>> The past 2 1/2 years have seen a dramatic change in the security posture of virtually all organizations. By accelerating the digital business mandate, the isolation economy catalyzed a move toward cloud computing to support remote workers. This we know. This had several ripple effects on CSO and CIO strategies that were highly visible at the Board of Directors' level. Now, the first major change was to recognize that the perimeter had suddenly been vaporized. Protection, as a result, moved away from things like perimeter-based firewalls toward more distributed endpoints, cloud security, and modern identity management. The second major change was a heightened awareness of the realities of ransomware. Ransomware as a service, for example, emerged as a major threat where virtually anyone with access to critical data and criminal intentions could monetize corporate security exposures. The third major change was a much more acute understanding of how data protection needed to become a fundamental component of cybersecurity strategies, and more specifically, CIOs quickly realized that their business resilience strategies were too narrowly DR-focused, that their DR approach was not cost efficient and needed to be modernized, and that new approaches to operational resilience were needed to reflect the architectural and business realities of this new environment. Hello, and welcome to "Why Ransomware isn't Your Only Problem," a service of theCUBE made possible by Druva, and in collaboration with IDC. I'm your host, Dave Vellante, and today, we're presenting a three-part program. We'll start with the data. IDC recently conducted a global survey of 500 business technology practitioners across 20 industries to understand the degree to which organizations are aware of and prepared for the threats they face in today's new world. IDC Research Vice President Phil Goodwin is here to share the highlights of the study and to summarize the findings from a recent research report on the topic. After that, we're going to hear from Curtis Preston, who's the Chief Technical Evangelist at Druva. I've known Curtis for decades. He's one of the world's foremost experts on backup and recovery, specifically, and data protection, generally. Curtis will help us understand how the survey data presented by IDC aligns with the real world findings from the field from his point of view. And he'll discuss why so many organizations have failed to successfully recover from an attack without major pains and big costs, and how to avoid such operational disruptions and disasters. And then finally, we'll hear from the technical experts at Druva, Stephen Manley and Anjan Srinivas. Stephen is a 10-time CUBE alum and Chief Technology Officer at Druva, and Anjan is Vice President and General Manager of Product Management at the company. And these individuals will specifically address how Druva is closing the gaps presented in the IDC survey through their product innovation. But right now I'm going to toss it to Lisa Martin, another one of the hosts for today's program. Lisa, over to you. (upbeat music) >> Bill Goodwin joins me next, the VP of Research at IDC. We're going to be breaking down what's going on in the threat landscape. Phil, welcome to the program. It's great to have you back on theCUBE. >> Hey, Lisa, it's great to be here with you. >> So talk to me about the state of the global IT landscape as we see cyberattacks massively increasing, the threat landscape changing so much. What is IDC seeing? >> You know, you really hit the top topic that we find from IT organizations as well as business organizations. And really, it's that digital resilience, that ransomware that has everybody's attention, and it has the attention, not just of the IT people, but of the business people alike, because it really does have profound effects across the organization. The other thing that we're seeing, Lisa, is really a move towards cloud. And I think part of that is driven by the economics of cloud, which fundamentally changed the way that we can approach disaster recovery, but also has accelerated during the pandemic for all the reasons that people have talked about in terms of work from home and so on. And then really the third thing is the economic uncertainty, and this is relatively new for 2022, but within IDC we've been doing a lot of research around what are those impacts going to be? And what we find people doing is they want greater flexibility, they want more cost certainty, and they really want to be able to leverage those cloud economics to have the scale up or scale down on demand nature of cloud. So those are, in a nutshell, kind of the three things that people are looking at. >> You mentioned ransomware. It's a topic we've been talking about a lot. It's a household word these days. It's now, Phil, no longer if we're going to get attacked, it's when, it's how often, it's the severity. Talk about ransomware as a priority all the way up the stack to the C-suite, and what are they trying to do to become resilient against it? >> Well, what some of the research that we did is we found that about 77% of organizations have digital resilience as a top priority within their organization. And so what you're seeing is organizations trying to leverage things to become more resilient, more digitally resilient, and to be able to really hone in on those kinds of issues that are keeping them awake at night, quite honestly. If you think about digital resilience, it really is foundational to the organization, whether it's through digital transformation or whether it's simply data availability, whatever it might happen to be. Digital resilience is really a large umbrella term that we use to describe that function that is aimed at avoiding data loss, assuring data availability, and helping the organization to extract value from their data. >> And digital resilience, data resilience, as every company these days has to be a data company to be competitive. Digital resilience, data resilience, are you using those terms interchangeably or is data resilience defined as something a little bit different? >> Well, sometimes yeah, we do get caught using them when one is the other. But data resilience is really a part of digital resilience, if you think about the data itself in the context of IT computing. So it really is a subset of that, but it is foundational to IT resilience. You can't have IT resilience without data resilience. So that's where we're coming from on it. >> Inextricably linked, and it's becoming a corporate initiative, but there's some factors that can complicate digital resilience, data resilience for organizations. What are some of those complications that organizations need to be aware of? >> Well, one of the biggest is what you mentioned at the top of the segment, and that is the area of ransomware. The research that we found is about 46% of organizations have been hit within the last three years. You know, it's kind of interesting how it's changed over the years. Originally, being hit by ransomware had a real stigma attached to it. Organizations didn't want to admit it, and they really avoided confronting that. Nowadays, so many people have been hit by it that that stigma has gone. And so really it is becoming more of a community kind of effort as people try to defend against these ransomers. The other thing about it is it's really a lot like Whac-A-Mole, you know. They attack us in one area and we defend against it so they attack us in another area, and we defend against it. And in fact, I had an individual come up to me at a show not long ago and said, "You know, one of these days we're going to get pretty well defended against ransomware and it's going to go away." And I responded I don't think so because we're constantly introducing new systems, new software, and introducing new vulnerabilities. And the fact is ransomware is so profitable, the bad guys aren't going to just fade into the night without giving it a a lot of fight. So I really think that ransomware is one of those things that is here for the long term and something that we have to address and have to get proactive about. >> You mentioned some stats there, and recently IDC and Druva did a white paper together that really revealed some quite shocking results. Talk to me about some of the things. Let's talk a little bit about the demographics of the survey and then talk about what was the biggest finding there, especially where it's concerning ransomware? >> Yeah, this was a worldwide study. It was sponsored by Druva and conducted by IDC as an independent study. And what we did, we surveyed 500, it was a little over 500 different individuals across the globe in North America, select countries in Western Europe, as well as several in Asia Pacific. And we did it across industries there were 20 different industries represented, they're all evenly represented. We had surveys that included IT practitioners, primarily CIOs, CTOs, VP of infrastructure, you know, managers of data centers, things like that. And the biggest finding that we had in this, Lisa, was really finding that there is a huge disconnect, I believe, between how people think they are ready and what the actual results are when they get attacked. Some of the statistics that we learned from this, Lisa, include 83% of organizations believe, or told us that they have a playbook that they have for ransomware. I think 93% said that they have a high degree, or a high or very high degree of confidence in their recovery tools and are fully automated. And yet, when you look at the actual results, you know, I told you a moment ago, 46% have been attacked successfully. I can also tell you that in separate research, fewer than 1/3 of organizations were able to fully recover their data without paying the ransom, and some 2/3 actually had to pay the ransom. And even when they did, they didn't necessarily achieve their full recovery. You know, the bad guys aren't necessarily to be trusted, and so the software that they provide sometimes is fully recovered, sometimes it's not. So you look at that and you go, wow. On the one hand, people think they're really, really prepared, and on the other hand, the results are absolutely horrible. You know, 2/3 of people having to pay the ransom. So you start to ask yourself, well, what's going on there? And I believe that a lot of it comes down to, kind of reminds me of the old quote from Mike Tyson. "Everybody has a plan until they get punched in the mouth." And I think that's kind of what happens with ransomware. You think you know what you're doing. You think you're ready, based on the information you have. And these people are smart people, and they're professionals, but oftentimes, you don't know what you don't know. And like I said, the bad guys are always dreaming up new ways to attack us. And so, I think, for that reason, a lot of these have been successful. So that was kind of the key finding to me and kind of the aha moment really in this whole thing, Lisa. >> That's a massive disconnect with the vast majority saying, "We have a cyber recovery playbook," yet nearly 1/2 being the victims of ransomware in the last three years, and then 1/2 of them experiencing data loss. What is it then that organizations in this situation across any industry can do to truly enable cyber resilience, data resilience? As we said, this is a matter of this is going to happen, just a matter of when and how often. >> It is a matter, yeah, as you said, it's not if, when, or how often, it's really how badly. So I think what organizations are really doing now is starting to turn more to cloud-based services, you know, finding professionals who know what they're doing, who have that breadth of experience and who have seen the kinds of necessary steps that it takes to do a recovery. And the fact of the matter is a disaster recovery and a cyber recovery are really not the same thing. And so organizations need to be able to plan the kinds of recovery associated with cyber recovery in terms of forensics, in terms of scanning, in terms of analysis, and so forth. So they're turning to professionals in the cloud much more, in order to get that breadth of experience, and to take advantage of cloud-based services that are out there. >> Talk to me about some of the key advantages of cloud-based services for data resilience versus traditional legacy on-prem equipment. What are some of the advantages? Why is IDC seeing this big shift to cloud where data resilience is concerned? >> Well, the first and foremost is the economics of it. You know, you can have on-demand resources. In the old days, when we had disaster recoveries where we had two different data centers and a failover and so forth, you know, you had double the infrastructure. If you're financial services, it might even be triple the infrastructure. It was very complicated, very difficult. By going to the cloud, organizations can subscribe to disaster recovery as a service. And increasingly what we see is a new market of cyber recovery as a service. So being able to leverage those resources, to be able to have the forensic analysis available to them, to be able to have the other resources available that are on demand, and to have that plan in place to have those resources in place. I think what happens in a number of situations, Lisa, is that organizations think they're ready, but then all of a sudden they get hit, and all of a sudden they have to engage with outside consultants, or they have to bring in other experts, and that extends the time to recover that they have and it also complicates it. So if they have those resources in place, then they can simply turn them on, engage them, and get that recovery going as quickly as possible. >> So what do you think the big issue here is? Is it that these IPT practitioners, over 500 that you surveyed across 20 industries, this a global survey, do they they not know what they don't know? What's the overlying issue here? >> Yeah, I think that's right. You don't know what you don't know, and until you get into a specific attack, you know, there are so many different ways that organizations can be attacked. And, in fact, from this research that we found is that, in many cases, data exfiltration exceeds data corruption by about 50%. But when you think about that, the issue is, once I have your data, what are you going to do? I mean, there's no amount of recovery that is going to help. So organizations are either faced with paying the ransom to keep the data from perhaps being used on the dark web, or whatever, or simply saying no, and taking their chances. So best practice things like encryption, immutability, things like that that organizations can put into place. Certainly air gaps, having a solid backup foundation to where data is, you have a high recovery, high probability of recovery, things like that. Those are the kinds of things that organizations have to put into place, really as a baseline to assure that they can recover as fast as possible and not lose data in the event of a ransomware attack. >> Given some of the disconnect that you articulated, the stats that show so many think we are prepared, we've got a playbook, yet so many are being attacked, the vulnerabilities as the landscape, threat landscape, just gets more and more amorphous. What do you recommend organizations do? You talked to the IT practitioners, but does this go all the way up to the board level in terms of, hey guys, across every industry, we are vulnerable, this is going to happen. We've got to make sure that we are truly resilient and proactive? >> Yes, and in fact, what we found from this research is in more than 1/2 of cases, the CEO is directly involved in the recovery. So this is very much a C-suite issue. And if you look at the consequences of ransomware, it's not just the ransom, it's the lost productivity, it's the loss of revenue. It's the loss of customer faith and goodwill, and organizations that have been attacked have suffered those consequences, and many of them are permanent. So people at the board level, whether it's the CEO, the CFO, the CIO, the CSO, you know, whoever it is, they're extremely concerned about these. And I can tell you, they are fully engaged in addressing those issues within their organization. >> So all the way at the top, and critically important, business critical for any industry. I imagine some industries may be a little bit more vulnerable than others, financial services, healthcare, education. We've just seen a big attack in Los Angeles County. But in terms of establishing data resilience, you mentioned ransomware isn't going anywhere, it's a big business, it's very profitable. But what is IDC's prediction where ransomware is concerned? Do you think that organizations, if they truly adopt cloud and SaaS-based technologies, can they get to a place where the C-suite doesn't have to be involved to the point where they really actually have a functioning playbook? >> I don't know if we'll ever get to the point where the C-suite is not involved. It's probably very important to have that level of executive sponsorship. But what we are seeing is, in fact, we predict that by 2025, 55% of organizations will have shifted to a cloud-centric strategy for their data resilience. And the reason we say that is, you know, workloads on premises aren't going away. So that's the core. We have an increasing number of workloads in the cloud and at the edge, and that's really where the growth is. So being able to take that cloud-centric model and take advantage of cloud resources like immutable storage, being able to move data from region to region inexpensively and easily, and to be able to take that cloud-centric perspective and apply it on premises as well as in the cloud and at the edge is really where we believe that organizations are shifting their focus. >> Got it, we're just cracking the surface here, Phil. I wish we had more time, but I had a chance to read the Druva-sponsored IDC white paper. Fascinating finds. I encourage all of you to download that, take a read. You're going to learn some very interesting statistics and recommendations for how you can really truly deploy data resilience in your organization. Phil, it's been a pleasure to have you on the program. Thank you for joining me. >> No problem. Thank you, Lisa. >> In a moment, John Furrier will be here with his next guest. For right now, I'm Lisa Martin, and you are watching theCUBE, the leader in live tech coverage. >> We live in a world of infinite data. Sprawling, dispersed, valuable, but also vulnerable. So how do organizations achieve data resiliency when faced with ever expanding workloads, increasing security threats, and intensified regulations? Unfortunately, the answer often boils down to what flavor of complexity do you like best? The common patchwork approaches are expensive, convoluted, and difficult to manage. There's multiple software and hardware vendors to worry about, different deployments for workloads running on-premises or in the cloud. And an inconsistent security framework resulting in enterprises maintaining four to five copies of the same data, increasing costs and risk, building to an incoherent mess of complications. Now, imagine a world free from these complexities. Welcome to the the Druva Data Resiliency Cloud, where full data protection and beautiful simplicity converge. No hardware, no upgrades, no management, just total data resilience. With just a few clicks, you can get started integrating all of your data resiliency workflows in minutes. Through a true cloud experience built on Amazon Web Services, the Druva platform automates and manages critical daily tasks, giving you time to focus on your business. In other words, get simplicity, scalability, and security instantly. With the Druva Data Resiliency Cloud, your data isn't just backed up, it's ready to be used 24/7 to meet compliance needs and to extract critical insights. You can archive data for long-term retention, be protected against device failure and natural disasters, and recover from ransomware lightning fast. Druva is trusted with billions of backups annually by thousands of enterprises, including more than 60 of the Fortune 500, costing up to 50% less than the convoluted hardware, software, and appliance solutions. As data grows and becomes more critical to your business advantage, a data resiliency plan is vital, but it shouldn't be complicated. Druva makes it simple. (upbeat music) (mouse clicks) >> Welcome back, everyone, to theCUBE and the Druva special presentation of "Why Ransomware isn't Your Only Problem." I'm John Furrier, host of theCUBE. We're here with W Curtis Preston, Curtis Preston, as he's known in the industry, Chief Technical Evangelist at Druva. Curtis, great to see you. We're here at "Why Ransomware isn't Your Only Problem." Great to see you, thanks for coming on. >> Happy to be here. >> So we always see each other at events now events are back. So it's great to have you here for this special presentation. The white paper from IDC really talks about this in detail. I'd like to get your thoughts, and I'd like you to reflect on the analysis that we've been covering here in this survey data, how it lines up with the real world that you're seeing out there. >> Yeah, I think it's, the survey results really, I'd like to say, I'd like to say that they surprised me, but unfortunately, they didn't. The data protection world has been this way for a while where there's this difference in belief, or difference between the belief and the reality. And what we see is that there are a number of organizations that have been hit, successfully hit by ransomware, paid the ransom and/or lost data, and yet the same people that were surveyed, they had high degrees of confidence in their backup system. And, you know, I could probably go on for an hour as to the various reasons why that would be the case, but I think that this long running problem that as long as I've been associated with backups, which, you know, has been a while, it's that problem of, you know, nobody wants to be the backup person. And people often just, they don't want to have anything to do with the backup system, and so it sort of exists in this vacuum. And so then management is like, "Oh, the backup system's great," because the backup person often, you know, might say that it's great because maybe it's their job to say so. But the reality has always been very, very different. >> It's funny, you know. "We're good, boss, we got this covered." >> Yeah, it's all good, it's all good. >> And the fingers crossed, right? So again, this is the reality, and as it becomes backup and recovery, which we've talked about many times on theCUBE, certainly we have with you before, but now with ransomware, also, the other thing is people get ransomware hit multiple times. So it's not only like they get hit once, so, you know, this is a constant chasing the tail on some ends, but there are some tools out there, You guys have a solution, and so let's get into that. You know, you have had hands-on backup experience. What are the points that surprise you the most about what's going on in this world and the realities of how people should be going forward? What's your take? >> Well, I would say that the one part in the survey that surprised me the most was people that had a huge, you know, there was a huge percentage of people that said that they had, you know, a ransomware response, you know, and readiness program. And you look at that, and how could you be, you know, that high a percentage of people be comfortable with their ransomware readiness program, which includes a number of things, right? There's the cyberattack aspect of responding to a ransomware attack, and then there's the recovery aspect. And so you believe that your company was ready for that, and then you go, and I think it was 67% of the people in the survey paid the ransom, which as a person who, you know, has spent my entire career trying to help people successfully recover their data, that number, I think, just hurt me the most is that because, you talked about re-infections. The surest way to guarantee that you get re-attacked and reinfected is to pay the ransom. This goes back all the way to ransom since the beginning of time, right? Everyone knows if you pay the blackmail, all you're telling people is that you pay blackmail. >> You're in business, you're a good customer >> Yeah, yeah, exactly. >> for ransomware. >> Yeah, so the fact that, you know, 60, what, 2/3 of the people that were attacked by ransomware paid the ransom. That one statistic just hurt my heart. >> Yeah, and I think this is the reality. I mean, we go back, and even the psychology of the practitioners was, you know, it's super important to get backup and recovery, and that's been around for a long time, but now that's an attack vector, okay? And there's dollars involved, like I said, I'm joking, but there's recurring revenue for the bad guys if they know you're paying up and if you're stupid enough not to change your tooling. So again, it works both ways. So I got to ask you, why do you think so many owners are unable to successfully respond after an attack? Is it because, they know it's coming, I mean, they're not that dumb. I mean, they have to know it's coming. Why aren't they responding successfully to this? >> I think it's a litany of things, starting with that aspect that I mentioned before, that nobody wants to have anything to do with the backup system, right? So nobody wants to be the one to raise their hand because if you're the one that raises their hand, "You know, that's a good idea, Curtis, why don't you look into that?" Nobody wants to be- >> Where's that guy now? He doesn't work here anymore. Yeah, I hear where you coming from. >> Exactly. >> It's psychology (indistinct) >> Yeah, so there's that. But then the second is that because of that, no one's looking at the fact that backups are the attack vector. They become the attack vector. And so because they're the attack vector, they have to be protected as much, if not more than the rest of the environment. The rest of the environment can live off of Active Directory and, you know, and things like Okta, so that you can have SSO and things like that. The backup environment has to be segregated in a very special way. Backups have to be stored completely separate from your environment. The login and authentication and authorization system needs to be completely separate from your typical environment. Why? Because if that production environment is compromised, now knowing that the attacks or that the backup systems are a significant portion of the attack vector, then if the production system is compromised, then the backup system is compromised. So you've got to segregate all of that. And I just don't think that people are thinking about that. You know, and they're using the same backup techniques that they've used for many, many years. >> So what you're saying is that the attack vectors and the attackers are getting smarter. They're saying, "Hey, we'll just take out the backup first so they can't backup. So we got the ransomware." It makes sense. >> Yeah, exactly. The largest ransomware group out there, the Conti ransomware group, they are specifically targeting specific backup vendors. They know how to recognize the backup servers. They know how to recognize where the backups are stored, and they are exfiltrating the backups first, and then deleting them, and then letting you know you have ransom. >> Okay, so you guys have a lot of customers. They all kind of have the same problem. What's the patterns that you're seeing? How are they evolving? What are some of the things that they're implementing? What is the best practice? >> Well, again, you've got to fully segregate that data, and everything about how that data is stored and everything about how that data's created and accessed, there are ways to do that with other, you know, with other commercial products. You can take a standard product and put a number of layers of defense on top of it, or you can switch to the way Druva does things, which is a SaaS offering that stores your data completely in the cloud in our account, right? So your account could be completely compromised. That has nothing to do with our account. It's a completely different authentication and authorization system. You've got multiple layers of defense between your computing environment and where we store your backups. So basically, what you get by default with the way Druva stores your backups is the best you can get after doing many, many layers of defense on the other side and having to do all that work. With us, you just log in and you get all of that. >> I guess, how do you break the laws of physics? I guess that's the question here. >> Well, because that's the other thing is that by storing the data in the cloud, and I've said this a few times, you get to break the laws of physics, and the only way to do that is time travel. (both laughing) So yes, so Druva has time travel. And this is a Curtisism, by the way, I don't think this is our official position, but the idea is that the only way to restore data as fast as possible is to restore it before you actually need it, and that's kind of what I mean by time travel, in that you, basically, you configure your DR, your disaster recovery environment in Druva one time, and then we are pre-restoring your data as often as you tell us to do, to bring your DR environment up to the, you know, the current environment as quickly as we can so that in a disaster recovery scenario, which is part of your ransomware response, right? Again, there are many different parts, but when you get to actually restoring the data, you should be able to just push a button and go. The data should already be restored. And that's the way that you break the laws of physics is you break the laws of time. >> (laughs) Well, all right, everyone wants to know the next question, and this is a real big question is, are you from the future? >> (laughs) Yeah. Very much the future. >> What's it like in the future, backup, recovery? How does it restore? Is it air gapping everything? >> Yeah, well, it's a world where people don't have to worry about their backups. I like to use the phrase get out of the backup business, just get into the restore business. You know, I'm a grandfather now, and I love having a granddaughter, and I often make the joke that if I'd have known how great grandkids were, I would've skipped straight to them, right? Not possible. Just like this. Recoveries are great. Backups are really hard. So in the future, if you use a SaaS data protection system and data resiliency system, you can just do recoveries and not have to worry about backups. >> Yeah, and what's great about your background is you've got a lot of historical perspective. You've seen that, the waves of innovation. Now it really is about the recovery and real time. So a lot of good stuff going on. And got to think automated, things got to be rocking and rolling. >> Absolutely. Yeah. I do remember, again, having worked so hard with many clients over the years, back then, we worked so hard just to get the backup done. There was very little time to work on the recovery. And I really, I kid you not, that our customers don't have to do all of those things that all of our competitors have to do to, you know, to break, to try to break the laws of physics, I've been fighting the laws of physics my entire career, to get the backup done in the first place, then to secure all the data, and to air gap it and make sure that a ransomware attack isn't going to attack it. Our customers get to get straight to a fully automated disaster recovery environment that they get to test as often as possible and they get to do a full test by simply pressing a single button. And you know, I wish everybody had that ability. >> Yeah, I mean, security's a big part of it. Data's in the middle of it all. This is now mainstream, front lines, great stuff. Curtis, great to have you on, bring that perspective, and thanks for the insight. Really appreciate it. >> Always happy to talk about my favorite subject. >> All right, we'll be back in a moment. We'll have Stephen Manley, the CTO, and Anjan Srinivas, the GM and VP of Product Management will join me. You're watching theCUBE, the leader in high tech enterprise coverage. >> Ransomware is top of mind for everyone. Attacks are becoming more frequent and more sophisticated. It's a problem you can't solve alone anymore. Ransomware is built to exploit weaknesses in your backup solution, destroying data, and your last line of defense. With many vendors, it can take a lot of effort and configuration to ensure your backup environment is secure. Criminals also know that it's easy to fall behind on best practices like vulnerability scans, patches, and updates. In fact, 42% of vulnerabilities are exploited after a patch has been released. After an attack, recovery can be a long and manual process that still may not restore clean or complete data. The good news is that you can keep your data safe and recover faster with the Druva Data Resiliency Cloud on your side. The Druva platform functions completely in the cloud with no hardware, software, operating system, or complex configurations, which means there are none of the weaknesses that ransomware commonly uses to attack backups. Our software as a service model delivers 24/7/365 fully managed security operations for your backup environment. We handle all the vulnerability scans, patches, and upgrades for you. Druva also makes zero trust security easy with built-in multifactor authentication, single sign-on, and role-based access controls. In the event of an attack, Druva helps you stop the spread of ransomware and quickly understand what went wrong with built-in access insights and anomaly detection. Then you can use industry first tools and services to automate the recovery of clean, unencrypted data from the entire timeframe of the attack. Cyberattacks are a major threat, but you can make protection and recovery easy with Druva. (electronic music) (upbeat music) (mouse clicks) >> Welcome back, everyone, to theCUBE's special presentation with Druva on "Why Ransomware isn't Your Only Problem." I'm John Furrier, host of theCUBE. Our next guests are Stephen Manley, Chief Technology Officer of Druva, and Anjan Srinivas, who is the General Manager and Vice President of Product Management at Druva. Gentlemen, you got the keys to the kingdom, the technology, ransomware, data resilience. This is the topic. The IDC white paper that you guys put together with IDC really kind of nails it out. I want to get into it right away. Welcome to this segment. I really appreciate it. Thanks for coming on. >> Great to be here, John. >> So what's your thoughts on the survey's conclusion? Obviously, the resilience is huge. Ransomware continues to thunder away at businesses and causes a lot of problems, disruption. I mean, it's endless ransomware problems. What's your thoughts on the conclusion? >> So I'll say the thing that pops out to me is, on the one hand, everybody who sees the survey and reads it is going to say, "Well, that's obvious." Of course, ransomware continues to be a problem. Cyber resilience is an issue that's plaguing everybody. But I think when you dig deeper and there's a lot of subtleties to look into, but one of the things that I hear on a daily basis from the customers is, it's because the problem keeps evolving. It's not as if the threat was a static thing to just be solved and you're done. Because the threat keeps evolving, it remains top of mind for everybody because it's so hard to keep up with what's happening in terms of the attacks. >> And I think the other important thing to note, John, is that people are grappling with this ransomware attack all of a sudden where they were still grappling with a lot of legacy in their own environment. So they were not prepared for the advanced techniques that these ransomware attackers were bringing to market. It's almost like these ransomware attackers had a huge leg up in terms of technology that they had in their favor while keeping the lights on was keeping IT away from all the tooling that they needed to do. A lot of people are even still wondering, when that happens next time, what do I even do? So clearly not very surprising. Clearly, I think it's here to stay, and I think as long as people don't retool for a modern era of data management, this is going to to stay this way. >> Yeah, I hear this all the time in our CUBE conversations with practitioners. It's kind of like the security pro, give me more tools, I'll buy anything that comes in the market, I'm desperate. There's definitely attention, but it doesn't seem like people are satisfied with the tooling that they have. Can you guys share kind of your insights into what's going on in the product side? Because, you know, people claim that they have tools at crime points of recovery opportunities, but they can't get there. So it seems to be that there's a confidence problem here in the market. How do you guys see that? 'cause I think this is where the rubber meets the road with ransomware 'cause it is a moving train, it's always changing, but it doesn't seem there's confidence. Can you guys talk about that? What's your reaction? >> Yeah, let me jump in first, and Stephen can add to it. What happens is, I think this is a panic buying and they have accumulated this tooling now just because somebody said they could solve your problem, but they haven't had a chance to take a real look from a ground up perspective to see where are the bottlenecks? Where are the vulnerabilities? And which tooling set needs to lie where? Where does the logic need to reside? And what, in Druva, we are watching people do and people do it successfully, is that as they have adopted Druva technology, which is ground up built for the cloud, and really built in a way which is, you know, driven at a data insight level where we have people even monitoring our service for anomalies and activities that are suspicious. We know where we need to play a role in really kind of mitigating this ransomware, and then there's a whole plethora of ecosystem players that kind of combine to really finish the story, so to say, right? So I think this has been a panic buying situation. This is like, "Get me any help you can give me." And I think as this settles down and people really understand that longer term as they really build out a true defense mechanism, they need to think really ground up. They will start to really see the value of technologies like Druva, and try to identify the right set of ecosystem to really bring together to solve it meaningfully. >> Yes, Stephen? >> I was going to say, I mean, one of the the really interesting things in the survey for me, and for a moment, a little more than a moment, it made me think was that the large number of respondents who said, "I've got a really efficient, well-run back environment," who, then, on basically the next question said, "And I have no confidence that I can recover from a ransomware attack." And you scratch your head and you think, "Well, if your backup environment is so good, why do you have such low confidence?" And I think that's the moment when we dug deeper and we realized, if you've got a traditional architecture, and let's face it, the disk-based architecture's been around for almost two decades now, in terms of disk-based backup, you can have that tuned to the hilt. That can be running as efficiently as you want it, but it was built before the ransomware attacks, before all these cyber issues, you know, really start hitting companies. And so I have this really well-run traditional backup environment that is not at all built for these modern threat vectors. And so that's really why customers are saying, "I'm doing the best I can," but as Anjan pointed out, the architecture, the tooling isn't there to support what problems I need to solve today. >> Yeah, great point. >> And so, yeah. >> Well, that's a great point. Before we get into the customer side I want to get to in second, you know, I interviewed Jaspreet, the founder and CEO many years ago, even before the pandemic, and you mentioned modern. You guys have always had the cloud with Druva. This is huge. Now that you're past the pandemic, what is that modern cloud edge that you guys have? 'Cause that's a great point. A lot of stuff was built kind of backup and recovery bolted on, not really kind of designed into the current state of the infrastructure and the cloud native application modern environment we're seeing right now. It's a huge issue. >> I think, to me there's three things that come up over and over and over again as we talk to people in terms of, you know, being built in cloud, being cloud native, why is it an advantage? The first one is security and ransomware. And we can go deeper, but the most obvious one that always comes up is every single backup you do with Druva is air gapped, offsite, managed under a separate administrative domain so that you're not retrofitting any sort of air gap network and buying another appliance or setting up your own cloud environment to manage this. Every backup is ransomware protected, guaranteed. The second advantage is the scalability. And you know, this certainly plays into account as your business grows, or, in some cases, as you shrink or repurpose workloads, you're only paying for what you use. But it also plays a big role, again, when you start thinking of ransomware recoveries because we can scale your recovery in cloud, on premises as much or as little as you want. And then I think the third one is we're seeing, basically, things evolving, new workloads, data sprawl, new threat vectors. And one of the nice parts of being a SaaS service in the cloud is we're able to roll out new functionality every two weeks and there's no upgrade cycle, there's no waiting. The customer doesn't have to say, "Wow, I needed six months in the lab before I upgrade it and it's an 18-month, 24-month cycle before the functionality releases. You're getting it every two weeks, and it's backed by Druva to make sure it works. >> Anjan, you know, you got the product side, you know, it's a challenging job 'cause you have so many customers asking for things, probably on the roadmap, you probably can go an hour for that one, but I want to get your thoughts on what you're hearing and seeing from customers. We just reviewed the IDC with Phil. How are you guys responding to your customer's needs? Because it seems that it's highly accelerated, probably on the feature requests, but also structurally as ransomware continues to evolve. What are you hearing? What's the key customer need? How are you guys responding? >> Yeah, actually, I have two things that I hear very clearly when I talk to customers. One, I think, after listening to their security problems and their vulnerability challenges, because we see customers and help customers who are getting challenged by ransomware on a weekly basis. And what I find that this problem is not just a technology problem, it's an operating model problem. So in order to really secure themselves, they need a security operating model and a lot of them haven't figured out that security operating model in totality. Now where we come in, as Druva, is that we are providing them the cloud operating model and a data protection operating model, combined with a data insights operating model which all fit into their overall security operating model that they are really owning and they need to manage and operate, because this is not just about a piece of technology. On top of that, I think our customers are getting challenged by all the same challenges of not just spending time on keeping the lights on, but innovating faster with less. And that has been this age old problem, do more with less. But in this whole, they're like trying to innovate in the middle of the war, so to say. The war is happening, they're getting attacked, but there's also net new shadow IT challenges that's forcing them to make sure that they can manage all the new applications that are getting developed in the cloud. There is thousands of SaaS applications that they're consuming, not knowing which data is critical to their success and which ones to protect and govern and secure. So all of these things are coming at them at 100 miles per hour, while they're just trying to live one day at a time. And unless they really develop this overall security operating model, helped by cloud native technologies like Druva that really providing them a true cloud native model of really giving like a touchless and an invisible protection infrastructure. Not just beyond backups, beyond just the data protection that we all know of into this mindset of kind of being able to look at where each of those functionalities need to lie. That's where I think they're grappling with. Now Druva is clearly helping them with keep up to pace with the public cloud innovations that they need to do and how to protect data. We just launched our EC2 offering to protect EC2 virtual machines back in AWS, and we are going to be continuing to evolve that to further the many services that public cloud software 'cause our customers are really kind of consuming them at breakneck speed. >> So new workloads, new security capabilities. Love that. Good call out there. Stephen, there's still the issue of the disruption side of it. You guys have a guarantee. There's a cost of ownership as you get more tools. Can you talk about that angle of it? You got new workloads, you got the new security needs, what's the disruption impact? 'Cause you want to avoid that. How much is it going to cost you? And you guys have this guarantee, can you explain that? >> Yeah, absolutely. So Druva launched our $10 million data resiliency guarantee. And for us, there were really two key parts to this. The first obviously is $10 million means that, you know, again, we're willing to put our money where our mouth is, and that's a big deal, right? That we're willing to back this with the guarantee. But then the second part, and this is the part that I think reflects that sort of model that Anjan was talking about. We sort of look at this and we say the goal of Druva is to do the job of protecting and securing your data for you so that you, as a customer, don't have to do it anymore. And so the guarantee actually protects you against multiple types of risks, all with SLAs. So everything from your data's going to be recoverable in the case of a ransomware attack. Okay, that's good. Of course, for it to be recoverable, we're also guaranteeing your backup success rate. We're also guaranteeing the availability of the service. We're guaranteeing that the data that we're storing for you can't be compromised or leaked externally, and we're guaranteeing the long-term durability of the data so that if you backup with us today and you need to recover 30 years from now, that data's going to be recovered. So we wanted to really attack the end-to-end risks that affect our customers. Cybersecurity is a big deal, but it is not the only problem out there, and the only way for this to work is to have a service that can provide you SLAs across all of the risks, because that means, as a SaaS vendor, we're doing the job for you so you're buying results as opposed to technology. >> That's great. Great point. Ransomware isn't the only problem. That's the title of this presentation, but it's a big one. (laughs) People are concerned about it, so great stuff. In the last five minutes, guys, if you don't mind, I'd love to have you share what's on the horizon for Druva? You mentioned the new workloads, Anjan. You mentioned this new security. You're going to shift left. DevOps is now the developer model. They're running IT. Get data and security teams now stepping in and trying to be as high velocity as possible for the developers and enterprises. What's on the horizon for Druva? What trends is the company watching, and how are you guys putting that together to stay ahead in the marketplace and the competition? >> Yeah, I think, listening to our customers, what we realize is they need help with the public cloud, number one. I think that's a big wave of consumption. People are consolidating their data centers, moving to the public cloud. They need help in expanding data protection, which becomes the basis of a lot of the security operating model that I talked about. They need that first, from Druva, before they can start to get into much more advanced level of insights and analytics around that data to protect themselves and secure themselves and do interesting things with that data. So we are expanding our coverage on multiple fronts there. The second key thing is to really bring together a very insightful presentation layer, which, I think, is very unique to Druva because only we can look at multiple tenants, multiple customers because we are a SaaS vendor, and look at insights and give them best practices and guidances and analytics that nobody else can give. There's no silo anymore because we are able to take a good big vision view and now help our customers with insights that otherwise that information map is completely missing. So we are able to guide them down a path where they can optimize which workloads need what kind of protection, and then how to secure them. So that is the second level of insights and analytics that we are building. And there's a whole plethora of security offerings that we are going to build, all the way from a feature level where we have things like (audio distorts) that's already available to our customers today to prevent any anomalous behavior and attacks that would delete their backups and then they still have a way to recover from it, but also things to curate and get back to that point in time where it is safe to recover and help them with a sandbox which they can recover confidently knowing it's not going to jeopardize them again and reinfect the whole environment again. So there's a whole bunch of things coming, but the key themes are public cloud, data insights, and security, and that's where my focus is, to go and get those features delivered, and Stephen can add a few more things around services that Stephen is looking to build and launch. >> Sure, so, yeah, so John, I think one of the other areas that we see just an enormous groundswell of interest. So public cloud is important, but there are more and more organizations that are running hundreds, if not thousands of SaaS applications, and a lot of those SaaS applications have data. So there's the obvious things, like Microsoft 365, Google Workspace, but we're also seeing a lot of interest in protecting Salesforce because, if you think about it, if someone you know deletes some really important records in Salesforce, that's actually kind of the record of your business. And so, we're looking at more and more SaaS application protection, and really getting deep in that application awareness. It's not just about backup and recovery when you look at something like a Salesforce, or something like Microsoft 365. You do want to look into sandboxing, you want to look into long-term archival, because this is the new record of the business. What used to be in your on-premises databases, that all lives in cloud and SaaS applications now. So that's a really big area of investment for us. The second one, just to echo what Anjan said is, one of the great things of being a SaaS provider is I have metadata that spans across thousands of customers and tens of billions of backups a year. I'm tracking all sorts of interesting information that is going to enable us to do things like make backups more autonomous so that customers, again, I want to do the job for them. We'll do all the tuning, we'll do all the management for them to be able to better detect ransomware attacks, better respond to ransomware attacks, because we're seeing across the globe. And then, of course, being able to give them more insight into what's happening in their data environment so they can get a better security posture before any attack happens. Because, let's face it, if you can set your data up more cleanly, you're going to be a lot less worried and a lot less exposed when that attack happens. So we want to be able to, again, cover those SaaS applications in addition to the public cloud, and then we want to be able to use our metadata and use our analytics and use this massive pipeline we've got to deliver value to our customers. Not just charts and graphs, but actual services that enable them to focus their attention on other parts of the business. >> That's great stuff. >> And remember, John, I think all this while keeping things really easy to consume, consumer grade UI, APIs, and then really the power of SaaS as a service, simplicity to kind of continue on, amongst kind of keeping these complex technologies together. >> Anjan, that's a great callout. I was going to mention ease of use and self-service. Big part of the developer and IT experience. Expected. It's the table stakes. Love the analytic angle, I think that brings the scale to the table, and faster time to value to get to learn best practices. But at the end of the day, automation, cross-cloud protection and security to protect and recover. This is huge, and this is a big part of not only just protecting against ransomware and other things, but really being fast and being agile. So really appreciate the insights. Thanks for sharing on this segment, really under the hood and really kind of the value of the product. Thanks for coming on, appreciate it. >> Thank you very much. >> Okay, there it is. You have the experts talk about under the hood, the product, the value, the future of what's going on with Druva, and the future of cloud native protecting and recovering. This is what it's all about. It's not just ransomware they have to worry about. In a moment, Dave Vellante will give you some closing thoughts on the subject here. You're watching theCUBE, the leader in high tech enterprise coverage. >> As organizations migrate their business processes to multi-cloud environments, they still face numerous threats and risks of data loss. With a growing number of cloud platforms and fragmented applications, it leads to an increase in data silos, sprawl, and management complexity. As workloads become more diverse, it's challenging to effectively manage data growth, infrastructure, and resource costs across multiple cloud deployments. Using numerous backup vendor solutions for multiple cloud platforms can lead to management complexity. More importantly, the lack of centralized visibility and control can leave you exposed to security vulnerabilities, including ransomware that can cripple your business. The Druva Data Resiliency Cloud is the only 100% SaaS data resiliency platform that provides centralized, secure, air gapped, and immutable backup and recovery. With Druva, your data is safe with multiple layers of protection and is ready for fast recovery from cyberattacks, data corruption, or accidental data loss. Through a simple, easy to manage platform, you can seamlessly protect fragmented, diverse data at scale, across public clouds, and your business critical SaaS applications. Druva is the only 100% SaaS vendor that can manage, govern, and protect data across multiple clouds and business critical SaaS applications. It supports not just backup and recovery, but also data resiliency across high value use cases, such as e-discovery, sensitive data governance, ransomware, and security. No other vendor can match Druva for customer experience, infinite scale, storage optimization, data immutability, and ransomware protection. The Druva Data Resiliency Cloud, your data, always safe, always ready. Visit druva.com today to schedule a free demo. (upbeat music) >> One of the big takeaways from today's program is that in the scramble to keep business flowing over the past 2+ years, a lot of good technology practices have been put into place, but there's much more work to be done, specifically, because the frequency of attacks is on the rise and the severity of lost, stolen, or inaccessible data is so much higher today, business resilience must be designed into architectures and solutions from the start. It cannot be an afterthought. Well, actually it can be, but you won't be happy with the results. Now, part of the answer is finding the right partners, of course, but it also means taking a system's view of your business, understanding the vulnerabilities and deploying solutions that can balance cost efficiency with appropriately high levels of protection, flexibility, and speed slash accuracy of recovery. Here we hope you found today's program useful and informative. Remember, this session is available on demand in both its full format and the individual guest segments. All you got to do is go to thecube.net, and you'll see all the content, or you can go to druva.com. There are tons of resources available, including analyst reports, customer stories. There's this cool TCO calculator. You can find out what pricing looks like and lots more. Thanks for watching "Why Ransomware isn't Your Only Problem," made possible by Druva, in collaboration with IDC and presented by theCUBE, your leader in enterprise and emerging tech coverage. (upbeat music)

>>Welcome back to the cubes coverage here in Washington D. C. For a W. S. Public sector summit. I'm john fraser host of the queues and in person event but of course we have remote guests. It's a hybrid event as well. Amazon is streaming amazon web services, streaming all the teams, some of the key notes of course all the cube interviews are free and streaming out there as well on the all the cube channels and all the social coordinates. Our next guest is Melissa Pavlik President and Ceo POV con joining me here to talk about predictive maintenance, bringing that to life for the U. S. Air Force melissa. Thanks for coming in remotely on our virtual cube here at the physical event. >>Excellent, thank you. Good morning >>Show. People have been been um face to face for the first time since 2019. A lot of people remote calling in checking things out kind of an interesting time, right? We're living in so uh what's your, what's your take on all this? >>Sure. I mean it's a new way of doing business, right? Um I will say, I guess for us as a company we always have been remote so it's not too much of a change but it is definitely challenging, especially trying to engage with such a large user community such as the United States Air Force who isn't always used to working as remotely. So it's definitely a unique challenge for sure. >>Well let's get into, I love this topic. You had a real success story. There is a case study with the U. S. Air Force, what's the relationship take us through what you guys are doing together? >>Sure. Absolutely. So we started working with the Air Force now about five years ago on this subject and predictive maintenance. Sometimes you might hear me catch myself and say CBM plus condition based maintenance. They're synonymous. They mean the exact same thing basically. But about five years ago the Air Force was contemplating how do we get into a space of getting ahead of unscheduled maintenance events? Um if the military they're big push always his readiness how do we improve readiness? So to do that it was a big ask of do we have the data to get ahead of failures? So we started on this journey about five years ago as I said and frankly we started under the radar we weren't sure if it was going to work. So we started with two platforms. And of course when I think a lot of people here predictive maintenance, they immediately think of sensor data and sensors are wonderful data but unfortunately especially in an entity such as the Air Force not all assets are censored. So it also opened up a whole other avenue of how do we use the data that they have today to be able to generate and get ahead of failures. So it did start a really great partnership working not only with the individual, I'll say Air Force entities that Air Force Lifecycle Management Center but we also worked across all the major commands, the individual units, supply control, logistics and everyone else. So it's been a really great team effort to bring together all of those but typically would be rather segregated operations together. >>Yeah, they're getting a lot of props lately on a lot of their projects across the board and this one particular, how did you guys specifically help them modernize and with their and get this particular maintenance thing off the ground? >>Absolutely. I think quite simply it was what really we put their existing data to work. We really wanted to get in there and think about they already had a ton of data. There wasn't a need to generate more. We're talking about petabytes of information. So how do we use that and put it into a focus of getting ahead of failure? We said we established basically three key performance parameters right from the beginning it was, we knew we wanted to increase availability which was going to directly improve readiness. We needed to make sure we were reducing mission aborts and we wanted to get ahead of any kind of maintenance costs. So for us it was really how do we leverage and embrace machine learning and ai paired with just big data analytics and how do we take frankly what is more of a World War Two era architecture and turn it into something that is in the information age. So our modernization really started with how do we take their existing data and turn it into something that is useful and then simultaneously how do we educate the workforce and helping them understand what truly machine learning and AI offer because I think sometimes there's everyone has their own opinions of what that means, but when you put it into action and you need to make sure that it's something that they can take action on, right, it's not just pushing a dot moving numbers around, it's really thinking about and considering how their operations are done and then infusing that with the data on the back end, >>it's awesome. You know the old workflows in the cloud, this is legit, I mean physical assets, all kinds of things and his legacy is also but you want the modernization, I was gonna ask you about the machine learning and ai component, you brought that up. What specifically are you leveraging their from the ai side of the machine learning side? >>Absolutely for us, most and foremost we're talking about responsible a i in this case because unfortunately a lot of the data in the Air Force is human entry, so it's manual, which basically means it's open and rife for a lot of error into that data. So we're really focused heavily on the data integrity, we're really focused on utilizing different types of machine learning because I think on the surface the general opinion is there's a lot of data here. So it would open itself naturally into a lot of potential machine learning techniques, but the reality situation is this data is not human understandable unless you are a prior maintainer, frankly, it's a lot of codes, there's not a whole lot of common taxonomy. So what we've done is we've looked at those supervised and unsupervised models, we've taken a whole different approach to infusing it with truly, what I would say arguably is the most important key element, domain expertise. You know, someone who actually understands what this data means. So that way we can in in End up with actionable output something that the air force can actually put into use, see the results coming out of it. And thus far it's been great. Air mobility command has come back and said we've been able to reduce their my caps, which are parts waiting for maintenance by 18%. That's huge in this space. >>Yeah, it's interesting about unsupervised and supervised machine learning. That's a big distinct because you mentioned there's a lot of human error going on. That's a big part. Can you explain a little bit more because that was that to solve the human error part or was it the mix and match because the different data sets, but why the why both machine learning modes. >>So really it was to address both items frankly. When we started down this path, we weren't sure we were going to find right, We went in with some hypotheses and some of those ended up being true and others were not. So it was a way for us to quickly adjust as we needed to again put the data into actionable use and make sure we were responsibly doing that. So for us a lot of it, because it's human understanding and human error that goes into this natural language processing is a really big area in this space. So for us, adjusting between and trying different techniques is really where we were able to discover and find out what was going to be the most effective and useful in this particular space as well as cost effective. Because for us there's also this resistance, you have to have resist the urge to want to monitor everything. In this case we're talking about really focusing on those top drivers and depending on the type of data that we had, depending on the users that we knew were going to get involved with it as well as I would say, the historical information, it really would help us dictate on supervised versus supervised and going the unsupervised route. In some cases there's just still not ready for that because the data is just so manual. Once we get to a point where there is more automation and more automated data collection, unsupervised will definitely no doubt become more valuable right now though, in order to get those actionable. That supervised modeling was really what we found to be the most valuable >>and that makes total sense. You've got a lot of head room to grow into with Unsupervised, which is actually harder as you as you know, everyone, everyone everyone knows that. But I mean that's really the reality. Congratulations. I gotta ask you on the AWS side what part do they play in all this? Obviously the cloud um their relationship with the Air Force as well, what's their what's their role in this particular maintenance solution? >>Sure, absolutely. And I'll just say, I mean we're really proud to be a partner network with them and so when we started this there was no cloud, so today a lot of opportunity or things we hear about in the Air Force where like cloud one platform one, those weren't in existence, you know, five years ago or so. So for us when we started down this path and we had to identify very quickly a format and a host location that would allow us not only handle large amounts of data but do all of the deep analysis we needed to AWS GovCloud is where that came in. Plus it also is awesome that they were already approved at I. L. Five to be able to host that we in collaboration with them host a nist 801 +71 environment. And so it's really allowed us to to grow and deliver this this impact out over 6000 users today on the Air Force side. So for us with a W. S. Has been a great partnership. They obviously have some really great native services that are inside their cloud as well as the pairing and easy collaboration among not only licensed products but also all that free and open source that's out there because again, arguably that's the best community to pull from because they're constantly evolving and working in the space. But a W has been a really great partner for us and of course we have some of our very favorite services I'm happy to talk about, but they've been really great to work with >>what's the top services. >>So for us, a lot of top services are like ec two's work spaces, of course S three and Glacier um are right up there, but you really enjoy working across glue Athena were really big on, we find a commercial service we're looking for that's not yet available in Govcloud. And we pull in our AWS partners and ask, hey, you know when it's going to get into the gulf cloud space and they move pretty quickly to get those in there. So recent months are definitely a theme in blue. Well, >>congratulations, great solution, I love this application because it highlights the power of the cloud, What's the future in store for the U. S. Air Force when it comes to predictive maintenance. >>Sure. I mean, I think at this point they are just going to continue adding additional top driver analyses you through our work for the past couple years. We've identified a lot of operational and functional opportunities for them. So there's gonna be some definitely foundational changing coming along, some enabling new technologies to get that data integrity more automated as well so that there isn't such a heavy lift on the downstream, we're talking about data cleansing, but I think as far as predictive maintenance goes, we're definitely going to see more and more improvements across the readiness level, getting rid of and eliminating that unscheduled event that drives a lot of the readiness concerns that are out there. And we're also hoping to see a lot more improvement and I'd say enhancement across the supply chain because we know that's also an area that really they could get ahead on your part of our other work as we developed a five year long range supply forecast and it's really been opening some eyes to see how they can better plan, not only on the maintenance side but also supporting maintenance from a logistics and supply, >>great stuff melissa. Great to have you on President Ceo Path Con, you're also the business owner. Um how's things going with the business? The pandemic looks like I'm gonna come out of it stronger. Got the tailwind with cloud technology. The modernization boom is here in, in Govcloud, 10 years celebrating Govcloud birthday here at this event. How's business house? How are you doing >>good. Everything has actually been, we were, I guess fortunate, as I mentioned the very beginning, we were remote companies. So fortunately for us the pandemic did not have that much of an operational hiccup and being that a lot of our clients are in the federal space, we were able to continue working and amazingly we actually grew during the pandemic. We added quite a bit of a personnel to the team and so we're looking forward to doing some more predictive maintenance across, not only explaining the Air Force but the other services as well. >>You know, the people who were Agile had some cloud action going on, we're productive and they came out stronger melissa. Great to have you on the cube. Thank you for coming in remotely and joining our face to face event from the interwebs. Thank you so much for coming on cuba >>All right, thank you, john have a great rest of your day. >>Okay. I'm john for here at the cube with a W. S. Public sector summit in person and remote bringing guest on. We've got the new capability of bringing remotes in. We do in person. I'll see you face to face hear the cube and it's like to be here at the public sector summit. Thanks for watching. Mhm. Mhm >>robert, Herjavec

>>Welcome back to the cubes coverage of AWS public sector summit live in Washington D. C. A face to face event were on the ground here is to keep coverage. I'm john Kerry, your hosts got two great guests. Both cuba alumni Shannon Kellogg VP of public policy for the Americas and john would ceo tell us congratulations on some announcement on stage and congressional john being a public company. Last time I saw you in person, you are private. Now your I. P. O. Congratulations >>totally virtually didn't meet one investor, lawyer, accountant or banker in person. It's all done over zoom. What's amazing. >>We'll go back to that and a great great to see you had great props here earlier. You guys got some good stuff going on in the policy side, a core max on stage talking about this Virginia deal. Give us the update. >>Yeah. Hey thanks john, it's great to be back. I always like to be on the cube. Uh, so we made an announcement today regarding our economic impact study, uh, for the commonwealth of Virginia. And this is around the amazon web services business and our presence in Virginia or a WS as we all, uh, call, uh, amazon web services. And um, basically the data that we released today shows over the last decade the magnitude of investment that we're making and I think reflects just the overall investments that are going into Virginia in the data center industry of which john and I have been very involved with over the years. But the numbers are quite um, uh, >>just clever. This is not part of the whole H. 20. H. Q. Or whatever they call HQ >>To HQ two. It's so Virginia Amazon is investing uh in Virginia as part of our HQ two initiative. And so Arlington Virginia will be the second headquarters in the U. S. In addition to that, AWS has been in Virginia for now many years, investing in both data center infrastructure and also other corporate facilities where we house AWS employees uh in other parts of Virginia, particularly out in what's known as the dullest technology corridor. But our data centers are actually spread throughout three counties in Fairfax County, Loudoun County in Prince William County. >>So this is the maxim now. So it wasn't anything any kind of course this is Virginia impact. What was, what did he what did he announce? What did he say? >>Yeah. So there were a few things that we highlighted in this economic impact study. One is that over the last decade, if you can believe it, we've invested $35 billion 2020 alone. The AWS investment in construction and these data centers. uh it was actually $1.3 billion 2020. And this has created over 13,500 jobs in the Commonwealth of Virginia. So it's a really great story of investment and job creation and many people don't know John in this Sort of came through in your question too about HQ two, But aws itself has over 8000 employees in Virginia today. Uh, and so we've had this very significant presence for a number of years now in Virginia over the last, you know, 15 years has become really the cloud capital of the country, if not the world. Uh, and you see all this data center infrastructure that's going in there, >>John What's your take on this? You've been very active in the county there. Um, you've been a legend in the area and tech, you've seen this many years, you've been doing so I think the longest running company doing cyber my 31st year, 31st year. So you've been on the ground. What does this all mean to you? >>Well, you know, it goes way back to, it was roughly 2005 when I served on the Economic Development Commission, Loudon County as the chairman. And at the time we were the fastest-growing county in America in Loudon County. But our residential real property taxes were going up stratospherically because when you look at it, every dollar real property tax that came into residential, we lose $2 because we had to fund schools and police and fire departments and so forth. And we realized for every dollar of commercial real property tax that came in, We made $97 in profit, but only 13% of the money that was coming into the county was coming in commercially. So a small group got together from within the county to try and figure out what were the assets that we had to offer to companies like Amazon and we realized we had a lot of land, we had water and then we had, you know this enormous amount of dark fiber, unused fibre optic. And so basically the county made it appealing to companies like amazon to come out to Loudon County and other places in northern Virginia and the rest is history. If you look today, we're Loudon County is Loudon County generates a couple $100 million surplus every year. It's real property taxes have come down in in real dollars and the percentage of revenue that comes from commercials like 33 34%. That's really largely driven by the data center ecosystem that my friend over here Shannon was talking. So >>the formula basically is look at the assets resources available that may align with the kind of commercial entities that good. How's their domicile there >>that could benefit. >>So what about power? Because the data centers need power, fiber fiber is great. The main, the main >>power you can build power but the main point is is water for cooling. So I think I think we had an abundance of water which allowed us to build power sources and allowed companies like amazon to build their own power sources. So I think it was really a sort of a uh uh better what do they say? Better lucky than good. So we had a bunch of assets come together that helps. Made us, made us pretty lucky as a, as a region. >>Thanks area too. >>It is nice and >>john, it's really interesting because the vision that john Wood and several of his colleagues had on that economic development board has truly come through and it was reaffirmed in the numbers that we released this week. Um, aws paid $220 million 2020 alone for our data centers in those three counties, including loud >>so amazon's contribution to >>The county. $220 million 2020 alone. And that actually makes up 20% of overall property tax revenues in these counties in 2020. So, you know, the vision that they had 15 years ago, 15, 16 years ago has really come true today. And that's just reaffirmed in these numbers. >>I mean, he's for the amazon. So I'll ask you the question. I mean, there's a lot of like for misinformation going around around corporate reputation. This is clearly an example of the corporation contributing to the, to the society. >>No, no doubt. And you think >>About it like that's some good numbers, 20 million, 30 >>$5 million dollar capital investment. You know, 10, it's, what is it? 8000 9000 >>Jobs. jobs, a W. S. jobs in the Commonwealth alone. >>And then you look at the economic impact on each of those counties financially. It really benefits everybody at the end of the day. >>It's good infrastructure across the board. How do you replicate that? Not everyone's an amazon though. So how do you take the formula? What's your take on best practice? How does this rollout? And that's the amazon will continue to grow, but that, you know, this one company, is there a lesson here for the rest of us? >>I think I think all the data center companies in the cloud companies out there see value in this region. That's why so much of the internet traffic comes through northern Virginia. I mean it's I've heard 70%, I've heard much higher than that too. So I think everybody realizes this is a strategic asset at a national level. But I think the main point to bring out is that every state across America should be thinking about investments from companies like amazon. There are, there are really significant benefits that helps the entire community. So it helps build schools, police departments, fire departments, etcetera, >>jobs opportunities. What's the what's the vision though? Beyond data center gets solar sustainability. >>We do. We have actually a number of renewable energy projects, which I want to talk about. But just one other quick on the data center industry. So I also serve on the data center coalition which is a national organization of data center and cloud providers. And we look at uh states all over this country were very active in multiple states and we work with governors and state governments as they put together different frameworks and policies to incent investment in their states and Virginia is doing it right. Virginia has historically been very forward looking, very forward thinking and how they're trying to attract these data center investments. They have the right uh tax incentives in place. Um and then you know, back to your point about renewable energy over the last several years, Virginia is also really made some statutory changes and other policy changes to drive forward renewable energy in Virginia. Six years ago this week, john I was in a coma at county in Virginia, which is the eastern shore. It's a very rural area where we helped build our first solar farm amazon solar farm in Virginia in 2015 is when we made this announcement with the governor six years ago this week, it was 88 megawatts, which basically at the time quadruple the virginias solar output in one project. So since that first project we at Amazon have gone from building that one facility, quadrupling at the time, the solar output in Virginia to now we're by the end of 2023 going to be 1430 MW of solar power in Virginia with 15 projects which is the equivalent of enough power to actually Enough electricity to power 225,000 households, which is the equivalent of Prince William county Virginia. So just to give you the scale of what we're doing here in Virginia on renewable energy. >>So to me, I mean this comes down to not to put my opinion out there because I never hold back on the cube. It's a posture, we >>count on that. It's a >>posture issue of how people approach business. I mean it's the two schools of thought on the extreme true business. The government pays for everything or business friendly. So this is called, this is a modern story about friendly business kind of collaborative posture. >>Yeah, it's putting money to very specific use which has a very specific return in this case. It's for everybody that lives in the northern Virginia region benefits everybody. >>And these policies have not just attracted companies like amazon and data center building builders and renewable energy investments. These policies are also leading to rapid growth in the cybersecurity industry in Virginia as well. You know john founded his company decades ago and you have all of these cybersecurity companies now located in Virginia. Many of them are partners like >>that. I know john and I both have contributed heavily to a lot of the systems in place in America here. So congratulations on that. But I got to ask you guys, well I got you for the last minute or two cybersecurity has become the big issue. I mean there's a lot of these policies all over the place. But cyber is super critical right now. I mean, where's the red line Shannon? Where's you know, things are happening? You guys bring security to the table, businesses are out there fending for themselves. There's no militia. Where's the, where's the, where's the support for the commercial businesses. People are nervous >>so you want to try it? >>Well, I'm happy to take the first shot because this is and then we'll leave john with the last word because he is the true cyber expert. But I had the privilege of hosting a panel this morning with the director of the cybersecurity and Infrastructure Security agency at the department, Homeland Security, Jenness easterly and the agency is relatively new and she laid out a number of initiatives that the DHS organization that she runs is working on with industry and so they're leaning in their partnering with industry and a number of areas including, you know, making sure that we have the right information sharing framework and tools in place, so the government and, and we in industry can act on information that we get in real time, making sure that we're investing for the future and the workforce development and cyber skills, but also as we enter national cybersecurity month, making sure that we're all doing our part in cyber security awareness and training, for example, one of the things that are amazon ceo Andy Jassy recently announced as he was participating in a White house summit, the president biden hosted in late august was that we were going to at amazon make a tool that we've developed for information and security awareness for our employees free, available to the public. And in addition to that we announced that we were going to provide free uh strong authentication tokens for AWS customers as part of that announcement going into national cybersecurity months. So what I like about what this administration is doing is they're reaching out there looking for ways to work with industry bringing us together in these summits but also looking for actionable things that we can do together to make a difference. >>So my, my perspective echoing on some of Shannon's points are really the following. Uh the key in general is automation and there are three components to automation that are important in today's environment. One is cyber hygiene and education is a piece of that. The second is around mis attribution meaning if the bad guy can't see you, you can't be hacked. And the third one is really more or less around what's called attribution, meaning I can figure out actually who the bad guy is and then report that bad guys actions to the appropriate law enforcement and military types and then they take it from there >>unless he's not attributed either. So >>well over the basic point is we can't as industry hat back, it's illegal, but what we can do is provide the tools and methods necessary to our government counterparts at that point about information sharing, where they can take the actions necessary and try and find those bad guys. >>I just feel like we're not moving fast enough. Businesses should be able to hack back. In my opinion. I'm a hawk on this one item. So like I believe that because if people dropped on our shores with troops, the government will protect us. >>So your your point is directly taken when cyber command was formed uh before that as airlines seeing space physical domains, each of those physical domains have about 100 and $50 billion they spend per year when cyber command was formed, it was spending less than Jpmorgan chase to defend the nation. So, you know, we do have a ways to go. I do agree with you that there needs to be more uh flexibility given the industry to help help with the fight. You know, in this case. Andy Jassy has offered a couple of tools which are, I think really good strong tokens training those >>are all really good. >>We've been working with amazon for a long time, you know, ever since, uh, really, ever since the CIA embrace the cloud, which was sort of the shot heard around the world for cloud computing. We do the security compliance automation for that air gap region for amazon as well as other aspects >>were all needs more. Tell us faster, keep cranking up that software because tell you right now people are getting hit >>and people are getting scared. You know, the colonial pipeline hack that affected everybody started going wait a minute, I can't get gas. >>But again in this area of the line and jenny easterly said this this morning here at the summit is that this truly has to be about industry working with government, making sure that we're working together, you know, government has a role, but so does the private sector and I've been working cyber issues for a long time to and you know, kind of seeing where we are this year in this recent cyber summit that the president held, I really see just a tremendous commitment coming from the private sector to be an effective partner in securing the nation this >>full circle to our original conversation around the Virginia data that you guys are looking at the Loudon County amazon contribution. The success former is really commercial public sector. I mean, the government has to recognize that technology is now lingua franca for all things everything society >>well. And one quick thing here that segues into the fact that Virginia is the cloud center of the nation. Um uh the president issued a cybersecurity executive order earlier this year that really emphasizes the migration of federal systems into cloud in the modernization that jOHN has worked on, johN had a group called the Alliance for Digital Innovation and they're very active in the I. T. Modernization world and we remember as well. Um but you know, the federal government is really emphasizing this, this migration to cloud and that was reiterated in that cybersecurity executive order >>from the, well we'll definitely get you guys back on the show, we're gonna say something. >>Just all I'd say about about the executive order is that I think one of the main reasons why the president thought was important is that the legacy systems that are out there are mainly written on kobol. There aren't a lot of kids graduating with degrees in COBOL. So COBOL was designed in 1955. I think so I think it's very imperative that we move has made these workloads as we can, >>they teach it anymore. >>They don't. So from a security point of view, the amount of threats and vulnerabilities are through the >>roof awesome. Well john I want to get you on the show our next cyber security event. You have you come into a fireside chat and unpack all the awesome stuff that you're doing. But also the challenges. Yes. And there are many, you have to keep up the good work on the policy. I still say we got to remove that red line and identified new rules of engagement relative to what's on our sovereign virtual land. So a whole nother Ballgame, thanks so much for coming. I appreciate it. Thank you appreciate it. Okay, cute coverage here at eight of public sector seven Washington john ferrier. Thanks for watching. Mhm. Mhm.

value in jobs is probably the most rewarding >>things I've ever been involved >>in And I bring that energy to the queue because the cube is where all the ideas are and where the experts are, where the people are And I think what's most exciting about the cube is that we get to talk to people who are making things happen, entrepreneurs ceo of companies, venture capitalists, people who are really on a day in and day out basis, building great companies and the technology business is just not a lot of real time live tv coverage and and the cube is a non linear tv operation. We do everything that the T. V guys on cable don't do. We do longer interviews. We asked tougher questions. We >>ask sometimes some light questions. We talked about the person and what >>they feel about it's not prompted and scripted. It's a conversation authentic and for shows that have the cube coverage and makes the show buzz that creates excitement. More importantly, it creates great content, great digital assets that can be shared instantaneously to the world. Over 31 million people have viewed the cube and that is the result of great content, great conversations and I'm so proud to be part of a Q with great team. Hi, I'm john barrier, Thanks for watching the cube boy. >>Okay, welcome back everyone cube coverage of AWS amazon web services public sector summit in person here in Washington D. C. I'm john Kerry host of the cube with Sandy carter and Lynn martin Vm ware Vice president of government education and healthcare. Great to see you both cube alumni's although she's been on since 2014 your first time in 2018 18 2018. Great to see you. Great to see you. Thanks for coming on. Yeah, thanks for having us. So VM ware and 80 of us have a huge partnership. We've covered that announcement when Andy and Pat nelson was the Ceo. Then a lots happened, a lot of growth. A lot of success. Congratulations. Thank you. What's the big news with AWS this year in >>public sector. So we just received our authorization to operate for Fed ramp high. Um and we actually have a lot of joint roadmap planning. You are kicking off our job today with the Department of Defense and I. L five for the defense customers is also in process. So um a lot of fruits of a long time of labor. So very excited, >>awesome. So explain what does the Fed ramp authority to operate mean? What is >>that all about? So I would say in a nutshell, it's really putting a commercial offering through the security protocols to support the federal government needs. Um and there's different layers of that depending on the end user customers. So Fed ramp i across this, across all the civilian and non classified workloads in the federal government. Um probably applicability for state, local government as well with the new state Gramp focus. Um Fed ramp. I will meet or exceed that. So it will be applicable across the other parts of the government as well and all operated, you know, in a controlled environment jointly. So you get the VM ware software stack on top of the platform from A W. S and all the services that is more VM >>ware, faster deployed usage, faster acceleration. >>Yeah, so I would say um today the government operates on VM ware across all of the government, state, local and federal, um some workloads are still on prem many and this will really accelerate that transformation journey to the cloud and be able to move workloads quicker onto the BMC on AWS platform without free architect in your >>application, without giving away any kind of VM World Secret because that's next week. What is the value proposition of VM ware cloud, on AWS? What is the, what is the, what is the main value proposition you guys see in the public >>sector? So I see three and then Sandy chime in their two, I would say, you know, the costs in general to operate In the Cloud vs on prem or significant savings, we've seen savings over 300% on some customers. Um the speed on the application movement I think is a >>huge >>unique benefit on BMC on AWS. So traditionally to move to native cloud, you have to really do a lot of application were to be able to move those workloads where on BMC on AWS to move them pretty fast. And it also leverages the investments that the government agencies have already made in their operational tools and things of that nature. So it's not like a full reinvestment for something new but really leveraging both the skill sets in the data center in the I. T. Shops and the tools and investments you've bought over the past. And then the third area I would say is really getting the agility and flexibility and speed of a cloud experience. >>What's your, what's your reaction to the partnership? >>You know, we were just talking uh in a survey to our customers and 67% of them said that the velocity of the migration really matters to them. And one of the things that we do really well together is migrate very quickly, so we have workloads that we've migrated that have taken you know weeks months uh as opposed to years as they go over, which is really powerful. And then also tomorrow VM ware is with us in a session on data led migration. We were talking about data earlier and VM ware cloud on Aws also helps to migrate over like sequel server, database oracle databases so that we can also leverage that data now on the cloud to make better decisions and >>real time decisions as >>well. It's been really interesting to watch the partnership and watching VM ware transform as well, not only the migrations are in play with the public sector, there's a lot of them, believe me, healthcare, you name every area. It's all, all those old systems are out there. You know, I'm talking about out there. But now with microservices and containers, you've got tansy and you got the whole cloud, native VM ware stack emerging that's going to allow customers to re factor This is a dynamic that is kind of under reported >>Migration is one thing. But I think, I think that the whole Tan Xue portfolio is one of the most interesting things going on in VM ware. And we also have some integration going on on D. M. C on AWS with tan to we don't have that pentagram. Yeah. For the government market, but it's on the road mapping plans and we have other customers And I would say, you know, some of my non federal government customers were able to move workloads in hours, not even days or weeks. There you go, literally back and forth. And very impressive on the BMC on AWS platform. So, um, as we expand things in with the Tan Xue platform is, you know, Sandy talked about this yesterday and our partners summit, Everyone's talking about containers and things like that. VM ware is doing a lot of investment around the cooper Netease plus the application migration work and things of that nature. >>I'd love to get you guys reaction to this comment because I've seen a lot of change. Obviously we're all seeing it. I've actually interviewed a bunch of aWS and VM ware customers and I would call um some of the categories skeptics the old school cloud holding the line. And then when the pandemic hit those skeptics flip over because they see the value. In fact I actually interviewed a skeptic who became an award winner who went on the record and said I love hey w I love the cloud. I was a skeptic because you saw the value the time to value. This is really a key dynamic. I know it's kind of thrown out a lot of digital transformation or I. T. Modernization but the agility and that kind of speed. It becomes the number one thing. What's your reaction to the skeptics converting? And then what happens >>next? Um So I think there's still a lot of folks in I. T. That our tree huggers or I call him several huggers uh um pick your term. And I think that um there is some concern about what their role will be. So I think one of the differences delivering cloud services to your internal constituents is really understand the business value of the applications and what that delivers from a mission perspective back to your client. And that's a shift for data center owners to really start thinking more from the customer mission perspective than or my servers running you know, do you have enough storage capacity blah blah blah. So I think that creates that skepticism and part of that's around what's my role going to be. So in the cloud transformation of a customer, there's all this old people part that becomes really the catalyst and I think the customers that have been very sad and really leverage that and then retool the business value back to the end users around the mission have done the best job. >>I mean we talk about this all the time, it's really hard to get the best debris partners together and then make it all work cloud, it becomes easier than doing it very bespoke or waterfall way >>Yeah, I have to say with the announcement yesterday, we're going to have a lot more partner with partners. So you and I have talked about this a few times where we bring partners together to work with each other. In fact, Lynn is going to go meet with one of those partners right after the interview um that want to really focus in on a couple of particular areas to really drive this and I think, you know, part of the, you know, as your re factoring or migrating VMro over the other big benefit is skills, people have really strong, these fear skills, the sand skills, >>operation >>operation tools Yeah. And so they want to preserve those, I think that's part of the beauty of doing VM ware cloud on Aws is you get to take those skills with you into the new world as well, >>you know, I was going to just ask the next question ai ops or day two operations, a big buzzword Yeah and that is essentially operation mindset, that devoPS DEVOps two is coming. Emily Freeman gave a keynote with our last event we had with with amazon public showcase revolution and devops devoPS 2.0 is coming which is now faster, security is built in the front end, so all these things are happening so now it's coming into the public sector with the GovCloud. So I have to ask you Lynn what are some of the big successes you've had with on the gulf cloudy, just Govcloud. >>So I would say we've had a lot of customers across the state local side especially um that weren't waiting for fed ramp and those customers were able to move like I mentioned this earlier and you guys just touched on it. So I think the benefit and the benefit, one of our best customers is Emmett Right? Absolutely mitt, God bless them. They've been on every cloud journey with VM ware since 2014 we moved in my three years now and talk about a skeptic. So although Mark is very revolutionary and tries new things, he was like oh who knows and literally when we moved those workloads it was minutes and the I. T shop day one there was no transformation work for them, it was literally using all the tools and things in that environment. So the progress of that and the growth of the applications that have been able to move their things. That took 2 to 3 years before we're all done within six months and really being able to expand those business values back out for the services that he delivers to the customers. So I think you'll see quite a bit across state, local federal government. You know, we have U. S. Marshals, thank them very much. They were our sponsor that we've been working with the last few years. We have a defense customer working with us around aisle five. >>Um you know, if we could also thank Coal Fire because Cold Fire is one of our joint partners talking about partner partners and they were played a critical role in helping BM We're cloud on AWS and get the fed ramp high certifications. >>They were R three p. O. We hired them for their exercise expertise with AWS as well as helping the BMR. >>Well the partnership with the war has been a really big success. Remember the naysayers when that was announced? Um it really has worked out well for you guys. Um I do want to ask you one more thing and we don't mind. Um One of the biggest challenges that you see the blockers or challenges from agencies moving to the cloud cover cloud because you know, people are always trying to get those blockers out of the way but it's an organizational culture is a process technology. What's your what's your take on that land. Um >>I think a lot does have to do with the people and the organizational history. I think somewhere you need a leader and a champion that really wants to change for good. I call Pat, used to call a tech for good. I love that. Right to really, you know, get things moving for the customers. I mean one of the things I'm most proud about supporting the government business in general though is really the focus on the mission is unparalleled, you know, in the sectors we support, you say, education or government or healthcare. Right? All three of those sectors, there's never any doubt on what that focuses. So I think the positives of it are like, how do you get into that change around that? And that could be systems, there's less what's VMC ON AWS as we mentioned, because the tools already in the environment so they know how to use it. But I do think there's a transformation on the data center teams and really becoming moving from technology to the business aspects a little bit more around the missions and things of that. >>What's interesting is that it's so, I mean, I actually love this environment even though it's kind of hard on everyone. Education and health care have been disrupted unprecedented ways and it's never gonna change back? Remember healthcare, hip data silos, silos, education don't spend on it. >>That education was the most remarkable part. Unbelievable. I started working in february before school started with one of the large cities everyone can guess and just the way they were able to pivot so fast was amazing and I don't think anybody, I think we did like five years of transformation in six months and it's never going to go back. >>I completely a great yes education. We just did a piece of work with CTS around the world and education is one of the most disrupted as you said health care and then the third one is government and all three of those are public sector. So the three most disruptive sectors or mission areas are in public sector which has created a lot of opportunity for us and our partnership to add value. I mean that's what we're all about right customer obsession working backwards from the customer and making sure that our partnership continues to add value to those customers >>while we love the tech action on the cube. Obviously we'd like to document and pontificate and talk about it. Digital revolution. Every application now is in play globally. Not just for I. T. But for society, public sector more than ever is the hottest area on the planet. >>Absolutely. And I would say that now our customers are looking at E. S. G. Environmental, they want to know what you're doing on sustainability. They want to know what you're doing for society. We just had a bid that came in and they wanted to understand our diversity plan and then open governance. They're looking for that openness. They're not just artificial intelligence but looking at explainable AI as well. So I think that we have a chance to impact environment societies and governance >>and you mentioned space earlier. Another way I talked with closure. I mean I'm an interview today too, but what's happening with space and what you can monitor disasters, understand how to deploy resources to areas that might have challenges, earthquakes or fires or other things. All new things are happening. >>Absolutely. And all that data people like to say, why are you spending money on space? There's so many problems here, but that data that comes from space is going to impact us here on earth. And so all the things that we're doing, all that data could be used with VM ware cloud on AWS as well. >>Well, you watch closely we got some space coverage coming. I got a big scoop. I'm gonna release soon about something behind the dark side of the moon on in terms of space sovereignty coming a lot of action, cybersecurity in space. That's really heavy right now. But >>aren't you glad that VMC cloud on AWS isn't hidden on the dark side of the moon. It's >>right on the congratulations. Thanks for coming on. You guys are doing great. Thanks for >>thanks for sharing. Congratulations. >>Okay, cube coverage here continues. AWS public sector summit in Washington D. C live for two days of coverage be right back. Thank you. Mhm. Mhm mm mm hmm.

>>no real filter and that kind of stuff. But you're also an entrepreneur, right? And you know the business, you've been in software, you detect business. I'm instructing you get a lot of pictures, this entertainment business on our show, we're a bubble. We don't do a lot of tech deals that were talking because it's boring tv tech people love tech consumers love the benefit of text. No consumer opens up their iphone and says, oh my gosh, I love the technology behind my, what's it been like being on the shark tank? You know, filming is fun and hang out just fun and it's fun to be a celebrity at first your head gets really big and you get a really good tables at restaurants and who says texas has got a little possessed more skin in the game today in charge of his destiny. Great robert Herjavec. No, these two stars cube alumni >>welcome back to the cubes coverage of A W. S. Public sector seven. I'm john for your host of the cube got a great segment here on healthcare startup accelerators of course. Sandy carter is co hosting media. This one Vice President Aws. She's awesome on the cuBA and jennifer Blumenthal co founder and C of one record entrepreneur, very successful. Thanks for coming on jennifer. Thank good to see you. Sandy thanks for joining me again. You >>are most welcome, >>jennifer. Before we get into the whole accelerated dynamic, just take a minute to explain what you guys do. One record. >>Sure. So one record is a digital health company that enables users to access aggregate and share their healthcare information. So what that means is we help you as a person get your data and then we also help companies who would like to have workflows were consumers in the loop to get their data. So whether they're sharing it with a provider, researcher payer. >>So, Sandy, we've talked about this amazon web services, healthcare accelerator cohort batches. What do you call cohort batches? Cohorts explain what's going on with the healthcare accelerator? >>Yeah. So, um, we decided that we would launch and partner an accelerator program and accelerator program just provides to a start up a little bit extra technical help. A little bit extra subject matter expertise and introductions to funders. And so we decided we were going to start one for health care. It's one of the biggest disruptive industries in public sector. Um, and so we weren't sure how it's gonna go. We partnered with Kids X. Kids X is part of the Los Angeles system for medical. And so we put out a call for startups and we had 427 startups, we were told on average and accelerating it's 50-100. So we were blown away 31 different countries. So it was really amazing. And then what we've been doing is down selecting and selecting that Top 10 for our first cohort. So we're going from 427 down to 10. And so obviously we looked at the founders themselves to see the quality of the leadership of the company, um the strength of their technology and the fit of the technology into the broader overall healthcare and healthcare ecosystem. And so we were thrilled that jennifer and one record was one of the top 10 start ups in this space that we chose to be in the, in the cohort. And so now we're going to take it to the six weeks intensive where we'll do training, helping them with AWS, provide them A W. S. Credits and then Kid X will also provide some of the health care uh subject matter >>expertise as well. Can I get some of those credits over here to maybe? >>Yes, you can actually, you can talk to me don you can't >>Talk to me, Jennifer, I gotta ask you. So you're an entrepreneur. So doing start doing cos it's like a roller coaster. So now to make the top 10 but also be in the area of his accelerator, it's a partnership, right? You're making a bet. What's your take on all this? >>Well, we've always been partners with a W. S. We started building on AWS in the very beginning. So when I was setting up the company a huge decision early on with infrastructure and when I saw the launch of the accelerator, I had to apply because we're at the point in the company that we're growing and part of growing is growing with the VW. So I was really excited to take advantage of that opportunity and now in the accelerator, it's more of thinking about things that we weren't thinking about the services that we can leverage to fill in the gaps within our platform so we can meet our customers where they are >>using award winning MSP cloud status city, your partners, great relationship with the ecosystem. So congratulations Sandi. What's the disruption for the healthcare? Because right now education and health care, the two top areas we're seeing and we're reporting on where cloud scale developed two point or whatever buzzword digital transformation you want to use is impacting heavily healthcare industry. There's some new realities. What's your, what's your vision, what's your view? >>Hey john before she does that, I have to give a plug to Claudius city because they just made premier partner as well, which is a huge deal. Uh and they're also serving public sector. So I just wanted to make sure that you knew that too. So you can congratulate. Go ahead, jennifer >>Well, so if I zoom in, I think about a P. I. S. Every day, that's what I think about and I think about microservices. So for me and for one record, what we think about is legislation. So 21st century Cures act says that you as a consumer have to be able to access your healthcare data from both your providers and from your players and not just your providers, but also the underlying technology vendors and H. I. E. S. H. I am and it's probably gonna extend to really anyone who plays within the healthcare ecosystem. So you're just going to see this explosion of A. P. I. S. And we're just your one of that. I mean for the payers that we went into effect on july 1st. So I mean when you think about the decentralization of healthcare where healthcare is being delivered plus an api economy, you're just going to have a whole new model developing and then throwing price transparency and you've got a whole new cake. >>I'm smiling because I love the peacocks. In fact, last night I shouldn't have tweeted this but there's a little tweet flames going on around A. P. Is being brittle and all this stuff and I said, hey developer experience about building great software apps are there for you. It's not a glue layer by itself. You got to build software around the so kind of a little preaching to the younger generation. But this health care thing is huge because think about like old school health care, it was anti ap I was also siloed. So what's your take on has the culture is changing health care because the user experience, I want my records, I want my privacy, I want to maintain everything confidential but access. That's hard. >>I think well health care to be used to just be paper was forget about a. P. I. Is it was just paper records. I think uh to me you think about uh patient journey, like a patient journey starts with booking an appointment and then everything after that is essentially an api call. So that's how I think about it is to all these micro transactions that are happening all the time and you want your data to go to your health care provider so they can give you the proper care, you want your data to go to your pair so they can pay for your care and then those two stakeholders want your data so that they can provide the right services at the right time to the right channel. And that is just a series of api calls that literally sits on a platform. >>What's interesting, I'd love to get your take on the where you think the progress bar is in the industry because Fintech has shown the way you got defy now behind a decentralized finance, health care seems to be moving on in a very accelerated rate towards that kind of concept of cloud, scale, decentralization, privacy. >>Yeah, I mean, that's a big question, what's interesting to me around that is how healthcare stakeholders are thinking about where they're providing care. So as they're buying up practices primary care specialty care and they're moving more and more outside of the brick and mortar of the health care system or partnering with your startups. That's really where I think you're going to see a larger ecosystem development, you could just look at CVS and walmart or the dollar store if they're going to be moving into health care, what does that look like? And then if you're seeking care in those settings, but then you're going to Mayo clinic or Kaiser permanente, there's so many new relationships that are part of your hair circle >>delivery is just what does that even mean now, delivery of health >>care. It's wherever you it's like the app economy you want to ride right now, you want a doctor right now, that's where we're heading its ease of use. >>This is this exciting startups, changing the game. Yes, I love it. I mean, this is what it's all about this health >>Care, this is what it's all about. And if you look at the funding right now from VCS, we're seeing so much funding pour into health care, we were just looking at some numbers and in the second quarter alone, the funding went up almost 700%. And the amount of funding that is pouring into companies like jennifer's company to really transform healthcare, 30% of it is going into telehealth. So when you talked about, you know, kind of ai at the edge, getting the right doctor the right expert at the right time, we're seeing that as a big trend in healthcare to >>well jennifer, I think the funding dynamics aside the opportunity for market total addressable market is massive when the application is being decomposed, you got front end, whether it's telemedicine, you got the different building blocks of healthcare being radically reconfigured. It's a re factoring of healthcare. Yeah, >>I think if you just think about where we're sitting today, you had to use an app to prove proof of vaccination. So this is not just national, this is a global thing to have that covid wallet. We at one record have a covid wallet. But just a couple years from now, I need more than just by covid vaccination. I need all my vaccinations. I need all my lab results. I need all my beds. It's opening the door for a new consumer behavior pattern, which is the first step to adoption for any technology. >>So somebody else covid wallet. So I need >>that was California. Did the, did a version of we just have a pen and it's pretty cool. Very handy. I should save it to my drive. But my phone, but I don't jennifer, what's the coolest thing you're working on right now because you're in the middle of all the action. >>I get very excited about the payer app is that we're working on. So I think by the end of the month we will be connected to almost to all the blues in the United States. So I'm very excited when a user comes into the one record and they're able to get their clinical data from the provider organization and then their clinical financial and formulary data from their payers because then you're getting a complete view, You're getting the records for someone who gave you care and you're getting the records from someone who paid for your care. And that's an interesting thing that's really moving towards a complete picture. So from a personal perspective that gets exciting. And then from a professional perspective, it's really working with our partners as they're using our API s to build out workflows and their applications. >>It's an api economy. I'd like to ask you to on the impact side to the patient. I hear a lot of people complaining that hey, I want to bring my records to the doctor and I want to have my own control of my own stuff. A lot of times, some doctors don't even know other historical data points about a patient that could open up a diagnosis and, or care >>or they can't even refer you to a doctor. Most doctors really only refer within a network of people that they know having a provider directory that allows doctors refer, having the data from different doctors outside of their, you know, I didn't really allows people to start thinking beyond just their little box. >>Cool. Well, great to have you on and congratulations on being in the top 10 saying this is a wonderful example of how the ecosystem where you got cloud city, your MSP. You mentioned the shout out to them jerry Miller and his team by working together the cloud gives you advantages. So I have to ask, we look at amazon cloud as an entrepreneur. It's kind of a loaded question, but I'm going to ask it. I love it. >>You always do it >>when you look at amazon, what do you see as opportunities as an entrepreneur? Because I'll see the easy ones. They have computing everything else. But like what's the, what does cloud do for you as an entrepreneur? What does it, what does it make you do? >>Yeah. So for been working with jerry since the beginning for me when I think about it, it's really the growth of our company. So when we start building, we really just thinking about it from a monolithic build and we move to microservices and amazon has been there every step of the way to support us as that. And now, you know, the things that I'm interested in are specifically health lake and anything that's NLP related that we could plug into our solution for when we get data from different sources that are coming in really unstructured formats and making it structured so that it's searchable for people and amazon does that for us with their services that we can add into the applications. >>Yeah, we announced that data health like and july it has a whole set of templates for analytics, focused on health care as well as hip hop compliance out of the box as well. >>The I think I think that's what's important is people used to think application first. Now it's creating essentially a data lake, then analytics and then what applications you build on top of that. And that's how our partners think about it and that's how we try and service them using amazon as our problem. So >>you're honing in on the value of the data and how that conflicts and then work within the whatever application requests might come >>in. Yes, >>it's interesting. You know, we had an event last month and jerry Chen from Greylock partners came on and gave a talk called castles in the cloud. He's gonna be cute before. He's a, he's a veces, they talk about moats and competitive manage so having a moat, The old school perimeter moz how cloud destroyed that. He's like, no, now the castles are in the cloud, he pointed snowflake basically data warehouse in the cloud red shifts there too. But they can be successful. And that's how the cloud, you could actually build value, sustainable value in the cloud. If you think that way of re factoring not just hosting a huge, huge, huge thing. >>I think the only thing he, this was customer service because health care is still very personal. So it's always about how you interact with the end user and how you can help me get to where they need to be going >>and what do you see that going? Because that's, that's a good point. >>I think that is a huge opportunity for any new company that wants to enter healthcare, customer service as a service in health care for all the different places that health care is going to be delivered. Maybe there's a company that I don't know about, but when they come out, I'd like to meet them. >>Yeah, I mean, I can't think of one cover that can think of right now. This is what I would say is great customer service for health care. >>And if there is one out there contacted me because I want to talk to you about AWS. >>Yeah. And you need the app from one record that make it all >>happen. That's where Omni channel customer service across all health care entities. Yeah, that's >>a great billion dollar idea for someone listening to our show right now. >>Right, alright. So saying they had to give you the opportunity to talk more because this is a great example of how the world's very agile. What's the next step for the AWS Healthcare accelerator? Are there more accelerators? Do you do it by vertical? >>What happens next? So, with the healthcare accelerator, this was our first go at the accelerator. So, this is our first set of cohorts, Of course, all 427 companies are going to get some help from a W. S. as well. We also you'll love this john We also did a space accelerator. Make sure you ask Clint about that. So we have startups that are synthesizing oxygen on mars to sending an outpost box to the moon. I mean, it's crazy what these startups are doing. Um, and then the third accelerator we started was around clean energy. So sustainability, we sold that one out to, we had folks from 66 different countries participate in that one. So these have been really successful for us. So it reinvent. When we talk again, we'll be announcing a couple of others. So right now we've got healthcare, space, clean energy and we'll be announcing a couple other accelerators moving forward. >>You know, it's interesting, jennifer the pandemic has changed even our ability to get stories. Just more stories out there now. So you're seeing kind of remote hybrid connections, ap ideas, whether it's software or remote interviews or remote connections. There's more stories being told out there with digital transformation. I mean there wasn't that many before pandemic has changed the landscape because let's face it, people were hiding some really bad projects behind metrics. But when you pull the pandemic back and you go, hey, everyone's kind of emperors got no clothes on. Those are bad projects. Those are good projects that cloud investment worked or I didn't have a cloud investment. They were pretty much screwed at that point. So this is now a new reality of like value, you can't show me value. >>It's crazy to me when I meet people who tell me like we want to move to the cloud of like, why are you not on the cloud? Like this really just blows my life. Like I don't understand why you have on prem or while you did start on the cloud, this is more for larger organizations, but younger organizations, you know, the first thing you have to do, it's set up that environment. >>Yeah. And then now with the migration plans and seeing here, uh whereas education or health care or other verticals, you've got, now you've got containers to give you that compatibility and then you've got kubernetes and you've got microservices, you've got land. Uh I mean, come on, that's the perfect storm innovation. There's no excuses in my opinion. So, you know, if you're out there and you're not leveraging it, then you're probably gonna be out of business. That's my philosophy. Thank you for coming up. Okay. Sandy, thank you. Thank you, john Okay. Any of his coverage here, summit here in D. C. I'm john ferrier. Thanks for watching. Mm >>mm mm mhm. I have been in the software and technology industry for over 12 years now, so I've had >>the opportunity

>>Mhm >>Welcome to the cube where we're celebrating the EC 2/15 birthday anniversary. My name is Dave Volonte and we're joined right now by Sandy carter, Vice President of AWS. Welcome Sandy, it's great to see you again, >>David. So great to see you too. Thanks for having me on the show today. >>Very welcome. We were last physically together. I think it was reinvent 2019. Hopefully I'll see you before 2022. But first happy birthday to EC two. I mean, it's hard to imagine back in 2006, the degree to which EC two would impact our industry. Sandy, >>I totally agree. You know, I joined a W S about 4.5 years ago in EC two and it's, it's even amazing to see what's just happened in the last 4.5 years. So I'm with you. Nobody really expected the momentum, but EC two has really shone brightly in value to our customers. >>You know, we've done the public sector summit, you know, many times. It's a great event. Things are a little different in public sector as you well know. So talk about the public sector momentum with EC two and that journey. What have you seen? >>Yeah, so it's a great question day. So I had to go back in the time vault. You know, public sector was founded in 2010 and we were actually founded by the amazon process writing a paper setting up a two pizza team, which happened to be six people. And that journey really started with a lot of our public sector customers thinking that we don't know about the cloud. So we might want to do a pilot or just look at non mission critical workloads now public sector and I know you know this day but public sector is more than just government, it has education, not for profit healthcare and now space. But everybody at that time was very skeptical. So we had to really work hard to migrate some workloads over. And one of our very first non mission critical workloads was the U. S. Navy. Um and what they did was the Navy Media Services actually moved images over to EC two. Now today that seems like oh that's pretty easy. But back then that was a big monumental reference. Um and we had to spend a lot of time on training and education to win the hearts and souls of our customers. So back then we had half of the floor and Herndon Washington, we just had a few people and that room really became a training room. We trained our reps, we trained our customers um research drive. A lot of our early adopters accounts like Nasa and jpl. And um then when cloud first came out and governments that started with the U. S. A. And we announced Govcloud, you know, things really picked up, we had migration of significant workloads. So if you think back to that S. A. P. And just moving media over um with the Navy, the Navy and S. A. P. Migrated their largest S A P E R P solution to the cloud in that time as well. Um, then we started international. Our journey continued with the UK International was UK and us was us. Then we added a P. J. And latin America and Canada. And then of course the partner team which you know, is very close to my heart. Partners today are about 73% of our overall public sector business. And it started out with some interesting small pro program SVS being very crucial to that, accelerating adoption. And then of course now the journey has continued with Covid. That has really accelerated that movement to the cloud. And we're seeing, you know, use of ec two to really help us drive by the cute power needed for A I N. M. L. And taking all that data in from IOT and computing that data. And are they are. Um, and we're really seeing that journey just continue and we see no end in sight. >>So if we can stay in the infancy and sort of the adolescent years of public sector, I mean, remember, I mean as analysts, we were really excited about, you know, the the the introduction of of of of EC two. But but there was a lot of skepticism in whatever industry, financial services, healthcare concerns about security, I presume it was similar in public sector, but I'm interested in how you you dealt with those challenges, how you you listen to folks, you know, how did you drive that leadership to where it is today? >>Yeah, you're right. The the first questions were what is the cloud? Doesn't amazon sell books? What is this clown thing? Um, what is easy to, what is easy to stand for and then what the heck is an instance? You know, way back when there was one instance, it didn't even have a name. And today of course we have over 400 instant types with different names for each one. Um and the big challenges you asked about challenges, the big challenges that we had to face. Dave were first and foremost, how do we educate? Um we had to educate our employees and then we had to educate our customers. So we created these really innovative hands on training programmes, white boarding um, sessions that we needed. They were wildly popular. So we really have to do that and then also prove security as you know. So you asked how we listen to our customers and of course we followed the amazon way we work backwards from where we were. So at that time, customers needed education. And so we started there um, data was really important. We needed to make customer or data for government more available as well. So for instance, we first started hosting the Census Bureau for instance. Um and that was all on EC two. So we had lots of early adopters and I think the early adopters around EC two really helped us to remember. I said that the UK was our international office for a while. So we had NIH we had a genomes project and the UK Ministry of Justice as well. And we had to prove security out. We had to prove how this drove a structured GovCloud and then we had to also prove it out with our partners with things like helping them get fed ramped or other certifications. I'll for that sort of thing as well. And so we really lead in those early days through that education and training. Um we lead with pilots to show the potential of the possible and we lead with that security setting those security standards and those compliance certifications, always listening to the customer, always listening to the partner, knowing how important the partners we're going to be. So for example, recovery dot gov was the first government wide system that moved to the cloud. Um the recovery transparency board was first overseeing that Recovery act spending, which included stimulus tracking website. I don't know if you remember that, but they hosted the recovery dot gov On amazon.com using EC two. And that site quickly made information available to a million visitors per hour and at that time, that was amazing. And the cost savings were significant. We also launched Govcloud. You'd asked about GovCloud earlier and that federal cloud computing strategy when the U. S. Government came out with cloud first and they had to consider what is really going to compel these federal agencies to consider cloud. They had Public-sector customers had 70 requirements for security and safety of the data that we came out with Govcloud to open up all those great opportunities. And I think Dave we continue to leave because we are customer obsessed uh you know, still supporting more security standards and compliance sort than any other provider. Um You know, now we lead with data not just data for census or images for the US Navy, but we've got now data in space and ground station and data at scale with customers like Finra who's now doing 100 billion financial transactions. Not just that one million from the early days. So it has been a heck of a ride for public sector and I love the way that the public sector team really used and leveraged the leadership principles. Re invent and simplify dive deep. Be obsessed with the customers start where they are. Um and make sure that you're always always always listening to what they need. >>You know, it's interesting just observing public sector. It's not uncommon, especially because of the certifications that some of the services, you know come out after they come out for the commercial sector. And I remember years ago when I was at I. D. C. I was kind of the steward of the public sector business. And that was a time when everybody was trying to focus in public sector on commercial off the shelf software. That was the big thing. And they want to understand, they wanted to look at commercial use cases and how they could apply them to government. And when I dug in a little bit and met with generals and like eight different agencies, I was struck by how many really smart people and the things that they were doing. And I said at the time, you know, a lot of my commercial clients could learn a lot from you. And so the reason I bring that up is because I saw the same thing with Govcloud because there was a lot of skepticism in various industries, particularly regulated industries, financial services, healthcare. And then when Govcloud hit and the CIA deal hit, people said, whoa CIA, they're like the most security conscious industry or organization in the world. And so I feel as though in a way public sector led that that breakthrough. So I'm wondering when you think about EC two today and the momentum that it has in the government, Are there similar things that you see? Where's the momentum today in public sector? >>You are right on target day? I mean that CIA was a monumental moment and that momentum with ever increasing adoption to the cloud has continued in public sector. In fact today, public sector is one of our fastest growing areas. So we've got um, you know, thousands of startups or multiple countries that were helping out today to really ignite that innovation. We have over 4000 government agencies, 9000 education agencies. Um 2000 public sector partners from all over the globe. 24,000 not for profit organizations. And what I see is the way that they're using EC two um is is leading the pack now, especially after Covid, you know, many of these folks accelerated their journey because of Covid. They got to the cloud faster and now they are doing some really things that no one else is doing like sending an outpost postbox into space or leveraging, you know robots and health care for sure. So that momentum continues today and I love that you were the champion of that you know way back when even when you were with I. D. C. >>So I want to ask you, you sort of touched on some interesting use cases, what are some of the more unusual ones and maybe breakthrough use cases that you see? >>Oh so yeah we have a couple. So one is um I mentioned it earlier but there is a robot now that is powered by IOT and EC two and the robot helps to take temperature and and readings for folks that are entering the hospital in latin America really helped during Covid, one of my favorites. It actually blew the socks off of verne or two and you know that's hard to do is a space startup called lunar outpost and they are synthesizing oxygen on mars now that's, that's driven by Ec two. That's crazy. Right? Um, we see state governments like new york, they've got this vision zero traffic and they're leveraging that to prevent accidents all through new york city. I used to live in new york city. So this is really needed. Um, and it continues like with education, we see university of Illinois and Splunk one of our partners, they created a boarding pass for students to get back to school. So I have a daughter in college. Um, and you know, it's really hard for her to prove that she's had the vaccine or that she's tested negative on the covid test. They came out with a past of this little boarding pass, just like you used to get on an airplane to get into different classes and labs and then a couple of my favorites and you guys actually filmed the Cherokee nation. So the Cherokee nation, the chief of the Cherokee nation was on our silicon um show and silicon angles show and the cube featured them And as the chief talked about how he preserves the Cherokee language. And if you remember the Cherokee language has been used to help out the US in many different ways and Presidio. One of our partners helped to create a game, a super cool game that links in with unity To help teach that next generation the language while they're playing a game and then last but not least axle three d out of the UK. Um, they're using easy to, to save lives. They've created a three D imaging process for people getting ready to get kidney transplants and they have just enhanced that taken the time frame down for months. Now today's that they can actually articulate whether the kidney transplant will work. And when I talked to roger their Ceo, they're doing R. O. L return on life's not return on investment. So those are just some of the unusual and breakthrough use cases that we see powered by E. C. To >>Sandy. I'll give you the last word. Your final closing comments. >>Well, my final closing comments are happy birthday to ec two celebrating 15 years. What a game changer and value added. It has been the early days of Ec two. Of course we're about education like what is the cloud? Why is a bookseller doing it. But um, easy to really help to create a new hub of value Now. We've got customers moving so fast with modernization using a I. M and M. L. Containers survivalists. Um, and all of these things are really changing the game and leveling it up as we increased that business connection. So I think the future is really bright. We've only just begun. We've only just begun with EC two and we've only just begun with public sector. You know, our next great moments are still left to come. >>Well, Sandy, thanks so much. Always Great to see you. Really appreciate your time. >>Thank you so much. Dave. I really appreciate it. And happy birthday again to E. C. To keep >>It right there were celebrating Ec 2's 15th birthday right back. >>Mhm.

>>what? Hello, I'm john free with the cube. I want to welcome Conrad Feldman, the founder and Ceo of Kwan cast here to kick off the quan cast industry summit on the demise of third party cookies. The events called the cookie conundrum, a recipe for success. The changing advertising landscape, super relevant conversation just now. More than ever. Conrad welcome to your own program kicking this off. Thanks for holding this event. It's a pleasure. Great to chat with you today. So a big fan been following your company since the founding of it. Been analytics is always the prize of any data driven company. Media. Anything's all data driven now. Um, talk about the open internet because now more than ever it's under siege. As I, as I mentioned in my open, um, we've been seeing the democratization, a new trend of decentralization. We're starting to see um, you know, everyone's present online now, Clay Shirky wrote a book called, here comes everyone in 2005. Well everyone's here. Right? So you know, we're here, it's gonna be more open. But yet people are looking at as close right now. You're seeing the big players, um, or in the data. What's your vision of this open internet? >>Well, an open internet exists for everyone. And if you think about the evolution of the internet, when the internet was created for the first time really in history, anyone that had access to the internet could publish the content, whatever they were interested in and could find an audience. And of course that's grown to where we are today, where five billion people around the world are able to engage in all sorts of content, whether that's entertainment or education, news, movies. What's perhaps not so widely understood is that most of that content is paid for by advertising and there's a lot of systems that support advertising on the open Internet and some of those are under siege today certainly. >>And what's the big pressure point? Is it just more control the data? Is it just that these walled gardens are wanting to, you know, suck the audience in there? Is that monetization driving it? What's where's the friction? >>Well, the challenges is sort of the accumulation of power into a really small number of now giant corporations who have actually reduced a lot of the friction that marketers have in spending their money effectively. And it means that those companies are capturing a disproportionate spend of the ad budgets that fund digital content. So the problem is if more of the money goes to them, less of its going to independent content creators. It's actually getting harder for independent voices to emerge and be heard. And so that's the real challenges. That has more power consolidates into just a limited number of tech giants. The funding path for the open Internet becomes constrained and there'll be less choice for consumers without having to pay for subscriptions. >>Everyone knows the more data you have the better and certainly, but the centralized power when the trend is going the other way, the consensus is everyone wants to be decentralized more truth, more trust all this is being talked about on the heels of the google's news around, you know, getting rid of third party cookies and others have followed suit. Um, what does this mean? I mean, this cookies have been the major vehicle for tracking and getting that kind of data. What is gonna be replaced with what is this all about? And can you share with us what the future will look like? >>Sure, Well, just as advertising funds the open Internet is advertising technology that supports that advertising spend. It supports sort of the business of advertising that funds the open Internet. And within all of that technology is the need for different systems to be able to align around um the identification of for example, a consumer, Have they been to this site before? Have they seen an ad before? So there's all of these different systems that might be used for advertising for measurement, for attribution, for creating personalization. And historically they've relied upon the third party cookie as the mechanism for synchronization. Well, the third party cookie has been in decline for some time. It's already mostly gone from actually apple safari browser, but google's chrome has so much control over how people access the internet. And so it was when Google announced that chrome was going to deprecate the third party cookie, that it really sort of focus the minds of the industry in terms of finding alternative ways to tailor content and ultimately to just simply measure the effectiveness of advertising. And so there's an enormous amount of um innovation taking place right now to find alternative solutions. >>You know, some are saying that the free open internet was pretty much killed when, you know, the big comes like facebook and google started bringing all this data and kind of pulls all sucks all the auction in the room, so to speak. What's this mean with cookies now getting, getting rid of um, by google has an impact publishers because is it helpful? I mean hurtful. I mean, where's the where is that, what the publisher impact? >>Well, I don't think anyone really knows right now. So first of all, cookies weren't necessarily a very good solution to the sort of the challenge of maintaining state and understanding those sorts of the delivery of advertising and so on. It's just the one that's commonly used, I think for different publishers it may mean different things. But many publishers need to be able to demonstrate the value and the effectiveness of the advertising solutions that they deliver. So they'll be innovating in terms of how they use their first party data. They'll be continuing to use contextual solutions that have long been used to create advertising relevant, relevant. I think the big question of course is how we're going to measure it that any of this is effective at all because everyone relies upon measuring advertising effectiveness to justify capturing those budgets in the first place. >>You know, you mentioned contextual come up a lot also in the other interviews we've done with the folks in the around the internet around this topic of machine learning is a big 12 What is the impact of this with the modernization of the solution? You mentioned cookies? Okay cookies, old technology. But the mechanisms in this ecosystem around it or not, it funds the open internet. What is that modern solution that goes that next level? Is it contextual metadata? Is that shared systems? What's the it's the modernization of that. >>It's all of those and and more. There's no there's no single solution to replace the third party cookie. There'll be a combination of solutions. Part of that will be alternative identity mechanisms. So you know, you will start to see more registration wars to access content so that you have what's called a deterministic identify there will be statistical models so called probabilistic models, contextual has always been important. It will become more important and it will be combined with we use contextual combining natural language processing with machine learning models to really understand the detailed context of different pages across the internet. You'll also see the use of first party data and there are discussions about shared data services as well. I think there's gonna be a whole set of different innovations that will need to inter operate and it's going to be an evolutionary process as people get used to using these different systems to satisfy the different stages of the media fulfillment cycle from research and planning to activation to measurement. >>You know, you put up walled gardens. I want to just touch on the on on this kind of concept of walled gardens and and and and compare and contrast that with the demand for community, open internet has always fostered a community vibe. You see network effects mostly in distinct user communities or subnets of sub networks. If you will kind of walled gardens became that kind of group get together but then became more of a media solution to make the user is the product, as they say, facebook's a great example, right? People talk about facebook and from that misinformation abuse walled garden is not the best thing happening right now in the world, but yet is there any other other choice? That's how they're going to make money? But yet everyone wants trust, truth community. Are they usually exclusive? How do you see this evolving, what's your take? >>Well, I think the open internet is a, is a forum where anyone can have their voice, uh, put their voice out there and have it discovered and it's in that regard, it's a it's a force for good look. I think there are there are challenges, obviously in terms of some of the some of the optimization that takes place with inside the walled gardens, which is, is sort of optimized to drive engagement can have some unintended consequences. Um obviously that's something that's, that's broadly being discussed today and the impact on society, but sort of more at a more pointed level, it's just the absorption of advertising dollars. There's a finite amount of money from advertisers. It's estimated to be $400 billion this year in digital advertising. So it's a huge amount of money in terms of funding the open Internet, which sounds great except for its increasingly concentrated in a tiny number of companies. And so, you know, our job at Quan cast as champions of the free and open Internet is to help direct money effectively to publishers across the open internet and give advertisers a reliable, repeatable way of accessing the audiences that they care about in the environment they care about and delivering advertising results. >>It's a publisher, we care a lot about what our audience wants and try to serve them and listen to them. If we could get the data, we want that data and then also broker in the monetization with advertisers, who might want to reach that audience in whatever way. So this brings up the question of, you know, automation and role of data. You know, this is a huge thing to having that data closed loop, if you will for for publishers. But yet most publishers are small, some niche. And even as they can become super large, they don't have all the data and more, the more data, the better the machine learning. So what's the answer to this as it goes forward? How do we get there? What's the dots that that we need to connect to get that future state? >>So I think it takes it takes companies working together effectively. I think a really important part of it is, is a more direct conversation with consumers. We've seen that change beginning to happen over the past few years with the introduction of regulations that require clear communication to consumers about the data that's captured. And y and I think that creates an opportunity to explain to your audience is the way in which content is funded. So I think that consumer that consumer conversation will be part of the collective solution. >>You know, I want to as we wind down this kickoff segment, get your thoughts and vision around um, the evolution of the internet and you guys have done some great work at quan Cast is well documented, but everyone used to talk about traffic by traffic, then it became cost of acquisitions. PPC search. This is either mechanisms that people have been using for a long, long time, then you know, your connections but audience is about traffic, audience traffic. If this if my family is online, doesn't it become about networks and the people. So I want to get your thoughts and your vision because if community is going to be more important than people agree that it is and things are gonna be decentralized, more openness, more voices to be heard. You need to dress ability. The formation of networks and groups become super important. What's your vision on that? >>So my vision is to create relevance and utility for consumers. I think that's one of the things that's often forgotten is that when we make advertising more relevant and useful for consumers, it automatically fulfils the objectives that publishers and marketers have, everyone wins when advertising is more relevant. And our vision is to make advertising relevant across the entire open internet so that that ad supported model can continue to flourish and that five billion and hopefully many more billions in the future, people around the world have access to high quality, diverse content. >>If someone asked you Conrad, what is quant cast doing to make the open internet viable now that cookies are going away? What's the answer? >>So well, the cookie pieces is a central piece of it in terms of finding solutions that will enable sort of planning activation and measurement post cookies and we have a lot of innovation going on. There were also working with a range of industry bodies and our and our partners to build solutions for this. What we're really trying to do is to make buying the open internet as straightforward for marketers as it is today and buying the walled gardens. The reason the walled gardens capture so much money is they made it really easy for marketers to get results, marketers would like to be able to spend their money across all of the diverse publishes the open internet. You know, our job at Comcast is to make it just as easy to effectively spend money in funding the content that they really care about in reaching the audiences that they want. >>Great stuff. Great Mission. Conrad, thanks for coming on. Conrad Feldmann founder and Ceo here at the cookie conundrum recipe for success event, Quant Cast Industry summit on the demise of third party cookies. Thank you. Conrad appreciate it. Thank you. Yeah, I'm john ferrier, stay with us for more on the industry event around the middle cookies. Mhm Yeah, yeah, thank you. Mhm. Welcome back to the Qantas industry summit on the demise of third party cookies, the cookie conundrum, a recipe for success. I'm john furrier host of the cube, the changing landscape of advertising is here and shit Gupta, founder of you of digital is joining us chief. Thanks for coming on this segment. Really appreciate, I know you're busy, you've got two young kids as well as providing education to the digital industry, you got some kids to take care of and train them to. So welcome to the cube conversation here as part of the program. >>Yeah, thanks for having me excited to be here. >>So the office of the changing landscape of advertising really centers around the open to walled garden mindset of the web and the big power players. We know the big 34 tech players dominate the marketplace so clearly in a major inflection point and we've seen this movie before Web mobile revolution which was basically a reply platform NG of capabilities. But now we're in an error of re factoring the industry, not re platt forming a complete changing over of the value proposition. So a lot at stake here as this open web, open internet, global internet evolves. What are your, what's your take on this, this industry proposals out there that are talking to this specific cookie issue? What does it mean? And what proposals are out there? >>Yeah, so, you know, I I really view the identity proposals and kind of to to kind of groups, two separate groups. So on one side you have what the walled gardens are doing and really that's being led by google. Right, so google um you know, introduce something called the privacy sandbox when they announced that they would be deprecating third party cookies uh as part of the privacy sandbox, they've had a number of proposals unfortunately, or you know, however you want to say they're all bird themed for some reason, I don't know why. Um but the one, the bird theme proposal that they've chosen to move forward with is called flock, which stands for Federated learning of cohorts. And essentially what it all boils down to is google is moving forward with cohort level learning and understanding of users in the future after third party cookies, unlike what we've been accustomed to in this space, which is a user level understanding of people and what they're doing online for targeting tracking purposes. And so that's on one side of the equation, it's what google is doing with flock and privacy sandbox now on the other side is, you know, things like unified I. D. Two point or the work that I. D five is doing around building new identity frameworks for the entire space that actually can still get down to the user level. Right? And so again, unified I. D. Two point oh comes to mind because it's the one that's probably got the most adoption in the space. It's an open source framework. So the idea is that it's free and pretty much publicly available to anybody that wants to use it and unified, I need to point out again is user level. So it's it's basically taking data that's authenticated data from users across various websites you know that are logging in and taking those authenticated users to create some kind of identity map. And so if you think about those two work streams right, you've got the walled gardens and or you know, google with flock on one side and then you've got unified I. D. Two point oh and other I. D. Frameworks for the open internet. On the other side, you've got these two very differing type of approaches to identity in the future. Again on the google side it's cohort level, it's going to be built into chrome. Um The idea is that you can pretty much do a lot of the things that we do with advertising today, but now you're just doing it at a group level so that you're protecting privacy, whereas on the other side of the open internet you're still getting down to the user level. Um And that's pretty powerful. But the the issue there is scale, right? We know that a lot of people are not logged in on lots of websites. I think the stat that I saw is under five of all website traffic is authenticated. So really if you if you simplify things you boil it all down, you have kind of these two very differing approaches. >>I guess the question it really comes down to what alternatives are out there for cookies and which ones do you think will be more successful? Because I think, you know, the consensus is at least from my reporting, in my view, is that the world agrees. Let's make it open, Which one is going to be better. >>Yeah, that's a great question, john So as I mentioned, right, we have we have to kind of work streams here, we've got the walled garden work streams, work stream being led by google and their work around flock, and then we've got the open internet, right? Let's say unified I. D to kind of represents that. I personally don't believe that there is a right answer or an endgame here. I don't think that one of them wins over the other, frankly, I think that, you know, first of all, you have those two frameworks, neither of them are perfect, they're both flawed in their own ways. There are pros and cons to both of them. And so what we're starting to see now is you have other companies kind of coming in and building on top of both of them as kind of a hybrid solution. Right? So they're saying, hey, we use, you know, an open I. D. Framework in this way to get down to the user level and use that authenticated data and that's important. But we don't have all the scale. So now we go to google and we go to flock to kind of fill the scale. Oh and hey, by the way, we have some of our own special sauce, right? We have some of our own data, we have some of our own partnerships, we're gonna bring that in and layer it on top. Right? And so really where I think things are headed is the right answer, frankly, is not one or the other. It's a little mishmash of both. With a little extra something on top. I think that's that's what we're starting to see out of a lot of companies in the space. And I think that's frankly where we're headed. >>What do you think the industry will evolve to, in your opinion? Because I think this is gonna, you can't ignore the big guys on this because these programmatic you mentioned also the data is there. But what do you think the market will evolve to with this, with this conundrum? >>So, so I think john where we're headed? You know, I think we're right now we're having this existential existential crisis, right? About identity in this industry, because our world is being turned upside down, all the mechanisms that we've used for years and years are being thrown out the window and we're being told they were gonna have new mechanisms, Right? So cookies are going away device ids are going away and now we got to come up with new things and so the world is being turned upside down and everything that you read about in the trades and you know, we're here talking about it, right? Like everyone's always talking about identity right now, where do I think this is going if I was to look into my crystal ball, you know, this is how I would kind of play this out. If you think about identity today. Right? Forget about all the changes. Just think about it now and maybe a few years before today, Identity for marketers in my opinion has been a little bit of a checkbox activity. Right? It's been hey, um, okay, uh, you know ad tech company or a media company, do you have an identity solution? Okay. Tell me a little bit more about it. Okay, Sounds good. That sounds good. Now can we move on and talk about my business and how are you going to drive meaningful outcomes or whatever for my business? And I believe the reason that is, is because identity is a little abstract, right? It's not something that you can actually get meaningful validation against. It's just something that, you know. Yes, You have it. Okay, great. Let's move on, type of thing. Right. And so that, that's, that's kind of where we've been now, all of a sudden The cookies are going away, the device ids are going away. And so the world is turning upside down in this crisis of how are we going to keep doing what we were doing for the last 10 years in the future. So everyone's talking about it and we're trying to re engineer right? The mechanisms now if I was to look into the crystal ball right 2 3 years from now where I think we're headed is not much is going to change. And what I mean by that john is um uh I think that marketers will still go to companies and say do you have an ID solution? Okay tell me more about it. Okay uh Let me understand a little bit better. Okay you do it this way. Sounds good. Now the ways in which companies are going to do it will be different right now. It's flock and unified I. D. And this and that right. The ways the mechanisms will be a little bit different but the end state right? Like the actual way in which we operate as an industry and kind of like the view of the landscape in my opinion will be very simple or very similar, right? Because marketers will still view it as a tell me you have an ID solution. Make me feel good about it. Help me check the box and let's move on and talk about my business and how you're going to solve for my needs. So I think that's where we're going. That is not by any means to discount this existential moment that we're in. This is a really important moment where we do have to talk about and figure out what we're going to do in the future. My just my viewpoint is that the future will actually not look all that different than the present. >>And I'll say the user base is the audience. Their their data behind it helps create new experiences, machine learning and Ai are going to create those and we have the data you have the sharing it or using it as we're finding shit Gupta great insight dropping some nice gems here. Founder of you of Digital and also the Adjunct professor of Programmatic advertising at Levi School of Business and santa Clara University professor. Thank you for coming dropping the gems here and insight. Thank you. >>Thanks a lot for having me john really appreciate >>it. Thanks for watching. The cooking 100 is the cube host Jon ferrier me. Thanks for watching. Mhm. Yeah. Mhm. Hello welcome back to the cookie conundrum recipe for success and industry conference and summit from Guanacaste on the demise of third party cookies. Got a great industry panel here to break it down chris Gunther Senior Vice president Global Head of programmatic at news corp chris thanks for coming on Zal in Managing Director Solutions at Z axis and Summer Simpson. Vice president Product at quan cast stellar panel. Looking forward to this conversation. Uh thanks for coming on and chatting about the cookie conundrum. Thank you for having us. So chris we'll start with you at news corp obviously a major publisher deprecation of third party cookies affects everyone. You guys have a ton of traffic, ton of audience across multiple formats. Um, tell us about the impact to you guys and the reliance he has had on them. And what are you gonna do to prepare for this next level change? >>Sure. I mean, I think like everyone in this industry there's uh a significant reliance and I think it's something that a lot of talk about audience targeting but obviously that reliance on third party cookies pervasive across the whole at tech ecosystem Martek stack. And so you know, we have to think about how that impact vendor vendors, we work with what it means in terms of use cases across marketing, across advertising, across site experience. So, you know, without a doubt, it it's it's significant, but you know, we look at it as listen, it's disruptive, uh, disruption and change is always a little scary. Um, but overall it's a, it's a long overdue reset. I mean, I think that, you know, our perspective is that the cookies, as we all know was it was a crutch, right sort of a technology being used in way it shouldn't. Um, and so as we look at what's going to happen presumably after Jan 2022 then it's, it's a good way to kind of fix on some bad practices practices that lead to data leakage, um, practice or devalue for our perspective, some of the, you know, we offered as as publishers and I think that this is a key thing is that we're not just looking to as we look at the post gender world, not just kind of recreating the prior world because the prior world was flawed or I guess you could say the current world since it hasn't changed yet. But the current world is flawed. Let's not just not, you know, let's not just replicate that. Let's make sure that, you know, third party cookie goes away. Other work around like fingerprinting and things like that. You know, also go away so philosophically, that's where our heads at. And so as we look at how we are preparing, you know, you look at what are the core building blocks of preparing for this world. Obviously one of the key ones is privacy compliance. Like how do we treat our users with consent? Yeah, obviously. Are we um aligned with the regulatory environments? Yeah. In some ways we're not looking just a Jan 2022, but Jan 23 where there's gonna be the majority of our audiences we covered by regulation. And so I think from regulation up to data gathering to data activation, all built around an internal identifier that we've developed that allows us to have a consistent look at our users whether they're logged in or obviously anonymous. So it's really looking across all those components across all our sites and in all in a privacy compliant way. So a lot of work to be done, a lot of work in progress. But we're >>excited about what's going on. I like how you framed at Old world or next gen kind of the current situation kind of flawed. And as you think about programmatic, the concept is mind blowing and what needs to be done. So we'll come back to that because I think that original content view is certainly relevant, a huge investment and you've got great content and audience consuming it from a major media standpoint. Get your perspective on the impact because you've got clients who want to get their their message out in front of the audience at the right time, at the right place and the right context. Right, So your privacy, you got consent, all these things kind of boiling up. How do you help clients prepare? Because now they can go direct to the consumer. Everyone, everyone has a megaphone, now, everyone's, everyone's here, everyone's connected. So how are you impacted by this new notion? >>You know, if if the cookie list future was a tic tac, dance will be dancing right now, and at least into the next year, um this has been top of mind for us and our clients for quite some time, but I think as each day passes, the picture becomes clearer and more in focus. Uh the end of the third party cookie does not mean the end of programmatic. Um so clients work with us in transforming their investments into real business outcomes based on our expertise and based on our tech. So we continue to be in a great position to lead to educate, to partner and to grow with them. Um, along this uh cookie list future, the impact will be all encompassing in changing the ways we do things now and also accelerating the things that we've already been building on. So we take it from the top planning will have a huge impact because it's gonna start becoming more strategic around real business outcomes. Uh where Omni channel, So clients want to drive outcomes, drew multiple touch points of a consumer's journey, whether it has programmatic, whether it has uh cookie free environment, like connected tv, digital home audio, gaming and so forth. So we're going to see more of these strategic holistic plans. Creative will have a lot of impact. It will start becoming more important with creative testing. Creative insights. You know, creative in itself is cookie list. So there will be more focused on how to drive uh brand dialogue to connect to consumers with less targeting. With less cookies, with the cohesiveness of holistic planning. Creative can align through multiple channels and lastly, the role of a. I will become increasingly important. You know, we've always looked to build our tech our products to complement new and existing technology as well as the client's own data and text back to deliver these outcomes for them. And ai in its core it's just taking input data uh and having an output of your desired outcome. So input data could be dSP data beyond cookies such as browser such as location, such as contextual or publisher taking clients first party data, first party crm data like store visitation, sales, site activity. Um and using that to optimize in real time regardless of what vendor or what channel we're on. Um So as we're learning more about this cookie list dance, we're helping our clients on the steps of it and also introducing our own moves. >>That's awesome. Data is going to be a key value proposition, connecting in with content real time. Great stuff. Somewhere with your background in journalism and you're the tech VP of product at quan cast. You have the keys to the kingdom over there. It's interesting Journalism is about truth and good content original content. But now you have a data challenge problem opportunity on both sides, brands and publishers coming together. It's a data problem in a way it's a it's a tech stack, not so much just getting the right as to show up at the right place the right time. It's really bigger than that now. What's your take on this? >>Um you know, >>so first >>I think that consumers already sort of like except that there is a reasonable value exchange for their data in order to access free content. Right? And that's that's a critical piece for us to all kind of like understand over the past. Hi guys, probably two years since even even before the G. D. P. R. We've been doing a ton of discovery with customers, both publishers and marketers. Um and so you know, we've kind of known this, this cookie going away thing has been coming. Um And you know, Google's announcement just kind of confirmed it and it's been, it's been really, really interesting since Google's announcement, how the conversations have changed with with our customers and other folks that we talked to. And I've almost gone from being like a product manager to a therapist because there's such an emotional response. Um you know, from the marketing perspective, there's real fear there. There's like, oh my God, how you know, it's not just about, you know, delivering ads, it's about how do I control frequency? How do I, how do I measure, you know, success? Because the technology has has grown so much over the years to really give marketers the ability to deliver personalized advertising, good content, right. The consumers um and be able to monitor it and control it so that it's not too too intrusive on the publisher perspective side, we see slightly different response. It's more of a yes, right. You know, we're taking back control and we're going to stop the data leakage, we're going to get the value back for our inventory. Um and that both things are a good thing, but if it's, if it's not managed, it's going to be like ships passing in the night, right? In terms of um of, you know, they're there, them coming together, right, and that's the critical pieces that they have to come together. They have to get closer, you got to cut out a lot of that loom escape in the middle so that they can talk to each other and understand what's the value exchange happening between marketers and publishers and how do we do that without cookies? >>It's a fascinating, I love love your insight there. I think it's so relevant and it's got broader implications because, you know, if you look at how data's impact, some of these big structural changes and re factoring of industries, look at cyber security, you know, no one wants to share their data, but now if they share they get more insight, more machine learning, benefit more ai benefit. So now we have the sharing notion, but that goes against counter the big guys that want to wall garden, they want to hoard all the data and and control that to provide their own personalization. So you have this confluence of, hey, I want to hoard the data and then now I want to share the data. So so christmas summer you're in the, in the wheelhouse, you got original content and there's other providers out there. So is there the sharing model coming with privacy and these kinds of services? Is the open, come back again? How do you guys see this uh confluence of open versus walled gardens, because you need the data to make machine learning good. >>So I'll start uh start off, I mean, listen, I think you have to give credit to the walled gardens have created, I think as we look as publishers, what are we offering to our clients, what are we offering to the buy side? We need to be compelling. We shouldn't just be uh yeah, actually as journalists, I think that there is a case of the importance of funding journalism. Um but ultimately we need to make sure we're meeting the KPI is and the business needs of the buy side. And I think around that it is the sort of three core pillars that its ease of access, its scope of of activation and targeting and finally measurable results. So as I think is us as an individual publishers, so we have, we have multiple publications. So we do have scale. But then in partnership with other publishers perhaps to organizations like pre bid, you know, I think we can, you know, we're trying to address that and I think we can offer something that's compelling um, and transparent in terms of what these results are. But obviously, you know, I want to make sure it's clear transparent terms of results, but obviously where there's privacy in terms of the data and I think the form, you know, I think we've all heard a lot like data clean rooms, a lot of them out there flogging those wears. I think there's something valuable but you know, I think it's the right who is sort of the right partner or partners um and ultimately who allows us to get as close as possible to the buy side. And so that we can share that data for targeting, share it for perhaps for measurement, but obviously all in a privacy compliant >>way summer, what's your take on this? Because you talk about the future of the open internet democratization, the network effect that we're seeing in Vire al Itty and across multiple on the on the channels. Is that pointed out what's happening? That's the distribution now. So um that's almost an open garden model. So it's like um yeah, >>yeah, it's it's um you know, back in the day, you know, um knight ridder who was who was the first group that I that I worked for, um you know, each of those individual properties, um we're not hugely valuable on their own from a digital perspective, but together as a unit, they became valuable, right, and got scale for advertisers. Now we're in a place where, you know, I kind of think that each of those big networks are going to have to come together and work together to compare in size to the, to the world gardens. Um, and yeah, this is something that we've talked about before and an open garden. Um, I think that's the, that's the definitely the right route to take. And I and I agree with chris it's, it's about publishers getting as close to the market. Is it possible working with the tech companies that enable them to do that and doing so in a very privacy centric >>way. So how do we bring the brands and agencies together to get ready for third party cookies? Because there is a therapist moment here of it's gonna be okay. The parachute will open. The future is not gonna be as as grim. Um, it's a real opportunity. But if managed properly, what's your take on this is just more first party data strategy and what's your assessment of this? >>So we collaborated right now with ball grants on how did this still very complex cookie list future. Um, you know what's going to happen in the future? 2, 6 steps that we can take right now and market should take. Um, The first step is to gather intel on what's working on your current campaign, analyzing the data sets across cookie free environment. So you can translate those tactics eventually when the cookies do go away. So we have to look at things like temperature or time analysis. We could look at log level data. We could look at site analytics data. We can look at brand measurement tools and how creative really impacts the campaign success. The second thing we can look at is geo targeting strategies. The geo target strategy has been uh underrated because the granularity and geo data could go down all the way to the local level, even beyond zip code. So for example the census black data and this is especially important for CPG brands. So we're working closely with the client teams to understand not only the online data but the offline data and how we can utilize that in the future. Uh We want to optimize investments around uh markets that are working so strong markets and then test and underperforming markets. The third thing we can look at is contextual. So contextual by itself is cookie free. Uh We could build on small scale usage to test and learn various keywords and content categories based sets. Working closely with partners to find ways to leverage their data to mimic audiences that you are trying to target right now with cookies. Um the 4th 1 is publisher data or publisher targeting. So working with your publishers that you have strong relationships with who can curate similar audiences using their own first party data and conducting RFs to understand the scale and reach against your audience and their future role maps. So work with your top publishers based on historical data to try to recreate your best strategies. The 15 and I think this is very important is first party data, you know, that's going to matter more than ever. In the calculus future brands will need to think about how to access and developed the first party data starting with the consumers seeing a value in exchange for the information. It's a gold mine and understanding of consumer, their intent, the journey um and you need a really great data science team to extract insights out of that data, which will be crucial. So partner with strategic onboarding vendors and vet their ability to accept first party data into a cleaner environment for targeting for modeling for insight. And lastly, the six thing that we can do is begin to inform prospect prospecting by dedicating test budget to start gaining learnings about cookie list 11 place that we can start and it is under invested right now is Safari and Firefox. They have been calculus for quite some time so you can start here and begin testing here. Uh work with your data scientist team to understand the right mix is to to target and start exploring other channels outside of um just programmatic cookies like CTV digital, out of home radio gaming and so forth. So those are the six steps that we're taking right now with our clients to uh prepare and plan for the cookie list future. >>So chris let's go back to you. What's the solution here? Is there one, is there multiple solutions? What's the future look like for a cookie was future? >>Uh I think the one certain answers, they're definitely not just one solution. Um as we all know right now there there seems to be endless solutions, a lot of ideas out there, proposals with the W three C uh work happening within other industry bodies uh you know private companies solutions being offered and you know, it's a little bit of it's enough to make everyone's head spin and to try to track it to understand and understand the impact. And as a publisher were obviously a lot of people are knocking on our door. Uh they're saying, hey our solution is one that is going to bring in lots of money, you know, the all the buy side is going to use it. This is the one like I ma call to spend um, and so expect here and so far is that none of these solutions are I think everyone is still testing and learning no one on the buy side from our, from our knowledge is really committed to one or a few. It's all about a testing stage. I think that, you know, putting aside all that noise, I think what matters the most to us as publisher is actually something summer mentioned before. It's about control. You know, if we're going to work with a again, outside of our sort of, you know, internal identifier work that we're doing is we're going to work with an outside party or outside approach doesn't give us control as a publisher to ensure that it is, we control the data from our users. There isn't that data leakage, it's probably compliant. What information gets shared out there. What is it, what's released within within the bid stream? Uh If it is something that's attached to a somewhat declared user registered user that if that then is not somehow amplified or leverage off on another site in a way that is leveraging bit stream data or fingerprinting and going against. I think that the spirit of what we're trying to do in a post third party cookie world so that those controls are critical and I think they have those controls, his publisher, we have collectively be disciplined in what solutions that we we test out and what we eventually adopt. But even when the adoption point arrives, uh definitely it will not be one. There will be multiple because it's just too many use cases to address >>great, great insight there from, from you guys, news corp summer. Let's get back to you. I want to get your thoughts. You've been in many waves of innovation ups and downs were on a new one. Now we talked about the open internet democratization. Journalism is under a lot of pressure now, but there's now a wave of quality people really leaning in towards fighting misinformation, understanding truth and community and date is at the heart of it. What do you see as the new future for journalists, reward journalism is our ways their path forward. >>So there's uh, there's what I hope is going to happen. Um, and then I'm just gonna ignore what could write. Um, you know, there's there's a trend in market right now, a number of fronts, right? So there are marketers who are leaning into wanting to spend their marketing dollars with quality journalists, focusing on bipac owned and operated, really leaning into into supporting those businesses that have been uh, those publishers that have been ignored for years. I really hope that this trend continues. Um We are leaning into into helping um, marketers curate that supply right? And really, uh, you know, speak with their dollars about the things that that they support. Um, and uh, and and value right in market. So I'm hoping that that trend continues and it's not just sort of like a marketing blip. Um, but we will do everything possible to kind of like encourage that behavior and and give people the information they need to find, you know, truly high quality journalism. >>That's awesome chris Summer. Thanks for coming on and sharing your insight on this panel on the cookie list future. Before we go, just quick summary each of you. If you don't mind just giving a quick sound bite or bumper sticker of what we can expect. If you had to throw a prediction For what's going to happen in the next 24 months Chris We'll start with you. >>Uh it's gonna be quite a ride. I think that's an understatement. Um I think that there, I wouldn't be surprised if if google delays the change to the chrome by a couple of months and and may give the industry some much needed time, but no one knows. I guess. I guess I'm not except for someone somewhere deep within chrome. So I think we all have to operate in a way that changes to happen, changes to happen quickly and it's gonna cover across all facets of the industry, all facets of from advertising, marketing. So just be >>prepared. >>Yeah, along the same lines, be prepared, nobody knows what's going to happen in the future. Uh You know, while dancing in this together. Uh I think um for us it's um planning and preparing and also building on what we've already been working on. Um So omni channel ai um creative and I think clients will uh lean more into those different channels, >>awesome. So we'll pick us home, last word. >>I think we're in the throwing spaghetti against the wall stage. Right, so this is a time of discovery of leaning in trying everything out, Learning and iterating as fast as we possibly >>can. Awesome. And I love the cat in the background over your shoulder. Can't stop staring at your wonderful cat. Thanks for coming on chris, Thanks for coming on. This awesome panel industry breakdown of the cookie conundrum. The recipe for success data ai open. Uh The future is here, it's coming, it's coming fast. I'm john fryer with the cube. Thanks for watching. Mhm. Yeah. Mhm. Mhm. Welcome back to the Quant Cast industry summit on the demise of third party cookies. The cookie conundrum, a recipe for success. We're here peter day. The cto of quad cast and crew T cop car, head of product marketing quad cast. Thanks for coming on talking about the changing advertising landscape. >>Thanks for having us. Thank you for having >>us. So we've been hearing this story out to the big players. Want to keep the data, make that centralized control, all the leverage and then you've got the other end. You got the open internet that still wants to be free and valuable for everyone. Uh what's what are you guys doing to solve this problem? Because cookies go away? What's going to happen there? How do people track things you guys are in this business first question? What is quan cast strategies to adapt to third party cookies going away? What's gonna be, what's gonna be the answer? >>Yeah. So uh very rightly said, john the mission, the Qantas mission is the champion of free and open internet. Uh And with that in mind, our approach to this world without third party cookies is really grounded in three fundamental things. Uh First as industry standards, we think it's really important to participate and to work with organizations who are defining the standards that will guide the future of advertising. So with that in mind, we've been participating >>with I. A. B. >>Tech lab, we've been part of their project Triarc. Uh same thing with pre bid, who's kind of trying to figure out the pipes of identity. Di di di di di pipes of uh of the future. Um And then also is W three C, which is the World Wide Web Consortium. Um And our engineers and our engineering team are participating in their weekly meetings trying to figure out what's happening with the browsers and keeping up with the progress they're on things such as google's block. Um The second uh sort of thing is interoperability, as you've mentioned, there are lots of different uh I. D. Solutions that are emerging. You have you I. D. Two point oh, you have live RAM, you have google's flock. Uh And there will be more, there are more and they will continue to be more. Uh We really think it is important to build a platform that can ingest all of these signals. And so that's what we've done. Uh The reason really is to meet our customers where they are at today. Our customers use multiple different data management platforms, the mps. Um and that's why we support multiple of those. Um This is not going to be much different than that. We have to meet our customers where we are, where they are at. And then finally, of course, which is at the very heart of who contrast is innovation. Uh As you can imagine being able to take all of these multiple signals in including the I. D. S. And the cohorts, but also others like contextual first party um consent is becoming more and more important. Um And then there are many other signals, like time, language geo location. So all of these signals can help us understand user behavior intent and interests um in absence of 3rd party cookies. However, uh there's there's something to note about this. They're very raw, their complex, they're messy all of these different signals. Um They are changing all the time, they're real time. Um And there's incomplete information isolation. Just one of these signals cannot help you build a true and complete picture. So what you really need is a technology like AI and machine learning to really bring all of these signals together, combine them statistically and get an understanding of user behavior intent and interests and then act on it, be it in terms of providing audience insights um or responding to bid requests and and so on and so forth. So those are sort of the three um fundamentals that our approach is grounded in which is industry standards, interoperability and and innovation. Uh and you know, you have peter here, who is who is the expert So you can dive much deeper into >>it. Is T. T. O. You've got to tell us how is this going to actually work? What are you guys doing from a technology standpoint to help with data driven advertising in a third party cookie list world? >>Well, we've been um This is not a shock, you know, I think anyone who's been close to his space has known that the 3rd Party Cookie has been um uh reducing inequality in terms of its pervasiveness and its longevity for many years now. And the kind of death knell is really google chrome making a, making the changes that they're gonna be making. So we've been investing in the space for many years. Um and we've had to make a number of hugely diverse investment. So one of them is in how as a marketer, how do I tell if my marketing still working in the world without >>computers? The >>majority of marketers completely reliant on third party cookies today to tell them if they're if they're marketing is working or not. And so we've had to invest heavily and statistical techniques which are closer to kind of economic trick models that markets are used to things like out of home advertising, It's going to establishing whether they're advertising is working or not in a digital environment actually, >>just as >>often, you know, as is often the case in these kind of times of massive disruption, there's always opportunity to make things better. And we really think that's true. And you know, digital measurement has often mistaken precision for accuracy. And there's a real opportunity to kind of see the wood for the trees if you like. And start to come with better methods of measuring the affections of advertising without third party cookies. And in fact to make countless other investments in areas like contextual modeling and and targeting that third party cookies and and uh, connecting directly to publishers rather than going through this kind of bloom escape that's gonna tied together third party cookies. So if I was to enumerate all the investments we've made, I think we'll be here till midnight but we have to make a number of vestments over a number of years and that level investments only increasing at the moment. >>Peter on that contextual. Can you just double click on that and tell us more? >>Yeah, I mean contextual is unfortunately these things, this is really poorly defined. It can mean everything from a publisher saying, hey, trust us, this dissipated about CVS to what's possible now and has only really been possible the last couple of years, which is to build >>statistical >>models of the entire internet based on the content that people are actually consumed. And this type of technology requires massive data processing capabilities. It's able to take advantage of the latest innovations in there is like natural language processing and really gives um computers are kind of much deeper and richer understanding of the internet, which ultimately makes it possible to kind of organize, organized the Internet in terms of the types of content of pages. So this type of technology has only been possible the last two years and we've been using contextual signals since our inception, it's always been massively predictive in terms of audience behaviours, in terms of where advertising is likely to work. And so we've been very fortunate to keep the investment going um and take advantage of many of these innovations that have happened in academia and in kind of uh in adjacent areas >>on the ai machine learning aspect, that seems to be a great differentiator in this day and age for getting the most out of the data. How is machine learning and ai factoring into your platform? >>I think it's, it's how we've always operated right from our interception when we started as a measurement company, the way that we were giving our customers at the time, we were just publishers, just the publisher side of our business insights into who their audience was, were, was using machine learning techniques. And that's never really changed. The foundation of our platform has always been, has always been machine learning from from before. It was cool. A lot of our kind of, a lot of our core teams have backgrounds in machine learning phds in statistics and machine learning and and that really drives our our decision making. I mean, data is only useful if you can make sense of it and if you can organize it and if you can take action on it and to do that at this kind of scout scale, it's absolutely necessary to use machine learning technology. >>So you mentioned contextual also, you know, in advertising, everyone knows in that world that you've got the contextual behavioural dynamics, the behavior that's kind of generally everyone's believing is happening. The consensus is undeniable is that people are wanting to expect an environment where there's trust, there's truth, but also they want to be locked in. They don't wanna get walled into a walled garden, nobody wants to be in the world, are they want to be free to pop around and visit sites is more horizontal scalability than ever before. Yet, the bigger players are becoming walled garden, vertical platforms. So with future of ai the experience is going to come from this data. So the behavior is out there. How do you get that contextual relevance and provide the horizontal scale that users expect? >>Yeah, I think it's I think it's a really good point and we're definitely this kind of tipping point. We think, in the broader industry, I think, you know, every published right, we're really blessed to work with the biggest publishers in the world, all the way through to my mom's vlog, right? So we get to hear the perspectives of publishers at every scale. I think they consistently tell us the same thing, which is they want to more directly connected consumers, they don't wanna be tied into these walled gardens, which dictate how they must present their content and in some cases what content they're allowed to >>present. >>Um and so our job as a company is to really provide level >>the playing field a little bit, >>provide them the same capabilities they're only used to in the walled gardens, but let's give them more choice in terms of how they structure their content, how they organize their content, how they organize their audiences, but make sure that they can fund that effectively by making their audiences in their environments discoverable by marketers measurable by marketers and connect them as directly as possible to make that kind of ad funded economic model as effective in the open Internet as it is in social. And so a lot of the investments we've made over recent years have been really to kind of realize that vision, which is, it should be as easy for a marketer to be able to understand people on the open internet as it is in social media. It should be as effective for them to reach people in the environment is really high quality content as it is on facebook. And so we invest a lot of a lot of our R and D dollars in making that true. We're now live with the Comcast platform, which does exactly that. And as third party cookies go away, it only um only kind of exaggerated or kind of further emphasizes the need for direct connections between brands and publishers. And so we just wanna build the technology that helps make that true and gives the kind of technology to these marketers and publishers to connect and to deliver great experiences without relying on these kind of walled >>gardens. Yeah, the Director Director, Consumer Director audience is a new trend. You're seeing it everywhere. How do you guys support this new kind of signaling from for for that's happening in this new world? How do you ingest the content and just this consent uh signaling? >>Uh we were really fortunate to have an amazing, amazing R and D. Team and, you know, we've had to do all sorts to make this, you need to realize our vision. This has meant things like, you know, we have crawlers which scan the entire internet at this point, extract the content of the pages and kind of make sense of it and organize it uh, and organize it for publishers so they can understand how their audiences overlap with potential competitors or collaborators. But more importantly, organize it for marketers. So you can understand what kind of high impact opportunities are there for them there. So, you know, we've had to we've had to build a lot of technology. We've had to build analytics engines, which can get answers back in seconds so that marketers and publishers can kind of interact with their own data and make sense of it and present it in a way that's compelling and help them drive their strategy as well as their execution. We've had to invest in areas like consent management because we believe that a free and open internet is absolutely reliant on trust and therefore we spend a lot of our time thinking about how do we make it easy for end users to understand who has access to their data and easy for end users to be able to opt out. And uh and as a result of that, we've now got the world's most widely adopted adopted consent management platform. So it's hard to tackle one of these problems without tackling all of them. Were fortunate enough to have had a large enough R and D budget over the last four or five years, make a number investments, everything from consent and identity through context, your signals through the measurement technologies, which really bring advertisers >>and Publishers places together great insight. Last word for you is what's the what's the customer view here as you bring these new capabilities of the platform, uh what's what are you guys seeing as the highlight uh from a platform perspective? >>So the initial response that we've seen from our customers has been very encouraging, both on the publisher side as well as the marketer side. Um I think, you know, one of the things we hear quite a lot is uh you guys are at least putting forth a solution, an actual solution for us to test Peter mentioned measurement, that really is where we started because you cannot optimize what you cannot measure. Um so that that is where his team has started and we have some measurement very, very uh initial capabilities still in alpha, but they are available in the platform for marketers to test out today. Um so the initial response has been very encouraging. People want to engage with us um of course our, you know, our fundamental value proposition, which is that the Qantas platform was never built to be reliant on on third party data. These stale segments like we operate, we've always operated on real time live data. Um The second thing is, is our premium publisher relationships. We have had the privilege of working like Peter said with some of the um biggest publishers, but we also have a very wide footprint. We have first party tags across um over 100 million plus web and mobile destinations. Um and you know, as you must have heard like that sort of first party footprint is going to come in really handy in a world without third party cookies, we are encouraging all of our customers, publishers and marketers to grow their first party data. Um and so that that's something that's a strong point that customers love about us and and lean into it quite a bit. Um So yeah, the initial response has been great. Of course it doesn't hurt that we've made all these are in the investments. We can talk about consent. Um, and you know, I often say that consent, it sounds simple, but it isn't, there's a lot of technology involved, but there's lots of uh legal work involved as it as well. We have a very strong legal team who has expertise built in. So yeah, very good response. Initially >>democratization. Everyone's a publisher. Everyone's a media company. They have to think about being a platform. You guys provide that. So I congratulate Peter. Thanks for dropping the gems there. Shruti, thanks for sharing the product highlights. Thanks for, for your time. Thank you. Okay, this is the quan cast industry summit on the demise of third party cookies. And what's next? The cookie conundrum. The recipe for success with Kwan Cast. I'm john free with the cube. Thanks for watching. Mm

>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel, AWS and our community partners. >>Welcome back to the cubes. Virtual coverage of a dips reinvent 2020. I'm John for your host of the Cube great segment here with Presidio. Two great guests Chris Keg, Nazi senior vice president, general manager of the Cloud and Managed Services Group of Presidio, and Sam Fattah Gado, VP of Cloud Solutions Group with Presidio both been here in the Cube talking with us many times before. Great to have you guys on. Thanks for coming on Chris and Sam. >>Great. Thank you, John. Thanks for having us. >>We've had many great cloud conversations with your company and engineers. Architects going back, I think 2016 2017, really as cloud hit, that inflection point. Certainly, scaling Public Cloud and on premise is cloud operations. Certainly that has happened as continue to accelerate. Chris, I would like you to explain your relationship with AWS and you're focused at this. Reinvent what's going on with Presidio? What's new in your world? What's changed for you and the customers, >>right? So thank you, John. So Presidio's focus really is, um you know, around developing the right strategies, helping companies realize the full potential of the AWS cloud. Think of it as ah vory strategic approach that aligns technology with business outcomes really on a global scale. Um, this past year, um, if I look back a year ago, it reinvent when Presidio was there. Um, code a global was also there, which was an acquisition that we did. And we closed out, uh, in August and Sam Farr Gado was the CEO of Code Global. So what's really changed for us is taking our legacy business around infrastructure around security around Matic services on bond, combining that with really combining that with what Coda had around the professional services side of cloud engagement and really building out a company that I believe can deliver a very unique offering to clients because we can cover the full spectrum. So for us Ah, lots happened in a year since we were at reinvent attend day. It's really about, you know, business and technical leaders that we have that are really dedicated thio, you know, focusing on customers, their client experience, and really delivering the best business outcome that weekend >>you know, one of the things that we chat in the past, you just mentioned manage services. This is a huge deal because one of the trends that we've been reporting on here in the Cube and on Silicon angle is, you know, a lot of the transformational goals or accelerated Cove it. We see that projects that are doubling down are mostly cloud related, large scale automation, machine learning. But from an executive standpoint, the mandate is everything is a service. So there's a big executive push. See XO, CSOs, whatever for everything as a service. And when you put that out there and put that ball in play, so to speak, it's not easy, right? So when you go when you say hey, make everything is a service, it's not trivial, and then you get okay, How does that work? That's where the hard part happens. I want to get your take on that. Is that something that you're seeing with your customers? They put that ball in play, let's get the manage services and then you got to put it together. Not that easy. What's your take on that? >>I think you know when you think about clients today and what CEOs are looking for, it's really it is a pay by the drink or a consumption based model, right? But at the end of the day, they don't they want to manage their business. They don't want a Mac manage huge I t groups on DSO software developers within within their own business. They wanna pass that responsibility onto experts like Presidio. So I think it za fact. What's what's simple for them? How does how do they move kind of accountability and how did they get to their business outcomes without owning? And I t business within their existing business? So those are some of the changes that we've certainly seen from a mindset perspective, but but we're fully prepared. Thio offer that city >>that's great for your business is certainly a tail when Sam, I want to get to you. Because when you get to that conversation, okay, put his a service a lot in their unpack. I mean, depending on who you're talking to, you know, certainly accelerating it with Presidio. I see that you're now part of Presidio. Take us through what's going on in your world because when you get to the customer. You gotta work backwards from what they're trying to dio not trying to retrofit of technology into their environment. You've got to kind of work with what they got. But actually get them to the cloud. Can you share what you're doing with customers? >>Yeah. Thanks, John. I appreciate that. And one thing I want to say about joining Presidio is that, uh, you know, we, uh, had worked together for a couple of years and really found that we had a great cultural fit and that we had the same goal. And that's to become a W s number one partner globally, providing these kinds of mission critical solutions for clients. We've been told often times that we are Amazonian in terms of our customer obsession are bias for action. And what you just said there is helping them get the benefits of cloud quickly, no matter where they're coming from. Because, you know, they wanna have the availability security scalability, But they also have to integrate in with their existing systems. So what we're finding with clients is they want to transform the way they do business. They want to transform their industry oftentimes, and that's what they're looking for, you know, when they partner with us and they look for leveraging the AWS platform. >>So let me ask you a question then, because certainly we've seen I've interviewed a ton of Amazon customers and executives, and it's some >>of the >>things that's going on with Cove. It has just been amazing what they've enabled people to move so fast and put riel game changing impact, whether it's societal impact or some other transformative thing. And if you look at Amazon traditionally they started as a transactional thing. You get some easy to you by by the drink. Everything's going on. But every reinvent is more announcement. Andy Jassy said one hour keynote turns into a two hour keynote three, our keynote. And now you're looking at more transform inal transformational solutions. You still got some transactions in there. But when you gotta put the holistic, cohesive plan together, that has to be transformative. How do you guys talk to customers when you say it's not just transactional? Transformative? >>Yeah, well, we look, you know, we're doing it, you know, internally ourselves as well. You know, with Presidio now we've gone from transactions. Transactions are important but we really want to transform the way our customers are able to do business. And with co vid, it's been even more important to be ableto get things done without having to be physically present in one location. And so whether it's telehealth or remote learning, remote sales activities making sure that systems are integrated with commerce engines are again are very secure. The cloud and A W S is really bringing a big difference to the marketplace, and we're very immersed in that we have clients. Uh, I'll give you an example. Wheel pros. One of the leading tire after market tire and wheel manufacturers and designers we've talked with with their CEO, Randy White. He said. What we're doing with Presidio and on AWS platform is building the wheel. Pros of the future. What does that look like? He says he wants his systems to be just like his products for his customers. They've got to be high performing. They gotta be high quality, and they've got to deliver a great customer experience. Uh, well, you know, we want to be able to leverage a lot of the services that AWS has to be able to deliver those kinds of things quickly and with high quality. So it's really exciting to be able to see the impact we're having wheel pros, business and other clients like that. >>So when you talk about your solution to take him in to explain what you guys offer a client because you have a Presidio cloud solution, you get a lot of services can just take a minute to explain what people are buying and what they're getting from Presidio. Because, um, that sounds like a great customer success story. What are they? >>What >>are they getting? >>Okay, so what? They're getting really again following kind of the Amazonian way, working backwards, right? So let's start with an idea. Let's let's let's look at something we really want to do that's going to change dramatically. Change and improve the way they delight their customers. So start with that idea. Will help them design it. Welcome. Build it. Welcome. Deploy it. We could help support it. Fully managed service support eso from from the idea through to production and then ongoing support enhancements. They can count on Presidio to deliver all of those capabilities on Dakota Couldn't do all of that on our own. We were really grated application development, data and analytics. Uh, dev Ops and Automation. But with Presidio, we bring everything to the table Onda geun fully supported. Help them from, you know, even managing. You know, they're they're resell, being able to manage the environment, making sure that they're getting the most value out of these critical investments. >>Chris, I want to get your thoughts on this. Um, Sam mentioned you wanna be the number one solution provider for on AWS? Um, great mission, by the way, I wanna unpack that now. Last year, I reported at reinvent one of the feedback items was Amazon's gonna think more about solutions. Certainly Microsoft does that. We've seen that, um, Amazon doesn't really flout a plant. Those solutions very much. I mean, even though they have them there there you guys are a nice fit there. So if you're gonna be the number one solution provider, what do you guys need to do to do that? What a customers expect from you guys? Can you take a minute? Explain your plan? >>Sure. Yeah, absolutely, John. So I think you know, when you think about clients that air transforming their business right. They need to be competitive in their own market. So when they think about business outcomes in what Presidio does, we look at it in really a full life bull approach. If you think about the applications that Sam spoke about creating things that Air Cloud native, perhaps it's a mobile ordering app that's going to make them more competitive, especially in this covert environment. Um, think about their their just their normal consumption of services on the AWS platform. How do we optimize it for them? How do we ensure that they have the right services in a very agile, secure environment? So managing and owning it the full life cycle is really kind of what we deliver from a solution set. But every client is a little bit different, depending on really what their their needs are and what what their business outcomes are. So we can take it everywhere, anywhere from, uh, full development toe Full deployment Onda managing it in a very secure way, um, to adding in their consumption side of it, adding in their licensing component where perhaps they're buying under marketplace or a or a c p p o offering. So what's really unique about Presidio is that we offer that full solution to clients from end to end, and we can manage the entire process, deliver performance, cost savings and very predictable models >>from I love the, you know, a big fan of the entire and people who watch the Cubano. All I do is talk about and to end is really a critical way to look at things holistically if you're looking at something cohesive as a solution with transactional transformative capabilities. But I want to get your thoughts on some of the market demand challenges. And if you guys could react to it, um, Sam and Chris, there's two spectrums we're seeing with this pandemic clients, customers who were, like, have a tailwind. Oh, my God. This is accelerating my value proposition. I need more help. I gotta get to the cloud I gotta transformed quickly. And then the other end of the spectrum is the worst screwed. So we're gonna reset and retool while we're kind of in this bunker down mode and they want to come out of the pandemic with a growth plan. So kind of to spectrums, right? Did you guys see that as well what's the range of psychology or buyer behavior for your customers? Because there seems to be like the airline. They're not really getting a lot of business, but they're redoing their systems. They're being classified. Or, you know, this is an app for zoom or school educational. It's needed. It's in more demand. So you kind of everything in between those Do you guys see that? And if so, or if not >>way, certainly see a component with our client base around saving costs, right? What are they going to do in this environment? Toe save costs. But at the same time, we are seeing a lot of creativity around. What does their future model look like? And how did and what do they need to build? And that's what they're spending money on. Eso. We've seen it across kind of all verticals within the business, but certainly it it's a it's a dual approach. I think customers that go about doing that properly really prepare themselves for when we all do come out of this. That the business was will be set to capitalize on the change in market. That's what I've seen. I'm sure Sam has some additional comments >>Your thoughts? >>Yeah, absolutely. I would say necessity is the mother of invention. Invention. Right. So you know, we're seeing customers that we're thinking about cloud or, you know, considering maybe a new application cloud native application. But, you know, maybe you felt like they had time to do it where, you know, with covert ITT's bold are gonna be the ones that survive and thrive on DSO. Just like we saw when people came out of the 2000 and eight financial crisis. Those that invested in their systems, invested in their people, people skills is another big area right way at Presidio have I think we're upto like 600 AWS certifications across the board from sales through all different technologies. Because, you know, we wanna retain our people. We want to help them develop their skills and make sure that we're bringing the best talent to our clients. Eso yet z you know, it's a it's a difficult time, but it's a time for opportunity. >>Necessity could be business opportunity to capture opportunity, recognition, capture or survival. I mean, it is the mother of invention, you know it is it is a forcing function, guys. Thanks for the >>one of our clients. If I if I could, just mentioned Dunkin Brands, you know, they they couldn't have traffic in their stores. So, you know, mobile ordering became even more important. Um, you know, driving with Dr Drive up pick up and we helped them move from a multi tenant SAS application that was, you know, wasn't performing wasn't a reliable enough to an AWS Cloud native application, and they tripled the traffic while also improving performance and reliability. That's the kind of power that you can have with AWS and Presidio. >>That's a great eggs. And that's a great example looking relate to that. First of all, Dunkin Donuts makes great coffee and from the East Coast originally. So I love Dunkin Donuts. DND um, but great, great brand that mobile app. Good call, because people want to get in the curbside pickup or delivered. I mean, this is the new the new normal guys. Thanks so much for the insight. Final word. If you both can weigh in, um, share with the audience. The focus for this reinvent if you could share the Presidio message for reinvent virtual 2020. What do you think, >>Sam Why don't you go first? >>Well, from my perspective, it's all about, you know, taking it to another level. That's what we feel like we're doing was part of the video now again becoming the number one AWS partner. But it's also helping customers take their most important applications, uh, to the cloud so that they can improve the way they deliver for their customers. That's really what it's all about for me. >>Yeah, I would. I would have to concur with Sam. I mean, you know, our goal. Really like Sam said a few times to be be the number one aws partner. But with that comes, you know, a huge undertaking in a huge responsibility for us, you know, with our teams and and with our customers. At the end of the day, we want all of our clients to think of us first. Um, you know, when we're delivering these solutions and how impactful Presidio has been to their business for their growth onder for their future success. So for us, the customer obsession side of it all is really we want to continue that, and that's what we're gonna get out of this conference is how do we continue that? >>Well, congratulations. Like Chris and Sam. Thanks for coming on. I always say I enjoyed my conversations with your team. Uh, they get the technical chops, um, and having a service offering that accelerates mawr cloud goodness for customers on my, um, Amazon's got a great ecosystem clouds growing like crazy. So congratulations. Thank you. >>Thank you. Thank >>you. >>Thanks for coming on the Cuban John for your watching the Cube coverage of aws reinvent 2020. It's virtual this year. We're not impersonal, but the cube virtualization It's hit the market. More cube interviews remotely. And I'm John for Thanks for watching.

>>from around the globe. It's >>the Q with digital coverage of AWS Public sector online brought to you by Amazon Web services. Hello. I'm John for a host of the Cube. We're here covering A W. S s international public sector virtual event. We have a great guest. The star of the program is Max Peterson, Good friend of the Cube. Also Vice President of A W s International for Public Sector Max. Great to see you. Thanks for coming on this virtual remote interview. Cuban interview. Hey, >>John. Great to be back on the Cube, even if it is virtual >>well, you know, we're not face to face. We have to go virtual. So the cube virtual, you've got to public sector summit. Virtual. Um, this is the time of the year where normally we'd be out on the road in Bahrain, Japan, Asia, Pacific Europe. We'd be out on the summits talking to all the guests and presenting that the update on public sector. But we have to do it remotely. Um, a little bit of trade off. The good news is with cove it for at least you guys. It's a global media network. And with these remote interviews. Uh, public sector is seeing a lot more global activity, and that's what I want to get your thoughts on. What is the business update internationally for public sector? I'm sure that with CO over the pandemic, you're seeing a lot of activity. How is the public sector business doing internationally? >>John, You know, you mentioned one of the silver linings of a pretty bad situation with the Koven pandemic. And that's been that it has meant that people have to be resourceful. Governments have to be resourceful on DSO. There's been a tremendous amount of innovation people have gotten used to now using modern cloud technology to support remote work and remote war learning. Um, out of necessity, we've had to figure out how do we deliver far greater health care services using digital technology, telemedicine, digital social care, uh, chime rooms? Uh, it really, in a nutshell, has been a tough six months for people, but a relative relatively busy six months for innovation. And for i t for the public sector customers, >>you know, I did an interview a few months ago for one of the award programs in Canada. Um, with the center had a customer on disk customers. The classic customer, a Amazon. You know, I'm not sure we do it all internally. He deployed A W S Connect in literally days that saved the lives of many of his countrymen and women by getting the entitlement checks out. And he was a glowing endorsement because, he said, with Cove in 19 they were crippled. He said they will. They stood up a call center and literally he was converted. That's just one example again. That's Canada of the kind of solutions that you guys air, enabling with Cloud to quickly respond to the crisis, to use technology to solve other technology problems and also business problems. Can you give an example on the international front of where you're seeing some activity? Because this seems to be the same pattern we're seeing, People who have used in the cloud we cube virtual. Will there be no Cuba's wasn't for our cloud implementations, but this is, um, obvious, but I want to call it out. It's important. Can you share some examples of people internationally using the cloud to get and respond to the to the cove in 19 pandemic in delivering services? >>Yeah, In fact, John, we're focusing a lot on that at the public sector summit online that comes up here in October. Um, a couple of quick examples. In fact, one of the top learnings is speed matters. And so we have Eve Curry from Australia, who talks about social and health care and how they were able to get a complete digital suite up and running for supporting 5000 elderly patients and over 3000 employees in less than a week, and that included getting up and running a video conferencing and tele consultation capability using AWS chime. It involved getting up and running collaboration space for the remote workers using work work docks. And it involves setting up a complete call center on the cloud, using Amazon time and literally that was done in less than a week. Another example, really ambitious example, which again is a testament to the innovation and, uh, the capability, the capability that AWS brings to customers. I'm in India. They had a number of tele medicine applications. They were available for a fee, but they didn't have a universal way to reach the vast population in India. And so when the pandemic hit three organization that was responsible for the public health component was challenged to get a no cost tele consultation hella medicine system up and running for outpatient services that could scale to reach a billion people. Um, they did that in 19 days. They got the system up and running Now hasn't gotten to a billion people online at one time. But there right now, doing 6000 consultations a day with about 4000 doctors, and they're headed toward 100,000 consultations today. Eso just to your point, speed and scale. We're seeing it across the board from from our public sector customers. >>You know, it's just mind boggling just to kind of pinch myself from it in 19 days. It's crazy, right? I mean, crazy fast If you throw back to the eighties and nineties when I broke into the business, you know, young gun client server was all the rage back then. And if you wanted to do, like a big apt upon an oracle s a p, whatever it was years, it was months just to do planning. E mean, I mean, think about the telemedicine example 19 days. That's huge. I mean, just the scale is just off the charts. So So I mean, even if you're not a believer in cloud I don't feel should be should just go home and retire at this point because it's just obvious. Uh, the question I wanna ask you specifically because Theresa brought this up on my last interview with her. And I wanna ask you the same question is, what is AWS doing specifically to help customers? I know customers are helping themselves. You mentioned that. What are you guys doing? Toe? Accelerate this. How are you helping of you guys changed a little bit. Can you just share what you guys specifically doing to help customers pivot toe not only solving it, but having a growth strategy behind it? >>Yeah, John, that's a great question. Some of the things that we're doing our long standing programs and so customers from day one have had a need for skills and workforce development. We keep on doubling down on those programs. Things like a W s academy aws educate our restart programs in different countries. So number one is we continue to help customers double down on getting the right cloud skills to enable the digital workforce. The second thing, in fact, if I can, for just amendment, um, there is actually a section of the public sector online called the New Workforce, which talks about both the digital skills that are required and then also some of the remote working skills that we need to help folks with. So So workforce is a big one. Um, the second one. Yeah, and I'm super excited about this because we've opened up the opportunity, form or customers around the globe to participate in our city on the Cloud Challenge Onda That gives a great opportunity to showcase and highlight the innovation of public sector customers and, you know, win some AWS credits and technical assistance to help them build their programs. But I think one of the most the things I'm most proud about in the last 6 to 9 months was when the when this pandemic struck and we listen to our customers about what they needed. We came out with something called the AWS Diagnostic Development Initiative, and that was a program specifically aimed at providing technical assistance. Um, a ws cloud credits all to researchers to help them, um, tackle the tough questions that need to be answered to help us deal with and then hopefully resolve the pandemic. >>So on the international front, like I said earlier in the open, we would've been in Bahrain. That's a new region, only a couple of years old, Obviously the historic, um this, um, geopolitical things happening there, opening things up, that's been a very successful region. This is the playbook. Can you just give us an update on some of the successes in the different regions by rain and then a pack and other areas? What? Some of the highlights? >>Sure, John, One of the things that I think it's super exciting is that all of these customers are developing new capabilities right now. Um, one example from Egypt. Uh, they had to get literally an entire student population back to school. When the pandemic hit on DSO. They quickly pivoted to bringing a online learning management system or LMS up on the cloud on AWS. Um, and they have been able to continue to teach classes, literally to millions of students there. We've seen that same sort of distance learning online education across the globe. Another example would be when countries needed to figure out how to beam or effective in that sort of time tested, contact tracing process. So So when ah person has been found to have the the flu or the illness the subject illness, um, they typically have a lot of manual contact tracers that have to try to identify kind of where that person's been and see if they can. Then, um, helped to control the spread of whatever the diseases Kobe 19. In this case, um, we put together with governments across the world with a W s partners across the world again in very fast order, automated systems to help governments manage this, um, Singapore is a super example. India's a massively scaled example, but we did it in countries of across the globe, and we did it by working with them and the partners there to specifically respond to their needs. So everybody's case, while similar at a high level, you know, was unique in the way that they had to implement it. >>And it's been a great, great ride international us with co vid. You guys have ah current situation. You guys are providing benefits and I'll see the cloud itself for the customer to build those modern APS. The question I wanna ask you, Max, as an executive at eight of yourself. So you've been in the industry, Um, with public sector pre covert, it's, you know, it's before Cove. And there's after Govind is gonna be kind of like that demarcation line in the society. Um, it has become a global thing. I just did an event with Cal Poly was mentioned before we came on, um, small little symposium that would have been, you know, face to face. But because we did it virtually it's now global reinvents coming up. That's gonna be essentially virtual. So it's gonna be more global, less physical, space to face. Everything is introduced, no boundaries. So how >>does that >>impact? How do you How do you guys, How do you look at that? Because it impacts you, I guess a little bit because there's no boundaries, >>right? You know, John, I think this plays into what we're talking about in terms of people and governments and organizations getting used to new ways of working on de so some of our new workforce development is based around that, not just the digital skills in the cloud skills a couple of the things that we've recognized by the way, Um, it's different, but done well, there's new benefits. And so so one of the things that we've seen is where people employ chime, for instance, Uh, video conferencing solution or solutions from our partners like Zoom and others. Onda people have been able to actually be Maurin touch, for instance, with elder care. Um, there were a number of countries that introduced shielding. That meant that people couldn't physically go and visit their moms and dads. Um and so what we've seen is a number of systems on care organizations that have responded andare helping thing the elderly, uh, to use this new tech on. But it's really actually, uh, heartwarming, uh, to see those connections happen again, even in this virtual world. And the interesting thing is, you can actually step up the frequency on DSO. You don't have to be there physically, but you can be there, Andi and interact and support with the number of these thes tools. I think one of the other big learnings that we've seen for many organizations and just about every public sector group has toe work with, um uh, their constituents on the phone. Of course, we've got physical offices, you know, whether it's a hospital or a outpatient center or a social care center. Um, but you always have to have a way to work on phones. What's happened during the Cove in 19 Pandemic is there's been a surge is where information needed to get out to citizens or where citizens literally rushed the phone lines to be able to get the most current information back. Andi, the legacy called systems have been completely overwhelmed, their inadequate. And we've seen customers launch the online call center in the cloud piece, using Amazon connect as their starting point. But then, you know, continuously innovating. And so starting to use things like Lex to be able to deliver a chat box function, Um, in the in the US, for example, one of our partners, Smartronix, was able to automate the welfare and social care systems for a number of different states to the point now where 90 plus percent of those calls get initially handled, satisfied using a chat bots, which frees up agents the deal, you know, with the more difficult inbound calls that they get. >>I gotta ask you, where do we go from here? What's next for these organizations? Post Covad World. You know, if we're sitting at a cocktail party was sitting down having dinner or where he talking remotely here, how would you? How would you explain to me what's what's next? Where do we go from here? And how do organizations take that next post co vid recovery and growth? What's your take? >>And John? I think that's a fantastic question to ask. Let me tell you what we learn from our customers every day because we see them try and do new things. If I had to take my sort of crystal ball, I think we're in version one of figuring out How do we work in this new environment? I think there's a couple of key things that we're going to see. Number one. Um, resilience and continuity of service is not gonna be optional. Everybody is coming to expect that government care, not for profits. Education is going to be able to seamlessly continue to deliver the core services irrespective of these world events or emergencies on B C customers. Now you know, really getting that right. It used to take. You talked about it? Um, heck, you couldn't get a system up and running in 19 days. You'd be lucky if you cut a purchase order in 19 days and citizens and constituents that aren't going to accept that anymore, right? That's one big, uh, change that I think is with us. And we'll keep on driving cloud adoption. I think the next one is how do we start putting the pieces together in ways that make some of this invisible and an example? Um, you know, kind of starts with that with that example in the US with partner that was building systems to help, uh, welfare and social care call centers operate smoother. But if you think about the range of AWS services and the building blocks that customers have, we'll find customers starting to create that virtual experience in aversion to dot away where they tie the contact center into chat box and into transcription. Like, for instance, being able to have a conversation with the parents and using comprehend medical actually get a medically accurate transcription. So the doctor can focus on that patient interaction and not on actually data captured, right, and then if that patient asks. Well, g Doc, could you give me more information about, you know, X y z, uh, medication, or about what a course of treatment sounds like? Instead of tying up the doctors time, you could go and use a tool like Amazon Polly to then go text to speech and give all of that further rich information to that citizen. Um e think some of them things. Same scenarios, right? How do we go from this? This very fast version one dot response to a a mawr immersive, less tech evident capability that strings these things together that to meet kind of unique use cases or unique needs. >>Yeah, I think that's totally right. I think you know the 19 days. Yeah, I'm blown away by that. But I think you know, we thought about agility. That was a cloud term. Being more agile with your code business. Agility has come on the scene and then with business agility you have I call I call business latency. Andi, you went from years to months, months, two days. And I think now, as you get into the decks versions, it's days, two hours, hours, two minutes, hours two seconds Because when you look at the scale of the cloud some of things we were talking what's going on? Space force and globally around with space Leighton See, technically and business late and see this is the new dynamic and it's gonna be automation. Ai these air. This is the new reality. I think co vid points that out. Uh, what's your reaction to that? And give a final message to the AWS international community out there on on how to get through this and what you guys are doing? >>Yeah, John, I think your observation is you know that increasingly, uh, there needs to be a connectedness between the services that thes public sector customers deliver on dso Um, that connectedness can be in terms of making sure that a citizen who eyes on their life journey doesn't need to continuously explain to government where they're at. But rather, government learns how to create secure, scalable data stores so that so that they understand the journey of the citizen and can provide help through that journey. Eso it becomes mawr citizen centric. I think another example is in the entire healthcare arena where what we have found is that the ability thio to securely collaborate on very complex problems and complex data sets? Uh, like like genomes, um is increasingly important on DSO. I think what you'll find is you'll find we're seeing it today, right? With customers like, uh, Genomics England and the UK Bio Bank were there, in fact, creating these secure collaboration spaces so that the best researchers can work against these very important data sets in a secure, yet trusted collaboration environment. So I think we're seeing much more of that on I would say The third thing that we're probably learning from our customers is just how important that skills and workforce pieces. Um, with the accelerated pace, we continue to see pressure on smart skills, and resource is that our customers need. Fortunately, we've got a great global partner ecosystem, Um, but you'll see us continuing to push that forward as a zone agenda that will help customers with eso. I guess my parting comment would be how could it not be? I hope that the customers that attend the summit are from all over the world. I hope they find something that's useful to them in pursuing their mission and in their journey to the cloud. And John, I just This is always a pleasure to join the Cube. Thanks very much for the time today. Thank >>you, Max. Great. Call out. Just I'll call it out. One more time to amplify the learnings in the workforce development starting younger and younger. The path to get proficiency is quickly. You could be a cloud computing cybersecurity application, modern application development, all hot areas. Uh, the new playbook is cloud. It's all there online. And, of course, Max. Global footprint with the regions, the world has changed, and it's gonna be pretty busy. Time for you. We'll be covering it. Thanks for coming on. >>That's great. Thanks, John. >>Okay, I'm John. Free with the Cube. You're watching any of US? Public sector summit, The international online event. I'm John. Hard to keep your host. Thank you for watching

>>from around the globe. It's the Cube covering >>space and cybersecurity. Symposium 2020 hosted by Cal Poly >>Over On Welcome to this Special virtual conference. The Space and Cybersecurity Symposium 2020 put on by Cal Poly with support from the Cube. I'm John for your host and master of ceremonies. Got a great topic today in this session. Really? The intersection of space and cybersecurity. This topic and this conversation is the cybersecurity workforce development through public and private partnerships. And we've got a great lineup. We have Jeff Armstrong's the president of California Polytechnic State University, also known as Cal Poly Jeffrey. Thanks for jumping on and Bang. Go ahead. The second director of C four s R Division. And he's joining us from the office of the Under Secretary of Defense for the acquisition Sustainment Department of Defense, D O D. And, of course, Steve Jake's executive director, founder, National Security Space Association and managing partner at Bello's. Gentlemen, thank you for joining me for this session. We got an hour conversation. Thanks for coming on. >>Thank you. >>So we got a virtual event here. We've got an hour, have a great conversation and love for you guys do? In opening statement on how you see the development through public and private partnerships around cybersecurity in space, Jeff will start with you. >>Well, thanks very much, John. It's great to be on with all of you. Uh, on behalf Cal Poly Welcome, everyone. Educating the workforce of tomorrow is our mission to Cal Poly. Whether that means traditional undergraduates, master students are increasingly mid career professionals looking toe up, skill or re skill. Our signature pedagogy is learn by doing, which means that our graduates arrive at employers ready Day one with practical skills and experience. We have long thought of ourselves is lucky to be on California's beautiful central Coast. But in recent years, as we have developed closer relationships with Vandenberg Air Force Base, hopefully the future permanent headquarters of the United States Space Command with Vandenberg and other regional partners, we have discovered that our location is even more advantages than we thought. We're just 50 miles away from Vandenberg, a little closer than u C. Santa Barbara, and the base represents the southern border of what we have come to think of as the central coast region. Cal Poly and Vandenberg Air force base have partner to support regional economic development to encourage the development of a commercial spaceport toe advocate for the space Command headquarters coming to Vandenberg and other ventures. These partnerships have been possible because because both parties stand to benefit Vandenberg by securing new streams of revenue, workforce and local supply chain and Cal Poly by helping to grow local jobs for graduates, internship opportunities for students, and research and entrepreneurship opportunities for faculty and staff. Crucially, what's good for Vandenberg Air Force Base and for Cal Poly is also good for the Central Coast and the US, creating new head of household jobs, infrastructure and opportunity. Our goal is that these new jobs bring more diversity and sustainability for the region. This regional economic development has taken on a life of its own, spawning a new nonprofit called Reach, which coordinates development efforts from Vandenberg Air Force Base in the South to camp to Camp Roberts in the North. Another factor that is facilitated our relationship with Vandenberg Air Force Base is that we have some of the same friends. For example, Northrop Grumman has has long been an important defense contractor, an important partner to Cal poly funding scholarships and facilities that have allowed us to stay current with technology in it to attract highly qualified students for whom Cal Poly's costs would otherwise be prohibitive. For almost 20 years north of grimness funded scholarships for Cal Poly students this year, their funding 64 scholarships, some directly in our College of Engineering and most through our Cal Poly Scholars program, Cal Poly Scholars, a support both incoming freshman is transfer students. These air especially important because it allows us to provide additional support and opportunities to a group of students who are mostly first generation, low income and underrepresented and who otherwise might not choose to attend Cal Poly. They also allow us to recruit from partner high schools with large populations of underrepresented minority students, including the Fortune High School in Elk Grove, which we developed a deep and lasting connection. We know that the best work is done by balanced teams that include multiple and diverse perspectives. These scholarships help us achieve that goal, and I'm sure you know Northrop Grumman was recently awarded a very large contract to modernized the U. S. I. C B M Armory with some of the work being done at Vandenberg Air Force Base, thus supporting the local economy and protecting protecting our efforts in space requires partnerships in the digital realm. How Polly is partnered with many private companies, such as AWS. Our partnerships with Amazon Web services has enabled us to train our students with next generation cloud engineering skills, in part through our jointly created digital transformation hub. Another partnership example is among Cal Poly's California Cybersecurity Institute, College of Engineering and the California National Guard. This partnership is focused on preparing a cyber ready workforce by providing faculty and students with a hands on research and learning environment, side by side with military, law enforcement professionals and cyber experts. We also have a long standing partnership with PG and E, most recently focused on workforce development and redevelopment. Many of our graduates do indeed go on to careers in aerospace and defense industry as a rough approximation. More than 4500 Cal Poly graduates list aerospace and defense as their employment sector on linked in, and it's not just our engineers and computer sciences. When I was speaking to our fellow Panelists not too long ago, >>are >>speaking to bang, we learned that Rachel sins, one of our liberal arts arts majors, is working in his office. So shout out to you, Rachel. And then finally, of course, some of our graduates sword extraordinary heights such as Commander Victor Glover, who will be heading to the International space station later this year as I close. All of which is to say that we're deeply committed the workforce, development and redevelopment that we understand the value of public private partnerships and that were eager to find new ways in which to benefit everyone from this further cooperation. So we're committed to the region, the state in the nation and our past efforts in space, cybersecurity and links to our partners at as I indicated, aerospace industry and governmental partners provides a unique position for us to move forward in the interface of space and cybersecurity. Thank you so much, John. >>President, I'm sure thank you very much for the comments and congratulations to Cal Poly for being on the forefront of innovation and really taking a unique progressive. You and wanna tip your hat to you guys over there. Thank you very much for those comments. Appreciate it. Bahng. Department of Defense. Exciting you gotta defend the nation spaces Global. Your opening statement. >>Yes, sir. Thanks, John. Appreciate that day. Thank you, everybody. I'm honored to be this panel along with President Armstrong, Cal Poly in my long longtime friend and colleague Steve Jakes of the National Security Space Association, to discuss a very important topic of cybersecurity workforce development, as President Armstrong alluded to, I'll tell you both of these organizations, Cal Poly and the N S. A have done and continue to do an exceptional job at finding talent, recruiting them in training current and future leaders and technical professionals that we vitally need for our nation's growing space programs. A swell Asare collective National security Earlier today, during Session three high, along with my colleague Chris Hansen discussed space, cyber Security and how the space domain is changing the landscape of future conflicts. I discussed the rapid emergence of commercial space with the proliferations of hundreds, if not thousands, of satellites providing a variety of services, including communications allowing for global Internet connectivity. S one example within the O. D. We continue to look at how we can leverage this opportunity. I'll tell you one of the enabling technologies eyes the use of small satellites, which are inherently cheaper and perhaps more flexible than the traditional bigger systems that we have historically used unemployed for the U. D. Certainly not lost on Me is the fact that Cal Poly Pioneer Cube SATs 2020 some years ago, and they set the standard for the use of these systems today. So they saw the valiant benefit gained way ahead of everybody else, it seems, and Cal Poly's focus on training and education is commendable. I especially impressed by the efforts of another of Steve's I colleague, current CEO Mr Bill Britain, with his high energy push to attract the next generation of innovators. Uh, earlier this year, I had planned on participating in this year's Cyber Innovation Challenge. In June works Cal Poly host California Mill and high school students and challenge them with situations to test their cyber knowledge. I tell you, I wish I had that kind of opportunity when I was a kid. Unfortunately, the pandemic change the plan. Why I truly look forward. Thio feature events such as these Thio participating. Now I want to recognize my good friend Steve Jakes, whom I've known for perhaps too long of a time here over two decades or so, who was in acknowledge space expert and personally, I truly applaud him for having the foresight of years back to form the National Security Space Association to help the entire space enterprise navigate through not only technology but Polly policy issues and challenges and paved the way for operational izing space. Space is our newest horrifying domain. That's not a secret anymore. Uh, and while it is a unique area, it shares a lot of common traits with the other domains such as land, air and sea, obviously all of strategically important to the defense of the United States. In conflict they will need to be. They will all be contested and therefore they all need to be defended. One domain alone will not win future conflicts in a joint operation. We must succeed. All to defending space is critical as critical is defending our other operational domains. Funny space is no longer the sanctuary available only to the government. Increasingly, as I discussed in the previous session, commercial space is taking the lead a lot of different areas, including R and D, A so called new space, so cyber security threat is even more demanding and even more challenging. Three US considers and federal access to and freedom to operate in space vital to advancing security, economic prosperity, prosperity and scientific knowledge of the country. That's making cyberspace an inseparable component. America's financial, social government and political life. We stood up US Space force ah, year ago or so as the newest military service is like the other services. Its mission is to organize, train and equip space forces in order to protect us and allied interest in space and to provide space capabilities to the joint force. Imagine combining that US space force with the U. S. Cyber Command to unify the direction of space and cyberspace operation strengthened U D capabilities and integrate and bolster d o d cyber experience. Now, of course, to enable all of this requires had trained and professional cadre of cyber security experts, combining a good mix of policy as well as high technical skill set much like we're seeing in stem, we need to attract more people to this growing field. Now the D. O. D. Is recognized the importance of the cybersecurity workforce, and we have implemented policies to encourage his growth Back in 2013 the deputy secretary of defense signed the D. O d cyberspace workforce strategy to create a comprehensive, well equipped cyber security team to respond to national security concerns. Now this strategy also created a program that encourages collaboration between the D. O. D and private sector employees. We call this the Cyber Information Technology Exchange program or site up. It's an exchange programs, which is very interesting, in which a private sector employees can naturally work for the D. O. D. In a cyber security position that spans across multiple mission critical areas are important to the d. O. D. A key responsibility of cybersecurity community is military leaders on the related threats and cyber security actions we need to have to defeat these threats. We talk about rapid that position, agile business processes and practices to speed up innovation. Likewise, cybersecurity must keep up with this challenge to cyber security. Needs to be right there with the challenges and changes, and this requires exceptional personnel. We need to attract talent investing the people now to grow a robust cybersecurity, workforce, streets, future. I look forward to the panel discussion, John. Thank you. >>Thank you so much bomb for those comments and you know, new challenges and new opportunities and new possibilities and free freedom Operating space. Critical. Thank you for those comments. Looking forward. Toa chatting further. Steve Jakes, executive director of N. S. S. A Europe opening statement. >>Thank you, John. And echoing bangs thanks to Cal Poly for pulling these this important event together and frankly, for allowing the National Security Space Association be a part of it. Likewise, we on behalf the association delighted and honored Thio be on this panel with President Armstrong along with my friend and colleague Bonneau Glue Mahad Something for you all to know about Bomb. He spent the 1st 20 years of his career in the Air Force doing space programs. He then went into industry for several years and then came back into government to serve. Very few people do that. So bang on behalf of the space community, we thank you for your long life long devotion to service to our nation. We really appreciate that and I also echo a bang shot out to that guy Bill Britain, who has been a long time co conspirator of ours for a long time and you're doing great work there in the cyber program at Cal Poly Bill, keep it up. But professor arms trying to keep a close eye on him. Uh, I would like to offer a little extra context to the great comments made by by President Armstrong and bahng. Uh, in our view, the timing of this conference really could not be any better. Um, we all recently reflected again on that tragic 9 11 surprise attack on our homeland. And it's an appropriate time, we think, to take pause while the percentage of you in the audience here weren't even born or babies then For the most of us, it still feels like yesterday. And moreover, a tragedy like 9 11 has taught us a lot to include to be more vigilant, always keep our collective eyes and ears open to include those quote eyes and ears from space, making sure nothing like this ever happens again. So this conference is a key aspect. Protecting our nation requires we work in a cybersecurity environment at all times. But, you know, the fascinating thing about space systems is we can't see him. No, sir, We see Space launches man there's nothing more invigorating than that. But after launch, they become invisible. So what are they really doing up there? What are they doing to enable our quality of life in the United States and in the world? Well, to illustrate, I'd like to paraphrase elements of an article in Forbes magazine by Bonds and my good friend Chuck Beans. Chuck. It's a space guy, actually had Bonds job a fuse in the Pentagon. He is now chairman and chief strategy officer at York Space Systems, and in his spare time he's chairman of the small satellites. Chuck speaks in words that everyone can understand. So I'd like to give you some of his words out of his article. Uh, they're afraid somewhat. So these are Chuck's words. Let's talk about average Joe and playing Jane. Before heading to the airport for a business trip to New York City, Joe checks the weather forecast informed by Noah's weather satellites to see what pack for the trip. He then calls an uber that space app. Everybody uses it matches riders with drivers via GPS to take into the airport, So Joe has lunch of the airport. Unbeknownst to him, his organic lunch is made with the help of precision farming made possible through optimized irrigation and fertilization, with remote spectral sensing coming from space and GPS on the plane, the pilot navigates around weather, aided by GPS and nose weather satellites. And Joe makes his meeting on time to join his New York colleagues in a video call with a key customer in Singapore made possible by telecommunication satellites. Around to his next meeting, Joe receives notice changing the location of the meeting to another to the other side of town. So he calmly tells Syria to adjust the destination, and his satellite guided Google maps redirects him to the new location. That evening, Joe watches the news broadcast via satellite. The report details a meeting among world leaders discussing the developing crisis in Syria. As it turns out, various forms of quote remotely sensed. Information collected from satellites indicate that yet another band, chemical weapon, may have been used on its own people. Before going to bed, Joe decides to call his parents and congratulate them for their wedding anniversary as they cruise across the Atlantic, made possible again by communications satellites and Joe's parents can enjoy the call without even wondering how it happened the next morning. Back home, Joe's wife, Jane, is involved in a car accident. Her vehicle skids off the road. She's knocked unconscious, but because of her satellite equipped on star system, the crash is detected immediately and first responders show up on the scene. In time, Joe receives the news books. An early trip home sends flowers to his wife as he orders another uber to the airport. Over that 24 hours, Joe and Jane used space system applications for nearly every part of their day. Imagine the consequences if at any point they were somehow denied these services, whether they be by natural causes or a foreign hostility. And each of these satellite applications used in this case were initially developed for military purposes and continue to be, but also have remarkable application on our way of life. Just many people just don't know that. So, ladies and gentlemen, now you know, thanks to chuck beans, well, the United States has a proud heritage being the world's leading space faring nation, dating back to the Eisenhower and Kennedy years. Today we have mature and robust systems operating from space, providing overhead reconnaissance to quote, wash and listen, provide missile warning, communications, positioning, navigation and timing from our GPS system. Much of what you heard in Lieutenant General J. T. Thompson earlier speech. These systems are not only integral to our national security, but also our also to our quality of life is Chuck told us. We simply no longer could live without these systems as a nation and for that matter, as a world. But over the years, adversary like adversaries like China, Russia and other countries have come to realize the value of space systems and are aggressively playing ketchup while also pursuing capabilities that will challenge our systems. As many of you know, in 2000 and seven, China demonstrated it's a set system by actually shooting down is one of its own satellites and has been aggressively developing counter space systems to disrupt hours. So in a heavily congested space environment, our systems are now being contested like never before and will continue to bay well as Bond mentioned, the United States has responded to these changing threats. In addition to adding ways to protect our system, the administration and in Congress recently created the United States Space Force and the operational you United States Space Command, the latter of which you heard President Armstrong and other Californians hope is going to be located. Vandenberg Air Force Base Combined with our intelligence community today, we have focused military and civilian leadership now in space. And that's a very, very good thing. Commence, really. On the industry side, we did create the National Security Space Association devoted solely to supporting the national security Space Enterprise. We're based here in the D C area, but we have arms and legs across the country, and we are loaded with extraordinary talent. In scores of Forman, former government executives, So S s a is joined at the hip with our government customers to serve and to support. We're busy with a multitude of activities underway ranging from a number of thought provoking policy. Papers are recurring space time Webcast supporting Congress's Space Power Caucus and other main serious efforts. Check us out at NSS. A space dot org's One of our strategic priorities in central to today's events is to actively promote and nurture the workforce development. Just like cow calling. We will work with our U. S. Government customers, industry leaders and academia to attract and recruit students to join the space world, whether in government or industry and two assistant mentoring and training as their careers. Progress on that point, we're delighted. Be delighted to be working with Cal Poly as we hopefully will undertake a new pilot program with him very soon. So students stay tuned something I can tell you Space is really cool. While our nation's satellite systems are technical and complex, our nation's government and industry work force is highly diverse, with a combination of engineers, physicists, method and mathematicians, but also with a large non technical expertise as well. Think about how government gets things thes systems designed, manufactured, launching into orbit and operating. They do this via contracts with our aerospace industry, requiring talents across the board from cost estimating cost analysis, budgeting, procurement, legal and many other support. Tasker Integral to the mission. Many thousands of people work in the space workforce tens of billions of dollars every year. This is really cool stuff, no matter what your education background, a great career to be part of. When summary as bang had mentioned Aziz, well, there is a great deal of exciting challenges ahead we will see a new renaissance in space in the years ahead, and in some cases it's already begun. Billionaires like Jeff Bezos, Elon Musk, Sir Richard Richard Branson are in the game, stimulating new ideas in business models, other private investors and start up companies. Space companies are now coming in from all angles. The exponential advancement of technology and microelectronics now allows the potential for a plethora of small SAT systems to possibly replace older satellites the size of a Greyhound bus. It's getting better by the day and central to this conference, cybersecurity is paramount to our nation's critical infrastructure in space. So once again, thanks very much, and I look forward to the further conversation. >>Steve, thank you very much. Space is cool. It's relevant. But it's important, as you pointed out, and you're awesome story about how it impacts our life every day. So I really appreciate that great story. I'm glad you took the time Thio share that you forgot the part about the drone coming over in the crime scene and, you know, mapping it out for you. But that would add that to the story later. Great stuff. My first question is let's get into the conversations because I think this is super important. President Armstrong like you to talk about some of the points that was teased out by Bang and Steve. One in particular is the comment around how military research was important in developing all these capabilities, which is impacting all of our lives. Through that story. It was the military research that has enabled a generation and generation of value for consumers. This is kind of this workforce conversation. There are opportunities now with with research and grants, and this is, ah, funding of innovation that it's highly accelerate. It's happening very quickly. Can you comment on how research and the partnerships to get that funding into the universities is critical? >>Yeah, I really appreciate that And appreciate the comments of my colleagues on it really boils down to me to partnerships, public private partnerships. You mentioned Northrop Grumman, but we have partnerships with Lockie Martin, Boeing, Raytheon Space six JPL, also member of organization called Business Higher Education Forum, which brings together university presidents and CEOs of companies. There's been focused on cybersecurity and data science, and I hope that we can spill into cybersecurity in space but those partnerships in the past have really brought a lot forward at Cal Poly Aziz mentioned we've been involved with Cube set. Uh, we've have some secure work and we want to plan to do more of that in the future. Uh, those partnerships are essential not only for getting the r and d done, but also the students, the faculty, whether masters or undergraduate, can be involved with that work. Uh, they get that real life experience, whether it's on campus or virtually now during Covic or at the location with the partner, whether it may be governmental or our industry. Uh, and then they're even better equipped, uh, to hit the ground running. And of course, we'd love to see even more of our students graduate with clearance so that they could do some of that a secure work as well. So these partnerships are absolutely critical, and it's also in the context of trying to bring the best and the brightest and all demographics of California and the US into this field, uh, to really be successful. So these partnerships are essential, and our goal is to grow them just like I know other colleagues and C. S u and the U C are planning to dio, >>you know, just as my age I've seen I grew up in the eighties, in college and during that systems generation and that the generation before me, they really kind of pioneered the space that spawned the computer revolution. I mean, you look at these key inflection points in our lives. They were really funded through these kinds of real deep research. Bond talk about that because, you know, we're living in an age of cloud. And Bezos was mentioned. Elon Musk. Sir Richard Branson. You got new ideas coming in from the outside. You have an accelerated clock now on terms of the innovation cycles, and so you got to react differently. You guys have programs to go outside >>of >>the Defense Department. How important is this? Because the workforce that air in schools and our folks re skilling are out there and you've been on both sides of the table. So share your thoughts. >>No, thanks, John. Thanks for the opportunity responded. And that's what you hit on the notes back in the eighties, R and D in space especially, was dominated by my government funding. Uh, contracts and so on. But things have changed. As Steve pointed out, A lot of these commercial entities funded by billionaires are coming out of the woodwork funding R and D. So they're taking the lead. So what we can do within the deal, the in government is truly take advantage of the work they've done on. Uh, since they're they're, you know, paving the way to new new approaches and new way of doing things. And I think we can We could certainly learn from that. And leverage off of that saves us money from an R and D standpoint while benefiting from from the product that they deliver, you know, within the O D Talking about workforce development Way have prioritized we have policies now to attract and retain talent. We need I I had the folks do some research and and looks like from a cybersecurity workforce standpoint. A recent study done, I think, last year in 2019 found that the cybersecurity workforce gap in the U. S. Is nearing half a million people, even though it is a growing industry. So the pipeline needs to be strengthened off getting people through, you know, starting young and through college, like assess a professor Armstrong indicated, because we're gonna need them to be in place. Uh, you know, in a period of about maybe a decade or so, Uh, on top of that, of course, is the continuing issue we have with the gap with with stamps students, we can't afford not to have expertise in place to support all the things we're doing within the with the not only deal with the but the commercial side as well. Thank you. >>How's the gap? Get? Get filled. I mean, this is the this is again. You got cybersecurity. I mean, with space. It's a whole another kind of surface area, if you will, in early surface area. But it is. It is an I o t. Device if you think about it. But it does have the same challenges. That's kind of current and and progressive with cybersecurity. Where's the gap Get filled, Steve Or President Armstrong? I mean, how do you solve the problem and address this gap in the workforce? What is some solutions and what approaches do we need to put in place? >>Steve, go ahead. I'll follow up. >>Okay. Thanks. I'll let you correct. May, uh, it's a really good question, and it's the way I would. The way I would approach it is to focus on it holistically and to acknowledge it up front. And it comes with our teaching, etcetera across the board and from from an industry perspective, I mean, we see it. We've gotta have secure systems with everything we do and promoting this and getting students at early ages and mentoring them and throwing internships at them. Eyes is so paramount to the whole the whole cycle, and and that's kind of and it really takes focused attention. And we continue to use the word focus from an NSS, a perspective. We know the challenges that are out there. There are such talented people in the workforce on the government side, but not nearly enough of them. And likewise on industry side. We could use Maura's well, but when you get down to it, you know we can connect dots. You know that the the aspect That's a Professor Armstrong talked about earlier toe where you continue to work partnerships as much as you possibly can. We hope to be a part of that. That network at that ecosystem the will of taking common objectives and working together to kind of make these things happen and to bring the power not just of one or two companies, but our our entire membership to help out >>President >>Trump. Yeah, I would. I would also add it again. It's back to partnerships that I talked about earlier. One of our partners is high schools and schools fortune Margaret Fortune, who worked in a couple of, uh, administrations in California across party lines and education. Their fifth graders all visit Cal Poly and visit our learned by doing lab and you, you've got to get students interested in stem at a early age. We also need the partnerships, the scholarships, the financial aid so the students can graduate with minimal to no debt to really hit the ground running. And that's exacerbated and really stress. Now, with this covert induced recession, California supports higher education at a higher rate than most states in the nation. But that is that has dropped this year or reasons. We all understand, uh, due to Kobe, and so our partnerships, our creativity on making sure that we help those that need the most help financially uh, that's really key, because the gaps air huge eyes. My colleagues indicated, you know, half of half a million jobs and you need to look at the the students that are in the pipeline. We've got to enhance that. Uh, it's the in the placement rates are amazing. Once the students get to a place like Cal Poly or some of our other amazing CSU and UC campuses, uh, placement rates are like 94%. >>Many of our >>engineers, they have jobs lined up a year before they graduate. So it's just gonna take key partnerships working together. Uh, and that continued partnership with government, local, of course, our state of CSU on partners like we have here today, both Stephen Bang So partnerships the thing >>e could add, you know, the collaboration with universities one that we, uh, put a lot of emphasis, and it may not be well known fact, but as an example of national security agencies, uh, National Centers of Academic Excellence in Cyber, the Fast works with over 270 colleges and universities across the United States to educate its 45 future cyber first responders as an example, so that Zatz vibrant and healthy and something that we ought Teoh Teik, banjo >>off. Well, I got the brain trust here on this topic. I want to get your thoughts on this one point. I'd like to define what is a public private partnership because the theme that's coming out of the symposium is the script has been flipped. It's a modern error. Things air accelerated get you got security. So you get all these things kind of happen is a modern approach and you're seeing a digital transformation play out all over the world in business. Andi in the public sector. So >>what is what >>is a modern public private partnership? What does it look like today? Because people are learning differently, Covert has pointed out, which was that we're seeing right now. How people the progressions of knowledge and learning truth. It's all changing. How do you guys view the modern version of public private partnership and some some examples and improve points? Can you can you guys share that? We'll start with the Professor Armstrong. >>Yeah. A zai indicated earlier. We've had on guy could give other examples, but Northup Grumman, uh, they helped us with cyber lab. Many years ago. That is maintained, uh, directly the software, the connection outside its its own unit so that students can learn the hack, they can learn to penetrate defenses, and I know that that has already had some considerations of space. But that's a benefit to both parties. So a good public private partnership has benefits to both entities. Uh, in the common factor for universities with a lot of these partnerships is the is the talent, the talent that is, that is needed, what we've been working on for years of the, you know, that undergraduate or master's or PhD programs. But now it's also spilling into Skilling and re Skilling. As you know, Jobs. Uh, you know, folks were in jobs today that didn't exist two years, three years, five years ago. But it also spills into other aspects that can expand even mawr. We're very fortunate. We have land, there's opportunities. We have one tech part project. We're expanding our tech park. I think we'll see opportunities for that, and it'll it'll be adjusted thio, due to the virtual world that we're all learning more and more about it, which we were in before Cove it. But I also think that that person to person is going to be important. Um, I wanna make sure that I'm driving across the bridge. Or or that that satellites being launched by the engineer that's had at least some in person training, uh, to do that and that experience, especially as a first time freshman coming on a campus, getting that experience expanding and as adult. And we're gonna need those public private partnerships in order to continue to fund those at a level that is at the excellence we need for these stem and engineering fields. >>It's interesting People in technology can work together in these partnerships in a new way. Bank Steve Reaction Thio the modern version of what a public, successful private partnership looks like. >>If I could jump in John, I think, you know, historically, Dodi's has have had, ah, high bar thio, uh, to overcome, if you will, in terms of getting rapid pulling in your company. This is the fault, if you will and not rely heavily in are the usual suspects of vendors and like and I think the deal is done a good job over the last couple of years off trying to reduce the burden on working with us. You know, the Air Force. I think they're pioneering this idea around pitch days where companies come in, do a two hour pitch and immediately notified of a wooden award without having to wait a long time. Thio get feedback on on the quality of the product and so on. So I think we're trying to do our best. Thio strengthen that partnership with companies outside the main group of people that we typically use. >>Steve, any reaction? Comment to add? >>Yeah, I would add a couple of these air. Very excellent thoughts. Uh, it zits about taking a little gamble by coming out of your comfort zone. You know, the world that Bond and Bond lives in and I used to live in in the past has been quite structured. It's really about we know what the threat is. We need to go fix it, will design it says we go make it happen, we'll fly it. Um, life is so much more complicated than that. And so it's it's really to me. I mean, you take you take an example of the pitch days of bond talks about I think I think taking a gamble by attempting to just do a lot of pilot programs, uh, work the trust factor between government folks and the industry folks in academia. Because we are all in this together in a lot of ways, for example. I mean, we just sent the paper to the White House of their requests about, you know, what would we do from a workforce development perspective? And we hope Thio embellish on this over time once the the initiative matures. But we have a piece of it, for example, is the thing we call clear for success getting back Thio Uh, President Armstrong's comments at the collegiate level. You know, high, high, high quality folks are in high demand. So why don't we put together a program they grabbed kids in their their underclass years identifies folks that are interested in doing something like this. Get them scholarships. Um, um, I have a job waiting for them that their contract ID for before they graduate, and when they graduate, they walk with S C I clearance. We believe that could be done so, and that's an example of ways in which the public private partnerships can happen to where you now have a talented kid ready to go on Day one. We think those kind of things can happen. It just gets back down to being focused on specific initiatives, give them giving them a chance and run as many pilot programs as you can like these days. >>That's a great point, E. President. >>I just want to jump in and echo both the bank and Steve's comments. But Steve, that you know your point of, you know, our graduates. We consider them ready Day one. Well, they need to be ready Day one and ready to go secure. We totally support that and and love to follow up offline with you on that. That's that's exciting, uh, and needed very much needed mawr of it. Some of it's happening, but way certainly have been thinking a lot about that and making some plans, >>and that's a great example of good Segway. My next question. This kind of reimagining sees work flows, eyes kind of breaking down the old the old way and bringing in kind of a new way accelerated all kind of new things. There are creative ways to address this workforce issue, and this is the next topic. How can we employ new creative solutions? Because, let's face it, you know, it's not the days of get your engineering degree and and go interview for a job and then get slotted in and get the intern. You know the programs you get you particularly through the system. This is this is multiple disciplines. Cybersecurity points at that. You could be smart and math and have, ah, degree in anthropology and even the best cyber talents on the planet. So this is a new new world. What are some creative approaches that >>you know, we're >>in the workforce >>is quite good, John. One of the things I think that za challenge to us is you know, we got somehow we got me working for with the government, sexy, right? The part of the challenge we have is attracting the right right level of skill sets and personnel. But, you know, we're competing oftentimes with the commercial side, the gaming industry as examples of a big deal. And those are the same talents. We need to support a lot of programs we have in the U. D. So somehow we have to do a better job to Steve's point off, making the work within the U. D within the government something that they would be interested early on. So I tracked him early. I kind of talked about Cal Poly's, uh, challenge program that they were gonna have in June inviting high school kid. We're excited about the whole idea of space and cyber security, and so on those air something. So I think we have to do it. Continue to do what were the course the next several years. >>Awesome. Any other creative approaches that you guys see working or might be on idea, or just a kind of stoked the ideation out their internship. So obviously internships are known, but like there's gotta be new ways. >>I think you can take what Steve was talking about earlier getting students in high school, uh, and aligning them sometimes. Uh, that intern first internship, not just between the freshman sophomore year, but before they inter cal poly per se. And they're they're involved s So I think that's, uh, absolutely key. Getting them involved many other ways. Um, we have an example of of up Skilling a redeveloped work redevelopment here in the Central Coast. PG and e Diablo nuclear plant as going to decommission in around 2020 24. And so we have a ongoing partnership toe work on reposition those employees for for the future. So that's, you know, engineering and beyond. Uh, but think about that just in the manner that you were talking about. So the up skilling and re Skilling uh, on I think that's where you know, we were talking about that Purdue University. Other California universities have been dealing with online programs before cove it and now with co vid uh, so many more faculty or were pushed into that area. There's going to be much more going and talk about workforce development and up Skilling and Re Skilling The amount of training and education of our faculty across the country, uh, in in virtual, uh, and delivery has been huge. So there's always a silver linings in the cloud. >>I want to get your guys thoughts on one final question as we in the in the segment. And we've seen on the commercial side with cloud computing on these highly accelerated environments where you know, SAS business model subscription. That's on the business side. But >>one of The >>things that's clear in this trend is technology, and people work together and technology augments the people components. So I'd love to get your thoughts as we look at the world now we're living in co vid um, Cal Poly. You guys have remote learning Right now. It's a infancy. It's a whole new disruption, if you will, but also an opportunity to enable new ways to collaborate, Right? So if you look at people and technology, can you guys share your view and vision on how communities can be developed? How these digital technologies and people can work together faster to get to the truth or make a discovery higher to build the workforce? These air opportunities? How do you guys view this new digital transformation? >>Well, I think there's there's a huge opportunities and just what we're doing with this symposium. We're filming this on one day, and it's going to stream live, and then the three of us, the four of us, can participate and chat with participants while it's going on. That's amazing. And I appreciate you, John, you bringing that to this this symposium, I think there's more and more that we can do from a Cal poly perspective with our pedagogy. So you know, linked to learn by doing in person will always be important to us. But we see virtual. We see partnerships like this can expand and enhance our ability and minimize the in person time, decrease the time to degree enhanced graduation rate, eliminate opportunity gaps or students that don't have the same advantages. S so I think the technological aspect of this is tremendous. Then on the up Skilling and Re Skilling, where employees air all over, they can be reached virtually then maybe they come to a location or really advanced technology allows them to get hands on virtually, or they come to that location and get it in a hybrid format. Eso I'm I'm very excited about the future and what we can do, and it's gonna be different with every university with every partnership. It's one. Size does not fit all. >>It's so many possibilities. Bond. I could almost imagine a social network that has a verified, you know, secure clearance. I can jump in, have a little cloak of secrecy and collaborate with the d o. D. Possibly in the future. But >>these are the >>kind of kind of crazy ideas that are needed. Are your thoughts on this whole digital transformation cross policy? >>I think technology is gonna be revolutionary here, John. You know, we're focusing lately on what we call digital engineering to quicken the pace off, delivering capability to warfighter. As an example, I think a I machine language all that's gonna have a major play and how we operate in the future. We're embracing five G technologies writing ability Thio zero latency or I o t More automation off the supply chain. That sort of thing, I think, uh, the future ahead of us is is very encouraging. Thing is gonna do a lot for for national defense on certainly the security of the country. >>Steve, your final thoughts. Space systems are systems, and they're connected to other systems that are connected to people. Your thoughts on this digital transformation opportunity >>Such a great question in such a fun, great challenge ahead of us. Um echoing are my colleague's sentiments. I would add to it. You know, a lot of this has I think we should do some focusing on campaigning so that people can feel comfortable to include the Congress to do things a little bit differently. Um, you know, we're not attuned to doing things fast. Uh, but the dramatic You know, the way technology is just going like crazy right now. I think it ties back Thio hoping Thio, convince some of our senior leaders on what I call both sides of the Potomac River that it's worth taking these gamble. We do need to take some of these things very way. And I'm very confident, confident and excited and comfortable. They're just gonna be a great time ahead and all for the better. >>You know, e talk about D. C. Because I'm not a lawyer, and I'm not a political person, but I always say less lawyers, more techies in Congress and Senate. So I was getting job when I say that. Sorry. Presidential. Go ahead. >>Yeah, I know. Just one other point. Uh, and and Steve's alluded to this in bonded as well. I mean, we've got to be less risk averse in these partnerships. That doesn't mean reckless, but we have to be less risk averse. And I would also I have a zoo. You talk about technology. I have to reflect on something that happened in, uh, you both talked a bit about Bill Britton and his impact on Cal Poly and what we're doing. But we were faced a few years ago of replacing a traditional data a data warehouse, data storage data center, and we partner with a W S. And thank goodness we had that in progress on it enhanced our bandwidth on our campus before Cove. It hit on with this partnership with the digital transformation hub. So there is a great example where, uh, we we had that going. That's not something we could have started. Oh, covitz hit. Let's flip that switch. And so we have to be proactive on. We also have thio not be risk averse and do some things differently. Eyes that that is really salvage the experience for for students. Right now, as things are flowing, well, we only have about 12% of our courses in person. Uh, those essential courses, uh, and just grateful for those partnerships that have talked about today. >>Yeah, and it's a shining example of how being agile, continuous operations, these air themes that expand into space and the next workforce needs to be built. Gentlemen, thank you. very much for sharing your insights. I know. Bang, You're gonna go into the defense side of space and your other sessions. Thank you, gentlemen, for your time for great session. Appreciate it. >>Thank you. Thank you. >>Thank you. >>Thank you. Thank you. Thank you all. >>I'm John Furry with the Cube here in Palo Alto, California Covering and hosting with Cal Poly The Space and Cybersecurity Symposium 2020. Thanks for watching.

>> Voiceover: Live, from Las Vegas it's theCUBE Covering AWS re:Invent 2019. Brought to you by Amazon Web Services and Intel, along with its ecosystem partners. >> We're back at AWS re:Invent, this is theCUBE, the leader in live tech coverage. I'm Dave Vellante with my co-host, Justin Warren. This is day one of AWS re:Invent. Rob Lee is here, he's the Vice President and Chief Architect at Pure Storage. And he's joined by Rob Walters, who is the Vice President, General Manager of Storage as a Service at Pure. Robs, welcome to theCUBE. >> Thanks for having us back. >> Yep, thank you. >> Dave: You're welcome. Rob, we'll start with, Rob Lee we'll start with you. So re:Invent, this is the eighth re:Invent, I think the seventh for theCUBE, what's happened at the show, any key takeaways? >> Yeah, absolutely it's great to be back. We were here last year obviously big launch of cloud data services, so it's great to be back a year in. And just kind of reflect back on how the year's gone for uptick at cloud data services, our native US. And it's been a banner year. So we saw over the last year CloudSnap go GA Cloud Block Store go GA and you know just really good customer uptake, adoption and kind of interest out of the gate. So it's kind of great to be back. Great to kind of share what we've down over the last year as well as just get some feedback and more interest from future customers and prospects as well. >> So Rob W, with your background in the cloud what's you take on this notion of storage as a service? How do you guys think about that and how do you look at that? >> Sure, well this is an ever more increasingly important way to consume storage. I mean we're seeing customers who've been you know got used to the model, the economic model, the as a service model in the cloud, now looking to get those benefits on-prem and in the hybrid cloud too. Which if you know, you look at our portfolio we have both there, as part of the Pure as a service. >> Right okay, and then so Pure Accelerate you guys announced Cloud Block Store. >> Yeah, that's when we took it GA. Right so we've been working with customers in a protracted beta process over the last year to really refine the fit and use cases for tier one block workloads and so we took that GA in Accelerate. >> So this is an interesting, you're a partner obviously with Amazon I would think many parts of Amazon love Cloud Block Store 'cause you're using EC2, you're front-ending S3 like you're helping Amazon sell services and you're delivering a higher level of availability and performance in certain workloads, relative to EVS. So there's probably certain guys at Amazon that aren't so friendly with you. So that's an interesting dynamic, but talk about the positioning of Cloud Block Store. Any sort of updates on uptake? What are customers excited about? What can you share? >> Yeah, no absolutely You know I'd say primarily we're most pleased with the variety of workloads and use cases that customers are bringing us into. I think when we started out on this journey we saw tremendous promise for the technology to really improve the AWS Echo system and customer experience for people that wanted to consume block storage in the cloud. What we learned as we started working with customers is that because of the way we've architected the product brought a lot of the same capabilities we deliver on our flash arrays today into AWS, it's allowed customers to take us into all the same types of workloads that they put flash arrays into. So that's their tier one mission critical environments, their VMware workloads, their Oracle workloads, their SAP workloads. They're also looking at us from everything from to do lift and shift, test and dev in the cloud, as well as DR right, and that again I think speaks to a couple things. It speaks to the durability, the higher level of service that we're able to deliver in AWS, but also the compatibility with which we're able to deliver the same sets of features and have it operate in exactly the same way on-prem and in the cloud. 'Cause look, if you're going to DR the last time, the last point in time you want to discover that there's a caveat, hey this feature doesn't quite work the way you expect is when you have a DR failover. And so the fact that we set out with this mission in mind to create that exact level of sameness, you know it's really paying dividends in the types of use cases that customers are bringing us into. >> So you guys obviously a big partner of VMware, you're done very well in that community. So VMware cloud on AWS, is that a tailwind for you guys or can you take advantage of that at this point? >> Yeah no, so I think the way I look at it is both VMware, Pure, AWS, I think we're all responding to the same market demands and customer needs. Which at the end of the day is, look if I'm an enterprise customer the reality is, I'm going to have some of my workloads running on-premise, I'm going to have some of my workloads running in the cloud, I expect you the vendors to help me manage this diverse, hybrid environment. And what I'd say is, there are puts and takes how the different vendors are going about it but at the end of the day that's the customer need. And so you know we're going about this through a very targeted storage-centric approach because that's where we provide service today. You know and you see VMware going after it from the kind of application, hypervisor kind of virtualization end of things. Over time we've had a great partnership with VMware on-premise, and as both Cloud Block Store and VMware Cloud mature, we'd look to replicate the same motion with them in that offering. >> Yeah, I mean to to extent I mean you think about VMware moving workloads with their customers into the cloud, more mission critical stuff comes into the cloud, it's been hard to get a lot of those workloads in to date and that's maybe the next wave of cloud. Rob W., I have a question for you. You know Amazon's been kind of sleepy in storage over the, S3, EBS, okay great. They dropped a bunch of announcements this year and so it seems like there's more action now in the cloud. What's your sort of point of view as to how you make that an opportunity for Pure? >> The way I've always looked at it is, there's been a way of getting your storage done and delivered on AWS and there's been the way that enterprises have done things on-premise. And I think that was a sort of a longer term bet from AWS that that was the way things will tend to fall towards into the public cloud. And now we see, all of the hyperscalers quite honestly with on-prem, hybrid opportunities. With the like Outpost today, et cetera. The hybrid is a real things, it's not just something people said that couldn't get to the cloud, you know it's a real thing. So I think that actually opens up opportunity from both sides. True enterprise class features that our enterprise class customers are looking for in the cloud through something like CBS are now available. But I think you know at Amazon and other hyperscale are reaching back down into the on-prem environments to help with the onboarding of enterprises up into the cloud >> So the as a service side of things makes life a little bit interesting from my perspective, because that's kind of new for Pure to provide that storage as a service, but also for enterprises as you say, they're used to running things in a particular way so as they move to cloud they're kind of having to adapt and change and yet they don't fully want to. Hybrid is a real thing, there are real workloads that need to perform in a hybrid fashion. So what does that mean for you providing storage as a service, and still to Rob Lee's point, still providing that consistency of experience across the entire product portfolio. 'Cause that's quite an achievement and many other as storage providers haven't actually been able to pull that off. So how do you keep all of those components working coherently together and still provide what customers are actually looking for? >> I think you have to go back to what the basics of what customers are actually looking for. You know they're looking to make smart use of their finances capex potentially moving towards opex, that kind of consumption model is growing in popularity. And I think a lot of enterprises are seeing less and less value in the sort of nuts and bolts storage management of old. And we can provide a lot of that through the as a service offering. So had to look past the management and monitoring. We've always done the Evergreen service subscription, so with software and hardware upgrades. So we're letting their sort of shrinking capex budget and perhaps their limited resources work on the more strategically important elements of their IT strategies, including hybrid-cloud. >> Rob Lee, one of the things we've talked about in the past is AI. I'm interested in sort of the update on the AI workloads . We heard a lot obviously today on the main stage about machine learning, machine intelligence, AI, transformations, how is that going, the whole AI push? You guys were first, really the first storage company to sort of partner up and deliver solutions in that area. Give us the update there. Wow's it going, what are you learning? >> Yeah, so it's going really well. So it continues to be a very strong driver of our flash play business, and again it's really driven by it's a workload that succeeds with very large sums of data, it succeeds when you can push those large sums of data at high speed into modern compute, and rinse and repeat very frequently. And the fourth piece which I think is really helping to propel some of the business there, is you know, as enterprises, as customers get further on into the AI deployment journeys what they're finding is the application space evolves very quickly there. And the ability for infrastructure in general, but storage in particular, because that's where so much data gravity exists to be flexible to adapt to different applications and changing application requirements really helps speed them up. So said another way, if the application set that your data scientists are using today are going to change in six months, you can't really be building your storage infrastructure around a thesis of what that application looks like and then go an replace it in six months. And so that message as customers have been through now the first, first and a half iterations of that and really sort of internalize, hey AI is a space that's rapidly evolving we need infrastructure that can evolve and grow with us, that's helping drive a lot of second looks and a lot of business back to us. And I would actually tie this back to your previous question which is the direction that Amazon have taken with some of their new storage offerings and how that ties into storage as a service. If I step back as a whole, what I'd say is both Amazon and Pure, what we see is there's now a demand really for multiple classes of service for storage, right. Fast is important, it's going to continue to get more and more important, whether it's AI, whether it's low latency transactional databases, or some other workload. So fast always matters, cost always matters. And so you're going to have this stratification, whether it's in the cloud, whether its on flash with SCM, TLC, QLC, you want the benefits of all of those. What you don't want is to have to manage the complexity of tying and stitching all those pieces together yourself, and what you certainly don't want is a procurement model that locks you out or in to one of these tiers, or in one of these locations. And so if you think about it in the long term, and not to put words in the other Rob's mouth, where I think you see us going with Pure as a service is moving to a model that really shifts the conversation with customers to say, look the way you should be transacting with storage vendors, and we're going to lead the charge is class of service, maybe protocol, and that's about it. It's like where do you want this data to exist? How fast do you want it? Where on the price performance curve do you want to be? How do you want it to be protected? And give us room to take care of it from there. >> That's right, that's right. This isn't about the storage array anymore. You know you look at the modern data experience message this is about what do you need from your storage, from a storage attribute perspective rather than a physical hardware perspective and let us worry about the rest. >> Yeah you have to abstract that complexity. You guys have, I mean simple is the reason why you were able to achieve escape velocity along with obviously great product and pretty good management as well. But you'll never sub optimize simplicity to try to turn some knobs. I mean I've learned that following you guys over the years. I mean that's your philosophy. >> No absolutely, and what I'd say is as technology evolves, as the components evolve into this world of multis, multi-protocol, multi-tier, multi-class of service, you know the focus on that simplicity and taking even more if it on becomes ever more important. And that's a place where, getting to your question about AI we help customers implement AI, we also do a lot of AI within our own products in our fleet. That's a place where our AI driven ops really have a place to shine in delivering that kind of best optimization of price, performance, tiers of service, so on, so forth, within the product lines. >> What are you guys seeing at the macro? I mean that to say, you've achieved escape velocity, check. Now you're sort of entering the next chapter of Pure. You're the big share gainer, but obviously growing slower than you had in previous years. Part of that we think is this, part of your fault. You put so much flash into the marketplace. It's given people a lot of headroom. Obviously NaN pricing has been an issue, you guys have addressed that on your calls, but still gaining share much, much more quickly than most. Most folks are shrinking. So what are you seeing at the macro, what are customers telling you in terms of their long term strategy with regard to storage? >> Well, so I'll start, I'll let Rob add in. What I'd say is we see in the macro a shift, a clear shift to flash. We've called the shots since day one, but what I'd say is that's accelerating. And that's accelerating with pricing dynamics, with and you know we talked about a lot of the NaN pricing and all that kind of stuff, but in the macro I think there's a clear realization now that customers want to be on flash. It's just a matter of what's the sensible rate? What's the price kind of curve to get there? And we see a couple meaningful steps. We saw it originally with our flash array line taking out 15K spinning drives, 10K's really falling. With QLC coming online and what we're doing in FlashArray//C the 7200 RPM drive kind of in the enterprise, you know those days are numbered, right. And I think for many customers at this point it's really a matter of, okay how quickly can we get there and when does it make sense to move, as opposed to, does it make sense. In many ways it's really exciting. Because if you think about it, the focus for so long has been in those tier one environments, but in many ways the tier two environments are the ones that could most benefit from a move to flash because a couple things happen there. Because they're considered lower tier, lower cost they tend to spread like bunnies, they tend to be kind of more neglected parts of the environment and so having customers now be able to take a second look at modernizing, consolidating those environments is both helpful from a operational point of view, it's also helpful from the point of view of getting them to be able to make that data useful again. >> I would also say that those exact use cases are perfect candidates for an as a service consumption model because we can actually raise the utilization, actually helping customers manage to a much more utilized set of arrays than the over consumption, under consumption game they're trying to play right now with their annual capex cycles. >> And so how aggressive do you see customers wanting to take advantage of that as a service consumption model? Is it mixed or is it like, we want this? >> There's a lot of customers who are just like we want this and we want it now. We've seen a very good traction and adoption so yeah, it's a surprisingly large, complex enterprise customer adoption as well. >> A lot of enterprise, they've gotten used to the idea of cloud from AWS. They like that model of dealing with things and they want to bring that model of operating on site, because they want cloud everywhere. They don't actually want to transform the cloud into enterprise. >> No, exactly, I mean if I go back 20 plus years to when I was doing hands on IT, the idea that we as a team would let go of any of the widgetry that we are responsible for, never would have happened. But then you've had this parallel path of public cloud experience, and people are like well I don't even need to be doing that anymore. And we get better results. Oh and it's secure as well? And that list just goes on. And so now as you say, the enterprise wants to bring it back on-prem for all of those benefits. >> One of the other things that we've been tracking, and maybe it falls in the category of cloud 2.0 is the sort of new workload forming. And I'll preface it this way, you know the early days, the past decade of cloud infrastructures of service have been about, yeah I'm going to spin up some EC2, I'm going to need some S3, whatever, I need some storage, but today it seems like, there's all this data now and then you're seeing new workloads driven by platforms like Snowflake, Redshift, you know clearly throw in some ML tools like Databricks and it's driving a lot of compute now but it's also driving insights. People are really pulling insights out of that data. I just gave you cloud examples, are you seeing on-prem examples as well, or hybrid examples, and how do you guys fit into that? >> Yeah, no absolutely. I think this is a secular trend that was kicked off by open source and the public cloud. But it certainly affects, I would say, the entire tech landscape. You know a lot of it is just about how applications are built. If you about, think back to the late '80s, early '90s you had large monoliths, you had Oracle, and it did everything, soup to nuts. Your transactional system, your data warehouse, ERP, cool, we got it all. That's not how applications are built anymore. They're built with multiple applications working together. You've got, whether it's Kafka connecting into some scale out analytics database, connected into Cassandra, connected right. It's just the modern way of how applications are built. And so whether that's connecting data between SaaS services in the cloud, whether it's connecting data between multiple different application sets that are running on-prem, we definitely see that trend. And so when you peel back the covers of that, what we see, what we hear from customers as they make that shift, as they try to stand up infrastructure to meet those need, is again the need for flexibility. As multiple applications are sharing data, are handing off data as part of a pipeline or as part of a workflow, it becomes ever more important for the underlying infrastructure, the storage array if you will, to be able to deliver high performance to multiple applications. And so the era of saying, hey look I'm going to design a storage array to be super optimized for Oracle and nothing else like you're only going to solve part of the problem now. And so this is why you see us taking, within Pure the approach that we do with how we optimize performance, whether it's across FlashArray, FlashBlade, or Cloud Block Store. >> Excellent, well guys we got to leave it there. Thanks so much for coming on theCUBE and sharing your thoughts with us. And have a good rest of re:Invent. >> Thanks for having us back >> Dave: All right, pleasure >> Thank you >> All right, keep it right there everybody. We'll be back to wrap day one. Dave Vellante for Justin Warren. You're watching theCUBE from AWS re:Invent 2019. Right back (electronic music)

>>Hi, I'm Peter Burress. And welcome to another cute conversation. This one from BMC Helix is immersion days in Santa Clara Marriott in Santa Clara, California One of the biggest challenges that every IittIe organization faces. In fact, every business is how to start merging greater control through I t sm as well as greater change and evolve ability of systems through Dev ops. It's a big topic. A lot of folks looking at how best to do it. We've got a great person here to talk to us about it. Dick Stark is the president CEO of right star Dick. Welcome to the Cube. >>Well, thanks very much for having me. I really appreciate the opportunity beyond the Cube here. >>Excellent. Well, why don't we start? Tell us a little about right start? >>Sure. Right. Stars in I t sm consultancy and we happen to be a dev Ops consulted to say at the same time, we're also a BMC solution provider and lasting solution provider. Now, we've been a BMC solution provider for for 16 years, so we've been in this space a long time and we've earned several accolades up along the way. We made it into the Forrester I t s m service provider. It's not called a Magic Quadrant because that's what God gardener uses. But instead it's a wave report. And so we made it sort of into the far right hand quadrant there. And if you added up all the points we ended up in North America being rated number five out of all the different idea Sam Consultancy. So it's very proud about that. And then last year with BMC, we were the North American Solution provider of the year in the D S. M space. >>Well is an export person, I can tell you Congratulations. Those waves very seriously. Let's jump into this question, though off what does I t. S m from a technology and people in process standpoint have to do to accommodate some of the changes that are being founded and defusing out of the Hole Dev Ops world, which is just having an enormous impact on our I t thinks and does >>it really has. And you know, we've been in the space a long time and I t s m Sometimes I tell the words are interchangeable and there are about if you can believe this about three million people That ended up getting an Idol certification of some short like an Idol Foundation certificate. And over time, that's been have been a really a big, big deal. However, Idol now is lost, its luster just a little bit. And it's allowed Dev ops to sort of sneak in or add dollar whatever you won't want to call it, and I'd listen. Standing still, though, they've bounced back and bounce back in a hard way. And they've they've come up with what's now called Idle for an Idol For was just released this this year, and it takes some of those Dev ops principles, and it has its own value stream as well and is a result Idle for or agile idol or whatever you wanna call it now is taking a little bit stronger position. And when I say Dev ops principles, it's things like Collaborate. It's things like promote, it's It's things like operate and automate. It's It's It's all about it again. It's all about collaboration in some of these other values that that you'll see in Dev ops. I guess what what happened is we spent a lot of time on the Idol side of things, and we did things for process sake and a good example would be changed management and spent a lot of time putting together is change management processes per this idol framework. Okay, And what what happened is that a lot of the users then rebelled a little bit because it might take longer to go through and fill out all the paperwork of It's not paperwork the online tool set then to do a change than to actually perform the change itself. So I don't got a little bit of a bad rap. And so that's where this whole Dev ops thing has come in. And the whole idea right now is to get Dev and Ops under the Shame umbrella, because that's not typically very used to do. But it's, but it's certainly happening. >>Well, let's talk about why that intersections happening, right? So I'm gonna I'm gonna show a little bit of history from my perspective as well, you know, I told began, First of all, it started in some government agencies many years ago, but it started as the basis of it was How do we take better care of the assets with an I T. Which at the time were mainly hardware. In many respects, what we've seen happen over the last 25 30 years that Idol has been an extent. Is that the nature of the assets that I t recognizes? His acknowledges delivering value for the business has changed. We've gone from hardware to infrastructure is code. That's where Dev Ops is so many respects. What you're saying is that Iittle is now trying to bring the best of what it means to do a good job of asset management with a new class of assets. Namely, software is code infrastructures code, and that's where we have to have that marriage. I got that right. >>That's that's correct. And you don't want to have silent silos. You want to be a silo buster if if anything else. And I just wanted to mention something else that I think is kind of fun along with this Idol. Four. We now do what's called the Mars Lander simulation traded it replaced. If you've heard of the Apollo 13 simulation, will Mars four, even though it's idle for specific, it's really all about Dev ops, and I took the Mars board just about a month or so ago, and it's a lot of fun. You sit down and the whole objective is to get get to Mars and you're a business. So and you're going to be selling the data that you're going to collect along along the way. And so the whole idea is to is to make a profit, and you have all these different roles that you play. When I went through it, I was the release manager then. But you might have a business analyst. You might have a service desk person. You have vendors and a it's it's really it's very realistic that and typically like a lot of large enterprises, you start playing the game and it's just chaos, and you have to go back and try this over and over again until essentially you get it right. And I was surprised how easy it is to get sucked in. If you're in a big enterprise, your silent, you have a specific role that you have to d'oh and you have instructions how you're supposed to do that and you want to stick to it. Whatever you know, whatever your assignment is, you have to do that. But that's not the right thing to Dio. Remember, it's about collaboration. It's about transparency. It's been it's about posting your goals, posting the results and moving forward from from there. And so I was surprised how I got sucked into it. And so I can understand why we need to make some progress in this space. And it's all about getting people to change their behavior a little bit in some of these new tool set certainly help >>well, as well. You're going back to what you said. He used to be the three R's of any regime or rolls responsibilities and relationships, and so the roles have are evolving. But often it's just in name only the responsibilities. You know today it's still code. It still has to run on hard, where it's not a bunch of hamsters, they're doing things. But as you said, it's really the relationships amongst the various actors as we introduce more business people. As technology gets put into position to generate more revenue or to do more with customer experience, the relationships are being pressured, are being really pushed to evolve. So how do you see in your practice in right stars practice. How do you see the relationships between Dev ops and I T s M and the business starting to evolve so that you can have amore coherent, comprehensive view of how you make sister? Well, >>I think in that particular case, it's gonna take some time. I mean, it's not gonna happen overnight. I mean, that's why you have agile coaches, or that's while you have the scales agile, or the safe framework is because people don't get it. And they need to understand how to work together better with others. And so it's not gonna happen by just implementing a new new tool set turning the key and then say, OK, everything's gonna be fine. It's good to get the integration between the different tool sets. And the technology is certainly there to do that. But without having some instruction to begin with and having the door in users cooperate. You're not going to see that kind of kind of performance improvement or cost statements or whatever it is that you're looking for. You're not going to see that >>they're one of the biggest challenges in any changes. Abandonment. The user's ultimately abandoned. So as you look a tte. The ideas M tool set that you're utilizing mainly from being right is it is that there's a degree of there's always a degree of pedagogic tool away, it says. Here's how you should do things. What you're discovering is that tool set is really catalyzing. Helping to catalyze positive changes in your mind within a lot of your customer base is, well, the >>thing about Helix, and I'm very excited about this because we're making a lot of good progress with. He likes our customer base that we have right now and give you a good example. George Washing University were based in a D C. Area day. If they are, too, they've been a long time remedy customer. We've moved them to Helix, and then, just recently, when I say recently started a year ago in August, they moved to the BMC Chap Cat box platform. Then, this past August, they totally went cold turkey with chatbots throughout the entire university. That makes a tremendous difference in the performance and not just performance, but also on the cost and the efficiency that the university, particularly from a service management perspective, is providing to its university employees and to its students, just like you mentioned today in the keynote session that it's all about mobility. And practically practically all the students there rely on their their cellphone day in and day out. And so when they have a question at G W. If it's how do I get a new account? How do I get a park parking permit? G on the wireless in my dorm room isn't working. You don't pick up the phone and call. Nobody does that you texted at. And this is a chap off its power by IBM Watson, and it works great. And there's lots of good things that are gonna come out of that. For example, students, I think they probably still have to turn paper sent. You know, maybe that's all Elektronik Lee delivered, but I think you might still have to print out a paper and turn it into your professor. You know, I'm not sure, but bluebirds Anyway, you're probably you're probably gonna do this late at night when the service desk is an open. So what do you do if you can't get the printer to work? Well, you pick up your cell phone, you text in that That the issue and bingo. You've got a response. So those are the sorts of things that are gonna make for a tremendous amount of impact, and it's gonna cause people to change their behavior in really a good way. Another good example. We have another longtime hospital customer. They have a 24 by seven service desk. They're huge, and they pay a lot of money to operate that 24 by seven. But they hardly get any call said at night. Right? Because not that many people work. So why don't they just turn that and you start using chatbots and think of that the r A. Y. It's just incredible. And I think you're going to see more. And that more situations like that as we move forward. >>Dick start President CEO of right Starr. Yep. Thanks very much for being too. >>Thanks very much. Appreciate it. Okay. >>And what's going on? Peter Burress. You've been watching other cube conversation from BMC Helix immersion days in Santa Clara. Thanks very much. Next time

>> live from San Francisco, celebrating 10 years of high tech coverage. It's the Cube covering Veum World 2019. Brought to you by VM Wear and its ecosystem partners. >> Welcome back, everyone. Live Cube Live coverage here in San Francisco, California in the Mosconi North lobby for V Emerald 2019 tapes our 10th year covering with some great guest, three days of wall to wall coverage that an amazing signorina Rob Salmon is the president CEO of Cohee City. Dave Solo, presidency of the Special Olympics Northern California. Thanks for coming on. Thanks to spend the time. Thanks for doing. Set the table. Why we hear what we're talking about. What's the purpose here? I know I wouldn't want to set it up more >> absolutely. I've been involved with Special Olympics for several years now. When former company Netapp Matt Thompson over Adobe called me and said, We got this high tech challenge. Dr. We've never sold it out. We want it. We want to get more companies involved when you help out, and the answer was absolutely and that led to David asking me to be on the board. So I've been involved with David, the team for an awful long time. KOHI City When I joined the company, some of the folks there knew of my involvement is that we'd like to start participating as well, which has led to what we're doing here. Of'em World >> David Talk about Special Olympics Quick mission for sure about the folks that might not given update for sure. >> John Yes, so Special Olympics enriches the lives of children, adults with intellectual disabilities. And so, in our footprint in Northern California, with serve over 23,000 athletes ages eight above and it's it's it's interesting. There's a lot of misconceptions people will say to me That's a great event that you do every four years And they referring the World Games, especially its world games, where athletes from all over the world get a common compete. But locally, through the state programs, hundreds of competitions happen a each and every year. And in Northern California we have, or 400 competitions per year in 14 different sports provides a wonderful ray of opportunities for athletes to demonstrate what what they can do when given the opportunity >> to do so. Talk about the community of aspect of it because I think What's interesting is what's on TV and what's in the mainstream press. It's more reach people that can be known for that. But it's deeper than as you point out. But >> talk about the >> community aspect. Got volunteers, people, individuals involved. Yeah, but the makeup of the network? No, it's an incredible network. >> I think we've really brought in an expanded our reach over the last 10 years. It used to be well known primarily for sports programming. So now we have inclusive education and health programs. We're able to bring together people with and without intellectual disabilities through those mediums. So if I'd resource is to schools an education and they run special Olympics programming during the school day. So educators wanna have us because we're improving school clamp campuses, reducing bowling, enhancing social emotional learning. And so the work that we're doing is so so critical with that community, then the area health. We have inclusive health. So now we got health and medical crypt, uh, professionals that are now providing health screenings for athletes. So some of the younger volunteers that we get that they're wanting to make a career in the medical field they're exposed to our population, right? And so they learn more about their specific health needs. So it's really about changing people's attitudes. And so this community of supporters volunteers, health professionals, education, Really. Our goal is to change people's attitudes fundamentally worldwide about people with intellectual disabilities and really kind of produce inclusive mindsets. We call it really promote understanding. >> If I may. I I really think what David and his team does and folks of sports Special Olympics around the world, they're dying. Changing attitudes are changing lives, lives of the athletes, lives of the people that work with the athletes, lives of the families. If you go to these events and there's something special, there are a lot of fun. And when you get involved and you see it, it definitely touches your heart and you realize we could be doing so much more. We could be doing so much more. >> I'm struck by you. Clearly, there's a passion thread here, and your background is really interesting to me because you're an accomplished student athlete, played football on and then you started a career in nonprofit right away, and now Rob, he was somebody would have hired right. It was like the perfect student athlete. You know, magna cum laude. I want this guy on my team. My hard driving says that How did you get into this? And described the background of that >> know for sure, sewn with nonprofit work. I kind of kind of started out. I was working for Boys and Girls Clubs of America, raising money to go to grad school, to be a history professor of all things. And so I got involved with the Boys and Girls Club with special Olympics. When the opportunity came, what was what was unique about it? It's really about how sports changes people's lives. Growing up, my father left me when I was 10 years old, and so was my coaches. They were the ones that really wasn't for them. I don't know that I would be here today, so they really took an active role in my life. So I've been very passion. I believe sports is a catalyst for social change, changed my life and provide an opportunity for me to be successful. And so that's what I want to help get back to our after. And it's also so. It's interesting is it's also proves that takes a village, you know, in these experiences changes lives. I think this is the big story, and it points to that. The sports is one element of other things. Health care. So you start getting connected in this is where the magic happens. This is the key. Yeah, some of the stories that wherever just phenomenal. I think society focuses on what our athletes can't do and dwells on the disability. We don't do that. So what? We're passionate about showcasing what they can do and having our volunteer, you know, certified train coaches work with our athletes to really help them get to the next level so they could be successful not only on the field, but off the field. So I mean, I got to get involved. Talk about the virtual. You're in Northern California. That's your territory, your area. But people, how they get involved, they wanna be share some no points of touch. Yeah, for sure. So a couple key points to touch would be number one. We have over 20,000 volunteers in our footprints, so we have a tremendous need for volunteers both globally and here locally, with Special Olympics, Northern California number two is from a donor standpoint. So everything that we do for athletes is completely free. And we're able to do that because the support of our community partners, our corporate partners like, Oh, he city, you know, individual supporters foundations were able to do that because of themselves. You know, either someone could go to the global website Special Olympics dot order come to W w dot s, O N C dot or for Northern California. We're always looking for volunteers, donor's community supporters, and we're also looking for board members, particularly from the tech sector. Senior executives in the tech sector. Justin, you stay channel lies for the people involved that also includes the people who volunteered. I'm sure people that want to make a difference whether you're thinking of senior approach, rather urine or your employees who want to give back so tell about the lives changing impact there because this is a corporate angle here that's not doesn't it's not for profit thing. It's a four good thing. >> Oh, this is for a good thing, and the thing I did to that is, and we touched briefly on Boys and Girls Clubs of America. These are all great organizations. I know Patton is key note. This morning, touched on giving back. This is an opportunity. Well, we're all blessed. We should give back. But the whole notion of getting more involved in touching lives I'll start with my two boys. They went to summer games and U C Davis three or four years ago. Now both of her good runners and they had some other kids on the high school team go with them. They were incredibly impressed. They had a lot of fun. A little banter with the athletes. Newsome, Bath, please. Out there there, Let's talk your heart. The gun goes off for the start, and they're already you get the arms up, curing away, and there's others incredibly talented athletes as well. It's so it just opened your eyes of what is possible. You're the one thing I touch on Is self esteem matters for every one of us, whether you have a disability or not, whether you're young or my age, it matters for someone to tell you that you are good. You are really worthy. Your hard work is paying off. You see these athletes when they finish the race or accomplished something that couldn't be more proud going to these events it will want. You will want to get involved. That's what typically happens. >> It sounds like you do coverages gonna be making its way to these events. Actually, wait, are fully got this part in the NHL MLB, NFL Masters golf tournaments. We have to get a pro circuit going on here way. Wonderful. Yeah. Hey, this is a really great cause. Any final thoughts again, back for people who want to get involved in the North California group. What? What can you offer people? No, I think we offer people a tangible way, especially when we think of the tech sector. And we think of the, you know, the employees and the millennials and hands on way for people to come out to our regional competitions and actually engage with our athletes and volunteer and be hands on and actually see where your money goes. You know, see, see that it's something tangible and you're helping provide that venue for athletes to be successful. One of things I didn't mention that we're really proud of. So we have a way of athletes are college students. We have athletes that are full time employees. Married couples, >> Um, >> and then we have a published poet. But last couple months we have an athlete that passed the bar exam who is now going to be a practicing attorney on. So that's really shows that you know, one of the things that you guys are hitting on here, Rob, I know you guys do a lot with your company. You guys even donating one of your tech sessions for a survey that John Troyer's team did around. Check burnout. People get it and even my kids to go to the high school In a lot of high schools like this now, where people get stressed out of the weirdest things, >> This is the kind >> of thing that getting involved in these community events like this really could help everybody. She allowed a little bit, Really. Take a load off, work with people, see the connection, see the impact. It's a burnout tactic option. It's also a way to relieve some stress. Feel >> good about it. >> The employees of Cohee City, when they came to me and said they want to get more evolved, they didn't do it because of me, they did it because they're excited about working with Special Olympics and they're beaming. Means some of the athletes 11 9 with a bunch of athletes going the baseball game tonight, Hamilton tomorrow night, their families as well. We couldn't be more excited, But I agree with you. You look at all the stresses in our lives, and I think this notion of what you do, who you do with how you give back is really, really important. I think that gives back piece, I think more of us allowing employees to do that, helping our children and school understand truly important the value. Um, is this absolutely >> You guys are making a great point because we've both been involved in youth sports all our lives, and it's kind of become twisted where you've got kids needs and parents needs and the parents trying to meet him in the middle, and that's not the way it should be. Your initiatives, I mean, it underscores what it's really all about. Self esteem, having fun, supporting your teammates and the broader community. >> But they stay well and compete and win two that they're in there. See some of those players. I mean, they're >> hard. I've seen some hard core competition, no doubt. But how well do they start? So >> eight years always started eight. And we have an athlete that's 81 that participates in watching. >> So okay, so appropriate. But the reason I miss it because, you know, having studied this allowed it. It's like 12 years old is the crossover point where people start to get crazy. And if you start before then, in other words Oh, this kid is nine. But he's not that good. Who could tell what a nine year old Michael Jordan got cut from his freshman basketball team? So it just goes to show you. So I think that that again, the values that you guys air promoting our worthy thanks >> me feel better about what we're doing. A cohesive it really does. Thank you for doing this. Being able to put two things I'm really passionate about together. Ah, this is pretty special for me. And I think my it around our founder and the rest of the company. And in David and team, they just do a fantastic job. I just wanna make sure we keep building on it. >> Congratulations. Great to get the word out. Congratulations. All your hard work. Awesome Cube coverage live in San Francisco. We back with more after this short break.

>> from Cambridge, Massachusetts. It's three Cube covering M I T. Chief data officer and information quality Symposium 2019. Brought to you by Silicon Angle Media. >> Welcome back. We're here to wrap up the M I T. Chief data officer officer, information quality. It's hashtag m i t CDO conference. You're watching the Cube. I'm David Dante, and Paul Gill is my co host. This is two days of coverage. We're wrapping up eyes. Our analysis of what's going on here, Paul, Let me let me kick it off. When we first started here, we talked about that are open. It was way saw the chief data officer role emerged from the back office, the information quality role. When in 2013 the CEO's that we talked to when we asked them what was their scope. We heard things like, Oh, it's very wide. Involves analytics, data science. Some CEOs even said Oh, yes, security is actually part of our purview because all the cyber data so very, very wide scope. Even in some cases, some of the digital initiatives were sort of being claimed. The studios were staking their claim. The reality was the CDO also emerged out of highly regulated industries financialservices healthcare government. And it really was this kind of wonky back office role. And so that's what my compliance, that's what it's become again. We're seeing that CEOs largely you're not involved in a lot of the emerging. Aye, aye initiatives. That's what we heard, sort of anecdotally talking to various folks At the same time. I feel as though the CDO role has been more fossilized than it was before. We used to ask, Is this role going to be around anymore? We had C I. Ose tell us that the CEO Rose was going to disappear, so you had both ends of the spectrum. But I feel as though that whatever it's called CDO Data's our chief analytics off officer, head of data, you know, analytics and governance. That role is here to stay, at least for for a fair amount of time and increasingly, issues of privacy and governance. And at least the periphery of security are gonna be supported by that CD a role. So that's kind of takeaway Number one. Let me get your thoughts. >> I think there's a maturity process going on here. What we saw really in 2016 through 2018 was, ah, sort of a celebration of the arrival of the CDO. And we're here, you know, we've got we've got power now we've got an agenda. And that was I mean, that was a natural outcome of all this growth and 90% of organizations putting sea Dios in place. I think what you're seeing now is a realization that Oh, my God, this is a mess. You know what I heard? This year was a lot less of this sort of crowing about the ascendance of sea Dios and Maura about We've got a big integration problem of big data cleansing problem, and we've got to get our hands down to the nitty gritty. And when you talk about, as you said, we had in here so much this year about strategic initiatives, about about artificial intelligence, about getting involved in digital business or customer experience transformation. What we heard this year was about cleaning up data, finding the data that you've got organizing it, applying meditator, too. It is getting in shape to do something with it. There's nothing wrong with that. I just think it's part of the natural maturation process. Organizations now have to go through Tiu to the dirty process of cleaning up this data before they can get to the next stage, which was a couple of three years out for most of >> the second. Big theme, of course. We heard this from the former head of analytics. That G s K on the opening keynote is the traditional methods have failed the the Enterprise Data Warehouse, and we've actually studied this a lot. You know, my analogy is often you snake swallowing a basketball, having to build cubes. E D W practitioners would always used to call it chasing the chips until we come up with a new chip. Oh, we need that because we gotta run faster because it's taking us hours and hours, weeks days to run these analytics. So that really was not an agile. It was a rear view mirror looking thing. And Sarbanes Oxley saved the E. D. W. Business because reporting became part of compliance thing perspective. The master data management piece we've heard. Do you consistently? We heard Mike Stone Breaker, who's obviously a technology visionary, was right on. It doesn't scale through this notion of duping. Everything just doesn't work and manually creating rules. It's just it's just not the right approach. This we also heard the top down data data enterprise data model doesn't works too complicated, can operationalize it. So what they do, they kick the can to governance. The Duke was kind of a sidecar, their big data that failed to live up to its promises. And so it's It's a big question as to whether or not a I will bring that level of automation we heard from KPMG. Certainly, Mike Stone breaker again said way heard this, uh, a cz well, from Andy Palmer. They're using technology toe automate and scale that big number one data science problem, which is? They spend all their time wrangling data. We'll see if that if that actually lives up >> to his probable is something we did here today from several of our guests. Was about the promise of machine learning to automate this day to clean up process and as ah Mark Ramsay kick off the conference saying that all of these efforts to standardize data have failed in the past. This does look, He then showed how how G s K had used some of the tools that were represented here using machine learning to actually clean up the data at G S. K. So there is. And I heard today a lot of optimism from the people we talked to about the capability of Chris, for example, talking about the capability of machine learning to bring some order to solve this scale scale problem Because really organizing data creating enterprise data models is a scale problem, and the only way you can solve that it's with with automation, Mike Stone breaker is right on top of that. So there was optimism at this event. There was kind of an ooh, kind of, ah, a dismay at seeing all the data problems they have to clean up, but also promised that tools are on the way that could do that. >> Yeah, The reason I'm an optimist about this role is because data such a hard problem. And while there is a feeling of wow, this is really a challenge. There's a lot of smart people here who are up for the challenge and have the d n a for it. So the role, that whole 360 thing. We talked about the traditional methods, you know, kind of failing, and in the third piece that touched on, which is really bringing machine intelligence to the table. We haven't heard that as much at this event. It's now front and center. It's just another example of a I injecting itself into virtually every aspect every corner of the industry. And again, I often jokes. Same wine, new bottle. Our industry has a habit of doing that, but it's cyclical, but it is. But we seem to be making consistent progress. >> And the machine learning, I thought was interesting. Several very guest spoke to machine learning being applied to the plumbing projects right now to cleaning up data. Those are really self contained projects. You can manage those you can. You can determine out test outcomes. You can vet the quality of the of the algorithms. It's not like you're putting machine learning out there in front of the customer where it could potentially do some real damage. There. They're vetting their burning in machine, learning in a environment that they control. >> Right, So So, Amy, Two solid days here. I think that this this conference has really grown when we first started here is about 130 people, I think. And now it was 500 registrants. This'd year. I think 600 is the sort of the goal for next year. Moving venues. The Cube has been covering this all but one year since 2013. Hope to continue to do that. Paul was great working with you. Um, always great work. I hope we can, uh we could do more together. We heard the verdict is bringing back its conference. You put that together. So we had column. Mahoney, um, had the vertical rock stars on which was fun. Com Mahoney, Mike Stone breaker uh, Andy Palmer and Chris Lynch all kind of weighed in, which was great to get their perspectives kind of the days of MPP and how that's evolved improving on traditional relational database. And and now you're Stone breaker. Applying all these m i. Same thing with that scale with Chris Lynch. So it's fun to tow. Watch those guys all Boston based East Coast folks some news. We just saw the news hit President Trump holding up jet icon contractors is we've talked about. We've been following that story very closely and I've got some concerns over that. It's I think it's largely because he doesn't like Bezos in The Washington Post Post. Exactly. You know, here's this you know, America first. The Pentagon says they need this to be competitive with China >> and a I. >> There's maybe some you know, where there's smoke. There's fire there, so >> it's more important to stick in >> the eye. That's what it seems like. So we're watching that story very closely. I think it's I think it's a bad move for the executive branch to be involved in those type of decisions. But you know what I know? Well, anyway, Paul awesome working with you guys. Thanks. And to appreciate you flying out, Sal. Good job, Alex Mike. Great. Already wrapping up. So thank you for watching. Go to silicon angle dot com for all the news. Youtube dot com slash silicon angles where we house our playlist. But the cube dot net is the main site where we have all the events. It will show you what's coming up next. We've got a bunch of stuff going on straight through the summer. And then, of course, VM World is the big kickoff for the fall season. Goto wicked bond dot com for all the research. We're out. Thanks for watching Dave. A lot day for Paul Gillon will see you next time.

(funky music) >> From our studios in the heart of Silicon Valley, Palo Alto, California, this is a CUBE conversation. >> Hi, I'm Peter Burress, and welcome to another CUBE conversation from our beautiful studios in wonderful Palo Alto, California. Enterprises have always struggled with how they're going to add more end points into their networks. More users, more devices, more machines, they need better speeds, lower latencies, greater security. How are they going to do it? Well, we've got a new set of standards coming along within the wifi world as well within the cellular world, to provide those greater densities, lower latencies, higher performance. Wifi Six is what we talk about within kind of the extension of the 802.11 family of protocols, but Wifi Six, like every other significant transformation has required that enterprises think differently about certain attributes of networking. So to have that conversation, we got Sachin Gupta who's a senior vice president of Cisco here, Sachin, welcome to theCUBE. >> Thanks Peter, very excited to be here. >> Alright, look, so I'm a CIO, and I am working with my team to incorporate these new technologies that are going to improve the quality of my endpoint services, and I'm looking at Wifi Six. What am I mainly worried about as I think about adopting these new technologies? >> So just before we just get into adopting of the new technologies, why are you going after Wi-Fi 6, like what's the reason for the CIO? And quite simply it's, all of the new use cases that are coming on, like everything, all the IoT endpoints have to connect securely, all the bandwidth hungry end users, and the immersive experiences I'm looking to enable, it could be augmented reality, it could be virtual reality, all those are driving a need for me to rethink access, and rethink the network overall. And Wi-fi 6 is one critical component of that. Wi-fi 6 promises four times the capacity, lower latency, a greater range, so the things you talked about in your set-up. So it's a wonderful technology to start addressing some of those problems, but in of it's own it's not sufficient. You got to go well beyond the standard in order to address the CIO problem. >> Okay, so specifically, so think about some of the adoption problems. I got the use cases nailed down, how am I thinking about where things are going to go? Am I going to have to lay out the network differently? What kinds of practical things do I have to start thinking about? >> Well first of all, you have to think about why are you moving, where are you moving with Wi-fi 6. So again, capacity, lower latency, better battery life, the new use cases it enables. After that you need to make sure that whatever you're going to connect, will interoperate. Right? So look, sometimes a standard comes out and it can take a few years before the endpoints and the infrastructure actually get the maximum capability from the new standard. And so we worked proactively with the likes of Samsung, with the likes of Intel, to make sure those endpoints, which any of the new Samsung Galaxy S10, already supports Wi-fi 6. Interaccess points work together to give you the best experience possible. So that's sort of step one. But there's many other things we need to think through. We're also thinking about the problem of just onboarding onto Wi-fi. You know the experience to onboard onto cellular, right? >> Oh, sure. >> You get off airplane mode >> And it works. >> It just works, you're on. What's the experience like on Wifi? >> Well it's certainly not just getting a message from my local carrier that I'm now roaming. You got to get on, yeah it's a lot more involved, you got to authenticate, exactly. >> Give me your phone number, give me your room number, I'll text you something, get on to the It's cumbersome, okay? And we want to make Wifi onboarding to something we call open roaming. Open roaming is a Cisco project, it's a consortium we've set up. That takes all the venue providers and the identity providers, brings them together. So that when you go round, and you roam with Wifi, you onboard the network just like you onboard with cellular. >> So get essentially the same experience you get in the cellular world. >> Same experience. It makes it easy for you to get connected. So those are some of the basic things, but you got to go beyond that then. Now you have to worry about, okay, what do those endpoints require, alright? Well, first of all you need to recognize what the endpoint is. Is this a light bulb, or is it a heart-rate monitor, is it a tablet of some sort, what is actually connecting? So for device recognition, and to understand the experience you're getting, I need virtual analytics. And that's something the infrastructure now needs to provide. So we for the first time now, we've embedded our own ACIG, our own silicon inside the access point. So that we can get visibility from layer one to seven. And now we can pinpoint, what is the device, is it behaving in a compliant way, and how do I deliver the right experience for it. So these are some of things to think about as you move, it's a yes I want Wi-fi 6, but again tying in back to the problem you're looking to solve, how does the entire solution address your problem. >> Alright so we've identified some of the issues that have to be addressed here, and Wifi Six is here. You said the Galaxy S10 already supports it. >> Our access points are shipping, yes. >> So talk to me about the role out of some of these new technologies, these new devices from Cisco, and how customers are going to have to think a little bit differently as they start to plan out their new network structure. >> That's a great question. So I think it's not about hey, I'm just going to roll out new AP's. You should really rethink networking. What am I trying to provide here? And that's why we came out with an architectural approach across the board which is intent based networking. And what we're really talking about there is how do you automate all of the things that IT needs to do, to deliver the security and experience for all of those users and things. How do you get the data, the power of data, the analytics out? And how do you deliver security and policy. >> But it's in the context of the application and the work that's being performed. >> Yes, it's the users and devices and the applications and data. What are you trying to achieve? That's what intent based networking is all about. And so, I love how your asking the question because if you think about the wireless AP's, we only talk about the top already with the endpoint, right? But then I think about the switching architecture, are you segmenting all of that traffic? Is it fully automated? Do you have an identity and policy engine? Can I take the location data that's coming out? Cause remember these APs now are multilingual. They speak BLE, they speak Zigbee and Thread, they're also Wi-fi 6. So how do I take the location data and deliver new business outcomes? How can I tell you that the wheelchair has left the premises? How can I tell you how many people walked in your store, verus walked outside it? How do I get you better asset utilization? Those outcomes are provided at the software step at the top. So you should really be thinking about what am I trying to do for my business, and what architectural approach allows me to deliver those outcomes that I'm looking for. And yes, Wi-fi 6 APs are one critical component there, but you should think about the entire solution though. >> So we got new access points that are Wifi Six enabled ready to go, how far back does this change go into the network? >> So the Wi-fi 6 APs, the beauty of these Wi-fi standards is they're backward compatible. So you can take all kinds of older endpoints, multiple generations, and get them to work in a Wi-fi 6 new environment. So that's nice because it's not a rip and replace of all your clients, when you put the new APs in, they're backward compatible, that's always the case. And a lot of the new software stack and the technology that I talked about with intent based networking, works with at least the two previous generations as well. So if you want some of that telemetry and analytics and security, you can start getting that with some of the APs you may already have, and then when you bring in Wi-fi 6, it's sort of purpose built for that architecture. >> Alright, so we've talked a lot about the use cases of the business side, let's spend a little bit of time describing the fact that you've got the sidecar co processor for analytics inside the APs. How is that going to change the work of IT, the work of network management and administration and security? >> That's a great one So, I'll give you one example of what that does. Today, if you want to go troubleshoot a wireless issue, you're literally walking around with a sensor acting like a client to go figure out what the behavior is, what's going on, how do I figure out what the interference is, why is the experience bad, right? Can take you hours, weeks, days, it's very costly. These new APs, and with our solution with W-fi 6, first of all, I get data with my relationship with Apple from the endpoint. So I get the view from a real client. Then on the access point itself, with that co processor, I can get layer one to seven data and packet captures to see did you fail during authentication, was there some sort of RF issue that's happening, what exactly is happening that's interfering with what's going on? Or, maybe the problem is not even there, it's somewhere else in the network. And the beauty of our Cisco DNA Center solution, which is our controller in intent based networking, is we see end to end. We see the entire network and we can help you pinpoint where that issue is and save a whole bunch of money you'd spend troubleshooting, to deliver the right experience. >> But it sounds as though some of the, historically, some of the analytics associated with network administration was very focused on the device. Intent based network is intended to focus on the application and service that's being provided, but the analytics didn't follow. So know what you're saying is we're going to follow the analytics so that the applications, the services become primary citizens within the network. >> That's exactly right So you have to be able to look at the client holistic view, the application performance holistic view, and the performance of each network element, and that's what the co processor that we talked about helps. Now another thing we did is, that portfolio now, on the enterprise side, we now run the same operating system that also helps simplify for IT. The entire access network with the Catalyst 9000 series, the new access points are called the Catalyst 9100, and we're making it part of one brand and one family, because it's one OS, one programmable architecture, one operational environment if you will, that simplifies the job of IT significantly as well, and then we're also introducing obviously with Wifi Six, our cloud managed Meraki access points to support those deployments as well. >> Alright so one more question on this and then I want to talk about something else in a second. But the beauty, or the essential feature of networking has to be a degree of openness. So new access points can talk to each other, new devices can talk to each other, et cetera. These are new technologies as you said they're going to roll out and diffuse, hopefully very very rapidly, but there will be both enterprise, but also some other network supplier issues. How is Cisco ensuring that your leadership and your thought leadership but also your engineering leadership gets into those other organizations at an appropriate rate so this entire industry can adopt and change and introduce these new kinds of capabilities. >> So I talked about that new family of the Catalyst 9000 series. Let me start there. So all the protocols we support are open interoperable so you can have my switch somebody else's AP, somebody else's AP my switch, all those combinations work. It supports net config open API's programmable models. We expose those through a Cisco dev net. So we have the largest developer community on top of sort of a networking infrastructure where you can write applications that can automate or can get data >> Or services? >> Or deploy services in a very open way. And then we do the same thing at our controller layer. On Cisco DNA Center, fully open so you can have partners ecosystem delivering services and applications on top of the network, on top of that controller. So we think about openness from every angle, and that's how you have to be in a networking world, right? I mean you need to be able to connect to anything. >> Right. Every significant change in networking, someone always presumed it was going to lead to various behavior by the leader to try to somehow close it down. You're saying that's not what's happening here. We're trying to dramatically extend the benefits and capabilities of networking because those enterprises need new use cases. >> But we are saying though, that if you buy that campus architecture, access architecture through Cisco, you're going to get a degree of consistency and automation and analytics and security that's unmatched. So you might as well go, but if you want to compose that with different components, that's absolutely doable. >> Alright, so one last question. The historical norm has been I get a cell service and I get Wifi. Cell had certain positive benefits, and Wifi had other positive benefits. We're talking about Wifi Six, but also we got to talk about 5G. How are the two of them going to work together in your estimation? >> Look, from a wireless standpoint, the problems that you're trying to solve are the same, right? I need more capacity, I need lower latency, more deterministic, better battery life, they're the same. So you need to solve those when you're in an SP outdoor ubiquitous environment, or whether your sort of indoor, where you have predominantly Wifi and that's where most of your traffic flows. So Wifi Six and 5G, it's a beautiful thing that they're both trying to allow you to be in this wireless first, cloud driven world, where most of your apps and data sit in the cloud, and where your experience is really optimized by the data and telemetry that's coming out of the infrastructure. So for me, it's not an or question, it's Wifi Six and 5G that allow you to start solving that problem. >> So everything just as we have today just more, better, faster, lower power. >> Yes, can I add one more thing? >> Of course! >> I just kind of need to do this, okay? So look, when you think about the wireless infrastructure and chaining that out, I talked about how it effects the rest of the network, right? So you do need to think about upgrading your switching infrastructure, we call it being wired for wireless, okay? So with that, we also introduced a new product called the Catalyst 9600. That's a modular core switch, so you're like why are you bringing this up Sasha? >> No, I know why you're bringing it up. >> After 20 years, we are providing the next generation of the Cat 6k, Cat 6k is iconic, it's the foundation of tens of thousands of mission critical networks in the world. This is next-gen, it's more than 10x the capacity, if you have all these endpoints and access points that have more capacity, you need to think about a switch that's bigger factor. >> Scales! >> But fits into intent based networking fully programmable the same way. Just want to do a shout-out for, look we've talked about every aspect of this. APs, switches, identity, everything. >> We're offering, Cisco is offering and the enterprises are going to adopt new classes of network technology at the endpoints, faster, better, but that's going to lead to new use cases, new services, and it's just going to drive that much more complexity and routing and switching and patching thorough the network, you got to be able to scale. >> Right, you have to think about all the components. >> Absolutely. Sachin Gupta is the senior vice president of Cisco, we've been talking about how to think through Wifi Six upgrades. Thank you very much for being on the CUBE. >> Thank you, Peter. >> And once again I'm Peter Burress, and this has been a CUBE conversation. Until next time. (funky music)