>>well, thank you adam. We're back here at the Q we're live at the feta in Barcelona and we're here in cloud city which is just amazing. I'm really excited to have two guests here from a company called data on tap. Angus axe Tina's is the founder and Ceo and Alex Baumann is also a co founder and C Xo again, data on tap guys, welcome to the cube. Thanks so much for coming on Angus. Let's start with you. Tell us about data on tap is a great name. >>Yeah, thank you for we are designing and building digital attacker brands. Built entirely in public wealth. >>What does that mean? Digital attacker brand. So tell us more about that. >>I I think uh when you want to launch now a new wireless service provider, you have this challenge. We were built from current infrastructure or build something as a green field operation. We think building something a new is provides these new opportunities. So that's that's what we are. >>You guys know when you start a company with a blank sheet of paper, it's an exciting time. Why did you start the company? >>A good question. I think, I think for me, I mean, you know, I'm sure we both had our own reasons, but the biggest one for me was being held back on delivering the types of customer experiences that people were expecting. So, uh, telecom um, is notoriously slow moving, deliver great products, but take time to get there and you see all kinds of over the top products kind of leapfrogging ahead and needing lunch of telecoms in some places and kind of being held back. Uh, in that kind of older, you know, the full sheet of paper really drove us to decide what can we do with the blank sheet. How do we go green field, you know, all this new cloud technology, what types of things does not unlock for us? And that's really the impetus for >>it. So what are you actually selling? What's the service or product that you're selling? >>We started in Canadian market. The Canadian market is may be considered undeserved in, you know, when you compare to other markets. And we started with this full and final concept building out from core network all the way to consumer application, um, including e commerce, including other kind of value added services from the get go. Even before we launched before we launch our wireless service proposition, it's very hard to get into Canadian market. We're still battling out with regulator on on that front, but we're building a tax tax for Canada and for other countries to uh, in the model of the Fintech, in the model of this new business model that's becoming available with public cloud. >>So, public policy is obviously a big part of this where you have to ride on top of the existing infrastructure at least get permission to do that. And that's kind of your business model, right? >>Yeah, exactly. Um the infrastructure exists um very good networks in Canada and I believe elsewhere in the world as well, but this is the age of service innovation. Public cloud kind of brings that service innovation to the front rather than, you know, differentiating on the network technologies, which is kind of commanded commoditize thing. The new way of thinking is about service innovation, about what can you build on existing infrastructure, How can you use elements in the public cloud, the new economy, new business models to create this new new business. >>So let's talk about cloud economics. Specifically public cloud. When we say cloud, we need public cloud. Yeah, not fake cloud. So you've got, you've got cloud, you've got you've got cross cloud, you know, kind of imagining this abstraction layer cutting across clouds are extending to the edge. You talk about the cloud suppliers, they look at the the the edge as this opportunity, they see data centers is just another edge node. So talk about how do you think about public cloud economics as it relates to your business and your custom? >>Sure. So um you know, going with that blank sheet of paper and building out and kind of the entire stack exactly from start to finish everything you need from four to customer to deliver a customer experience to deliver all the tools that are necessary to sell in a completely digital model. Um The economics for us, when you look at the public cloud, allow you to do a kind of a composite application approach of using the api economy, you can just pick exactly what you need from individual pieces that exist out in the market. Um, and typically cloud based products as well. And by building in that model, you can really narrow down a per subscriber economic as a carrier that's kind of wasn't feasible before, you know, and on top of that, that kind of Capex the time to market, all those things are so small compared to what used to have as long as you're building out in that. >>So is your strategy to enable service providers and carriers to move beyond connectivity? Is that, is that even is that feasible? Or is it an ecosystem that gets built around that? On top of that? >>Our vision is that, and this is difficult. A lot of subscription based verticals. You, you need the subscriber but you need to know them on a 1 to 1 basis. You need that person, not just building account number. Uh And then once you've got that and you've got your core business around them, it is about all the other things that you can build a kind of an ecosystem around that customer. So it could be enabling um other verticals within the teletext act. It could just be about making sure that they have kind of our first approaches. You need to be digital, you need to have a digital experience, it needs to be good, needs to be premium, it can't just be a digitization, like the clipboard on the ipad, it needs to be a real rethought Greenfield experience to be competitive in >>the future. Because when you think about the brands and the pandemic, we're all watching movies and viewing on demand. The experience that we have with those services is awesome. Absolutely. The sales, the marketing and service all integrated into one. And you think about the experience that you have with traditional telcos and it's just frustration and so so you're, you're enhancing that experience. That's what it's all about, that user >>experience. Yeah. If you, if you go into our app in Canada right now and go into a marketplace stab you, you would kind of feel like netflix a bit because you know, uh, the subscription plans are just part of the range of products you can be buying from us and it truly depends on the customer segment and type and then on the particular customer, what we would bring up front for them to to consume. You know, if it's a youth customer student or perhaps a new Canadian or new immigrants to a certain place, they might need the banking product and we might have appreciate Mastercard or Visa available for them to to order together with decent is incurred. Or they might, if a university student, they might be buying certain clothing products or or other things from around for that university or or so on. Support. The customization is endless and personalization could be really truly personal and uh machine learned and and so on and so forth. >>And if I could, the most people don't describe themselves in terms of gigabytes, they have other things that they like and other things that make them who they are and being able to to understand who somebody is and deliver things outside of just like here is a plan with gigabytes were here a minute is really the next step. You know, you need to be able to put something other than one GB on a poster. >>It's interesting you say that Alex because you're right, we don't think there's consumers, we don't think in terms of gigabytes, but underneath all this is data, it's all about the data. And when I think about industries that are data intensive like telco financial services is another example. These organizations build data products and the time it takes for them to build data products is too long. The the user experience is oftentimes too cumbersome. And I think I think there's a new metric that's going to emerge in the industry is how long is a business person does it take me to go from idea to monetization as I mean a new industry Kpi you heard it here first in the queue because it's all about building data products in the in the digital world. And so when I think about what you're doing, if I understand it correctly, you're allowing the digital service providers first of all become digital and then build data products very quickly. Configure them very quickly and offer them to their consumers. >>Yeah, I like that idea um idea to monetization I think shortening that time is really important, but it goes beyond just like configuring a data product. Um It's anything that you could pull together within your own ecosystem or combinations of ecosystems or bundles of things. Um You know, as a marketer. Uh That idea comes to you and you want to test it, it's you know, it's idea to test the monetization to monetization. Um So you know, if you can rapidly test things iterate on them uh from an interface that happens in real time and you've got customers that are the data model and the construct around them is customer centric. So your marketing can be customer centric, um That's really the world we're building. >>What's the ecosystem, look how you envisioning and thinking about the ecosystem evolution? >>Well, starting point was obviously look at the retail store and look what's in the store and kind of have all of that as as a starting point, so you have that covered. But you can go you can go outside and and and see who else is selling what to add. Mobile consumer of yours. And trust me, all those ecosystem partners are eager to get in this digital kind of platform because they want they want that access to the consumer and they want a targeted access to that consumer and looking at whatever perhaps opportunities and and values exist outside of it. People pass down the phones to their kids and their senior members of the family. We try to sell their use phones. Um We we we started um monetizing or started developing systems that allow members to sell to members, something that, you know, is maybe part of a different marketplaces. But if you can get that process going and you can be a trusted party that handles these things. That's a really exciting opportunity for certain segments specifically. >>Well, that's the thing. The cloud enables, you can create these marketplaces and you can build your own ecosystems and that's sort of the next phase, last 10 years, we're going to be different than the next 10 years of cloud. And one of the big differences is the pace at which you can develop these ecosystems. I mentioned, uh, financial services, is that, uh, an industry segment? That's right for this wireless transformation. Are there other segments that you guys are looking? >>I think uh Fintech is maybe a good example of what telecom should be, uh, not necessarily mirroring, but at least looking to for inspiration because they've kind of dropped a little bit in terms of being open, opening up architecture, allowing that kind of service level innovation. Um so, you know, one thing is to create some digital transformation or digital green field operation for a network operator, um but kind of the next step is allowing other types of experimentation on top of what you've built. And kind of, Fintech is a good model for that. The cloud absolutely enables it. Um I mean, you know, up until cloud, I don't think we could have a conversation about, you know, a carrier opening up for other people to experiment and their platforms are on their systems, but the cloud really does allow for that. And I think uh you know, smaller groups of very capable minds will come up with things that we can't even dream up right now. Uh and that's the kind of stuff that you want to have happening first on your network and be enabling it and then pull it in and pull those minds into into your teams like attracting talent that can deliver the things we're talking about is also going to be important. >>We talked about in the cube data about the economy all the time and no we can talk about opening up the telcos and it scares people a lot. You know can we replicate the reliability of the network with open A PS and open no rand open systems. But are there examples of sort of open api is the ap economy in this digital service provider world? Oh >>um I think there are I think uh you know if you come from I. P. Void ecosystem there are a lot more open um uh and networks should be in a in a similar place. I think it provides opportunities in short tech. Is there security, home security iot everything can have come to play when you think about it, when when you have an app on each each of your consumers phone we have I think endless opportunities you have to be provide certain stickiness. You have to provide certain engagement. Why would people come back to you um Gamification loyalty? Um other things can come to play uh to provide this wholesome experience on why people would come back to you, not just for you know, service things >>I saw in some of your material private by design. What what is that? >>I think so it's it's a bit of a mindset in the strategy when you're when you're developing everything in your platform um as a as a telecommunications provider, you collect like an absurd amount of information about people, particularly if you are detected in the way that you know, whoever one of those people is. Um, and there's a little bit of a need to respect some of that data, respect some of the privacy that maybe around that um, and building within the cloud and constructing new data models around how that data is, is uh, stored, what things exist in a wallet, what traceability happens, inaudible bility happens on that data is really important. As you consider the future. We're already seeing lots of regulation around privacy and data and data processing. Um, so you can't like build now and think, oh whatever, we'll change it later. You a little bit forward thinking is very important for, for that type of >>Yeah. And I think starting point is important of how easy is it to get in and start of telecom telecommunications provider, you'll see during MWc and have evidence people are trying to re engineer the onboarding experiences. Um, I think that first step has to be very, very easy for users to take uh and uh, getting into ecosystem, so just email, good to go just as any other app and, and that's, and that's a starting point, and then the rest of it is sort of on demand when needed. Uh that's, you know, with the value you grow. So telecoms usually try to run the credit check before you even, you know, before you even know the name. >>Hey guys, we got to leave it there. Thanks so much, congratulations on getting off the ground adam. It's buzzing here, back to you.