(upbeat music) >> Hello, welcome to this CUBE Conversation here in Palo Alto, California. I'm John Furrier, host of theCUBE. We're here with Tim Everson, CISO at Kalahari Resorts & Conventions. Tim, great to see you. Thanks for coming on theCUBE. >> Thank you for having me. Looking forward to it. >> So, you know, RSA is going on this week. We're talking a lot about security. You've got a lot of conferences. Security is a big scale now across all enterprises, all businesses. You're in the hospitality, you got conventions. You're in the middle of it. You have an interesting environment. You've got a lot of diverse use cases. And you've got a lot of needs. They're always changing. I mean, you talk about change. You've got a network that has to be responsive, robust and support a lot of tough customers who want to have fun or do business. >> Exactly, yeah. We have customers that come in, that we were talking about this before the segment. And we have customers that come in that bring their own Roku Sticks their own Amazon devices. All these different things they bring in. You know, our resort customers need dedicated bandwidth. So they need dedicated network segments stood up at a moment's notice to do the things they're doing and run the shows they're showing. So it's never, never ending. It's constantly changing in our business. And there's just data galore to keep an eye on. So it's really interesting. >> Can you scope the scale of the current cybersecurity challenges these days in the industry? Because they're wide and far, they're deep. You got zero trust on one end, which is essentially don't trust anything. And then you got now on the software supply chain, things like more trust. So you got the conflict between a direction that's more trusted and then zero trust, and everything in between. From, endpoint protection. It's a lot going on. What's the scale of this situation right now in cyber? >> You know, right now everything's very, very up in the air. You talk about zero trust. And zero trust can be defined a lot of ways depending on what security person you talk to today. So, I won't go into my long discussion about zero trust but suffice to say, like I said zero trust can be perceived so many different ways. From a user perspective, from a network perspective, from an end point. I look more broadly at the regulatory side of things and how that affects things too. Because, regulations are changing daily. You've got your GDPRs, your CCPAs, your HIPAA regulations, PCI. All these different things that affect businesses, and affect businesses different ways. I mean, at Kalahari we're vulnerable or we're not vulnerable, but we're subject to a lot of these different regulations, more so than other people. You wouldn't expect a lot of hotels to have HIPAA regulations for instance. We have health people at our resorts. So we actually are subject to HIPAA in a lot of cases. So there's a lot of these broad scenarios that apply and they come into play with all different industries. And again, things you don't expect. So, when you see these threats coming, when you see all the hacks coming. Even today I got an email that the Marriott breach data from a few years ago, or the MGM breach from a few years ago. We've got all these breaches out there in the world, are coming back to the surface and being looked at again. And our users and our guests and our corporate partners, and all these different people see those things and they rely on us to protect them. So it makes that scope just exponentially bigger. >> Yeah, there's so many threads to pull on here. One is, you know we've observed certainly with the pandemic and then now going forward is that if you weren't modern in your infrastructure, in your environment, you are exposed. Even, I'm not talking old and antiquated like in the dark ages IT. We're talking like really state of the art, current. If you're lagging just by a few years, the hackers have an advantage. So, the constant bar raising, leveling up on technology is part of this arms race against the bad guys. >> Absolutely. And you said it, you talked earlier about the supply chain. Supply chain, these attacks that have come through the SolarWinds attacks and some of these other supply chain attacks that are coming out right now. Everybody's doing their best to stay on top of the latest, greatest. And the problem with that is, when you rely on other vendors and other companies to be able to help you do that. And you're relying on all these different tool sets, the supply chain attack is hugely critical. It makes it really, really important that you're watching where you're getting your software from, what they're doing with it, how they secure it. And that when you're dealing with your vendors and your different suppliers, you're making sure that they're securing things as well as you are. And it just, it adds to the complexity, it adds to the footprint and it adds to the headache that a lot of these security teams have. Especially small teams where they don't have the people to manage those kind of contacts. >> It's so interesting, I think zero trust is a knee jerk reaction to the perimeter being gone. It's like, you got to People love the zero trust. Oh it's like, "We're going to protect this that nobody, and then vet them in." But once you're trusted, trust also is coming in to play here. And in your environment, you're a hotel, you're a convention. You have a lot of rotation of guests coming in. Very much high velocity. And spear phishing and phishing, I could be watching and socially engineering someone that could be on your property at any given time. You got to be prepared for that. Or, you got ransomware coming around the corners or heavily. So, you got the ransomware threat and you got potentially spear phishing that could be possible at your place. These are things that are going on, right? That you got to protect for. What's your reaction to that? >> Absolutely. We see all those kind of attacks on a daily basis. I see spear phishing attacks. I see, web links and I chase them down and see what's going on. I see that there's ransomware trying to come in. We see these things every single day. And the problem you have with it is not only, especially in a space where you have a high volume of customers and a high turnover of customers like you're talking about that are in and out of our resorts, in and out of our facilities. Those attacks aren't just coming from our executives and their email. We can have a guest sitting on a guest network, on a wireless network. Or on one of our business center machines, or using our resort network for any one of a number of the conference things that they're doing and the different ports that we have to open and the different bandwidth scenarios that you've got dealing with. All of these things come into play because if any attack comes from any of those channels you have to make sure that segmentation is right, that your tooling is proper and that your team is aware and watching for it. And so it does. It makes it a very challenging environment to be in. >> You know, I don't want to bring up the budget issue but I'll bring up the budget issue. You can have unlimited budget because there's so many tools out there and platforms now. I mean, if you've look at the ecosystem map of the cybersecurity landscape that you have to navigate through as a customer. You've got a lot of people knocking on your door to sell you stuff. So I have to ask you, what is the scale? I mean, you can't have unlimited budget. But the reality is you have to kind of, do the right thing. What's the most helpful kind of tools and platforms for you that you've seen that you've had experience with? Where's this going in terms of the most effective mechanisms and software and platforms that are available out there? >> From the security perspective specifically, the three things that are most important to me are visibility. Whether it's asset visibility or log visibility. You know, being able to see the data, being able to see what's going on. End user. Making sure that the end user has been trained, is aware and that you're watching them. Because the end user, the human is always the weakest link. The human doesn't have digital controls that can be hard set and absolutely followed. The human changes every day. And then our endpoint security solutions. Those are the three biggest things for me. You know, you have your network perimeter, your firewalls. But attackers aren't always looking for those. They're coming from the inside, they're finding a way around those. The biggest three things for me are endpoint, visibility and the end user. >> Yeah, it's awesome. And a lot of companies are really looking at their posture right now. So I would ask you as a CISO, who's in the front end of all this great stuff and protecting your networks and all your environments and the endpoints and assets. What advice would you have for other CISOs who are kind of trying to level up to where you're at, in terms of rethinking their security posture? What advice would you give them? >> The advice I would give you is surround yourself with people that are like-minded on the security side. Make sure that these people are aware but that they're willing to grow. Because security's always changing. If you get a security person that's dead set that they're going to be a network security person and that's all they're going to do. You know, you may have that need and you may fill it. But at the end of the day, you need somebody who's open rounded and ready to change. And then you need to make sure that you can have somebody, and the team that you work with is able to talk to your executives. It never fails, the executives. They understand security from the standpoint of the business, but they don't necessarily understand security from the technical side. So you have to make sure that you can cross those two boundaries. And when you grow your team you have to make sure that that's the biggest focus. >> I have to ask the pandemic question, but I know cybersecurity hasn't changed. In fact, it's gotten more aggressive in the pandemic. How has the post pandemic or kind of like towards the tail end of where we're at now, affect the cybersecurity landscape? Has it increased velocity? Has it changed any kind of threat vectors? Has it changed in any way? Can you share your thoughts on what happened during the pandemic and now has we come out of it into the next, well post pandemic? >> Absolutely. It affected hospitality in a kind of unique way. Because, a lot of the different governments, state, federal. I'm in Ohio. I work out of our Ohio resort. A lot of the governments literally shut us down or limited severely how many guests we could have in. So on the one hand you've got less traffic internal over the network. So you've got a little bit of a slow down there. But on the flip side it also meant a lot of our workers were working from home. So now you've got a lot of remote access coming in. You've got people that are trying to get in from home and work machines. You have to transition call centers and call volume and all of the things that come along with that. And you have to make sure that that human element is accounted for. Because, again, you've got people working from home, you no longer know if the person that's calling you today, if it's not somebody you're familiar with you don't know if that person is Joe Blow from the front desk or if that person's a vendor or who they are. And so when you deal with a company with 5,000 ish employees or 10,000 that some of these bigger companies are. 15,000, whatever the case may be. You know, the pandemic really put a shift in there because now you're protecting not only against the technologies, but you're dealing with all of the scams, all of the phishing attempts that are coming through that are COVID related. All of these various things. And it really did. It threw a crazy mix into cybersecurity. >> I can imagine that the brain trust over there is prior thinking, "Hey, we were a hybrid experience." Now, if people who have come and experienced our resorts and conventions can come in remotely, even in a hybrid experience with folks that are there. You've seen a lot of hybrid events for instance go on, where there's shared experience. I can almost imagine your service area is now extending to the homes of those guests. That you got to start thinking differently. Has that been something that you guys are looking at? >> We're looking at it from the standpoint of trying to broaden some of the events. In the case of a lot of our conventions, things of that nature. The conventions that aren't actually Kalahari's run conventions, we host them, we manage them. But it does... When you talk about workers coming from home to attend these conventions. Or these telecommuters that are attending these conventions. It does affect us in the stance that, like I said we have to provision network for these various events. And we have to make sure that the network and the security around the network are tight. So it does. It makes a big deal as far as how Kalahari does its business. Being able to still operate these different meetings and different conventions, and being able to host remotely as well. You know, making sure that telecommunications are available to them. Making sure that network access and room access are available to them. You know for places where we can't gather heavily in meetings. You know, these people still being able to be near each other, still being able to talk, but making sure that that technology is there between them. >> Well, Tim is great to have you on for this CUBE Conversation. CISO from the middle of all the action. You're seeing a lot. There's a lot of surface area you got to watch. There's a lot of data you got to observe. You got to get that visibility. You can only protect what you can see, and the more you see the better it is. The better the machine learning. You brought up the the common area about like-minded individuals. I want to just ask you on the final point here, on hiring and talent coming into the marketplace. I mean, this younger generation coming out of university and college is, or not even going to school. There's no cyber degree. I mean, there are now. But I mean, the world's changing. It's easy to level up. So, skill sets you can't get a degree in certain things. I mean, you got to have a broad set. What do you look for in talent? Is there a trend you see in terms of what makes a good cybersecurity professional, developer, analyst? Is there roles that you see emerging that you think people should pay attention to? What's your take on this as someone who's looking at the future? And- >> You know, it's very interesting that you bring this up. I actually have two of my team members, one directly working for me and another team member at Kalahari that are currently going through college degree programs for cybersecurity. And I wrote recommendations for them. I've worked with them, I'm helping them study. But as you bring people up, you know the other thing I do is I mentor at a couple of the local technical schools as well. I go in, I talk to people, I help them design their programs. And the biggest thing I try to get across to them is, number one, if you're in the learning side of it. Not even talking about the hiring side of it. If you're in the learning side of it, you need to come into it with a kind of an understanding to begin with to where you want to fit into security. You know, do you want to be an attacker, a defender, a manager? Where do you want to be? And then you also need to look at the market and talk to the businesses in the area. You know, I talk to these kids regularly about what their need is. Because if you're in school and you're taking Cisco classes, and focusing on firewalls and what an organization needs as somebody who can read log and do things like that. Or somebody who can do pen testing. You know, that's a huge thing. So I would say if you're on the hiring side of that equation, you know. Like you said, there's no super degrees that I can speak to. There's a lot of certifications. There's a lot of different things like that. The goal for me is finding somebody who can put hands to the ground and feet to the ground, and show me that they know what they know. You know, I'll pull somebody in, I'll ask them to show me a certain specific or I'll ask them for specific information and try to feel that out. Because at the end of the day, there's no degree that's going to protect my network. There's no degree that's a hundred percent going to understand Kalahari, for instance. So I want to make sure that the people I talk to, I get a broad interview scope, I get a number of people to talk to. And really get a feel for what it is they know, and what tools they want to work with and make sure it's going to align with us. >> Well, Tim, that's great that you do that. I think the industry needs that. And I think that's really paying it forward, by getting in and using your time to help shape the young curriculums and the young guns out there. It's interesting you know, like David Vellante and I talk on theCUBE all the time. Cyber is like sports. If you're playing football, you got to know the game. If you're playing football and you come in as a baseball player, the skills might not translate, right? So it's really more of, categorically cyber has a certain pattern to it. Math, open mindedness, connecting dots, seeing things around corners. Maybe it's more holistic views, if you're at the visibility level or getting the weeds with data. A lot of different skill sets needed. The aperture of the job requirements are changing a lot. >> They are. And you know, you touched on that really well. You know, they talk about hacking and the hacker mindset. You know, all the security stuff revolves around hacker. And people mislabel hacker. Hacking in general is making something do something that it wasn't originally designed to do. And when I hire people in security, I want people that have that mindset. I want people that not only are going to work with the tool set we have, and use that mathematical ability and that logic and that reasoning. But I want them to use a reasoning of, "Hey, we have this tool here today. How can this tool do what I want it do but what else can it do for me?" Because like any other industry we have to stretch our dollar. So if I have a tool set that can meet five different needs for me today, rather than investing in 16 different tool sets and spreading that data out and spreading all the control around. Let's focus on those tool sets and let's focus on using that knowledge and that adaptive ability that the human people have on the security side, and put that to use. Make them use the tools that work for them but make 'em develop things, new tools, new methods, new techniques that help us get things across. >> Grow the capabilities, protect, trust all things coming in. And Tim, you're a tech athlete, as we say and you've got a great thing going on over there. And again, congratulations on the work you're doing on the higher ed and the education side and the Kalahari Resorts & Conventions. Thanks for coming on theCUBE. I really appreciate the insight you're sharing. Thank you. >> Thanks for having me. >> Okay. I'm John Furrier here in Palo Alto for theCUBE. Thanks for watching. (somber music)

live from San Francisco it's the cube covering micron insight 2018 brought to you by micron welcome back to the San Francisco Bay everybody we saw the Sun rise in the bay this morning of an hour so we're gonna see the Sun set this gorgeous setting here at Pier 27 Nob Hills up there the Golden Gate Bridge over there and of course we have this gorgeous view of the bay you're watching the cube the leader in live tech coverage we're covering micron insight 2018 ai accelerating intelligence a lot of talk on on on memory and storage but a lot more talk around the future of AI so we got a great discussion here on the auto business and how AI is powering that business Jeff Bader is here is the corporate vice president and general manager of the embedded business unit at micron good to see you again Jeff thanks for coming on and Simon and rigor is the vice president BMW and he's also joined by Vijay Nadkarni who was the global head of AI and augmented reality at Visteon which is a supplier to Automobile Manufacturers gentlemen welcome to the cube thanks so much for coming on thank you so you guys had a panel earlier today which was pretty extensive and just a lot of talk about AI how AI will be a platform for interacting with the vehicle the consumer the driver interacting with the vehicle also talked a lot about autonomous vehicles but Simon watch you kick it off your role at BMW let's let's just start there it will do the same for Vijay and then get into it research portion that we do globally in which is represented here in North America and so obviously we're working on autonomous vehicles as well as integrating assistance into the car and basically what we're trying to do is to get use AI as much as possible in all of the behavioral parts of the vehicle that uses have an expectations towards being more personalized and having a personalized experience whereas we have a solid portion of the vehicle is going to be as a deterministic anesthetic as we have it before like all of the safety aspects for example and that is what we're working on here right now Vijay Visteon is a supplier to BMW and other auto manufacturers yes we are a tier 1 supplier so we basically don't make cars but we supply auto manufacturers of which BMW is one and my role is essentially AI technology adversity on and also augmented reality so in AI there are basically two segments that we cater to and one of them is that almost driving which is fully our biggest segment and the second one is infotainment and in that the whole idea is to give the driver a better experience in the car by way of recommendations or productivity improvements and such so that is so my team basically develops the technology and then we centrally integrate that into our products so so not necessarily self-driving it's really more about the experience inside the vehicle that is the and then on the autonomous driving side we of course very much are involved with the autonomous driving technology which is tested with detecting objects are also making the proper maneuvers for the Waker and we're definitely going to talk about that now Jeff you sell to the embedded industry of fooding automobile manufacturers we hear that cars have I forget the number of microprocessors but there's also a lot of memory and storage associate yeah I mean if you follow the chain you have our simon representing the OEMs Vijay represented the Tier one suppliers were supplier to those Tier one suppliers in essence right so so we're providing memory and storage that then goes in to the car in as you said across all of the different sort of control and engine drone and computing units within the car in particular into that infotainment application and increasingly into the a TAS or advanced driver assistance systems that are leading toward autonomous driving so there's a lot of AI or some AI anyway in vehicles today right presumably yeah affected David who did a wonderful job on the panel he was outstanding but he kind of got caught up in having multiple systems like a like an apple carplay your own system I actually have a bit about kind of a BMW have a mini because I'm afraid it's gonna be self-driving cars and I just want to drive a drive on car for this take it away from me though but but you push a button if you want to talk to a Syrian yeah push another button if you want to talk to the mini I mean it's it's gonna use it for different use cases right exactly may I is also about adaption and is also about integrating so AI is is is coming with you with the devices that you have with you anyway right so your might be an Alexa user rather than a Google assistant user and you would have that expectation to be able to ask to chat with your Alexa in your car as well that's why we have them in the vehicle also we have an own voice assistant that we recently launched in Paris Motorshow which augments the experience that you have with your own assistants because it factors in all of the things you can do with the car so you can say there is a solid portion of AI already in the vehicle it's mainly visible in the infotainment section right and of course I remember the first time I'm sure you guys experienced to that the the car braked on my behalf and then kind of freaked me out but then I kind of liked it too and that's another form of machine intelligence well that out well that counts for you that had not that has not necessarily been done by AI because in in in let's say self-driving there is a portion of pretty deterministic rule based behavior and exactly that one like hitting an object at parking you don't need AI to determine to hit the right there is no portion or of AI necessary in order to improve that behavior whereas predicting the best driving strategy for your 20-mile ride on the highway this is where AI is really beneficial in fact I was at a conference last week in Orlando it's the Splunk show and it was a speaker from BMW talking about what you're doing in that regard yeah it's all about the data right learning about it and and in turning data into insights into better behavior yes into better expected behavior from whatever the customer wants so Vijay you were saying before that you actually provide technology for autonomous vehicles all right I got a question for you could it autonomous - could today's state of autonomous vehicles pass a driver's test no no would you let it take one no it depends I mean there are certain companies like way mo for example that do a lot but I still don't think way mo can take a proper driver's test as of today but it is of course trying to get there but what we are essentially doing is taking baby steps first and I think you may be aware of the SAE levels so level 1 level 2 level 3 level 4 SF and a 5 so we and most of the companies in the industry right now are really focusing more on the level 2 through level 4 and a few companies like Google or WAV or other and uber and such are focusing on the level 5 we actually believe that the level 2 through 4 is the market would be ready for that essentially in the shorter term whereas the level 5 will take a little while to get that so everybody Christmas and everyone we're gonna have autonomous because I'm not gonna ask you that question because there's such a spectrum of self-driving but I want to ask you the question differently and I ask each of you when do you think that driving your own car will become the exception rather than than the rule well I'd rather prefer actually to rephrase the question maybe to where not when because we're on a highway setting this question can be answered precisely in roughly two to three years the the functionality will kick in and then it's going to be the renewal of the vehicles so if you answer if you if you ask where then there is an answer within the next five years definitely if we talk about an urban downtown scenario the question when is hard to answer yeah well so my question is more of a social question it is a technology question because I'm not giving up my stick shift high example getting my 17 year old to get his permit was like kicking a bird out of the nest I did drive his permanent driver on staff basically with me right so why but I mean when I was a kid that was freedom 16 years old you racing out and there is a large generational group growing up right now that doesn't necessarily see it as a necessity right so not driving your own car I think car share services right share who bore the so and so forth are absolutely going to solve a large portion of the technology of the transportation challenge for a large portion of the population I think but I agree with the the earlier answers of it's gonna be where you're not driving as opposed to necessarily win and I think we heard today of course the you know talking about I think the number is 40,000 fatalities on the roadways in the u.s. in the u.s. yeah everybody talks about how autonomous vehicles are going to help attack that problem um but it strikes me talk about autonomous cars it why don't we have autonomous carts like in a hospital or even autonomous robots that aren't relying on lines or stripes or beacons you one would think that that would come before in our autonomous vehicle am I missing something are there are there there there systems out there that that I just haven't seen well I don't know if you've ever seen videos of Amazon distribution centers yeah but they're there they're going to school on lines and beacons and they are they're not really autonomous yeah that's fair that's fair yeah so will we see autonomous carts before we see autonomous cars I think it's a question what problem that solves necessarily yeah it's just as easy for them to know where something is yeah you think about microns fabs every one of our fabs is is completely automated as a material handling system that runs up and down around the ceilings handling all the wafers and all the cartridges the wafers moving it from one tool to the next tool to the next tool there's not people anymore carrying that around or even robots on the floor right but it's a guided track system that only can go to certain you know certain places well the last speaker today ii was talking about it I remember when robots couldn't climb stairs and now they can do backflips and you know you think about the list of things that humans can do that computers can't do it let's get smaller and smaller every year so it's kind of scary to think about one hand is that does the does the concept of Byzantine fault-tolerance you guys familiar with that does that does that come into play here you guys know what that's about I don't know what it is exactly so that's a problem and I first read about it with it's the Byzantine general problem if you have nine generals for one Oh attack for one retreat and the ninth sends a message to half to retreat or not and then you don't have the full force of the attack so the concept is if you're in a self-driving boat within the vehicle and within the ecosystem around the city then you're collectively solving the problem so there these are challenging math that need to be worked out and and I'm not saying I'm a skeptic but I just wanted more I read about it the more hurdles we have there's some isolated examples of where AI I think fits really well and is gonna solve problems today but this singularity of vehicle seems to be we have a highly regulated environment obviously public transportation or public roads right are a highly regulated environment so it's like it's different than curating playlists or whatever right this is not so much regulated traffic and legislation isn't there yet so especially and it's it's designed for humans right traffic cars roads are designed for human to use them and so the adoption to they the design of any legislation any public infrastructure would be completely different if we didn't drive as humans but we have it we have machines drive them so why are robots and carts not coming because the infrastructure really is designed for humans and so I think that's what's going to be the ultimate slow down is how fast we as a society that comes up with legislation with acceptance of behavioral aspects that are driven by AI on how fast we adopt it technically I think it can happen faster than yeah yeah it's not a technology problem as much as it is the public policy insurance companies think about one of the eventually you can think of from from let's say even level four capable car on a highway is platooning yeah right instead of having X number of car lengths to the turn fryer you just stack them up and they're all going on in a row that sounds great until Joe Blow with their 20 year old Honda you know starts to pull into that Lane right so you either say this Lane is not allowed for that or you create special infrastructure essentially that isn't designed for humans there is more designed specifically for the for the machine driven car right how big is this market it's it feels like it's enormous I don't know how do you look at the tan we can talk to the memory I can talk the memory storage part of it right but today memory and storage all of memory storage for automotive is about a two and a half billion dollar market that is gonna triple in the next three years and probably beyond that my visibility is not so good maybe yours is better for sure but it then really driven by adoption rate and how fast that starts to penetrate through the car of OAM lines and across the different car in vijay your firm is when were you formed how long you've been around or vistas be around basically since around 2001 okay we were part of relatively old spun out whiskey on that at work right okay so so alright so that's been around forever yeah for this Greenfield for you for your your group right where's the aw this is transitional right so is it is it is it you try not to get disrupted or you trying to be the disrupter or is it just all sort of incremental as a 101 year old company obviously people think about you as being ripe for disruption and I think we do quite well in terms of renewing ourselves coming from aeroplane business to a motorcycle business to garbage and so I think the answer is are we fast enough I'll be fast enough in adoption and on the other hand it's fair to say that BMW with all of its brands is part of a premium thing and so it's not into the mass transportation so everything that's going to be eaten up by something like multi occupancy vehicle mass transportation in a smaller effort right this is probably not going to hurt the premium brand so much as a typical econo type of boxy car exciting time so thanks so much for coming on the cube you got a run appreciate thank you so much okay thanks for watching everybody we are out from San Francisco you've watched the cube micron inside 2018 check out Silicon angle comm for all the published research the cube dotnet as well you'll find these videos will keep on calm for all the research thanks for watching everybody we'll see you next time you

>> Hey welcome back everybody, Jeff Frick here with theCUBE we're at the data privacy day at Twitter's world headquarters in downtown San Fransciso and we're really excited to get into it with our next guest Dr. Andreas Weigend, he is now at the Social Data Lab, used to be at Amazon, recently published author. Welcome. >> Good to be here, morning. >> Absolutely, so give us a little about what is Social Data Lab for people who aren't that familiar with it and what are you doing over at Berkeley? >> Alright, so let's start with what is social data? Social data is a data people create and share whether they know it or not and what that means is Twitter is explicit but also a geo location or maybe even just having photos about you. I was in Russia all day during the election day in the United States with Putin, and I have to say that people now share on Facebook what the KGB wouldn't have gotten out of them under torture. >> So did you ever see the Saturday Night Live sketch where they had a congressional hearing and the guy the CIA guy says, Facebook is the most successful project that we've ever launched, people tell us where they are who they're with and what they're going to do, share pictures, location, it's a pretty interesting sketch. >> Only be taught by Black Mirror, some of these episodes are absolutely amazing. >> People can't even watch is it what I have not seen I have to see but they're like that's just too crazy. Too real, too close to home. >> Yeah, so what was the question? >> So let's talk about your new book. >> Oh that was social data. >> Yeah social data >> Yeah, and so I call it actually social data revolution. Because if you think back, 10, 20 years ago we absolutely we doesn't mean just you and me, it means a billion people. They think about who they are, differently from 20 years ago, think Facebook as you mentioned. How we buy things, we buy things based on social data we buy things based on what other people say. Not on what some marketing department says. And even you know, the way we think about information I mean could you do a day without Google? >> No >> No. >> Could you go an hour without Google? >> An hour, yes, when I sleep. But some people actually they Google in their sleep. >> Well and they have their health tracker turned on while they sleep to tell them if they slept well. >> I actually find this super interesting. How dependent I am to know in the morning when I wake up before I can push a smiley face or the okay face or the frowny face, to first see how did I sleep? And if the cycles were nice up and down, then it must have been a good night. >> So it's interesting because the concept from all of these kind of biometric feedback loops is if you have the data, you can change your behavior based on the data, but on the other hand there is so much data and do we really change our behaivor based on the data? >> I think the question is a different one. The question is alright, we have all this data but how can we make sure that this data is used for us, not against us. Within a few hundred meters of here there's a company where employees were asked to wear a fit bit or tracking devices which retain more generally. And then one morning one employee came in after you know not having had an exactly solid night of sleep shall we say and his boss said I'm sorry but I just looked at your fit bit you know this is an important meeting, we can't have you at that meeting. Sorry about that. >> True story? >> Yeah >> Now that's interesting. So I think the fit bit angle is interesting when that is a requirement to have company issued health insurance and they see you've been sitting on your couch too much. Now how does that then run into the HIPPA regulations. >> You know, they have dog walkers here. I'm not sure where you live in San Francisco. But in the area many people have dogs. And I know that a couple of my neighbors they give when the dog walker comes to take the dog, they also give their phone to the dog walker so now it looks like they are taking regular walks and they're waiting for the discount from health insurance. >> Yeah, it's interesting. Works great for the person that does walk or gives their phone to the dog walker. But what about the person that doesn't, what about the person that doesn't stop at stop signs. What happens in a world on business models based on aggregated risk pooling when you can segment the individual? >> That is a very very very biased question. It's a question of fairness. So if we know everything about everybody what would it mean to be fair? As you said, insurance is built on pooling risk and that means by nature that there are things that we don't know about people. So maybe, we should propose lbotomy data lobotomy. So people actually have some part chopped off out of the data chopped off. So now we can pool again. >> Interesting >> Of course not, the answer is that we as society should come up with ways of coming up with objective functions, how do we weigh the person you know taking a walk and then it's easy to agree on the function then get the data and rank whatever insurance premium whatever you're talking about here rank that accordingly. So I really think it's a really important concept which actually goes back to my time at Amazon. Where we came up with fitness functions as we call it. And it takes a lot of work to have probably spent 50 hours on that with me going through groups and groups and groups figuring out, what do we want the fitness function to be like? You have to have the buy in of the groups you know it they just think you know that is some random management thing imposed on us, it's not going to happen. But if they understand that's the output they're managing for, then not bad. >> So I want to follow up on the Amazon piece because we're big fans of Jeff Hamilton and Jeff Bezzos who we go to AWS and it's interesting excuse me, James Hamilton when he talks about the resources that EWS can bring to bear around privacy and security and networking and all this massive infrastructure being built in terms of being able to protect privacy once you're in the quote un-quote public cloud versus people trying to execute that at the individual company level and you know RSA is in a couple of weeks the amount of crazy scary stuff that is coming in for people that want interviews around some of this crazy security stuff. When you look at kind of public cloud versus private cloud and privacy you know supported by a big heavy infrastructure like what EWS has versus a Joe Blow company you know trying to implement them themselves, how do you see that challenge. I mean I don't know how the person can compete with having the resourses again the aggregated resources pool that James Hamilton has to bring to barrel this problem. >> So I think we really need to distinguish two things. Which is security versus privacy. So for security there's no question in my mind that Joe Blow, with this little PC has not a chance against our Chinese or Russian friends. Is no question for me that Amazon or Google have way better security teams than anybody else can afford. Because it is really their bread and butter. And if there's a breach on that level then I think it is terrible for them. Just think about the Sony breach on a much smaller scale. That's a very different point from the point of privacy. And from the point about companies deliberately giving the data about you for targeting purposes for instance. And targeting purposes to other companies So I think for the cloud there I trust, I trust Google, I trust Amazon that they are doing hopefully a better job than the Russian hackers. I am more interested in the discussion on the value of data. Over the privacy discussion after all this is the world privacy day and there the question is what do people understand as the trade off they have, what they give in order to get something. People have talked about Google having this impossible irresistible value proposition that for all of those little data you get for instance I took Google Maps to get here, of course Google needs to know where I am to tell me to turn left at the intersection. And of course Google has to know where I want to be going. And Google knows that a bunch of other people are going there today, and you probably figure out that something interesting is happening here. >> Right >> And so those are the interesting questions from me. What do we do with data? What is the value of data? >> But A I don't really think people understand the amount of data that they're giving over and B I really don't think that they understand I mean now maybe they're starting to understand the value because of the value of companies like Google and Facebook that have the data. But do you see a shifting in A the awareness, and I think it's even worse with younger kids who just have lived on their mobile phones since the day they were conscious practically these days. Or will there be a value to >> Or will they even mobile before they were born? Children now come pre-loaded, because the parents take pictures of their children before they are born >> That's true. And you're right and the sonogram et cetera. But and then how has mobile changed this whole conversation because when I was on Facebook on my PC at home very different set of information than when it's connected to all the sensors in my mobile phone when Facebook is on my mobile phone really changes where I am how fast I'm moving, who I'm in proximity to it completely changed the privacy game. >> Yes so geo location and the ACLU here in Northern California chapter has a very good quote on that. "Geo location is really extremely powerful variable" Now what was the question? >> How has this whole privacy thing changed now with the proliferation of the mobile, and the other thing I would say, when you have kids that grew up with mobile and sharing on the young ones don't use Facebook anymore, Instagram, Snap Chat just kind of the notion of sharing and privacy relative to folks that you know wouldn't even give their credit card over the telephone not that long ago, much less type it into a keyboard, um do they really know the value do they really understand the value do they really get the implications when that's the world in which they've lived in. Most of them, you know they're just starting to enter the work force and haven't really felt the implications of that. >> So for me the value of data is how much the data impacts a decision. So for the side of the individual, if I have data about the restaurant, and that makes me decide whether to go there or to not go there. That is having an impact on my decision thus the data is valuable. For a company a decision whether to show me this offer or that offer that is how data is valued from the company. So that kind of should be quantified The value of the picture of my dog when I was a child. That is you know so valuable, I'm not talking about this. I'm very sort of rational here in terms of value of data as the impact is has on decisions. >> Do you see companies giving back more of that value to the providers of that data? Instead of you know just simple access to useful applications but obviously the value exceeds the value of the application they're giving you. >> So you use the term giving back and before you talked about kids giving up data. So I don't think that it is quite the right metaphor. So I know that metaphor come from the physical world. That sometimes has been data is in your oil and that indeed is a good metaphor when it comes to it needs to be refined to have value. But there are other elements where data is very different from oil and that is that I don't really give up data when I share and the company doesn't really give something back to me but it is much interesting exchange like a refinery that I put things in and now I get something not necessarily back I typically get something which is very different from what I gave because it has been combined with the data of a billion other people. And that is where the value lies, that my data gets combined with other peoples data in some cases it's impossible to actually take it out it's like a drop of ink, a drop in the ocean and it spreads out and you cannot say, oh I want my ink back. No, it's too late for that. But it's now spread out and that is a metaphor I think I have for data. So people say, you know I want to be in control of my data. I often think they don't have deep enough thought of what they mean by that. I want to change the conversation of people saying You what can I get by giving you the data? How can you help me make better decisions? How can I be empowered by the data which you are grabbing or which you are listening to that I produce. That is a conversation which I want to ask here at the Privacy Day. >> And that's happening with like Google Maps obviously you're exchanging the information, you're walking down the street, you're headed here they're telling you that there's a Starbucks on the corner if you want to pick up a coffee on the way. So that is already kind of happening right and that's why obviously Google has been so successful. Because they're giving you enough and you're giving them more and you get in this kind of virtuous cycle in terms of the information flow but clearly they're getting a lot more value than you are in terms of their you know based on their market capitalization you know, it's a very valuable thing in the aggregation. So it's almost like a one plus one makes three >> Yes. >> On their side. >> Yes, but it's a one trick pony ultimately. All of the money we make is rats. >> Right, right that's true. But in-- >> It's a good one to point out-- >> But then it begs the question too when we no longer ask but are just delivered that information. >> Yes, I have a friend Gam Dias and he runs a company called First Retail, and he makes the point that there will be no search anymore in a couple of years from now. What are you talking about? I search every day, but is it. Yes. But You know, you will get the things before you even think about it and with Google now a few years ago when other things, I think he is quite right. >> We're starting to see that, right where the cards come to you with a guess as to-- >> And it's not so complicated If let's see you go to the symphony you know, my phone knows that I'm at the symphony even if I turn it off, it know where I turned it off. And it knows when the symphony ends because there are like a thousand other people, so why not get Ubers, Lyfts closer there and amaze people by wow, your car is there already. You know that is always a joke what we have in Germany. In Germany we have a joke that says, Hey go for vacation in Poland your car is there already. But maybe I shouldn't tell those jokes. >> Let's talk about your book. So you've got a new book that came out >> Yeah >> Just recently released, it's called Data for the People. What's in it what should people expect, what motivated you to write the book? >> Well, I'm actually excited yesterday I got my first free copies not from the publisher and not from Amazon. Because they are going by the embargo by which is out next week. But Barnes and Noble-- >> They broke the embargo-- Barnes and Noble. Breaking news >> But three years of work and basically it is about trying to get people to embrace the data they create and to be empowered by the data they create. Lots of stories from companies I've worked with Lots of stories also from China, I have a house in China I spend a month or two months there every year for the last 15 years and the Chinese ecosystem is quite different from the US ecosystem and you of course know that the EU regulations are quite different from the US regulations. So, I wrote on what I think is interesting and I'm looking forward to actually rereading it because they told me I should reread it before I talk about it. >> Because when did you submit it? You probably submitted it-- >> Half a year >> Half a year ago, so yeah. Yeah. So it's available at Barnes and Noble and now Amazon >> It is available. I mean if you order it now, you'll get it by Monday. >> Alright, well Dr. Andreas Weigin thanks for taking a few minutes, we could go forever and ever but I think we've got to let you go back to the rest of the sessions. >> Thank you for having me. >> Alright, pleasure Jeff Frick, you're watching theCUBE see you next time.