(upbeat music) >> Welcome back to Vegas. Lisa Martin and Dave Vellante here with theCUBE live on the Venetian Expo Hall Floor, talking all things AWS re:Invent 2022. This is the first full day of coverage. It is jam-packed here. People are back. They are ready to hear all the new innovations from AWS. Dave, how does it feel to be back yet again in Vegas? >> Yeah, Vegas. I think it's my 10th time in Vegas this year. So, whatever. >> This year alone. You must have a favorite steak restaurant then. >> There are several. The restaurants in Vegas are actually really good. >> You know? >> They are good. >> They used to be terrible. But I'll tell you. My favorite? The place that closed. >> Oh! >> Yeah, closed. In between where we are in the Wynn and the Venetian. Anyway. >> Was it CUT? >> No, I forget what the name was. >> Something else, okay. >> It was like a Greek sort of steak place. Anyway. >> Now, I'm hungry. >> We were at Pure Accelerate a couple years ago. >> Yes, we were. >> When they announced Cloud Block Store. >> That's right. >> Pure was the first- >> In Austin. >> To do that. >> Yup. >> And then they made the acquisition of Portworx which was pretty prescient given that containers have been going through the roof. >> Yeah. >> So I'm sort of excited to have these guys on and talk about that. >> We're going to unpack all of this. We've got one of our alumni back with us, Venkat Ramakrishna, VP of Product, Portworx by Pure Storage. And Dan Kogan joins us for the first time, VP of Product Management and Product Marketing, FlashArray at Pure Storage. Guys, welcome to the program. >> Thank you. >> Hey, guys. >> Dan: Thanks for having us. >> Do you have a favorite steak restaurant in Vegas? Dave said there's a lot of good choices. >> There's a lot of good steak restaurants here. >> I like SDK. >> Yeah, that's a good one. >> That's the good one. >> That's a good one. >> Which one? >> SDK. >> SDK. >> Where's that? >> It's, I think, in Cosmopolitan. >> Ooh. >> Yeah. >> Oh, yeah, yeah, yeah. >> It's pretty good, yeah. >> There's one of the Western too that's pretty. >> I'm an Herbs and Rye guy. Have you ever been there? >> No. >> No. >> Herbs and Rye is off strip, but it's fantastic. It's kind of like a locals joint. >> I have to dig through all of this great stuff today and then check that out. Talk to me. This is our first day, obviously. First main day. I want to get both of your perspectives. Dan, we'll start with you since you're closest to me. How are you finding this year's event so far? Obviously, tons of people. >> Busy. >> Busy, yeah. >> Yeah, it is. It is old times. Bigger, right? Last re:Invent I was at was 2019 right before everything shut down and it's probably half the size of this which is a different trend than I feel like most other tech conferences have gone where they've come back, but a little bit smaller. re:Invent seems to be the IT show. >> It really does. Venkat, are you finding the same? In terms of what you're experiencing so far on day one of the events? >> Yeah, I mean... There's tremendous excitement. Overall, I think it's good to be back. Very good crowd, great turnout, lot of excitement around some of the new offerings we've announced. The booth traffic has been pretty good. And just the quality of the conversations, the customer meetings, have been really good. There's very interesting use cases shaping up and customers really looking to solve real large scale problems. Yeah, it's been a phenomenal first day. >> Venkat, talk a little bit about, and then we'll get to you Dan as well, the relationship that Portworx by Pure Storage has with AWS. Maybe some joint customers. >> Yeah, so we... Definitely, we have been a partner of AWS for quite some time, right? Earlier this year, we signed what is called a strategic investment letter with AWS where we kind of put some joint effort together like to better integrate our products. Plus, kind of get in front of our customers more together and educate them on how going to how they can deploy and build vision critical apps on EKS and EKS anywhere and Outpost. So that partnership has grown a lot over the last year. We have a lot of significant mutual customer wins together both on the public cloud on EKS as well as on EKS anywhere, right? And there are some exciting use cases around Edge and Edge deployments and different levels of Edge as well with EKS anywhere. And there are pretty good wins on the Outpost as well. So that partnership I think is kind of like growing across not just... We started off with the one product line. Now our Portworx backup as a service is also available on EKS and along with the Portworx Data Services. So, it is also expanded across the product lanes as well. >> And then Dan, you want to elaborate a bit on AWS Plus Pure? >> Yeah, it's for kind of what we'll call the core Pure business or the traditional Pure business. As Dave mentioned, Cloud Block Store is kind of where things started and we're seeing that move and evolve from predominantly being a DR site and kind of story into now more and more production applications being lifted and shifted and running now natively in AWS honor storage software. And then we have a new product called Pure Fusion which is our storage as code automation product essentially. It takes you from moving and managing of individual arrays, now obfuscates a fleet level allows you to build a very cloud-like backend and consume storage as code. Very, very similar to how you do with AWS, with an EBS. That product is built in AWS. So it's a SaaS product built in AWS, really allowing you to turn your traditional Pure storage into an AWS-like experience. >> Lisa: Got it. >> What changed with Cloud Block Store? 'Cause if I recall, am I right that you basically did it on S3 originally? >> S3 is a big... It's a number of components. >> And you had a high performance EC2 instances. >> Dan: Yup, that's right. >> On top of lower cost object store. Is that still the case? >> That's still the architecture. Yeah, at least for AWS. It's a different architecture in Azure where we leverage their disc storage more. But in AWS were just based on essentially that backend. >> And then what's the experience when you go from, say, on-prem to AWS to sort of a cross cloud? >> Yeah, very, very simple. It's our replication technology built in. So our sync rep, our async rep, our active cluster technology is essentially allowing you to move the data really, really seamlessly there and then again back to Fusion, now being that kind of master control plan. You can have availability zones, running Cloud Block Store instances in AWS. You can be running your own availability zones in your data centers wherever those may happen to be, and that's kind of a unification layer across it all. >> It looks the same to the customer. >> To the customer, at the end of the day, it's... What the customer sees is the purity operating system. We have FlashArray proprietary hardware on premises. We have AWS's hardware that we run it on here. But to the customer, it's just the FlashArray. >> That's a data super cloud actually. Yeah, it's a data super cloud. >> I'd agree. >> It spans multiple clouds- >> Multiple clouds on premises. >> It extracts all the complexity of the underlying muck and the primitives and presents a common experience. >> Yeah, and it's the same APIs, same management console. >> Dave: Yeah, awesome. >> Everything's the same. >> See? It's real. It's a thing, On containers, I have a question. So we're in this environment, everybody wants to be more efficient, what's happening with containers? Is there... The intersection of containers and serverless, right? You think about all the things you have to do to run containers in VMs, configure everything, configure the memory, et cetera, and then serverless simplifies all that. I guess Knative in between or I guess Fargate. What are you seeing with customers between stateless apps, stateful apps, and how it all relates to containers? >> That's a great question, right? I think that one of the things that what we are seeing is that as people run more and more workloads in the cloud, right? There's this huge movement towards being the ability to bring these applications to run anywhere, right? Not just in one public cloud, but in the data centers and sometimes the Edge clouds. So there's a lot of portability requirements for the applications, right? I mean, yesterday morning I was having breakfast with a customer who is a big AWS customer but has to go into an on-prem air gap deployment for one of their large customers and is kind of re-platforming some other apps into containers in Kubernetes because it makes it so much easier for them to deploy. So there is no longer the debate of, is it stateless versus it stateful, it's pretty much all applications are moving to containers, right? And in that, you see people are building on Kubernetes and containers is because they wanted multicloud portability for their applications. Now the other big aspect is cost, right? You can significantly run... You know, like lower cost by running with Kubernetes and Portworx and by on the public cloud or on a private cloud, right? Because it lets you get more out of your infrastructure. You're not all provisioning your infrastructure. You are like just deploying the just-enough infrastructure for your application to run with Kubernetes and scale it dynamically as your application load scales. So, customers are better able to manage costs. >> Does serverless play in here though? Right? Because if I'm running serverless, I'm not paying for the compute the whole time. >> Yeah. >> Right? But then stateless and stateful come into play. >> Serverless has a place, but it is more for like quick event-driven decision. >> Dave: The stateless apps. >> You know, stuff that needs to happen. The serverless has a place, but majority of the applications have need compute and more compute to run because there's like a ton of processing you have to do, you're serving a whole bunch of users, you're serving up media, right? Those are not typically good serverless apps, right? The several less apps do definitely have a place. There's a whole bunch of minor code snippets or events you need to process every now and then to make some decisions. In that, yeah, you see serverless. But majority of the apps are still requiring a lot of compute and scaling the compute and scaling storage requirements at a time. >> So what Venkat was talking about is cost. That is probably our biggest tailwind from a cloud adoption standpoint. I think initially for on-premises vendors like Pure Storage or historically on-premises vendors, the move to the cloud was a concern, right? In that we're getting out the data center business, we're going all in on the cloud, what are you going to do? That's kind of why we got ahead of that with Cloud Block Store. But as customers have matured in their adoption of cloud and actually moved more applications, they're becoming much more aware of the costs. And so anywhere you can help them save money seems to drive adoption. So they see that on the Kubernetes side, on our side, just by adding in things that we do really well: Data reduction, thin provisioning, low cost snaps. Those kind of things, massive cost savings. And so it's actually brought a lot of customers who thought they weren't going to be using our storage moving forward back into the fold. >> Dave: Got it. >> So cost saving is great, huge business outcomes potentially for customers. But what are some of the barriers that you're helping customers to overcome on the storage side and also in terms of moving applications to Kubernetes? What are some of those barriers that you could help us? >> Yeah, I mean, I can answer it simply from a core FlashArray side, it's enabling migration of applications without having to refactor them entirely, right? That's Kubernetes side is when they think about changing their applications and building them, we'll call quote unquote more cloud native, but there are a lot of customers that can't or won't or just aren't doing that, but they want to run those applications in the cloud. So the movement is easier back to your data super cloud kind of comment, and then also eliminating this high cost associated with it. >> I'm kind of not a huge fan of the whole repatriation narrative. You know, you look at the numbers and it's like, "Yeah, there's something going on." But the one use case that looks like it's actually valid is, "I'm going to test in the cloud and I'm going to deploy on-prem." Now, I dunno if that's even called repatriation, but I'm looking to help the repatriation narrative because- >> Venkat: I think it's- >> But that's a real thing, right? >> Yeah, it's more than repatriation, right? It's more about the ability to run your app, right? It's not just even test, right? I mean, you're going to have different kinds of governance and compliance and regulatory requirements have to run your apps in different kinds of cloud environments, right? There are certain... Certain regions may not have all of the compliance and regulatory requirements implemented in that cloud provider, right? So when you run with Kubernetes and containers, I mean, you kind of do the transformation. So now you can take that app and run an infrastructure that allows you to deliver under those requirements as well, right? So that portability is the major driver than repatriation. >> And you would do that for latency reasons? >> For latency, yeah. >> Or data sovereign? >> Data sovereignty. >> Data sovereignty. >> Control. >> I mean, yeah. Availability of your application and data just in that region, right? >> Okay, so if the capability is not there in the cloud region, you come in and say, "Hey, we can do that on-prem or in a colo and get you what you need to comply to your EDX." >> Yeah, or potentially moves to a different cloud provider. It's just a lot more control that you're providing on customer at the end of the day. >> What's that move like? I mean, now you're moving data and everybody's going to complain about egress fees. >> Well, you shouldn't be... I think it's more of a one-time move. You're probably not going to be moving data between cloud providers regularly. But if for whatever reasons you decide that I'm going to stop running in X Cloud and I'm going to move to this cloud, what's the most seamless way to do? >> So a customer might say, "Okay, that's certification's not going to be available in this region or gov cloud or whatever for a year, I need this now." >> Yeah, or various commercial. Whatever it might be. >> "And I'm going to make the call now, one-way door, and I'm going to keep it on-prem." And then worry about it down the road. Okay, makes sense. >> Dan, I got to talk to you about the sustainability element there because it's increasingly becoming a priority for organizations in every industry where they need to work with companies that really have established sustainability programs. What are some of the factors that you talk with customers about as they have choice in all FlashArray between Pure and competitors where sustainability- >> Yeah, I mean we've leaned very heavily into that from a marketing standpoint recently because it has become so top of mind for so many customers. But at the end of the day, sustainability was built into the core of the Purity operating system in FlashArray back before it was FlashArray, right? In our early generation of products. The things that drive that sustainability of high density, high data reduction, small footprint, we needed to build that for Pure to exist as a company. And we are maybe kind of the last all-flash vendor standing that came ground up all-flash, not just the disc vendor that's refactored, right? And so that's sort of engineering from the ground up that's deeply, deeply into our software as a huge sustainability payout now. And we see that and that message is really, really resonating with customers. >> I haven't thought about that in a while. You actually are. I don't think there's any other... Nobody else made it through the knothole. And you guys hit escape velocity and then some. >> So we hit escape velocity and it hasn't slowed down, right? Earnings will be tomorrow, but the last many quarters have been pretty good. >> Yeah, we follow you pretty closely. I mean, there was one little thing in the pandemic and then boom! It's just kept cranking since, so. >> So at the end of the day though, right? We needed that level to be economically viable as a flash bender going against disc. And now that's really paying off in a sustainability equation as well because we consume so much less footprint, power cooling, all those factors. >> And there's been some headwinds with none pricing up until recently too that you've kind of blown right through. You know, you dealt with the supply issues and- >> Yeah, 'cause the overall... One, we've been, again, one of the few vendors that's been able to navigate supply really well. We've had no major delays in disruptions, but the TCO argument's real. Like at the end of the day, when you look at the cost of running on Pure, it's very, very compelling. >> Adam Selipsky made the statement, "If you're looking to tighten your belt, the cloud is the place to do it." Yeah, okay. It might be that, but... Maybe. >> Maybe, but you can... So again, we are seeing cloud customers that are traditional Pure data center customers that a few years ago said, "We're moving these applications into the cloud. You know, it's been great working with you. We love Pure. We'll have some on-prem footprint, but most of everything we're going to do is in the cloud." Those customers are coming back to us to keep running in the cloud. Because again, when you start to factor in things like thin provisioning, data reduction, those don't exist in the cloud. >> So, it's not repatriation. >> It's not repatriation. >> It's we want Pure in the cloud. >> Correct. We want your software. So that's why we built CBS, and we're seeing that come all the way through. >> There's another cost savings is on the... You know, with what we are doing with Kubernetes and containers and Portworx Data Services, right? So when we run Portworx Data Services, typically customers spend a lot of money in running the cloud managed services, right? Where there is obviously a sprawl of those, right? And then they end up spending a lot of item costs. So when we move that, like when they run their data, like when they move their databases to Portworx Data Services on Kubernetes, because of all of the other cost savings we deliver plus the licensing costs are a lot lower, we deliver 5X to 10X savings to our customers. >> Lisa: Significant. >> You know, significant savings on cloud as well. >> The operational things he's talking about, too. My Fusion engineering team is one of his largest customers from Portworx Data Services. Because we don't have DBAs on that team, it's just developers. But they need databases. They need to run those databases. We turn to PDS. >> This is why he pays my bills. >> And that's why you guys have to come back 'cause we're out of time, but I do have one final question for each of you. Same question. We'll start with you Dan, the Venkat we'll go to you. Billboard. Billboard or a bumper sticker. We'll say they're going to put a billboard on Castor Street in Mountain View near the headquarters about Pure, what does it say? >> The best container for containers. (Dave and Lisa laugh) >> Venkat, Portworx, what's your bumper sticker? >> Well, I would just have one big billboard that goes and says, "Got PX?" With the question mark, right? And let people start thinking about, "What is PX?" >> I love that. >> Dave: Got Portworx, beautiful. >> You've got a side career in marketing, I can tell. >> I think they moved him out of the engineering. >> Ah, I see. We really appreciate you joining us on the program this afternoon talking about Pure, Portworx, AWS. Really compelling stories about how you're helping customers just really make big decisions and save considerable costs. We appreciate your insights. >> Awesome. Great. Thanks for having us. >> Thanks, guys. >> Thank you. >> For our guests and for Dave Vellante, I'm Lisa Martin. You're watching theCUBE, the leader in live enterprise and emerging tech coverage. (upbeat music)

>> Narrator: From around the globe, it's theCUBE. With coverage of KubeCon and CloudNativeCon North America 2020, virtual. Brought to you by Red Hat, the Cloud Native Computing Foundation and ecosystem partners. >> Hi, I'm Joep Piscaer. Welcome to theCUBEs coverage of KubeCon, CloudNativeCon 2020. So I'm joined today by Matt Kixmoeller, he's VP of strategy at Pure Storage, as well as Michael Ferranti, he's the senior director of product marketing at Portworx now acquired by Pure Storage. Fellows, welcome to the show. >> Thanks here. >> I want to start out with you know , how about the lay of the land of storage in the Cloud Native space in the Kubernetes space. You know, what's hard? what's happening? What are the trends that you see going on? Matt, if you could shed some light on that for me? >> Yeah, I think you know, from a Pure point of view obviously we just told customers will they maturing their comprehensive deployments and particularly leaning towards persistant, you know applications and so you know we noticed within our customer base that there was quite a lot of deployments of a Portworx on Pure Storage. And that inspired us to start talking to one another you know, almost six plus months ago that eventually ended in us bringing the two companies together. So it's been a great journey from the Pure point of view, bringing Portworx into the Pure family. And, you know, we're working through now with our joint customers, integration strategies and how to really broaden the use of the technology. So that's quite exciting times for us. >> And of course, it's good to hear that the match goes beyond just the marketing color, like the brand color. >> Absolutely. Yeah. I mean, the fact that both companies were orange and you know, their logo looked like kind of a folded up version of ours, just started things off on the right foot >> A match made in heaven, right? So I want to talk a little bit about you know, the acquisition, what's happened there and especially, you know looking at Portworx as a company, and as a product set, it's fairly popular in the cloud community. A lot of traction with customers. So I want to zoom in on the acquisition itself and kind of the roadmap going forward merging the two companies and adding Portworx to that Pure portfolio. Matt, if you could shed some light on that as well. >> Yeah. Why don't I start and then Michael can jump in as well? So, you know, we at Pure had been really working for years now to outfit our all flash storage arrays for the container use case and shipped a piece of software that we call PSO. That was really a super CSI driver that allowed us to do intelligent placement of you know, persistent volumes on Pure arrays. But the more time we spent in the market, the more we just started to engage with customers and realized that there were a whole number of use cases that didn't really want a hardware based solution, you know. They either wanted to run completely in the cloud, hybrid between on-prem and cloud and leverage bare metal hardware. And so you know, we came to the conclusion that you know, first off, although positioning arrays for the market was the right thing to do, we wouldn't really be able to serve the broader needs restoratively for containers, if you did that. And then, you know, the second thing I think was that we heard from customers that they wanted a much richer data management stack. You know, it's not just about providing the business versus the volume for the container, but you know, all the capabilities around snapshoting and replication and mobilization and mobility between on-prem and cloud were necessary. And so, you know, Portworx we bought to bear not only a software based solution into our portfolio, but really that full data management stack platform in addition to just storage. And so as we look to integrate our product lines you know, we're looking to deliver a consistent experience for data management, for Kubernetes whatever infrastructure customer would like to, whether they want to run on all flash arrays, white box servers, bare metal, VMs or on cloud storage as well. You know, all of that can have a consistent experience with the Portworx platform. >> Yeah, and because you know, data management especially in this world of containers is you know, it's a little more difficult it's definitely more fragmented across you know, multiple clouds, multiple cloud vendors, multiple cloud services, multiple instances of a service. So the fragmentation has you know, given IT departments quite the headache in operationally managing all that. So Michael you know, what's kind of the use case for Portworx in this fragmented cloud storage space. >> Yeah. It's a great question. You know, the used cases are many and varied, you know to put it in a little bit of historical perspective you know, I've been attending coupons either (indistinct) for about five or six years now, kind of losing count. And we really started seeing Kubernetes as kind of an agile way to run CI/CD environments and other test dev environments. And there were just a handful of customers that were really running production workloads at the very, very beginning. If you fast forward to today, Kubernetes is being used to tackle some of the biggest central board level problems that enterprises face, because they need that scale and they need that agility. So you know, COVID's accelerated that. So we see customers say in the retail space, who are having to cope with a massive increase in traffic on their website. People searching for kind of you know, the products that they can't find anywhere else. Are they available? Can I buy them online? And so they're re-architecting those web services to use often open source databases in this case Elasticsearch, in order to create a great user experiences. And they're managing that across clouds and across environments using Kubernetes. Another customer that I would say kind of a very different use case but also one that matches that scale would be Esri which unfortunately the circumstances of becoming a household name are a lot of the covert tracking ArcGIS system to keep track of, tracing and outbreaks. They're running that service in the cloud using Portworx. And again, it's all about how do we reliably and agilely deploy applications that are always available and create that experience that our customers need. And so we see kind of you know, financial services doing similar things healthcare, pharmaceutical, doing similar things. Again, the theme is it's the biggest business problems that we're using now, not just the kind of the low hanging fruit as we used to talk about. >> Yeah exactly. Because you know storage, is it a lot of the times it's kind of a boiler plate functionality you know, it's there it works. And if it doesn't, you know, the problem with storage in a cloud data space is that fragmentation right? Is that enormous you know, on the one hand that you don't have a scale on the other hand, the tons of different services that can hold data that need protecting as well as data management. So I want to zoom in on a recent development in the Portworx portfolio where the PX backup product has spun out its own little product. You know, what's the strategy there, Michael? >> Yeah, so I think, you know fundamentally data protection needs to change in a Kubernetes context. The way in which we protected applications in the past was very closely related to the way in which we protected servers. Because we would run one app per server. So if we protected the server our application was protected. Kubernetes breaks that model now an individual application is made up of dozens or hundreds of components that are spread across multiple servers. And you have container images, you have configuration I mean you have data, and it's very difficult for any one person to understand where any of that is in the cluster at any given moment. And so you need to leverage automation and the ability for Kubernetes to understand where a particular set of components is deployed and use that Kubernetes native functionality to take what we call application aware backups. So what PX backup provides is data protection engineered from the ground up for this new application delivery model that we see within Kubernetes. So unlike traditional backup and recovery solutions that were very machine focused, we can allow a team to back up a single application within their Kubernetes cluster, all of the applications in a namespace or the entire cluster all at once, and do so in a self-service manner where integrated with your corporate identity systems individuals can be responsible for protecting their own applications. So we marry kind of a couple of really important concepts. One is kind of the application specific nature of Kubernetes the self service desire of DevOps teams, as well as with the page you go model, where you can have this flexible consumption model, where as you grow, you can pay more. You don't have to do an upfront payment in order to protect your Kubernetes applications. >> Yeah. I think one key thing that Michael hit on was just how this obligation is designed to fit like a glove with the Kubernetes admin. I see a lot of parallels to what happened over a decade ago in the VMware space when you know, VMware came about they needed to be backed up differently. And a little company called Veem built a tool that was purpose-built for it. And it just had a really warm embrace by the VMware community because it really felt like it was built for them, not some legacy enterprise backup application that was forced to fit into this new use case. And you know, we think that the opportunity is very similar on Kubernetes backup and perhaps the difference of the environment is even more profound than on the VMware side where you know, the Kubernetes admin really wants something that fits in their operational model, deploys within the cluster itself, backs up to object storage. Is just perfect purpose-built for this use case. And so we see a huge opportunity for that, and we believe that for a lot of customers, this might be the easiest place for them to start trying to Portworx portfolio. You know, you've got an existing competitors cluster download this, give it a shot, it'll work on any instructions you've got going with Kubernetes today. >> And especially because, you know, looking at the kind of breakdown of Kubernetes in a way data is, you know, infrastructure is provisioned. Data is placing in cloud services. It's no longer the cluster admin necessarily, that gets to decide where data goes, what application has access to it, you know, that's in the hands of the developers. And that's a pretty big shift you know, it used to be the VI admin the virtualization admin that did that, had control over where data was living, where data was accessed out, how it was accessed. But now we see developers kind of taking control over their infrastructure resources. They get to decide where it runs, how it runs what services to use, what applications to tie it into. So I'm curious, you know, how our Portworx and PX backup kind of help the developer stay in control and still have that freedom of choice. >> Yeah, we think of it in terms of data services. So I have a database and I needed to be highly available. I needed to be encrypted, backed up. I might need a DR. An off site DR schedule. And with Portworx, you can think about adding these services HA, security, backup, capacity management as really just I want to check a box and now I have this service available. My database is now highly available. It's backed up, it's encrypted. I can migrate it. I can attach a backup schedule to it. So 'cause within a Kubernetes cluster some apps are going to need that entire menu of services. And some apps might not need any of those services because we're only in Testa phage, everything is multiplexed into a single cluster. And so being able to turn off and turn on these various data services is how we empower a developer, a DevOps team to take an application all the way from test dev, into production, without having to really change anything about their Kubernetes deployments besides, you know, a flag within their YAML file. It makes it really, really easy to get the performance and the security and the availability that we were used to with VM based applications via that admin now within Kubernetes. >> So Matt, I want to spend the last couple of minutes talking about the bigger picture, right? We've talked about Portworx, PX backup. I want to take a look at the broader storage picture of cloud native and kind of look at the Pure angle on the trends on what you see happening in this space. >> Yeah absolutely. You know, a couple of high-level things I would, you know, kind of talk about, you know, the first buzz that I think, you know hybrid cloud deployments are the de facto now. And so when people are picking storage, whether they be you know, a storage for a traditional database application or next gen application, cloud native application, the thought from the beginning is how do I architect for hybrid? And so you know, within the Pure portfolio, we've really thought about how we build solutions that work with cloud native apps like Portworx, but also traditional applications. And our cloud block store allows you know, those to be mobilized to the cloud without, with minimal re-architecture. Another big trend that we see is the growth of object storage. And, you know if you look at the first generation of object storage, object storage is what? 15 plus years old and many of the first deployments were characterized by really low costs low performance, kind of the last retention layer if you will, for unimportant content. But then this web application thing happens and people started to build web apps that used object storage as their primary storage. And so now, as people try to bring those cloud native applications on-prem and build them in a multicloud way there's a real growth in the need for you know, high-performance kind of applications object storage. And so we see this real change to the needs and requirements on the object storage landscape. And it's one that in particular, we're trying to serve with our FlashBlade product that provides a unified file and object access, because many of those applications are kind of graduating from file or moving towards object, but they can't do that overnight. And so being able to provide a high-performance way to deliver unstructured data (indistinct) object files solve is very strategic right now. >> Well, that's insightful. Thanks. So I want to thank you both for being here. And, you know, I look forward to hearing about Portworx and Pure in the future as is acquisition. You know, it integrates and new products and new developments come out from the Pure side. So thanks both for being here and thank you at home for watching. I'm Joep Piscaer, thanks for watching the theCUBE's coverage of KubeCon CloudNativeCon 2020. Thanks. >> Yeah. Thanks too. >> Yeah. Thank you. (gentle music)

>> Announcer: Live from Madrid, Spain, it's theCUBE, covering HPE Discover Madrid 2017, brought to you by Hewlett Packard Enterprise. >> Welcome back to Madrid, everybody, this is theCUBE, the leader in live tech coverage. My name is Dave Vellante, I'm here with Peter Burris, this is day one of HPE Discover Madrid. Olivier Frank is here, he's the Worldwide Senior Sales Director for Alliances for IoT at HPE, and Kurt Bayer, otherwise known as Bager in English, in America. He's Vice President of IoT Solutions for EMEA PTC, did I get that right? >> Yeah you did it. >> Bayer? All right, well thank you for sharing that with me. Welcome to theCUBE, gentlemen. Olivier, let me start with you. The relationship between PTC and HPE is not brand new. You guys got together a while back. What catalyzed that getting together? >> Yeah, it's a great question, and thank you for inviting us, it's great pleasure to be on theCUBE, and for me the first time, so thank you for that. >> Welcome. >> Yeah, you know, the partnership is all about action and doing things together, so we did start about a year ago with, you may remember flow serve and industrial pump that we showcased, and since then we've been working very closely together to actually allow our customers to go an test the technology themselves. So I would say the partnership has matured, we now have two live environments that customer can visit, one in Europe, in Germany, in Aachen, with the RWTH University, and one in the US, near Houston, with Texmark who you know because you also came to the show. >> Right, okay, Kurt give us the update on PTC. Company's been in business for a long time, IoT is like a tailwind. >> It is, that's right. PTC is mostly known for CAD and PLM, so for 30 years they made 3D CAD software for when you design and make an aircraft or car engine. But over the last five years, PTC have moved heavily into IoT, spent a billion on acquiring and designing software platform that can connect and calculate and show in augmented reality. >> So let me build on that, because PTC as a CAD company, as a PLM company, has done a phenomenal job of using software and technology to be able to design things to a level of specificity and tolerance that just wasn't able to be done before, and it's revolutionized how people build products. But now, because technology's advanced, you can leverage that information in your drawings, in your systems to create a new kind of an artifact, a digital twin that allows a business that's working closely with you to actually render that in an IoT sense and add intelligence to it. Have I got that right? >> You got it exactly right. So making the copy. We can draw it and we can design the physical part, and we can make the digital twin of the physical part with sensors. So in that way you can loop back and see if the calculation, the design, the engineering you have made is the right fit, or you need to change things. You can optimize product with having the live digital twin of the things that you've designed physically. >> So it's like a model, except it's not a model. It's like a real world instantiation. Model is an estimate, right? A digital twin is actual real data. >> It's feeded by live data, so you have a real copy of what's going on. And we use it for not only closing the loop of designing products, but also to optimize in the industrial fold, to optimize operation and creating manufacturing of things, and we use it to connect things, so you can do predictive maintenance or you can turn products to be a service, instead of selling an asset, the company can buy by click, by use, plus the product are connected. >> I want to really amplify this, Dave, 'cause it's really important, I want to test this with you, 'cause the whole concept of using technology, IoT technology to improve the operational efficiency, to improve the serviceability, to evolve your business models, your ability to do that is tied back to the fidelity of the models you're using for things that are delivering the services, and I don't think the world fully understands the degree to which it's a natural leap from CAD and related technologies, into building the digital artifacts that are gonna be necessary to make that all work. Have I got that right? >> You got it completely right. So it is moving from having live informations from the physical object. So if you go to augmented reality, so you have the opportunity to look at things and get live information about temperature, power, streaming of water, and all these things that goes on inside the product, you also have the opportunity to understand if there's something wrong with the product, you can click on it and you can be directed on how to change and service things like when the augmented reality, all built by the CAD drawing in the beginning that is combined with sensor information and >> And simulate, and test, and all the other things that are hard, but obviously to do that, you need a whole bunch of other technology, and I guess that's where HPE comes in. >> Exactly. >> Absolutely. In fact to bounce on that thought, we talk a lot about connected operation, where you know, we are showing the digital twin, but one of the new use case that we're showing on the floor here is what we call smart product engineering. So we're basically using the CAD environment of (mumbles), running on that edge line with edge compute, you know, enterprise compute capability, manageability and security, and running on that same platform then, simulation from companies like Ensys, right, and then doing 3D printing, print prototyping, and basically instrumenting the prototype, we're using a bike, the saddle stem of a bike showcase, and they are able to connect and collect the data, we're partnering with National Instruments who are also well-known, and reinject the real data into the digital model. So again, the engineers can compare their thought and their design assumptions with the real physical prototype, and accelerate time to market. >> PTC's been a leader in starting with the CAD and then pulling it through product life cycle management, PLM. So talk about this is going to alter the way PLM becomes a design tool for digital business. If I'm right. >> You're right, it becomes industrial innovation platform from creating the product to the full life cycle of it. >> Peter: All the way up to the business model. >> All the way up to the business model. And talking about analytics, so if you have a lot of data and you want to make sure you get some decision made fast about predictive maintenance, that's an area where we are partnering with HP so we have a lot of power close in the edge, close to the products that can do the calculations from the devices, from the product, and do some fast results in order to do predictive maintenance and only send the results away from the location. >> So what are some of the things you guys are most excited about, Olivier? >> Well, really excited about making those use cases, being the smart product engineering, or the predictive maintenance, you know, work for our customers so behind the scenes we have great solutions, now we're partnering on the sales front to kind of go together to customers, we have huge install base on both sides, and picking the right customers interested in this digital transformation, and make it real for them, because we know it's a journey, we know it's kind of the crawl, walk, run, and it's really about accelerating, you know, turning insights into information and into actions, and that's really where we are very much excited to work together. >> So it's not just, so the collaboration's extending to go to market is what I'm hearing. And so what's the uptake been like, what are customers, customers must be asking you, "Where do I start?" What do you tell them? >> Before you start, it's important that you have a business case, a business value, you understand what you wanted to achieve, by integrating an IoT solution. That's important. Then you need to figure out what is the data, what is the fast solution I need to take, and then you can start deciding on the planning of your implementation of the IoT. >> Can I go back one step further, >> Yep. >> You tell me if I got that. And that one step further is, look, every... Innovation and adoption happens faster when you can take an existing asset and create new value. >> Kurt: Exactly. >> So isn't PTC actually starting by saying, hey, you've already got these designs, you've already got these models. Reuse them, create new life, give 'em new life, create new value with 'em. Do things in ways that now you can work with your customers totally differently, and isn't that kind of where it starts? >> It does, and you already have a good portion of what you need, so in order to make a fast value out of your new product or the new thing you can do with the product, connecting the products, then PTC and HP is a good platform to move on. >> Yeah but the pretesting, precertify, packaging, the software with the hardware, is allowing our customer to go faster to proof of concept and then to production. So we have a number of workshops, customers can come, again as I mentioned at the beginning, in Germany, in Aachen or in Houston at our Texmark facility, where we can basically walk the talk with customers and start those early POCs, defining the business success factors, business value they want to take out of it, and basically get the ball rolling. But it's really exciting because we have, we're touching really some of the key digital transformation of our enterprise customers. >> And don't forget that you need a partner that can do a good job in service, because you need a organization that can help you get it through, and HP are a strong service organization too. >> Well this idea of the intelligent edge has a lot of obviously executive support at Hewlett Packard Enterprise, that keeps buzzing at theCUBE today, Meg Whitman's in the house, she's right next door, and we're gonna do a quick cutaway to Meg, give her a shoutout, trying to get her over here to talk about her six-year tenure here, but you know, that top-down executive support has been so critical in terms of HPE getting early into the edge, IoT, intelligent edge you call it, Tom Bradicich obviously a leader, he's coming on. You mentioned National Instruments, PTC, you guys were first, really, from a traditional IT business to really get into that space. >> We're also the first to converge OT and IT, so we're showing on the floor what we're doing in end of line quality testing for automotive for example, taking PX higher standard, which is like instrumentation and real-time data position into our converged systems. So what I found is really amazing. You take the same architecture, and we can do it edge to core to cloud, right, that's very powerful. One software framework, one IT architecture that's pan out. >> Peter: Not some time in the future, but right now. >> Yeah, right now. >> So we talk about a three, maybe even a 3A, four-tier data model, where you've got data at the edge, real time, maybe you don't persist all of it or a lot of it. >> We call it experience data or primary data at the edge. vet data, or secondary data, and then business optimization data at the top level, that's at the cloud. >> So let's unpack that a little bit and get your perspective. So the edge, obviously you're talking about real time decision making, autonomous cars, you're not gonna go back to the cloud to make that decision. That, well you call it core, that's what did you call it? >> The hybrid IT. >> The vet, the vet. That's an aggregation point, right, to collect a lot of the data from the edge, and then cloud maybe is where you do the deep analysis and do the deep modeling. And that cloud can be on-prem, or it can be on the public cloud. Is that a reasonable data model for the flow of data for edge and IoT? >> I believe it is, because some of these products generate a lot of data, and you need to be able to handle that data, and honestly, connectivity is not for free, and sometimes it's difficult if it's in the industry floor, manufacturing floor, you need good connectivity, but you still have limitations. So if you can do the local analytics and then you only send the results to the core, then it's a perfect model. And then there's a lot of regulations around data, so for many countries, and especially in Europe, there's boundaries around the data, it's not all that you can move to a cloud, especially if it's out of the country. So the model makes a good hybrid in between speed, connectivity, analytics and the legislation problem. >> Dave: And you've both got solutions at each layer? >> Absolutely, so in fact... So PTC can run at the edge, at the core or in the cloud, and of course we are powering the three pillars. And I think what's also interesting to know is that with the advance in artificial intelligence, as was explored during the main session, there it is pivotal you need to keep a lot of data in order to learn from those data, right? So I think it's quite fascinating that we're going to store more and more data, probably make some useful right away, and maybe store some that we come back to it. That's why we're working also with companies like OSIsoft, an historian, which is collecting this time stamp data for later utilization. But I wanted also to say that what's great working with PTC is that it's kind of a workflow in media, in terms of collecting the data, contextualizing them and then visualization and then analytics. But we're developing a rich ecosystem, because in this complex world of IoT, again it's kind of an art and a science, and the ability to partner ourselves, but also our let's say friendly partners is very, very critical. >> Dave: Guys, oh good, last word. >> I will say we started with a digital twin, and for some companies they might be late to get the digital twin. The longer you have had collecting data from a live product >> The better the model gets >> The stronger you will be, >> Peter: Better fidelity. >> The better model you can do, because you have the bigger data. So it's a matter of getting the data into the twin. >> That's exactly what our research suggests. We've got a lot of examples of this. >> It's the difference between sampling and having an entire corpus of data. >> Kurt: Exactly. >> Kurt, Olivier, thanks very much for coming on the theCUBE. >> Thank you. >> Thank you so much. >> Great segment guys. Okay, keep it right there everybody, Dave Vellante for Peter Burris, we'll be back in Madrid right after this short break.