>> Welcome to theCUBE's Virtual Coverage of Data Citizens 2022. My name is Dave Vellante and I'm here with Laura Sellers who is the Chief Product Officer at Collibra, the host of Data Citizens, Laura, welcome. Good to see you. >> Thank you. Nice to be here. >> Yeah, your keynote at Data Citizens this year focused on you know, your mission to drive ease of use and scale. Now, when I think about historically fast access to the right data at the right time in a form that's really easily consumable it's been kind of challenging especially for business users. Can you explain to our audience why this matters so much and what's actually different today in the data ecosystem to make this a reality? >> Yeah, definitely. So I think what we really need and what I hear from customers every single day is that we need a new approach to data management and our product teams. What inspired me to come to Collibra a little bit over a year ago, was really the fact that they're very focused on bringing trusted data to more users across more sources for more use cases. And so as we look at what we're announcing with these innovations of ease of use and scale it's really about making teams more productive in getting started with and the ability to manage data across the entire organization. So we've been very focused on richer experiences, a broader ecosystem of partners, as well as a platform that delivers performance, scale and security that our users and teams need and demand. So as we look at, oh, go ahead. >> I was going to say, you know, when I look back at like the last 10 years it was all about getting the technology to work and it was just so complicated, but, but please carry on. I'd love to hear more about this. >> Yeah, I really, you know, Collibra is a system of engagement for data and we really are working on bringing that entire system of engagement to life for everyone to leverage here and now. So what we're announcing from our ease of use side of the world is first our data marketplace. This is the ability for all users to discover and access data quickly and easily shop for it, if you will. The next thing that we're also introducing is the new homepage. It's really about the ability to drive adoption and have users find data more quickly. And then the two more areas of the ease of use side of the world is our world of usage analytics. And one of the big pushes and passions we have at Collibra is to help with this data-driven culture that all companies are trying to create. And also helping with data literacy. With something like usage analytics, it's really about driving adoption of the Collibra platform, understanding what's working, who's accessing it, what's not. And then finally we're also introducing what's called Workflow Designer. And we love our workflows at Collibra, it's a big differentiator to be able to automate business processes. The Designer is really about a way for more people to be able to create those workflows, collaborate on those workflows, as well as people to be able to easily interact with them. So a lot of of exciting things when it comes to ease of use to make it easier for all users to find data. >> Yes, there's definitely a lot to unpack there. You know, you mentioned this idea of shopping for the data. That's interesting to me. Why this analogy, metaphor or analogy, I always get those confused. Let's go with analogy. Why is it so important to data consumers? >> I think when you look at the world of data, and I talked about this system of engagement, it's really about making it more accessible to the masses. And what users are used to is a shopping experience like your Amazon, if you will. And so having a consumer grade experience where users can quickly go in and find the data, trust that data, understand where the data's coming from and then be able to quickly access it, is the idea of being able to shop for it. Just making it as simple as possible and really speeding the time to value for any of the business analysts, data analysts out there. >> Yeah, I think you see a lot of discussion about rethinking data architectures, putting data in the hands of the users and business people, decentralized data and of course that's awesome. I love that. But of course then you have to have self-service infrastructure and you have to have governance. And those are really challenging. And I think so many organizations they're facing adoption challenges. You know, when it comes to enabling teams generally, especially domain experts to adopt new data technologies you know, like the tech comes fast and furious. You got all these open source projects and you get really confusing. Of course it risks security, governance and all that good stuff. You got all this jargon. So where do you see, you know, the friction in adopting new data technologies? What's your point of view, and how can organizations overcome these challenges? >> You're, you're dead on. There's so much technology and there's so much to stay on top of, which is part of the friction, right? Is just being able to stay ahead of and understand all the technologies that are coming. You also look at it as there's so many more sources of data and people are migrating data to the cloud and they're migrating to new sources. Where the friction comes is really that ability to understand where the data came from, where it's moving to and then also to be able to put the access controls on top of it. So people are only getting access to the data that they should be getting access to. So one of the other things we're announcing with, with all of the innovations that are coming is what we're doing around performance and scale. So with all of the data movement, with all of the data that's out there, the first thing we're launching in the world of performance and scale is our world of data quality. It's something that Collibra has been working on for the past year and a half, but we're launching the ability to have data quality in the cloud. So it's currently an on-premise offering, but we'll now be able to carry that over into the cloud for us to manage that way. We're also introducing the ability to push down data quality into Snowflake. So this is, again, one of those challenges is making sure that that data that you have is, is high quality as you move forward. And so really another, we're just reducing friction. You already have Snowflake stood up, it's not another machine for you to manage, it's just push-down capabilities into Snowflake to be able to track that quality. Another thing that we're launching with that is what we call Collibra Protect. And this is that ability for users to be able to ingest metadata, understand where the PII data is and then set policies up on top of it. So very quickly be able to set policies and have them enforced at the data level. So anybody in the organization is only getting access to the data they should have access to. >> This topic of data quality is interesting. It's something that I've followed for a number of years. It used to be a back office function, you know and really confined only to highly regulated industries like financial services and healthcare and government. You know, you look back over a decade ago, you didn't have this worry about personal information, GDPR, and you know, California Consumer Privacy Act all becomes so much important. The cloud is really changed things in terms of performance and scale. And of course partnering for, with Snowflake, it's all about sharing data and monetization anything but a back office function. So it was kind of smart that you guys were early on and of course attracting them and as an investor as well was very strong validation. What can you tell us about the nature of the relationship with Snowflake and specifically interested in sort of joint engineering and product innovation efforts, you know, beyond the standard go-to-market stuff? >> Definitely. So you mentioned there were a strategic investor in Collibra about a year ago. A little less than that I guess. We've been working with them though for over a year really tightly with their product and engineering teams to make sure that Collibra is adding real value. Our unified platform is touching pieces of, our unified platform are touching all pieces of Snowflake. And when I say that, what I mean is we're first, you know, able to ingest data with Snowflake, which which has always existed. We're able to profile and classify that data. We're announcing with Collibra Protect this week that you're now able to create those policies on top of Snowflake and have them enforced. So again, people can get more value out of their Snowflake more quickly, as far as time to value with our policies for all business users to be able to create. We're also announcing Snowflake Lineage 2.0. So this is the ability to take stored procedures in Snowflake and understand the lineage of where did the data come from, how was it transformed, within Snowflake as well as the data quality push-down, as I mentioned, data quality, you brought it up. It is a new, it is a big industry push and you know, one of the things I think Gartner mentioned is people are losing up to $15 million dollars without having great data quality. So this push-down capability for Snowflake really is again a big ease of use push for us at Collibra of that ability to, to push it into Snowflake, take advantage of the data, the data source and the engine that already lives there, and get the right, and make sure you have the right quality. >> I mean the nice thing about Snowflake if you play in the Snowflake sandbox, you, you can get sort of a, you know, high degree of confidence that the data sharing can be done in a safe way. Bringing, you know, Collibra into the, into the story allows me to have that data quality and and that governance that I, that I need. You know, we've said many times on theCUBE that one of the notable differences in cloud this decade versus last decade I mean there are obvious differences just in terms of scale and scope, but it's shaping up to be about the strength of the ecosystems. That's really a hallmark of these big cloud players. I mean they're, it's a key factor for innovating, accelerating product delivery, filling gaps in in the hyperscale offerings. Because you got more stack, you know, mature stack capabilities and you know, that creates this flywheel momentum as we often say. But, so my question is, how do you work with the hyperscalers? Like whether it's AWS or Google or whomever, and what do you see as your role and what's the Collibra sweet spot? >> Yeah, definitely. So, you know, one of the things I mentioned early on is the broader ecosystem of partners is what it's all about. And so we have that strong partnership with Snowflake. We also are doing more with Google around, you know, GCP and Collibra Protect there, but also tighter Dataplex integration. So similar to what you've seen with our strategic moves around Snowflake, and really covering the broad ecosystem of what Collibra can do on top of that data source. We're extending that to the world of Google as well and the world of Dataplex. We also have great partners in SI's. Infosys is somebody we spoke with at the conference who's done a lot of great work with Levi's, as they're really important to help people with their whole data strategy and driving that data-driven culture and and Collibra being the core of it. >> Hi Laura, we're going to, we're going to end it there but I wonder if you could kind of put a bow on, you know, this year, the event your, your perspectives. So just give us your closing thoughts. >> Yeah, definitely. So I, I want to say this is one of the biggest releases Collibra's ever had. Definitely the biggest one since I've been with the company a little over a year. We have all these great new product innovations coming to really drive the ease of use, to make data more valuable for users everywhere and, and companies everywhere. And so it's all about everybody being able to easily find, understand and trust and get access to that data going forward. >> Well congratulations on all the progress. It was great to have you on theCUBE. First time, I believe. And really appreciate you, you taking the time with us. >> Yes, thank you, for your time. >> You're very welcome. Okay, you're watching the coverage of Data Citizens 2022 on theCUBE your leader in enterprise and emerging tech coverage.

(upbeat techno music) >> Collibra is a company that was founded in 2008 right before the so-called modern big data era kicked into high gear. The company was one of the first to focus its business on data governance. Now, historically, data governance and data quality initiatives, they were back office functions, and they were largely confined to regulated industries that had to comply with public policy mandates. But as the cloud went mainstream the tech giants showed us how valuable data could become, and the value proposition for data quality and trust, it evolved from primarily a compliance driven issue, to becoming a linchpin of competitive advantage. But, data in the decade of the 2010s was largely about getting the technology to work. You had these highly centralized technical teams that were formed and they had hyper-specialized skills, to develop data architectures and processes, to serve the myriad data needs of organizations. And it resulted in a lot of frustration, with data initiatives for most organizations, that didn't have the resources of the cloud guys and the social media giants, to really attack their data problems and turn data into gold. This is why today, for example, there's quite a bit of momentum to re-thinking monolithic data architectures. You see, you hear about initiatives like Data Mesh and the idea of data as a product. They're gaining traction as a way to better serve the the data needs of decentralized business users. You hear a lot about data democratization. So these decentralization efforts around data, they're great, but they create a new set of problems. Specifically, how do you deliver, like a self-service infrastructure to business users and domain experts? Now the cloud is definitely helping with that but also, how do you automate governance? This becomes especially tricky as protecting data privacy has become more and more important. In other words, while it's enticing to experiment, and run fast and loose with data initiatives, kind of like the Wild West, to find new veins of gold, it has to be done responsibly. As such, the idea of data governance has had to evolve to become more automated and intelligent. Governance and data lineage is still fundamental to ensuring trust as data. It moves like water through an organization. No one is going to use data that is entrusted. Metadata has become increasingly important for data discovery and data classification. As data flows through an organization, the continuously ability to check for data flaws and automating that data quality, they become a functional requirement of any modern data management platform. And finally, data privacy has become a critical adjacency to cyber security. So you can see how data governance has evolved into a much richer set of capabilities than it was 10 or 15 years ago. Hello and welcome to theCUBE's coverage of Data Citizens made possible by Collibra, a leader in so-called Data intelligence and the host of Data Citizens 2022, which is taking place in San Diego. My name is Dave Vellante and I'm one of the hosts of our program which is running in parallel to Data Citizens. Now at theCUBE we like to say we extract the signal from the noise, and over the next couple of days we're going to feature some of the themes from the keynote speakers at Data Citizens, and we'll hear from several of the executives. Felix Van de Maele, who is the co-founder and CEO of Collibra, will join us. Along with one of the other founders of Collibra, Stan Christiaens, who's going to join my colleague Lisa Martin. I'm going to also sit down with Laura Sellers, she's the Chief Product Officer at Collibra. We'll talk about some of the the announcements and innovations they're making at the event, and then we'll dig in further to data quality with Kirk Haslbeck. He's the Vice President of Data Quality at Collibra. He's an amazingly smart dude who founded Owl DQ, a company that he sold to Collibra last year. Now, many companies they didn't make it through the Hadoop era, you know they missed the industry waves and they became driftwood. Collibra, on the other hand, has evolved its business, they've leveraged the cloud, expanded its product portfolio and leaned in heavily to some major partnerships with cloud providers as well as receiving a strategic investment from Snowflake, earlier this year. So, it's a really interesting story that we're thrilled to be sharing with you. Thanks for watching and I hope you enjoy the program. (upbeat rock music) Last year theCUBE covered Data Citizens, Collibra's customer event, and the premise that we put forth prior to that event was that despite all the innovation that's gone on over the last decade or more with data, you know starting with the Hadoop movement, we had Data lakes, we had Spark, the ascendancy of programming languages like Python, the introduction of frameworks like Tensorflow, the rise of AI, Low Code, No Code, et cetera. Businesses still find it's too difficult to get more value from their data initiatives, and we said at the time, you know maybe it's time to rethink data innovation. While a lot of the effort has been focused on, you more efficiently storing and processing data, perhaps more energy needs to go into thinking about the people and the process side of the equation. Meaning, making it easier for domain experts to both gain insights from data, trust the data, and begin to use that data in new ways, fueling data products, monetization, and insights. Data Citizens 2022 is back and we're pleased to have Felix Van de Maele who is the founder and CEO of Collibra. He's on theCUBE. We're excited to have you Felix. Good to see you again. >> Likewise Dave. Thanks for having me again. >> You bet. All right, we're going to get the update from Felix on the current data landscape, how he sees it why data intelligence is more important now than ever, and get current on what Collibra has been up to over the past year, and what's changed since Data citizens 2021, and we may even touch on some of the product news. So Felix, we're living in a very different world today with businesses and consumers. They're struggling with things like supply chains, uncertain economic trends and we're not just snapping back to the 2010s, that's clear, and that's really true as well in the world of data. So what's different in your mind, in the data landscape of the 2020s, from the previous decade, and what challenges does that bring for your customers? >> Yeah, absolutely, and and I think you said it well, Dave and the intro that, that rising complexity and fragmentation, in the broader data landscape, that hasn't gotten any better over the last couple of years. When when we talk to our customers, that level of fragmentation, the complexity, how do we find data that we can trust, that we know we can use, has only gotten more more difficult. So that trend that's continuing, I think what is changing is that trend has become much more acute. Well, the other thing we've seen over the last couple of years is that the level of scrutiny that organizations are under, respect to data, as data becomes more mission critical, as data becomes more impactful than important, the level of scrutiny with respect to privacy, security, regulatory compliance, as only increasing as well. Which again, is really difficult in this environment of continuous innovation, continuous change, continuous growing complexity, and fragmentation. So, it's become much more acute. And to your earlier point, we do live in a different world and and the past couple of years we could probably just kind of brute force it, right? We could focus on, on the top line, there was enough kind of investments to be, to be had. I think nowadays organizations are focused or are, are, are are, are, are in a very different environment where there's much more focus on cost control, productivity, efficiency, how do we truly get the value from that data? So again, I think it just another incentive for organization to now truly look at data and to scale with data, not just from a a technology and infrastructure perspective, but how do we actually scale data from an organizational perspective, right? You said at the, the people and process, how do we do that at scale? And that's only, only, only becoming much more important, and we do believe that the, the economic environment that we find ourselves in today is going to be catalyst for organizations to really take that more seriously if, if, if you will, than they maybe have in the have in the past. >> You know, I don't know when you guys founded Collibra, if you had a sense as to how complicated it was going to get, but you've been on a mission to really address these problems from the beginning. How would you describe your, your, your mission and what are you doing to address these challenges? >> Yeah, absolutely. We, we started Collibra in 2008. So, in some sense and the, the last kind of financial crisis and that was really the, the start of Collibra, where we found product market fit, working with large financial institutions to help them cope with the increasing compliance requirements that they were faced with because of the, of the financial crisis. And kind of here we are again, in a very different environment of course 15 years, almost 15 years later, but data only becoming more important. But our mission to deliver trusted data for every user, every use case and across every source, frankly, has only become more important. So, what has been an incredible journey over the last 14, 15 years, I think we're still relatively early in our mission to again, be able to provide everyone, and that's why we call it Data Citizens, we truly believe that everyone in the organization should be able to use trusted data in an easy, easy matter. That mission is is only becoming more important, more relevant. We definitely have a lot more work ahead of us because we still relatively early in that, in that journey. >> Well that's interesting, because you know, in my observation it takes 7 to 10 years to actually build a company, and then the fact that you're still in the early days is kind of interesting. I mean, you, Collibra's had a good 12 months or so since we last spoke at Data Citizens. Give us the latest update on your business. What do people need to know about your current momentum? >> Yeah, absolutely. Again, there's a lot of tailwind organizations that are only maturing their data practices and we've seen that kind of transform or influence a lot of our business growth that we've seen, broader adoption of the platform. We work at some of the largest organizations in the world with its Adobe, Heineken, Bank of America and many more. We have now over 600 enterprise customers, all industry leaders and every single vertical. So it's, it's really exciting to see that and continue to partner with those organizations. On the partnership side, again, a lot of momentum in the org in the, in the market with some of the cloud partners like Google, Amazon, Snowflake, Data Breaks, and and others, right? As those kind of new modern data infrastructures, modern data architectures, are definitely all moving to the cloud. A great opportunity for us, our partners, and of course our customers, to help them kind of transition to the cloud even faster. And so we see a lot of excitement and momentum there. We did an acquisition about 18 months ago around data quality, data observability, which we believe is an enormous opportunity. Of course data quality isn't new but I think there's a lot of reasons why we're so excited about quality and observability now. One, is around leveraging AI machine learning again to drive more automation. And a second is that those data pipelines, that are now being created in the cloud, in these modern data architecture, architectures, they've become mission critical. They've become real time. And so monitoring, observing those data pipelines continuously, has become absolutely critical so that they're really excited about, about that as well. And on the organizational side, I'm sure you've heard the term around kind of data mesh, something that's gaining a lot of momentum, rightfully so. It's really the type of governance that we always believed in. Federated, focused on domains, giving a lot of ownership to different teams. I think that's the way to scale data organizations, and so that aligns really well with our vision and from a product perspective, we've seen a lot of momentum with our customers there as well. >> Yeah, you know, a couple things there. I mean, the acquisition of OwlDQ, you know Kirk Haslbeck and, and their team. It's interesting, you know the whole data quality used to be this back office function and and really confined to highly regulated industries. It's come to the front office, it's top of mind for Chief Data Officers. Data mesh, you mentioned you guys are a connective tissue for all these different nodes on the data mesh. That's key. And of course we see you at all the shows. You're, you're a critical part of many ecosystems and you're developing your own ecosystem. So, let's chat a little bit about the, the products. We're going to go deeper into products later on, at Data Citizens 22, but we know you're debuting some, some new innovations, you know, whether it's, you know, the the under the covers in security, sort of making data more accessible for people, just dealing with workflows and processes, as you talked about earlier. Tell us a little bit about what you're introducing. >> Yeah, absolutely. We we're super excited, a ton of innovation. And if we think about the big theme and like, like I said, we're still relatively early in this, in this journey towards kind of that mission of data intelligence that really bolts and compelling mission. Either customers are still start, are just starting on that, on that journey. We want to make it as easy as possible for the, for organization to actually get started, because we know that's important that they do. And for our organization and customers, that have been with us for some time, there's still a tremendous amount of opportunity to kind of expand the platform further. And again to make it easier for, really to, to accomplish that mission and vision around that Data Citizen, that everyone has access to trustworthy data in a very easy, easy way. So that's really the theme of a lot of the innovation that we're driving, a lot of kind of ease of adoption, ease of use, but also then, how do we make sure that, as clear becomes this kind of mission critical enterprise platform, from a security performance, architecture scale supportability, that we're truly able to deliver that kind of an enterprise mission critical platform. And so that's the big theme. From an innovation perspective, from a product perspective, a lot of new innovation that we're really excited about. A couple of highlights. One, is around data marketplace. Again, a lot of our customers have plans in that direction, How to make it easy? How do we make How do we make available to true kind of shopping experience? So that anybody in the organization can, in a very easy search first way, find the right data product, find the right dataset, that they can then consume. Usage analytics, how do you, how do we help organizations drive adoption? Tell them where they're working really well and where they have opportunities. Homepages again to, to make things easy for, for people, for anyone in your organization, to kind of get started with Collibra. You mentioned Workflow Designer, again, we have a very powerful enterprise platform, one of our key differentiators is the ability to really drive a lot of automation through workflows. And now we provided a, a new Low-Code, No-Code kind of workflow designer experience. So, so really customers can take it to the next level. There's a lot more new product around Collibra protect, which in partnership with Snowflake, which has been a strategic investor in Collibra, focused on how do we make access governance easier? How do we, how do we, how are we able to make sure that as you move to the cloud, things like access management, masking around sensitive data, PIA data, is managed as a much more effective, effective rate. Really excited about that product. There's more around data quality. Again, how do we, how do we get that deployed as easily, and quickly, and widely as we can? Moving that to the cloud has been a big part of our strategy. So, we launch our data quality cloud product, as well as making use of those, those native compute capabilities and platforms, like Snowflake, Databricks, Google, Amazon, and others. And so we are bettering a capability, a capability that we call push down, so we're actually pushing down the computer and data quality, to monitoring into the underlying platform, which again from a scale performance and ease of use perspective, is going to make a massive difference. And then more broadly, we talked a little bit about the ecosystem. Again, integrations, we talk about being able to connect to every source. Integrations are absolutely critical, and we're really excited to deliver new integrations with Snowflake, Azure and Google Cloud storage as well. So that's a lot coming out, the team has been work, at work really hard, and we are really really excited about what we are coming, what we're bringing to market. >> Yeah, a lot going on there. I wonder if you could give us your, your closing thoughts. I mean, you you talked about, you know, the marketplace, you know you think about Data Mesh, you think of data as product, one of the key principles, you think about monetization. This is really different than what we've been used to in data, which is just getting the technology to work has been, been so hard. So, how do you see sort of the future and, you know give us the, your closing thoughts please? >> Yeah, absolutely. And, and I think we we're really at a pivotal moment and I think you said it well. We, we all know the constraint and the challenges with data, how to actually do data at scale. And while we've seen a ton of innovation on the infrastructure side, we fundamentally believe that just getting a faster database is important, but it's not going to fully solve the challenges and truly kind of deliver on the opportunity. And that's why now is really the time to, deliver this data intelligence vision, this data intelligence platform. We are still early, making it as easy as we can, as kind of our, as our mission. And so I'm really, really excited to see what we, what we are going to, how the marks are going to evolve over the next, next few quarters and years. I think the trend is clearly there. We talked about Data Mesh, this kind of federated approach focus on data products, is just another signal that we believe, that a lot of our organization are now at the time, they're understanding need to go beyond just the technology. I really, really think about how to actually scale data as a business function, just like we've done with IT, with HR, with sales and marketing, with finance. That's how we need to think about data. I think now is the time, given the economic environment that we are in, much more focus on control, much more focus on productivity, efficiency, and now is the time we need to look beyond just the technology and infrastructure to think of how to scale data, how to manage data at scale. >> Yeah, it's a new era. The next 10 years of data won't be like the last, as I always say. Felix, thanks so much. Good luck in, in San Diego. I know you're going to crush it out there. >> Thank you Dave. >> Yeah, it's a great spot for an in-person event and and of course the content post-event is going to be available at collibra.com and you can of course catch theCUBE coverage at theCUBE.net and all the news at siliconangle.com. This is Dave Vellante for theCUBE, your leader in enterprise and emerging tech coverage. (upbeat techno music)

>>Collibra is a company that was founded in 2008 right before the so-called modern big data era kicked into high gear. The company was one of the first to focus its business on data governance. Now, historically, data governance and data quality initiatives, they were back office functions and they were largely confined to regulatory regulated industries that had to comply with public policy mandates. But as the cloud went mainstream, the tech giants showed us how valuable data could become and the value proposition for data quality and trust. It evolved from primarily a compliance driven issue to becoming a lynchpin of competitive advantage. But data in the decade of the 2010s was largely about getting the technology to work. You had these highly centralized technical teams that were formed and they had hyper specialized skills to develop data architectures and processes to serve the myriad data needs of organizations. >>And it resulted in a lot of frustration with data initiatives for most organizations that didn't have the resources of the cloud guys and the social media giants to really attack their data problems and turn data into gold. This is why today for example, this quite a bit of momentum to rethinking monolithic data architectures. You see, you hear about initiatives like data mesh and the idea of data as a product. They're gaining traction as a way to better serve the the data needs of decentralized business Uni users, you hear a lot about data democratization. So these decentralization efforts around data, they're great, but they create a new set of problems. Specifically, how do you deliver like a self-service infrastructure to business users and domain experts? Now the cloud is definitely helping with that, but also how do you automate governance? This becomes especially tricky as protecting data privacy has become more and more important. >>In other words, while it's enticing to experiment and run fast and loose with data initiatives kinda like the Wild West, to find new veins of gold, it has to be done responsibly. As such, the idea of data governance has had to evolve to become more automated. And intelligence governance and data lineage is still fundamental to ensuring trust as data. It moves like water through an organization. No one is gonna use data that isn't trusted. Metadata has become increasingly important for data discovery and data classification. As data flows through an organization, the continuously ability to check for data flaws and automating that data quality, they become a functional requirement of any modern data management platform. And finally, data privacy has become a critical adjacency to cyber security. So you can see how data governance has evolved into a much richer set of capabilities than it was 10 or 15 years ago. >>Hello and welcome to the Cube's coverage of Data Citizens made possible by Calibra, a leader in so-called Data intelligence and the host of Data Citizens 2022, which is taking place in San Diego. My name is Dave Ante and I'm one of the hosts of our program, which is running in parallel to data citizens. Now at the Cube we like to say we extract the signal from the noise, and over the, the next couple of days, we're gonna feature some of the themes from the keynote speakers at Data Citizens and we'll hear from several of the executives. Felix Von Dala, who is the co-founder and CEO of Collibra, will join us along with one of the other founders of Collibra, Stan Christians, who's gonna join my colleague Lisa Martin. I'm gonna also sit down with Laura Sellers, she's the Chief Product Officer at Collibra. We'll talk about some of the, the announcements and innovations they're making at the event, and then we'll dig in further to data quality with Kirk Hasselbeck. >>He's the vice president of Data quality at Collibra. He's an amazingly smart dude who founded Owl dq, a company that he sold to Col to Collibra last year. Now many companies, they didn't make it through the Hado era, you know, they missed the industry waves and they became Driftwood. Collibra, on the other hand, has evolved its business. They've leveraged the cloud, expanded its product portfolio, and leaned in heavily to some major partnerships with cloud providers, as well as receiving a strategic investment from Snowflake earlier this year. So it's a really interesting story that we're thrilled to be sharing with you. Thanks for watching and I hope you enjoy the program. >>Last year, the Cube Covered Data Citizens Collibra's customer event. And the premise that we put forth prior to that event was that despite all the innovation that's gone on over the last decade or more with data, you know, starting with the Hado movement, we had data lakes, we'd spark the ascendancy of programming languages like Python, the introduction of frameworks like TensorFlow, the rise of ai, low code, no code, et cetera. Businesses still find it's too difficult to get more value from their data initiatives. And we said at the time, you know, maybe it's time to rethink data innovation. While a lot of the effort has been focused on, you know, more efficiently storing and processing data, perhaps more energy needs to go into thinking about the people and the process side of the equation, meaning making it easier for domain experts to both gain insights for data, trust the data, and begin to use that data in new ways, fueling data, products, monetization and insights data citizens 2022 is back and we're pleased to have Felix Van Dema, who is the founder and CEO of Collibra. He's on the cube or excited to have you, Felix. Good to see you again. >>Likewise Dave. Thanks for having me again. >>You bet. All right, we're gonna get the update from Felix on the current data landscape, how he sees it, why data intelligence is more important now than ever and get current on what Collibra has been up to over the past year and what's changed since Data Citizens 2021. And we may even touch on some of the product news. So Felix, we're living in a very different world today with businesses and consumers. They're struggling with things like supply chains, uncertain economic trends, and we're not just snapping back to the 2010s. That's clear, and that's really true as well in the world of data. So what's different in your mind, in the data landscape of the 2020s from the previous decade, and what challenges does that bring for your customers? >>Yeah, absolutely. And, and I think you said it well, Dave, and and the intro that that rising complexity and fragmentation in the broader data landscape, that hasn't gotten any better over the last couple of years. When when we talk to our customers, that level of fragmentation, the complexity, how do we find data that we can trust, that we know we can use has only gotten kinda more, more difficult. So that trend that's continuing, I think what is changing is that trend has become much more acute. Well, the other thing we've seen over the last couple of years is that the level of scrutiny that organizations are under respect to data, as data becomes more mission critical, as data becomes more impactful than important, the level of scrutiny with respect to privacy, security, regulatory compliance, as only increasing as well, which again, is really difficult in this environment of continuous innovation, continuous change, continuous growing complexity and fragmentation. >>So it's become much more acute. And, and to your earlier point, we do live in a different world and and the the past couple of years we could probably just kind of brute for it, right? We could focus on, on the top line. There was enough kind of investments to be, to be had. I think nowadays organizations are focused or are, are, are, are, are, are in a very different environment where there's much more focus on cost control, productivity, efficiency, How do we truly get value from that data? So again, I think it just another incentive for organization to now truly look at data and to scale it data, not just from a a technology and infrastructure perspective, but how do you actually scale data from an organizational perspective, right? You said at the the people and process, how do we do that at scale? And that's only, only only becoming much more important. And we do believe that the, the economic environment that we find ourselves in today is gonna be catalyst for organizations to really dig out more seriously if, if, if, if you will, than they maybe have in the have in the best. >>You know, I don't know when you guys founded Collibra, if, if you had a sense as to how complicated it was gonna get, but you've been on a mission to really address these problems from the beginning. How would you describe your, your, your mission and what are you doing to address these challenges? >>Yeah, absolutely. We, we started Colli in 2008. So in some sense and the, the last kind of financial crisis, and that was really the, the start of Colli where we found product market fit, working with large finance institutions to help them cope with the increasing compliance requirements that they were faced with because of the, of the financial crisis and kind of here we are again in a very different environment, of course 15 years, almost 15 years later. But data only becoming more important. But our mission to deliver trusted data for every user, every use case and across every source, frankly, has only become more important. So what has been an incredible journey over the last 14, 15 years, I think we're still relatively early in our mission to again, be able to provide everyone, and that's why we call it data citizens. We truly believe that everyone in the organization should be able to use trusted data in an easy, easy matter. That mission is is only becoming more important, more relevant. We definitely have a lot more work ahead of us because we are still relatively early in that, in that journey. >>Well, that's interesting because, you know, in my observation it takes seven to 10 years to actually build a company and then the fact that you're still in the early days is kind of interesting. I mean, you, Collibra's had a good 12 months or so since we last spoke at Data Citizens. Give us the latest update on your business. What do people need to know about your, your current momentum? >>Yeah, absolutely. Again, there's, there's a lot of tail organizations that are only maturing the data practices and we've seen it kind of transform or, or, or influence a lot of our business growth that we've seen, broader adoption of the platform. We work at some of the largest organizations in the world where it's Adobe, Heineken, Bank of America, and many more. We have now over 600 enterprise customers, all industry leaders and every single vertical. So it's, it's really exciting to see that and continue to partner with those organizations. On the partnership side, again, a lot of momentum in the org in, in the, in the markets with some of the cloud partners like Google, Amazon, Snowflake, data bricks and, and others, right? As those kind of new modern data infrastructures, modern data architectures that are definitely all moving to the cloud, a great opportunity for us, our partners and of course our customers to help them kind of transition to the cloud even faster. >>And so we see a lot of excitement and momentum there within an acquisition about 18 months ago around data quality, data observability, which we believe is an enormous opportunity. Of course, data quality isn't new, but I think there's a lot of reasons why we're so excited about quality and observability now. One is around leveraging ai, machine learning, again to drive more automation. And the second is that those data pipelines that are now being created in the cloud, in these modern data architecture arch architectures, they've become mission critical. They've become real time. And so monitoring, observing those data pipelines continuously has become absolutely critical so that they're really excited about about that as well. And on the organizational side, I'm sure you've heard a term around kind of data mesh, something that's gaining a lot of momentum, rightfully so. It's really the type of governance that we always believe. Then federated focused on domains, giving a lot of ownership to different teams. I think that's the way to scale data organizations. And so that aligns really well with our vision and, and from a product perspective, we've seen a lot of momentum with our customers there as well. >>Yeah, you know, a couple things there. I mean, the acquisition of i l dq, you know, Kirk Hasselbeck and, and their team, it's interesting, you know, the whole data quality used to be this back office function and, and really confined to highly regulated industries. It's come to the front office, it's top of mind for chief data officers, data mesh. You mentioned you guys are a connective tissue for all these different nodes on the data mesh. That's key. And of course we see you at all the shows. You're, you're a critical part of many ecosystems and you're developing your own ecosystem. So let's chat a little bit about the, the products. We're gonna go deeper in into products later on at, at Data Citizens 22, but we know you're debuting some, some new innovations, you know, whether it's, you know, the, the the under the covers in security, sort of making data more accessible for people just dealing with workflows and processes as you talked about earlier. Tell us a little bit about what you're introducing. >>Yeah, absolutely. We're super excited, a ton of innovation. And if we think about the big theme and like, like I said, we're still relatively early in this, in this journey towards kind of that mission of data intelligence that really bolts and compelling mission, either customers are still start, are just starting on that, on that journey. We wanna make it as easy as possible for the, for our organization to actually get started because we know that's important that they do. And for our organization and customers that have been with us for some time, there's still a tremendous amount of opportunity to kind of expand the platform further. And again, to make it easier for really to, to accomplish that mission and vision around that data citizen that everyone has access to trustworthy data in a very easy, easy way. So that's really the theme of a lot of the innovation that we're driving. >>A lot of kind of ease of adoption, ease of use, but also then how do we make sure that lio becomes this kind of mission critical enterprise platform from a security performance architecture scale supportability that we're truly able to deliver that kind of an enterprise mission critical platform. And so that's the big theme from an innovation perspective, From a product perspective, a lot of new innovation that we're really excited about. A couple of highlights. One is around data marketplace. Again, a lot of our customers have plans in that direction, how to make it easy. How do we make, how do we make available to true kind of shopping experience that anybody in your organization can, in a very easy search first way, find the right data product, find the right dataset, that data can then consume usage analytics. How do you, how do we help organizations drive adoption, tell them where they're working really well and where they have opportunities homepages again to, to make things easy for, for people, for anyone in your organization to kind of get started with ppia, you mentioned workflow designer, again, we have a very powerful enterprise platform. >>One of our key differentiators is the ability to really drive a lot of automation through workflows. And now we provided a new low code, no code kind of workflow designer experience. So, so really customers can take it to the next level. There's a lot more new product around K Bear Protect, which in partnership with Snowflake, which has been a strategic investor in kib, focused on how do we make access governance easier? How do we, how do we, how are we able to make sure that as you move to the cloud, things like access management, masking around sensitive data, PII data is managed as much more effective, effective rate, really excited about that product. There's more around data quality. Again, how do we, how do we get that deployed as easily and quickly and widely as we can? Moving that to the cloud has been a big part of our strategy. >>So we launch more data quality cloud product as well as making use of those, those native compute capabilities in platforms like Snowflake, Data, Bricks, Google, Amazon, and others. And so we are bettering a capability, a capability that we call push down. So actually pushing down the computer and data quality, the monitoring into the underlying platform, which again, from a scale performance and ease of use perspective is gonna make a massive difference. And then more broadly, we, we talked a little bit about the ecosystem. Again, integrations, we talk about being able to connect to every source. Integrations are absolutely critical and we're really excited to deliver new integrations with Snowflake, Azure and Google Cloud storage as well. So there's a lot coming out. The, the team has been work at work really hard and we are really, really excited about what we are coming, what we're bringing to markets. >>Yeah, a lot going on there. I wonder if you could give us your, your closing thoughts. I mean, you, you talked about, you know, the marketplace, you know, you think about data mesh, you think of data as product, one of the key principles you think about monetization. This is really different than what we've been used to in data, which is just getting the technology to work has been been so hard. So how do you see sort of the future and, you know, give us the, your closing thoughts please? >>Yeah, absolutely. And I, and I think we we're really at this pivotal moment, and I think you said it well. We, we all know the constraint and the challenges with data, how to actually do data at scale. And while we've seen a ton of innovation on the infrastructure side, we fundamentally believe that just getting a faster database is important, but it's not gonna fully solve the challenges and truly kind of deliver on the opportunity. And that's why now is really the time to deliver this data intelligence vision, this data intelligence platform. We are still early, making it as easy as we can. It's kind of, of our, it's our mission. And so I'm really, really excited to see what we, what we are gonna, how the marks gonna evolve over the next, next few quarters and years. I think the trend is clearly there when we talk about data mesh, this kind of federated approach folks on data products is just another signal that we believe that a lot of our organization are now at the time. >>The understanding need to go beyond just the technology. I really, really think about how do we actually scale data as a business function, just like we've done with it, with, with hr, with, with sales and marketing, with finance. That's how we need to think about data. I think now is the time given the economic environment that we are in much more focus on control, much more focused on productivity efficiency and now's the time. We need to look beyond just the technology and infrastructure to think of how to scale data, how to manage data at scale. >>Yeah, it's a new era. The next 10 years of data won't be like the last, as I always say. Felix, thanks so much and good luck in, in San Diego. I know you're gonna crush it out there. >>Thank you Dave. >>Yeah, it's a great spot for an in-person event and, and of course the content post event is gonna be available@collibra.com and you can of course catch the cube coverage@thecube.net and all the news@siliconangle.com. This is Dave Valante for the cube, your leader in enterprise and emerging tech coverage. >>Hi, I'm Jay from Collibra's Data Office. Today I want to talk to you about Collibra's data intelligence cloud. We often say Collibra is a single system of engagement for all of your data. Now, when I say data, I mean data in the broadest sense of the word, including reference and metadata. Think of metrics, reports, APIs, systems, policies, and even business processes that produce or consume data. Now, the beauty of this platform is that it ensures all of your users have an easy way to find, understand, trust, and access data. But how do you get started? Well, here are seven steps to help you get going. One, start with the data. What's data intelligence? Without data leverage the Collibra data catalog to automatically profile and classify your enterprise data wherever that data lives, databases, data lakes or data warehouses, whether on the cloud or on premise. >>Two, you'll then wanna organize the data and you'll do that with data communities. This can be by department, find a business or functional team, however your organization organizes work and accountability. And for that you'll establish community owners, communities, make it easy for people to navigate through the platform, find the data and will help create a sense of belonging for users. An important and related side note here, we find it's typical in many organizations that data is thought of is just an asset and IT and data offices are viewed as the owners of it and who are really the central teams performing analytics as a service provider to the enterprise. We believe data is more than an asset, it's a true product that can be converted to value. And that also means establishing business ownership of data where that strategy and ROI come together with subject matter expertise. >>Okay, three. Next, back to those communities there, the data owners should explain and define their data, not just the tables and columns, but also the related business terms, metrics and KPIs. These objects we call these assets are typically organized into business glossaries and data dictionaries. I definitely recommend starting with the topics that are most important to the business. Four, those steps that enable you and your users to have some fun with it. Linking everything together builds your knowledge graph and also known as a metadata graph by linking or relating these assets together. For example, a data set to a KPI to a report now enables your users to see what we call the lineage diagram that visualizes where the data in your dashboards actually came from and what the data means and who's responsible for it. Speaking of which, here's five. Leverage the calibra trusted business reporting solution on the marketplace, which comes with workflows for those owners to certify their reports, KPIs, and data sets. >>This helps them force their trust in their data. Six, easy to navigate dashboards or landing pages right in your platform for your company's business processes are the most effective way for everyone to better understand and take action on data. Here's a pro tip, use the dashboard design kit on the marketplace to help you build compelling dashboards. Finally, seven, promote the value of this to your users and be sure to schedule enablement office hours and new employee onboarding sessions to get folks excited about what you've built and implemented. Better yet, invite all of those community and data owners to these sessions so that they can show off the value that they've created. Those are my seven tips to get going with Collibra. I hope these have been useful. For more information, be sure to visit collibra.com. >>Welcome to the Cube's coverage of Data Citizens 2022 Collibra's customer event. My name is Dave Valante. With us is Kirk Hasselbeck, who's the vice president of Data Quality of Collibra Kirk, good to see you. Welcome. >>Thanks for having me, Dave. Excited to be here. >>You bet. Okay, we're gonna discuss data quality observability. It's a hot trend right now. You founded a data quality company, OWL dq, and it was acquired by Collibra last year. Congratulations. And now you lead data quality at Collibra. So we're hearing a lot about data quality right now. Why is it such a priority? Take us through your thoughts on that. >>Yeah, absolutely. It's, it's definitely exciting times for data quality, which you're right, has been around for a long time. So why now and why is it so much more exciting than it used to be? I think it's a bit stale, but we all know that companies use more data than ever before and the variety has changed and the volume has grown. And, and while I think that remains true, there are a couple other hidden factors at play that everyone's so interested in as, as to why this is becoming so important now. And, and I guess you could kind of break this down simply and think about if Dave, you and I were gonna build, you know, a new healthcare application and monitor the heartbeat of individuals, imagine if we get that wrong, you know, what the ramifications could be, what, what those incidents would look like, or maybe better yet, we try to build a, a new trading algorithm with a crossover strategy where the 50 day crosses the, the 10 day average. >>And imagine if the data underlying the inputs to that is incorrect. We will probably have major financial ramifications in that sense. So, you know, it kind of starts there where everybody's realizing that we're all data companies and if we are using bad data, we're likely making incorrect business decisions. But I think there's kind of two other things at play. You know, I, I bought a car not too long ago and my dad called and said, How many cylinders does it have? And I realized in that moment, you know, I might have failed him because, cause I didn't know. And, and I used to ask those types of questions about any lock brakes and cylinders and, and you know, if it's manual or, or automatic and, and I realized I now just buy a car that I hope works. And it's so complicated with all the computer chips, I, I really don't know that much about it. >>And, and that's what's happening with data. We're just loading so much of it. And it's so complex that the way companies consume them in the IT function is that they bring in a lot of data and then they syndicate it out to the business. And it turns out that the, the individuals loading and consuming all of this data for the company actually may not know that much about the data itself, and that's not even their job anymore. So we'll talk more about that in a minute, but that's really what's setting the foreground for this observability play and why everybody's so interested. It, it's because we're becoming less close to the intricacies of the data and we just expect it to always be there and be correct. >>You know, the other thing too about data quality, and for years we did the MIT CDO IQ event, we didn't do it last year, Covid messed everything up. But the observation I would make there thoughts is, is it data quality? Used to be information quality used to be this back office function, and then it became sort of front office with financial services and government and healthcare, these highly regulated industries. And then the whole chief data officer thing happened and people were realizing, well, they sort of flipped the bit from sort of a data as a, a risk to data as a, as an asset. And now as we say, we're gonna talk about observability. And so it's really become front and center just the whole quality issue because data's so fundamental, hasn't it? >>Yeah, absolutely. I mean, let's imagine we pull up our phones right now and I go to my, my favorite stock ticker app and I check out the NASDAQ market cap. I really have no idea if that's the correct number. I know it's a number, it looks large, it's in a numeric field. And, and that's kind of what's going on. There's, there's so many numbers and they're coming from all of these different sources and data providers and they're getting consumed and passed along. But there isn't really a way to tactically put controls on every number and metric across every field we plan to monitor, but with the scale that we've achieved in early days, even before calibra. And what's been so exciting is we have these types of observation techniques, these data monitors that can actually track past performance of every field at scale. And why that's so interesting and why I think the CDO is, is listening right intently nowadays to this topic is, so maybe we could surface all of these problems with the right solution of data observability and with the right scale and then just be alerted on breaking trends. So we're sort of shifting away from this world of must write a condition and then when that condition breaks, that was always known as a break record. But what about breaking trends and root cause analysis? And is it possible to do that, you know, with less human intervention? And so I think most people are seeing now that it's going to have to be a software tool and a computer system. It's, it's not ever going to be based on one or two domain experts anymore. >>So, So how does data observability relate to data quality? Are they sort of two sides of the same coin? Are they, are they cousins? What's your perspective on that? >>Yeah, it's, it's super interesting. It's an emerging market. So the language is changing a lot of the topic and areas changing the way that I like to say it or break it down because the, the lingo is constantly moving is, you know, as a target on this space is really breaking records versus breaking trends. And I could write a condition when this thing happens, it's wrong and when it doesn't it's correct. Or I could look for a trend and I'll give you a good example. You know, everybody's talking about fresh data and stale data and, and why would that matter? Well, if your data never arrived or only part of it arrived or didn't arrive on time, it's likely stale and there will not be a condition that you could write that would show you all the good in the bads. That was kind of your, your traditional approach of data quality break records. But your modern day approach is you lost a significant portion of your data, or it did not arrive on time to make that decision accurately on time. And that's a hidden concern. Some people call this freshness, we call it stale data, but it all points to the same idea of the thing that you're observing may not be a data quality condition anymore. It may be a breakdown in the data pipeline. And with thousands of data pipelines in play for every company out there there, there's more than a couple of these happening every day. >>So what's the Collibra angle on all this stuff made the acquisition, you got data quality observability coming together, you guys have a lot of expertise in, in this area, but you hear providence of data, you just talked about, you know, stale data, you know, the, the whole trend toward real time. How is Calibra approaching the problem and what's unique about your approach? >>Well, I think where we're fortunate is with our background, myself and team, we sort of lived this problem for a long time, you know, in, in the Wall Street days about a decade ago. And we saw it from many different angles. And what we came up with before it was called data observability or reliability was basically the, the underpinnings of that. So we're a little bit ahead of the curve there when most people evaluate our solution, it's more advanced than some of the observation techniques that that currently exist. But we've also always covered data quality and we believe that people want to know more, they need more insights, and they want to see break records and breaking trends together so they can correlate the root cause. And we hear that all the time. I have so many things going wrong, just show me the big picture, help me find the thing that if I were to fix it today would make the most impact. So we're really focused on root cause analysis, business impact, connecting it with lineage and catalog metadata. And as that grows, you can actually achieve total data governance at this point with the acquisition of what was a Lineage company years ago, and then my company Ldq now Collibra, Data quality Collibra may be the best positioned for total data governance and intelligence in the space. >>Well, you mentioned financial services a couple of times and some examples, remember the flash crash in 2010. Nobody had any idea what that was, you know, they just said, Oh, it's a glitch, you know, so they didn't understand the root cause of it. So this is a really interesting topic to me. So we know at Data Citizens 22 that you're announcing, you gotta announce new products, right? You're yearly event what's, what's new. Give us a sense as to what products are coming out, but specifically around data quality and observability. >>Absolutely. There's this, you know, there's always a next thing on the forefront. And the one right now is these hyperscalers in the cloud. So you have databases like Snowflake and Big Query and Data Bricks is Delta Lake and SQL Pushdown. And ultimately what that means is a lot of people are storing in loading data even faster in a SaaS like model. And we've started to hook in to these databases. And while we've always worked with the the same databases in the past, they're supported today we're doing something called Native Database pushdown, where the entire compute and data activity happens in the database. And why that is so interesting and powerful now is everyone's concerned with something called Egress. Did your, my data that I've spent all this time and money with my security team securing ever leave my hands, did it ever leave my secure VPC as they call it? >>And with these native integrations that we're building and about to unveil, here's kind of a sneak peek for, for next week at Data Citizens. We're now doing all compute and data operations in databases like Snowflake. And what that means is with no install and no configuration, you could log into the Collibra data quality app and have all of your data quality running inside the database that you've probably already picked as your your go forward team selection secured database of choice. So we're really excited about that. And I think if you look at the whole landscape of network cost, egress, cost, data storage and compute, what people are realizing is it's extremely efficient to do it in the way that we're about to release here next week. >>So this is interesting because what you just described, you know, you mentioned Snowflake, you mentioned Google, Oh actually you mentioned yeah, data bricks. You know, Snowflake has the data cloud. If you put everything in the data cloud, okay, you're cool, but then Google's got the open data cloud. If you heard, you know, Google next and now data bricks doesn't call it the data cloud, but they have like the open source data cloud. So you have all these different approaches and there's really no way up until now I'm, I'm hearing to, to really understand the relationships between all those and have confidence across, you know, it's like Jak Dani, you should just be a note on the mesh. And I don't care if it's a data warehouse or a data lake or where it comes from, but it's a point on that mesh and I need tooling to be able to have confidence that my data is governed and has the proper lineage, providence. And, and, and that's what you're bringing to the table, Is that right? Did I get that right? >>Yeah, that's right. And it's, for us, it's, it's not that we haven't been working with those great cloud databases, but it's the fact that we can send them the instructions now, we can send them the, the operating ability to crunch all of the calculations, the governance, the quality, and get the answers. And what that's doing, it's basically zero network costs, zero egress cost, zero latency of time. And so when you were to log into Big Query tomorrow using our tool or like, or say Snowflake for example, you have instant data quality metrics, instant profiling, instant lineage and access privacy controls, things of that nature that just become less onerous. What we're seeing is there's so much technology out there, just like all of the major brands that you mentioned, but how do we make it easier? The future is about less clicks, faster time to value, faster scale, and eventually lower cost. And, and we think that this positions us to be the leader there. >>I love this example because, you know, Barry talks about, wow, the cloud guys are gonna own the world and, and of course now we're seeing that the ecosystem is finding so much white space to add value, connect across cloud. Sometimes we call it super cloud and so, or inter clouding. All right, Kirk, give us your, your final thoughts and on on the trends that we've talked about and Data Citizens 22. >>Absolutely. Well, I think, you know, one big trend is discovery and classification. Seeing that across the board, people used to know it was a zip code and nowadays with the amount of data that's out there, they wanna know where everything is, where their sensitive data is. If it's redundant, tell me everything inside of three to five seconds. And with that comes, they want to know in all of these hyperscale databases how fast they can get controls and insights out of their tools. So I think we're gonna see more one click solutions, more SAS based solutions and solutions that hopefully prove faster time to value on, on all of these modern cloud platforms. >>Excellent. All right, Kurt Hasselbeck, thanks so much for coming on the Cube and previewing Data Citizens 22. Appreciate it. >>Thanks for having me, Dave. >>You're welcome. Right, and thank you for watching. Keep it right there for more coverage from the Cube. Welcome to the Cube's virtual Coverage of Data Citizens 2022. My name is Dave Valante and I'm here with Laura Sellers, who's the Chief Product Officer at Collibra, the host of Data Citizens. Laura, welcome. Good to see you. >>Thank you. Nice to be here. >>Yeah, your keynote at Data Citizens this year focused on, you know, your mission to drive ease of use and scale. Now when I think about historically fast access to the right data at the right time in a form that's really easily consumable, it's been kind of challenging, especially for business users. Can can you explain to our audience why this matters so much and what's actually different today in the data ecosystem to make this a reality? >>Yeah, definitely. So I think what we really need and what I hear from customers every single day is that we need a new approach to data management and our product teams. What inspired me to come to Calibra a little bit a over a year ago was really the fact that they're very focused on bringing trusted data to more users across more sources for more use cases. And so as we look at what we're announcing with these innovations of ease of use and scale, it's really about making teams more productive in getting started with and the ability to manage data across the entire organization. So we've been very focused on richer experiences, a broader ecosystem of partners, as well as a platform that delivers performance, scale and security that our users and teams need and demand. So as we look at, Oh, go ahead. >>I was gonna say, you know, when I look back at like the last 10 years, it was all about getting the technology to work and it was just so complicated. But, but please carry on. I'd love to hear more about this. >>Yeah, I, I really, you know, Collibra is a system of engagement for data and we really are working on bringing that entire system of engagement to life for everyone to leverage here and now. So what we're announcing from our ease of use side of the world is first our data marketplace. This is the ability for all users to discover and access data quickly and easily shop for it, if you will. The next thing that we're also introducing is the new homepage. It's really about the ability to drive adoption and have users find data more quickly. And then the two more areas of the ease of use side of the world is our world of usage analytics. And one of the big pushes and passions we have at Collibra is to help with this data driven culture that all companies are trying to create. And also helping with data literacy, with something like usage analytics, it's really about driving adoption of the CLE platform, understanding what's working, who's accessing it, what's not. And then finally we're also introducing what's called workflow designer. And we love our workflows at Libra, it's a big differentiator to be able to automate business processes. The designer is really about a way for more people to be able to create those workflows, collaborate on those workflow flows, as well as people to be able to easily interact with them. So a lot of exciting things when it comes to ease of use to make it easier for all users to find data. >>Y yes, there's definitely a lot to unpack there. I I, you know, you mentioned this idea of, of of, of shopping for the data. That's interesting to me. Why this analogy, metaphor or analogy, I always get those confused. I let's go with analogy. Why is it so important to data consumers? >>I think when you look at the world of data, and I talked about this system of engagement, it's really about making it more accessible to the masses. And what users are used to is a shopping experience like your Amazon, if you will. And so having a consumer grade experience where users can quickly go in and find the data, trust that data, understand where the data's coming from, and then be able to quickly access it, is the idea of being able to shop for it, just making it as simple as possible and really speeding the time to value for any of the business analysts, data analysts out there. >>Yeah, I think when you, you, you see a lot of discussion about rethinking data architectures, putting data in the hands of the users and business people, decentralized data and of course that's awesome. I love that. But of course then you have to have self-service infrastructure and you have to have governance. And those are really challenging. And I think so many organizations, they're facing adoption challenges, you know, when it comes to enabling teams generally, especially domain experts to adopt new data technologies, you know, like the, the tech comes fast and furious. You got all these open source projects and get really confusing. Of course it risks security, governance and all that good stuff. You got all this jargon. So where do you see, you know, the friction in adopting new data technologies? What's your point of view and how can organizations overcome these challenges? >>You're, you're dead on. There's so much technology and there's so much to stay on top of, which is part of the friction, right? It's just being able to stay ahead of, of and understand all the technologies that are coming. You also look at as there's so many more sources of data and people are migrating data to the cloud and they're migrating to new sources. Where the friction comes is really that ability to understand where the data came from, where it's moving to, and then also to be able to put the access controls on top of it. So people are only getting access to the data that they should be getting access to. So one of the other things we're announcing with, with all of the innovations that are coming is what we're doing around performance and scale. So with all of the data movement, with all of the data that's out there, the first thing we're launching in the world of performance and scale is our world of data quality. >>It's something that Collibra has been working on for the past year and a half, but we're launching the ability to have data quality in the cloud. So it's currently an on-premise offering, but we'll now be able to carry that over into the cloud for us to manage that way. We're also introducing the ability to push down data quality into Snowflake. So this is, again, one of those challenges is making sure that that data that you have is d is is high quality as you move forward. And so really another, we're just reducing friction. You already have Snowflake stood up. It's not another machine for you to manage, it's just push down capabilities into Snowflake to be able to track that quality. Another thing that we're launching with that is what we call Collibra Protect. And this is that ability for users to be able to ingest metadata, understand where the PII data is, and then set policies up on top of it. So very quickly be able to set policies and have them enforced at the data level. So anybody in the organization is only getting access to the data they should have access to. >>Here's Topica data quality is interesting. It's something that I've followed for a number of years. It used to be a back office function, you know, and really confined only to highly regulated industries like financial services and healthcare and government. You know, you look back over a decade ago, you didn't have this worry about personal information, g gdpr, and, you know, California Consumer Privacy Act all becomes, becomes so much important. The cloud is really changed things in terms of performance and scale and of course partnering for, for, with Snowflake it's all about sharing data and monetization, anything but a back office function. So it was kind of smart that you guys were early on and of course attracting them and as a, as an investor as well was very strong validation. What can you tell us about the nature of the relationship with Snowflake and specifically inter interested in sort of joint engineering or, and product innovation efforts, you know, beyond the standard go to market stuff? >>Definitely. So you mentioned there were a strategic investor in Calibra about a year ago. A little less than that I guess. We've been working with them though for over a year really tightly with their product and engineering teams to make sure that Collibra is adding real value. Our unified platform is touching pieces of our unified platform or touching all pieces of Snowflake. And when I say that, what I mean is we're first, you know, able to ingest data with Snowflake, which, which has always existed. We're able to profile and classify that data we're announcing with Calibra Protect this week that you're now able to create those policies on top of Snowflake and have them enforce. So again, people can get more value out of their snowflake more quickly as far as time to value with, with our policies for all business users to be able to create. >>We're also announcing Snowflake Lineage 2.0. So this is the ability to take stored procedures in Snowflake and understand the lineage of where did the data come from, how was it transformed with within Snowflake as well as the data quality. Pushdown, as I mentioned, data quality, you brought it up. It is a new, it is a, a big industry push and you know, one of the things I think Gartner mentioned is people are losing up to $15 million without having great data quality. So this push down capability for Snowflake really is again, a big ease of use push for us at Collibra of that ability to, to push it into snowflake, take advantage of the data, the data source, and the engine that already lives there and get the right and make sure you have the right quality. >>I mean, the nice thing about Snowflake, if you play in the Snowflake sandbox, you, you, you, you can get sort of a, you know, high degree of confidence that the data sharing can be done in a safe way. Bringing, you know, Collibra into the, into the story allows me to have that data quality and, and that governance that I, that I need. You know, we've said many times on the cube that one of the notable differences in cloud this decade versus last decade, I mean ob there are obvious differences just in terms of scale and scope, but it's shaping up to be about the strength of the ecosystems. That's really a hallmark of these big cloud players. I mean they're, it's a key factor for innovating, accelerating product delivery, filling gaps in, in the hyperscale offerings cuz you got more stack, you know, mature stack capabilities and you know, it creates this flywheel momentum as we often say. But, so my question is, how do you work with the hyperscalers? Like whether it's AWS or Google, whomever, and what do you see as your role and what's the Collibra sweet spot? >>Yeah, definitely. So, you know, one of the things I mentioned early on is the broader ecosystem of partners is what it's all about. And so we have that strong partnership with Snowflake. We also are doing more with Google around, you know, GCP and kbra protect there, but also tighter data plex integration. So similar to what you've seen with our strategic moves around Snowflake and, and really covering the broad ecosystem of what Collibra can do on top of that data source. We're extending that to the world of Google as well and the world of data plex. We also have great partners in SI's Infosys is somebody we spoke with at the conference who's done a lot of great work with Levi's as they're really important to help people with their whole data strategy and driving that data driven culture and, and Collibra being the core of it. >>Hi Laura, we're gonna, we're gonna end it there, but I wonder if you could kind of put a bow on, you know, this year, the event your, your perspectives. So just give us your closing thoughts. >>Yeah, definitely. So I, I wanna say this is one of the biggest releases Collibra's ever had. Definitely the biggest one since I've been with the company a little over a year. We have all these great new product innovations coming to really drive the ease of use to make data more valuable for users everywhere and, and companies everywhere. And so it's all about everybody being able to easily find, understand, and trust and get access to that data going forward. >>Well congratulations on all the pro progress. It was great to have you on the cube first time I believe, and really appreciate you, you taking the time with us. >>Yes, thank you for your time. >>You're very welcome. Okay, you're watching the coverage of Data Citizens 2022 on the cube, your leader in enterprise and emerging tech coverage. >>So data modernization oftentimes means moving some of your storage and computer to the cloud where you get the benefit of scale and security and so on. But ultimately it doesn't take away the silos that you have. We have more locations, more tools and more processes with which we try to get value from this data. To do that at scale in an organization, people involved in this process, they have to understand each other. So you need to unite those people across those tools, processes, and systems with a shared language. When I say customer, do you understand the same thing as you hearing customer? Are we counting them in the same way so that shared language unites us and that gives the opportunity for the organization as a whole to get the maximum value out of their data assets and then they can democratize data so everyone can properly use that shared language to find, understand, and trust the data asset that's available. >>And that's where Collibra comes in. We provide a centralized system of engagement that works across all of those locations and combines all of those different user types across the whole business. At Collibra, we say United by data and that also means that we're united by data with our customers. So here is some data about some of our customers. There was the case of an online do it yourself platform who grew their revenue almost three times from a marketing campaign that provided the right product in the right hands of the right people. In other case that comes to mind is from a financial services organization who saved over 800 K every year because they were able to reuse the same data in different kinds of reports and before there was spread out over different tools and processes and silos, and now the platform brought them together so they realized, oh, we're actually using the same data, let's find a way to make this more efficient. And the last example that comes to mind is that of a large home loan, home mortgage, mortgage loan provider where they have a very complex landscape, a very complex architecture legacy in the cloud, et cetera. And they're using our software, they're using our platform to unite all the people and those processes and tools to get a common view of data to manage their compliance at scale. >>Hey everyone, I'm Lisa Martin covering Data Citizens 22, brought to you by Collibra. This next conversation is gonna focus on the importance of data culture. One of our Cube alumni is back, Stan Christians is Collibra's co-founder and it's Chief Data citizens. Stan, it's great to have you back on the cube. >>Hey Lisa, nice to be. >>So we're gonna be talking about the importance of data culture, data intelligence, maturity, all those great things. When we think about the data revolution that every business is going through, you know, it's so much more than technology innovation. It also really re requires cultural transformation, community transformation. Those are challenging for customers to undertake. Talk to us about what you mean by data citizenship and the role that creating a data culture plays in that journey. >>Right. So as you know, our event is called Data Citizens because we believe that in the end, a data citizen is anyone who uses data to do their job. And we believe that today's organizations, you have a lot of people, most of the employees in an organization are somehow gonna to be a data citizen, right? So you need to make sure that these people are aware of it. You need that. People have skills and competencies to do with data what necessary and that's on, all right? So what does it mean to have a good data culture? It means that if you're building a beautiful dashboard to try and convince your boss, we need to make this decision that your boss is also open to and able to interpret, you know, the data presented in dashboard to actually make that decision and take that action. Right? >>And once you have that why to the organization, that's when you have a good data culture. Now that's continuous effort for most organizations because they're always moving, somehow they're hiring new people and it has to be continuous effort because we've seen that on the hand. Organizations continue challenged their data sources and where all the data is flowing, right? Which in itself creates a lot of risk. But also on the other set hand of the equation, you have the benefit. You know, you might look at regulatory drivers like, we have to do this, right? But it's, it's much better right now to consider the competitive drivers, for example, and we did an IDC study earlier this year, quite interesting. I can recommend anyone to it. And one of the conclusions they found as they surveyed over a thousand people across organizations worldwide is that the ones who are higher in maturity. >>So the, the organizations that really look at data as an asset, look at data as a product and actively try to be better at it, don't have three times as good a business outcome as the ones who are lower on the maturity scale, right? So you can say, ok, I'm doing this, you know, data culture for everyone, awakening them up as data citizens. I'm doing this for competitive reasons, I'm doing this re reasons you're trying to bring both of those together and the ones that get data intelligence right, are successful and competitive. That's, and that's what we're seeing out there in the market. >>Absolutely. We know that just generally stand right, the organizations that are, are really creating a, a data culture and enabling everybody within the organization to become data citizens are, We know that in theory they're more competitive, they're more successful. But the IDC study that you just mentioned demonstrates they're three times more successful and competitive than their peers. Talk about how Collibra advises customers to create that community, that culture of data when it might be challenging for an organization to adapt culturally. >>Of course, of course it's difficult for an organization to adapt but it's also necessary, as you just said, imagine that, you know, you're a modern day organization, laptops, what have you, you're not using those, right? Or you know, you're delivering them throughout organization, but not enabling your colleagues to actually do something with that asset. Same thing as through with data today, right? If you're not properly using the data asset and competitors are, they're gonna to get more advantage. So as to how you get this done, establish this. There's angles to look at, Lisa. So one angle is obviously the leadership whereby whoever is the boss of data in the organization, you typically have multiple bosses there, like achieve data officers. Sometimes there's, there's multiple, but they may have a different title, right? So I'm just gonna summarize it as a data leader for a second. >>So whoever that is, they need to make sure that there's a clear vision, a clear strategy for data. And that strategy needs to include the monetization aspect. How are you going to get value from data? Yes. Now that's one part because then you can leadership in the organization and also the business value. And that's important. Cause those people, their job in essence really is to make everyone in the organization think about data as an asset. And I think that's the second part of the equation of getting that right, is it's not enough to just have that leadership out there, but you also have to get the hearts and minds of the data champions across the organization. You, I really have to win them over. And if you have those two combined and obviously a good technology to, you know, connect those people and have them execute on their responsibilities such as a data intelligence platform like s then the in place to really start upgrading that culture inch by inch if you'll, >>Yes, I like that. The recipe for success. So you are the co-founder of Collibra. You've worn many different hats along this journey. Now you're building Collibra's own data office. I like how before we went live, we were talking about Calibra is drinking its own champagne. I always loved to hear stories about that. You're speaking at Data Citizens 2022. Talk to us about how you are building a data culture within Collibra and what maybe some of the specific projects are that Collibra's data office is working on. >>Yes, and it is indeed data citizens. There are a ton of speaks here, are very excited. You know, we have Barb from m MIT speaking about data monetization. We have Dilla at the last minute. So really exciting agen agenda. Can't wait to get back out there essentially. So over the years at, we've doing this since two and eight, so a good years and I think we have another decade of work ahead in the market, just to be very clear. Data is here to stick around as are we. And myself, you know, when you start a company, we were for people in a, if you, so everybody's wearing all sorts of hat at time. But over the years I've run, you know, presales that sales partnerships, product cetera. And as our company got a little bit biggish, we're now thousand two. Something like people in the company. >>I believe systems and processes become a lot important. So we said you CBRA isn't the size our customers we're getting there in of organization structure, process systems, et cetera. So we said it's really time for us to put our money where is and to our own data office, which is what we were seeing customers', organizations worldwide. And they organizations have HR units, they have a finance unit and over time they'll all have a department if you'll, that is responsible somehow for the data. So we said, ok, let's try to set an examples that other people can take away with it, right? Can take away from it. So we set up a data strategy, we started building data products, took care of the data infrastructure. That's sort of good stuff. And in doing all of that, ISA exactly as you said, we said, okay, we need to also use our product and our own practices and from that use, learn how we can make the product better, learn how we make, can make the practice better and share that learning with all the, and on, on the Monday mornings, we sometimes refer to eating our dog foods on Friday evenings. >>We referred to that drinking our own champagne. I like it. So we, we had a, we had the driver to do this. You know, there's a clear business reason. So we involved, we included that in the data strategy and that's a little bit of our origin. Now how, how do we organize this? We have three pillars, and by no means is this a template that everyone should, this is just the organization that works at our company, but it can serve as an inspiration. So we have a pillar, which is data science. The data product builders, if you'll or the people who help the business build data products. We have the data engineers who help keep the lights on for that data platform to make sure that the products, the data products can run, the data can flow and you know, the quality can be checked. >>And then we have a data intelligence or data governance builders where we have those data governance, data intelligence stakeholders who help the business as a sort of data partner to the business stakeholders. So that's how we've organized it. And then we started following the CBRA approach, which is, well, what are the challenges that our business stakeholders have in hr, finance, sales, marketing all over? And how can data help overcome those challenges? And from those use cases, we then just started to build a map and started execution use of the use case. And a important ones are very simple. We them with our, our customers as well, people talking about the cata, right? The catalog for the data scientists to know what's in their data lake, for example, and for the people in and privacy. So they have their process registry and they can see how the data flows. >>So that's a starting place and that turns into a marketplace so that if new analysts and data citizens join kbra, they immediately have a place to go to, to look at, see, ok, what data is out there for me as an analyst or a data scientist or whatever to do my job, right? So they can immediately get access data. And another one that we is around trusted business. We're seeing that since, you know, self-service BI allowed everyone to make beautiful dashboards, you know, pie, pie charts. I always, my pet pee is the pie chart because I love buy and you shouldn't always be using pie charts. But essentially there's become proliferation of those reports. And now executives don't really know, okay, should I trust this report or that report the reporting on the same thing. But the numbers seem different, right? So that's why we have trusted this reporting. So we know if a, the dashboard, a data product essentially is built, we not that all the right steps are being followed and that whoever is consuming that can be quite confident in the result either, Right. And that silver browser, right? Absolutely >>Decay. >>Exactly. Yes, >>Absolutely. Talk a little bit about some of the, the key performance indicators that you're using to measure the success of the data office. What are some of those KPIs? >>KPIs and measuring is a big topic in the, in the data chief data officer profession, I would say, and again, it always varies with to your organization, but there's a few that we use that might be of interest. Use those pillars, right? And we have metrics across those pillars. So for example, a pillar on the data engineering side is gonna be more related to that uptime, right? Are the, is the data platform up and running? Are the data products up and running? Is the quality in them good enough? Is it going up? Is it going down? What's the usage? But also, and especially if you're in the cloud and if consumption's a big thing, you have metrics around cost, for example, right? So that's one set of examples. Another one is around the data sciences and products. Are people using them? Are they getting value from it? >>Can we calculate that value in ay perspective, right? Yeah. So that we can to the rest of the business continue to say we're tracking all those numbers and those numbers indicate that value is generated and how much value estimated in that region. And then you have some data intelligence, data governance metrics, which is, for example, you have a number of domains in a data mesh. People talk about being the owner of a data domain, for example, like product or, or customer. So how many of those domains do you have covered? How many of them are already part of the program? How many of them have owners assigned? How well are these owners organized, executing on their responsibilities? How many tickets are open closed? How many data products are built according to process? And so and so forth. So these are an set of examples of, of KPIs. There's a, there's a lot more, but hopefully those can already inspire the audience. >>Absolutely. So we've, we've talked about the rise cheap data offices, it's only accelerating. You mentioned this is like a 10 year journey. So if you were to look into a crystal ball, what do you see in terms of the maturation of data offices over the next decade? >>So we, we've seen indeed the, the role sort of grow up, I think in, in thousand 10 there may have been like 10 achieve data officers or something. Gartner has exact numbers on them, but then they grew, you know, industries and the number is estimated to be about 20,000 right now. Wow. And they evolved in a sort of stack of competencies, defensive data strategy, because the first chief data officers were more regulatory driven, offensive data strategy support for the digital program. And now all about data products, right? So as a data leader, you now need all of those competences and need to include them in, in your strategy. >>How is that going to evolve for the next couple of years? I wish I had one of those balls, right? But essentially I think for the next couple of years there's gonna be a lot of people, you know, still moving along with those four levels of the stack. A lot of people I see are still in version one and version two of the chief data. So you'll see over the years that's gonna evolve more digital and more data products. So for next years, my, my prediction is it's all products because it's an immediate link between data and, and the essentially, right? Right. So that's gonna be important and quite likely a new, some new things will be added on, which nobody can predict yet. But we'll see those pop up in a few years. I think there's gonna be a continued challenge for the chief officer role to become a real executive role as opposed to, you know, somebody who claims that they're executive, but then they're not, right? >>So the real reporting level into the board, into the CEO for example, will continue to be a challenging point. But the ones who do get that done will be the ones that are successful and the ones who get that will the ones that do it on the basis of data monetization, right? Connecting value to the data and making that value clear to all the data citizens in the organization, right? And in that sense, they'll need to have both, you know, technical audiences and non-technical audiences aligned of course. And they'll need to focus on adoption. Again, it's not enough to just have your data office be involved in this. It's really important that you're waking up data citizens across the organization and you make everyone in the organization think about data as an asset. >>Absolutely. Because there's so much value that can be extracted. Organizations really strategically build that data office and democratize access across all those data citizens. Stan, this is an exciting arena. We're definitely gonna keep our eyes on this. Sounds like a lot of evolution and maturation coming from the data office perspective. From the data citizen perspective. And as the data show that you mentioned in that IDC study, you mentioned Gartner as well, organizations have so much more likelihood of being successful and being competitive. So we're gonna watch this space. Stan, thank you so much for joining me on the cube at Data Citizens 22. We appreciate it. >>Thanks for having me over >>From Data Citizens 22, I'm Lisa Martin, you're watching The Cube, the leader in live tech coverage. >>Okay, this concludes our coverage of Data Citizens 2022, brought to you by Collibra. Remember, all these videos are available on demand@thecube.net. And don't forget to check out silicon angle.com for all the news and wiki bod.com for our weekly breaking analysis series where we cover many data topics and share survey research from our partner ETR Enterprise Technology Research. If you want more information on the products announced at Data Citizens, go to collibra.com. There are tons of resources there. You'll find analyst reports, product demos. It's really worthwhile to check those out. Thanks for watching our program and digging into Data Citizens 2022 on the Cube, your leader in enterprise and emerging tech coverage. We'll see you soon.

(light music) >> Welcome to the Cube's virtual coverage of Data Citizens 2022. My name is Dave Vellante, and I'm here with Laura Sellers, who is the Chief Product Officer at Collibra, the host of Data Citizens. Laura, welcome. Good to see you. >> Thank you. Nice to be here. >> You know, your keynote at Data Citizens this year focused on, you know, your mission to drive ease of use and scale. Now, when I think about historically, fast access to the right data at the right time in a form that's really easily consumable, it's been kind of challenging, especially for business users. Can you explain to our audience why this matters so much, and what's actually different today in the data ecosystem to make this a reality? >> Yeah, definitely. So I think what we really need and what I hear from customers every single day is that we need a new approach to data management, and our product team is what inspired me to come to Collibra a little bit over a year ago, was really the fact that they're very focused on bringing trusted data to more users across more sources for more use cases. And so as we look at what we're announcing with these innovations of ease of use and scale, it's really about making teams more productive in getting started with and the ability to manage data across the entire organization. So we've been very focused on richer experiences, a broader ecosystem of partners, as well as a platform that delivers performance, scale, and security that our users and teams need and demand. So as we look at, oh, go ahead. >> I was going to say, you know, when I look back at like the last 10 years, it was all about getting the technology to work, and it was just so complicated, but please carry on. I'd love to hear more about this. >> Yeah, I really, you know, Collibra is a system of engagement for data, and we really are working on bringing that entire system of engagement to life for everyone to leverage here and now. So what we're announcing from our ease of use side of the world is first our data marketplace. This is the ability for all users to discover and access data quickly and easily, shop for it, if you will. The next thing that we're also introducing is the new homepage. It's really about the ability to drive adoption and have users find data more quickly. And then the two more areas of the ease of use side of the world is our world of usage analytics. And one of the big pushes and passions we have at Collibra is to help with this data driven culture that all companies are trying to create, and also helping with data literacy. With something like usage analytics, it's really about driving adoption of the Collibra platform, understanding what's working, who's accessing it, what's not. And then finally, we're also introducing what's called Workflow Designer. And we love our workflows at Collibra. It's a big differentiator to be able to automate business processes. The designer is really about a way for more people to be able to create those workflows, collaborate on those workflows, as well as people to be able to easily interact with them. So a lot of exciting things when it comes to ease of use to make it easier for all users to find data. >> Yes, there's definitely a lot to unpack there. You know, you mentioned this idea of shopping for the data. That's interesting to me. Why this analogy, metaphor or analogy? I always get those confused. Let's go with analogy. Why is it so important to data consumers? >> I think when you look at the world of data, and I talked about this system of engagement, it's really about making it more accessible to the masses. And what users are used to is a shopping experience, like your Amazon, if you will. And so having a consumer grade experience where users can quickly go in and find the data, trust that data, understand where the data's coming from, and then be able to quickly access it, is the idea of being able to shop for it, just making it as simple as possible and really speeding the time to value for any of the business analysts, data analysts out there. >> Yeah, I think when you see a lot of discussion about rethinking data architectures, putting data in the hands of the users and business people, decentralized data, and of course that's awesome. I love that. But of course, then you have to have self-service infrastructure, and you have to have governance. And those are really challenging. And I think so many organizations, they're facing adoption challenges. You know, when it comes to enabling teams generally, especially domain experts, to adopt new data technologies, you know, like the tech comes fast and furious. You got all these open source projects. It can get really confusing. Of course it risks security, governance, and all that good stuff. You got all this jargon. So where do you see, you know, the friction in adopting new data technologies? What's your point of view, and how can organizations overcome these challenges? >> You're dead on. There's so much technology, and there's so much to stay on top of, which is part of the friction, right? It's just being able to stay ahead of and understand all the technologies that are coming. You also look at as there's so many more sources of data, and people are migrating data to the cloud, and they're migrating to new sources. Where the friction comes is really that ability to understand where the data came from, where it's moving to, and then also to be able to put the access controls on top of it. So people are only getting access to the data that they should be getting access to. So one of the other things we're announcing with all of the innovations that are coming is what we're doing around performance and scale. So with all of the data movement, with all of the data that's out there, the first thing we're launching in the world of performance and scale is our world of data quality. It's something that Collibra has been working on for the past year and a half, but we're launching the ability to have data quality in the cloud. So it's currently an on-premise offering, but we'll now be able to carry that over into the cloud for us to manage that way. We're also introducing the ability to push down data quality into Snowflake. So this is, again, one of those challenges is making sure that that data that you have is high quality as you move forward. And so really another, we're just reducing friction. You already have Snowflake stood up. It's not another machine for you to manage. It's just push down capabilities into Snowflake to be able to track that quality. Another thing that we're launching with that is what we call Collibra Protect. And this is that ability for users to be able to ingest metadata, understand where the PII data is, and then set policies up on top of it. So very quickly be able to set policies and have them enforced at the data level. So anybody in the organization is only getting access to the data they should have access to. >> This topic of data quality is interesting. It's something that I've followed for a number of years. It used to be a back office function, you know, and really confined only to highly regulated industries like financial services and healthcare and government. You know, you look back over a decade ago, you didn't have this worry about personal information, GDPR, and, you know, California Consumer Privacy Act, all becomes so much important. The cloud has really changed things in terms of performance and scale, and of course, partnering with Snowflake, it's all about sharing data and monetization, anything but a back office function. So it was kind of smart that you guys were early on and of course, attracting them as an investor as well was very strong validation. What can you tell us about the nature of the relationship with Snowflake, and specifically interested in sort of joint engineering and product innovation efforts, you know, beyond the standard go to market stuff? >> Definitely. So you mentioned they were a strategic investor in Collibra about a year ago. A little less than that I guess. We've been working with them though for over a year really tightly with their product and engineering teams to make sure that Collibra is adding real value. Our unified platform is touching, pieces of our unified platform are touching all pieces of Snowflake. And when I say that, what I mean is we're first, you know, able to ingest data with Snowflake, which has always existed. We're able to profile and classify that data. We're announcing with Collibra Protect this week that you're now able to create those policies on top of Snowflake and have them enforced. So again, people can get more value out of their Snowflake more quickly. As far as time to value with our policies, for all business users to be able to create. We're also announcing Snowflake Lineage 2.0. So this is the ability to take stored procedures in Snowflake and understand the lineage of where did the data come from, how was it transformed within Snowflake, as well as the data quality pushdown, as I mentioned. Data quality, you brought it up, it is a new, it is a big industry push, and you know, one of the things I think Gartner mentioned is people are losing up to $15 million without having great data quality. So this push down capability for Snowflake really is, again, a big ease of use push for us at Collibra of that ability to push it into Snowflake, take advantage of the data source and the engine that already lives there, and get the right and make sure you have the right quality. >> I mean, the nice thing about Snowflake, if you play in the Snowflake sandbox, you can get sort of a high degree of confidence that the data sharing can be done in a safe way. Bringing Collibra into the story allows me to have that data quality and that governance that I need. You know, we've said many times on the Cube that one of the notable differences in cloud this decade versus last decade, I mean there are obvious differences just in terms of scale and scope, but it's shaping up to be about the strength of the ecosystems. That's really a hallmark of these big cloud players. I mean they're, it's a key factor for innovating, accelerating product delivery, filling gaps in the hyperscale offerings, 'cause you got more stack, you know, much more stack capabilities, and it creates this flywheel momentum as we often say. But, so my question is, how do you work with the hyperscalers? Like whether it's AWS or Google or whomever, and what do you see as your role, and what's the Collibra sweet spot? >> Yeah, definitely. So, you know, one of the things I mentioned early on is the broader ecosystem of partners is what it's all about. And so we have that strong partnership with Snowflake. We also are doing more with Google around, you know, GCP and Collibra Protect there, but also tighter Dataplex integration. So similar to what you've seen with our strategic moves around Snowflake and really covering the broad ecosystem of what Collibra can do on top of that data source, we're extending that to the world of Google as well and the world of Dataplex. We also have great partners in SIs. Infosys is somebody we spoke with at the conference who's done a lot of great work with Levi's, as they're really important to help people with their whole data strategy and driving that data driven culture and Collibra being the core of it. >> All right, Laura, we're going to end it there, but I wonder if you could kind of put a bow on this year, the event, your perspectives. So just give us your closing thoughts. >> Yeah, definitely. So I want to say, this is one of the biggest releases Collibra's ever had, definitely the biggest one since I've been with the company a little over a year. We have all these great new product innovations coming to really drive the ease of use, to make data more valuable for users everywhere and companies everywhere. And so it's all about everybody being able to easily find, understand, and trust, and get access to that data going forward. >> Well congratulations on all the progress. It was great to have you on the Cube, first time I believe, and really appreciate you taking the time with us. >> Yes, thank you for your time. >> You're very welcome. Okay, you're watching the coverage of Data Citizens 2022 on the Cube, your leader in enterprise and emerging tech coverage. (light music)

>>Welcome back everyone to the Cube's live coverage of VMware Explorer, 2022. I'm John furrier with Dave Valante host of the cube. We're here on the ground floor, Moscone west two sets Walter Wall coverage. Three days. We heard Laura Heisman, the senior vice president and CMO of VMware, put it all together. Great to see you. Nice, thanks for, to see you for spending time outta your very busy week. >>It is a busy week. It is a great week. >>So a lot of people were anticipating what world was gonna look like. And then the name changed to VMware Explorer. This is our 12th year covering VMware's annual conference, formerly known ASM world. Now VMware Explorer, bold move, but Raghu teased it out on his keynote. Some reason behind it, expand on, on the thought process. The name change, obviously multi-cloud big headline here. vSphere eight partnerships with cloud hyperscale is a completely clear direction for VMware. Take us through why the name changed. Exactly, exactly. And why it's all coming together. Think he kind of hinted that he kinda said exactly, you know, exploring the new things, blah, blah, blah. Yeah. But take us through that. You've architected it. >>Yeah. It is a, a change of, we have a great past at VMware and we're looking to our future at the same time. And so when you come back from a pandemic and things changing, and you're really looking at the expansion of the business now is the time because it wasn't just to come back to what we were doing before. And every company should be thinking about that, but it's what are we gonna do to actually go forward? And VMware itself is on our own journey as expanding in more into the cloud, our multi-cloud leadership and everything that we're doing there. And we wanted to make sure that our audience was able to explore that with us. And so it was the perfect opportunity we're back live. And VMware Explorer is for everyone. That's been coming Tom world for so many years. We love our community and expanding it to our new communities that maybe don't have that legacy and that history and have them here with us at >>VMware. You did a great job. I love the event here. Love how it turned out. And, and a lot of interesting things happened along the way. Prior to this event you had we're coming outta the pandemic. So it's the first face to face yes. Of the VMware community coming together, which this is an annual right of passage for everyone in the customer base. Broadcom buys VMware. No, no, if you name change it to VMware Explorer and then Broadcom buys VMware. So announces, announces the, the buyout. So, and all the certainty, uncertainty kind of hanging around it. You had to navigate those waters, take us through, what was that like? How did you pull it off? It was a huge success. Yeah, because everyone showed up. Yeah. It's, it's, it's the same event, different name, >>It's >>Same vibe. >>The only thing constant is change. Right? And so it's the, we've gotta focus on the business and our VMware customers and our partners and our community at large. And so it's really keeping the eye on what we're trying to communicate to our community. And this is for our VMware community. The VMO community is here in spades. It is wonderful to have the VMO community here. We have tons of different customers, new customers, old customers, and it's just being able to share everything VMware. And I think people are just excited about that. It's great energy on the show floor and all >>Around. And it's not like you had years to plan it. I mean, you basically six months in you, you went, you said you went on a six month listening tour the other day. What was the number one question you got on that listening tour? >>Well, definitely about the name change was one, but I would say also, it's not just the question. It was the ask of, we have we're in what we call our chapter three here. And it's really our move into multicloud and helping all of our customers with their complexities. >>So virtualization, private cloud, and now multi-cloud correct. The third chapter. >>Yeah. And the, the question and the ask is how do we let our customers and partners know what this is, help us Laura. Like that was the number one ask to me of help us explain it. And that was my challenge and opportunity coming into explore, and really to explain everything about our, if you watched the gen session yesterday, these was, was going through our multiple different chapters where we are helping our customers with their multi-cloud strategies. And so it is been that evolution gets us today and it doesn't end today. It starts today. And we keep going, >>Like, like a lot of companies, obviously in you in this new role, you inherited a hybrid world and, and you've got, you got two years of virtual under your belt, and now you're running a completely different event from that standpoint. How does the sort of the COVID online translate into new relationships and how you're cultivating those? What's that dynamic like? >>Well, let's start with how happy everyone is to see each other in person. No doubt. Yeah. It is amazing just to see people, the high fives in the hallways, the hugs, oh, some people just the fist pump, whatever people mats are there masks aren't there, right? It is something of where everyone's comfort level, but it is really just about getting everyone together and thinking about how do, how was it before the pandemic? You don't necessarily just wanna repeat coming back. And so how do you think about this from an in-person event? People have been sitting behind their screens. How do we engage and how are we interactive? Knowing that attention spans are probably a little bit shorter. People are used to getting up and going get their coffee. We have coffee in the conference rooms, right? Things like that, making the experience just a really great one for everyone. So they're comfortable back in person, but I mean, honestly the energy and seeing people's smiles on their faces, it's wonderful to be back in person. >>It's interesting, you know, the cube, we've had some transformations ourselves with the pandemic and, and living through and getting back to events, but hybrid cloud and hybrid events is now the steady state. So, and in a way it's kind of interesting how hybrid cloud and now multi-cloud the digital aspect of integrating into the physical events is now key. First class citizen thinking. Yeah. For CMOs, you guys did a great job of preserving the, the, the, the best part of it, which is face to face people seeing each other and now bringing in the digital and then extending this. So that it's an always on kind of explore. Is that the thinking behind it? Yes. What's your vision on where you go next? Because if it's not, it's not one and done and see you next year. No anymore, because no, the pandemic showed us that hybrid and digital and physical together. If design as first class citizens with each other. Yeah. One sub-optimize me obviously face to face is better than digital, but if you can't make it, it shouldn't be a bad experience. >>No, not at all. Good's your vision. And, and we're in a point where not everyone's gonna come back, that everyone has what's going on with their life. And so you have to think about it as in person and online, it's not necessarily even hybrid. And so it's, what's the experience for people that are here, you know, over 10,000 people here, you wanna be sure that that is a great experience for them. And then our viewers online, we wanna be sure that they're able to, to know what's going on, stay in touch with everything VMware and enjoy that. So the gen session that was live, we have a ton of on demand content. And this is just the start. So now we go on to essentially multiple other VMware explorers around the world. >>It's interesting. The business model of events is so tickets driven or sponsorship on site on the location that you can get almost addicted to the, no, we don't wanna do digital and kind of foreclose that you guys embraced the, the combo. So what's the attendance. I mean, probably wasn't as big as when everyone was physical. Yep. What are some of the numbers? Can you give us some D data on attendance? Some of the stats around the show, cuz obviously people showed up and drove. Yes. It wasn't a no show. That's sure a lot of great stuff here >>We have. So it's over 10,000 people that are registered and we see them here. The gen session was packed. They're walking the show floor and then I don't have the numbers yet for our online viewership, but everything that we're doing to promote it online, if anyone missed it online, the gen session is already up and they'll see more sessions going live as well as all the on demand content so that everyone can stay in the loop of what's happening. And all of our announcements, >>You're obviously not disappointed. Were you surprised? A little nervous. >>So I will say one thing that we learned from others, thank goodness others have gone before us. So as far as coming back in person is the big change is actually registration happens closer to the event, right. Is a very big change from pre so, >>So it's at the end. Yes. >>The last three weeks. And we had been told that from peers at RSA and other conferences, that that's what happens. So we were prepared for that, but people wanna know what's going on in the world. Yeah. Right. You wanna have that faith before you buy that ticket and book your travel. And so that has definitely been one of the biggest changes and one that I think that will maybe continue to see here. So that was probably the biggest thing that changed as far as what to expect as registration. But we planned for this. We knew it was not going to be as big in the past and that that's gonna be, I think the new norm, >>I think you're right. I think a lot of last minute decisions, you know, sometimes people >>Wanna know, I mean, it's, what's gonna happen another gonna be outbreak or, I mean, I think people have gotten trained to be disappointed >>Well and be flexible >>With COVID I and, and, and weirded out by things. So people get anxiety on the COVID you've seen that. Yeah. >>Yeah. Yeah. I wanna ask you about the developer messaging cause that's one of the real huge takeaways. It was so strong. And you said the other day in the analyst session, the developers of the Kings and the Queens now, you know, we, when we hear developers, we think we pictured Steve Bama running around on stage developers develop, but it's different. It's a different vibe here. It it's like you're serving the Kings in the, in the Queens with, through partnerships and embracing open source. Can you talk a little bit about how you approached or, and you are approaching developer messages? Yeah, >>I, so, you know, I came from GitHub and so developers have been on my mind for many years now. And so joining VMware, I got to join this great world of enterprise software background and my developer background. And we have such an opportunity to really help our developer community understand the benefits of VMware to make them heroes just like we made sort of virtualization professionals heroes in the past, we can do the same thing with developers. We wanna be sure that we're speaking with our developer community. That was very much on stage as well as many of the sessions. And so our, we think about that with our products and what we're doing as far as product development and helping developers be able to test and learn with our products. And it's really thinking about the enterprise developer and how can we help them be successful. >>And I think, I think the beautiful thing about that message is, is that the enterprises that you guys have that great base with, they're all pretty much leaned into cl cloud native and they see it and it's starting to see the hybrid private cloud public cloud. And now with edge coming, it's pretty much a mandate that cloud native drive the architecture and that came clear in the messaging. So I have to ask you on the activations, you guys have done how much developer ops customer base mix are you seeing transfer over? Because the trend that we're seeing is is that it operations and that's generic. I'll say that word generically, but you know, your base is it almost every company has VMware. So they're also enabling inside their company developers. So how much is developer percentage to ops or is they blending in, it's almost a hundred percent, which how would you see >>That it's growing? So it's definitely growing. I wouldn't say it's a hundred percent, but it is growing. And it is one where every company is thinking about their developer. There's not enough developers in the world per the number of job openings out there. Everyone wants to innovate fast and they need to be able to invest in their developers. And we wanna be able to give them the tools to be able to do that. Cuz you want your developers to be happy and make it easier to do their jobs. And so that's what we're committed to really being able to help them do. And so we're seeing an uptick there and we're seeing, you'll see that with our product announcements and what we're doing. And so it's growing. >>The other thing I want to ask you, we saw again, we saw a lot of energy on the customer vibe. We're getting catching that here, cuz the sessions are right behind us and upstairs the floor, we've heard comments like the ecosystem's back. I mean not to anywhere, but there was a definitely an ecosystem spring to the step. If you will, amongst the partners, can you share what's happening here? Observations things that you've noticed that have been cool, that that can highlight some trends in the partner side of it. Yeah. What's going on with partners. >>Yeah. I mean our partners are so important to us. We're thrilled that they're here with us here. The expo floor, it is busy and people are visiting and reuniting and learning from each other and everything that you want to happen on the expo floor. And we've done special things throughout the week. For example, we have a whole hyperscaler day essentially happening where we wanna highlight some of the hyperscalers and let them be able to, to share with all of our attendees what they're doing. So we've given them more time within the sessions as well. And so you'll see our partner ecosystem all over the place, not just on the expo >>Floor, a lot of range of partners. Dave, you got the hyperscalers, you have the big, the big whales and cloud whales. And then you have now the second tier we call 'em super cloud type customer and partners. And you got the multi-cloud architecture, developing a lot of moving parts that are changing and growing and evolving. How do you view that? How you just gonna ride the wave? Are you watching it? Are you gonna explore it through more, you know, kind of joint marketing. I mean, what's your, how do you take this momentum that you have? And by the way, a lot of stuff's coming outta the oven. I was talking with Joan last night at the, at the press analyst event. And there's a lot of stuff coming outta the VMware oven product wise that hasn't hit the market yet. Yep. That's that's that's I mean, you can't really put a number on that sales yet, but it's got value. Yep. So you got that happening. You got this momentum behind you, you just ride the wave and what's the strategy. Well, >>It is all about how do we pass to the partner, right? So it is about the partner relationship. And we think about that our partner community is huge to us at VMware. I'm sure you've been hearing that from everyone you've been speaking to. So it's not even it's ride the wave, but it's embrace. Got it. It's embrace our partners. We need their help, our customer base. We do touch everybody and we need them to be able to support us and share what it is that we're doing from our product E evolution, our product announcements. So it's continuous education. It's there in educating us. It's definitely a two way relationship and really what we're even to get done here at explore together. It's progress that you can't always do on a zoom or a teams call or a WebEx call. You can't do that in two weeks, two years sometimes. And we're able to even have really great conversations >>Here and, and your go to market is transforming as well. You, you guys have talked about how you're reaching many different touchpoints. We've talked about developers. I mean, the other thing we've seen at events, we talked about the last minute, you know, registrations. The other thing we've seen is a lot more senior members of audiences. And now part of that is maybe okay, maybe some of the junior folks can't travel, they can't get, but, but, but why is it that the senior people come, they, they maybe they wouldn't have come before maybe because they're going through digital transformations. They wanna lean in and understand it better. But it seemed, I know you had an executive summit, you know, on day zero and Hawk 10 was here and, and so forth. So, okay. I get that. But it seems in talking to the partners, they're like, wow, the quality of the conversations that we're having has really been up leveled compared to previous years in other conferences. >>So yeah. Yeah. I think it's that they're all thinking about their transformation as well. We had the executive summit on day zero for us Monday, right? And it was a hundred plus executives invited in for a day who have stayed because they wanna hear what's going on. When I joined VMware, I said, VMware has a gift that so many companies are jealous of because we have relationships with the executives and that's what every company's startup to large company wants. And they're, they're really trusted customers of ours. And so we haven't been together and they want to be here to be able to know what's going on and join us in the meetings. And we have tons of meetings happening throughout >>The event and they're loyal and they're loyal. They're absolutely, they're active, active in a good way. They'll give you great feedback, candid feedback. Sometimes, you know, you might not wanna hear, but it's truthful. They're rare, engaging feedback gift. And they stay with you and they're loyal and they show up and they learn they're in sessions. So all good stuff. And then we only have about a minute left. Laura. I want to get your thoughts and, and end the segment with your explanation to the world around explore. What's next? What does it mean? What's gonna happen next? What does this brand turn into? Yeah. How do you see this unfolding? How do people, how should people view the VMware Explorer event brand and future activities? >>Yeah. VMware Explorer. This is just the start. So we're after this, we're going to Brazil, Barcelona, Singapore, China, and Japan. And so it is definitely a momentum that we're going on. The brand is unbelievable. It is so beautiful. We're exploring with it. We can have so much fun with this brand and we plan to continue to have fun with this brand. And it is all about the, the momentum with our sales team and our customers and our partners. And just continuing what we're doing, this is, this is just the beginning. It's not the, it's a global >>Brand explore >>Global. Absolutely. Absolutely. >>All right, Dave, that's gonna be great for the cube global activities. There you go, Laura. Great to see you. Thank you for coming on. I know you're super busy. Final question. It's kind of the trick question. What's your favorite aspect of the event? Pick a favorite child. What's going on here? Okay. In your mind, what's the most exciting thing about this event that that's near and dear to >>Your heart? So first it's hearing the feedback from the customers, but I do have to say my team as well. I mean, huge shout out to my team. They are the hub and spoke of all parts of explore. Yeah. VMware Explorer. Wouldn't be here without them. And so it's great to see it all coming >>Together. As they say in the scoring and the Olympics, the degree of difficulty for this event, given all the things going on, you guys did an amazing job. >>We witnessed >>To it. Congratulations. Thank you. Thank you for a great booth here. It looks beautiful. Thanks for coming. Wonderful. >>Thank you for >>Having me. Okay. The cues live coverage here on the floor of Moscone west I'm Trevor Dave. Valante two sets, three days. Stay with us for more live coverage. We'll be right back.

>>Okay, welcome back everyone. There's the cubes coverage of VMware Explorer, 22 formerly world. We've been here since 2010 and world 2010 to now it's 2022. And it's VMware Explorer. We're here at the CEO, regular writer. Welcome back to the cube. Great to see you in person. >>Yeah. Great to be here in person, >>Dave and I are, are proud to say that we've been to 12 straight years of covering VMware's annual conference. And thank you. We've seen the change in the growth over time and you know, it's kind of, I won't say pinch me moment, but it's more of a moment of there's the VMware that's grown into the cloud after your famous deal with Andy jazzy in 2016, we've been watching what has been a real sea change and VMware since taking that legacy core business and straightening out the cloud strategy in 2016, and then since then an acceleration of, of cloud native, like direction under your leadership at VMware. Now you're the CEO take us through that because this is where we are right now. We are here at the pinnacle of VMware 2.0 or cloud native VMware, as you point out on your keynote, take us through that history real quick. Cuz I think it's important to know that you've been the architect of a lot of this change and it's it's working. >>Yeah, definitely. We are super excited because like I said, it's working, the history is pretty simple. I mean we tried running our own cloud cloud air. We cloud air didn't work so well. Right. And then at that time, customers really gave us strong feedback that the hybrid they wanted was a Amazon together. Right. And so that's what we went back and did and the andjay announcement, et cetera. And then subsequently as we were continue to build it out, I mean, once that happened, we were able to go work with the Satia and Microsoft and others to get the thing built out all over. Then the next question was okay, Hey, that's great for the workloads that are running on vSphere. What's the story for workloads that are gonna be cloud native and benefit a lot from being cloud native. So that's when we went the Tansu route and the Kubernetes route, we did a couple of acquisitions and then we started that started paying off now with the Tansu portfolio. And last but not the least is once customers have this distributed portfolio now, right. Increasingly everything is becoming multi-cloud. How do you manage and connect and secure. So that's what you start seeing that you saw the management announcement, networking and security and everything else is cooking. And you'll see more stuff there. >>Yeah know, we've been talking about super cloud. It's kinda like a multi-cloud on steroids kind a little bit different pivot of it. And we're seeing some use cases. >>No, no, it's, it's a very great, it's a, it's pretty close to what we talk about. >>Awesome. I mean, and we're seeing this kind of alignment in the industry. It's kind of open, but I have to ask you, when did you, you have the moment where you said multicloud is the game changer moment. When did you have, because you guys had hybrid, which is really early as well. When was the Raghu? When did you have the moment where you said, Hey, multicloud is what's happening. That's we're doubling down on that go. >>I mean, if you think about the evolution of the cloud players, right. Microsoft really started picking up around the 2018 timeframe. I mean, I'm talking about Azure, right? >>In a big way. >>Yeah. In a big way. Right. When that happened and then Google got really serious, it became pretty clear that this was gonna be looking more like the old database market than it looked like a single player cloud market. Right. Equally sticky, but very strong players all with lots of IP creation capability. So that's when we said, okay, from a supplier side, this is gonna become multi. And from a customer side that has always been their desire. Right. Which is, Hey, I don't want to get locked into anybody. I want to do multiple things. And the cloud vendors also started leveraging that OnPrem. Microsoft said, Hey, if you're a windows customer, your licensing is gonna be better off if you go to Azure. Right. Oracle did the same thing. So it just became very clear. >>I am, I have gone make you laugh. I always go back to the software mainframe because I, I think you were here. Right. I mean, you're, you're almost 20 years in. Yeah. And I, the reason I appreciate that is because, well, that's technically very challenging. How do you make virtualization overhead virtually non-existent how do you run any workload? Yeah. How do you recover from, I mean, that's was not trivial. Yeah. Okay. So what's the technical, you know, analog today, the real technical challenge. When you think about cross cloud services. >>Yeah. I mean, I think it's different for each of these layers, right? So as I was alluding to for management, I mean, you can go each one of them by themselves, there is one way of Mo doing multi-cloud, which is multiple clouds. Right. You could say, look, I'm gonna build a great product for AWS. And then I'm gonna build a great product for Azure. I'm gonna build a great product for Google. That's not what aria is. Aria is a true multi-cloud, which means it pulls data in from multiple places. Right? So there are two or three, there are three things that aria has done. That's I think is super interesting. One is they're not trying to take all the data and bring it in. They're trying to federate the data sources. And secondly, they're doing it in real time and they're able to construct this graph of a customer's cloud resources. >>Right. So to keep the graph constructed and pulling data, federating data, I think that's a very interesting concept. The second thing that, like I said is it's a real time because in the cloud, a container might come and go like that. Like that is a second technical challenge. The third it's not as much a technical challenge, but I really like what they have done for the interface they've used GraphQL. Right? So it's not about if you remember in the old world, people talk about single pan or glass, et cetera. No, this is nothing to do with pan or glass. This is a data model. That's a graph and a query language that's suited for that. So you can literally think of whatever you wanna write. You can write and express it in GraphQL and pull all sorts of management applications. You can say, Hey, I can look at cost. I can look at metrics. I can look at whatever it is. It's not five different types of applications. It's one, that's what I think had to do it at scale is the other problem. And, and >>The, the technical enable there is just it's good software. It's a protocol. It's >>No, no, it's, it's, it's it's software. It's a data model. And it's the Federation architecture that they've got, which is open. Right. You can pull in data from Datadog, just as well as from >>Pretty >>Much anything data from VR op we don't care. Right? >>Yeah. Yeah. So rego, I have to ask you, I'm glad you like the Supercloud cuz you know, we, we think multi-cloud still early, but coming fast. I mean, everyone has multiple clouds, but spanning this idea of spanning across has interesting sequences. Do you data, do you do computer both and a lot of good things happening. Kubernetes been containers, all that good stuff. Okay. How do you see the first rev of multi-cloud evolving? Like is it what happens? What's the sequence, what's the order of operations for a client standpoint? Customer standpoint of, of multicloud or Supercloud because we think we're seeing it as a refactoring of something like snowflake, they're a data base, they're a data warehouse on the cloud. They, they say data cloud they'd they like they'll tell us no, you, we're not a data. We're not a data warehouse. We're data cloud. Okay. You're a data warehouse refactored for the CapEx from Amazon and cooler, newer things. Yeah, yeah, yeah. That's a behavior change. Yeah. But it's still a data warehouse. Yeah. How do you see this multi-cloud environment? Refactoring? Is there something that you see that might be different? That's the same if you know what I'm saying? Like what's what, what's the ne the new thing that's happening with multi-cloud, that's different than just saying I'm I'm doing SAS on the cloud. >>Yeah. So I would say, I would point to a, a couple of things that are different. Firstly, my, the answer depends on which category you are in. Like the category that snowflake is in is very different than Kubernetes or >>Something or Mongo DB, right? >>Yeah. Or Mongo DB. So, so it is not appropriate to talk about one multi-cloud approach across data and compute and so, so on and so forth. So I'll talk about the spaces that we play. Right. So step one, for most customers is two application architectures, right? The cloud native architecture and an enterprise native architecture and tying that together either through data or through networks or through et cetera. So that's where most of the customers are. Right. And then I would say step two is to bring these things together in a more, in a closer fashion and that's where we are going. And that is why you saw the cloud universal announcement and that's already, you've seen the Tansu announcement, et cetera. So it's really, the step one was two distinct clouds. That is just two separate islands. >>So the other thing that we did, that's really what my, the other thing that I'd like to get to your reaction on, cause this is great. You're like a masterclass in the cube here. Yeah, totally is. We see customers becoming super clouds because they're getting the benefit of, of VMware, AWS. And so if I'm like a media company or insurance company, if I have scale, if I continue to invest in, in cloud native development, I do all these things. I'm gonna have a da data scale advantage, possibly agile, which means I can build apps and functionality very quick for customers. I might become my own cloud within the vertical. Exactly. And so I could then service other people in the insurance vertical if I'm the insurance company with my technology and create a separate power curve that never existed before. Cause the CapEx is off the table, it's operating expense. Yep. That runs into the income statement. Yep. This is a fundamental business model shift and an advantage of this kind of scenario. >>And that's why I don't think snowflakes, >>What's your reaction to that? Cuz that's something that, that is not really, talk's highly nuanced and situational. But if Goldman Sachs builds the biggest cloud on the planet for financial service for their own benefit, why wouldn't they >>Exactly. >>And they're >>Gonna build it. They sort of hinted at it that when they were up on stage on AWS, right. That is just their first big step. I'm pretty sure over time they would be using other clouds. Think >>They already are on >>Prem. Yeah. On prem. Exactly. They're using VMware technology there. Right? I mean think about it, AWS. I don't know how many billions of dollars they're spending on AWS R and D Microsoft is doing the same thing. Google's doing the same thing we are doing. Not as much as them that you're doing oral chair. Yeah. If you are a CIO, you would be insane not to take advantage of all of this IP that's getting created and say, look, I'm just gonna bet on one. Doesn't make any sense. Right. So that's what you're seeing. And then >>I think >>The really smart companies, like you talked about would say, look, I will do something for my industry that uses these underlying clouds as the substrate, but encapsulates my IP and my operating model that I then offer to other >>Partners. Yeah. And their incentive for differentiation is scale. Yeah. And capability. And that's a super cloud. That's a, or would be say it environment. >>Yeah. But this is why this, >>It seems like the same >>Game, but >>This, I mean, I think it environment is different than >>Well, I mean it advantage to help the business, the old day service, you >>Said snowflake guys out the marketing guys. So you, >>You said snowflake data warehouse. See, I don't think it's in data warehouse. It's not, that's like saying, you >>Know, I, over >>VMware is a virtualization company or service now is a help desk tool. I, this is the change. Yes. That's occurring. Yes. And that you're enabling. So take the Goldman Sachs example. They're gonna run OnPrem. They're gonna use your infrastructure to do selfer. They're gonna build on AWS CapEx. They're gonna go across clouds and they're gonna need some multi-cloud services. And that's your opportunity. >>Exactly. That's that's really, when you, in the keynote, I talked about cloud universal. Right? So think of a future where we can go to a customer and say, Mr. Customer buy thousand scores, a hundred thousand cores, whatever capacity you can use it, any which way you want on any application platform. Right. And it could be OnPrem. It could be in the cloud, in the cloud of their choice in multiple clouds. And this thing can be fungible and they can tie it to the right services. If they like SageMaker they could tie it to Sage or Aurora. They could tie it to Aurora, cetera, et cetera. So I think that's really the foundation that we are setting. Well, I think, I >>Mean, you're building a cloud across clouds. I mean, that's the way I look at it. And, and that's why it's, to me, the, the DPU announcement, the project Monterey coming to fruition is so important. Yeah. Because if you don't have that, if you're not on that new Silicon curve yep. You're gonna be left behind. Oh, >>Absolutely. It allows us to build things that you would not otherwise be able to do, >>Not to pat ourselves on the back Ragu. But we, in what, 2013 day we said, feel >>Free. >>We, we said with Lou Tucker when OpenStack was crashing. Yeah. Yeah. And then Kubernetes was just a paper. We said, this could be the interoperability layer. Yeah. You got it. And you could have inter clouding cuz there was no clouding. I was gonna riff on inter networking. But if you remember inter networking during the OSI model, TCP and IP were hardened after the physical data link layer was taken care of. So that enabled an entire new industry that was open, open interconnect. Right. So we were saying inter clouding. So what you're kind of getting at with cross cloud is you're kind of creating this routing model if you will. Not necessarily routing, but like connection inter clouding, we called it. I think it's kinda a terrible name. >>What you said about Kubernetes is super critical. It is turning out to be the infrastructure API so long. It has been an infrastructure API for a certain cluster. Right. But if you think about what we said about VSE eight with VSE eight Kubernetes becomes the data center API. Now we sort of glossed over the point of the keynote, but you could do operations storage, anything that you can do on vSphere, you can do using a Kubernetes API. Yeah. And of course you can do all the containers in the Kubernetes clusters and et cetera, is what you could always do. Now you could do that on a VMware environment. OnPrem, you could do that on EKS. Now Kubernetes has become the standard programming model for infrastructure across. It >>Was the great equalizer. Yeah. You, we used to say Amazon turned the data center through an API. It turns, turns of like a lot of APIs and a lot of complexity. Right. And Kubernetes changed. >>Well, the role, the role of defacto standards played a lot into the T C P I P revolution before it became a standard standard. What the question Raghu, as you look at, we had submit on earlier, we had tutorial on as well. What's the disruptive enabler from a defacto. What in your mind, what should, because Kubernetes became kind of defacto, even though it was in the CNCF and in an open source open, it wasn't really standard standard. There's no like standards, body, but what de facto thing has to happen in your mind's eye around making inter clouding or connecting clouds in a, in a way that's gonna create extensibility and growth. What do you see as a de facto thing that the industry should rally around? Obviously Kubernetes is one, is there something else that you see that's important for in an open way that the industry can discuss and, and get behind? >>Yeah. I mean, there are things like identity, right? Which are pretty critical. There is connectivity and networking. So these are all things that the industry can rally around. Right. And that goes along with any modern application infrastructure. So I would say those are the building blocks that need to happen on the data side. Of course there are so many choices as well. So >>How about, you know, security? I think about, you know, when after stuck net, the, the whole industry said, Hey, we have to do a better job of collaborating. And then when you said identity, it just sort of struck me. But then a lot of people tried to sort of monetize private reporting and things like that. So you do you see a movement within the technology industry to do a better job of collaborating to, to solve the acute, you know, security problems? >>Yeah. I think the customer pressure and government pressure right. Causes that way. Yeah. Even now, even in our current universe, you see, there is a lot of behind the scenes collaboration amongst the security teams of all of the tech companies that is not widely seen or known. Right. For example, my CISO knows the AWS CSO or the Microsoft CSO and they all talk and they share the right information about vulnerability attacks and so on and so forth. So there's already a certain amount of collaboration that's happening and that'll only increase. Do, >>Do you, you know, I was somewhat surprised. I didn't hear more in your face about security would, is that just because you had such a strong multi-cloud message that you wanted to get, get across, cuz your security story is very strong and deep. When you get into the DPU side of things, the, you know, the separation of resources and the encryption and I'll end to end >>I'm well, we have a phenomenal security story. Yeah. Yeah. Tell security story and yes. I mean I'll need guilty to the fact that in the keynote you have yeah, yeah, sure time. But what we are doing with NSX and you will hear about some NSX projects as you, if you have time to go to some of the, the sessions. Yeah. There's one called project, not star. Another is called project Watchman or watch, I think it's called, we're all dealing with this. That is gonna strengthen the security story even more. Yeah. >>We think security and data is gonna be a big part of it. Right. As CEO, I have to ask you now that you're the CEO, first of all, I'd love to talk about product with you cuz you're yeah. Yeah. We just great conversation. We want to kind of read thet leaves and ask pointed questions cuz we're putting the puzzle together in real time here with the audience. But as CEO, now you have a lot of discussions around the business. You, the Broadcom thing happening, you got the rename here, you got multi-cloud all good stuff happening. Dave and I were chatting before we came on this morning around the marketplace, around financial valuations and EBIDA numbers. When you have so much strategic Goodwill and investment in the oven right now with the, with the investments in cloud native multi-year investments on a trajectory, you got economies of scale there. >>It's just now coming out to be harvest and more behind it. Yeah. As you come into the Broadcom and or the new world wave that's coming, how do you talk about that value? Cuz you can't really put a number on it yet because there's no customers on it. I mean some customers, but you can't probably some for form. It's not like sales numbers. Yeah. Yeah. How do you make the argument to the PE type folks out there? Like EBIDA and then all the strategic value. What's the, what's the conversation like if you can share any, I know it's obviously public company, all the things going down, but like how do you talk about strategic value to numbers folks? >>Yeah. I mean, we are not talking to PE guys at all. Right. I mean the only conversation we have is helping Broadcom with >>Yeah. But, but number people who are looking at the number, EBIDA kind of, >>Yeah. I mean, you'd be surprised if, for, for example, even with Broadcom, they look at the business holistically as what are the prospects of this business becoming a franchise that is durable and could drive a lot of value. Right. So that's how they look at it holistically. It's not a number driven. >>They do. They look at that. >>Yeah. Yeah, absolutely. So I think it's a misperception to say, Hey, it's a numbers driven conversation. It's a business driven conversation where, I mean, and Hawk's been public about it. He says, look, I look at businesses. Can they be leaders in their market? Yeah. Because leaders get, as we all know a disproportionate share of the economic value, is it a durable franchise that's gonna last 10 years or more, right. Obviously with technology changes in between, but 10 years or more >>Or 10, you got your internal, VMware talent customers and >>Partners. Yeah. Significant competitive advantage. So that's, that's really where the conversation starts and the numbers fall out of it. Got it. >>Okay. So I think >>There's a track record too. >>That culture >>That VMware has, you've always had an engineering culture. That's turned, you know, ideas and problems into products that, that have been very successful. >>Well, they had different engineering cultures. They're chips. You guys are software. Right. You guys know >>Software. Yeah. Mean they've been very successful with Broadcom, the standalone networking company since they took it over. Right. I mean, it's, there's a lot of amazing innovation going on there. >>Yeah. Not, not that I'm smiling. I want to kind of poke at this question question. I'll see if I get an answer out of you, when you talk to Hawk tan, does he feel like he bought a lot more than he thought or does he, did he, does he know it's all here? So >>The last two months, I mean, they've been going through a very deliberate process of digging into each business and certainly feels like he got a phenomenal asset base. Yeah. He said that to me even today after the keynote, right. Is the amazing amount of product capability that he's seeing in every one of our businesses. And that's been the constant frame. >>But congratulations on that. >>I've heard, I've heard Hawk talk about the shift to, to Mer merchant Silicon. Yeah. From custom Silicon. But I wanted to ask you when you look at things like AWS nitro yeah. And graviton and train and the advantage that AWS has with custom Silicon, you see Google and Microsoft sort of Alibaba following suit. Would it benefit you to have custom Silicon for, for DPU? I mean, I guess you, you know, to have a tighter integration or do you feel like with the relationships that you have that doesn't buy you anything? >>Yeah. I mean we have pretty strong relationships with in fact fantastic relationships with the Invidia and Intel and AMD >>Benon and AMD now. >>Yeah. Yeah. I mean, we've been working with the Pendo team in their previous incarnations for years. Right, right. When they were at Cisco and then same thing with the, we know the Melanox team as well as the invi original teams and Intel is the collaboration right. From the get go of the company. So we don't feel a need for any of that. We think, I mean, it's clear for those cloud folks, right. They're going towards a vertical integration model and select portions of their stack, like you talked about, but there is always a room for horizontal integration model. Right. And that's what we are a part of. Right. So there'll be a number of DPU pro vendors. There'll be a number of CPU vendors. There'll be a number of other storage, et cetera, et cetera. And we think that is goodness in an alternative model compared to a vertically integr >>And yeah. What this trade offs, right. It's not one or the other, I mean I used to tell, talk to Al Shugar about this all the time. Right. I mean, if vertically integrated, there may be some cost advantages, but then you've got flexibility advantages. If you're using, you know, what the industry is building. Right. And those are the tradeoffs, so yeah. Yeah. >>Greg, what are you excited about right now? You got a lot going on obviously great event. Branding's good. Love the graphics. I was kind of nervous about the name changed. I likem world, but you know, that's, I'm kind of like it >>Doesn't readily roll off your phone. Yeah. >>I know. We, I had everyone miscue this morning already and said VMware Explorer. So >>You pay Laura fine. Yeah. >>Now, I >>Mean a quarter >>Curse jar, whatever I did wrong. I don't believe it. Only small mistake that's because the thing wasn't on. Okay. Anyway, what's on your plate. What's your, what's some of the milestones. Do you share for your employees, your customers and your partners out there that are watching that might wanna know what's next in the whole Broadcom VMware situation. Is there a timeline? Can you talk publicly about what? To what people can expect? >>Yeah, no, we, we talk all the time in the company about that. Right? Because even if there is no news, you need to talk about what is where we are. Right. Because this is such a big transaction and employees need to know where we are at every minute of the day. Right? Yeah. So, so we definitely talk about that. We definitely talk about that with customers too. And where we are is that the, all the processes are on track, right? There is a regulatory track going on. And like I alluded to a few minutes ago, Broadcom is doing what they call the discovery phase of the integration planning, where they learn about the business. And then once that is done, they'll figure out what the operating model is. What Broadcom is said publicly is that the acquisition will close in their fiscal 23, which starts in November of this year, runs through October of next year. >>So >>Anywhere window, okay. As to where it is in that window. >>All right, Raghu, thank you so much for taking valuable time out of your conference time here for the queue. I really appreciate Dave and I both appreciate your friendship. Congratulations on the success as CEO, cuz we've been following your trials and tribulations and endeavors for many years and it's been great to chat with you. >>Yeah. Yeah. It's been great to chat with you, not just today, but yeah. Over a period of time and you guys do great work with this, so >>Yeah. And you guys making, making all the right calls at VMware. All right. More coverage. I'm shot. Dave ante cube coverage day one of three days of world war cup here in Moscone west, the cube coverage of VMware Explorer, 22 be right back.

(upbeat music) >> Hey everyone. Welcome to theCUBE's coverage of Women In Tech, International Women's Day 2022. I'm your host, Lisa Martin. I have two guests from AWS here with me. Carolina Pina joins us, the head of Enterprise Enablement for LATAM and Laura Alvarez Modernel is here as well, Public Sector Programs Manager at AWS. Ladies, it's great to have you on theCUBE. >> Nice to meet you. >> Thank you for having us. >> Carolina, let's start with you. Talk to me a little bit about your role, what it is that you're doing there. >> So my role in AWS is to actually create mechanisms of massive training to try to close the talent gap that we have in the region. And when I mentioned talent gap, I'm talking about obviously digital and cloud-computing skills. So that's, that's, in a nutshell what my role entails. >> Lisa: Got it. How long have you been in that role? Just curious. >> So I've been at AWS a little bit over, over two years. I was actually in the public sector team when I joined, leading the education vertical for Latin American Canada. And I recently joined the commercial sector now leading these massive training efforts for the region for LATAM. >> And Laura, you're in public sector. Talk to me a little bit about your role. >> Yes, I'm in public sector. I'm also based in Buenos Aires, Argentina. So yeah, I'm from Latin America, and I lead educational and community impact programs in the Southern cone of Latin America. I also lead diversity, equity and inclusion efforts and I'm part of the Women at Amazon global board. That's our affinity group to make sure we make efforts towards building a more equal world. And on a personal note I'm really passionate about the topic of gender equality because I truly think it affects us all as women and as Latins. So that's something that I'm always interested in collaborating with. >> Lisa: Excellent. Carolina back to you. If we think about from an enablement perspective how is AWS partnering with its customers and its partners to train and employ women particularly in technology? >> Oh, sure. Lisa, so it's not a surprise. We, like I mentioned, you know we have a big cloud skills, talent gap in the region. In fact, you know, 69% of companies have reported talent shortages and difficulty hiring. So, and this represents a 15 year high. So, many of these companies are actually, you know, our own commercial customers. So they approach us saying, you know, asking for for support training and developing their talent. So like I mentioned, in my role I create massive training efforts and initiatives. So we always take into consideration women, minorities, underrepresented community, and not just for the current talent, meaning like the people that are currently employed, but also to ensure that we are proactively implementing initiatives to develop a talent of younger you know, a younger generation and a talent. So we can, you know, to inspire them and, and ensure that they, that we're seeing them represented in companies like AWS, you know and our customers, and in our partners. And obviously we, when we sit down with customers to craft these massive trainings you know, leveraging their ecosystems and communities, we actually try to use all our AWS training and certification portfolio which includes, you know, in live in class with live in structures, in classroom trainings. We also have our AWS Skill Builder platform which is the platform that allows us to, you know to reach a broader audience because it has, you know over 500 free and on-demand classes. And we also have a lot of different other programs that touches in different audiences. You know, we have AWS re/Start for underrepresented, and underemployed minorities. We also have AWS Academy, which is the program that we have for higher education institutions. And we have AWS, you know, Educate which also touches, you know, cloud beginners. So in every single of these programs, we ensure that we are encompassing and really speaking to women and developing training and developing women. >> Lisa: That's a great focus there. Laura, talk to me about upskilling. I know AWS is very much about promoting from within. What are some of the things that it's doing to help women in Latin America develop those tech skills and upskill from where, maybe where they are now? >> Well, Lisa, I think that is super interesting because there's definitely a skills gap problem, right? We have all heard about. And what's funny is also that we have this huge opportunity in Latin America to train people and to help further develop the countries. And we have the companies that need the talent. So why is there still a gap, right? And I think that's because there's no magic solution to solving this problem. No, like epic Hollywood movie scene that it's going to show how we close the gap. And it takes stepping out of our comfort zone. And as Carolina mentioned, collaborating. So, we at AWS have a commitment to help 29 million people globally to grow their technical skills with free cloud-computing skills training by 2025. I know that sounds a lot through educational programs but we do have as Carolina mentioned, a Skill Builder you can go into the website for free, enter, choose your path, get trained. We have Academy that we implement with universities. Re/Start that is a program that's already available in Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Costa Rica. So there are a lot of opportunities, but you also mentioned something else that I would like to dive a bit deeper that is Latin American women. And yesterday we had the opportunity to record a panel about intersectionality with three amazing Latin women. And what we have to learn from that is that these are two minorities that intersect, right. We're talking about females that are minority. Latinas are minority. And in tech, that is also something that is even bigger minority. So there are more difficulties there and we need to make sure that we are meeting that talent that is there that is in Latin America, that exists. We know for sure we have unicorns in Latin America that are even AWS customers like Mercado Libre, and we have to meet them with the opportunities. And that's why we created a program that came from identifying how this problem evolves in Latin America, that there is a lack of confidence in women also that they don't feel prepared or equipped. There is a cultural component why we don't choose tech careers. And we partner with universities, more than 12 universities in Latin America with the International American Development Bank as well to create tech skills that's a free five weeks program in order to get students and get female in Latin America, into the tech world. And we also have them with mentorship. So I think that is an opportunity to truly collaborate because we as AWS are not going to solve these by ourselves, right? We need everyone pitching in on that. >> Lisa: Right. It's absolutely a team effort. You mentioned something important in terms of helping women, and especially minorities get out of their comfort zone. Carolina, I'm curious when you're talking with women and getting them into the program and sharing with them all of the enablement programs that you have, how do you help them be confident to get out of that comfort zone? That's a hard thing to do. >> Yeah, no, for sure. For sure, Lisa, well, I, you know, a lot of times actually I use myself as an example because, you know, I studied engineering and industrial systems engineering many years ago. And you know, a lot of my career has been in in higher education and innovation and startups. And as I mentioned in the intro I've been at AWS for a little bit over two years. So I, my career has not been in cloud and I recently joined the cloud. So I actually had to go through our own trainings and get our own certifications. So I, that's, you know a lot of times I actually, I use my own example, so people understand that you don't have to come from tech, you don't have to come, you can actually be a non-tech person and, and also see the the benefits of the cloud. And you don't have to only, you know, learn cloud if you're in the IT department or in an IT team. So sometimes, I also emphasize that the cloud and the future is absolutely the cloud. In fact, the world economic foreign, you know teaches us that cloud-computing is that the technology that's going to be mostly adopted by 2025. So that's why we need to ensure that every single person, women and others are really knowledgeable in the cloud. So that's why, you know, technical and untechnical. But I, you know, I use myself as an example for them to say, you know, you can actually do it. And obviously also I collaborate with Laura and a lot of the women at Amazon Latin America Group to also you know, ensure that we're doing webinars and panels. So we show them ourselves as role model like, Laura is an incredible role model for our community. And so it's also to to show examples of what the possibilities are. And that's what we do. >> Lisa: I love that you're sharing >> And can I make a note there also? >> Please, yes. >> To add to that. I think it also requires the companies and the, and the private sector to get out of their comfort zone, right? Because we are not going to find solutions doing what we are already doing. We truly need to go and get near these persons with a new message. Their interest is there in these programs we have reached more than 3,000 women already in Latin America with tech skills. So it's not that women are not interested. It's like, how do we reach them with a message that resounds with them, right? Like how we can explain the power of technology to transform the world and to actually improve their communities. I think there's something there also that we need to think further of. >> It's so important. You know, we say often when we're talking about women in tech, that she needs to see what she can be or if she can't see it, she can't be it. So having those role models and those mentors and sponsors is absolutely critical for women to get, I call it getting comfortably uncomfortable out of that comfort zone and recognizing there's so many opportunities. Carolina, to your point, you know, these days every company is a tech company, a data company whether you're talking about a car dealer, a grocery market. So your point about, you know, and obviously the future being cloud there's so much opportunity that that opens up, for everybody really, but that's an important thing for people to recognize how they can be a part of that get out of their comfort zone and try something that they maybe hadn't considered before. >> Yes. And, actually, Lisa I would love to share an example. So we have a group, O Boticário, which is one of our customers one of the, the lead retails in Brazil. And they've been a customer of AWS since 2013 when they realized that, you know the urgency and the importance of embracing state of the art technology, to your point, like, you know this is a retail company that understands that needs to be, you know embrace digital transformation, especially because, you know they get very busy during mother's days and other holidays during the year. So they realized that they, instead of outsourcing their IT requirements to technology experts they decided to actually start developing and bringing the talent, you know within itself, within, you know, technology in-house. So they decided to start training within. And that's when we, obviously we partnered with them to also create a very comprehensive training and certification plan that started with, you know a lot of the infrastructure and security teams but then it was actually then implemented in the rest of the company. So going back to the point like everybody really needs to know. And what we also love about O Boticário is they they really care about the diversion and inclusion aspect of this equation. And we actually collaborated with them as well through this program called Desenvolve with the Brazilian government. And Desenvolve means developing Portuguese and they this program really ensures that we are also closing that gender and that race gap and ensuring that they're actually, you know, developing talent in cloud for Brazil. So we, you know, obviously have been very successful with them and we will continue to do even more things with them particular for this topic. >> Lisa: I've always known how customer focused AWS is every time we get to go to re:Invent or some of the events but it's so nice to hear these the educational programs that you're doing with customers to help them improve DEI to help them enable their own women in their organizations to learn skills. I didn't realize that. I think that's fantastic very much a symbiotic part of AWS. If we think about the theme for this year's International Women's Day, Breaking The Bias I want to get both of your opinions and Laura we'll start with you, what that means to you, and where do you think we are in Latin America with breaking the bias? >> Well, I think breaking the bias is the first step to truly being who we are every day and being able to bring that to our work as well. I think we are in a learning curve of that. The companies are changing culturally, as Carolina mentioned we have customers that are aware of the importance of having women. And as we say at AWS not only because there is a good business reason because there is, because there are studies that show that we can increase the country's CPD, but also because it's important and it's the right thing to do. So in terms of breaking the bias I think we are learning and we have a long way to go. I talked a bit earlier about intersectionality and that is something that is also important to highlight, right? Because we are talking about females but we are also talking about another minorities. We're talking about underrepresented communities, Indigenous People, Latins. So when these overlap, we face even bigger challenges to get where we want to get, right? And to get to decision making places because technology is transforming the ways we take decisions, we live, and we need someone like us taking those decisions. So I think it's important at first to be aware and to see that you can get there and eventually to start the conversation going and to build the conversation, not to just leave it but to make sure we hear people and their input and what they're going through. >> Lisa: Yes. We definitely need to hear them. Carolina, what's your take on breaking the bias and where do you from your experience, where do you think we are with it? >> Yeah, no, I'm as passionate as Laura on this topic. And that's why we, you know we're collaborating in the Women at Amazon Latin America Chapter, because we're both very, I think breaking the bias starts with us and ourselves. And we are very proactive within AWS and externally. And I feel it's also, I mean, Lisa, what we've been doing is not only, obviously gathering you know, the troops and really making sure that, that we have very aggressive goals internally, but also bringing you know, bringing our male counterparts, and other, you know, other members of the other communities, because the change, we're not going to make it alone. Like the change where it is not women only talking to women is going to make the change. We actually need to make sure the male and other groups are represented. And the dialogue that they're that we're very conscious about that. And I feel like we're seeing more and more that the topic is becoming more of a priority not only within AWS and Amazon but we also see it because now that I meet with when I meet with customers around the region they really want to see how we can collaborate in these diversion and inclusion initiatives. So I think we are breaking the bias because now this topic is more top of mind. And then we are being more proactively addressing it and and training people and educating people. And I feel we're really in a pivoted point where the change that we've really been wanting to we will see in the next you know, few years which is very exciting. >> Lisa: Excellent, and we'll see that with the help of women like you guys. Thank you so much for joining me today, talking about what you're doing, how you're helping organizations across AWS's ecosystem, customers, partners, and helping, of course, folks from within you, right. It's a holistic effort, but we are on our way to breaking that bias and again, I thank you both for your insights. >> Thank you. >> Thank you, Lisa, for the opportunity. >> My pleasure. For Carolina Pina and Laura Alvarez Modernel, I'm Lisa Martin. You're watching theCUBE's coverage of Women in Tech, International Women's Day 2022. (upbeat music)

>>Welcoming into the cubes presentation of AWS startup showcase open cloud innovations. This is season two episode one of the ongoing series covering exciting hot startups from the AWS ecosystem. Today's episode. One of season two theme is open source community and the open cloud innovations. I'm your host, John farrier of the cube. And today we're excited to be joined by Loris Dajani who is the C T O chief technology officer and founder of cystic found that in his backyard with some wine and beer. Great to see you. We're here to talk about Falco finding cloud threats in real time. Thank you for joining us, Laura. Thanks. Good to see you >>Love that your company was founded in your backyard. Classic startup story. You have been growing very, very fast. And the key point of the showcase is to talk about the startups that are making a difference and, and that are winning and doing well. You guys have done extremely well with your business. Congratulations, but thank you. The big theme is security and as organizations have moved their business critical applications to the cloud, the attackers have followed. This is Billy important in the industry. You guys are in the middle of this. What's your view on this? What's your take? What's your reaction? >>Yeah. As we, as a end ecosystem are moving to the cloud as more and more, we are developing cloud native applications. We relying on CACD. We are relying on orchestrations in containers. Security is becoming more and more important. And I would say more and more complex. I mean, we're reading every day in the news about attacks about data leaks and so on. There's rarely a day when there's nothing major happening and that we can see the press from this point of view. And definitely things are evolving. Things are changing in the cloud. In for example, Cisco just released a cloud native security and usage report a few days ago. And the mundane things that we found among our user base, for example, 60, 66% of containers are running as rude. So still many organizations adopting a relatively relaxed way to deploy their applications. Not because they like doing it, but because it tends to be, you know, easier and a little bit with a little bit less ration. >>We also found that that 27% of users unnecessary route access in the 73% of the cloud accounts, public has three buckets. This is all stuff that is all good, but can generate consequences when you make a mistake, like typically, you know, your data leaks, no, because of super sophisticated attacks, but because somebody in your organization forgets maybe some data on it on a public history bucket, or because some credentials that are not restrictive enough, maybe are leaked to another team member or, or, or a Gita, you know, repository or something like that. So is infrastructures and the software becomes a let's a more sophisticated and more automated. There's also at the same time, more risks and opportunities for misconfigurations that then tend to be, you know, very often the sewers of, of issues in the cloud. >>Yeah, those self-inflicted wounds definitely come up. We've seen people leaving S3 buckets open, you know, it's user error, but, you know, w w those are small little things that get taken care of pretty quickly. That's just hygiene. It's just discipline. You know, most of the sophisticated enterprises are moving way past that, but now they're adopting more cloud native, right. And as they get into the critical apps, securing them has been challenging. We've talked to many CEOs and CSOs, and they say that to us. Yeah. It's very challenging, but we're on it. I have to ask you, what should people worry about when secure in the cloud, because they know is challenging, then they'll have the opportunity on the other side, what are they worried about? What do you see people scared of or addressing, or what should I be worried about when securing the cloud? >>Yeah, definitely. Sometimes when I'm talking about the security, I like to compare, you know, the old data center in that the old monolithic applications to a castle, you know, in middle aged castle. So what, what did you do to protect your castle? You used to build very thick walls around it, and then a small entrance and be very careful about the entrance, you know, protect the entrance very well. So what we used to doing that, that data center was protect everything, you know, the, the whole perimeter in a very aggressive way with firewalls and making sure that there was only a very narrow entrance to our data center. And, you know, as much as possible, like active security there, like firewalls or this kind of stuff. Now we're in the cloud. Now, it's everything. Everything is much more diffused, right? Our users, our customers are coming from all over the planet, every country, every geography, every time, but also our internal team is coming from everywhere because they're all accessing a cloud environment. >>You know, they often from home for different offices, again, from every different geography, every different country. So in this configuration, the metaphor data that they like to use is an amusement park, right? You have a big area with many important things inside in the users and operators that are coming from different dangerous is that you cannot really block, you know, you need to let everything come in and in operate together in these kinds of environment, the traditional protection is not really effective. It's overwhelming. And it doesn't really serve the purpose that we need. We cannot build a giant water under our amusement park. We need people to come in. So what we're finding is that understanding, getting visibility and doing, if you Rheodyne is much more important. So it's more like we need to replace the big walls with a granular network of security cameras that allow us to see what's happening in the, in the different areas of our amusement park. And we need to be able to do that in a way that is real time and allows us to react in a smart way as things happen because in the modern world of cloud five minutes of delay in understanding that something is wrong, mean that you're ready being, you know, attacked and your data's already being >>Well. I also love the analogy of the amusement park. And of course, certain rides, you need to be a certain height to ride the rollercoaster that I guess, that's it credentials or security credentials, as we say, but in all seriousness, the perimeter is dead. We all know that also moats were relied upon as well in the old days, you know, you secure the firewall, nothing comes in, goes out, and then once you're in, you don't know what's going on. Now that's flipped. There's no walls, there's no moats everyone's in. And so you're saying this kind of security camera kind of model is key. So again, this topic here is securing real time. Yeah. How do you do that? Because it's happening so fast. It's moving. There's a lot of movement. It's not at rest there's data moving around fast. What's the secret sauce to making real identifying real-time threats in an enterprise. >>Yeah. And in, in our opinion, there are some key ingredients. One is a granularity, right? You cannot really understand the threats in your amusement park. If you're just watching these from, from a satellite picture. So you need to be there. You need to be granular. You need to be located in the, in the areas where stuff happens. This means, for example, in, in security for the clowning in runtime, security is important to whoever your sensors that are distributed, that are able to observe every single end point. Not only that, but you also need to look at the infrastructure, right? From this point of view, cloud providers like Amazon, for example, offer nice facilities. Like for example, there's CloudTrail in AWS that collects in a nice opinionated consistent way, the data that is coming from multiple cloud services. So it's important from one point of view, to go deep into, into the endpoint, into the processes, into what's executing, but also collect his information like the cultural information and being able to correlate it to there's no full security without covering all of the basics. >>So a security is a matter of both granularity and being able to go deep and understanding what every single item does, but also being able to go abroad and collect the right data, the right data sources and correlated. And then the real time is really critical. So decisions need to be taken as the data comes in. So the streaming nature of security engines is becoming more and more important. So the step one of course, security, especially cost security, posture management was very much let's ball. Once in a while, let's, let's involve the API and see what's happening. This is still important. Of course, you know, you need to have the basics covered, but more and more, the paradigm needs to change to, okay, the data is coming in second by second, instead of asking for the data manually, once in a while, second by second, there's the moment it arrives. You need to be able to detect, correlate, take decisions. And so, you know, machine learning is very important. Automation is very important. The rules that are coming from the community on a daily basis are, are very important. >>Let me ask you a question, cause I love this topic because it's a data problem at the same time. There's some network action going on. I love this idea of no perimeter. You're going to be monitoring anything, but there's been trade offs in the past, overhead involved, whether you're monitoring or putting probes in the network or the different, there's all kinds of different approaches. How does the new technology with cloud and machine learning change the dynamics of the kinds of approaches? Because it's kind of not old tech, but you the same similar concepts to network management, other things, what what's going on now that's different and what makes this possible today? >>Yeah, I think from the friction point of view, which is one very important topic here. So this needs to be deployed efficiently and easily in this transparency, transparent as possible, everywhere, everywhere to avoid blind spots and making sure that everything is scheduled in front. His point of view, it's very important to integrate with the orchestration is very important to make use of all of the facilities that Amazon provides in the it's very important to have a system that is deployed automatically and not manually. That is in particular, the only to avoid blind spots because it's manual deployment is employed. Somebody would forget, you know, to deploy where somewhere where it's important. And then from the performance point of view, very much, for example, with Falco, you know, our open source front-end security engine, we really took key design decisions at the beginning to make sure that the engine would be able to support in Paris, millions of events per second, with minimal overhead. >>You know, they're barely measure measurable overhead. When you want to design something like that, you know, that you need to accept some kind of trade-offs. You need to know that you need to maybe limit a little bit this expressiveness, you know, or what can be done, but ease of deployment and performance were more important goals here. And you know, it's not uncommon for us is Dave to have users of Farco or commercial customers that they have tens of thousands, hundreds of thousands of machines. You know, I said two machines and sometimes millions of containers. And in these environments, lightweight is key. You want death, but you want overhead to be really meaningful and >>Okay, so a amusement park, a lot of diverse applications. So integration, I get that orchestration brings back the Kubernetes angle a little bit and Falco and per overhead and performance cloud scale. So all these things are working in favor. If I get that right, is that, am I getting that right? You get the cloud scale, you get the integration and open. >>Yeah, exactly. Any like ingredients over SEP, you know, and that, and with these ingredients, it's possible to bake a, a recipe to, to have a plate better, can be more usable, more effective and more efficient. That may be the place that we're doing in the previous direction. >>Oh, so I've got to ask you about Falco because it's come up a lot. We talked about it on our cube conversations already on the internet. Check that out. And a great conversation there. You guys have close to 40 million plus million downloads of, of this. You have also 80 was far gate integration, so six, some significant traction. What does this mean? I mean, what is it telling us? Why is this successful? What are people doing with Falco? I see this as a leading indicator, and I know you guys were sponsoring the project, so congratulations and propelled your business, but there's something going on here. What does this as a leading indicator of? >>Yeah. And for, for the audience, Falco is the runtime security tool of the cloud native generation such. And so when we, the Falco, we were inspired by previous generation, for example, network intrusion detection, system tools, and a post protection tools and so on. But we created essentially a unique tool that would really be designed for the modern paradigm of containers, cloud CIC, and salt and Falco essentially is able to collect a bunch of brainer information from your applications that are running in the cloud and is a religion that is based on policies that are driven by the community, essentially that allow you to detect misconfigurations attacks and normals conditions in your cloud, in your cloud applications. Recently, we announced that the extension of Falco to support a cloud infrastructure and time security by parsing cloud logs, like cloud trail and so on. So now Falba can be used at the same time to protect the workloads that are running in virtual machines or containers. >>And also the cloud infrastructure to give the audience a couple of examples, focused, able to detect if somebody is running a shelf in a radius container, or if somebody is downloading a sensitive by, from an S3 bucket, all of these in real time with Falco, we decided to go really with CR study. This is Degas was one of the team members that started it, but we decided to go to the community right away, because this is one other ingredient. We are talking about the ingredients before, and there's not a successful modern security tool without being able to leverage the community and empower the community to contribute to it, to use it, to validate and so on. And that's also why we contributed Falco to the cloud native computing foundation. So that Falco is a CNCF tool and is blessed by many organizations. We are also partnering with many companies, including Amazon. Last year, we released that far gate support for Falco. And that was done is a project that was done in cooperation with Amazon, so that we could have strong runtime security for the containers that are running in. >>Well, I've got to say, first of all, congratulations. And I think that's a bold move to donate or not donate contribute to the open source community because you're enabling a lot of people to do great things. And some people might be scared. They think they might be foreclosing and beneficial in the future, but in the reality, that is the new business model open source. So I think that's worth calling out and congratulations. This is the new commercial open source paradigm. And it kind of leads into my last question, which is why is security well-positioned to benefit from open source besides the fact that the new model of getting people enabled and getting scale and getting standards like you're doing, makes everybody win. And again, that's a community model. That's not a proprietary approach. So again, source again, big part of this. Why was security benefit from opensource? >>I am a strong believer. I mean, we are in a better, we could say we are in a war, right? The good guys versus the bad guys. The internet is full of bad guys. And these bad guys are coordinated, are motivated, are sometimes we'll find it. And we'll equip. We win only if we fight this war as a community. So the old paradigm of vendors building their own Eva towers, you know, their own self-contained ecosystems and that the us as users as, as, as customers, every many different, you know, environments that don't communicate with each other, just doesn't take advantage of our capabilities. Our strength is as a community. So we are much stronger against the big guys and we have a much better chance doing when this war, if we adopt a paradigm that allows us to work together. Think only about for example, I don't know, companies any to train, you know, the workforce on the security best practices on the security tools. >>It's much better to standardize on something, build the stack that is accepted by everybody and tell it can focus on learning the stack and becoming a master of the steak rounded rather than every single organization naming the different tool. And, and then B it's very hard to attract talent and to have the right, you know, people that can help you with, with your issues in, in, in, in, in, with your goals. So the future of security is going to be open source. I'm a strong believer in that, and we'll see more and more examples like Falco of initiatives that really start with, with the community and for the community. >>Like we always say an open, open winds, always turn the lights on, put the code out there. And I think, I think the community model is winning. Congratulations, Loris Dajani CTO and founder of SIS dig congratulatory success. And thank you for coming on the cube for the ADB startup showcase open cloud innovations. Thanks for coming on. Okay. Is the cube stay with us all day long every day with the cube, check us out the cube.net. I'm John furrier. Thanks for watching.

(upbeat music) >> Live in Washington, DC. This is day two of two days of coverage. I'm John Furr, your host. We're in person face-to-face event it's kicking off day two. Dave Levy's here, Vice President of US government Nonprofit and healthcare businesses for AWS Public Sector. Dave, great to see you again, welcome back. >> Dave: Great to see you, John. >> So, great time last time we were in person, 2019, looks like the event, the last year was virtual, what's new? >> Well, first of all, I think it's just exciting. I mean, I'm excited to be back and in-person and so much has happened in our personal lives in our communities and so I'm really glad that we can all be together and it's been great so far. >> I was talking yesterday with some folks and I saw people doing some networking. I heard someone, "Hey, I'm want to hire someone." So, the face-to-face is back, we're also streaming. Max Peterson told me they're pushing it everywhere on Facebook, LinkedIn, Twitter, everywhere, Twitch, so free content, but still a lot of registrations here in person, good stuff. >> Yeah, great registrations. We're thrilled with the support from partners and customers. And also too, like you said, the connections that people are making, so it does feel good that things are flowing and people are having conversations and- >> Well, you got healthcare, nonprofits, US government, healthcare has been a big focus so far in this show. A lot of action, local governments, governments and healthcare seem to be like pandemic enabled to change. What's the update? What's the highlights so far for you? >> Well, I think the highlights are in those areas that, what we've been able to help our customers with is the ability to respond and that's what Cloud is all about and their ability to react and to respond to things that they don't necessarily know is going to happen and the big thing that none of us knew was going to happen was the pandemic. And so that ability and agility and preparedness to respond has really been great to see from a lot of those customers. >> You know, Max Peterson had the CIO from the Air Force up on stage and she's known for her comments about data and data's our data, the US Air Force and so data's big part of it. They are having a transformation and the how's that project going? What's the update there? What's your impression on that? >> Yeah, well, it was great to see the Air Force on stage and great to see Laura up there and we're really proud to support the DOD and the Air Force. And the Air Force has a lot to be proud of in their transformation journey and what they're doing with Cloud One is pretty substantial and amazing transformation for them. And then they've got 35 applications running on AWS. And so we think their progress is really good and they're thinking the right way in terms of their software factories and other types of projects. >> What's interesting is it's watching like who's adopting, it's like you look at like the pandemic has really opened up the view of the projects, which ones are doing well. And how do I say this politely? The projects that were being blocked or hidden, or the KPIs camouflaging the value were exposed because I mean, once that pulled back the curtain, people realized, "Oh my God, we're stuck," Or "we're inadequate, we are antiquated. We need to change," because now the pressure to deliver shifted to digital. I mean, this literally exposed the good, bad, and the ugly. >> It did and some were more prepared than others. There are great examples. We worked with the SBA to help expand the portal for the payroll protection program to get more lenders access faster. And that was a great project. They were able to respond really quickly and we were able to support them in that. Others, not so much. I think it you're right, it did expose that there's an opportunity. There's an opportunity to accelerate some of the things that they were doing already in terms of digital transformation. >> How about the GovCloud and the federal customers that you have, what's the traction point? How has that going? Is there a new generation here? >> GovCloud has been a great success. GovCloud it's our- >> John: 10-year anniversary. >> It's our 10-year anniversary, so we're thrilled to celebrate that. I can't believe it's 2011. >> EC2 is 15. Is that 315? I guess 15, too is SQS, the original building blocks. >> So, we've got a lot of great success through GovCloud and GovCloud was really something that was born out of what customers wanted, primarily federal customers. But we've also seen over the last few years, real adoption from regulated industry, real adoption from partners that are going into GovCloud that really want to take advantage of the security and compliance that federal customers need and the larger defense industrial base organizations need. So, GovCloud's been a fabulous success and expect I expect a lot of growth going forward. >> Yeah, is there a cultural shift in the federal government now? I can imagine some countries have been exploring this. I did talk briefly about it with Ms. Shannon Kellogg and John Wood, about how, if you're under the age of 40 and you work in the federal government, you got to be like, "Why aren't we doing this?" Like there seems to be like a cultural shift, younger generation coming in and be like, looking at the old way and be like, "Why are we still doing that?" >> Well, I think look bipartisan support for digital transformation, for making sure that we have the competitive edge for generations and generations to come in the US both in business and in defense and national security, I think is an imperative. I mean nobody I've talked to disagrees that we need to do this. And I think that younger workforce coming in behind I'm jealous of the 40-year olds, I wish I was under 40, but none of workforce really sees the obstacles that maybe previous generation saw these emerging technologies are becoming, the basic unit of computer's getting smaller, the cost to do these things is coming way down and I think that younger workforce says, "Why aren't we doing this?" >> Yeah and I think the Air Force projects are interesting too because that shows us not just about the CIA or the DOD that you have, they're leaning into production workloads, and the mission critical workloads too, the DOD is also now continuing to adopt. What else are you guys doing with the DOD? >> Well, we're partnering with GDIT on milCloud and that's going to give DOD mission owners access to a whole suite of AWS services. So, we're really excited about that. And those are available now. We're the only Cloud provider that's making that accessible to them on milCloud. And so this is going to open up the opportunity for them to start doing that mission work that you described. A good example of that are programs like ABMS, Air Force's Advanced Battle Management System. It's part of their effort around JADC2 and a great set of capabilities that they're delivering there. We're happy to have participated. We did some testing and some show intel, if you will at Ramstein Air Force Base and we're really proud to support that effort and we're excited about what the Air Force is doing. >> You know, I've always been impressed with the DOD when the tactical edge concept came out, that was very impressive because they're really using the data properly and I know Amazon has been doing well in this area because you've got things like Outpost, Wavelength, Snowball products. How's that edge piece developing? Do you see that becoming more critical now? >> It's absolutely critical. It's not becoming critical, it is critical and I think if you look at what the DOD and all of their partners are trying to accomplish, it's really moving all of that data around from the very edge in theater, back home to where it needs to be analyzed, doing it fast, doing it secure, being able to deliver on their missions and that's what this is all about. So, we see huge, huge opportunities to really innovate around the edge. >> Yeah, the data equation really is fascinating to me. Just when you think about things like words, highly available versus high availability means something 'cause you're going to want real time, not just on available data, you got to have it real time so the pressure around these projects are high. And so technically, you've got to have low latency on all this stuff. >> That's true, that's true. You've got to either have near real time or real-time availability and in many cases there's high stakes. So, the ability the DOD to pull this off is really, really important and we're a big supporter of that. >> Dave, I want to get your perspective because you've been in the industry, you've seen that the ways, we talked before cameras about the '90s and data centers and stuff. 10 years of GovCloud, look at public sector, just to look at the 10 years, interesting evolution. I mean, you couldn't give Cloud a wait 15 years ago. They weren't moving, glacier speed of adoption, now, massive adoption, uptakes there, the transformations are happening, migrations are huge, healthcare, which is like silo the data, HIPAA compliance lock everything down, everything's opening up. This is causing a lot of change. What's your reaction to that? >> Well, my reaction to that is I think customers are starting to connect what their outcomes are, whether it's a business outcome or a mission outcome or both to what Cloud can actually do. And I think that's freeing them up to make decisions about enabling Cloud in their environment, enabling experimentation, because that's what you want. You don't know what you're going to be faced with. We don't know what the threats are. We don't know if there's going to be another major pandemic. We hope there's not, but we don't know and if you set goals around your outcomes for mission and tie those, Cloud becomes such an enabler for that. And I see customers embracing that. Customers across the spectrum, nonprofit, healthcare providers, everybody, Homeland Security, VA, they're all thinking about, "What are the mission outcomes we're trying to drive?" >> Yeah, what's interesting too on that is that, just to point out is that the applications now aren't as complex to build relatively to the speed. In other words, you can get the time to value. So, the pandemic showed people that if you were in the Cloud and had that agility or optionality to be agile, you could write software 'cause software is the key in this, and not let's do the waterfall, 12-weeks assessment, 10-month rollout. Now people are doing it in 10 days, new applications. >> Sure, sure. Well, I tell customers a lot, "Think about McDonald's during the pandemic and think about customers like that who had to react to a new environment of delivery and your fast food fresh and how quickly companies like that are able to roll out capabilities." And I don't know that federal customers will be able to do it in a week or two weeks, but it's certainly possible. And it certainly will shorten that lead time that they have now in their software development. >> Well, great to see you, Dave. Is there any customers you want to highlight and you want to talk about, get a plug in for? >> Yeah, a lot of great customers here representing today and we're really appreciative also just want to say it was really great to see Max on stage for his first summit and think it was great to see Laura and others as well too. We've got some great customers coming here, The Veteran's affairs is going to be here as well as the Navy presenting on a lot of their capabilities today. So, I'm really excited about that. >> Yeah, a lot of action and education, healthcare, really blooming, really changing and modernizing. Big-wave migration, modernization, all kinds of the big wave. >> Yeah, it is. Yeah, big things coming and some of these systems are ready, so these systems are 40 and 50 years old and we're here to help these customers deliver on the agility and the extensibility of these systems to really serve citizens. >> What's your outlook for next year? What are you seeing next year so happening? How do you see everything unfolding? So you mentioned the pandemic, we're still in it, Delta Virus, who knows what's going to happen next, the world stage is changing, the global economy, space. >> I see customers really leaning in and starting to see the benefits of moving their data to the Cloud, number one, and then also to getting the insights using AI and ML to really drive the insights that they need to make the decisions on that data and I see more and more customers doing that. I did a panel this week, moderated a panel with some great customers around that and getting started is probably the biggest thing that I see and we're going to have more and more customers getting started. >> Yeah, getting into the Cloud. Congratulations to milCloud by the way, too. That was a good call out. All right, thanks for coming, I appreciate it. >> John: Yeah, thanks, Sean. >> Okay, keep coverage here. The Public Sector Summit, live in Washington, D.C. in-person event also hybrid we're streaming out. We're doing remote interviews and Amazon is streaming all the keynotes and key sessions for the digital folks out there. Thanks for watching. (upbeat music)

>>Welcome to this cube conversation. I'm Lisa Martin learn Dubois joins me next VP of product management at Dell technologies. Laura, welcome back to the program. >>Yeah. Thank you so much, Lisa. It's just fantastic to be here and talking about data protection. Um, you know, now that we're coming out of COVID, it's just wonderful to be here. Thank you so much. >>Isn't it so refreshing. So you're going to provide some updates on Dell's data protection software, some of the innovation, how you're working with customers and prospects on that. So let's go ahead and dig right in. Let's talk about some of the innovation and the enhancements that Dell is making to its data protection suite of software, and also how customers are influencing that. >>Yeah, so it's a great question, Lisa and you're right. We have driven a lot of innovation and enhancements in our data protection suite. And let me just level set a second. So data protection suite, you know, is a solution that is deployed by really tens of thousands of customers. And we continue to innovate and enhance that data protection suite data protection suite is comprised primarily of three main data protection, software capabilities, so longstanding capabilities and customer adoption of Avamar, which continues to be a central capability on our portfolio. The second one is networker. Um, so networker is also an enterprise grade, highly scalable and performance data protection solution. And then a couple of years ago, um, we launched a new data protection capability called power protect data manager. So all three of these capabilities were really the foundation of our data protection suite. And as I said, you know, enterprises around the world rely on these three capable sets of capabilities to protect their data, regardless of wherever it resides. And, um, it's really central now more than ever in the face of, you know, increasing security, um, you know, risks and compliance and the need to be able to have an always kind of available environment that customers rely on the capabilities and data protection suite to really make sure their enterprises resilient. Absolutely. >>And make sure that that data is recoverable. If anything happens, you mentioned cybersecurity. We'll get into that in a second, but so thousands of Avamar and networker customers, what are some of the key workloads and data that these customers are protecting with these technologies? >>Yeah, I mean, so actually tens of thousands, tens of thousands, tens of thousands of customers that rely on data protection suite and you know, it really, I think the, the, the strength and advantage of our portfolio is its breadth, breadth and Kip terms with client operating environments in terms of applications and databases in terms of workloads and, and, and specifically use cases. So, I mean, the breadth that we offer is unparalleled. Um, you know, pretty much when a windows, Linux, um, open VMs, NetWare, you know, kind of, you know, going back in time, a long tail of kind of operating environments and then databases, right? So everything from SQL and Oracle and Sybase and DB two to new types of databases, like, you know, the no SQL or, or content store and, and, and, um, key value store types of types of, um, no SQL, uh, schema was if you will. >>And so, and then lastly is the, the use cases, right? So being able to protect data, whether that be data that's in a data center, out in remote or branch locations or data that's out in the cloud, right. And of course, create increasingly customers are placing their data, um, in a variety of locations, on edge, on core data centers and in cloud environments. And, um, we actually have over, uh, six exabytes of capacity on our management, across public cloud environments. So, um, pretty extensive deployment of our, our data protection suite in public clouds, you know, the leading hyperscalers, um, uh, cloud environments on premises as well. >>So let's talk a little bit about the customer influence because obviously there's a very cooperative relationship that Dell has with its customers that help you achieve things. Like, for example, I saw that according to IDC, Dell technologies is number one and data protection, appliances, and software leader in the Gartner magic quadrant for data center, backup and recovery for over 20 years. Now, talk to us a little bit more about that symbiotic customer Dell. >>Yeah. So it's a great question. We see our customers and strategic partners, and we really want to understand their business, their requirements. We engage on a quarterly basis with customers and partners in, um, it advisory councils. And then of course, we are always engaging with customers outside of those cycles on a kind of a one-on-one basis. And so we're really driving the innovation and the backlogs and the roadmap for data protection suite based upon customer feedback and, um, uh, approximately 79% of the fortune 100 customers, our Dell data, Dell technologies, data protection customers. Now that's not to say that that's our only customer base. We have customers in commercial accounts in mid-market and in, uh, federal agencies. Um, but you know, we take our customer relationships really, really seriously, and we engage with them, uh, on a regular basis, both in a group forum to provide feedback as well as in a one-on-one basis. And we're building our roadmaps and our, and our, our, our product releases based on feedback from customers. And, um, again, you know, large customer base that we take very seriously, >>Right to the customer listening obviously is critical for Dell. So you talked a little bit about what that cycle looks like in terms of quarterly meetings, and then those individual meetings, what are some of the enhancements and advancements that customers have actually influenced? >>Yeah, so we, I mean, we, I think, um, continuing, continuing to provide simplicity and ease of use is a key, uh, element of our portfolio and our in our strategy, right? So continuing to modernize and update the software in terms of workflows, in terms of, uh, know common experiences, also increasingly customers want to automate their data protection process. So really taking an API first strategy for how we deliver capabilities to customers, you know, continuing to expand our client, um, database hypervisor environments, continue to extend out our cloud support. Um, you know, things like, um, protection of cloud, native applications with, uh, increasingly customers containerizing, um, and building scale-out applications. We want to be able to protect Kubernetes environment. So that's kind of an area of focus for us. Um, another area of focus for us is going deeper with our key strategic partners, you know, whether that'd be a, a cloud partner, a hypervisor partner, and then of course, customers, in fact, one of the top three things that we consistently hear from, from these councils that we do is the, the criticality of security security and or data protection environment, but the criticality of being able to be resilient from, and, and in the event of a, of a cyber attack to be able to resilient recover from that cyber attack. >>So that is an area where we continue to make, uh, innovations and investments, uh, in the data protection suite. >>And that's so critical. One of the things that we saw in the last year, 15 months, plus Laura, is this massive rise in ransomware. It's now a household word, the colonial pipeline, for example, that meat plan, it's, it's now many businesses knowing it's not if we get attacked, but it's when, so having the ability to be resilient and recover that data is table stakes for, I imagine a business in any organization, I want to understand a little bit more. So you talked about tens of thousands of customers using Avamar and networker. So now they have the capability of also expanding and using more of, of the suite. Talk to me a little bit about that. >>Yeah, so, I mean, I think it starts with the customer environment and what workloads and use cases they have and because of the breadth of capabilities and Dave, the data protection suite, you know, we really optimize the solution based upon their needs, right? So if they have, um, a large portfolio of, of applications that they need to maintain, but they're also building applications or, or, or systems for the future, we have S you know, solution there. If they have a single hypervisor strategy or a multiple hypervisor strategy, we have a, you know, a strategy there, if they have data that's on premise and across a range of public clouds, you know, one large customer we have as a, you know, kind of, uh, uh, uh, three-plus one strategy around cloud. So there's, they, there's, they're, they're leveraging, you know, three different, um, uh, public cloud, I as environments. And then they're also have their on-premise cloud environment. So, you know, we, it really starts with the customer workload and the data and where it lives, whether that's be out in an edge location in a row remote or branch office on an end point somewhere, they need to protect whether it be in a core data center or multiple data centers, or rather that be in the cloud. Um, you know, that's how we think about optimizing the solution for the, for the customers. >>Curious if you can give me any examples of customers, maybe by industry that were, have been with Dell for a long time with Avamar networker and how they've expanded, being able to pick, as you say, as their, or as their environment grows. And we've got, um, now as this blur, right, it's now work from anywhere data centers, edge. Talk to me about some customers, examples that you think really articulate the value of what Dell is doing. >>Yeah, so, I mean, I think one customer, um, in the financial services sector comes to mind. They have a large, uh, um, amount of unstructured data that they need to protect, you know, petabytes, petabytes, and petabytes of data they need to protect. And so I think that's one customer that comes to mind is someone we've been with for a long time, uh, you know, been partnering with for a long time, >>A lot of, of, um, flexibility and choice for Avamar, a networker customers, as things change the world continues to pivot. And we know it's absolutely essential to be able to recover that data. You mentioned 70, I think 79% of the fortune 100 are using, uh, Dell technologies for data protection software. That's probably something that's only going to continue to grow. Um, lots of stuff coming up, as you mentioned, but what are some of the things that you're personally excited about as the world starts to open up and you get to actually go out and engage with customers >>I'm in just looking forward to like in-person meetings, right? I mean, I just love going and trying to understand what problems the customers are trying to solve and how we can help address those. Um, I think, you know, what I see customers sort of struggling with is how do they kind of manage their current environment while they're building for the future? Um, so there's a lot of interest in questions around, you know, the, how do they protect some of these new types of workloads, whether they're deployed on premise or in the public cloud. Um, so that continues to be an area where we, you know, we continue to engage with customers. Um, I'm also really personally excited about, you know, the extensions that we're doing and our cyber recovery capabilities socio can expect to hear more about some of those in the, in the next 12 months, because we're really, um, you know, seeing that as a key, uh, driver to kind of increase, um, you know, increased policies around and, and implementations around data protection, uh, is, is because of these, you know, the, the need to be able to re be resilient from cyber attacks. >>Um, I would say we're also doing some very interesting integrations with VMware. Um, we're going to have some first and only announcements around VMware and managing protection for VMware, uh, you know, VM environments. So we can look forward to hearing more about that. And, you know, we have customers that are deployed our data protection solutions at scale. Um, you know, one customer has 150,000 clients they're protecting with our data protection offerings. Wow. 150,000. And so, you know, we're continuing to improve the, and enhance the products to meet those kinds of scale requirements. And, um, you know, I'm excited by the fact that, that we've had this long standing relationship with this one particular customer and, you know, continue to, to help and, and flow an edge where, where their needs go. >>And that's something that even a great job of talking about is just not just a longstanding relationships, but really that dedication that Dell has to innovating with its customers. Laura, thank you for sharing some of the updates of what's new, what you're continuing to do with customers and what you're looking forward to in the future. It sounds like we might hear some news around the VMworld timeframe. Yes. All right, Laura, thank you so much for joining me today. I appreciate your time. >>It's been great to be here. Thanks so much. >>Excellent for Laura Dwight and Lisa Martin, you're watching this cube conversation.

(gentle music) >> Welcome to this Cube Conversation, I'm Lisa Martin. Laura Dubois joins me next, VP of product management at Dell Technologies, Laura, welcome back to the program. >> Yeah, thank you so much Lisa, it's just fantastic to be here and talking about data protection now that we're coming out of COVID, it's just wonderful to be here, thank you so much. >> Isn't it so refreshing. So, you're going to provide some updates on Dell's data protection software, some of the innovation, how you're working with customers and prospects. So let's go ahead and dig right in, let's talk about some of the innovation and the enhancements that Dell is making to its data protection suite of software and also how customers are influencing that. >> Yeah, so it's a great question Lisa and you're right. We have driven a lot of innovation and enhancements in our data protection suite. And let me just level a second. So data protection suite, is a solution that is deployed by really tens of thousands of customers. And we continue to innovate and enhance that data protection suite. Data protection suite is comprised primarily of three main data protection software capabilities. So, longstanding capabilities and customer adoption of Avamar, which continues to be a central capability on our portfolio. The second one is Networker. So Networker is also an enterprise grade, highly scalable and performance data protection solution. And then a couple of years ago, we launched a new data protection capability called power protect data manager. So, all three of these capabilities, really the foundation of our data protection suite. And as I said, enterprises around the world rely on these three sets of capabilities to protect their data, regardless of wherever it resides. And it's really central now more than ever in the face of increasing security, risks and compliance and the need to be able to have an always kind of available environment that customers rely on the capabilities and data protection suite to really make sure their enterprises resilient. >> Absolutely, and make sure that that data is recoverable if anything happens, you mentioned cybersecurity. We'll get into that in a second. But so thousands of Avamar and Networker customers, what are some of the key workloads and data that these customers are protecting with these technologies? >> Yeah, I mean, so, actually tens of thousands. >> Tens of thousands. >> Tens of thousands of customers that rely on data protection suite. And it really, I think the strength and advantage of our portfolio is its breadth, breadth in terms of client operating environments, in terms of applications and databases, in terms of workloads and specifically use cases. So I mean, the breadth that we offer is unparalleled, pretty much whether Windows, Linux, OpenVMS, NetWare, kind of going back in time a long tail of kind of operating environments and then databases, right. So everything from SQL and Oracle and Sybase and DB2 to new types of databases, like the NoSQL or content store and key value store types of NoSQL schemas, if you will. And so, and then lastly is the word they use cases, right? So being able to protect data, whether that be data that's in a data center, out in remote or branch locations or data that's out in the cloud, right. And of course, increasingly customers are placing their data in a variety of locations; on Edge, on core data centers and in cloud environments. And we actually have over six exabytes of capacity under management, across public cloud environments. So pretty extensive deployment of our data protection suite in public clouds, you know, the leading hyperscalers, cloud environments and premises as well. >> So let's talk a little bit about the customer influence 'cause obviously there's a very cooperative relationship that Dell has with its customers that help you achieve things. Like, for example, I saw that according to IDC, Dell Technologies is number one in data protection, appliances, and software, leader in the Gartner Magic Quadrant for data center backup and recovery for over 20 years now. Talk to us a little bit more about that symbiotic customer, Dell relationship. >> Yeah, so it's a great question. We see our customers as strategic partners, and we really want to understand their business, their requirements. We engage on a quarterly basis with customers and partners in advisory councils. And then of course, we are always engaging with customers outside of those cycles on a kind of a one-on-one basis. And so we are really driving the innovation and the backlogs and the roadmap for data protection suite based upon customer feedback. And approximately 79% of the fortune 100 customers, our Dell data, Dell Technologies data protection customers. Now that's not to say that that's our only customer base. We have customers in commercial accounts, in mid-market in federal agencies, but, you know, we take our customer relationships really, really seriously, and we engage with them on a regular basis, both in a group forum to provide feedback as well as in a one-on-one basis. And we're building our roadmaps and our product release is based on feedback from customers, and again, know large customer base that we take very seriously. >> Right to the customer listening obviously it is critical for Dell. So you talked a little bit about what that cycle looks like in terms of quarterly meetings and then those individual meetings. What are some of the enhancements and advancements that customers have actually influenced? >> Yeah, so we, I mean, we, I think continuing to provide simplicity and ease of use is a key element of our portfolio and our strategy, right? So continuing to modernize and update the software in terms of workflows, in terms of, you know, common experiences also increasingly customers want to automate their data protection process. So really taking an API-first strategy for how we deliver capabilities to customers, continuing to expand our client database, hypervisor environments, continue to extend out our cloud support, you know, things like protection of cloud native applications with increasingly customers containerizing and building scale-out applications. We want to be able to protect Kubernetes environment. So that's kind of an area of focus for us. Another area of focus for us is going deeper with our key strategic partners, whether that'd be a cloud partner or a hypervisor partner. And then of course, customers, in fact, one of the top three things that we consistently hear from these councils that we do is the criticality of security, security and our data protection environment but the criticality of being able to be resilient from, and in the event of a cyber attack to be able to resilient recover from that cyber attack. So that is an area where we continue to make innovations and investments in the data protection suite as well. >> And that's so critical. One of the things that we saw in the last year, 15 months plus Laura, is this massive rise in ransomware. It's now a household word, the Colonial Pipeline for example, the meat packing plant, it's now many businesses knowing it's not, if we get attacked, but it's when. So having the ability to be resilient and recover that data is table stakes for, I imagine a business in any organization. I want to understand a little bit more. So you talked about tens of thousands of customers using Avamar and Networker. So now they have the capability of also expanding and using more of the suite. Talk to me a little bit about that. >> Yeah, so, I mean, I think it starts with the customer environment and what workloads and use cases they have. And because of the breadth of capabilities indeed the data protection suite, we really optimize the solution based upon their needs, right. So if they have a large portfolio of applications that they need to maintain but they're also building applications or systems for the future, we have a solution there. If they have a single hypervisor strategy or a multiple hypervisor strategy, we have a strategy there, if they have data that's on-premise and across a range of public clouds, one large customer we have as a, kind of three-plus one strategy around cloud. So they're leveraging three different public cloud, IS environments, and then they're also have their on-premise cloud environment. So, you know, we, it really starts with the customer workload and the data, and where it lives; whether that's be out in an Edge location in a remote or branch office, on an end point somewhere, they need to protect whether it be in a core data center or multiple data centers, or rather be in the cloud. That's how we think about optimizing the solution for the customers. >> Curious if you can give me any examples of customers maybe by industry that were, have been with Dell for a long time with Avamar and Networker for a long time and how they've expanded, being able to pick, as you say, as their, or as their environment grows and we've got, now this blur of right. It's now worked from anywhere, data centers, Edge. Talk to me about some customers examples that you think really articulate the value of what Dell is delivering. >> Yeah, so, I mean, I think one customer in the financial services sector comes to mind. They have a large amount of unstructured data that they need to protect, you know, petabytes, petabytes and petabytes of data they need to protect. And so I think that's one customer that comes to mind is someone we've been with for a long time, been partnering with for a long time. Another customer I mentioned in the, it was a kind of a three-letter software company that is a really strategic partner for us with on-premise, in the cloud. You know, healthcare is a big and important sector for Dell. We have integrations into kind of leading healthcare applications. So that's another big, whether they be a healthcare provider or a healthcare insurance company, and had a fourth example, but it's escaping my mind right now, but, I would say going back to the cyber discussion, I mean, one thing that we, where we see really customers looking for guidance from us around cyber recovery and cyber resilience is in what the, you know, of course president Biden just released this executive board on his mandate for ensuring that the federal agencies but also companies in the millisecond sector, sectors be able to ensure resilience from cyber attacks. So that's companies in financial services, that's companies in healthcare, energy, oil, and gas transportation, right. Obviously in companies and industries that are critical to our economy and our infrastructure. And so that has been an area where we've seen, recently in the last, I would say 12 months increased in engagement, you mentioned Colonial Pipeline, for example. So those are some high salient highlights I think of in terms of, you know, kind of key customers. But pretty much every sector. I mean, the U.S. government, all of the the agencies, whether they be civilian, or DOD or key kind of engagement partners of ours. >> Yeah, and as you said in the last year, what a year it's been. But really a business in every industry has got to be able to be resilient and recover when something happens. Can you talk a little bit about some of the specific enhancements that you guys have made to the suite? >> Yeah, sure. So, you know, we continue to enhance our hypervisor capabilities. So we continue to enhance not only the core VMware or hyperbaric capabilities but we continue to enhance some of the extensions or plugins that we have for those. So whether that be things like our VRealized plugin or a vCloud director plugin for say, VMware. So that's kind of a big focus for us. Continuing to enhance capabilities around leveraging the cloud for long-term retention. So that's another kind of enhancement area for us. But cloud in general is an ara where we continue to drive more and more enhancement. Improving performance in cloud environments for a variety of use cases, whether that be DR to the cloud, backup or replications of the cloud or backing up workloads that are already in the cloud. There's a key use cases for us, as well as the archive to cloud use cases. So there's just some examples or areas where we've driven enhancements and you can expect to see more, you know we have a six month release cadence for Avamar and Networker, and we continue with that momentum. And at the end of this month, we have the next major release of our data protection suite. And then six months later, we'll have the next update and so on and so forth. And we've been doing that actually for the last three to four years. This is a six month release cadence for data protection suite. We continue with that momentum. And like I said, simplicity and modernity, APIs and automation, extending our workloads and hypervisors and use cases. And then cloud is a big focusing area as well, as well as security and cyber resilience. >> Right, and so a lot of flexibility in choice for Avamar and Networker customers. As things change the world continues to pivot and we know it's absolutely essential to be able to recover that data. You mentioned 70, I think 79% of the Fortune 100 are using Dell technologies for data protection software. That's probably something that's only going to continue to grow. Lots of stuff coming up. As you mention, what are some of the things that you're personally excited about as the world starts to open up and you get to actually go out and engage with customers? >> I'm in just looking forward to like in-person meetings. I mean, I just loved going and trying to understand what problems the customers are trying to solve and how we can help address those. I think, you know, what I see customers sort of struggling with is how do they kind of manage their current environment while they're building for the future? So there's a lot of interest in questions around, how do they protect some of these new types of workloads, whether they're deployed on premise or in the public cloud. So that continues to be an area where we continue to engage with customers. I'm also really personally excited about the extensions that we're doing in our cyber recovery capabilities so as you can expect to hear more about some of those in the next 12 months, because we're really seeing that as a key driver to kind of increased policies around and implementations around data protection is because of these, you know, the needs to be able to be resilient from cyber attacks. I would say we're also doing some very interesting integrations with VMware. We're going to have some first and only announcements around VMware and managing protection for VMware, you know, VM environments. So you can look forward to hearing more about that. And we have customers that have deployed our data protection solutions at scale. One customer has 150,000 clients who they're protecting with our data protection offerings, 150,000. And so we're continuing to improve the, and enhance the products to meet those kinds of scale requirements. And I'm excited by the fact that we've had this long standing relationship with this one particular customer and continue to help in flowing up where their needs go. >> And that's something that even a great job of talking about is just not just a longstanding relationships but really that dedication that Dell has to innovating with its customers. Laura, thank you for sharing some of the updates of what's new, what you're continuing to do with customers, and what you're looking forward to in the future. It sounds like we might hear some news around the VMworld timeframe. >> Yes, I think so. >> All right, Laura, thank you so much for joining me today. Appreciate your time. >> Yeah, it's been great to be here. Thanks so much. >> Excellent from Laura Dubois and Lisa Martin, you're watching this Cube Conversation. (soft music)

>> Narrator: From around the globe, it's theCUBE. With digital coverage of IBM Think 2021. Brought to you by IBM. >> Hello, welcome back to theCUBE's coverage of IBM Think virtual 2021. I'm John Furrier, your host of theCUBE. We've got three great guests here to talk about IBM Cloud Satellite and AI operations. Laura Guio, GM of Global Cisco Alliance. Matthew Angelstad, IBM Partner, Lead Client Partner for Canada, Financial Services. And Kuberan Kandasamy, VP of Personal Insurance at Economical Insurance. Folks, thanks for coming on theCUBE, this great panel on Cloud Satellite and AI ops. Thanks for joining me. >> Thank you, John. >> Thank you. >> Thank you, John, good to see you. >> Well, first, let's start with you. There's the General Manager for the IBM-Cisco strategic partnership. Tell us more about the relationship as cloud has become hybrid and it's pretty much determined that's the standard and multicloud is right around the corner. The programmability of the infrastructure is critical. And so, obviously you can see the modern applications are doing that. Take us through the IBM-Cisco strategic partnership. >> Absolutely, so John, as you know, and we've talked in the past, it's a 25-year relationship between IBM and Cisco, long-standing. Now, if you look at Cisco in the past, they've really been known as a networking and hardware company. But with the evolution of Cisco and how they're changing, they're really switching to be more around a supporting technology and in the services and software areas. With that change coupled with Kyndryl, our spin-off of what we were previously calling NewCo, we have an opportunity now to refocus all of the work that we're doing as IBM and Cisco going forward. You couple that with the Red Hat acquisition that we did almost two years ago, we've got a three-way partnership here that's really bringing a lot of value to the marketplace. Now, when you look at that from a hybrid cloud perspective, we announced our Satellite product, which is built on top of Cisco technology with IBM in that as well. And then really taking the security elements of what Cisco does and bringing all of this into the fold around that hybrid cloud solution. So, we're super excited about this. >> Real quick while I have you, you brought up a couple of key points. I just want to get to, I know we're going to get to it later, but the operating model has shifted. You mentioned with the NewCo and these relationships, ecosystem relationships and network effect, not just like packets, but like businesses and APIs are critical. This new cloud operating model is really the center of that equation. How does that relate into all that? >> So, you know, these operating models and how we're going to market here is changing dramatically. And you take what Cisco's doing, and you know, we've got a client here with us today, Kuberan who's going to talk about what they're doing with some of this technology. But really taking that at the core of how do you bring value at the client. What are they doing to get that hybrid cloud solution put into place? And then what are all those surrounding elements around software, managing the ops and things that we need? This is where IBM and Cisco couple together, really great value. >> Kuberan, you got teed up beautifully there. So, I want to go to you and then I'll go to Matthew after. But, okay, tell us more about this IBM-Cisco dynamic. You guys are a hot growth company doing very well and continuing to grow. And sure, post-pandemic is looking good too. So, take us through why you decided to engage IBM and Cisco. >> Sure. Sure, John, thank you. You know, to appreciate how we got here and why we asked IBM and Cisco to help us, let me first start by providing some background. Our journey started back in 2016 when we launched Sonnet, an MVP. Sonnet is our fully automated, direct-to-customer digital channel, where customers can quote and buy home and auto policies online without the need to engage anyone at Economical. Then in 2018, we launched Vyne, another MVP. Vyne is our simplified self-serve and digitized broker channel, where our broker partners can quote and buy home and auto insurance policies for their customers, again, without the need to engage anyone at Economical. Both Sonnet and Vyne have won awards for innovation and both have been industry disruptors. You know, after launch, we heightened our focus on enhancing business functionality and user experiences. Given that we had started with MVPs, it made sense for us to put a lot of emphasis on enhancements initially. And, you know, we maintain the platform level monitoring capabilities at a macro level. And the way we did the enhancements where we stood up agile pods, you know, focused on very specific business mandate. This approach delivered desired results for our business, but as our excitement grew for our upcoming IPO and our business started ramping up their growth plans, we needed to increase our focus on fine-tuning key components, which included enhancing our focus on stability and predictability for our Sonnet and Vyne platforms. And we needed the ability to look deeper and get into the micro level, so that we can monitor the pulse of, you know, every component of our user's journey across both Sonnet and Vyne, and we needed help with this. And this is where we engaged IBM and Cisco to help us through this journey. >> On that vision real quick. How does the AI fit in? More on the automation side or on the app side? I mean, I can imagine with that growth in the IPO, you think in automation, I'm assuming, can you elaborate quickly? >> Absolutely. So, I mean, if you think about it, it's a lot of data that we get, like it's all digitized, so we have a lot of data in there. And this is where, you know, the ability to be able to actually mine that data and actually be taking proactive steps in terms of predicting, having predictability and all that, that's where the AI ops comes in. But that's part of our journey through this. >> Yeah, it's good. I mean, the theme here is transformation is the innovation at scale. Matthew, you lead the Financial Services division in Canada. What are you seeing as the hot topics with your clients and how are you responding? How is IBM participating? >> Yeah, absolutely. And Kuberan was touching on this from Economical's perspective. They already have two leading digital solutions in market with Sonnet on the retail customer side in Vyne with their broker network. But what we're seeing even more so in the past year so of the pandemic is a dramatic acceleration of that end-to-end digital experience. So, our clients and their customers are expecting digital native solutions that are contextually personalized, highly secure and always available or extremely resilient, right? That obviously plays into IBM's capabilities and our joint capabilities with our partner ecosystem such as Cisco AppDynamics around hybrid, multicloud and AI. >> So, if you don't mind, if you don't mind following up on that AppDynamics point. Can you tell me a little bit more about how that solution played out and how that evolved? >> Yeah, absolutely. So, first off, this was based, again, on our long-standing relationship with Cisco AppDynamics that Laura was speaking about. And then the unique to what Kuberan in Economical was seeking of stitching together the data footprint across the infrastructure architecture but leveraging data in a business context. And I think that is the unique value that AppDynamics brings to this scenario here, is a market-leading solution that does bring together those multiple data sets but contextualizes them in a business context. So, you can understand from a user perspective that end-to-end journey right from initiation in the application, all the way through the technical infrastructure. And it becomes very preventative in terms of identifying and resolving potential issues before they even occur. >> So, AppD and these IBM services work well together right there. That's your key point, right? That's. >> Absolutely, and that's, the point is bringing together the best combination of solutions and services on behalf of our customer set. And this where AppDynamics and IBM and our other partners work incredibly well together. >> Well, we'll talk about the dynamics again. This is, again, this highlights the point of the better together combination here with the Cisco relationship and the IBM evolution you mentioned. What can other clients expect? I mean, this is going to be the playbook. (laughs) I mean, you got the Cloud Satellite. Take us through what this means. What does all this mean? >> Yeah, absolutely. I'll start, and maybe even Laura can add as needed. But from an IBM perspective, absolutely. We're going to work with our partner ecosystem in the hybrid multicloud world. So, we've really evolved whether it's IBM Cloud, AWS, as some of our clients, including Economical and others. Microsoft Azure, Google. It is about bringing those together regardless of strategic decisions made on cloud platform, but understanding how the applications play together. And again, stitching together the data across those application sets to drive value out of it. This is where we're really seeing the evolution of IBM and our partner ecosystem, and the evolution of IBM services as well. >> Awesome. >> Yeah. And if you really look at what Cisco's trying to do, they've declared they're going to be in this hybrid cloud space. They bring the elements to the solution when you look at networking. We look at some of the security. And then when we start looking at how this combines with edge technology, we really start getting combinations between the IBM technology, the Cisco technology and how that completes a picture in a solution for the client. >> I love the end-to-end story. I see hybrid as distributed computer in my mind and now you've got multicloud as subsystems and all is going to have to be operated together. And the software that makes that happen. And I can see tons of head room opportunity there. Kuberan, talk about what you guys are seeing as results now. Because this is where you start to see the conversation shift to. It's not just go to the cloud anymore, it's make the cloud operational on all environments. That's really what people want to see. Can you share what you're seeing as a result and where do you go from there? >> Yeah, absolutely. You know, what's awesome about all of this is first of all, in a very short time the team which really was composed of a cross-functional and a highly collaborative group of people, they've already delivered some key pieces that are giving us line of sight into what's going on for a business solution. And, you know, the implemented scope is already detecting symptoms and allowing us to be very proactive and it is also helping us to complete root cause analysis faster. It's helping us to reduce defect linkage through our quality assurance practices. So, you know, for us, as I mentioned earlier, this is a journey like, you know, unlike traditional approaches where implementations are driven by predetermined scope. We are changing the mindset, specifically because we're using a lot of telemetry and continuous discovery in helping transform how our platform is important. You know, it has become part of our philosophy where business and technology are now working closer together. And our vision is to navigate continuously towards having a highly automated monitoring solution that leverages cognitive insights and intelligence. So, you know, to be able to have a robust self-healing capability. And this is where it kind of ties with the whole cloud capability, because now you can actually enable the self-healing capabilities and with AppDynamics bringing in the dynamic capture of issues happening and things like that. And if you kind of step back a bit and if you think of this approach, this is no different than how we envisioned and how we implemented both Sonnet and Vyne, where it was a fully digitized end-to-end solution that provides services and value for, excuse me, for our customers. Right? So, hopefully that kind of stitches the picture for you. >> That's awesome, great insight. Laura, Matthew, Kuberan, thanks for coming on theCUBE. In the last minute that we have, let's go down the line. Laura, Matthew and Kuberan, we'll start with you guys. What's the bottom line for IBM and Cisco's relationship with the Cloud Satellite and AI. What should people walk away with? What's the bumper sticker? What's the summary? >> So, as IBM invest more and more in these strategic hybrid cloud solutions industry-focused, it's really bringing an industry-focused solution to clients without us having to reinvent that every time. And as you've heard from Kuberan here, I mean, we're bringing that value to our customers. >> All right. Matthew? >> Yeah, I'd just like to add, and this is a great example here of being able to co-innovate and collaborate with our partners and with our clients, Economical in this case, to evolve these solutions. And as Kuberan has stated, this is the first step in a journey here and there's lots of exciting things to come. >> Kuberan, take us home, final word. >> Thank you. What I would say is, what we've learned from this is really standing this stuff in more like a garage style kind of a situation where you can actually get something going rapid and you get business results and you start seeing ROI very quickly. So, that's the benefit I've seen. >> Awesome, great points. IBM and Cisco better together. This ecosystem, the co-creation, the new network effects is the new dynamic in the marketplace. This is the table stakes. Thanks for coming on, thanks for sharing the insights. Thanks for coming on theCUBE, appreciate it. >> Thank you. >> Thanks a lot, John. >> Okay, IBM Think 2021. I'm John Furrier with theCUBE. Thank you for watching. (cheerful music)

>>from around the globe. It's the >>cube >>With digital coverage of IBM think 2021 >>brought to you by IBM. Welcome back to the cubes coverage of IBM Think Virtual 2021. I'm john for your host of the cube. Got three great guests here talking about IBM cloud satellite and AI operations, Lori G O G M of Global SisQo Alliance, Matthew, Engelstad, IBM partner. Lead client partner for Canada financial services and cooper on Kent Asami VP of personal insurance. That economical insurance folks. Thanks for coming on the cube. This great panel on cloud satellite and Ai Ops. Thanks for joining me. >>Thank you. Thank you. Thank you john. Good to see you. >>Well, first let's start with you. There's a general manager for the IBM Cisco Strategic Partnership. Tell us more about the relationship as cloud has become hybrid. It's pretty much determined that's the standard and multi clouds right around the corner. The program ability of the infrastructure is critical and so obviously you can see the modern applications are doing that take us through the IBM Cisco strategic partnership. >>Mhm. Absolutely. So john as you know, and we've talked in the past, it's a 25 year relationship between IBM and Cisco longstanding. Now if you look at Cisco in the past, they've really been known as a networking and hardware company, but with the evolution of Cisco and how they're changing, they're really switching to be more around supporting technology and in the services and software areas. With that change coupled with Kendrell, our spin off of what we were previously calling Newco, we have an opportunity now to refocus all of the work that we're doing as IBM and Cisco going forward. You couple that with the red hat acquisition that we did almost two years ago, we've got a three way partnership here that's really bringing a lot of value to the marketplace. Now, when you look at that from a hybrid cloud perspective, we announced our satellite product which is built on top of Cisco technology with IBM in that as well. And then really taking the security elements of what Cisco does and bringing all this into the fold around that hybrid cloud solution. So we're super excited about this >>real quick. Why have you brought up a couple key points? I just want to get too. I know we're gonna get to it later, but the operating model has shifted, you mentioned with the new co and these relationships, ecosystem relationships and network effect, not just like packets, but like businesses and mps are critical. This new cloud operating model is really a center of of that. That that equation, how does that relate into all that? >>So, the, you know, these operating models and how we're going to market here is changing dramatically and you take what Cisco is doing and you know, we've got a client here with us Today programme who's going to talk about what they're doing with some of this technology. But really taking that at the core of how do you bring value at the client, what are they doing to get that hybrid cloud solution put into place And then what are all those surrounding elements around software managing the apps and things that we need? This is where IBM and Cisco coupled together. Really bring value >>cooper. You got teed up beautifully there so I want to go to you then go to Matthew after but okay, tell us more about this IBM. Cisco dynamic. You guys are hot growth company um doing very well and continuing to grow and sure, post pandemic. It's looking good too. So take us through why you decided to engage IBM and Cisco? >>Sure, sure john thank you. Um you know, to appreciate how we got here and why? We asked IBM and Cisco to help us. Let me first start by providing some background. Our journey started back in 2016 when we launched Sonnet and M. V. P. Uh Sonnet is a fully automated director customer digital channel where customers can quote and buy home and all of his online without the need to engage anyone at economical. Then in 2018, we launched by another m. v. p. Wine is our simplified self serve and digitized broker channel where broker partners can quote and buy home and auto insurance policies for their customers again, without the need to engage anyone at economical. Both uh some wine have won awards for innovation and both have been industry disruptors. You know, after launch we heightened our focus on enhancing business functionality and user experiences, given that we had started with MVPs, it made sense for us to put a lot of emphasis on enhancements initially. And you know, we maintained platform level monitoring capabilities at a macro macro level. We we and and the way we did the enhancement where we stood up agile pods, you know, focused on very specific business mandate. This approach delivered design results for our business. But as our excitement grew for our upcoming I. P. O. And our business started ramping up their growth plans. We needed to increase our focus on fine tuning key components which included enhancing our focus on stability and predictability for our sonnet and wine platforms. And we needed the ability to look deeper and get into the micro level so that we can monitor the pulse of uh you know, every component of our users journey uh across both solid and wine. And we need to help with this. And this is where we engage idea Francisco to help us through this journey >>on that vision real quick. How does the A. I. Fit in more on the automation side or on the upside? I mean I can imagine what that growth in the I. P. O. You're thinking automation I'm assuming. Can you elaborate quickly? >>Absolutely. So I mean if you think about it, it's a lot of data that we get like it's all digitized so we have a lot of data in there and this is where you know the ability to be able to actually mined that data and actually be taking proactive steps in terms of predicting having predictability and all that. That's where the Ai Ops comes in but that's part of our journey through this. >>Yeah that's good. I mean the theme here is transformation is the innovation at scale. Matthew, you lead the financial services division in Canada. What are you seeing as the hot topics uh with your clients and how are you responding? House IBM participating? >>Yeah, absolutely. And cooper and was touching on on this from economical perspective, they already have two leading digital solutions in market with Sonnet on the retail customer side in vine with their broker network. But what we're seeing even more so in the past year or so of the pandemic is a dramatic acceleration of that and then digital experience. So our clients and their customers are expecting digital native solutions that are contextually personalized, highly secure and always available or extremely resilient. Right? That obviously plays into IBM's capabilities and our joint capabilities with our partner ecosystem such as Cisco appdynamics around high hybrid, multi cloud and AI. >>So, if you don't mind if I don't mind following up on that app dynamics point, um can you tell me a little bit more about how that solution played out and how that involved? >>Yeah, absolutely. So first off this was based again on our longstanding relationship with Cisco appdynamics that laura was speaking about and then unique to what cooper and and economical was seeking. Of stitching together the data footprint across the infrastructure architecture. But leveraging data in a business context. And I think that is the unique value that app dynamics brings to this scenario here is a market leading solution that does bring together those multiple datasets, but contextual ISeS them in a business context. So you can understand from a user perspective that end to end journey right from initiation in the application all the way through the technical infrastructure and it becomes very preventative uh in terms of identifying and resolving potential issues before they even occur. >>So empty and this IBM services worked well together right there. That's your key point, right? That's >>absolutely. And that's the point is bringing to bear the best combination of, of solutions and services on behalf of our customers set. And this is where appdynamics and IBM uh, and our other partners work incredibly well together. >>We'll talk about the dynamics. Again, this is again, this highlights the point of the better together combination here with the Cisco relationship and the IBM evolution you mentioned, um what can other clients expect? I mean, this is gonna be the playbook. I mean you got the cloud satellite take us through what this means. What does all this mean? >>Yeah, absolutely. I'll start and maybe even laura can can add as as needed, but from an IBM perspective, absolutely. We're gonna work with our partner ecosystem um in the hybrid, multi cloud world. So uh we've really evolved whether it's IBM cloud aws as some of our clients, including economical and others Microsoft, Azure, um google. Uh It is about bringing those together regardless of strategic decisions made on cloud platform, but understanding how the applications play together and again, stitching together the data across those applications sets to drive value out of it. Uh This is where we're really seeing the evolution of IBM in our partner ecosystem and the evolution of IBM services as well. Awesome. >>Yeah. And if you really look at what Cisco is trying to do, um they've declared they're going to be in this hybrid cloud space. They bring elements to the solution. When you look at networking we look at some of the security and then when we start looking at how this combines with edge technology, we really start getting combinations between the IBM technology, the Cisco technology and how that completes a picture in a solution for a client. >>I love the end to end story, actually hybrids, distributed computer in my mind and now you've got multi club, it's just subsystems and all gonna have to be operated together and the software all makes that happen. I could see tons of headroom opportunity there cooper and talk about what you guys are seeing as results now because this is where you start to see uh the conversation shift too. It's not just go to the cloud anymore, it's make the cloud operational on all environments. That's really people want to see, can you share what you're seeing as a result? And where do you go from there? >>Yeah, absolutely. Um you know what's awesome about all of this is first of all, in a very short time, the team which really was composed of a cross functional and the highly collaborative group of people, uh they've already delivered some key pieces that are giving us line aside into what's going on for our business solution and you know, the implemented uh scope is already detecting symptoms and allowing us to be very proactive and it is also helping us to complete root cause analysis faster, helping us reduce defect linkage through a quality assurance practices. So, you know, for us, as I mentioned earlier, this is a journey like, you know, unlike traditional approaches where um implementations are driven by predetermined scope, we are changing the mindset specifically because we're using a lot of telemetry and continuous discovery in helping transform how our platform is important. You know, it has become part of our philosophy where business and technology are now working closer together and our vision is to navigate yeah continuously towards having a highly automated monitoring solution that leverages cognitive insights and intelligence. So you know to be able to have a robust self healing capability and this is where it kind of ties with the whole cloud capability because now you can actually enable the self self healing capabilities and with afghan um is bringing in the uh uh dynamic capture of issues happening and things like that. And if you kind of step back a bit and if you think of this approach, this is no different than how we envisioned and how we implemented both Summit and Wine where it was a fully digitized end to end solution that provides services and value for excuse me for our customers. Right? So hopefully that changes the picture. >>That's awesome. Great insight, Laura Matthew Gordon? Thanks for coming on the cube in the last minute that we have, let's go down the line laura Matthew cooper on. We'll start with you guys. What's the bottom line for IBM and Cisco relationship with the cloud satellite and a I guess what should people walk away with? What's the bumper sticker? What's the summary? >>So as IBM invest more and more in these strategic cloud hybrid cloud solutions industry focused, it's really bringing an industry focused solution to clients without us having to reinvent that every time. And as you heard from from Kobrin here, I mean we're bringing that value to our customers. >>All right Matthew, >>yeah, I just like to add and this is a great example here of being able to co innovate and collaborate with our partners and with our clients, economical in this case to evolve these solutions And as cooper and had stated, uh, this is the first step in a journey here and there's lots of exciting things to come, >>come on, take us home. Final word. >>Thank you. What I would say is what we've learned from. This is really uh, standing this up more like a garage style kind of situation where you can actually get something going rapid and you get business results and you start seeing RY very quickly. So that's the benefit. I've >>seen some great points. IBM and Cisco better together this ecosystem. The co creation, the new network effects is the new dynamic in the marketplace. This is the table stakes. Thanks for coming on. Thanks for sharing the insight. Thanks for coming. Thank you. Appreciate it. >>Thank you. Thanks a lot john >>Okay. IBM think 2021. I'm John for with the Cube. Thank you for watching. >>Mm

>>From around the globe. It's the cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. >>Hey, welcome back to the cubes. Live coverage here for re-invent 2020 Amazon web services. I'm John for your host with the cube. We are the cube virtual. Normally we're in person this year. We're remote because of the pandemic. It's a virtual event on both sides. Got a great guest here. Derek did a Scala vice-president of IOT at AWS. Um, Derek, did I get the name right last year? I think I got it right. Did a scholar, >>You still did a good ride last year and this year. It's exactly it's Greek. >>Great to see you. Um, keep alumni and last year's talk was phenomenal. Really a precursor to what you, you did this year and your keynote leadership session, which you just came off of. Um, really kind of extending the conversation around new news and announcements around what's going on in the complex system. That is the edge and or IOT, some really awesome announcements. So give us a quick overview of, you know, what was the main theme of the keynote. And then I got some specific questions on the news. >>Uh, so the main theme was connected. They transform tomorrow. And I think the idea was that, um, in order to do complex IOT solutions, um, which, which they are, as you said, complex systems you need in principle three different types of elements, software that runs on devices that you connect then services that you have in the cloud that you manage all of the devices and then, uh, technology like services again in the cloud that can make sense of data, um, so that you can do your business logic. And what I was walking the audience through was what is IOT? What are the use cases that we empower today? And then of course I have a bunch of, uh, new launches actually 19 launched new 19 very significant features at reinvent this this morning about what else can you do? And some of them hopefully we'll talk about today. >>Well, we don't have all that time ago to check out for the folks watching, go to the Amazon re-invent site, log in and watch the replays playing multiple times in different time zones and it's, and it's on demand. The thing that got me was impressive to me, I loved your talk. And one of the key news was this I, uh, AWS IOT core for low Rowan, which is fully managed service on AWS. One of the highlights of the, of the presentation. So this is interesting, right? So it's all this a whole nother way. It's kind of a disconnected kind of system. Then you've got fleet as well. You announced, but to what is a low Rawan, can you explain what that is? >>Ryan stands for long range wide area network, and it's a type of connectivity standard, um, which uses very little energy on devices. So think about your own level cellular or wifi, which are connectivity standards. Some of them are for high throughput, but if you have low data rates like for sensors and you want to have those sensors, um, having a lifespan of let's send 10 years for the same battery, then you need very specific standards. Don't require a lot of compute and Laura ran as one of those standards. And the other thing is as long range. So that means you can put sensors pretty far away. Um, you penetrates also concrete or, uh, normally basements, which you counted differently. So if you think about asset tracking or a large scale monitoring off of sensors, Laura van is the standard to go. It's also a similar technology that powers the sidewalk network for Amazon, which is a public offering that we have as well. And the announcement that we did is that we now have this technology fully integrated with AWS IOT core. So customers who want to spin up those Laurel when networks, they don't have to do it themselves. We do it for them. The only thing they need to do is just buy or acquire a specific gateway, which is also pre-certified in our device kind of. And every sensor that is Laura, when standard specific can immediately connect securely to the AWS IOT cloud. >>Okay. So two questions. One is use cases. What does this use for, and you mentioned long range, I'm assuming it's radio-frequency so there's a, uh, um, radio and design a battery power. I mean, how you drive those long rain signals and what are the use cases? I mean, it's just for like manufacturing, is it for like buildings? I mean, would it be, >>We'll use it for all of them? So I give you a great example. We had their compliance mate as one of our launch customers for one a Lang. And what they do is they put sensors in refrigeration units in restaurants, and they are typically agreeably big metal, shielded refrigeration units, and basements. And if you're trying to get what seller or 5g take your phone down in the basement, there's no reception anymore. But Laura ran because it's a low frequency. It can actually penetrate a concrete quite a bit. And because it sends very more data rates, because it only tells you the temperature instead of a streaming video and uses very little battery. So they can put the sensor in all of the refrigeration units and all of the rest ones. And you don't have to touch them for years to come. So that's, for example, one use case, or you want to asset tracking, you put those small little sensors, I don't know, on containers, on pallets and ship them all, all the country. So that's parts where you can more or less than how these assets. >>And so is like a base station. Is there an antenna? Is there a main antenna that goes for walls? It sounds like it's yeah. >>What'd you do your bite. What is called a LoRa LAN gateway? That is a gateway, which has, if you like, it's a mini base station that you can buy from multiple suppliers and partners of ours actually be pre-certified 13 of those with 13 different suppliers in our device, uh, catalog, and then you buy them and more or less, and then you just connect them directly to the internet because everything else, what we'll do, we'll just call this LoRa network server, which normally is the backend infrastructure runs. They're not in the AWS cloud. These gateways act as base stations. Think of them. It's like your wifi router in the home. It's then a LoRa gateway device, which then has a longer range than a wifi would have. And we don't talk about just a few meters used. So it's, it's much further along. I'd love to follow >>Up. I don't have a lot of time, but that was a fascinating announcement, really kind of core, uh, fleet hub and other one that got my attention. Um, this is managing IOT to AWS IOT devices from anywhere, from anywhere from any device. Give us quick tutorial on fleet hub, >>Really tough. So I would take coral, any managers, a lot of devices you have, as I said, more than half a billion devices now going, or end points as we call them through our service 70 months. And if you have so many devices, then you would like to understand, okay, is something going wrong? Is everything fine in order to do so? You can't just probe every single device who typically buy a, built an application that the motor shows you, this fleet management dashboards. And that's exactly what feed pump fleet have is with very little effort. Actually, an it administrator cannot click a button and it has these applications that everybody in the company can log in with their standard logins. And then they can see, okay, all the entire fleets, they see there's something wrong. It can identify issues and they can also do remediations like, okay, maybe reboot a device or make a firmware update or security tunnel into a more complicated device for troubleshooting. >>Awesome. And the other one, by the way, that's awesome. People love those dashboards. Sitewise edge software. This was interesting localizing data for developers to process their run visualization on a connected or disconnected scenario. This sounds really cool and relevant. What's the point? Yeah, >>Well Sitewise edge is for industrial customers. This is a really big deal. So imagine that you would like to optimize your main function. Um, our dedicated industrial services called Sightlines edge came to the gateway component, took all of the data out of the manufacturing plants into the cloud, where you could model them and you'd do cool stuff with it. Um, the problem is in very many of the scenarios, you don't want to sync all of the data to the cloud, or you can't send all of the data to the cloud. So customers were saying is okay, can I do all this good stuff that I can do in the cloud locally and DH even disconnected? And that's what we know. We launched the sideways. It's the same capabilities that you'd have in the cloud, which is not can run on gateways on outpost, on snow devices, which is data ingestion, data modeling, ETL metrics calculation. And you also have a dashboard application that we have in the cloud called side-by-side monitor. And the exact same application can run locally so that you can log in again, like with three tab locally in that URL. And you see what's actually happening with your equipment, all that it disconnected. >>Awesome. Great job there. Finally, the other one got my attention as James Gosling tweeted about the open source of green grass, which was awesome. He obviously he's a legend in the programming and systems world. Um, now works for AWS. You guys are getting all the great talent, um, Greengrass 2.0 at the edge. This is, uh, a new announcement. Take us through that. And obviously the open sourcing with Gosling involved pretty much >>Big deal. Oh yeah. So I don't know for everybody Greenglass alias besotted, reinvest, that's our runtime environment, which brings typical IOT core to the cloud from the cloud to the edge. It can be Lunda runtimes, including containers, including machine learning inferencing. And over the last few years, James and our team together, we were working actually to revamp this completely. It's a complete rewrite of the entire software that runs on the edge. It's no JVM based. It's not modular. And as you said, we just open-sourced it. So, um, there was an enormous effort into how can I modularize this because there are so many applications and sometimes you have a very powerful machine is what all the features together, or you have a much cheaper device where you said, Hey, you know what? I only want specific applications. And then how do you modularize this? And you also need a deployable at the edge of the past. You always needed the cloud in order to provision stuff. Now I can actually code and deploy all locally by doing that at scale. And of course, open sourcing. This is a pretty big deal because everybody can now inspect the code and you can extend it to whatever you would like it to ask. So >>What is someone going to do with the open source, given an example of some innovation, a bar raising activity app that someone could take with the, with the green grass open source, what would it be? What would you envision? >>So what you can do with green goes open source in the past. If you wanted to put it, for example, put on a very specific proprietary system and the past, we only shifted as binary code working from the next for example, but now I can see no one, I have a mix, so I have it a windows. So I want to have an Q and X on any type of operating system. And you can now have the code and therefore adopted yourself. You can also extend it if you'd like, because all of them, of course the short support is available. And then the modularization is that you can also build your own mind >>And it's an Apache license. So follows that >>Super easy. You can do whatever you like with a code, by the way, open sourcing, doesn't change anything to pricing when it's wherever. So you get the code, you do what you like with this Apache 2.0, not to be confounded. You have another open source, which is free. Artose, that's our real-time operating system. That's under the MIT license that they have. We also had some great news at reinvent. We have no long-term support for free, right? >>I think there's going to be a tsunami of innovation and creative thinking around the edge. Um, real quick, final comment edge is a complex system. One of the themes that reinvent this year is, you know, re re-imagined reinvent everything. Um, when you have complexity came in, complexity is the number one challenge that we're hearing from customers, your customers and people in the industry saying, we love it. It keeps getting better and better with AWS, but, you know, putting it behind the curtain of SAS and plot pass and it, I got to tame the complexity. What do you say to that? >>It's true, particularly in IOT, it's true because we need to somehow manage complexity from embedded software and hardware and fleet management. As we said, uh, clouds, capabilities, AI, it's really, really complex. If you try to muscle this all yourself. So that's why we try to integrate our offerings. I don't know whether you've realized we didn't announce any new services. All of our capabilities are part of what we have and trying to combine. So if you like, Sitewise edge is bringing sideways to the edge, but under the hood, it's using green grass in order to make the work freed up as well. Um, everything we've done in fleet hub is based on device management. Greenglass V2 itself is not under the hood using also device management for the fleet provisioning. So we try now to combine all of the dots, make it easier to access. And then as we set for this web applications, whether it's Sightlines monitor or from the top, you don't even have to be a developer anymore. You can more or less just directly access a dashboarding app and just see what's happening without that. You need to >>Turk exciting times, congratulations a lot more to dig into, um, tons of videos on demand on the re-invent site, of course, uh, comes to the cube and we got more coverage on siliconangle.com. Dirk. Thanks for your time. Congratulations. >>Can I just one thing which I would like to still denounce or people understand, communicate for everybody. If you go to amazon.com and look for AWS IOT, educate for $42, you can buy now a tiny little device. It's not about the device, it's about a curriculum. It shows you everybody can code. How do I use IOT? How easy it is and how do I do the invoice and the amount. So it's an awesome thing for students and everybody else who would like to understand how IOT works. So check it out@amazon.com. >>Okay. We'll get it out. Educate, check it out. Learn it's easy. Next level. Programming, complexity, Turk. Thanks for coming on. >>Appreciate it. I'm John >>Florio, host of the cube here. Eight hours coverage reinvent 20, 20 virtual. We are the cube virtual. Thanks for watching.

>>Hello. Everyone were here in the Data Cloud Summit, and we had a real treat for you. I call it the CMO Power Panel. We're gonna explore how data is transforming marketing, branding and promotion, and with me, a three phenomenal marketing pros and chief marketing officers. Denise Person is the CMO Snowflakes Scott Holden of Thought Spot and Laura Langdon, of which pro folks great to see you. Thanks so much for coming on the Cube. >>Think >>great to be here with you, David. Awesome >>did. He's Let's let's start with you. I want to talk about the role and the changing role of the CMO. It's changed a lot, you know, sports, of course, with all this data, but I wonder what you're experiencing And can you share us share with us? Why marketing, especially, is being impacted by data? >>Well, data is really what has helped turn us marketers into revenue drivers into call centers, and it's clearly a much better place to be. What I'm personally most excited about is the real time access we have to data today. In the past, I used to get a stale report a few weeks after a marketing program was over and a tough time, but we couldn't make any. Changes to the investments were already made. Today we get data in the midst of running a program so we can reallocate investments at the time of program is up and running, and that's really a profound today as well. I would say that adaptability has truly become the true superpowers or marketing today and data. It's really what enables us to adapt to scale. We can adapt to customers, behavior and preferences at scale, and that's truly a profound new way of working as well. >>That's interesting what you say because, you know, in tough times used to be okay. Sales and engineering put a brick wall around those and you know the name it. Marketing, Say Okay, cut. But now it's like you go to marketing and say, Okay, what's the data say? How do we have to pivot and Scott? I wonder what of data and cloud really brought to the modern marketer that you might not have had before this modern era? Well, >>it's ah, this era. I don't think there's ever been a better time to be a marketer than there is right now. and the primary reason is that we have access to data and insights like we've never had. And I'm not exaggerating when I say that I have 100 times more access to data than I had a decade ago. It's just phenomenal when you look at the power cloud search AI these new consumer experiences for analytics, we can do things in seconds. It used to take days. And so it's B comments that he said, Ah, superpower for us toe. Have access to so much data. And it's, you know, Kobe has been hard. Ah, lot of our marketing teams who've never worked harder, making this pivot from the physical world to the virtual world. But there, you know, at least we're working, and three other part of it is that digital she's created this phenomenal opportunity for us because the beauty of digital and digital transformation is that everything now is trackable, which makes it measurable and means that we can actually get insights that we can act on in a smarter way. And you know, it's worth giving an example. If you just look at this show right, like this event that we're doing in a physical world. All of you watching at home, you'd be in front of us in a room and we'd be able to know if you're in the room, right? We tracking the scanners when you walked in. But that's basically it. At that point, we don't really get a good sense for how much you like what we're saying. Uh, maybe you filled out a survey, but only 5 to 10% of people ever do that. In the digital world. We know how long you stick around, and as a result, like, it's easy people can just with the click, you know, change the channel. And so the bar for content has gone way up as we do these events. But we know how long people are sticking around. And that's what's so special about it. You know Denise and her team as the host of this show, they're going to know how long people watch this segment and that knowing is powerful. I mean, it's simple. As you know, using a product like that spot, you could just ask a question. You know how many you know, what's the average you time by session and boom and chart pops up, you're gonna know what's working, what's not. And that's something that you could take and act on in the future. And that's what our That's what customers were doing. So you know, snowflake and the spot that we share a customer with Lulu and they're tracking programs. So what people are watching at home, how long they're watching what they're watching next, and they're able to do that in a super granular way and improve their content as a result. And that's the power of this new world we live in. Uh, that's made the cloud and data so accessible. Folks like us. >>Well, thank you for that. And I want to come back to that notion to understand how you're bringing data into your marketing office. But I want to bring Laura and Laura were pro You guys partner with a lot of brands, a lot of companies around the world. I mean, thousands of partners, obviously snowflake in in thought spot are are, too. How are you using data to optimize these co marketing relationships? You know specifically, what are the trends that you're seeing around around things like customer experience? >>So, you know, we used data for all of our marketing decisions, our own as well as with our partners. And I think what's really been interesting about partner marketing data is we can we can feed that back to our sales team, right? So it's very directional for them as well in their efforts moving forward. So I think that's a place where specifically to partners, it's really powerful. We can also use our collective data to go out to customers to better effect. And then, you know, regarding these trends, we just did a survey on the state of the intelligent enterprise. We we interviewed 300 companies, US and UK, and there were three Interesting. I thought statistics relevant to this, um only 22% of the companies that we interviewed felt that their marketing was where it needed to be from an automation standpoint. So lots of room for us to grow right. Lots of space for us to play, and 61% of them believed that it was critical that they implement this technology to become a more intelligent enterprise. But when they ranked readiness by function, marketing came in six right, So H R R and D finance were all ahead of marketing was followed by sales, you know. And then the final data point that I think was interesting was 40% of those agreed that while the technology was the most important thing, that thought leadership was critical, you know? And I think that's where marketers really could bring. You know, our tried and true experience to bear and merging with this technology. >>Great. Thank you. So so did he say I've been getting the Kool Aid injection this week around Data Cloud? I've been pushing people, but now that I have the CMO in front of me, I wanna ask about the data cloud and what it means specifically for the customers. And what are some of the learnings? Maybe that you've experienced that, that that can support some of the things that that Laura and Scott were just discussing. >>Yeah, As Scott said before, right, he had 100 times more data than he ever has before. And that's again if you look at all the companies we talked to around the world, it's not about the amount of data that they have. That is the problem is the ability to access that data that data for most companies is trapped across Silas across the organization. It's It's in data applications, systems of records. Some of that data sits with your partners that you want access, and that's really what the data clouds comes in. Data Cloud is really mobilizing that data for you. It brings all that data together for you in one place so you can finally access that data and really provide ubiquitous access to that data to everyone in your organization that needs it and can truly unlock the value off that data. And from a marketing perspective, I mean, we are responsible for the customer experience, you know, we provide to our customers, and if you have access toe all the data on your customers, that's when you have that customer 3 60 that we've all been talking about for so many years. If you have all the data, you can truly, you know, look at their, you know, buying behaviors, put all those adults together and create those exceptional customer experiences. You can do things such as the retailers do in terms of personal decision for, for instance, right, and those are the type of experiences in our customers are expecting today. They are expecting a 100% personalized experience for them, you know, all the time. And if you don't have all the data, you can't really put those experiences together at scale. And that is really where the data cloud comes in again. The data cloud is not only about mobilizing your own data within your enterprise. It's also about having access to data from your partners or extending access to your own data in a secure way to your partners within your ecosystems. >>Yeah, So I'm glad you mentioned a couple of things. I've been writing about this a lot, and particularly the 3 60 that we would dying for but haven't really been able to tap. I didn't call it the Data Cloud. I don't have a marketing gene. I had another sort of boring name for it, but I think there's, you know, similar vectors there. So I appreciate that, Scott, I want to come back to this notion of of building data DNA in your marketing, you know, fluency on and how you put data at the core of your marketing ops. I've been working with a lot of folks in banking and manufacturing and other industries that air that are struggling to do this. How are you doing it? What are some of the challenges that you can share and maybe some advice for your your peers out there? >>Yeah, sure, it's, um Well, you brought up this concept of data fluency and it zone important one. And there's been a lot of talking industry about data literacy on being able to read data. But I think it's more important to be able to speak data to be fluent. And as marketers, we're all storytellers. And when you combine data with storytelling, magic happens. And so getting the data fluency is a great goal for us toe have for all of the people in our companies. And to get to that end. I think one of the things that's happening is that people are hiring wrong and they're thinking about it. They're making some mistakes. And so a couple of things come to mind when, especially when I look at marketing teams that I'm familiar with, they're hiring a lot of data analysts and data scientists, and those folks are amazing and every team needs them. Uh, but if you go to big on that, you do yourself a disservice. The second key thing is that you're basically giving your frontline focus, your marketing managers or people on the front lines. An excuse not to get involved data. And I think that's a big mistake because it used to be really hard. But with the technologies available to us now, these new consumer like experiences for Data Analytics, anybody can do it. And so we as leaders have to encourage them to do it. And I'll give you just a you know, an example. You know, I've got about 32 people on my marketing team, and I don't have any data analysts on my team across our entire company. We have a couple of analysts and a couple of data engineers, and what's happening is the world is changing where those folks, their enablers, they architect the system, they bring in the different status sources they use. Technologies like snowflake has been so great at making it easier for people to pull technology together, and they get access data out of it quickly. But they're pulling it together, and then simple things like, Hey, I just want to see this weekly instead of monthly. You don't need to waste your expensive data science talent. You know, Gardner puts a stand out there. 50% of data scientists are doing basic visualization work. That's not a good use of their time. You The products are easy enough now that everyday marketing managers can do that. And when you have a marketing manager come to you and say, You know, I just figured out this this campaign, which looks great on the surface, is doing poorly. From our perspective, that's a magic moment. And so we all need to coach our teams to get there. And I would say, you know, lead by example, give them an opportunity Thio access data and turn it into a story that's really powerful. And then, lastly, praised people who do it like use it as something to celebrate inside our companies is a great way to kind of get this initiative. >>E love it. You talk about democratizing data, making it self service. People feel ownership, you know, Laura did. He starts talking about the ecosystem, and you're kind of the ecosystem pro here. How does the ecosystem help marketers succeed? Maybe you could talk about the power of of many versus the resource of one. >>So, you know, I think it's a it's a game changer and it will continue to be. And I think it's really the next level for marketers to harness this. This power that's out there and use it. Um, you know, it's something that's important to us, but it's also something we're starting to see our customers demand, you know, we went from a one size fits all solution, Thio. They want to bring the best in class to their organization. Um, we all need to be really agile and flexible right now. And I think this ecosystem allows that, you know, you think about the power of a snow plate snowflake mining data for you, and then a thought spot really giving you the dashboard toe, have what you want. And then, of course, on implementation partner like a whip Roh coming in and really being able to plug in whatever else you need to deliver. And I think it's really super powerful, and I think it gives us, you know, it just gives us so much to play with and so much room to grow market. >>Thank you. Did he say, Why don't you bring us home? We were almost out of time here, but marketing, art, science both. What do your thoughts? >>Definitely Both. I think that's exciting. Part about marketing. It is a balancing act between art and science. Clearly, it's probably mawr science today than it used to be. But the art part is really about inspiring change. It's about changing people's people's behavior and challenging the status quo, right? That's the art part. The science part. That's about making the right decisions all the time, right? It's making sure we are truly investing in what's gonna drive revenue for us. >>Guys, thanks so much for coming on the Cube. Great discussion. Really appreciate it. Okay. And thank you for watching. Keep it right there. Wall to wall coverage of the Snowflake Data Cloud Summit on the Cube.

>> Hello everyone, we're here at the Data Cloud Summit, and we have a real treat for you. I call it the CMO Power Panel. And we're going to explore how data is transforming marketing, branding and promotion. And with me are three phenomenal marketing pros and chief marketing officers. Denise Persson is the CMO of Snowflake, Scott Holden of ThoughtSpot and Laura Langdon of Wipro. Folks, great to see you. Thanks so much for coming on "theCUBE." >> Great to be here with you David. >> Awesome, Denise, let's start with you. I want to talk about the role and the changing role of the CMOs, has changed a lot, you know, I suppose of course with all this data, but I wonder what you're experiencing and can you share with us why marketing especially is being impacted by data. >> Well data's really what has helped turn us marketers into revenue drivers, into call centers. And it's clearly a much better place to be. What I'm personally most excited about is the real time access we have to data today. In the past, I used to get a stale report a few weeks after a marketing program was over and at that time we couldn't make any changes to the investments we'd already made. Today, we get data in the midst of running a program. So it can reallocate investments at the time a program is up and running and that's really profound. Today as well, I would say that adaptability has truly become the true superpowers of marketing today and data is really what enables us to adapt to scale. We can adapt to customer's behavior and preferences at scale and that's truly a profound new way of working as well. >> That's interesting what you say cause you know, in tough times used to be okay, sales and engineering, put a brick wall around those and you know, you name it marketing, say, "Okay, cut." But now it's like, you go to marketing and say, "Okay, what's the data say, "how do we have to pivot?" And Scott, I wonder what have data and cloud really brought to the modern marketer that you might not have had before through to this modern era? >> Well, this era, I don't think there's ever been a better time to be a marketer than there is right now. And the primary reason is that we have access to data and insights like we've never had before and I'm not exaggerating when I say that I have a hundred times more access to data than I had a decade ago. It's just phenomenal. When you look at the power of cloud, search, AI, these new consumer experiences for analytics, we can do things in seconds that used to take days. And so it's become in us, as Denise said a super power for us to have access to so much data. And it's, you know, COVID has been hard. A lot of our marketing teams who never worked harder making this pivot from the physical world to the virtual world but they're, you know, at least we're working. And the other part of it is that digital has just created this phenomenal opportunity for us because the beauty of digital and digital transformation is that everything now is trackable, which makes it measurable and means that we can actually get insights that we can act on in a smarter way. And you know, it's worth giving an example. If you just look at this show, right? Like this event that we're viewing. In a physical world, all of you watching at home you'd be in front of us in a room and we'd be able to know if you're in the room, right? We'd track to the scanners when you walked in but that's basically it. At that point, we don't really get a good sense for how much you like, what we're saying. You know, maybe you filled out a survey, but only five to 10% of people ever do that. In a digital world, we know how long you stick around. And as a result, like it's easy, people can just with a click, you know, change the channel. And so the bar for content has gone way up as we do these events but we know how long people are sticking around. And that's, what's so special about it. You know, Denise and her team, as the host of this show they're going to know how long people watch this segment. And that knowing is powerful. I mean, it's simple as you know, using a product like ThoughtSpot, you could just ask a question, you know, how many, you know, what's the average view time by session and Bloomer chart pops up. You're going to know what's working and what's not. And that's something that you can take and act on in the future. And that's what our customers are doing. So, you know, Snowflake and ThoughtSpot, we share our customer with Hulu and they're tracking programs. So, what people are watching at home, how long they're watching, what they're watching next. And they're able to do that in a super granular way and improve their content as a result. And that's the power of this new world we live in that's made the cloud and data so accessible to folks like us. >> Well, thank you for that. And I want to come back to that notion and understand how you're bringing data into your marketing ops, but I want to bring Laura in. Laura, Wipro, you guys partner with a lot of brands, a lot of companies around the world. I mean, thousands of partners, obviously Snowflake in ThoughtSpot or two. How are you using data to optimize these co-marketing relationships? You know, specifically, what what are the trends that you're seeing around things like customer experience? >> So, you know, we use data for all of our marketing decisions, our own, as well as with our partners. And I think what's really been interesting about partner marketing data is we can feed that back to our sales team, right? So, it's very directional for them as well and their efforts moving forward. So, I think that's a place where specifically to partners, it's really powerful. We can also use our collected data to go out to customers to better effect. And then you know, regarding these trends, we just did a survey on the state of the intelligent enterprise. We interviewed 300 companies, US and UK, and there were three interesting I thought statistics relevant to this. Only 22% of the companies that we interviewed felt that their marketing was where it needed to be from an automation standpoint. So lots of room for us to grow, right? Lots of space for us to play. And 61% of them believe that it was critical that they implement this technology to become a more intelligent enterprise. But when they ranked on readiness by function, marketing came in six, right? So HR, RND, finance were all ahead of marketing followed by sales. You know, and then the final data point that I think was interesting was 40% of those agreed that the technology was the most important thing, that thought leadership was critical. You know, and I think that's where marketers really can bring our tried and true experience to bear and merge it with this technology. >> Great, thank you. So, Denise, I've been getting the Kool-Aid injection this week around Data Cloud. I've been pushing people but now that I have the CMO in front of me, I want to ask about the Data Cloud and what it means specifically for the customers and what are some of the learnings maybe that you've experienced that can support some of the things that that Laura and Scott were just discussing. >> Yeah, as Scott said before, idea of a hundred times more data than he ever has before. And that's again, if you look at all the companies we talked to around the world it's not about the amount of data that they have that is the problem, it's the ability to access that data. That data for most companies is trapped across silos, across the organization. It sits in data applications, systems or records. Some of that data sits with your partners that you want to access. And that's really what the data cloud comes in. Data cloud is really mobilizing that data for you. It brings all that data together for you in one place. So you can finally access that data and really provide ubiquitous access to that data to everyone in your organization that needs it and can truly unlock the value of that data. And from a marketing perspective, I mean, we are responsible for the customer experience you know, we provide to our customers and if you have access to all the data on your customers, that's when you have that to customer 360, that we've all been talking about for so many years. And if you have all that data, you can truly, you know, look at their, you know, buying behaviors, put all those dots together and create those exceptional customer experiences. You can do things such as the retailers do in terms of personal decision, for instance, right? And those are the types of experiences, you know, our customers are expecting today. They are expecting a 100% personalized experience for them you know, all the time. And if you don't have all the data, you can't really put those experiences together at scale. And that is really where the data cloud comes in. Again, the data cloud is not only about mobilizing your own data within your enterprise. It's also about having access to data from your partners or extending access to your own data in a secure way to your partners within your ecosystems. >> Yeah, so I'm glad you mentioned a couple of things. I've been writing about this a lot and in particularly the 360 that we were dying for, but haven't really been able to tap. I didn't call it the data cloud, I don't have a marketing gene. I had another sort of boring name for it, but I think there's similar vectors there. So I appreciate that. Scott, I want to come back to this notion of building data DNA in your marketing, you know, fluency and how you put data at the core of your marketing ops. I've been working with a lot of folks in banking and manufacturing and other industries that are that are struggling to do this. How are you doing it? What are some of the challenges that you can share and maybe some advice for your peers out there? >> Yeah, sure, you brought up this concept of data fluency and it's an important one. And there's been a lot of talk in the industry about data literacy and being able to read data. But I think it's more important to be able to speak data, to be fluent and as marketers, we're all storytellers. And when you combine data with storytelling, magic happens. And so, getting a data fluency is a great goal for us to have for all of the people in our companies. And to get to that end, I think one of the things that's happening is that people are hiring wrong and they're thinking about it, they're making some mistakes. And so a couple of things come to mind especially when I look at marketing teams that I'm familiar with. They're hiring a lot of data analysts and data scientists and those folks are amazing and every team needs them. But if you go too big on that, you do yourself a disservice. The second key thing is that you're basically giving your frontline folks, your marketing managers or people on the front lines, an excuse not to get involved with data. And then that's a big mistake because it used to be really hard. But with the technologies available to us now, these new consumer like experiences for data analytics, anybody can do it. And so we as leaders have to encourage them to do it. And I'll give you just a you know, an example, you know, I've got about 32 people on my marketing team and I don't have any data analysts on my team. Across our entire company, we have a couple of analysts and a couple of data engineers. And what's happening is the world is changing where those folks, they're enablers, they architect the system. They bring in the different data sources. They use technologies like Snowflake as being so great at making it easier for people to pull spectrum technology together and to get access to data out of it quickly, but they're pulling it together and then simple things like, "Hey I just want to see this "weekly instead of monthly." You don't need to waste your expensive data science talent. You know, Gardener puts a stat out there that 50% of data scientists are doing basic visualization work. That's not a good use of their time. The products are easy enough now that everyday marketing managers can do that. And when you have a marketing manager come to you and say, you know, "I just figured out "this campaign which looks great on the surface "is doing poorly from an ROI perspective. That's a magic moment. And so we all need to coach our teams to get there. And I would say, you know, lead by example, give them an opportunity to access data and turn it into a story, that's really powerful. And then lastly, praise people who do it, like, use it as something to celebrate inside our companies is a great way to kind of get this initiative. >> I love it. And talking about democratizing data and making it self service, people feel ownership. You know, Laura, Denise was talking about the ecosystem and you're kind of the ecosystem pro here. How does the ecosystem help marketers succeed? Maybe you can talk about the power of many versus the resource of one. >> Sure, you know, I think it's a game changer and it will continue to be. And I think it's really the next level for marketers to harness this power that's out there and use it, you know, and it's something that's important to us, but it's also something we're starting to see our customers demand. You know, we went from a one size fits all solution to they want to bring the best in class to their organization. We all need to be really agile and flexible right now. And I think this ecosystem allows that, you know, you think about the power of Snowflake, Snowflake mining data for you and then a ThoughtSpot really giving you the dashboard to have what you want. And then an implementation partner like a Wipro coming in, and really being able to plug in whatever else you need to deliver. And I think it's really super powerful and I think it gives us you know, it just gives us so much to play with and so much room to grow as marketers. >> Thank you, Denise, why don't you bring us home. We're almost out of time here, but marketing, art, science, both? What are your thoughts? >> Definitely both, I think that's the exciting part about marketing. It is a balancing act between art and science. Clearly, it's probably more science today than it used to be but the art part is really about inspiring change. It's about changing people's behavior and challenging the status quo, right? That's the art part. The science part, that's about making the right decisions all the time, right? It's making sure we are truly investing in what's going to drive revenue for us. >> Guys, thanks so much for coming on "theCUBE." Great discussion, I really appreciate it. Okay, and thank you for watching. Keep it right there. Wall-to-wall coverage of the Snowflake Data Cloud Summit on "theCUBE."