>> Live from Barcelona, Spain, it's the Cube, covering KubeCon CloudNativeCon Europe 2019. Brought to you by Red Hat, the Cloud Native Computing Foundation, and Ecosystem Partners. >> Welcome back, this is theCube getting towards the end of two days live wall-to-wall coverage here at KubeCon, CloudNativeCon 2019 in Barcelona. I'm Stu Miniman, my co-host for this week has been Corey Quinn and happy to have on one of our hosts for this week from the Cloud Native Computing Foundation, Dee Kumar, the Vice President of Marketing, also helps with developer relations. Dee, welcome back to the program. >> Thanks for having me. >> And thank you for having us. We've been having a great time this week, a lot of buzz, a lot of people and obviously always a lot of enthusiasm at the show here. Thanks so much. Alright, so your team has been super busy. I've talked with a lot of them leading up to the show. >> That's right. >> Anybody that knows any show of this kind of magnitude know we're usually pretty exhausted before we get on planes and change all the time zones. So, you know, thank you for holding strong. Give us a little bit about, you know, when we talk marketing, you have a big annual report that came out recently from 2018. Give us some of the highlights of some of the things you've been seeing. >> Yeah, sure. Like you mentioned, you're seeing all the excitement and buzz here so this is our largest open-source developer conference, when compared to the last year we did in Copenhagen. So we have close to 8,000 attendees so we're really excited about that. And you're absolutely right, with that comes, we're so exhausted, but we really appreciate. I think the reason the conference has been so successful is primarily just because of the community engagement, which I highlight in the annual report. So it's a combination of our community, which is the developers, the contributors, also our end users, and the third significant portion of our ecosystem is our members. So we recently just announced that CNCF has crossed over 400 members, our end user community is growing, I think Sheryl mentioned this morning in the keynote, we have about 81 end users and this is phenomenal because end of the day, end users are companies who are not commercializing Cloud Native, but essentially they're using these products or technologies internally, so they are essentially the guinea pig of Cloud Native technologies and it's really important to learn from them. >> Well Dee, and actually it's interesting, you know, celebrating the five years of Kubernetes here, I happened to talk to a couple of the OG's of the community, Joe Beta, Tim Hawkin and Gabe Monroy. And I made a comment to Joe, and I'm like, "Well Google started it, but they brought in the Ecosync and pulled in a lot of other vendors too, it's people. And Gabe said, he's like "yeah, I started Deis and I was one of the people >> Absolutely. >> that joined in." So, we said this community is, it's people more than it's just the collection of the logos on the slides. >> Absolutely, I completely agree. And the other thing I also want to point out is a neutral home, like CNCF, it definitely increases contributions. And the reason I say that is, having a neutral home helps the community in terms of engaging and what is really interesting again, going back to the annual report is Google had a leadership role and most of the contributors were from Google, and now with having a neutral home, I think Google has done a phenomenal job to make sure that the contributors are not just limited to Google. And we're seeing all the other companies participating. We're also seeing a new little graph of independent contributors, who are essentially not associated with any companies and they've been again, very active with their comments or their engagement with overall, in terms of, not just limiting to Kubernetes, but all the other CNCF projects. >> So, this is sort of a situation of being a victim of your own success to some extent, but I've mentioned a couple of times today with various other guests, that this could almost be called a conference about Kubernetes and friends, where it feels like that single project casts an awfully long shadow, when you talk to someone who's vaguely familiar with the CNCF, it's "Oh you mean the Kubernetes people?" "Cool, we're on the same page." How do you, I guess from a marketing perspective begin to move out from under that shadow and become something that is more than a single project foundation? >> Yeah, that's a great question, and the way we are doing that is, I think, Kubernetes has become an economic powerhouse essentially, and what it has done is, it's allowed for other start-ups and other companies to come in and start creating new projects and technologies built around Kubernetes, so essentially, now, you're no longer talking about one single project. It's no longer limited to containers or orchestration, or just micro-services, which was the conversation 3 years ago at KubeCon, and today, what you will see is, it's about talking about the ecosystem. So, the way, from a marketing perspective, and it's actually the reality as well, is Kubernetes has now led to other growing projects, it's actually helped other developers come onboard, so now we are seeing a lot more co-ord, a lot more contributions, and now, CNCF has actually become a home to 35+ projects. So when it was founded, we had about 4 projects, and now it's just grown significantly and I think Kubernetes was the anchor tannin, but now we're just talking about the ecosystem as a whole. >> Dee, I'm wondering if it might be too early for this, but do you have a way of measuring success if I'm someone that has rolled out Kubernetes and some of the associated projects? When I talked to the early Kubernetes people, it's like, Kubernetes itself is just an enabler, and it's what we can do with it and all the pieces that go with it, so I don't know that there's spectrums of how are we doing on digital transformation, and it's a little early to say that there's a trillion dollars of benefit from this environm... but, do you have any measure today, or thoughts as to how we can measure the success of everything that comes out of the... >> Yeah, so I think there was Redmont, they published a report last year and it looks like they're in the process of updating, but it is just phenomenal to see, just based on their report, over 50% of fortune 100 companies have started to use Kubernetes in production, and then I would say, more than, I think, to be accurate, 71% of fortune 100 companies are using containers, so I think, right there is a big step forward. Also, if you look at it last year, Kubernetes was the first project to graduate, so one of the ways we also measure, in terms of the success of these projects, is the status that we have within CNCF, and that is completely community driven, so we have a project that's very early stage, it comes in as a sandbox, and then just based on the community growth, it moves onto the next stage, which is incubating, and then, it takes a big deal to graduate, and to actually go to graduation, so we often refer to those stages of the projects to Jeffery Moore, in terms of crossing the chasm. We've talked about that a lot. And again, to answer your question, in terms of how exactly you measure success is just not limited to Kubernetes. We had, this year, a few other projects graduates, we have 6 projects that have graduated within CNCF. >> How do you envision this unfolding in the next 5 years, where you continue to accept projects into the foundation? At some point, you wind up with what will only be described as a sarcastic number of logos on a slide for all of the included projects. How do you effectively get there without having the Cheesecake Factory menu problem of... the short answer is just 'yes', rather than being able to list them off coz no one can hold it all in their head anymore? >> Great question, we're still working on it. We do have a trail map that is a representation of 'where do I get started?', so it's definitely not prescriptive, but it kind of talks about the 10 steps, and it not only talks about it from a technology perspective, but it also talks about processes and people, so we do cover the DevOp, CICD cycle or pipeline. The other thing I would say is, again, we are trying to find other creative ways to move past the logos and landscape, and you're absolutely right, it's now becoming a challenge, but, you know, our members with 400+ members within CNCF. The other way to actually look at it is, back to my earlier point on ecosystems. So one of the areas that we are looking at is, 'okay, now, what next after orchestration?', which is all about Kubernetes is, now I think there's a lot of talks around security, so we're going to be looking at use cases, and also Cloud Native storage is becoming another big theme, so I would say we now have to start thinking more about solutions, solution, the terminology has always existed in the enterprise world for a long time, but it's really interesting to see that come alive on the Cloud Native site. So now we are talking about Kubernetes and then a bunch of other projects. And so now, it's like that whole journey from start to finish, what are the things that I need to be looking at and then, I think we are doing our best with CNCF, which is still a part of a playbook that we're looking to write in terms of how these projects work well together, what are some common use cases or challenges that these projects together can solve. >> So, Dee, we're here at the European show, you think back a few years ago it was a public cloud, there was very much adoption in North America, and starting to proliferate throughout the world. Alibaba is doing well in China and everything. CNCF now does 3 shows a year, you do North America, you do Europe and we've got the one coming up in China. We actually did a segment from our studio previewing the OpenStack Summit, and KubeCon show there, so maybe focus a little bit about Europe. Is there anything about this community and this environment that maybe might surprise people from your annual data? >> Yes, so if you look at... we have a tool called DevStart, it's open source, anyone can look at it, it's very simple to use, and based on that, we kind of monitor, what are the other countries that are active or, not just in terms of consuming, but who are actually contributing. So if you look at it, China is number 2, and therefore our strategy is to have a KubeCon in China. And then from a Euro perspective, I think the third leading country in terms of contributions would be Europe, and therefore, we have strategically figured out where do we want to host our KubeCon, and in terms of our overall strategy, we're pretty much anchoring to those 3 regions, which is North America, Europe as well as China. And, the other thing that we are also looking at is, we want to expand our growth in Europe as well, and now we have seen the excitement here at our KubeCon Barcelona, so we are looking to offer some new programs, or, I would say, new event types outside of KubeCon. Kind of you want to look at it as mini KubeCons, and so those would explore more in terms of different cities in Europe, different cities in other emerging markets as well. So that's still in the works. We're really excited to have, I would say 2 new event types that we're exploring, to really get the community to run and drive these events forward as well, outside of their participation in KubeCon because, oftentimes, I hear that a developer would love to be here, but due to other commitments, or, their not able to travel to Europe, so we really want to bring these events local to where they are, so that's essentially a plan for the next 5 years. >> It's fascinating hearing you describe this, because, everything you're saying aligns perfectly with what you'd expect from a typical company looking to wind up, building adoption, building footprints etc., Only, you're a foundation. Your fundamental goal at the end of it is user engagement, of people continuing to participate in the community, it doesn't turn into a 'and now, buy stuff', the only thing you have for sale here that I've noticed is a T-shirt, there's no... Okay, you also have other swag as well, not the important part of the story, I'm curious though, as far as, as you wind up putting all of this together, you have a corporate background yourself, was that a difficult transition to navigate, as far as, getting away from getting people to put money in towards something in the traditional sense, and more towards getting involved in a larger ecosystem and community. >> That was a big transition for me, just having worked on the classic B2B commercial software side, which is my background, and coming in here, I was just blown away with how people are volunteering their time and this is not where they're getting compensated for their time, it's purely based on passion, motivation and, when I've talked to some key community organizers or leaders who have done this for a while, one of the things that has had an impact on me is just the strong core values that the communities exhibit, and I think it's just based on that, the way they take a project and then they form a working group, and then there are special interest groups that get formed, and there is a whole process, actually, under the hood that takes a project from where Kubernetes was a few years ago, and where it is today, and I think it's just amazing to see that it's no longer corporate driven, but it's more how communities have come together, and it's also a great way to be here. Oftentimes... gone are the days where you try to set up a meeting, people look forward to being at KubeCon and this is where we actually get to meet face-to-face, so it's truly becoming a networking event as well, and to build these strong relationships. >> It goes even beyond just users, I mean, calling this a user conference would not... it would be doing it a bit of disservice. You have an expo hall full of companies that are more or less, in some cases, sworn enemies from one another, all coexisting peacefully, I have seen no fist-fights in the 2 days that we've been here, and it's fascinating watching a community effort get corporate decision makers and stakeholders involved in this, and it seems that everyone we've spoken to has been having a good time, everyone has been friendly, there's not that thousand yard stare where people are depressed that you see in so many other events, it's just something I've never experienced before. >> You know, that's a really amazing thing that I'm experiencing as well. And also, when we do these talks, we really make it a point to make sure that it's not a vendor pitch, and I'm not being the cop from CNCF policing everyone, and trying to tell them that, 'hey, you can't have a vendor pitch', but what I'm finding is, even vendors, just did a silverless talk with AWS, and he's a great speaker, and when he and I were working on the content, he in fact was, "you know, you're putting on that hat", and he's like, "I don't want to talk about AWS, I really want to make sure that we talk about the underlying technology, focusing on the projects, and then we can always build on top, the commercial aspect of it, and that's the job for the vendor. So, I think it's really great collaboration to see how even vendors put on the hat of saying, 'I'm not here to represent my products, or my thing', and of course they're here to source leads and stuff, but at the end of the day, the underlying common protocol that's already just established without having explicit guidelines saying, 'this is what you need to be following or doing', it's just like an implicit understanding. Everyone is here to promote the community, to work with the community, and again, I think I really want to emphasize on the point that people are very welcoming to this concept of a neutral home, and that really had helped with this implicit understanding of the communities knowing that it's not about a vendor pitch and you really want to think about a project or a technology and how to really use that project, and what are the use cases. >> It's very clear, that message has resonated well. >> Dee, thank you. We've covered a lot of ground, we want to give you the final word, anything else? We've covered the event, we've covered potential little things and the annual report. Any last words you have for us that you want people to take away? >> Not really, I think, like I said, it's the community that's doing the great work. CNCF has been the enabler to bring these communities together. We're also looking at creating a project journey it terms of how these projects come into CNCF, and how CNCF works with the communities, and how the project kind of goes through different stages. Yeah, so there are a lot of great things to come, and looking forward to it. >> Alright, well, Dee, thank you so much for all of the updates, and a big thank you, actually, to the whole CNCF team for all they've done to put this together. We really appreciate the partnership here. For Corey Quinn, I'm Stu Miniman. Back to wrap 2 days, live coverage, here at KubeCon, Cloud Native Con 2019, Thanks for watching the Cube. >> Thank you.

>> Narrator: Live from Copenhagen, Denmark. It's theCUBE covering KubeCon and CloudNativeCon Europe 2018. Brought to you by the Cloud Native Computing Foundation, and its ecosystem partners. >> Welcome back everyone. This is the theCUBE's exclusive coverage here in Copenhagen, Denmark for KubeCon 2018, part of the Cloud Native Compute Foundation, also known as CNCF. I'm John Furrier with Lauren Cooney, the founder of Spark Labs. We have two of the main players here at the Linux Foundation, CNCF, Dan Kohn, Cube alumni, Executive Director, and Dee Kumar, Vice President of product marketing. Great to see you guys. Welcome back. >> Oh, thrilled to be here. >> So you guys, not to build your head up a little bit, but you're doing really well. Successful, we're excited to be a part of the seeing, witnessing the growth. I know you work hard, we've talked in the past and off camera. Just, it's working. CNCF's formula is working. The Linux Foundation has brought a lot to the table, you've taken the ball with this cloud-native community, with Kubernetes' growth, good actors in the community, a lot of things clicking on all cylinders. >> Thanks, we're thrilled to be here. And, yeah, 43 hundred people is the biggest ever for KubeCon CloudNativeCon. It's actually the biggest conference the Linux Foundation has ever thrown, which is incredibly exciting, and also here in Europe to show it's not just a North American focus. >> And you've got the big North American event in Seattle. What's the over-under on that? Six thousand, eight thousand? >> (laughing) I think we could probably go a little higher. 75 hundred we're going to max out, so we'll see if we hit that or not. But we had 42 hundred six months ago when you were with us in Austin, and so we think a ton of people, you know people joke about Seattle being the cloudy city, because it's not just Amazon there, but Microsoft, Google, Oracle, and IBM all have huge Cloud offices. >> Yeah, and University of Washington has an amazing program in computer science, a lot of tech there. Seattle's certainly an awesome city. I got to ask you, you know, you do a lot of work with the members in the organization. Obviously the success is well-documented. We're seeing that Kubernetes is now going to main stream tech. And still learning, a lot of people learning about Kubernetes, but there's a lot going on. You talk to a lot of people. What's the vibe? What's the conversation like? What is actually happening in the membership organization that's notable, that you'd like to share and get the word out on? >> Actually Dee's been working directly with all the members since we've been putting together our marketing plan. >> So one thing I can do share, in terms of the vibe, and some of the feedback that we have received from the members, is they really, I think it's about what we've heard from all the keynotes and the sessions, it's about really us coming together as a community and defining, what is Cloud-native? And what's that journey? And so as a step towards that, what we have done as in CNCF is we have launched the interactive landscape which kind of showcases a lot of the member work that we are jointly working on. And secondly, the trail map is our attempt to define what is the cloud-native journey. So we've kind of highlighted about 10 steps and the processes to get to a cloud-native journey. And I think the next steps, in terms of the vision and the goal, is to really engage the member community and to start building on that. What is containerization? What is orchestration? Microservices? CICD? And Dan, I think in his keynote, touched upon continuous integration. We really need to figure out integration, testing, development, deployment, and what does that, all that narrative mean, and how as a community we have a common understanding and a framework. And then the next step would again be in terms of building use cases, and also really showcasing some heroes in the community which is our developers. So our developers and contributors end of the day are the heart and soul of the cloud-native ecosystem. So we really want to bring their stories, match that up with our end users. We're seeing incredible growth with just leveraging the cloud-native different types of architectures. >> One of the things I'm looking at, the cloud-native Interactive Landscape map, which is, by the way, pretty impressive. The market cap numbers in the trillions, of course includes Amazon, (Dee laughing) so let's take that out, but good healthy distribution. I want to talk about the startups, because they are going to be the lifeblood of the future. The total funding to date is 4.7 billion of cloud-native compute foundation members, startups. Significant investment. They got to build, they're building products. What do they care about? What is the most important thing for them? You guys, can you share what they're asking for, is there a profile that you're seeing emerge? Because there's a new era coming, right? It's the new guard. The new guard of startups. >> There's incredible diversity of startups there, and what I love about the startup ecosystem, kind of like the open source ecosystem, is they're all looking for their niche. And so there's kind of an evolutionary strategy for it. But it's really amazing to see different approaches towards attacking different markets, consulting specific products and such. One of the neat things about CNCF is that we like to think of ourselves as a commercially friendly startup. All 20 of our projects, commercially friendly open source foundation. All 20 of our projects use the Apache 2.0 license which allows you to create a commercial product on top of it. We are very cognizant of the fact that most large enterprises are going to want support from a business startup or an established industry player and in many cases, both, in order to roll this out. And so we love the fact that that's available if they need it, but they also could download the projects directly and work with it themselves if they want. >> Well I think that's an important point. I always want to highlight, because what you said I think is really, I think, is a big part of the success. You guys do a great job of balancing community, and the role of the people within the community, and the traditional Linux Foundation mission of having great open source. But at the same time, you're like, hey, it's okay to have a business model with Open. And I think this new era is being highly accelerated on commercialization. And I think this is, I think, a unique part of the digital fabric, the digital businesses of the future. And Cloud hits that right on. So that's, to me, a great step. The question I have for you is, how do you keep it going? What's next? Because the bar is high. Now you got to do more. What's the strategy? What's the plan? >> So one thing we can do is, like a highlighter to get back to the cloud-native journey, as a story. Today we kind of have a lot of emphasis on Kubernetes. And it's just not limited to containers and orchestration, and we really want to expand the narrative and the story to address all the 20, 19 different projects that is all housed under the cloud-native computing foundation umbrella. And we really want to bring out use cases, value props, and I think there's a lot to be told here. Like how do we address security? There's a lot of sessions and keynotes today that bring about security applications, testing, CICD, how does it develop a community, can enable all these different amazing technologies. So we've had a lot of talk about it, but I think it's something that startups that I've been talking to have asked me to help or the CNCF in terms of just simplifying these conversations. Like how do we make it simple? And to your earlier point, like they want to start with simplicity and that eventually leads to monetization, and they want to take the fabric from CNCF so they can then start building a narrative in terms of a solution, and what does that mean in terms of value creation? >> Exactly and I actually work with a couple startups inside of the CNCF, and work with them on their business model, and what they're doing, and what is that narrative that they're going to start telling? You know, I think it's interesting because you have all these communities actually coming together in that ecosystem. And when you take a look at that, you probably, you talk about use cases. And I think those are really what the developers are going to be driven towards is their, you know, onboarding to this platform, basically. And what are the top use cases that you guys see kind of across the board? >> So I think there are three main use cases and I think our partner did a great job of summarizing that today. So I think it's primarily security, because that's the enterprise audience, and most Fortune 100 companies are dealing with that. Second, I would say it's about agility. It's about who gets to market first, and back to the startup point. It's about addressing that. Thirdly I would just say it's scalability. I think it's about going beyond, you know, a science project where you just have Kubernetes, or a couple containers deployed in your own QA or staging environments. And people are really thinking about, how do you adopt Kubernetes on a large scale? How do you take it to a production type of environment? And what does that mean? And I think, today, "Financial Times" Sarah Wells, she did an amazing job of just taking us through what it took them in terms of getting from where they were and how they had to deal with, you know, all the challenges and I think she made a great point about technologies can be boring. So I think that was some of the key takeaways in terms of the three use cases that we could build on collectively would be agility, scalability, and security. >> Well, you're also changing the conversation, really. You know, we had the great customer of, you know, Kubernetes on here earlier. And they were talking about, really, how their whole infrastructure, they don't have to worry about it, it's, you know, based on AWBS now and they were phenomenal and, really, what the point was is that, you know, they are not just an energy company, they're actually a technology company and a software company. And that's really what, you know, folks want to be working with today. And are you seeing more of that as, you know, with the startups, is that they have the opportunity to start shifting their companies more in the direction of technology for the end users? >> Absolutely. Yeah. But it is amazing the just range of different approaches that they're taking. But we think there's every level of the stack. We have this, you referred to the Interactive Landscape before, and I will give the quick pitch, it's a l.cncf.io, but it is amazing to see all of the different layers of which these startups are operating. >> And you guys do a good job of breaking down which ones are open source, which ones are not, funding, public, private, category. So, good job. So what's the numbers look like? Dan, I'd like you to just take a minute, just, I know you do this a lot, but just do it on the record, what's the numbers? Members, growth? How many cities are you going to be doing KubeCon in? You mentioned Shanghai before we came on. Just run us through the numbers, inside the numbers. >> So, the first number that I think's the most exciting is we've over 20 thousand developers actively engaged across our 20 projects. And so those aren't users, I mean the users is hundreds of thousands. But those are people who've actually found issues with it, made a documentation fix, or, you know, added some significant new feature in order to scratch the itch that they were having. We have 43 hundred people here in KubeCon CloudNativeCon. These events are always a great check-in. We were together in Seattle just a year and a half ago and had a thousand people, 15 hundred here a year ago, 42 hundred in Austin in six months. What we're very excited to do is head to Shanghai in November for our first ever KubeCon CloudNativeCon China, where we now have three platinum members there, three gold members, just a huge level of engagement and interest. >> John: And a big developer community there in China. >> Definitely. >> Lauren: Huge developer community there. >> And obviously the language issue is a barrier, and we're going to be investing real resources to have simultaneous interpretation for all of our talks and all of our tracks. >> John: In real time or post-- >> Definitely in real time. >> Primarily in English and then-- >> No, we can do it both ways, and so we're telling every speaker that they can present in Chinese or English, and then the question can be in Chinese or English. >> I love that. And it's a cost, but we think that that can really help bridge those two different parts. And then we'll be in Seattle in December 11th through 13th for our biggest ever event, KubeCon CloudNativeCon. Along that journey, we've been increasing members and so we had, I believe, 68 in Berlin a year ago, and we're at 216 today, and of those we have 52 members are end user community, who we're particularly proud of. >> Well, congratulations. I want to get those numbers out in the end, because last time we talked about they had more projects coming, coming so good job. Dee, I want to get your thoughts on the branding. Obviously, CNCF, Linux Foundation, separate group, part of the Linux Foundation. I noticed you got CloudNativeCon built into it, still. Branding, guys, thoughts in here, because there's more than Kubernetes here, right, these Cloud-natives, so what's the, are you going to keep one, both, dual branding, what's the thoughts? >> So, I would say the branding will be defined by the community and the fact that we have 20 different projects. I wouldn't put a very strong emphasis on just having one type of a branding associated with cloud-natives. One of the things that I'm thinking about is I've been talking to the community, and I think it's the developers and contributors, again, who's going to define the branding of cloud-native in general. And I think it's still something that we, as a community, have to figure it out. But, essentially, it's going to be beyond containers, orchestration. There's a lot of talks around Prometheus, we talked about Code OS, Redhead. So I think it's just, you know, a combination of how all these projects work together, in a way, it's going to define the branding strategy. So I think it's a little bit too early for me to make some comments on that. >> The best move is not to move at this point. (Dan laughs) I'm a big fan of cloud-native, but KubeCon... Little bit of a conflict with theCUBE, because people-- >> Oh yeah (laughs). >> But we're not going to put a trademark and bring it on you guys, yet. >> We appreciate that. >> We love the confusion. You're in good company, vice versa. Okay, serious question, Dan. I want to ask you, and Dee you can weigh in, too, on this. You're a student of the industry. You've also been around a while, you've seen many waves. For folks that-- >> I'm not that old. (Dan laughs) >> This is a new wave. You're younger than me. For the folks that are looking at this going, "Okay, the numbers are there. I'm seeing growth, "you've got my attention." And they're still trying to grok what this wave is about, this new modern era, cloud-native, KubeCon, Kubernetes. Certainly insiders kind of see it, and there's a lot of people who are kind of high-fiving each other, but, yet, it's not yet fully here. >> Dan: No. >> How important, how do you describe it to someone at a cocktail party or in the elevator. How do I explain to them the historic nature of what's happening. In your own words, what's happening? >> And it is tricky because, you know, at my kids' little leagues games, if we're just chatting about what we do, I sometimes describe it as the plumbing software for the internet. And it's not a bad metaphor; Linux has also been described that way, because plumbing is really important. Now, most of us never think about it, we don't have to worry about it, but if it breaks, we all get extremely upset. And, so, I do think of our sort of overarching method is to say that the whole way this software is being developed, being deployed, especially being pushed into production, is changing. And it's almost all for the positive, where, in the last decade, you had virtualization, but that was often through a proprietary solution that you were paying a tax for every new application you deployed. And the idea today, that you can pick this software platform and then deploy to any public, private, or hybrid cloud and avoid that lock-in, but get all these advantages in terms of higher velocity, lower cost, better efficiency, the slack of lock-in. Those are really amazing stories that lots of enterprises are just now hearing. There's this cliche of crossing the chasm. And I do think we can make the argument that 2018 is really the year that Kubernetes crosses the chasm outside of just innovators and into the early majority. >> You know, I think that's definitely the case. I've been walking around and talking to people and one of the things that I'm hearing is that folks are here to learn, and there are actually kind of beginners on Kubernetes and they actually want to learn more and their companies have sent them here in order to actually figure out if the technology is going to work back at their home company, which is, you know, ranges from tech companies to banks to different types of, you know, manufacturing and things along those lines. It's really a tremendous, you know, growth. What do you see in terms of end users? What types of end users are you seeing mostly? Or what kind of categories do those fall into? >> So we've 52 companies in our end user community now, and a number of them are up on the stage, including folks like Spotify I thought gave a really inspiring talk today about not just being a user of software, but how to engage with the community and contribute back and such. But the thing that I love is that there really is not sort of one industry that we're focused on or avoiding. So, finance who have tons of issues around regulation and such, they're much more likely to be deploying Kubernetes in their own infrastructure on bare-metal. But we have just fantastic stories. Bloomberg won our first ever end user award. We're very big on publishing, so to have not just "The New York Times", but Reddit and Wikipedia. And then a number of just very interesting consumer-oriented companies like a Pinterest or a Twitter, Spotify, and then the list sort of keeps going and going. >> Yeah, it's impressive, and I got to say, you know, you're agnostic as everyone needs plumbing, right, so plumbing is vertical agnostics. So, it's-- >> Well, in the cliche from Marc Andreessen, that software's eating the world is, again, somewhat true. That there really is not a company today that can avoid writing its own software. I mean, as I was saying in my keynote yesterday, that software tends to just be the tip of the pyramid that they're building on tons of open source. But, every company today needs to-- >> And your point of commercialization-friendly or membership organization, which you've built, is important. And I got to say, for the first time, we heard on theCUBE multiple times, not from the visionary to believe and drink the Kool-Aid, so to speak, like us and you guys and users and other commercial entities have used the word "de facto standard" to describe Kubernetes. Now, there's only a few times in history when you've heard that word. There's been inflection points. >> Dan: Linux, certainly one of them. (laughs) >> Yes so, again, when you have a de facto standard that's determined by the community, just really good things happen. So we're hopeful and we'll keep monitoring it. >> Yeah, and I do want to say that we take that responsibility very seriously. And so we have thing like our certified Kubernetes program about making sure the Kubernetes remains compatible between the carefulness that we do apply to new projects coming in, so we hope to live up to that. >> Great and, Dee, we talked yesterday, going to get that share that information with our team, happy to amplify it. There's a lot of people who want to learn, they want to discover and find out who to connect with, so a robust community. >> We really appreciate you going with us on this journey. >> It's been fun, we're going to hang along for the ride. We're going to be a sidecar, pun intended. (laughing) Well, theCUBE, Dan, thanks so much. Congratulations, executive director. >> Oh, thank you very much. >> Dee, good work. CNCF, here inside the cube at their event, here at KubeCon 2018, I'm John Furrier and Lauren Cooney. We'll be back with more live coverage. Stay with us after this short break. (techno music)