>> 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.