>> Prior to the pandemic, organizations were largely optimized for efficiency as the best path to bottom line profits. Many CIOs tell theCUBE privately that they were caught off guard by the degree to which their businesses required greater resiliency beyond their somewhat cumbersome disaster recovery processes. And the lack of that business resilience has actually cost firms because they were unable to respond to changing market forces. And certainly, we've seen this dynamic with supply chain challenges. And there's a little doubt we're also seeing it in the area of cybersecurity generally, and data recovery specifically. Over the past 30 plus months, the rapid adoption of cloud to support remote workers and build in business resilience had the unintended consequences of expanding attack vectors, which brought an escalation of risk from cybercrime. While security in the public cloud is certainly world class, the result of multicloud has brought with it multiple shared responsibility models, multiple ways of implementing security policies across clouds and on-prem. And at the end of the day, more, not less, . But there's a positive side to this story. The good news is that public policy, industry collaboration and technology innovation is moving fast to accelerate data protection and cybersecurity strategies with a focus on modernizing infrastructure, securing the digital supply chain, and very importantly, simplifying the integration of data protection and cybersecurity. Today, there's heightened awareness that the world of data protection is not only an adjacency to, but is becoming a fundamental component of cybersecurity strategies. In particular, in order to build more resilience into a business, data protection people, technologies and processes must be more tightly coordinated with security operations. Hello, and welcome to "The Future of Multicloud Data Protection" made possible by Dell in collaboration with theCUBE. My name is Dave Vellante and I'll be your host today. In this segment, we welcome into theCUBE two senior executives from Dell who will share details on new technology announcements that directly address these challenges. Jeff Boudreau is the President and General Manager of Dell's Infrastructure Solutions Group, ISG, and he's going to share his perspectives on the market and the challenges he's hearing from customers. And we're going to ask Jeff to double click on the messages that Dell is putting into the marketplace and give us his detailed point of view on what it means for customers. Now, Jeff is going to be joined by Travis Vigil. Travis is the Senior Vice-President of Product Management for ISG at Dell Technologies, and he's going to give us details on the products that are being announced today and go into the hard news. Now, we're also going to challenge our guests to explain why Dell's approach is unique and different in the marketplace. Thanks for being with us. Let's get right into it. (upbeat music) We're here with Jeff Boudreau and Travis Vigil, and we're going to dig into the details about Dell's big data protection announcement. Guys, good to see you. Thanks for coming in. >> Good to see you. Thank you for having us. >> You're very welcome. Alright, let's start off Jeff, with the high level. You know, I'd like to talk about the customer, what challenges they're facing? You're talking to customers all the time. What are they telling you? >> Sure, as you know, we spend a lot of time with our customers, specifically listening, learning, understanding their use cases, their pain points within their specific environments. They tell us a lot. No surprise to any of us that data is a key theme that they talk about. It's one of their most important assets. They need to extract more value from that data to fuel their business models, their innovation engines, their competitive edge. So, they need to make sure that that data is accessible, it's secure and its recoverable, especially in today's world with the increased cyber attacks. >> Okay, so maybe we could get into some of those challenges. I mean, when you talk about things like data sprawl, what do you mean by that? What should people know? >> Sure, so for those big three themes, I'd say, you have data sprawl, which is the big one, which is all about the massive amounts of data. It's the growth of that data, which is growing at unprecedented rates. It's the gravity of that data and the reality of the multicloud sprawl. So stuff is just everywhere, right? Which increases that surface as attack space for cyber criminals. >> And by gravity, you mean the data's there and people don't want to move it. >> It's everywhere, right? And so when it lands someplace, think Edge, Core or Cloud, it's there. And it's something we have to help our customers with. >> Okay, so it's nuanced 'cause complexity has other layers. What are those layers? >> Sure. When we talk to our customers, they tell us complexity is one of their big themes. And specifically it's around data complexity. We talked about that growth and gravity of the data. We talk about multicloud complexity and we talk about multicloud sprawl. So multiple vendors, multiple contracts, multiple tool chains, and none of those work together in this multicloud world. Then that drives their security complexity. So, we talk about that increased attack surface. But this really drives a lot of operational complexity for their teams. Think about we're lacking consistency through everything. So people, process, tools, all that stuff, which is really wasting time and money for our customers. >> So, how does that affect the cyber strategies and the, I mean, I've often said the Cisco, now they have this shared responsibility model. They have to do that across multiple clouds. Every cloud has its own security policies and frameworks and syntax. So, maybe you could double click on your perspective on that. >> Sure. I'd say the big challenge customers have seen, it's really inadequate cyber resiliency and specifically, they're feeling very exposed. And today as the world with cyber attacks being more and more sophisticated, if something goes wrong, it is a real challenge for them to get back up and running quickly. And that's why this is such a big topic for CEOs and businesses around the world. You know, it's funny. I said this in my open. I think that prior to the pandemic businesses were optimized for efficiency, and now they're like, "Wow, we have to actually put some headroom into the system to be more resilient." You know, are you hearing that? >> Yeah, we absolutely are. I mean, the customers really, they're asking us for help, right? It's one of the big things we're learning and hearing from them. And it's really about three things. One's about simplifying IT. Two, it's really helping them to extract more value from their data. And then the third big piece is ensuring their data is protected and recoverable regardless of where it is going back to that data gravity and that very, you know, the multicloud world. Just recently, I don't know if you've seen it, but the Global Data Protected, excuse me, the Global Data Protection Index. >> GDPI. >> Yes. Jesus. >> Not to be confused with GDPR. >> Actually, that was released today and confirms everything we just talked about around customer challenges. But also it highlights at an importance of having a very cyber, a robust cyber resilient data protection strategy. >> Yeah, I haven't seen the latest, but I want to dig into it. I think this, I've done this many, many years in a row. I'd like to look at the time series and see how things have changed. All right. At a high level, Jeff, can you kind of address why Dell, from your point of view is best suited? >> Sure. So, we believe there's a better way or a better approach on how to handle this. We think Dell is uniquely positioned to help our customers as a one stop shop, if you will, for that cyber resilient multicloud data protection solution and needs. We take a modern, a simple and resilient approach. >> What does that mean? What do you mean by modern? >> Sure. So modern, we talk about our software defined architecture. Right? It's really designed to meet the needs not only of today, but really into the future. And we protect data across any cloud and any workload. So, we have a proven track record doing this today. We have more than 1,700 customers that trust us to protect more than 14 exabytes of their data in the cloud today. >> Okay, so you said modern, simple and resilient. What do you mean by simple? >> Sure. We want to provide simplicity everywhere, going back to helping with the complexity challenge. And that's from deployment to consumption, to management and support. So, our offers will deploy in minutes. They are easy to operate and use, and we support flexible consumption models for whatever the customer may desire. So, traditional subscription or as a service. >> And when you talk about resilient, I mean, I put forth that premise, but it's hard because people say, "Well, that's going to cost us more. Well, it may, but you're going to also reduce your risk." So, what's your point of view on resilience? >> Yeah, I think it's something all customers need. So, we're going to be providing a comprehensive and resilient portfolio of cyber solutions that are secure by design. And we have some unique capabilities and a combination of things like built in immutability, physical and logical isolation. We have intelligence built in with AI part recovery. And just one, I guess fun fact for everybody is we have, our cyber vault is the only solution in the industry that is endorsed by Sheltered Harbor that meets all the needs of the financial sector. >> So it's interesting when you think about the NIST framework for cybersecurity. It's all about about layers. You're sort of bringing that now to data protection. >> Jeff: Correct. Yeah. >> All right. In a minute, we're going to come back with Travis and dig into the news. We're going to take a short break. Keep it right there. (upbeat music) (upbeat adventurous music) Okay, we're back with Jeff and Travis Vigil to dig deeper into the news. Guys, again, good to see you. Travis, if you could, maybe you, before we get into the news, can you set the business context for us? What's going on out there? >> Yeah. Thanks for that question, Dave. To set a little bit of the context, when you look at the data protection market, Dell has been a leader in providing solutions to customers for going on nearly two decades now. We have tens of thousands of people using our appliances. We have multiple thousands of people using our latest modern, simple PowerProtect Data Manager Software. And as Jeff mentioned, we have, 1,700 customers protecting 14 exabytes of data in the public clouds today. And that foundation gives us a unique vantage point. We talked to a lot of customers and they're really telling us three things. They want simple solutions. They want us to help them modernize. And they want us to add as the highest priority, maintain that high degree of resiliency that they expect from our data protection solutions. So, that's the backdrop to the news today. And as we go through the news, I think you'll agree that each of these announcements deliver on those pillars. And in particular, today we're announcing the PowerProtect Data Manager Appliance. We are announcing PowerProtect Cyber Recovery Enhancements, and we are announcing enhancements to our APEX Data Storage Services. >> Okay, so three pieces. Let's dig to that. It's interesting, appliance, everybody wants software, but then you talk to customers and they're like, "Well, we actually want appliances because we just want to put it in and it works." >> Travis: (laughs) Right. >> It performs great. So, what do we need to know about the appliance? What's the news there? >> Well, you know, part of the reason I gave you some of those stats to begin with is that we have this strong foundation of experience, but also intellectual property components that we've taken that have been battle tested in the market. And we've put them together in a new simple, integrated appliance that really combines the best of the target appliance capabilities we have with that modern, simple software. And we've integrated it from the, you know, sort of taking all of those pieces, putting them together in a simple, easy to use and easy to scale interface for customers. >> So, the premise that I've been putting forth for months now, probably well over a year, is that data protection is becoming an extension of your cybersecurity strategies. So, I'm interested in your perspective on cyber recovery. Your specific news that you have there. >> Yeah, you know, we are in addition to simplifying things via the appliance, we are providing solutions for customers no matter where they're deploying. And cyber recovery, especially when it comes to cloud deployments, is an increasing area of interest and deployment that we see with our customers. So, what we're announcing today is that we're expanding our cyber recovery services to be available in Google Cloud. With this announcement, it means we're available in all three of the major clouds and it really provides customers the flexibility to secure their data no matter if they're running on-premises, in Acolo, at the Edge, in the public cloud. And the other nice thing about this announcement is that you have the ability to use Google Cloud as a cyber recovery vault that really allows customers to isolate critical data and they can recover that critical data from the vault back to on-premises or from that vault back to running their cyber protection or their data protection solutions in the public cloud. >> I always invoke my favorite Matt Baker here. "It's not a zero sum game", but this is a perfect example where there's opportunities for a company like Dell to partner with the public cloud provider. You've got capabilities that don't exist there. You've got the on-prem capabilities. We could talk about Edge all day, but that's a different topic. Okay, so my other question Travis, is how does this all fit into APEX? We hear a lot about APEX as a service. It's sort of the new hot thing. What's happening there? What's the news around APEX? >> Yeah, we've seen incredible momentum with our APEX solutions since we introduced data protection options into them earlier this year. And we're really building on that momentum with this announcement being providing solutions that allow customers to consume flexibly. And so, what we're announcing specifically is that we're expanding APEX Data Storage Services to include a data protection option. And it's like with all APEX offers, it's a pay-as-you-go solution. Really streamlines the process of customers purchasing, deploying, maintaining and managing their backup software. All a customer really needs to do is specify their base capacity. They specify their performance tier. They tell us do they want a one year term or a three year term and we take it from there. We get them up and running so they can start deploying and consuming flexibly. And as with many of our APEX solutions, it's a simple user experience all exposed through a unified APEX Console. >> Okay, so it's, you're keeping it simple, like I think large, medium, small. You know, we hear a lot about T-shirt sizes. I'm a big fan of that 'cause you guys should be smart enough to figure out, you know, based on my workload, what I need. How different is this? I wonder if you guys could address this. Jeff, maybe you can start. >> Sure, I'll start and then- >> Pitch me. >> You know, Travis, you jump in when I screw up here. >> Awesome. >> So, first I'd say we offer innovative multicloud data protection solutions. We provide that deliver performance, efficiency and scale that our customers demand and require. We support as Travis said, all the major public clouds. We have a broad ecosystem of workload support and I guess the great news is we're up to 80% more cost effective than any of the competition. >> Dave: 80%? >> 80% >> Hey, that's a big number. All right, Travis, what's your point of view on this? >> Yeah, I think number one, end-to-end data protection. We are that one stop shop that I talked about, whether it's a simplified appliance, whether it's deployed in the cloud, whether it's at the Edge, whether it's integrated appliances, target appliances, software. We have solutions that span the gamut as a service. I mentioned the APEX Solution as well. So really, we can provide solutions that help support customers and protect them, any workload, any cloud, anywhere that data lives. Edge, Core to Cloud. The other thing that we hear as a big differentiator for Dell, and Jeff touched on on this a little bit earlier, is our Intelligent Cyber Resiliency. We have a unique combination in the market where we can offer immutability or protection against deletion as sort of that first line of defense. But we can also offer a second level of defense, which is isolation, talking about data vaults or cyber vaults and cyber recovery. And more importantly, the intelligence that goes around that vault. It can look at detecting cyber attacks. It can help customers speed time to recovery. And really provides AI and ML to help early diagnosis of a cyber attack and fast recovery should a cyber attack occur. And if you look at customer adoption of that solution, specifically in the cloud, we have over 1300 customers utilizing PowerProtect Cyber Recovery. >> So, I think it's fair to say that your portfolio has obviously been a big differentiator. Whenever I talk to your finance team, Michael Dell, et cetera, that end-to-end capability, that your ability to manage throughout the supply chain. We actually just did an event recently with you guys where you went into what you're doing to make infrastructure trusted. And so my take on that is you, in a lot of respects, you're shifting the client's burden to your R&D. now they have a lot of work to do, so it's not like they can go home and just relax. But that's a key part of the partnership that I see. Jeff, I wonder if you could give us the final thoughts. >> Sure. Dell has a long history of being a trusted partner within IT, right? So, we have unmatched capabilities. Going back to your point, we have the broadest portfolio. We're a leader in every category that we participate in. We have a broad deep breadth of portfolio. We have scale. We have innovation that is just unmatched. Within data protection itself, we are the trusted market leader. No if, ands or buts. We're number one for both data protection software in appliances per IDC and we were just named for the 17th consecutive time the leader in the Gartner Magic Quadrant. So, bottom line is customers can count on Dell. >> Yeah, and I think again, we're seeing the evolution of data protection. It's not like the last 10 years. It's really becoming an adjacency and really, a key component of your cyber strategy. I think those two parts of the organization are coming together. So guys, really appreciate your time. Thanks for coming. >> Thank you, sir. >> Dave. >> Travis, good to see you. All right, in a moment I'm going to come right back and summarize what we learned today, what actions you can take for your business. You're watching "The Future of Multicloud Data Protection" made possible by Dell in collaboration with theCUBE, your leader in enterprise and emerging tech coverage. Right back. >> Advertiser: In our data-driven world, protecting data has never been more critical. To guard against everything from cyber incidents to unplanned outages, you need a cyber resilient multicloud data protection strategy. >> It's not a matter of if you're going to get hacked, it's a matter of when. And I want to know that I can recover and continue to recover each day. >> It is important to have a cyber security and a cyber resiliency plan in place because the threat of cyber attack are imminent. >> Advertiser: PowerProtect Data Manager from Dell Technologies helps deliver the data protection and security confidence you would expect from a trusted partner and market leader. >> We chose PowerProtect Data Manager because we've been a strategic partner with Dell Technologies for roughly 20 years now. Our partnership with Dell Technologies has provided us with the ability to scale and grow as we've transitioned from 10 billion in assets to 20 billion. >> Advertiser: With PowerProtect Data Manager, you can enjoy exceptional ease of use to increase your efficiency and reduce costs. >> I'd installed it by myself, learn it by myself. It was very intuitive. >> While restoring your machine with PowerProtect Data Manager is fast, we can fully manage PowerProtect through the center. We can recover a whole machine in seconds. >> Instructor: Data Manager offers innovation such as transparent snapshots to simplify virtual machine backups, and it goes beyond backup and restore to provide valuable insights into protected data, workloads and VMs. >> In our previous environment, it would take anywhere from three to six hours a night to do a single backup of each VM. Now, we're backing up hourly and it takes two to three seconds with the transparent snapshots. >> Advertiser: With PowerProtect's Data Manager, you get the peace of mind knowing that your data is safe and available whenever you need it. >> Data is extremely important. We can't afford to lose any data. We need things just to work. >> Advertiser: Start your journey to modern data protection with Dell PowerProtect's Data Manager. Visit dell.com/powerprotectdatamanager >> We put forth the premise in our introduction that the worlds of data protection in cybersecurity must be more integrated. We said that data recovery strategies have to be built into security practices and procedures and by default, this should include modern hardware and software. Now, in addition to reviewing some of the challenges that customers face, which have been pretty well documented, we heard about new products that Dell Technologies is bringing to the marketplace that specifically address these customer concerns. And there were three that we talked about today. First, the PowerProtect Data Manager Appliance, which is an integrated system taking advantage of Dell's history in data protection, but adding new capabilities. And I want to come back to that in a moment. Second is Dell's PowerProtect Cyber Recovery for Google Cloud platform. This rounds out the big three public cloud providers for Dell, which joins AWS and Azure support. Now finally, Dell has made its target backup appliances available in APEX. You might recall, earlier this year we saw the introduction from Dell of APEX Backup Services and then in May at Dell Technologies World, we heard about the introduction of APEX Cyber Recovery Services. And today, Dell is making its most popular backup appliances available in APEX. Now, I want to come back to the PowerProtect Data Manager Appliance because it's a new integrated appliance and I asked Dell off camera, "Really what is so special about these new systems and what's really different from the competition?" Because look, everyone offers some kind of integrated appliance. So, I heard a number of items. Dell talked about simplicity and efficiency and containers and Kubernetes. So, I kind of kept pushing and got to what I think is the heart of the matter in two really important areas. One is simplicity. Dell claims that customers can deploy the system in half the time relative to the competition. So, we're talking minutes to deploy, and of course that's going to lead to much simpler management. And the second real difference I heard was backup and restore performance for VMware workloads. In particular, Dell has developed transparent snapshot capabilities to fundamentally change the way VMs are protected, which leads to faster backup and restores with less impact on virtual infrastructure. Dell believes this new development is unique in the market and claims that in its benchmarks, the new appliance was able to back up 500 virtual machines in 47% less time compared to a leading competitor. Now, this is based on Dell benchmarks, so hopefully these are things that you can explore in more detail with Dell to see if and how they apply to your business. So if you want more information, go to the Data Protection Page at dell.com. You can find that at dell.com/dataprotection. And all the content here and other videos are available on demand at theCUBE.net. Check out our series on the blueprint for trusted infrastructure, it's related and has some additional information. And go to siliconangle.com for all the news and analysis related to these and other announcements. This is Dave Vellante. Thanks for watching "The Future of Multicloud Protection" made possible by Dell, in collaboration with theCUBE, your leader in enterprise and emerging tech coverage. (upbeat music)

(modern music) >> Welcome back, everyone to theCUBE's live coverage here in San Francisco for VMware Explore, formerly VMworld. theCUBE's been here 12 years today, we've been watching the evolution of the user conference. It's been quite a journey to see and, you know, virtualization just explode. We got two great guests here, we're going to break it all down. Ash McCarty, director of Multicloud Product Management Dell Technologies, no stranger to the VMworld, now VMware Explore, and Josh Prewitt, Chief Product Officer at Rackspace Technology. Great to see you guys, thanks for coming on. >> Absolutely. >> Yeah, thanks so much, thanks for having us. >> So, you know, the theme this year is multicloud, but it's really all about vSphere 8's out, you got VxRail, you got containers, you got the magic going on around cloud native, which it really points to the future state of where this is going, which is agile enterprises, infrastructure as code, high performance under the hood, I mean, all the things that you guys have been doing for many, many years and decades and business, but now with VMware putting it all together, it feels like, this year, it's like you got visibility into the value proposition, people have clear line of sight into where the performances are from the hardware software and now Cloud, it's kind of coming together, feels like it's coming together. Let's talk about that and the relationship between you guys, Rackspace and Dell and VMware. >> Perfect. That sounds great. Well, thanks so much for having us. You know, I'll sort of kick that off. We've got a huge lifelong partnership and relationship with Dell and VMware and the technologies that these guys create that we're able to put in front of our customers are really what allows us to go drive those business outcomes. So, yeah, happy to dive into it. >> Yeah, and I think to add to that, we understand that customers have a tremendously complex challenge ahead of them on managing their infrastructure. That's why with VxRail, we have intelligent infrastructure. We want it to simplify the outcomes for customers no matter if they're managing VMware or if they're managing the actual hardware infrastructure underneath it. >> Yeah, one of the things that we always talk about, you know, you read about it on the blogs and the news and the startup world, is "Oh, product-market fit," and, well, it kind of applies here, if you think about what's going on on the product side with the Edge emerging, hybrid cloud on pace with private cloud, and obviously, cloud native is great too if you have native applications in there, but now, putting it all together, you're hearing things like the telco cloud, I hear buzzwords like that, I hear supercloud, which we promoting, which you see in companies becoming cloud themselves, with the CapEx being handled by either public cloud or optimized on premise or hosted hardware. I mean, this is now, this is not all about everything's going to the cloud, this is now cloud operations on premise and in hosting hardware, so I'd love to get your perspective on that because you guys are huge hosting, you've got huge experience there, modernizing all the time. What does the modern era look like for the customer? >> Yeah, yeah, so, I mean, I think it's very clear to everybody that it's a multicloud world, right? I think the main question is, are you multicloud as a strategy, or are you multicloud as a situation? Because everybody's multicloud. That ship has sailed, right? >> Yeah, exactly. >> And so, when I look at the capabilities that we have with the partnership with Dell and the VxRail technologies, you know, life-cycle management that you have to go and perform across your fleet can be extremely difficult, and whenever you take something like the VxRail and you add, you know, you have the hardware and you have the software all fully integrated there, it makes it much easier to do life-cycle management, so for a company like Rackspace, where we have tens of thousands of nodes that we're managing for customers across 29 global data centers, and we're all over the place, the ability to have that strength with Dell's hardware, the VMware platform improve life-cycle management makes it so much easier for us to manage our fleet and be able to deliver those outcomes even faster for customers. >> So assuming that VxRail isn't a virtual railroad that delivers data to Rackspace data centers, if it's not that, what is it, Ash? Give us a little premier on what VxRail is. >> Well, VxRail is the first and only jointly engineered HCI system with VMware, so everything we do with VMware is better. >> So hyperconverged infrastructure. >> Hyperconverged infrastructure. >> What we used to call a server because all the bits are in the box, right? >> All the storage is computed in there. >> Everything's in there. Right. >> Simplifies management. And we built in with the VxRail HCI system software, which is really our secret sauce, we built in to actually add those automation capabilities with VMware, so it allows you to scale out very quickly, scale up very quickly. And one of our big capabilities is our life-cycle management, which is full stack, meaning it life-cycles the entire vSphere stack as well as the hardware infrastructure underneath as one continuously validated state, meaning that customers can focus more on their business outcomes and driving their business forward versus spending time managing their infrastructure. >> And when you talk about customers, it's also the value proposition that's flowing through Rackspace because Rackspace, when you install these systems, how long does it take to spin up to have a VM available for use when you install one of these systems? >> Oh, so you can have the system up and running very quickly. So we automate all the day one deployment, so you can have the system up and running in your labs, in your data centers in 45 minutes, and you can have VMs up in provision very shortly after that. >> So what do you do with that kind of agility? >> Oh my gosh, so we've actually taken that, and we've taken the VxRail platform and we've created what we call Rackspace Services for VMware Cloud, and this is our platform that is based on VxRail, it's based on vCloud Director from VMware, and by having the VxRail is already RackStacked, ready to go for our customers, we're able to sign a customer up today, and then, within a matter of minutes, give them access to a vCloud Director portal where they can go in and spin up a new VM anytime they want, but then, it also integrates into all of those cloud management platforms and tools, right? It integrates into your Terraform, so you've got, you know, your full CI/CD pipeline, and so you have that full end-to-end capability. If you want to go click around on a portal, you can using vCloud Director and using vSphere and all that great stuff. If you want to automate it, you can do that too. And we do it all in the backs of that VxRail hyperconverged infrastructure. >> Talk about the DPU dynamic. We're hearing a lot about DPUs. VxRail, you guys have some HCI-like vibe there with DPUs. How is that impacting performance, can you guys see? 'Cause we're hearing a lot of buzz around the VxRail and the VMware DPUs really making things much faster. >> I mean, it's the thing we talk about most with customers now is their challenges with scaling their infrastructure, and VxRail is going to be the first and only jointly engineered system that will have vSphere 8 with DPUs functionality and will have the full life-cycle management, and what this really empowers customers to do is, as they're growing their environments that they're scaling out their workloads in the data center, they need a way to scale to that next generation of networking and network security, and that's what DPUs allow you to do. They give you that offload and that high performance capability. >> Talk about the... I'd love to get your guys' perspective, while we're just riffing on this real quick sidebar for a second, if VxRail has these capabilities which you guys are promoting it does and some of the things go on in the modern era, the next gen apps are going to look a lot different. We're kind of calling it supercloud, if you will, for lack of a better description. Yeah, multicloud is a state, I agree. It's a situation and a state, but supercloud is really the functionality of what cloud does. So what do you guys see as, maybe it's tea leaves reading now or dots connecting, what are some of those next gen apps? I mean the Edge is there with, "Oh, the Edge is going to explode," and I can see the Edge having new kinds of apps that we've never seen before, whether it's on premise building lights and however they work or IoT changing. What do you guys see as the next gen app/apps coming out that's not looking the same as now, or how are apps today changing for next gen? 'Cause you get more performance at the Edge, you get more action, you get more co-locations in GEOS, so it's clear multicloud multi-presence is happening too, right? So what are you guys seeing? What's this... >> Yeah, I would say two areas that resonate most with customers is customers transitioning to their cloud native journey, so beginning it and using things like Tanzu for Kubernetes Operations, which we fully support and have a white paper out there list for customers, another area is really in the AIML space, so we've been partnering with both VMware and Nvidia to simplify how customers deploy new AIML infrastructure. I mean, it's challenging, complex, a lot of customers are wanting to dive in because it really enables them to better operate and operate on insights and analytics they get from running their business. >> Josh? >> And, you know, I think it really comes down to, whether you want to call it Edge or IoT or, you know, smart things, whatever, right? It all comes down to how we are expected, now, to capture all of the data to create a better user experience, and that's what we're seeing the modern applications being built around, right, is how do you leverage all of the data that's now at your fingertips, whether it's from wearables, machine vision, whatever it may be, and drive that improved user experience. And so that's the apps that we're seeing now, right? You know, of course, you still have all your business apps, all your ERP capabilities that need to exist and all of that great stuff, but at the same time, I also expect that, whenever, you know, now, whenever I'm walking into a store and their machine vision picks me up and they're pinging my phone and pushing me push notifications, I expect to have a better user experience. >> And do a database search on you too, by the way. >> Yeah, exactly, right? >> No search warrants out for 'em, you know, you're good. >> That's exactly it, so, you know, you kind of expect that better user experience and that's where I'm seeing a lot of the new app development. >> Yeah, it's fun, as these cases are intoxicating to think about all the weird coolness around it. The thing that I want to get your thoughts on is, we were just talking on the analyst session earlier in theCUBE, if DevOps is here and won, which we believe it has and infrastructure as code is happening, the cloud native discussion, shifting left CI/CD pipeline, that's DevOps in my mind, that's like cloud native developers, that's like traditional IT in my mind, so that's all part of the coding. DataOps and Security Ops seem to be the most robust areas of conversations where that's the new Ops, right? So, I mean, I made the term up, but new Ops, in terms of the focus, what are you making more efficient? What are you optimizing for? What's your guys reaction to that? Because all the conversations that we talk about is data, security, and then the rest seems to be cool, all good on the developer's side. Yeah, shift left events happening up there, Kubernetes containers, but all the action on the Ops side seems to be data and security. >> Yeah. >> What's your reaction to that? Is that right? >> So personally, I do think that it's right. I think that, you know with great power comes great responsibility, right? And so the clouds have brought that to us, all of your infrastructure as code has brought that to us. We have that great power now, right? But then you start to see, kind of, the pipeline attacks that are starting to become more and more popular. And so how you secure something that is as complex as, you know, a cloud native development pipeline is really hard, it's really challenging, so I do think that it warrants the attention. Then on the data side, I think that that matters because when I talked about those examples of a better user experience, I don't want my better user experience tomorrow, I don't want it 20 minutes from now. I want that real time capability, and so with that comes massive requirements from a compute and hardware perspective, massive requirements from a software perspective, and from, you know, what folks are now calling DataOps perspective >> Data addressability, having the data available to be delivered in real time. >> You know, there there's been a lot of talk, here at the conference, about the disaggregation of, you know, the brainularism, if we're going to make up words, you know, the horsepower that's involved, CPU, DPU, GPU. I'll make up another word. We're familiar with the thermometers used during COVID to measure temperature. Pretend that I've invented a device called a Care-o-meter and I'm pointing at various people's foreheads, who needs to care about DPUs and GPUs and CPUs? You know, John was referencing the idea of security at the Edge, data. Well, wow, we've got GPUs that can do things. Who needs to care about that? Obviously, we care about it. You care about it. You care about it. You're building this stuff, you're deploying this stuff, but at what level in the customer stack do they need to care about it? Are you going in, is RackSpace engaging customers and saying, "Look, here's the value proposition: we understand your mission to be this. We believe we can achieve your mission." How far down in the organization do you go before you get to someone where you have to have the DPU conversation? 'Cause we didn't even define DPU yet here, which is always offensive to me. >> I think I defined it actually. >> Did you define DPU? Good. Thank you John. >> Yeah, yeah. >> But so who should care? Who should really care about that? >> Oh, that's such a complex question, right? Because everybody, Rackspace included >> But a good one. But a good question. >> Oh, it's a great question. >> Thank you. >> Great question. (laughing) >> Everybody, Rackspace included, is talking about selling business outcomes, right? And ultimately, that is what matters. It is what matters, is selling those business outcomes to the customer. And so of course we're dealing with our business buyers who are just looking for, "Hey, improve my KPIs, make this run faster, better, stronger, all of that great stuff," but ultimately you get down to an IT staff, and to the IT staff, these things matter because the IT staff, they all have budgets that they have to hit. The realities start to hit them and they can't just go and spend whatever they want, you know, trying to hit the KPIs of the marketing department or the finance department, right? And so you have your business buyers that do care significantly about buying their outcomes, and so we're having, you know, the business outcomes conversations with them and then, oftentimes, they will come back to us and say, "Okay, but now we need you to talk to this person over in our IT organization. We need you to talk with our CIO, with our VP of infrastructure," whatever that may be, where we really get down to the nuts and bolts and we talk about how, you know, we can stretch the hardware coming from Dell, we can stretch the software coming from VMware, and we can deliver a higher caliber experience, a lower TCO, by taking advantage of some of the new technologies coming out. >> Yeah, so there's a reason why I ask that awesome question, and it's because I can imagine a scenario where, and this speaks to RackSpace's position in the market today and moving forward and what your history has been, people want to know, "Well, why should I work with Rackspace instead of some mega-hyper-monster-cloud?" If part of the answer is: well, it's because, for very specific application environments, like healthcare we talked about earlier, that might be a conversation where you're actually bringing in Dell to have a conversation about how you are specifically optimizing hardware and software to achieve things that otherwise can't be achieved with t-shirt sizes of servers in a hyperscale cloud. I mean, is that part of the Rackspace value proposition moving forward, that you can do things like that with partners like Dell that the other folks aren't going to focus on? >> Absolutely, it is, right? And a lot of the power of Rackspace is that, you know, we're the best-in-class pure play cloud solutions provider, and we can talk to you about your AWS, your Azure, your GCP, all of that great stuff, but we can also talk to you about private cloud solutions that are built on the backs of Dell Technologies, and in this multicloud world, you don't have that one size fits all for every single application. There are some things that run great in a hyperscale provider, and we can help you get there, but just exactly like you said, there are these verticals where you have applications that don't necessarily run all that well or they're not modernized, they haven't been refactored to be able to take advantage of cloud native services. And if all you're going to do is run that on bare metal in VMs, a hosted private cloud is, by far, the best way to do that, right? And Rackspace provides that hosted private cloud on the backs of Dell technology, on the backs of VMware technology, and we can go deliver those custom bespoke solutions to customers. >> So the infrastructure and the hardware still matters, Ash, yes? >> Absolutely, and I think he just highlighted, while what he does with his customers and what's important to his internal organization is being to deliver faster outcomes, better outcomes, give those customers, to meet those KPIs of those customers consuming their infrastructure at Rackspace, so I think, really, what the DPU and the underlying infrastructure enables is all that full stack integration to allow them to quickly scale to the demands of those customers and what they need in their infrastructure. >> Guys, while we got you here, what do you think about this year's VMware Explore, a lot of anticipation around how many people are going to show up and, you know, all kinds of things around the new name and Broadcom. Big attendance here, I mean, I was very surprised about the size of the attendance and the show floor, the ecosystem, this train is not stopping. I mean, this is VMware's third act, no matter what the contextual situation is. What's your observation of the show? Do you agree, or is there anything that you could want to share about for folks who didn't make it, what they missed? >> Yeah, I mean it really highlights, I mean, you've seen the breadth of the show, I know people that aren't here that aren't able to see it are really missing the excitement. So there's a lot of great announcements around multicloud, around all the announcements, around the vSphere 8 with the DPUs, the vSAN Express Storage architecture, ton of new exciting technologies that are really empowering how customers, you know, the future of how customers are going to consume their workloads in their data centers. >> Josh, they're not short on products and stuff. A lot of moving parts. vSphere 8, a bunch of new stuff. And the cloud native stuff's looking pretty good too, off the tee. >> You know, it does feel like a focus on the core, though, in a way. So I don't think there's been a lot of peripheral noise at the show. Sometimes it's, you know, "And we got this, and this, and this, and this." It's vSphere 8, vSAN 8, cloud software, you know, really hammering it home and refining it. >> But you don't think of it as a little bit of a circus act. I mean the general keynote was theatrical, I thought, I mean, I thought they did a good job on that. I think vSphere 8 was buried a little bit, I thought they could have... They checked the box at the beginning. >> That's true, that's true. >> I mean, they mentioned it, but we didn't see the demos. You know? Demos are usually great. But that's my only criticism. >> Well, that's why we supplemented it with the VxRail announcements, right? With our big announcements around vSphere 8 and with the DPUs as well as the vSAN Express Storage architecture being integrated into VxRail, so I think, you know, it's always that ongoing partnership and, you know, doing what's best for our customers, showing them the next generation and how they consume that technology. >> Yeah, you guys got good props on VxRail. We had a great chat about it yesterday. Rackspace, you guys doing good? Quick update on what's happening with you guys. Give a quick plug. What's going on at Rackspace? What's hot? What's going on? Give a quick plug for what the services are and the products you got going on there. >> Yeah, absolutely. So we are that end-to-end cloud provider, right? And so we've got really exciting offers in market, helping customers take advantage of all the hyperscale providers, and then giving them that private cloud experience. We've got everything from single-tenant running in our data centers on the backs of vSphere, vCloud Director, and VxRails, all the way through to, like, multi-tenant burstable capability that runs within our own data centers as well. It's a really exciting time for technology, a really exciting time for Rackspace. >> Congratulations, we've been following your journey for a long time. Dell, you guys do continue to do a great job and end-to-end phenomenal work. The telco thing's a huge opportunity, we didn't even go there. But Ash, thanks. Josh, thanks for coming on. Appreciate it. >> Yeah, thanks so much. Thanks for having us. >> Thank you very much. >> Okay, thanks for watching theCUBE. We're live, day two of three days of wall-to-wall coverage. Two sets here in Moscone West on the ground level, in the lobby, checking out all the action. Stay with us for more coverage after this short break. (modern music)

(upbeat music) >> Welcome to this CUBE Conversation. My name is Dave Vellante and we're going to talk about data protection in the age of ransomware. It's a top of mind topic. And with me are two great guests and CUBE alumnus, David Noy, Vice Presidents of Product Management at Dell Technologies and Rob Emsley, Director of Data Protection Product Marketing at Dell. Guys, welcome back to the CUBE, it's good to see you both. >> Oh, thanks so much, I appreciate it. Thanks for having us. >> Yeah, thanks a lot Dave. >> Hey David, let me start with you. Maybe we could look at the macro, the big picture at Dell for cyber security. What are you seeing out there? >> You know, I'm seeing an enormous amount of interest in cybersecurity obviously driven by a string of recent events and the presidential executive order around cybersecurity. Look, we're in unprecedented times where, you know, disaster readiness is not just about being prepared for a wildfire or a sprinkler going off in your data center. It's around a new class of malicious attacks that people just have to be ready for. And it's not even a question of if it's going to happen, it's a question of when it's going to happen. We know it's going to happen, you're going to get hit by them. And so we go beyond just thinking about, hey, how do you build in technical capabilities into the product to make it difficult for attackers? We actually want to get predictive. We want to use advanced technologies and capabilities like artificial intelligence and machine learning to go out and scan users environments and look at their data which is really the lifeblood of a business and say, hey, we can see that there is potentially an attack looming. We can start to look for dormant attack vectors. And as soon as something bad is happening because we know something bad is going to happen, we can help you quickly recover the restore or figure out which restore point to recover from so you can get your business back and operational as soon as possible. >> Great, thank you for that, David. Hey Rob, good to see you. You know, we've seen a lot of changes recently kind of as David was referencing, it used to be okay, cybersecurity, that's the domain of the SecOps team and, you know, the rest of the company said, okay, it's their problem. You know, data protection or backup, that was the backup admin. Those two worlds are kind of colliding together. We use terms like cyber resiliency now. It's a sort of super set of, if you will, of the traditional cybersecurity. So how can organizations get ahead of these cyber threats when you engage with customers? Do you have any sort of specific angles or tooling that you use to help? >> Yeah, Dave, there's a couple of things to unpack there. You know, I think one of the things that you call out is cyber resiliency. You know, I think there's a balancing act that customers are all working through between cybersecurity and cyber resiliency. On the left-hand side of the balancing act, it's, you know, how can I keep bad things out of my network? And the reality is that it's very difficult, you know, to do that. You know, there's many applications that customers have deployed to protect the perimeter. But as you know, many cyber threats, you know, are manifested from inside of the perimeter. So what we're seeing is customers starting to invest more in making themselves cyber resilient organizations, you know, and as David mentioned, it's not the if, it's the when. The question is, how do you respond to when a cyber attack hits you? So one of the things that we introduced pointing back six months ago is a globally available cyber resiliency assessment. And we worked in collaboration with the Enterprise Strategy Group and we put out a free online assessment tool to allow customers to really answer questions around, you know, a big part of the NIST framework, around detection, protection and recovery. And we give customers the opportunity to get themselves evaluated on, are they prepared? Are they vulnerable? Or are they just, you know, black and white exposed? You know, what we found over the last six months is that over 70% of the people that have taken this cyber resiliency assessment fall into that category of they're vulnerable or they're exposed. >> Right, thank you for that. Yeah, the guys at ESG do a good job in that they have deep expertise in that space. And David, Rob just talked about sort of the threats from inside the perimeter and, you know, any person, you don't even need a high school diploma to be a ransomwarist, you can go on the dark web. You can acquire ransomware as a service. If you have access to a server and are willing to put a stick in there and do some bad things or give credentials out, hopefully you'll end up in handcuffs. You know, but more often than not, people are getting away with really, you know, insidious crime. So how is Dell, David helping customers respond to the threat of ransomware? >> So, you know, as I mentioned earlier, the product approach is pretty sophisticated. You know, you're right, somebody can come and just put a USB stick into a machine or if they have administrative access, they can figure out a code that they've either been given because, you know, the trust has been placed in the wrong place or they've somehow socially engineered out of someone. Look, it's not enough to just say, I'm going to go lock down my system. Someone who's gained access can potentially gain access to other systems by hopping through them. We take a more of a vault based approach which means that when you create a cyber vault, it's essentially locked down from the rest of your environment. Your cyber criminal is not able to get to that solution because it's been air gapped. It's kept somewhere else completely separate from other network but it also has keys and to the keys to the kingdom or that it opens up only at a certain time of day so it's not vulnerable to coming in at any time. It goes and requests data, it pulls the data and then it keeps that immutable copy in the vault itself. So the vault is essentially like a gated off, modded off environment that an attacker cannot get into. If you find that there was an attack or if an attack has occurred in which an attack will occur sooner or later, you then can basically prevent that attacker from getting access into that vaulted environment before that next opening event occurs. We also have to go back and look at time because sometimes these attackers don't instantiate all at once, I'm going to basically go and encrypt all your data. They take a more of a graduated approach. And so you have to go and look at patterns, access patterns of how data has actually changed and not just look at the metadata, say, okay, well, it looks like the data changed at a certain time. You have to look at the data contents. You have to look at the, if there's a file type. Often times, you can actually analyze that as well and say, hey, this given file whether it's a PowerPoint file or an Excel file or one of the a hundred or a thousand different file types should look like this, it doesn't look like that inside. What are many of the solutions that look for these attackers do is they're just looking at metadata access and then potentially just entropies or how fast things are changing. Well, it's changing faster than it normally would. That's not enough. And the attackers are just going to get smarter about how they go and change things. They're going to change it so that they don't change file suffixes or they don't change them with a very high entropy rate. And without using some kind of a system that's actually constantly tuning itself to say, hey, this is how these attack vectors are evolving over time, you're going to miss out on these opportunities to go and protect yourself. So we have also a constantly evolving and learning capability to go in and say, okay, as we see how these attack vectors are evolving to adapt to the way that we defend against them, we're going to also (audio glitches) other practices to make sure that we account for the new models. So it's a very adaptable kind of, it really is artificial intelligence form of protecting yourself. >> Can I ask you a question, David, just a follow-up on the immutable copy? Where does that live? Is it kind of live on prem? Is it in the cloud, either? >> Both, so we have the ability to put that on prem. We have the ability to put that in a second data center. We have the ability to keep that actually in a colo site so basically, completely out of your data center. And we've got the ability to keep that in the cloud as well. >> The reason I ask is because I just, you know, putting my paranoid SecOps hat on and I'm no expert here but I've talked to organizations that say, oh yeah, it's in the cloud, it's a service. Say, okay, but it's immutable? Yeah, it's write once, read many. You can't erase it. I go, okay, can I turn it off? Well, no, not really. Well, what if I stopped paying for the service? Well, we'd send a notice out. I said, okay, wait a minute. So am I just being too paranoid here? How do you handle that objection? >> Of turning it off? >> Yeah, can I turn it off or can you make it so that nobody can turn it off? >> Oh yeah, that's a good question. So actually what we're building into the product roadmap is the ability to that product actually self inspect and to look at. Whether or not even the underlying, so for example, if the service is running in a virtual machine. Well, the attacker could say, let me just go attack the virtual machine and it infect it and basically turn itself off even in an on-prem, nevermind in the cloud. And so we're looking at building or we're building into the roadmap, a lot more self inspection capabilities to make sure that somebody isn't going to just shut down the service. And so that kind of self resiliency is critical even to a vaulted solution which is air gapped, right? To your point. You don't want someone going, well, I can just get around your solution. I'm just going to go shut it down. That's something that we're getting at. >> So this talks, I think for the audience, this talks it's like an ongoing game of escalation and you want to have a partner who has the resources to keep up with the bad guys cause it's just the constantly, you know, upping the ante, Rob, you guys do a survey every year, the Global Data Protection Index. Tell us about that. What are the latest results? You survey a lot of people. I'm interested in, you know, the context of things like remote work and hybrid work, it's escalated the threat. What are you seeing there? >> Yeah, so as you mentioned, the Global Data Protection Index, we survey over a thousand IT executives, you know, around the globe. And in the most recent study, we absolutely started to ask questions specifically around, you know, customer's concerns with regards to cybersecurity. And we found that over 60% of the customer surveyed, you know, really are concerned that they don't feel that they are adequately prepared to respond to cyber threats that they see, unfortunately on a day-to-day basis. You know, certainly, you know, as you mentioned, the work from anywhere, learn from anywhere reality that many customers are dealing with, you know, one of the concerns that they have is the increased attack surface that they now have to deal with. I mean, the perimeter of the network is now, you know, much broader than it ever has been in the past. You know, so I think all of this leads, Dave, to cybersecurity discussions and cyber resiliency discussions being top of mind for really any CIO, their CSO in any industry. You know, in the days of old, you know, we used to focus at the financial services industry, you know, as, you know, a bunch of customers that we, you know, could have very relevant conversations with but now, you know, that is now cross industry-wide. There isn't a vertical that isn't concerned about the threats of cyber security and cyber attacks. So, you know, when we think about our business especially around data vaulting with our PowerProtect portfolio but also with our PowerScale portfolio, with our unstructured data storage solutions. You know, when we're really having constant conversations of brand, how do you make your environment more cyber resilient? And, you know, we've been seeing, you know, rapid growth in both of those solution areas, both implementing extensions of customers, backup and recovery solutions, you know, but also, you know, in the environments where, you know, we're deploying, you know, large scale unstructured storage infrastructure, you know, the ability to have real-time monitoring of those environments and also to extend that to delivering a vaulted solution for your unstructured storage are all things that are leading us to, you know, work with customers to actually help them become more cyber resilient. >> Great, thanks. The last question and maybe for both of you. Maybe Rob you start and David you can chime in. I'm interested in what's exciting you guys, what's new in the portfolio, are there new features that you're delivering that map to the current market conditions? I mean, your unique value proposition and your capabilities have shifted. You have to respond to the market changes over the left last 18 to 24 months whether it's cyber, ransomware, the digital transformation, what's new in the portfolio and what's exciting you guys. >> So Dave, yes, so quite recently we, you know, as well as, you know, running an event specifically to talk about protection and the age of ransomware and to discuss many of the things that we've covered on this call. You know, data protection is still a foundational technology to help customers become, you know, more secure and, you know, reduce their risk profiles. So innovation that we delivered very recently, you know, it's really in three specific areas, you know, VMware Data Protection, NAS Data Protection and then, you know, also, you know, we introduced a tech preview of a direction that we're taking to expand the scalability and manageability of our PowerProtect appliances. So transparent snapshots delivers capabilities to help customers better protect their VMware environment without the concern of disrupting their production applications when they're doing backup and recovery of virtual machines. Dynamic NAS protection moves away from the age old mechanism of NDMP and provides a much more performance and scalable solution for protecting all of that unstructured data running on NAS infrastructure. And then last but not least to say the tech preview of Smart Scale which is our new solution and architecture to allow customers to pull together multiple power of attack appliances within their data sensors and give them a much easier way of managing the PowerProtect appliances that they have and scaling them environment by implementing a federated namespace to align on them to get support in that environment. >> Nice, some great innovations there. All right, David bring us home. What's exciting you? You shared a little bit with the roadmap of... >> Yeah, look, I think all of this is about operations today. Every enterprise is 24/7. It doesn't matter what vertical you're in, right? Downtime is unacceptable. And whether that means whether it's downtime because you got hit by a malicious attacker, it means downtime because you were caused by disruption of virtual machine instances to Rob's point during the backup process. And we can't interrupt those processes, we can't impact their performance. It means, you know, making sure that your largest unstructured repositories in NAS deployments can be backed up in a time that makes sense so that you can meet your own SLAs. And it means that with a smart scale product there are ability to go and say, okay, as you're expanding your backup target environment, we can do that in a seamless fashion without disrupting your backup operations and your day-to-day operations. All of this is around making sure that we minimize the amount of disruption that our end users experience either because of malicious attacks or because of day-to-day operations and making, you know, making sure that those businesses really can operate 24/7. And that is the crux of a really true enterprise solution for data protection >> Guys, very important topic, really appreciate you coming on the CUBE. Great conversation and keep up the good work of protecting our data. >> Well, Dave, thanks. >> Thanks Dave. >> All right, and thanks everybody for watching this CUBE conversation. This is Dave Vellante and we'll see you next time. (gentle music)

>>Hi, I'm Frank's Luqman CEO of Snowflake. And welcome to the Snowflake Data Cloud Summit. I'd like to take the next few minutes to introduce you to >>the data cloud on why it matters to the modern enterprise. As an industry, we have struggled to mobilize our data, meaning that has been hard to put data into service of our enterprises. We're not living in a data economy and for most data central how we run our lives, our businesses and our institutions, every single interaction we have now, whether it's in social media, e commerce or any other service, engagement generates critical data. You multiply this out with the number of actors and transactions. The volume is overwhelming, growing in leaps and bounds every day. There was a time when data operations focused mostly on running reports and populating dashboards to inform people in the enterprise of what had happened on what was going on. And we still do a ton of that. But the emphasis is shifting to data driving operations from just data informing people. There is such a thing as the time value off data meaning that the faster data becomes available, the more impactful and valuable it ISS. As data ages, it loses much of its actionable value. Digital transformation is an overused term in our industry, but the snowflake it means the end to end automation of business processes, from selling to transacting to supporting to servicing customers. Digital processes are entirely disinter mediated in terms of people. Involvement in are driven into end by data. Of course, many businesses have both physical and digital processes, and they are >>intertwined. Think of retail, logistics, delivery services and so on. So a data centric operating discipline is no longer optional data operations Air now the beating heart >>of the modern enterprise that requires a massively scalable data platform talented data engineering and data science teams to fully exploit the technology that now is becoming available. Enter snowflake. Chances are that, you know, snowflake as a >>world class execution platform for a diverse set of workloads. Among them data warehousing, data engineering, data, lakes, data, science, data applications and data sharing. Snowflake was architected from scratch for cloud scale computing. No legacy technology was carried forward in the process. Snowflake reimagined many aspects of data management data operations. The result was a cloud data platform with massive scale, blistering performance, superior economics and world class data governance. Snowflake innovated on a number of vectors that wants to deliver this breakthrough. First scale and performance. Snowflake is completely designed for cloud scale computing, both in terms of data volume, computational performance and concurrent workload. Execution snowflake features numerous distinct innovations in this category, but none stands up more than the multi cluster shared stories. Architectural Removing the control plane from the individual cluster led to a dramatically different approach that has yielded tremendous benefits. But our customers love about Snowflake is to spin up new workloads without limitation and provisioned these workloads with his little or as much compute as they see fit. No longer do they fear hidden capacity limits or encroaching on other workloads. Customers can have also scale storage and compute independent of each other, something that was not possible before second utility and elasticity. Not only can snowflake customer spin up much capacity for as long as they deem necessary. Three. Utility model in church, they only get charged for what they consumed by the machine. Second, highly granular measurement of utilization. Ah, lot of the economic impact of snowflake comes from the fact that customers no longer manage capacity. What they do now is focused on consumption. In snowflake is managing the capacity. Performance and economics now go hand in hand because faster is now also cheaper. Snowflake contracts with the public cloud vendors for capacity at considerable scale, which then translates to a good economic value at the retail level is, well, third ease of use and simplicity. Snowflake is a platform that scales from the smallest workloads to the largest data estates in the world. It is unusual in this offer industry to have a platform that controversy the entire spectrum of scale, a database technology snowflake is dramatically simple fire. To compare to previous generations, our founders were bent on making snowflake, a self managing platform that didn't require expert knowledge to run. The role of the Deba has evolved into snowflake world, more focused on data model insights and business value, not tuning and keeping the infrastructure up and running. This has expanded the marketplace to nearly any scale. No job too small or too large. Fourth, multi cloud and Cross Cloud or snowflake was first available on AWS. It now also runs very successfully on mark yourself. Azure and Google Cloud Snowflake is a cloud agnostic platform, meaning that it doesn't know what it's running on. Snowflake completely abstracts the underlying cloud platform. The user doesn't need to see or touch it directly and also does not receive a separate bill from the cloud vendor for capacity consumed by snowflake. Being multi cloud capable customers have a choice and also the flexibility to change over time snowflakes. Relationships with Amazon and Microsoft also allow customers to transact through their marketplaces and burned down their cloud commit with their snowflakes. Spend Snowflake is also capable of replicating across cloud regions and cloud platforms. It's not unusual to see >>the same snowflake data on more than one public cloud at the time. Also, for disaster recovery purposes, it is desirable to have access to snowflake on a completely different public cloud >>platform. Fifth, data Security and privacy, security and privacy are commonly grouped under the moniker of data governance. As a highly managed cloud data platform, snowflake designed and deploys a comprehensive and coherent security model. While privacy requirements are newer and still emerging in many areas, snowflake as a platform is evolving to help customers steer clear from costly violations. Our data sharing model has already enabled many customers to exchange data without surrendering custody of data. Key privacy concerns There's no doubt that the strong governance and compliance framework is critical to extracting you analytical value of data directly following the session. Police Stay tuned to hear from Anita Lynch at Disney Streaming services about how >>to date a cloud enables data governance at Disney. The world beat a >>path to our door snowflake unleashed to move from UN promised data centers to the public cloud platforms, notably AWS, Azure and Google Cloud. Snowflake now has thousands of enterprise customers averaging over 500 million queries >>today across all customer accounts, and it's one of the fastest growing enterprise software companies in a generation. Our recent listing on the New York Stock Exchange was built is the largest software AIPO in history. But the data cloth conversation is bigger. There is another frontier workload. Execution is a huge part of it, but it's not the entire story. There is another elephant in the room, and that is that The world's data is incredibly fragmented in siloed, across clouds of old sorts and data centers all over the place. Basically, data lives in a million places, and it's incredibly hard to analyze data across the silos. Most intelligence analytics and learning models deploy on single data sets because it has been next to impossible to analyze data across sources. Until now, Snowflake Data Cloud is a data platform shared by all snowflake users. If you are on snowflake, you are already plugged into it. It's like being part of a Global Data Federation data orbit, if you will, where all other data can now be part of your scope. Historically, technology limitations led us to build systems and services that siloed the data behind systems, software and network perimeters. To analyze data across silos, we resorted to building special purpose data warehouses force fed by multiple data sources empowered by expensive proprietary hardware. The scale limitations lead to even more silos. The onslaught of the public cloud opened the gateway to unleashing the world's data for access for sharing a monetization. But it didn't happen. Pretty soon they were new silos, different public clouds, regions within the and a huge collection of SAS applications hoarding their data all in their own formats on the East NC ations whole industries exist just to move data from A to B customer behavior precipitated the silo ing of data with what we call a war clothes at a time mentality. Customers focused on the applications in isolation of one another and then deploy data platforms for their workload characteristics and not much else, thereby throwing up new rules between data. Pretty soon, we don't just have our old Silas, but new wants to content with as well. Meanwhile, the promise of data science remains elusive. With all this silo ing and bunkering of data workload performance is necessary but not sufficient to enable the promise of data science. We must think about unfettered data access with ease, zero agency and zero friction. There's no doubt that the needs of data science and data engineering should be leading, not an afterthought. And those needs air centered on accessing and analyzing data across sources. It is now more the norm than the exception that data patterns transcend data sources. Data silos have no meaning to data science. They are just remnants of legacy computing. Architectures doesn't make sense to evaluate strictly on the basis of existing workloads. The world changes, and it changes quickly. So how does the data cloud enabled unfettered data access? It's not just a function of being in the public cloud. Public Cloud is an enabler, no doubt about it. But it introduces new silos recommendation by cloud, platform by cloud region by Data Lake and by data format, it once again triggered technical grandstands and a lot of programming to bring a single analytical perspective to a diversity of data. Data was not analytics ready, not optimized for performance or efficiency and clearly lacking on data governance. Snowflake, address these limitations, thereby combining great execution with great data >>access. But, snowflake, we can have the best of both. So how does it all work when you join Snowflake and have your snowflake account? You don't just >>avail yourself of unlimited stories. And compute resource is along with a world class execution platform. You also plug into the snowflake data cloud, meaning that old snowflake accounts across clouds, regions and geography are part of a single snowflake data universe. That is the data clouds. It is based on our global data sharing architectures. Any snowflake data can be exposed and access by any other snowflake user. It's seamless and frictionless data is generally not copied. Her moves but access in place, subject to the same snowflake governance model. Accessing the data cloth can be a tactical one on one sharing relationship. For example, imagine how retailer would share data with a consumer back. It's good company, but then it easily proliferate from 1 to 1. Too many too many. The data cloud has become a beehive of data supply and demand. It has attracted hundreds of professional data listings to the Snowflake Data Marketplace, which fuels the data cloud with a rich supply of options. For example, our partner Star Schema, listed a very detailed covert 19 incident and fatality data set on the Snowflake Data Marketplace. It became an instant hit with snowflake customers. Scar schema is not raw data. It is also platform optimize, meaning that it was analytics ready for all snowflake accounts. Snowflake users were accessing, joining and overlaying this new data within a short time of it becoming available. That is the power of platform in financial services. It's common to see snowflake users access data from snowflake marketplace listings like fax set and Standard and Poor's on, then messed it up against for example. Salesforce data There are now over 100 suppliers of data listings on the snowflake marketplace That is, in addition to thousands of enterprise and institutional snowflake users with their own data sets. Best part of the snowflake data cloud is this. You don't need to do or buy anything different. If your own snowflake you're already plugged into the data clouds. A whole world data access options awaits you on data silos. Become a thing of the past, enjoy today's presentations. By the end of it, you should have a better sense in a bigger context for your choices of data platforms. Thank you for joining us.

(logo chiming) >> Presenter: From theCUBE studios in Palo Alto in Boston, connecting with thought leaders all around the world, this is a cube conversation. >> Hi, welcome to this cube conversation. I'm Lisa Martin. And I'm pleased to welcome back one of our cube alumni from Dell Technologies. Joining me right now is Jim Clancy, the SVP of Global Data Protection Solutions Dell. Jim, great to have you back on theCUBE. >> Hey, Lisa, thanks for having me. Looking forward to our conversation. >> Though we're nice. So we're very appropriately socially distance as you can tell California East Coast. So 2020 has been a quite a year, right? We're only about halfway through it, Jim. But some of the things that I noticed from Dell Technologies is these three big waves that Dell Technologies that we want to ride these in 2020. And those waves are Cloud, VMware, and Cyber Recovery. >> That's right. >> Talk to me about these three waves and what's happening with those currents in this pandemic time. >> Yeah, it's really interesting. So back in February we, we actually had Dave Volante had a video that we shared with our teams at FRS, which is the global sales organization meeting. And we were talking about some of the things that we're seeing from our customers and how they're picking up. And those are the key waves that our teams have been focused on. But most importantly, these are what our customers are asking us about. These are the things that are really important to them, that are allowing them to know modernize in, some of the challenges that that have really kind of taken off and gotten, quite frankly, worse in the current environment. So yeah, we, we kind of jumped on the wave that Dave kind of brought forward to us at FRS and now we've been riding those with our customers. And if you can imagine that they're pretty choppy with some of the change in the environment that we're in today, but they certainly allow someone like Dell DPS to be able to be really successful if you write them correctly. >> Alright, so let's break down those choppy waves right now from a cloud perspective. So many organizations in every industry globally, are living in a multicloud world, whether it's strategic, and some of it is or by acquisition. And they're running traditional workloads, they're running emerging workloads. How is cloud now even more important from a data protection perspective? And what is Dell Technologies doing to help them in this navigate this multicloud world? >> Yeah, well, I think a couple a couple of different things. First, is that before COVID, and before the pandemic, customers were obviously living in a multicloud world they were picking applications choosing. Is it easier, is it faster to deploy in the cloud. And now with with the situation that we're in, customers are accelerating their adoption. So if you look at some of the announcements that come out from like Microsoft. The Microsoft's cloud businesses is just exploding right now. And a lot of it has to do with our customers are not going back to the data center, they don't have access. And the world has changed that their focus so much on work from home, that the quickest way to get going is to adopt the cloud. And so we're seeing a massive uptick on that. It's good news for Dell Data Protection, because there's a couple of key things that happen. When customers take some of these applications and put them in the cloud. They certainly open themselves up for some challenges, or they certainly open up with a cost really takes off if they're not leveraging an efficient data protection solution. So the first, first and foremost customers are adopting and leveraging the cloud more and more. And then about I think the numbers around 70% of customers today are looking to optimize their cloud experience. So they want to use it more, but they definitely understand that they're spending a tremendous amount of dollars out there and they want to optimize it. So we've had an example with a customer that wanted to leverage the cloud more. But the challenge was the cost just wasn't working out for them. And 60% of that cost that they felt they needed to update was their backup and archive. And so we went in, worked with them talked about how we could optimize that environment, to the extent that we could cut their costs in half. So there's a there's definitely a need, customers are going to continue working and going to the cloud, but they need an optimized, efficient Data Protection Solution. And Dell is the only one that can deliver that. >> And speaking of cost for a second, let's pivot on that. Because these days, it seems like the financing for Data Protection Solutions is as important as protecting the data itself. So when your customers are coming to you guys say, hey help us out, we need to leverage out more but we need to do some cost effectively. What are some of the the flexible financing options or even incentives and offers that Dell Technologies is delivering to it's customers? >> Yes. So we've been offering a lot to our customers for years in terms of flexible financing, we have the best finance organization sales financing organization in the world which is our DFS group. And what we've been able to do is start to look at more about how can we offer a subscription pricing to our customers flex on demand. But then on top of that, is we announced another program, which allows customers to extend their payment terms, right? It allows them to, zero dollar finance. So as the customer are really kind of focused on preserving their cash. We are bringing to market solutions, not only with DFS, that makes it more flexible from a consumption standpoint. But we're also looking at how do we kind of bundle some of our solutions together. How do we become more aggressive and help our customers get through this because cash is king for a lot of our customers today. And if we can help them preserve that cash it gives them the flexibility, they're going to remember that. Right? They're going to, they're going to want to partner with us more, they're going to see that we're stepping up to help them get through this difficult time. So, flex on-demand subscription pricing, those are the big things that we're starting to see more and more from our customers and Dell is here to help them with stepping up and helping our customers when it comes to the financing. >> Then imagine that applies not just to the Cloud environment, but also the VMware environment. That's another wave. Talk to me a little bit more about that wave and how you're helping customers to be able to protect their VMware workloads across the entire VMware stack. >> Yeah, and just let me add one thing to, from a when I talk about the financing, it's, it's whether someone runs stuff on-prem or in the cloud. So I know you mentioned that it's it's flexible pricing options across on-prem or off-prem, it doesn't matter. For us, it's a multicloud world and wherever you want to run it, you want to have flexible consumption models. But the topic of VMware which is just an amazing opportunity that we're working together with VMware and the partnership could never be any stronger than it is today is that VMware is working and growing, in every one of our customer environments today. And as they grow, they really need a strong Data Protection Solution that's going to bring governance, that's going to have scale, that's going to have cyber, Cybersecurity on it, that's going to give them that flexibility to be able to protect these workloads. And VMware wants to continue to virtualize more and more workloads, databases. And to do that, you need to be able to say that you can protect them recover that data. So customers are really pressing VMware and VMware is coming to Dell Data Protection to say, look, we're becoming more and more critical, and they've always been critical in the data center. But we really need to partner with you to be able to deliver a full experience and offer that protection that is necessary for a customer's mission-critical environment. So VMware and Dell DPS, I mean, together, no one can compete with us. It's actually exciting where we are today. But most importantly, some of the things that we're doing moving forward. >> And one of the obvious advantages that Dell Technologies has with respect to VMware is joint VMware engineering and that deep integration. Tell me a little bit more about that, and how that is an advantage when you're talking and sell situations with your customers? >> Yeah, it's a. So I always say that probably about 18 months ago, we really started to put together this joint development start to get really tighter from a technology standpoint, because you can't just show up one day and say, Hey, I'm the best in this market, right? You really need to be building, something and get to a point and so about 18 months ago, I tell customers, that's when Dell and VMware really came together and started doing more in terms of strategic solutions. And it's paying off for us. So if you think about VMC, very critical, VMware Cloud, very very important for their future and their success. We were the first to market with that integration. If you think of Kubernetes, and the importance of Kubernetes. Moving forward, we were first integrated with that with VMware, so our engineering investments are paying off. And this is just the beginning of where that relationship is going to be. As we exit this year, our solutions together will be second to none in the market. And quite frankly, there'll be no one else left in the market that can compete with us from a technology and that's good, not just for our customers and our partners, and not just good for Dell DPS. But most importantly, that's really important to VMware right? They're scaling, they're growing tremendously. They're the leader in this market, and they want to continue to own more of a customer experience. And to do that they need a data protection partner that can help them and so we got a great relationship going right now and it's only getting better. >> That's good to hear. So in terms of data protection, let's let's dig into that third wave, which was Cyber Recovery because one of the things that we know is happening during the pandemic is that cybersecurity issues are on the rise. We know that as technology advances, and it's used for good applications. The bad actors also have access to it. I was reading from the FCC the other day that just since March, there are about 1000 new domain names registered every day with COVID-19. There's malware that's easily dropped on a suspecting persons a endpoint because maybe it has a really entirely enticing title from the World Health Organization. What are you seeing in your customer environments with respect to Cyber Recovery? And is it is security now even more of an important factor given that this work from home situation is probably going to continue for some businesses for quite some time? >> Yeah, I think, our customers have a lot of different challenges now with with COVID-19. And one of them was how do you get your workforce working remotely. And sometimes you have to cut corners to get that done. And what that does is open you up for more challenges, more security breaches. And on top of that, is we're seeing the I call them the bad guys, the bad guys are out there right now attacking our customers more than they ever had. So, before COVID-19 ransomware was a big problem. And now it's, it's even worse. And so I think the bad guys see that they have an opportunity to go out there and really hurt some of these companies hold them, hold them for ransom, get some money from them, which is very unfortunate, but at the same time, that's the reality that we're living in. So before COVID-19, we had a massive customer acceptance, so looking at what we delivered from a Cyber Recovery Solution. And now since COVID-19, is about a 4,000% increase in ransomware attacks, we're seeing every one of our customers really starting to adopt the Cyber Recovery Vault that we delivered to the market today. Now we it's this isn't something new, right? We we've been building on this since about 2016. And our solution has gotten better and better and better, to now where absolutely, we've always been the leader in this market. But now we have such an incredible lead with our customers in terms of how we can help them in the challenges that are exacerbating in their install base. We're really in the right place at the right time. It's unfortunate for our customers, but at the same time, they have to protect their assets. They always have to be able to recover their their their assets or the business won't continue. So it's an unfortunate thing for them, but Dell is here to help take care of one of these problems that they have which is protecting their mission-critical assets. >> Right. And this mission-critical assets are on devices. They're in Cloud applications like office 365, or Salesforce business-critical, revenue-critical data. They're in a data center, they're in VMs. How are you helping customers kind of evaluate if they're in a situation now where they realize maybe we haven't put the emphasis into data protection that we need to? How do you help a customer sort of stack rank and prioritize knowing that the threat vectors are fairly holistic and get a solution from Dell Technologies implemented, and securing them as fast as possible? >> Yeah, it's a good it's a good question. It's kind of a hard one to answer because our customers have data everywhere. So it's a hard one for our customers to kind of figure it out. But what we can do is we can start in different places for them so we can work with them on assets that things that absolutely for them to restart their business, we have a solution that allows them or a way that we say look for you to get your business back up and running there's a critical rebuild there's things that absolutely need to be able to lay down your foundation before you even consider dropping assets, or any applications back out there. So that's like a first step of hey, let's at least size out how you get your critical rebuild up and running. But then there's other companies like big banks that say, well, I need all my customer information no matter what, and I need to recover that. So it's it can get a little complicated. Sometimes we have customers, because they have to figure out what assets they want to put in the vault and how do they want to recover that data. And what's the RPO RTO time but for us, we can work with them and say here's the critical rebuild. Here's the first step of getting your information back from the bad guys or back from wherever you're storing it today. But then on top of that, we can start to expand with them. And they can start to protect more and more things and add to the ball more and more the critical applications that they have out there. And, no one understands this better than us. And so it's good because we can help our clients size where they are today, we can help take a snapshot of their environment today. And then we can recommend what we think is step one, and depending on their appetite, depending on their urgency, we could take them from step one to step done, right? We can, we can cover all their assets, so we can start with their mission-critical and move down to other applications. So the good news for our customers, we have the only secure vault in the market. And we also have the expertise and the people to be able to help them understand how they can get going. >> Last question, Jim, for you in terms of the choices of the technologies that Dell Technologies offers to your customers, Dell has been the leader in the purpose-built backup of plan market. Since IDC invented that category, but the market is bifurcating, and we're seeing Integrated Data Protection Appliances IDPA, even though it's a smaller term, that market is growing faster. Talk to me about the different choices of technologies that you deliver to your customers? >> Yeah, I guess there's a couple ways to look at there's a traditional way of a customer building out their solution and that would be the traditional purpose-built backup appliance Data Domain with our software. And so they would kind of build that build on their own, they put the software in the hardware together, and that would be their solution. What we are seeing more and more is that customers are looking for that integrated appliance. And I'm happy to say that, our IDPA solution, which was a little bit behind getting to the market is now right in the center of the market and picking share right? We are easily outgrowing the market. This is something that we're putting our shoulder behind. We're pushing really high with our customers. Our customers are extremely happy. So thank you to the engineering team, the services team, the product management team that, really helped us get from where we were, say three years ago to where we are now. Now our customers are really pushing for that integrated experience, because they're flying to quality. There's a flight to quality right now, someone that might have multiple backup applications might have multiple hardware solutions. They're trying to get to one vendor, they're trying to get to one partner, they are trying to make this a simpler experience. And so from Dell, because we cover all the use cases that our customers have out there, they're looking at us as that one provider, that one vendor that can deliver on the full experience across their whole environment, not just maybe the VMware solution, maybe not just a couple of databases, maybe not just their Cloud applications. They want a vendor that can provide solutions. Across all of their workloads across all of their use cases, and no matter where the data sits in a remote office, on-prem in a data center or in the cloud, and that's where IDPA comes in, we can deliver a solution that covers all customers use cases, with the same experience from Dell, which is second to none. So that's where IDPA is exciting. That's where IDPA is growing up place in the market. And that's where teams have to really spend time helping customers understand how they can consolidate down to one vendor, which is Dell, and be able to cover all of their requirements. So it's pretty exciting time on what we're delivering from an IDPA standpoint. And we are clearly taking share on that market right now. >> Well Jim, thank you for joining me on theCUBE today talking about those three waves, Cloud, VMware, Cyber Recovery and how Dell is really helping your customers rapidly pivot in these turbulent waters to capitalize on some of the new opportunities that are clearly there, we appreciate your time, Jim. >> Yeah, thanks for having me and we're going to continue to ride the waves and be really successful. >> All right, for Jim Clancy, I'm Lisa Martin. You're watching theCUBES conversation with Dell Technologies. (soft music)

>> Commentator: From theCUBE studios in Palo Alto, in Boston, connecting with thought leaders all around the world, this is a CUBE conversation. >> Welcome to theCUBE's conversation with Dell Technologies. I'm Lisa Martin and today I'm talking with Mark Sanders, the VP of Global Presales from the Data Protection Division at Dell Technologies. Mark, welcome to theCUBE. >> Thank you for having me, Lisa. >> Great to meet you virtually in this new world that we're all operating in. So I want to understand a couple of things, when you were in the field talking with customers, as I'm sure you are on a daily basis, now virtually. But, in terms of value, I think nowadays for businesses to understand the value that technology decisions and longterm benefits can make to their environments is critical as budgets are changing, they're shrinking, et cetera. Validate the Value or VTV is a methodology that Dell EMC has pioneered. Tell me about that and what does it actually mean? >> Yeah, I mean, when was the last time a customer said, "Hey, I need to do more with less", right? It just doesn't happen. So, the reality is customers are under extreme pressure when they make us an investment, to validate that what they planned it to solve, like, what's the outcome they're looking for actually came true. And, you know, we pioneered this process where we go back in after a solution has been implemented, and it's, you know, been installed for a little bit of time and go in and pull a bunch of stats from the system so we can objectively provide data to the customer that says, this is the actual performance, this is the actual outcome that you receive for the solution that you invested in. And then, you know, what's really transpired once we created that process is customer really loved seeing this information, so they wanted to see it on a frequent basis and it kind of evolved into a process where we can quickly identify key KPIs with a dashboard view, DU proficiency, time to back up, time to restore, success, failure rates and as systems evolve continually provide an update to the customer on the value of the system that they have from us is providing to them and keep in front of mind and then, you know, nowadays we not only show them the stats of the system, but also then validate the actual Cost to Serve, meaning the amount of data they're holding versus the investment they've made, you do the math, you can come up with a cost per Gigabyte to that store on the system, which are key metrics that customers like to see. >> Well, that quantification is critical, right? Because there's a lot of competitors in the market that do similar things, but being able to not just show metrics from a survey or an analyst report, but actual customer metrics. These are the numbers that we're generating for you on a weekly or a monthly basis. That sounds pretty differentiating. >> It sure is. The reality is, if you can show a customer not only the performance of their system and validate it to that level, that really puts a lot of the noise in the system from different competitors who are claiming other things, you know, puts it to rest when the real data, it's really performing, the cost of service is exceptional. When they compare that to another solution that they're looking at, it's a no brainer that why they continue to invest in and stay with Dell EMC. The other point of this is you can show an Automatized B2B to potential customer to show, hey, this is a customer, the same vertical you are, who's doing the same things that you're talking about doing with us. Here are the stats that they're seeing, it's a real proof points and what I've found in the market is those who can truly show the value that their system can do and validate it do, and those who just rely on Marchitecture and PowerPoint slides and handshakes, they don't talk about these things and, you know, if you scan the market, I don't hear any other vendor talking about validate the value or showing objective stats after implementation and actually doing the cost and serve math for them. And you should be asking yourself as a customer who's considering us, why aren't the other guys talking about this? It's because their numbers aren't as good as ours. If you had better stats than us, I guarantee you'd be talking about it all day long, twice on Sunday. >> So validate the value, how does that synergize with TCO and ROI some of the other metrics that we're often used to hearing? Is this a kind of like a trifecta where you can really show customers a number of significant statistics to show what they're in real time achieving with your technologies? >> Yeah, so there's a number of stats that are covered in a value to value, the amount of data that's protected and mandated your storing, how long it takes to back data up, how many systems are being protected and then, you know, we factor that into the original investment that you made, come up with your cost to serve. So those key metrics then validate the ROI or the return on investment that you're looking for, you know, are you able to meet the current demand need that you sized the system for? Therefore you don't have to invest more and so the actual projection on that TCO is true. You can continually validate that along the way and a normal customer will look at a B2B and their stats on a quarterly or six month basis, a rolling basis just to make sure that ROI, TCO, that they were, you know, that you modeled in the beginning is actually coming through. See what happens is a lot of times people think they have ROI, but then the reality is whoever sold them something didn't sell them enough, and then they have to invest more in, and so that ROI gets thrown out of whack and they don't go back and validate that they actually did meet the ROI. So one of the things we really pride ourselves on is sizing, being able to deliver a solution that performs as designed, you stand behind it and then we continually validate that we're being able to meet those milestones to hit that ROI. >> Can you give me a customer example in any industry that you think really, highlights and underscores the hallmark of what VTV actually means and delivers? >> Yeah, so we've done so many of these last year, just to give you an example, we did something like 33,000 Value to Values across all the different customers that we have. And so you see some very common statistics when you look at these as many of them as I do. So a common statistic will be, you know, 99% success rate, that means that 99% of the time, all the backups complete and finish a hundred percent, there's no issues. And then another common statistic is that, you know, about 80 to 90% of the backups finish in less than an hour. That means that out of all the thousands of clients that you have, almost, you know, almost all of your backups are actually happening in less than an hour, showing the performance of our system. And then the typical stats we see on a deduplication are anywhere from 20 to 100 to 1, it just depends on how many backups you're doing a day and what your intention is, but we see significant value on the deduplication of timeline. And then the last bit I'll tell you that's pretty typical is the actual, you know, replication window, how much data you have to replicate, right? There's three stats that show up here, the daily DD Break, the weekly DD Break and the overall. We typically show the overall, and that gives you your cost to serve, which is typically pennies a gig but what's very interesting is that daily DD Break is the amount of data you have to replicate. And that is consistently super low due to a high DD Break which drives that TCO that you were talking about before, who said drives ROI, right? If you have to invest in more bandwidth because the solution you have does not perform and you constantly are sending way more data than was advertised to you, you know, pipes are expensive, dedicated connections become costly, and it is opening up a new link becomes a real burden to an enterprise. >> So as organizations are evolving every day and especially in the COVID situation, when there's so much acceleration going on at the same time as there's budgets that are shrinking or being depleted or being eliminated, customers are also in this multi-cloud hybrid world in which they live, where they're trying to manage pretty much every organization that a suite of traditional technologies and they're taking on emerging technologies, whether it's Cloud Native, SaaS, 5G or Kubernetes. So how does Dell EMC help customers manage and protect this critical data across traditional technologies and those emerging and really be able to manage all of that, from a single pane of glass, ensuring that everything is protected from any type of accidental or malicious incident? >> Well, that's a lot, but let's go kind of unpack that real fast, right? So there's a couple of things that Dell does, which makes us unique in this current market that we live in where Multicloud you have both proven workloads that have been around for a while that still need protecting, plus you're looking at modern workloads, whether it's containers, Kubernetes or you can have stuff in Azure, Amazon, Google, you know, multiple clouds or you have your own private cloud. The reality is most customers have multiple applications in a life cycle management situation where they may have some older applications they're going to be around for several years while they're still doing modern apps at the same time. And so Dell's really got, you know, what we categorize is, you know, proven in modern and then coexistence. And the reality is, is that we have both proven technology that delivers a fantastic performance, fantastic ROI, fantastic cost to serve, and really protects that application tool set that's been out there in the market for a long time that customers still have. At the same time we now have modern capabilities that address things like Kubernetes and Multicloud and the ability to manage that all from a single pane of glass, click and launch, single sign on, everything's HTML5, simple and easy to do, the same time delivering full API transparency. A lot of customers have both the need for UI and full automation through an API and so it's this value that we unlock by allowing the customer to have a single vendor that protects both proven in modern capabilities and proven in modern workloads across all the different cloud environments that they need. So they don't need another vendor and I know we were talking earlier about the study that we've done at Dell, the Global Data Protection Index, done it multiple years in a row and it consistently shows that companies who have multiple data protection vendors to protect their workloads, tend to lose more data when they have a data loss, those data loss events take longer to recover and they cost more than a customer who's running a single vendor to protect all their workloads. Now, what happens when you partner with somebody who doesn't have that proven and modern coexistence capability for you to tap into? You're forced to then have another vendor in your mix to help you protect that modern workload or another vendor to stay with you, to help protect it, a proven workload that's not going anywhere for anytime soon. Plus entering more risks, more costs into your environment. Dell's really in a unique position with our proven and modern coexistence strategy, allowing our customers to remove that risk and have all the value unlocked so that they don't really have to worry about, hey, I got another use case. I'm going to Azure, I'm going to Amazon, I'm going to Google, I want it to back up on Chrome and want to replicate to the cloud. All that's covered with our solutions. There's no other vendors required. >> In that 2020 Global Data Protection Index research survey that you mentioned, an interesting stat that popped out to me is that about 80% of the respondents and I think there was about a thousand IT decision makers who have responded, over 80% said, we are using multiple data protection solutions. So presumably a big market opportunity for you guys. How do you go in, walk me through the strategy of helping a customer, either extract existing data protection solutions or maybe even coexist? >> Yeah. >> I'll use that word in a different route, What is that typical scenario like? If I can ask you to take something, I'm sure that's very broad, but maybe standardize it a bit? >> Yeah, so there are, you know, Dell's, in addition to this coexistence proven and modern strategy that we offer our customers, we have multiple ways for them to consume that strategy. One is software defined, another is integrated with our integrated data protection appliance and then we also have purpose-built technology. And so our ability to walk into a customer's environment and immediately add value by replacing one of the things that they use for data protection and our ability to support third-party allows them to easily transition off of something that they've been using for a while and onto our single vendor strategy. So we have, you know, the ability to deliver that capability right out of the gate, give them some value and then transition them over to a single vendor across all their work use cases. The other thing that you pointed out, is the opportunity is huge, you know, we have a number one share, according to IDC's recent poll for last year, but you know, the percentage of market share is, you know, we still have a lot of room to grow. So there's a lot of customers for us to continue to go help. And because of that, you know, it's all about getting to the customer with the message that, hey, I can help you now, I can help you remove risk and I can help you transition off of these multiple solutions to a single vendor. Some customers want to go really quickly, some want to go over time, and we are in a position to give them multiple options to make that journey happen. >> In this very interesting 2020 year that's unfolding, are you seeing more customers with the need to accelerate? As they have now, an expanding multi-cloud organization with, you know, traditional and emerging technologies. Are they coming to you saying help me actually get off of these multiple solutions? I understand the stats about the risks and the POS, is that acceleration point to me that you're seeing it as a trend? >> For sure, there's several things that happen in when you have a stress factor like we're dealing with now where, you know, the need to do more with less and to save money is more paramount now than it's ever been and so kind of some of the old things that stopped IT professionals from really transforming to get true cost savings if they go down this journey, you know, all those blockers are now kind of off the table and people are seriously looking at how do I reduce risks? How do I get myself in a situation where I'm partnered with a quality vendor? And then, how do I save money at the same time? And so we've done several things to help our customers with that process. One is we released a new a cloud subscription model that allows our customers to consume all of our functionality for much less than if they paid for all those individual piece parts, allowing them to take advantage of prepaying it upfront or paying on an annual basis so they can get some more cash to spend on other investments. And then our efficiencies have increased this year as well so systems that used to take up multiple racks can now be fit into a single rack and actually can store more data. So we're finding more value in the data center, while continuing to evolve that Cost to Serve strategy, then try to drive costs out of the environment and what we tend to find is when you consolidate multiple platforms, there's a lot of inefficiency in that. So there is a lot of savings initially if you go to one vendor, but then you know, when we go to our existing customers already done that, how do we then continue to save them more money, right? And, that's really the value that we're doing here. Now, the other thing I will tell you is in this pandemic, we're also seeing a real fight to security. And some of the value that we've unlocked for our customers with our cyber recovery solutions is also another key technology wave they've really gripped onto, with less physical people on site to help solve, you know, cyber recovery issue where they've maybe got impacted. They're really looking for vendor solutions that have that full coverage that can easily be implemented to allow them to quickly recover from an event. So, you know, when you combine those things together, we're really delivering some value and helping our customers both save money, transition and remove risk from their environments, which are key in this current market that we're in. >> Absolutely and I think the theme of this interview, Mark would be quantification. It really sounds like what Dell is able to do is show customers the hard numbers about significant benefits to their environment. So we thank you so much for walking us through that. There's a lot to unpack there, but this has been a great conversation. We appreciate your time, Mark. >> Thank you for having me. >> From Mark Sanders, I'm Lisa Martin. You're watching theCUBE with Dell technologies. Thanks for watching. (upbeat acoustic music)

>>Hi, everyone. My name is Julia Moskin. Indeed. Data operations data offs, global marketing leader >>at IBM. >>Big data is all about delivering trusted data fast through applications, operations, >>the business user. Why important? >>Why now? To meet market demands past and to give it to changing market conditions past. It is essential for organizations to put the right data into the right hands at the right time passed. And that is what they do provide a data ops gets you well, I believe we put in our virtual program for you. Bringing industry experts from Standard sprang from Associated Bank from Hardy Davidson and also from IBM Global Data >>Office Chief Data Office >>sharing their experiences discussing the why the what and the how, as well as discussing the questions like, Is there the best time to implement today the ops program? More importantly, you will have a chance to chat with the crowd and with these experts and subject matter experts and beyond During 30 minutes asking your questions, sharing your insights, it will be a very fulfilling learning experience for you. We're looking forward to seeing you there. Stay well. Stay safe. >>Thank you.

>> From the SiliconANGLE Media office in Boston, Massachusetts. It's theCUBE. (upbeat music) Now, here's your host Dave Vellante. >> Hi everybody, welcome to this Cube Conversation on data protection. You know, I've been reporting for the last several months that spending on storage is reverting back to pre-2018 levels, but at the same time, it's not falling off a cliff. Now, one area of storage that is still very, very strong is the data protection segment. In the past 18 months, we've seen about a half a billion dollars in venture funding come into the market. We've just seen a big multi-billion dollar exit. And backup specifically in data protection, data management generally is where all the action is right now. And one of the leaders in data protection is Dell EMC. The company has the largest share of the market and the new entrants, believe me, want a piece of their pie. But anyone who follows this company knows that the firm is not likely to give up it's turf very easily. So much is changing in the market today. And I want to understand how Dell EMC's data protection division is responding to both the competitive threats and the changing market dynamics. With me are two experts from Dell EMC to address these issues. Nelson Hsu is Director of Solutions, Product Marketing for the data protection division at Dell EMC, and Colm Keegan is Senior Consultant, Product Marketing at Dell EMC. Gents, welcome to theCUBE. Great to see you again. >> Thank you for having us. >> Thanks, Dave. >> So you heard my intro. You guys are the leader. You got the biggest market share. You got all the upstarts coming at ya. What's your response? >> Want me to take that? >> Sure. >> Yeah. It's interesting, so we were talking about this before we came on set, you know and often times they want to poke holes at us 'cause you know we're perceived as being the old timers, or the stodgy ones of the group out there. And play a little jiu jitsu, you move in say you know well time in market counts for something. You know we've been solving data protection challenges for customers for literally decades now. You know and so, water under the boat and knowing the experience that we've derived from that allows us to bring solutions that are mature, that are proven. What we're doing is we're taking those proven solutions and pairing them with modern capabilities. So that, you know we look at it and say, hey, look, Mr. Customer. You have significant data protection challenges today because, as you said, the world's changing. It's changing rapidly. We can help you address those while also sowing the seeds for the foundation for the future. So we think that's a compelling message and we think that while some of our competitors, in particular the upstarts, have had some interesting things to say, big picture-wise, they don't know what they don't know. 'Cause they just don't have the time in the market. Their solutions are also largely absent upmarket, you know, when you look at the enterprise. So we're comfortable. We think we're in a very good spot right now. >> So cloud obviously was the huge mega trend of the past decade. You guys said from the beginning, it's going to be a hybrid world. Some of that was we hope it's going to be a hybrid world. Well you were right, it's a hybrid world. So how is cloud, hybrid cloud affecting your customer decisions around data protection, and how are you responding? >> Well, you know, there's no doubt that the growth in cloud and the growth in hybrid cloud is real. And it's there today. As we look, and as Colm mentioned, we've been protecting data across the enterprise, across the edge and in the cloud, and that growth continues. So today, we have over 1,000 customers that we're protecting their data in the cloud. To the tone of over 2.7 exabytes of data protected in the cloud by Dell EMC data protection. So there is absolutely no doubt that that growth is there. We have a lot of innovation that we're driving on, both in various ares of cloud native, cyber security and deep integration. >> Okay, so that's good, 1,000 customers. That's a pretty good observation space. But when you think about hybrid, what I think when I talk to customers is they want that same exact cloud experience. They don't want to have to context switch. They don't want to have to buy different platforms. So how are you specifically addressing that customer requirement? >> So there's a couple ways we look at that, right? For our customers, simplicity is very key in ease of use. So that's one of our core tenants as we go across both the edge, the core and the cloud. And the other aspect of that is consistency. So giving them and allowing them to use the tools that they know today to be able to protect their data, wherever that data resides. So with the cloud, with cloud native, your data becomes very, very distributed. And you have to be able to see all that data, and control and manage that data. So the whole aspect around cloud data management has now risen to the top as a major concern. We do that in a great way in a sense that we both have a hybrid strategy and a lot of that is working with Dell Technologies cloud. And it's based upon VMware. And so we have a very good deep relationship with VMware to utilize their tools that our customers use today. Whether it be vSphere or vcontrol that they can manage their data protection from one console, from one environment itself. >> Yeah, Dave, I think when you look at the split today, the latest cut of research is that roughly 52% of VM's are in the cloud, and 48 percent are on-prems so it's already hybrid, and as Nelson said, it's largely predicated on VMware. So as organizations start consuming cloud they're going to go with the platform that they've been operating under for years now. So it'll be VMware. We've always had very tight integration with VMware. We have a very strong partnership with them. And that's both on the existing portfolio as well as the agile portfolio that we're building out today under PowerProtect. So as that hybrid world evolves for the customers obviously we want to make sure they're protected from a virtual machine standpoint. And make that, as Nelson said, very simple for them because the last thing customers need is complexity particularly as their environments are becoming inherently more complex. Because now you look at most enterprises today, they're going to have a mix of workloads. It's physical, it's virtual, containers are unaccounted for. It's cloud native apps, it's SaaS. You know we were talking earlier about multi-clouds. Oftentimes it just kind of came up organically and now you've got this huge distribution of workloads and oftentimes, customers have been just sort of reactive to that. In other words, let me find a way to protect that and I'll worry about the details later. We're looking at that and saying, we have the portfolio to help you protect all your workloads, and as importantly, we'll help consolidate the management in that environment. It's going to start with VMware, but then longer term we're planning for things like a SaaS control plane so that we can give you a complete view of that environment and allow you to assign the policies you need in terms of SLA's, in terms of compliance. You're basically hitting all the security, hitting all the key things that you need and so directionally we think starting with VMware and building from there is probably the most realistic way we can get customers protected from a hyper cloud. >> So the vision is a single point of control that is SaaS based that lives in the cloud or lives wherever you want it to live? >> Right, it can be either. >> So one of our core tendencies here, right, is that we want and deliver the ability to protect our customer's data wherever it resides. Whether it's edge, core or cloud. >> So sticking on cloud for a second, and then sort of segue into the VMware conversation that I want to have is VMware is the sort of linchpin of your multi-cloud strategy. That makes a lot of sense. VMware is going to be a leader, if not the leader in multi-cloud. We'll see how that all shakes out. It's kind of jump ball right now but VMware is in pretty good position with 500,000 customers. But your perspective on cloud is different than say, take an AWS cloud provider, it's a place. Put your data in my cloud. You guys are talking about the experience. And that's really what you're trying to drive with VMware, whether is Ron-prem, whether it's in Google, Azure, AWS, wherever. The cloud, you name it. Is that the right way to think about your strategy? Specifically as it relates to multi-cloud. >> Yeah, so I think on the area of multi-cloud, it is a multi-cloud world. Years ago I was in a SaaS startup and we had customers that were looking to deploy to the cloud. And then that was the question. Okay, do we hedge on multi-cloud or not? As a SaaS provider, we actually implemented on both AWS and Azure at the time. Which became relevant, because now our customers are asking us, yes, my primary is with this particular hyper scaler. But do you also support this second hyper scaler? So the reality started to evolve. And so for us, yes, VMware is a very strategic aspect and partner with us, especially with Dell Technologies cloud. But we also have a multi-cloud relationship with AWS, with Azure and with Google. >> Yes, so the compatibility matrix, if you will, applies now to the cloud. >> Absolutely, absolutely. So now it's having that feature and functionality across multiple clouds. >> One of the things we obviously paid attention to is Project Tanzu with inside of VMware. All around bringing kind of Kubernetes and VMware together. How does that affect data protection? >> Well, I think it affects data protection in the sense that addressing the entire aspect of still your data is distributed now. And it's going to grow that way. I think that we've seen numbers upwards of 70% of applications will be container based. Some of that will be going forward to 2022 where there'll be multiple production applications that will be container based. I think what Tanzu will bring to the table is a cohesive way to manage and control that environment itself. >> Okay, and so maybe we could sort of drill into that a little bit. Containers, it's becoming more obvious that people want to persist some of that data. It's largely stateless, but you've got to figure out how to recover. So do you have solutions in that space, is that sort of more road mapping? You can talk about that a little bit. >> No, absolutely. So definitely we have concrete solutions with our Dell EMC PowerProtect data manager for Kubernetes. It's actually one of the first that was in the market to support cloud native environments. >> It is the first. >> Yeah, the first offering out there to support Kubernetes. And so the aspect there is that as cloud native has moved from DevOps, and now into production in the mission critical applications, now becomes the aspect of originally the DNA of DevOps was my data doesn't have to be persistent. Now when you move into a mission critical environment, you're entire environment needs to be protected. And to be able to bring those workloads back up should anything happen and to be able to protect that data that is critical to those workloads. >> Okay, and so you're saying you're first, and you see this as a differentiator in the marketplace, or is everybody going to have this, or it's one of these confusing ice cream cone of solutions. So why you guys? What's your big differentiation? Let's stick to containers. I have the same questions sort of overall come back to that. >> So great question, and the matter of fact is that with our experience across the edge, core and cloud, Kubernetes and containers will be prevalent throughout. And it'll be the way that applications will be developed. It's meeting the demands of the business and being agile. And I think that with our ability internally that would move to that agile emotion. We have that ability to address the customer's needs especially in the cloud native Kubernetes space. >> I think going back to what you said too about VMware, certainly our partnership there is differentiated. We even heard some echos of that during Vmworld. Pat Gelsinger usually doesn't give call outs on the main stage very frequently. And he said that they were working with us as a best-in-class partner for data protection with Tanzu. And so there is a very tight partnership there, so if I'm a customer and I'm looking at containers, I'm probably going to want to do it within the framework of VMware to start with. But it's important to point out that we're also not dependent on VMware. So we can still deliver protection for Kubernetes containers outside of say the VMware management domain. But I would say from a differentiation standpoint there are some real tight partnering going on to make these capabilities mature. >> Well it helps that your CEO owns 80% of the company. (laughing) But it's an interesting point you're making because again, dial back 10 years ago, VMware had much more of a Switzerland strategy under Maritz, almost to, at the time, EMC's detriment. I think Michael Dell is very clearly, as is Jeff Clarke, said look, we're going to do more integration. And Pat Gelsinger has been, look, I love all my partners. It's true but we're entering sort of a new era. And that integration is key, you know, again, because of the ownership structure, and your long history there. It's got to confer some advantages in the marketplace. >> Yeah, and he's also got to remove some of the headwinds to adoption of VMware cloud. And data protection, as we discussed often times can be a headwind if customers are concerned that they're not going to be able to protect their data, chances are they're going to stand pat for a while. So I mean you need to find ways to take some of those objections off the table. >> Yeah, and not to take anything away from your competitors. Look, it's an open API world, and again, people are going to compete. But at the end of the day this stuff is still really complex and if you can do some core engineering together it's definitely an advantage. Let's talk a little bit about cyber. I often say it's become a board level topic. It's not a matter of if, it's a matter of when. SecOps teams are overtaxed. I think I put out a stat lately, I got it from Robert Herjavec actually. He said think about this. The worldwide economy is 86 trillion and we spend .014% on cyber, that's it. We're barely scratching the surface. And that's part of the problem. Okay, but with that limited resource we have to be as smart as possible. You've got this ransomware coming in. So what are your customers asking you for and how are you responding? >> So it's interesting, right, because it is top of mind, cyber and cyber attacks, and it takes many forms. The attacks can be malware, they could be encryption, they could be deletion. Which is ultimately the worst case scenario. And I think as you go forward and you look at it cyber is the number one concern for any CIO, CISO or anyone that's worried about their security infrastructure. >> Which is everybody >> Which is everybody, right, exactly. I think that we have delivered for the cloud data protection area a first and best offering with an air gap data protection solution. So inherently, we can insulate and protect our customer's data from cyber threats. So when a ransom event occurs you can recover your data without having to pay that ransom. Or not be concerned that in most severe cases your data gets deleted. I think most recently there was a healthcare provider who was threatened about their data being deleted. And that was the worst case. We were able to protect their data in the sense that with our cyber recovery offering they protected their data in an air gap vaulted solution. And they didn't have to pay for that ransom. >> So what I'm hearing from you guys is okay, cloud, very important. Hybrid cloud, multi-cloud, fundamental to our strategy. VMware, they say bet on sure things. VMware is pretty much a sure thing. Large customer base, leader in the space. And then cyber as a key concern of customers, you want to expand the notion of backup and data protection to really point it at cyber as well. >> Absolutely, in fact with this recent research, it's called the Global Data Protection Index Survey and we just refreshed it. And what customers identified as the most compelling reasons to adopt cloud is for better performance, better data protection, and better security. Not necessarily in that order but those were the top three. So we look at that and say, you know we've got plays there. Certainly we have capabilities protecting workloads in the cloud whether they be virtual machines, cloud native, containers. But the security aspect of it is huge. Because oftentimes customers, and Dave, you and I were talking about this, they make some broader assumptions about once data is in the clouds they can kind of wash their hands and walk away. Not so fast, because certainly there is a shared responsibility model that extends not only to data protection, but also to security. Look, don't get me wrong, the cloud service providers have fantastic security capabilities, have a great perimeter. But as you said, it's not a question of if, it's a question of when. And when something happens, are you ready for it? So these solutions extend not only to on-prem but into the cloud. So it's that ability wherever the workload lives that you can get the right protection and what we're really now referring to as safeguarding data. Because it's a combination of data protection and security that's embedded and doing it wherever the workload resides. >> I'm glad you brought that up Colm. I have a follow up on that, but Nelson, did you want to add something? >> Well, I just want to mention that one of the biggest concerns is making sure that that data you vaulted is actually clean and safe. So we have a cyber sense capability within our cyber recovery product, that when you vault that data it does about 100 analytics on that data to make sure that there's no malware. That it's not infected. And it does it automatically and even on incremental using machine learning. >> That's really important because mistakes happen really fast. (laughing) So if you're vaulting corrupted data, >> What do you do? >> Oops. >> Yeah, exactly. >> I want to come back, I think the shared responsibility model is not well understand and there's a lot of confusion in the industry. At a conference this year, AWS' CISO Stephen Schmidt was saying, look all this talk about security is broken it's not really productive. The state of security in the cloud is actually really good and to your point Colm, yeah, he's right about that. Then you hear Pat Gelsinger saying, he's told me many times in theCUBE security is a do-over. To my point, you know the 86 trillion. And so I kind of lean, when I talk to IT people what Pat is saying. So you say okay, where is the dissidence there? Well, the reality is is the cloud service providers and the shared security model, they'll secure the physical infrastructure. But it's up to the customer to be responsible for everything else. You know, the edicts of the organization are applied. We were talking to the CISO of a large insurance company and she said to us, oh no, shared responsibility means it's our responsibility. So you're not going to go after the cloud service provider, you're going to go after the insurance company, or the financial service institution. Their brand is the one that's going to get hurt. So that's misunderstood. My question, very long winded rant, but what role do you guys play in that shared responsibility model? >> Well, ultimately it comes down to the customer. And the shared responsibility model really is admissible, as you mentioned, right? And so at the end of the day, you as the customer own and are responsible to protect that data. So your data protection strategy, your cyber resilience strategy has to be sound. And it has to be secured by those that can actually do it across multiple distribution models and platforms, whether it's edge, core or cloud. Whether it's VM's, containers. It doesn't change. You're still ultimately responsible for it. >> I think maybe what you might be driving at the question, Dave, is empowering the customers to maintain control of their data. And having the tools in place so that they feel comfortable. And part of it too is moving more towards automation. Because as their applications grow, and as Nelson said, become more distributed, as the data grows exponentially, this just fundamentally isn't a task that humans can manage very much longer. >> I'm glad you brought that up, because you ask a CISO, what's your number one problem? And he or she will tell you the skill sets to keep up with all this complexity. And that's where automation comes in. >> Correct, it does. So that's where we're taking it. Is trying to make things more automated and take tasks away from humans that they just can't keep up with. >> All right guys, I'll give you the last word. We go back a decade or so ago and backup was a whole different situation. And we saw the rise of virtualization and now cloud and all these other things that we have been talking about. Edge, the cyber threats, et cetera. So bring us home, where do you see the future and how does Dell EMC data protection fit in? >> It's an exciting time, it really is. It's kind of like the coming of that second storm as you mentioned. Businesses have that demand of needing more services to load more quickly in an agile fashion. And as they pair that with the growth of their data which is distributed, they really have that challenge overall of how do I manage this environment? So you have to have the observability to understand where your data is and to be able to monitor it. You have to be able to orchestrate your workloads so that they're automated, and the data protection of those workloads are automated as well. And so the imperative that aspects like Tanzu are addressing with cloud native, that Kubernetes brings to the table to deliver containerized applications. That's really quite honestly is the biggest evolution I've seen in my last 20 to 30 years. This is definitely a different paradigm shift. >> Yeah, you know, six months ago I was with a competitor and was taking a look at EMC, sorry, I should say Dell EMC, and I was wondering, should I make a move over here? And really what convinced me was the fact that the company was willing to basically solve internally the innovator's dilemma. You're making so much money on your existing portfolio, now you're going to start investing in what appears to be almost internal competition to your portfolio. It's not, it's complimentary. So that's what drove the decision for me to come here, but I will also say it's great to be a part of an organization that has a long-term vision. You remember, I think the phrase that was being used, being held captive to the 90-day shot clock. You know, the earnings reports and stuff. And that drives behavior. Well, if your organization is looking at decade-long goals, that means that you can actually plan to do things that over time are going to actually bring real value to customers. So I think we're doing the right things. We're obviously innovating, we're on this agile software development cadence gives us the ability to solve the problems incrementally over time so customers can see that value instead of waiting for large batch releases. But is also gives us the ability to say, hey, when we've made mistakes or when we hadn't seen certain things come around the corner, we're agile enough to change with that. So I think the combination of having that vision and putting in the investments, and we've kind of likened ourselves to the biggest startup in the industry with the backing of a Fortune 50. And so from a customer standpoint you got to look at that and think, you know, that's interesting, because I need to solve my current problems today. I need to have a path forward for the future. And who am I betting on to deliver that? And the other thing I'll leave on is customers are trying to work with fewer suppliers, not more suppliers. Because they want to reduce the complexity. Well who has the ability to not only bring data protection to bear, but a whole portfolio of technology is really end to end. That can snap into those environments to again reduce complexity and drive more business value. >> That's a really interesting point you make about consolidations. Ever since I've been in this industry people want to deal with less suppliers and reduce the complexity. But you still see startups and VC's funding things. And what's happened is this consolidation, the big guys, you guys are the biggest consolidator. And I always say the rich get richer. There's always this tension between sort of, do I go out and buy the spoke, best of breed tools, or do I get them from somebody who can help me across the portfolio? That's really where your strength is. Guys, thank you so much. This is really a very important topic. Data protection is one of the most important areas that we've been covering. I've been reporting on it a lot. As I said, a lot of venture money has been flowing in. So I really appreciate you guys coming in, sharing your perspectives. And best of luck in the marketplace. >> Appreciate it, Dave. >> Thanks, this was great. >> You're welcome. All right, and thank you for watching, everybody. This is Dave Vellante for theCUBE. We'll see you next time. (upbeat music)

>>long from Las Vegas. It's the Q covering a ws re invent 2019. Brought to you by Amazon Web service is and in along with its ecosystem partners. >>Hey, welcome back to the cubes. Coverage of AWS 19 from Las Vegas. This is Day two of our coverage of three days. Two sets, lots of cute content. Lisa Martin here with Justin Warren, founder and chief analyst. A pivot nine. Justin and I are joined by a couple of guests New to the Cube. We've got David Meister next to meet Global head of sales for Io Tahoe. Welcome. Eddie Edwards with a cool name. Global Data Service is director from Direct Energy. Welcome, Eddie. Thank you. Okay, So, David, I know we had somebody from Io Tahoe on yesterday, but I'd love for you to give her audience an overview of Io Tahoe, and then you gotta tell us what the name means. >>Okay. Well, day pie stir. Io Tahoe thinks it's wonderful event here in AWS and excited to be here. Uh, I, oh, Tahoe were located in downtown on Wall Street, New York on and I Oh, Tahoe. Well, there's a lot of different meanings, but mainly Tahoe for Data Lake Input output into the lake is how it was originally meant So But ah, little background on Io Tahoe way are 2014. We came out way started in stealth came out of stealth in 2017 with two signature clients. When you're going to hear from in a moment direct energy, the other one g e and we'll speak to those in just a moment I owe Tahoe takes a unique approach way have nine machine learning machine learning algorithms 14 future sets that interrogates the data. At the data level, we go past metadata, so solving that really difficult data challenge and I'm gonna let Eddie describe some of the use cases that were around data migration, P II discovery, and so over to you >>a little bit about direct energy. What, you where you're located, What you guys do and how data is absolutely critical to your business. Yeah, >>sure. So direct energy. Well, it's the largest residential energy supplier in the er us around 5000 employees. Loss of this is coming from acquisitions. So as you can imagine, we have a vast amount of data that we need some money. Currently, I've got just under 1700 applications in my portfolio. Onda a lot. The challenges We guys are around the cost, driving down costs to serve so we can pass that back onto our consumers on the challenge that with hard is how best to gain that understanding. Where I alter whole came into play, it was vainly around off ability to use the products quickly for being able to connect to our existing sources to discover the data. What, then, that Thio catalog that information to start applying the rules around whether it be legislation like GDP, are or that way gets a lot of cases where these difference between the states on the standings and definitions so the product gives us the ability to bring a common approach So that information a good success story, would be about three months ago, we took the 30 and applications for our North America home business. We were able to running through the product within a week on that gave us the information to them, consolidate the estate downwards, working with bar business colleagues Thio, identify all the data we don't see the archival retention reels on, bring you no more meaning to the data on actually improve ourselves opportunities by highlights in that rich information that was not known >>previously. Yes, you mentioned that you growing through acquisition. One thing that people tend to underestimate around I t. Is that it's not a heterogeneous. It's not a homogeneous environments hatred genius. Like as soon as you buy another company, you've got another. You got another silent. You got another day to say. You got something else. So walk us through how iota who actually deals with that very disparity set of data that you've night out inherited from just acquiring all of these different companies? >>Yeah, so exactly right. You know, every time we a private organization, they would have various different applications that were running in the estate. Where would be an old article? I say, Hey, sequel tap environment. What we're able to do is use the products to plug in a name profile to understand what's inside knowledge they have around their customer base and how we can number in. That's in to build up a single view and offer additional products value adding products or rewards for customers, whether that be, uh on our hay truck side our heat in a ventilation and air con unit, which again we have 4600 engineers in that space. So it's opening up new opportunities and territories to us. >>Go ahead, >>say additionally to that, we're across multiple sectors, but the problem death by Excel was in the financial service is we're located on Wall Street. As I mentioned on this problem of legacy to spirit, data, sources and understanding, and knowing your data was a common problem, banks were just throwing people at the problem. So his use case with 1700 applications, a lot of them legacy is fits right into what we d'oh and cataloging is he mentioned. We catalogue with that discover in search engine that we have. We enable search cross enterprise. But Discovery we auto tag and auto classify the sensitive data into the catalog automatically, and that's a key part of what we do. And it >>was that Dave is something in thinking of differentiation, wanting to know what is unique about Iota. What was the opportunity that you guys saw? But is the cataloging and the sensitive information one of the key things that makes it a difference >>Way enabled data governance. So it's not just sensitive information way catalog, entire data set multiple data sets. And what makes us what differentiates us is that the machine learning way Interrogate in brute force The data So every single so metadata beyond so 1,000,000,000 rose. 100,000 columns. Large, complex data sets way. Interrogate every field value. And we tell you what this looks like A phone number. This looks like an address. This looks like a first name. This looks like the last name and we tagged at to the catalog. And then anything that sensitive in nature will color coded red green, highly sensitive, sensitive. So that's our big differentiator. >>So is that like 100% visibility into the granularity of what is in this data? >>Yes, that's that's one of the issues is who were here ahead of us. We're finding a lot of folks are wanting to go to the cloud, but they can't get access to the data. They don't know their data. They don't understand it. On DSO where that bridge were a key strategic partner for aws Andi we're excited about the opportunity that's come about in the last six months with AWS because we're gonna be that key geese for migration to the cloud >>so that the data like I love the name iota, How But in your opinion, you know, you could hear so many different things about Data Lake Data's turning into data Swamp is there's still a lot of value and data lakes that customers just like you're saying before, you just don't know what they have. >>Well, what's interesting in this transition to one of other clients? But on I just want to make a note that way actually started in the relational world. So we're already a mess. We're across header genius environment so but Tahoe does have more to do with Lake. But at a time a few years back, everybody was just dumping data into the lake. They didn't understand what what was in there, and it's created in this era of privacy, a big issue, and Comcast had this problem. The large Terry Tate instance just dumping into the lake, not understanding data flows, how they're data's flowing, not understanding what's in the lake, sensitivity wise, and they want to start, you know they want enable b I. They want they want to start doing analytics, but you gotta understand and know the data, right? So for Comcast, we enable data ops for them automatically with our machine learning. So that was one of the use cases. And then they put the information and we integrated with Apache Atlas, and they have a large JW aws instance, and they're able to then better govern their data on S O N G. Digital. One other customer very complex use case around their data. 36 e. R. P s being migrated toe one virtually r p in the lake. And think about finance data How difficult that is to manage and understand. So we were a key piece in helping that migration happen in weeks rather than months. >>David, you mentioned cloud. Clearly weird. We're at a cloud show, but you mentioned knowing your data. One of the aspect of that cloud is that it moves fast, and it's a much bigger scale than what we've been used to. So I'm interested. Maybe, Eddie, you can. You can fill us in here as well about the use of a tool to help you know your data when we're not creating any less stated. There's just more and more data. So at this speed and this scale, how important is it that you actually have tooling to provide to the to the humans who have to go on that operate on all of this data >>building on what David was saying around the speed in the agility side, you know, now all our information I would know for North America home business is in AWS Hold on ns free bucket. We are already starting work with AWS connect on the call center side. Being able to stream that information through so we're getting to the point now is an organization where we're able to profile the data riel. Time on. Take that information Bolts predict what the customers going going to do is part that machine learning side. So we're starting to trial where we will interject into a call to say, Well, you know, a customer might be on your digital site trying to do a journey. You can see the challenges around data, and you could Then they go in with a chop using, say, the new AWS trap that's just coming through at the moment. So >>one of the things that opportunities I'm here. Sorry, Eddie is the opportunity to leverage the insights into the data to deliver more. You mentioned like customer words, are more personalized experience or a call center agent. Knowing this is the problem of this customer is experiencing this way. Have tried X, y and Z to resolve, or this customer is loyal to pay their bills on time. They should be eligible for some sort of reward program. I think consumers that I think amazon dot com has created us this demanding consumer that way expect you to know us. I expect you to serve us up things that you think we want. Talk to me about the opportunity that I owe Ty was is giving your business to be able to delight customers in ways that you probably couldn't even have predicted? >>Well, they touched on the tagging earlier, you know, survive on the stunned in the data that's coming through. Being able to use the data flow technology on dhe categorizing were able than telling kidding with wider estate. So David mentioned Comcast around 36 e. R. P. You know, we've just gone through the same in other parts of our organization. We're driving the additional level of value, turning away from being a manually labor intensive task. So I used to have 20 architects that daily goal through trying to build an understanding the relationship. I do not need that now. I just have a couple of people that are able to take the outputs and then be able to validate the information using the products. >>And I like that. There's just so much you mentioned customer 360. Example at a call centre. There's so much data ops that has to happen to make that happen on. That's the most difficult challenge to solve. And that's where we come in. And after you catalogue the data, I just want to touch on this. We enable search for the enterprise so you're now connected to 50 115 100 sources with our software. Now you've catalogued it. You profiled it. Now you can search Karen Kim Kim Smith, So your your your engineers, your architect, your data stewards influences your business analysts. This is folks can now search anything they want and find anything sensitive. Find that person find an invoice, and that helps enable. But you mentioned the customer >>360. But I can Also. What I'm hearing is, as it has the potential to enable a better relationship between I t in the business. >>Absolutely. It brings those both together because they're so siloed. In this day and age, your data siloed and your business is siloed in a different business unit. So this helps exactly collaborate crowdsource, bring it all together. One platform >>and how many you so 1700 applications. How many you mentioned the 36 or so air peace. What percentage? If you can guess who have you been able to reduce duplicate triplicate at center applications? And what are some of the overarching business benefits that direct energy is achieving? >>So incentive the direct senator, decide that we're just at the beginning about journey. We're about four months in what? We've already decommissioned 12. The applications I was starting to move out to the wider side in terms of benefits are oh, I probably around 300% of the moment >>in a 300% r A y in just a few months. >>Just now, you know you've got some of the basic savings around the story side. We're also getting large savings from some of the existing that support agreements that we have in place. David touched on data Rob's. I've been able to reduce the amount of people that are required to support the team. There is now a more common on the standing within the organization and have money to turn it more into a self care opportunity with the business operations by pushing the line from being a technical problem to a business challenge. And at the end of the day, they're the experts. They understand the data better than any IittIe fault that sat in a corner, right? So I'm >>gonna ask you one more question. What gave you the confidence that I Oh, Tahoe was the right solution for you >>purely down Thio three Open Soul site. So we come from a you know I've been using. I'll tell whole probably for about two years in parts of the organization. We were very early. Adopters are over technologies in the open source market, and it was just the ability thio on the proof of concept to be able to turn it around iTunes, where you'll go to a traditional vendor, which would take a few months large business cases. They need any of that. We were able to show results within 24 48 hours on now buys the confidence. And I'm sure David would take the challenge of being able to plug in some day. It says on to show you the day. >>Cool stuff, guys. Well, thank you for sharing with us what you guys are doing. And I have a Iot Tahoe keeping up data Lake Blue and the successes that you're cheating in such a short time, but direct energy. I appreciate your time, guys. Thank you. Excellent. Our pleasure. >>No, you'll day. >>Exactly know your data. My guests and my co host, Justin Warren. I'm Lisa Martin. I'm gonna go often. Learn my data. Now you've been watching the Cube and AWS reinvent 19. Thanks for watching

from the silicon angle media office in Boston Massachusetts it's the queue now here's your host still minimun hi and welcome to a special cube conversation here in our Boston area studio I'm Stu minimun and we're getting towards the end of 2019 where we've had a bevy of cloud conferences I've - I've attended Microsoft ignite cube con cloud native con and the big the Super Bowl for industry AWS reinvent is right on the horizon and happy to talk about some of the data protection items related to cloud welcoming back to our program RIA a touch Barrett who is the vice president of marketing in the data protection group at Dell EMC Fria great to see you great to see you Stu nice to be back alright so RIA you know obviously cloud has had such a huge impact on our entire industry you know transforming what's happening there bring us inside how some of those trends are really impacting your organization in your customers yeah definitely I think one of the things that no one would be surprised about is that organizations today are managing seven times the data that they were managing just two years ago so last year in 2018 there was a study done by Vanson Bourne and analyst firm it's called the global data protection index study where they surveyed over 2,200 IT decision-makers and they asked specifically about their data protection challenges one interesting data point is more than 76 percent of the surveyed had placed some sort of data disruption in the last 12 month the preceding 12 months before the survey and 30 close to 30 percent are twenty seven to be exact had lost data costing upwards of millions based on that disruption so before you even get into some of the market trends that's complicating protection I think a lot of customers are still very challenged with their data protection just in any regular environment now the challenge are on data protection and even more broadly data management because again there's the 80/20 rule a lot of your data is actually in the tertiary secondary copies of your data it's getting more complex so a couple of big trends that you and I talk about all the time data growth we kind of talked about that data distribution data is more distributed than ever you have it across multiple clouds you have data hungry technologies like artificial intelligence and machine learning that's basically generating data volumes that's unprecedented and that will be generating data volumes that are unprecedented and obvious and some of these technologies are actually also fueling data growth at the edge so I think that I saw a number or I think Michael Dell was talking about how the data at the edge is actually going to surpass data in all of the clouds combined in the near future then you have application transformation so that's where cloud really comes in a lot of our customers are speeding their time to market and their exchanges and interactions with their customers by really transforming their application development and using cloud native you know application deployment to really fuel how they're how they're developing apps and that's requiring new ways of data protection then you bring into effect all the regulatory rules there's one coming up very shortly I think in January so you have increasing governmental regulations you have increasing privacy laws and and mandates so again data protection is getting into this area where you would say it's in the eye of the storm yeah so many challenges what we've really loved to document over the last few years is the opportunity around data your business is creating new business value creating new lines of business and really extracting information use the word information even you know we've really defined is what defines a company that has successfully gone through digital transformation is it as data that is driving decisions and companies there so you've talked to a lot of customers you've got some survey data or you bring us inside you know what are some of those leading-edge customers what differentiates kind of the leaders and ones that become winners in this world compared to before data was at the center of what they were doing absolutely three the power of three again I think the the companies that are really doing things well or have seem to have a handle around their ever-changing data protection needs are doing have three things in common I think the first thing is pretty evident and you talk to it just now Stu they value data they see data as capital so the amount of attention they give to data is really significantly different than a lot of the other companies so they really ranked when they talked about how they see data as the most important capital you know one of the most important capitals in their in their environment they looked at productivity apps as a significant area of importance they looked at AI machine learning business intelligence and analytics as some of the most critical applications including the new cloud native applications they are gaining significant importance in the eyes of these companies so first and foremost they really value data and they want to make sure that they are protecting it in a way that really meets what they need to the second thing that's really interesting that they're doing is they're investing in a single vendor for all of their data protection needs again this is based on the global data protection index study of the 2,200 IT decision makers and GDP I found that companies that are using at least two vendors are 35 percent more likely to experience some sort of disruption and when they talk about disruption they talked about downtime ransomware and they talked about data loss as the number most frequently cited disruptions in their environment and multiple vendor solutions really really lead to increased complexity there's just more touch points disparate management tools especially when you're in a recovery type situation it just adds a lot of complexity to it including service and support experience that you're going to get from multiple vendors so again investing in a single solution across a very diverse portfolio of application deployment choices physical virtual multi-cloud including extent to cloud use cases as well as cloud native protection really makes sense from core to edge to cloud and I think it will increase decrease the complexity as well as minimize the downtime associated with any type of disruption so that's the second trend so we talked about they value data the second one was that they really have investing in a single partner in their data protection solutions the other one is that they prioritize the third one they have some fundamental needs that they prioritize for their multi cloud so they prioritize scale efficiency as well as ease of management for their multi cloud data protection needs so while cloud computing gives us a lot of flexibility agility it can also bring with it complexity unknown costs and increased risk if not managed appropriately and if this extends to your data protection environment so you need data protection solutions that basically can manage that are easy to scale easy to deploy and deliver efficiency and resiliency across this multi cloud environment so those are the three things that are really doing differently still all right yes so many so many things that customers need to think about now living in that multi cloud world cloud native infiltrating the application environment so as we look forward to 2020 here what are those new requirements so you know what a customers need to really think about when they're they're shaping the future of building their environments yeah that's that's a great question and all of the new requirements start with the fundamentals if you don't have the fundamentals and your requirements will fall short and if anything the fundamentals are becoming more and more critical so we already talked about what those companies that are doing well really do differently so they value scale efficiency performance and when they look at those environments they look at it across a distributed deployment model so you're talking about global scale performance at a global level you know if efficiency across the cloud as well as the cloud resources that you're utilizing so if when you talk about efficiency and performance and scale it takes on a brand-new meaning in the new set of requirements and then there's some real new new requirements so for protection we're seeing protection for cloud native applications so we were at kubernetes and we had our kubernetes cube con and we were showcasing our container data protection kubernetes container data protection so we're doing a tech preview of that that got really well received because a lot of companies are struggling with how they're going to be protecting containers and then you have protection for modern apps SAS based applications MongoDB cloud era type applications that now need protection so it used to be a wide range of different applications now there's new modern apps that need the same level of protection and they have new requirements one of the last ones is again protection of traditional because you're going to still have a big traditional deployment and cloud native applications at what we're calling global scale so what does global scale mean it means you have visibility and reporting to ensure protection across health compliance efficiency across core edge and multi cloud right those are going to be some of the new requirements and then data reuse is another one that we see coming up more and more so there's so much investment in making sure your data is protected and companies want to actually get additional value out of their protection data and they want to drive that value through innovation through being able to leverage that data for app dev and test analytics type work so really they want to be able to do that on their secondary and tertiary copies so that's another set new set of requirements that we're seeing so it starts with the fundamentals and then you need to be able to scale and drive these new requirements yeah absolutely in many ways some of these requirements echo what we had in the past you know go back 20 years ago was spreading a crawl you know mainframe UNIX and Linux and Windows and now it's multi cloud and SAS and hybrid environments so really exciting stuff you know your team you know just give us a look for 2020 you know you know seeing Dell EMC show up not only at of course Dell technology's world but you know cube Colin and reinvent and some of these cloud shows yeah yes more and more Dell to be announced I'll tech cloud last year so it's a big focus for the company what we're doing in partnership with VMware so there's a lot of exciting things that are happening and data protection is really becoming critical to all of these conversations so it's going to be a very exciting year I think it's going to be a defining year for us next year and you're gonna see innovation like you've never seen before from Dell EMC all right exciting stuff definitely so much opportunity innovation happen in the clouds Rhea thank you so much for the updates looking forward to seeing the team with lots of you know over 50,000 of everybody's friends in Las Vegas for AWS thank you thanks for having us - all right be sure to check out the cube net for all of the AWS reinvent content as well as all the other shows we've done this year and look forward to 2020 also I'm Stu minimun thanks for watching the Q

(upbeat music) >> Hey, welcome back everybody. Jeff Frick with The Cube. If you can't tell over my shoulder, we are at Oracle Park. It's a glorious day. The marine layer is burning off and it is really spectacular. We're happy to be here. Haven't been here since, I think 2014. It's an interesting event called Sports Tech Tokyo World Demo Day. About 25 technology companies in the sports area are giving demos all day today. It's a huge program, and we're excited to have our next guest coming from the analytics side. She's Sezin Aksoy, Global Data Strategy and Analytics for AXS. >> Correct. >> Welcome. >> Thank you. >> Absolutely. >> Glad to be here. >> So Global Data Strategy. Everything's all about data. >> Correct. >> So, somebody's really happy to have you on board. What are so... What do you, what are you working on, what was top of line. >> Sure, so it's going to sound cheesy but data is the power of the world. >> Yes. >> It's going to empower people making better decisions, so that's kind of my role is at AXS. So AXS is the ticketing platform for live entertainment events. We operate in the US, Europe, as well as in Japan. And, if you think about it, when a consumer comes to your website, that's the first touchpoint that you have. Whether they buy the ticket or don't. Whether they buy or sell, and transfer the ticket, or they attend the event, all those are various touchpoints that we are collecting. So that we can inform our clients to make better decisions with data. >> Right. >> Whether it's pricing decisions, or marketing decisions, or scanning an event, which gates will be more busier than others. So, that's kind of what my team works on. >> Excellent. So, let's jump into a little bit on the dynamic pricing. >> Sizen: Hm mm. >> Because we saw, we've seen dynamic pricing. And you said you were in the airline industry. >> Correct. >> We've seen it in the hotel industry. >> Yup. >> My father in law talks about when he was doing dynamic pricing as a young kid. >> Sizen: Okay. Just making a call when somebody came through the door, at eleven o'clock. >> Sizen: Yeah. (laughs) >> Jeffrey: What's my marginal cost... >> Okay, yep. >> Jeffrey: with somebody in that room or not. There's really slow to get beyond, kind of the entertain, oh excuse me, the travel industry for other people... >> Hm mm. Yep. >> To kind of get on board the dynamic pricing. >> Yeah. We saw the Giants here... >> Yep. >> Actually a couple of years ago. We came by, they were starting to do dynamic pricing. >> Sizen: Hm mm. >> A Friday night Dodger game, compared to a Tuesday day... >> Sizen: Yep. >> Milwaukee game, very, very different. >> Sizen: Hm mm. >> So, what are some of the factors going in, what are some of the resistance, >> Sizen: Yeah. >> that had to be overcome for people to actually accept that it's okay to charge more for a Friday night Dodger game, than a Tuesday afternoon Milwaukee game. >> Yep, so yeah, so my background start with the airlines, which is where dynamic pricing, revenue management started at, specifically the American Airlines. If you think about there are a lot of similarities between airlines and live entertainments. Fixed costs, you have to, flight has to go, or the game has to be played no matter how many people are there. So, you really have a limited time to really maximize your revenue. And you kind of have a product that the demand level is different by day, whether it's a Tuesday game or Friday game. It really something you have to study the sort of the behavior from the consumers when they buy their tickets. What are the factors they put into play to make that decision? And in that mix, San Francisco Giants was one of the first teams that actually incorporated dynamic pricing about ten years ago, that slowly. The challenges with it is we are not as the consumer, not as trained to know that the price may change. Hotels, airlines been doing it for years and years. >> Right. >> And for them, also it didn't start from like doing all the flights in day one. So it's really needs to be a phased approach. It needs to be a lot of education for the public, and to think about the right way to think about it is, you want incentivize people to buy early. And you want to make sure they are the ones that getting the best price, and not necessarily the people that are buying last minute. >> Right. >> If you're buying last minute, then you must accept that it maybe the available today you're not looking for or the price not you looking for. But I will say though that plans change, people decide to not attend the game. The reason is that, potential for finding other seats for that similar game. But, really for you, have your plans. It's better to buy early, and that's kind of what the industries needs to be trained on, more and more. >> Right. >> Was there more opportunity in getting additional value out of that high demand game? Or was the bigger opportunity in getting, kind of lowering the prices on the less desirable games, and getting kind of marginal revenue on that side. Where was the easy money made, >> Yeah. >> Jeffrey: On dynamic pricing? I mean the immediate impact is from the high value seats for the high value games, cause that's really is your premium product at that point. But in the meantime, there's always a low number of seats that you have in your premium area. And if you find the right price, and if you start earlier. And really the goal is to sell all the seats, and to fill all the seats. >> Right. >> Also, just selling the seats is not, doesn't get you far enough. You want to make sure people actually come to the game, and they're the people that are going to attend the game. Right? >> Right. >> So, if you kind of, the lower level has many more seats, so it's really has to be both ways. It can't be in one area, either dynamic pricing and you don't do it. It's just all about training the public and consumers. >> Right. Now, the other interesting you said in your kind of intro, was keeping track of... What are the busiest turnstiles? And where people coming? And the flow within the game. >> Sizen: Yep. >> What are some of the analytics that you do there, >> Sizen: Yep. >> And how are teams using those... >> Sizen: Yep. >> that information to provide a better fan experience? >> Yeah, so we have scanned data, and we actually have it real time. So, we are able to provide the teams. We have kineses streams, not to go too technical, to kind of empower them to do their game operations in a certain way. So example would be, you could study the past games and understand where people came from. Typically for a Friday game verse a Tuesday game, your crowd will look different, right. The Friday game, maybe the more the families or Saturday or Sunday. But Tuesday may be more corporate world, right. So understanding they're patterns, but also than having that data accessible to you to real time. So, that way you're able to see how many people are coming in from this one gate to other. You can man the gates differently that way. And the real time data is not something that comes just easily. There's a lot of infrastructure built for it. >> Right. >> But we've done it at AXS, and we've been able to provide to the teams so they can manage their getting in better. >> Right. >> So real time's interesting cause you know a lot of these conversations about real time, and I would say, "How do you define real time?" And in my mind, it's in time to do something about it. >> Exactly. >> So, using real time, I mean are there things they can do in real time to either lighten the load at an overdone gate, or... >> Sizen: Yeah. >> What are some of the real time impacts that people are using this data to do? >> Yeah, so exactly the example you provided. Like making sure there are more people at this one gate as opposed to others. But also, like knowing who's coming into the arena. So AXS's I-D ticketing, I-D based ticketing platform, so we actually know who's coming in. It's a rotating barcode, so if you just copy-paste the ticket, and text your friend. That doesn't work, that eliminates fraud as well. But because we know who's coming in, you can actually empower your sales reps as a team to make sure you are, you know, if they are coming to a suite or a premium area. So in so actually just scanned in, so you kind of come up with ideas for sales reps. As well as some of the marketing activations, like... It could be that you have people that typically come in late. You want to incentivize them. You could actually come up with promotions on merch and food and beverage to incentivize them early, right? Or at the same time you can actually, there are some platforms that do marketing activation. You may have had a lot of hotdogs left that you couldn't sell. Towards the late quarter, you could send a message to everyone saying, "Okay, ya know, hot dogs are 20 percent off." >> Right, right. >> So that, you need real time for it, for data for that. Cause you again need to know how many people scanned in. You may want to know how many people scanned out. So for some conferences and other type events, you want to make sure there's a Fire Marshall rules, so you want to make sure. So all the real time data is helpful for that if you just look at the purchaser data, you're not going to get that specifically there. >> That's really interesting cause I was going to say, What are some of the next things that we can expect to see dynamic pricing applied to, and you just went through them which are really situational specific. >> Yep. >> Opportunities to clear inventory, to do whatever. >> Exactly, it's not just a ticket purchase. It could be applied to other things as well. >> Right, Right. >> Yeah. >> How cool. So what other kind of data sets are you looking at to help teams that maybe we're not thinking about. >> Sure, just when people buy their tickets. What marketing may have they done, so that we can understand the web traffic, and did they buy the ticket when you send out that email. Or did they buy it three days later. So that's one area. As well as sort of, the inventory that you have available for that game. Does it sell faster for that Friday game versus a Tuesday game? We also, we're a comprehensive marketplace where we have both primary and secondary in the same map. To give the convenience back to the consumers, so you kind of have a chance to see all the inventory available in front of you. So, a bit of understanding how tickets transact in the secondary marketplace is helpful for the teams to really price their product better. Cause sometimes we have... I work for a team, so I have that background where you may have just 20 price points, and you've done it for 20 years but it's been certainly changing then. But now that you have all these different data points on the second, you also you kind of maybe is like, 'Okay I need 40 price points really because there's that much differentiation demand. >> Wow, really sophisticated analysis... >> Yeah, it's a passion area for me, so... >> And doing the real time, real time data flow and everything. >> Yeah, yeah. A really interesting, interesting conversation. >> Yeah. >> To go so far beyond just dynamic pricing. >> Exactly. >> It uses more sophisticated methods to get more value, provide better experience for the fans. >> And actually in Japan, they do more about dynamic pricing. So they utilize our platform to actually able to price every seat differently if they wanted to. We've just went out with on sales for Big League teams, and that's how they apply that. So it's been used elsewhere, maybe in the U-S in sports. It's definitely catching up, and it's much much big difference from the 10 years ago. But, I think Japan has already been kind of doing that. >> Excellent. >> Mm hm. >> Well Sizen, thanks for taking a few minutes, and sharing those stories. There's a lot going on behind the scenes that may not be conscious of, but hopefully we're getting the benefit of. >> Yeah, thank you. >> All right. Sizen, and I'm Jeff. Yes, we're live. They're banging on something down there. I'm not sure what, but keep watching. We'lls be here at Oracle Park in San Francisco. Thanks for watching, and see ya next time. (upbeat music)

>> From Cambridge, Massachusetts, it's theCUBE covering MIT Chief Data Officer and Information Quality Symposium 2019 brought to you by SiliconANGLE Media. (upbeat techno music) >> Hi everybody, welcome back to Cambridge, Massachusetts. You're watching theCUBE, the leader in tech coverage. We go out to the events. We extract the signal from the noise, and we're here at the MIT CDOIQ Conference, Chief Data Officer Information Quality Conference. It is the 13th year here at the Tang building. We've outgrown this building and have to move next year. It's fire marshal full. Gokula Mishra is here. He is the Senior Director of Global Data and Analytics and Supply Chain-- >> Formerly. Former, former Senior Director. >> Former! I'm sorry. It's former Senior Director of Global Data Analytics and Supply Chain at McDonald's. Oh, I didn't know that. I apologize my friend. Well, welcome back to theCUBE. We met when you were at Oracle doing data. So you've left that, you're on to your next big thing. >> Yes, thinking through it. >> Fantastic, now let's start with your career. You've had, so you just recently left McDonald's. I met you when you were at Oracle, so you cut over to the dark side for a while, and then before that, I mean, you've been a practitioner all your life, so take us through sort of your background. >> Yeah, I mean my beginning was really with a company called Tata Burroughs. Those days we did not have a lot of work getting done in India. We used to send people to U.S. so I was one of the pioneers of the whole industry, coming here and working on very interesting projects. But I was lucky to be working on mostly data analytics related work, joined a great company called CS Associates. I did my Master's at Northwestern. In fact, my thesis was intelligent databases. So, building AI into the databases and from there on I have been with Booz Allen, Oracle, HP, TransUnion, I also run my own company, and Sierra Atlantic, which is part of Hitachi, and McDonald's. >> Awesome, so let's talk about use of data. It's evolved dramatically as we know. One of the themes in this conference over the years has been sort of, I said yesterday, the Chief Data Officer role emerged from the ashes of sort of governance, kind of back office information quality compliance, and then ascended with the tailwind of the Big Data meme, and it's kind of come full circle. People are realizing actually to get value out of data, you have to have information quality. So those two worlds have collided together, and you've also seen the ascendancy of the Chief Digital Officer who has really taken a front and center role in some of the more strategic and revenue generating initiatives, and in some ways the Chief Data Officer has been a supporting role to that, providing the quality, providing the compliance, the governance, and the data modeling and analytics, and a component of it. First of all, is that a fair assessment? How do you see the way in which the use of data has evolved over the last 10 years? >> So to me, primarily, the use of data was, in my mind, mostly around financial reporting. So, anything that companies needed to run their company, any metrics they needed, any data they needed. So, if you look at all the reporting that used to happen it's primarily around metrics that are financials, whether it's around finances around operations, finances around marketing effort, finances around reporting if it's a public company reporting to the market. That's where the focus was, and so therefore a lot of the data that was not needed for financial reporting was what we call nowadays dark data. This is data we collect but don't do anything with it. Then, as the capability of the computing, and the storage, and new technologies, and new techniques evolve, and are able to handle more variety and more volume of data, then people quickly realize how much potential they have in the other data outside of the financial reporting data that they can utilize too. So, some of the pioneers leverage that and actually improved a lot in their efficiency of operations, came out with innovation. You know, GE comes to mind as one of the companies that actually leverage data early on, and number of other companies. Obviously, you look at today data has been, it's defining some of the multi-billion dollar company and all they have is data. >> Well, Facebook, Google, Amazon, Microsoft. >> Exactly. >> Apple, I mean Apple obviously makes stuff, but those other companies, they're data companies. I mean largely, and those five companies have the highest market value on the U.S. stock exchange. They've surpassed all the other big leaders, even Berkshire Hathaway. >> So now, what is happening is because the market changes, the forces that are changing the behavior of our consumers and customers, which I talked about which is everyone now is digitally engaging with each other. What that does is all the experiences now are being captured digitally, all the services are being captured digitally, all the products are creating a lot of digital exhaust of data and so now companies have to pay attention to engage with their customers and partners digitally. Therefore, they have to make sure that they're leveraging data and analytics in doing so. The other thing that has changed is the time to decision to the time to act on the data inside that you get is shrinking, and shrinking, and shrinking, so a lot more decision-making is now going real time. Therefore, you have a situation now, you have the capability, you have the technology, you have the data now, you have to make sure that you convert that in what I call programmatic kind of data decision-making. Obviously, there are people involved in more strategic decision-making. So, that's more manual, but at the operational level, it's going more programmatic decision-making. >> Okay, I want to talk, By the way, I've seen a stat, I don't know if you can confirm this, that 80% of the data that's out there today is dark data or it's data that's behind a firewall or not searchable, not open to Google's crawlers. So, there's a lot of value there-- >> So, I would say that percent is declining over time as companies have realized the value of data. So, more and more companies are removing the silos, bringing those dark data out. I think the key to that is companies being able to value their data, and as soon as they are able to value their data, they are able to leverage a lot of the data. I still believe there's a large percent still not used or accessed in companies. >> Well, and of course you talked a lot about data monetization. Doug Laney, who's an expert in that topic, we had Doug on a couple years ago when he, just after, he wrote Infonomics. He was on yesterday. He's got a very detailed prescription as to, he makes strong cases as to why data should be valued like an asset. I don't think anybody really disagrees with that, but then he gave kind of a how-to-do-it, which will, somewhat, make your eyes bleed, but it was really well thought out, as you know. But you talked a lot about data monetization, you talked about a number of ways in which data can contribute to monetization. Revenue, cost reduction, efficiency, risk, and innovation. Revenue and cost is obvious. I mean, that's where the starting point is. Efficiency is interesting. I look at efficiency as kind of a doing more with less but it's sort of a cost reduction, but explain why it's not in the cost bucket, it's different. >> So, it is first starts with doing what we do today cheaper, better, faster, and doing more comes after that because if you don't understand, and data is the way to understand how your current processes work, you will not take the first step. So, to take the first step is to understand how can I do this process faster, and then you focus on cheaper, and then you focus on better. Of course, faster is because of some of the market forces and customer behavior that's driving you to do that process faster. >> Okay, and then the other one was risk reduction. I think that makes a lot of sense here. Actually, let me go back. So, one of the key pieces of it, of efficiency is time to value. So, if you can compress the time, or accelerate the time and you get the value that means more cash in house faster, whether it's cost reduction or-- >> And the other aspect you look at is, can you automate more of the processes, and in that way it can be faster. >> And that hits the income statement as well because you're reducing headcount cost of your, maybe not reducing headcount cost, but you're getting more out of different, out ahead you're reallocating them to more strategic initiatives. Everybody says that but the reality is you hire less people because you just automated. And then, risk reduction, so the degree to which you can lower your expected loss. That's just instead thinking in insurance terms, that's tangible value so certainly to large corporations, but even midsize and small corporations. Innovation, I thought was a good one, but maybe you could use an example of, give us an example of how in your career you've seen data contribute to innovation. >> So, I'll give an example of oil and gas industry. If you look at speed of innovation in the oil and gas industry, they were all paper-based. I don't know how much you know about drilling. A lot of the assets that goes into figuring out where to drill, how to drill, and actually drilling and then taking the oil or gas out, and of course selling it to make money. All of those processes were paper based. So, if you can imagine trying to optimize a paper-based innovation, it's very hard. Not only that, it's very, very by itself because it's on paper, it's in someone's drawer or file. So, it's siloed by design and so one thing that the industry has gone through, they recognize that they have to optimize the processes to be better, to innovate, to find, for example, shale gas was a result output of digitizing the processes because otherwise you can't drill faster, cheaper, better to leverage the shale gas drilling that they did. So, the industry went through actually digitizing a lot of the paper assets. So, they went from not having data to knowingly creating the data that they can use to optimize the process and then in the process they're innovating new ways to drill the oil well cheaper, better, faster. >> In the early days of oil exploration in the U.S. go back to the Osage Indian tribe in northern Oklahoma, and they brilliantly, when they got shuttled around, they pushed him out of Kansas and they negotiated with the U.S. government that they maintain the mineral rights and so they became very, very wealthy. In fact, at one point they were the wealthiest per capita individuals in the entire world, and they used to hold auctions for various drilling rights. So, it was all gut feel, all the oil barons would train in, and they would have an auction, and it was, again, it was gut feel as to which areas were the best, and then of course they evolved, you remember it used to be you drill a little hole, no oil, drill a hole, no oil, drill a hole. >> You know how much that cost? >> Yeah, the expense is enormous right? >> It can vary from 10 to 20 million dollars. >> Just a giant expense. So, now today fast-forward to this century, and you're seeing much more sophisticated-- >> Yeah, I can give you another example in pharmaceutical. They develop new drugs, it's a long process. So, one of the initial process is to figure out what molecules this would be exploring in the next step, and you could have thousand different combination of molecules that could treat a particular condition, and now they with digitization and data analytics, they're able to do this in a virtual world, kind of creating a virtual lab where they can test out thousands of molecules. And then, once they can bring it down to a fewer, then the physical aspect of that starts. Think about innovation really shrinking their processes. >> All right, well I want to say this about clouds. You made the statement in your keynote that how many people out there think cloud is cheaper, or maybe you even said cheap, but cheaper I inferred cheaper than an on-prem, and so it was a loaded question so nobody put their hand up they're afraid, but I put my hand up because we don't have any IT. We used to have IT. It was a nightmare. So, for us it's better but in your experience, I think I'm inferring correctly that you had meant cheaper than on-prem, and certainly we talked to many practitioners who have large systems that when they lift and shift to the cloud, they don't change their operating model, they don't really change anything, they get a bill at the end of the month, and they go "What did this really do for us?" And I think that's what you mean-- >> So what I mean, let me make it clear, is that there are certain use cases that cloud is and, as you saw, that people did raise their hand saying "Yeah, I have use cases where cloud is cheaper." I think you need to look at the whole thing. Cost is one aspect. The flexibility and agility of being able to do things is another aspect. For example, if you have a situation where your stakeholder want to do something for three weeks, and they need five times the computing power, and the data that they are buying from outside to do that experiment. Now, imagine doing that in a physical war. It's going to take a long time just to procure and get the physical boxes, and then you'll be able to do it. In cloud, you can enable that, you can get GPUs depending on what problem we are trying to solve. That's another benefit. You can get the fit for purpose computing environment to that and so there are a lot of flexibility, agility all of that. It's a new way of managing it so people need to pay attention to the cost because it will add to the cost. The other thing I will point out is that if you go to the public cloud, because they make it cheaper, because they have hundreds and thousands of this canned CPU. This much computing power, this much memory, this much disk, this much connectivity, and they build thousands of them, and that's why it's cheaper. Well, if your need is something that's very unique and they don't have it, that's when it becomes a problem. Either you need more of those and the cost will be higher. So, now we are getting to the IOT war. The volume of data is growing so much, and the type of processing that you need to do is becoming more real-time, and you can't just move all this bulk of data, and then bring it back, and move the data back and forth. You need a special type of computing, which is at the, what Amazon calls it, adds computing. And the industry is kind of trying to design it. So, that is an example of hybrid computing evolving out of a cloud or out of the necessity that you need special purpose computing environment to deal with new situations, and all of it can't be in the cloud. >> I mean, I would argue, well I guess Microsoft with Azure Stack was kind of the first, although not really. Now, they're there but I would say Oracle, your former company, was the first one to say "Okay, we're going to put the exact same infrastructure on prem as we have in the public cloud." Oracle, I would say, was the first to truly do that-- >> They were doing hybrid computing. >> You now see Amazon with outposts has done the same, Google kind of has similar approach as Azure, and so it's clear that hybrid is here to stay, at least for some period of time. I think the cloud guys probably believe that ultimately it's all going to go to the cloud. We'll see it's going to be a long, long time before that happens. Okay! I'll give you last thoughts on this conference. You've been here before? Or is this your first one? >> This is my first one. >> Okay, so your takeaways, your thoughts, things you might-- >> I am very impressed. I'm a practitioner and finding so many practitioners coming from so many different backgrounds and industries. It's very, very enlightening to listen to their journey, their story, their learnings in terms of what works and what doesn't work. It is really invaluable. >> Yeah, I tell you this, it's always a highlight of our season and Gokula, thank you very much for coming on theCUBE. It was great to see you. >> Thank you. >> You're welcome. All right, keep it right there everybody. We'll be back with our next guest, Dave Vellante. Paul Gillin is in the house. You're watching theCUBE from MIT. Be right back! (upbeat techno music)

>> From the Silicon Angle Media office in Boston, Massachusetts. It's the cue now here's your host, Dave Alon. >> Hi, >> everybody. Welcome to this Cube conversation. My name is Dave Lan Ting here on Marlborough Studios with Beth failing. Who's the president and GM of the Delhi Emcee Data protection division. Good to see you About. >> Good to be here days. >> So the reason why we're here today is this is the third year you've released the Global Data Protection Index. We love data. We love to dig into the data. So tell us about the survey. What? It's about the size of the survey. Who? You? You're responding, so >> Yeah, absolutely. That survey talked to twenty two hundred decision makers globally and asked them questions to understand where they are in their data protection, implementations and strategy and how much data loss or data disruption impacted their business over the past twelve months. >> So when you do, these survey's over three years like you have here, you get a time. Siri's things start to, you know, pattern start to emerge. What were the key findings this time? >> There are a couple of really interesting findings that stood out one as we talk to the customers about where they were on their I T maturity journey, we found that the number of adopters people who were fully immersed in data protection when from nine percent to fifty seven percent. So it's a really big jump. Another thing we saw was the data they were protecting grew by five times over five hundred percent. So even though we know data is growing dramatically, it still is striking just how much it's growing. >> I've said many times that the industry, our industries, marks to the cadence of Moore's long You could come draw that out Logue Logue graph paper. But the Kurdish is shifting, its becoming more exponential, certainly non linear, so that that data growth is even surprising to me on but relates to the cost of downtime and the impact of disruption. There's a data in here wanted to share that with us, >> and it's pretty striking. The number of customers that were not able to recover their data after disruption grew from fourteen to twenty seven percent, and the level of cost is growing as well. The average impact of a data disruption event is half a million dollars, but if you're not able to recover your data, understandably, it's almost twice that. >> So you know it's complexity is growing, and to me, this really talks to digital transformation >> of >> the way in which people are using data and differentiating from what they've done in the past. It dramatically increases their risk because the data value is so high. >> And the study shows that companies that have gone through a digital transformation and clearly leveraging the data as an asset are too times more profitable than companies that have not data matters. More and more people are realizing that the flip side of that coin is then the cost and the impact. Your business, if you do have a disruption or a data loss, is that much more significant. >> Historically, we've had these silos of applications that have infrastructure that's hardened and fossilized around them, and increasingly, we're sharing more data across those applications. You know, Cloud, which we'LL talk about, is is really accelerating some of those transformations and so you have more and more complexity. We live in a multi vendor world because people want best of breed. They want horses for courses, but it adds a layer of complexity to the process. What did the survey tell you? >> And first off, the average is three data protection vendors per respondent. That's consistent with where we were two years ago. But what we see also Mohr dramatically is that the likelihood of not being able to recover your data after a winsome or attack if you're using multiple vendors is two times is high. So as the threats are maturing, the need for us to be able to protect ourselves and our company's from those threats needs to mature as well. And the data seems to show that having three vendors may not be the best way to be responding to this increasingly risky world. >> So that's interesting that you talk about now. Some of the challenges that were brought forth in the study always wanna ask that in the study like this, there were three big ones that stood out. Cost is always top of mind. The right technical fit on DH, then gpr Compliance is another factor. What's the data show in terms of those challenges? >> So the top three you really hit them I won was the ballooning cost and complexity. Another was the need. Thio adhere to compliance, and then the third was the need to ensure that you have data protection that covers the emerging technologies, the emerging strategies. >> So we talked about multi vendor adds complexity as cost a cz risk and just talk about the challenges. What is delle AMC doing to address these challenges? What gives you confidence that you can earn the right to stay at the table? >> Yeah, eso were first are very proud of the legacy of data protection experience that we have and what we've learned in what we helped our customers do as part of that legacy. We've protected tens of thousands of customers around the globe for for decades. But what we're doing now is modernizing our capabilities, insuring that we're protecting the multi cloud environments, the new, the new types of applications, making SNU simple products like the idea so that customers can take that confidence they have in us and bring it forward with them into the next decade. >> I'm interested in how people are leveraging the club for data protection and also what Delhi emcee strategy is there because, you know, own a public cloud your relationships with with public cloud providers. But what is your strategy there and our people reverse? How are people using the cloud for data protection. And what is your strategy? There >> are strategies to provide the best global multi cloud data protection that anybody delivers in the world. And when we do that would providing all the use cases that customers are using for the data protection. One interesting fact from the survey. It was those customers who have adopted a cloud technology. Ninety eight percent of them are leveraging that technology for data protection. In those use cases, they're evolving beyond just backup. Beyonce cuse me beyond just long term retention archive to include backup replication, data protection for the cloud workloads. We're really doing a lot to make sure we keeping up with that very dynamic market. >> The people want to get more out of their their backup in data protection than just insurance. We've talked about this a lot, just in terms of leveraging analytics and ransomware etcetera. D are bringing that together on so forth. But I want to continue on the discussion of cloud because I talked about you have some relationship specifically and mentioned it, but VM wear and eight of us every relationship. But you have to have a portfolio you can't just put all your legs in one cloud basket. What's your strategy >> and the importance of enabling customers to leverage a W eso, Google, IBM or Azure? For a PJ colleagues, Alibaba is very essential for us, and we think it's even more important that you have a standard data protection strategy. When you're leveraging multiple cloud vendors and distributing your day birth date over more and more locations, it's even more important that you have avenged. You can count on and trust to bring our there together to a single data. Protections to allergy. >> One of things I like about service like this, especially over time. You can get a sense of the maturity model, you know, however you define it. Laggards, evaluators, adopters and leaders is always your consistent on how you ask that question. You can get a time Siri's and see how things are shifting. So there's, ah, question a slide in the study that talks about that. What did you find in terms of the adoption? >> And I hinted at this at the beginning, but I find this to be one of the most striking findings from the survey. The number of respondents that fell into the category of laggards not really putting a lot of thought at all into data protection shrank from thirty eight percent to two percent. So that's massive in two years. And on the flip side of that, the number of vendors who the number of professionals who were now considered a doctor's had gone from nine percent to fifty seven percent. So we really are seeing a massive shift in the number of companies that are now focused on data protection as a core part of their strategy. >> In my view, that's because of the digital transformation that's going on is more than just the buzzword. Every CEO is trying to get digital, right? Yeah. So just to summarize. So data is growing in this non running a fashion that we talked about that's driving up costs and cumbersome costs of disruption. Cost of downtime is growing. Even the best of breed leaders are struggling to keep up. The pace of innovation is so fast. If you're not figuring out how to monetize your data in some way, shape or form, and I don't mean selling your data, we're talking about how levitate it contributes to the monetization business. Cutting costs are increasing revenue and in some way, shape or form. If you're not doing that, then you're in trouble. I'm gonna come back and ask you again. What gives you confidence? That Delhi M. C. Is going to be the preferred supplier we heard about multiple vendors is problematic. So how are you gonna win in this game? >> One thing is making sure that we're building our business strategy on wheel data like this survey. So we're staying on top of what's happening in our customers world, and we're modernizing our products in a portfolio to meet those needs in the second is building on the legacy of the I T. Infrastructure that we've protected for many, many decades. We have the trust, We have the architecture, we have the performance. We have the best day cost to protect. And now we're bringing in modern, simple multi cloud data protection. We're on this and we're going to win. >> So surveys like this are they're big, they're expensive. Can we assume you're going to continue to fund this? Absolutely. So how do we get more information of this? I say the survey's done by it into independent firm Is that seventy website somewhere We're going to get more if >> you just go out to Delhi m si dot com and you will find the information. >> Great. I bet thanks for coming in. And sharing the results of the survey is always a pleasure. We're going to see you at Del Technologies World. >> Just a few weeks. >> Yeah. End of April early. May Look forward to that. >> Yeah. Today. Thanks for having me in >> your welcome. All right. Thanks for watching everybody. This is David. Lot day. We'LL see you next time.

>> Live from the MIT campus in Cambridge, Massachusetts, it's theCUBE, covering the 12th Annual MIT Chief Data Officer and Information Quality Symposium. Brought to you by SiliconANGLE Media. >> Welcome back to theCUBE's coverage of MIT CDOIQ here in Cambridge, Massachusetts. I'm your host Rebecca Knight along with my cohost Peter Burris. We have two guests on this segment. We have Cortnie Abercrombie, she is the founder of the nonprofit AI Truth, and Carl Gerber, who is the managing partner at Global Data Analytics Leaders. Thanks so much for coming on theCUBE Cortnie and Carl. >> Thank you. >> Thank you. >> So I want to start by just having you introduce yourselves to our viewers, what you do. So tell us a little bit about AI Truth, Cortnie. >> So this was born out of a passion. As I, the last gig I had at IBM, everybody knows me for chief data officer and what I did with that, but the more recent role that I had was developing custom offerings for Fortune 500 in the AI solutions area, so as I would go meet and see different clients, and talk with them and start to look at different processes for how you implement AI solutions, it became very clear that not everybody is attuned, just because they're the ones funding the project or even initiating the purpose of the project, the business leaders don't necessarily know how these things work or run or what can go wrong with them. And on the flip side of that, we have very ambitious up-and-comer-type data scientists who are just trying to fulfill the mission, you know, the talent at hand, and they get really swept up in it. To the point where you can even see that data's getting bartered back and forth with any real governance over it or policies in place to say, "Hey, is that right? Should we have gotten that kind of information?" Which leads us into things like the creepy factor. Like, you know target (laughs) and some of these cases that are well-known. And so, as I saw some of these mistakes happening that were costing brand reputation, our return on investment, or possibly even creating opportunities for risk for the companies and for the business leaders, I felt like someone's got to take one for the team here and go out and start educating people on how this stuff actually works, what the issues can be and how to prevent those issues, and then also what do you do when things do go wrong, how do you fix it? So that's the mission of AI Truth and I have a book. Yes, power to the people, but you know really my main concern was concerned individuals, because I think we've all been affected when we've sent and email and all of a sudden we get a weird ad, and we're like, "Hey, what, they should not, is somebody reading my email?" You know, and we feel this, just, offense-- >> And the answer is yes. >> Yes, and they are, they are. So I mean, we, but we need to know because the only way we can empower ourselves to do something is to actually know how it works. So, that's what my missions is to try and do. So, for the concerned individuals out there, I am writing a book to kind of encapsulate all the experiences that I had so people know where to look and what they can actually do, because you'll be less fearful if you know, "Hey, I can download DuckDuckGo for my browser, or my search engine I mean, and Epic for my browser, and some private, you know, private offerings instead of the typical free offerings. There's not an answer for Facebook yet though. >> So, (laughs) we'll get there. Carl, tell us a little bit about Global Data Analytics Leaders. >> So, I launched Analytics Leaders and CDO Coach after a long career in corporate America. I started building an executive information system when I was in the military for a four-star commander, and I've really done a lot in data analytics throughout my career. Most recently, starting a CDO function at two large multinational companies in leading global transformation programs. And, what I've experienced is even though the industries may vary a little bit, the challenges are the same and the patterns of behavior are the same, both the good and bad behavior, bad habits around the data. And, through the course of my career, I've developed these frameworks and playbooks and just ways to get a repeatable outcome and bring these new technologies like machine learning to bear to really overcome the challenges that I've seen. And what I've seen is a lot of the current thinking is we're solving these data management problems manually. You know, we all hear the complaints about the people who are analysts and data scientists spending 70, 80% of their time being a data gatherer and not really generating insight from the data itself and making it actionable. Well, that's why we have computer systems, right? But that large-scale technology in automation hasn't really served us well, because we think in silos, right? We fund these projects based on departments and divisions. We acquire companies through mergers and acquisitions. And the CDO role has emerged because we need to think about this, all the data that an enterprise uses, horizontally. And with that, I bring a high degree of automation, things like machine learning, to solve those problems. So, I'm now bottling that and advising my clients. And at the same time, the CDO role is where the CIO role was 20 years ago. We're really in it's infancy, and so you see companies define it differently, have different expectations. People are filling the roles that may have not done this before, and so I provide the coaching services there. It's like a professional golfer who has a swing coach. So I come in and I help the data executives with upping their game. >> Well, it's interesting, I actually said the CIO role 40 years ago. But, here's why. If we look back in the 1970s, hardcore financial systems were made possible by the technology which allowed us to run businesses like a portfolio: Jack Welch, the GE model. That was not possible if you didn't have a common asset management system, if you didn't have a common cached management system, etc. And so, when we started creating those common systems, we needed someone that could describe how that shared asset was going to be used within the organization. And we went from the DP manager in HR, the DP manager within finance, to the CIO. And in many respects, we're doing the same thing, right? We're talking about data in a lot of different places and now the business is saying, "We can bring this data together in new and interesting ways into more a shared asset, and we need someone that can help administer that process, and you know, navigate between different groups and different needs and whatnot." Is that kind of what you guys are seeing? >> Oh yeah. >> Yeah. >> Well you know once I get to talking (laughs). For me, I can going right back to the newer technologies like AI and IOT that are coming from externally into your organization, and then also the fact that we're seeing bartering at an unprec... of data at an unprecedented level before. And yet, what the chief data officer role originally did was look at data internally, and structured data mostly. But now, we're asking them to step out of their comfort zone and start looking at all these unknown, niche data broker firms that may or may not be ethical in how they're... I mean, I... look I tell people, "If you hear the word scrape, you run." No scraping, we don't want scraped data, no, no, no (laugh). But I mean, but that's what we're talking about-- >> Well, what do you mean by scraped data, 'cause that's important? >> Well, this is a well-known data science practice. And it's not that... nobody's being malicious here, nobody's trying to have a malintent, but I think it's just data scientists are just scruffy, they roll up their sleeves and they get data however they can. And so, the practice emerged. Look, they're built off of open-source software and everything's free, right, for them, for the most part? So they just start reading in screens and things that are available that you could see, they can optical character read it in, or they can do it however without having to have a subscription to any of that data, without having to have permission to any of that data. It's, "I can see it, so it's mine." But you know, that doesn't work in candy stores. We can't just go, or jewelry stores in my case, I mean, you can't just say, "I like that diamond earring, or whatever, I'm just going to take it because I can see it." (laughs) So, I mean, yeah we got to... that's scraping though. >> And the implications of that are suddenly now you've got a great new business initiative and somebody finds out that you used their private data in that initiative, and now they've got a claim on that asset. >> Right. And this is where things start to get super hairy, and you just want to make sure that you're being on the up-and-up with your data practices and you data ethics, because, in my opinion, 90% of what's gone wrong in AI or the fear factor of AI is that your privacy's getting violated and then you're labeled with data that you may or may not know even exists half the time. I mean. >> So, what's the answer? I mean as you were talking about these data scientists are scrappy, scruffy, roll-up-your-sleeves kind of people, and they are coming up with new ideas, new innovations that sometimes are good-- >> Oh yes, they are. >> So what, so what is the answer? Is this this code of ethics? Is it a... sort of similar to a Hippocratic Oath? I mean how would you, what do you think? >> So, it's a multidimensional problem. Cortnie and I were talking earlier that you have to have more transparency into the models you're creating, and that means a significant validation process. And that's where the chief data officer partners with folks in risk and other areas and the data science team around getting more transparency and visibility into what's the data that's feeding into it? Is it really the authoritative data of the company? And as Cortnie points out, do we even have the rights to that data that's feeding our models? And so, by bringing that transparency and a little more validation before you actually start making key, bet-the-business decisions on the outcomes of these models, you need to look at how you're vetting them. >> And the vetting process is part technology, part culture, part process, it goes back to that people process technology trying. >> Yeah, absolutely, know where your data came from. Why are you doing this model? What are you doing to do with the outcomes? Are you actually going to do something with it or are you going to ignore it? Under what conditions will you empower a decision-maker to use the information that is the output of the model? A lot of these things, you have to think through when you want to operationalize it. It's not just, "I'm going to go get a bunch of data wherever I can, I put a model together. Here, don't you like the results?" >> But this is Silicon Valley way, right? An MVP for everything and you just let it run until... you can't. >> That's a great point Cortnie (laughs) I've always believed, and I want to test this with you, we talk about people process technology about information, we never talk about people process technology and information of information. There's a manner of respects what we're talking about is making explicit the information about... information, the metadata, and how we manage that and how we treat that, and how we defuse that, and how we turn that, the metadata itself, into models to try to govern and guide utilization of this. That's especially important in AI world, isn't it? >> I start with this. For me, it's simple, I mean, but everything he said was true. But, I try to keep it to this: it's about free will. If I said you can do that with my data, to me it's always my data. I don't care if it's on Facebook, I don't care where it is and I don't care if it's free or not, it's still my data. Even if it's X23andMe, or 23andMe, sorry, and they've taken the swab, or whether it's Facebook or I did a google search, I don't care, it's still my data. So if you ask me if it's okay to do a certain type of thing, then maybe I will consent to that. But I should at least be given an option. And no, be given the transparency. So it's all about free will. So in my mind, as long as you're always providing some sort of free will (laughs), the ability for me to having a decision to say, "Yes, I want to participate in that," or, "Yes, you can label me as whatever label I'm getting, Trump or a pro-Hillary or Obam-whatever, name whatever issue of the day is," then I'm okay with that as long as I get a choice. >> Let's go back to it, I want to build on that if I can, because, and then I want to ask you a question about it Carl, the issue of free will presupposes that both sides know exactly what's going into the data. So for example, if I have a medical procedure, I can sit down on that form and I can say, "Whatever happens is my responsibility." But if bad things happen because of malfeasance, guess what? That piece of paper's worthless and I can sue. Because the doctor and the medical provider is supposed to know more about what's going on than I do. >> Right. >> Does the same thing exist? You talked earlier about governance and some of the culture imperatives and transparency, doesn't that same thing exist? And I'm going to ask you a question: is that part of your nonprofit is to try to raise the bar for everybody? But doesn't that same notion exist, that at the end of the day, you don't... You do have information asymmetries, both sides don't know how the data's being used because of the nature of data? >> Right. That's why you're seeing the emergence of all these data privacy laws. And so what I'm advising executives and the board and my clients is we need to step back and think bigger about this. We need to think about as not just GDPR, the European scope, it's global data privacy. And if we look at the motivation, why are we doing this? Are we doing it just because we have to be regulatory-compliant 'cause there's a law in the books, or should we reframe it and say, "This is really about the user experience, the customer experience." This is a touchpoint that my customers have with my company. How transparent should I be with what data I have about you, how I'm using it, how I'm sharing it, and is there a way that I can turn this into a positive instead of it's just, "I'm doing this because I have to for regulatory-compliance." And so, I believe if you really examine the motivation and look at it from more of the carrot and less of the stick, you're going to find that you're more motivated to do it, you're going to be more transparent with your customers, and you're going to share, and you're ultimately going to protect that data more closely because you want to build that trust with your customers. And then lastly, let's face it, this is the data we want to analyze, right? This is the authenticated data we want to give to the data scientists, so I just flip that whole thing on its head. We do for these reasons and we increase the transparency and trust. >> So Cortnie, let me bring it back to you. >> Okay. >> That presupposes, again, an up-leveling of knowledge about data privacy not just for the executive but also for the consumer. How are you going to do that? >> Personally, I'm going to come back to free will again, and I'm also going to add: harm impacts. We need to start thinking impact assessments instead of governance, quite frankly. We need to start looking at if I, you know, start using a FICO score as a proxy for another piece of information, like a crime record in a certain district of whatever, as a way to understand how responsible you are and whether or not your car is going to get broken into, and now you have to pay more. Well, you're... if you always use a FICO score, for example, as a proxy for responsibility which, let's face it, once a data scientist latches onto something, they share it with everybody 'cause that's how they are, right? They love that and I love that about them, quite frankly. But, what I don't like is it propagates, and then before you know it, the people who are of lesser financial means, it's getting propagated because now they're going to be... Every AI pricing model is going to use FICO score as a-- >> And they're priced out of the market. >> And they're priced out of the market and how is that fair? And there's a whole group, I think you know about the Fairness Accountability Transparency group that, you know, kind of watch dogs this stuff. But I think business leaders as a whole don't really think through to that level like, "If I do this, then this this and this could incur--" >> So what would be the one thing you could say if, corporate America's listening. >> Let's do impact. Let's do impact assessments. If you're going to cost someone their livelihood, or you're going to cost them thousands of dollars, then let's put more scrutiny, let's put more government validation. To your point, let's put some... 'cause not everything needs the nth level. Like, if I present you with a blue sweater instead of a red sweater on google or whatever, (laughs) You know, that's not going to harm you. But it will harm you if I give you a teacher assessment that's based on something that you have no control over, and now you're fired because you've been laid off 'cause your rating was bad. >> This is a great conversation. Let me... Let me add something different, 'cause... Or say it a different way, and tell me if you agree. In many respects, it's: Does this practice increase inclusion or does this practice decrease inclusion? This is not some goofy, social thing, this is: Are you making your market bigger or are you making your market smaller? Because the last thing you want is that the participation by people ends with: You can't play because of some algorithmic response we had. So maybe the question of inclusion becomes a key issue. Would you agree with that? >> I do agree with it, and I still think there's levels even to inclusion. >> Of course. >> Like, you know, being a part of the blue sweater club versus the (laughs) versus, "I don't want to be a convict," you know, suddenly because of some record you found, or association with someone else. And let's just face it, a lot of these algorithmic models do do these kinds of things where they... They use n+1, you know, a lot... you know what I'm saying. And so you're associated naturally with the next person closest to you, and that's not always the right thing to do, right? So, in some ways, and so I'm positing just little bit of a new idea here, you're creating some policies, whether you're being, and we were just talking about this, but whether you're being implicit about them or explicit, more likely you're being implicit because you're just you're summarily deciding. Well, okay, I have just decided in the credit score example, that if you don't have a good credit threshold... But where in your policies and your corporate policy did it ever say that people of lesser financial means should be excluded from being able to have good car insurance for... 'cause now, the same goes with like Facebook. Some people feel like they're going to have to opt of of life, I mean, if they don't-- >> (laughs) Opt out of life. >> I mean like, seriously, when you think about grandparents who are excluded, you know, out in whatever Timbuktu place they live, and all their families are somewhere else, and the only way that they get to see is, you know, on Facebook. >> Go back to the issue you raised earlier about "Somebody read my email," I can tell you, as a person with a couple of more elderly grandparents, they inadvertently shared some information with me on Facebook about a health condition that they had. You know how grotesque the response of Facebook was to that? And, it affected me to because they had my name in it. They didn't know any better. >> Sometimes there's a stigma. Sometimes things become a stigma as well. There's an emotional response. When I put the article out about why I left IBM to start this new AI Truth nonprofit, the responses I got back that were so immediate were emotional responses about how this stuff affects people. That they're scared of what this means. Can people come after my kids or my grandkids? And if you think about how genetic information can get used, you're not just hosing yourself. I mean, breast cancer genes, I believe, aren't they, like... They run through families, so, I-- >> And they're pretty well-understood. >> If someone swabs my, and uses it and swaps it with other data, you know, people, all of a sudden, not just me is affected, but my whole entire lineage, I mean... It's hard to think of that, but... it's true (laughs). >> These are real life and death... these are-- >> Not just today, but for the future. And in many respects, it's that notion of inclusion... Going back to it, now I'm making something up, but not entirely, but going back to some of the stuff that you were talking about, Carl, the decisions we make about data today, we want to ensure that we know that there's value in the options for how we use that data in the future. So, the issue of inclusion is not just about people, but it's also about other activities, or other things that we might be able to do with data because of the nature of data. I think we always have to have an options approach to thinking about... as we make data decisions. Would you agree with that? Yes, because you know, data's not absolute. So, you can measure something and you can look at the data quality, you can look at the inputs to a model, whatever, but you still have to have that human element of, "Are you we doing the right thing?" You know, the data should guide us in our decisions, but I don't think it's ever an absolute. It's a range of options, and we chose this options for this reason. >> Right, so are we doing the right thing and do no harm too? Carl, Cortnie, we could talk all day, this has been a really fun conversation. >> Oh yeah, and we have. (laughter) >> But we're out of time. I'm Rebecca Knight for Peter Burris, we will have more from MIT CDOIQ in just a little bit. (upbeat music)

>> Live from San Jose, in the heart of Silicon Valley, it's theCube. Covering Datawork Summit 2018. Brought to you by Hortonworks. >> Welcome back to theCube's live coverage of Dataworks here in San Jose, California. I'm your host, Rebecca Knight along with my cohost James Kobielus. We have with us Vimal Endiran. He is the Global Business Data Group Ecosystem Lead, at Accenture. He's coming to us straight from the Motor City. So, welcome Vimal. >> Thank you, thank you Rebecca. Thank you Jim. Looking forward to talk to you for the next ten minutes. >> So, before the cameras were rolling we were talking about how data veracity and how managers can actually know that the data that they're getting, that they're seeing, is trustworthy. What's your take on that right now? >> So, in the today's age the data is coming at you in a velocity that you never thought about, right. So today, the organizations are gathering data probably in the magnitude of petabytes. This is a new normal. We used to talk about gigs and now it's in petabytes. And the data coming in the form of images, video files, from the edge, you know edge devices, sensors, social media and everything. So, the amount of data, this is becoming the fuel for the new economy, right. So that companies, who can find a way to take advantage and figure out a way to use this data going to have a competitive advantage over their competitors. So, for that purpose, even though it's coming at that volume and velocity doesn't mean it's useful. So the thing is if they can find a way to make the data can be trustworthy, by the organization, and at the same time it's governed and secured. That's what's going to happen. It used to be it's called data quality, we call it when the structure it's okay, everything is maintained in SAP or some system. It's good it's coming to you. But now, you need to take advantage of the tools like machine learning, artificial intelligence, combining these algorithms and tool sets and abilities of people's mind, putting that in there and making it somewhat... Things can happen to itself at the same time it's trustworthy, we have offerings around that Accenture is developing place... It differs from industry to industry. Given the fact if the data coming in is something it's only worth for 15 seconds. After that it has no use other than understanding how to prevent something, from a sense of data. So, we have our offerings putting into place to make the data in a trustworthy, governed, secured, for an organization to use it and help the organization to get there. That's what we are doing. >> The standard user of your tools is it a data steward in the traditional sense or is it a data scientist or data engineer who's trying to, for example, compile a body of training data for use in building and training machine learning models? Do you see those kinds of customers for your data veracity offerings, that customer segment growing? >> Yes. We see both sides pretty much all walk of customers in our life. So, you hit the nail on the head, yes. We do see that type of aspects and also becoming, the data scientists you're also getting another set of people, the citizen data scientist. The people--- >> What is that? That's a controversial term. I've used that term on a number of occasions and a lot of my colleagues and peers in terms of other analysts bat me down and say, "No, that demeans the profession of data science by calling it..." But you tell me what how Accenture's defining that. >> The thing is, it's not demeaning. The fact is to become a citizen data scientist you need the help of data scientists. Basically, every time you need to build a model. And then you feed some data to learn. And then have an outcome to put that out. So you have a data scientist creating algorithms. What a citizen data scientist means, say if I'm not a data scientist, I should be able to take advantage of a model built for my business scenario, feed something data in, whatever I need to feed in, get an output and that program, that tool's going to tell me, go do this or don't do this, kind of things. So I become a data scientist by using a predefined model that's developed by an expert. Minds of many experts together. But rather than me going and hiring hundred experts, I go and buy a model and able to have one person maintain or tweak this model continuously. So, how can I enable that large volume of people by using more models. That's what-- >> If a predictive analytics tool that you would license from whatever vendor. If that includes prebuilt machine learning models for a particular tasks in it does that... Do you as a user of that tool, do you become automatically a citizen data scientist or do you need to do some actual active work with that model or data to live up to the notion of being a citizen data scientist? >> It's a good question. In my mind, I don't want to do it, my job is something else. To make something for the company. So, my job is not creating a model and doing that. My job is, I know my sets of data, I want to feed it in. I want to get the outcome that I can go and say increase my profit, increase my sales. That's what I want to do. So I may become a citizen data scientist without me knowing. I won't even be told that I'm using a model. I will take this set of data, feed it in here, it's going to tell you something. So, our data veracity point of view, we have these models built into some of platforms. That can be a tool from foreign works, taking advantage of the data storage tool or any other... In our own algorithms put in that helps you to create and maintain the data veracity to a scale of, if you say one to five, one is being low, five is being bad, to maintain at the five level. So that's the objective of that. >> So you're democratizing the tools of data science for the rest of us to solve real business problems. >> Right. >> So the data veracity aside, you're saying the user of these tools is doing something to manage, to correct or enhance or augment the data that's used to feed into these prebuilt models to achieve these outcomes? >> Yes. The augmented data, the feed data and the training data it comes out with an outcome to say, go do something. It tells you to perform something or do not perform. It's still an action. Comes out with an action to achieve a target. That's what it's going to be. >> You mention Hortonworks and since we are here at Dataworks and the Hortonworks show, tell us a little bit about your relationship with that company. >> Definitely. So Hortonworks is one of our premiere strategic partners. We've been the number one implementers, the partners for last two years in a row, implementing their technology across many of our clients. From partnership point of view, we have jointly developed offerings. What Accenture is best at, we're very good at industry knowledge. So with our industry knowledge and with their technology together what we're doing is we're creating some offerings that you can take to market. For example, we used to have data warehouses like using Teradata and older technology data warehouses. They're still good but at the same time, people also want to take the structured, unstructured data, images files and able to incorporate into the existing data warehouses. And how I can get the value out of the whole thing together. That's where Hortonworks' type of tools comes to play. So we have developed offerings called Modern Data Warehouse, taking advantage of your legacy systems you have plus this new data coming together and immediately you can create an analytics case, used case to do something. So, we have prebuilt programs and different scripts that take in different types of data. Moving into a data lake, Hortonworks data lake and then use your existing legacy data and all those together help you to create analytics use cases. So we have that called data modernization offering, we have one of that. Then we have-- >> So that's a prebuilt model for a specific vertical industry requirements or a specific business function, predictive analytics, anomaly detection and natural language processing, am I understanding correctly? >> Yes. We have industry based solutions as well but also to begin with, the data supply chain itself. To bring the data into the lake to use it. That's one of the offerings we play-- >> ...Pipeline and prepackaged models and rules and so forth. >> Right, prepackaged data ingestion, transformation, that prepackaged to take advantage with the new data sets along with your legacy data. That's one offering called data modernization offering. That to cloud. So, we can take to cloud. Hortonworks in a cloud it can be a joure, WS, HP, any cloud plus moving data. So that's one type of offering. Today actually we announced another offering jointly with Hortonworks, Atlas and Grainger Tool to help GDPR compliance. >> Will you explain what that tool does specifically to help customers with GDPR points. Does it work out of the box with Hortonworks data stewards studio? >> Well, to me I can get your answers from my colleagues who are much more technical on that but the fact is I can tell you functionally what the tool does is. >> Okay, please. >> So you, today the GDPR is basically, there's account regulations about you need to know about your personal data and you have your own destiny about your personal data. You can call the company and say, "Forget about me." If you are an EU resident. Or say, "Modify my data." They have to do it within certain time frame. If not they get fined. The fine can be up to 4% of the company's... So it's going to be a very large fine. >> Total revenue, yeah. >> So what we do is, basically take this tool. Put it in, working with Hortonworks this Atlas and Granger tool, we can go in and scan your data leak and we can scan at the metadata level and come into showcase. Then you know where is your personal data information about a consumer lies and now I know everything. Because what used to be in a legacy situation, the data originated someplace, somebody takes it and puts a system then somebody else downloads to an X file, somebody will put in an access data base and this kind of things. So now your data's pulling it across, you don't know where that lies. In this case, in the lake we can scan it, put this information, the meta data and the lineage information. Now, you immediately know where the data lies when somebody calls. Rebecca calls and says, "No longer use my information." I exactly know it's stored in this place in this table, in this column, let me go and take it out from here so that Rebecca doesn't exist anymore. Or whoever doesn't exist anymore. So that's the idea behind it. Also, we can catalog the entire data lake and we know not just personal information, other information, everything about other dimensions as well. And we can use it for our business advantage. So that's what we announced today. >> We're almost out of time but I want to finally ask you about talent because this is a pressing issue in Silicon Valley and beyond in really the tech industry, finding the right people, putting them in the right jobs and then keeping them happy there. So recruiting, retaining, what's Accenture's approach? >> This area, talent is the hardest one. >> Yes! >> Thanks to Hortonworks and Hortonworks point of view >> Send them to Detroit where the housing is far less expensive. >> Not a bad idea. >> Exactly! But the fact is-- >> We're both for Detroiters. >> What we did was, Hortonworks, Accenture has access to Hortonworks University, all their educational aspects. So we decided we're going to take that advantage and we going to enhance our talent by bringing the people from our... Retraining the people, taking the people to the new. People who know the legacy data aspects. So take them to see how we take the new world. So then we have a plan to use Hortonworks together the University, the materials and the people help, together we going to train about 500 people in different geos, 500 per piece and also our the development centers in India, Philippines, these places, so we have a larger plan to retrain the legacy into new. So, let's go and get people from out of the college and stuff, start building them from there, from an analyst to a consultant to a technical level and so that's the best way we are doing and actually the group I work with. Our group technology officer Sanjiv Vohra, he's basically in charge of training about 90,000 people on different technologies in and around that space. So the magnet is high but that's our approach to go and try and people and take it to that. >> Are you training them to be well rounded professionals in all things data or are you training them for specific specialties? >> Very, very good question. We do have this call master data architect program, so basically in the different levels after these trainings people go through specially you have to do so many projects, come back have an interview with a panel of people and you get certified, within the company, at certain level. At the master architect level you go and help a customer transform their data transformation, architecture vision where do you want to go to, that level. So we have the program with a university and that's the way we've taken it step by step to people to that level. >> Great. Vimal, thank you so much for coming on theCube. >> Thank you. >> It was really fun talking to you. >> Thank you so much, thank you for having me. Thank you. >> I'm Rebecca Knight for James Kobielus we will have more, well we actually will not be having any more coming up from Dataworks. This has been the Dataworks show. Thank you for tuning in. >> Signing off for now. >> And we'll see you next time.