>> Live from Las Vegas. It's the Cube covering Adobe Summit twenty nineteen. Brought to you by X Ensure Interactive. >> Welcome back, everyone. Cube Live coverage here in Las Vegas for Adobe Summit. Twenty nineteen. I'm John. For whichever Frick. My Coast. This week. Two days of wall to wall coverage. Our next guest is Janine Falcone. Is the marketing agency lead in North America for a center in Iraq? Thanks for joining us. >> Thank you. Thanks for having >> me love having the conversation just talking on before we came on camera around the role of the agencies. You guys are doing a lot of big work for big brands. B to C B to B. There's a big shift going on with Cloud computing. We've seen that movie is happening right now. Amazon, as you are all going on, but that what? The marketing world. It's not just about marketing. Cloud is a lot more going on there. The impact to the marketing world and the agency relationships are impacted. That's what's going on. Give us >> the state of >> the market, >> happy to sew an extension. Interactive. You know, a lot of clients come to us and they're living in this world. I talk with my hands. Sorry, living in this world of, like chaos, as I like to call it, because there's so many things going on the technology landscape that you described. It's crazy out there. Remember, the landscape used to be this big announces big. So there's all that sort of market buzz and chaos around. I should buy this technology in that technology, and marketers and CEOs they've all been out there doing, that's that's one piece. The second piece is the customer affectation, right? All that is evolving and changes a customer's always expect. I don't really carry our retailer bank whatever. They kind of have that uber experience that they all expect regardless of product or service or anything like that. So marketers have always tried to deal with that in the way they knew how. But then the third component is business climate and what's happening in their worlds with either shrinking budgets or aging workforce. I don't even mean age necessarily as much a skill set. Aging skill sets things that used to matter. Don't they've got that they've got organizational silos, they've got all these things. So those three things, plus I'm a marketer. I still have to deliver that old brand promise that they're told to dio, It's a crazy crazy time. >> All theaters air on massive change over chips happening. Marketers and CMOS also relied on agencies for help. Tell them they have domain expertise in certain areas, A and agencies and the other thing. But now that the value equations shifting in the economics underlying economics behind it are getting some visibility around its digital different new ballgame, you got a I and Machine Learning has caused that shift. So the question is, How should your customer how are your customers dealing with agency relation? Because in today's value exchange, >> totally and that's all >> don't often come ask us that so not only they have all those silos and all those things. They could have seventeen different agencies across multiple product lines that may have been doing a great job in their own silo. But who's bringing all that together? And then it's not even and my just not spending my money right with these agencies, like What are they delivering for that? So when they come to us, tow holistically, look across all of that and help them. We start with the customer in the center of all those siloed crazy areas. You've got to start with the customer, and what do they expect and how do you deliver to them? So, yes, we're seeing this crazy world in the agency space two of brandade disease desolate all the different kinds of agency >> toss another piece of fruit in the blender makes it all. So I was talking with the sea so that the chief information security officer at some chief security officer at Microsoft reports to the board in cybersecurity, going through the same transformation that it's happening, marking where now you have technology and AP eyes and and tools technical tools. So he's shrinking his supplier base down because he doesn't want his skills gas to get widened by having to learn new tools. So there's now a new forcing function on the tech side, and now we see that kind of creeping into the adobe conversation where it's like this techno involved. Yes, we now have toes, shrink suppliers even more so how do you get from seventeen to three years at the train? So there seems to be a discussion around the impact attack your thoughts. >> Yeah, well, absolutely. That was one of the areas I talked about. So what happens? There is they'LL need marketers to understand technology which today many do. Let's be honest, right? Like, ten, fifteen years ago. They didn't. Today they do. But it also requires you both internally and externally, tohave multiple skill sets. And sometimes they'LL say, Should I be bringing this in house shivering that in house? What do I do with this technology? And there's never one answer. There's never like you should enforce this or that. And so technology has had that massive impact on Oh, I could do this myself and then they realise that can and then back to the But do I have the right skill sets internally externally to be able to do that. And it's often seventeen different still skill sets to do one thing where it used to be. A lot >> of Jeff and I talked on the cue before about you know, the classic business school conversation around core competency should be in house Horak outsource your non core competencies. How did you see that evolved? Because at some point there has to be a core concert on data and things of that nature. So what's your thoughts? How do you advise clients on Okay, if you're going to go in house and start putting a toe in the water and building it out, it's an investment. And all I think about, what's the core competency? >> I mean core competence to me or anything related specifically to your industry that people have to continue to get skilled in an expert in. And they want to do just that. One thing. Sometimes people that are broader generalists in marketing and data, they might get bored doing that. But if someone is like, I want to be really good at this and I'm going to continue to hone my skills in that one thing Data Analytics, whatever, then that may be. And you live in the right market. You don't live in kind of a part of the country where it be hard to find those skills. Be honest. I mean some parts of the country, it's easier than others, so that is one way to look at it. But anything that requires generalist knowledge across industry knowledge or or things that are constantly evolving and you want someone else to pay for the training. >> What's the CMO conversation like for you in clients these days is actually lets a lot of stuff going on. We just illustrated the game is still the same. They gotta pride that brand promise. Now they got the text taxing always new things. Hopefully, Ball will move down the field faster. But what is the CMO conversation that you have? How they stay ahead of the curve? What's their edge? >> Yeah, >> how they posturing right now? >> I mean, I think it's an amazing time to be in marketing. So CM owes to me that are the pioneering. CMO is the ones that are really focusing back is in on the customer and developed, you know, delivering those relevant experiences. They're the ones that are being ex successful because they try toe, not certainly not. Ignore all of us chaos that's surrounding, but stay focused and then they don't worry about Oh, this isn't in my silo. I have to kind of reach across, and I have to make sure I get this first. They have to be the leaders. They have to lead the industry like knowledge and business would be the leader in the organization, whether or not they are and just be the pioneer to get that done, that makes them successful. The ones that are excited about that they're the future, writes >> funny. We interviewed a guy from Clorox while ago, and you think of CPG has been data driven forever right there coming out of there coming out of Cincinnati. They all got trained Teo G. But this is a whole different level of kind of, of data, of data driven execution's been than what they've been doing for years and years and years. That's >> right, because potentially they were product centric. So they dealt with their product in CPD, and I'm going to sell toilet paper. That's I'm going to be the best market or there is. But the customer expectations surrounding that have changed, and they expect you to know them in a relevant, non creepy way. And product marketing to customer marketing is a big shift, and potentially I know a lot. I know a little about a lot of industries. CPG has been very product focused, which is difficult when you now have to be customer centric, regardless of product right that your company is trying to >> send the >> changing rule of distribution, especially in cpt. Anywhere before they would. They would ship the the toilet paper, whatever they were doing, and it goes out the door and they don't know anything else about it to the next. Word comes in correct. Now they know how the products are being used. They got a direct connection to the to the customer, and they need to establish a relationship beyond just the actual execution of the purchase of a very different >> kind of a chance. Crazy. I love it. I think it's a crazy time >> to be able to do that. And again, the blurring between marketing and commerce and sales and service. There's all sorts of debates on where marketing ends commerce sales service begins because it's all clustered together now. Then there's creativity and technology and data and analytics all converging. So to me, people that understand all of those things at a high enough level and are good collaborators and orchestrators that know how to get things done, they will be successful. >> Do you take a lot of people tried to buy their way out of the problem because you know Martek technology has been around for a long time. Arguably, you know, kind of leading edge in a lot of the the things in terms of a web experience. But this, you know, so many of them. >> You can't buy your way out of the problem. Yeah, Yeah, except that. And >> buy it quickly, right? I'm going to buy it, and I'm gonna plug the sand. I mean, I feel like that might have happened years ago, and now you're right there seeing that. Oh, my God. Now, that, too, is like its own silo. Now they have a technology silo to, in addition to potentially some organizational silos that they have to break down. So But, you know, the good news is that everybody sort of sees this now and kind of gets it. And if people are just sort of focused on to do the right thing for the customer because if you don't, someone else will. And sometimes going back to what used to work works like Now, if I call a company, I have no expectation they're going to answer the phone. And when they do, you're like, Wow, that was a great experience. I scheduled a vacation. It was It ended up being non refundable. And I'm like, I'm just going to try to call. It was one of the online. It wasn't Airbnb was one of those like services I caught. They answer the phone. If seven o'Clock on a Thursday night, >> no problem. You can count. Like this is the greatest experience I've had. I'm going to use them again because I didn't expect >> that. So it's not like what used to work doesn't work anymore, but has to work on the right. >> Pleasant surprises. Exactly. Relevancy. That's healthy. And you got it. Yeah. And then they >> said I said, Okay, well, I mean, they're like, we don't need your information, you know, I have your cell phone, so I don't >> know. And I wasn't creeped out by that. I don't >> thank God. Now I don't have to fill out a form >> I need to do mother's maiden name, like, six different times. >> And then, you know what? I saw how you guys make >> money. Like I was so fascinated by this that I just had to sort of figure out the business model because I'm a marker there. And my point is that was. I don't know how much it costs them to do that, but that was a positive experience, >> President. People call in >> there, Bryan. Nobody call it. And I don't know how they got around the company for all I know. So I gotta ask you, I gotta ask >> you with all these new changes you mentioned in one of the great example of how the world's changing KP eyes also change around what's really what's relevant. Because these new things air going on where may or may not have KP I. So how does the CMO get out in front of that? How did they evolve their skill set to either either grok that understand all this new k p I potential? Yeah, and have that front and center and working through the marketing mix. >> Yeah, you can have KP I overload to write. So remember, old school still works. Brand matters. Brandt. No one worried about measuring that stuff years ago, and part of that is still relevant. I had a session earlier today and people talked about CP eyes like customer related influence and things like that, because that matters and some things you absolutely I know This is a Dobie a mike in trouble. You maybe can't necessarily measure. But, you know, it matters to your brand, and some of that matters to know how much you spend on that, how you sort of track that and maybe track I'm all about, like, mixing gray and mixing, you know, qualitative and quantitative stuff. That's part of the trick >> on these signals. Their market, their data signals totally put on the agency front. Go back to the agency for second because with sass, APS and these new things, people answer the phone, which has blended kind of channels. Is there a new agency model emerging around cloud and sass applications that that this doesn't feel like an agency but acts like an agency? Because if you're an agency you're providing a service, you have software service models out there. Self service is there in the evolution of change over and how ages new agencies looked like. And how does the CMO know if someone's a new agency is going to be relevant or not? >> I mean, it totally depends on the kind of agents, and I would tell C Motor not necessarily worry about that. I wouldn't worry about. Do I need a new kind of agency at all? It's like, What am I getting? What are they delivering for me? I would go back to the first question and what do I need to keep as a core competency? And inside versus outside I wouldn't worry about it. Might be the technology question. Right now, I'm gonna have even the others other crazy agencies in What I would worry about is what do I know? I need toe outsource and have people help me with that are going to come up with the best ideas. And I mean, agencies still do that because to come up with a creative idea, you need that expertise that is outside of your industry. So I don't see that ever changing >> don't ask in terms of because, he said, cause brand matters. And I always like a Harley Davidson is kind of the extreme brand loyalty where people tattoo it on their bodies and there's a whole ecosystem outside of the motorcycle. That's a really, you know, passionate group of people. Should everybody strive for that kid everybody. I mean they can't get quite where every tattoo and brands on their arm. But you know where we're kind of the limits And is it, you know, kind of appropriate based on what the product is, how people think about that. Specter. >> Yeah, I might be a little biased on that. I always think brand matters. I always think that when you think of something, if you don't in your head, know what that stands for, whether or not it's a positive or negative is not really relevant. It's yes, I think it does now. Should they strive to be that? No. But they have to be differentiated, and they have to have people know what they do quickly, because if you have to figure it out like mean, people struggle with that today in terms of knowing where to go for what, So without a clear value proposition, differentiation and a brand that matches that and a brand you can live up to with every experience, it's going to be rough. You might have some early success, but it won't. I don't know that it lasts their time and strong brands kind of carry through some tough times, too, You know, if sales are down on the market changes, >> we'LL keep doing our and our interviews on events and get smart people really smart people. And all the answers come out community. Thanks >> so much for coming on, sharing these awesome insights. Final question. What's going on? The show for you? What? Some of the hallway conversations here. You're speaking. What's the top story line for you here at this show? >> It's two things. It's what's going on. The market with our clients is as we just talked about. It's what's going on in our own industry. I mean, there's craziness in our own industry, which is kind of fun. You know what players do, what and who's going to do what and you know, where's this all going? And it's fun. I mean, it's it's really, really fun and exciting to be part of this industry. >> Well, thanks for coming on, Mr. Q. Where we're extracting the signal from the noise at this event. Adobe Summit twenty nineteen Talking the smartest people bringing it to you. Bring that data to you. We right back with more coverage after this short break

>>from around the globe. It's the Cube with digital coverage of AWS Public Sector online brought to you by Amazon Web services. Oven Welcome back to the cubes. Virtual coverage of Amazon Web services. Eight. Of his public sector summit online. We couldn't be there in person, but we're doing remote interviews. I'm John Curry. Your host of the Cube got a great segment from Asia Pacific on the other side of the world from California about social impact, transforming, teaching and learning with cloud technology. Got three great guests. You go. Richard is the CEO and co founder of Guys Tech and Jean Te'o, CEO and founder of Solve Education Founders and CEOs of startups is great. This is squad was the AIPAC regional head. Education, health care, not for profit and research. Ray Ws, he head start big program Vincent. Thanks for coming on, Janine. And you go Thank you for joining. >>Thanks for having us, John. >>We're not there in person. We're doing remote interviews. I'm really glad to have this topic because now more than ever, social change is happening. Um, this next generation eyes building software and applications to solve big problems. And it's not like yesterday's problems there. Today's problems and learning and mentoring and starting companies are all happening virtually digitally and also in person. So the world's changing. So, um, I gotta ask you, Vincent, we'll start with you and Amazon. Honestly, big started builder culture. You got two great founders here. CEO is doing some great stuff. Tell us a little bit what's going on. A pack, >>A lot of >>activity. I mean, reinvent and some it's out. There are really popular. Give us an update on what's happening. >>Thank you. Thank you for the question, John. I think it's extremely exciting, especially in today's context, that we are seeing so much activities, especially in the education technology sector. One of the challenges that we saw from our education technology customers is that they are always looking for help and support in many off the innovation that they're trying to develop the second area off observation that we had waas, that they are always alone with very limited resources, and they usually do not know where to look for in terms, off support and in terms off who they can reach out to. From a community standpoint, that is actually how we started and developed this program called A W s. At START. It is a program specifically for education technology companies that are targeting delivering innovative education solutions for the education sector. And we bring specific benefits to these education technology companies when they join the program. Aws ed start. Yeah, three specific areas. First one is that we support them with technical support, which is really, really key trying to help them navigate in the various ranges off A W S services that allows them to develop innovative services. The second area is leaking them and building a community off like minded education technology founders and linking them also to investors and VCs and lastly, off course, in supporting innovation. We support them with a bit off AWS cop credits promotional credits for them so that they can go on experiment and develop innovations for their customers. >>That's great stuff. And I want to get into that program a little further because I think that's a great example of kind of benefits AWS provides actually free credits or no one is gonna turn away free credits. We'll take the free credits all the time all day long, but really it's about the innovation. Um, Jean, I want to get your thoughts. How would solve education? Born? What problems were you solving? What made you start this company and tell us your story? >>Thank you so much for the question. So, actually, my co founder was invited to speak at an African innovation forum a couple of years back on the topic that he was sharing with. How can Africa skip over the industrialization face and go direct to the knowledge economy? Onda, the discussion went towards in orderto have access to the knowledge economy, unique knowledge. And how do you get knowledge Well through education. So that's when everybody in the conference was a bit stuck right on the advice waas. In order to scale first, we need to figure out a way to not well, you know, engaging the government and schools and teachers, but not depend on them for the successful education initiated. So and that's was what pain walk away from the conference. And when we met in in Jakarta, we started talking about that also. So while I'm Singaporean, I worked in many developing countries on the problem that we're trying to solve this. It might be shocking to you, but UNESCO recently published over 600 million Children and you are not learning on. That is a big number globally right on out of all the SDG per se from U N. Education. And perhaps I'm biased because I'm a computer engineer. But I see that education is the only one that can be solved by transforming bites. But since the other stg is like, you know, poverty or hunger, right, actually require big amount of logistic coordination and so on. So we saw a very, um, interesting trend with mobile phones, particularly smartphones, becoming more and more ubiquitous. And with that, we saw a very, uh, interesting. Fortunately for us to disseminate education through about technology. So we in self education elevate people out of poverty, true, providing education and employment opportunities live urging on tech. And we our vision is to enable people to empower themselves. And what we do is that we do an open platform that provides everyone effected education. >>You could How about your company? What problem you're you saw And how did it all get started? Tell us your vision. >>Thanks, John. Well, look, it all started. We have a joke. One of the co founder, Matthew, had a has a child with severe learning disorder and dyslexia, and he made a joke one day about having another one of them that would support those those kids on Duh. I took the joke seriously, So we're starting sitting down and, you know, trying to figure out how we could make this happen. Um, so it turns out that the dyslexia is the most common learning disorder in the world, with an estimated 10 to 20% off the worldwide population with the disorder between context between 750 million, up to 1.5 billion individual. With that learning disorder on DSO, where we where we sort of try and tackle. The problem is that we've identified that there's two key things for Children with dyslexia. The first one is that knowing that it is dislikes. Yeah, many being assessed. And the second is so what? What do we do about it? And so given or expertise in data science and and I, we clearly saw, unfortunately off, sort of building something that could assess individual Children and adults with dyslexia. The big problem with the assessment is that it's very expensive. We've met parents in the U. S. Specifically who paid up to 6000 U. S. Dollars for for diagnosis within educational psychologist. On the other side, we have parents who wait 12 months before having a spot. Eso What we so clearly is that the observable symptom of dyslexia are reading and everyone has a smartphone and you're smart. Smartphone is actually really good to record your voice. Eso We started collecting order recording from Children and adults who have been diagnosed with dyslexia, and we then trying a model to recognize the likelihood of this lecture by analyzing audio recording. So in theory, it's like diagnosed dyslexic, helping other undiagnosed, dyslexic being being diagnosed. So we have now an algorithm that can take about 10 minutes, which require no priors. Training cost $20. Andi, anyone can use it. Thio assess someone's likelihood off dyslexia. >>You know, this is the kind of thing that really changes the game because you also have learning progressions that air nonlinear and different. You've got YouTube. You got videos, you have knowledge bases, you've got community. Vincent mentioned that Johnny and you mentioned, you know making the bits driver and changing technology. So Jeannine and Hugo, please take a minute to explain, Okay? You got the idea. You're kicking the tires. You're putting it together. Now you gotta actually start writing code >>for us. We know education technology is not you. Right? Um, education games about you. But before we even started, we look at what's available, and we quickly realize that the digital divide is very real. Most technology out there first are not designed for really low and devices and also not designed for people who do not have Internet at hope so way. So with just that assessment, we quickly realized we need toe do something about on board, but something that that that problem is one eyes just one part of the whole puzzle. There's two other very important things. One is advocacy. Can we prove that we can teach through mobile devices, And then the second thing is motivation it again. It's also really obvious, but and people might think that, you know, uh, marginalized communities are super motivated to learn. Well, I wouldn't say that they are not motivated, but just like all of us behavioral changes really hard right. I would love to work out every day, but, you know, I don't really get identity do that. So how do we, um, use technology to and, um, you know, to induce that behavioral change so that date, so that we can help support the motivation to learn. So those are the different things that we >>welcome? >>Yeah. And then the motivated community even more impactful because then once the flywheel gets going and it's powerful, Hugo, your reaction to you know, you got the idea you got, You got the vision you're starting to put. Take one step in front of the other. You got a W s. Take us through the progression, understand the startup. >>Yeah, sure. I mean, what Jane said is very likely Thio what we're trying to do. But for us, there's there's free key things that in order for us to be successful and help as much people as we can, that is free things. The first one is reliability. The second one is accessibility, and the other one is affordability. Eso the reliability means that we have been doing a lot of work in the scientific approach as to how we're going to make this work. And so we have. We have a couple of scientific publications on Do we have to collect data and, you know, sort of published this into I conferences and things like that. So make sure that we have scientific evidence behind us that that support us. And so what that means that we had Thio have a large amount of data >>on and >>put this to work right on the other side. The accessibility and affordability means that, Julian said. You know it needs to be on the cloud because if it's on the cloud, it's accessible for anyone with any device with an Internet connection, which is, you know, covering most of the globe, it's it's a good start on DSO the clock. The cloud obviously allow us to deliver the same experience in the same value to clients and and parent and teacher and allied health professionals around the world. Andi. That's why you know, it's it's been amazing to to be able to use the technology on the AI side as well. Obviously there is ah lot of benefit off being able to leverage the computational power off off the cloud to to make better, argue with them and better training. >>We're gonna come back to both of you on the I question. I think that's super important. Benson. I want to come back to you, though, because in Asia Pacific and that side of the world, um, you still have the old guard, the incumbents around education and learning. But there is great penetration with mobile and broadband. You have great trends as a tailwind for Amazon and these kinds of opportunity with Head Start. What trends are you seeing that are now favoring you? Because with co vid, you know the world is almost kind of like been a line in the sand is before covert and after co vid. There's more demand for learning and education and community now than ever before, not just for education, the geopolitical landscape, everything around the younger generation. There's, um, or channels more data, the more engagement. How >>are you >>looking at this? What's your vision of these trends? Can you share your thoughts on how that's impacting learning and teaching? >>So there are three things that I want to quickly touch on number one. I think government are beginning to recognize that they really need to change the way they approach solving social and economic problems. The pandemic has certainly calls into question that if you do not have a digital strategy, you can't You can find a better time, uh, to now develop and not just developed a digital strategy, but actually to put it in place. And so government are shifting very, very quickly into the cloud and adopting digital strategy and use digital strategy to address some of the key problems that they are facing. And they have to solve them in a very short period of time. Right? We will talk about speed, three agility off the cloud. That's why the cloud is so powerful for government to adult. The second thing is that we saw a lot of schools closed down across the world. UNESCO reported what 1.5 billion students out of schools. So how then do you continue teaching and learning when you don't have physical classroom open? And that's where education, technology companies and, you know, heroes like Janine's Company and others there's so many of them around our ableto come forward and offer their services and help schools go online run classrooms online continue to allow teaching and learning, you know, online and and this has really benefited the overall education system. The third thing that is happening is that I think tertiary education and maybe even catch off education model will have to change. And they recognize that, you know, again, it goes back to the digital strategy that they got to have a clear digital strategy. And the education technology companies like, what? Who we have here today, just the great partners that the education system need to look at to help them solve some of these problems and get toe addressing giving a solution very, very quickly. >>Well, I know you're being kind of polite to the old guard, but I'm not that polite. I'll just say it. There's some old technology out there and Jenny and you go, You're young enough not to know what I t means because you're born in the cloud. So that's good for you. I remember what I t is like. In fact, there's a There's a joke here in the United States that with everyone at home, the teachers have turned into the I T department, meaning they're helping the parents and the kids figure out how to go on mute and how toe configure a network adds just translation. If they're routers, don't work real problems. I mean, this was technology. Schools were operating with low tech zooms out there. You've got video conferencing, you've got all kinds of things. But now there's all that support that's involved. And so what's happening is it's highlighting the real problems of the institutional technology. So, Vincent, I'll start with you. Um, this is a big problem. So cloud solves that one. You guys have pretty much helped. I t do things that they don't want to do any more by automation. This >>is an >>opportunity not necessary. There's a problem today, but it's an opportunity tomorrow. You just quickly talk about how you see the cloud helping all this manual training and learning new tools. >>We are all now living in a cloud empowered economy. Whether we like it or not, we are touching and using services. There are powered by the cloud, and a lot of them are powered by the AWS cloud. But we don't know about it. A lot of people just don't know, right Whether you are watching Netflix, um Well, in the old days you're buying tickets and and booking hotels on Expedia or now you're actually playing games on epic entertainment, you know, playing fortnight and all those kind of games you're already using and a consumer off the cloud. And so one of the big ideas that we have is we really want to educate and create awareness off club computing for every single person. If it can be used for innovation and to bring about benefits to society, that is a common knowledge that everyone needs to happen. So the first big idea is want to make sure that everyone actually is educated on club literacy? The second thing is, for those who have not embarked on a clear cloud strategy, this is the time. Don't wait for for another pandemic toe happen because you wanna be ready. You want to be prepared for the unknown, which is what a lot of people are faced with, and you want to get ahead of the curve and so education training yourself, getting some learning done, and that's really very, very important as the next step to prepare yourself toe face the uncertainty and having programs like AWS EC start actually helps toe empower and catalyzed innovation in the education industry that our two founders have actually demonstrated. So back to you Join. >>Congratulations on the head. Start. We'll get into that real quickly. Uh, head start. But let's first get the born in the cloud generation, Janine. And you go, You guys were competing. You gotta get your APS out there. You gotta get your solutions. You're born in the cloud. You have to go compete with the existing solutions. How >>do you >>view that? What's your strategy? What's your mindset? Janine will start with you. >>So for us, way are very aware that we're solving a problem that has never been solved, right? If not, we wouldn't have so many people who are not learning. So So? So this is a very big problem. And being able to liberate on cloud technology means that we're able to just focus on what we do best. Right? How do we make sure that learning is sufficient and learning is, um, effective? And how do we keep people motivated and all those sorts of great things, um, leveraging on game mechanics, social network and incentives. And then while we do that on the outside way, can just put almost out solved everything to AWS cloud technology to help us not worry about that. And you were absolutely right. The pandemic actually woke up a lot of people and hands organizations like myself. We start to get queries from governments on brother, even big NGOs on, you know, because before cove it, we had to really do our best to convince them until our troops are dry and way, appreciate this opportunity and and also we want to help people realized that in order to buy, adopting either blended approach are a adopting technology means that you can do mass customization off learning as well. And that's what could what we could do to really push learning to the next level. So and there are a few other creative things that we've done with governments, for example, with the government off East Java on top of just using the education platform as it is andare education platform, which is education game Donald Civilization. Um, they have added in a module that teaches Cove it because, you know, there's health care system is really under a lot of strain there, right and adding this component in and the most popular um mitigate in that component is this This'll game called hopes or not? And it teaches people to identify what's fake news and what's real news. And that really went very popular and very well in that region off 25 million people. So tech became not only just boring school subjects, but it can be used to teach many different things. And following that project, we are working with the federal government off Indonesia to talk about anti something and even a very difficult topic, like sex education as well. >>Yeah, and the learning is nonlinear, horizontally scalable, its network graft so you can learn share about news. And this is contextual data is not just learning. It's everything is not like, you know, linear learning. It's a whole nother ballgame, Hugo. Um, your competitive strategy. You're out there now. You got the covert world. How are you competing? How is Amazon helping you? >>Absolutely. John, look, this is an interesting one, because the current competitors that we have, uh, educational psychologist, they're not a tech, So I wouldn't say that we're competing against a competitive per se. I would say that we're competing against the old way of doing things. The challenge for us is to, um, empower people to be comfortable. We've having a machine, you know, analyzing your kids or your recording and telling you if it's likely to be dislikes. Yeah, and in this concept, obviously, is very new. You know, we can see this in other industry with, you know, you have the app that stand Ford created to diagnose skin cancer by taking a photo of your skin. It's being done in different industry. Eso The biggest challenge for us is really about the old way of doing things. What's been really interesting for us is that, you know, education is lifelong, you know, you have a big part in school, but when you're an adult, you learn on Did you know we've been doing some very interesting work with the Justice Department where, you know, we look at inmate and you know, often when people go to jail, they have, you know, some literacy difficulty, and so we've been doing some very interesting working in this field. We're also doing some very interesting work with HR and company who want to understand their staff and put management in place so that every single person in the company are empowered to do their job and and and, you know, achieve success. So, you know, we're not competing against attack. And often when we talk to other ethnic company, we come before you know, we don't provide a learning solution. We provide a assessment solution on e assessment solution. So, really, John, what we're competing against is an old way of doing things. >>And that's exactly why clouds so successful. You change the economics, you're actually a net new benefit. And I think the cloud gives you speed and you're only challenges getting the word out because the economics air just game changing. Right, So that's how Amazon does so well, um, by the way, you could take all our recordings from the Cube, interviews all my interviews and let me know how ideo Okay, so, um, got all the got all the voice recordings from my interview. I'm sure the test will come back challenging. So take a look at that e. I wanna come back to you. But I wanna ask the two founders real quick for the folks watching. Okay on Dhere about Amazon. They know the history. They know the startups that started on Amazon that became unicorns that went public. I mean, just a long list of successes born in the cloud You get big pay when you're successful. Love that business model. But for the folks watching that were in the virtual garages, air in their houses, innovating and building out new ideas. What does Ed start mean for them? How does it work? Would you would recommend it on what are some of the learnings that you have from work with Head Start? >>But our relationship X s start is almost not like client supplier relationship. It's almost like business partners. So they not only help us with protect their providing the technology, but on top of that, they have their system architect to work with my tech team. And they have, you know, open technical hours for us to interact. And on top of that, they do many other things, like building a community where, you know, people like me and Google can meet and also other opportunities, like getting out the word out there. Right. As you know, all of their, uh, startups run on a very thin budget. So how do we not pour millions of dollars into getting out without there is another big benefit as well. So, um definitely very much recommend that start. And I think another big thing is this, right? Uh, what we know now that we have covert and we have demand coming from all over the place, including, like, even a lot of interest, Ally from the government off Gambia, you know? So how do we quickly deploy our technology right there? Or how do we deploy our technology from the the people who are demanding our solution in Nigeria? Right. With technology that is almost frameless. >>Yeah. The great enabling technology ecosystem to support you. And they got the region's too. So the region's do help. I love we call them Cube Region because we're on Amazon. We have our cloud, Hugo, um, and start your observations, experience and learnings from working with aws. >>Absolutely. Look, this is a lot to say, so I'll try and making sure for anyone, but but also for us on me personally, also as an individual and as a founder, it's really been a 365 sort of support. So like Johnny mentioned, there's the community where you can connect with existing entrepreneur you can connect with expert in different industry. You can ask technical expert and and have ah, you know office our every week. Like you said Jenny, with your tech team talking to cloud architect just to unlock any problem that you may have on day and you know, on the business side I would add something which for us has been really useful is the fact that when we when we've approached government being able to say that we have the support off AWS and that we work with them to establish data integrity, making sure everything is properly secured and all that sort of thing has been really helpful in terms off, moving forward with discussion with potential plant and and government as well. So there's also the business aspect side of things where when people see you, there's a perceived value that you know, your your entourage is smart people and and people who are capable of doing great things. So that's been also really >>helpful, you know, that's a great point. The APP SEC review process, as you do deals is a lot easier. When here on AWS. Vincent were a little bit over time with a great, great great panel here. Close us out. Share with us. What's next for you guys? You got a great startup ecosystem. You're doing some great work out there and education as well. Healthcare. Um, how's your world going on? Take a minute, Thio. Explain what's going on in your world, >>John, I'm part of the public sector Team Worldwide in AWS. We have very clear mission statements on by the first is you know, we want to bring about destructive innovation and the AWS Cloud is really the platform where so many off our techs, whether it's a text, healthtech golf text, all those who are developing solutions to help our governments and our education institutions or health care institutions to really be better at what they do, we want to bring about those disruptive innovations to the market as fast as possible. It's just an honor on a privilege for us to be working. And why is that important? It's because it's linked to our second mission, which is to really make the world a better place to really deliver. Heck, the kind of work that Hugo and Janina doing. You know, we cannot do it by ourselves. We need specialists and really people with brilliant ideas and think big vision to be able to carry out what they are doing. And so we're just honored and privileged to be part off their work And in delivering this impact to society, >>the expansion of AWS out in your area has been phenomenal growth. I've been saying to Teresa Carlson, Andy Jassy in the folks that aws for many, many years, that when you move fast with innovation, the public sector and the private partnerships come together. You're starting to see that blending. And you've got some great founders here, uh, making a social impact, transforming, teaching and learning. So congratulations, Janine and Hugo. Thank you for sharing your story on the Cube. Thanks for joining. >>Thank you. Thank >>you, John. >>I'm John Furry with the Cube. Virtual were remote. We're not in person this year because of the pandemic. You're watching a divest Public sector online summit. Thank you for watching