>>Welcome to the cubes coverage of Dell Technologies world 2021. The digital experience. I'm lisa martin. I've got two guests here with me today. Adam Glick is here. Senior Director of portfolio marketing for Apex at Dell Technologies. Adam welcome to the cube >>lisa. It's great to be here with you >>likewise. And Andrew Glinka is here VP of Competitive intelligence at Dell Technologies as well. Andrew welcome to you as well. >>Thank you. Glad to be here. >>So the last Dell Technologies world was only about six months or so ago and sadly I was sitting in the same room doing that. We're not in Vegas at the convention center but hopefully one day we will be soon. But a lot of news there um Adam was about Apex and this big transformation about what Dell wants to do, give us a little bit of a history and what's transpired in the last six months. >>Well, a lot of things have happened in the past six months with what we were calling Project Apex before probably the first most obvious one is we've removed project from the name as we've made the offering generally available. We've also added a lot to it. There's a lot of new pieces of technology that are part of Project Apex now, we've talked about bringing in the cloud, bringing the custom solutions, hear a lot about that at Dell Technologies where all this time and really practicing that all up together in a single experience for customers, giving them something that's super simple agile and gives them all the control that they want to use their infrastructure where they want it all of that as a service. >>Big changes Andrew. Let's go over to you now. Talk to me about some of the players in the market. >>Well, he has a service market is growing incredibly fast and will continue to grow over the next number of years. And what we're seeing is a lot of players trying to enter that market because it is growing so fast. So you have some of the traditional infrastructure players that are entering like HP has their offer out in the market and pure storage and that happened many others. And you also have the public cloud providers like amazon web services, google Microsoft azure that are starting to develop um on prem tech capabilities to kind of validate this hybrid cloud as a service, all things everywhere model. So uh rapidly growing market a lot changing in a lot of players entering this space very quickly. >>So a lot of acceleration we've seen with respect to digital transformation Andrew in the last year. So talk to me about how Apex compares to those infrastructure players, you mentioned peer storage, Netapp HP. Talk to me about the comparison there. >>Yeah, so one of the things is we continue to develop, Apex is we're going to offer the broadest portfolio of as a service solutions for customers, all with different consumption models. So we'll be offering outcome based meter based as well as custom solutions, which is a little bit different than what others can provide all delivered using market leading technology and all Dell supported. So we're not using third party to deliver any of the asset service, it's all Dell supported, um some other very tactical things like single rate, so we don't charge for over usage or charge extra, which is different than some um and also it's all self service. So through the console you can place an order for a new system or upgraded system and you're avoiding the lengthy sale cycles and all the back and forth. So just a couple of questions you can get the outcome that you're looking for. >>Adam. Talk to me about how apex compares to the public cloud providers, customers obviously have that choice as well. AWS google cloud platform. What's the comparison contrast there? >>So when we think about what's going on with public cloud providers, we really look at them as partners and people that we work with. There's a Venn diagram if you think about it and the reality is that although there is some overlap between, there's also a lot of differentiated value that we look at, that we bring their and it's how do we work together on those pieces? So the most obvious of those is when you're thinking about things like a hybrid cloud and how people work together to make sure that they've got a cloud that meets their needs, both on prem in their Coehlo locations out of the edge as well as whatever they're doing with public >>cloud. >>And so we're looking at how do we bring all those pieces together? And there are certain things that work better in certain places, certain ones that work better than others. We do a lot of things around the simplicity of billing to make that easy for customers, giving them really high performance ways to to work well that really meet the needs of a lot of workloads that might need regulatory needs or might have specific performance mapping, high performance computing, things like that. But it works together. And that's really the point is that what customers tell us is that they have needs for on premises, They have needs for things in their private cloud and follows. They also have needs in the public cloud. And how do they bring that together? And so we're working to say, how do we bridge that gap to make the best possible outcome for customers? We work on partnerships with the partnership that we announced with Equinix to bring together co location facilities around the world and bring apex services customers easily when they want to say reduce the latency between what they're running and what they control within their own hardware stacks and what might be running in the public cloud. It's kind of a merger of both that really helps customers get the best of all that they need because at the end of the day that's the goal is helping our customers get the best I. T. Outcomes for their businesses as possible. >>Right? And you mentioned Hybrid cloud and we talk about that so often customers are in that hybrid world for many reasons. So basically what you're saying is there is partnerships that Dell Technologies has with Apex and the other hyper scholars so that when customers come in, if they're most likely already using some of those other platforms, they actually could come in and work with Apex too, develop a solution that works very synergistically. >>Yeah, we're helping them pull together what they need. And if you take a look, 72 of organizations say that they're taking a hybrid cloud approach, they want to be able to bring the best of both worlds to what they're doing and really choose what's right for them. Where do they need to be able to really control what's happening with their data? Where do they want to be able to maintain and control the costs that they have and also be able to access the other services that might be out there that they would need. So how do they bring those together? And those ways that we work together for the benefit of customers? And we bridge those two pieces is really what we're aiming to do here. >>Excellent. So Andrew, let's go back over you. I want to talk about workloads here because you know when we look at some of the numbers, the 8020 rule with the cloud, 80 of those workloads still on prem customers needing to determine which workloads should go to the cloud. How does apex work with customers to facilitate making those decisions? Um about the workloads that are best suited for apex versus club? >>Well, I think that's the beauties, it's very flexible. And so some of those traditional workloads that are still on prem can be run as a service without a whole lot of change. So you don't have to re platform, you don't have to reengineer them and you can move them into an as a service model, continue to run them easily. But then there's a whole lot of new development like high performance computing and Ai And machine learning, particularly at an edge where Gartner says by 2025 75 of all data will be processed at the edge. So as these new capabilities are being built out, uh customers have been asking us to start to run that infrastructure in these new workloads and and at as a service model and so high performance computing ai. Ml these edge workloads are fantastic use cases just get started with as a service and can certainly extend back into some of the more traditional workloads that they've been running >>adam. Can you talk to us a little bit about what's transpired in the last six months from the customers lens as we talked a little bit about, we talked a lot in the last year about the acceleration of digital transformation and so many businesses having to pivot multiple times in the last year. A lot of acceleration of those getting to cloud for, for to survive. Talk to me about the customer experience, what you see in the last six months. >>So what we've heard a lot from our customers is that they're really looking for the benefits of consumption as a service that especially as you see the financial impacts that happened over the past year, People looking at ways to preserve capital and what are the ways that they can go and maintain what they want to do or perhaps even grow and accelerate. Take advantage of those new opportunities in ways that don't require large capital purchases and the ability to go in and purchase as a service is something we've heard from multiple customers is something that is really attractive to them as they look at. Hey, there's no opportunities they've opened up and how do they be able to expand on those as well as how do they be able to preserve the capital? They have, be able to continue with the projects that they're looking at but be able to take a more agile approach for those things. And so the as a service offerings that we've been talking to our customers about have been really something they've been excited about and they come to us kind of, hey, what do you have? What's the roadmap? How can we have more of those kinds of things? And that's why we're so excited Dell Technologies world to be talking about how we're bringing even more apex services as a service available to our customers. >>And I'm just curious in the last year since we've seen so many industries, every industry really rocked by the very dynamic market, but some of the things like healthcare and government, I'm just curious if you've seen any industries in particular really take a leading edge here and working with you in apex. >>one of the most >>interesting things that I've seen from the customers that I've been talking to is that it really is broad ranging that I've talked to customers who are governmental customers who are interested in expanding what they're doing with it but very concerned about things like data, locality and data sovereignty. That's very interesting to them. I've talked to manufacturing organizations, they're looking at how do they expand their operations in asian manufacturing for instance. And they're going from, how do they operate within the United States to how do they expand their operations? Be able to do that in a more quick fashion? What they're doing? Talk to healthcare organizations, they're looking at, how do they be able to bring digital healthcare and as you to think about what's happening more virtually that people are doing, What does that mean in terms of health care? Both from people who are actually doing virtual visits with their doctors as well as even things like digital surgery. So there's so many things that are happening really. I could talk to you about dozens of industries. But the takeaway that I've had is that there's no real one industry, it's really something that has impacted just operations globally and different folks. Look at different things in different ways. I talked to a company that does train that actually train company. They do logistics and they're looking at edge scenarios and how do they do train inspections faster to be able to provide better turnaround times for their trains because there's a limited amount of track and so if they miss a maintenance window like that's time that they not only have to wait for the next window, they have to wait for all the other trains to pass too. So it's really breathtaking, just the scope of all that's changing in it and all the opportunities that are coming up as people think about what consuming it services as a service can mean for them. >>Yeah, amazing opportunities. And you talked about, you know, the virtual and there's so much of it that's going to persist in in a good way, silver linings, right? Um and you want to go back over to you talk to me when we, when we talked about apex at Dell technologies world 2026 months ago, this was kind of revolutionary and really looking at it as a really big change to Dell's future strategy. Talk to me about that. >>Well, it's a change for the entire company, so having to rethink how we deliver all these services and outcomes to customers. So it's it's not just about the product. The product is now the service and the service is the product, so it's very different in how we approach it. Thinking more about how we can help our customers achieve these outcomes um and help deliver these services that get them there, which is a little different than just developing the products themselves. And so that's been a big thing that we've been taking on and making sure that we deliver these outcomes for our customers. >>Yeah. And then adam last question for you talk to me about kind of same perspective of looking at this as as how Dell intends to compete in the future and what customers can expect. Also how can they engage? Is this something that is available with Channel Partners? Dell Direct? >>So this is the beginning of a huge journey and transformation as Andrew spoke about, like this is a transformation of not only what we're providing, but a transformation across all of Dell. We're looking at how do we expand the X portfolio to bring a portfolio of options to our customers? You know, we're starting with with storage and cloud and some are custom solutions, but we really have a vision of how do we bring all of Dell's business products and into services for our customers? You know, it's a huge transformation, it's something I'm incredibly excited about because it really aligns what we do with what our customers do. We've never had an opportunity to be so closely connected with our customers and create great outcomes for them. So the transformation, like we're just at the beginning of this and it's an incredible path that we're on that's providing amazing value for the people that we've already started working with. For people that want to find out more about it. You can certainly come to our website, Dell technologies dot com slash apex. People who have a relationship with Dell already contact their sales representative will be more than happy to talk to them about what their current needs are and what effects can do to help them continue their digital transformation and create better outcomes for their organization. >>Excellent, Adam Andrew, Thank you for joining me today to talk about what's going on. Project apex to apex the tremendous amount of opportunities that it's helping customers in any industry uncover. We look forward to seeing down the road some of those great customer outcomes that come from this. I thank you both for joining me today. >>Thank you very much. Thank you >>for Adam Glick and Andrew Glinka. I'm lisa martin. You're watching the cubes coverage of Dell Technologies World 2021 The Digital Experience.

>>Hello, and welcome back to the cubes. Continuous coverage of AWS 2021. We're here live real people, and we're pleased to bring you this hybrid event. The most important hybrid event of the year to wrap up really 20, 21 and kick off next year, we're going to dig into the intersection of machine learning and business intelligence, business intelligence, Innomar, and Corian is here as the senior vice president of technology alliances at click and costy Wasilla caucus is the head of product growth for low code, no code machine learning at AWS gentlemen. Welcome to the >>Cube. Thanks for having us. >>I think the first time you were on at reinvent Sev definitely early last decade of >>My life. I >>Had black hair and it was maybe a 2013, I want to say. So it's been quite a run >>And it's definitely been a, been a privilege. I had a, had a chance to attend pretty much all all reinvents from the first one, eh, with a much fewer people and say this growth year over year. And what's amazing about it. This is beyond the scale, how much you grow, the number of people. It's just the face of innovation. Keeps, keeps accelerating as an it's, just this phenomenal. >>We're lucky that we chose data as sort of a, our business passion. But, um, so speaking of data, what are you hearing from customers about what they want to do with their data and bringing together business intelligence and machine learning it's being injected in, but what are they telling you that they, that they want, that they need? What's the opportunity that you're hearing now? >>So, uh, I think first of all, this is a fascinating, fascinating topic because we're talking kind of about the intersection of, uh, what everybody wants to look to do as the next frontier of, uh, of data with predictive data, because descriptive analytics have been around for a long time, but what coconut use predictive analytics, prescriptive analytics to enrich what we've had with descriptive analytics to be the end of the day, improve the business and what, what I love talking to people around here and just listening to customers, express the, you know, their needs is how can they get more value out of data? So they have the data, they don't use. A lot of the data are in Applegate and they want to use it in more ways. And that's what exciting to discuss those new ways. They want to bring it together >>Because anything you'd add to that from AWS perspective, >>I'll tell you what we don't hear from our customers and that we've stopped hearing what is AI and machine learning. And on the contrary we are hearing, how can we make the teams that already AI and ML a lot more productive and make a lot more of it, for example, how can they iterate a lot faster across the ML workflow, how they can train and build really large state of the art, natural language processing models like DDB DBT three, how can we help customers build, train and tune customer specific models for all their, to be able to bring in hyper personalization to their products? And the other thing we're hearing is how can we help the teams that are not tapping into AI and ML get the most power of it in a way, how could you actually potentially either democratize the building and development of machine learning models? Or how can you, in another way, expose machine learning into applications that analytics users are already using? >>Yeah. So in my, when we first met success was measured in, yeah, I got the Hadoop cluster, the work technically, but to your point, they customers want to get more value out of that data now. And so they want to operationalize machine intelligence. Is that what active intelligence is? >>Um, so active intelligence is something that you have here click started to talk about, but we believe it really represents what customers are trying to achieve. And the reason we use the word active intelligence is if you're going to think about active, not being passive. So, uh, traditional BI, uh, kind of relied on pre-configured historical data sets, which were great for what they did, but today they're kind of out of gas in terms of supporting real time decisioning and action. So what active intelligence is all about is really enabling customers to make it take informed, informed action, not just informed decision informed action in the moment. So when that action needs needs to happen. So in order to accommodate that again, this is really the difference between active and passive. Is it active intelligence is all about innovations to bring real-time data. So it's all just historical data. >>I need real time data that's relevant to what's happening. Now. I need a way to get an intelligent data pipeline. And I lead this data pipeline that makes it real-time data available in the forum and the structure that allows me to make a decision or to take action. And finally, it's really to be designed to drive action, right? So whether it's a manual action or whether it's even completely automated, but it's intelligent, it's informed. So that's, that's what active intelligence is all about that by the way, predictive data fits really well into that entire paradigm. Right. >>I mean, we've been talking for years about real-time and it's like, okay, what is real time? Well, it's real time is before you lose the customer before you lose the patient before the machine explodes. Right? So your point about predictive. Yeah. Now you guys made an announcement yesterday, uh, ADA, which stands for AI, for data analytics, what what's that all about? Well, >>Ate them tries to aims to address the very point I mentioned before our customers that are asking us, how can we give access to our business teams? There are a lot more business needs to machine learning. An AI for data analytics is a set of partner solutions that are ML powered. And they're focusing across the spectrum of analytics from data warehousing, business intelligence, business process automation, and other business application. And the idea is to help our partners bring to our customers a lot of those more ways. And for example, we've built integrations with clique Tableau, snowflake, Workato Pegasystems. And through those, those usually take two flavors. Either we help our partners build a mail and embedded into their applications and in a way, make them more intelligent as Mr. Wright mentioned, or we help our partners expose machine learning capability from AWS, right within the UI. >>So for example, yes, they will launch snowflake integration with SageMaker. Now snowflake user can use the same user experience in three-year the same use, the SQL query that they love and trigger an auto ML process insights maker, right from the same UI and get ML into the same UI. And I'm quite excited to also discuss today about the integration we announced today with click SageMaker integration or that was about it. No, no, no other, so I think, um, what a setups, yeah. You mentioned customers want to create more machine learning. They, they want to build faster, new, more machine learning capabilities, which is whereby the way the, the, uh, no code local, you know, comes into mind. How can you use the autopilot, which is a SageMaker product for enabling faster creation of models. So I want to create models faster. They also want to be able to use models in a sense, monetize them, turn them into value to make them available to more users where they're you there's users are. >>Eh, so, you know, BI environments or experiences like as we started to think about him. So I says, well, be provided with Gleevec. And again, with our active intelligence platform is all about weaving the data into the applications, into the environments, either the analytic workflows that, uh, that users have. So we introduced and are super excited. Uh, we've announced, uh, two integrations. So very robust integration between cloud and Amazon SageMaker. And that includes both our new analytic connector for, uh, uh, Amazon SageMaker and our integration with Amazon SageMaker autopilot. So with integration with SageMaker, we now have ClixSense interacting directly and seamlessly with any model deployed within SageMaker. So again, very much like cost dimension in your experience as a user seamlessly, you now also have predictive predictive data. So as you working in application, as you're interacting with your data, dynamically data is interchanged between click and SageMaker in reaching your decision, making your actions with predictive datasets. And that's, what's so cool about it. So again, the clinic environment, we bring real-time data in, prepare it for analytics, and then feed that real-time data to SageMaker to get the real-time prediction back in the same experience for the user. So we're really, really excited about that. So >>Translate what that means for customers is that everything happens faster. Is it unlocked new capabilities? Can we unpack >>A little bit? Absolutely. So aware in a way, bridging the chasm between the data science world and the business teams. So the data science teams are building machine learning models to make predictions. And now with the first integration that Myra mentioned, we actually expose those machine learning models in an application that the business team uses click and with the same dashboards that they are very familiar with can now trigger those machine learning models and get real time predictions in the dashboards themselves powered by machine learning. So in a way, this chasm between the two worlds of data science and business users is completely bruised. And the second integration we built with autopilot, she helps data engineers use completely their own machine learning technology powered by AWS pacemaker. So a data engineers creating different pipelines and through those pipelines, they can now with a building block, add auto ML capabilities in that pipeline without them really knowing machine learning. So we bridge the gap of the business teams, getting access to the data science teams and also bringing the skillset gap for the data engineers to tap into machine learning. You mentioned >>Monitor monetization before. So this to me is key because who's going to do with doing the monetization. It's the business lines that are going to do that, not the data scientists data they're going to enable that, but ultimately it's those data consumers that are building those, I call them data products that they can ultimately monetize. And that's, I'm interested in low-code no-code who sits in your title too, so that all plays in doesn't it? >>Yeah, you guys, and we're heavily invested into that whole space. So for example, today we just launched SageMaker canvas. That is a low-code no-code capability for analysts and business users, but we realized we don't need to only innovate on the technology side. We need to also innovate on the partnerships that we built and those integrations help expose those, our technology to wherever our customers want to be the one to be in clique. So be it, let them use the machine learning technology that we are innovating on exactly where they wanted to be. >>Can you give us some customer examples and use cases, maybe make it real for us, >>Uh, for sure. And I, and I think as you, as you think about these use cases, one of the other things I want to do to kind of envision is the fact that all this predictive data and all this integration that we're talking about is not, can actually express itself in a lot of different experiences for the user. It can be a dashboard. It can also be a conversation analytics, which is part of what we offer in the cloud. So you can actually, he can arrive and interact with the data. You don't have to actually look at it. It can be alerts that actually look automatically and inform you that you need to take action. So you don't actually look at the data. The data will come to you when it, when it needs you including base on, on predictive data. So there's a lot of, uh, a lot of options about how you're going to do it. >>Then give me, let me give you, let me give you an example. I'll let me try and maybe pick one that is intuitive. I think for, for many, for many people sales, right? So you have sales, you have a lot of orders. You want to try to close to closing a quarter, you have a forecast, the deals you expect to close. Uh, and then you can use machine learning for example, to forecast or to try to project which, which deals you're going to lose. So now again, that can look at a lot of different aspects of the deal, the timing, the folder, the volume, the amounts, a lot of other parameters, right. Then predict if you're going to lose a deal. So now, if there's a deal that I, that my sales person is telling me, he's going to win, but the mall is telling me you may lose, well, I probably want to double click on that one. >>Right? So I cannot bring that information right in again, in the moment it is to the seller or to the management, so they can identify it and take action. Now, not only can I bring it to them, but I can also, you know, from the machine learning, you know, what is the likely reason that they lose? And if I know the likely reason, it also become prescriptive, I now can know what to do to try and fix it, right. So I can either do it again manually, or it can also integrate it, uh, again, you know, click cloud. We also also click on application automation, which is again, also kind of a low-code no-code environment to orchestrate processes. I can also take that automatically, also update back Salesforce or the CRM. Okay. So that the metadata management system gets updated. So you got an example, exactly. The example of active intelligence. It allows me to take informed action in the now in the moment about making the best example. >>And if Salesforce salesperson, maybe I prioritize and the machines helping me direct my resources. Is this available today? Is it in general availability >>Available right now? Right? Anyone can go start it right now and click LA >>Congratulations. Um, last question. So what's the future hold for this partnership? Where are you guys headed? Give us a little >>Direction. First of all, would love to scale those integrations. So if you're a customer of Blake, please go ahead and test them and do sir, the feedback. And second for us, we really want to learn from our customers and improve those integrations. We bring to them, we really want to hear what technologies they want to expose to a lot more users. And we are aspiring to build that partnership and get a lot more tight aligned with, uh, with Glick. And, uh, thank you costly. And, uh, we, we see tremendous additional opportunities. I think Amazon tells it where I would say is, well, we're in day one. That that's how we kind of feel about it. There's only so much we put into it, but the market is so dynamic. There's so many new needs that are coming up. So we kind of think about it that way. >>So first of all, we want to journey to expand Lee cloud, adding more services. It's actually a platform where we're bringing both data services. They integration data management, everything related to the analytics pipeline, and of course the analytic services. So it all comes together in one environment that makes it more agile, faster to build these new modern, active intelligence type experiences. So as we do that, we're going to be adding more services, creating more opportunities to integrate with more services from the AWS side. So we're really excited to look at that and just like close to, you mentioned with canvas, you know, Amazon keeps coming up with new new services and new capabilities. So there's gonna be a lot of more opportunity. Eh, we're gonna keep, uh, again, within spirit of our partnership where we want to, you know, jump first innovate quickly and, uh, you know, create is integration, adds value to customer >>Often the flywheel that's. I love it. Great. Great to have you guys awesome to reconnect. All right. Appreciate it. Thank you for watching. This is the queue and we're covering AWS reinvent 2021. We're the leader in high tech coverage, right back