>> Announcer: Live from Barcelona, Spain, it's theCUBE! Covering Cisco Live 2020. Brought to you by Cisco and its ecosystem partners. >> Welcome back, this is theCUBE's live coverage of Cisco Live 2020, here in Barcelona. Our third year of the show, over 17,000 in attendance between the Cisco people, their large partner ecosystem, and the customers, I'm Stu Miniman, my cohost for this segment is Dave Vellante. John Furrier's scouring the show for all of the news at the event, and joining us, we have two first time guests on the program, first, sitting to my left is Patrick Smith, who is the field CTO for EMEA with Pure Storage. Sitting to his left is Eric Greffier, who is the managing director of EMEAR specialists with Cisco, so you have a slightly larger region than Patrick does, gentlemen, thanks so much for joining us. >> Patrick: Great to be here. >> All right, so, we know this show, we were talking that broad ecosystem, and of course Cisco in the data center group has very strong storage partnerships, highlighted by their converged infrastructure stacks. I wrote my research many many years ago, Cisco's brilliant job was when they entered the server market, they made sure that that fragmented storage ecosystem, they made partnerships across the board. And of course, when Pure's ascendancy with the flash era made the stack, so helping to paint those data centers orange with your Cisco partnership, so Patrick, give us the update here, 2020, what's interesting and important to know about Pure Storage and Cisco customer base? >> You know, we continue to see significant adoption of FlashStack, our converged infrastructure with Cisco. Driving just great interest and great growth, both for Pure and for Cisco with the UCS platform, and the value that the customers see in FlashStack, bringing together storage, networking and compute together with overall automation of the stack, and that really gives customers fantastic time to value. And that's what they're looking for in this day and age. >> All right, and Eric, what differentiates the partnership with Pure, versus, as you said, you do work with many of the storage companies out there. >> Well, we had a baby together, it was called FlashStack, and it was couple of years ago now, and as you said, I think the key element for us is really to have those CVDs, those Cisco Validated Designs together, and FlashStack was a great addition to our existing partnership at that time, talking about a couple of years ago. And of course, with the flash technology of Pure, we've seen the demand that we'd say going and going, and it has been amazing, amazing trajectory together. >> But talk a little bit more about the CVDs, the different use cases that you're seeing. You don't have to go through all 20, but maybe pick a couple of your favorite children. >> Well, just to make sure that people understand what CVD means, it's Cisco Validated Design, and this is kind of an outcome in the form of a document, which is available for customers and partners, which is the outcome of the partnership from R&D to R&D, which is just telling customers and partners what they need to order and have in it to fit all of this together for a specific business outcome. And the reason why we have multiple CVDs, is we have one CVD per use case. So the more use cases we have together, the more the CVD's precise, and you just have to follow the CVD design principles. Of course, the later swarms, and maybe Patrick can say a word, but we've been of course doing things regarding analytics and AI, because this is a big demand right now, so maybe Patrick, you want to say a word on this. >> Yeah, you guys were first with the AI and bringing AI and storage together with your partnership with Nvidia, so maybe double down on that. >> The FlashBlade was our move into building a storage platform for AI and model analytics, and we've seen tremendous success with that in lots of different verticals. And so with Cisco we launched FlashStack for AI, which brings together FlashBlade networking, and Cisco's fantastic compute platform with capability for considerable scale of Nvidia GPUs. So an in-a-box capability to really deliver fast time to market solutions for the growing world of analytics and modern AI, people want quick insight into the vast amounts of data we have, and so FlashStack for AI is really important for us being able to deliver as part of the Cisco ecosystem, and provide customers with a platform for success. >> What's happening with modernization, generally, but specifically in Europe, obviously Cisco, long history in Europe, Pure, you've got a presence here, good presence, but obviously much newer. Larger proportion, far larger proportion is in North America, so it's a real opportunity for you guys. What are you seeing in terms of modernization of infrastructure, and apps in the European community? >> Modernization I think is particularly important, and it's more and more seen under the guise of digital transformation, because investing in infrastructure just doesn't get the credit that sometimes it deserves. But the big push there is really all around simpler infrastructure, easier management, and the push for automation. Organizations don't want to have large infrastructure support teams who are either installing or managing in a heavy touch way, their environments, and so the push towards automation, not just at the infrastructure layer, but all the way up the stack, is really key. And you know, we were talking earlier, behind us we have the DevNet sessions here, all about how customers of Cisco and by correlation Pure, can really optimize the management to their environment, use technology like Intersight, like Ansible and others, to really minimize the overhead of managing technology, deliver services faster to customers and be more agile, in this always-on world that we live in, there's no time to really add a human to the cycle of managing infrastructure. >> I think we've been very proud over the years because this notion of converged infrastructure, which was, the promise was to simplify and modernize the data centers, before it was like, "Everything needs to get connected to anything," and coming was this notion of a pod, everything converged, "We've done the job for you, mister customer, "just think about adding some pod." This has been the promise for the last 10 years, and we've been very proud, almost to have created this market, but it wouldn't have been possible without the partnership with the storage players, and with Pure, we've been one step further in terms of simplifying things for customers. >> I love the extension you're talking about, because absolutely converged infrastructure was supposed to deliver on that simplicity, and it was, let's think of the entire rack as a unit of how we manage it, but with today's applications, with the speed of change happening in the environment, we've gone beyond human speed, and so therefore if we don't have the automation that you were talking about, we can't keep up with what the business needs to be able to do there. >> Yeah, that's what it's all about, it's the rapid rate of change. Whether it's business services, whether it's supporting developers in the developer environment, more and more our customers are becoming software development organizations, their developers are a key resource, and making them as efficient as possible is really important, so being able to quickly spin up development environments, new environments for developers, using snapshot technology, giving them the latest sets of data to test their applications on, is really central to enabling and empowering the developer. >> You know, you talk about Cisco's play and kind of creation of the converged infrastructure, Mark, and I think that's fair, by the way. Others may claim it, but I think the mantle goes to you. But there were two friction points, or headwinds, that we pointed out early in the day, the first was organizational, the servers team, the storage team, the network team didn't speak together, then the practitioner told us one day, "Look, you want to solve that problem, "put it in and watch what happens." 'Cause if you try to figure out the organization you'll never get there, and that sort of took care of itself. The other was the channel. The channel likes things separate, they can add value, they have this sort of box selling mentality, so I wonder if you could update us on what the mindset is in the channel, and how that's evolved. >> Yeah, it's a great question. I think the channel actually really likes the simplicity of a converged infrastructure to sell, it's a very simple message, and it really empowers the channel to take, to your point about organization, they have the full stack, all in one sellable item, and so they don't have to fight for the different components, it's one consistent unit that they sell as a whole, and so I think it simplifies the channel, and actually, we find that customers are actively seeking out, it's shown by our growth with FlashStack that customers are actually seeking out the channel partners who are selling FlashStack. >> Yeah, and do you think the channel realizes, "Wow, we really do have to go up the stack, "add more value, do things like partner with"? >> Well for most of the partners, they were heavily specialized on storage or compute or network, so for most of them, supporting the converged infrastructure was to be able to put a foot into another market, which was an expansion for them, which was part number one. Part number two, maybe the things that we've been missing, because since the beginning we had APIs around all those platforms. I don't believe in the early days, I'm talking about five years from now, that they got, that they could really really build something upon the converged infrastructure. Now, if you go through the DevNet area here at Cisco Live, you will see that I think this is the time now for them to understand, and really build new services on top of it, so I believe the value for the channel is pretty obvious now, more than ever. >> Well yeah, it's a great point, you don't usually hear converged infrastructure and infrastructure as code in the same conversation, but the maturation of the platforms underneath are bringing things together. >> They really are, in the same way that IT organizations are freeing up more time to focus up the stack on automation and added value, the same is true of the partners. It's interesting the corollary between the two. >> So I have a question on your act two, so what got us here the last 10 years, both firms were disruptors. Cisco came in and disrupted the compute space, it was misunderstood, "Cisco getting into servers, "that'll never work!" "Well, really not getting into servers, "we're changing the game." "Ah, okay," 10 years later. Pure, all-flash, really created some havoc in the industry, injected a ton of flash into the data center, practically drove a truck through the legacy business. Okay, so very successful. What's act two for you guys, what do you envision, disruptors, are you more incrementalists, I'd love to hear your thoughts on that. >> I start, Patrick. Probably for us, phase two is what you heard yesterday morning, I think Liz Anthony did a great speech regarding Cisco Intersight Workload Optimizer, sorry for the name, this is a bit long, but what it means is now we truly connect the infrastructure to the application performance, and the fact that we can place and discuss about converged infrastructure but in the context of what truly matters for customers, which is application, this is the first time ever you're going to see such amount of R&D put into bringing the two worlds together. So this is just the beginning, but I think this was probably for me yesterday one of the most important announcement ever. And by the way, Pure is coming with this announcement, so if you as a customer buy Cisco Intersight Workload Optimizer, you'll get everything you need to know about Pure and if you have to move things around the storage area, you know the tool will be doing it for you. So we are really the two of us in this announcement, so Patrick, if you want to? >> No, I mean as Eric mentioned, Intersight's important for Cisco, it's important for us, we're very proud to be early integrators as a third party into Intersight to allow that simple management, but you know, as you talk about the future, we were viewed as disruptors when we first came to market with flash array, and we consider still ourselves to be disruptors and innovators, and the amount of our revenue that we invest in innovation, in what is a really focused product portfolio, I think is showing benefits, and you've seen the announcements over the last six months or so with FlashArray//C, bringing all the benefits of flash to tier two applications, and just the interest that that has generated is huge. In the world of networking with NVMe, we have a fabric in RoCEv2, just increasing the performance for business applications that will have fantastic implications for things like SAP, time and performance-critical databases, and then what we announced with direct memory with adding SCM as a read cache onto flash array as well. Really giving customers investment protection for what they bought from us already, because they can, as you well know, Evergreen gives customers an asset that continues to appreciate in value, which is completely the opposite. >> And you're both sort of embracing that service consumption model, I mean Cisco's becoming a very large proportion of your business, you guys have announced some actual straight cloud plays, you've built an aray inside of AWS, which is pretty innovative, so. >> Yes, and as well as the cloud play with Cloud Block Store in AWS, there's Pure as a service, which takes that cloud-like consumption model and allows a customer to run it in their own data center without owning the assets, and that's really interesting, because customers have got used to the cloud-like consumption model, and paying as an OpEx rather than CapEx, and so bringing that into their own facility, and only paying for the data you have written, really does change the game in terms of how they consume and think about their storage environments. >> Patrick, we'd just love to get your viewpoint, you've been talking to a lot of customers this week, you said you've been checking out the DevNet zone, for people that didn't make it to the show here, what have they been missing, what would their peers be telling them in the hallway conversations? >> There's a huge amount as we've been talking about, there's a huge amount on automation, and actually we see it as we go into customers, the number of people we're now talking to who are developers but not developers developing business applications but developers developing code for managing infrastructure is key, and you see it all around the DevNet zone. And then, the focus on containers, I've been talking about it for a long time, and containers is so important for enterprises going forward. We have a great play in that space, and I think as we roll forward, the next three to five years, containers is just going to be the important technology that will be prevalent across enterprises large and small. >> Dave: Yeah, we agree. >> Eric and Patrick, thank you so much for giving us the update, congratulations on all the progress and definitely look forward to keeping an eye on your progress. >> Thanks very much. >> All right, Dave Vellante and I will be back with much more here from Cisco Live 2020 in Barcelona, thanks for watching theCUBE. (techno music)

(techno music) >> Live from Barcelona, Spain it's theCUBE. Covering Cisco Live! Europe. Brought to you by Cisco and it's ecosystem partners. >> Hello everyone, welcome back to theCUBE's live coverage in Barcelona for Cisco Live! 2019. I'm John Furrier co-host of theCUBE with Dave Vellante. Our next guest is Wendy Mars. She is the president of Cisco EMEAR. Europe, Middle East, and Africa and Russia. Welcome to theCUBE. >> Thank you. >> Thanks for joining us. >> Great to be here. >> One of the themes this year certainly is Cloud. Data is starting to come together. The other backdrop is besides security and all the things going on with data, is the global landscape. So Cisco, obviously North America everyone knows what's going on over there at Cisco Live!. What's happening in Europe? Obviously GDPR has been hot in the past year. What's new, what's the scene like here? >> You know I think that certainly the scene is one of huge excitement. You know, from our customers across the whole region of Europe, Middle East, Africa, Russia. It's an incredibly diverse region. But you know if you look at the different countries, the different markets, one thing that absolutely is a constant theme that we hear is the desire and the appetite to gain the benefit from transformation. You know, in the digital transformation and what that value can be. And realizing that. If we look for ours, you know, within Cisco and the positioning around and realizing the secure, intelligent platform is absolutely resonating. Things like Multi-Cloud and realizing that. Reinventing the network. The security challenge in dealing with that. And how you address it with the multi-domain architecture approach. Our customers are really engaged in the conversation, want to learn more. Most importantly, want help with the how. Show me how to do it. >> You guys must be leading the conversation within Cisco. Obviously your team in Europe, Middle East, and Africa and Russia because the complexity around compliance and data has been front and center now for 24 months. >> Yes. >> Now hitting mainstream global landscape. >> Yup. >> This is really impacting the architecture. I mean, look at the, how intent based networking is developing. Policy based fill in the blank. To connecting to multiple clouds. >> Yup. >> So, kind of complex, a whole new architecture, re-imagining networking. How are you guys seeing the trends now? Is it still at the tipping point? Is it still early? What's your assessment of the role of data as it gets more complex, more compliant driven? >> I think that it certainly, if you look for organizations, the power of being able to understand and the importance of your data, where it resides. Being able to demonstrate that. Having the integrity and the quality of that data is extremely important as well. There's a heightened awareness in the market and for organizations. Global organizations who conduct business in EMEAR. You know, of course and we are one of those as well. A knowledge and understanding and appreciation of compliance and regulation. It's only going to become more intense, you know, as we go forward. For organizations to really have robust and rigorous processes around all of that. Technology can be an enabler in the process as well. >> What are the unique aspects, Wendy, in the region? You obviously have visibility on what goes on in North America. What's different in Europe? Especially in the context of Cloud, Multi-Cloud, obviously GDPR, although it's a framework now for everybody. >> Yup. >> Around the world. But what's unique? In the region. >> So I think the uniqueness is, you know, if you look from a Multi-Cloud standpoint for example where organizations are, have been I would say, depending on some of the countries and markets, a little bit more hesitant around a movement to Cloud. Now there is a movement but it's more one of, well what is appropriate for me and how do I ensure I can embrace Multi-Cloud in a way that makes sense for my business? So rather than a full move to public there's been a selected. Based on application and workload environments. Also understanding the security. Back to compliance. And also the regulation. Impacts of some of those movements as well. Of course that depends upon the vertical or the industry in which those organizations are operating. For those who are highly regulated like healthcare, the pharmaceutical sector there's a deep inspect that goes on there as well. I think there's a further requirement for due diligence around some of those topics as well. >> Well, you know, the Snowden backlash had some paranoia for sure with... Everybody said it's going to go to two or three clouds and that's clearly not been the case. >> Yup. >> You have, you know, many dozens and hundreds of service providers that are specialists, obviously, in the region. So, we heard today about, really, an end to end architecture. >> Mmm-hmm. >> Which is a bold and ambitious vision. You have a technical background as well. I wonder if you could just describe sort of how that's all going to to transpire. How do you take the customers on their journey? What are they asking you for help with? Where do you see it going? >> Yeah, so if you look at, you know, from David this morning. David Geckeler and what he talked about. Really for those different domains there are competencies, you know, a few things. There's the data center, there is the edge, there was the security world, the collaboration world. The reality of it is though, that as an enterprise or any organization indeed consumes those things. They want to be able to work across all of those areas. They want the innovation to work in a seamless manner. Because at the end of the day the problem to solve to is simplify for me. I need to automate, reduce complexity. I want to roll out and deploy policy. In a consistent and cohesive way. In order to make that happen you have to have these environments able to talk to each other. More importantly push that policy in a cohesive manner across these environments. For ours it's a journey. It's not something you can do overnight. You have to work within your engineering teams and your ecosystem in order to bring that to life. Do it in a way where the customer can consume it. >> I think you really nailed what we see in the trend as well. This cross domain component. With API's now, which are open, are pushing data around. >> Yup. >> You're moving data from point A to point B. Sounds like networking to me. Policy is important. >> Yup. >> But the configuration, the deployment which used to be hard is now being automated. So the question I have for you, we're here in the DevNet zone, I mean it's packed, people are learning about programming. What is the impact of all this to developers who are trying to build apps and your ecosystem? Because there's got to be an opportunity there. Some might go the way of the old guard and kind of fade away. Some new kinds of providers might rise up. >> Yeah, you know there's huge opportunity here and I think it's opportunity around the requirement for new skills, new competencies. Also around new capability to bring this to life. Because if you look from a development standpoint, if you look at how you realize value with organizations and where does the money flow between some of these environments is interesting. The ecosystem itself, for Cisco, what I believe makes this even more powerful is bringing to life for them and accelerating with the ecosystem. At the end of the day the customer will buy an ecosystem style environment. For us to be able to work with all of those parties as we have over many years. There will be new players, the ISV community, the developer community that we work with, that will be really powerful for us as we move. >> So you see the ecosystem growing significantly? Ecosystem growing? >> Absolutely, absolutely. >> What are some examples... >> I mean just look at here, look at all the organizations that are here. >> Well I think the development trends clearly intersecting with networking as it's more programmable. Right? >> Yup. >> That's the big takeaway for us. You can program the network, you have infrastructure as code. That's the DevOps promise. >> Yup. >> That's now here. The question we're looking at is, okay, what's going to be the impact to value creation? If I'm a customer, what does it mean to me? As we look at that I tend to think about the Cisco original business model. Enabling technology. How would you answer that question of what's being enabled today? What's the big ah-ha for customers? What are you guys enabling for your partners and your tech? >> Yeah, so I think a big part of it is we see now a lot of the conversation is around what is use case. It's not just a, I've got some cool stuff, show me the cool stuff that works, it's how do I apply that into my environment to derive value? And that value may be around efficiency. It may be around provisioning in a more rapid manner. Automating in a more realized manner. Lots of different instances where organizations are going to see the benefit associated with that but also it allows them to free up time of their people and their teams to move into newer areas as well. As they move their own business models. It's a massive transition that's happening in the industry overall. It's not just, we're not just changing for the sake of change, we're changing because the market is asking us to do that. >> So customers have to make bets on who their Multi-Cloud provider is going to be. >> Yup. >> Obviously Cisco is coming at that from a position of networking strength. Which is a good place to come from. There are other, there are alternatives. >> Sure. >> Cause it's a big market. >> Yup. >> And it's strategic. What gives you confidence that Cisco is the right solution? What are you telling your customers in that regard? >> If I look at the, what gives me confidence is the fact that we have an openness. If you look from an API standpoint, a developer's standpoint, we've always operated in a mode of an openness so that you have an environment where anyone can write to. That's, people want that, it's incredibly important. So not having a proprietary stance is very powerful. I think also being able to work with a ecosystem that's there, where you have a dependency on others and you meet in the channel on certain solutions and innovations as well. So you empower a greater community to start to drive that acceleration with you as well. If I have a look at the, we talk about reinventing the network. It's happening, it's happening now. You see us doing it and just how important the network is. More than ever before in this transition. Around a number of areas with security, with policy. We see it come to life now. >> Well the old saying the network is the computer. Well duh. (laughter) Cisco is the network. >> Yup. >> I got to ask you about Brexit. As somebody who's based in the UK. >> Yup. Thoughts on effects that that has. Obviously Cisco, a global company but your perspectives on Brexit. >> Yeah, so if I look for a, you know, as someone who lives in the UK, you know, clearly we hear about Brexit a lot. As you do in your country as well. I would say for as we are very, Cisco is a global company, we're very familiar with working with these types of instances and situations. The UK remains for us an incredibly important market and will continue to be. We'll continue to invest from a capabilities and a skills standpoint. I think just for us now, working with our teams there and making sure that there's, we minimize any impacts based on scenarios. To our customers and our partners. And think it through. >> Rules change, you'll adapt. >> Yeah. >> I got to ask you about R, the Russia piece. >> Uh-huh. >> Russia's GDP is about the size of Spain if I'm correct. Interesting that you carve that out as distinct opportunity. How's the business going there? Maybe some comments around Russia. >> Sure. I can't talk directly about business performances, we're in quiet period. I guess we call it out specifically because it is not part of Europe, Middle East or Africa. But is a very important part of our region of EMEAR. If I look forwards of, you know, we believe that there's significant opportunity for us. In that market we have a fantastic team that work closely where, there again with our customers and partners. We believe there's absolutely the opportunity there for us at Cisco in that market. >> Do you have a development team there as well or, or? >> We have capability there that works locally with all of our teams and, you know, engineering competence, sales teams, etc. as well. Yeah. >> Some good math teached there in Russia. >> Wendy, how are you guys organized in your territory? How do you guys maintain close to the customer in the countries? Is it a country strategy? How, just for the people who don't know your business? >> Yeah, it is a country strategy. We have about 123 countries within EMEAR. We have teams that live and operate in all of those countries. That stay very close to us from a regional perspective. So we're one team, you know, that really drives that scale. I have a fantastic opportunity to go and visit those teams. And spend a lot of time on the road. I enjoy it and they do too, you know. >> Is there anything that you could talk to your customers that are watching here or anyone interested. As you guys have transformed as a company, certainly if you look at what Cisco's done over the past few years. A complete transformation, building on your base. You've been through it, you've been agile and getting nimble. >> Yup. >> Being more use case driven, etc., etc. What have you learned? What's your learnings? What would you pay it forward in terms of advice? >> Yeah, if I look at it we're not through, we're still, you know, we're still on the journey. I think a big part of it is accepting and acknowledging a need for change is really important. A big part of this change is culture. If I look forwards within Cisco and the culture of our teams, our people. Having an attitude and a style of a desire, a curiosity. And a willingness for change is really, really important. As we talk about the transformation topic, you need both. Technology is incredibly important and powerful but you need a spirit and a culture in your people and your teams to want to drive that change with you. >> You need that culture DNA, it starts at the top. Well thank you for taking the time. >> A pleasure. >> We look forward to following your progress as we take our CUBE global the next couple years. Looking forward to keeping an eye on what you guys are doing. Thanks for joining us. >> Thank you. Great to see you. >> With theCUBE here live in Barcelona for Cisco Live! 2019. We'll be back with more after this short break. (techno music) (silence)