(upbeat music) >> Announcer: Live from Las Vegas. It's theCUBE. Covering ServiceNow Knowledge 2018. Brought to you by ServiceNow. >> Welcome back to theCUBE's live coverage of ServiceNow Knowledge 18, #know18. I'm your host, Rebecca Knight along with Dave Vellante. We're joined by Gemma Kyle. She's the head of management assurance at MLC. She's straight from Sydney. So welcome Gemma. >> Thank you. Thank you very much. >> Let's start off by having you tell our viewers a little bit about MLC. >> Sure. MLC is a life insurance company. It's interestingly Australia's oldest and newest life insurance company. We were recently sold by National Australia Bank to Nipon Life, a Japanese life insurance company. And we are now, thanks to the investment of capital from Nipon into MLC Life Insurance, Australia's newest stand-alone life insurance company. So we come as a 130 year old company with 1.4 million customers. But also we're investing in new technology, new infrastructure, new processes, new business operations. >> So, insurance is one of those industries that hasn't been radically disrupted. And I wonder what the conversation is like internally. Is there a complacency? "Not in our industry," "Not in my lifetime," "I'll be retired by then." Or is there paranoia? >> It's a great question. Look, it hasn't been disrupted, but it will be. I can't talk for the American market, but certainly in the Australian market we have 17 players right now and we know that they are going to consolidate down to eight or nine and we want to be one of those eight or nine. The disruption is going to come from the fact that previously there had been complacency. Customers had not been communicated with, invariably because their life insurance sits within a broader wealth management product called superannuation. Now, what's happening is customers are becoming more informed, more demanding and want more access to more flexible and innovative products that can follow them through their life cycles of marriage and children and mortgage. We really need to be on the front foot to offer the right kind of products and life insurance products to meet our customers' need. >> So, superannuation was not a term that I was familiar with. And I don't want to go too deep into it, but it's basically Australia's version of Social Security, except you can see your money. You can invest, you have control over where it goes and it's yours. >> Gemma: That's correct. >> It's not just some black hole. >> Yeah, that's correct. >> Okay, nice. >> I was just thinking about when you were talking about how customers are starting to demand more. So, when you think about digital transformation, is that what's leading the charge, would you say? >> Absolutely, absolutely. When we talk about digital transformation, it's really about breaking down the silos that previously existed within companies. And it's not just life insurance companies, it's all types of financial services. So previously, we would have the actuaries who do the pricing of our products and the advisors who sell our products, were the gods of the insurance industry. Now, when we look towards digital transformation, it becomes technology, it becomes process and it becomes risk management and control that are in the ascendancy. This is really critical because customers are looking to self-serve. They want to make their own choices. So that's where we need to meet them. We need to break down the traditional barriers between the silos and have a single platform that we can use a data analytics to better serve our customers. >> So, the advisors are getting disrupted by the whole self service trend. The actuaries. Are we getting robo-actuaries now with machines? >> Well, I don't see why not. >> Right, the data's there. >> Yeah, absolutely. You know, we are actually required under regulation to have a chief actuary, and that absolutely makes sense. But what we're starting to have now is automatic underwriting engines. So, previously you would apply for an insurance policy and the underwriter would come in, who has an actuarial background, and they'd price the risk you present to the business. These days we have sufficient data, that as soon as you put your information into the system, we can automatically approve a policy for you. That automated underwriting is an example of the type of disruption we're starting to see. >> But humans are still the last mile, if necessary. Is that right? >> Gemma: Absolutely, absolutely. Advisors are important because they help our customers understand their financial need. And advisors are very strongly regulated within the Australian market. They're required to have a qualification. And we've recently seen changes to our legislation around the requirement to, evidence that they are treating customers honestly, efficiently and fairly. And selling them products that they need, not that they have been encouraged to sell by another supplier. >> What's your biggest challenge? (laughs) Top three. >> Yeah, yeah, top three. Look, without a doubt, it's cultural change. Cultural change. By cultural change, I mean the behaviors and the beliefs that surround not just internally how we manage risk and compliance, but also externally around how customers perceive the insurance industry. We definitely suffer from a lack of trust. Now, the disruption that we're facing is that customers are saying "We don't trust you," and it's not well founded. It actually doesn't bear out in the data in terms of how we pay our claims and how we service our customers. But there's certainly an image problem there. So, we think we need to service, we think we need to address this cultural issue from the inside out. We need to fix ourselves and make sure that we, can with integrity, defend the decisions we make around how we service our customers and then in turn have customers really trust us. See what we do. Trust us by how we behave, not just what we say. >> When you're talking about the behaviors, changing the behaviors, how is security, risk, compliance, how is that all perceived within your company? >> Yeah, yeah. Well, like I said, the actuaries are king. They have sophisticated data models through which they can price policies. And, where we've traditionally been with risk and compliance is very much in a qualitative space around actions that are undertaken, or senses that things aren't working as well as they should do. What we've started to do, and this service now has been absolutely critical to this journey, we're starting to shift the conversation away from risk and compliance and towards business process and control. We're simply shifting the conversation away from a focus on risk exposures, or the things you must do and onto the cost benefit analysis of control investment options. That allows our executive and our board to start to use data and analytics to drive decision making around where we need to focus our efforts. >> So you're turning all of this kind of back office risk oriented stuff into a value proposition for the organization. >> Gemma: Exactly right. >> Can you talk a little bit more on how ServiceNow participates in that process? >> Sure. Ultimately, the value proposition. It is about behaviors, but the value proposition is all around being able to defend the decisions that you make. Being able to demonstrate with data and analytics. And being able to put a quantified amount of money on the bottom line around what's the value to actually changing our behaviors, or changing the way we manage your process. ServiceNow is obviously critical to that, because they have this amazing performance analytics engine that enables us to draw data out of the system as it relates to business process. As it relates to operational loss events. As it relates to customer complaints. As it relates to asset management. And integrate it to tell a story of where we're most exposed. To loss today and potential loss tomorrow. It's a very powerful tool that even our, surprisingly, our CEO, not only does he now use his app that we've created for him, but he personally calls people in the office to say "Hey, I see you've got "an overdue action here, what are you doing about it?" Now, I know, nobody wants that call. (laughs) Nobody wants that call. So consequently, we've got this incredible tone from the top that reinforces how important it is to pay attention to your controls, to your obligations, to genuinely own them. That's when you start to see the cultural change. >> You don't do business in Europe, do you? >> Gemma: No. >> Is there a GDPR equivalent in Australia, if you're familiar with GDPR? >> Gemma: No, sorry. >> Okay, so, it's all about privacy. So, the GDPR? >> Gemma: Oh, oh. Yes, yes. >> The fines go into effect this month and that doesn't affect you because you're not doing business in Europe. But is there something similar in Australia where if a customer says "I want to know "what data you have on me." Or, "I want you to delete that data." You have to prove that. It's quite onerous. But, is there anything similar for you guys? >> Gemma: Absolutely, absolutely. So, we've actually got two things. First of all, we do have the privacy act. And under the privacy act that's been in place for quite some time, all individuals, whether you're an employee or a customer, you have access to your data. And, you also have the right to be taken off lists and call trees and the like. The government's just recently introduced CPS147, which is a prudential standard around data breaches. Now previously, if there was a breach of data. Say for example, we accidentally send a letter to the wrong customer, and in that letter it has personal details about somebody's medical history. Now previously that was not okay from a privacy perspective, but it wasn't notifiable to the regulator. With CPS147, we now have a notifiable data breach system. It's just come in place. And we have to notify the regulator when we breach somebody's privacy, somebody's data. And we could be subject to fines. >> And does the ServiceNow platform play a role in that, in terms of just tracking the notification, or compliance, or? >> Absolutely, absolutely. So, when the change in legislation was introduced, we simply added literally another little tick box into our operational loss event module to say, "Is this a data breach?" And just simply by doing that, now when you log a loss event, and you tick that little box, we can see from across the company where are our data breaches happening? And if they're a cluster. Is there something here that's telling us that we've got a systemic problem that we need to fix? As soon as it came in, we were automatically reporting on it. >> One of the things we're hearing is that there's so much great customer-on-customer learning that takes place at Knowledge. Are you finding that? Are you talking with a lot of customers, and about how you use the platform? And success? >> Absolutely. This is a really exciting conference. I'm really having such a good time and sort of overcoming my jet lag, to tell the truth. It is very exciting. In Australia, we've already started some groups. So, we work with other, myself and my systems manager, Greg Dominich, the two of us tend to go to a lot of companies to talk about our experiences with the implementation of ServiceNow. What worked well, what didn't work well and what we would do better. Because we want to create a community of practice. We want to lift the practice of risk management above where it currently sits. And so, walking around here there's so many networking events, and this hall in particular, is wonderful. So yes, talking to lots of other customers. Just sharing innovations. It's very exciting. >> How long have you, when did you go live with ServiceNow? >> Okay, so, we went live, let's see, probably in, the first GIC module went live in June, 2017. We then had another iteration in September, 2017. So, we've basically spread it out to make sure. The next modules we're looking to introduce are business continuity management. Each time, we follow the same, we use the PPM tool, that ServiceNow provides to actually implement the modules. But then we have a process that we follow ourselves in terms of putting in the data, cleaning it, categorizing it, making sure we've got the analytics right and then we step to the next module. Interestingly enough, cultural change doesn't happen once you've implemented the system. Cultural change starts at the very point where you recognize there's an opportunity to do better. So, as we implement each module, we're also maturing our practices. And we're also changing the culture of how the business approaches risk and compliance. >> What's your relationship with IT in all of this? How does that all work? >> Look, it's very close. It's part of the transformation journey that those silos still exist. And they exist because we all create our own languages for understanding our world and how we engage with a business. Now, it's about breaking down those barriers. So, we work very closely with them on security management, on business continuity management and on incident management. And we're going through the process now of aligning our language so that once we have that shared language, we have the shared data and we can really become quite powerful. >> Rebecca: Great. Well Gemma, thanks so much for coming on theCUBE. It's been a really fun conversation. >> Thank you very much. It's been nice to hear. >> I'm Rebecca Knight for Dave Vellante. We will have more from.

>> Announcer: From the Silicon Angle Media Office in Boston, Massachusetts. It's the theCUBE. Now here's your host Stu Miniman. >> Hi, I'm Stu Miniman and welcome to a special theCUBE conversation here in our Boston area studio. Happy to welcome back to the program, Danny Cobb, who's with Dell EMC in the CTO office. >> Thanks Stu, great to see you here today. >> Great to see you too. So Danny, we're going to talk about a topic that like many things in the industry. It seems like it's something that happen overnight, but there's been a lot of hard work going on for quite a lot of years, even going back to heck when you and I worked together. >> Danny: That's right. >> A company use to be called EMC. NVMe, so first of all just bring everybody up to speed as to what you work on inside the Dell family. >> Danny: Sure, so my responsibility at now Dell EMC has been this whole notion of emergence systems. New technologies, new capabilities that are just coming into broad market adoption, broad readiness, technological feasibility, and those kinds of things. And then making sure that as a company we're prepared for their adoption and inclusion in our product portfolio. So it's a great set of capabilities a great set of work to be doing especially if you have a short attention span like I do. >> Danny, I spend a lot of time these days in the open source world. You talk about people are moving faster, people are trying lots of technologies. You've been doing some really hard work. The company and the industry in the standards world. What's the importance of standards these days, and bring us back to how this NVMe stuff started. >> So a great way to get everybody up to speed as you mentioned when you kicked off. NVMe, an overnight success, almost 11 years in the making now. The very first NVMe standard was about 2007. EMC joined the NVMe consortium in 2008 along with an Austin, Texas computer company called Dell. So Dell and EMC were both in the front row of defining the NVMe standard, and essentially putting in place a set of standards, a set of architectures, a set of protocols, product adoption capabilities, compatibility capabilities for the entire industry to follow, starting in 2008. Now you know from our work together that the storage industry likes to make sure that everything's mature, everything works reliably. Everything has broad interoperability standards and things like that. So since 2008, we've largely been about how do we continue to build momentum and generate support for a new storage technology that's based on broadly accepted industry standards, in order to allow the entire industry to move forward. Not just to achieve the most out of the flash revolution, but prepare the industry for coming enhancements to storage class memory. >> Yeah, so storage class memory you mentioned things like flash. One thing we've looked at for a long time is when flash rolled out. There's a lot of adoption on the consumer side first, and then that drove the enterprise piece, but flash today is still done through Ikusi interface with SaaS or Sata. And believe we're finally getting rid of when we go to NVMe. What some in the industry have called the horrible Ikusi stack. >> Danny: That's right. >> So explain to us a little bit about first, the consumer piece of where this fits first, and how it gets the enterprise. Where are we in the industry today with that? >> Yeah so as you pointed out a number of the new media technologies have actually gained a broad acceptance and a grounds full of support starting in the consumer space. The rapid adoption of mobile devices whether initially iPods and iPhones and things like that. Tablets where the more memory you have the more songs you carry, the more pictures you can take. A lot of very virtuous cycle type things occurred in the consumer space to allow flash to go from a fairly expensive perhaps niche technology to broad high volume manufacturing. And with high volume manufacturing comes much lower costs and so we always knew that flash was fast when we first started working on it at EMC in 2005. It became fast and robust when we shipped in 2008. It went from flash to robust to affordable with technologies like the move from SLC to MLC, and now TLC flash and the continuing advances of Moore's law. And so flash has been the beneficiary of high volume consumer economics along with our friend Moore's law over a number of years. >> Okay, so on the NVMe piece, your friends down in Round Rock in Dell. They've got not only the storage portfolio, but on the consumer side. There's pieces like my understanding NVMe already in the market for some part of this today, correct. >> That's right, I think one of the very first adoption scenarios for NVMe was in Lightweight laptop device. The storage deck could be more efficient. The fundamental number of gates in Silicon required to implement the stack was more efficient. Power was more efficient, so a whole bunch of things that were beneficial to a mobile high volume client device like an ultra light, ultra portable laptop made it a great place to launch the technology. >> Okay, and so bring us to what does that mean then for storage? Is that available in the enterprise storage today? >> Danny: Yeah. >> And where is that today and where is that today, and where are we going to see in the next years though? >> So here's the progression that the industry has more or less followed. If we went from that high volume, ultra light laptop device to very inexpensive M.2 devices that could be used in laptops and desktops more broadly, also gained a fair amount of traction with certain used cases and hyperscalers. And then as the spec matured and as the enterprise ecosystem around it, broader data integrity type solutions in the sili-case itself. A number of other things that are bread and butter for enterprise class devices. As those began to emerge, we've now seen NVMe move forward from laptop and client devices to high volume M.2 devices to full function, full capability dual ported enterprise NVMe devices really crossing over this year. >> Okay, so that means we're going to see not only in the customer pieces but should be seeing really enterprise roll out in I'm assuming things like storage arrays, maybe hyper converged. All the different flavors in the not too distant future. >> Absolutely right, the people who get paid to forecast these things when they look into their crystal balls. They've talked about when does NVMe get close enough to its predecessor SaaS to make the switch over be a no brainer. And often times, you get a performance factor where there's more value or you get a cost factor where suddenly that becomes the way the game is won. In the case of NVMe versus SaaS, both of those situations value and cost are more or less a wash right now across the industry. And so there are very few impediments to adoption. Much like a few years ago, there were very few impediment to adoption of enterprise SSDs versus high performance HDDs. The 15Ks and the 10K HDDs. Once we got to close enough in terms of cost parity. The entire industry went all flash over night. >> Yeah, it's a little bit different than say the original adoption of flash versus HDD. >> Danny: That's right. >> HDD versus SSD. Remember back, you had to have the algebra sheet. And you said okay, how many devices did I have.? What's the power savings that I could get out of that? Plus the performance that I had and then does this makes sense. It seems like this is a much more broadly applicable type of solution that we'll see. >> Danny: Right. >> For much faster adoption. >> Do you remember those days of a little goes a long way? >> Stu: Yeah. >> And then more is better? And then almost be really good, and so that's where we've come over what seems like a very few years. >> Okay, so we've only been talking about NVMe, the thing I know David Foyer's been look a lot from an architectural standpoint. Where we see benefit obviously from NVMe but NVMe over Fabrics is the thing that has him really excited if you talk about the architectures, maybe just explain a little bit about what I get with NVMe and what I'll get added on top with the over fabric piece of that. >> Danny: Sure. >> And what's that roll out look like? >> Can I tell you a little story about what I think of as the birth of NVMe over Fabrics? >> Stu: Please. >> Some of your viewers might remember a project at EMC called Thunder. And Thunder was PCI flash with an RDMA over ethernet front end on it. We took that system to Intel developers forum as a proof of concept. Around the corner from me was an engineer named Dave Min-turn, who's an Intel engineer. Who had almost exactly the same software stack up and running except it was an Intel RDMA capability nick and an Intel flash drive, and of course some changes to the Intel processor stack to support the used case that he had in mind. And we started talking and we realized that we were both counting the number of instructions from packet arriving across the network to bytes being read or written on the vis-tory fast PCI E device. And we realized that there has to be a better way, and so from that day, I think it was September 2013, maybe it was August. We actually started working together on how can we take the benefits of the NVMe standard that exists mapped onto PCI E. And then map those same parameters as cleanly as we possibly can onto, at that time ethernet but also InfiniBand, Fiber channel, and perhaps some other transports as a way to get the benefits of the NVMe software stack, and build on top of the new high performance capabilities of these RDMA capable interconnects. So it goes way back to 2013, we moved it into the NVMe standard as a proposal in 2014. And again three, four years later now, we're starting to see solutions roll out that begin to show the promise that we saw way back then. >> Yeah and the challenge with networking obviously is sounds like you've got a few different transport layers that I can use there. Probably a number of different providers. How baked is the standard? Where do things like hits the interoperability fit into the mix? When do customers get their hands on it, and what can they expect the roll out to be? >> We're clearly at the beginning of what's about to be a very, I think long and healthy future for NVMe over Fabrics. I don't know about you. I was at Flash Memory Summit back in August in Santa Clara and there were a number of vendors there starting to talk about NVMe over Fabrics basics. FPGA implementation, system on chip implementations, software implementations across a variety of stacks. The great thing was NVMe over Fabrics was a phrase of the entire show. The challenging thing was probably no two of those solutions interoperated with each other yet. We were still at the running water through the pipes phase, not really checking for leaks and getting to broad adoption. Broad adoption I think comes when we've got a number of vendors broad interoperability, multi-supplier, component availability and those things, that let a number of implementations exists and interoperate because our customers live in a diverse multi-vendor environment. So that's what it will take to go from interesting proof of concept technology which I think is what we're seeing in terms of early customers engagement today to broad base deployment in both existing fiber channel implementations, and also in some next generation data center implementations, probably beginning next year. >> Okay, so Danny, I talked to a lot of companies out there. Everyone that's involved in this (mumbles) has been talking about NVMe over Fabric for a couple of years now. From a user standpoint, how are they going to help sort this out? What will differentiate the check box. Yes, I have something that follows this to, oh wait this will actually help performance so much better. What works with my environment? Where are the pitfalls and where are the things that are going to help companies? What's going to differentiate the marketplace? >> As an engineer, we always get into the speeds and the feeds and the weeds on performance and things like that, and while those are all true. We can talk about fewer and fewer instructions in the networks stack. Fewer and fewer instructions in the storage stack. We can talk about more efficient Silicon implementations. More affinity for multi-processor, multi-core processing environments, more efficient operating system implementations and things like that. But that's just the performance side. The broader benefits come to beginning to move to more cost effective data center fabric implementation. Where I'm not managing an orange wire and a blue wire unless that's really what I want. There's still a number of people who want to manage their fiber channel and will run NVMe over that. They get the compatibility that they want. They get the policies that they want and the switch behavior that they want, and the provisioning model that they want and all of those things. They'll get that in an NVMe over Fabrics implementation. A new data center however will be able to go, you know what, I'm all in day one on 25, 5000 bit gigabit ethernet as my fundamental connection of choice. I'm going 400 gigabit ethernet ports as soon as Andy Beck-tels shine or somebody gives them to me and things like that. And so if that's the data center architecture model that I'm in, that's a fundamental implementation decision that I get to make knowing that I can run an enterprise grade, storage protocol over the top of that, and the industry is ready. My external storage is ready, my servers are ready and my workloads can get the benefit of that. >> Okay, so if I just step back for a second, NVMe sounds like a lot of it is what we would consider the backend in proving that NVMe over Fabrics helps with some of the front end. From a customer stand point, what about their application standpoint? Can they work with everything that they have today? Are there things that they're going to want to do to optimize for that? So the storage industry just take care of it for them. What do they think about today and future planning from an application standpoint? >> I think it's a matter of that readiness and what is it going to take. The good news and this has analogs to the industry change from HDD to SSDs in the first place. The good new is you can make that switch over today and your data management application, your database application, your warehouse, you're analytics or whatever. Not one line of software changes. NVMe device shows up in the block stack of your favorite operating system, and you get lower latency, more IOs in parallel. More CPU back for your application to run because you don't need it in the storage stack anymore. So you get the benefits of that just by changing over to this new protocol. For applications who then want to optimize for this new environment, you can start thinking about having more IOs in flight in parallel. You could start thinking about what happens when those IOs are satisfied more rapidly without as much overhead in and interrupt processing and a number of things like that. You could start thinking about what happens when your application goes from hundred micro-second latencies and IOs like the flash devices to 10 microsecond or one microsecond IOs. Would perhaps with some of these new storage class memory devices that are out there. Those are the benefits that people are going to see when they start thinking about an all NVMe stack. Not just being beneficial for existing flash implementations but being fundamentally required and mandatory to get the benefits of storage class memory implementations. So this whole notion of future ready was one of the things that was fundamental in how NVMe was initially designed over 10 years ago. And we're starting to see that long term view pay benefits in the marketplace. >> Any insight from the customer standpoint? Is it certain applications or verticals where this is really going to help? I think back to the move to SSDs. It was David Foyer who just wet around the entire news feed. He was like, database, database, database is where we can have the biggest impact. What's NVMe going to impact? >> I think what we always see with these things. First of all, NVMe is probably going to have a very rapid advancement and impact across the industry much more quickly than the transition from HDD to SSD, so we don't have to go through that phase of a little goes a long way. You can largely make the switch and as your ecosystem supports it as your vendor of choice supports it. You can make that switch and to a large extent have the application be agnostic from that. So that's a really good way to start. The other place is you and I have had this conversation before. If you take out a cocktail napkin and you draw an equation that says time equals money. That's an obvious place where NVMe and NVMe over Fabrics benefit someone initially. High speed analytics, real time, high frequency trading, a number of things where more efficiency. My ability to do more work per unit time than yours gives me a competitive advantage. Makes my algorithms better, exposes my IP in a more advantageous way. Those are wonderful places for these types of emerging technologies to get adopted because the value proposition is just slam dunk simple. >> Yeah, so running through my head are all the latest buzz words. Is everything at Wikibon when we did our predictions for this year, data is at the center of all of it. But machine learning, AI, heck blockchain, Edge computing all of these things can definitely be affected by that. Is NVMe going to help all of them? >> Oh machine learning. Incredible high bandwidth application. Wonderful thing stream data in, compute on it, get your answers and things like that. Wonderful benefits for a new squeaky clean storage stack to run into. Edge where often times, real time is required. The ability to react to a stimulus and provide a response because of human safety issue or a risk management issue or what have you. Any place that performance let's you get close, get you outer close to real time is a win. And the efficiency of NVMe has a significant advantage in those environments. So NVMe is largely able to help the industry be ready just at the time that new processing models are coming in such as machine learning, artificial intelligence. New data center deployment architectures like the Edge come in and the new types of telemetry and algorithms that they maybe running there. It's really a technology that's arriving just at the time that the industry needs it. >> Yeah, was reading up on some of the blogs on the Dell sites. Jeff Brew-dough said, "We should expect "to see things from 2018." Not expecting you to pre-announce anything but what should we be looking for from Dell and the Dell family in 2018 when it comes to this space? >> We're very bullish on NVMe. We've been pushing very, very hard in the standards community. Obviously, we have already shipped NVMe for a series of internal use cases in our storage platforms. So we have confidence in the technology, its readiness, the ability of our software stacks to do what they need to do. We have a robust, multi-supplier supply chain ready to go so that we can service our customers, and provide them the choice in capacities and capabilities and things like that that are required to bet your business, and long term supply assurance for and things like that. So we're seeing the next year or so be the full transition to NVMe and we're ready for it. We've been getting ready for a long time. Now, the ecosystem is there and we're predicting very big things in the future. >> Okay, so Danny, you've been working on this for 11 years. Give us just a little bit of insight. What you learned, what this group has learned from previous transitions? What's excited you the most? Give us a little bit of sausage making? >> What's been funny about this is we talk about the initial transition to flash, and just getting to the point where a little goes a long way. That was a three year journey. We started in 2005, we shipped in 2008. We moved from there. We flash in a raise as a tier, as a cache, as the places where a little latency, high performance media adds value and those things. Then we saw the industry begin to develop into some server centric storage solutions. You guys have been at the front of forecasting what that market looks like with software defined storage. We see that in technologies like ScaleIO and VSAN where their abilities to start using the media when it's resident in a server became important. And suddenly that began to grow as a peer to the external storage market. Another market San alternative came along with them. Now we're moving even further out where it seems like we use to ask why flash? And it will get asked that. Now it's why not flash? Why don't we move there? So what we've seen is a combination of things. As we get more and more efficient low latency storage protocols. The bottle neck stops being about the network and start being about something else. As we get more multi-core compute capabilities and Moore's law continues to tickle along. We suddenly have enough compute and enough bandwidth and the next thing to target is the media. As we get faster and faster more capable media such as the move to flash and now the move to storage class memory. Again the bottle neck moves away from the media, maybe back to something else in the stack. As I advance compute in media and interconnect, suddenly it becomes beneficial for me to rewrite my application or re-platform it, and create an entire new set of applications that exploit the current capabilities or the technologies. And so we are in that rinse, lather repeat cycle right now in the technology. And for guys like you and me who've been doing this for awhile, we've seen this movie before. We know how it hands. It actually doesn't end. There are just new technologies and new bottlenecks and new manifestations of Moore's law and Holmes law and Metcalfe's law that come into play here. >> Alright so Danny, any final predictions from you on what we should be seeing? What's the next thing you work on that you call victory soon right? >> Yes, so I'm starting to lift my eyes a little bit and we think we see some really good capabilities coming at us from the device physicists in the white coats with the pocket protectors back in the fabs. We're seeing a couple of storage class memories begin to come to market now. You're led by Intel and microns, 3D XPoint but a number of other candidates on the horizon that will take us from this 100 microsecond world to a 10 microsecond world maybe to a 100 nanosecond world. And you and I we back here talking about that fairly soon I predict. >> Excellent, well Danny Cobb always a pleasure to catch up with you. Thanks so much for walking us through all of the pieces. We'll have lots more coverage of this technology and lots more more. Check out theCUBE.net. You can see Dell Technology World and lots of the other shows will be back. Thank you so much for watching theCUBE. (uptempo techno music)