(upbeat music) >> Welcome to theCube's coverage of AWS Storage Day. We're here with a couple of AWS product experts. Covering AWS's migration and transfer services, Randy Boutin is the general manager of AWS DataSync, and Mat Matthews, GM of AWS Transfer Family. Guys, good to see you again. Thanks for coming on. >> Dave, thanks. >> So look, we saw during the pandemic, the acceleration to cloud migration. We've tracked that, we've quantified that. What's driving that today? >> Yeah, so Dave, great to be back here. Saw you last year at Storage Day. >> Nice to be in studio too, isn't it? Thanks, guys, for coming in. >> We've conquered COVID. >> So yeah, I mean, this is a great question. I think digital transformation is really what's driving a lot of the focus right now from companies, and it's really not about just driving down costs. It's also about what are the opportunities available once you get into the cloud in terms of, what does that unlock in terms of innovation? So companies are focused on the usual things, optimizing costs, but ensuring they have the right security and agility. You know, a lot has happened over the last year, and companies need to be able to react, right? They need to be able to react quickly, so cloud gives them a lot of these capabilities, but the real benefit that we see is that once your data's in the cloud, it opens up the power of the cloud for analytics, for new application development, and things of that sort, so what we're seeing is that companies are really just focused on understanding cloud migration strategy, and how they can get their data there, and then use that to unlock that data for the value. >> I mean, if I've said it once, I've said it 100 times, if you weren't a digital business during the pandemic, you were out of business. You know, migration historically is a bad word in IT. Your CIOs see it and go, "Ugh." So what's the playbook for taking years of data on-prem, and moving it into the cloud? What are you seeing as best practice there? >> Yeah, so as you said, the migration historically has been painful, right? And it's a daunting task for any business or any IT executive, but fortunately, AWS has a broad suite of capabilities to help enable these migrations. And by that, I mean, we have tools to help you understand your existing on-prem workloads, understand what services in the AWS offering align to those needs, but also help you estimate the cost, right? Cost is a big part of this move. We can help you estimate that cost, and predict that cost, and then use tools like DataSync to help you move that data when that time comes. >> So you're saying you help predict the cost of the migration, or the cost of running in the cloud? >> Running in the cloud, right. Yeah, we can help estimate the run time. Based on the performance that we assess on-prem, we can then project that into a cloud service, and estimate that cost. >> So can you guys explain DataSync? Sometimes I get confused, DataSync, what's the difference between DataSync and Storage Gateway? And I want to get into when we should use each, but let's start there if we could. >> Yeah, sure, I'll take that. So Storage Gateway is primarily a means for a customer to access their data in the cloud from on-prem. All right, so if you have an application that you want to keep on-prem, you're not ready yet to migrate that application to the cloud, Gateway is a strong solution, because you can move a lot of that data, a lot of your cold or long tail data into something like S3 or EFS, but still access it from your on-prem location. DataSync's all about data movement, so if you need to move your data from A to B, DataSync is your optimized solution to do that. >> Are you finding that people, that's ideally a one time move, or is it actually, sometimes you're seeing customers do it more? Again, moving data, if I don't- Move as much data as you need to, but no more, to paraphrase Einstein. >> What we're seeing in DataSync is that customers do use DataSync for their initial migration. They'll also, as Matt was mentioning earlier, once you get your data into the cloud, that flywheel of potential starts to take hold, and customers want to ultimately move that data within the cloud to optimize its value. So you might move from service to service. You might move from EFS to S3, et cetera, to enable the cloud flywheel to benefit you. DataSync does that as well, so customers use us to initially migrate, they use us to move within the cloud, and also we just recently announced service for other clouds, so you can actually bring data in now from Google and Azure as well. >> Oh, how convenient. So okay, so that's cool. So you helped us understand the use cases, but can we dig one more layer, like what protocols are supported? I'm trying to understand really the right fit for the right job. >> Yeah, so that's really important. So for transfer specifically, one of the things that we see with customers is you've got obviously a lot of internal data within your company, but today it's a very highly interconnected world, so companies deal with lots of business partners, and historically they've used, there's a big prevalence of using file transfer to exchange data with business partners, and as you can imagine, there's a lot of value in that data, right? Sometimes it's purchase orders, inventory data from suppliers, or things like that. So historically customers have had protocols like SFTP or FTP to help them interface with or exchange data or files with external partners. So for transfer, that's what we focus on is helping customers exchange data over those existing protocols that they've used for many years. And the real focus is it's one thing to migrate your own data into the cloud, but you can't force thousands or tens of thousands sometimes of partners to also work in a different way to get you their data, so we want to make that very seamless for customers using the same exact protocols like SFTP that they've used for years. We just announced AS2 protocol, which is very heavily used in supply chains to exchange inventory and information across multi-tiers of partners, and things of that nature. So we're really focused on letting customers not have to impact their partners, and how they work and how they exchange, but also take advantage of the data, so get that data into the cloud so they can immediately unlock the value with analytics. >> So AS2 is specifically in the context of supply chain, and I'm presuming it's secure, and kind of governed, and safe. Can you explain that a little bit? >> Yeah, so AS2 has a lot of really interesting features for transactional type of exchanges, so it has signing and encryption built in, and also has notification so you can basically say, "Hey, I sent you this purchase order," and to prove that you received it, it has capability called non-repudiation, which means it's actually a legal transaction. So those things are very important in transactional type of exchanges, and allows customers in supply chains, whether it's vendors dealing with their suppliers, or transportation partners, or things like that to leverage file transfer for those types of exchanges. >> So encryption, providence of transactions, am I correct, without having to use the blockchain, and all the overhead associated with that? >> It's got some built in capabilities. >> I mean, I love blockchain, but there's drawbacks. >> Exactly, and that's why it's been popular. >> That's really interesting, 'cause Andy Jassy one day, I was on a phone call with him and John Furrier, and we were talking up crypto and blockchain. He said, "Well, why do, explain to me." You know Jassy, right? He always wants to go deeper. "Explain why I can't do this with some other approach." And so I think he was recognizing some of the drawbacks. So that's kind of a cool thing, and it leads me- We're running this obviously today, August 10th. Yesterday we had our Supercloud event in Palo Alto on August 9th, and it's all about the ecosystem. One of the observations we made about the 2020s is the cloud is totally different now. People are building value on top of the infrastructure that you guys have built out over the last 15 years. And so once an organization's data gets into the cloud, how does it affect, and it relates to AS2 somewhat, how does it affect the workflows in terms of interacting with external partners, and other ecosystem players that are also in the cloud? >> Yeah, great, yeah, again, we want to try and not have to affect those workflows, take them as they are as much as possible, get the data exchange working. One of the things that we focus on a lot is, how do you process this data once it comes in? Every company has governance requirements, security requirements, and things like that, so they usually have a set of things that they need to automate and orchestrate for the data as it's coming in, and a lot of these companies use something called Managed File Transfer Solutions that allow them to automate and orchestrate those things. We also see that many times this is very customer specific, so a bank might have a certain set of processes they have to follow, and it needs to be customized. As you know, AWS is a great solution for building custom solutions, and actually today, we're just announcing a new set of of partners in a program called the Service Delivery Program with AWS Transfer Family that allows customers to work with partners that are very well versed in transfer family and related services to help build a very specific solution that allows them to build that automation orchestration, and keep their partners kind of unaware that they're interfacing in a different way. >> And once this data is in the cloud, or actually, maybe stays on-prem in some cases, but it basically plugs in to the AWS services portfolio, the whole security model, the governance model, shared responsibility comes in, is that right? It's all, sort of all in there? >> Yeah, that's right, that's exactly right, and we're working with it's all about the customer's needs, and making sure that their investment in AWS doesn't disrupt their existing workflows and their relationships with their customers and their partners, and that's exactly what Matt's been describing is we're taking a close look at how we can extend the value of AWS, integrate into our customer's workflows, and bring that value to them with minimal investment or disruption. >> So follow up on that. So I love that, because less disruption means it's easier, less friction, and I think of like, trying to think of examples. Think about data de-duplication like purpose-built backup appliances, right? Data domain won that battle, because they could just plug right in. Avamar, they were trying to get you to redo everything, okay, and so we saw that movie play out. At the same time, I've talked to CIOs that say, "I love that, but the cloud opens up all these cool new opportunities for me to change my operating model." So are you seeing that as well? Where okay, we make it easy to get in. We're not disrupting workflows, and then once they get in, they say, "Well if we did it this way, we'd take out a bunch of costs. We'd accelerate our business." What's that dynamic like? >> Exactly that, right. So that moved to the Cloud Continuum. We don't think it's going to be binary. There's always going to be something on-prem. We accept that, but there's a continuum there, so day one, they'll migrate a portion of that workload into the cloud, start to extract and see value there, but then they'll continue, as you said, they'll continue to see opportunities. With all of the various capabilities that AWS has to offer, all the value that represents, they'll start to see that opportunity, and then start to engage and consume more of those features over time. >> Great, all right, give us the bumper sticker. What's next in transfer services from your perspectives? >> Yeah, so we're obviously always going to listen to our customers, that's our focus. >> You guys say that a lot. (all laughing) We say it a lot. But yeah, so we're focused on helping customers again increase that level of automation orchestration, again that suite of capability, generally, in our industry, known as managed file transfer, when a file comes in, it needs to get maybe encrypted, or decrypted, or compressed, or decompressed, scanned for viruses, those kind of capabilities, make that easier for customers. If you remember last year at Storage Day, we announced a low code workflow framework that allows customers to kind of build those steps. We're continuing to add built-in capabilities to that so customers can easily just say, "Okay, I want these set of activities to happen when files come in and out." So that's really what's next for us. >> All right, Randy, we'll give you the last word. Bring us home. >> I'm going to surprise you with the customer theme. >> Oh, great, love it. >> Yeah, so we're listening to customers, and what they're asking for our support for more sources, so we'll be adding support for more cloud sources, more on-prem sources, and giving the customers more options, also performance and usability, right? So we want to make it easier, as the enterprise continues to consume the cloud, we want to make DataSync and the movement of their data as easy as possible. >> I've always said it starts with the data. S3, that was the first service, and the other thing I've said a lot is the cloud is expanding. We're seeing connections to on-prem. We're seeing connections out to the edge. It's just becoming this massive global system, as Werner Vogels talks about all the time. Thanks, guys, really appreciate it. >> Dave, thank you very much. >> Thanks, Dave. >> All right, keep it right there for more coverage of AWS Storage Day 2022. You're watching theCube. (upbeat music)

>>We'll go back to the queue. It's continuous coverage of AWS storage day. We're here in Seattle home with the Mariners home, with the Seahawks home of the Seattle storm. If you're a w NBA fan your cloud migration, according to our surveys and the ETR data that we use last year was number two initiative for it. Practitioners behind security. Welcome to this power panel on migration and transfer services. And I'm joined now by Matt Matthews. Who's the general manager of AWS transfer a family of services sitting. Roy is the GM of the snow family. And Randy boudin is the general manager of AWS data sync, gents. Welcome to good to see you. Thank you. So, Matt, you heard my narrative upfront, obviously it's top of mind for it. Pros, what are you seeing in the marketplace? >>Yeah, uh, certainly, um, many customers are currently executing on data migration strategies, uh, to the cloud. And AWS has been a primary choice for cloud storage for 15 years. Right. Um, but we still see many customers are evaluating, um, how to do their cloud migration strategies. And they're looking for, you know, um, uh, understanding what services can help them with those migrations. >>So said, well, why now? I mean, a lot of people might be feeling, you know, you got, you've got a hesitancy of taking a vaccine. What about hesitancy making a move? Maybe the best move is no movable. W why now? Why does it make sense? >>So AWS offers compelling, uh, cost savings to customers. I think with our global footprint that our 11 nines of durability are fully managed services. You're really getting the centralization benefits for the cloud, like all the resiliency and durability. And then besides that you are unlocking the on-prem data center and data store costs as well. So it's like a dual prong cost saving on both ends >>Follow up on that. If I may, I mean, again, the data was very clear cloud migration, top priority F for a lot of reasons, but at the same time migration, as you know, it's almost like a dirty word sometimes in it. So, so where do people even start? I mean, they've got so much data to migrate. How can they even handle >>That? Yeah. I'd recommend, uh, customers look at their cool and cold data. Like if they look at their backups and archives and they have not been used for long, I mean, it doesn't make sense to kind of keep them on prem, look at how you can move those and migrate those first and then slowly work your way up into like warm data and then hot data. >>Okay, great. Uh, so Randy, we know about the snow family of products. Of course, everybody's familiar with that, but what about online data migration? What can you tell us there? What's the, what are customers thinking >>About? Sure. So as you know, for many their journey to the cloud starts with data migration, right? That's right. So if you're, if you're starting that journey with, uh, an offline movement, you look to the snow family of products. If you, if you're looking for online, that's when you turn to data, sync data thinks that online data, movement, service data is it makes it fast and easy to move your data into AWS. The customers >>Figure out which services to use. Do you, how do you advise them on that? Or is it sort of word of mouth, peer to peer? How do they figure it out that that's squint through that? Yeah, >>So it comes down to a combination of things. So first is the amount of available bandwidth that you have, the amount of data that you're looking to move and the timeframe you have in which to do that. Right. So if you have a, high-speed say gigabit, uh, uh, network, uh, you can move data very quickly using data sync. If, if you have a slower network or perhaps you don't want to utilize your existing network for this purpose, then the snow family of products makes a lot of sense. Call said, that's it? Call center. That's >>My answer. Yeah, there you go. Oh, you'll >>Joke. Right. See Tam that's Chevy truck access method. You put it right on there and break it over. How about, you know, Matt, I wonder if we could talk maybe about some, some customer examples, any, any favorites that you see are ones that stand out in various industries? >>Yeah. So one of the things we're seeing is certainly getting your data to the cloud is, is important, but also customers want to migrate their applications to the cloud. And when they, when they do that, they, uh, the many applications still need ongoing data transfers from third parties, from ex partners and customers and, and whatnot. So, great example of this is, uh, FINRA and their partnership with AWS. So a FINRA is the single largest, um, uh, regulatory body for securities in the U S and they take in 335 billion market events per day, over 600,000 of their member brokers, registered brokers. So, uh, they use, um, AWS transfer family, uh, secure file transfers, uh, to get that data in an aggregated in, in S3, so they can, um, analyze it and, and, uh, really kind of, uh, understand that data so they can protect investors. So that's, that's a great example. >>So it's not just seeding the cloud, right? It's the ongoing population of it. How about, I mean, how do you guys see this shaping up the future? We all talk about storage silos. I see this as, you know, the cloud is in some ways a silo Buster. Okay. We've got all this data in the cloud now, but you know, you can not apply machine learning. There are other tooling, so what's the north star here. >>Yeah. It's really the north star of getting, you know, we want to unlock, uh, not only get the data in the cloud, but actually use it to unlock the benefits of the cloud has to offer. Right. That's really what you're getting at, aggregating all that data, uh, and using the power of the cloud to really, um, you know, harness that power to analyze the data. It's >>A big, big challenge that customers have. I mean, you guys are obsessed listening to customers, you know, w what kinds of things do you see in the future? Sid and Randy, maybe, maybe see if you can start, >>Uh, I'll start with the I'll kind of dovetail, on example, a Matthews, uh, I'll talk about a customer join, who moved 3.4 petabytes of data to the cloud joined was a streaming service provider out of Germany. They had prohibitive on-prem costs. They saved 500 K per year by moving to the cloud. And by moving to the cloud, they get much more of the data by being able to fine tune their content to local audiences and be more reactive and quicker, a reaction to business changes. So centralizing in the cloud had its benefits of access, flexibility, agility, and faster innovation, and faster time to market. Anything you'd add, right. >>Yeah, sure. So we have a customer Takara bio they're a biotech company. Uh, they're working with genome sequencing, right? So data rich information coming out of those sequencers, they're collecting and analyzing this data daily and sending it up into AWS for analysis, um, and, uh, by using data sync in order to do that, they've improved their data transfer rate by three times. And they've reduced their, uh, overhead six by 66% in terms of their process. >>Guys get, must be blown away by this. I mean, we've all sort of lived in this, so I'm prem world and you sort of lay it out infrastructure, and then you go onto the next one, but the use cases are so diverse. The industry, examples. Matt will give you the last >>Word here. Yeah, no, w w what are we looking to do? You know, we, we always want to listen to our customers, uh, but you know, collectively our, our services and working across other services, AWS, we really, uh, want to help customers not only move their data in the crowd, but also unlock the power of that data. And really, um, you know, uh, we think there's a big opportunity across their migration and transfer services to help customers choose, choose the right service, uh, based on their, where they are in their cloud migration, uh, and, and all the different things they're dealing with. >>I've said a number of times the next 10 years is not going to be like the last 10 years. It's like the cloud is growing up. You know, it's out of the infancy stage. Maybe it's an adolescent. So I don't really know exactly, but guys, thanks so much for coming to the cube and sharing your insights and information. Appreciate it. And thank you for watching everybody keep it right there. More great content from AWS storage day in Seattle.