>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020 Special coverage sponsored by A. W s Global Partner Network. >>Okay, welcome back to the Cube. Virtual coverage of AWS reinvent 2020. I'm John for your host of the Cube. Virtual were not there in person. We're doing remote interviews, bringing that content to you virtually obviously with the virtual vent over three weeks, Walter Wall coverage Got a great guest here. Norman Quijano, Chief market officer for Acoustic. Normally great to have you on the Cube. Great story. Want to get into independent marketing? Cloud all that good stuff? Thanks for joining me. >>It's a pleasure to be here, John. I'm excited to chat with you, and it's exciting during reinvent. >>Yeah, a lot of great stuff. I mean, just every year I just get kind of nerdy, and I nerd out on all the massive new stuff and some of its kind of, you know, futuristic, you know, not yet available, but most is. But let's get into what you guys do. So first tell me the story about Acoustic and you guys were originally part of IBM spun out, and now independent. Take us through what happened. >>Yeah, sure, it's It's actually a super fascinating story overall, because in short, Acoustic was created last year, July 2019, as a carve out from IBM. The interesting history is that over the course of about a decade, IBM said, this marketing technology space is pretty interesting. So it went and acquired a number of companies across multiple years. Hold it all together in what it called IBM Watson marketing ultimately and said, We're in the marketing technology space, unfortunately. Turns out that's probably not, ah, core business for IBM. So Ah, few years ago, someone said, Maybe we're not in this space. Let's see if we can put this car of this out. And so we were born last July were private equity owned and from, ah, great history became a great new beginning. >>Awesome. So talk about the value proposition. You guys living here says you guys were the independent marketing cloud. Does that mean independent in the sense of you don't take a position on certain technologies or independent as a company? Just what does that mean? >>Why independent used to be a simple word, but it doesn't have so It's not so simple anymore, now, is it? You know what we mean by that is very straightforward. One. We are private, and we are focused on marketing and marketers, and we are not beholden to other parts of the business that may be trying to serve back, office or finance or other elements in a business. And what we think that the marketer today which, as you know, marketers usually have the or one of the biggest I T budgets in a company. We think they need providers that are focused on their needs and their needs only. >>Yeah, it's interesting. The Martek stack and I just had a conversation with the venture capitalists live on the kickoff of the program for the show Review it this pre cloud There's cloud transition Now. You got all in cloud benefits of being cloud native, right? So you kind of 2021. I think we're in this post covert era. You got to see a whole new set of advantages. Yeah, they'll still be hybrid. They'll still be on premise. But if you look at the all the Martek marketing technology stuff, it's just so much stuff and salesforce just bought slack. You have Microsoft tea and the big guys, all these things, and you only have a departments don't have a lot of staff. It's not >>like eso. You need >>technology to try. Great do the heavy lifting. This is a big theme of of the Amazon reinvent culture. Using tech creates the customer value, reduced the heavy lifting. How are you guys doing that? How do you serve customers >>in that competitive landscape? It's a well set up job, because the reality is that we have a lot. There's a lot of companies in the marketing technology space you can look at charts online there, 8000 companies evidently on. But the reality is that very few of those companies are trying to provide big sort of end to end solutions the way that we are and some of our large competitors are. But they're all at different stages of the revolution in the cloud, because most of the bigger companies in this space got their Martek capabilities through acquisition, and they may have sort of carry forward a pre cloud, uh, technology stack with them. What we're trying to do is really two things. One We moved our technology to the cloud. In particular. Over 90% of our workload is on AWS now. And we're trying to find the integration points with our customers with their equally moving to public cloud like AWS, and give them the capability of being able to bring up capabilities quickly, particularly in something like email Be able to scale. Right? We're in the middle of the holiday season is the busiest time of the year for businesses to send email, and we wanna make sure that our customers can scale up. We want them to have that capability, and we wanna be able to take advantage of that so we don't have toe over invest in back end technology. We want marketers to feel as empowered as the CEO who's here. So I'm all in on the cloud. Well, what about the marketers? They're the ones who should be using that, and and I think something like a w s and continue to grow. And me and the capabilities that every part are they AWS will continue to provide value to the marketers to the customer experience team as well as to the I T team. >>How are you guys using data and AI because obviously you seeing that huge part of every single product. It's one of those things that you see on and we've been saying for years now it's kind of mainstream, the benefit of clouds. You get horizontal scalability of infrastructure. Now you got lamb Daniel containers and then you got data you can get vertically specialized within the app. So if you do the micro services or deconstruct the monolith, you could really provide point value and still get that data scale. So this opens up massive data intelligence opportunities, which every marketer wants to be data driven. S O R O r. Use the data to make a great user experience or customer experience. How do you guys see that? And Acoustic. And what do you guys doing in the clouds around that you >>share? Well, first of all, somehow you got ahold of our are confidential roadmap because you just laid it out right there. And what you said, it's not so confidential. But the reality is it's market >>leading for sure. I mean, I think you can. That's the Holy Grail. I mean, >>it's where everyone wants to be, and we had at Acoustic have a very specific philosophy is that we want to. We want to embrace data, and we mean, of course, on behalf of our customers. And we want to bring data to empower every every application in every part of the marketers business. And for better or worse, there's some marketing technology sort of have a little bit of, ah, little hands off with data, particularly if it's not their own data. We believe that whether it's first party, second party, third party data it needs to be brought into the marketing life cycle, and we are building or have built capabilities to do that. We believe in being open, believe in being ableto bring in all sorts of different data types, and then use that to build the best marketing campaigns and experiences for our customers and for their customer. And if you're not embracing all the types of data out there in creating a unique formula for each particular customer, you're not gonna deliver the best marketing experience. Yeah, >>I totally agree. And I think one of these things where modern applications there's two themes here. Modern applications and then completely programmable infrastructure for Amazon and this again. I've been covering cloud for many, many years since the beginning of cloud, and I've looked at all the big three. And I see Amazon's been clearly winning on the infrastructure of the service platform as a service. They Yeah, they have sass apps out there, but they have an ecosystem. Microsoft has their own strategy. Google the other you picked Amazon is a preferred partner. Could you share? Um, Why? Why Amazon And what specifically does that enable you to dio a za company? Because, um, yeah, Amazon's huge and some people get nervous like Okay, I'm just gonna be Oh, you're gonna eat me up and you're in a marketing focus, not a not a court. I don't have a core building block out there called Marketing Cloud like Oracle does or one of the company's. Why Amazon. >>Yeah, I think that you really sort of laid the landscape out well, and Amazon is very much a a full stack. And and there's so much maturity in AWS overall, which you don't necessarily see the sort of top to bottom maturity that you see in the other of the clouds and Amazon and all clouds right we we all want to be able to tap into micro services. So when we were trying to figure out what gave us the scalability that we needed, we were really focused on the ability to integrate at multiple touch points. Three. Ability to scale up really fast because, like during the holiday season were transacting billions of transactions. Whether it be emails that our customers are sending or SMS messages that they're sending so billions of transactions over a fixed period of time, we need to be able to scale quickly at an affordable price on We also believe that actually, a lot of marketing departments are going to start to realize the value of plugging into the service is available in a public cloud, particularly is they see things such as taking data from 33rd parties, right? How did they get that into the system or taking their marketing stacks and ultimately may potentially putting those stacks in containers, right. How do you move that into a container and be able to quickly connect other micro services to that container? So we think that this is the absolute future of where the marketing department is gonna end up. And we think Amazon and AWS could be a great partner because it gives you that global footprint gives you that ability to scale and gives you the richest set of services available right now. That was a really easy decision for us. >>Awesome stuff. Thanks for coming on. Normal. Really appreciate you laying out your vision of the cloud. Take a minute real quick. We got a couple minute left, put the plug out for Acoustic. What do you guys looking to do? What's the value proposition? Give a plug for the company. >>Yeah, we we left talking about Acoustic, and you can certainly visit us it Acoustic dot com Acoustic is a full service marketing platform. We are modern, we are cloud based, and one of the things that we do is we specialize and focus on marketing and the marketing function. And if anybody out there is interested in finding out more, you can not only come to Acoustic dot com. You can ping me because we believe that marketers are key decision makers and myself is our CMO wants to talk to every potential client. >>No one. Thanks for coming on. The Moncada you Chief market officer Acoustic here, featured on the Cube. But Adam's reinvent Thanks for coming on. Thanks. It >>was a pleasure, John. >>Thank you. I'm John Fair hosted the Cube. More coverage after this short break. Stay with us. Form or cube. Live coverage. Yeah.

extracting the signal from the noise it's the cube covering vmworld 2015 brought to you by vmware and its ecosystem sponsors now your host John furrier and Dave vellante okay welcome back everyone we are here live in San Francisco for vmworld 2015 SiliconANGLE media's the cube star flagship program we go out to the event and extract the students from noise i'm john furry the founders looking angle to of my coast and partner david lonte co-founder Wikibon calm slipping angles research are my next guess is sanjay poonen executive vice president general manager of vmware's end-user computing great to see you again welcome back to the cube John's pleasure to be here but I got to say one thing I'm waiting for the day when you have the tie and dave has the non-tidal I mean seriously you gotta quit that purple tile no I'm just getting a pleasure to be on your show I happy to wear tie but people would know it's phony baloney but I'm happy cape looks good d looks good in the neck but I'm California gotta be chillax a little bit here are you relaxed you feeling good I'm feeling great okay so you get a big body through your anniversary at vm work this month Wow excited to be here at the show so choice so give us the state of the union au CSAP to vmware now two years air wash huge acquisition we saw your an event you had here in San Francisco with all the top customers you have big name box big time player is working with you guys cloud needs a theme that you guys are really driving hard what's this all about where are we right now in your group and user computing is all the rage developer attraction and DevOps kind of connects the dots where are we with this yeah no I think it's been a fabulous two years we've hired a fantastic team I talked about this in my last show your some of the new people that joined us summative on Bob Jules no awasum were some of the people we promoted from within kit Kohlberg Eric Freiburg and then many of the people in the field we really really put together I think the best end-user computing team in the industry bar none it always starts to the people you know my people values where it's all started secondly we really started to innovate on product that differentiates us from the competition and made the bold move and mobile because mobile is the new desktop we joked internally that you could end user computing without a strategy you got that Josh yes yeah you know so that's in essence what we've done to be invisible and taking up the complexities away that's really the key will you yeah absolutely and making yourself relevant to where the world is going in this digitization of the workplace so we see this as a phenomenal opportunity for us to become the de facto brand in a Switzerland set of proposition you've got apple iOS you've got google android about windows microsoft OS 10 VMware's propositions via Switzerland type of company that can manage and secure all of those devices in very transparent fashion then lead and lead with that mobile story right I mean isn't that part of it yeah no absolutely mobile is the new desktop so it does become the key outcome the people are looking for and our proposition that we talked about last year working at the speed of life being able to go all the way from desktop to Tesla many of those things are really starting to resonate now as we talked to CIOs and so you know 10 at 2010 when we first did the cube six years ago Palmer its laid out the whole manifesto and user computing had a lot of disparate parts some of gods and have left explain to the folks out there and clarify the positioning of end-user computing visa V all the turmoil in the marketplace with customers cloud has got obviously hybrid cloud people I try to get their arms around that virtualization a lot of plumbing going on with SD and Isis and growth there a lot of stuff going on underneath your layer that's going to affect you how do you manage that clarify the positioning and then talk about how you respond to the growth that's going to come out of underneath you and the infrastructure yeah I think Paul Maritz had it right down he's one of the visionaries of our time and as he talked in 2010 that was around the time we actually coined the term workspaces the inwards 12 companies had coined the term mobile workspace and now many of those technologies are coming to bear so much of the demos that Paul actually noah was here at the time Steve Herod showed you know I'm actually sort of sitting on the shoulders of many of those giants in terms of driving this so the time has come now where the desktop virtualization market now is less costly and less complex so we've taken cost and complexity out and that's why now we're taking market share from Citrix and other players in that market in the mobile place we weren't moving fast enough we acquire the leader AirWatch in mobile security and we've now created an ecosystem out of that of the leading application providers that are all partnering at a Salesforce workday Adobe SI p everyone in the app space the telco providers players like a TMT vodafone singtel partnering with us and then the security players like palo alto networks of all embraced AirWatch and then we actually created some blue technologies that really bring the desktop and the mobile together like identity management identity as a service is becoming one of those very critical like critical items that's a life blood that ties desktop and mobile together because you're your device now becomes your second factor of authentication right you can use your fingerprint or retina scan all of these now really coming in a mature fashion so we're seeing huge growth out of particularly AirWatch side I think sixty percent last last quarter path to profitability I believe in 2016 no Pat's talking about it Carl's talking about at jonathan's talking about Joe Tucci's talk of everybody's talking about your business so what's driving that growth you just talked about that ecosystem that's got to be a lot of the leverage but maybe help us unpack deck wrote a little bit I think it has been and I'm biased so obviously next to VMware being acquired by emc one of the best acquisitions of modern you know last 18 months in enterprise software we were diligent just the same way EMC a treated VMware to be somewhat separate and independent we kept AirWatch fairly dependent for the first six months and gradually began the integration because there was a motion that Alain de Biron John Marshall had in the context the way they ran their what's that we did not want to break and then over time in the second half of last year in the first half of this year we began to get two parts of VMware that we do well in to play the value side of big deals so we start to participate in elas now where larger conversations with customers the big accounts the volume site are the transaction partners our channel partners 75,000 partners of VMware now have an opportunity to take this mobile solution as a door-opener the CIO but remember now we're bringing together horizon on the desktop site air watching the mobile side with glue types of technologies like identity so the proposition just got like one plus one equals like 111 and that's a huge often you mentioned he'll I mean huge year renewal year in 2016 so that's going to be a tailwind it cloud-based solution around one of the reasons with why I watch it was there with a leader in cloud-based mobile John and Alan were very smart and creating a cloud-based solution not to say that they can't deploy on premise but its cloud first so think Salesforce in a world where everyone else looks like a siebel so we were very astute basically saying we want to look at a way by which the subscription revenue starts to become a flywheel yeah so I want to ask you about business mobility that's a theme that you guys have been big big on your ace application configuration I think it's called or yeah happy creating for the enterprise you had Salesforce box cisco workday and a bunch of other partners showing nsx identity the hard stuff the stuff that you will think about i was there at the event and I want you to compare that visa V some news at hit today with apple and cisco partnering on iOS traffic and prioritizing traffic for iOS apps on cisco hardware yeah which is essentially deep packet inspection looking at the routes and giving them a fast lane if you will that seems to be the trend this consumerization where new Apple examples saying okay differentiate with apple stuff versus Android are the business people thinking about that that way are we looking at nsx innovating under the hood explain the consumerization of business mobility why that's relevant and how hard it is when some things that you guys are doing we coined the term john consumer simple meets and a prize secure and you hear about that more tomorrow in my keynote which i encourage all your viewers to come to tomorrow the clock at nine o'clock there's some very special in huge news hint at and little bit but let's bring that together because who is one of the best at consumers simplicity today Apple okay and we basically are Google and much of what they do too but we took basically a strong partnership with apple and dialed it further and and his apples talked about publicly they have a group of enterprise partners where one among a very few 30 40 50 that they're working with in the EMM space and we investigated meaning enterprise mobile manager okay guy and as we we did that we also then looked at all the apps players that were very key to this mobile cloud ecosystem box you know native people exactly these are folks who are building a cloud-based mobile set of applications and we signed all of them up to this need of integration called app config with enterprise that the device operating system vendors like Apple and Google and us invented now what's happening is you're starting to see that ecosystem getting stronger so actually it's awesome because the apps that were announced today in the cisco apple announcement were WebEx spark the same applications i build laughs and fig yes for so we actually copying you guys well no they actually joining the ecosystem so i think it's awesome when you have an IBM in the ecosystem of vmware in the ecosystem now is cisco on the ecosystem it's amazing there you know there's lots of players we partner with SI PE last you're gonna see us doing more with them so our goal is to ensure that the lead players whether it's an applications world whether it's the networking world what's the security world start plugging into appropriate platform I remember the proposition of vmware though is to be Switzerland so we have to build strong relationships with apple with Google and Microsoft Windows 10 because they're all viable ecosystems in the post-pc world well of course you want to be neutral because you want to have you know rising tide as you said but your announcement also highlighted box docusign was in their AT&T you talk about some cool things I can split outspent reports by having an iphone so the rant random example but the but it highlights a new way of doing things right but i thought i asked her the question those are cloud native companies mean box workday mean they were born in the cloud if you will but what about the enterprises that aren't they have a lot of legacy that's a problem right so it's not easy to be cloud- talk about the challenges there and the opportunities how you guys are addressed i love that word because the each side of that coin is a challenging the opportunity so when we go to traditional enterprises they have client server applications or all browser applications that they want us to real deployment and you'll hear my keynote tomorrow a very key phrase any application on any device so you've got a client-server application and old browser application or native mobile app we can deliver into any device you pick your device you've got a traditional windows laptop at in client a mac OS and Android and iOS or a tesla with running some kind of you know maybe android inside it we can deploy those applications on any device and that requires the combination the technology we have from a horizon and AirWatch so what do we do in those traditional applications we virtualize them we can either virtualize the desktop or the app and deploy them onto at incline we think john the future is thin client computing where you know your glass that you present on is going to be like the glass the Corning makes us projectable and this phone becomes your remote control into your entire life so I love this conversation because there's so much talk in this business Gardner has bimodal IT IDC has the third platform and and but what you just described is doesn't doesn't say old stuff over here and new stuff over there it says extend the client-server apps the 19-year old legacy apps and allow them to participate in this cloud native cloud native doesn't mean throw away the old stuff and start with a blank piece of paper I wonder if you could first of all do you agree with that and what if you could talk about that as a strategy it's a very important strategy because if you are a new company like an uber or Netflix you don't have legacy infrastructure you can start completely new on a cloud native all cloud apps but for the majority of global 2000 companies they have existing applications client-server primarily some running in all browsers ie8 ie9 and you've got to bring those apps to the new world so we see the world moving clearly to mobile and html5 long term but there's still going to be many of those applications 3d applications for example you go to many of our large manufacturing customers they've got jet engine parts or parts of various different manufacturing processes that are still not yet html5 or mobile apps so bringing those old world of apps to a Chromebook or to an iOS device is something we can magically do but for these native mobile apps you want to make it one touch so the benefit of what we had with app configures now with one-touch secured by air watch you can now automatically get access to Salesforce or DocuSign or box this is the best of both worlds for the new apps single touch easy seamless access those apps for the old world world of apps you can seamlessly virtualize them in other words abstract them and then send them over to the ecosystem is critical in all of this and and a lot of times we see this trend toward vertical integration we watch what Oracle's do and you see what Amazon's doing the e così i'm hearing the ecosystem is still vital to your strategy absolutely and the ecosystem takes various different forms the device operating system players the system integrators the security players people like Paul all tanks and then in this world apps players are really really important I talked last year about SI p we had many new apps in that and you know just a small little hint tomorrow at nine o'clock you're going to see a major ecosystem player on stage with us never in the history of the world I don't want to blow the cat out of the bag and I want every one of your viewers gonna be big my lap gonna be huge so you got to come there okay so ecosystem just real quick profitable good economics people making money how's that economics work yeah you know via MERS all about ecosystem right you go to the show floor and vmworld has got thousands including companies that compete with us what you got to do is ensure that you're open and you allow even competitors to integrate with you ok I've got competitors that I compete with in my part of the business they've got to integrate with vsphere vice versa I've got to make sure that I can play in a heterogeneous world with a variety of companies that might compete in the STD sea world and part of the magic of doing this is to ensure that the ecosystem is proliferating but you have some platform player that's what's made vm VMware successful 600,000 greatest infrastructure company balls out I have box again to wrap here so I have a final question then I have a final final question because I need to get two questions in first api api f occasion as a term that we've been kicking around the openstack cloud community coined by google's Craig mcluckie on the cube it's been kicking around but API making your api's available if you overdo it you could cause some problems but you're mentioning interacting with of all these apps your take on that and the second final final question is how do you view DevOps do you care you're looking down at it saying go faster or you're agnostic what are you guys doing specifically around this API ification trend yeah i mean the devops in particular they're both of a related questions let me cover them in sort of a quick sequence everything that we should do as a platform you're a platform if you create a service-oriented architecture that allows others to plug into you so when we talk about app config for the enterprise part of what we did was created an API set with the device operating system players like Apple Google is an open it's an open standard that all EMS can can embrace and now then we natively integrate sales force or workday or essay p into that so the api's are absolutely important in every layer of vmware whether it's the desktop side was the mobile side with its SDDC we live by those principle as a platform company no doubt then as you think about DevOps there's aspects of now the management complexity in the cloud world that needs rethought because this isn't systems management the old way in which the client-server were looked at it DevOps really has a very key way which you can go from tested Evra production where you've got multiple clouds you've got federated clouds and we've got to make sure and this is something that we use internally a lot of our AirWatch solutions that are deployed because they're cloud first have DevOps built into them build an integration built between AirWatch and the management tools of vmware their customers who asked us to integrate in the service now this whole management platform the next generation mobile cloud management platform is going to have DevOps at the key at the heart of it and we think that's a huge opportunity for VMware and for our ecosystem so yes or no question senior management's behind DevOps we are absolutely behind everything that drives in the ecosystem DevOps is one key part of it but there are many other aspects this is one key part where the management platform is going and we're very very committed to making that I know you got to run to your meeting thanks so much Sanjay put in the general man and your EVP of then use a computer big announcement tomorrow watch his keynote tomorrow at 9am I nair on SiliconANGLE TV the cube is going to be covering all the keynotes then keep watching we'll be right back more with live coverage from San Francisco vmworld 2015 this is the cube with John fair and Dave vellante we'll be right back thanks John