>> live from Las Vegas. It's the queue covering del Technologies. World twenty nineteen. Brought to you by Del Technologies and its ecosystem partners. >> Welcome back to Las Vegas. Lisa Martin with John Ferrier. You're watching the Cube live at Del Technologies World twenty nineteen. This is our second full day of Double Cube set coverage. We've got a couple of we're gonna really cool conversation coming up for you. We've got Robbie Pender County, one of our alumni on the cue back as VP product management server solutions. Robbie, Welcome back. >> Thank you, Lisa. Much appreciated. >> And you brought some Hollywood? Yes. Glenn Glenn ER, president of Sony Innovation Studios. Glenn and welcome to the Cube. >> Thank you very much. It's great to be here. >> So you are love this intersection of Hollywood and technology. But you're a filmmaker. >> Yeah. I have been filming movies for many years. Uh, I started off making motion pictures for many years. Executive produced him and over so production for them at one of our movie labels called Screen Gems, which is part of Sony Pictures. >> Wait a tremendous amount of evolution of the creative process being really fueled by technology and vice versa. Sony Innovation Studios is not quite one year old. This is a really exciting venture. Tell us about that and and what the the impetus was to start this company. >> You know that the genesis for it was based out of necessity because I looked at a nice Well, you know, I love making movies were doing it for a long time. And the challenge of making good pictures is resource is and you never get enough money believing not you never get enough money and never get enough time. That's everybody's issue, particularly time management. And I thought, Well, you know, we got a pretty good technology company behind us. What if we looked inward towards technology to help us find solutions? And so innovation studios is born out of that idea on what was exciting about it was to know that we had, uh, invited partners to the game right here with Del so that we could make movies and television shows and commercials and even enterprise solutions leaning into state of the art and cutting edge technology. >> And what some of the work prize and you guys envision coming out this mission you mentioned commercials. TV is it going to be like an artist's studio actor? Ackerson Ball is Take us through what this is going to look like. How does it get billed out? >> I lean into my career as a producer. To answer that one and say is going to enable that's one of the greatest things about being a producer is enabling stories, uh, inspiring ideas to be Greenland. That may not have been able to be done so before. And there's a key reason why we can't do that, because one of our key technologies is what we call the volumetric image acquisition. That's a lot of words. You probably say. What the heck is that? But a volumetric image acquisition is our ability to capture a real world, this analog world and digitize it, bring it into our servers using the power of Del and then live in that new environment, which is now a virtual sets. And that virtual set is made out of billions and trillions in quadrillions of points, much like the matter around us. And it's a difference because many people use pixels, which is interpretation of like worry, using points which is representative of the world around us, so it's a whole revolutionary way of looking at it. But what it allows us to do is actually film in it in a thirty K moving volume. >> It's like a monster green screen for the world. Been away >> in a way, your your your your action around it because you have peril X so these cameras could be photographing us. And for all you know, we may not be here. Could be at stage seven at Innovation Studios and not physically here, but you couldn't tell it. If >> this is like cloud computing, we talking check world, you don't the provisional these resource is you just get what you want. This is Hollywood looking at the artistry, enabling faster, more agile storytelling. You don't need to go set up a town and go get the permit. All the all the heavy lifting you're shooting in this new digital realm. >> That's right. Exactly. Now I love going on location on. There's a lot to celebrate about going on location, but we can always get to that location. Think of all the locations that we want to be in that air >> base off limits. Both space, the one I >> haven't been, uh, but but on said I've been I've walked on virtual moons and I've walked on set moons. But what if we did a volumetric image acquisition of someone set off the moon? Now we have that, and then we can walk around it. Or what if there's a great club, a nightclub? This says guys want you shoot here, but we have performances Monday night, Tuesday night, Wednesday night there. You know they have a job. What if we grab that image, acquired it, and then you could be there anytime you want. >> Robbie, we could go for an hour here. This is just a great comic. I >> completely agree with you. >> The Cube. You could. You could sponsor a cube in this new world. We could run the Q twenty four seven. That's absolutely >> right. And we don't even have >> to talk about the relationship with Dale because on Del Technologies, because you're enabling new capabilities. New kind of artistry was just totally cool. Want to get back to the second? But you guys were involved. What's your role? How do you get involved? Tell the story about your >> John. I mean, first and foremost one of things that didn't Glendon mention is he's actually got about fifty movies to his credit. So the guy actually knows this stuff, so which is absolutely fantastic. So we said, How do you go take average to the next level? So what else is better than trying to work something out, wherein we together between what Glenn and Esteem does at the Sony Innovation Labs for Studio Sorry. And as in Dead Technologies could do is to try and actually stretch the boundaries of our technology to a next tent that when he talks about kazillion bytes of data right one followed the harmony of our zeros way have to be able to process the data quickly. We have to be able to go out and do their rendering. We probably have to go out and do whatever is needed to make a high quality movie, and that, I think, in a way, is actually giving us an opportunity to go back and test the boundaries of their technology. They're building, which we believe this is the first of its kind in the media industry. If we can go learn together from this experience, we can actually go ahead and do other things in other industries. To maybe, and we were just talking about how we could also take this. He's got his labs here in Los Angeles, were thinking maybe one of the next things we do based on the learnings we get, we probably could take it to other parts of the world. And if we are successful, we might even take it to other industries. What if we could go do something to help in this field of medicine? >> It's just thinking that, right? Yes. >> Think about it. Lisa, John. I mean, it's phenomenal. I mean, this is something Michael always talks about is how do we as del technologies help in progress in the human kind? And if this is something that we can learn from, I think it's going to be phenomenal. >> I think I think that's so interesting. Not only is that a good angle for Del Technologies, the thing that strikes me is the access toe artist trees, voices, new voices that may be missed in the prop the vetting process the old way. But, you know, you got to know where we're going. No, in the Venture Capital way seen this with democratization of seed labs and incubators, where, if you can create access to the story, tells on the artists we're gonna have one more exposure to people might have missed. But also as things change, like whether it's Ray Ray beaming and streaming, we saw in the gaming side to pull a metric or volumetric things. You're gonna have a better canvas, more paint brushes on the creative side and more. Artist. Is that the mission to get AC, get those artists in there? Is it? Is that part of the core mission submission? Because you're going to be essentially incubating new opportunities really fast. >> It's, uh, it's very important to me. Personally. I know it speaks of the values of both Sony and L. I like to call it the democratization of storytelling. You know, I've been very blessed again, a Hollywood producer, and we maybe curate a certain kind of movie, a certain kind of experience. But there's so many voices around the world that need to be hurt, and there are so many stories that otherwise can't be enabled. Imagine a story that perhaps is a unique >> special voice but requires distance. It requires five disparate locations Perhaps it's in London, Piccadilly Circus and in Times Square. And perhaps it's overto Abu Dhabi on DH Libya somewhere because that's part of the story. We can now collapse geography and bring those locations to a central place and allow a story to be told that may not otherwise have been able to be created. And that's vital to the fabric of storytelling worldwide's >> going change the creative process to you don't have to have that waterfall kind of mentality like we don't talk about intact. You're totally distributed content, decentralized, potentially the creative process going change with all the tools and also the visual tools. >> That's right. It's >> almost becoming unlimited. >> You wanted to be unlimited. You want the human spirit to be unlimited. You want to be able to elevate people on. That's the great thing about what we're trying to achieve and will achieve. >> It is your right. I mean, it is interesting, you know, we were just talking about this, too. Uh, we're in, you know, as an example. Shock tank. Yes, right. I mean, they obviously did it. The filming and stuff, and then they don't have the access. Let's say to the right studio. But the fact is, they had all this done. Andi, you know, they had all the rendering they had captured. Already done. You could now go out and do your chute without having all the space you needed. >> That's right. In the case of Shark Tank, which shoots a Sony Pictures studios, they knew they had a real estate issue. The fact of the matter is, there's a limited amount of sound stages around the world. They needed to sound stages and only had access to one. So we went in and we did a volumetric image acquisition of their exit interview stage. They're set. And then when it came time to shoot the second half a season ten, one hundred contestants went into a virtual set and were filmed in that set. And the funny thing is, one of the guys in the truck you know how you have the camera trucks and, you know, off offstage, he leaned into the mike. Is that you guys, could you move that plant a couple inches to the left and somebody said, Uh, I don't think we can do it right now, he said, We're on a movie lot. You could move a plant. They said No, it's physically not there. We're on innovation studios goes Oh, that's right. It's virtual mind. >> So he was fooled. >> He was pulled. In a way, we're >> being hashing it out within a team. When we heard about some of the things you know Glenn and Team are doing is think about this. If you have to teach people when we are running short of doctors, right? Yeah, if you could. With this technology and the learnings that come from here, if you could go have an expert surgeon do surgery once you're captured, it would be nice. Just imagine, to take that learning, go to the new surgeons of the future and trained them and so they can get into the act without actually doing it. So my point and all this is this is where I think we can take technology, that next level where we can not only learn from one specific industry, but we could potentially put it to human good in terms of what we could to and not only preparing the next of doctors, but also take it to the next level. >> This was a great theme to Michael Dell put out there about these new kinds of use case is that the time is now to do before. Maybe you could get there technology, but maybe aspirational. Hey, let's do it. I could see that, Glenn, I want to ask you specifically. The time is now. This is all kind of coming together. Timing's pretty good. It's only gonna get better. It's gonna be good Tech, Tech mojo Coming for the creative side. Where were we before? Because I can almost imagine this is not a new vision for you. Probably seen it now that this house here now what was it like before for, um and compare contrast where you were a few years ago, maybe decades. Now what's different? Why? Why is this so important >> for me? There's a fundamental change in how we can create content and how we can tell stories. It used to be the two most expensive words in the movie TV industry were what if today that the most important words to me or what if Because what if we could collapse geography? What if we could empower a new story? Technology is at a place where, if we can dream it. Chances are we can make it a reality. We're changing the dynamics of how we may content. He used to be lights, action camera. I think it's now lights, action, compute power action, you know, is that kind of difference. >> That is an amazing vision. I think society now has opportunities to kind of take that from distance learning to distance connections, the distance sharing experiences, whether it's immersion, virtual analog face, the face could really be powerful. Yeah, >> and this is not even a year old. >> That's right. >> So if you look at your your launch, you said, I think let june fourth twenty eighteen. What? Where do you go from here? I mean, like we said, this is like, unlimited possibilities. But besides putting Robbie in the movie, naturally, Yes, of course I have >> a star here >> who? E. >> So I got to say he's got star power. >> What's what's next year? Exactly? >> Very exciting. I will say we have shark tank Thie Advanced Imaging Society gives an award for being the first volume met you set ever put out on the airwaves. Uh, for that television show is a great honor. We have already captured uh, men in black. We captured a fifty thousand square foot stage that had the men in black headquarters has been used for commercials to market the film that comes out this June. We have captured sets where television shows >> and in hopes, that they got a second season and one television show called up and said, Guys, we got the second season so they don't have to go back to what was a very expensive set and a beautiful set >> way captured that set. It reminds me of a story of productions and a friend of mine said, which is every year. The greatest gift I have is building a beautiful set and and to me, the biggest challenges. When I say, remember that sent you built four years ago? I need that again. Now you can go >> toe. It's hard to replicate the exact set. You capture it digitally. It lives. >> That's exactly it. >> And this is amazing. I mean, I'd love to do a cube set into do ah, like a simulcast. Virtually. >> So. This is the next thing John and Lisa. You guys could be sitting anywhere going forward >> way. You don't have to be really sitting here >> you could be doing. What do you have to do? And, you know, you got everything rendered >> captured. We don't have to come to Vegas twenty times a year. >> We billed upset once. You >> know you want to see you here believing that So I'LL take that >> visual is a really beautiful thing. So if we can with hologram just seeing people doing conscious with Hollywood. Frank Zappa just did a concert hologram concert, but bringing real people and from communities around the world where the localization diversity right into a content mixture is just so powerful. >> Actually, you said something very interesting, John, which is one of the other teams to which is, if you have a globally connected society and he wanted try and personalize it to that particular nation ethnicity group. You can do that easily now because you can probably pop in actors from the local area with the same. Yeah, think about it. >> It's surely right. >> There's a cascade of transformations that that this is going Teo to generate. I mean just thinking of how different even acting schools and drama schools will be well, teaching people how to behave in these virtual environments, right? >> How to immerse themselves in these environments. And we have tricks up our sleeves that Khun put the actor in that moment through projection mapping and the other techniques that allow filmmakers and actors to actually understand the world. They're about to stepped in rather than a green screen and saying, OK, there's going to be a creature over here is gonna be blue Water falls over there will actually be able to see that environment because that environment will exist before they step on the stage. >> Well, great job the Del Partnership. On my final question, Glenn, free since you're awesome and got a great vision so smart, experienced, I've been really thinking a lot about how visualization and artistry are coming together and how disciplines silo disciplines like music. They do great music, but they're not translating to the graphics. It was just some about Ray tracing and the impact with GP use for an immersive experiences, which we're seeing on the client side of the house. It del So you got the back and stuff you metrics. And so, as artist trees, the next generation come up. This is now a link between the visual that audio the storytelling. It's not a siloed. >> It is not >> your I want to get your vision on. How do you see this playing out and your advice for young artists? That might be, you know, looked as country. What do you know? That's not how we do it. >> Well, the beautiful thing is that there are new ways to tell stories. You know, Hollywood has evolved over the last century. If you look at the studios and still exist, they have all evolved, and that's why they do exist. Great storytellers evolved. We tell stories differently, so long as we can emotionally relate to the story that's being told. I say, Do it in your own voice. The cinematic power is among us. We're blessed that when we look back, we have that shared experience, whether it's animate from Japan or traditional animation from Walt Disney everybody, she shares a similar history. Now it's opportunity to author our new stories, and we can do that and physical assets and volumetric assets and weaken blend the real and the unreal. With the compute power. The world is our oyster. >> Wow, >> What a nice >> trap right there. >> Exactly. That isn't my job. The transformation of of Hollywood. What it's really like the tip of the iceberg. Unlimited story potential. Thank you, Glenn. Thank you. This has been a fascinating cannot wait to hear, See and feel and touch What's next for Sony Animation studios With your technology power, we appreciate your time. >> Thank you. Thank you both. Which of >> our pleasure for John Carrier? I'm Lisa Martin. You're watching the Cube lie from Del Technologies World twenty nineteen We've just wrapped up Day two we'LL see you tomorrow.

(upbeat music) >> Announcer: Live, from Las Vegas, it's theCUBE, covering Dell Technologies World 2018. Brought to you by Dell EMC and its ecosystem partners. >> Welcome back to theCUBE, day three in Las Vegas at Dell Technologies World. I am Lisa Martin with John Troyer. We have been here for three days, there's over 14,000 people here, 30,000 plus more engaging with video content livestream on demand. We're excited to welcome back to theCUBE, not just back to theCUBE, but back today for a second appearance, he's so in demand, Ravi Pendekanti, Senior Vice President, Servers and Systems Product Management and Marketing at Dell EMC, welcome back! >> Thank you, Lisa, great to be here. >> So, you have so much energy for day three, but so much excitement, lots of announcements. >> Ravi: Yes. >> The theme of this event, "Make It Real," is provocative. We've heard a lot of >> Yes it is. >> Lisa: Interpretations about what that means for different customers and different industries who are looking to take advantage of emerging technologies: AI, machine learning, deep learning, IoT, to make digital transformation real. What's going on in the world of AI and machine learning? >> Lisa, a lot. Now, having said that, I don't think there's a single industry in the, in any part of the world today that we talk to that's not interested in AI, machine learning, for that matter, deep learning. Why is that so? Just think about the fact that each one of us today is probably creating and generating two and a half times more data than a year ago. It's huge. I mean, when I started out, people used to think megabytes is huge, then it went to terabytes, petabytes, exabytes, and now I think very soon we're going to talk about zettabytes, right? I'll leave it to you guys to talk about the number of zeros, but setting that aside, data by itself again, the second they went, so of much of data is being created, data in my view has absolutely no value until you create information out of it. >> Lisa: Absolutely. >> And that's where I think companies are becoming more aware of the fact that you need to start getting some information out of it, wherein starts the whole engine, first of all about going about collecting all of the data. And we have all kinds of data. We have got structured data, unstructured data, and now it's important that we actually get all of the disparate data into a format that can now be executed upon. So that's first and foremost what customers are trying to figure out. And then from there comes all the elements that the data analytics part, and then you can go into the machine learning and deep learning. So that's the way people are looking at it, and you made an interesting comment, Lisa, which is making it real. This is where people are looking at things beyond the buzzwords, right? It's sufficed to say AI is not a new term. I recall as a kid, we used to talk about AI. But now is when businesses are depending on it to ensure they have the competitive edge. >> So, Ravi, you know the pendulum swings, right, and ten years ago, >> It does. >> John: Software is eating the world and the cloud is coming, and at one point it looked like a future of undifferentiated x86 compute somewhere. It turns out, hardware actually matters, and as our application and data needs have grown, the hardware matters. >> It does. >> John: And so, part of your portfolio is the PowerEdge set of PowerEdge servers. I mean, how are you approaching that of making the needs of this new generation of software, this massive data parallelism and throughput real? >> Great question, John. It's interesting, yes, the pendulum keeps swinging, right? And the beauty is, as... It's my only hope that, as the pendulum swings, we're actually learning, too, and we're not making the same thing, the same mistakes. Thankfully, we are not. Now, when people talk about cloud, guess what? To your point, it has to run on something, software has to run on something. So, obviously the hardware. Now, to keep up with the changing tide and the needs, some of the recent things we have done, as an example, with our R840 launch yesterday, you know, NVMe is the talk of the town, too, talking about some of the new technologies. And customers want us to go out and provide a better way and a faster way for them to get access to the data in a much more faster way closer to the compute, so that's where the NVMe drives come in. We have got 24 NVMe drives on R840 today, which is two times more than the closest competitor. More into the R940xa; xa stands for extreme acceleration. Again, we have never had an xa product, this is the first of its kind that we are bringing out, and the beauty of this is, we wanted to makes sure there is a one to one relationship between the GPU and the CPU. So, for every CPU you have a GPU. It's a one to one relationship. If you look at the R940 we introduced earlier, it had, just to give the context to your question, John, it had, it could support four CPUs but only two GPUs. So if we are, think of it this way, if we are doubling the number of GPUs, and that's not it, we are actually enabling our customers to add up to eight FPGAs if they want. Nobody else does it, and this goes back to, I think Lisa, I think when we start to talk about FPGAs, too, and therein comes the issue, wherein customers don't have the flexibility in most of the cases in a lot of products out there. We have decided that flexibility has to be given to our customers because the changing, workload's changing, technologies, and even most customers today, they go in thinking that that's all they need, but sooner or later they realize that they need more than what they planned for. So our goal is to ensure that there is enough of scalability and headroom to enable that to happen. So that's how we, as PowerEdge Team, are building servers today, which actually enables us to provide our customers with an ability to have a headroom and at the same time give them the flexibility to change, whether it is NVMe drives or any kind of SSD drive, GPUs, FPGAs, so there's all the flexibility built into it along with ease of management. >> A couple things that you mention that I think are really important is that data doesn't have any value unless you're able to extract insights from it. >> Ravi: Yeah. >> Companies that are transforming digitally well are able to combine and recombine the same data using it as catalysts across many different applications within a business, that agility is key, that speed is key. >> Ravi: Yes. >> How are you, what are some of the things that you're hearing from the 14,000 plus people that I'm sure are all lined up to want to talk to you this week about what, for example, PowerEdge is going to enable them to do? You talked about flexibility, you talked about speed, what are some of the real applications that you're hearing feedback-wise from some of these new features that you've announced? >> Oh, great, so I think, again, an excellent question in terms of how the customers are reacting to and what are we doing. So now, talking about AI machine learning, think of it this way, right, the permutations and combinations are way too many. And the reason I say that is, keeping the hardware aside, when you talk about frameworks that are available today for most of the AI or machine learnings applications, people talk about TensorFlow, people talk about Caffe2, people talk about CNTK, I mean, there's a whole plethora of frameworks. And then there are different neural network methodologies, right? You hear of DNN, deep neural network, right? And then you hear of things called RNN, there is something called CNN, my point is, there is so many permutations and combinations in the mix that what our customers have come back and told us, going back to where we were earlier, talking about the flexibility in the architecture that we are providing, where we provide seamless scalability on any of the vectors, that they actually love that we are giving them the flexibility because when there are so many software options with frameworks and every other methodology, we wanted to make sure that we also provided the flexibility and the scalability. And our scalability comes in, whether it is the I/O connectability, we talked about PowerEdge MX that's going to be coming up soon that was a preview, but that's where we talked about something called the kinetic infrastructure, which essentially enables our customers to go out and run multiple workloads on the same modular infrastructure. Never happened before, right? Or, you know, the seamless way we do it now is a lot better than anything else. Likewise, to go back into the R940xa. We have the ability to go out and support hard drives, SSDs, FPGAs, GPUs, so the feedback has been that our customers are really excited about the fact that we're giving them the flexibility and agility to go out and match to the needs of their different workloads and the different options they have. So, they love it. >> Ravi, I was talking to some of your team yesterday and I was really impressed as they talked about the product development cycle. They said that we start with the customers and we start with applications. >> Ravi: Yes. >> And then we figure out what technologies are now appropriate to build in what combinations. They don't just start from let's throw the newest thing in because we can. As you talk to CIOs and enterprise architects, it used to be if you just do a server refresh and just check the box and push the button, now you've got to look at cloud readiness and what I keep on prim and what I keep off prim and what's going to fit my applications. What are you hearing from customers and how are you trying to educate them on how to approach their next refresh, well, I think even refresh is probably a bad frame, their next set of applications that they're going to have to build in this digital transformation? >> You know, John, this is actually no different, I mean let's step aside from the compute world for a minute, let's pick up an automobile industry, right? If you get into the automobile industry, a family might say they need a sedan, or a family of five or six with young kids might say they want a minivan, right? And maybe now the kids are grown up or you're still in your 20s or 30s and some of the folks would love to have a sports car, like the McLaren that up >> I'll take that one! >> Ravi: On the stage with Jeff; I know, I would love that too, right? (Lisa laughing) So my point is, when people are trying to decide on what is it they really want to buy, they actually know what they're looking for, right? A family of four doesn't go in and say, "I need a two-seat car," for example. It's a similar thing here, as people start looking at the workload first, they come in and start looking at mapping, "Hey, this is the kind of workload we have now," now let's start looking at what infrastructure can we provide behind it? You know, even if you look at our, something that we have announced in the past, but the 740xd. So, we have a 740 version and 740xd version; xd there stands for extreme density. So, if customers want a 2-CPU box, a 2-U box, a server, but they want more storage, then they have xd version. But they decide that storage is not really crucial, they just need the compute, then we provide the 740 on its own, the R740. So my point being that, accentuating the point you raised, is it's always nice to look at the application, look at what its needs are, whether it's memory, whether it's storage, whether it's the GPUs, the CPUs, and then look at how it transposes itself over the next few years because you really don't want to acquire something and then really decide later that you've run out of room. It's like buying a home and then you know you're going to have your kids or you're going to raise a family, you don't probably want to start off with a single bedroom and you know you're going to have a family in a couple of years. My point again being that, that is where the planning becomes absolutely important. So we are planning, and the planning phase is crucial because once you have that right, you now can rest at ease for the next few years and as we do that, one of the other fundamental design principles of PowerEdge is that we want to really support the platforms for multiple generations. Case in point, when we came out with our PowerEdge m1000e, we said that we will guarantee support for three generations of processors. We actually are up to the fifth generation as we speak right now. And our customers love it, because nobody really wants to go ahead and buy more servers every few years if they can go back with their investment they have made and ensure that there is room to grow. So, to your point, absolutely the right spot to start is start looking at the workload, start looking, once you have pegged it, then start looking at really at growing and what your needs could be. And then start connecting the dots and I think you would be coming out with the better outcome for the long run. >> We had the opportunity to talk, John and I just an hour or two ago, with the CIO, with Bask Iyer, and one of the things that was interesting is we talked to him about how the role of the CIO is changing to be really part of corporate strategy, >> Ravi: Yeah. >> And business strategy; as you talk with customers about building this infrastructure, to set them up for the flexibility and the agility that they need, allowing them to make the right decisions for what they need but also scale it over time, how much are you seeing the boots on the street that you're talking to have to sell this up the stack as this is fundamental to transforming IT, which is fundamental to transforming our business into a digital business? >> Very, very true. By the way, Bask is a great friend and a collaborator, we certainly look to, as the saying goes, "Eat your own dog food." So we work with Bask and team very closely because, as a CIO for a large corporation himself, we learn a lot; there's nothing better than trying to walk in the shoes of our customers so, going back to the comment you made, Lisa, is most of the, by the way, most of the customers today, the CIOs, who are now becoming not cost centers, they're becoming profit centers >> Profit centers, >> Lisa: That's what Michael Dell said on Monday. >> Absolutely, and he's absolutely right, Michael is absolutely right because most of the organizations we speak to today on an average, I would think that the number of CIOs we talk to has probably been dialed up, because we see the kind of questions that they're being asked of, right, to the point that we're making earlier, they're not looking at making point purchases for something that will satisfy them for the next 12 months or 18 months. They're looking at the next horizon, they're looking at a long-term strategy, and then they're looking back at the ROI. So what is it I'm able to go back in and provide to my customers internally, whether it is in terms of the number of users or the performance, whatever the SLAs, the Service Level Agreements may be internally, that's what they're looking for. So, towards that end, the whole concept of ROI and TCO, the total cost of ownership and the return of investment nowadays is probably a much bigger talking point that we need to support with the right factoids. I think that's becoming crucial, and the CIOs are getting more engaged in the discussions than ever in the past, and so it's just not about feeds and speeds, which I guess anyone can look at spec sheets, not as exciting, but at things beyond that that I think are getting more crucial. >> Well, Bask said, "Drinking your own champagne, eating your own dog food." I like champagne and dogs, although I'll go with both. >> I, why not. I just... >> We've got the therapy dogs next door. >> Therapy dogs, exactly. >> Lisa: Isn't that fantastic? >> They're great, they're great. >> So, last question in the last 30 seconds or so, biggest event, 14,000 as I said, expected live over the last three days, and tens of thousands more engaging, any one thing really stand out to you at this inaugural Dell Technologies World? >> The most important thing that has stuck for me is that human progress is indeed possible through technology. And this is the best showcase possible, and when you can enable human progress, which cuts across boundaries of nationality, and boundaries of any other kind, I think we are in the winning streak. >> Well said. Ravi, thanks so much for coming back today, couple times in hanging out with us on theCUBE and sharing some of the insights that you're seeing and that you're enabling your customers to achieve. >> Thank you, Lisa; thank you, John, it's been awesome. It's always wonderful being with you guys, so thank you. >> We want to thank you for watching theCUBE again. Lisa Martin with John Troyer live, day three of Dell Technologies World. Stick around, we'll be right back after a short break. (upbeat music)

>> Narrator: Live from Las Vegas, it's theCUBE, covering Dell Technologies World 2018. Brought to you by Dell EMC and its ecosystem partners. >> Welcome back to the Sands! We continue here live on theCUBE, our coverage here of Dell Technologies World 2018. 14,000 attendees wrapping up day 3. We are live as I said with Stu Miniman. I'm John Walls, and it is now our pleasure to welcome to the set Steve Fingerhut, who is the SVP and GM of SSD and Cloud Software Business Units at Toshiba Memory Americas. Steve, good to see you, sir. >> Great to be here. >> And Ravi Pendekanti, who is the SVP of Server Solutions Product Management and Marketing at Dell. >> Thank you, John. >> Ravi, good to see you, sir. >> Same here, sir. >> Yeah, let's talk about, first off, show theme. Make it real, right? Digital transformation, but make it real. >> Ravi: Yup. >> So, what does it mean to the two of you? We've heard that theme over and over again, and what do you think that means to your customers as well? How do you make it real for them? >> First and foremost, I think the whole idea of new workloads come in play. People talk about machine learning and deep learning as you, I'm sure, are aware of. People talk about analytics. The fact is, each of us is collecting a lot more data than a year ago. Which is good for my friend Steve and others, and obviously, we like the fact that customers are looking at making more real-time, if not near real-time, analysis. And the whole notion of governmental agencies across the world trying to go into more of a digital world where if you look at a country like India, for example, I mean, they have a billion people who are looking at other cards where they didn't have a form of identification for each individuals. Now if they're gone through a new transformation phase where they want to ensure that every single one of them actually has a way of identification, and it's all done digitally with accounts and everything else that goes on, this is just some of the manifestations of the digital transformation we see, whether it is in your industries, pick your favorite one, whether it's financial sector, the manufacturing, health care, all the way to governmental agencies. I think each of them are looking at how do they look at providing rights out of services. Either for their customers or their communities at large, and, you know, we can't be more excited about what this provides an opportunity for us to go back and provide a way for them to communicate and do some cool takes. >> Steve? >> Yeah, Ravi, you mentioned the workloads that are driving the new campaign or that you're highlighting in the new campaign Make It Real, and, many of those workloads are, they're new architectures, and they were basically built from day one on SSDs, right? Counting on that performance, reliability, etc. And so obviously, that's what we're here to promote at the show. And you can see the new workloads, obviously anything Cloud very much counts on SSDs and Flash. And then as you get into machine learning, different types of artificial intelligence, those are certainly counting on the performance of SSDs. And keep nothing more real than actual products in hands so with Ravi's products and ours, we have a number of demo's, including the new AMD platforms that the Power Edge team is rolling out, running all of these new workloads on Toshiba SSDs. So it's a good way to make it real. >> Yeah, Steve, maybe bring us in a little bit kind of the state of storage, though. We have talked about SSDs, and we're now a decent way into it. Dell's announcement talking a lot about NVMe. Maybe give us the Toshiba viewpoint on memory and storage and some of those transitions we're going through. >> Right, well, I guess the secret's out that SSDs are a great addition. Right? You take pretty much any environment, and you add SSDs, and it will go faster. So it's pretty much the biggest bang for the buck in terms of incremental performance. So what that means is just tremendous growth. And the last couple years have been, really for the industry, keeping up with that really increased demand. So there's inherent efficiencies in the SSDs. We're trying to build as many as we can, and then obviously trying to help our customers use them in the most efficient ways possible. >> Yeah, I agree with Steve. I mean, it is an efficiency equation. The fact of the matter is, you really do need to provide customers with a better way of ensuring that timely information is made available. Again, it's information, and it has to be timely. Because if you really don't provide it at a time when our customers need it, there's really no advantage of being really, having right infrastructure, right? Or lack of it, for that matter. Case in point, if you look at what we just announced, Stu. Yesterday, we had talked about the R840, for example, which is a 4-socket server. And we actually announced it with 44 NVMe drives, believe it or not. That's about two times more than the nearest competitor that just gives you an idea into the amount of data that customers are consuming on the applications, obviously. And more importantly, when we were coming up with this notion, we felt that 12 was probably a good number. Maybe 24 was going to be a stretch. And the number of customers we have talked to even in the last two days, I mean it's been huge. We're hearing them saying, "Wow, we can't wait "to go get this product in our hands." Because that really shows you that there is already a pretty big demand for these kinds of technologies to be brought in. >> Yeah, I like what you were saying there, Ravi, because I'd like both of you to help connect the dots for us a little bit. 'Cause when I think back to, okay, what speed disc did I have? Or was the flash piece in? This was something that, it was traditionally the server admin. Maybe there was some application person that came in. But you're talking about C-level discussions here. The trends that Jeff Clark talked about in his keynote as to, you know, this is what the business is driving things, like AINML and some of those. Steve, how are the conversations changing to get this piece of the infrastructure up at more of the C-level discussion? >> Right, it certainly is part of the transformation where it's been talked about several times this week. IT has moved from being a cost center to the revenue center and then that puts it on the CEO's radar much more squarely. You definitely want to, if you're the CIO, CTO, infrastructure leader, your goal is to try to deliver that agility, right? Don't stand in the way of revenue, while managing security, managing cost. And it's those dynamics and, you know, it's not a new conversation, but it's the public versus private hybrid. What exactly should go where? And those are still top-of-mind for all the customers we're talking to. >> Actually, Steve hit on something else, if I may, which is about security. And I can't tell you, Stu, a good 70% of the customers on average today, do not finish a conversation in the 30-minute chunks we have had without talking about what is it you guys are going to do for security. And that's a huge number or an increase from where we were just even a year or two ago. And imagine having said that, if you really had a longer conversation, security obviously is one of those fundamental pillars that everybody comes down to. Because everybody's worried about data, and the fact that there's leakage of information, if I may, pertaining to this. And more importantly, you know, making it real, if I may, to your point earlier on, Jon, as well. Which is, customers don't want to look at just the buzz words. They're now asking for proof points. Proof points on, "Hey, what does this really mean "in terms of security?" For example, when we talk about zero arrays or, you know, secure arrays, sorry, which is, how do you go retire an old data server or a box without necessarily worrying about the bits and bytes being left on the disc drives? So we have come up with new technologies which enables all the drives to be wiped. Makes it a lot easier, of course, with some of the stuff we do with Toshiba, and some of their technologies as well. But my point, again, being that I think now, our C-level execs are coming in asking us for, not just the major teams, but they're actually more interested in finding out how and what is it we're doing to help some of those major teams. And I think the number of requests we have had for some of the white papers we have come out with, Steve, I think has only grown up now. >> Absolutely. >> Which, I don't think was happening in the past from the C-level execs. So it's absolutely a valid statement. >> Yeah, well, there were Senate hearings last year and some pretty famous data breaches, and you have senators grilling CEO's, and it was shocking. They actually used, there was a senator who used the term, full disc encryption, and taking a CEO to task for not using full disc encryption and so I think that might help, talking about getting on the C-level radar. That helps. >> That was good staff work there. >> Exactly, exactly. That was a good plant. >> Yeah, right. But to the point of security. Obviously with this exponential growth of data, unstructured, blowing up, and then all of a sudden, you become a lot riper, if you will, and you've got a lot more to manage. And so with that, how much more at risk are people, and is that what's raising the awareness now in the C-sweep? Is they realize that they're a much bigger target now than maybe when data wasn't as plentiful you know, back in the old days, if you will. Is that part of this? Or is that it? >> I believe that's a big part of it. And, one of the other things that's obviously going with this is, if you really look at the disclosures that any of us have to go through, even in terms of whether it's a simple credit card you're looking at. I don't know if you've ever seen those. As we were doing some of the analysis, we noticed. You want a simple credit card application, we'd had some security, and, you know, personal information clauses is actually garnered by about 120% in terms of the number of things they ask for. And making sure that the consumer is aware as well. Right? I don't think that happened before. And the fact of the matter is, I don't think there's a single day that we can go through any of the trade press without somebody coming out with a security breach maybe, or a security feature, whether it's hardware or software. And I think there's a whole security encryption device or drives, I think there's a huge demand for that as well, right? >> Absolutely. And you talk about the data growth. It's obviously been phenomenal. In his keynote Monday, Michael Dell talked about the data growth from machine to machine, and it's going to make this look like a little bit of data. So like you said, just that risk, the exposure is much larger, and you have to keep that data secure. So as Ravi mentioned, we work closely with Dell. There's a lot of, it's not an easy problem to solve, right? So there's a lot of engineering to make sure that you have that end-to-end security, and that's why we work with things like the instant system erase, right? So you can, one button, erase the system in minutes, versus in the past, it might take hours and days. And do you really trust that it's gone? Those types of things, so I think that those are enabling a much more robust security, and you basically have to make it easy, right? >> Letting people sleep at night. >> Exactly. >> That's what you're doing. >> It's interesting. In the past, the only way you could do that was you had to write a series of 0's and 1's on their driver. And that would take, you know, hours together. That's how you would erase your data, right? I love when you talk about autonomous vehicles. Imagine there's a whole big, a whole discussion as much as how do you make sure that you have the, that's kind of an edge computing as Jeff, I think, mentioned on stage yesterday. That you want to not have latency come in between making a deterministic turn, right? Or an object appears. You don't want to wait for the breaking system to play because some decision needs to be made in a remote center. Right? Which essentially means now you have got data being collected and analyzed and acted upon. And there are things like that, and you've probably heard of all the insurance companies are working on, you know, what kind of data can we collect it, because when crashes happen, right? How do you make sure that, you know, there are privacy laws in place and what-not, who has access to it, plenty of stuff. >> John: Sure. >> Steve, want to get your viewpoint. We're getting not far from the end of the show. Why don't you give, in general, the partner viewpoint of Dell technology's world in, specifically Toshiba. I know you've got, there's the booze, there's the party, there's demos, there's labs, so a lot of activity your team's doing, for those that haven't been here. And, you know, Toshiba's worked with both Legacy Dell, Legacy MC. Any commentary to close on that coming together? >> Right. I think last year, I used the Jordan/Pippen analogy, but it's only gotten better since then. So it's a great partnership. We're definitely growing strong together, and like you said, that doesn't happen overnight. That's years of hard work and trust that makes that a possibility. But I truly believe we're only getting started. And you know, one of our goals we're working together is how do we make these important capabilities like security more common, more accessible, lower cost, those types of things. So that's a major factor, major focus area for us going forward. But definitely see this is just the beginning. >> Any key highlight from the show or activities that your team's been doing here that you'd like to leave us with? >> Sure. Yeah, we have a significant presence here. We have eight server demos running. I mentioned the AMD servers, multiple workloads across these new emerging workloads. And then the hands-on demo zone. Where actually, the developers can use the systems and software they want to evaluate. They can use them in the Cloud. Those are all being driven by Toshiba, and of course, as part of the Dell Solution. Yeah, we're happy. Honored to be a big part of the show this year. >> Jordan/Pippen, I was thinking more like Curry/Durant. That's where I was going with that. >> Exactly. That might be a little more up-to-date, right? >> I'm good with Jordan. No, he wasn't bad. Pretty good pair like you two are. Thanks for joining us both. We appreciate it, Ravi, Steve. >> Thank you. >> Thank you. >> Good seeing you here. Back with more of a continue, our live coverage here on theCUBE where Dell Technologies World 2018, and we are in Las Vegas.

>> Narrator: From Denver, Colorado, it's theCUBE. Covering Super Computing '17, brought to you by Intel. Hey welcome back everybody, Jeff Frick here with theCUBE. We're at Super Computing 2017, Denver, Colorado, 12,000 people talking about big iron, big questions, big challenges. It's really an interesting take on computing, really out on the edge. The key note was, literally, light years out in space, talking about predicting the future with quirks and all kinds of things, a little over my head for sure. But we're excited to kind of get back to the ground and we have Ravi Pendekanti. He's the Senior Vice President of Product Management and Marketing, Server Platforms, Dell EMC. It's a mouthful, Ravi great to see you. Great to see you too Jeff and thanks for having me here. Absolutely, so we were talking before we turned the cameras on. One of your big themes, which I love, is kind of democratizing this whole concept of high performance computing, so it's not just the academics answering the really, really, really big questions. You're absolutely right. I mean think about it Jeff, 20 years ago, even 10 years ago, when people talk about high performance computing, it was what I call as being in the back alleys of research and development. There were a few research scientists working on it, but we're at a time in our journey towards helping humanity in a bigger way. The HPC has found it's way into almost every single mainstream industry you can think of. Whether it is fraud detection, you see MasterCard is using it for ensuring that they can see and detect any of the fraud that can be committed earlier than the perpetrators come in and actually hack the system. Or if you get into life sciences, if you talk about genomics. I mean this is what might be good for our next set of generations, where they can probably go out and tweak some of the things in a genome sequence so that we don't have the same issues that we have had in the past. Right. Right? So, likewise, you can pick any favorite industry. I mean we are coming up to the holiday seasons soon. I know a lot of our customers are looking at how do they come up with the right schema to ensure that they can stock the right product and ensure that it is available for everyone at the right time? 'Cause timing is important. I don't think any kid wants to go with no toy and have the product ship later. So bottom line is, yes, we are looking at ensuring the HPC reaches every single industry you can think of. So how do you guys parse HPC verses a really big virtualized cluster? I mean there's so many ways that compute and store has evolved, right? So now, with cloud and virtual cloud and private cloud and virtualization, you know, I can pull quite a bit of horsepower together to attack a problem. So how do you kind of cut the line between Navigate, yeah. big, big compute, verses true HPC? HPC. It's interesting you ask. I'm actually glad you asked because people think that it's just feeding CPU or additional CPU will do the trick, it doesn't. The simple fact is, if you look at the amount of data that is being created. I'll give you a simple example. I mean, we are talking to one of the airlines right now, and they're interested in capturing all the data that comes through their flights. And one of the things they're doing is capturing all the data from their engines. 'Cause end of the day, you want to make sure that your engines are pristine as they're flying. And every hour that an engine flies out, I mean as an airplane flies out, it creates about 20 terabytes of data. So, if you have a dual engine, which is what most flights are. In one hour they create about 40 terabytes of data. And there are supposedly about 38,000 flights taking off at any given time around the world. I mean, it's one huge data collection problem. Right? I mean, I'm told it's like a real Godzilla number, so I'll let you do the computation. My point is if you really look at the data, data has no value, right? What really is important is getting information out of it. The CPU on the other side has gone to a time and a phase where it is hitting the, what I call as the threshold of the Moore's law. Moore's law was all about performance doubles every two years. But today, that performance is not sufficient. Which is where auxiliary technologies need to be brought in. This is where the GPUs, the FBGAs. Right, right. Right. So when you think about these, that's where the HPC world takes off, is you're augmenting your CPUs and your processors with additional auxiliary technology such as the GPUs and FBGAs to ensure that you have more juice to go do this kind of analytics and the massive amounts of data that you and I and the rest of the humanity is creating. It's funny that you talk about that. We were just at a Western Digital event a little while ago, talking about the next generation of drives and it was the same thing where now it's this energy assist method to change really the molecular way that it saves information to get more out of it. So that's kind of how you parse it. If you've got to juice the CPU, and kind of juice the traditional standard architecture, then you're moving into the realm of high performance computing. Absolutely, I mean this is why, Jeff, yesterday we launched a new PowerEdge C4140, right? The first of it's kind in terms of the fact that it's got two Intel Xeon processors, but beyond that, it also can support four Nvidia GPUs. So now you're looking at a server that's got both the CPUs, to your earlier comment on processors, but is augmented by four of the GPUs, that gives immense capacity to do this kind of high performance computing. But as you said, it's not just compute, it's store, it's networking, it's services, and then hopefully you package something together in a solution so I don't have to build the whole thing from scratch, you guys are making moves, right? Oh, this is a perfect lead in, perfect lead in. I know, my colleague, Armagon will be talking to you guys shortly. What his team does, is it takes all the building blocks we provide, such as the servers, obviously looks at the networking, the storage elements, and then puts them together to create what are called solutions. So if you've got solutions, which enable our customers to go back in and easily deploy a machine-learning or a deep-learning solution. Where now our customers don't have to do what I call as the heavy lift. In trying to make sure that they understand how the different pieces integrate together. So the goal behind what we are doing at Dell EMC is to remove the guess work out so that our customers and partners can go out and spend their time deploying the solution. Whether it is for machine learning, deep learning or pick your favorite industry, we can also verticalize it. So that's the beauty of what we are doing at Dell EMC. So the other thing we were talking about before we turned turned the cameras on is, I call them the itys from my old Intel days, reliability, sustainability, serviceability, and you had a different phrase for it. >> Ravi: Oh yes, I know you're talking about the RAS. The RAS, right. Which is the reliability, availability, and serviceability. >> Jeff: But you've got a new twist on it. Oh we do. Adding something very important, and we were just at a security show early this week, CyberConnect, and security now cuts through everything. Because it's no longer a walled garden, 'cause there are no walls. There are no walls. It's really got to be baked in every layer of the solution. Absolutely right. The reason is, if you really look at security, it's not about, you know till a few years ago, people used to think it's all about protecting yourself from external forces, but today we know that 40% of the hacks happen because of the internal, you know, system processes that we don't have in place. Or we could have a person with an intent to break in for whatever reason, so the integrated security becomes part and parcel of what we do. This is where, with in part of a 14G family, one of the things we said is we need to have integrated security built in. And along with that, we want to have the scalability because no two workloads are the same and we all know that the amount of data that's being created today is twice what it was the last year for each of us. Forget about everything else we are collecting. So when you think about it, we need integrated security. We need to have the scalability feature set, also we want to make sure there is automation built in. These three main tenets that we talked about feed into what we call internally, the monic of a user's PARIS. And that's what I think, Jeff, to our earlier conversation, PARIS is all about, P is for best price performance. Anybody can choose to get the right performance or the best performance, but you don't want to shell out a ton of dollars. Likewise, you don't want to pay minimal dollars and try and get the best performance, that's not going to happen. I think there's a healthy balance between price performance, that's important. Availability is important. Interoperability, as much as everybody thinks that they can act on their own, it's nearly impossible, or it's impossible that you can do it on your own. >> Jeff: These are big customers, they've got a lot of systems. You are. You need to have an ecosystem of partners and technologies that come together and then, end of the day, you have to go out and have availability and serviceability, or security, to your point, security is important. So PARIS is about price performance, availability, interoperability, reliability, availability and security. I like it. That's the way we design it. It's much sexier than that. We drop in, like an Eiffel Tower picture right now. There you go, you should. So Ravi, hard to believe we're at the end of 2017, if we get together a year from now at Super Computing 2018, what are some of your goals, what are your some objectives for 2018? What are we going to be talking about a year from today? Oh, well looking into a crystal ball, as much as I can look into that, I thin that-- >> Jeff: As much as you can disclose. And as much as we can disclose, a few things I think are going to happen. >> Jeff: Okay. Number one, I think you will see people talk about to where we started this conversation. HPC has become mainstream, we talked about it, but the adoption of high performance computing, in my personal belief, is not still at a level that it needs to be. So, if you go down next 12 to 18 months, lets say, I do think the adoption rates will be much higher than where we are. And we talk about security now, because it's a very topical subject, but as much as we are trying to emphasize to our partners and customers that you've got to think about security from ground zero. We still see a number of customers who are not ready. You know, some of the analysis show there are nearly 40% of the CIOs are not ready in helping and they truly understand, I should say, what it takes to have a secure system and a secure infrastructure. It's my humble belief that people will pay attention to it and move the needle on it. And we talked about, you know, four GPUs in our C4140, do anticipate that there will be a lot more of auxiliary technology packed into it. Sure, sure. So that's essentially what I can say without spilling the beans too much. Okay, all right, super. Ravi, thanks for taking a couple of minutes out of your day, appreciate it. = Thank you. All right, he's Ravi, I'm Jeff Frick, you're watching theCUBE from Super Computing 2017 in Denver, Colorado. Thanks for watching. (techno music)

>> Narrator: Live from Las Vegas it's the Cube covering Dell EMC World 2017. Brought to you by Dell EMC. >> Okay, welcome back everyone. We are here live at Dell EMC World 2017. This is Cube's coverage of Dell EMC, the combination, the big news here. I'm John Furrier with SiliconANGLE and my co-host Paul Gillin. And our next guest is Steve Fingerhut, senior vice president and general manager of storage product business unit at Toshiba and Ravi Pendekanti, ex-VP of service solutions and product management at Dell EMC. Guys, welcome to the Cube. Good to see you, Ravi. Steve nice to meet you. >> Thanks for having us. >> Steve, so tell us what's going on at Toshiba, 'cause I want to hear what you guys are doing and your role in the relationship with Dell EMC. And what is going on with your architecture because we've been hearing a ton about IoT of the edge, centralized pushing the intelligence to the edge, new architectures. The world is kind of moving to a new architecture. What's your pitch? >> Sure. Well Dell and Toshiba have a long history 20 plus years of working and both strong innovators. We're engaged both in our hard drive products as well as our SSD products, really across every aspect of Dell's portfolio, client server and storage. And we're really taking the architecture, both of those product categories are really popular as everyone, data explosion is happening. A lot of that is ending up on storage and our focus areas on hard drive are around the near line storage which are the high capacity eight terabyte and higher, really popular with the cloud architectures. We have a 14 and 16 terabyte helium-based drive coming out next year, which will put us in a strong leadership position. And then on the SSD side what we're highlighting at the show today is our latest generation NAND. And we've moved into 3-D NAND and we're showing our wafer with 64-layer, 3-D flash as well as the first public demonstration of any company of an SSD using that 64-layer, 3-D flash. So we're on that cutting edge and we see that really growing. And you mentioned IoT, that's really driving a lot of the big data growth. A lot of that data will reside on hard drives, right, for the long-term storage, but then you bring that into an SSD tier for the very rapid analytics work that you want to do to make decisions with that data. >> Steve, talk about the impact of the latest state-of-the-art, because to me it's, oh my God, it's speeds and feeds but storage, people always care about storage. Go back to the original iPod, then iPhone, things are in devices, you mentioned IoT, state-of-the-art has to get better, faster, cheaper. What's the impact to some of those specs that you guys just released in terms of the media, the SSD? What's the impact going to be for customers? Scenario-wise, what's some of the the impact going to look like? >> Sure, I think the number one impact as I talk to customers here at the event and it's no surprise but-- >> Give me more of that they say. (laughs) >> Every customer, every Dell executive says we need more. So really it's just the SSD adaption >> Ravi: Yes we do need more. >> Exactly, so that's exploding. So the number one thing this will do is it's the, each individual die on the wafer doubles in capacity and will soon double again and double again after that. So this 3-D technology really allows us to drive density. And that means lower cost, it means more capacity. It also means we can develop denser SSD. So more in the same space or smaller space. >> For the consumer it's obvious, it's all the devices, the wearables, but the business is really more fundamental than that, things that are going to be connected to the network, the microwave, the air conditioning, all the sensors in the world are going to be now digitally connected once analog, now digital. I mean, that's kind of where, does that kind of get that right? >> Absolutely, and those are, that same technology will be used in a a lot of end devices. It's in your smart phone, it's in your smart watch. It'll be in a lot of those smart devices capturing the temporary data. But then that all gets consolidated in a massive pool and companies are looking for how do they efficiently scale to capture and analyze that data and turn it into revenue and profit. And that's where the performance of SSDs and in the future the higher capacity levels will all efficient scaling at the data center. >> Ravi, in the hyper diverge market, now all the sudden you've got the storage coming back into the server-- >> Ravi: Yep. >> What are customers looking for in terms of performance on the storage side? Are they driving you for the same kind of constant drive for more capacity and better performance? >> Absolutely, Paul, I mean if you think about it the workloads of today are vastly different than the workloads of the past. Think about it. Today people are not looking for data to be just collected. It doesn't have the complete value or in my view it doesn't give you anything other than just lots of bits and bytes. What really gives you the power to act upon is information and so to create information you need to take the data, go process it and get you to the same, to the level of detail you can act upon right? So that's the analytic extension. So having said that, today when you look at any of the industries, whether it's genomics, whether you're looking at mission learning, deep learning, these require a sense of performance to be provided for our customers because they are looking at analyzing data quickly enough. That's when they can act on it. So our customers are absolutely asking for better performance and higher capacity and they need it now. >> So Toshiba's not a new player to you though, they've been a supplier to the Power Edge, right? >> Oh, absolutely true. They've been a fantastic supplier for the last 20 years. We look at them more as a partner. They've been with us through the journey. We've been, if you think about it, for the last couple of decades we've been shipping your product and they've been working through us. We've been working together, just not as, it's not just a supplier kind of relationship. We actually track their new technologies. Steve just talked about 3-D cross point and things of that kind. We are working on those technologies together to ensure that we give our customers just not the latest technology but also to to provide them with the right price performance. Again, I emphasize price performance because it's just not one of them on it's own that has merit to our customers. >> Is brand important to your customers in terms of a storage provider? Do they ask for Toshiba brand? Or does it matter? >> What they do ask for is they ask for reliability. Right, they want to make sure that they have a reliable product. And then if you think about it that really translates to them to certain vendors. So yeah, they could have a potential propensity for a certain vendor. But it all starts with reliability. If you really can't have a reliable component in the service that we sell, it really doesn't help our customers. And that's where, it goes back to the point I was making earlier, which is this long-standing relationship with the companies because we have built that reliable product that Toshiba's been providing for us. >> Steve, tell us about the relationship with SSD and the enterprise? Everybody knows people want more solid state, that's, everyone kind of sees the consumer product. Where's the progress bar in terms of adoption because we, I hear stories and we actually report them on SiliconANGLE, I'm buying capacity, I'm all flash drives. Server certainly has their share of flash as well. David Foyer and Wendy Bond have been covering that for years but now in the Enterprise and all the other mainstream products, where's the analogy here, what's the tipping point? Are we there or? >> Well, if you look at if from a dollars spent perspective, actually this year is the crossover where Enterprise's SSDs will consume a higher amount of the spin than Enterprise hard drives. So people are putting their money-- >> Spinning disc, you mean. >> Exactly. >> The old hard drive. >> And so that crossover will happen, has happened, if we had more supply, if the industry had more supply I'm sure it would have already happened. And now if you look at it from a gigabytes perspective of course hard drives are much, much, are still the vast majority of the bits shipped. And so, it really is about data, intelligent use of flash. It's fast, it's very reliable, it consumes less power but it is also more expensive, so you have to pick the right applications and the right ways of deploying those. And that's were Dell and Toshiba work together with partners like VMware. We're talking about a certified solution around Toshiba Dell, VMware V stand, as well as Nutanix. And both of those solutions in a converged architecture and hyper-converged architecture, they rely on SSDs in every mode to ensure you get the performance scaling. >> The SSD has been exciting because sort of hard disc performance peaked out about 10 years ago, and we've been jerry-rigging ways to make it faster but SSDs genuinely are getting faster and faster. What is the upper limit on speed right now? Are we looking at Moore's law type of growth in performance or does that top out at some point? >> We can, we get to saturating the interface with performance but I'll tell you the most customers aren't asking us for more IOPS performance or more bandwidth, certainly they'll take it but when you put several of these in a server or storage box, it's more than the interface can consume. So certainly there's been, if you look at the bi-segment type of growth rates, it's moving into how cheap can we make it, can we reduce the endurance. It's still plenty fast and kind of opening that up. That's a growing tier. And so we're really seeing that kind of good enough performance driving a lot of the expansion. >> Ravi, how about the architectural challenges? I was joking with Dave Vallant, a couple Cube things ago about Dell, oh Dell, their supply chain was their big innovation and everyone kind of knows that story of how they, I said data is the new supply chain. Data is now coming in and you got the form factor on storage memory, which everyone wants more SSD, give me more, we heard that. How are you guys going to build your server architecture to handle the tsunami of data coming in from stuff that this is going to enable. I mean, everything in the business will be instrumented with data. >> Absolutely. >> Devices and sensors are coming in. >> Yep. >> Is there a server for that and how do you >> Steve: It's called streaming. >> It's a moving train architecturally. >> Ravi: Yes it is. >> So what do you guys doing, give us an overview. >> It's interesting that you ask, John, because when you look at a server today it does have to deal with lots of data coming in. And it's just not data but if you look at it, there are, we used to talk about storage tiering, now I think we got to start looking at memory tiering. And what this means is we have to fundamentally change the way the architecture of the system is put in place and for example in 14G, we are now coming out with more of our important talent sets. It's all about scalable business architecture. Again, this goes into the whole premise of, we talk about work loads, as work loads change, you talk about IoT, you talked about how all the data is coming in, you got to synthesize it. You also need to have an architecture that essentially says I have to go get this data in. I get it the right time. It's not just getting data in. So we are working on things called MCA, which is memory centered architectures. 'Cause at the end of the day, it's analogous to, and I'm from California, we have in the Bay area, we have the 101, that kind of is the nerve of the entire Bay area. >> John: It's crowded, we need more. >> It's crowded. >> We need flying cars. >> A lot of bottlenecks. >> Absolutely right. >> Io problems. (laughs) >> Absolutely right. >> Yeah, right. >> That's your IOPS. >> Elon Musk is going to figure this out. >> Yeah, that's the goal right. >> Flying cars. >> We on the service side are trying to do the same thing, which is as more data, like more cars are on the road, we now have to go to ensure that the connectivity between the memories of system, your storage subsystem, and the CPU actually comes out to be a low latency, high bandwidth kind of a solution, which is what goes back into what I call memory centered architectures. So that's essentially what we're working on, to ensure that we have an optimal performance at the application level because that's what customers need. >> Cool, well what is tiered memory and is that actually a thing now in the 14G server? >> So tiered memory is something that, I mean, we are setting the stage for the future, right? So we talk about tiered storage. Were are tier one, tier two, tier three storage. If data was not being utilized you basically took the data but it on the tapes for example, right? In the current generation, a lot of people use hard drives as a way of putting data out. So likewise in memory, I mean, if you really think about it you have the registers, you bought the L one cache, the L two cache, those caches. Then we are coming into all kinds of NVMe drives. So that's what I mean by kind of clearing the air to deal with. There is normal memory, you've got persistent memory, right? So those are the new memory-- >> By the way, stateless cloud native really and microservices use state and stateless apps and, you differentiate between the two and SSD is great for that. >> Yes, so this is where I was going back to your question, Paul, is that's the way I think we are in the early stages of how we evolve. So that's where you'll see we're going to support no persistent memory for example, when people look at SAP HANA, they won't have memory. It's basically in memory database. So these are the kind of things we are doing. So with 14G for example we are working on things like that. We'll have 14, I mean about 19X, more NVMe than we had in the prior generation. I wish I could give you more specifics but we will do as we get into the formal shipment of the product, but-- >> John: Shipment's in the summer, though right? This summer is what I heard? >> Summer. >> Summer time frame, a few months away. >> Yeah. >> Okay, talk about the relationship between you guys. Obviously you're partners, this is a significant component, I would worry about as a customer, availability concerns, allocation of products. Are we good, supply solid? I didn't mean to put you on the spot. >> No, absolutely. >> Let's put him on the spot, we need more. >> It's a great question. >> Get the checkbook out, I get a commission. >> You know it's a great teamwork. You think about like the great teams in history, the Jordan-Pippin, they worked together. >> John: Bird and McHale. >> Exactly, and they can anticipate each other's next steps and that's really how we're operating. Ravi mentioned that we've worked hard to make sure we have product alignment up and down and the next is Dell technologies has massive scale so aligning the supply chains is key and we've done that to make sure we have the right products in the right place for Dell's customers. But in terms of supply, yeah, it really is about getting to that next generation where we can double our capacity per wafer or even more in some cases. So that will really allow us to open the spigots and we think 2018 is going to be a-- >> And the impact to the customers, guys, just comment on the relationship, what's going to be the impact to your customers? >> So, first and foremost, jokes apart, we know about the constraints in the industry on SSD drives. So that's an industry-wide thing. So one of the things we've been doing with Toshiba is we have regular interlock meetings. We discuss where the demand is, and we help forecast where we are headed. We actually worked through the process. We do anticipate that something that Steve's team and our teams will be doing together. >> John: This is not new for Dell, this is their wheelhouse. >> It is, it is. But I will tell you, John, given the constraints we have in industry, I must say that in the last couple of quarters, we had to put a lot more emphasis on how we go deal with this because, going back to the prior comments that gentlemen made, there's such a demand for the SSDs right now, that I wish the supply and demand were not out of balance. But they are, right? We got to work through and try to ensure that we don't surprise them as partners so we don't come back and say "Hey, give us a truckload tomorrow." So that's something that we are actually finishing. >> And they're shaping your strategy too. They're an indicator to where you can go based upon the tech, the state-of the-art. >> Absolutely, this is were our call is. It's a constant feedback mechanism we have built. I mean they know the SSD drive market, the NAND flash technologies better than we do. Right, they do. And we understand the overall customer side and what impact is from the computer for example in our case. And now we go back in and try and see how we can do a better mechanism of shaping the demand and ensuring that the right product is available at the right time. >> Is a relief in sight with the shortages? >> I think it's going to be linked to those next generation technologies. As we ramp those and get them into production, the SSDs and into Dell EMC systems, then you will see the balance come back in the industry. >> Paul: A year, two years, less? >> That's, I think most people are saying it's going to last through this year. We're obviously working very hard to get the right products in the right place but I think most people are saying it'll last through this year, but we'll see. It's hard to predict. >> I think that's the consistent message we get is at least three to four quarters before things stabilize. >> Well, Ravi, congratulations on this scale. I think it's a huge advantage and certainly you've got some great supplier relationships with the scale. Congratulations to Steve on the state-of-the-art new stuff coming. More, faster, come on, bring it on. >> Absolutely. >> John: Internet of things is waiting. >> It is. That market is waiting for you guys. Congratulations, thanks for coming on Cube. We appreciate you sharing insights. >> Thank you, I mean, we couldn't have found a better partner as we announce our 14G and we are excited about it. Thank you for having us both, John and Paul. >> Great stuff. >> Thank you for having us. >> Bringing you state-of-the-art content here in the Cube but more importantly faster, memory, SSDs and the Enterprise taking over the hard disc drive certainly a ton of data, a tsunami of data coming in from all angles, IoT and the Enterprise and everywhere else. It's the Cube sharing hard data with you. Be right back with more live coverage. Stay with us. (upbeat electronic music)