>>from the cube studios in Palo alto in boston connecting with thought leaders all around the world. >>This is a cute conversation. Welcome to the cubes coverage of HP discover 2021 I'm lisa martin. I've got three guests with me here. They're going to be talking about the partnership between HP and AMG. Please welcome George hope worldwide Head of partner sales at HP terry, Richardson north american channel chief for AMG and Peter chan, the director of media channel sales at AMG Gentlemen, it's great to have you on the cube. >>Well, thanks for having us lisa. >>All right, >>we're excited to talk to you. We want to start by talking about this partnership terry. Let's go ahead and start with you. H P E and M D have been partners for a very long time, very long history of collaboration. Talk to us about the partnership >>HB named, He do have a rich history of collaboration spinning back to the days of chapter on and then when A M. D brought the first generation AMG equity process department back in 2017, HP was a foundational partner providing valuable engineering and customer insights from day one AmY has a long history of innovation that created a high performance CP roadmap for value partners like HP to leverage in their workload optimized product portfolios, maximizing the synergies between the two companies. We've kicked off initiatives to grow the chain of business together with workload focused solutions and together we define the future. >>Thanks terry George, let's get your perspective as worldwide had a partner sales at HP. Talked to me about H P S perspective of that AMG partnership. >>Yeah, they say it's uh the introduction of the third generation AMG Epic processors, we've we've doubled our A. M. D. Based Pro Lion portfolio. We've even extended it to our follow systems. And with this we have achieved a number of world records across a variety of workloads and are seeing real world results. The third generation am the epic processor delivers strong performance, expand ability and the security our customers need as they continue their digital transformation, We can deliver better outcomes and lay a strong foundation for profitable apartment growth. And we're incorporating unmatched workload optimization and intelligent automation with 360° security. And of course, uh with that as a service experience. >>But as a service experience becoming even more critical as is the security as we've seen some of the groundbreaking numbers and data breaches in 2020 alone. Peter I want to jump over to you now. One of the things that we see H P E and M. D. Talking about our solutions and workloads that are key areas of focus for both companies. Can you explain some of those key solutions and the value that they deliver for your customers? >>Absolutely. It's from computing to HPC to the cloud and everything in between and the young HB have been focused on delivering not just servers but meaningful solutions that can solve customer challenges. For example, we've seen here in India, the DL- 325 has been really powerful for customers that want to deploy video. Hp nmD have worked together with icy partners in the industry to tune the performance and ensure that the user experience is exceptional. Um This just one example of many of course, for instance, the 3 45 with database 3 65 for dense deployments, it's key the 35 That has led the way in big data analytics. Um the Apollo 60 500 breaking new path in terms of AI and Machine learning, quite a trending topic and m D H p are always in the news when it comes to groundbreaking HPC solutions and oh by the way, we're able to do this due to an unyielding commitment to the data center and long term laser focused execution on the M the road map. >>Excellent. Thanks. Peter. Let's talk about the channel expansion a little bit more terry with you. You know, you and the team here. Channel Chief focused on the channel. What is A. M. D. Doing specifically to expand your channel capabilities and support all of the Channel partners that work with Andy >>great question lisa Campbell is investing in so many areas around the channel. Let's start with digital transformation. Our Channel partners consistently provided feedback that customers need to do more with less between A and B and H P. E. We have solutions that increase capabilities and deliver faster time to value for the customer looking to do more with less. We have a tool on our website called the and metrics server virtualization, Tco estimation tool and those who have visually see the savings. We also have lots of other resources such as technical documentation, A and E arena for training and general CPU's departments can take advantage of aside from solution examples, AMG is investing in headcount internally and at our channel part race. I'm actually an example of the investment MD is making to build out the channel. One more thing that I'll mention is the investment that are, you know, lisa su and Andy are making to build out the ecosystem from head Count to code development and is investing to have a more powerful user experience with our software partners in the ecosystem. From my discussions with our channel partners, they're glad to see A and d expanding our our channel through the many initiatives and really bringing that ecosystem. >>Here's another question for you as channel chief. I'm just curious in the last year, speaking and you talked about digital transformation. We've seen so much acceleration of the adoption of that since the last 15 months has presented such challenges. Talk to me a little bit about some of the feedback from your channel partners about what you am, D N H B are doing together to help those customers needed to deliver that fast time to value, >>you know, so really it's all about close collaboration. Um we we work very closely with our counterparts at H P. E just to make sure we understand partner and customer requirements and then we work to craft solutions together from engaging, technically to collaborating on on, you know, when products will be shipped and delivered and also just what are we doing to uh to identify the next key workloads and projects that are going to be engaged in together? So it's it's really brought the companies I think even closer together, >>that's excellent as a covid catalyst. As I say, there's a lot of silver linings that we've seen and it sounds like the collaboration terry that you mentioned has become even stronger George. I want to go to you. Let's HP has been around for a long time. My first job in tech was Hewlett Packard by the way, many years ago. I won't mention how long but talk to me about the partnership with AMG from H P s perspective, is this part of H P S D N A? >>Absolutely. Partnering is our D N A. We've had 80 years of collaboration with an ever expanding ecosystem of partners that that all play a key role in our go to market strategy. We actually design and test our strategic initiatives in close collaboration with our partners so that we can meet their most pressing needs. We do that through like farmer advisory boards and things of that nature. Um but we have we have one of the most profitable partner programs in the industry, 2-3 times higher rebates than most of our competitors. And we continue to invest in the partner experience in creating that expertise so partners can stand out in a highly competitive market. Uh And Andy is in direct alignment with that strategy. We have strong synergies and a common focus between the two companies. >>And I also imagine George one question and one question to that there's tremendous value in it for your end user customers, especially those that have had to everyone pivot so many times in the last year and have talked to me a little bit about George What you're saying from the customer's perspective. >>Well as Antonio Neri said a couple of years back, the world is going to be hybrid and uh, he was right. We continue uh we continue to see that evolution and we continue to deliver solutions around a hybrid digital world with, with Green Lake and the new wave of digital transformation that we refer to now as the age of insight customers want a cloud experience everywhere. And 70% of today's workloads can easily be re factored for the public cloud or they need to stay physically close to the data and other apps at the emerging edge or in polos are in the data centers. So as a result, most organizations are forced to deal with the complexity of having two divergent operating models and they're paying higher cost to maintain them both with Green Lake, we provide one consistent operating model with visibility and control across public clouds and on prem environments. And that applies to all workloads, you know, whether it's cloud native or non cloud native applications. Um we also have other benefits like no cloud block in or no data. Egress charges, so you have to pay a steep price just to move workloads out of the public cloud. And then we're expanding collaboration opportunities within for our partner ecosystem so that we can bring that cloud experience to a faster growing number of customers worldwide. So we've launched new initiatives uh in support of the core strategy as we accelerate our as a service vision and then work with partners to unlock better customer outcomes with Green Lake and of course, hb compute of which I am d is part of is, is the underlying value added technology. >>Can you expand on some of those customer outcomes as we look at, as I mentioned before, this very dynamic market in which we live. It's all about customer outcomes. What are some of those that from a hybrid cloud environment perspective with Green like that you're helping customers achieve? >>Well, at least Greenland has come out with with about 30 different different offerings that package up some solutions. So you're not just buying infrastructure as a service. We have offerings like HPC as a service. We have offerings like uh, V D I as a service, ml, ops as a service. So we're packaging in technology, some are are some are not ours, but into completing some solutions. So that creates the outcome that the customers are looking for. >>Excellent. Thanks, George and Peter, last question to you again with the hybrid cloud environment being something that we're seeing more and more of the benefits that Green Lake is delivering through the channel. What's your perspective from a. M decide? >>Absolutely lisa. So, so I mean I think it's clear with a MD based systems, customers get the benefit of performance, security and fast time to value whether deployed on prem and cloud on a hybrid model. So please come try out our HP system based on name the processors and see how we can accelerate and protect your applications. Thank you lisa. >>Excellent, Peter George terry, thank you for joining me today. I'm sure there's a lot more that folks are going to be able to learn about what AM D and H. P. Are doing together on the virtual show floor. We appreciate your time. Thank you. Yeah, for my guests, I'm lisa martin. You're watching the cubes coverage of HP discover 2021 Yeah.

>> Welcome to theCUBE's coverage of HPE Discover 2021. I'm Lisa Martin. I've got three guests with me here today. They're going to be talking about the partnership between HPE and AMD. Please welcome George Hope, Worldwide Head of Partner Sales at HPE, Terry Richardson, North American Channel Chief for AMD, and Peter Chan, the Director of EMEA Channel Sales at AMD. Gentlemen, it's great to have you on theCUBE. >> George: Well, thanks for having us, Lisa. >> We're excited to talk to you. We want to start by talking about this partnership, Terry let's go ahead and start with you. HPE and AMD have been partners for a very long time very long history of collaboration, talk to us about the partnership. >> HPE and AMD do have a rich history and collaboration spinning back to the days of Opteron and then when AMD bought the first-generation AMD EPYC processors to market back in 2017, HPE was a foundational partner providing valuable engineering and customer insights from day one. AMD has a long history of innovation in creating a high performance CPU roadmap for value partners like HPE to leverage in their workload optimized product portfolios. Maximizing the synergies between the two companies, we've kicked off initiatives to grow the chain of business together with workload focused solutions and together we define the future. >> Thanks Terry, George let's get your perspective as worldwide head of partner sales at HPE. Talk to me about HP's perspective at that AMD partnership. >> Yeah Lisa, the introduction of the third generation AMD EPYC processors, we've doubled our AMD based ProLiant portfolio. We've even extended it to our Apollo systems. And with this, we've achieved a number of world records across a variety of workloads, and I've seen real-world results. The third generation AMD EPYC processor delivers a strong performance, expandability, in the security our customers need as they continue their digital transformation. We can deliver better outcomes and lay a strong foundation for profitable apartment growth. And we're incorporating unmatched workload optimization and intelligent automation with 360 degree security. And of course, with an ASA service experience. >> But ASA service experience, becoming even more critical as is the security, as we've seen some of the groundbreaking numbers in data breaches in 2020 alone, Peter, I want to jump over to you now. One of the things that we see HPE and AMD talking about are solutions and workloads that are key areas of a focus for both companies. Can you explain some of those key solutions and the value that they deliver for your customers? >> Absolutely Lisa, (indistinct) to HPC, to the cloud and everything in between AMD and HPE have been focused on delivering not just servers but meaningful solutions that can solve customer challenges. For example, we see here in EMEA, the DL325 has been really powerful for customers who want to deploy VDI. HPE and AMD have worked together with IC partners in the industry to tune the performance and ensure that the user experience is exceptional. This is just one example of many, of course, for instance, the 345 with database, 365 for density deployment is key (indistinct) that has led the way in big data analytics. The Apollo 6500 breaking new path in terms of AI and machine learning, quite a trending topic and AMD and HPE are always in the news when it comes to groundbreaking HPC solutions. I know by the way, we're able to do these, during commitment to the data center on longterm laser focused execution on the AMD roadmap. >> Excellent. Thanks Peter. Let's talk about the channel expansion a little bit more, Terry with you again, you and the team here channel chief focused on the channel. What is AMD doing specifically to expand your channel capabilities and support all of the channel partners that work with AMD? >> Great question, Lisa. AMD's investing in some areas around the channel. Let's start with digital transformation, Our channel partners consistently provide us feedback that customers need to do more with less. Between AMD and HPE, we have solutions that increase capabilities and deliver faster time to value for the customer looking to do more with less. We have a tool on our website called the AMD EPYC server virtualization TCO estimation tool that allows you to visually see the savings. We also have lots of other resources such as technical documentation, AMD arena for training and demo CPU's that partners can take advantage of. Aside from solution examples, AMD is investing in headcount internally at our channel partners. I'm actually an example of the investment AMD is making to build out the channel. One more thing that I'll mention is the investment that our CEO, Lisa Su and AMD are making to build our ecosystem from headcount to code development, AMD is investing to have a more powerful user experience with our software partners in the ecosystem. From my discussions with our channel partners, I'm glad to see AMD expanding our channel through the many initiatives and really broadening that ecosystem. >> Terry, another question for you, as channel chief I'm just curious in the last year speaking to me, talked about digital transformation we've seen so much acceleration of the adoption of that since the last 15 months has presented such challenges. Talk to me a little bit about some of the feedback from your channel partners about what you, AMD and HP are doing together to help those customers that needed to deliver that fast time to value. >> You know, so really, it's all about close collaboration. We work very closely with our counterparts at HPE just to make sure we understand partner and customer requirements, and then we work to craft a solutions together from engaging technically, to collaborating on my products will be shipped and delivered to also just what are we doing to identify the next key workloads and projects that are going to be engaged in together. So it really brought the companies, I think even closer together. >> That's excellent. There's a COVID catalyst, as I say, there's a lot of silver linings that we've seen and it sounds like the collaboration, Terry that you mentioned has become even stronger. George, I want to go to you, HPE has been around for a long time. My first job in tech was Hewlett Packard by the way, many years ago, I won't mention how long but talk to me about the partnership with AMD from HPE's perspective is this part of HPE's DNA? >> Absolutely, partnering is our DNA. We've had 80 years of collaboration with an ever expanding ecosystem of partners that all play a key role in our go to market strategy. We actually design and test our strategic initiatives in close collaboration with our partners so that we can meet their most pressing needs. We do that through like partner advisory boards and things of that nature, but we have of the most profitable partner programs in the industry, two to three times higher rebates than most of our competitors. And we continue to invest in the partner experience and creating that expertise. So partners can stand out in a highly competitive market. And AMD is in direct alignment with that strategy. We have strong synergies and a common focus between the two companies. >> May I also imagine George one follow on question to that, there's tremendous value in it for your end user customers, especially those that have had to everyone pin it so many times in the last year and talk to me a little bit about George what you're seeing from the customers perspective. >> Well, as Antonio Neri said, a couple of years back the world is going to be hybrid and I think he was right, we continue to see that evolution and we continue to deliver solutions around a hybrid digital world with GreenLake. And the new wave of digital transformation that we refer to now as the age of insight. Customers want a cloud experience everywhere and 70% of today's workloads can't easily be refactored to the public cloud, or they need to stay physically close to the data and other apps at the emerging edge or in colos or in the data centers. So as a result, most organizations are forced to deal with the complexity of having two divergent operating models and they're paying higher costs to maintain them both. With GreenLake, we provide one consistent operating model with visibility and control across public clouds and on-prem environments. And that applies to all workloads. You know, whether it's cloud native or non-cloud native applications. We also have other benefits, like no cloud lock-in or no data egress charges. So you don't have to pay a steep price just to move workloads out of the public cloud. And then we're expanding collaboration opportunities within for our partner ecosystem so that we can bring that cloud experience to a faster growing number of customers worldwide. So we've launched new initiatives in support of the core strategy as we accelerate our as a service vision and then work with partners to unlock better customer outcomes with GreenLake. And of course, HPE compute of which AMD is part of is the underlying value added technology. >> Can you expand on some of those customer outcomes as we look at, as I mentioned before this very dynamic market in which we live, it's all about customer outcomes, what are some of those that from a hybrid cloud environment perspective with GreenLake that you're helping customers achieve? >> Well Lisa, GreenLake has come out with about 30 different offerings that package up some solutions. So you're not just buying infrastructure as a service. We have offerings like HPC as a service, so we have offerings like a VDI as a service, ML ops as a service. So we're packaging in technology, some are ours, some are not ours, but in to completing some solutions. So it create the outcome that they, the customers are looking for. >> Excellent. Thanks, George. And Peter, last question to you. Again, with the hybrid cloud environment being something that we're seeing more and more of, the benefits that GreenLake is delivering through the channel, what's your perspective from AMD side? >> Absolutely, Lisa. So, I mean I think it's clear with AMD based systems 'cause we're getting the benefit of performance, security and fast time to value when they're deployed on-prem and the cloud, on a hybrid model. So please come try out our HPC system based on AMD processors and see how we can accelerate and protect your obligations. Thank you, Lisa. >> Excellent. Peter, George, Terry thank you for joining me today. I'm sure there's a lot more that folks are going to be able to learn about what AMD and HPE are doing together on the virtual show floor. We appreciate your time. For my guests, I'm Lisa Martin. You're watching theCUBE's coverage of HPE discover 2021. (uplifting music)