>> Announcer: Live, from Madrid, Spain, it's theCUBE covering HPE Discover Madrid 2017 brought to you by, Hewlett Packard Enterprise (techno music) >> We're back in Madrid, Spain everybody, this is theCUBE. My name is Dave Vellante, and I'm here with my cohost Peter Burris. Keerti Melkote is here. He's a co-founder and CTO of Aruba. Keerti, good to see you again, thanks for coming on theCUBE. >> Absolutely, my pleasure to be here again. >> So I want to go back to when you co-founded Aruba what was your vision, what was the outcome that you were, you were perceiving for your customers and how has that journey manifested itself to where you are today? >> Wow that, it goes back a long time, 15 years ago. >> And do it in 15 minute increments. >> Right, so you know I, I spent my early days of my career at Cisco in fact, building land switches and the big rage then, was to plug into the network, into the internet and we sold a boatload of these catalyst boxes to all sorts of enterprise customers throughout the world and around 2002 when I started Aruba, I spoke to a few customers about what's next for them around the horizon, it was very clear that it was not the next ethernet standard it's not about going from 100 megabytes to a thousand megabytes. Like, you have a lot of bandwidth going to everybody's desks what they wanted to talk about was how can I connect my people when they're away from their desks and that naturally led to more of a wireless solution. And WiFi, which was still very early back in 2002, was the answer, but when I asked them why are they not adopting WiFi and they said, "Hey, its not secure "it doesn't have the performance I need, "it's not manageable" in other words, it's simply not ready for enterprise. It could be good for the home, in the consumer world, but not for the enterprise. Yeah I took that as a challenge and say, "Hey, looks like a business opportunity, "let's see if I can convince someone "to pay me or at least fund my idea "and to solve those problems." and you know, when when you go with a business plan to venture capitalists they ask for two things. They say, "Hey, whats your technology differentiation?" which are all the things I talk about, we solve the security problem, the manageability problem, the deployment problem, and the like, but they also ask you, "Why can't Cisco do this and kill you guys" and "What gives you the right to exist?" and the thing that I learned about business is, if you're disruptive it's a good thing, especially to the incumbent. And wireless was fundamentally disruptive to Cisco because we were basically, our value prop was, "You don't need all these wires" and if you built a business on connecting people on wires, my business was about unplugging and still staying connected. So it was naturally disruptive and it led to we didn't foresee the boom in mobility that we had seen. At at that time we didn't even have an iPhone or an iPad, >> Dave: Right. >> It was about laptops. So we had a fun time connecting the laptop-carrying workforce in university campuses, in enterprises, and the like, and, but our business changed dramatically in two ways. One was when the iPad was introduced, our customers said here is a personal device and the idea of bring your own device became popular with the iPad. Where employees bring their own devices and there's no security model to connect them into the enterprise. So we allowed them to connect over wireless, and there's no Ethernet on an iPad, you can't plug it in even if you want to. So that made WiFi more of a pervasive technology and at the same time we were coming out of the 2008 economic recession, so there was a lot of, uh I would say, demand for new ways to accomplish more of the same with reduced budgets. And so we said with wireless you can really cut out the wires, and lower your cost, and yet keep people connected. And so that sort of gave us the boom. >> So, so it started as a technical challenge, >> Keerti: Yeah. >> And, and one that you just said okay, I'm going to just dive in >> Keerti: Yeah. >> And we'll see what, I remember Bob Metcalfe, Peter, at one point was asked the question, we used to used to work with him at IDG, you know, "Wireless or wired?" that was you know business back in the late 90s right, >> Keerti: Yeah. >> And he said well, the ethernet guy, so, he invented it, so he said "Well wireless is always going to be 'better'" he said, "but I can't predict "what's going to happen in the future, "it's hard to believe that wireless isn't just going to "explode at some point, I don't know why." And then this is, of course, before the iPad, before the smartphones, you as well when you started the company, and then, and and I would imagine the VCs were asking about the market potential. And now you fast forward to you know the days when HPE saw the opportunity, I mean, it just seems so blatantly obvious now with the intelligent edge, so take us forward to where we are today whats that, obviously the TAM has changed completely and the wind is at your back so maybe, talk about that. >> Absolutely, so last year alone we have grown the business 21% which is three times the market in terms of growth and it's profitable growth because we are really a software-defined architecture. That's one of the core differentiators of the businesses it's not really about wired or wireless, it's what do you enable the customer to do with this technology and how agile can they be to use the technology to meet their business needs. And you know there's a lot of conversation obviously as part of HP around the data center and what's happening there with hybrid IT. The intelligent edge is the complement of that. The simple way to think about the intelligent edge is IT technology, which is hardware, software, services, that goes outside the data center that's closer to the user and delivers basically on the business outcomes with digital initiatives that our customers are looking at. So I'll give you some examples. One is in the enterprise itself, the most simple example is take a workplace, take an office and transform the office in some way, and the easiest way to do it is, get it off your cubicle farms with desktops and mobile devices, make it an open collaborative workplace which is what everybody wants and oh by the way, as you start to do this not only do you raise the productivity of your workforce, but you make it more attractive to attract and retain the best and brightest from the new workforce that is graduating from colleges that are looking for these work environments. And the other upshot is that you have an idea of where people are, not only who is getting onto the network but with wireless you know where they are that gives you a sense of how your real estate is being utilized which, I didn't know this, but it was basically you used to hire people to watch how people moved around and do like six months studies of if your real estate is being used appropriately or not. Now you get it real time with analytics. And you can use that location to really create new workflows within the enterprise that are completely not known. An example is conference rooms. If you look at how people book conference rooms, you go to your calendar in exchange and book it, the meeting may or may not happen but the meeting is booked anyway and so we flip the model and I say instead instead of booking meetings two weeks in advance before they happen, how about we turn it around and make it just in time, just like taxi cabs or limousine rides right, they used to be you had to book it in advance, now with Uber you just hail it right whenever you want. You can do the same thing with conference rooms. Another example was not only do you book the conference room but you can turn up the lights, turn up the AC. So a lot of IOT elements to the workplace, so a very simple prosaic things like a workplace can be completely modernized using this technology. So that's an example of an intelligent edge. Another is in retail, where customers want to, our customers in that industry want to use the network, the wireless channel, to increase the engagement for the shoppers when they enter the stores. Today if you look at a bricks-and-mortar experience, you walk into a store, it is totally disconnected. Whereas if you're shopping online, on Amazon let's say right it has your shopping history, it'll give you recommendations its a very modern sort of shopping experience. So how do you bring that online experience to the offline world, and make it real time when you're out there, when you're touching and feeling the products you get information about the products, you get, you might get some promotions, you might be asked to consider accessories that go with the product that you might be buying. So it gives the retailer an ability to really engage with the shopper in real time, and that modernizes their business right, so now you're talking about using IT to enhance revenue, so IT is no longer just a back office thing that you do it's really to enhance the business itself. And we are seeing this in industrial settings as well, where the factory floor is being modernized to ensure that new workflows are coming in, to the to ensure the plant equipment is being maintained correctly before things break down. So we see so much action frankly at the intelligent edge that the in terms of just the market demand and the TAM, it's growing dramatically. >> Well Peter, Keerti's describing, when HPE bought Aruba, I said "Is this a strategic infrastructure or "is it just a great business?" and you're, what you're describing is a strategic infrastructure so >> Yeah, but it's also a great business so it's you, you weren't, HP might have originally thought that it was buying Aruba to buttress itself in the networking business, to help make the networking business happen. But whats occurred is, Keerti and his team, have helped catalyze this whole competency around the intelligent edge and it's, you mentioned a couple things that I think are really interesting. First off, what the, when we talk to CIOs and business people today, what they keep telling us is "I need to think in terms of the event "that I need to support, and put processing, compute, "right there, at the moment, "and I can't do that without great networking." So number one, network is a crucial feature of thinking differently about process and data, compute and data, right there when the customer wants it. You mentioned the whole notion of retail, well I do this, I think we all do this, we go into the store, we get the tactile experience, we look at the price, and we decide to go home and buy it somewhere else 'cause its more convenient. Lost opportunity for the retailer >> Keerti: Yeah. >> You put compute and data right there, and marry it with the tactile experience and you need Aruba-like technologies to make that happen, so talk a little bit about this idea of how it changes the way a businessperson thinks how the intelligent edge is not just a technologist talking about stuff but it's, turn around, how is it a new way of thinking about business that then translates into the intelligent edge? >> Yeah, so I think today when you talk about digital right, it's all about, I don't see in the future any business that is going to be independent of IT. IT used to be a support function, but every business in the world, can >> Peter: can I pick up on that really quick before you go? >> Yeah. >> We talk about the difference between business and digital business is data, full stop, that's it. Data as an asset is the basis of digital business. Otherwise it's all the same. What do you think? >> Exactly so and data for powering experiences that's kind of how we put it, right, that's really what it's about. You talked about the moment right, so what they want to capture, the you know, if you look at retail, they want to capture the shopping experience, when you're in there. The data is about what they're interested in, is, in aggregate, where do my shoppers spend most of their time when they walk into my store, how long do they hang out, do they come back, how often do they come back? This is analytics information that they can use to craft their campaigns, to bring more shoppers into the stores right, this is data. The data comes based on when you walk into the store and the asset that allows this data to be built is the network. The moment you walk in, the network recognizes you, that you walked in, by your device. And it now knows how, the path you're taking. I don't need to know you, Peter, walked, but I know that a shopper took this particular path. And I collect enough data, I get patterns out of it, and based on the patterns, I then monetize it to bring the shoppers back. Now I marry this data to my prior existing data like a loyalty card database, if you are in my loyalty card database, then I know more about you, about your shopping habits, and that allows me to cross-sell and upsell to you. So they look at this whole shopping experience. Ultimately it's about business, it's about how do you increase the wallet share of your spend when you walk into the store, and also to convert the sale when you're there. Not just do window shopping, walk off, and purchase on Amazon, but make the sale happen. To do all of that you need to crunch the data, you need to have super fast networking to engage the customer, and all that needs to happen in real time, right at that point in time. And that's what the edge is about. >> Do you know, have you heard the name, I'm going to throw something out, have you heard the name Christopher Alexander? >> Yeah. >> Timeless way building? >> Yeah. >> The whole notion that architecture is about creating spaces that are functional to people, and make them convenient and attractive and useful. And in many respects what we're talking about is creating digital and real spaces combined at the same time, that allows people to do things that are valuable to them. Fundamentally, do you agree with that? Is that kind of where we're going with this? >> Completely. Digital as I said right, today we think of digital as an add-on to the space. In the future it'll be embedded, you wont even think about it, it'll just be there, and you'll just experience as a digital space. >> It's putting the capabilities into the space that the customer, the employee, whoever needs to make that moment most valuable. >> And voice interfaces, if you think about Alexa and all these new things that are coming out right, they're much more natural, you're not going like this right, you're just walking in, you might have an Apple watch on you that's as good of a mobile device as a mobile phone right. So I don't need to you to be looking at anything I just, walk in, I can buzz your Apple watch and say, "Hey, here's a coupon for you" or you can just talk to a display and say, "Hey, tell me more about this product" and you'll get information back, beamed to you. >> Keerti, bring it back to Discover, what are we going to hear this week from, >> So one of the big big things you'll hear from us is as you think about all these digital experiences that we're creating, in whatever setting, there's one huge barrier to all of it and, guess what that is. >> Peter: Security! >> Absolutely, security is the number one issue. And if you don't have a secure foundation your digital business is at risk. And we have seen that in headlines, in bold headlines, in the last year or two years right, so how do you build security from the ground up, and give you a super robust infrastructure that gives you what you want but doesn't compromise your business? That's fundamental, security is a boardroom topic. The CEO has to respond to how you're ensuring consumer data is not being compromised, patient data is not being compromised, or whatever the sacrosanct data is that the enterprise owns about its customers. So we are talking about security and how you provide advanced machine learning and behavioral analytics capabilities to give you advanced warning about security threats that may be already inside the enterprise. Because there is no such enterprise today, that is digital and not vulnerable, everybody is vulnerable, and everybody knows there's a threat. The key is how long does it take you to figure out you have a threat and fix it. And we are helping them figure out faster and fix it faster. >> And you brought in some assets to do that, Niara, >> They're going to be introducing this, this idea this product called Introspect, we acquired Niara, which brings us to the AI machine learning world into the enterprise, and the key idea there is that security doesn't stop at the perimeter. You really have this in corporate security from the internal from the inside out, not just from the outside in. >> Great, Keerti, thanks so much for coming in theCUBE and good luck this week, we appreciate your time. >> Thank you very much. >> Oh you're welcome. Alright, keep it right there everybody, Peter and I will be back with our next guest. We're live from HPE Discover Madrid, this is theCUBE. (techno music)

>> Announcer: Live from San Francisco, it's theCUBE covering Sparks Summit 2017 brought to you by Databricks. >> You are watching theCUBE at Sparks Summit 2017. We continue our coverage here talking with developers, partners, customers, all things Spark, and today we're honored now to have our next guest Dr. Jisheng Wang who's the Senior Director of Data Science at the CTO Office at Hewlett Packard Enterprise. Dr. Wang, welcome to the show. >> Yeah, thanks for having me here. >> All right and also to my right we have Mr. Jim Kobielus who's the Lead Analyst for Data Science at Wikibon. Welcome, Jim. >> Great to be here like always. >> Well let's jump into it. At first I want to ask about your background a little bit. We were talking about the organization, maybe you could do a better job (laughs) of telling me where you came from and you just recently joined HPE. >> Yes. I actually recently joined HPE earlier this year through the Niara acquisition, and now I'm the Senior Director of Data Science in the CTO Office of Aruba. Actually, Aruba you probably know like two years back, HP acquired Aruba as a wireless networking company, and now Aruba takes charge of the whole enterprise networking business in HP which is about over three billion annual revenue every year now. >> Host: That's not confusing at all. I can follow you (laughs). >> Yes, okay. >> Well all I know is you're doing some exciting stuff with Spark, so maybe tell us about this new solution that you're developing. >> Yes, actually my most experience of Spark now goes back to the Niara time, so Niara was a three and a half year old startup that invented, reinvented the enterprise security using big data and data science. So what is the problem we solved, we tried to solve in Niara is called a UEBA, user and entity behavioral analytics. So I'll just try to be very brief here. Most of the transitional security solutions focus on detecting attackers from outside, but what if the origin of the attacker is inside the enterprise, say Snowden, what can you do? So you probably heard of many cases today employees leaving the company by stealing lots of the company's IP and sensitive data. So UEBA is a new solution try to monitor the behavioral change of the enterprise users to detect both this kind of malicious insider and also the compromised user. >> Host: Behavioral analytics. >> Yes, so it sounds like it's a native analytics which we run like a product. >> Yeah and Jim you've done a lot of work in the industry on this, so any questions you might have for him around UEBA? >> Yeah, give us a sense for how you're incorporating streaming analytics and machine learning into that UEBA solution and then where Spark fits into the overall approach that you take? >> Right, okay. So actually when we started three and a half years back, the first version when we developed the first version of the data pipeline, we used a mix of Hadoop, YARN, Spark, even Apache Storm for different kind of stream and batch analytics work. But soon after with increased maturity and also the momentum from this open source Apache Spark community, we migrated all our stream and batch, you know the ETL and data analytics work into Spark. And it's not just Spark. It's Spark, Spark streaming, MLE, the whole ecosystem of that. So there are at least a couple advantages we have experienced through this kind of a transition. The first thing which really helped us is the simplification of the infrastructure and also the reduction of the DevOps efforts there. >> So simplification around Spark, the whole stack of Spark that you mentioned. >> Yes. >> Okay. >> So for the Niara solution originally, we supported, even here today, we supported both the on-premise and the cloud deployment. For the cloud we also supported the public cloud like AWS, Microsoft Azure, and also Privia Cloud. So you can understand with, if we have to maintain a stack of different like open source tools over this kind of many different deployments, the overhead of doing the DevOps work to monitor, alarming, debugging this kind of infrastructure over different deployments is very hard. So Spark provides us some unified platform. We can integrate the streaming, you know batch, real-time, near real-time, or even longterm batch job all together. So that heavily reduced both the expertise and also the effort required for the DevOps. This is one of the biggest advantages we experienced, and certainly we also experienced something like the scalability, performance, and also the convenience for developers to develop a new applications, all of this, from Spark. >> So are you using the Spark structured streaming runtime inside of your application? Is that true? >> We actually use Spark in the steaming processing when the data, so like in the UEBS solutions, the first thing is collecting a lot of the data, different account data source, network data, cloud application data. So when the data comes in, the first thing is streaming job for the ETL, to process the data. Then after that, we actually also develop the some, like different frequency like one minute, 10 minute, one hour, one day of this analytics job on top of that. And even recently we have started some early adoption of the deep learning into this, how to use deep learning to monitor the user behavior change over time, especially after user gives a notice what user, is user going to access like most servers or download some of the sensitive data? So all of this requires very complex analytics infrastructure. >> Now there were some announcements today here at Spark Summit by Databricks of adding deep learning support to their core Spark code base. What are your thoughts about the deep learning pipelines, API, that they announced this morning? It's new news, I'll understand if you don't, haven't digested it totally, but you probably have some good thoughts on the topic. >> Yes, actually this is also news for me, so I can just speak from my current experience. How to integrate deep learning into Spark actually was a big challenge so far for us because what we used so far, the deep learning piece, we used TensorFlow. And certainly most of our other stream and data massaging or ETL work is done by Spark. So in this case, there are a couple ways to manage this, too. One is to set up two separate resource pool, one for Spark, the other one for TensorFlow, but in our deployment there is some very small on-premise department which has only like four node or five node cluster. It's not efficient to split resource in that way. So we actually also looking for some closer integration between deep learning and Spark. So one thing we looked before is called the TensorFlow on Spark which was open source a couple months ago by Yahoo. >> Right. >> So maybe this is certainly more exciting news for the Spark team to develop this native integration. >> Jim: Very good. >> Okay and we talked about the UEBA solution, but let's go back to a little broader HPE perspective. You have this concept called the intelligent edge, what's that all about? >> So that's a very cool name. Actually come a little bit back. I come from the enterprise background, and enterprise applications have some, actually a lag behind than consumer applications in terms of the adoption of the new data science technology. So there are some native challenges for that. For example, collecting and storing large amount of this enterprise sensitive data is a huge concern, especially in European countries. Also for the similar reason how to collect, normally weigh developer enterprise applications. You're lack of some good quantity and quality of the trending data. So this is some native challenges when you develop enterprise applications, but even despite of this, HPE and Aruba recently made several acquisitions of analytics companies to accelerate the adoption of analytics into different product line. Actually that intelligent age comes from this IOT, which is internet of things, is expected to be the fastest growing market in the next few years here. >> So are you going to be integrating the UEBA behavioral analytics and Spark capability into your IOT portfolio at HP? Is that a strategy or direction for you? >> Yes. Yes, for the big picture that certainly is. So you can think, I think some of the Gartner Report expected the number of the IOT devices is going to grow over 20 billion by 2020. Since all of this IOT devices are connected to either intranet or internet, either through wire or wireless, so as a networking company, we have the advantage of collecting data and even take some actions at the first of place. So the idea of this intelligent age is we want to turn each of these IOT devices, the small IOT devices like IP camera, like those motion detection, all of these small devices as opposed to the distributed sensor for the data collection and also some inline actor to do some real-time or even close to real-time decisions. For example, the behavior anomaly detection is a very good example here. If IOT devices is compromised, if the IP camera has been compromised, then use that to steal your internal data. We should detect and stop that at the first place. >> Can you tell me about the challenges of putting deep learning algorithms natively on resource constrained endpoints in the IOT? That must be really challenging to get them to perform well considering that there may be just a little bit of memory or flash capacity or whatever on the endpoints. Any thoughts about how that can be done effectively and efficiently? >> Very good question >> And at low cost. >> Yes, very good question. So there are two aspects into this. First is this global training of the intelligence which is not going to be done on each of the device. In that case, each of the device is more like the sensor for the data collection. So we are going to build a, collect the data sent to the cloud, or build all of this giant pool, like computing resource to trend the classifier, to trend the model, but when we trend the model, we are going to ship the model, so the inference and the detection of the model of those behavioral anomaly really happen on the endpoint. >> Do the training centrally and then push the trained algorithms down to the edge devices. >> Yes. But even like, the second as well even like you said, some of the device like say people try to put those small chips in the spoon, in the case of, in hospital to make it like more intelligent, you cannot put even just the detection piece there. So we also looking to some new technology. I know like Caffe recently announced, released some of the lightweight deep learning models. Also there's some, your probably know, there's some of the improvement from the chip industry. >> Jim: Yes. >> How to optimize the chip design for this kind of more analytics driven task there. So we are all looking to this different areas now. >> We have just a couple minutes left, and Jim you get one last question after this, but I got to ask you, what's on your wishlist? What do you wish you could learn or maybe what did you come to Spark Summit hoping to take away? >> I've always treated myself as a technical developer. One thing I am very excited these days is the emerging of the new technology, like a Spark, like TensorFlow, like Caffe, even Big-Deal which was announced this morning. So this is something like the first go, when I come to this big advanced industry events, I want to learn the new technology. And the second thing is mostly to share our experience and also about adopting of this new technology and also learn from other colleagues from different industries, how people change life, disrupt the old industry by taking advantage of the new technologies here. >> The community's growing fast. I'm sure you're going to receive what you're looking for. And Jim, final question? >> Yeah, I heard you mention DevOps and Spark in same context, and that's a huge theme we're seeing, more DevOps is being wrapped around the lifecycle of development and training and deployment of machine learning models. If you could have your ideal DevOps tool for Spark developers, what would it look like? What would it do in a nutshell? >> Actually it's still, I just share my personal experience. In Niara, we actually developed a lot of the in-house DevOps tools like for example, when you run a lot of different Spark jobs, stream, batch, like one minute batch verus one day batch job, how do you monitor the status of those workflows? How do you know when the data stop coming? How do you know when the workflow failed? Then even how, monitor is a big thing and then alarming when you have something failure or something wrong, how do you alarm it, and also the debug is another big challenge. So I certainly see the growing effort from both Databricks and the community on different aspects of that. >> Jim: Very good. >> All right, so I'm going to ask you for kind of a soundbite summary. I'm going to put you on the spot here, you're in an elevator and I want you to answer this one question. Spark has enabled me to do blank better than ever before. >> Certainly, certainly. I think as I explained before, it helped a lot from both the developer, even the start-up try to disrupt some industry. It helps a lot, and I'm really excited to see this deep learning integration, all different road map report, you know, down the road. I think they're on the right track. >> All right. Dr. Wang, thank you so much for spending some time with us. We appreciate it and go enjoy the rest of your day. >> Yeah, thanks for being here. >> And thank you for watching the Cube. We're here at Spark Summit 2017. We'll be back after the break with another guest. (easygoing electronic music)

>> Narrator: Live from Las Vegas it's theCUBE covering HPE Discover 2017 brought to you by Hewlett-Packard Enterprise. >> Hello and welcome back to Las Vegas for theCUBE's exclusive coverage of Hewlett-Packard Enterprise Discover 2017 or HPE Discover 2017. This is theCUBE, our flagship program from SiliconeANGLE media. We go out to the events, and extract the signal from the noise. I'm John Furrier, the co-founder of SiliconeANGLE. with my co-founder, Dave Vellante, my co-host. Our next guest, Jason Newton, Vice President of HP Marketing Pan-HPE Market cross HP, and Jim Jackson, Senior Vice President of Enterprise Group Marketing. The big dogs here at HP laying out the show here for 2017. Guys, great show again, our seventh year, appreciate it. But this year, more than ever, is a seminal moment, obviously everyone knows what's going on in the news, is a huge shift in the market place, what's happening at the show, set the scene for us, what's the backdrop? You guys lined up all the messaging, you have the whole set up to the show, tell us: what is this show about this year? >> First, welcome to Discover, guys! We're really excited to have you guys here. And you know, we got a lot going on at this show, so for example, yesterday, we had our Global Partners Summit so we brought out top 1300 partners, and we had an amazing session with them. This week starts Discover, so it's going to run for the next three days. We've exceeded our tenants targets, so we're feeling really good about it. I think what that shows is there's a lot of interest, a lot of energy, a lot of passion, for what Hewlett-Packard Enterprise can bring. You know, I'm not going to go through all the mechanics of the separation and the spin merger, but I would say that that was all designed to make us a faster, more nimbler company, and one that is really aligned to where we want to take our partners on their digital transformation journey. You know, what we're seeing today, is digital transformation is impacting every single customer and every single industry, and digital business is technology, and really, that's where we play and that's why we're so excited to get our story out. And when you look at over the last year, there's a lot that's happened at this company around really innovation, acquisitions, and ecosystem. Just look at some of the innovation that we've brought to the market, Synergy. Amazing innovation, it created a new category, it really enables our customers to now get a public cloud experience, but on PRIM. And we're hearing from a lot of customers, I want to leave my applications on PRIM, but I need that capability. So we're delivering that with that kind of innovation. Another one is HPC. High growing market, we're leading in that space. What we're doing in the storage flash space, we rebooted, and rebranded our services organization, it's not called Pointnext. We want to help our customers point next to whats' next for their business. When you look at the Edge, just amazing innovation happening there, whether it's Aruba technology, whether it's what we're doing with all of our Edge compute solutions, so just a tons of things happening and then when you layer on top of that all the acquisitions. SGI, we're already the leader in HPC, we have 140 of the top 500 systems, SGI makes our position that much stronger. That's a hot market, it's growing at six to eight percent. SimpliVity, when we brought our capabilities, our UI from our technology, combined it with the data services from SimpliVity, we now have the leading HC solution in the industry. When you look at Niara, that gives up additional capabilities at the Edge to help secure that. When we look at Cloud Cruiser, we can help customers understand and balance what's happening across their workloads. And then Nimble gives us just an amazing portfolio across storage. We're really the leader now in the storage space when you look at the ability to dress almost any use case, from MSA to SimpliVity, for customers looking for more of that hyperconverge play, to Nimble, to 3PAR. Our strategy, super simple. Make hybrid IT simple, power the Intelligent Edge, and it's not just the compute, it's to bring the analytics so that we can translate insight into action, and really to bring the services to help our customers on their journey. And those services are our Pointnext services complimented by our partner services. So, you know what, we're fired up, we're excited, there's a lot happening. >> You guys got so much going on and we've documented the whole spin merge thing 'till the cows come home, we've already done that. You guys got a lot going on, a lot of customers are talking a lot of people are talking about you in the industry, at an industry level, certainly at a partnership level, you guys have always been customer focused. We heard that, you mentioned that, they kind of want to know: what is HP going to do now? You're going to put the stake in the ground, they want to know what's happening, where is the phoenix coming from out from all this decoupling, and more agile messaging, it's a lot of corporate governance, corporate development, I get that, what's next? When are you guys going to put the stake in the ground, you going to be aggressive, when are we expecting to hear from Meg Whitman? >> This week, right, you're going to see it this week. I think that's why we're so excited, this is our opportunity to bring our story together and talk about the innovation and the outcomes that we're delivering for our customers. We are playing offense, and you're going to see that this week. You know, I think one of the themes about this whole week is really about outcomes. I just hosted a panel, with four amazing customers, we had Dreamworks on there, we had CenterPoint Energy, we had CallidusCloud, and I had one more, can't think of it, Merck. And just amazing stories in terms of their digital transformation journey and how HPE is helping to enable that. You're going to hear that on main stage, we're going to have additional customers, Symmetry, others, talking about their digital transformation journey. So, we're really fired up about the main stage, and the story that we're going to get out today. Backstage talking with the executives, they're ready to rock and roll. You know, we know we have a great story and we need to package it, we need to send it out there to the marketplace, and that's what's going to happen later today. In addition to the outcomes, and I think that's what's different about us maybe from some of our other competitors who come to these similar events and just have a bunch of products, we're really talking about how our technology is enabling outcomes but you're going to see a lot of innovation today as well really themed along our strategy. We're going to highlight and roll out the next generation of our compute experience. We're going to talk about how we're delivering the industry's most secure industry standard servers. That's complimented by a whole set of announcements we did last week on our storage portfolio, and the software defined space updates to our synergy solution to HP OneView, and then we're going to be previewing our multi cloud hybrid stack, which will be available later in the year. When you look at the edge, new campus solution, core solution, so what we're really doing is if you think of a data center course which we're bringing that to the campus, so we can essentially now manage from the ceiling, to the side, to the floor. So we're bringing all the capabilities. Asset tracking capabilities coming in as well. Pointnext, we're bringing in new innovations to the marketplace around Consume. Jason, maybe you can talk a little bit about some of the IOT Edge stuff that's coming out as well. >> Yeah, I mean we think, a core part of our strategy is to power the Intelligent Edge. We think that's where all the innovation is going and increasingly, you know, we think about data and getting insights from data, right? Going forward, we're going to start thinking about how do I take data and put it into action, right? The Edge is a place, and there's lot of different places that we can bring technology to bear to put into action and create value and so, tons of examples of what we'll be talking about with customers and really interwoven within that are the need for analytics, you know, big data, high performance computing, having a renaissance because of that, and the need for hybrid computing right because the stuff needs to be secure and it needs to be driven by applications, and so it really is a great way to try to exemplify why our strategy is the right strategy and why it's a winning one, because those are the unique elements that are going to power this world going forward, and we've got 'em. >> 43% of data will be analyzed at the Edge by 2020, so think about that, right. >> Yeah and we actually think that it'll be much higher over time, that moving around all this data is going to be challenging, I know you're working on the speed of light problem in the labs, and that number I think will increase. So, I wanted to ask you about messaging because messaging in very important. It clarifies your vision and it underscores your relevance to customers and previously a lot of the HP and now it's HPE, messaging was very product centric, and one tended to get lost in that. How have you sort of transformed your messaging architecture to address things like outcomes and business impacts. >> Yeah, you know customers today, it's really about outcomes, right, so technology matters but if you just look at making hybrid IT simple, as an example, that's a easy statement to say, hybrid IT is not simple. So when you, think of the messaging though, of how we're talking to our customers about that it's really at multiple different levels and let me give you a couple of examples. It's, first of all, the services from Pointnext, how do we come and engage them, and help them characterize their applications, understand their environment, and ultimately give them a roadmap with the right mix of technology, not only for today, but for the future. So, that's an example of leading much more with services in terms of our Pointnext services, in terms of how we're engaging our customers. Getting very disciplined in terms of when you think about okay how do I want to run my hybrid IT environment? We believe it runs best on a software defined infrastructure solution, Synergy gives us that. So, customers are telling us, hey I want to have more on PRIM, or I want to be able to run my applications on PRIM but I need the same experience that I can get from a public cloud, we can now do that with Synergy. Fully programmable, we're seeing amazing interaction with it we have almost 400 customers engaging, and that pipeline is continuing to grow. And then I think the third part of it, when you talk about solutions, again it's not just about technology, it's how do I want to consume this, right? So, we're hearing from our customers, you know, I need, not all of them want to just buy it from us and install it. So, we do amazing things here that we probably haven't gotten out to the market, and you're going to see us get a lot louder this week about that. For example, through our flexible financial services organization, we have amazing capabilities to really engage with other parts of the line of business, the CFO, and talk to them about how do you really want to finance this, what kind of business relationship are you looking for? With Flexible Capacity services, we bring amazing capabilities to help our customers get a public cloud experience on PRIM, so it's sitting on their environment, we're managing it, they only pay for what they use. The other part of it is, it is customers are telling us increasingly, hey you know what I want to actually have a network of service providers that I can get services from. We have done that through our Cloud28+ and our service provider partner ready program, we have a whole set of service providers optimized for infrastructure, for applications, many of them are located close to our customers, so just a few examples, I think of how we're trying to bring this all together, and a solution message is really elevating it and saying: what is the outcome you're trying to drive, starting there, and then looking at engaging them holistically across all of that. So you're seeing more and more of that. Our demos highlight that, that's the stuff we're trying to highlight at the show. >> Dave, can I pile on to the message piece, too, as well? His messaging guy here, for Jim. You know, there's a lot of noise also out on the marketplace, and I think one of the keys is the advantage of being a more focused company now, we can be much more simple, and forthright and direct in our messaging, right, in terms of who we are, what we're about, what's our strategy, what are the elements that we're putting in place to execute that strategy and it's I think it's really important because you don't get but 60 seconds, right, in front of a customer, or to grab their attention off a Twitter feed, or whatever and so, simplicity is really really important, and I think the advantage of an event like this is it brings our strategy and that message to life, I mean it's three dimensional out there right. It's living and breathing, we bring the customers forward first, that's the lead of every message because that's what other customers want to hear about, what are you going to do for me, right? >> Well, lets talk about the messaging and how it translate, from as I always say, if you got the sizzle you better have the steak, to use that old expression. Just as a random example, the user experience is changing significantly in IT, I mean yesterday I was delayed coming in Southwest coming from Silicone Valley and, you know they sold my seat, they didn't have to drag me off the plane, but you know I'm getting some help in the analog face to face but I got on Twitter, had to DM Southwest, instant channel to Southwest. That proves that the interface to technology in a digital business is changing. Now IT is transforming in a similar way, how are you guys taking the messaging of simplicity at the same time as the product evolution is shifting and architectures are changing. The people who have to consume and manage this stuff, their work is changing, so how do you guys talk about that because that's really where the meat on the bone is sitting that's where the rubber is hitting the road, your thoughts? >> I'll start, and maybe Jason you can pile on, you know I think Jason poked at it, we are a much simpler company today, so our strategy is very clean. It's to make hybrid IT simple, it's to power the Intelligent Edge, and it's to bring the services to help our customer go along that journey. So just starting with that simple message means that we can get out whole organization, our partner organization, on message in terms of what we bring and how we can help them to do that. I think the other part this that's really important is we view innovation today as really a team sport, and as we become more focused, we're actually leaning in a lot harder to our partner ecosystem. Whether it's our traditional partners, like Microsoft and SAP, whether it's new partners like Docker, Mesosphere, you know bringing the containerized environments, or actually curating a new set of partners for the future with Partner Next. Because it is about getting it down the simple thing of what's the outcome you're trying to drive, what's the technology, and the ecosystem and how can we be the company to help bring that forward? And I think that's a lot of the simplicity that you're going to see. You know on stage later today, I think why we're so excited about this is, you know you're going to hear Meg talk a little bit about the journey we've been on but more importantly the outcomes that we're delivering for customers and then what we're going to do is we're going to feature three customer scenarios, talking about what they have done, what their journey has been, their outcomes, their experiences and what they can do today, and then of course, how HP technology is enabling that. >> We had in our opening, Dave and I always talk about this, because we love the shiny new toy. Certainly I'm from Silicone Valley, he's from the east coast but the reality is that all this stuff about declining markets here and there is always a shift to another growth market, even on PRIM, you know, people might buy and consume and interface differently with technology but it doesn't mean that the data is slowing down, it doesn't mean that the value creation is changing, it's shifting. So I think that has really been something that I think you guys have had online, maybe lost in some of the tactical things but, you know, from new style of IT, to this, it's been kind of a cadence that you've been on it's not like you guys are groping for messaging. >> What goes down, yeah, and you can't just snap your fingers and be the transformed company that you want, right, but we're moving at break-neck speed on that and it does all go back to the advantage of that strategy, and the world you just described, right, you want to be nimble. You know, there may be something next month we've never heard of that disrupts the entire container market, right, containers become oh that's so yesterday, we want to be the company that's ready to pounce on the next thing, right, and we're geared to do that. You know, competitors - >> John: (mumbles) containers in microseconds is kind of a big deal, and it's coming out of the labs. >> Well you know, the other thing, I want to just add, so you talk about customers, you start with the customer the technology business is always moved faster pretty much than any business, but now, every customer is technology company, and so they're accelerating the pace, so you've got to accelerate that pace with them and be that provider. Digital transformation is all about data, it's all about becoming a technology company. So what's the message to your customers in terms of your role in helping them accelerate their transformation? >> Well, I think you pretty much hit it, right, in the statement that I use is digital business is technology. You are not going to seed with your digital transformation unless you have the right technology foundation and that's what we heard from those customers on the panel. It's about speed, it's about flexibility, it's about having the right technology that enables me to deliver services back to my internal clients at the speed I need to do it. And you know, that's where our innovation is really focused today, and that's why we're seeing a lot of customers coming to us and saying I want to understand how you did it for CenterPoint, or for Dreamworks and how we can take advantage of that. The other part of it is, technology is a big part of it but it's also the learning and the expertise that we can bring to actually make that technology work in that customer environment - we know how to do that. We're proven in doing that, and I think that's something because we're close to the technology, we not only have the right innovation, we have the right expertise to make it work for our customers, and that's important. >> I don't even think it's early innings either, Dave, I think it's not the game hasn't even started and I think you know one of the things that we believe and we're doing some research on is, we think asset evaluations is going to be completely data driven. Data will be an asset and that will impact the evaluation mechanism to >> Dave: Data is the new currency! >> John: To companies' value, so I think the shift is so early. So, riding the wave, guys thanks so much for coming on theCUBE we really appreciate it. Looking forward to the keynote from Meg Whitman to hear the messaging. Congratulations as you guys continue to - >> Dave: We're fired up! >> Jason: He's fired up. >> Dave: There's a lot of energy, Meg's fired up >> Jason: She's going to bring it today - >> Dave: Antonio is fired up, there's a lot of energy at the company, and you know, we're just excited to get our story out and engage customers. Thanks guys for the opportunity. >> Live here from HPE Discover, this is theCUBE's exclusive coverage, we'll be back with more live action. Three days of wall to wall coverage after this short break. (electronic music)