(light music) >> Narrator: theCUBE's live coverage is made possible by funding from Dell Technologies. Creating technologies that drive human progress. (upbeat music) >> Welcome back to Spain everyone. Lisa Martin here with theCUBE Dave Vellante, my co-host for the next four days. We're live in Barcelona, covering MWC23. This is only day one, but I'll tell you the theme of this conference this year is velocity. And I don't know about you Dave, but this day is flying by already. This is ecosystem day. We're going to have a great discussion on the ecosystem next. >> Well we're seeing the disaggregation of the hardened telco stack, and that necessitates an ecosystem open- we're going to talk about Open RAN, we've been talking about even leading up to the show. It's a critical technology enabler and it's compulsory to have an ecosystem to support that. >> Absolutely compulsory. We've got two guests here joining us, Gautam Bhagra, Vice President partnerships at Dell, and Scott Walker, Vice President of global Telco ecosystem at Wind River. Guys, welcome to the program. >> Nice to be here. >> Thanks For having us. >> Thanks for having us. >> So you've got some news, this is day one of the conference, there's some news, Gautam, and let's start with you, unpack it. >> Yeah, well there's a lot of news, as you know, on Dell World. One of the things we are very excited to announce today is the launch of the Open Telecom Ecosystems Community. I think Dave, as you mentioned, getting into an Open RAN world is a challenge. And we know some of the challenges that our customers face. To help solve for those challenges, Dell wants to work with like-minded partners and customers to build innovative solutions, and join go-to-market. So we are launching that today. Wind River is one of our flagship partners for that, and I'm excited to be here to talk about that as well. >> Can you guys talk a little bit about the partnership, maybe a little bit about Wind River so the audience gets that context? >> Sure, absolutely, and the theme of the show, Velocity, is what this partnership is all about. We create velocity for operators if they want to adopt Open RAN, right? We simplify it. Wind River as a company has been around for 40 years. We were part of Intel at one point, and now we're independent, owned by a company called Aptiv. And with that we get another round of investment to help continue our acceleration into this market. So, the Dell partnership is about, like I said, velocity, accelerating the adoption. When we talk to operators, they have told us there are many roadblocks that they face, right? Like systems integration, operating at scale. 'Cause when you buy a traditional radio access network solution from a single supplier, it's very easy. It's works, it's been tested. When you break these components apart and disaggregate 'em, as we talked about David, it creates integration points and support issues, right? And what Dell and Wind River have done together is created a cloud infrastructure solution that could host a variety of RAN workloads, and essentially create a two layer cake. What we're, overall, what we're trying to do is create a traditional RAN experience, with the innovation agility and flexibility of Open RAN. And that's really what this partnership does. >> So these work, this workload innovation is interesting to me because you've got now developers, you know, the, you know, what's the telco developer look like, you know, is to be defined, right? I mean it's like this white sheet of paper that can create all this innovation. And to do that, you've got to have, as I said earlier, an ecosystem. But you've got now, I'm interested in your Open RAN agenda and how you see that sort of maturity model taking place. 'Cause today, you got disruptors that are going to lean right in say "Hey, yeah, that's great." The traditional carriers, they have to have a, you know, they have to migrate, they have to have a hybrid world. We know that takes time. So what's that look like in the marketplace today? >> Yeah, so I mean, I can start, right? So from a Dell's perspective, what we see in the market is yes, there is a drive towards, everyone understands the benefits of being open, right? There's the agility piece, the innovation piece. That's a no-brainer. The question is how do we get there? And I think that's where partnerships become critical to get there, right? So we've been working with partners like Wind River to build solutions that make it easier for customers to start adopting some of the foundational elements of an open network. The, one of the purposes in the agenda of building this community is to bring like-minded developers, like you said like we want those guys to come and work with the customers to create new solutions, and come up with something creative, which no one's even thought about, that accelerates your option even quicker, right? So that's exactly what we want to do as well. And that's one of the reasons why we launched the community. >> Yeah, and what we find with a lot of carriers, they are used to buying, like I said, traditional RAN solutions which are provided from a single provider like Erickson or Nokia and others, right? And we break this apart, and you cloudify that network infrastructure, there's usually a skills gap we see at the operator level, right? And so from a developer standpoint, they struggle with having the expertise in order to execute on that. Wind River helps them, working with companies like Dell, simplify that bottom portion of the stack, the infrastructure stack. So, and we lifecycle manage it, we test- we're continually testing it, and integrating it, so that the operator doesn't have to do that. In addition to that, wind River also has a history and legacy of working with different RAN vendors, both disruptors like Mavenir and Parallel Wireless, as well as traditional RAN providers like Samsung, Erickson, and others soon to be announced. So what we're doing on the northbound side is making it easy by integrating that, and on the southbound side with Dell, so that again, instead of four or five solutions that you need to put together, it's simply two. >> And you think about today how we- how you consume telco services are like there's these fixed blocks of services that you can buy, that has to change. It's more like the, the app stores. It's got to be an open marketplace, and that's where the innovation's going to come in, you know, from the developers, you know, top down maybe. I don't know, how do you see that maturity model evolving? People want to know how long it's going to take. So many questions, when will Open RAN be as reliable. Does it even have to be? You know, so many interesting dynamics going on. >> Yeah, and I think that's something we at Dell are also trying to find out, right? So we have been doing a lot of good work here to help our customers move in that direction. The work with Dish is an example of that. But I think we do understand the challenges as well in terms of getting, adopting the technologies, and adopting the innovation that's being driven by Open. So one of the agendas that we have as a company this year is to work with the community to drive this a lot further, right? We want to have customers adopt the technology more broadly with the tier one, tier two telcos globally. And our sales organizations are going to be working together with Wind Rivers to figure out who's the right set of customers to have these conversations with, so we can drop, drive, start driving this agenda a lot quicker than what we've seen historically. >> And where are you having those customer conversations? Is that at the operator level, is it higher, is it both? >> Well, all operators are deploying 5G in preparation for 6G, right? And we're all looking for those killer use cases which will drive top line revenue and not just make it a TCO discussion. And that starts at a very basic level today by doing things like integrating with Juniper, for their cloud router. So instead of at the far edge cell site, having a separate device that's doing the routing function, right? We take that and we cloudify that application, run it on the same server that's hosting the RAN applications, so you eliminate a device and reduce TCO. Now with Aptiv, which is primarily known as an automotive company, we're having lots of conversations, including with Dell and Intel and others about vehicle to vehicle communication, vehicle to anything communication. And although that's a little bit futuristic, there are shorter term use cases that, like, vehicle to vehicle accident avoidance, which are going to be much nearer term than autonomous driving, for example, which will help drive traffic and new revenue streams for operators. >> So, oh, that's, wow. So many other things (Scott laughs) that's just opened up there too. But I want to come back to, sort of, the Open RAN adoption. And I think you're right, there's a lot of questions that that still have to be determined. But my question is this, based on your knowledge so far does it have to be as hardened and reliable, obviously has to be low latency as existing networks, or can flexibility, like the cloud when it first came out, wasn't better than enterprise IT, it was just more flexible and faster, and you could rent it. And, is there a similar dynamic here where it doesn't have to replicate the hardened stack, it can bring in new benefits that drive adoption, what are your thoughts on that? >> Well there's a couple of things on that, because Wind River, as you know, where our legacy and history is in embedded devices like F-15 fighter jets, right? Or the Mars Rover or the James Web telescope, all run Wind River software. So, we know about can't fail ultra reliable systems, and operators are not letting us off the hook whatsoever. It has to be as hardened and locked down, as secure as a traditional RAN environment. Otherwise they will (indistinct). >> That's table stakes. >> That's table stakes that gets us there. And when River, with our legacy and history, and having operator experience running live commercial networks with a disaggregated stack in the tens of thousands of nodes, understand what this is like because they're running live commercial traffic with live customers. So we can't fail, right? And with that, they want their cake and eat it too, right? Which is, I want ultra reliable, I want what I have today, but I want the agility and flexibility to onboard third party apps. Like for example, this JCNR, this Juniper Cloud-Native Router. You cannot do something as simple as that on a traditional RAN Appliance. In an open ecosystem you can take that workload and onboard it because it is an open ecosystem, and that's really one of the true benefits. >> So they want the mainframe, but they want (Scott laughs) the flexibility of the developer cloud, right? >> That's right. >> They want their, have their cake eat it too and not gain weight. (group laughs) >> Yeah I mean David, I come from the public cloud world. >> We all don't want to do that. >> I used to work with a public cloud company, and nine years ago, public cloud was in the same stage, where you would go to a bank, and they would be like, we don't trust the cloud. It's not secure, it's not safe. It was the digital natives that adopted it, and that that drove the industry forward, right? And that's where the enterprises that realized that they're losing business because of all these innovative new companies that came out. That's what I saw over the last nine years in the cloud space. I think in the telco space also, something similar might happen, right? So a lot of this, I mean a lot of the new age telcos are understanding the value, are looking to innovate are adopting the open technologies, but there's still some inertia and hesitancy, for the reasons as Scott mentioned, to go there so quickly. So we just have to work through and balance between both sides. >> Yeah, well with that said, if there's still some inertia, but there's a theme of velocity, how do you help organizations balance that so they trust evolving? >> Yeah, and I think this is where our solution, like infrastructure block, is a foundational pillar to make that happen, right? So if we can take away the concerns that the organizations have in terms of security, reliability from the fundamental elements that build their infrastructure, by working with partners like Wind River, but Dell takes the ownership end-to-end to make sure that service works and we have those telco grade SLAs, then the telcos can start focusing on what's next. The applications and the customer services on the top. >> Customer service customer experience. >> You know, that's an interesting point Gautam brings up, too, because support is an issue too. We all talk about when you break these things apart, it creates integration points that you need to manage, right? But there's also, so the support aspect of it. So imagine if you will, you had one vendor, you have an outage, you call that one vendor, one necktie to choke, right, for accountability for the network. Now you have four or five vendors that you have to work. You get a lot of finger pointing. So at least at the infrastructure layer, right? Dell takes first call support for both the hardware infrastructure and the Wind River cloud infrastructure for both. And we are training and spinning them up to support, but we're always behind them of course as well. >> Can you give us a favorite customer example of- that really articulates the value of the partnership and the technologies that it's delivering to customers? >> Well, Infra Block- >> (indistinct) >> Is quite new, and we do have our first customer which is LG U plus, which was announced yesterday. Out of Korea, small customer, but a very important one. Okay, and I think they saw the value of the integrated system. They don't have the (indistinct) expertise and they're leveraging Dell and Wind River in order to make that happen. But I always also say historically before this new offering was Vodafone, right? Vodafone is a leader in Europe in terms of Open RAN, been very- Yago and Paco have been very vocal about what they're doing in Open RAN, and Dell and Wind River have been there with them every step of the way. And that's what I would say, kind of, led up to where we are today. We learned from engagements like Vodafone and I think KDDI as well. And it got us where we are today and understanding what the operators need and what the impediments are. And this directly addresses that. >> Those are two very different examples. You were talking about TCO before. I mean, so the earlier example is, that's an example to me of a disruptor. They'll take some chances, you know, maybe not as focused on TCO, of course they're concerned about it. Vodafone I would think very concerned about TCO. But I'm inferring from your comments that you're trying to get the industry, you're trying to check the TCO box, get there. And then move on to higher levels of value monetization. The TCO is going to come down to how many humans it takes to run the network, is it not, is that- >> Well a lot of, okay- >> Or is it devices- >> So the big one now, particularly with Vodafone, is energy cost, right? >> Of course, greening the network. >> Two-thirds of the energy consumption in RAN is the the Radio Access Network. Okay, the OPEX, right? So any reductions, even if they're 5% or 10%, can save tens or hundreds of millions of dollars. So we do things creatively with Dell to understand if there's a lot of traffic at the cell site and if it's not, we will change the C state or P state of the server, which basically spins it down, so it's not consuming power. But that's just at the infrastructure layer. Where this gets really powerful is working with the RAN vendors like Samsung and Ericson and others, and taking data from the traffic information there, applying algorithms to that in AI to shut it down and spin it back up as needed. 'Cause the idea is you don't want that thing powered up if there's no traffic on it. >> Well there's a sustainability, ESG, benefit to that, right? >> Yes. >> And, and it's very compute intensive. >> A hundred percent. >> Which is great for Dell. But at the same time, if you're not able to manage that power consumption, the whole thing fails. I mean it's, because there's going to be so much data, and such a intense requirement. So this is a huge issue. Okay, so Scott, you're saying that in the TCO equation, a big chunk is energy consumption? >> On the OPEX piece. Now there's also the CapEx, right? And Open RAN solutions are now, what we've heard from our customers today, are they're roughly at parity. 'Cause you can do things like repurpose servers after the useful life for a lower demand application which helps the TCO, right? Then you have situations like Juniper, where you can take, now software that runs on the same device, eliminating at a whole other device at the cell site. So we're not just taking a server and software point of view, we're taking a whole cell site point of view as it relates to both CapEx and OPEX. >> And then once that infrastructure it really gets adopted, that's when the innovation occurs. The ecosystem comes in. Developers now start to think of new applications that we haven't thought of yet. >> Gautam: Exactly. >> And that's where, that's going to force the traditional carriers to respond. They're responding, but they're doing so very carefully right now, it's understandable why. >> Yeah, and I think you're already seeing some news in the, I mean Nokia's announcement yesterday with the rebranding, et cetera. That's all positive momentum in my opinion, right? >> What'd you think of the logo? >> I love the logo. >> I liked it too. (group laughs) >> It was beautiful. >> I thought it was good. You had the connectivity down below, You need pipes, right? >> Exactly. >> But you had this sort of cool letters, and then the the pink horizon or pinkish, it was like (Scott laughs) endless opportunity. It was good, I thought it was well thought out. >> Exactly. >> Well, you pick up on an interesting point there, and what we're seeing, like advanced carriers like Dish, who has one of the true Open RAN networks, publishing APIs for programmers to build in their 5G network as part of the application. But we're also seeing the network equipment providers also enable carriers do that, 'cause carriers historically have not been advanced in that way. So there is a real recognition that in order for these networks to monetize new use cases, they need to be programmable, and they need to publish standard APIs, so you can access the 5G network capabilities through software. >> Yeah, and the problem from the carriers, there's not enough APIs that the carriers have produced yet. So that's where the ecosystem comes in, is going to >> A hundred percent >> I think there's eight APIs that are published out of the traditional carriers, which is, I mean there's got to be 8,000 for a marketplace. So that's where the open ecosystem really has the advantage. >> That's right. >> That's right. >> That's right. >> Yeah. >> So it all makes sense on paper, now you just, you got a lot of work to do. >> We got to deliver. Yeah, we launched it today. We got to get some like-minded partners and customers to come together. You'll start seeing results coming out of this hopefully soon, and we'll talk more about it over time. >> Dave: Great Awesome, thanks for sharing with us. >> Excellent. Guys, thank you for sharing, stopping by, sharing what's going on with Dell and Wind River, and why the opportunity's in it for customers and the technological evolution. We appreciate it, you'll have to come back, give us an update. >> Our pleasure, thanks for having us. (Group talks over each other) >> All right, thanks guys >> Appreciate it. >> For our guests and for Dave Vellante, I'm Lisa Martin. You're watching theCUBE, Live from MWC23 in Barcelona. theCUBE is the leader in live tech coverage. (upbeat music)

(upbeat music) >> Hi, today I'm going to talk about network analytics and what that means for telecommunications as we go forward, thinking about 5G, what the impact that's likely to have on network analytics and the data requirement, not just to run the network and to understand the network a little bit better, but also to inform the rest of the operation of the telecommunications business. So as we think about where we are in terms of network analytics and what that is over the last 20 years, the telecommunications industry has evolved its management infrastructure to abstract away from some of the specific technologies in the network. So what do we mean by that? Well, in the, when initial telecommunications networks were designed there were management systems that were built in. Eventually fault management systems, assurance systems, provisioning systems, and so on, were abstracted away. So it didn't matter what network technology had, whether it was a Nokia technology or Erickson technology or Huawei technology or whoever it happened to be. You could just look at your fault management system and understand where faults were happened. As we got into the last sort of 10, 15 years or so telecommunication service providers become, became more sophisticated in terms of their approach to data analytics and specifically network analytics and started asking questions about why and what if in relation to their network performance and network behavior. And so network analytics as a sort of an independent functioning was born and over time more and more data began to get loaded into the network analytics function. So today just about every carrier in the world has a network analytics function that deals with vast quantities of data in big data environments that are now being migrated to the cloud. As all telecommunications carriers are migrating as many IT workloads as possible to the cloud. So what are the things that are happening as we migrate to the cloud that drive enhancements in use cases and enhancements in scale in telecommunications network analytics? Well, 5G is the big thing, right? So 5G, it's not just another G in that sense. I mean, in some cases, in some senses it is 5G means greater bandwidth and lower latency and all those good things. So, you know, we can watch YouTube videos with less interference and, and less sluggish bandwidth and so on and so forth. But 5G is really about the enterprise and enterprise services transformation. 5G is a more secure kind of a network, but 5G is also a more pervasive network. 5G has a fundamentally different network topology than previous generations. So there's going to be more masts. And that means that you can have more pervasive connectivity. So things like IOT and edge applications, autonomous car, current smart cities, these kinds of things are all much better served because you've got more masts, that of course means that you're going to have a lot more data as well and we'll get to that. The second piece is immersive digital services. So with more masts, with more connectivity, with lower latency, with higher bandwidth with the potential is immense for services innovation. And we don't know what those services are going to be. We know that technologies like augmented reality, virtual reality, things like this have great potential, but we have yet to see where those commercial applications are going to be, but the innovation and the innovation potential for 5G is phenomenal. It certainly means that we're going to have a lot more edge devices. And that again is going to lead to an increase in the amount of data that we have available. And then the idea of pervasive connectivity when it comes to smart cities, autonomous cars, integrated traffic management systems, all of this kind of stuff, those kind of smart environments thrive where you've got this kind of pervasive connectivity, this persistent connection to the network. Again, that's going to drive more innovation. And again, because you've got these new connected devices, you're going to get even more data. So this rise, this exponential rise in data is really what's driving the change in network analytics. And there are four major vectors that are driving this increase in data in terms of both volume and in terms of speed. So the first thing is more physical elements. So we said already that 5G networks are going to have a different topology. 5G networks will have more devices, more masts. And so with more physical elements in the network, you're going to get more physical data coming off those physical networks. And so that needs to be aggregated and collected and managed and stored and analyzed and understood so that we can have a better understanding as to, you know, why things happened the way they do, why the network behaves in which they do in ways that it does and why devices that are connected to the network and ultimately of course, consumers, whether they be enterprises or retail customers behave in the way they do in relation to their interaction with the network. Edge nodes and devices. We're going to have an explosion in terms of the number of devices. We've already seen IOT devices with your different kinds of trackers and sensors that are hanging off the edge of the network, whether it's to make buildings smarter or car smart or people smarter in terms of having the measurements and the connectivity and all that sort of stuff. So the numbers of devices on the edge and beyond the edge are going to be phenomenal. One of the things that we've been trying to wrestle with as an industry over the last few years is where does a telco network end and where does the enterprise, or even the consumer network begin? It used to be very clear that, you know, the telco network ended at the router but now it's not that clear anymore because in the enterprise space, particularly with virtualized networking, which we're going to talk about in a second, you start to see end to end network services being deployed. And so are they being those services in some instances that are being managed by the service provider themselves, and in some cases by the enterprise client. Again, the line between where the telco network ends and where the enterprise or the consumer network begins is not clear. So those edge, the proliferation of devices at the edge, in terms of, you know, what those devices are, what the data yield is and what the policies are that need to govern those devices in terms of security and privacy and things like that, that's all going to be really, really important. Virtualized services, we just touched on that briefly. One of the big, big trends that's happening right now is not just the shift of IT operations onto the cloud, but the shift of the network onto the cloud, the virtualization of network infrastructure. And that has two major impacts. First of all, it means that you've got the agility and all of the scale benefits that you get from migrating workloads to the cloud, the elasticity and the growth and all that sort of stuff, but arguably more importantly for the telco it means that with a virtualized network infrastructure, you can offer entire networks to enterprise clients. So, you know, selling to a government department, for example, who's looking to stand up a system for, you know, certification of, you know, export certification, something like that. You can not just sell them the connectivity, but you can sell them the networking and the infrastructure in order to serve that entire end to end application. You could send, you could offer them in theory, an entire end-to-end communications network. And with 5G network slicing, they can even have their own little piece of the 5G bandwidth that's been allocated to gets a carrier and have a complete end to end environment. So the kinds of services that can be offered by telcos given virtualize network infrastructure are many and varied and it's an outstanding opportunity. But what it also means is that the number of network elements virtualized in this case is also exploding. And that means the amount of data that we're getting on, informing us as to how those network elements are behaving, how they're performing is going to go up as well. And then finally, AI complexity. So on the demand inside while historically network analytics, big data has been driven by returns in terms of data monetization, whether that's through cost avoidance or service assurance, or even revenue generation through data monetization and things like that. AI is transforming telecommunications and every other industry. The potential for autonomous operations is extremely attractive. And so understanding how the end-to-end telecommunication service delivery infrastructure works is essential as a training ground for AI models that can help to automate a huge amount of telecommunications operating processes. So the AI demand for data is just going through the roof. And so all of these things combined to mean that big data is getting explosive. It is absolutely going through the roof. So that's a huge thing that's happening. So as telecommunications companies around the world are looking at their network analytics infrastructure, which was initially designed for service insurance primarily and how they migrate that to the cloud. These things are impacting on those decisions because you're not just looking at migrating a workload to operate in the cloud that used to work in the data center. Now you're looking at migrating a workload but also expanding the use cases in that workload. And bear in mind many of those workloads are going to need to remain on-prem. So they'll need to be within a private cloud or at best a hybrid cloud environment in order to satisfy regulatory jurisdiction requirements. So let's talk about an example. So LG Uplus is fantastic service provider in Korea, huge growth in that business over the last, over the last 10, 15 years or so. And obviously most people would be familiar with LG, the electronics brand, maybe less so with, with LG Uplus, but they've been doing phenomenal work and were the first business in the world to launch commercial 5G in 2019. And so a huge milestone that they achieved. And at the same time they deployed the Network Real-time Analytics Platform or NRAP from a combination of Cloudera and our partner Caremark . Now, there were a number of things that were driving the requirement for the analytics platform at the time. Clearly the 5G launch was the big thing that they had in mind, but there were other things that were at play as well. So within the 5G launch, they were looking for a visibility of services and service assurance and service quality. So, you know, what services have been launched? How are they being taken up? What are the issues that are arising? Where the faults happening? Where are the problems? Because clearly when you launch a new service like that you want to understand and be on top of the issues as they arise. So that was really, really important. A second piece was and, you know, this is not a new story to any telco in the world, right? But there are silos in operation. And so it taking advantage of, or eliminating redundancies through the process of digital transformation it was really important. And so particular, the two silos between wired and the wireless sides of the business needed to come together so that there would be an integrated network management system for LG Uplus as they rolled out 5G. So eliminating redundancy and driving cost savings through the integration of the silos was really, really important. And that's a process and the people think every bit, as much as it is a systems and a data thing so another big driver. And the fourth one, you know, we've talked a little bit about some of these things, right? 5G brings huge opportunity for enterprise services innovation. So industry 4.0, digital experience, these kinds of use cases were very important in the South Korean market and in the business of LG Uplus And so looking at AI and how can you apply AI to network management? Again, there's a number of use cases, really, really exciting use cases that have gone live now in LG Uplus since we did this initial deployment and they're making fantastic strides there. Big data analytics for users across LG Uplus, right? So it's not just for, it's not just for the immediate application of 5G or the support or the 5G network, but also for other data analysts and data scientists across the LG Uplus business. Network analytics while primarily it's, it's primary use case is around network management. LG Uplus or network analytics has applications across the entire business, right? So, you know, for customer churn or next best offer for understanding customer experience and customer behavior really important there for digital advertising, for product innovation, all sorts of different use cases and departments within the business needed access to this information. So collaboration sharing across the network, the real-time network analytics platform it was very important. And then finally, as I mentioned, LG group is much bigger than just LG Uplus. It's got the electronics and other pieces, and they had launched a major group wide digital transformation program in 2019. And so being a part of that was important as well. Some of the seems that they were looking to address. So first of all, the integration of wired and wireless data sources, and so getting your assurance data sources, your network data sources and so on integration was really, really important. Scale was massive for them. You know, they're talking about billions of transactions in under a minute being processed and hundreds of terabytes per day. So, you know, phenomenal scale that needed to be, you know, available out of the box as it were. Real time indicators and alarms. And there was lots of KPIs and thresholds set that, you know, to make, made to meet certain criteria, certain standards. Customer specific real time analysis of 5G, services particularly for the launch, root cause analysis and AI based prediction on service anomalies and service issues was a core use case. As I talked about already the provision of service, of data services across the organization. And then support for 5G, served the business service impact was extremely important. So it's not just understand, well, you know, that you have an outreach in a particular network element, but what is the impact on the business of LG Uplus, but also what is the impact on the business of the customer from an outage or an anomaly or a problem on the network. So being able to answer those kinds of questions really, really important too. And as I said between Cloudera and Caremark and LG Uplus they have already, themselves an intrinsic part of the solution, this is what we ended up building. So a big, complicated architecture side. I really don't want to go into too much detail here. You can see these things for yourself, but let me skip through it really quickly. So, first of all, the key data sources. You have all of your wireless network information, other data sources, this is really important 'cause sometimes you kind of skip over this. There are other systems that are in place like the enterprise data warehouse that needed to be integrated as well. Southbound and northbound interfaces. So we get our data, yo know, from the network and so on and network management applications through both file interfaces, Kafka, NiFi are important technologies. And also the RDBMS systems that, you know, like the enterprise data warehouse that we're able to feed that into the system. And then northbound, you know, we spoke already about making network analytics services available across the enterprise. So, you know, having both a file and API interface available for other systems and other consumers across the enterprise is very important. Lots of stuff going on then in the platform itself. Two petabytes and persistent storage, Cloudera HDFS, 300 nodes for the raw data storage and then Kudu for real time storage for, you know, real-time indicator analysis around generation and other real time processes. So there was the core of the solution spark processes for ETL, key quality indicators and alarming, and also a bunch of work done around data preparation, data generation for transferal to, for party systems through the northbound interfaces. Impala API queries for real-time systems there on the right hand side and then a whole bunch of clustering classification, prediction jobs through the ML processes, the machine learning processes. Again, another key use case, and we've done a bunch of work on that, and I encourage you to have a look at the Cloudera website for more detail on some of the work that we did here. Some pretty cool stuff. And then finally, just the upstream services, some of these, there's lots more than simply these ones, but service assurance is really, really important so SQM, CEM and ACD right to the service quality management customer experience autonomous control is really, really important consumers of the real-time analytics platform and your conventional service assurance functions like faulted performance management. These things are as much consumers of the information and the network analytics platform as they are providers of data to the network analytics platform. So some of the specific use cases that have been stood up and that are delivering value to this day and there's lots of more besides, but these are just three that we pulled out. So, first of all, sort of specific monitoring and customer quality analysis care and response. So again, growing from the initial 5G launch, and then broadening into broader services, understanding where there are issues so that when people complain, when people have an issue that we can answer the concerns of the client in a substantive way. AI functions around root cause analysis understanding why things went wrong when they went wrong and also making recommendations as to how to avoid those occurrences in the future. So, you know, what preventative measures can be taken. And then finally, the collaboration function across LG Uplus extremely important and continues to be important to this day where data is shared throughout the enterprise, through the API Lira, through file interfaces and other things and through interface integrations with upstream systems. So that's kind of the real quick run through of LG Uplus. And the numbers are just staggering. You know, we've seen upwards of a billion transactions in under 40 seconds being tested. And we've gone through beyond those thresholds now already, and we're start, and this isn't just a theoretical sort of a benchmarking test or something like that. We're seeing these kinds of volumes of data and not too far down the track. So with those things that I mentioned earlier or with the proliferation of network infrastructure in the 5G context with virtualized elements, with all of these other bits and pieces are driving massive volumes of data towards the network analytics platform. So phenomenal scale. This is just one example. We work with service providers all over the world is over 80% of the top 100 telecommunication service providers run on Cloudera. They use Cloudera in the network and we're seeing those customers all migrating Legacy Cloudera platforms now onto CDP onto the Cloudera Data Platform. They're increasing the jobs that they do. So it's not just warehousing, not just ingestion of ETL and moving into things like machine learning. And also looking at new data sources from places like NW DAF the network data analytics function in 5G or the management and orchestration layer in software defined network function virtualization. So, you know, new use cases coming in all the time, new data sources coming in all the time, growth in the application scope from, as we say, from edge to AI. And so it's really exciting to see how the footprint is growing and how the applications in telecommunications are really making a difference in facilitating network transformation. And that's covering, that's me covered for today. I hope you found that helpful. By all means please reach out. There's a couple of links here. You can follow me on Twitter. You can connect to the telecommunications page. Reach out to me directly at Cloudera I'd love to answer your questions and talk to you about how big data is transforming networks and how network transformation is accelerating telcos throughout the world.

>>Hi today, I'm going to talk about network analytics and what that means for, for telecommunications as we go forward. Um, thinking about, uh, 5g, what the impact that's likely to have on, on network analytics and the data requirement, not just to run the network and to understand the network a little bit better. Um, but also to, to inform the rest of the operation of the telecommunications business. Um, so as we think about where we are in terms of network analytics and what that is over the last 20 years, the telecommunications industry has evolved its management infrastructure, uh, to abstract away from some of the specific technologies in the network. So what do we mean by that? Well, uh, in the, in the initial, uh, telecommunications networks were designed, there were management systems that were built in, um, eventually fault management systems, uh, assurance systems, provisioning systems, and so on were abstracted away. >>So it didn't matter what network technology had, whether it was a Nokia technology or Erickson technology or Huawei technology or whatever it happened to be. You could just look at your fault management system, understand where false, what happened as we got into the last sort of 10, 15 years or so. Telecommunication service providers become became more sophisticated in terms of their approach to data analytics and specifically network analytics, and started asking questions about why and what if in relation to their network performance and network behavior. And so network analytics as a, as a bit of an independent function was born and over time, more and more data began to get loaded into the network analytics function. So today just about every carrier in the world has a network analytics function that deals with vast quantities of data in big data environments that are now being migrated to the cloud. >>As all telecommunications carriers are migrating as many it workloads as possible, um, to the cloud. So what are the things that are happening as we migrate to the cloud that drive, uh, uh, enhancements in use cases and enhancements and scale, uh, in telecommunications network analytics? Well, 5g is the big thing, right? So 5g, uh, it's not just another G in that sense. I mean, in some cases, in some senses, it is 5g means greater bandwidth, lower latency and all those good things. So, you know, we can watch YouTube videos with less interference and, and less sluggish bandwidth and so on and so forth. But 5g is really about the enterprise and enterprise services. Transformation, 5g is more secure, kind of a network, but 5g is also a more pervasive network 5g, a fundamentally different network topology than previous generations. So there's going to be more masts and that means that you can have more pervasive connectivity. >>Uh, so things like IOT and edge applications, autonomous cars, smart cities, these kinds of things, um, are all much better served because you've got more masks that of course means that you're going to have a lot more data as well. And we'll get to that. The second piece is immersive digital services. So with more masks, with more connectivity, with lower latency with higher man, the potential, uh, is, is, is, is immense for services innovation. And we don't know what those services are going to be. We know that technologies like augmented reality, virtual reality, things like this have great potential. Um, but we, we have yet to see where those commercial applications are going to be, but the innovation and the innovation potential for 5g is phenomenal. Um, it certainly means that we're going to have a lot more, uh, edge devices, um, uh, and that again is going to lead to an increase in the amount of data that we have available. >>And then the idea of pervasive connectivity when it comes to smart, smart cities, uh, autonomous, autonomous currents, um, uh, integrated traffic management systems, um, all of this kind of stuff, those of those kind of smart environments thrive where you've got this kind of pervasive connectivity, this persistent, uh, connection to the network. Um, again, that's going to drive, um, um, uh, more innovation. And again, because you've got these new connected devices, you're going to get even more data. So this rise, this exponential rise in data is really what's driving the change in, in network analytics. And there are four major vectors that are driving this increase in data in terms of both volume and in terms of speed. So the first is more physical elements. So we said already that 5g networks are going to have a different apology. 5g networks will have more devices, more and more masks. >>Um, and so with more physical elements in the network, you're going to get more physical data coming off those physical networks. And so that needs to be aggregated and collected and managed and stored and analyzed and understood when, so that we can, um, have a better understanding as to why things happened the way they do, why the network behaves in which they do in, in, in, in ways that it does and why devices that are connected to the network. And ultimately of course, consumers, whether they be enterprises or retail customers, um, behave in the way they do in relation to their interaction within our edge nodes and devices, we're going to have a, uh, an explosion in terms of the number of devices. We've already seen IOT devices with your different kinds of trackers and, uh, and, and sensors that are hanging off the edge of the network, whether it's to make buildings smarter car smarter, or people smarter, um, in, in terms of having the, the, the measurements and the connectivity and all that sort of stuff. >>So the numbers of devices on the agent beyond the age, um, are going to be phenomenal. One of the things that we've been trying to with as an industry over the last few years is where does the telco network end, and where does the enterprise, or even the consumer network begin. You used to be very clear that, you know, the telco network ended at the router. Um, but now it's not, it's not that clear anymore because in the enterprise space, particularly with virtualized networking, which we're going to talk about in a second, um, you start to see end to end network services being deployed. Um, uh, and so are they being those services in some instances are being managed by the service provider themselves, and in some cases by the enterprise client, um, again, the line between where the telco network ends and where the enterprise or the consumer network begins, uh, is not clear. >>Uh, so, so those edge, the, the, the proliferation of devices at the age, um, uh, in terms of, um, you know, what those devices are, what the data yield is and what the policies are, their need to govern those devices, um, in terms of security and privacy, things like that, um, that's all going to be really, really important virtualized services. We just touched on that briefly. One of the big, big trends that's happening right now is not just the shift of it operations onto the cloud, but the shift of the network onto the cloud, the virtualization of network infrastructure, and that has two major impacts. First of all, it means that you've got the agility and all of the scale, um, uh, benefits that you get from migrating workloads to the cloud, the elasticity and the growth and all that sort of stuff. But arguably more importantly for the telco, it means that with a virtualized network infrastructure, you can offer entire networks to enterprise clients. >>So if you're selling to a government department, for example, is looking to stand up a system for certification of, of, you know, export certification, something like that. Um, you can not just sell them the connectivity, but you can sell them the networking and the infrastructure in order to serve that entire end to end application. You could sentence, you could offer them in theory, an entire end-to-end communications network, um, and with 5g network slicing, they can even have their own little piece of the 5g bandwidth that's been allocated against the carrier, um, uh, and, and have a complete end to end environment. So the kinds of services that can be offered by telcos, um, given virtualize network infrastructure, uh, are, are many and varied. And it's a, it's a, it's a, um, uh, an outstanding opportunity. But what it also means is that the number of network elements virtualized in this case is also exploding. >>That means the amount of data that we're getting on, uh, informing us as to how those network elements are behaving, how they're performing, um, uh, is, is, is going to go up as well. And then finally, AI complexity. So on the demand side, um, while historically, uh, um, network analytics, big data, uh, has been, has been driven by, um, returns in terms of data monetization, uh, whether that's through cost avoidance, um, or service assurance, uh, or even revenue generation through data monetization and things like that. AI is transforming telecommunications and every other industry, the potential for autonomous operations, uh, is extremely attractive. And so understanding how the end-to-end telecommunication service delivering delivery infrastructure works, uh, is essential, uh, as a training ground for AI models that can help to automate a huge amount of telecommunications operating, um, processes. So the AI demand for data is just going through the roof. >>And so all of these things combined to mean big data is getting explosive. It is absolutely going through the roof. So that's a huge thing that's happening. So as telecommunications companies around the world are looking at their network analytics infrastructure, which was initially designed for service insurance primarily, um, and how they migrate that to the cloud. These things are impacting on those decisions because you're not just looking at migrating a workload to operate in the cloud that used to work in the, in the data center. Now you're looking at, um, uh, migrating a workload, but also expanding the use cases in that work and bear in mind, many of those, those are going to need to remain on prem. So they'll need to be within a private cloud or at best a hybrid cloud environment in order to satisfy a regulatory jurisdictional requirements. So let's talk about an example. >>So LGU plus is a Finastra fantastic service provider in Korea. Um, huge growth in that business over the last, uh, over the last 10, 15 years or so. Um, and obviously most people will be familiar with LG, the electronics brand, maybe less so with, uh, with LG plus, but they've been doing phenomenal work. And we're the first, uh, business in the world who launch commercial 5g in 2019. And so a huge milestone that they achieved. And at the same time they deploy the network real-time analytics platform or in rep, uh, from a combination of Cloudera and our partner calmer. Now, um, there were a number of things that were driving, uh, the requirement for it, for the, for the analytics platform at the time. Um, clearly the 5g launch was that was the big thing that they had in mind, but there were other things that re so within the 5g launch, um, uh, they were looking for, for visibility of services, um, and service assurance and service quality. >>So, you know, what services have been launched? How are they being taken up? What are the issues that are arising, where are the faults happening? Um, where are the problems? Because clearly when you launch a new service, but then you want to understand and be on top of the issues as they arise. Um, so that was really, really important. The second piece was, and, you know, this is not a new story to any telco in the world, right. But there are silos in operation. Uh, and so, um, taking advantage of, um, or eliminating redundancies through the process, um, of, of digital transformation, it was really important. And so particular, the two silos between wired and the wireless sides of the business come together so that there would be an integrated network management system, um, for, uh, for LGU plus, as they rolled out 5g. So eliminating redundancy and driving cost savings through the, the integration of the silos is really, really important. >>And that's a process and the people thing every bit, as much as it is a systems and a data thing. So, um, another big driver and the fourth one, you know, we've talked a little bit about some of these things, right? 5g brings huge opportunity for enterprise services, innovation. So industry 4.0 digital experience, these kinds of use cases, um, are very important in the south Korean marketing and in the, um, in the business of LGU plus. And so, uh, um, looking at AI and how can you apply AI to network management? Uh, again, there's a number of use cases, really, really exciting use cases that have gone live now, um, in LG plus since, uh, since we did this initial deployment and they're making fantastic strides there, um, big data analytics for users across LGU plus, right? So it's not just for, um, uh, it's not just for the immediate application of 5g or the support or the 5g network. >>Um, but also for other data analysts and data scientists across the LGU plus business network analytics, while primarily it's primary it's primary use case is around network management, um, LGU plus, or, or network analytics, um, has applications across the entire business, right? So, um, you know, for customer churn or next best offer for understanding customer experience and customer behavior really important there for digital advertising, for product innovation, all sorts of different use cases and departments within the business needed access to this information. So collaboration sharing across the network, the real-time network analytics platform, um, it was very important. And then finally, as I mentioned, LG group is much bigger than just LG plus it's because the electronics and other pieces, and they had launched a major group wide digital transformation program in 2019, and still being a part of that was, well, some of them, the problems that they were looking to address. >>Um, so first of all, the integration of wired and wireless data service data sources, and so getting your assurance data sources, your network, data sources, uh, and so on integrated with is really, really important scale was massive for them. Um, you know, they're talking about billions of transactions in under a minute, uh, being processed, um, and hundreds of terabytes per day. So, uh, you know, phenomenal scale, uh, that needed to be available out of the box as it were, um, real time indicators and alarms. And there was lots of KPIs and thresholds set that, you know, w to make, make it to meet certain criteria, certain standards, um, customer specific, real time analysis of 5g, particularly for the launch root cause analysis, an AI based prediction on service, uh, anomalies and service service issues was, was, was a core use case. Um, as I talked about already the provision of service of data services across the organization, and then support for 5g, uh, served the business service, uh, impact, uh, was extremely important. >>So it's not just understand well, you know, that you have an outage in a particular network element, but what is the impact on the business of LGU plus, but also what is the impact on the business of the customer, uh, from an outage or an anomaly or a problem on, on, on the network. So being able to answer those kinds of questions really, really important, too. And as I said, between Cloudera and Kamarck, uh, uh, and LGU plus, uh, really themselves an intrinsic part of the solution, um, uh, this is, this is what we, we ended up building. So a big complicated architecture space. I really don't want to go into too much detail here. Um, uh, you can see these things for yourself, but let me skip through it really quickly. So, first of all, the key data sources, um, you have all of your wireless network information, other data sources. >>This is really important because sometimes you kind of skip over this. There are other systems that are in place like the enterprise data warehouse that needed to be integrated as well, southbound and northbound interfaces. So we get our data from the network and so on, um, and network management applications through file interfaces. CAFCA no fire important technologies. And also the RDBMS systems that, uh, you know, like the enterprise data warehouse that we're able to feed that into the system. And then northbound, um, you know, we spoke already about me making network analytics services available across the enterprise. Um, so, uh, you know, uh, having both the file and the API interface available, um, for other systems and other consumers across the enterprise is very important. Um, lots of stuff going on then in the platform itself to petabytes and persistent storage, um, Cloudera HDFS, 300 nodes for the, the raw data storage, um, uh, and then, uh, could do for real time storage for real-time indicator analysis, alarm generation, um, uh, and other real time, um, processes. >>Uh, so there, that was the, the core of the solution, uh, spark processes for ETL key quality indicators and alarming, um, and also a bunch of work done around, um, data preparation, data generation for transferal to, to third party systems, um, through the northbound interfaces, um, uh, Impala, API queries, um, for real-time systems, uh, there on the right hand side, and then, um, a whole bunch of clustering classification, prediction jobs, um, through the, uh, the, the, the, the ML processes, the machine learning processes, uh, again, another key use case, and we've done a bunch of work on that. And, um, I encourage you to have a look at the Cloudera website for more detail on some of the work that we did here. Um, so this is some pretty cool stuff. Um, and then finally, just the upstream services, some of these there's lots more than, than, than simply these ones, but service assurance is really, really important. So SQM cm and SED grade. So the service quality management customer experience, autonomous controllers, uh, really, really important consumers of, of the, of the real-time analytics platform, uh, and your conventional service assurance, um, functions like faulted performance management. Uh, these things are as much consumers of the information and the network analytics platform as they are providers of data to the network, uh, analytics >>Platform. >>Um, so some of the specific use cases, uh, that, uh, have been, have been stood up and that are delivering value to this day and lots of more episodes, but these are just three that we pulled out. Um, so first of all, um, uh, sort of specific monitoring and customer quality analysis, Karen response. So again, growing from the initial 5g launch and then broadening into broader services, um, understanding where there are the, where there are issues so that when people complaining, when people have an issue, um, that, um, uh, that we can answer the, the concerns of the client, um, in a substantive way, um, uh, AI functions around root cause analysis or understanding why things went wrong when they went wrong. Um, uh, and also making recommendations as to how to avoid those occurrences in the future. Uh, so we know what preventative measures can be taken. Um, and then finally the, uh, the collaboration function across LGU plus extremely important and continues to be important to this day where data is shared throughout the enterprise, through the API Lira through file interfaces and other things, and through interface integrations with, uh, with upstream systems. >>So, um, that's kind of the, the, uh, real quick run through of LGU plus the numbers are just stave staggering. Um, you know, we've seen, uh, upwards of a billion transactions in under 40 seconds being, um, uh, being tested. Um, and, and we've gone beyond those thresholds now, already, um, and we're started and, and, and, and this isn't just a theoretical sort of a benchmarking test or something like that. We're seeing these kinds of volumes of data and not too far down the track. So, um, with those things that I mentioned earlier with the proliferation of, of, um, of network infrastructure, uh, in the 5g context with virtualized elements, with all of these other bits and pieces are driving massive volumes of data towards the, uh, the, the, the network analytics platform. So phenomenal scale. Um, this is just one example we work with, with service providers all over the world is over 80% of the top 100 telecommunication service providers run on Cloudera. >>They use Cloudera in the network, and we're seeing those customers, all migrating legacy cloud platforms now onto CDP onto the Cloudera data platform. Um, they're increasing the, the, the jobs that they do. So it's not just warehousing, not just ingestion ETL, and moving into things like machine learning. Um, and also looking at new data sources from places like NWTF the network data analytics function in 5g, or the management and orchestration layer in, in software defined networks, network, function, virtualization. So, you know, new use cases coming in all the time, new data sources coming in all the time growth in, in, in, in the application scope from, as we say, from edge to AI. Um, and so it's, it's really exciting to see how the, the, the, the footprint is growing and how, uh, the applications in telecommunications are really making a difference in, in facilitating, um, network transformation. And that's covering that. That's me covered for today. I hope you found that helpful, um, by all means, please reach out, uh, there's a couple of links here. You can follow me on Twitter. You can connect to the telecommunications page, reach out to me directly at Cloudera. I'd love to answer your questions, um, uh, and, uh, and talk to you about how big data is transforming networks, uh, and how network transformation is, is accelerating telcos, uh, throughout >>Jamie Sharath with Liga data, I'm primarily on the delivery side of the house, but I also support our new business teams. I'd like to spend a minute really just kind of telling you about the legal data, where basically a Silicon valley startup, uh, started in 2014, and, uh, our lead iron, our executive team, basically where the data officers at Yahoo before this, uh, we provide managed data services, and we provide products that are focused on telcos. So we have some experience in non telco industry, but our focus for the last seven years or so is specifically on telco. So again, something over 200 employees, we have a global presence in north America, middle east Africa, Asia, and Europe. And we have folks in all of those places, uh, I'd like to call your attention to the, uh, the middle really of the screen there. So here is where we have done some partnership with Cloudera. >>So if you look at that and you can see we're in Holland and Jamaica, and then a lot to throughout Africa as well. Now, the data fabric is the product that we're talking about. And the data fabric is basically a big data type of data warehouse with a lot of additional functionality involved. The data fabric is comprised of, uh, some something called a flare, which we'll talk about in a minute below there, and then the Cloudera data platform underneath. So this is how we're partnering together. We, uh, we, we have this tool and it's, uh, it's functioning and delivering in something over 10 up. So flare now, flare is a piece of that legal data IP. The rest is there. And what flare does is that basically pulls in data, integrates it to an event streaming platform. It's, uh, it is the engine behind the data fabric. >>Uh, it's also a decisioning platform. So in real time, we're able to pull in data. We're able to run analytics on it, and we're able to alert are, do whatever is needed in a real-time basis. Of course, a lot of clients at this point are still sending data in batch. So it handles that as well, but we call that a CA picture Sanchez. Now Sacho is a very interesting app. It's an AI analytics app for executives. What it is is it runs on your mobile phone. It ties into your data. Now this could be the data fabric, but it couldn't be a standalone product. And basically it allows you to ask, you know, human type questions to say, how are my gross ads last week? How are they comparing against same time last week before that? And even the same time 60 days ago. So as an executive or as an analyst, I can pull it up and I can look at it instantly in a meeting or anywhere else without having to think about queries or anything like that. >>So that's pretty much for us at legal data, not really to set the context of where we are. So this is a traditional telco environments. So you see the systems of record, you see the cloud, you see OSS and BSS data. So one of the things that the next step above which calls we call the system of intelligence of the data fabric does, is it mergers that BSS and OSS data. So the longer we have any silos or anything that's separated, it's all coming into one area to allow business, to go in or allow data scientists go in and do that. So if you look at the bottom line, excuse me, of the, uh, of the system of intelligence, you can see that flare is the tools that pulls in the data. So it provides even streaming capabilities. It preserves entity states, so that you can go back and look at it state at any time. >>It does stream analytics that is as the data is coming in, it can perform analytics on it. And it also allows real-time decisioning. So that's something that, uh, that's something that business users can go in and create a system of, uh, if them's, it looks very much like the graph database, where you can create a product that will allow the user to be notified if a certain condition happens. So for instance, a bundle, so a real-time offer or user is succinct to run out of is ongoing, and an offer can be sent to him right on the fly. And that's set up by the business user as opposed to programmers, uh, data infrastructure. So the fabric has really three areas. That data is persistent, obviously there's the data lake. So the data lake stores that level of granularity that is very deep years and years of history, data, scientists like that, uh, and, uh, you know, for a historical record keeping and requirements from the government, that data would be stored there. >>Then there's also something we call the business semantics layer and the business semantics layer contains something over 650 specific telco KPIs. These are initially from PM forum, but they also are included in, uh, various, uh, uh, mobile operators that we've delivered at. And we've, we've grown that. So that's there for business data lake is there for data scientists, analytical stores, uh, they can be used for many different reasons. There are a lot of times RDBMS is, are still there. So these, this, this basically platform, this cloud they're a platform can tie into analytical data stores as well via flair access and reporting. So graphic visualizations, API APIs are a very key part of it. A third-party query tools, any kind of grid tools can be used. And those are the, of course, the, uh, the ones that are highly optimized and allow, you know, search of billions of records. >>And then if you look at the top, it's the systems of engagement, then you might vote this use cases. So teleco reporting, hundreds of KPIs that are, that are generated for users, segmentation, basically micro to macro segmentation, segmentation will play a key role in a use case. We talked about in a minute monetization. So this helps teleco providers monetize their specific data, but monetize it in. Okay, how to, how do they make money off of it, but also how might you leverage this data to engage with another client? So for instance, in some where it's allowed a DPI is used, and the fabric tracks exactly where each person goes each, uh, we call it a subscriber, goes within his, uh, um, uh, internet browsing on the, on the four or 5g. And, uh, the, all that data is stored. Uh, whereas you can tell a lot of things where the segment, the profile that's being used and, you know, what are they propensity to buy? Do they spend a lot of time on the Coca-Cola page? There are buyers out there that find that information very valuable, and then there's signs of, and we spoke briefly about Sanchez before that sits on top of the fabric or it's it's alone. >>So, so the story really that we want to tell is, is one, this is, this is one case out of it. This is a CVM type of case. So there was a mobile operator out there that was really offering, you know, packages, whether it's a bundle or whether it's a particular tool to subscribers, they, they were offering kind of an abroad approach that it was not very focused. It was not depending on the segments that were created around the profiling earlier, uh, the subscriber usage was somewhat dated and this was causing a lot of those. A lot of those offers to be just basically not taken and, and not, not, uh, audited. Uh, there was limited segmentation capabilities really before the, uh, before the, uh, fabric came in. Now, one of the key things about the fabric is when you start building segments, you can build that history. >>So all of that data stored in the data lake can be used in terms of segmentation. So what did we do about that? The, the, the envy and, oh, the challenge this, uh, we basically put the data fabric in and the data fabric was running Cloudera data platform and that, uh, and that's how we team up. Uh, we facilitated the ability to personalize campaign. So what that means is, uh, the segments that were built and that user fell within that segment, we knew exactly what his behavior most likely was. So those recommendations, those offers could be created then, and we enable this in real time. So real-time ability to even go out to the CRM system and gather further information about that. All of these tools, again, we're running on top of the Cloudera data platform, uh, what was the outcome? Willie, uh, outcome was that there was a much more precise offer given to the client that is, that was accepted, no increase in cross sell and upsell subscriber retention. >>Uh, our clients came back to us and pointed out that, uh, it was 183% year on year revenue increase. Uh, so this is a, this is probably one of the key use cases. Now, one thing to really mention is there are hundreds and hundreds of use cases running on the fabric. And I would even say thousands. A lot of those have been migrated. So when the fabric is deployed, when they bring the Cloudera and the legal data solution in there's generally a legacy system that has many use cases. So many of those were, were migrated virtually all of them in pen, on put on the cloud. Uh, another issue is that new use cases are enabled again. So when you get this level of granularity and when you have campaigns that can now base their offers on years of history, as opposed to 30 days of history, the campaigns campaign management response systems, uh, are, are, uh, are enabled quite a bit to do all, uh, to be precise in their offers. Okay. >>Okay. So this is a technical slide. Uh, one of the things that we normally do when we're, when we're out there talking to folks, is we talk and give an overview and that last little while, and then we give a deep technical dive on all aspects of it. So sometimes that deep dive can go a couple of hours. I'm going to do this slide and a couple of minutes. So if you look at it, you can see over on the left, this is the, uh, the sources of the data. And they go through this tool called flare that runs on the cloud. They're a data platform, uh, that can either be via cues or real-time cues, or it can be via a landing zone, or it can be a data extraction. You can take a look at the data quality that's there. So those are built in one of the things that flare does is it has out of the box ability to ingest data sources and to apply the data quality and validation for telco type sources. >>But one of the reasons this is fast to market is because throughout those 10 or 12, uh, opcos that we've done with Cloudera, where we have already built models, so models for CCN, for air for, for most mediation systems. So there's not going to be a type of, uh, input that we haven't already seen are very rarely. So that actually speeds up deployment very quickly. Then a player does the transformations, the, uh, the metrics, continuous learning, we call it continuous decisioning, uh, API access. Uh, we, uh, you know, for, for faster response, we use distributed cash. I'm not going to go too deeply in there, but the layer in the business semantics layer again, are, are sitting on top of the Cloudera data platform. You see the Kafka CLU, uh, Q1, the right as well. >>And all of that, we're calling the fabric. So the fabric is Cloudera data platform and the cloud and flair and all of this runs together. And, and by the way, there've been many, many, many, many hundreds of hours testing flare with Cloudera and, uh, and the whole process, the results, what are the results? Well, uh, there are, there are four I'm going to talk about, uh, we saw the one for the, it was called my pocket pocket, but it's a CDM type, a use case. Uh, the subscribers of that mobile operator were 14 million plus there was a use case for 24 million plus that a year on year revenue was 130%, uh, 32 million plus for 38%. These are, um, these are different CVM pipe, uh, use cases, as well as network use cases. And then there were 44%, uh, telco with 76 million subscribers. So I think that there are a lot more use cases that we could talk about, but, but in this case, this is the ones we're looking at, uh, again, 183%. This is something that we find consistently. And these figures come from our, uh, our actual end client. How do we unlock the full potential of this? Well, I think to start is to arrange a meeting and, uh, it would be great to, to, uh, for you to reach out to me or to Anthony. Uh, we're working at the junction on this, and we can set up a, uh, we can set up a meeting and we can go through this initial meeting. And, uh, I think that's the very beginning. Uh, again, you can get additional information from Cloudera website and from the league of data website, Anthony, that's the story. Thank you. >>No, that's great. Jeremy, thank you so much. It's a, it's, it's wonderful to go deep. And I know that there are hundreds of use cases being deployed in MTN, um, but great to go deep on one. And like you said, it can, once you get that sort of architecture in place, you can do so many different things. The power of data is tremendous, but it's great to be able to see how you can, how you can track it end to end from collecting the data, processing it, understanding it, and then applying it in a commercial context and bringing actual revenue back into the business. So there is your ROI straight away. Now you've got a platform that you can transform your business on. That's, that's, it's a tremendous story, Jamie, and thank you for your part. Sure. Um, that's a, that's, that's our story for today. Like Jamie says, um, please do flee, uh, feel free to reach out to us. Um, the, the website addresses are there and our contact details, and we'd be delighted to talk to you a little bit more about some of the other use cases, perhaps, um, and maybe about your own business and, uh, and how we might be able to make it, make it perform a little better. So thank you.

>> Commvault was an idea that incubated as a project inside of bell labs, one of the most prestigious research and development organizations in the world, back in the day. It became an official company in 1996, and Commvault just celebrated its 25th anniversary. As such, Commvault has had to reinvent itself many times over the past two and a half decades. From riding the waves of the very early PC networking era, to supporting a rich set of solutions for the evolving enterprise. This includes things like cloud computing, ransomware disaster, recovery, security compliance, and pretty much all things data protection and data management. And with me to talk about the company, its vision for the future, with also a voice of the customer. Three great guests, Isabel Geese is the Chief Marketing Officer of Commvault, Manoj Nair is the GM of Metallic, and Tim Carben is a principal systems engineer with Mitchell International. Folks, welcome to the Commvault power panel. Come inside the cube. It's awesome to have you. >> Great to be here Dave. >> All right. First of all, I got to congratulate you celebrating 25 years. That's a long time, not a lot of tech companies make it that far and are still successful and relevant. So Isabelle, maybe you could start off. What do you think has been the driving factor for your ability to kind of lead through the subsequent technological waves that I alluded to upfront? >> So well, 25 years is commendable but we are not counting success in number of years we're really counting success in how many customer we've helped over those years. And I will say what has been the driving mater for us as who that has been innovating with our customers. You know, we were there every step of the way, when they migrate to hybrid cloud. And now as they go to multi cloud in a post COVID world, where they have to win gold you know, distributed workforce, different types of workloads and devices, we are there too. We have that workload as well. So the innovation keep coming in, thanks to us listening to our customer. And then adding needs that change over the last 25 years and probably for the next 25 as well. You know, we, we want to be here for customer who think that data is an asset, not a liability. And also making sure that we offer them a broad range of use cases to book why things simple because the word is getting too complex for them. So let's take the complexity on us. >> Thank you for that. So Manoj, you riffed on the cube before about, you know putting on the, the binoculars and looking at the future. So let's talk about that. Where do you see the future for this industry? What are some of the key driving factors that matter. >> Dave it's great to be back on the Cube. You know, we see our industry no different than lots of other industries. The SAS model is rapidly being adopted. And the reason is, you know customers are looking for simplicity simplicity not just in leveraging, you know the great technology that Commvault has built but in the business model and the experience. So, you know, that's one of the fastest growing trends that started in consumer apps and other applications, other B to B apps. And now we're seeing it in core infrastructure like data management, data protection. They're also trying to leverage their data better, make sure it's not fragmented. So, how do you deliver more intelligent services? You know, securing the data insights from the beta, transforming the data and that combination, you know our ability to do that in a multi-cloud world like Isabel said, now with increasing edge work loads. Sometimes, you know, our customers say their data centers are the new edge too. So you kind of have this, you know, data everywhere, workloads everywhere, yet the desire to deliver that with a holistic experience, we call it the power of bank. The ability to manage your data and leverage the data with the simple lesson without compromise. And that's really what we're seeing as part of the future. >> Okay. Manoj I to come back to you and double click on that but I want to introduce Tim to the conversation here. You bring in the voice of the customer, as they say. Tim, my understanding is Mitchell has been a Commvault customer since the mid two thousands. So tell us why Commvault? What has kept you with the company for more than 15 years? >> Yeah! It was what, 2006 when we started and really when it all boils down to it, it's just as Isabel said, innovation. At Mitchell we're always looking to stay ahead of the trend. And, you know, just to like was mentioned earlier data is the most important part here. Commvault provides us peace of mind to protect and manage our data. And they do data protection for all of our environments, right now. We've been a partner to help enable our digital transformation including SAS and cloud adoption. When we start talking about the solutions we have, I mean we of course started in 2006. I mean, this was version six, if I remember right, this predates me at the company. Upgraded to seven, eight, nine. We brought in 10, brought in 11, brought in hyper scale and then moved on to bring in the Metallic. And Commvault provides the reason for this. I guess I should say is, Commvault provides a reliable backup but most importantly, recovery, rapid recovery. That's what gives me confidence. That's what helps me sleep better at night. So when I started looking at SAS, as a differentiator to protect our 036 environments or 065 environments. Metallic was a natural choice, and the one thing I wanted to add to that is it came out cheaper than us building it ourselves. When you take into account resources, as well as compute and storage. So again, just a natural choice. >> Yeah. As the saying goes, back up is one thing, recoveries everything. Isabel you know we've seen the SAS suffocation of the enterprise, particularly, you know from the app side. You came from Salesforce. So you, the company that is the poster child for SAS. But my question is what's catalyzing this shift and why do you think data protection is ready to make the move? >> Well, there's so many good things about SAS. You know, you remember when people started moving to the cloud and transforming their CapEx into OPEX, well SAS bring yet another level of benefits. I.T, we know always has to do more with less. And so SAS allows you to, once you set up you've got all the software upgrades automatically without you know, I think it's smart work. You can better manage your cash flow because you pay as you grow. And also you have a faster time to value. So all of this at help, the fast adoption and I will tell you today, I don't think there is a single customer who doesn't have at least one SAS application because they have things of value of this. Now, when it comes to backup and recovery, everybody's at different stages you still have on premise, you have cloud, they have SAS and workloads devices. And so what we think was the most important was to offer a raw choice of delivery model. Being able to support them if they want software subscription, if they want an integrated appliance or easy one as SAS. As a service model, and also some of our partners are actually delivering this in a more custom and managed way as well. So offering choice because everybody is at a different stage on this journey when it comes to data management and protection, I actually, you know I think team is the example of taking full advantage or this broad choice. >> Well, you mentioned Tim that you leaned into Metallic. We have seen the SAS everywhere. We used to have a email server, right? I mean, (laughing) on prem, that just doesn't happen anymore. But how was Mitchell International thinking about SAS? Maybe you could share your, from your customer perch, what you're seeing. >> Well, What's interesting about this is Mitchell is been providing SAS for a long time. We are a technology company and we do provide solutions, SAS solutions to our customers. And this makes it so important to be able to embrace it because we know the value behind it. We're providing that to our customers. And when I look at what Commvault is doing I know that Commvault is doing the same thing. They're providing the SAS model as a value to their customers. And it's so important to go with this because we keep our environments cutting edge. As GDPR says, you need to have a cutting edge environment. And if you don't, if you cannot check that box you do not move forward. Commvault has that. And this is one less thing that I have to worry about when choosing Metallic to do my backup of O365. >> So thank you for that, Tim. So Manoj, thinking about what you just heard from Isabel and Tim, you know kind of fitting into a company's cloud or hybrid cloud, more importantly strategy, you were talking before about this. And in other words, it's not an either or, it's not a zero sum game. It's simpatico, if you will. I wonder if you could elaborate. >> Yeah. The power of band Dave I'm very proud of that. You know, when I think of the power of band I think of actually folks like Tim, our customers and Commonwealth first, right. And, really that need for choice. So for example, you know customers on various different paths to the cloud, we kind of homogenize it and say, they're on a cloud journey or they're on a digital transformation journey but the journey looks different. And so part of that, and as Isabella was saying is really the ability to meet them where they are in that journey. So for example, do you, go in there and say, "Hey, you know what I'm going to be some customers 100% multi-cloud or single cloud even. And that includes SaaS applications and my infrastructure running as a service." So there's a natural fit there saying great all your data protection. You're not going to be running software appliances for that. So you've got to data protection, data management as a service that Metallic is able to offer across the whole estate. And that's, you know, that's probably a small set of customers, but rapidly growing. Then you see a lot more customers were saying I'm going to do away as you're talking about with the email server, I'm going to move to Office 365 leverage the power of Teams. And there's a shared responsibility model there which is different than an on-prem data protection use case. And so they're, they're able to just add on Metallic to the existing Commvault environment whether it's a Commvault software or hyper-scale and connect the two. So it's a single integrated experience. And then you kind of go to the other end of the spectrum and say "great" customers' all in on a SaaS delivered data protection, as you know and you hear a lot from a lot of your guests and we hear from our customers, there's still a lot of data sitting out there. you know 90 plus percent of workloads in data centers, increasing edge data workloads. And if you were to back up one of those data workloads and say that the only copy can be in the cloud, then that would take like a 10 day recovery SLA. You know, we have some competent users who say that then that's what they have. Our flexibility, our ability to kind of bring in the hyper-scale deployment and just, you know dock it into Metallic and have a local copy instant recovery, SLA, remote backup copy in the cloud for ransomware or your worst case scenario. That's the kind of flexibility. So all those are scenarios we're really seeing with our customers. And that's kind of really the power of mandates. Very unique part of our portfolio. Companies can have portfolio products but to have a single integrated offering with that flexibility, that kind of depending on the use case you can start here and grow into a different point. That's really the unique part of the power event. >> Yeah, yeah. 10 day RTO just doesn't cut it, but Tim, maybe maybe you could weigh in here. Why, what was the catalyst for you adopting Metallic and maybe you could share what was the business impact there? >> Well, the catalyst and impact obviously two different things. The catalyst, when we look at it, there was a lot of what are we going to do with this? We have an environment, we need to back it up and how are we going to approach this? So we looked at it from a few different standpoints and of course, when it boils down to it one of the major reasons was the financial. But when we started looking at everything else that we have available to us and the flexibility that Commvault has in rolling out new solutions, this really was a no brainer, at this point. We are able to essentially back up new features and new products, as soon as they're available. within our Metallic environment we are running the activate. We are running the, the self-service for the end users, to where they can actually recover their own files. We are adding the teams into it to be able to recover and perform these backups for teams. And I want to step aside really quick and mention something about this because I'd been with, you know, Metallic for a long time and I'd been waiting for this. We've been waiting for an ability to do these backups and anyone I know, Manoj knows that I've been waiting for it. And you know, Commvault came back to me a while back and they said, we just have to wait for the API. We have to wait for Microsoft to release it. Well, I follow the news. I saw Microsoft released the API and I think it may have been two days later that Commvault reached out to me and said, Hey we got it available. Are you ready to do this? And that sort of turned around, that sort of flexibility, being on top of new applications with that, with Salesforce, that is, you know just not necessarily the reason why I adopted Metallic but one of those things that puts a smile on my face because I adopted Metallic. >> Well, that's an interesting story. I mean, you get the SDKs and if you're a leader you get them, you know, you can put the resources on it and you're ready when, when the product comes to GA. Manoj, I wonder if we could talk about just the notion of backing up a SAS. Part of the announcements today included within Metallica included backup and, and offerings for dynamics 365. But my question is why support dynamics specifically in in SAS apps generally? I mean, customers might say, doesn't my SAS provider protect my data. Why do I need a third party? And, and the second part of that question is why Commvault? >> Dave, a great question as always. I'll start with the second part of the question. It's really three words, the shared responsibility model, and, you know, a lot of times our customers, as they go into the cloud model they really start understanding that there is something, that you're getting a lot of advantages that certain things you don't have to do. But the shared responsibility model is what every cloud and SAS provider will indoctrinate in it's in desolate. And certainly the application data is owned by the customer. And the meaning of that is not something that, you know some SAS provider can understand. And so that requires specialized skills. And that's a partnership where we've done this now very successfully with Microsoft and LG 65. We've added support for Salesforce, And we see a rapid customer adoption because of that shared responsibility model, If you have a, some kind of an admin issue as we have seen in the news somebody changed their team setting and then lost all their chat. Then that data is discoverable. And you, the customer, responsible for making sure that data is discoverable or ransomware attacks. Again, covering that SAS data is your responsibility because the attack could be coming in from your instance, not from the SAS provider. So those are the reasons dynamics is, you know one of the fastest growing SAS applications from a business applications perspective out there. And as we looked at our roadmap and you look at at the right compliment. What is arriving by the agency, we're seeing this part of a Microsoft's business application suite growing, you know, millions of users out there and it's rapidly growing. And it's also integrated with the rest of the Microsoft family. So we're now, you know, proud to say that we support all three Microsoft clouds by Microsoft 365 dynamics. Those applications are increasingly degraded so we're seeing commonality in customer base and that's a business critical data. And so customers are looking to manage the data, have solutions that they can be sure they can leverage, it's not just protecting data from worst-case scenarios. In the case of some of the apps like dynamics we offer a support, like setting up the staging environment. So it's improving productivity off the application admins and that's really kind of that the value we're bringing able to bring to the table. >> Yeah. You know, that shared responsibility model. I'm glad you brought that up because I think it's oftentimes misunderstood but when you talk to CSOs, they understand it well. They'll tell you the shared responsibility is my responsibility. You know, maybe the cloud provider who will secure the the object storage bucket for the physical space, but it's, it's on me. So that's really important. So thank you for that. Isabelle, last question. The roadmap, you know how do you see Commvaults, Metallic, SAS portfolio evolving? what can you tell us? >> Oh, well, it has a big strategic impact on Commvault for sure, first because all of our existing customer as you mentioned earlier, 25 years, it's a lot of customer will have somehow some workload as SaaS. And so the ability without adding more complexity without adding another vendor just to be able to protect them in one take, and as teams, they bring a smile to his face is really important for us. The second is also a lot of customer come toCommvault from Metallic. This is the first time they enter the Commvault community and Commvault family and as they start protecting their SaaS application they realize that they could leverage the same application to protect their on-premise, data as well. So back to the power of hand and without writing off their past investments, you know going to the cloud at the pace they want. So from that perspective, there is a big impact on our customer community that quickened that Metallic brings. I don't know Manojs' way too humble, but, you know he doubled his customers every quarter. And, you know, we have added 24 countries to the portfolio, to the product. So we see a rapid adoption. And so obviously back to your question, we see the impacts of Metallic growing and growing fast because of the market demand because of the rapid innovation. We can take the Commvault technology and put it in the SaaS model and our customers really like it. So I'm very excited. I think it's going to be, you know, a great innovation, a great positive impact for customers and our new customer will welcome it, which by the way I think half, Manoj correct me but I think half of the Metallic customer at Commvault and the other half are new to our family. So, so they're very bullish about this. And it's just the beginning, as you know we all 25 year old or sorry, 25 year young and looking forward to the next 25. >> Well, I can confirm, you know we have a data partner, survey partner ETR enterprise technology research, and I was looking at the Commvault data and it shows within the cloud segment, when you cut the data by cloud, you're actually accelerating the spending momentum is accelerating. And I think it's a function of, you know some of the acquisitions you've made some of the moves. You made an integration. So congratulations on 25 years and you know you're riding the correct wave. Isabel, Manoj, Tim thanks so much for coming in the cube. It was great to have you. >> Thank you. >> Thank you Dave. >> I really appreciate it. >> And thank you everybody for watching. This is Dave Volante for the Cube. We'll see you next time.

(Upbeat Music) >> Commvault was an idea that incubated as a project inside of Bell Labs, one of the most prestigious research and development organizations in the world, back in the day. It became an official company in 1996, and Commvault just celebrated its 25th anniversary As such, Commvault has had to reinvent itself many times over the past two and a half decades from riding the waves of the very early PC networking era to supporting a rich set of solutions for the evolving enterprise. This includes things like cloud computing, ransomware, disaster recovery, security compliance, and pretty much all things data protection and data management. And with me to talk about the company, its vision for the future with also a voice of the customer are three great guests. Isabelle Guis is the Chief Marketing Officer of Commvault, Manoj Nair is the GM of Metallic, and Tim Carben is a Principal Systems Engineer with Mitchell International. Folks, welcome to the Commvault power panel. Come inside theCUBE. It's awesome to have you. [Isabelle] Great to be here today. >> All right. First of all, I got to congratulate you celebrating 25 years. That's a long time, not a lot of tech companies make it that far and are still successful and relevant. So Isabelle, maybe you could start off. What do you think has been the driving factor for your ability to kind of lead through the subsequent technological waves that I alluded to upfront? >> So well, 25 years is commendable but we are not counting success in number of years. We're really counting success in how many customers we've helped over those years. And I will say what has been the driving matter for us as who that, has been innovating with our customers. You know, we were there every step of the way when they migrate to hybrid cloud. And now as they go to multi-cloud in a post COVID world where they have to win gold you know, distributed workforce, different types of workloads and devices, we all there too. We assess workload as well. So the innovation keep coming in, thanks to us listening to our customer and then, adding needs that change over the last 25 years and probably for the next 25 as well. You know, we want to be here for customer was thinking that data is an asset, not a liability. And also making sure that we offer them a broad range of use cases to quote why things simple because the world is getting too complex for them. So let's take the complexity on us. >> Thank you for that. So Manoj, you've riffed on the cube before about, you know putting on the binoculars and looking at the future. So, let's talk about that. Where do you see the future for this industry? What are some of the key driving factors that matter? >> It's great to be back on theCUBE. You know, we see our industry no different than lots of other industries. The SaaS Model is rapidly being adopted. And the reason is, you know customers are looking for simplicity, simplicity not just in leveraging, you know the great technology that Commvault has built, but in the business model and the experience. So, you know, that's one of the fastest growing trends that started in consumer apps and other applications, other B to B apps. And now we're seeing it in core infrastructure like data management, data protection. They're also trying to leverage their data better. Make sure it's not fragmented. So how do you deliver more intelligent services? You know, securing the data, insights from the data, transforming the data, and that combination, you know, our ability to do that in a multi-cloud world like Isabelle said, now with increasing edge work loads. Sometimes, you know, our customers say their data centers has a new edge too. So you kind of have this, you know, data everywhere workloads everywhere, yet the desire to deliver that with a holistic experience, we call it the 'power of bank'; the ability to manage your data and leverage the data with the simple lesson without compromise. And that's really what we're seeing as part of the future. >> Okay. I don't know if all want to come back to you and double click on that, but I want to introduce Tim to the conversation here. You bring in the voice of the customer, as they say. Tim, my understanding is Mitchell has been a Commvault customer since the mid-2000s. So, tell us why Commvault, what has kept you with the company for more than 15 years? >> Yeah, we are, it was what, 2006 when we started. And really what it all boils down to it, it's just as Isabel said, innovation. At Mitchell, we're always looking to stay ahead of the trend. And, you know, just to like was mentioned earlier, data is the most important part here. Commvault provides us peace of mind to protect and manage our data. And they do data protection for all of our environments right now. We've been a partner to help in navel our digital transformation including SaaS and cloud adoption. When we start talking about the solutions we have, I mean we of course started in 2006. I mean, this was version version 6 if I remember right. This predates me at the company. Upgraded to seven, eight, nine, we brought in ten, brought in eleven, brought in HyperScale, and then moved on to bring in the Metallic. And Commvault provides the reason for this. I guess I should say is, Commvault provides a reliable backup but most importantly, recovery. Rapid recovery. That's what gives me confidence. That's what helps me sleep better at night. So when I started looking at SaaS as a differentiator to protect our 036 environments or 065 environments, Metallic was a natural choice. And the one thing I wanted to add to that is, it came out cheaper than us building it ourselves. When you take into account resources as well as compute and storage. So again, just a natural choice. >> Yeah. As the saying goes back up as one thing, recovery's everything. Isabelle. Yeah, we've seen the SaaSification of the enterprise. Particularly, you know from the app side. You came from Salesforce. So you, the company that is the poster child for SaaS. But my question is what's catalyzing this shift and why do you think data protection is ready to make the move? >> Well, there's so many good things and that's that. As you know, you remember when people started moving to the cloud and transforming their CAPEX into OPEX. Well SaaS bring yet another level of benefits. IT, we know always has to do more with less. And so SaaS allows you to, once you set up, you've got all the software upgrades automatically without you know, I think it's, why it works. You can better manage your cash flow, because you pay as you grow. And also you have a faster time to value. So all of this at help, the fast adoption and I will tell you today I don't think there is a single customer who doesn't have at least one SaaS application because they have things of value of this. Now, when it comes to backup and recovery everybody's at different stages. You still have On-Premises, you have cloud, there's SaaS, there's Workloads devices. And so what we think was the most important was to offer a broad choice of delivery model being able to support them if they want a software subscription, if they want an integrated appliance, or if they want SaaS as a service model, and also some of our partners actually delivering this in a more custom and managed way as well. So offering choice, because everybody is at a different stage on this journey. When it comes to data management and protection, I actually, you know, I think team is the example of taking full advantage of this bold choice. >> Well, you mentioned Tim that you leaned into Metallic. We have seen the SaaS everywhere. We used to have a email server, right? I mean, you know, On-Prem, that just doesn't happen anymore. But how was Mitchell International thinking about SaaS? Maybe you could share your, from your customer perch, what you're seeing. >> Well, what's interesting about this is, Mitchell is been providing SaaS for a long time. We are a technology company and we do provide solutions, SaaS solutions, to our customers. And this makes it so important to be able to embrace it because we know the value behind it. We're providing that to our customers. And when I look at what Commvault is doing I know that Commvault is doing the same thing. They're providing the SaaS Model as a value to their customers. And it's so important to go with this because we keep our environments cutting edge. As GDPR says, You need to have a cutting edge environment. And if you don't, if you cannot check that box you do not move forward. Commvault has that. And this is one less thing that I have to worry about when choosing Metallic to do my backup of O365. >> So thank you for that, Tim. So Manoj, thinking about what you just heard from Isabelle and Tim, you know, kind of fitting into a company's cloud or hybrid cloud, more importantly, strategy, you were talking before about this. "And", in other words, it's not an either or it's not a zero sum game. It's simpatico, if you will. I wonder if you could elaborate. >> Yeah, no The Power of And, Dave, I'm very proud of that. You know, when I think of The Power of And I think of actually folks like Tim, our customers and Commonwealth first, right. And, and really that, that need for choice. So for example, you know, customers on various different paths to the cloud we kind of homogenize it and say, they're on a cloud journey or they're on a digital transformation journey, but each journey looks different. And so part of that, "And", as Isabella was saying, is really the ability to meet them where they are in that journey. So for example, you know, do you, go in there and say, Hey, you know what, I'm going to be some customers 100% multi-cloud or single cloud even. And that includes SaaS applications and my infrastructure running as a service. So there's a natural fit there saying great all your data protection. You're not going to be running software appliances for that. So you've got to data protection, data management as a service that Metallic is the able to offer across the whole S state. And that's, you know, that's probably a small set of customers, but rapidly growing. Then you see a lot more customers were saying I'm going to do away as you're talking about but the emails are where I'm going to move to office 365, leverage the power of teams. And there's a Shared Responsibility Model there which is different than an On-Prem data protection use case. And so they're, they're able to just add on Metallic to the existing Commonwealth environment, whether it's a Commonwealth software or HyperScale, and connect the two. So it's a single integrated experience. And then you kind of go to the other end of the spectrum and say, great customers all in on a SaaS delivered data protection, as you know, and you hear a lot from a lot of your guests and we hear from our customers, there's still a lot of data sitting out there, you know, 90 plus percent of workloads and data centers increasing edge data workloads. And if you were to back up one of those data workloads and say that the only copy can be in the cloud, then that would take like a 10 day recovery isolation. You know, we have some competitors who say that then that's what they have. Our flexibility, our ability to kind of bring in the Hyper-Scale deployment and just, you know, dock it into Metallic, and have a local copy, instant recovery, SLA, remote, you know, backup copy in the cloud for ransomware, or your worst case scenario. That's the kind of flexibility. So all those are scenarios we're really seeing with our customers. And that's kind of really the power advantage. A very unique part of our portfolio, but, you know, companies can have portfolio products, but to have a single integrated offering with that flexibility, that kind of, depending on the use case, you can start here and grow into a different point. That's really the unique part of the power event. Yeah, 10 day RTO just doesn't cut it, but Timmy, maybe you could weigh in here. Why, What was the catalyst for you adopting Metallic and maybe you could share what was the business impact there? >> Well, the catalyst and impact, obviously two different things. The catalyst, when we look at it, there was a lot of what are we going to do with this? We have an environment, we need to back it up, and how are we going to approach this? So we looked at it from a few different standpoints, and of course, when it boils down to it, one of the major reasons was the financial. But when we started looking at everything else that we have available to us and the flexibility that Commvault has in rolling out new solutions, this really was a no brainer at this point. We are able to essentially back up new features and new products, as soon as they're available. Within our Metallic environment, we are running the activate. We are running the the self-service for the end users to where they can actually recover their own files. We are adding the teams into it to be able to recover and perform these backups for teams. And I want to step aside really quick and mentioned something about this because I'd been with, you know, Metallic for a long time and I'd been waiting for this. We've been waiting for an ability to do these backups and anyone I know Manoj knows that I've been waiting for it. And you know, Commvault came back to me a while back and they said, we just have to wait for the API. We have to wait for Microsoft releases. Well, I follow the news. I saw Microsoft released the API, and I think it may have been two days later. Good. Commvault reached out to me and said, Hey we got it available. Are you ready to do this? And that sort of turned around that sort of flexibility being on top of new applications with that, with Salesforce, that is, you know, just not necessarily the reason why I adopted Metallic but one of those things that puts a smile on my face because I adopted Metallic. >> Well, that's an interesting story. I mean, you get the SDKs and if you're a leader you get them, you know, you can put the resources on it and you're ready when, when the product, you know, comes to GA. Manoj, I wonder if we could talk about just the notion of backing up SaaS, part of the announcements today included within Metallic included backup and offerings for Dynamics 365. But my question is why support Dynamics specifically in SaaS apps generally? I mean, customers might say, doesn't my SaaS provider protect my data? Why do I need a third party? And, and the second part of that question is why Commvault? >> Dave a great question as always. I'll start with the second part of the question. It's really three words the Shared Responsibility Model. And, you know, a lot of times our customers as they go into the cloud model they really start understanding that there is something that you're getting a lot of advantages the certain things you don't have to do, but the Shared Responsibility Model is what every cloud and SaaS provider will indoctrinate in its S&As. And certainly the application data is owned by the customer. And the meaning of that is not something that, you know, some SaaS provider can understand. And so that requires specialized skills. And that's a partnership. We've done this now very successfully with Microsoft and LG 65, we've added support for Salesforce, and we see a rapid customer adoption because of that Shared Responsibility Model. If you have, some kind of, an admin issue as we have seen in the news somebody changed their team setting and then lost all their chat. And then that data is discoverable. And you, the customer is responsible for making sure that data is discoverable or ransomware attacks. Again, recovering that SaaS data is your responsibility because the attack could be coming in from your instance not from the SaaS provider. So those are the reasons. Dynamics is, you know, one of the fastest growing SaaS applications from a business applications perspective out there. And as we looked at our roadmap, and you look at at the right compliment, what is the right adjacency, we're seeing this part of Microsoft's Business Application Suite growing, you know, as millions of users out there and it's rapidly growing. And it's also integrated with the rest of the Microsoft family. So we're now, you know, proud to say that we support all three Microsoft clouds, Microsoft Azure, or 365, Dynamics. Those applications are increasingly integrated so we're seeing commonality in customer base and that's a business critical data. And so customers are looking to manage the data, have solutions that they can be sure they can leverage. It's not just protecting data from worst-case scenarios. In the case of some of the apps like Dynamics, we offer a support, like setting up the staging environment. So it's improving productivity of the application admins, and that's really kind of that the value we're bringing able to bring to the table. >> Yeah. You know, that Shared Responsibility Model. I'm glad you brought that up because I think it's oftentimes misunderstood but when you talk to CSOS, they understand it well. They'll tell you the shared responsibility is my responsibility. You know, maybe the cloud provider will secure the object storage bucket for the physical space, but it's on me. So that's really important. So thank you for that. Isabelle, last question, the roadmap, you know, how do you see Commvault's, Metallic SaaS portfolio evolving? What can you tell us? >> Oh, well, it's, it has a big strategic, you know, impact on Commvault for sure on the first portfolio first because of all of our existing customers as you mentioned earlier, 25 years, it's a lot of customers are somehow some workload as SaaS. And so the ability without, you know, adding more complexity without adding another vendor just to be able to protect them in one take, and as teams they bring a smile to his face is really important for us. The second is also a lot of customers come to Commvault for Metallic. This is the first time enter the Commvault community and Commvault family. And as they start protecting their assessed application they realize that they could leverage the same application to protect their own premised data as well. So back to The Power of And, and without writing off their past investments, you know, going to the cloud at the pace they want. So from that perspective, there is a big impact on our customer community the thing is that Metallic it brings I don't know Manoj is way too humble, but, you know, he don't go to this customer every quarter. And, you know, we have added 24 countries to the portfolio, to the product. So we see a rapid adoption. And so obviously back to your question, we see the impacts of Metallic growing and growing fast because of the market demand, because of the rapid innovation we can take the Commvault technology and put it in the SaaS model and our customers really like it. So I'm very excited. I think it's going to be, you know, a great innovation, a great positive impact for customers, and our new customers we're welcoming, which by the way I think half, Manoj correct me, but I think half of the Metallic customer at Commvault and the other half are new to our family. So, they're very bullish about this. And it's just the beginning, as you know, we are 25 years old, or sorry, 25 years young, and looking forward to the next 25. >> Well, I can confirm, you know, we have a data partner survey, partner ETR, Enterprise Technology Research, and I was looking at the Commvault data and it shows within the cloud segment, when you cut the data by cloud, you're actually accelerating, the spending momentum is accelerating. And I think it's a function of, you know, some of the acquisitions you've made, some of the moves you made in integration. So congratulations on 25 years and you know, you're riding the correct wave, Isabelle, Manoj, Tim, thanks so much for coming in theCUBE. It was great to have you. >> Thank you. >> Thank you Dave. >> I really appreciate it. >> And thank you everybody for watching. This is Dave Vellante for theCUBE. We'll see you next time. (Upbeat Music)

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. Yeah, welcome back to the cubes. Live coverage here for eight of us. Reinvent 2020. Virtual normally were on the show floor getting all of the interviews and talking about the top newsmakers and we have one of them here on the Cube were remote. I'm John for your host of the Cube. George Ellis Eros, GM and director of product manager for AWS. Talking about Wavelength George. Welcome to the remote Cube Cube. Virtual. Thanks for coming on. >>Good to be here. Thanks for having a John >>Eso Andy's Kino. One of the highlights last year, I pointed out that the five g thing is gonna be huge with the L A Wavelength Metro thing going on this year. Same thing. Mawr Proofpoint S'more expansion. Take us through what was announced this year. What's the big update on wavelength? >>Yes, so John Wavelength essentially brings a W services at the edge of the five G network, allowing our AWS customers and developers to reach their own end users and devices. Five devices with very low latency enabling a number off emerging applications ranging from industrial automation and I O. T. All the way to weigh AR VR smart cities, connected vehicles and much more this year we announced earlier in the year the general availability of wavelength in two locations one in the Bay Area and one in the Boston area. And since then we've seen we've been growing with Verizon or five D partner in the U. S. And and increasing that coverage in multiple off the larger U. S cities, including Miami and D. C in New York. And we launched Las Vegas yesterday at Andy's keynote with Verizon. We also announced that we are going toe to have a global footprint with K d D I in Japan launching a wavelength in Tokyo with SK detail SK Telecom in in South Korea or launching indigestion and with Vodafone in London >>so significant its expansion. Um, we used to call these points of presence back in the old days. I don't know what you call them now. I guess they're just zones like you calling them zones, but this really is gonna be a critical edge network, part of the edge, whether it's stadiums, metro area things and the density and the group is awesome. And everyone loves at about five gs. More of a business at less consumer. When you think about it, what has been some of the response as you guys had deployed mawr, What's the feedback? Um, can you take us through what the response has been? What's it been like? What have been some of the observations? >>Yeah, customers air really excited with the promise of five G and really excited to get their hands on these new capabilities that we're offering. Um, And they're telling us, you know, some consistent feedback that we're getting is that they're telling us that they love that they can use the same A W s, a P I S and tools and services that they used today in the region to get their hands on this new capabilities. So that's being pretty pretty consistent. Feedback these off use and the you know, Sometimes customers tell us that within a day they are able to deploy their applications in web. So that's a that's pretty consistent there. We've seen customers across a number of areas arranging, you know, from from manufacturing to healthcare to a ar and VR and broadcasting and live streaming all the way to smart cities and and connected vehicles. So a number of customers in these areas are using wavelength. Some of my favorite you know, examples are in in actually connected vehicles where you really can see that future materialized. You get, you know, customers like LG that are building the completely secularized vehicle, tow everything platform, and customers like safari that allow multiple devices to do, you know, talkto the Waveland, the closest Waveland Zone process. All of those device data streams at the edge. And then, um, it back. You know messages to the drivers, like for emergency situations, or even construct full dynamic maps for consumption off the off the vehicle themselves. >>I mean, it's absolutely awesome. And, you know, one of things that someone Dave Brown yesterday around the C two and the trend with smaller compute. You have the compute relationship at the edge to moving back and forth so I can see those dots connecting and looking forward to see how that plays out. Sure, and it will enable more capabilities. I do want to get your your thoughts, or you could just for the audience and our perspective just define the difference between wavelength and local zones because we know what regions are. Amazon regions are well understood all around the world. But now you have this new concept called locals owns part of wavelength, not part of wavelengths. Are they different technology? Can you just explain? Take him in to exclaim wavelength versus local zones how they work together? >>Yeah, So let me take a step back at AWS. Basically, what we're trying to do is we're trying to enable our customers to reach their end users with low latency and great performance, wherever those end users are and whatever network they're they're using to get connected, whether that's the five g mobile network with the Internet or in I o t Network. So we have a number of products that help our customers do that. And we expect, like, in months off other areas of the AWS platform, that customers are gonna pick and twos and mix and match and combine some of these products toe master use case. So when you're talking about wavelength and local zones, wavelength is about five g. There is obviously a lot off excitement as you said yourself about five g about the promise off those higher throughput. They're Lowell agencies. You know, the large number of devices supported and with wavelengths were enabling our customers toe to make the most of that. You know, of the five G technology and toe work on these emerging new use cases and applications that we talked about When it comes to local zones, we're talking more about extending AWS out two more locations. So if you think about you mentioned AWS regions, we have 24 regions in another five coming. Those are worldwide and enabled most of our customers to run their workloads. You know all of their workloads with low latency and adequate performance across the world. But we are hearing from customers that they want AWS in more locations. So local zones basically bring a W S extend those regions to more locations by bringing a W s closer to population I t and industrial centers. You know, l A is a great example of that. We launched the lay last year toe to local zones in L. A and toe toe a mainly at the media and entertainment customers that are, you know, in the L. A Metro, and we've seen customers like Netflix, for example, moving their artist workstations to the local zones. If they were to move that somewhere, you know, to the cloud somewhere further out the Laden's, he might have been too much for their ass artists work clothes and having some local AWS in the L. A. Metro allows them to finally move those workstation to the cloud while preserving that user experience. You know, interacting with the workstations that's happened. The cloud. >>So just like in conceptualizing is local zone, like a base station is in the metro point of physical location. Is it outpost on steroids? Been trying to get the feel for what it is >>you can think off regions consisting off availability zones. So these are, you know, data center clusters that deliver AWS services. So a local zone is much like an availability zone. But instead of being co located with the rest of the region, is in another locations that, for example, in L. A. Rather than being, you know, in in Virginia, let's say, um, they are internally. We use the same technology that we use for outpost, I suppose, is another great example of how AWS is getting closer to customers for on premises. Deployments were using much of the same technology that you you probably know as Nitro System and a number of other kind of technology that we've been working on for years, actually, toe make all this possible. >>You know, anyone who's been to a football game or any kind of stadium knows you got a great WiFi signal, but you get terrible bandwidth that is essentially kind of the back hall component for the telecom geeks out there. This is kind of what we're talking about here, right? We're talking about more of an expansionary at that edge on throughput, not just signal. So there's, you know, there's there's a wireless signal, and it's like really conductivity riel functionality for applications. >>Yeah, and many. Many of those use case that we're talking about are about, you know, immersive experiences for for end users. So with five t, you get that increasing throughput, you can get up to 10 GPS. You know, it is much higher with what you get 40. You also get lower latents is, but in order to really get make the most out of five G. You need to have the cloud services closer to the end user. So that's what Wavelength is doing is bringing all of those cloud services closer to the end user and combined with five G delivers on these on these applications. You know, um, a couple of customers are actually doing very, very, very exciting things on immersive application, our own immersive experiences. Um, why be VR is a customer that's working on wavelength today to deliver a full 3 60 video off sports events, and it's like you're there. They basically take all of those video streams. They process them in the waving zone and then put them back down to your to your VR headset. But don't you have seen those? We are headsets there, these bulky, awkward, big things because we can do a lot of the processing now at the edge rather than on the heads of itself. We are envisioning that these headsets will Will will string down to something that's indistinguishable potential from, you know, your glasses, making that user experience much better. >>Yeah, from anything from first responders toe large gatherings of people having immersive experiences, it's only gonna get better. Jorge. Thanks for coming on. The Cuban explaining wavelength graduates on the news and expansion. A lot more cities. Um, what's your take for reinvent while I got you? What's the big take away for you this year? Obviously. Virtual, but what's the big moment for you? >>Well, I think that the big moment for me is that we're continuing to, you know, to deliver for our customers. Obviously, a very difficult year for everyone and being able to, you know, with our help off our customers and our partners deliver on the reinvent promised this year as well. It is really impressed for >>me. All right. Great to have you on. Congratulations on local news. Great to see Andy pumping up wavelength. Ah, lot more work. We'll check in with you throughout the year. A lot to talk about. A lot of societal issues and certainly a lot of a lot of controversy as well as tech for good, great stuff. Thanks for coming. I appreciate it. >>Thanks for having me. Thanks. >>Okay, That's the cube. Virtual. I'm John for your host. Thanks for watching. We'll be back with more coverage from reinvent 2023 weeks of coverage. Walter Wall here in the Cube. Thanks for watching. Yeah,

>>live from Boston, Massachusetts. It's the Q covering I f s World Conference 2019. Brought to you by I >>f. S, I say, What a minute. I didn't cash it. Everybody welcome to I f s World 2019. You watching the Cube? The leader in live tech coverage on day Volante with my co host, Paul Galen. Marty Martin is here. She is the president of the service management division of I F s and C e o of work wave. Marty, good to see you. >>Yeah, it's great to be here. I'm so excited. >>A lot of action going on. You guys. Service management, Field Service management particular. You guys had an acquisition today. We're gonna talk about Let's start with your role you came in and 2017 with the >>pretty acting. Actually, >>2018 finalized the acquisition. I think they announce it in 2017. So tell us about how you came in and where you're at today with >>Certainly. So work wave the company. I lied. Join the effects family in 2017. Darren Ruess, who joined I f s in April 2018 recruited me into form a global business unit around service in August of 2018 and the reason why we did this is service isn't only a part of our economies all over the world, but it's a super great growth area that almost every business can go after in in progress both revenue and margins. So we had a lot of great software products, and we really wanted to improve our go to market around this. >>So why, why all of a sudden today, this talk about service management? Why's it becoming so hard? I mean, everybody's always been focused on customer service, but why this service management generally and field service management while the buzz. >>So first off, you've had the evolution of a number of line of business applications and service certainly has been a part of maintenance organizations or break fix where you're going out in repairing thing. What we're realizing now when you talk about service ization, how o E EMS air building what's called aftermarket revenue? There is literally $100 billion of revenue that you can get from that you look, we had Melissa did a nano from Souza. If you think about open source software, they make money from sirve ties, ing, open source software and the products. You look at apple how they're doing APs. So people are starting to realize that service is an engine for brand loyalty, customer experience, not just a cost center. How it used to be, what the >>customers do. Ah, companies do wrong with service one of the areas where they tend to have the greatest inefficiencies where you can help him. >>So first off, I'd say that often in the C suite, unless they're pure place service companies. They don't understand how transformative service is and how important it is to their brand. Many times now, if you have digital enablement of a new customer, the first time they see a face of your brand might be your service technician. So getting the awareness of the C suite is Step one, because we want to start talking about outcomes that grow revenue and profits and getting them to invest in service. So you know, many times will say, Oh, I want to do a C. R M project. I want to do an E r P project. That's certainly things were good at it. Here I a fest, but we can coach them through how you take the market opportunity for your company and service enabled by our technology and transform. Tomorrow I'll be with Accenture, one of our many great partners, and we're talking about adapting the business, the service transformation, sometimes digitally, sometimes with workflow transformation. But that opportunity and service is huge and almost never. There's no company I know of that's taking 100% of their service market share. That's the difference, especially in slower growth. Asset manufacturing are more mature verticals. >>So I was here last night walking the floor, and I went to the extent you Booth, you know, anytime you see, except you're in a show like this. Okay, Censure. You think Large company Global. I was actually quite impressed a little bit surprised to see you know, their presence here because they they go where the money is, right? And so my specific question is, think, except you think big companies. But you guys obviously focused on what range of companies smaller midsize company. So what's the landscape? Looked like? What's the difference is between sort of smaller and larger companies, >>so that's a great question. I'll take it in part So if you think about a neck censure definitely they looked a large. I also have had meetings with the Lloyd McKinsey Cap gem and I dxc etcetera Also tcs Tech Mahindra which a little bit or more telco focused. So if you think about at the very large and you have telco utilities, large manufacturing O e ems that our customers and definitely the customers I'm pursuing Maur with this focus But we also with work with go down to the S and B We had panels also of, for example, female owners of franchises and also males as well that are creating new service businesses and they're starting maybe with one truck in out providing service. So the fact that we can handle not only the breath and depth of complex service needs, but through work wave we also can encourage the small service businesses to reach their full potential is fantastic. And you know that makes me excited every day. And part of why I focused on service specifically is you are delighting customers. You are the face of a brand and you're making a difference. It's not something that s 02 is esoteric. This is about really value that we're delivering, >>always interested in the dynamics of serving the SNB market >>because one of >>these small companies don't really have that. Maybe family owned there found her own. They don't really put a lot of value on technology. How >>do you >>get in the door? How do you convince them that automating the service function is actually worth the investment? >>Well, first off, I'd say that even the big companies are struggling to go paperless. Okay, so, you know, I think some of the challenges we see survive, if you will, big to small, especially when you look globally in different countries. What have you. But the approach we take in the S and B is that we want to be a software as a service provider, and we were to really handle everything they need in their business. So everything from how they grow leads how they have c r m type functionality. How, then they're delivering service, how they're cross selling service, how they're billing service. So at the at the S M B level, we're putting that kind of all in one technology and there's really not that much integration or I T Service is around that right. We want it to be easy and fast, etcetera, as you go more into the mid market and then definitely into the enterprise. Then you start getting more complexity. You get more I t service's integrations, more configurable ity, sometimes even some customized software. So there is a definitely a difference in the complexity. But the fundamentals of what a service business needs really isn't that much different to your >>customers that you mentioned customize and you guys were SAS space. That's one of the text that we'd like to sort of explore a little bit. A lot >>of >>times SAS companies want to avoid, you know, custom mods. But at the same time, you guys are trying to offer a choice. So help us square that circle. How do you What's the conversation like with customers in terms of how you advise them, You guys obviously do a lot of deep functionality, you know? How do you sort of advise them whether or not to go heavily custom or try to go out of the box? >>Certainly. So in the true, I'd say the small business of a medium you start getting some crossover, but in the small business, Absolutely avoid customization because you won't be able to stay evergreen. It's going to be too hard to maintain. You don't have the subject matter experts, et cetera, so that's really a truce. Ask that from a community. A product engagement. We need to be driving the partnership with the customers that they can use a software out of the box in ways that matter to them. As you start getting into the mid market and especially the enterprise, then it becomes more of a choice, right? How much money do you have to spend? How robust is your organization and set trek? And in general, I advise customers if they care about evergreen software, et cetera. If they care about ease of upgrades, don't customize that Being said, we recognize sometimes in the field with your brand experience Custom mobile. You may need to customize a little bit, so it's Ah, say, a chicken and an egg. You have to weigh the benefits of the costs, and that's what we work through with our >>customers. Specifically morning. What's the upgrade cycle like? There's a customer having the choice Thio upgrade at a particular time, Or do they have a window? >>So it varies primarily, there's a few exceptions, but in general, with the work way, Family of products is true SAS. So it's almost like you're Apple Phone. We pushed the upgrade and you have to take it. Okay, And that's the true SAS model at I. F. S. And this is something Darren talked about in his keynote. We pride ourselves on offering choice. So even though we do have regular release cycles, we encourage customers to upgrade regularly. They have the choice on when they take upgrades and also how they deploy. We have some markets with things like data, privacy and what have you that they may, for that reason or for other reasons, go on premise even still today. So we give them the choice on how they upgrade as well as where they host. >>I'm fascinated by your product line. You have products for pest control. H V. A. C. Plumbing cleaning service is long and landscape. How different are these industries really in terms of their their automation needs? >>Well, I'll tell you one of the personal factors that Darren wanted to make sure I was comfortable with was multitasking. And that definitely is the case, because an I f s, we serve five key industries. So if you think about manufacturing utilities, telco service providers and Andy Okay, that's more at the enterprise level. If you think then when you go toe work wave. Those verticals that you mentioned are all the ones we service at work wave, and they are different. So you know what? Work wave. It's primarily service industries where you're going into ah, home and a little bit The commercial aspect and I effects were also doing more some heavy industries, some very large asset base, things like that. So I like to think about it as a product I service consumer based service. And then you can also differentiate across verticals with what are called high value assets versus, you know, Mork consumer size assets. >>So what >>are >>the one of the key technology enablers that are driving service management today? I mean, obviously, cloud, we talked about sas a lot of push on you X and customer experience, but what other key ones? >>So all the three that you mentioned mobile is huge. You know, Pete and even today, like I run. I work mainly from my phone, and that's really what people want. They want efficient work flows that are configurable on mobile, tied to the customer, the asset, the business. And that's an area that we're continuing to make investment. We also try to prioritize how we bring in the new technology trends into service. Because every technology trend that you see has applicable ity and service supply chain and how you run spare parts specially globally, you can see applications for Blockchain augmented emerged Reality how you can connect the field tech with an expert resource or remote resource to the consumer. That is obvious, right? So you talked about the enabling technologies like Cloud, how we're thinking about data platforms and Data's the currency. Of all of that, we need to d'oh. His service is really about a an execution engine, right? Because to deliver a customer experience that makes people come back to your brand. To purchase Maur, you need great service, so any time somebody talks about customer experience, but they don't talk about service. I want to say you're really naive because you can just get the customer. You have to delight the customer. >>Uh, the, uh, there's a lot of interesting technology going on now in the area. Fleet Management making fleets more efficient How does that figure into the service is? You offer. >>So Fleet management is an important part, and it's one that you have a very tangible return on investment when you deploy route management route optimization, fleet management. So you have the aspects that are very tangible, relate to how do you get the person or the truck where it needs to be when it needs to be okay, and that's pretty well understood. Then how do you get the most efficient schedule that minimizes miles driven gas, used et cetera? And then, of course, you also are thinking about health and safety. There's some cool things now that you can partner that if you have these fleet technologies installed in a way that is integrated in your service business, you can actually get lower insurance premiums, right? So it's not just the conventional use. Cases were starting to think in this kind of gig economy, how you can also be thinking about bringing in Maura what's called a contingent workforce. So if you have surge capacity in a certain period or you want to just do more third party service, probably your appliances. You know they're not the employees, if you will, of a g e or a world polar and LG right there Probably a contingent workforce. And that's a model that's also evolving. But to do Fleet Management across say, contractors, not just employees is an area that were thinking more and more led by some of the uber ization, if you will, of the of the marketplace >>right up against the clock, Marty. But to last questions You made an acquisition today, Vashti Uh, yeah, uh, I thought of it as a tuck in acquisitions, although Darren essentially sort of said, it's gonna make you the leader now in service management. Um And then I want to understand how you guys differentiate from some of the big whales. >>So, you know, overall, we're on track to be about 700 revenue this year in service management. We're working to get to 200 million, right? So this year will probably be around maybe 1/5 50 ish per se. Don't quote me on that check with our coms team, but the point being is that we have the ability to use these tuck in acquisitions and service to accelerate our lead, not just from a revenue perspective, which is what we were just talking about. But from a product perspective, you might have followed Salesforce acquiring Click. That means we are the only independent. Aye, aye. Optimization engine that is field tested. Battle ready. So that's great. This s t a is how we consolidate our dominance and complex service. So what darren was speaking to is not on Lee the service management segment of our revenue and how we continue to accelerate over the oracles in the S a. P s and the service maxes et cetera of the world. But how we take what we're already dominant in and really put the hammer down. Honesty is part of that. >>Your differentiation then if I infers, is focus. Um, you're you're deep customer customs agent deep >>domain expertise. Yeah, So really, when you think about a i optimization, which drives a ton of business value and the ability to handle the complex service cases that then drive business outcomes and outcomes based service models, we are number one and s dea tucks into that, even though it is very strategic on how we position ourselves with leadership and service. >>All right, Challenger becomes number one, Marty. Thanks very much. All right, Keep it right, everybody. Dave A lot with Paul Galen. You're watching the Cube from Boston Mass. I f s world 2019 right back.

>> Live from Bahrain, it's theCUBE. Covering AWS Summit Bahrain. Brought to you by Amazon Web Services. >> Hello everyone, welcome back to live coverage here for theCUBE in Bahrain. We're in the Middle East first time ever. Making the trip out here as part of our exclusive coverage of Amazon Web Services. Public Sector Summit, for the first time we are seeing a region being deployed here in the Middle East in Bahrain and surrounding friendly countries. This is a watershed moment for AWS as they put a region, they announced it, it'll be operational in early 2019, in record time, a lot of build-up going on. It's going to have a major impact for entrepreneurship, society, and overall data. Data is the new oil, this is what's happening. This is theCUBE coverage, I'm John Furrier, your host. Our next guest is Mohammad Altura, who is the chief information technology sector in communications realtor authority at Kuwait. He's the CTO. Welcome to theCUBE. >> Thank you. >> Thank you for coming on, I really appreciate it. So, tell us about the vision, because you guys have a 20/35 vision around digital transformation. In the United States, we always talk about data is the new oil. This is an oil-driven country that has created a lot of value and also enabled people through that resource. Now digital is the new resource, with connected society. This is the digital transformation. What's your vision? >> Well, thank you very much for hosting me. And thank you for AWS for making this great summit. Really helping people to accomplish their vision and develop economies as well. Well for Kuwait, we are very much excited about putting the technology in the center of our economy. As you know, now technology is being efficient everywhere. As individuals, we cannot live without smartphones. As corporations, we cannot live without a proper IT. And the same thing with economy. You have to deploy IT in your economy. And healthcare and education, ecommerce, public safety, government, so you make it dynamic and efficient. And it's less cost to sustain and open a huge potential of growth using that. And of course in Kuwait, we are thinking of, seriously everyday, to put the technology in the center of economy. And also create entrepreneur segment to sustain this type of economy as well. And that growth will definitely help us, not only in developing those sectors, but also the man power of those sectors that's going to manage this growth. >> So you're the chief in Kuwait for the CITRA, which stands for the Communications and Information Technology Regulatory Authority. So essentially, that's all the action. That's all the infrastructure, that's all the communications. This is the foundation for what the future society is going to be built on. >> Basically, for CITRA, they are a regulator for telecom and IT, and our main bottom line is to deploy those two technologies by regulations in our country, to get down to three things basically. To make people life easier, to develop and protect our economy, and to support innovation. And to do that, there are so many diversified initiatives that we have to take place. Such as entrepreneur programs, such as healthcare everywhere. Making healthcare goes to people as well. Such as education, generation change, and also the entrepreneur segment growth policies. They all come together, and they create the three bottom lines that we're talking about, which is make people life easy, develop and protect economy and support innovation. >> This is the reality now. It's not aspirational, it's actually reality. Also being from, first time in the area for us and theCUBE, we observe on the ground here, the ground troop. Which is a vibrant, robust culture. And some people might not have that. So, take a minute to explain the culture. Because with digital, it's not a radical transformation. It's an extension of the culture. How would you describe what's going on in Kuwait culturally, and what are you enabling and what's the early signals of what is a thing to come? >> There is a very much focus on ICT in terms of culture, because in our culture, worldwide, we have the highest number of smartphone subscribers, and LTE network subscribers. So we do have a digital society, you know, by DNA right now. In the old days, we use to train people and make awareness. Now, we don't have to do that. It's part of our DNA. You see small kids playing around smartphones and doing so many technological things that we never expected. And that actually is extending also to the mid-age, and the senior people. We see that they want to make sure they bridge the gap between the young generation and the old generation. So definitely the culture is there. The infrastructure is there. Our LTE networks today cover the entire geography of Kuwait, including the offshore islands. So, no matter where you go to Kuwait, you'll find the high speed access of the internet. Now we started to do trails on 5G as well. We love trendy technologies. Our entrepreneur program's going to focus on trendy things. Cloud computing, blockchain, artificial intelligence, an internet of things. These are the main drivers for our economy, versus traditional IT. Of course, we still have legacy in country. And we are looking at how we're going to transport that to the trendy technology, that's definitely going to be more efficient, more scalable, and much less cost, and opening a trend of economic development in the country as well. >> This is a reality. And I think you made a point about the LG and 5G. Perfectly preparation. You also made a comment about, you know, training people. I remember the days, like here's the terminal, here's the manual, read the manual, learn some IT server. Mobile has changed all that. So that's the reality changing. The question is, what's next? As entrepreneurs start to have access, and citizens have mobile, you have to really start thinking strategically and tactically around how to provide value to citizens. People in your country. Whether it's, you know, just getting services and communicating to other citizens or with a government. And then entrepreneurs who are creating and building things. >> You touched a very important point. Technology is supposed to make life people easier, because we have some government services that people have to go physically, or have to go online, where they always have to follow up themselves. Now we want to make technology to push things to people. To make it easier for them to interact with government, with healthcare, with commerce. That's very important. To make an easy environment for people, to implement their vision. And also, make it easier for the foreign investments, to come and work in Kuwait market as well. So, definitely technology will play a huge role of making people include and engage with the government. >> What exciting things from our world and the United States, that live in California, Silicon Valley, is you look at the globalization of entrepreneurship, check. The mobile penetration, check. And the innovation is not so much the technology anymore, it's business models. It's how money's being deployed and used. Cost to capital. So I got to ask you, because now software is eating the world, okay? And you have software money, and data is the new oil, data is money. This is a very interesting time. So if software is money, how do you view that? Because now that you have the infrastructure, cryptocurrency, blockchain, these are new opportunities to digitize your supply chain, create a new fintech environment. What's you vision on this? Because this is happening really fast. >> This actually is very important, to make your market efficient. And what I mean by that is you can get things going much easier than the old ways. And definitely we wanted to make sure that everybody is included. I mean, there is no one left behind. Awareness definitely can be done much easier than before. In order for you to innovate, before you had to have a set up of labs, investment. Now, you just go into the cloud, and find your innovative environment, whether you are healthcare, education, biomed, you know, all types of fields. Oil and gas is very important in Kuwait, as it is number one industry still. And it's all going to depend on definitely technology. >> Every sector is being disrupted. >> Yes. >> (laughs) Okay, so talk about your relationship with AWS. Also, you have I think some news. You guys have had release with Amazon. A memorandum of understanding, or MOU, as they call it. Describe the relationship with Amazon that you guys have. I know it's a very productive one. What is it all about? How do you see it unfolding? >> MOU was signed on last September 4th, in Washington, D.C., between CITRA CEO and Teresa, the VP worldwide for public sector in AWS. And it's focusing on mainly three parts. Economic development, entrepreneur development in Kuwait, so that we can develop the ICT economy, and of course, the protection of all this, which is the cyber security. Now, with these three main areas that we're working on, definitely healthcare education are priority, and creating the right policies, as the regulators, to make sure that we all going to match the vision of 2035. As well as the... (coughs) Sorry. The new trends of technology, which is IoT, which is, you know, the robotics, the artificial intelligence. All of these going to really contribute great for the economy and the relationship between us and AWS, and we're very excited, actually, to kick off this. We are now, since we just did it three weeks ago, we are developing an execution plan, Between us and AWS, so that we can progress this MOU as quickly as possible. And we have many stakeholders as well. So we already brought some stakeholders here as a kick off with healthcare education. And definitely on the coming days, we will engage more people from Kuwait. >> Education, certainly great. healthcare, you need that. Citizen interfacing with the government, all good. Obviously Kuwait, oil and gas you mentioned, big, important. IoT and cyber security are now go hand in hand. Super important, this is very important. This is something that you guys see very big part of, instrumenting a lot of the pre-existing operations of the government, and also the facilities. This is a part of your plan? IoT? >> Yup. >> And security. Talk about the role of cyber security in IoT, because IoT is a surface area. You have to protect it. It's hard. >> As we already started the trial of 5G, of course 5G definitely gives you advantage on speed, but 5G without IoT, I don't think it makes a huge difference. So, you know, imagine if you have your healthcare system built on IoT. So you can track the patients, track everybody, real time. Anything goes wrong, you'll see all the components come together, to make the fix for the patients, as much quicker than before. For example, if we talk about some processes in the government that takes some time. With blockchain technology and IoT, it's definitely, you're going to solidify the relationship between all parties. And it becomes real type relationship. And we're very excited because that would actually make, the economy becomes more vibrant. And when it becomes like this, then more money's going to be generated in the GDP. >> Wireless is critical for IoT, you're saying. Especially 5G. 'Cause now you've got a blanket of RF, radio frequency, powering the devices. Great, love it. Question for you, role of data. Data is now the new way to interact, because cloud makes data. You got analytics, you got people who are immobile and moving around, healthcare's tapping in. Real time information is super important. You got the 5G high speed wireless overlay. How do you view the role of data? >> We're working with AWS on a policy called data classification policy and GDPR, which is Data General Regulatory Policy regulation. And that will help us, actually, to make sure the data, whatever class it is, it's in the right place. So, because you know, some people think that if you put your data in public cloud, then you have some issue with privacy. Which is not actually, because now you can classify. If you have a public data, then you have a classification, it's everybody's, can access it. If you have a private data, the cloud can give you a secure place to store it, and make sure no body gets into anybody's privacy. >> Making it addressable is really important. >> Yes. >> And making it real time, low latency. Okay final question for you. I really appreciate your time. I know you got a hard stop. We're here with the chief of the CITRA in Kuwait. A super big time opportunity for you guys with digital and AWS. But I want you to share to the folks watching, that are watching live and on demand. What should they know about what's going on in Kuwait? The culture, the technology, the digital transformation, that they might not know about. Share your perspective of what's happening in Kuwait. >> I would say, I mean, now the clouds awareness is being very much obvious among Kuwait people. And you see a lot of cloud adaption is happening as we speak. I mean, our organization started about four years ago, and we adopted the cloud from day one. Also, you think about the things that we need to do more awareness in Kuwait, I think, is the IoT and AI, artificial intelligence, and blockchain. Because these are new trends and people still not fully aware of what good things they can do to our economy. >> Mohammad Altura, thank you for spending the time on your very busy schedule here at this amazing event. Oversold, really crowded. We're looking forward to being in the region with theCUBE. We're looking forward to following up with you on the cool AI, blockchain, and IoT. We love that here, we love talking about it. Thanks for sharing you insights here. >> Thank you very much, thank you. >> I'm John Furrier here at theCUBE. You can reach me on Twitter, @Furrier. Also, online I'm everywhere. Just search my name and if you want to reach out, send me some messages, happy to talk about it. CUBE coverage here, in Bahrain, for theCUBE's new ground we're covering in the Middle East. All the innovations happening here, right around AWS's new regions, here in the Middle East. Stay with us, after this short break. (upbeat music)

>> Live from San Francisco, it's theCUBE covering Google Cloud Next 2018. Brought to you by Google Cloud and it's ecosystem partners. >> Welcome back everyone. This is theCUBE live coverage of Google Cloud Next '18 in San Francisco. I'm John Furrier with Jeff Frick. We're at day three of three days of wall-to-wall coverage. Go to SiliconANGLE dot com on theCUBE dot net. Check out the on demand videos and the Cloud series special journalism report that we have out there, tons of articles, tons of coverage of Google Next with the news, analysis and opinion, of course, SiliconANGLE. Our next guest is Indranil Chakraborty, Project Manager for IoT Google Cloud. Certainly IoT part of the network part of the Cloud, one of the hottest areas in Cloud is IoT. We've been seeing that. Welcome to theCUBE. >> Thank you. >> Thanks for joining us. IoT is certainly the intersection of a lot of things: Cloud, data center, A.I., soon to be, you know, cryptocurrency and blockchain coming down, not for you guys, but in general those are the big hottest areas. >> IOT is not like, you can't say it's an IoT category, so IoT has to kind of sit in the intersection of a lot of different markets that are kind of pure playing. >> So I first want you to explain to the folks out there watching, what is the Google IoT philosophy? What is the products trying to do? And what are guys announcing here? >> Absolutely. Thanks for having me here, it's really great to be here. And if you think about IoT, and if you think about what we have on Google Cloud, we already have a great set of service for data storage, processing, and machine intelligence. Right, so we have Cloud Machine Learning Engine, we have an on start ML. So most of those data processing and intelligence services are already there. What we announced last year was Cloud IoT Core, which is our fully-managed service for our customers and partners who easily and securely connect their IoT devices to Google Cloud, so they can start transmitting data and then ingest and store in the user downstream services for analysis and machine intelligence. >> I mean, IoT is a great use case of Cloud because one, Cloud shows that you can be incented to collect data. >> Right. >> Cuz now you have the lower cost storage, You've got machine learning, all these things are going on. It's great. >> Exactly. >> But Iot is now the Edge of the network. You've got sensors. You've got cars, like Teslas, people can relate to. So everything's coming online has, not just an IP connection, anything that's a sensor. The IoT's been just evolving. What is the Edge to you guys? What does that mean when I say IoT Edge? What is Google view of the Edge? >> Yeah absolutely, it's a great question. You know, we identified early on the emergent trend of moving compute and intelligence to the edge and close to the device itself. So this week, as you already know, we've announced two products for Edge. One is Cloud IoT Edge, which is a software stack which can run on your gateway device, cameras, or any connected device that has some compute capabilities, which extends that powerful AI and machine learning capabilities of Google Cloud to your Edge device. And we also announced Edge TPU, which is a Google designed high performing chip for to run machine learning inference on the Edge device itself. And so with the combination of Cloud IoT Edge as a software stack and with our Edge TPU, we think we have an integrated machine learning solution for on Google Cloud platform. >> How does that get rolled out? So the chip, I'm assuming, you're doing OEM or deals with manufacturers. Same with the software stack. Is the software stack portable? Explain how you roll those out. >> Yeah, you know we are big into working with our ecosystem and we really want to build a robust part of ecosystem. So we are working with semiconductor companies, such as NXP and Arm, who will build a system-on-module using our Google Edge TPU, which can then be used by gateway device makers. So we have partnership with Harting, Nokia, NEXCOM. We're going to take those SOM, add it to their gateway devices, so to take it to the market. We're also working with a lot of computing companies, such as ADLINK, Acton, and a couple of others, Olya. So they can build an analytic solution using our Cloud IoT Edge software and Edge TPU to combine with the rest of Cloud IoT platform. So we're pretty excited about the partners. >> But every coin has two sides, right? So the kind of knock on the Edge is, now you're attack surface on the security side is growing exponentially. So clearly, security is an important part of what you guys do. And now this is kind of a different challenge when you're now, your point to presence is not like our point to presence, but are going to expand exponentially to all these connected autonomous devices. >> Yep, that's a great point. And you know, we take security very seriously. In fact, last year when we announced Cloud IoT Core, we reject any connection that doesn't use TLS, number one, right? And number two, we individually authenticate each and every device using an asymmetry keypad. In addition to that, we've also announced partnership with Microchip. So Microchip has built this microcontroller crypto, which can have the private key inside the crypto, and we use JWT token that was signed by inside the chip itself. So your private key never leaves the chip at all. So that's one additional reinforcement for security. So we have end to end security. We make sure that the devices are connecting over TLS, but we also have hardware root of trust on the Edge device as well. >> The token model is interesting. Talk about blockchain because you know, David Floy on our analyst team, he and I are constantly riffing on that. IoT actually is interesting use case for blockchain and potentially token economics. How do you guys view that? I know that you just mentioned that this is kind of a thing there. Does it fit in your vision at all? What's your position on how that would work out? >> You know, we are closely looking at the blockchain technology. As of today, we don't have anything specific to announce in terms of a product perspective, but we do have, we do use JSON web token, which is standard on the web, use to sign those using our private keys. So that works beautifully, but we're closely monitoring and looking at it. We don't have anything to announce today. >> Not yet, but they're going to share that. Their research is working on it, interesting scenario. So in general, benefits to customers who're working with IoT, your team, cuz you have the core, you have the chip, you have the software stack. There's always an architectural discussion depending upon the environment. Do you move the compute to the data? Do you move the data to the Cloud? What's the role of data in all this cuz certainly you got the processing power. What's the architectural framework and benefits to the customers who are working with Google. >> Yeah, so let's make a specific example, LG CNS. They want to improve their productivity in the factory, and what they've done is they've built a machine learning model to detect defects on their assembly line using Cloud machine learning engine. And they've used this one engineer a couple of weeks and they would train the model on Cloud. Now with Cloud IoT Edge and the Edge TPU, they can run that train model locally on the camera itself, so they can do realtime defect analysis at a pretty fast moving assembly line. So that's the model which we are working on where you use Cloud for high compute for training, but you use the Edge TPU and the Cloud IoT Edge for local inference for real time detection as well. >> How do you guys look at the IoT market because depending on how you're looking at it, you can look at smart cities, you can look at self-driving cars? There's a huge aperture of different use cases. It could be humans with devices, also you guys have Android, so it's kind of a broad scope. You guys got to kind of have that core tech, which it sounds like you're putting in the center of all this. How do you guys look at that? How do you guys organize around that? I think Ann Green mentioned verticals, for instance, is there different verticals? I mean, how do you guys go at that mark with the product? >> IoT is a nation market. And what we offer as Google Cloud, is a horizontal platform, what we call it is Cloud IoT platform, which has got Cloud IoT core on the Cloud side, Cloud IoT Edge, the Edge TPU. And we really want to work with our partners our solution integrators and ISVs, to help build those vertical applications. And so we're working with partners on the healthcare side, manufacturing. We have Odin Technology as one of the partner to really build this vertical up. >> You guys are not going to be dogmatic, this is how our IoT sleeve. You're going to let a thousand flowers bloom kind of philosophy. Put it out there, connect, and let the innovation happen with the ecosystem. >> Yeah, we really believe in driving, moving the, having robust ecosystem. So we want to provide a horizontal platform, which really makes it easy for partners and customers to build vertical solutions. >> Another kind of unique IoT challenge, which you didn't have in the past, we've all seen great pictures of the inside of Google Data Centers. They're beautiful and tight and lots of pretty pictures, very different than out in a minefield or a lot of these challenging IT environments where power could be a challenge. The weather could be a challenge. Connectivity to the internet could be a challenge. Obviously, and then you need to power them. When you talk about how much store do you have locally, how much compute do you have locally. So as you look at that landscape, how has that shaped your guys' views? What are some of the unique challenges that you guys have faced? And how are you overcoming some of those? >> Yeah, that's a great question and this is one of the primary reasons why we announced Cloud IoT Edge, which is software stack, and Edge TPU. So that for use cases where you have limited connectivity, oil wells or farm field, windmills. Connectivity is limited, and you cannot rely on connectivity for reliable operations. But you can use Cloud IoT Edge with our partner device ecosystem to run some of the compute locally. You can store data locally. You can analyze locally, and then push some of the incremental data to the Cloud to further update your model in the Cloud. So that's how we were thinking about this. We have to have some compute locally for those reasons. >> Release the hard coupling, if you will. So it's really got to be a dynamic coupling based on the situation, based on the timing, maybe. >> Exactly. >> Schedule updates, and these type of things. So it's not just connected. >> Exactly. It doesn't need to be continuously connected, right? As long as there's enough connectivity to download some of the updated model, to download the latest firmware and the software. You can run local compute and local machine learning inference on the Edge itself. That's the model we're looking at. So you can train in Cloud, push down the updates to the Edge device, and you can run local compute and intelligence on the device itself. >> A lot of conscious we've been having lately has been about, how do you manage the Edge, has been an area of discussion. Why I want to have a multi-threaded computer, basically, on a device that could be attacked with malware, putting bounds around certain things. You need the IP there. You want to have as much compute, obviously, we'd agree. But there's going to be policies you're starting to think about. This is where I think it gets interesting when you look at what's going on at the abstractions up the stack that you guys are doing. How does that kind of thinking impact some rollouts of IoT because I'm looking to imagine that you won't have policies. Some might trickle data back. It might not be data intensive. Some might want more security. Containers, all this kind of tying in. Is that right? Am I getting that right? How do you see that happening? >> So when you think about Edge, there are different layers. There are different tiers. There are the gateway class devices, which has high compute, and all the way to sensors. Our focus really is on the Edge devices, which has some decent compute capabilities and you can scale up to high-end devices as well. And when you think about policies, on the Cloud side, we have IM policies, so you can define roles, and you can define policies, based on which you can decide which devices should get what software or which user should get access to particular data types as well. So we have the infrastructure already, and we're leveraging that for the IoT platform. >> Yeah, and automate a lot of those kind of activities as well. >> Exactly. >> Alright, so I got to ask you about the show. What's some of the cool things you're seeing, for the folks that couldn't make it that are watching this video live and on demand. What's happening here at Google? What's the phenomenon Google Cloud? What are some of the hot stories? What's the vibe? What are the cool things that you are seeing? >> Absolutely. So I'm biased, so I'm going to start with IoT. You know, we have an IoT showcase where we have a pedestal where we're showing the Edge TPU and the Edge TPU board as well. And there is a lot of work which is happening there. There's a maintenance team there as well, so I would highly encourage attendees to go check it out. >> What are people saying about that? The demos and the sessions, what are some of the feedback? Share some color commentary around reactions. >> Yeah, we've been getting a lot of positive reactions. In fact, we just had a couple of breakout sessions, and a lot of interest from partners across the board to engage with us. So we are pretty excited with our announcement on the Edge side. The whole orchestration of training model in the Cloud and then pushing it down and then sending updates, that's where it really makes it easy for a lot of the partners. So they're excited about it as well. >> They're going to make some good money with it too. You guys are making the mark, and not trying to go too far. Laying the foundational work, the horizontal scale. >> Yes, exactly. And we really focused, for the Edge TPU, we really focused on performance per dollar and performance per watt. And so that has been what we are striving to really have high performance for lower cost. So that's what we're targeting. And a couple of other things, the whole server-less capabilities, and the fact that Cloud functions have become GA, is pretty exciting. And Cloud IoT Core is also a fully managed server-less architecture in a machine. The AI and auto ML which we announced with NLP and text and speech is pretty exciting as well. And that works very well with some of our IoT use cases as well. So I think those are a couple of announcements, which I'm pretty excited about. >> Yeah, I think the automation theme too, really resonated well on all that. Cuz what comes out of that is, humans still got to be more proficient in doing the new stuff, but also they got to run this. And you've got developers enough to build apps that drives value, so you got the value development with the applications, and then also the operational side, which is, I don't want to say becoming generic, but it's not specialized as used to be. Network operator, this guys does this, this gal does that. I mean, it used to be very stove piped. Now it's much more of a how do you run the environment? >> Exactly, and to your point, even on the IoT space, it's also very relevant. I mean there are a lot of overlaps between what used to be just devops and OTE and IT. There are a lot of overlaps there. And so we're looking at it closely as well to make sure that we can really simplify the overall requirement and the tooling which is needed for building an IoT solution. >> For the people that are not following Google as closely as say we are, for instance, they're not inside the ropes, inside the baseball, if you will, in the industry. See Google Cloud, they know Google as Gmail, search, et cetera. They look a couple years ago, Google Cloud had app engine, the OG of Google Cloud, as it's called. What would you say to the folks now that are watching? What's different about Google Cloud now, and what should they know about Google Cloud that they may not know about. What would you say to that person? >> Absolutely, and the first thing is we are very serious about enterprise. You can see here the number of attendees who have come here and how we have multiple buildings where we organized the conference. We're very serious over enterprise. Second, back in the days, two years back, we were really focused on building products, which works for specific use cases. We didn't think about end to end solution, but now the focus has changed. And we're really thinking about, we always had the technology with packaging the products, and now we're thinking about providing end to end solutions, the framework where for a business user, enterprise user, they can just take the solution, and they know it will work. Alright, so there's been a lot of focus on that. And our key differentiator is about machine intelligence and AI, right? That's where Google thrives. We've been spending a lot of time on it, and now we're focused on democratizing AI. Not just on the Cloud, but also on the Edge with the announcement of HTPU. >> And I really think you guys have done a good job with the mindset of making it consumable. In an end to end framework with the option. We've got Kubernetes, and Container's been around for a while, but it's working with multiple environments. I think that is a real mindset shift. >> Exactly. >> So congratulations. >> Thank you. >> Thanks for coming on, appreciate it. >> Absolutely, was great having you guys. >> Google IoT, just plug into the Google Cloud. It'll suck all your data in. Give you some compute at the Edge. Open it up to partners, really focusing on the ecosystem and enabling new types of functionality. It's theCUBE, bringing you the data here on day three at Google Cloud Next '18. We'll be right back with more coverage. Stay with us after this short break. (modern music)

(upbeat music) >> Man: From the Computer History Museum in the heart of Silicon Valley, it's theCUBE! Covering Food IT. Fork to farm. Brought to you by Western Digital. >> Welcome back everybody, Jeff Frick here with theCUBE. We're in Mountain View, California at the Computer History Museum at Food IT, a really interesting conference about 350 people talking about the impacts of IT and technology in the agricultural space. Everything from farming, through to how you shop, how you consume, and what happens to the waste that we all, unfortunately, throw away way too much. We're excited to have our next guest, Mike Wolf, he's the creator and curator of The Spoon and the Smart Kitchen Summit. Mike, welcome! >> Hey, thanks for having me, I'm excited! >> Absolutely! So first off, before we jump in, what do you think of the show here? >> It's great! It's very focused on agriculture and the food chain, which is crucial. I focus a lot on the kitchen, when food gets to our homes, what we do with it, but this is where it all starts, so it's really important. >> It's so much stuff going on-- >> Yeah. >> With the kitchen and food preparation with all these services that will-- >> Yeah. >> Either bring you your meal, or they'll bring you pre-portioned and uncooked meals. So let's talk about a little bit, what is the Smart Kitchen Summit, and what is The Spoon? >> So I focused on the smart home a lot over my career. I've written a book on how to network your home, but about four or five years ago I noticed no one's really talking about how we're going to recreate the kitchen. We've focused from a digital home perspective on the living room. We saw the Netflix revolution, over-the-top, we've seen huge market value creation in the living room. But the kitchen was kind of left behind. So I said, let's start a conversation, let's focus on how we can recreate cooking in the kitchen. And the Smart Kitchen Summit is entering it's third year, it's kind of become the premier event about how technology will reshape how we get food, bringing her home, how we cook it, and how we eat it. >> Well it's funny though, because people would always say, you know, "I have the iPad on the front of my fridge, "it'll tell me when it's time to go get milk." So clearly, that's a pretty-- >> Yeah. >> Pretty low... Not of real significant use in this case, I would imagine, there's a lot more to it than that. >> Yeah, I think tablets and screens, and connecting to things with apps is like five percent of what's interesting. If you look at the refrigerator, the internet refrigerator, I was just talking to an LG guy, they created the first internet refrigerator in 2000, and it was $20,000, and no one bought it, 'cause everyone said "Why would I want to "connect my refrigerator "to the internet?" >> Right, right. >> Well, I kind of think we're at this point where now it becomes interesting. We can maybe have the fridge understand what our food is. The fridge itself is kind of a... The family bulletin board, so why not put a big screen on there if it's only a couple extra hundred dollars? >> Right. >> And so I think there's all sorts of ways in which we're getting food, like you said, new ways like Blue Apron, Cooking By Numbers services, new ways to cook food that are coming from the professional kitchen, like sous vide, high-precision cooking technology that's democratized for technology, and things like automated beer brewing appliances. I've always wanted a beer, brew beer, but my wife said "No way, you're going to have "the smelly..." >> Right. >> "Beer coming in my house." But I can use technology to make this automated and easy? I'm one of those guys that say "Let's do that." Then I can brag to my friends that I've actually made beer at home. >> Right, right. >> So. >> Well, it's funny 'cause we saw this other thing in the kitchen not that long ago, right? Where everybody had to have a Wolf, and it was kind of this, you know, kind of professionalize your kitchen with all these really heavy-duty, you know... >> Yeah. >> Appliances, that really, most people probably don't need a Wolf so they can keep their flambe at the perfect temperature-- >> Yeah. >> For extended periods of time. >> Yeah. >> So what are some of these things that are coming down the line that people haven't really thought of that you see as you study this phase? >> Well, so our research shows that everyone, almost every age group is using more digital technology in the kitchen, and that's iPhones, smart phones, and tablets, because what they're doing is looking for what they're going to have for dinner. So that starts the process of digitization in the kitchen, and so you've seen almost for 15, into 17, years now services like Allrecipes and Yummly creating kind of this digital recipe services. Now, we've also seen, really one of the most popular videos on the internet, BuzzFeed Tasty was the biggest video publisher for many months this year, doing a couple billion views a year, per month of these simple cooking videos. So... >> Right. >> A lot of it is very much generational. So millennials are grabbing on to these how-to-cook, you know, how-to-cook videos. They're very interested in cooking, but the definition of cooking is changing, so what they're seeing is the worrying about cooking through online, but also maybe applying cooking technology in a new way. Whether that's a very simple cooking appliance, like a sous vide circulator, or maybe an air fryer, or if you want to go high-end something, like a June Oven. So if you look forward, starting to add artificial intelligence, image recognition, and these type of technologies to the cooking process could make things a lot easier and make things faster, and kind of give you cooking super powers that you may otherwise not have. >> Right. It's so interesting! It continues to be a trend over and over, that it's kind of the hollowing of the middle, right? You are either you don't ever cook, right? >> Yeah. >> Everything is DoorDash, or however you get your... The meal. Or you kind of get to these specialty items where you're way into it as a hobby and, I mean, those videos, the cooking videos-- >> Yeah. >> Are fascinating to me, the popularity of those things. >> Yeah. >> But if you're kind of stuck in the middle, in the no-man's-land of what we think of maybe as a traditional kitchen, that's probably not a great place to be. >> Yeah, I think, you know, I'm that... I'm a different archetype depending on the day of the week, right? I may be in the middle of the week, and I'm tired, I have kids, I don't want to cook. Maybe something that automates my cooking maybe makes it easy with food delivery, it's fully cooked. That would be a great idea! But maybe on the weekend, I want to become, like, a maker, and really, like I say, the only maker space in the home, right now, besides the garage, is the kitchen. It's where I'm actually using my hands to make stuff. And I think that's great nowadays when we're all spending so much time in front of screens, moving around ones and zeros with our mouses, I think... Our research shows that people want to cook, but the definition of cooking is changing. So they may be assembling salads, or, and they're buying something from Costco and they're calling that cooking. But I think if we can have technology that allows us to actually make stuff in the home, where it's fresh and tastes good, it's healthy, and we feel like we're rewarding a craft, I think there's a lot of people who would want that. >> That's so interesting, that it's makers and craftsmanship, and you think back to kind of the traditional, beautiful cookbooks, right? That people would buy, maybe to actually use, maybe just 'cause they want to be associated with that type of activity and those types of photographs and stuff. So it's a very different way to think about it, as a maker versus, you know, just got to get the food out for the kids, I'm tired on a Thursday night at 6 p.m. >> Yeah, sometimes it's just sustenance, right? That's why packaged food is great. We like these protein bars. They're expensive, but they provide everything in one in, like, a flat piece of food. But at the same time, there's a whole food movement. Ever since John Mackey founded Whole Foods back in the early 80's, until the time that Amazon acquired it, the customer base has been growing. What I think is interesting is we can potentially see the democratization of better quality food. As you see, the decentralization of processed food, right? So over the past 100 to 200 years, all the technology around food has been towards centralized processing, and putting it into cans, making it... But what happens is you take all the nutritional value out of it. >> Right. >> But if you can start to think about bringing fresher food in the home, at a lower cost through optimized value chains, like what maybe Amazon can do with Whole Foods. Maybe that brings fresher food to the home at a lower cost, or it gets beyond the five to ten percent of the consumer, which is buying from Whole Foods. >> Right. >> It's a high-end type of retail channel, right? But I think everyone wants better food, so I think that's where I think technology could play a process. >> Well, just specifically, what are you thoughts on the Amazon acquisition of Whole Foods, and the impact of that? Not only for those two companies, specifically, but as a broader impact within the industry? >> I am excited for what Amazon could do with this technology. I live in Seattle, so I've been watching they're, what I would call lab experiments with Amazon Go, which is this recreation of the grocery store, this idea of walk in, walk out, don't ever talk to the cashier, that's really fascinating. Then you get Whole Foods, which is a pretty traditional retailer, even though it's kind of created the organic food movement in a lot of ways. I think bringing Amazon technology into theirs is really exciting, but I also think it validates the need for physical store fronts. I think Amazon's been trying to do online delivery, rolling trucks at your home for ten years. They've been working on Amazon for us for ten years, and they haven't been really... They haven't really reached massive scale. So I think this validates the idea of you need physical store fronts. Those physical store fronts may look very different in ten years, but the fact that Amazon is going to need that as a distribution point, as a point of presence in different neighborhoods, I think is fascinating. >> Alright, well, Mike we're almost out of time. I'll give you the last word. Where should people go to get more information about what you're up to? >> Yeah, go to TheSpoon.tech if you want to see our writing, podcast, and the future of food and cooking. And if you want to come to our event, go to SmartKitchenSummit.com. >> Alright, he's Mike Wolf, I'm Jeff Frick, you're watching theCUBE from Food IT. A lot of really interesting stuff. Again, it's all the way from the farm, the germination of the seeds, all the way through to what you eat, how you eat, and what you do with the stuff you don't. So thanks a lot Mike. >> Yeah, thanks! >> Alright, I'm Jeff Frick, you're watching theCUBE. We'll be right back after this short break. Thanks for watching. (upbeat music)

[Narrator] - You are a CUBE Alumni. (cheerful music) Live, from Silicon Valley, it's theCUBE. Covering Google cloud Next '17 (rhythmic electronic music) >> Welcome back everyone. We're live here in the Palo Alto Studio for theCUBE, our new 4500 square foot studio we just moved into a month and a half ago. I'm John Furrier here, breaking down two days of live coverage in-studio of Google Next 2017, we have reporters and analysts in San Francisco on the ground, getting all the details, we had some call-ins. We're also going to call in at the end of the day to find out what the reaction is to the news, the key-notes, and all the great stuff on Day one and certainly Day two, tomorrow, here in the studio as well as in San Francisco. My next guest is Tyler Bell, good friend, industry guru, IOT expert, he's been doing a lot of work with IOT but also has a big data background, he's been on theCUBE before. Tyler, great to see you and thanks for coming in today. >> Thanks, great to be here. >> So, data has been in your wheelhouse for long time. You're a product guy, and The cloud is the future hope, it's happening big-time. Data, the Edge, with IOT is certainly part of this network transformation trend. And, certainly now, machine-learning and AI is now the big buzzword. AI, kind of a mental-model. Machine-learning, using the data. You've been at the front-end of this for years, with data and Factual and Mapbox, your other companies you worked for. Now you have data sets. So before it was like a ton of data, and now it's data sets. And then you got the IOT Edge, a car, smart city, a device. What's you take on the data intersecting with the cloud? What are the key paradigms that are colliding together? >> Yeah, I mean the reason IOT is so hot right now is really 'cause it's connecting a number of things that are also hot. So, together, you get this sort of conflagration of fires, technology fires. So, on one side you've got massive data sets. Just huge data sets about people, places and things that allow systems to learn. So, on the other end, you've got, basically, large-scale computation, which isn't only just available, it's actually accessible and it's affordable. Then, on the other end, you've got massive data collection mechanisms. So, this is anything from the mobile phone that you'll hold in your pocket, to a LIDAR, a laser-based sensor on a car. So, this combination of massive, hardware derived data collection mechanisms, combined with a place to process it, on the cloud, do so affordably. In addition to all the data, means that you get this wonderful combination of the advent of AI and machine-learning, and basically the development of smart systems. And that's really what everybody's excited about. >> It's kind of intoxicating to think about, from a computer science standpoint, this is the nirvana we've been thinking about for generations. With the compute now available, we have, it's just kind of coming together. What are the key things that are merging in your mind? 'Cause you've been doing a lot of this big data stuff. When I say big, I mean large amounts, large-scale data. But as it comes in, as they say, the world's, the future's here, but it's evenly distributed. You could also say that same argument for data. Data's everywhere, but it's not evenly distributed. So, what are some of the key things that you see happening that are important for people to understand with data, in terms of using it, applying it, commercializing it, leveraging it? >> Yeah, what you see, or what you have seen previously is the idea of data, in many people's minds, has been a data base or it's been sort of a CSV file of rows and columns and it's been this sort of fixed entity. And what you're seeing now is that, and that's sort of known as structure data, and what you're seeing now is the advent of data analytics that allow people to understand and analyze loose collections of data and begin to sort of categorize and classify content. In ways that people haven't been able to do so previously. And so, whereas you used to have just a data base of sort of all the places on the globe or a whole bunch of people, right now you can have information about, say, the images that camera sensors on your car sees. And because the systems have been trained about how to identify objects or street signs or certain behaviors and actions, it means that your systems are getting smarter. And so what's happening here is that data itself is driving this trend, where hardware and sensors, even though they're getting cheaper and they're getting increasingly commoditized, they're getting more intelligent. And that intelligence is really driven by, fundamentally, it's driven by data. >> I was having a conversation, yesterday, at Stanford there was a conference going on around bias and data. Algorithms now have bias, gender bias, male bias, but it brings up this notion of programmability and one of the things that some of the early thinkers around data, including yourself, and also we extend that out to IOT, is how do you make data available for software programs, for the learning piece? Because that means that data's now an input into the software development process, whether that's algorithms on the fly being developed in the future or data being part of the software development kit, if you will. Is that a fantasy or is that gettable, is that in reach? Is it happening? Making data part of that agile process, not just a call to a data base? >> Exactly, a lot of the things, the most valuable assets now are called basically labeled data sets, where you could say that this event or this photo or this sound even has been classified as such. And so it's the bark of a dog or the ring of a gunshot. And those labeled data sets are hugely valuable in actually training systems to learn. The other thing is, if you look at it from, say, AV, which has a lot in common with IOT, but the data set is less about a specific sort of structured or labeled event or entity. And instead, it's doing something like putting, there's one company where you can put your camera on the dashboard of your car and then you drive around and all this does is just records the images and records which way your car goes, and, that's actually collecting and learning data. And so, that kind of information is being used to teach cars how to drive and how to react in different circumstances. And so, on one hand, you've got this highly-structured labeled data, on the other hand, it's almost machine behavioral data, where to teach a car how to drive, cars need to understand what that actually entails. >> Yeah, one of the things we talked about on Google Next earlier in the day, when we saw a couple earlier segments. I was talking about, I didn't mean this as a criticism to the enterprise, but I was just saying, Google might want to throttle back their messaging or their concepts. Because the enterprise kind of works at a different pace. Google is just this high-energy, I won't say academic, but they're working on cutting-edge stuff. They have things like Maps, and they're doing things that are just really off the charts, technically. It's just great technical prowess. So, there's a disconnect between enterprise stuff and what I call 'pure' Google cloud. The question that's now on the table is, now with the advent of the IOT, industrial IOT, in particular, enterprises now have to be smarter about analog data, meaning, like the real world. How do you get the data into the cloud from a real-world perspective? Do you have any insight on that? it's something that hard to kind of get, but you mentioned that cam on the car, you're essentially recording the world, so that's the sky, that's not digitized. You're digitizing an analog signal. >> Yeah, that's right. I think I'd have two notes there. The first is that, everything that's going on that's exciting, is really at this nexus between the real world, that you and I operate in now and how that's captured and digitized, and actually collected online so it can be analyzed and processed and then affected back in the real world. And so, when you hear about IOT and cars, of course there are sensors, which basically do a read type analysis of the real world, but you also have affecters which change it and servos, which turn your tires or affect the acceleration or the braking of a vehicle. And so, all these interesting things that are happening now, and it really kicked off, of course, with the mobile phone, is how the online, data-centric, electric world connect with the real world. And all of that's really, all that information is being collected is through an explosion of sensors. Because you just have, the mobile phone supply chains are making cameras, and barometers, and magnetometers, all of these things are now so increasingly inexpensive that when people talk about sensors, they don't talk about one thousand dollar sensor that's designed to do one thing, instead there's thousands of $1 sensors. >> So, you've been doing a lot of work with IOT, almost the past year, you've been out in the IOT world. Thoughts on how the cloud should be enabled or set up for ingesting data or to be architected properly for IOT-related activities, whether it's Edge data store, or Edge Data, I mean, we have little things as boring as backup and recovery are impacted by the cloud. I can imagine that the IOT world, as it collides in with IT, is going to have some reinvention and reconstruction. Thoughts on what the cloud needs to do to be truly IOT ready? >> Yeah, there's some very interesting things that are happening here and some of them seem to be in conflict with each other. So, the cloud is a critical part of the IOT entire stack and it really goes from the device of a sensor, all the way to the cloud. And what you're getting is you are getting providers, including Google and Amazon and SAP and there's over 370, last count, IOT platform providers. Which are basically taken their particular skill set and adjusted it and tweaked it and they now say that we now have an IOT platform. And in traditional cloud services, the distinguishing features are things like being able to have record digital state of sensors and devices, sort of 'shadow' states, increased focus on streaming technology over MAP-reduced batch technology, which you got in the last 10 years, through the big data movement, and the conversations that you and I have had previously. So, there is that focus on streaming, there is a IOT-specific feature stack. But what's happening is that because so much data is being corrected. Let's imagine that you and I are doing something where we're monitoring the environment, using cameras, and we have 10,000 cameras out there. And, this could be within a vehicle, it could be in a building, or smart city, or in a smart building. Cameras are, the cloud traditionally accepts data from all these different resources, be it mobile phones, or terminals and collects it, analyzes it, and spits it back out in some kind of consumable format. But what's happening now is that IOT and the availability of these sensors is generating so much data that it's inefficient and very expensive to send it all back to the cloud. And so all of these-- >> And, it's physics, too. There's a lot of physics, right? >> Exactly, and all these cameras sending full raster images and videos back to the cloud for analysis. Basically the whole idea of real time goes away if you have that much data, you can't analyze it. So, instead of just the cameras sending out a single dumb raster image back, you teach the camera to recognize something, So you could say "I recognize a vehicle in this picture" or "I recognize a stop sign" or a street light. And instead of sending that image back to be analyzed on the cloud, the analysis is done on the device and then that entity is sent back. And so, the sensor says "I saw this stop sign "at this point, at this time in my process." >> So this cuts back to the earlier point you were making about the learning piece, and the libraries, and these data sets. Is that kind of where that thread connects? >> Exactly, so to build the intelligence on the device, that intelligence happens on the cloud. And so, you need to have the training sets and you need to have massive GPUs and huge computational power to instruct. >> Thanks Intel and NVIDIA, we need more of those, right? >> Indeed, and so, that's what's happening on the cloud, and then those learnings are basically consolidated and then put up on the device. And, the device doesn't need the GPUs, but the device does need to be smart. And so, in IOT, especially look for companies that understand, especially hardware companies, that understand that the product, as such, is no longer just a device, it's no longer just a sensor, it's an integral combination of device, intelligence platform in the cloud, and data. >> So, talk about the notion of, let's talk about the reconstruction of some of the value creation or value opportunities with what you just talked about 'cause if you believe what you just said, which I do believe is right on the money, that this new functionality, vis-a-vis, the cloud, and the smart ads and learning ads, and software, is going to change the nature of the apps. So, if I'm a cloud provider, like Google or Amazon, I have to then have the power in the cloud, but it's really the app game, it's the software game that we're talking about here. It's the apps themselves. So, yeah, you might have an atom processor has two cores versus 72 cores, and xeon, and the cloud. Okay, that's a device thing, but the software itself, at the app level, changes. Is that kind of what's happening? Where's the real disruption? I guess what I'm trying to get at is that, is it still about the apps? >> Yeah, so, I tend not to think about apps much anymore, and I guess, if you talk to some VCs, they won't think about apps much anymore either. It's rather, it tends to, you and I still think, and I think so many of us in Silicone Valley, still think of mobile phones as being the end point for both data collection and data effusion. But, really one of the exciting things about IOT now, is that it's moving away from the phone. So, it's vehicles, it's the sensors in the vehicles, it's factories, and the sensors in the factories, and smart cities. And so, what that means is you're collecting so much more data, but also, you're also being more intelligent about how you collect it. And so, it's less about the app and it's much more about the actual intelligence, that's baked into the silicon layer, or the firmware of the device. >> Yeah, I tried to get you on their Mobile World Congress special last week and we're just booked out. But I know you go to Mobile World Congress, you've been there a lot. 5G was certainly a big story there. They had the new devices, the new LG phones, all the sexy glam. But, the 5G and the network transformation becomes more than the device, so you're getting at the point which is it's not about the device anymore, it's beyond the device, more about the interplay between the back at the network. >> It is, it's the full stack, but also it's not just from one device, like the phone is one human, one device, and then that pipeline goes into the cloud, usually. The exciting thing about IOT and the general direction that things are moving now, it's what can thousands of sensors tell us? What can millions of mobile phones, driven over a 100 million miles of road surface, what can that tell us about traffic patterns or our cities? So, the general trend that you're seeing here is that it's less about two eyeballs and one phone and much more about thousands and millions of sensors. And then how you can develop data-centric products built on that conflagration of all of that data coming in. And how quickly you can build them. >> We're here with Tyler Bell, IOT Expert, but also data expert, good friend. We both have kids who play Lacrosse together, who are growing up in front of our eyes, but let's talk about them for a second, Tyler. Because they're going to grow up in a world where it's going to be completely different, so kind of knowing what we know, and as we tease-out the future and connect the dots, what are you excited about this next generation's shift that happening? If you could tease-out some of the highlights in your mind for, as our kids grow up, right, you got to start thinking about the societal impact from algorithms that might have gender bias, or smart cities that need to start thinking about services for residents that will require certain laning for autonomous vehicles, or will cargo (mumbles). Certainly, car buying might shift. They're cloud-native, they're digital-native. What are you excited about, about this future? >> Yeah, I think it's, the thing that's, I think, so huge that I have difficulty looking away from it, is just the impact, the societal impact that autonomous vehicles are going to have. And so, really, not only as our children grow up, but certainly their children, our grandchildren, will wonder how in the heck we were allowed to drive massive metal machines, and just anywhere-- >> John: With no software. >> Yeah, with really just our eyeballs and our hands, and no guidance and no safety. Safety's going to be such a critical part of this. But, it's not just the vehicle, although that's what's getting everybody's attention right now, it's really, what's going to happen to parking lots in the cities? How are parking lots and curb sides going to be reclaimed by cities? How will accessibility and safety within cities be affected by the ability to, at least in principle, just call an autonomous vehicle at any time, have it arrive at your doorstep, and take you where you need to go? What does that look like? It's going to change how cars are bought and sold, how they're leased. It's going to change the impact of brands, the significance of, are these things going to be commoditized? But, ultimately, I think, in terms of societal impact, we have, for generations, grown up in an automotive world, and our grandchildren will grow up in an automotive world, but it will be so changed 'cause it will impact entirely what our cities and our urban spaces look like. >> The good news is when they take our drivers licenses away when we're 90, we'll, at least be able to still get into a car. >> There's places we can go. >> We can still drive (laughs) >> Exactly, exactly, the time is right. We may not have immortality, but we will be able to get from one place to another in our senility. >> We might be a demographic to buy a self-driving car. Hey, you're over 90, you should buy a self-driving car. >> Well, it'll be more like a consortium. Like you, I, and maybe 30 other people. We have access to a car or fleet. >> A whole new man cave definition to bring to the auto,. Tyler, thanks for sharing the insight, really appreciated the color commentary on the cloud, the impact of data, appreciate it. We're here for the two days of coverage of Google Next here inside theCUBE. I'm John Furrier, thanks for watching. More coverage coming up after this short break. (cheerful music) (rhythmic electronic music) >> I'm George--

>> Announcer: Live from Silicon Valley, it's theCUBE, covering Mobile World Congress 2017. Brought to you by Intel. >> Okay, welcome back, everyone. We're live here in Palo Alto, California for SiliconANGLE Media's theCUBE special two-day coverage of Mobile World Congress in Barcelona, Spain. As people starting to get ready to take that nap to go out all night in Barcelona after they've had their tapas and wine we're here in California breaking it all down. Two days of coverage, this is end of day two in Spain. We're in the middle of it here, and breaking down the analysis, covering all the news, commentary, identifying the trends and talking to the folks here in the Bay Area that can add value to the conversation, and our next guest is Bob Stefanski, who's the managing director of eLab, located in Palo Alto, a venture capitalist making investments and really a key player bridging Silicon Valley with Michigan Motor City here bringing the two worlds together as the autonomous vehicles and the automotive industry's under massive disruption and change, and the car companies know about it and they're not afraid of it. Ford's here, GM's here, they're all here, and now we have Bob Stefanski here in theCUBE. Bob, good to see ya, thanks for coming in. >> John, thanks for having me on. It's good to be here. >> I love this story, and I think this is not really well documented, but this is the beginning of what's been happening for a while, kind of as an outpost to Michigan and Motor City, you have some satellite offices in Palo Alto or Silicon Valley. They're close to Stanford, close to Cal, close to a lot of the research, but now it's a change where you're starting to see Ford, GM, all the car companies, BMW, big venture fund as well, all here in Silicon Valley because the software defined blank is everything, so software-defined radios in 5G, big story at Mobile World Congress, software-defined networks, the world is software-driven, so they're here. You're bridging the investments, trying to identify the key trends. >> Bob: You bet. >> To help identify this new game-changing technology that's going to bring a whole new world together, and certainly Intel and others are changing the networks, creating an end-to-end architecture digitally to bring autonomous vehicles, media entertainment, smart cities, the smart home, and we're seeing Alexa, Google's got their device, and you're seeing smart cities. What's the big bridge being built around? I mean, obviously, the cars themselves are changing. What is this bridge between Silicon Valley and Michigan Motor City? Obviously, that's a big part of Uber and whatnot. >> Absolutely, John, you know, I grew up in Michigan, I grew up in the days before there was a single chip, I think, in cars. I worked for General Motors when I was a summer intern in the early '80s in the engineering group there. There was a very distinct automotive culture. I then fast forward 20 years, and I'm in Silicon Valley. I've spent the majority of my career here in Silicon Valley doing Silicon Valley things, so software, enterprise software was where I spent most of my career with TIBCO software. We are now bridging these two things. We're bridging, the automotive industry is, I think we all know, anyone who's paying attention, the car now has a lot of chips in it, and it's about to have a lot more, the car is becoming a data center on wheels. It's becoming another mobile device, a very big mobile device, and the really neat thing is with, we're the only venture fund with offices and partners located in both places. We have fairly deep networks and connections into the whole Michigan ecosystem back there in automotive, and of course, we're out here in Silicon Valley as well. It's been fascinating to see after spending, after having that early childhood experience, young adult experience as I was growing up in the auto industry, and really kind of the heyday of the auto industry, maybe the beginning of the decline in the '70s and early '80s, and then having sort of spent the career working on the latest, greatest, newest technologies as they've come along out here in Silicon Valley. This is a fascinating time to see these two now finally merging together with autonomous vehicles. >> One of the things that we're seeing in Intel, obviously the bellwether, and they always have the long game going and make the big bets, and autonomous vehicles and virtual reality is that showcase, but what I find interesting and I want to get your thoughts on and reaction to is that I shared on my Facebook feed a post by autoblog.com that says, "Race for autonomous cars is over in Silicon Valley." And they were kind of pointing to the obvious things that people are seeing today, which is myopic and narrow in my opinion, but obviously Apple kind of tapped out of building a car, and I think a lot of people thought, "Oh, Apple should build a car. "They built a watch, why not build a car?" Obviously, they forgot about Teslas here, so I'm not sure what they're thinking, but I think they missed the point that it's bigger than the actual car. Could you share some color commentary around the mindset of Detroit? Because we're seeing that certainly Ford's not lookin' the other way, they have their finger on the pulse. Others do as well. What is the general mindset for the folks in both ecosystems and how are they working together right now? >> Sure, that's a great question, John. And you said it right at the outset, look, all the autos are here, and they're here in our backyard in Palo Alto. They've really sort of migrated here over the last five, seven years probably. GM is here, Ford is here in a big way, BMW's here, Mercedes' here. So they all obviously recognize that the car's becoming all about technology, and they need to be, if they're going to be a key part of that in the future, they need to be out here, and they need to be understanding that, on the other hand, making cars is hard. Making cars is not a simple thing, and this is where 70% of auto research in the U.S. is still happening in Michigan in the Detroit area. Michigan has a very high density of automotive engineers, and integration engineers and integrating IT with the autos and so forth. There's a lot of talent there, there's a lot of experience there. I think, you know, frankly probably the biggest and most interesting thing in this bridge is going to be to watch the cultures either integrate or not, and there's a lot of talk about who wins and the autos can't move fast enough, and that may be the case, but we'll find out. I'm not so sure. They know how to compete and there's a lot of smart people. >> There's no way that Detroit's going away. >> Bob: Not at all. >> My view is they're very solid, and I think they got good self-awareness, and I think if you look at the signals, I would say that I'm pretty confident it's just a matter of how they get reconfigured in this new value-creation model around 5G and whatnot. But I want to get your thoughts on another point, which is if you look at what the iPhone did, that created a new class of app developer and that, I would call them, on one hand artisan developers, people who are composing much more design-centric, obviously, and then, you still had the hardcore developers, and that was lower in the stack, but also other harder problems. But when you talk about automotive, there are some serious technology challenges that require, I won't say old-school engineering, but really hardcore engineering. You're talking about wireless, which is a physics issue, you have all kinds of policy challenges, but really hardcore engineering and software development. I'm not discounting what the app guys are doing, but certainly there will be plenty of apps like all that more the finishing touches in, say, cars for instance. What are some of those technologies because that's really where you need to see the classic double-E, computer science, physics gurus, the real PhD kind of guys. What's your thoughts and what trends do you see in that hardcore area? >> Absolutely, you know, I mean, look, we all know that cars are no longer about just axles and engines, and those hard things. But I think when we make this transition to highly automated, to fully autonomous vehicles, the technologies that are driving that, the fundamental technologies and the really hard stuff are around sensors, right. We're constantly developing newer, faster, better, further range, more precise sensors, so we're talking about Lidar, we're talking about of course, Mobileye and what's happening with the camera and vision processing. We're talking about even radar, a 1940s technology that actually is changing very fast. There's a lot of interesting things happening. >> AI's an old technology coming back now and getting rebooted with cloud computing and whatnot. >> Yeah, absolutely, and then, connecting all that to the cloud, right. I think the hardest, and I think we talked about this before, probably still the single hardest piece and the point of this fear on this is artificial intelligence at the end of the day. It's the same stuff that's driving virtual reality, it's the same stuff that's driving a lot of different things right now, but it's also true in self-driving cars. These things, when you make a car, first of all, it's got to be safe. It has got to be safe. The Department of Transportation, the government regulatory interest is in safety. To make a car safe, they have to be tested, tested, tested, tested, what's that about? Well, when autonomous takes over, it's no long John Furrier driving that car, it's the AI driving the car, right? How do you make it AI smart? >> The crash test dummy's inside AI. >> Right, this is fundamental deep learning. This is fundamental deep learning that the guys at Google know as much as anybody in the world and Facebook and all, you know, that we all know about the arms race in artificial intelligence, but that's at the core of what's happening in self-driving vehicles, and most of that talent, the talent is spread out, it's all over the world, but there's a lot of it out here. And they know they need to have those engineers here. >> What's interesting about your background, you mentioned when we started this segment, you have an enterprise software background in Silicon Valley and you've been very successful, it's interesting, we were talking yesterday and we kind of validated this morning on our opening segment around Mobile World Congress, it's a two-show game right now. It's kind of a bipolar show. You got devices, the new phones, the glam and the sizzle, Samsung and so on, so forth, LG. >> Bob: Can't wait. >> And then you got the TelCo show, which is, TelCo's trying to figure things out, but what's interesting is what we noticed is that there's really a trend between enterprise computing concepts, network data center with consumer clash, so there's a direct collision course between the TelCos which serve as consumers, but the infrastructure challenges are all enterprise. >> Bob: Right, right. >> And the number one thing that's key there is integration and ecosystems. So, you kind of have the right background for this, so we want to get your thoughts on ecosystem integration concepts where a lot of boats in the harbor, so rising tide will float all boats, we see that as a trend, but also integrating. You mentioned the testing, so it's not one company's going to do all this. >> It's not one company that's going to do all this, and in fact, it's going to one of the more complex integrations we've ever undertaken because we're going to have to have those automotive engineers, we're going to have to have those, the software developers, we're going to have to have the AI guys, we're going to have to have the sensor guys, and it's all going to the cloud ultimately. And don't forget GPS, you got GPS. You got a lot. >> Connectivity challenges. Mobility. >> Connectivity challenges, and of course, 5G when 5G comes down the line is going to be a critical part of this as well. You're also going to have smart cities, you're going to have infrastructure embedded in the environment, and in particular, the highly dense areas is where it'll happen first. It's not going to, rural America and so forth, they're going to be probably driving their cars without the embedded sensor for a while, but there are a lot of different components to integrate. >> We had a CTO on earlier before, Val Bercovici, he was talking about the cloud native architecture really plays well in this market because it's not so much about the one car, it's about the one cars in relations to thousands of other cars that are self-driving. It's a multi-touch data equation. Alright, Bob, final question I want to get to you is what are you investing in? What are some of the things that you're looking at? Can you share? I know some of the stuff is pretty stealthy on your end, 'cause it's pretty high end, but can you share any, show a little leg on investments you've made? >> You bet, you bet. Yeah, John, we're, some of the, probably the coolest stuff I can't talk about right now, you're right. Hint hint, it's in some of the things I've already talked about. We're certainly in artificial intelligence. We have a portfolio company in that. We're looking at others. In better sensors, some of the sensor areas I talked about, we are in the process of looking at companies. We have investments in the connected space, not autonomous, but connected space, which is also going to be a very big and important part of this. Company called Aperia right up here that is, at the end of the day, they're tire inflation, but it's all about data. They do automated tire inflation, connected, they'll be connecting every fleet in America. And so we're-- >> It's those boring little efficiency areas that really yield a lot of cash. We just talked about a guest about waste optimize, waste disposal industries. >> Absolutely. >> Little things that are luring billion dollar innovations. >> Little things, very big problems, right, and it's where you can marry things like tire inflation on commercial fleets with data, with lots of data that we never had before. And then apply artificial intelligence to that to learn what's happening and map an entire fleet or multiple fleets nationwide, worldwide, collect all that data and start to correlate and understand what. Those are the problems that are, where a lot of value can be added actually with these technologies. >> It's super interesting, and I think you got a great opportunity, congratulations. Great to see the bridge between Silicon Valley and Michigan Motor City, and I think that's anecdotally means automotive, but there's probably other bridges your connecting, too. Bob, thanks for coming in and sharing. Final question for you while we got you, got a little bit more time. What premises would you, are you betting on? I mean, everyone has a premise, and you mentioned before you came on-camera that one of your premises is that automotive won't miss mobility. What other premises are you investing, what thesises are you building around? >> Well, look, for the, are you talking about autonomous vehicles or much--? >> For the bridge fund and how you're looking at the future of autonomous driving in the connected ecosystem, what are the premise, what's on the premise? >> The premise there is that we're in for what I think is going to be the biggest change in the biggest thing to happen in transportation ever, but it's not just transportation, so we're looking at areas that are not autonomous per se, but that are going to be fundamentally impacted, so services. We're talking about things like insurance, we're talking about all the shared services that are going to come out of this. Medicine is going to probably change, and there's some interesting plays there. And so all of this sort of periphery that is going to be disrupted, we're trying to look five years, 10 years ahead and look at how life is going to change, people's individual experiences are going to change, and how new services, in particular shared services, are going to be enabled by autonomy. >> Bob Stefanski here inside theCUBE, breaking down his commentary and direction of his investments bridging Silicon Valley with Michigan Motor City, or really looking at the autonomous future of vehicles and transportation. This is theCUBE, I'm John Furrier. We'll be back with more coverage and analysis of Mobile World Congress 2017 after this short break. (upbeat electronic music)

>> Narrator: Live from Silicon Valley, it's The Cube. Covering Mobile World Congress 2017. Brought to you by Intel. >> Kay, welcome back everyone. We're here live in Palo Alto, California for SiliconANGLE Media's The Cube. Coverage of two days of wall-to-wall, eight a.m. pacific time to six both days. Yesterday, Monday. Today, Tuesday. Breaking down the news, getting the analysis, sharing our commentary, and getting reaction, from here inside the studio for folks in Silicon Valley who couldn't make it to Barcelona, but also covering what's happening on the ground. And of course we'd love to phone in and get commentary directly from Barcelona, and we have on the live Peter Jarich who's the Chief Analyst at Global Data, formerly a Current Analyst, Peter thanks for taking the time, I know it's gettin' late there. It's close to bedtime for the people who are burnt out and for the people who are going to go party, they're just going out. Thanks for-- >> Peter: You know, unfortunately it's this thing, then dinner starts at nine o'clock, it's still early, late nights, early mornings but no worries, glad to talk to you guys. >> So, obviously, the show at Mobile World Congress this year is kind a bi-polar, as always, you have the device people making their big announcements on Saturday and Sunday on the weekend leading up to the show, LG, Huawei, and everyone else, but the big phones, and all the, you know, the screens, that's the glam and sizzle, but behind second half of the show is about tel cos, right? The transformation going on the wireless world the, the tel co world, the service provider world, where the new network architecture seems to be the top story. A new network transformation, IOT, Internet of Things with cars, autonomous vehicles, smart cities, and certainly 5G has been at the center of all the action, really since yesterday and today. So I wanted to get your take. Is that actually what's happened, are we reading the tea leaves on the grid properly? Is 5G the top story, or what's your take on the top stories out there right now? >> Peter: Yeah, you know, I mean clearly, as far as the buzz, where the buzz is, you're right, 5G is sucking a lot of the energy out of the (coughing), excuse me, out of the show. It's interesting, I mean it's, the show is, I feel like a proverbial blind man, (mumbling) man. (coughing) Excuse me, I mean, there's so much going on, that depending upon where you want to focus, you could come away with any take away. If you focus on the devices, you could focus on IOT, and you could literally come away with anything. If 5G has been the one piece of news that is sort of in the background of anything, I think it's in the background of everything because in part, the definition of 5G is still broad. Right, there's the radio access side, there's the core network side, IOT is a big part of 5G, reaching out to (mumbling) industries, vertical industry is a big part of it. So, as operators start talking about 5G, it's easy enough for every vendor to sort of just attach themselves in some way, and I think that's what we're seeing here this year. It really is just a question of, how we get the 5G, are we ready for 5G we saw on Sunday, the big news of acceleration, how are we accelerating towards it, (mumbling) deals from a number of major mobile operators and they're talking about how we're going to get there. But that's really from the transformation side of things, completely right. That's the big question on everyone's mind. >> Is 5G ready honestly? It seems to be hyped up big time. As we said in one of our blog posts, "Hug the hype," cause 5G people want to all go there. But is that the real meaty story or is it, it's kind of like the AI in my mind. AI's obviously relevant, but where's the real AI. We're seeing more IOT conversations in the back channel around service provider impact, the IOT, so'd loved to get your thoughts on, you know, the impact of IOT to the business model and architecture, of the service providers. >> Peter: Yeah, it's interesting, because IOT, I mean, I think if we look at IOT versus 5G, right, one is solely sold in that theoretical stage, one is, we kind of understand IOT, and I think the number of times I've heard people talk about IOT is the way that (mumbling) will figure out how to grow their (mumbling) and not just (mumbling) to the bottom line, right? I mean, there's like, last year, and the year before that, and the year before that, there's a lot of discussion around the air transformation that will be opex reduced and it'll be (mumbling) reduced, and then some of it will save them money, but we know that they also struggle to grow their revenues, and proof at the topline. I think a lot of folks are looking at IOT, the question I think is still out there, that I'm not necessarily seeing addressed here, is how, right, because a lot of that focuses on how do they move beyond just being access providers, and we know that, yes, we're going to be talking about the devices, that it'll be low brand with many of them, and so (mumbling) revenues from those may not be where they need to be to really help grow those revenues, and so the question is how we (mumbling) move beyond it? Or how does it mix with the move into industry deep enough so that connectivity (mumbling) be reaching enough industries, reach enough connections, that connectivity (mumbling) will be significant. And I don't know that we've got an answer for that, and everyone's talking about vertical industries. Everyone. And the operators, I think what's interesting, is I heard from both operators and vendors, that we don't know them well enough. >> What's the key enabler-- >> Peter: I was running a panel with CTO's from Ericson, Nokia, Huiwei, and they all said at the end, you know, one of the biggest concerns for 5G is that we pin the hopes of 5G to some extent on helping enable these vertical industries, right? How do we reach out to mining and utilities and smart cities, and how we make 5G be pervasive towards not just consumers but (mumbling) in those markets? That there's no certainty that we actually understand what they need, and it's (mumbling) service to them unsuccessfully, as with some places that (mumbling) automotive that would be good to see progress on, a lot of them I think are still that sort of >> Yeah. >> Peter: We don't know enough to know how we'll help them. >> That's a great analysis. We have Peter on the phone here, an analyst breaking down the commentary. Question for you, as an analyst, you have a good approach on this, and I want to get some commentary on you around for the folks who are trying to keep up with the turbulence, I mean, there's so much going on, you got wireless, which has it's own set of things, is it more bandwidth, or more mobility, what's the trade off, is it a (mumbling), is this spectrum, unlicensed, all this craziness, radios, core network you mentioned, it's a lot of moving parts. Question is, how do you figure out the tell signs of success, and what are red flags, so what are you looking for that is proof points that things are going in the right direction for the industry, and proof points that there's red flags? What do you, what's your key indicators for benchmarking this opportunity around 5G and network transformation? To make all this stuff work? Smart cities, autonomous vehicles, et cetera. >> Peter: To be honest, it's a great question, I think in a lot of the conversations here come down to the focus on business versus technology, right, and I'm not too worried. I mean, we need to continue to watch technology, and make sure technology gets (mumbling) and we need to make sure that what we're hoping to do with 5G, that we can do, and (mumbling) right, the idea of we found something with (mumbling), the twee if you will, for (mumbling), work great. I've got no doubt that we can solve the tecnology issues. Oh that's supporting, unlike the spectrum, or shared spectrum of (mumbling) bands, a millimeter, or whatever (mumbling). No doubt that we can make those work. I think where I look to make sure that things are okay is, you know, none of this will really matter if it's just, 5G is no different than what we saw with 3G or 4G. And one way to think about it is, we moved from 1G to 2G and 2G to 3G and three to four, it was always a fairly one dimensional move. Right, 1G to 2G was really about more voice capacity. 2G to 3G you know, was really moving to do basic data. 3G to 4G was more data, meaning we took IP network. But, you know, what we see with 5G is that it can't just be about more data. It can't just be about faster. We've seen, I mean, heck, just look at the U.S., right, we've seen where the pricing is, and the price wars, so just throwing more bandwidth at this isn't going to help the operators. What we need to do is to figure out how to leverage these new technologies to test new markets and grow the revenues, right, grow their business, and I think that's why we're hearing so many people talk about all these different industries. And do I know that automotive is the best example, no. You know, I think automotive is sexy-- >> Yeah, it's eye candy. It's total eye candy-- >> Peter: You can get people rallied around it, but. You know what, it's public safety, you know, automotive or utilities, or industrial automation or retail, or whatever, that seeing operators build those relationships, manage to serve them, figure out how to serve them (mumbling), that's what I'm looking for, otherwise it's just going to be no different than any other G. >> Yeah. >> Peter: And it'll be sort of a race to the bottom. >> Yeah, I agree. I think another thing too, when you looked at even when wireless was exploding, the question for the carriers and the operators was, can they move past managing subscribers and truck rolls, and building core competencies, to being much more comprehensive through their operations. I think, now more than ever, that's the big pressure point, isn't it? They have to go outside of there core competencies, traditionally, and get down and dirty. >> Peter: Yeah, and you know I'm always encouraged when I see interesting little business models, right, (mumbling) AT&T move it's select products, and try to take it internationally. Or we've seen Verizon do this week. It's interesting seeing those business models. Look what Telfonica is doing, data platforms. You know, I think those innovations are great, but, whether or not they work, I'm not too-- >> Yeah. >> Peter: I'm not too (mumbling) whether or not those work. What I am more concerned about again is how they reach past that consumer and just basically business user, (mumbling) because, you can talk about IOT and I think IOT and 5G get going (mumbling), but with every IOT, except for consumer IOT, which we (mumbling) that's (mumbling) IOT cases are all vertical specific. And so, you're not going to get to address things, your (mumbling) won't, unless they come to understand that and they show that they can actually reach out to those (mumbling). >> Peter Jarich, Chief Analyst at Global Data, formerly Current Analysis, great to chat with you. Calling in from Barcelona, thanks for taking the time. Final question for you. What's the bumper sticker on the show this year? As you look at the formations of what's been announced, and where it's going, the trajectory, wraps up, you know, next day and a half. What's going to be the bumper sticker for this year's Mobile World Congress? >> Peter: You know, honestly, I think what's probably surprising is, so the bumper sticker will probably be LTE before 5G. And what I mean is as much as we're talking about 5G and really those being our big sexy topics, and seeing so many operators talking about how they see it in the near term, going into the long term, LTE supporting them, especially with gigabit LTE speed. And you've got Qualcomm talking about what they can do, (mumbling) LTE speeds are only 20 megahertz LTE carrier than you'd even notice (mumbling). You hear T-Mobile, who came up from the first morning at presentation, there was a session, media event with Ericson, and as much as Ericson was talking about 5G, (mumbling) from T-Mobile got to talk about how excited they are about their LTE network, right. And I think there is this recognition that yes, 5G is coming, but (phone cuts out). >> Alright Peter, we just lost you there. Quick, quick I lost my battery on my phone here, or the speaker. Thanks so much for your commentary, really appreciate it. >> Peter: No, no worries, no worries. Thanks again, and feel free to reach out any time. >> Alright, have a great time in Barcelona. Get some sleep, or go out, hit the night clubs. As always, going on the ground, getting to our friends and colleagues out doing the work, pounding the pavement, that's Peter, he's got the great commentary. We'll have that on replay as well, and it'll be up on YouTube as well, so this is The Cube, with more coverage from Mobile World Congress after this short break. (electronic music)

>> Announcer: Live from Silicon Valley, it's theCube, covering Mobile World Congress 2017, brought to you by Intel. >> Okay, welcome back, everyone. Here, live, in Palo Alto, California, the Silicon Angle Studio for the Silicon Valley coverage of Mobile World Congress 2017. I'm John Furrier. We're in theCube. We're here with Cube alumni and one of our favorite guests, Alan Cohen, the Chief Commercial Officer of Illumio, hot security startup, coming in to share his commentary on Mobile World Congress. Alan's a veteran in the industry. Great to have you. Been in the Silicon Valley Friday Show a few weeks ago. Great to see you. >> Thrilled to be back. Beautiful environment. You know, party. >> It was great to see you on the Silicon Valley Friday Show because after our segment the New York Times ran that story Friedman had that the cross where they took our content. >> We're going to Freeport next. >> Exactly. (laughing) And great content, we're serving it up. So I want to say thank you, it was great coverage. Thanks to the New York Times for picking up our content, taking it to the next level. Always great to have a conversation. You've got a good way to put the finger on the pulse. Mobile World Congress, two days of coverage for us. I'll just give you a quick Reader's Digest summary of what we're seeing. It's a bipolar show. It's a device show and a telco trying-to-figure-things-out show. Then in the middle is a lot of money to be had by whoever can help sort out the counseling of the telco business. Intel certainly is a big player in that with 5G. And there's a lot of under the covers stuff. SDN, NFV, new networks and new paradigms of how to configure these architectures. Not much mention of security, but that's essentially what's going on. You've got everyone's working out the devices, the new LG, the Yahweh, all this stuff's going on. Then you get the telcos well speeds and feeds and build out and business models. So what's your assessment? >> I've been to the Mobile World Congress 10 times. We never talked about this, but I actually worked the cellular carrier in the 90s. To me the show is the same every year. It's drones, clones, and phones. That's what people really focus on, right? So the 11,000 versions of the Android phone, even though Apple's still taking 89% of the profit at the industry so it actually only one phone you have to pay attention to on one side. Then more bits, less money side of being on the carrier, because what is being an ISP, wireless ISP or a wired ISP. Every year I give you more bits and I make less money. I'm going to make it up in volume. And I keep pouring all this capital into this. So to me, they haven't really yet completely broken out of that paradigm. The key thing is that the mobile network is the primary network. So all the profitability in telco is in the mobile network. Nobody says hey, I'm going to get up and build a wired network and pull some more copper to your house, right? So that is the principle way that people are using it and we have now an entire generation that don't know you can actually plug a phone into a wall or an ethernet connection. I think that's the kind of competitive dynamics that people go with. >> And that's under pressure though, because now the carrier's always in the operating, always controlled the relationship to the user via the contract. Did you buy an iPhone lately? There's no more relationship. You just buy whatever device you want. The subsidy ended ... I'm not talking about subsidy. I'm talking about like I have a contract with AT and T, I can certainly change it to Verizon, so I can certainly swap. But for the most part the carrier views me as a subscriber. Pretty much that's it. They bill me, I'm not really getting anything extra from AT and T. Maybe I'll get some hotspots. But I mean come on, what value? >> You are just our poo. >> Where does it go from here? We had the guys from Datatron on who had an interesting proposition. They had a ton of data. So there really has been this struggle institutionally, as you know, I mean core competency has been provisioning, truck roll, and billing. So what else can they do? What's your thoughts, okay let's change the mental, here's the exercise. We get elected to be the CEO of the biggest telco. >> You're Verizon, I'm A T and T. >> We own the telcos, and what do we do? Do we fire everybody? Do we do what Donald Trump does and just fire everyone and run it the way we want to run it? Or do we build it? What would we do seriously, what would we do if we were telcos and we want to put our business hat on? >> I think you have to kind of deconstruct the value chain of that. So what telcos do is they offer up content, for the most part. These devices, I've had to teach my kids that you can make a call with it. But aside from a call mostly what people do is use some form of internet application. They don't get any other money for the internet application. They don't get any money for hosting it, they don't get any money for managing it. They don't get very much money for making it perform. So to me, the biggest challenge of the telcos is actually Amazon because if you think about it, Amazon is now becoming the supply chain for so much internet delivery content. If the telco wants to be something other than the last mile and the wires connecting that last mile, it takes a lot of wires to build a wireless network, people forget that. They're going to have to start to figure out can I, whether it's cash and data center, can I turn profitable services to the people who are all competing at the edge of that universe and applications. I don't think they really have done that. I mean they are some of the largest data center operators in the world, but they haven't really thought it through. I was in a studio in L.A. a couple weeks ago and it's one of the large national studios. It's an Illumio customer and they've now moved all their content distribution into Amazon. So they don't send the content from their network to the affiliates. They put it in Amazon, and Amazon delivers it. How much longer is it going to before there's actually studio that works out of Amazon? >> Yeah, I mean the head end's dead. This cable is kind of changing. That's the media piece, but also you have all these new use cases, the fantasy autonomous driving cars which you can say it's a data center on wheels, yes I could buy that. Is it going to be uploading data every half mile? Where's the wire? So you have this new construction. Smart cities is another one, smart homes is an echo in there. >> I made my living out of making data centers more secure. But the data center is going to completely evolve. The share perfusion of data that's going to come out of these devices, and a lot of people have talked about the edge architecture, is going to blow up the idea of back hauling it to a centralized server. Process it in a bunch of ways and spit it back out. For me, if I wanted to write a smart or autonomous car management system, let's say I was the city of Palo Alto and I'm responsible for now instead of just the traffic lights, I'm also responsible for how autonomous cars go through Palo Alto, I'm not sending something back to some data center in Virginia for Amazon. I'm going to have to figure out how to process all that data closest to where those cars are. Make intelligent decisions about them while at local, and then send back out instructions. What I think you're going to do is you're going to see a shift from this central model to a much more distributed model and I'm going to have to have mini data centers. So instead of having 10 mega data centers I might have 1,000 mini mega data centers that's going to make all of these things happen. I don't think a lot of people have paid attention to that architectural shift. If you're in the process of, business of selling server networks you're still thinking client-server back haul it into the giant data center next to the nuclear power plant. But it's all going to have to move a lot closer to where something, because I only care about that decision right now with the 50 cars coming down middle field and the streets that feed into it. >> But there's a bigger architecture thing that the Mobile World Congress is trying to point at, which is an ecosystem. Let me take a step back. Is Mobile Congress a relevant show, or is it becoming a CES sideshow, Biz Dev show? I mean Cy Gerli was on yesterday saying look, it's where everyone goes, who's who goes there. It's essentially a Biz Dev show that happens to have a trade show running with it. >> It's the agora, right? The Greek term for marketplace. You go there to do business with people. It's like RSA two weeks ago, right? You guys were up at RSA. It's like is it really fun to walk through 14,000 vendor booths, or is it like everybody who make decisions on buying and selling security stuff happened to be in the same two-square miles of San Francisco. I don't think that part goes away, but I do think ... >> It's a super important part. >> Yeah, but I think the architecture of who plays is going to change. The the question you've got to ask is who's going to be the Amazon of the mobile world and disrupt the network model? The network is now just something glued together with software. I mean years ago they had the same thing, it didn't really work out, that they called the cloud where I would rent my access point in London to people and I'd use their wifi. The stuff that glues it together is always much more important than the infrastructure itself. So if Mobile World Congress can be important there's going to be a track on the people actually glue all of that stuff all together. >> All right, so I've got to get your take on the business conversation, the marketplace that runs there. What are some of the conversations that you could imagine that was happening at Mobile World Congress? I know we're not there, I mean we've been seeing and hearing some of the hallway conversations. Obviously 5G's the big story. What are some of the marketplace hallway conversations or business meetings that are going on in your mind's eye if you had to make a guess on what's happening? >> What are the most important content that people like to use today? Pop quiz, do you know this? >> Yeah, video. >> Video, right? So to me, one of the conversation Netflix was having and Amazon Prime was having because they're not just waiting for you to be in your TV, to consume, right? People are consuming increasing amounts of video content on mobile devices. So I think there's the Hollywood influence or the studio or what is it? The National Association of Programming Executives, NAPE right? What you're doing, if you're a content producer you're looking for eyeballs and people to pay for it. There's nothing more ubiquitous than that piece of glass we're all carrying in front of our nose 17 hours a day. I think that's a big set of business discussions. Your partner was talking about this, is okay, is there just a dramatically different way to build this network? 5G is going to give you the promise, more is a lot of work. The physics are I'm getting a lot more bandwidth. What am I going to do with it? Well people are going to fill it up. >> There's different use cases. There's the mobility and then with dense areas. Then things that are moving at a hundred miles an hour, 50 miles and hour, planes, trains. >> I think there's an element of that. I think there's the internet of things discussion. I still think five years will take the internet whatever things, right? I call the IOWT, right, because it's like nobody's, it's not really about connecting your lightbulb to the network, but there are a lot of things in motion that people want to better manage. >> We just introduced a research agenda this morning with Peter Burroughs, IOT, IOT people. Things and people. >> Have you gone back to the Furrier family and counted up how many IP addresses you have as a family? The Cohen family has 111 IP addresses. >> John: IPV6 for you. (laughing) >> Yeah, we need a gateway man for the network router that comes into the house. But that is actually ... >> We just bought the new Google access points, the ones that have that little mesh instrument. >> But yes, I'm just kidding you. So there are a lot of things. The other thing is that there is the interaction of the mobile, actually I think Google is a great example. If you think about Google produces the wifi at Starbucks and a lot of retail. They're interested in what's going on. Today we think about the mobile network as a mobile network and we think about the broadband fixed network as a different network. And like the interplay between those two, it's like there's a lot more than Foursquare and Facebook. >> Sure fibers of the home is very capital intensive. We knew it would cost us to do a truck roll, the trench, and connect to the home which we did. Overlay wireless, fixed wireless would be fantastic there. >> So you have the overlay and then when I know that you're coming by, right, because the fixed network is now actually a wifi network, I mean it has wires. So you have the mobile network, you have the wifi network, and you have people moving in and out of those environments. I think I'm seeing a lot of companies getting funded. People actually trying to say how do we monetize that experience? This is obviously was Foursquare and those other location guys started years ago. I mean, look at something like Wayce. Wayce went from a GPS app with social interaction to a car sharing, ride sharing going after Uber, this Google company. >> Well we had an NTD Delcomo VC, Chris McCoo, talk about mapping as a huge app for these telcos. >> Mapping is the killer app. Almost everything on your phone local works off a map which, by the way, is paid for by us as taxpayers. The GPS comes from the United States government. It's free. The most powerful utility in mobility is location, and GPS is free. >> All right, final question. Bumper sticker from Mobile World Congress from your perspective this year. Yawner, golf clap, or standing ovation? >> I say golf clap because more bandwidth is good and I think there's an insatiable demand. We're a long way from ending the bandwidth drought, and there is a bandwidth drought. I think the other thing is there aren't camps anymore. I think people will coalesce very quickly on 5G. So good time to be in that business. One hand clap maybe. >> Yeah, not a hole in one. Certainly more golf analogies coming on theCube. Alan Cohen here, Chief Commercial Officer, Illumio. We didn't get to security, but we'll do that next time. I'm John Furrier, I'll be right back with more Mobile World Congress coverage after this short break. (upbeat instrumental music)

>> Announcer: Live from Silicon Valley. It's theCUBE. Covering Mobile World Congress 2017. Brought to you by Intel. >> Okay welcome back everyone, we are live here in Palo Alto for special two days of wall-to-wall coverage for Mobile World Congress. Here in our new 45 hundred square foot studio in Palo Alto. We have folks on the ground. Analysts, we have reporters in Barcelona, but we're going to be covering all the action here in our studio, where we're going to bring folks from Silicon Valley who did not make the trek to Barcelona here to weigh in with reaction and commentary and opinions and analysis of all the happenings of Mobile World Congress. But first, as the day winds down Monday in Europe, we wanted to make sure we get on the phone and get with folks who are on the ground. And right now on the phone we have Floyd Strimling who's the global vice president of HANA Cloud, I'm sorry, the HANA Cloud Platform which the big news was, they renamed their product from SAP HANA Cloud Platform to SAP Cloud Platform. Floyd Strimling, thanks for taking the time after your dinner. Thanks for coming on. >> Floyd: Yeah, thanks for having me. I'm glad to be there. Happy to help out and give you some insights on what's going on here in beautiful Barcelona. It's actually quite warm here. >> Is it warm? I saw some umbrellas over the weekend but great city, I would love to have been there, but I wanted to anchor the coverage here. One of my favorite cities. But first, tell me what's going on. Obviously over the weekend we were preparing, we were covering all the content for the folks watching, CUBE365.net/MWC17. The news is all there. Every single piece of signal is there. Go to our site. Check it out. Floyd, what's happening? It's been a hand-set show all weekend. Obviously Nokia making a comeback. Blackberry making a comeback. LG, Huawei, Hess Phones, they all want to be Apple, but yet 5G is also dominating as well. So there's a culture clash. What's happening in Barcelona? What's your analysis? >> Floyd: The biggest thing that I was surprised by is exactly what you're talking about. The number of headset announcements and the number of displays that are all based upon new devices and the nostalgia for Blackberry and Nokia continues. People are rooting for them to make a comeback. In the meantime, you've got new devices from Huawei. You've got Samsung doing announcements. You know you're in the show when Sony has a big presence in Europe with their handsets, which I don't see too much in North America and it just seems to be everybody is gunning really for maybe what they foresee as the perceived weakness in Apple just not going for the killer 7 and waiting for the 8 to change the game. And they're all going to try to knock them off the pedestal. There's some very interesting phones that are out there. 5G is definitely everywhere, too. Everyone's talking about it. Everyone's trying to be the first. Trying to show, especially the streaming capabilities. What that'll be able to do and what it'll be able to change. And then, you know what? One of my favorite sections was the drones. We got to see some commercial carbon fiber drones that I never saw up and personal. See what's going on in there. A lot of interesting things going on with those things and more than just delivery, right? Everything that you could possibly do. There's no shortage of IoT and connected this, connected that, but they're adding a flavor of AI now. And I think we still got to get to Step 1 with IoT before we go to Step 2. So, it's been interesting to watch people try to leapfrog each other as they move towards new technologies. [Interviewer] How big is the crowd there? How packed is it? I mean one of the things we were talking about was the identity crisis of the show, Mobile World Congress, you mentioned people going after Apple. But also Samsung. Remember, they're bailing out of the show. They had their own little presser conference last night, they're not active in the show and they have their own problems. I mean the Galaxy 7 blowing up is, everyone's going after Samsung and Apple on the phone side, but you've got Sony, you've got 4K screens, you've got Netflix there, you've got entertainment, it's like a CES wannabe show for those guys, and at the same time it's a serious meat-and-potatoes Telco show with a lot of 5G, IoT, and I haven't heard anything about E-Sports. I saw a little bit with Twitch doing some stuff there, but for the most part, it's a digital show. So is there a huge crowd there and what's the demographics like there for the makeup of the attendees? >> Floyd: You know, I'm seeing big crowds, judging from how long it takes to take a taxi or get the subway. It's a lot of people there. And I'm seeing it's mixed. I'm actually seeing quite a few large enterprises from around the world. They're looking around, just looking at different technology and trying to make sense of what's happening. I do see the big Telcos are here. You know, everything from Telefonica, you of course have Huawei, you have T-Mobile, and Orange and a bunch of those major vendors that are doing it. I'm also seeing HPE and Intel on the same show area that we are on the other side that are generating traffic. I think the mix is pretty good this year and I will tell you, look, I've been to a lot of shows and some shows have trouble drawing people and this medium, some people are saying is not going to survive. I love going to the show and actually feeling the energy. 'Cause there is a ton of people here, there are a ton of large exhibitions with some really interesting stuff. VR, some geek talk, some funny stuff. There's people selling cases, you know, for your phone. I thought that was kind of awesome to see that again. I mean it's all over the place. I think the show is extremely healthy and it's as busy as ever. [Interviewer] One of the things about Mobile World Congress, it's a lot of business development, too. There's some heavy hitters there. It's kind of like Sun Valley meets, you know, the CES show. It really is a mix there. I want to get your take on some of the emerging areas that are really exploding in the mind of the consumer. And these are forward-thinking categorical areas. Autonomous vehicles, Smart Cities, Smart Home and, just in general, this new IoT area. So, what's your take on those areas? I mean, autonomous vehicles, they're huge. But Smart Cities, Smart Home, entertainment, is there a lot of buzz there? You guys have a stadium exhibit. What's the sexy demos? What's the sexy areas? >> Floyd: Yeah, I'll tell you a couple of things on this. You know, on the autonomous vehicles, now it's not just autonomous vehicles, it's going to try to be the first 5K autonomous vehicles. You know, people are looking at just pushing the envelope on it. And I think in Europe where people definitely love to drive, it's big, but I don't know if it's got the same excitement as you do in the traffic-jammed areas of the United States where we're constantly battling this and to put the car into autonomous mode and be able to do something else while stuck on the 405 would be a nice thing to do. I do think that the Smart homes is extremely interesting right now. I mean you have some of the people getting their arms around and I'm starting to see people actually talking about it and you know, a lot of people talking about smart things. This ability through a single gateway to be able to connect to all different types of devices, to be able to hook in with Alexa and Google Home and to be able to actually do more things with it and trying to make it simpler. So that I can do this reliably and easily. That's what everyone wants right now. On the Smart Cities front, I'm seeing a lot of people talk about Smart Cities. I think we're still kind of in that experimentation phase. You know a lot of geo-sensing stories I'm seeing. Some power conservations for lights. The ones that I'm interested in are kind of like traffic management. I'm extremely interested in this. Where we finally can get even smarter traffic lights and systems where you can do things like turn on no left turn or make a lane that's all four lanes. You know, make it one direction if traffic comes up. Very interesting concepts that people are trying out. You know for SAP, the biggest thing that we've got going, it continues to be our Smart Stadium demonstration. Every time that runs it's standing room only. People very interested about. Of course, it's a football, European football, not American football, so we're showing what you can do, and teams experience watching the games and actually how you can change the experience of training. And tremendous amounts of people interested in that. I mean, it's always an amazing crowd of people. Just because it's so intriguing and something we can all relate to. Because we want to have a better experience with this. [Interviewer] You know, Floyd, the Smart Stadiums thing is a really interesting thing. I just shared a link on the CUBE365.net/MWC17, that's our URL for our new CUBE365 all year long site. But one of the articles I shared was from the FC Barcelona Football Club and there was a speech at Mobile World Congress where the president gave a talk to explain the role FC Barcelona in the development of sports through knowledge and innovation to generate value for the club and society. And you think about the stadium aspect of what you were just talking about, is interesting. It's a place where people get together in an analog world, but yet when you weave in a digital services, the role of say an SAP, powering the database and doing all the back office things to power the business, combined with IoT, you now can bring in real people into experiences that are tied to the sports. But also you can go beyond that. You can take that digital interaction and take it to the next level. So there is a data aspect to a society role here. So you're seeing sports teams going beyond marketing their club to having an impact. Can you share any color on that? Do you agree? Do you guys have anything that you're showing? >> Floyd: Well, I agree. I think that much like racing is for the auto industry to bring innovations to the consumer side, or you could even say masses and states that comes into all of our lives. I think that this work is going to push the envelope, even harder than other areas, simply because they know that hundredths of a second is the difference between winning and losing. You know, we've gone with McLaren for years, working with them on tracking their race cars and building dashboards and giving them information. And now to be able to bring that type of technology to the stadium and bend the way that you actually have that interactive experience, it actually makes it that you want to go to the stadiums. Which is, you know, people are, it's a little bit of a hassle. You got the traffic, you got the people, it's like you can sit on your couch and watch it on your 4K television and be happy. I think that people need a way to actually draw the crowds in there. And I think that the interactions, especially with the work that we're doing with Apple and building native applications using our Fiori Technology and our UI Technology, it's starting to really bring together those classical back-end systems with all that rich data and bring it forward so people can actually experience what that data means and use it a different way. So I definitely agree with you. I enjoy working with the sports teams, 'cause they're willing to try anything that gives them a competitive advantage, and it's interesting how to take that technology and then apply it to the consumer and the business world. [Interviewer] Well, you know, we love to be called the ESPN of Tech, so we love sports here. So anytime you have a great sports event you can invite us to, we'd be happy to accept your invitation in advance. Appreciate that. Floyd, of course, great coverage. I'll give you the final word, and next we have a minute or two left. I'll say SAP big announcement with the Apple software development kit, the IOS general availability now. You got native developer support. That's classic bringing cloud native developers into the SAP fold which dominates the enterprise and business base from sports firms to large enterprises. Great marketplace behind that. But you guys are doing a lot more with IoT, AI and machine learning. Share, just take a minute to talk about the key things that SAP is doing for the folks watching. Because losing the name HANA Cloud really emphasizes that SAP is SASifying their entire business, which includes things like microservices, and having kind of IoT as a service and managing workloads dynamically in realtime with a consumer front-end feel to it. Take a minute to describe the key important points of what you guys announced and are impacting. >> Floyd: I would say the biggest thing that we have going really is two-fold. One, it's the elevation of this brand. SAP protects our brand. It's a very, very noticeable and valuable brand. To elevate the platform to a top-tier brand, basically it's signaling to everybody, our customers, our partners, independent software vendors, our competitors, anyone else out there that SAP is serious about building a platform in the cloud that is world-class, enterprise grade and has the capabilities that our customers need to make this digital transformation and we're coming. We're going to innovate at a fast clip and we're not that old SAP that people think about. I think the partnership with Apple further shows that. I mean Apple is very choosy about who they work with. They're at our booth. They're helping us They're showing the demonstrations. They're working on the SDK. And that realization that, hey, to build these world-class native applications, using Swift and this SDK and the capabilities that would bring, are now elevating that game in the mobile space for our customers, which is key. And I think it's a very powerful partnership because we're both such recognizable brands and we both have a really solid enterprise presence and a large ecosystems. On the services, you know, the big thing I would just say, is the IoT services is ready for people to use now in the Beta fashion. It's combining all the access so we can build a device cloud with the Symantec data model that's a little bit different than other people are doing. And combining that with our Leonardo applications which give you a good idea of what's possible on the cloud. And to be able to keep pushing that forward, I think is key. We have the big data services which was the alpha scale announcement, acquisition now being fully integrated into the platform is huge. It basically gives us world-class Spark Services, which we need to be able to compete in this world. You know and I think that the service improvements are there. There's some good service improvements incremental and some things that our enterprises really want from us, like workflow and the ability to put a little infrastructure in there with virtual machines. And our data center build out. You know, friends don't let your friends build data centers, but some companies have to build data centers, so having the ability to have a data center now in Japan and in China, is key to our customers, especially with all this legal wrangling that's going on in clouds. So I think all in all for SAP, it's been a great show. A great place to showcase that we're doing stuff differently and watch out for what we're going to be doing in the future. Because we got a lot more stuff coming, and we're going to be a player in this space. And we're ready. [Interviewer] All right, Floyd Strimling, global vice president with SAP Cloud Platform. Final question, I mean I got to ask you. How's the food? How's the tapas? Are you going to take a nap and then stay out 'til four in the morning then doing it all over again? Barcelona style? >> Floyd: It is Barcelona-style right now. I got to go get some Sangria, some tapas and then we'll hit the places that the tourists don't go to, and have some real good time with the locals. You can't come to Barcelona and go to sleep, that's not allowed. [Interviewer] All right. You're not allowed. Hey, spread the CUBE love for us out there. Really appreciate your taking the time. Thanks, Floyd. We'll talk to you later. Thanks so much. >> Floyd: Thanks. [Interviewer] Okay, Floyd Strimling on the ground in Barcelona here on theCUBE by remote coverage from Palo Alto. We're going to be going wall-to-wall 'til six o'clock tonight, 8 a.m. tomorrow morning, and again, we'll have reaction from folks on the ground in Barcelona. Hopefully we'll get some folks late night and hopefully it might be a little bit lubricated up a little bit, socially lubricated, get to share some good dirt. That's where all the action's happening, up in Barcelona and this is theCUBE. We'll be right back with more coverage, more analyses. We've got Tom Joyce coming in, industry executive to help me break down from his perspectives, the horses on the track. Who's going to win, who's going to lose, and what's going on with NFV? Because NFV certainly now has a bigger opportunity with 5G connecting all these devices together. That's the big story as well as the big devices and the new upgrades. Be back with more after this short break.