>> live from London, England. It's the queue covering a ws summat. London twenty nineteen, brought to you by Amazon Web services. >> Welcome back to London, Everybody. This is David Lamont and you watch the Cube. The leader and live tech coverage has been a incredible week for the Cube. Three events this week in London that we had six events worldwide. We started out yesterday with a public sector session. Special mini session We did for Teresa Carlson at eight of US headquarters. And we did it impact investor event last night, Of course. All day here at the eight of US Summit in London at Excel Centre. Twelve thousand people. We're going to wrap up now. My good friend Kim Myers here is the managing director of M. C. I experience Kim. Thanks for coming on. My pleasure. First time on the Cube You got to give you a sticker. >> Thank you. Make you know, great to see you is also great to be here >> to have you. So you are branding expert. We've had a lot of conversations about this. You and I go way back. Do you brand Is everything every touch point? I mean, you would tell me a story last night and I let you pick it up from here of Apple. You see the apple logo, but so why is Brandon so important? What's M. C I experience and how are you helping brands? >> Yeah, Well, Dave, I think it's really amazing, like this event today. You know, we have a lot of technology out there today. We're really digitally enabled, and that's great. I mean, it's amazing what we can do now with technology, but, you know, it also is a little distracting. And and some in fact, there was a recent study that said that kids air haven't developed social skills because there is, they feel more comfortable communicating online, you know? So I think the technology is really great and it's important. But that human human connection is really the thing that makes the difference. And I think brands are starting to recognize that that actually live experiences do cut through the clutter, the digital clutter and getting people together with common interests, getting them engaged. Letting them participate really makes a difference in terms of their affinity and loyalty and even advocacy for your brand. >> So M. C. I experience does that. >> Yeah, that's were essentially work with companies across a lot of industries, but certainly the tech industry. But helping companies, um, developed ways of engaging with their audiences and more meaningful ways. And actually, it's a very human centric approach. So basically the way we look at it is it's not so much about logistics. That's important. Of course, right. You gotta register people. You're gonna have so many breakout rooms got over that gotta, gotta thank you guys. But it's really more about understanding your audience on DH, where they drive benefit and making sure that you're meeting that need. And that's really where your band, your brand, starts to benefit. So we use a design thinking methodology. We're really very focused on the audience using empathy and ideation and you know, just really, really getting to know who those guys are like this crowd and making sure that every touch point of the experience, how it smells the temperature, the lighting, everything smells house. No, seventy percent of your memory is from smell, you know, and yet we never even think about >> it. It's weird when you run a defense, >> you don't even think about it. really. It's just like Exactly. So it's, uh, that sort of multi sensory, engaging aspect of what we do is what m. C. A Experienced specializes in and working with clients to help them sort of look at new ways of creating experiences that really engaged their audiences and really create community around those audiences in terms of loyal fans and customers. >> So we hear it at Amazon. You see this audience? Obviously a developer crowd? Yeah. Um what, do your thoughts here just walking around? >> Well, as I was saying, I think you know, we were talking about this earlier. You know, developer crowd doesn't like flashy marketing because they're suspicious of it, right? You think I like you? David Tyree? Exactly. Uh, Mrs Perfect Tone. I think the tone created here is great. It's a little rough and ready, and that's great. And that's how it should be because that's ah, developers and warranted in the content than the show. And I think it's got the audience bang on. >> So how do you use data to inform this brand experience? >> Yeah, so date is becoming obviously really important, and event technology is you know, it's amazing today the kinds of things we can do. I mean, we can track people and monitor them and take their temperature. I mean, if we want to, you know, you could do an amazing number of things, see >> how they smell >> exactly. And the thing about it is, that date is important. Of course it is. But insights even more important. And that means using data in the right way the right analytics asking the right questions, not just relying on demographics, but really getting to know people on building personas and understanding who your audience is. And I think it's the two things need to fit hand in hand in hand. >> Data is plentiful, actionable insights, you're saying are not necessary, >> not necessarily, not necessarily, and that that that, I think, is really, really important. You know, we call an empathy planning, but it's kind of like walking in the shoes of your audience like, would you like this? Would you be happy with this, or would you find this long queue to register annoying? You know, you have to sort of, you know, actually get in there, get in their shoes and and feel it just like you're going to feel it. >> Well, it's sometimes it's hard to predict it. It is. This is a pretty large venue. But it was packed today, but I don't think they could hold many more people. So I guess you have to say sorry. We've got to cut it off of this because of the experience. I mean, making hard decisions like that. Is that what you recommend? Yeah, >> I think of you. Well, the other thing, too, is, you know, our our attention span time. Someone told me recently that our attention spans like less than a gold fish. I don't know, I don't know anymore, but, you know, it's ah, you know what I want. One thing about the audience now is that they don't need to be polite, and they don't need to pay attention to boring content. And they don't need to do any of that because they're in power, right? Exactly. You know how many bent So I've been to where the entire audience is like looking at their phones with their ipads or the computers on DH checking out on the content, you know. So if you really want to engage people, you need to make sure that the experience really resonates with them. And having said that, you need to use technology because we live in this kind of on live world and people say to me like What's on line like you ever drive was sat Now you know you're driving, but you're being instructed by an application and a lot of what we do today, whether you're finding the bank on your phone, your dentist or your phone or you're doing this or that, we're connected in both ways. And so I think that's really important that we recognize that you can't tell people to turn their phones off. You can't necessarily, you know, use technology and interruptive way. It needs to be part of how people live their lives around this. >> So I have observed that we do a lot of these events and that's it becomes like rock concerts, and sometimes you say, Wow, this is a little over the top Now that's not from inferring right. That's not necessarily a bad thing. If your audience is into it, if your audience is, you know, some guy who provisions lungs, you know every day and gets out to Las Vegas once a year. Maybe that's an OK thing. I think it is. It's really understanding the audience. >> It is understanding the audience. And I think it is a good okay thing. And, you know, you want to have your audience entertained, engaged and, you know, have fun. And I want to tell people about it. Like I'm in Las Vegas. You're not, You know, they're like, you want people to get really fired up about what you're doing. And and and by the way, they're going to give your brand credit for that. They're going to say, you know, bam. I was at this event. Was it rocked? It was amazing. There was great entertainment. There is also a great content. There was great networking, you know, And the beer wasn't all that cheap. So, you know, you get all that stuff together and you have a really great time. >> So you're built your now building out a team? Yeah. Yeah. Tell me about tell me about the team and your vision. >> Okay, So, m c. I is a big company. We're in sixty three countries around the world, so we're not small fry. But the truth is, you know, the A big part of our business had been P. C. A. Is PCO professional. Congress organizes a lot of association events, and that's something and meetings, planning. And that's one thing. And of course, today experiences. They're changing. And it's not about just the logistics. It's really about again. Understand your audience, using strategy and creative to create compelling experiences. And that's what I'm CIA experience is doing. And we're doing it here in the UK we're getting set up, and it's going really, really well, and we're going to roll it out, you know, it's going to It's going to go around the world. So, um, we're working with some Fantastic brand's doing some fantastic project so we're all really excited. >> So what? Follow up question. But other than that, you're awesome. You are. You really have been an expert at this. You've You've worked. You know, I'd G worked G p j worked at Freeman, and I'm not on. Yeah, yeah. You've seen it around too much. You've seen the good, the bad and the ugly. And now you've taken that experience and you're bringing it to M. C. I experience no pun intended and you're trying to build out a sort of a next generation experience from Butt. But other than the fact that you're awesome, why should I work with you? >> Well, I tell you, you know, I think that the most of the clients that we work with come to us saying, You know, we don't know. We don't know And I think that's really, really important. I always tell this story. It's called the It's called the Drunkards Paradox, where a drunk man is underneath the lamppost pounding the ground and another man walks by. And so So what do you doing? And he says, I'm looking for my keys. And so the other guy gets down on his hands and knees. He's padding around. And then he said, Did you drop your keys right here under the lamppost? Because no, I dropped them across the street in the dark. Well, then why are you looking here? Because the light is much better here. And I have I tell you that I have a lot of experience in this business and events professionals on DH. Even some experience agencies tend to look where the light is better not where the breakthrough ideas are, and I think we are committed to making sure that we were really closely replying to really understand their brand, really understand who they're trying to build relationships with and and beg, borrow and steal from other disciplines, you know, in an intersectional way to create new kinds of opportunities for engagement. >> One of the things that mantra inside one of the many monsters inside of Amazon has raised the bar. I was at their UK headquarters yesterday, and she raised the bar signs all over the place. It's not a rinse and repeat culture. That's really what you're saying here that is easy to rinse and repeat. It's easy to look for the keys where the light the light is better, right? But that's not transformational. That's not transformation. It's really awesome. Having I'LL give you the last word the conference >> are Well, I think the conference was It was a great day here, and I think, you know, just just testimony to that is how long people stayed and stayed till the very end. You know, they were they were engaged and lots of great conversations were going on, you know, so fantastic. Well done. A WS and Amazon Web services and, um, yeah. More to come. >> Pleasure having you. Thanks for coming. All right. Thank you for watching everybody. That's a wrap here from London. Check out silicon angle dot com for all the news. The cube dot net is where all you find all these videos. Wicked bond dot com for the research Is David Dante signing out from London? Thanks for watching.

>> live from London, England. It's the queue covering a ws summat. London twenty nineteen Brought to you by Amazon Web services >> Welcome back to London Summit Everybody, this is David Lamont and you watching the Cube, the leader in live tech coverage. We loved to go out to the events. We extract the signal from the noise. This is our one day coverage of a WS summit London, and it's packed house twelve thousand people here. The twenty six thousand people registered, which is just outstanding. Chris Bunches. Here's the general manager of a MIA for cloud reach, and he's joined by Mark Randy, whose CEO of signal FX. Gentlemen, welcome to the Cube. >> Thank you. >> Okay, let's start with signal effects. What's going on at the show? What's the buzz like? >> Very busy. Dozens deep. A lot of demonstrations feature in our massively scalable metrics platform and distributed tracing platform. So we've had a very good show. Good showing in London. >> Good. We're going to get into some of that. Chris, tell us about cloud reach. What you guys do? >> Sure. So Cloud Reach was founded in two thousand and nine. So quite a long time ago in the history of cloud confusing, at least >> was right after the Cloud City with >> quite a pure vision around helping complex organizations to adults public cloud computing technologies to doom or faster and better. That's all we've ever done. It's all we ever intend to do way work these days with enterprise organizations across the cloud lifecycle starting with adoption, helping them to understand White Cloud. How am I going to do this? How am I going to move my data center's into the cloud? How am I gonna build new services moving on through the life cycle? We help them with that. At that migration, we helped them to shut down their data centers on rebuild them in a WS. We helped build New Cloud native Services. Using the latest offerings from from Amazon and other cloud providers, we worked with him on Data analytics, helping them to generate insights from their data. Data flows in an ever faster pace from across the across the world into their organization. On all of that is wraps with an MSP manage service twenty four hours a day, seven days a week. >> So, Mark, I gotta ask you so back back in the day, the narrative was that the public law was going to kill every man, his service provider out there. It's been nothing but a tailwind for your business. Business is booming. What's what actually happened to give you that? Left >> on the signal effects side I look, the big trends are the move to the cloud number one. The second piece is just a change in the architecture's you know, the move to communities, the introduction for elastic burst e type use cases of things like Lambda and and that even more importantly, just the process of developing software movement from, you know, waterfall, Dad, agile and the Whole Dev ops movement in introduction of micro services. So that's it's It's just a lot of a lot of these ways been going on for quite some time, but they're really starting to hit the shore to shore right now, and I think it's been a great great opportunity for companies like Cloud Reach Tio to take advantage of were very excited by the partnership. >> Well, it has. It has ripple effects on the rest of the business, doesn't it? I was saying earlier in a segment that it used to be the business of No, we can't do that because and now you look around this audience, it's all doers and builders, and, you know, it's it's actually great marketing because it works, doesn't it? So clouded has been a fundamental component of >> Yeah, I mean, our whole businesses around making t v enabler helping businesses to innovate. Once upon a time, the message was all around. Cost saving is the reason to move to the cloud, and there's still an element of that. Nobody wants to pay Mohr, but actually, increasingly, what we're seeing is organizations moving to Amazon because they want the agility, they want to move faster. And they don't want to be the the culture of no and have a process that takes six months to deliver a new service to the business. They want to be out of deliver things in hours or minutes in the some cases, and they want to do so quickly on they want to innovate, a pace that they've never been able to before, partly from a competitive threat perspective and partly from a market opportunity. There's so much, but we can deliver to customers if we put our minds to it and use the primitives, the Amazon providers, as building blocks to enable new >> services. You know where you live in the Bay Area. I spent a lot of time out there, were based in Palo Alto and use a vortex that unique that sometimes I think way think that that's where all the action is. You come to London and you see all these startups. Every business is becoming a software company. And you know, we don't in Silicon Valley in America have a monopoly on innovation anymore, >> not even close. So there's a lot of great innovation all over Europe. Uh, here in the U K. All the way to Northern Europe, Doc, uh, Paris Way we see it across the board. So >> So what are people doing? They building new cloud native APS in the public loud. Are they doing a lifted shift and trying to get more agility out of those traditional APs? What's the landscape? Looks like? >> It's ah, combination of the two. The startup organizations, of course, is starting with no legacy. There's nothing to my great and they are building cloud native and they're doing so far, >> we have no I d >> no. Yeah, technically, before nine years, four hundred on eBay test migrations. But that's the only hardware for the museum. Exactly the larger organizations. They have huge volumes of legacy infrastructure, some of it dating back to the seventies. In the case of financial institutions or public sector, then all of that is an opportunity to modernize, and not just for the agility and innovation but in some cases just to reduce risk. There is huge business risk in these old, untouched, dusty, cobweb ridden servers that nobody understands anymore. And there's a really opportunity to move that to the public cloud, reduce and remove that risk. And while you're there, take advantage of the new technologies and innovative deliver a better service to you or in consumer whoever that may be >> so prik uber, Netease and micro services, even though containers have been around for a while. But the modern doctors ascendancy. You know why? To K was the year of the decade of modernization. It was like four or five years leading up to y two K at some I T shop said, Okay, we're going to modernize, but but none of these micro services existed, so it really was. It was about dates, maybe some application portfolio rationalization. What's different today that I could take those apse that were written in the seventies with a lot of custom code? How am I able to modernize, though >> I think it's the maturity of the services. You look at something a platform like Amazon. There's one hundred twenty hundred thirty, or Mohr. It grows almost every week. Building blocks primitives, the Amazon are providing, and its a rating on it. At an incredible rate on DH, there's almost a service for everything. And when you think they've run out of services to introduce, a new services is created. And, you know, we talked about micro services. They introduced Lambda back in two thousand fourteen, which was there. Serve Elice environment driving event based micro services architectures, and it's ahead of the game. It's ahead of the curve. It's causing people to think very differently about what's even possible from a night perspective. And there's no way. In most organizations, you, Khun, build that kind of infrastructure on that kind of platform that is build and costs you on a Microsoft microsecond basis. I mean, it's it's >> incredible. It was amazing. I remember the first virtual machine. It would be anywhere that I saw spun up like, Wow, this is going to change the world. And then the cloud comes along like a while. This is going to change the world. And now survivalists. I don't even have to deploy servers anymore. It's side by Amazon >> way. See this? Even even in some of the more traditional organizations we we worked with in the UK and in Germany and France and elsewhere, you don't even need to be looking at service. Just the ability toe programmatically spin up a virtual machine without a human touching anything. That's incredible to some organizations, right? They're used to it, taking six months to provision of infrastructure to deploy an application. Now they can click a button, and by the time they've made a cup of coffee, it's it's up and running, and it's It changes the way people >> think So much Talk about Cloud Region signal effects. What's the partnership like between you two and what's your partnership like with eight of us? >> Um, on the cloud reach side, we went through an extensive evaluation by cloud reach, and over several months they evaluated all the alternatives on the market and ended up selecting us to be their standard for their many service provider business. It's We're super excited about that. On the go for it, we're rolling that out with them there. Current customer based on DH. We were hoping that, uh, using signal effects, that cloud reach that will help them be the point of spear on all cloud native. You know, in their marketplaces, they go pursue other customers, so it's pretty excited about. >> So it's not a pressure release deal, not a Barney deal. Like we like to say that >> they're up there, They're a paying customer. And, you know, I made a big bet on signal effects going forward. >> So why the choice to go with manage service provider? You have You could have built it yourself and take us through that. >> Yeah. I mean, the nature of the business we're in is very much predicated on the fact that you don't build it yourself. You know, you look at the market and if somebody is already doing it well and provides excellent service as a commodity, you use it. We've been in the MSP space since round about twenty ten very soon after the the company was was founded, and we know it pretty well. We have a large customer base. We are one of the top tier MSP for along the major cloud vendors in the world, lots of large organizations. However, as we look to refresh our tooling with a view on Maura, an application centric approach, which is what all of our customers want and expect a CZ we look to micro services and the very latest platforms and technologies he's being released by the hyper scale cloud vendors. We recognize the need for a newer, more modern tooling on DH. After a thorough evaluation, a CZ mark says signal effects came out on top. Why is that? Partly it's the cloud native element. You know, some of that sounds a little bit like a marketing buzzword, but in reality, what it means is the company was founded relatively recently and as a result, was geared towards modern technology. So out of the box they support doctor, they support containers, they understand, and they're orchestrated around micro services. It deals with scale on volume, and we we want to low test things in a big way. We only serve large scale and surprise customers. And they are going to throw tens of thousands of containers on micro services at their tooling, and it has to be able to track tto handle that massive volume of transactions. >> It's a complicated picture, actually. You know, sometimes micro services aren't so micro. Yes, and you've got to secure all these containers. Got spinning up of'Em is easy. >> Well, >> you see multiples. So how do you guys deal with that? I mean, you're obviously experts at it, but But give us the sales pitch >> on. Yeah. So I think you kind of you covered it earlier with, You know, all these great new technology with introduction of micro services. I mean, developers in our writing it the running it, they're pushing code directly into production environment. You know, you went from releasing code once or twice a year, a few years back now toe several releases and you know your people lifting shift. They're starting with a few micro services. Someone we're getting up into the hundreds, even thousands in our most advanced deployments. It it it ends up being worth a situation Where Alright, all this innovation is great, but it also introduces a ton of complexity. And based on the way we've architect of our system, really time streaming like within seconds, you're going to need to see it, to react to it, whatever the use cases. And that's what differentiates signal FX is this massively scalable streaming architect we built for from a Metrix platform standpoint and then from an Eastern West standpoint for your from your custom code are Micro Services, a PM solution on top of that to go help measure what those transactions air how they're performing across the entire complex environment. So we feel like we're just purpose built for today to help in the lift and shift crowd and or for the more advanced customers, they're intothe point dozens, if not hundreds of micro services. >> Tell me more about this metrics platform you mentioned a couple times. What is that all about? >> Well, we start with essentially, you know, the three big pillars are logs, metrics and eight p. M. And you know, our company was found it. We have deep roots. Back in the two thousand seven ranges, our founders were you know, they built the monitoring stack at Facebook and so had several years, you know, kind of earning and learning that secret. You know, in the early days, they didn't call it Dev Ops. Back then they called it move fast, break things, didn't call >> it. They didn't call it >> a micro services. I mean, and then twenty, twenty, thirteen, early, two thousand fourteen. That's when the founders got together and started. The company is also the same time frame. Doctor came out. Were just purpose built for this for this environment. >> Final thoughts. Yeah. Thie event where you guys were headed. Maybe little road map, if you could. >> The event has been incredible. Every year it gets a little bit bigger. It gets a little bit more exciting. There's, ah, bigger range of organizations, different industries. And it changes a little bit over time. This year, financial services has been particularly of interest for us, but this event is a lot of large large banks, investment houses, those kind of companies here on DH. That's been really exciting for us. I think trend I'm most excited about is really around machine learning. Amazon talked about it in the keynote this morning and democratization of very, very complex technology bring it to the masses is a as a manage service that can be provisioned in minutes and seconds. And to me that something that's that's really exciting and using the signal FX platform, we're now in a position to provide manage service wrappers around the machine learning based solutions that we build for our >> customers. Yeah, the financial services. Interesting. Back in two thousand nine when you started, a lot of the banks in New York thought they could scale and compete essentially with KWS >> world. The world changes very quickly. Absolutely >> final thoughts for you. >> Yeah, I think they think we're moving past that point. You know, even the later adopters. I think we're moving past that point and look at that name there getting pressure from the startup community, whether it's intact or or any industry's gonna have that type of pressure. You talked about that y two k moment. I think in any vertical out there, it's that you know those cloud native type companies the companies are becoming software companies were going toe transform yourself or you're going to have some pressure from the start up going forward. We're >> guys. I'm thrilled that you could make time to come in the queue. Thank you. Thank you. Thanks for having us. All right. Keep it right there. But it is. Dave Alonso will be back with our next guests right after this short break. You watching the Cube from London? Eight of US Summit right back.