>> live from San Francisco, California It's the queue at PM World 2014 Brought to you by VM where Cisco, E M, C, H P and Nutanix. Now, here are your hosts John Courier and Dave Ilan. Take >> Okay. Welcome back when live in San Francisco, California v m World 2014. This is the Cube where we extract the signal in the noise. I'm John for day. Volante are 50 year here Of'em world broadcasting wall to wall. Three days of live coverage. Our next guest, John Gill Martin, GM and VP of the Supper defined Data center business unit. Welcome to the Cube. >> Thank you. Glad to be here. >> Yeah. So this is an area. That may be mean. Streams. Not on top of what we love to geek out stuffing. Find data center Two years ago. Maybe three years. Feels like 10 years ago. See your acquisition and Martine's been on multiple times. Suffer. Virtualization really has set the agenda for what's going on in the data center. And remember, it was very much a buzzword. Std. See some fun data center. But now it's becoming a reality. I want first question get your perspective. Is Where is the meat on the bone right now. This year with somebody find designer. What is materializing right now in market that's available in happening >> has been fantastic, because if you think about our customers, they're all trying to move to this notion of self service. Cloud help the developers be more agile, be more productive and soft, defined clearly the right architecture to go do that. And the last year has really brought us the last couple of pieces to go. Make that a reality, Obviously never. Fertilization is a huge component. Delivery of NSX is really brought us a kind of leaps and bounds forward around that. The adoption of that has been great and then now a virtual sand as well, just to bring soft defined into the storage space. We were seeing a tremendous amount of interest. You take all of that, you fully virtualized your infrastructure, and then you bring management on top of that automate on top of that and really, now we have the ability building self service files inside the enterprise. Start to meet the meeting with developers, and you have this kind of a self service agile idea. >> It's almost as if you change in the airplane engine out at 30,000 feet with summer defined data center, people said on the Q bond. It's very difficult, but I want to get your perspective of where the pressure points of innovation are coming from coming from the APS service containers show the app, sir, setting the agenda were close. Now diversities another variable. It used to be the infrastructure would enable on top of it. Now we seem to be rushing down from the top, and this dynamic provisioning environment seems to be this DEV ops requirement all that's in place. So how do you how do you How do we talk about the innovation of the pressure point? What are those pressure >> points? Yeah, well, as you point out, it's really about the applications and the requirements of applications. And pushing down on the infrastructure, and in particular, is you look a kind of new style cloud native applications, which tend to be a bit different than traditional laps. They asking different things the infrastructure, and that's asking. Your developers are asking to do different things than necessarily what kind of fish in a lapse of required developers are looking for portability. They're looking for agility. They're looking for a difference that a tooling really. And you know they want that experience where they go to a website that Newton A P I and programmatically spin up infrastructure. And so that's really what enterprise like the organization's now our challenge to go Dio is to go provide that type of investor, actually support that for the helpers. Technology today is fundamental to the business model of every company out there. Used to just be about back office operations. Now it's really about the marketing organization, the sales organization, product development organizations. Every part of the business depends on technology is changing business models, and therefore this is really what's asking Iike organizations to be much more responsive and to do a lot more than they initially ever have in the past to support the business, to move >> quickly. So in terms of network organization, So how much is that? A part of this new model >> in our virtual station? Cooley a critical component to this right and, you know, a super interesting. When we first brought out NSX last year, a lot of value proposition was around the speed agility. And if you look at the big cloud providers, you like the big financial firms. That was the kind of primary motivation. Initially, we still see that a lot. It's been interesting, though, the last year to start to see the value proposition for network organization really shift. And if you're looking more than mainstream now, it's really a lot about this notion of micro segmentation. This notion of how do I bring security from that used to just be in the perimeter and start to bring that inside the data center. And that's been driving a lot of the interest and be able to get security controls all way down to the PM and the application >> itself. Just on Fridays. Pregame crowd shot we had Steve Perrin chimed in, Gone. The security question. I were the big opportunity for start ups, and he said Security. Yep, and it's really not about perimeter security anymore. It's about something else. Could you describe what he means by that icy perimeter? Security was the old way. Secure the perimeter. But people are getting in. Protect the queen with a moat. What does he mean by that? And why do you say that opportunities there? >> Yeah, that's the traditional model of security. The data center is you put up this big as you said moat around the data center, and you hope that no one get over that The problem was, if someone did, then it's all exposed on the inside it. And so the notion now is how do we bring security inside the data center? Protect those applications. But in order to do that, you know that traditional models were doing that, or just two operationally complex or too expensive just can't do it. Physical systems. So the beauty of never quit realization use and start to bring that in inside the data center, bring those security controls the BM and do so in with enough automation and policy based on mation that it's operationally feasible to manage. >> Well, what about the flip side of that? When the queen wants to leave her castle, >> how do >> you secure that use case? If I'm making sense and >> I'm not sure I understand. >> So Okay, so you get queen being the data, let's say and the data by its very nature is distributed. Right? So, um, okay, protect the perimeter. That's that's not enough. Now I can go deeper inside the data center and provide tools to make it simpler to deploy. Or if Aiken, you know, find a problem faster toe to solve that problem. But it's the data starts to become dispersed. How do I create a security model on? Does this software defined data center Help me do that. Accommodate that dispersed data that distributed data model? >> Yeah, because I mean the great thing is as you bring security controls into software and set it in the hardware, then you can travel and be part of that application. And actually, as the application moves or the date of that application moves, you can tie the security policies. The application itself >> was an application centric data centers security model, >> and it's and it's a platform also that you know, an ecosystem is building on top of to go, bring even deeper set of security capabilities. And top of you talk about the startups you're talking about a second ago, you know, it's this whole platform doubted for innovation. On top of that, you could bring really interesting ways of thinking about new security. >> Two years ago, when Pat Gelsinger took over as the C E o m. C. Had a financial analyst meeting, and Pat was part of that of your new C C F O stood up and talked about tam on gave a really good Chris presentation run that. I'm sure you're seeing these slides a lot. We see them as analysts big, big opportunity for VM wear, and a huge part of that opportunity is the software to find data center. So I wanted to dig into that a little bit. Specifically, when I look at things like Tam, I say, Okay, what's the business case? Because the business case is gonna ultimately determine the degree of the rapidity of the adoption. So I want if you could talk about the business case for the software defined data center, maybe compare it to sort of phase one, which is, you know, virtualized compute. Yes, this case was enormous. It was a 10 X value proposition. Is this bigger? Similar, Smaller, twice as big when we could talk about a little bit. >> And when you say business case obviously thinking about from the customer perspective, >> Wellit's, either I'm gonna cut costs or I'm gonna create some other kind of incremental business value. Other. I'm gonna drive revenues. I'm gonna reduce cycle times or introduce the lap times timeto value, et cetera. >> Yes, that's the interesting thing is often find data centers really kind of hitting on all of those things where the key motivators is really moving faster and be able to reduce like a times instead of four weeks to deploy an application. Let's get it down to a couple of minutes. Let's be able to meet the needs of developers to do Dave off style soft development. So it's all about speed and kind of driving revenue from the back end. If you start to think about the operating expense and capital expense, so shoot with the infrastructure. You can start to address those pretty aggressively, you know, if you think about virtual sand, for example, it's all about a different operating model for deploying storage virtual machines, its applications centric and V M Central, and so you can reduce the amount of time that initiators of spending, managing infrastructure and get them focused on the energy and kind of applications. So, one way to address topics, or if you think about the capital expense, what we see now you've done quite a bit of analysis is by virtual izing network fertilizing storage you can actually get down to anywhere between I think it's 35 49% reduction in the total capital expense of building your data center. So really significant opportunities to reduce costs both on the operating expense side through automation, but also the capital expense side by moving more intelligence into the hardware itself so that just like with virtualization, if you go back, you know, 5 10 years virtualization was a very simple capital expense story here. Now, where we have a story that's well, much broader than that, but still inclusive all those kind of capital expense benefits. >> I gotta ask you about competition. Just chicken out. What's going on around the conversations? Um, obsolete VM where staking their claim out Amazon on one front. But Microsoft's a player in the enterprise. So what do you guys do? These of the Microsoft partner frenemy. They're in there and start stuff. Our players got plowed. So how do you guys look at those guys? You guys too far down S o. >> You know, with Microsoft? Yeah. At this point, we still are. Let's see ourselves. It's really kind of leading the way around sort of virtual ization. And that's really been the kind of core in the foundation which we started from, and we still have tremendous set of capabilities there. And so that's kind of a starting point. And then you build off on everything we're doing around network fertilization, everything you're doing around soft defined storage, really a very differentiated set of capabilities and your eyes really unique set of capabilities from be able to build that whole virtualized infrastructure, then your episode of management capabilities on that that are increasingly header genius in nature. And we have this ability to kind of extend the data center in unique ways, you know, managing automated here but extended after the cloud as well. So pretty powerful set of kind of technology. >> Car legend Box said that VM wears it is a data center automation company. Um, should he added orchestration to that, too, or talk about that. What is data center automation company mean? Because he's referring to the South to find a descent course cloud certainly is automation, orchestration and the cloud, but from your in your world What does that mean? >> Automation is really about taking a lot of the manual activities that United Administrator or anybody else who's spending time infrastructures does. And let's run that in software. And that's not tie ourselves to operations that are specific, proprietary pieces of hardware. Let's get to a model where everything could be automated through software. We could get the scalable models of deployments and operations naturally, what automation means. Automation then allows you to start to move at the speed of business rather than being tied to the kind of infrastructure in the hardware and everything else underneath. >> So the other quote from Carl was awesome, by the way. Great interview, he said. How glad the customers still on friend. Okay, I buy that you have a zillion customers, a lot of Amon prim. Why not private club or private cloud is today? Or his private cloud, the halfway house or a way station to the hybrid cloud? So talk about that dynamic. You know, summer defined data center at the end of the day could be software driven. The end of the day is still a data center. You still have a data center somewhere where the damn ploughed or on Prem talk about that on premise dynamic. Yeah, >> so, yeah. Ultimately, if you think about kind of hybrid Cloud hybrid Cloud is really the combination of assets that you own inside the data center, along with assets. They're sitting someplace else. And you know, the motivations for that are I want to be able to think about how do I optimized? I want to think about how Doe I optimize my choices, a placement for projects that are either short lived, etcetera. And so there's a set of applications or projects where makes sense to go rent capacity. But if you actually look at the total total cost of ownership inside the data center, you can actually get too much better economics by owning the assets yourself, building on top. So there's definitely a ongoing and continued rule for the private cloud. But there's a very clear you said the use cases for extending periodically into the hybrid cloud. So, really, you know, let's combine both of those that could boast best of both. So let's do that away that seamless. So we really treat the management. The operations of everything is the same, regardless of whether it's inside or outside, right? >> So I mean the buzzword. Bingos all getting resect is the new new new names Air coming out of that re naming convention? I gotta ask you about kind of specifically around the suite that Pat talks about talks with sweet. So I just don't understand how that parses out relative the hyper conversion and describe to the folks what is hyper converge. That's the new buzzword I know. I know. Hyper scale is a hyper scale with convergence. Is that Web scale? So what you guys to find hyper converged as hyper >> converged is, in our mind, really kind of the coming together of prescriptive hardware definition with software that's preinstalled on tightly integrated so that it's really easy to get to time to die So you could get up running virtual machines in less than 15 minutes and do that all with kind of a prescriptive design, guidance, prescriptive kind of price understanding and a single support organization that call and get support. If you need help on, that's really >> built definition right here, up and running with >> 15 minutes right and one of the key enabler. So that is the sphere and other key enablers virtual sand and really building all that and types of inside. One of these kind of off the show, >> called Converge, Prepackaged, converge on purpose, built, converged essentially. But that's where it's going, right? That would be me. That's >> where it's headed, right? And it's so it's really about making it easy for an organization to get up and running, get person machines deployed super quickly on, then be able to expand that in a building block way that's expand very quickly and easily. >> John Gill Martin is the V P and general manager. Somebody find business unit for the M. Where, um, tell the folks out there the last word he had in the segment. Um, what's the biggest misconception of summer defined data center in context? Of'em, where >> I think the biggest misconception is that it's something that's far into the future. The reality is this is something that people are doing today. Technology exists. We can build this, and you know this is the way in the architecture that everyone's headed down doors. >> And what's the one thing that you could share that they might not know about you guys? It's a very positive thing. >> Well, you know, I hopefully people saw all the announcements and work we're doing around open staff, for example, Really looking to bring these types of open a pea eye's been a neutral AP eyes on top of this soft to find platform. And yeah, that's a big news item for us. I wanna make sure that everybody saw that. It's a big part of Webber Head >> Open Stack and Dr Too Big Documents. Relevant news pieces exactly. Gives the app developers essentially access to infrastructure without being infrastructure. Guys. Right, that's fundamentally >> again helping enterprise guys set up in infrastructure that developers can access. Programmatically. That's >> John Gill Martin inside the Cube. We're here live in San Francisco for the emerald 2014. I'm John for what David wanted right back after this short break