custom, >> but the good news is there is there. In the game we saw HPD tried to get into HPD, tried to get the cloud it failed. Cisco, for a while, was trying to get with Sawyer. AMC make of numerous attempts. VM were made, made numerous attempts. IBM spent two billion dollars in software. They they they've got a cloud. You know, they've transformed what was essentially a bare metal hosting platform, you know, into a cloud. They've jammed all there as a service products in there. They're SAS portfolio. So there, at least in the game and, you know, again, I've said often, I think they're very Oracle like it's not the biggest cloud. It's not going to scale to the Amazon levels, but they've got a cloud, and it's a key part of the strategy. >> Innovation Sandwich applications Cloud What data? In the middle of a I. That's the formula, David said on the Q beer. All right day to coverage for the Cuba. Four days were here in the lobby of Mosconi North, part of the new refurbished Mosconi Center in San Francisco. Howard Street's closed. It feels like Salesforce. Dreamforce event. Big event in San Francisco. I'm John First Amendment Dave along. They were here for four days Day, two of four days of coverage for IBM think back tomorrow. Thanks for watching.

>> Everyone. Welcome to a special cube conversation. We're here in Palo Alto, California Cube Studios. I'm John, four year host of the Q. We hear Atomic Wild, the CEO of Snapper out. Tom. Great to see you. You doing? I'm great. Thanks. You guys. You're launching Snapper. Snapper out. What is the company? What do you guys launching? Tell us. >> Well, quite simply stated were delivering a new class of network operating system for the cloud native era. Andrea Lee. What that does, is it. It delivers on the promise of time to service for applications. Always on security assurance and compliance. Andi greater operational efficiency, which is really one of the things that's been plaguing organizations tonight. >> How long is the company been around? This is the first public launch. A solution? Talk about the history real quick. >> So the company was founded in two thousand fifteen by some former operators from Apple. They built and ran Apple. Sort of biggest public facing data centers from the networking perspective on DH. You know, we've been working diligently on this. This is a new class of operating system that was really inspired by, you know, that their time building out those data centers on def. You, you kind of look back. NETWORKINGS not really had any major disruptive innovation in the last twenty five, thirty years. Ah, but back into the two thousand six, with the advent of a Ws and the and the new sort of big, hyper scaler tze, those guys started to realize that the network was something that was kind of getting in the way of their operational efficiency, of being able to automate and drive the network at scale on DSO. Our founders, you know, went through that whole sort of discovery process and things when when they were Apple on DH, you know, and the hyper scales drove the advent of this kind of white box disaggregated networking, separating the software operating system from the hardware and the reason behind that was really around game great gaining greater control because it's a legacy. Networking vendors were not delivering what was needed, and they needed to get more control on DSO. Are found us. You really saw the opportunity to say, Look, we think that there's a way of solving what an operator really needs and what an organization needs and one of the big challenges. There is howto networking operations. Teams collaborate with dev up stings because the devil teams are responsible for, you know, time to service for the application. And that's, you know, that's really the value of the organization. And so, you know, they set out to solve that problem to say, Well, hell, can we build a network operating system on what they realised was that you know what Deb Ops had done is embrace. It's a cloud. Native principles container ization, virtual ization, my crack services on DH. So what we've done is we've built from the ground up a newly architected network operating system that is a fully containerized micro services architecture that embeds coup Panetti's on DH allows the networking for this first time to be brought natively into the de bop store chain. Sonett ops teams can still sort of control and deploy the network and define policy and things. But now they don't have to worry about that is, you know, sort of annoying day today, tasks where, you know the Devil apps engineer is tryingto get an application on the network and, you know, they have to just do sort of some, you know, pretty trivial movies that changes things. And so, you know, in in doing that, what we also figured out was we could solve, you know, problems not just around the operational efficiencies and the time to service, but also a lot of security >> issues as well. So a lot of development going public with the product you mentioned. Cooper Netease, top of cloud. >> What are the >> big shifts in the industry that you guys air riding on because you have tail winds get cloud? Yeah, What is the way that you're on? Can you take a minute to explain some of the big shifts in the industry that's going, guys? >> Yeah, well, I I think there's several things. I think one of the biggest is that, you know, every single organization out there is looking nervously over its shoulder because we live in an age of very, very rapid disruption. It's kind of you know what call the Amazon affect. You know, those big, established companies who've been around for many, many years, who are being disrupted by, you know, Jason, you know, cos we're in adjacent spaces or new start ups coming in so everybody near realizes they need to use technology to their advantage, and they have to disrupt themselves Before, you know, they're they're disrupted. So? So that's one of the big drivers and And so time to service speed, efficiency are all sort of paramount. When you were in, you know, any C suite, you know, discussion, those air. Those are things that come up a ll the time from a technology perspective. We're seeing things, things changing significantly and how we use technology. And, you know, So everything is mobile. Ah, you know, we have the advent of I O t coming in, and so, you know, lots of services and moving to the edge. And so the data centers that were traditionally completely centralized and they'll sort of starting to distribute a little bit of well, eh? So you have this, you know, idea of sort of age data centers in H compute. So there's there's a lot of things, you know, changing and happening. And there's a lot of opportunity for us to deliver, you know, some strong value in this. >> So they obviously the cloud native trend you mentioned is big. That's driving the application market. De bobs you mentioned earlier huge we've seen years now in years of evidence of growth yet on dev ups. Okay, so now it's coming down into the network how? How our company's solving challenges for application developers that are in a devil's world because that seems to be the growth. And the sooner the pressure's coming from is that more requirements coming from the applications to the network. How are companies solving this problem? >> So, you know, So I think from the computer and storage side, things have moved along, you know, pretty, pretty, pretty swiftly eso, you know, as an application engineer. What? What you want is you want the infrastructure to service. You just You just want it to do what the application needs. Unfortunately, you know, traditionally, infrastructures has has been the other way around. You know, you deploy the infrastructure and you say, Okay, well, this is what the application could do within the constraints of the infrastructure and networking has, you know, just continued that idea. And so what you want to do is you want to take this idea of you we've talked before about infrastructure as code, you know. How do you make it? So is when an application engineer rights and application, he can actually regard the infrastructure as almost like a code library. And that's something that a lot of legacy vendors have talked about marketed to for some time. But the reality is-- >> It makes a lot of sense. >> Yeah, it does. It makes a ton of sense. But the reality is that all they could do was offer up some, you know, proprietary APIs and and programmatic interfaces. And the big challenge was the actual architecture of a network operating system was not designed in a way to actually enable that that infrastructure to react in the proper way by developing this containerized microservices architecture on by embedding communities and putting native DevOps tool chains you know inside the operating system. We actually can deliver on the promise of infrastructure as code. >> and this is what everyone wants. I gotta ask you, if everyone wants this and we hearing all around the Cuban all the events we go to clearly a requirement becoming table stakes. But what? What's been preventing people from doing this? >> Well, it's it's the architecture. I mean, if you look at, I call them Legacy Network architectures, but network architecture. Yeah, network operating system itself. The actual you know, the operating system that exists on the physical switch. That is where the problem starts, because that is designed as one big >> blob off >> coat. So all of the features Aaron there, they're all in the same place. They all sort of interact with each other, and it gives you reliability problems that give you innovation problems, because every time you change something, it has a knock on effect. If there's a bug and you have to fix that bug, you have to replace the entire blob. If you replace the entire blob, you have to down the switch or, you know, do some kind of complex patching. If there's a security vulnerability, you have to either differ like actually fixing their on DH, become non complaint or you have to down the switch. And you know we live in an age, As I said, where everything is on all the time, everything is mobile, you know, everybody wants their services right here right now. And the very you know, the very existence of a business depends on being able to deliver those applications all the time. So you can't bring network's down. So when when we've taken this micro services approach and we've containerized the actual infrastructure, you know, on the protocols and everything else, everything existed in its own container. Now, if there's a security vulnerability, we can replace just that container. If you're not using certain services on the operating system, you could kill those containers. And in the process, you reduce the threat surface off the the operating system in the switch. Where is in a legacy world with this monolithic blob, you can just you can turn off the features, but the code still there, the threat surfaces huge, and you're still vulnerable. So what's the >> solution to this and snap route? Fix this. What's the operational benefits? How do you guys play into fixing? The problems have been holding everyone back. >> Well, I think you know collaboration, I think is, you know, is one of the big benefits. You know, Quite frankly, I think there's, you know, there's there's been sort of tension in organizations. I think unfairly network operating operations teams have been, you know, treated as you know, holding things back or non responsive, whatever, anything that's completely unfair because actually, the problem is with the the vendor community. We haven't been delivering the tools that enable them to, you know, deliver the services they need. And so with you know, with our approach with this cloud native approach, we're actually able, sort of, you know, bring the net net tops world. You know, closer to Deb. Ops allow this Khun collaboration to happen on give you you know that the benefit ofthe I Abel sort of coordinated approach to delivering the application and the application is the value that the business delivers on. Biff, you know, if your application stops working, I mean, you know this in your personal life, right? You know, we use our phones and our devices. You try, use an application and it and it's not working. You're going to go and find a competitive. You're just going to go and say, Oh, well, you know, you saw download something else from the APP store on DH. So, you know, availability is a huge thing for businesses today on the network has been one of the most vulnerable pieces in terms of availability. Not because not necessarily because people are attacking it, but because it's so complex. And brittle that any time you change anything, things fall to pieces. And that's why people don't want to touch the network. And that is why we had the rise of the whole Sgn movement. The ESPN movement was on approach That said, we need to make the network more dynamic. And so, rather than addressing the actual operating system, put overlays over the top, create overlays and allow Deb ops teams to do what they need to do to deploy applications over the top of your fairly done plumbing. What we're saying is, look, we're going to simplify and claps. Thatyou don't need translation layers, and a PR is You don't need overlays. You don't need all of that stuff. We're now re architect in the operating system itself. So you, Khun Natively, address that and you know and directly, you know, control the policy that you need to deploy an application. >> Don, This is about modern infrastructure. It's what cloud is modernizing all parts of the value changing how people by consume, deploy, provide valued application known as you guys are part of that. How do people engage with snap route? So I say, Okay, this is the direction. I'm going. I'm going. I'm in cloud native and doing Cooper Netease. I got containing amusing microspheres betting my company's future on this direction. And a lot of people are. Yep. How doe I engage with you guys. And how do you fit into the equation? >> Right? So s so first of all, you know, initial engagement, you know, website linked in Facebook. You know, we're on all of those things. Weigh, You know, we're in customer trials right now. Invaders right now, you know, where was the launching the product? So you know where we'll be shipping off of your first commercial deployments. But as faras, you know how and where are the good? You know, the good opportunities to to deploy us on. Obviously, there are, you know, sort of new. Come, we're high growth companies who, you know, we're talking to who, you know, kind of wanna build off us as a base to start with. But if you already have ah, large investment in disorder deployed legacy equipment we can fit in quite nicely on. And we can still add a ton of value because one of the big problem areas, he's actually the top of rack, Switch the double racks, which is actually where Dev ops and Net ops come together. It's the first place where compute on the application touched the network on DH. This is where usually Annette, ops engineer, spends a lot of time doing, you know, fairly said of your trivial tasks to help applications, you get onto the network and you know, it's a big >> waste of conversion. You see, you think you're playing at the top Iraq switch, >> that is, that is a good place for for somebody to start to get a tremendous amount of value out of our product. You don't need to replace the entire network. You don't have to have us into end. You don't have to have us in the corps if you deploy us at the top of Rex, which so, you know, take a white box device. You know, deploy our operating system on top is very, very simple to do. The network engineer Khun very simply get that device up and running a little token. Figure itself. And then the Dev ops engineers can, you know, come in and say How would employ an application And I didn't need the network to do the following things, and the device will configure itself in that way. >> This is really two worlds coming together. Network operations and developer operations coming together. Yeah. How do you see that? Coming together and meshing together? Obviously, the top of Rex, which you mentioned? A key area where you get your kogel work. But as those cultural communities come together, you know, network operations and depth there, they're seeing benefits with each other. How are those worlds colliding? What's the benefit? What's it going to look like? And what's the opportunity? >> Yeah, well, I you know, I mean, first of all, I think that there's this misconception that these two over there, you know, these two types of organizations don't want to collaborate anything. That's a complete miss misconception. I mean, everybody wants to do the right thing they wanted, You know, their business is to grow ondas. I said earlier. I mean, I think the problem is that, you know, the vendor community is not delivered, as you know, a set of tools and products and capabilities that enable this collaboration. Andi, you know, that's what we're bringing to the table. But I do think you know that there's this This sort of, you know, this cross pollination, this this this ability to you don't have to learn each other's area of expertise. You don't suddenly have to become a networking expert. You know, the dead box engineer doesn't become a networking expert. Vice versa. But there is this, you know, there's there's this point of view, no collaboration and harmony that we can create where there was a lot of tension on DH, you know, and, you know, in fact, there was, you know, a lot of problems that way. Consider harmonize that and allow these organizations to just, you know, move forward with what really counts, which is growing the business. >> Tom, thanks for coming in. I appreciate your time. Original launch. Final question for you. Taking me displaying your background. Your previous roles in networking. We first met when you were at a PHP that he's being. Then why you attracted to snap Prada's as an opportunity on what's. >> Yeah, so, you know, I'm I've been in networking for over thirty years on and help me on DH. You know, network in security. Various roles, mostly in sort of product Rolls product management. You know, pride to snap her out. I was the general manager of the data center networking group HP on DH. You know, I got to do some, you know, fabulous things at HP. We have, you know, quite a ruber. And in other things there which have been hugely successful. So it was a lot of fun. But I came to the point with my career there, where I realized, you know, I I done, you know, many of the things that I wanted to do, and also, you know, most of the opportunities that were there in transforming and transitioning that company. And I wanted to get back to my start up roots on DH. You know, the, you know, long conversation. >> No data centers, these apple guys. >> Yeah, Andi, you know, And so I started talking Teo to snap Brown on, you know, they were asking my advice and things. And the one of the things that attracted me, as you say was it's a company built by operators for operators. You know, it's I, You know, I've never had the opportunity to be in a company founded by operators who just intrinsically know what the customer problem is on B because they've lived it. And And I think you really do have to live it to truly understand on DH. So, you know, that was a huge plus for me. I was really attracted, Teo, that Adam and Glenn, our founders, you know, really interesting great guys. But also there's this inflection point. There's this inflection point in the marking and market and everything to do with, you know, start ups and successful startups is not just having the right innovative technology, which I truly believe we do but having the right overthere innovative technology at the right time. And the timing here is perfect. I mean, child native, you know, Cuba netease, the movement behind Cuba. Netease is just a force unto itself. You know, Dev Ops is, you know, is really moving forward. There's a huge sort of groundswell within the networking team community to, you know, to modernize and to, you know, toe toe. Contribute more to the success of business s So we have a massive >> opportunity. And And the trend of programmable networks Infrastructure is code is happening now. He wanted rubber is hitting the road now? >> Yeah, absolutely. You know it's, you know, we'll go through the usual adoption curves of, you know, early adopters and mass market etcetera. And so, you know, there's a There's a journey ahead of us, but but yeah. No, I mean, you know, people are doing this right now. >> Well, congratulations on your launch net, right? We'll be watching you. Really innovative. Moving right to the core of the devices with an operating system. No abstraction. Layers with Cooper Netease. Interesting architecture. Looking forward to following it. Dominic Wild CEO Snapper out here inside the Cube studios and fellow Also, I'm John Ferrier. Thanks for watching.

>> Hello everyone. Welcome to this CUBE conversation. I'm John Furrier host like you here in our Palo Alto studio here in Palo Alto. Here with Dominic Wilde, known as Dom, CEO of SnapRoute, a hot new startup. A great venture. Backers don. Welcome to skip conversation. So love having to start ups. And so talk about Snape route the company because you're doing something interesting that we've been covering your pretty aggressively the convergence between Dev Ops and Networking. We've known you for many, many years. You were a former Hewlett Packard than you woodpecker enterprise running the networking group over there. You know, networking. And you're an operator. Snap rows. Interesting, because, um, great names back behind it. Big venture backers. Lightspeed Norwest, among others. Yes. Take a minute. Explain what? A SnapRoute. >> So SnapRoute was founded to really address one of the big, big problems we see in infrastructure, which is that, you know, essentially the network gets in the way of the deployment the rapid and angel deployment of applications. And so in the modern environment that we're in, you know, the business environment, highly competitive environment of disruption, continuous disruption going on in our industry, every company out there is constantly looking over their shoulder is, you know, making sure that they're moving fast enough there innovating fast enough that they don't want to be disrupted. They don't want to be overrun by, you know, a new upstart. And in order to do that, you know the application is is actually the work product that you really want to deploy, that you you want to roll out, and you want to be able to do that on a continuous basis. You want to be really agile about how you do it. And, quite frankly, when it comes to infrastructure, networking has been fifteen years behind the rest of the infrastructure and enabling that it's, ah, it's a big roadblock. It's obviously, you know, some of the innovations and developments and networking of lag behind other areas on what we snap Brown set out to do was to say, You know, look, if we're if we're going to bring networking forward and we're going to try and solve some of these problems, how do we do that? In a way, architecturally, that will enable networking to become not just a part of Ah, you know a cloud native infrastructure but actually enable those those organizations to drive forward. And so what we did was we took all of our sort of devops principles and Dev ups tools, and we built a network operating system from the ground up using devops principles, devops architectures and devops tools. And so what we're delivering is a cloud native network operating system that is built entirely on containers and is delivered is a micro services architecture on the big...one of the big value propositions that we deliver is what we call see a CD for networking, which is your continuous integration. Continuous deployment is obviously, you know, Big devops principal there. But doing that for networking, allowing a network to be constantly up enabling network Teo adapt to immutable infrastructure principles. You know we're just replacing pieces that need to be replaced. Different pieces of the operating system can be replaced If there's a security vulnerability, for instance, or if there's ah, bugger and you feature needed so you know we can innovate quicker. We can enable the network to be more reliable, allow it to be more agile, more responsive to the needs of the organization on all of this, fundamentally means that your Operation shins model now becomes ah, lot more unified. A lot more simple. You. Now, we now enable the net ox teams to become a sort of more native part of the conversation with devils. Reduce the tension there, eliminate any conflicts and everything. And we do that through this. You know, this innovative offices. >> Classically, the infrastructure is code ethos. >> Yeah, exactly right. I mean, it's you know, a lot of people have been talking about infrastructure is code for a long, long time. But what we really do, I mean, if if you deploy our network operating system you employ onto the bare metal switching, then you really enable Dev ops to hang have, you know, I take control and to drive the network in the way they want using their native tool chains. So, you know, Cuba Netease, for instance, ears. You know that the big growing dev ops orchestration to all of the moment. In fact, we think it's more than of the moment. You know, I've never seen in the industry that sort of, you know, this kind of momentum behind on open source initiative like there is behind Cuba. Netease. And we've taken communities and baked it natively into the operating system. Such that now our network operating system that runs on a physical switch can be a native part off that communities and develops tool >> Dom, I want to get to the marketplace, dynamics. Kind of what's different. Why now? But I think what's interesting about SnapRoute you're the chief of is that it's a venture back with big names? Yeah. Lightspeed, Norwest, among others. It's a signal of a wave that we've been covering people are interested in. How do you make developers deploy faster, more agility at scale, on premises and in clouds. But I want you to before we get there, want to talk about the origin story of company? Yeah. Why does it exist? How did it come to bear you mentioned? Operation is a big part of cloud to cloud is about operating model so much a company. Yes. This is the big trend. That's the big way. But how did it all get started? What's the SnapRoute story? >> Yeah, it's an interesting story. Our founders were actually operators at at Apple back in the day, and they were responsible for building out some of Apple's biggest. You know, data centers for their sort of customer facing services, like, you know, like loud iTunes, all those good things and you know they would. They were tasked with, sort of, you know, sort of modernizing the operational model with with those data centers and, you know, and then they, like many other operators, do you know, had a sense of community and worked with their peers. You know, another big organizations, even you know, other hyper scale organizations and wanted to learn from what they did on DH. What they recognised was that, you know, cos like, you know, Google and Facebook and Microsoft is urine things. They had done some incredible things and some incredible innovations around infrastructure and particularly in networking, that enabled them to Dr Thie infrastructure from A from a Devil ops perspective and make it more native. But those words that if you know, fairly tailored for there, if you know, for their organizations and so what they saw was the opportunity to say, Well, you know, there's there's many other organizations who are delivering, you know, infrastructure is a service or SAS, or you know, who are just very large enterprises who are acting as these new cloud service providers. And they would have a need to, you know, to also have, you know, tools and capabilities, particularly in the network, to enable the network to be more responsive, more to the devil apps like. And so, you know, they they they founded SnapRoute on that principle that, you know, here's the problem that we know we can solve. It's been solved, you know, some degree, but it's an architectural problem, and it's not about taking, You know, all of the, you know, the last twenty five years of networking knowledge and just incrementally doing a sort of, you know, dot upgrade and, you know, trying to sort of say, Hey, we're just add on some AP eyes and things. You really needed to start from the ground up and rethink this entirely from an architectural perspective and design the network operating system as on with Dev ups, tools and principles. So they started the company, you know, been around just very late two thousand fifteen early two thousand sixteen. >> And how much money have you read >> The last around. We are Siri's, eh? We took in twenty five million. >> And who were the venture? >> It was Lightspeed Ventures on DH Norwest. And we also had some strategic investment from Microsoft Ventures and from teams >> from great name blue chips. What was their interest? What was their thesis? Well, and you mentioned the problem. What was the core problem that you're solving that they were attracted to? Why would that why was the thirst with such big name VCs? >> Yeah, I mean, I think it was, you know, a zip said, I think it's the the opportunity to change the operational more. And I think one of the big things that was very different about our company is and, you know, we like to say, you know, we're building for effort. Operators, by operators, you know, I've found is, as I said, well, more operators from Apple, they have lived and breathed what it is to be woken up at three. A. M. On Christmas Eve toe. You know, some outage and have to, you know, try and figure that out and fight your way through a legacy kind of network and figure out what's going on. So you know, so they empathize with what that means and having that DNA and our company is incredibly meaningful in terms of how we build that you know the product on how we engage with customers. We're not just a bunch of vendors who you know we're coming from, you know, previous spender backgrounds. Although I do, you know, I bring to the table the ability to, you know, to deliver a package and you know, So there's just a cloud scale its clouds, Gail. It's it's but it's It's enabling a bridge if you like. If you look at what the hyper scales have done, what they're achieving and the operational models they have, where a if you like a bridge to enable that capability for a much broader set of operators and C. S. P s and as a service companies and dry forward a an aggressive Angela innovation agenda for companies, >> businesses. You know, we always discussing the Cuban. Everyone who watches the Kiev knows I'm always ranting about how cloud providers make their market share numbers, and lot of people include sass, right? I think everyone will be in the SAS business, so I kind of look at the SAS numbers on, say, it's really infrastructures service platform to service Amazon, Google, Microsoft and then, you know, Ali Baba in China. Others. Then you got IBM or one of it's kind of in the big kind of cluster there top. That is a whole nother set of business requirements that sass driven this cloud based. Yeah, this seems to be a really growing market. Is that what you're targeting? And the question is, how do you relate Visa? Visa Cooper? Netease trend? Because communities and these abstraction layers, you're starting to hear things like service mesh, policy based state Full application states up. Is that you trying to that trend explain. >> We're very complimentary, Teo. Those trends, we're, you know, we're not looking to replace any of that, really. And and my big philosophy is, if you're not simplifying something, then you're not really adding back here, you know, what you're doing is complicating matters or adding another layer on top. So so yeah, I mean, we are of value to those companies who are looking at hybrid approaches or have some on prime asset. Our operating system will land on a physical, bare metal switch So you know what? What we do is when you look at it, you know, service most is your message measures and all the other, You know, technologies you talked about with very, very complimentary to those approaches because we're delivering the on underlying network infrastructure on network fabric. Whatever you'd like to call it, that can be managed natively with class native tools, squeezing the alliteration there. But but, you know, it means that you don't need toe add overlays. We don't need to sort of say, Hey, look, the network is this static, archaic thing that's really fragile. And And I mean, if we touch it, it's going to break. So let's just leave it alone and let's let's put some kind of overlay over the top of it on do you know, run over the top? What we're saying is you can collapse that down. Now what you can say, what you can do is you can say, Well, let's make the network dynamic responsive. Let's build a network operating system out of micro services so you can replace parts of it. You can, you know, fix bugs. You can fix security vulnerabilities and you can do all that on the fly without having to schedule outage windows, which is, you know, for a cloud native company or a sass or infrastructure service company. I mean, that's your business. You can't take outage windows. Your business depends on being available all the time. And so we were really changing that fundamentals of a principle of networking and saying, You know, networking is now dynamic, you know, in a very, very native way, but it also integrates very closely with Dev ops. Operational model >> is a lot of innovation that network. We're seeing that clearly around the industry. No doubt everyone sees late and see that comes into multi Cloud was saying that the trend moving the data to the compute coyote again that's a network issue network is now an innovation opportunity. So I gotta ask you, where do you guys see that happening? And I want to ask you specifically talking about the cloud architects out in the marketplace in these enterprises who were trying to figure out about the architecture of clowns. So they know on premises there, moving that into a cloud operations. We see Amazon, they see Google and Microsoft has clouds that might want to engage with have cloud native presence in a hybrid and multi cloud fashion for those cloud architects. What are the things that you like to see them doing? More of that relates to your value problems. In other words, if they're using containers or they're using micro services, is this good or bad? What? What you should enterprise to be working on that ties into your value proposition. >> So I think about this the other way around, actually, if I can kind of turn that turn that question. But on his head, I think what you know, enterprises, you know, organization C, S. P s. I think what they should be doing is focusing on their business and what their business needs. They shouldn't be looking at their infrastructure architecture and saying, you know, okay, how can we, you know, build all these pieces? And then you know what can the business and do on top of that infrastructure? You wanna look at it the other way around? I need to deploy applications rapidly. I need to innovate those applications. I need to, you know, upgrade, change whatever you need to do with those applications. And I need an infrastructure that can be responsive. I need an infrastructure that can be hybrid. I need infrastructure that can be, you know, orchestrated in the hybrid manner on DH. Therefore, I want to go and look for the building blocks out there of those those architectural and infrastructure building blocks out there that can service that application in the most appropriate way to enable the velocity of my business and the innovation from my business. Because at the end of the day, I mean, you know, when we talk to customers, the most important thing T customers, you know, is the velocity of their business. It is keeping ahead in the highly competitive environment and staying so far ahead that you're not going to be disrupted. And, you know, if any element of your infrastructure is holding you back and even you know, you know the most mild way it's a problem. It's something you should address. And we now have the capability to do that for, you know, for many, many years. In fact, you know, I would claim up to today without snap route that you know, you you do not have the ability to remove the network problem. The network is always going to be a boat anchor on your business. It introduces extra cycles. It introduces big security, of underplaying >> the problems of the network and the consequences that prior to snap her out that you guys saw. >> So I take the security issue right? I mean, everybody is very concerned about security today. One of the biggest attack vectors in the security world world today is the infrastructure. It's it's it's so vulnerable. A lot of infrastructure is is built on sort of proprietary software and operating systems. You know, it's very complex. There's a lot of, you know, operations, operational, moves out and change it. So there's there's a lot of opportunity for mistakes to be made. There's a lot of opportunity for, you know, for vulnerabilities to be exposed. And so what you want to do is you want to reduce the threat surface of, you know, your your infrastructure. So one of the things that we can do it SnapRoute that was never possible before is when you look at a traditional network operating system. Andreas, A traditional. I mean, any operating system is out there, other you know, Other >> than our own. >> It's basically a monolithic Lennox blob. It is one blob of code that contains all of the features. And it could be, you know, architect in in a way that it Sze chopped up nicely. But if you're not using certain features, they're still there. And that increases the threat surface with our sat proud plant native network operating system. Because it is a micro services are key picture. If you are not using certain services or features, you can destroy and remove the containers that contain those features and reduce the threat surface of the operating system. And then beyond that, if you do become aware ofthe vulnerability or a threat that you know is somewhere in there, you can replace it in seconds on the fly without taking the infrastructure. Damn, without having to completely replace that whole blob of software causing, you know, an outage window. So that's just one example of, you know, the things we can do. But even when it comes to simple things, like, you know, adding in new services or things because we're containerized service is a ll boot together. It's no, eh? You know it doesn't. It doesn't have a one after the other. It it's all in parallel. So you know this this operating system comes up faster. It's more reliable. It eliminates the risk factors, the security, you know, the issues that you have. It provides native automation capabilities. It natively integrates with, You know, your Dev Ops tool chain. It brings networking into the cloud. Native >> really, really isn't in frustrations. Code is an operating system, so it sounds like your solution is a cloud native operating system. That's correct. That's pretty much the solution. That's it. How do customers engage with you guys? And what do you say? That cloud architect this is Don't tell me what to do. What's the playbook, right? How you guys advice? Because I see this is a new solution. Talk about the solution and your recommendation to architects as they start thinking about building that elastic in that flexible environment. >> Yeah. I mean, I think you know, Ah, big recommendation is, you know, is to embrace, you know, that all the all of the cloud native principles and most of the companies that were talking to, you know, definitely doing that and moving very quickly. But, you know, my recommendation. You know, engaging with us is you should be looking for the network to in naval, your your goals and your you know your applications rather than limiting. I mean, that's that's the big difference that, you know, the people who really see the value in what we do recognize that, you know, the network should be Andi is an asset. It should be enabling new innovation, new capabilities in the business rather than looking at the network as necessary evil where we you know, where we have to get over its limitations or it's holding us back. And so, you know, for any organization that is, you know, is looking at deploying, you know, new switching infrastructure in any way, shape or form. I think, you know, you should be looking at Well, how am I going to integrate this into a dev ops? You know, world, how may going to integrate this into a cloud native world. So as my business moves forward, I'm actually servicing the application in enabling a faster time to service for the application for the business. At the end of the day, that's that's everybody's going, >> you know, we've been seeing in reporting this consistently, and it's even more mainstream now that cloud computing has opened up the aperture of the value and the economics and also the technical innovation around application developers coding faster having the kind of resource is. But it also created a CZ creating a renaissance and networking. So the value of networking and application development that collision is coming together very quickly. So the intersection you guys play. So I'm sure this will resonate well with customers Will as they try to figure out the role the network because against security number one analytics all the things that go into what Sadiq they care about share data, shared coat all this is kind of coming together. So if someone hears this story, they'll go, OK, love this snap around store. I gotta I gotta dig in. How do they engage you? What do you guys sell to them? What's the pitch? Give the quick plug for the company real >> quick. Engaging with us is, you know, is a simple issue. No, come to www snapper out dot com. And you know, you know contacts are up there. You know, we were currently obviously we're a small company. We sell direct, more engaged with, you know, our first customers and deploying our product, you know, right now, and it's going very, very well, and, you know, it's a PSE faras. You know how you know what and when to engage us. I would say you can engage us at any stage and and value whether or not your architect ing a whole new network deploying a new data center. Obviously. Which is, you know, it is an ideal is built from the ground up, but we add value to the >> data center preexisting data saying that wants >> the modernizing data centers. I mean, very want >> to modernize my data center, my candidate. >> So one of the biggest challenges in an existing data center in when one of the biggest areas of tension is at the top of rack switch the top of racks, which is where you connect in your you know, your your application assets, your servers are connected. You're connecting into the into the, you know, first leap into the network. One of the challenges there is. You know, Dev ops engineers, They want Teo, you know, deploy containers. They want to deploy virtual machines they wantto and stuff move stuff, change stuff and they need network engineers to help them to do that. For a network engineer, the least interesting part of the infrastructure is the top Arax. Which it is a constant barrage day in, day, out of request. Hey, can I have a villain? Can have an i p address. Can we move this? And it's not interesting. It just chews up time we alleviate that tension. What we enable you to do is network engineer can you know, deploy the network, get it up and running, and then control what needs to be controlled natively from their box from debits tool chains and allow the devil ups engineers to take control as infrastructure. So the >> Taelon is taking the stress out of the top of racks. Wedge, take the drama out of this. >> Take that arm around the network. Right. >> So okay, you have the soul from a customer. What am I buying? What do you guys offering? Is that a professional services package? Is it software? Is it a sad solution? Itself is the product. >> It is software, you know. We are. We're selling a network operating system. It lands on, you know, bare metal. He liked white box switching. Ah, nde. We offer that as both perpetual licenses or as a subscription. We also office, um, you know, the value and services around that as well. You know, Andre, right now that is, you know, that is our approach to market. You know, we may expand that, you know, two other services in the future, but that is what we're selling right now. It is a network operating >> system down. Thanks for coming and sharing this story of SnapRoute. Final question for you is you've been in this century. While we've had many conversations we'd love to talk about gear, speeds and feeds. I'll see softwares eating. The world was seeing that we're seeing cloud create massive amounts. Opportunity. You're in a big wave, right? What is this wave look like for the next couple of years? How do you see this? Playing out as Cloud continues to go global and you start to Seymour networking becoming much more innovative. Part of the equation with Mohr developers coming onboard. Faster, more scale. How do you see? It's all playing out in the industry. >> Yeah. So I think the next sort of, you know, big wave of things is really around the operational. But I mean, we've we've we've concentrated for many years in the networking industry on speeds and feeds. And then it was, you know, it's all about protocols and you know how protocol stacks of building stuff. That's all noise. It's really about How do you engage with the network? How do you how do you operate your network to service your business? Quite frankly, you know, you should not even know the network is there. If we're doing a really good job of network, you shouldn't even know about it. And that's where we need to get to is an industry. And you know that's that's my belief is where, where we can take >> it. Low latent. See programmable networks. Great stuff. SnapRoute Dominic. While no one is dominant industry friend of the Cube also keep alumni CEO of Snapper Out. Hot new start up with some big backers. Interesting signal. Programmable networks software Cloud Global all kind of big Party innovation equation. Here in Silicon Valley, I'm showing for with cube conversations. 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