Sundance Panel - The New Creative at Intel Tech Lounge
>> Hello and welcome to a special CUBE Conversation. I'm John Furrier, the co-founder of SiliconANGLE on theCUBE. We're here in Sundance 2018 at the Intel Tech Lounge for a panel discussion with experts on the topic of The New Creative. We believe a new creative renaissance is coming in application development and also artistry. The role of craft and the role of technology and software coming together at the intersection. You're seeing results in the gaming industry. Virtual reality, augmented reality, mixed reality. A new wave is coming and it's really inspiring, but also there's a few thought leaders at the front end of this big wave setting the trends and they're here with us in this special panel for The New Creative. Here with us is Brooks Browne, Global Director of VR at Starbreeze Studios, a lot to share there, welcome to the panel. Lisa Watt, VR Marketing Strategist at Intel, Intel powering a lot of these VR games here. And Winslow Porter, co-founder and director of The New Reality Company. Many submissions at Sundance. Not this year, but a ton of experience talk about the role of Sundance and artistry. And then we have Gary Radburn who's a director of commercial VR and AR from media within Dell, Dell Technologies. Guys, welcome to this panel. Lisa, I want to start off with you at Intel. Obviously the Tech Lounge here, phenomenal location on Main Street in Sundance. Really drawing a massive crowd. Yesterday it was packed. This is a new generation here and you're seeing a younger demographic. You're seeing savvier consumers. They love tech, but interesting Sundance is turning into kind of an artistry tech show and the game is changing, your thoughts on this new creative. >> Yeah, it's been amazing to watch. I've been here for, this is my third year coming back with VR experiences. And it's really just been incredible to see. Sundance has been on the leading edge of exploring new technologies for a long time and I think this is, I feel like you know this feels like the break out year really. I mean, it's been successful the last few years, but something about this year feels a little bit different. And I think maybe it's the people are getting more familiar with the technology. I think the artists are getting more comfortable with how to push the boundaries. And then we certainly are getting a lot out of seeing what they're doing and how we can improve our products in the future. >> We were talking yesterday, Lisa, about the dynamic at Sundance. And you were mentioning that you see a few trends popping out. What is the most important story this year for the folks who couldn't make it, who might be watching this video that you see at Sundance? Obviously it's a great day today, it's snowing, it's a white day, it's beautiful powder, greatest snow on Earth. But there's some trends that are emerging. We had a march this morning, the Women's March. You're seeing interesting signals. What's your view? >> I think there's a lot less desire to put up with subpar experiences. I mean I think everyone is really starting to push the boundaries, I mean, we saw a lot of 360 video which we love for a linear narrative. But they're really breaking out and really exploring what does it mean to have autonomy especially in the virtual reality experiences, a lot more social is coming to the forefront. And then a lot more exploration of haptics and the new ways of extending into more 4D effects, etc. So I think it's very very exciting. We're really excited to see all the new innovations. >> Winslow, I want to ask you, if you can comment, you've been an active participant in the community with submissions here at Sundance. This year you're kind of chilling out, hanging out. You've been on the front lines, what is your take on the vibe? What's the sentiment out there? Because you're seeing the wave coming, we're feeling it. It feels early. I don't know how early it is, and the impact to people doing great creative work. What's that take? >> Well yeah, it's kind of like VR years are like dog years, you know. Like a lot can happen in a month in the VR space. So I had a piece here in 2014 called Clouds. It was an interactive documentary about Creative Code, but that was back when there was only two other VR pieces. It's interesting to see how the landscape has changed. Because CCP Games had a piece there. An early version of E Valkyrie. And unfortunately in the last three months, they had to close their VR wing. So, and then Chris Milk also had a Lincoln piece with Beck. Which was a multi camera 360, actually it was a flash video that they recorded to the DK1. And so that was, seeing that everyone was, saw the potential. The technology was still pretty rudimentary or crude even, we should say. Before any tracking cameras. But every year people learned from previous Sundances and other festivals. And we're seeing that Sundance kind of raises the bar every year. It's nice that it's in January because then there's all these other festivals that sort of follow through with either similar content, newer versions of content that's here, or people have just sort of learned from what is here. >> So I got to ask you. You know, obviously Sundance is known for pushing the boundaries. You see a lot of creative range. You see a lot of different stuff. And also you mentioned the VR. We've seen some failures, you've seen some successes, but that's growth. This market has to have some failures. Failures create opportunities to folks who are reiterating in that. What are some of the things that you can point to that are a positive? Things that have happened whether they're failures and/or successes, that folks can learn from? >> Well, I think that this year there's a lot more social VR. We're connecting people. Even though they're in the same space, they're able to be in this new virtual world together. There's something amazing about being able to interact with people in real life. But as soon as you have sort of a hyper reality where people are able to be experiencing a Sufi ritual together. Things that you wouldn't normally... That they're not possible in the real world. And also, I think that there's issues with lines too. Obviously every year, but the more that we can have larger experiences with multiple people, the more people we can get through. And then more impact we can make on the audience. It's really... We were in claim jumper last year. And we could only get one person in every 10 minutes. And that makes things pretty tricky. >> And what are you doing at Sundance this year? You've obviously got some stuff going on with some of the work you've done. What's your focus? >> So yeah we have a company called New Reality Company where we produce Giant and Tree. It's part of a trilogy where Breathe is going to be the third part. We're going to be completing that by the end of this year. And right now, I would say the best thing about Sundance is the projects, but also the people. Being able to come here, check in, meet new people, see partners that we've been working with in the past. Also new collaborations, everywhere you turn, there's amazing possibilities abound. >> I want to talk about empathy and social. I mentioned social's interesting in these trends. I want to go to Brooks Brown, who's got some really interesting work with Starbreeze and the Hero project. You know, being a pioneer, you've got to take a few arrows in your back, you've got to blow peoples' minds. You're doing some pretty amazing work. You're in the front lines as well. What's the experience that you're seeing? Talk about your project and its impact. >> Well for us, we set out with our partner's ink stories, Navid Khonsari, a wonderful creative, and his entire team to try to create that intensely personal experience kind of moving the opposite direction of these very much social things. The goal, ultimately being to try to put a person inside of an event rather than a game style situation where you have objective A, B, or C. Or a film that's a very, very hyper linear narrative. What is that sort of middle ground that VR itself has as unique medium? So we built out our entire piece. Deep 4D effects, everything is actually physically built out so you have that tactility as you walk around. Things react to you. We have smell, temperature, air movement, the audio provided by our partners at DTS is exceptional. And the goal is ultimately to see if we put you in a situation... I'm doing my best not to talk about what that situation is. It's pretty important to that. But to watch people react. And the core concept is would you be a hero? All over the world, every day people are going through horrific stuff. We're fortunate because we're the kind of people who, in order to experience, say a tragedy in Syria, we're fortunate that we have to go to Park City, Utah and go in virtual reality to experience something that is tragic, real, and deeply emotional. And so our goal is to put people through that and come out of it changed. Traumatized actually. So that way you have a little bit more empathy into the real world into the actual experiences they went through. >> And what's the goal? This is interesting because most of the some stuff you see, the sizzle out there is look at the beautiful vistas and the beaches and the peaks and you can almost be there. Now you're taking a different approach of putting people in situations that probe some emotional responses. >> Yeah. It's a big deal to us. The way Navid like to put it, and I'm going to steal this from him, is you see a great deal of people prototyping on hardware and all of these things, and it's great cause we need that. We need to be able to stand on the shoulders of those giants to be able to do these things. But you see very few people really prototyping what is the concept of story as per VR? We've been doing, at Starbreeze, we've been doing location based for some time now and I've been getting thousands upon thousands of pitches. And whenever you get a pitch, you can pretty much identify, oh you come from a film background, you come from a games background. There's very few people who come down that middle line and go, well this is what VR is supposed to be. This is that interesting thing that makes it very deeply unique. >> What's the confluence and what's the trend in your mind as this changes? Cause you mentioned that gamers have affinity towards VR. We were talking about that before we came on the panel. You know, pump someone in mainstream USA or around the world who does email, does work, may not be there, you're seeing this confluence. How is that culture shifting? How do you see that? Cause you're bringing a whole nother dimension. >> We're trying to go back to a little bit, something about this Sundance being a little bit different. I think in general in VR, you're seeing this sort of shift from a few years ago it was all potentiality. And I think a lot of us, the projects were great, but a lot of us who work in VR were like oh I see what they're trying to do. And people like my dad would be like I don't. I don't see what they're trying to do. But that is shifting. And you're seeing a larger shift into that actuality where we're not quite there yet where we can talk about the experiences every day Americans are going to have. What is the real ready player one that we're actually going to have existing. We're not there yet, but we're much closer every time. And we're starting to see a lot of these things that are pushing towards that. Final question before I go to some of the speeds and feeds questions I want to get with Intel and Dell on is what is the biggest impact that you're seeing with your project and VR in general that will have the most important consequences for societal impact? >> Well, we were fortunate yesterday we had a number of people come through Hero. And a number of them simply actually couldn't handle it. Had to come out. We had to pull people out. The moment we took the headset off, they were, tears were streaming down their face. There's a level of emotional impact VR is extremely able to cut through. It's not that you're playing a character. It's not that you're in a separate world. You are you inside of that space. And that is a dangerous but very promising ability of VR. >> Winslow, could you take a stab at that, I'd like to get your reaction to that because people are trying to figure out the societal impact in a positive way and potentially negative. >> Yeah I mean, so with that, whenever you traumatize somebody else or have the ability to possibly re-traumatize somebody... In Giant, we made sure that we gave them a trigger warning because yeah these things can be intensely intimate or personal for somebody who already has that sort of baggage with them or could be living in a similar experience. In Giant, we witnessed the last moments of a family. As they're convincing their daughter that the approaching bomb blast is a giant that actually wants to play with her. And so we put haptics in the chair so the audience was also surprised. But we let them know that it was going to be taking place in a conflict zone. So if that was something that they didn't want to participate in, that they could opt out. But again, like we didn't know... We had to go and buy tissues like right off the bat because people were crying in the headset. And that's kind of a... It's an interesting problem to have for the sake of what are sort of the rules around that? But also it makes it more difficult to get people through the experience in a timely fashion as well. But yeah, but we're seeing that as things become more real then there's also a chance to possibly impact people. It's the... >> So it's social for you? You see it as a social impact? >> Well, I mean if everyone's experiencing the same thing that can be social, but again if it's a one on one experience, it's sort of like up to the filmmaker to make sure that they have the scruples that they are playing by the rules. Cause there's right now most every piece of content is being released through Oculus, Steam, or Viveport. But there will be... It's heavily regulated right now, but as soon as there's other means of distributing the content, it could take a different sort of face. >> Certainly some exciting things to grab on, great stuff. I want to get to the commercial angle. Then we're going to talk more about the craft and the role of artistry in the creating side of it. Gary, you're the commercial VR expert at Dell. You're commercializing this. You're making the faster machines. We want faster everything. I mean everyone... Anyone who's in VR knows that all the graphics cards. They know the speeds and feeds. They're totally hardware nerds. What's going on? Where's the action? >> Okay, that's such a large question. I mean we've had some great stuff here that I also want to comment on as well. But inside the commercial side, then yeah everybody wants bigger, stronger, better, faster. And to Winslow's comment about the dog years, that really puts the pressure on us to continue that innovation and working with partners like Intel to get those faster processors in there. Get faster graphics cards in there so that we can get people more emotionally bought in. We can do better textures, we can get more immersion inside the content itself. We're working a lot around VR in terms of opening peoples' eyes for societal impact. So VR for good for instance. Where we're taking people to far flung corners of the Earth. We work with Nat Geo explorer Mike Libecki to show the plight of polar bears in Greenland and how they're gradually becoming extinct for an edutainment and a learning tool. The boundaries are really being pushed in entertainment and film. That's always been the case. Consumer has always really pushed that technology. Commercial's always been a bit of a lagger. They want stability in what's going on. But the creation that's going on here is absolutely fantastic. It's taken what is essentially a prosumer headset and then taking it into that commercial world and lit it up. 360 video, its very inception, people are using it for training inside of their businesses and so that's now going out into businesses now. We're starting to see advances in 360 video with more compute power needed. Where, to the point about immersion and getting people emotionally bought in. Then you can start doing volumetric, getting them in there. And then we're also working with people like Dr. Skip Rizzo who was on our panel yesterday where we're starting to go into, okay, we can treat PTSD. Help people with autism, through the medium of VR. So again, that buys into... >> These are disruptive use cases that are legit? >> Yeah. >> These are big time, market moving, helping people... >> Absolutely. And that where it becomes really, really powerful. Yes, we want our companies to embrace it. Companies are embracing it for training. But when you start seeing the healthcare implications and people crying inside of headsets. That's effecting you deeply, emotionally. If you can make that for good, and change somebody's trigger points inside of PTSD, and the autism side of helping somebody in interview techniques to be able to be more self sufficient, it's absolutely awesome. >> This is the new creative. So what's your take on the new creative? What's your definition? Cause you're talking about a big range of use cases beyond just film making and digital artistry. >> Yeah, absolutely so the new creative is like with all the great work that's here, people are looking at film and entertainment. Now the world really is the oyster for all the creatives out there. People are clamoring out for modelers, artists, story tellers, story experiencers to be able to use that inside their commercial environments to make their businesses more effective. But they're not going to have a 360 video production company inside of their commercial organization. And it's then leveraging all of the creative here and all of the great stuff here. Which is really going to help the whole world a lot. >> Lisa, I want to get your thoughts on this cause you guys at Intel here at the Tech Lounge have a variety of demos, but there's a range of pro and entry level tools that can get someone up and running quickly to pro. And so there's a creative range not only just for digital artistry, but also business we're hearing. So what's the... Cause AI's involved in a lot of this too though. It's not just AI, it's a lot of these things. What's the Intel take on this. >> Well I think it's really an interesting time for us at Intel because one of the things that we have that I think probably nobody else has. We have this amazing slate of products that really cover the end to end process. Both from the creation side of the house all the way to the consumption side. And we talk a lot about our processors. We worked on an amazing project, a couple of huge scenes inside of the Sansar environment. Which is a great tool for really democratizing the creation of spaces. It's a cloud hosted service but it utilizes this amazing client-server architecture. We created four huge spaces in a matter of eight weeks to launch at CES. And some of the technologies that Gary was referring to just in pure processing power like two generations old processors were taking three hours to render just a small portion of a model where our newest generation Core i9s with our opting technology took that time to 15 minutes. So when we think about what we can do now, and those technologies are going to be available in even portable laptop form factors. We've got the piece where we were working here SPHERES. They were able to actually make some corrections and some tweaks basically immediately without having to send them off to some render farm. They were able to do those things. And I know Winslow has talked about that as well. What does it mean to you to be able to react real time. And be able to do your creative craft where you are and then be able to share that so readily. And then you know... I just think that's kind of an amazing equalizer. It's really democratizing the creation process. >> Okay the next question that begs for everyone to address is where are we in this progression? Early? What work needs to get done? Where are we holding back? Is it speeds and feeds? Is it the software? Is it the routines, libraries, art? Where's the bottleneck? Why isn't it going faster? Or is it going faster? >> I would, and I'm sure the team would agree here, I would say that one of the key things is the creator tools themselves, right. They are still somewhat cumbersome. We were talking to another filmmaker. He was like I can't even, I have to play the whole piece from the beginning, I can't just go in and edit, you know change control, being able to collaborate on these pieces with other people. I mean, if you can collaborate in a real world space, you should be able to also collaborate in VR and have change control and all those sorts of things that are necessary to the iteration of a project. So we're trying to work with our software partners. They're all doing a really great job of trying to iterate that, but it's going to take some time. I mean I think that's probably the bigger thing that's holding everything back. We're going to be right there with the processing power and the other technologies that we bring to the table. OEM partners are going to be right there with the best devices. I really think it's something we've all got to push for as far as those tools getting better. >> Brooks, comment on anything? You're in the... >> So for me, the thing that's holding back VR in general is actually the art form itself. One of the great challenges, if you look back, at say the history of film... We're at Sundance, so it's probably fairly apropo. Very early on in the early movies, aside from penny arcade machines that you'd actually stare at, they were 10 minute almost like plays that people would go to almost a playhouse and they'd watch this thing. There were not cuts, there were no angles. It was a single wide shot. Great Train Robbery came around and there was this crazy thing they did called an edit. Where they spliced film together. And if you go back and you read, and they did these dolly shots. People will have no idea what they're watching. There's no way people will be able to follow that. Like people were not happy with it at the time. Now it's stuff that children do on their iMacs at home. They do iMacs all the time, they do it on their iPhones, on their Android devices. These are normal languages of film that we have. VR doesn't have that yet. And there's not a great deal of effort being made in that direction. There's people here doing that. So I'm kind of speaking in the middle of the group, but outside of these people, there's only a handful who are really doing that and it's a significant challenge. When people who are the mainstream consumer put on a VR headset, it needs to be more than just a magic trick where they go oh that's cool. And that tends to be the vast majority of experiences. So what is the thing that is going to make someone go oh I get why we have VR as a medium. And we're not there yet. We're in the direction, but that's >> So you mentioned earlier the point where you can tell if someone's from film or gaming or whatever when you talk to them about VR. Who is the future VR developer? Is it a filmmaker? Is it a gamer? Is it a digital artist? What is this evolving? >> It's a kid in his basement who no one knows and is screwing around with it and is going to do something that everyone thinks is stupid. Like, it's going to be that. Basically every major leap in gaming is kind of the same thing. It's when we understand how ludonarrative dissonance works inside of telling how people move around a space. It's about how we do Dutch angle suddenly in film. And these things get invented. It's going to be some kid who's just screwing around who doesn't have the baggage of the language of film. A lot of the people I know in VR have been fortunate to work in film, in games and interactive or web dev. So you come from a lot of places but someone's going to come along who has none of that baggage. And they're going to be... >> Well you guys are pioneers and you're doing it. So for the first person out there that's in their basement, that inspirational soundbite or comment. How can you guys talk to that person or that group? Because this is the democratization, this is what's happening. It's not the gatekeepers. It's real creatives out there that could come from anywhere. YouTube generation, Twitch generation, gaming. What would you say to that person to motivate them and to give them that passion? >> Well it's only going to get easier, faster, cheaper, all these things are happening. But again, yeah I totally agree with what Brooks said. It's really about the culture and about educating the audience and getting them up to speed. There are some VR experiences that as soon as they put on the headset, like somebody who's never done it before, immediately will take it off cause they'll get nauseated. And then there's people, like kids who are like jet fighters. They've seen everything. You could throw like a 30 frames per second experience at them and that doesn't even phase them. They can be, all of a sudden their worlds are changing and they're like bring it because they're ready for that. So I think it's sort of about raising the bar for what the audience is comfortable with, familiar with, educating the community. There's a lot of tools right now, you know with Unreal and Unity that allow people who have very little... They don't need to know C# or C++, they can get started in a lot of like visual. What you see is what you get. Being able to drag things into a virtual room. And the windows headsets that are out. They refer to them as mixed reality, but just even having the ability to flip up the screen and transition from the virtual world to the real world in milliseconds, it allows you to be able to create things more at the speed of thought instead of coming up with an idea, coding it, and making sure it works, and then eventually putting on the headset. The sooner that we can actually be ideating inside this virtual environment is when things will get really interesting. >> So the next question is to take to the next level is what's the playbook? How does someone get involved? How does someone ingratiate into a community? If I'm an artist, I want to get, and I'm proficient with technology, or maybe not, how do they get involved? Is it community driven? Is it social? You guys mentioned seeing social's a big trend here. How do people get involved? What's the track? >> Well yeah you don't just need to go to a grad school or... There's a lot of programs out there that are popping up. Almost every single major state school has like an interactive art program now. And that wasn't the case like two or three years ago. So we're seeing that that's a big shift in the culture. But again, VR is still... It's expensive and it's you know, like VR, I refer to it's in the stage of it's almost like in the neo geo phase, maybe a little before that. But it's the really expensive thing that your friend's neighbor has. Or his older brother or something. You get to play it a little bit, you're like that's great but there's no way in hell I'm going to... You know, I can't afford that or like that just doesn't really work with my lifestyle right now so it needs to incorporate itself into our everyday, our habits. And it needs to be something that... If we're all doing it then it makes sense for us to do it together not just somebody in their basement doing it by themselves. >> Yeah feel free to comment, this is a good topic. >> Oh yeah, absolutely. So what we're doing is sort of about democratization and accessibility. So for people to get into the then they're going to need a rig, they're going to need a headset and previously it's actually been quite expensive to actually take that first plunge into it. So now by democratizing and bringing price points down, it makes it more accessible. That helps content creators because there's now more of an audience that can now consume that content. And the people that can then play with the medium and consume it now have a better reason to do it. So we're working on that. We're also working on the education pieces like Key. It's actually going out there to schools and actually letting them experience VR and play with VR. Because it is a whole new different medium. We've seen film directors and filmmakers go into the VR space and things that worked in 2D film like fast pans and whatever else so the points have already been made don't really translate into VR without somebody losing their lunch. So it is going to be somebody who's coming up who hasn't got the baggage of previous skill sets inside of 2D doing it inside of VR. So we're going to see that. And in terms of the technology, everybody's wanting things to progress. That shows the level of excitement out there. And everybody wants to get into it. Everybody wants to see it go further. And I'm reminded of the mobile phone. Mobile phone, 30 years ago? Two suitcases for batteries, a large brick on the ear and a car antennae. Okay, so where we are now, if you had a time machine and you went back in time to talk to the inventor of the mobile phone, well, I'd be a lot richer because I know sports results and all, but that aside, but you go back and talk to them and you said do you know in 30 years time, everybody is going to be carrying that device? Everybody's going to be dependent on that device? They're going to get social anxiety and separation anxiety if they lose it. And they will probably laugh in your face. >> Alright so since you brought up the phone analogy, since I love that example, are we in the Blackberry moment of VR and no one yet has built the iPhone? Because the iPhone was the seminal moment for smartphones. And you see what happened there. Is VR needing that kind of break? Or is it there? >> I think we're on the cusp. Where we are at the moment with technology, we've had the headsets, which I say have been more in the consumer space, they've been designed to hit a certain price point. We had CES the other week where we've had advancements now in the resolutions of headset that are now coming out. One of the issues was well I can't see texts, I can't read texts. So from a working environment, if you're actually using tools that you would normally use on a 2D screen, you can now translate that and read that text. However, in terms of the tools that people use, why are we trying to put 2D screens into a VR headset? We've got a whole new way of interacting with data. We've got a whole new way of doing things that are going to be more intuitive than the mouse and keyboard interaction that we're used to. Why just translate that. Let's push that envelope and those are the developments that we're pushing our partners and our ISVs to really embrace. >> So it's an evoution. >> It's absolutely an evolution. >> You guys have any thoughts on that comment. That we have that inflection point, are we hitting that, will we see it soon, is it here? >> Well I think it's a very interesting symbiotic relationship between multiple factors. So you know, we hear the cost factor, we hear the technology factor, then we have the content factor. You know I saw an interesting evolution at CES we had created this virtual booth experience so that you could still come to the CES Intel booth without actually having to be there. And I met a guy in there and I was like hey where are you? He goes I've been in here like all week. (laughter) And I was like oh yeah, where do you live? He goes oh I'm in my basement in Nebraska. But he had just, this was Friday when I met him. He'd been in there all week, but in 2D mode. And he had gone out the night before and bought a headset just so he could come back and go in VR mode. And I think, yes, all these factors have to kind of line up, but I do think that content, those experiences that are going to keep people coming back for more. Like these guys literally kept coming back to our booth. Right, to see... >> Content gain. >> To see who was there. And to them at that point, it wasn't really a barrier of cost. It was like there is something that I want to consume therefore I am going to go get what I need to consume it. And I use the analogy of HDTV, right. When we kind of moved over that hump where there was enough content people didn't really care how much that television cost. >> Sports was great. Sports really highlighted HD. >> Yeah. >> But this is a good point. This is a good question to ask. Brooks, I'd love to get your thoughts. Content drives experiences, amazing experiences, but we're building the scaffolding of everything at the same time. So where are we, what's your opinion? >> So here on the Starbreeze side, we're fortunate because we have our own headset. We have the StarVR headset we've been building with Acer. 5K all of that stuff and we're upgrading it over the next year. Our focus has been, we skipped the consumer market very much. We went straight to location based and enterprise. And the reason we did that is because there's a promise of VR at a basic, I don't want to say technology stand point, but from an experience perspective, when it comes to that resolution, when it comes to that field of view, when it comes to these things people expect. Average consumers who go to a movie and they see these giant screens. They want that translated. They don't have the understanding like we do of well, LED panels are actually a pain in the ass to build and it takes a little bit and they flip at their own speeds. Time to photon is not a thing my dad will ever see in his life. But there's a reality that people have a need for that. And it is extremely expensive. It's again the reason we went straight to LBE. But for us it's about marrying the two and consistently trying to match what's happening. So when we're talking about, as I mentioned earlier the technology and how we're standing on the shoulders of giants very very quickly, someone who's doing technology is going to see what we're doing content wise and go well I can do that better technology wise. And then we're just going to keep leap frogging. And it's very similar to the phone in the same way that we're not at the final stage of the phone. Like we're at our stage of the phone and no doubt in 30 years people will laugh at us for carrying anything. The same way we laugh about the briefcases and the giant batteries in the cars we had to pull with us. So it's one of those things that's continually transitional. And VR's in an odd, amazing place. >> Well you know, it was a lot of waves that we've all seen. You mentioned the mobile phone, that's a good one to point to. It feels like the PC revolution to me because the same culture of entrepreneurs and pioneers come from a bunch of different backgrounds. So I'd like to get Brooks perspective and Winslow's perspective on this because I think there's an entrepreneurial culture out there right now that's just emerging very fast. It's not like your classic entrepreneur software developer. So in this movement, in this wave, the entrepreneur is the filmmaker, it could be the kid in the basement, could be the gamer. Those entrepreneurs are trying to find a path. >> Yeah, it's a weird mix. VR is at this odd point where not only is it the people who are wanting to be cutting edge in terms of content or technology, but also that first mover strategy from the business side of things. And so everyone wants to be those guys who are charging ahead because in reality, if you look at the financials around all of this, VR is one of those things that you don't want to finance. It's not nearly as safe as say Marvel Avengers or the next Call of Duty. >> You've got to be, you've got to hustle. >> Yeah you've got to hustle. You've got to make... >> What's your advice? >> Start doing it. That's really it. It's the same advice I used to give to game makers when people would be like well I want to learn how to make games. It's like go to YouTube, download a thing and go do it. There's literally no reason why you can't. >> Are there meetups or like the Homebrew Computer Club that spawned the Mac. >> There are, there are infinite groups of VR people who are more than happy to give you all the terrible and wonderful opinions that come with that. There's no shortage of people. There's no shortage and it's an amazingly helpful group. Because everyone wants someone else to figure out something so they can steal that and then figure out something else. >> Winslow, your advice to entrepreneurs out there that are young and/or 14 to 50, what should they do? Jump right in obviously is a good one. >> Well yeah, experiment, break things, that's really the only way to learn. I would say watch as much VR as you can because sometimes bad VR is the best VR. Because you can learn don't do that. And if you learn, if you put all that together, you can really... It's like this lexicon that you can really follow. Also, I think we... As people in tech, we kind of get obsessed with things like resolution, frame rate, and these are very important, but it's also good to remember, or at least for me, I watch some of the best experiences from storytelling when I was a kid, eight years old on a 12 inch screen that was 640 by 480. You know, like scan lines on the VHS. But for me the story still resonated and it's important to think of story first, but obviously it's a dance between the story and the technology. They kind of have to both organically work together. And if they don't, one thing in the story that doesn't work because the tech isn't supporting it, can throw you out of the experience. >> Other concern entrepreneurs might have is financing. How do I get someone to help me build it? And then doing relationships. Finding relationships that could... One plus one equals more than two, right. So how do you? >> You have to get really creative when it comes to funding right now. Unless you're doing location based, which also requires a certain amount of investment to get it up to a bar where you want to be showing it to people with all the haptic effects when it's heat, smell, vibration, stuff like that. You know, it's not cheap to develop. But as far as like working with film foundations, we're fortunate enough to be sponsored by Fledgling Fund and Chicken and Egg. But we also were able to get partnerships with people like Intel and NVidia. And also work with people who come from a traditional film background. There's not one way to successfully fund a project. There's a million. And that's why it's interesting that the technology's innovating, but also the market place is as well. >> One of the things I want to ask is as any new industry gets building, is cultures form early. DNA forms in the entrepreneurs, in the pioneers. And one of the big hottest topics in the creative world is inclusion and diversity. So what's the makeup of the culture of this new generation? Because democratization means everyone can participate, everyone's involved. What's the state of the community vis a vis diversity, inclusion, and the role of the actors in the community. >> Well I think it's important to understand that VR has a profound ability to place you in somebody else's shoes. The trick though is to make sure that those feel like they're your shoes. But I think that we're learning a lot more about story telling techniques and we're able to empower people that their voices you know were previously not heard. The tricky thing is being able to yeah, educate all different groups of people how to use the technology, but once they're enabled and empowered to do it, it's amazing what you can experience inside the headset. >> So VR can be an enabler for education, outreach, a variety of things? >> Yes, I mean the term empathy, empathy machine gets thrown around a lot. You could do a drinking game around it. For panels when people are talking about it. But it's important to know there is a truth to that. And it's, yeah the perspective shift from looking at a screen, a 16 by 9 screen where you can look away, then dissolving the screen and becoming that person. Becoming the director, the actor, the camera person, the editor. When you're in the first person perspective, there's so much more... It feels more personal and that's a really interesting angle that we're going to continue to explore. >> So you could walk in someone's shoes, literally? >> Yes, you literally can. You just have to make sure that you got a... The tracking system's proper or else you'll look like there's... It can be come a horror movie pretty quickly if your leg is behind your head. >> Lisa, your thoughts on this, I know it's important to you. >> Yeah, I mean I think it's fascinating because I've been in tech for a really long time. And seen many, many trends. I mean the first job I had at Intel I was a PC tech and as you can imagine as a female, I think there was one other tech female in the department at the time and I would get funny looks when I would show up with my bag. They were like hi can I help you? I'm like I'm not here to deliver coffee, I'm here to fix your computer, you know. So I've seen a lot of trends and it's super exciting to me to see so much diversity cross culture, cross country, I mean we're having... We had guys come in from all over the world. From even war torn, they've escaped their country just several years ago and they're coming and they're bringing all that creativity to the market. We're seeing very, very strong female contingent from the filmmaker perspective so it's this wonderful, wonderful just primordial soup of people that I think are growing their own voice and their own power. They're breaking molds as far as how you actually get content produced. Distribution is kind of crazy right now. I mean, how do you get it distributed? There's like so many different ways. But all of those things are so important to the evolutionary and biological process of this. Yes, we need to let it go and sometimes we're frustrated. We're like where's the standards? Where's the one ring to rule them all? Where there's not going to be one. And it's good for us that there's not right now. It's frustrating from a business perspective sometimes. You're like, I can't peanut butter myself around all of these places, but I think it's just a very unique time where so many people are... The technology is accessible, that means that so many creators can now bring their fresh voice to this space and it's just going to be fascinating to continue to watch. >> That's awesome. Well two more questions and I'll give you some time to think about the last one which is your perspective on Sundance, what's happening this year, your personal view of what you think's happening, what might happen during this year. But the question I have for you now is to go down the line. We'll start with Brooks here, and talk about the coolest thing that you're involved in right now. >> It actually has to be Hero. We're debuting it here at Sundance. We've been working on it and not talking about it for about nine months. And it's been very difficult. Again it's sacrosanct to the experience that you don't know literally what you're getting in to. And the emotional response has been essentially our goal, trying to find out how far can we take that. You actually being in a space, moving around, having that interactivity, doing what you would do. But it being your story and how deeply we can absolutely effect a human being. And again, watching people come out, it's one of those things, I've been doing game development, I've worked on films, I've done all kinds of stuff. And you usually get a chance when someone experiences something you've made, you walk up to them and you go so what'd you think? And that's not at all what we can do with ours. >> How has it impacted you, that reaction? >> Well, I personally suffer significant PTSD and I've had some traumas in my life. And so it's been incredibly powerful to be able to share these things with people. Share this emotion in a deeply profound, yet amazingly personal way. Which I'm amazingly fortunate to be able to be a part of it. >> Alright thanks for sharing. Coolest thing that's going on with you right now here at Sundance. >> Just the fact that I'm here at all. I mean, it's incredible right? Personally was able to be an advisor on the SPHERES project that is premiering here with Eliza McNitt. She's someone who was an Intel Science Fair winner back in high school and kind of came back to us. So just to see the evolution of an artist really from the beginning to the point where they've been able to come here to Sundance. I'm also very passionate about the work that we're doing with Sansar. I kind of consider myself one of the chief storytellers at Intel around Virtual reality and this new move into social where people are like well what's this game. I'm like, it's not a game. It's you are the game, you are the interactivity. You become the person that makes the space interesting. We're just really setting the scene for you. And there's so many... You know there's a lot of different people kind of chasing this be togetherness. But what we've been able to produce there. And just to be able to explore some of my own personal ideas has just been such a gift. Then to be working with guys like these on the panels and see what they're doing and just be in touch is really just an exciting time. >> John: Awesome. >> Probably what, other than the people on the projects, or the projects that are being shown here, we're working on our new project, which we would have loved to premiere here, but we did... Basically when you get in, you have two months to create a piece, so you have a demo and you have to finish it, so we're taking a little bit more time. This one's going to be about a year development cycle. It's called Breathe where we take you from where Giant left off, where, in Giant, the ceiling collapses on a family. They're in front of you. In this experience, we use a breathing apparatus to basically bring yourself back to life. And then you realize you're trapped under rubble and you remove the... We actually want to have physical objects on top of you that are going to be tracked. So you're moving rubble from you and you realize that you're a six year old girl. You're the survivor from Giant. And you get to witness what it's like to be a future refugee sort of in different key moments of her life that use breath. Whether it's a flirtatious moment, blowing a dandelion, seeing your own breath in snow as a drone shows you a message that your parents pre-recorded on your 18th birthday. This is all in the future, obviously, but every time you walk around an object, you actually grow 10 to 15 years older in the experience. As you get older, the world becomes smaller. And then we witness what's like for her last breath. From being six years old to being 90 years old. But it's a profound personal experience. >> John: That sounds cool, cool. Gary, coolest thing that you're involved in right now at Sundance. >> Wow. I could say it's all cool that would be a bit trite. They say if you enjoy what you do, is it really a job? And I'm lucky enough to be in that position. Because working with all these guys here and like people around the place, they're doing such great things that every day I wake up and I'm astounded of where the industry's going. In terms of what we're doing here at Sundance, then we're really starting to push those envelopes as well. I've been lucky enough to be involved with Dunkirk and Spider-Man: Homecoming. Like last year, so some great pieces there. And moving out into this year, we've got some other developments which I can't mention at this point, but we're showing things like AR and VR mashup. So we haven't talked much about augmented reality here. It's an evolutionary, it's not a replacement. Both can be used and we've started to really start to blend those two technologies now. So you can still see the outside world. Just touching on the commercial side, and health care's very big for me. That's where I think the really cool stuff is happening. Entertainment is great and that's really pushing the envelope and allowing us to then take it for the good of human kind. >> It happens everywhere, it's not just entertainment. >> Yeah absolutely. You start looking at MRI scans inside of VR or AR. Talking a patient through it so they can actually see exactly what you're talking about. You're now no longer pointing at flat things on a screen. You're now actually taking them through it. If you're using AR, you can actually judge the responses of the patient as for how they're reacting to the news. And effectively, inside of the VR, and what's really cool for me is seeing people's reaction to that content and to the entertainment content. >> That's awesome. Okay final question. This is a little bit of self serving because I'd like you to help me do my job at SiliconANGLE. If you were a reporter and you were going to report the most important stories happening this year at Sundance or really kind of what's really happening versus what's kind of being billed to be happening here. What's the story? What is the story this year at Sundance 2018 in your personal perspective? We'll go down the line and share your observations. >> Well, mine here, I'm a Sundance newbie. This is my first year of being here. I'm absolutely astounded by the community spirit that's around. I go to a lot of technical trade shows and technical presentations. People coming here with a willingness to learn. Wanting to learn from other people. It's been touched on already. It's the pool of knowledge that's available inside of Sundance that everybody that comes here can actually tap into to create better content, to learn not what to do as well as learn what to do. And I just think that's brilliant because in that community spirit, that's really going to help enable this industry quickly. >> John: Winslow, you've got some experience, what's your thoughts? >> Obviously, this Intel house, just a little plug for you Lisa. (laughter) Tech Lounge. We got that? Okay good. I mean, yeah, the people that's here. Every year we come here and see where the high water mark is. All these people are... Some of these teams first started with two people and then they grew to six and then by the end of it, there's 100 people working around the clock, pulling all-nighters to be able to give the latest and greatest of what's available with these current tools. So it's amazing because the work itself doesn't really mean anything until people get to experience it. So that's nice that they make a big splash. The people here are very attentive to it. It's a very nice audience and this will continue the momentum for future festivals throughout the year, but also will excite people that have never done VR before. People who have never been to Sundance before. We're seeing that there's a lot of new people. And that will continue to influence many years to come. >> John: So you think VR is the top story here being told? >> As far as like just to generalize, I would say last year kind of the big VR year. This is kind of the big AR year. Next year's going to be the AI year. Then after that we're going to start putting them all together. >> John: Great, great feedback. >> I think it's just exciting for Intel just to be back here. I think Intel hasn't been here in quite some time. Dell coming in here probably one of the breakout years for us to come back and really talk to creators what we're doing from the Intel Studios all the way through to the stuff you can take home and do at home. And I think coming in, we're coming back here with a purpose really, not just to be here to be seen. We're really here with real things and want to have real conversations on how tech can enable what people are doing. Not just from a brand perspective, but from a real hands on point of view. >> John: Yeah, some great demos too, phenomenal tech. >> Really just, yeah everything from the AI stuff we have to the social to the great new pieces that have been submitted here like we mentioned with SPHERES. So I think, yeah, it doesn't feel gratuitous to me you know that Dell or Intel is here this year. We've really come with a purpose. >> You guys are moving the needle, it's really awesome. We need more horsepower. >> Brooks, your thoughts on Sundance this year. Observation, the vibe, what would you tell your friend back home when you get back? >> If, for me, I think it's almost the non-story. It's like the opposite of a story. It's just the deep integration of VR into the normal Sundance flow I think has been interesting. Some people have been here for a few years. And back in the day when it was one or two, it was a lot of oh, you do VR? What's that then? Whereas now, you see a lot more people who are crossing over. Going to see documentaries, then they come to see a VR piece and it's just a part of the normal flow. And the team at New Frontier has done exceptional work to kind of make sure that they have this ridiculous high level of broad content for all kinds of people. All kinds of experiences, all high end things. But it's not that VR's here. Oh good, we have a VR section. It's a lot more of an integrated set up. And it's been really encouraging to see. >> Well you guys have been great. It's been very inspirational. Great information. You guys are reimagining the future and building it at the same time so entrepreneurially and also with content and technology. So thanks so much for sharing on this panel The New Creative. This is SiliconANGLE's coverage of Sundance 2018 here at the Intel Tech Lounge at the Sundance Film Festival. I'm John Furrier thanks for watching. (upbeat music)
SUMMARY :
We're here in Sundance 2018 at the Intel Tech Lounge And it's really just been incredible to see. What is the most important story this year and the new ways of extending into more 4D effects, etc. and the impact to people doing great creative work. kind of raises the bar every year. What are some of the things that they're able to be in this new virtual world together. And what are you doing at Sundance this year? We're going to be completing that by the end of this year. You're in the front lines as well. And the core concept is would you be a hero? This is interesting because most of the some stuff you see, of those giants to be able to do these things. the trend in your mind as this changes? of the speeds and feeds questions I want to get is extremely able to cut through. I'd like to get your reaction to that that the approaching bomb blast is of distributing the content, it could and the role of artistry in the creating side of it. that really puts the pressure on us and the autism side of helping somebody This is the new creative. and all of the great stuff here. What's the Intel take on this. that really cover the end to end process. We're going to be right there with the processing You're in the... And that tends to be the vast majority of experiences. the point where you can tell if someone's is kind of the same thing. So for the first person out there that's in their basement, but just even having the ability to flip up the screen So the next question is And it needs to be something that... And the people that can then play with the medium Because the iPhone was the seminal moment for smartphones. that are going to be more intuitive than are we hitting that, will we see it soon, is it here? And he had gone out the night before and bought a headset And to them at that point, it Sports was great. of everything at the same time. and the giant batteries in the cars we had to pull with us. It feels like the PC revolution to me not only is it the people who You've got to make... It's the same advice I used to give to game makers that spawned the Mac. more than happy to give you all the terrible that are young and/or 14 to 50, and it's important to think of story first, How do I get someone to help me build it? to get it up to a bar where you want One of the things I want to ask is as any new industry that VR has a profound ability to place you But it's important to know there is a truth to that. You just have to make sure that you got a... Where's the one ring to rule them all? But the question I have for you now is to go down the line. to them and you go so what'd you think? to be able to share these things with people. Coolest thing that's going on with you really from the beginning to the point where to create a piece, so you have a demo Gary, coolest thing that you're And I'm lucky enough to be in that position. And effectively, inside of the VR, and What is the story this year at Sundance 2018 It's the pool of knowledge that's available So it's amazing because the work itself doesn't really This is kind of the big AR year. I think it's just exciting for Intel just to be back here. to the social to the great new pieces You guys are moving the needle, it's really awesome. Observation, the vibe, what would you tell your friend back And back in the day when it was one or two, You guys are reimagining the future and building it
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Paul Farrell, Nehemiah & Jason Cook, The Chertoff Group | Security in the Boardroom
>> Hey Jeff Rick here with the cube. We're here in Palo Alto at the Chertoff event, its called security in the boardroom. We're talking about the security conversations that need to happen in the boardroom not just at the IT department and locking down your phone and your VPN. Its really how do we elevate the conversation, especially as things continue to change, digital transformation is forcing people to move quickly and everyone's becoming a digital company. All our assets are becoming digital. So it needs to get elevated. We're excited to have, our next guest, he's Paul Farrell, he's the CEO of Nehemiah. Paul welcome. >> Thank you. >> And joining us again, Jason Cook from the Chertoff Group. Good to see you again. >> Hi. Alright so lets jump into it, so you're CEO... Well before you get it, first tell people about Nehemiah, you are familiar with the company. >> Nehemiah has a cyber security suite where we know, manage and help protect organizations and the knowing part is what we're probably going to talk more about today which is our risk quantifier software. >> Well lets jump in what is risk quantifier software? >> We take a bottoms up look at the organization to get a high fidelity copy of the corporate network and then we layer business applications on top of it so boards can get a look at what the business exposure is to the cyber security risk. >> So the network and the application. So very techy piece of it, how much of it, in terms of the process and the people get filled into that piece as well. >> We call that process BIA or Business Impact Analysis and a lot of the Fortune 500 firms have already been doing this to be compliant with Sarbanes Oxley and other regulations. And its being able to work with them to take some of that information out of the system and combine it with the cyber information we have, to give them a good look at risk. So if I'm looking to invest $2 million dollars, what's my risk buy down. Is it 10 million? Is it two million? Is it nothing? I just need to do it. So these are some of the questions we're trying to help boards answer. >> I'm just curious, from a why do we need to do this point of view. How much of it is compliance and governance and regulation? And how much of it is not? Its just, we need to protect ourselves from the bad guys. I would imagine especially financial services and healthcare, a lot of it was driven by compliance before but is that percentage going down? >> Go ahead. >> So, no not at all. >> Not at all, still mainly governance, compliance regulation. >> And what you have to bring together now is security risk and compliance. Its all the one thing. And at the board level, you don't have those as separate agenda topics anymore and that's why we talk about a risk management program. Especially the Fortune 500 boards becoming very educated and also actioning and taking forward and that's really where that stuff comes together. Compliance, especially if you look at the finance industry, health care industry for example, its always going to be there cause its a duty of care as to the industry, how to run the business and to all of the consumers at the end of the day at the end of that. So you need a bit of (indistinct talking) and its a very useful tool, if you apply risk management to it, if you're applying security to it and bring those things together. Many CSOs will talk about situational awareness and one of things they need to do, if they've got a seat at the board table, is, what do I have, what's my assets? And that's no longer just purely from a technical perspective. You hear the phrase, many organizations have technology silos, that don't talk, that don't come together, perhaps different business units that are running those silos. And at the board level how do you ascertain what you've got when you have an issue and that situational awareness then, is also going to help drive, what parties do I take when I have to take action. So that's something that Nehemiah's security is really focusing on. So they're saying let us put together for you and work with you to assemble your silos of IT network and everything else there. Essentially underpinning your digital footprint as you go on that digital journey. But then how do you have actionable business intelligence that's going to help you prioritize how to run that, how to secure it but also how to invest and run your business through this journey. >> You're going to say summn? >> I think its the word that Jason used a lot is the journey and there's a lot of things we should be doing just because its cyber hygiene and its intelligence, is what we should do to run our business by taking the business information and marrying what we got up and then communicate it in language that the board knows. Which is key, don't be talking about WannaCry viruses and all that and SNB ports. That doesn't make any sense to them, they make business decisions every day, so its we're investing X and you take a risk profile overtime and you say, this will help reduce our exposure here, but its good and we need to do it. Whether compliance says it or not, we need to be protecting our data. That's one of the things that... Compliance is a checklist and we need to check, make sure that's done and everybody does audited financial statements and that's great, we should do it every year but there's somethings that are basic we should do basic stuff in finance, we should do basic stuff in cyber hygiene as well as updating our systems, keeping them current, educating our employees on scams and stuff that happen. These are things that need to happen over time and so its a journey for the board and for the senior management but for every employee, to be able to know these things and to actually integrate it as part of their everyday job, in my opinion. >> It sounds like the cyber hygiene stuff is still just not (laughs), we're not hygienic enough (laughs) as we should be. Its amazing that just continues to be a recurring thing. >> One of the ethos approaches that Nehemiah is taking to this is, they call it know. What do you know about your environment and it starts there. To say so, especially for an organization, as many are on a digital journey. Well what is underpinning all of our digital footprint. Do you know that? And unfortunately so many organizations out there have bits of it but they don't maintain that. So when you have, for example, the famous WannaCry incident, they kicked off very very large organizations as well as many small one were impacted. Why? Well cause they didn't actually understand what they had and they didn't have the business intelligence and the business analytics to make a prioritization to say, we need to invest our focus and time and effort here to respond to this activity from a hygiene perspective. And until those things are addressed, you're not actually going to truly be able to go on your digital journey as an organization. So if anything, what this is doing is heightening the awareness at the board level that you need to have an articulated dialogue, where at the board level you can understand the impact to the business of what's going on here but then take all of that and take all the knowledge that you're building to then drive actionable intelligence, business as well as technology coming together, which underpins risk management in that context. >> And I would imagine those types of incidents are helpful in terms of helping to define what is that risk. >> Tragically helpful. >> Yeah tragically helpful but still without those types of things its probably harder or harder to really monetize what is the risk so that I can come up with a portfolio that then I can validate my investment. >> Its about being prepared. Its about thinking about what are your critical business systems. And so when you got something happening, no matter what it is, lets make sure that critical business systems are protected first and then we'll get to the the less priority systems. Its not that they're not all important, its just that there're some that are more critical. Inventory systems or sales at the end of the quarter, it tends to be we find to be, not only the systems but also the time of the year. If you're selling seeds, March and April, North America is really big. If you're Amazon its Christmas time. The inventory system and order entry system has got to be going so but its taking that step back now and saying; what are our critical business systems, what are the risks and then, the only thing we also look at that we've talked to Jason about is, we know what the risks are but what's the probability those risks are going to hit you. Everybody's not a 100%, some people are 20%. So when you go to the board you got to give them a true idea of, this is the true risk that we're seeing and we've tempered it down by saying if it was a 100 million at risk but you only have a 20% chance of getting that exploit then its really just $20 million that we're talking about not 100 cause the days are gone where we slam our hand on the board that you must do this, you must do this. Boards are more cyber aware now than ever and they don't want to just pay people throw information at them they want to understand it to be able to respond properly and not react. >> Right. So really the Net Nat is speaking a language, boil it down into language in the decision making process in which they're use to doing. Cause its not a zero sum game, it not a one or zero anymore, its really a probability decision and the risk assessment. >> Yeah that happens over time. That's the whole thing. There's ebbs and flows of the year and you look at things over time and I think that's the other thing that we'd like to talk about. And its renassessing, and one of the things that we talk is, we talk with a lot of people and the chief information security officers are embracing us because they're looking for new ways to be able to communicate properly and succinctly to the boards and that's one of the big things that we see. >> Good cause when they get bumped up the agenda items on the board that's what you want to see right. (laughing) >> Absolutely. >> Well Paul and Jason thanks for stopping by really appreciate your time >> Thank you. >> I'm Jeff Rick you're watching the cube, we'll see you next time, thanks for watching.
SUMMARY :
that need to happen in the boardroom Good to see you again. Well before you get it, first tell people about Nehemiah, and the knowing part is what we're probably going to talk and then we layer business applications on top of it So the network and the application. and a lot of the Fortune 500 firms and healthcare, a lot of it was driven by compliance before Not at all, still mainly governance, and one of things they need to do, and so its a journey for the board Its amazing that just continues to be a recurring thing. and the business analytics to make a prioritization in terms of helping to define what is that risk. or harder to really monetize what is the risk it tends to be we find to be, not only the systems So really the Net Nat is speaking a language, and that's one of the big things that we see. on the board that's what you want to see right. we'll see you next time, thanks for watching.
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Jeff McAllister, Druva - AWS Public Sector Summit 2017
>> Voiceover: Live from Washington D.C., it's theCube, covering AWS Public Sector Summit 2017, brought to you by Amazon Web Services and its partner Ecosystem. >> Good morning, welcome back here on theCube, the Silicon Valley or Siliconangle TV flagship broadcast, here as we continue our coverage live from the Nation's capital, Washington D.C., the AWS Public Sector Summit 2017. I'm John Walls, we're glad to have you hear on theCube along with John Furrier, good morning. >> Morning. >> Good night? >> Great night. I had two great meetings, learned some information, got some exclusive material for a story that has to do with government stuff. >> So you were kind of working then weren't you? >> I'm always working. We're in D.C. I want to put my ear to the ground and bring all these stories back to my show, Silicon Valley Friday Show, which has been on hiatus during the month of May and June for all theCube events. >> Slacker. >> I got some great metadata as they say. (laughter) >> Good about data. >> I went home and watched the Nat's game. That was my big night. Jeff McAllister is with us now, he is the GM of the Americas for Druva and Jeff, glad to have you on theCube, we appreciate the time. >> Oh gee, thank you for the opportunity and it's a pleasure to meet you. >> Alright so you guys are all data, all the time on the Cloud right? >> That's right. >> All about data protection and security, availability. Tell us a little big more just about Druva and then we'll get into maybe your relationship with AWS but first off about you, about Druva. >> I've been fortunate to be with Druva since we really embarked on our enterprise strategy. I've been part of the team that made the investment a couple of years ago to start to pursue FedRAMP and some of the specifications for the Federal Government. And as you know, we are Cloud native. We are for the Cloud and built on the Cloud. We've been a partner with AWS for over eight years now. So we've had a very strong working relationship with them and the opportunity to come and speak here today and with you gentlemen, has really been tremendously exciting and frankly they're absolutely wonderful partners to go to market with. >> Yeah, talk about a minute about how integral that obviously is to your business to have not just a relationship, but to have the relationship that you do with AWS. >> Well, AWS obviously provides a world-class platform on which to build a service like ours. For our customers, it means tremendous levels of security, tremendous data durability, a reliability and availability of that data, but also the idea that many of our customers are very mobile. They have great geographic dispersion among their employees. Their employees are engaging in other parts of the world. So availability of that Cloud and that Cloud infrastructure, in local areas is tremendously important. And for our Federal customers, the certification for ITAR and other things that are specific to that market, having a platform like GovCloud, built specifically to their specifications, to service them, creates great leverage for us and our customers. >> John F.: I mean, eight year relationship, and that's going back. >> Yes it is. >> And they're only 10 years old and they spent their 10th birthday going on their 11th year, just AWS. So, obviously they saw some federal action right away, or public sector action right away. Nature of the Cloud, very friendly to developers back then. But still it was building blocks foundational back then. >> That's right, exactly. >> What's changed? How would you chronicalize that change other than the massive growth we've seen in the market place which we've chronicalized as well but I mean, from your perspective in the public sector, this is on a nice trajectory. >> I've been in the business now for over 30 years. Started out at Data General through Sun Microsystems and I've seen much of the industry change. The one thing that has been very impressive with the public sector, is that the interval in product innovation would come to the public sector a year or two years behind what we saw in the commercial marketplace. That time and space is absolutely shrinking down to nothing. They are pursuing the same business continuity, data transformation issues the Cloud-first strategies that our commercial customers are. And frankly, the government worker today has become more mobile. And the requirements to protect that data and secure it, are at an all-time high. And the AWS platform in combination with what we do, really provides a level of security that is hard to do on your own. >> So yesterday, we talked about a term I coined, or phrase I coined, around the seminal moments in GovCloud's history and really in the Amazon public sector. Is called "the shot heard around the Cloud", and that was the CIA deal where AWS came in and beat IBM, which had a lock-in spec and they're old-school IBM, they know how to sell. The sponsorships, they had everything locked and loaded. Who knows what they were doing, wining and dining. You know how the Federal Government is? >> Jeff: That's right. >> Things were very much picked out, everything's buttoned up and then boom, Shadow IT is happening, Amazon wins. Since then, we've seen a lot of change in how people are securing, how people are deploying. >> Jeff: Right. >> No better example than data protection because there's no wall, there's no firewall. You're in the middle of it. Talk about that dynamic about how the no walls, no perimeter in the Cloud has changed the role of data and data protection. >> Sure. So, gone are the days where we can dictate the device, how somebody wants to work, what solutions they're going to use. Cloud applications like Office 365, Box, Slack, other, have really created an environment where the IT folks, want to stimulate innovation, stimulate the work in places where people want to get done. But then provide the same level of protection and governance that they would on a non-platform solution. So, watching that evolution take place, its really driven us to really have to be mindful that we're in the performance business and with that performance we have to be respectful of the requirements from a security and protection standpoint that our customers call for. FIP certification became fundamental for us being able to service the government. That led us into the pursuit now of FedRAMP, which we're now FedRAMP ready. But all of those things provide the infrastructure to allow them to embrace these new strategies and this digital transformation, be it in my Cloud-first strategy or my mobility strategy, and be able to extend that same level of security that I would need, and provide that flexibility for my users to get their jobs done. >> Yeah and honestly, Cloud native, as you know, we love Cloud native, we've covered it. >> We do too. >> Covered it from day one. (laughs) Cloud-first is kind of like a moniker that people use. >> Sure. >> Kind of an ethos. It's more of a manifesto, it's more agile. But really Amazon has never hidden the ball in the fact what they believe the future will be and that is API economy. And from day one it's all about APIs and they believe that you should have APIs everywhere. The Cloud has no perimeter so that changes the security game. But the one thing that's emerged out of all this, is a new SaaS business model for businesses and government, and federal, and education. So everything's as a service. >> Jeff: Correct. >> That is a huge deal and this is maybe nuanced a bit, but how does public sector turn into a service model with the Cloud? 'Cause that's something that everyone's kind of going at. You have Cloud natives great, we're going to be Cloud natives, check. But really what they're getting to is, everything's as a service. >> Right. It's created a lot of flexibility in the buying process. First of all, you're bringing that elasticity of demand, right? So they are able to embrace the idea that, I only pay for the services I actually consume. So, should I have a movement in employees, should I change in structure, should my usage suddenly spike, I have the ability to adjust on the fly. That's a big part of it. But the other piece of it is that we can deliver our service at a fixed price cost for a certain period of time within that government fiscal year. So not only does it become easy to manage technologically, but from a budget stand point, it makes it a very predictable cost. I'm no longer having an explosion of data that I have to manage and go off books to try and find data to provide those IOPS and storage on sight. I can simply continue to go at the same budget level that I've already set aside. >> One dynamic that has come up while you brought this up, 'cause I think it's relevant to what we were just talking about is, lock-in. Right? I mean the word lock-in has always been vendor lock-in but really that's on one side of the coin. The other side of the coin is user lock-in. So last night, one of my secret meetings I had last night was with a senior government official and we were talking about how, they're all pissed 'cause they got Microsoft Surfaces instead of Macs. They wanted Macs. So they were just handed a bunch of Microsoft Surfaces. No offense Microsoft, I love the Surface personally, but I've got a Mac here. The point is, they didn't want it. >> Jeff: Right. >> It was forced down their throat. >> Let's just shut that for a moment here. (laughs) >> This is the old way. We made a decision, we're going with this product. So this is really the flexibility point is, very interesting, 'cause now with the Cloud, you can actually do these really agile deployments. >> Jeff: Exactly. >> And give people more choice. >> That's right. The time to value on these products, we have a very large defense contractor inside the Beltway. We were able to deploy to 23,000 users worldwide in under six weeks. But we understand that we're in the performance business and the idea that our customers could leave us at any point in time when the term is up, keeps us very conscious of the specifications that they require. And frankly, it requires us to be innovative on their behalf. Certainly taking their feedback, but really starting to anticipate their requirements, so that we continue to earn that business year over year. And frankly, if you want to talk about lock-in, SaaS provides tremendous flexibility to switch when a contractor isn't performing to spec, versus a perpetual license where I'm locked in for the duration. >> And that's a fear obviously that they're going to use their dollars wisely. I want to get you to weigh in on Druva's digital transformation in back of the customer. Obviously you guys are doing well, you're in the sweet spot, data protection is a hot area. It's one of the hottest area no one really kind of looks at, but it's really hot with the Cloud. What impact are you having with customers and how are you rolling out your value proposition to the public sector? What are the key highlights? I mean, how do they work with you? Is it FedRAMP? Is it GovCloud? Just take us through your value proposition with respect to the- >> Our value proposition, I think is fairly unique. So first, we run on the most wildly accepted Cloud platform by the public sector, AWS GovCloud. Without question the market leader there. We bring all of our experience from the commercial marketplace into that same experience on GovCloud. With the added certifications of FIPS, certification 140-2 moderate. Our FedRAMP in process. We're also HIPPA certified so that we have the ability to address HHS and FDA as some of our customers. 'Cause they also process a lot of personal information that is unique to that particular agency. But at the end of the day, the piece that really is most interesting to our public sector customers is, one, this is a very easy service to bring to the Cloud at lower cost and frankly higher value. The plethora of features and the security, the ease of management that we bring, relieving them of having to manage hundreds of terrabytes of data and apps on behalf of this service, is tremendously beneficial. The predictability of the cost year over year, makes it very very easy to manage. But I think the biggest thing that people have come to embrace is that the innovation that takes place in the Cloud comes to market so much faster in the Cloud. Just think of the QA cycles and how they've been reduced 'cause we're QAing for one platform. Being able to consistently, quarter in, quarter out, deliver that additional feature set and additional value, at no additional cost to our customers, is really what they've really gelled around. >> How do you guys handle the certification processes that are going? I'm sure there'll be more. I mean, they're coming. With all the free-flowing data, I'm sure there's going to be a lot of regulations and policies and governance issues. But you've got to move fast. How do you guys move fast to certify? Is there a secret sauce? Is there a secret playbook? How do you guys stay on top of it? 'Cause automations, machine learning, what's the secret sauce? >> You know, I think it's interesting, part of the uniqueness that is Druva I think is, our ability to anticipate market demand. I think we have a very experienced team of individuals. Look at the choice to go to AWS eight years ago. It was unthinkable at that time, but its turned out to be a visionary sort of choice. We identified that FedRAMP and FIPs certification, three or four years ago, was an absolute mandate to play in this marketplace. So we went there way ahead of our success in the market but we saw a very unique opportunity to go there. So I think it's just a tremendously creative group of people. It's a very dynamic marketplace. And it's one that requires a little bravery and a little bit of thinking in advance of the marketplace. I don't know that we have any magic sauce, but so far it's worked pretty well. I think it's worked out alright. >> I always ask just to see. >> Although that's a good question. >> To that point though, eight years ago when you went, it was a leap right? >> It was. >> Big leap. And now here you are 2017, things are rolling along. I imagine your sale or your pitch has taken on a different tone because you have so much proof in the pudding now, right? >> Oh, it does. A long time ago it was strictly backup. We've now moved into governance, e-discovery, the idea of user behavior analysis so I can find anomalies that may occur so that I can avoid Cryptolocker or other sorts of viruses or things that may be able to affect the operation of my customers. All of those things have come into play that weren't there four years ago. So it's really been an advancement of the added services beyond what we just did in backup, that have really kind of driven the business and differentiated us from the market. But it's still kind of fundamentally that idea that I'm going to protect your data, make it available to you and separate now from your device and really help you manage your data wherever you're doing your work. >> I know we're running tight on time, I do want to get one more question in from your perspective because again, present and creation is really a benefit to Druva, congratulations on that. You get to ride the wave and now the wave is bigger and more sets coming in. That's to use the surfing analogy. But talk about the perspective from your personal standpoint, just the changes going on in this marketplace right now. Teresa Carlson, when we were commenting on our opening, how tenacious she's been. She's knocked on a lot of doors. Eight years ago, what the hell's cloud? No one even knew what it was right? And then the shot heard around the Cloud with the CIA deal and just more and more and more in them, this is just a great business opportunity for Amazon Web Services, not just the enterprise, which they're doing well in now. >> Right. >> They own the startup market. This could be, it could have a 90% market share of public sector. >> That's right, that's right. >> John F.: Talk about the change. What's going on? Is it the perfect storm? Is it like right now, what's the progress. >> Well you know, it seems like its a perfect storm but for somebody who's been banging at it for the last four or five years, it seems to be a little bit more evolutionary. But it's interesting, when I started at Druva, if I looked across our opportunities across the Americas. It was fairly evenly split between the idea that I'm going to do this on premise or I'm going to do it in the Cloud. Today, if I look across all o6f North America and all the commercial entities and public sector entities that we're dealing with, we're probably engaged in well over 500 opportunities at any one time, literally less than two, quarter over quarter, is now on premise. People have come to embrace the idea that this is a place where I can conduct business safely and securely. And frankly, for us, you look at that digital transformation or business transformation, we become two really compelling services to start and experiment with moving to the Cloud. So very often, we are the tip of that spear. Lets backup our endpoint devices to the Cloud, let's get out of that business, 'cause we can do it much more effectively with Druva than we can for ourselves at less cost. >> It's almost the reverse of what on prem was. I've had many opportunities where I've bumped into IT practitioners, friends and what not in the industry. "Oh, I forgot to do the backup plan. I got the procurement going on." It's kind of an afterthought, it's been kind of an afterthought. I am oversimplifying but generally, it's not the primary. When you go outside the walls of a company, into the Cloud where there's no perimeter, it's the first conversation. >> That's right. >> So I hear what you're saying and I totally agree. This is unique, it's a complete flip around. >> Well it's amazing. So often, we're backing up server data to the cloud. So now it used to be just backing up to the Cloud. Now it's, I have the application running in the Cloud and I want to back it up and secure it into another Cloud. It's completely morphing into all sorts of interesting places. But the part that's really interesting is that we will bring to our customers disaster recovery, for example. Well that's a service, we turn it on and if you never experience the disaster, you don't pay for it. It just creates a whole new mindset of how we're going to think and how we're going to approach the infrastructure that we're now building. >> No license fee. It's just if you need it, you get whacked on it and you deserve to get whacked on it because you need the service. >> Well, they know what the cost will be. We've set it up for a nominal fee but if you're fortunate enough that you never experience the problem, why should you pay for it. So literally cutting that price in half, removing the requirement of 2XL Servers and 430 tip. >> John F.: It's a new operating model. >> That's right. And the flexibility that it creates to change to your computing requirements is just phenomenal. >> Well, phenomenal, I think would be a way to describe your ascent as well. >> Oh thank you. >> So congratulations on that front. Glad you could be with us Jeff, at the show. Continued success and we hope to see you down the road on theCube. >> John, John, it was a real pleasure. >> John W.: First time right? >> It was, it was, thank you. >> John W.: You're a tour alum now or a Cube alum. (laughs) >> John F.: Cube alumni. >> Good to have you with us. >> Jeff: Thank you, thank you so much. >> Jeff McAllister with Druva. Back with more here from AWS Public Sector Summit 2017 on theCube. You're watching live in Washington D.C..
SUMMARY :
brought to you by Amazon Web Services the Silicon Valley or Siliconangle TV flagship broadcast, that has to do with government stuff. and bring all these stories back to my show, I got some great metadata as they say. and Jeff, glad to have you on theCube, and it's a pleasure to meet you. and then we'll get into maybe your relationship with AWS and the opportunity to come and speak here today but to have the relationship that you do with AWS. and availability of that data, and that's going back. Nature of the Cloud, very friendly to developers back then. other than the massive growth we've seen in the market place And the requirements to protect that data and secure it, and really in the Amazon public sector. and then boom, Shadow IT is happening, Amazon wins. Talk about that dynamic about how the no walls, and governance that they would on a non-platform solution. Yeah and honestly, Cloud native, as you know, Cloud-first is kind of like a moniker that people use. so that changes the security game. But really what they're getting to is, I have the ability to adjust on the fly. but really that's on one side of the coin. Let's just shut that for a moment here. This is the old way. and the idea that our customers could leave us that they're going to use their dollars wisely. that takes place in the Cloud comes to market With all the free-flowing data, Look at the choice to go to AWS eight years ago. And now here you are 2017, things are rolling along. that have really kind of driven the business But talk about the perspective They own the startup market. Is it the perfect storm? and all the commercial entities and public sector entities I got the procurement going on." So I hear what you're saying and I totally agree. But the part that's really interesting is and you deserve to get whacked on it that you never experience the problem, And the flexibility that it creates your ascent as well. So congratulations on that front. John W.: You're a tour alum now or a Cube alum. Jeff McAllister with Druva.
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