(upbeat music) >> Hey everyone and welcome back to the CUBE's continuous live coverage of AWS re:Invent 2021. continuous live coverage of AWS re:Invent 2021. Lisa Martin here with David Nicholson. We have two live sets going on, we've got two remote sets, over 100 guests working with AWS and it's a massive ecosystem of partners, really digging into the next decade of cloud innovation and we're pleased to welcome back one of our CUBE alumni, Edith Harbaugh, CEO, and co-founder of LaunchDarkly. We're going to be talking about a blueprint for continuous modernization, Edith, it's great to have you, thanks for coming. >> Thanks for having me. >> So I was doing some research, you guys raised 200 million in series D in August, just a few months ago, that new funding tripled your valuation to 3 billion up more than 3x from the previous funding rounds, so rocket ship. >> Edith: Yeah. >> I also noticed you guys are on the Forbes Cloud 100 2nd year on the list, you jumped dramatically from 100 in 2020 to 47 this year, talk to us about all the innovation and acceleration that's going on at LaunchDarkly. >> Yeah, well, it's, it's great to be here, you know, I'm the CEO and co-founder and we started seven years ago in 2014 and what we were doing back then was a really new field, like I actually came up with the name feature management, just to describe what we were doing and it was this idea that you could release features to different people at different times, which sounds really simple, but it really allows you to have valves to different populations that you can then turn something on, turn something off, run a beta, do personalization and then if something's going wrong out on the field quickly and easily, turn it off. >> So as an engineer, as a long standing engineer, what were the things that really frustrated you, that you thought this, this is missing, we've got to focus on this. >> Oh my gosh, so, I was an engineering manager, I actually do a podcast too called To Be Continuous just about all the bad things I saw happen, the worst thing you could do is, is build something that nobody wants, which is really frustrating, so I think a lot of continuous delivery came out of the urge to just get stuff out quicker. The flip side of that is that if you moved too fast, a release can be catastrophic. We used to call them the push and pray release because you push stuff out and then you're just crossing your fingers that nothing breaks because if something breaks it's extremely stressful. Your mind starts flooding with endorphins and hormones, your heart rate increases and you sometimes make even worse decisions, so what LaunchDarkly and feature management allow you to do is push it out to who you want and if something is going wrong, you could turn it off without a redeploy, if things are going right, you can continue to push it out. >> And when you say feature management, you're talking about, you're talking about a level of granularity that is finer than a release version. that is finer than a release version. >> Edith: Yeah. How do you do that? >> Our customers do it, so we provide a platform where our customers and we have 2,500 worldwide, everything from IBM and Atlassian, down to like three person startups, they decide how to encapsulate a feature >> David: Okay. >> So they could push it to who they want, so, so there's a lot of really neat use cases. >> So knowing that you're providing them with the valves. >> Edith: Yes. Then they can- think differently about how they're actually developing in anticipation of delivering encapsulated features, as opposed to, here's your new release. >> Edith: Exactly. >> Okay. >> Exactly, so we have some customers who've used LaunchDarkly to actually move to the cloud. So like TrueCar was running their own data centers and they wanted a way to start moving all of that data center traffic into AWS, so they could use LaunchDarkly to manage that traffic flow and do it in a controlled way instead of just one quick switch. >> I was looking at that case study of TrueCar, they migrated 500 websites to AWS without downtime and deploying 20x per day, which is up from 1x a week, that's a massive change. >> Yeah, I think really what we give our customers is confidence that if you know that you can always have control over stuff with feature management, you actually move much quicker. You can, you can move 20 times a day if you know that if something goes wrong, you can always turn it off, you have much more confidence. >> Where are your, you having customer conversations? I know you, you coined to the term feature management, I'd love to know a bit more contextually about the evolution from feature flags to feature management and where are those customer conversations happening? are they kind of down in the technical ways? are they more higher level? given the fact that we're in such a, still a, such a state of flux with COVID? >> Yeah, so we, we didn't invent feature flagging like the smart companies like Amazon, Facebook, Netflix have been doing feature flagging for decades now, it was always a secret sauce of this is how they could manage their own functionality. What LaunchDarkly did was kind of changed it to feature management about doing it where any other customer also had the same set of tools and platforms and also on top of that things like a workflow, scheduling, integrations. So that for example, a developer could develop something and then give the keys to the product manager, say product manager, you get to, you get to run the beta now. >> So putting, putting more control back in the hands of the folks that are, that really are touching and feeling and smelling the product. >> Yeah or customer support, you know, >> Yeah or customer support, you know, if something is going wrong in the field, instead of having to wait for an engineer to fix a bug customer support could just turn it off. >> So I'm curious about, you know, when we talk about it's a, this, this sort of dovetails with something that was discussed in the keynote today, out of the gate, Adam comes out and he's talking about microprocessor technology. Now in the era of cloud, generally people would say, that stuff doesn't matter, right? It's all about the feeling of being in the cloud and the flame, you know, the, the, the field of wheat blowing in the wind and it's a feeling that you get, it's really interesting what you're doing under the covers, but who is the, who is the audience? Who, who buys this? Because I can imagine some in the engineering, on the engineering side of things, feeling like maybe they're giving up some control, but really you're giving them more tools, but is it business people who are demanding this? how, how do you go to market? >> Yeah, so it's really interesting because our core audience is developers and VP of engineering, like they love the platform. Like our Net Promoter Score is extremely high, engineers say like, this gave me my weekends back because if a bug happens I don't have to come in. >> David: Okay so they get it. >> They get it. This isn't being pushed down- from executives that don't understand the technology. >> No, I mean, a typical thing is a developer's, like, I need this to do my job and then the business people say, well, if the developers are happy, we're happy, you know, it's, it's a developers world now, you know, they're hard to hire, you have to have them and if you have anything that will make their job easier and them happier, why wouldn't you buy it? >> That's a big facilitator, so you mentioned a high, high NPS, high Net Promoter Score, we, we talk with Amazon folks about their their focus on the customer and their customer obsession if you will, that everything starts backwards, we start from the customer, 2,500 customers in such a short time period, we talked about the funding, I imagine culturally there's similarities there, if one of the things that you're able to confidently give your customers is that confidence in LaunchDarkly. >> Yeah, you know, one of the happiest parts of my job is visiting customers, you know, I, my co-founder and I personally visited, I think the first 10 or 20 customers and if they had a bug, if they wanted something, and if they had a bug, if they wanted something, we built it. And I love going on customer sites, cause it's. And I love going on customer sites, cause it's. >> When they're telling you that you gave them their weekend back. >> Edith: Yeah. >> Huge. >> That's, yeah, that.- that's not an insignificant thing when you think about what people do with their weekends, you know, so? >> Yeah, you know, it, it feels really good to have customers say, like this literally has changed the way they built software for the better. >> I can't imagine this, you know, with everything that's happened in the last 22 months with the acceleration to cloud, but all these massive pivots by businesses, in every industry just to survive in the beginning, were an advantage, something like LaunchDarkly is for those organizations, so you have to move really, really quickly and keep changing direction to kind of figure out how do we stay afloat and now how do we thrive in that, that this has probably been a real lifesaver for a lot of organizations. >> Yeah, I mean, we've seen like a ten year roadmap at our customers compressed into a month, like we had a, a retail chain in the Midwest that was thinking about doing in-store pickup and then when COVID hit, they're like, okay, this changed from a, maybe to a, we need to have this to stay afloat and now, now they can help people pick up, same with, same with restaurants having a mobile app to do delivery or pickup, it used to be when we'll get to that next year, now it's something that you have to have. >> Oh yeah. >> Because if, if you're going to go get coffee and one place has a mile long line and their place has an app, which one are you going to pick? >> So, what do people do that don't have this capability? This, I mean, this might sound like a completely naive question, I know a lot about a lot of things, so I'm okay looking dumb sometimes, it's how I learn, so I'm okay looking dumb sometimes, it's how I learn, but seriously, if you don't have these valves, then aren't you doomed then aren't you doomed to releases that are going to be panic inducing. >> It's really, it's really painful, like, I mean, that's, that's the way I used to, to release, you know, I remember it, like you're released and you would have tried to have caught all the bugs, but it would go out and if something happened, you had to fix it on the fly and even if you have a really good deployment process, that's 20 minutes, maybe two hours. >> David: Sure, and, and. >> Which, which if you're a mobile app, it could be a business killer. >> Yeah, well we're here at AWS reinvent, I mean, how does, how does this dovetail with this, the AWS mission to migrate and modernize into the cloud native world? we're talking about cloud native, you know, development and operations that you're involved with, so there's obviously a synergy there, but why specifically AWS? >> Oh, I mean, I think one of the biggest tailwinds we've had as a business is if you're releasing twice a year, we've had as a business is if you're releasing twice a year, you don't really need a tool like this, or a platform like this, your business process is completely different, but you're going to die as a company cause you can't survive on two releases a year. If you're moving to the cloud, we help you get there and once you're in the cloud, if you want to move at the speed of business, but safely, we give you that platform. Like, so, I think continuous delivery got this bad wrap because people thought that meant that you push out stuff every second and break everything. >> David: Right. >> What we do is we allow you to innovate as fast as you want, but release in a controlled way. >> I got to ask you a question, you, you talked about the customers and your love of being with customers, one of the things I can't help thinking is that what you're helping facilitate is brand reputation. If, you know, if we have an expectation and we want to go on a, on an app and order coffee, and it's down, we're going to go to the next competitor, so from a brand reputation perspective, I'm just wondering if, if any of your customer conversations kind of go in addition to the VP of engineering kind of go in addition to the VP of engineering and it focused on the folks that are leading these companies going, our reputation is on the line, people are, let's face it during COVID far less patience than we've, we've seen a lot of really impatient people, but is, is that something that you also facilitate, is the brand reputation? >> Oh, not just a brand reputation that an outage can be costly of millions of dollars, like. that an outage can be costly of millions of dollars, like. >> Lisa: $5,600 a minute, I think is what Gartner estimates. >> Yeah, but depending on what business you're in, like if you're in a bank, you absolutely need to be reliable. If you're a streaming service like streaming, one of the biggest horse races in Australia, you need to have uptime. >> Everybody needs uptime, let's, let's just be clear if I can't get door dash or whatever, it's a disaster from my perspective as a consumer and yes, we have, we have far less patience than we've ever had. >> Yeah, I mean, we have a really interesting, we have both B2C, like streaming ash, streaming apps, delivery apps, as well as B2B streaming apps, delivery apps, as well as B2B and they both have problems that we solve but honestly, the, the, the business problems with a B2B are much more challenging sometimes. >> Well Edith, thank you so much for joining David and me on the program, talking about LaunchDarkly, what you're enabling organizations to achieve in every industry, it sounds like you're riding a rocket ship. >> It's been really fun, you know, I, I love seeing a customer that's been using us for three, five years. >> David: Wow. >> And how much their life has gotten better. >> And as you said, that's, that's no small statement. Thank you so much for joining us on the program, we appreciate your insights and look forward to hearing more news from LaunchDarkly coming out. >> Thanks. >> All right, for David Nicholson, I'm Lisa Martin, you're watching theCUBE's coverage of AWS:reinvent 2021, theCUBE, the global leader in live tech coverage. (upbeat music)

(upbeat music) >> Well good to have you with us here as we continue the AWS startup showcase and we're joined now by the CEO of BigID, Dmitri Sirota. And Dmitri good afternoon to you? How are you doing today? >> I'm pretty good, it's Friday, it's sunny, it's warm, I'm doing well. >> Then that's a good start, yeah. Glad to have you with us here. First off, just about BigID and when you look at I would assume these accolades are, they are quite a showcase for you. Well economic forum technology pioneer. Forbes cloud 100, business insider startup the watch. I mean, you are getting a lot of attention, obviously for... >> Yep. >> And well-deserved, but when you see these kinds of recognitions coming your way- >> Yep. >> First of what does that do to inspire, motivate and fuel this great passion that you have? >> Yeah, look I think all of these recognitions help, I think affirm, I think what we aspire to be right? Provide the preeminent solution for helping organizations understand their data and in so doing, be able to address problems in privacy and protection and perspective. And I think that these recognitions are part of that as our customers, as our partners like AWS. So they're all part of that ad mixture. And I think they contribute to a sense that we're doing some pioneering work, right as they work from the world economic forum recognized. So I think it's important. I think it's healthy. It encourages kind of cooperative spirit at the company. And I think it's, you know, it's very encouraging for us to continue and build. >> So let's talk about BigID, a little bit for our viewers who might not be too familiar. You are a fairly new company, raised 200 million so far, five years of operations coming up on five years. >> Yep. >> But talk about your sweet spot in terms of the variety of services they provided in terms of protection and security. >> Yeah, sure. So we were founded with really this kind of precept that organizations need to have a better understanding of their data. I think when we got started about five years ago. Most organizations had some view of their data, maybe a few of their files, maybe their databases. What changed is the emerging privacy regulations like GDPR and CCPA later forced companies to rethink their approach to data understanding data knowledge, because part of the kind of the core consumption of privacy is that you and me and other individuals have a right to their data the data actually belongs to us. Similar to when you deposit a check in a bank. That money you deposited is yours. If you ever want to withdraw it, the bank has to give it back to you. And in a similar way, these privacy regulations require organizations to be able to give back your data or delete it or do other things. And as it happens there was no real technology to help companies do that, to help companies look across their vast data estates and pick out all the pieces of information all the detritus that could belong to Dimitri. So it could be my password, it could be my social security, it could be my click stream, it could be my IP address, my cookie. And so we developed from the ground up a brand new approach to technology that covers the data center and the cloud, and allow organizations to understand their data at a level of detail that never existed before. And still, I would argue doesn't exist today. Separate from BigID. And we describe that as our foundational data discovery in depth, right? We provide this kind of multidimensional view of your data to understand the content and the context of the information. And what that allows organizations to do is better understand the risk better meet certain regulatory requirements like GDPR and CCPA. But ultimately also get better value from their data. And so what was pioneering about us is not only that level of detail that we provided almost like your iPhone provides you four cameras to look at the world. We provide you kind of four lenses to look at your data. But then on top of that we introduced a platform that allowed you to take action on what you found. And that action could be in the realm of privacy so that you could solve for some of the privacy use cases like data rights or consent or consumer privacy preferences or data protection data security, so that you can remediate. You can do deal with data lifecycle management. You could deal with encryption, et cetera. Or ultimately what we call a data governance or data perspective, this idea of being able to get value from your data but doing so in a privacy and security preserving way. So that's kind of the conception we want to help you know, your data. And then we want to help you act on your data so that your data is both secure. It's both compliant , but ultimately you get value from your data. >> Now we get into this, helping me know my data better because you you've talked about data you know and data you don't right? >> Dimitri: Yeah. >> And you're saying there's a lot more that we don't or a company doesn't know. >> Dimitri: Yeah. >> Than it's aware of. And I find that still kind of striking in this day and age. I mean with kind of the sophistication of tools that we have and different capabilities that I think give us better insight. But I'm still kind of surprised when you're saying there's all a lot of data that companies are housing that they're not even aware of right now. >> They're not and candidly they didn't really want to be for a long, long time. I think the more you know sometimes the more you have to fix, right? So there needed to be a catalyzing event like these privacy regulations to essentially kind of unpack, to force a set of actions because the privacy regulation said, no, no, no you need to know whether you want to or not. So I think a lot of organizations for years and years outside of a couple of narrow fields like HIPAA, PCI unless there was a specific regulation, they didn't want to know too much. And as a consequence there, wasn't really technology to keep up with the explosion in data volumes and data platforms. Right? Think about like AWS didn't exist when a lot of these technologies were first built in the early 2000's. And so we had to kind of completely re-think things. And one thing I'll also kind of highlight is the need or necessity is not just driven by some of these emerging privacy regulations, but it's also driven by the shift to the cloud. Because when you have all your data on a server in a data center in New Jersey, you could feel a false sense of security because you have doors to that data center in New Jersey and you have firewalls to that data center in New Jersey. And if anybody asks you where your sensitive data you could say, it's in New Jersey! But now all of a sudden you move it into the cloud and data becomes the perimeter, right? It's kind of naked and exposed it's out there. And so I think there's a much greater need and urgency because now data is kind of in the ethos in the air. And so organizations are really kind of looking for additional ability for them to both understand contextualize and deal with some of the privacy security and data governance aspects of that data. >> So you're talking about data obviously AWS comes to mind, right? >> Dimitri: Yeah. And the relationship that you have with them it's been a couple of years in the making things are going really well for you and ultimately for your customers. What is it about this particular partnership that you have with AWS that you think has allowed you to bring that even more added value at the end of the day to your customer base? >> Look, our customers are going to AWS because its simplicity to kind of provision their applications, their services, the cost is incredibly attractive, the diversity of capabilities that AWS provides our customers. And so we have a lot of larger and midsize and even smaller organizations that are going to AWS. And it's important for us to be where our customers are. And so if our customers are using Red Sheriff, or using S creator, using dynamo or using Kinesis or using security hub. We have to be there, right? So we've kind of followed that pathway because of they're putting data in those places, part of our job is provide that insight and intelligence to our customers around those data assets, wherever they are. And so we build a set of capabilities and expertise around the broader AWS platform. So that we could argue that we can help you, whether you keep your data in S3 whether you keep it Dynamo, whether you keep it in EMR, RDS, Aurora, Athena the list goes on and on. We want to be that expert partner for you to kind of help you know your data and then tend to take action on your data. >> So the question about data security in general, obviously as you know, there are these major stories of tremendous breach that's right. >> Yep. >> Stayed afterwards, in some cases. >> Bad guys. >> Yeah, really bad guys and bad smart guys, unfortunately and persistent to say the least. How do you work with your clients in an environment like that? Where, you know, these threats are never ending, >> Yep. >> They're becoming more and more complex. And the tools that you have are certainly robust but at the end of the day, it's very difficult. If not impossible to say a 100% bulletproof, right? >> Yeah. >> It's if you are absolutely safe with us. But you still try, you give these insurances because of your sophistication that, should give people some peace of mind. Again, it's a tough battle your in. >> Yeah. So I think the first rule of fight club is that, to solve a problem, you need to know the problem, right? You can't fix what you can't find, right? So if you're unaware that there's a potential compromise in your data, potential risk in your data maybe you have passwords in a certain data store and there's no security around that. You need to know that you have passwords in a certain data store and there's no security around that. >> Because unless you know that first, there's no ability for you to solve it. So the first part of what we do that kind of know your data that K-Y-D, is we help organizations understand what data do they have that potentially is at risk, may violate a regulatory requirement like GDPR or CCPA, things of that sort. So that's kind of the first level of value because you can't solve for something you can't, you're unaware of, right? You need to be able to see it and you need to be able to understand it. And so our ability to kind of both understand your data and understand what it is, why it is, whose it is where it came from, the risk around it lets you take action on that. Now we don't stop there. We don't stop at just helping you kind of find the problem. We also help you understand if there's additional levels of exposure. Do you have access control around that data for instance. If that data is open to the world and you just put a bunch of passwords there or API keys or credentials, that's a problem. So we provide this kind of holistic view into your data and to some of the security controls. And then most importantly, through our application platform our own apps, we provide ways for you to take action on that. And that action could take many forms. It could be about remediating where you delegate to a security owner and say, hey, I want you to delete that data. Or I want you to encrypt that data. It could be something more automated where it just encrypts everything. But again, part of the value and virtue of our platform is that we both help you identify the potential risk points. And then we give you in the form of apps that sit on top of our platform, ways to take action on it, to secure it, to reduce it, to minimize the risk. >> Because these threats are ever evolving. Can you give us a little, maybe inside peek under the tent here, a bit about what you're looking at in terms of products or services down the road here. So if somebody is thinking, okay. What enhanced tools might be at my disposal in the near term or even in the longterm to try and mitigate these risks. Can you give us an idea about some things you guys are working on? >> Yeah. So the biggest thing we're working on I've already kind of hinted at this is really the kind of first in industry platform, in our category companies that look at data and by platform i mean, something like where you can introduce apps. So AWS has a platform. People can introduce additional capabilities on top of AWS. In the data discovery classification arena, that had never been the case because the tools were very, very old. So we're introducing these apps and these apps allow you to take a variety of actions. I've mentioned a few of them, there's retention. You can do encryption, you can do access control, you could do remediation, and you could do breach impact analysis. Each of these apps is kind of an atomic unit of functionality. So there's no different than on your iPhone or your Android phone. You may have an Uber app, when you click on it, all of a sudden your phone looks like an Uber application. You may have an app focused on Salesforce, you click on it, all of a sudden your phone looks like a Salesforce application. And so what we've done is we've kind of taken this kind of data discovery, classification and intelligence mechanism that kind of K-Y-D I referenced. And then we built a whole app platform. And what we're going to start announcing over the coming months, is more and more apps in the field of privacy, in the fields of data security or protection, and even the fields of data value what we call perspective and that's and we're actually coming out with an announcement shortly on this app marketplace. And there'll be BigID building apps, but you know what, there's going to be a lot of third parties building apps. So companies that do intrusion detection and integrations and all kinds of other things are also building apps on BigID. And that's an exciting part of what you're going to see coming from us in the coming weeks. >> Great. Well, thanks for the sneak peek and wait I feel like I just barely scratched the surface of it. Governance, compliance, right? Regulation, you have so many balls in the air but obviously you're juggling them quite well and we wish you continued success, job well done. Thanks, Dimitri. >> Dimitri: Thank you very much for having me. (upbeat music)

(upbeat music) >> Well good to have you with us here as we continue the AWS startup showcase and we're joined now by the CEO of BigID, Dmitri Sirota. And Dmitri good afternoon to you? How are you doing today? >> I'm pretty good, it's Friday, it's sunny, it's warm, I'm doing well. >> Then that's a good start, yeah. Glad to have you with us here. First off, just about BigID and when you look at I would assume these accolades are, they are quite a showcase for you. Well economic forum technology pioneer. Forbes cloud 100, business insider startup the watch. I mean, you are getting a lot of attention, obviously for... >> Yep. >> And well-deserved, but when you see these kinds of recognitions coming your way- >> Yep. >> First of what does that do to inspire, motivate and fuel this great passion that you have? >> Yeah, look I think all of these recognitions help, I think affirm, I think what we aspire to be right? Provide the preeminent solution for helping organizations understand their data and in so doing, be able to address problems in privacy and protection and perspective. And I think that these recognitions are part of that as our customers, as our partners like AWS. So they're all part of that ad mixture. And I think they contribute to a sense that we're doing some pioneering work, right as they work from the world economic forum recognized. So I think it's important. I think it's healthy. It encourages kind of cooperative spirit at the company. And I think it's, you know, it's very encouraging for us to continue and build. >> So let's talk about BigID, a little bit for our viewers who might not be too familiar. You are a fairly new company, raised 200 million so far, five years of operations coming up on five years. >> Yep. >> But talk about your sweet spot in terms of the variety of services they provided in terms of protection and security. >> Yeah, sure. So we were founded with really this kind of precept that organizations need to have a better understanding of their data. I think when we got started about five years ago. Most organizations had some view of their data, maybe a few of their files, maybe their databases. What changed is the emerging privacy regulations like GDPR and CCPA later forced companies to rethink their approach to data understanding data knowledge, because part of the kind of the core consumption of privacy is that you and me and other individuals have a right to their data the data actually belongs to us. Similar to when you deposit a check in a bank. That money you deposited is yours. If you ever want to withdraw it, the bank has to give it back to you. And in a similar way, these privacy regulations require organizations to be able to give back your data or delete it or do other things. And as it happens there was no real technology to help companies do that, to help companies look across their vast data estates and pick out all the pieces of information all the detritus that could belong to Dimitri. So it could be my password, it could be my social security, it could be my click stream, it could be my IP address, my cookie. And so we developed from the ground up a brand new approach to technology that covers the data center and the cloud, and allow organizations to understand their data at a level of detail that never existed before. And still, I would argue doesn't exist today. Separate from BigID. And we describe that as our foundational data discovery in depth, right? We provide this kind of multidimensional view of your data to understand the content and the context of the information. And what that allows organizations to do is better understand the risk better meet certain regulatory requirements like GDPR and CCPA. But ultimately also get better value from their data. And so what was pioneering about us is not only that level of detail that we provided almost like your iPhone provides you four cameras to look at the world. We provide you kind of four lenses to look at your data. But then on top of that we introduced a platform that allowed you to take action on what you found. And that action could be in the realm of privacy so that you could solve for some of the privacy use cases like data rights or consent or consumer privacy preferences or data protection data security, so that you can remediate. You can do deal with data lifecycle management. You could deal with encryption, et cetera. Or ultimately what we call a data governance or data perspective, this idea of being able to get value from your data but doing so in a privacy and security preserving way. So that's kind of the conception we want to help you know, your data. And then we want to help you act on your data so that your data is both secure. It's both compliant , but ultimately you get value from your data. >> Now we get into this, helping me know my data better because you you've talked about data you know and data you don't right? >> Dimitri: Yeah. >> And you're saying there's a lot more that we don't or a company doesn't know. >> Dimitri: Yeah. >> Than it's aware of. And I find that still kind of striking in this day and age. I mean with kind of the sophistication of tools that we have and different capabilities that I think give us better insight. But I'm still kind of surprised when you're saying there's all a lot of data that companies are housing that they're not even aware of right now. >> They're not and candidly they didn't really want to be for a long, long time. I think the more you know sometimes the more you have to fix, right? So there needed to be a catalyzing event like these privacy regulations to essentially kind of unpack, to force a set of actions because the privacy regulation said, no, no, no you need to know whether you want to or not. So I think a lot of organizations for years and years outside of a couple of narrow fields like HIPAA, PCI unless there was a specific regulation, they didn't want to know too much. And as a consequence there, wasn't really technology to keep up with the explosion in data volumes and data platforms. Right? Think about like AWS didn't exist when a lot of these technologies were first built in the early 2000's. And so we had to kind of completely re-think things. And one thing I'll also kind of highlight is the need or necessity is not just driven by some of these emerging privacy regulations, but it's also driven by the shift to the cloud. Because when you have all your data on a server in a data center in New Jersey, you could feel a false sense of security because you have doors to that data center in New Jersey and you have firewalls to that data center in New Jersey. And if anybody asks you where your sensitive data you could say, it's in New Jersey! But now all of a sudden you move it into the cloud and data becomes the perimeter, right? It's kind of naked and exposed it's out there. And so I think there's a much greater need and urgency because now data is kind of in the ethos in the air. And so organizations are really kind of looking for additional ability for them to both understand contextualize and deal with some of the privacy security and data governance aspects of that data. >> So you're talking about data obviously AWS comes to mind, right? >> Dimitri: Yeah. And the relationship that you have with them it's been a couple of years in the making things are going really well for you and ultimately for your customers. What is it about this particular partnership that you have with AWS that you think has allowed you to bring that even more added value at the end of the day to your customer base? >> Look, our customers are going to AWS because its simplicity to kind of provision their applications, their services, the cost is incredibly attractive, the diversity of capabilities that AWS provides our customers. And so we have a lot of larger and midsize and even smaller organizations that are going to AWS. And it's important for us to be where our customers are. And so if our customers are using Red Sheriff, or using S creator, using dynamo or using Kinesis or using security hub. We have to be there, right? So we've kind of followed that pathway because of they're putting data in those places, part of our job is provide that insight and intelligence to our customers around those data assets, wherever they are. And so we build a set of capabilities and expertise around the broader AWS platform. So that we could argue that we can help you, whether you keep your data in S3 whether you keep it Dynamo, whether you keep it in EMR, RDS, Aurora, Athena the list goes on and on. We want to be that expert partner for you to kind of help you know your data and then tend to take action on your data. >> So the question about data security in general, obviously as you know, there are these major stories of tremendous breach that's right. >> Yep. >> Stayed afterwards, in some cases. >> Bad guys. >> Yeah, really bad guys and bad smart guys, unfortunately and persistent to say the least. How do you work with your clients in an environment like that? Where, you know, these threats are never ending, >> Yep. >> They're becoming more and more complex. And the tools that you have are certainly robust but at the end of the day, it's very difficult. If not impossible to say a 100% bulletproof, right? >> Yeah. >> It's if you are absolutely safe with us. But you still try, you give these insurances because of your sophistication that, should give people some peace of mind. Again, it's a tough battle your in. >> Yeah. So I think the first rule of fight club is that, to solve a problem, you need to know the problem, right? You can't fix what you can't find, right? So if you're unaware that there's a potential compromise in your data, potential risk in your data maybe you have passwords in a certain data store and there's no security around that. You need to know that you have passwords in a certain data store and there's no security around that. >> Because unless you know that first, there's no ability for you to solve it. So the first part of what we do that kind of know your data that K-Y-D, is we help organizations understand what data do they have that potentially is at risk, may violate a regulatory requirement like GDPR or CCPA, things of that sort. So that's kind of the first level of value because you can't solve for something you can't, you're unaware of, right? You need to be able to see it and you need to be able to understand it. And so our ability to kind of both understand your data and understand what it is, why it is, whose it is where it came from, the risk around it lets you take action on that. Now we don't stop there. We don't stop at just helping you kind of find the problem. We also help you understand if there's additional levels of exposure. Do you have access control around that data for instance. If that data is open to the world and you just put a bunch of passwords there or API keys or credentials, that's a problem. So we provide this kind of holistic view into your data and to some of the security controls. And then most importantly, through our application platform our own apps, we provide ways for you to take action on that. And that action could take many forms. It could be about remediating where you delegate to a security owner and say, hey, I want you to delete that data. Or I want you to encrypt that data. It could be something more automated where it just encrypts everything. But again, part of the value and virtue of our platform is that we both help you identify the potential risk points. And then we give you in the form of apps that sit on top of our platform, ways to take action on it, to secure it, to reduce it, to minimize the risk. >> Because these threats are ever evolving. Can you give us a little, maybe inside peek under the tent here, a bit about what you're looking at in terms of products or services down the road here. So if somebody is thinking, okay. What enhanced tools might be at my disposal in the near term or even in the longterm to try and mitigate these risks. Can you give us an idea about some things you guys are working on? >> Yeah. So the biggest thing we're working on I've already kind of hinted at this is really the kind of first in industry platform, in our category companies that look at data and by platform i mean, something like where you can introduce apps. So AWS has a platform. People can introduce additional capabilities on top of AWS. In the data discovery classification arena, that had never been the case because the tools were very, very old. So we're introducing these apps and these apps allow you to take a variety of actions. I've mentioned a few of them, there's retention. You can do encryption, you can do access control, you could do remediation, and you could do breach impact analysis. Each of these apps is kind of an atomic unit of functionality. So there's no different than on your iPhone or your Android phone. You may have an Uber app, when you click on it, all of a sudden your phone looks like an Uber application. You may have an app focused on Salesforce, you click on it, all of a sudden your phone looks like a Salesforce application. And so what we've done is we've kind of taken this kind of data discovery, classification and intelligence mechanism that kind of K-Y-D I referenced. And then we built a whole app platform. And what we're going to start announcing over the coming months, is more and more apps in the field of privacy, in the fields of data security or protection, and even the fields of data value what we call perspective and that's and we're actually coming out with an announcement shortly on this app marketplace. And there'll be BigID building apps, but you know what, there's going to be a lot of third parties building apps. So companies that do intrusion detection and integrations and all kinds of other things are also building apps on BigID. And that's an exciting part of what you're going to see coming from us in the coming weeks. >> Great. Well, thanks for the sneak peek and wait I feel like I just barely scratched the surface of it. Governance, compliance, right? Regulation, you have so many balls in the air but obviously you're juggling them quite well and we wish you continued success, job well done. Thanks, Dimitri. >> Dimitri: Thank you very much for having me. (upbeat music)