from the silicon angle media office in Boston Massachusetts it's the queue now here's your host still minimun hi and welcome to a special cube conversation here in our Boston area studio I'm Stu minimun and we're getting towards the end of 2019 where we've had a bevy of cloud conferences I've - I've attended Microsoft ignite cube con cloud native con and the big the Super Bowl for industry AWS reinvent is right on the horizon and happy to talk about some of the data protection items related to cloud welcoming back to our program RIA a touch Barrett who is the vice president of marketing in the data protection group at Dell EMC Fria great to see you great to see you Stu nice to be back alright so RIA you know obviously cloud has had such a huge impact on our entire industry you know transforming what's happening there bring us inside how some of those trends are really impacting your organization in your customers yeah definitely I think one of the things that no one would be surprised about is that organizations today are managing seven times the data that they were managing just two years ago so last year in 2018 there was a study done by Vanson Bourne and analyst firm it's called the global data protection index study where they surveyed over 2,200 IT decision-makers and they asked specifically about their data protection challenges one interesting data point is more than 76 percent of the surveyed had placed some sort of data disruption in the last 12 month the preceding 12 months before the survey and 30 close to 30 percent are twenty seven to be exact had lost data costing upwards of millions based on that disruption so before you even get into some of the market trends that's complicating protection I think a lot of customers are still very challenged with their data protection just in any regular environment now the challenge are on data protection and even more broadly data management because again there's the 80/20 rule a lot of your data is actually in the tertiary secondary copies of your data it's getting more complex so a couple of big trends that you and I talk about all the time data growth we kind of talked about that data distribution data is more distributed than ever you have it across multiple clouds you have data hungry technologies like artificial intelligence and machine learning that's basically generating data volumes that's unprecedented and that will be generating data volumes that are unprecedented and obvious and some of these technologies are actually also fueling data growth at the edge so I think that I saw a number or I think Michael Dell was talking about how the data at the edge is actually going to surpass data in all of the clouds combined in the near future then you have application transformation so that's where cloud really comes in a lot of our customers are speeding their time to market and their exchanges and interactions with their customers by really transforming their application development and using cloud native you know application deployment to really fuel how they're how they're developing apps and that's requiring new ways of data protection then you bring into effect all the regulatory rules there's one coming up very shortly I think in January so you have increasing governmental regulations you have increasing privacy laws and and mandates so again data protection is getting into this area where you would say it's in the eye of the storm yeah so many challenges what we've really loved to document over the last few years is the opportunity around data your business is creating new business value creating new lines of business and really extracting information use the word information even you know we've really defined is what defines a company that has successfully gone through digital transformation is it as data that is driving decisions and companies there so you've talked to a lot of customers you've got some survey data or you bring us inside you know what are some of those leading-edge customers what differentiates kind of the leaders and ones that become winners in this world compared to before data was at the center of what they were doing absolutely three the power of three again I think the the companies that are really doing things well or have seem to have a handle around their ever-changing data protection needs are doing have three things in common I think the first thing is pretty evident and you talk to it just now Stu they value data they see data as capital so the amount of attention they give to data is really significantly different than a lot of the other companies so they really ranked when they talked about how they see data as the most important capital you know one of the most important capitals in their in their environment they looked at productivity apps as a significant area of importance they looked at AI machine learning business intelligence and analytics as some of the most critical applications including the new cloud native applications they are gaining significant importance in the eyes of these companies so first and foremost they really value data and they want to make sure that they are protecting it in a way that really meets what they need to the second thing that's really interesting that they're doing is they're investing in a single vendor for all of their data protection needs again this is based on the global data protection index study of the 2,200 IT decision makers and GDP I found that companies that are using at least two vendors are 35 percent more likely to experience some sort of disruption and when they talk about disruption they talked about downtime ransomware and they talked about data loss as the number most frequently cited disruptions in their environment and multiple vendor solutions really really lead to increased complexity there's just more touch points disparate management tools especially when you're in a recovery type situation it just adds a lot of complexity to it including service and support experience that you're going to get from multiple vendors so again investing in a single solution across a very diverse portfolio of application deployment choices physical virtual multi-cloud including extent to cloud use cases as well as cloud native protection really makes sense from core to edge to cloud and I think it will increase decrease the complexity as well as minimize the downtime associated with any type of disruption so that's the second trend so we talked about they value data the second one was that they really have investing in a single partner in their data protection solutions the other one is that they prioritize the third one they have some fundamental needs that they prioritize for their multi cloud so they prioritize scale efficiency as well as ease of management for their multi cloud data protection needs so while cloud computing gives us a lot of flexibility agility it can also bring with it complexity unknown costs and increased risk if not managed appropriately and if this extends to your data protection environment so you need data protection solutions that basically can manage that are easy to scale easy to deploy and deliver efficiency and resiliency across this multi cloud environment so those are the three things that are really doing differently still all right yes so many so many things that customers need to think about now living in that multi cloud world cloud native infiltrating the application environment so as we look forward to 2020 here what are those new requirements so you know what a customers need to really think about when they're they're shaping the future of building their environments yeah that's that's a great question and all of the new requirements start with the fundamentals if you don't have the fundamentals and your requirements will fall short and if anything the fundamentals are becoming more and more critical so we already talked about what those companies that are doing well really do differently so they value scale efficiency performance and when they look at those environments they look at it across a distributed deployment model so you're talking about global scale performance at a global level you know if efficiency across the cloud as well as the cloud resources that you're utilizing so if when you talk about efficiency and performance and scale it takes on a brand-new meaning in the new set of requirements and then there's some real new new requirements so for protection we're seeing protection for cloud native applications so we were at kubernetes and we had our kubernetes cube con and we were showcasing our container data protection kubernetes container data protection so we're doing a tech preview of that that got really well received because a lot of companies are struggling with how they're going to be protecting containers and then you have protection for modern apps SAS based applications MongoDB cloud era type applications that now need protection so it used to be a wide range of different applications now there's new modern apps that need the same level of protection and they have new requirements one of the last ones is again protection of traditional because you're going to still have a big traditional deployment and cloud native applications at what we're calling global scale so what does global scale mean it means you have visibility and reporting to ensure protection across health compliance efficiency across core edge and multi cloud right those are going to be some of the new requirements and then data reuse is another one that we see coming up more and more so there's so much investment in making sure your data is protected and companies want to actually get additional value out of their protection data and they want to drive that value through innovation through being able to leverage that data for app dev and test analytics type work so really they want to be able to do that on their secondary and tertiary copies so that's another set new set of requirements that we're seeing so it starts with the fundamentals and then you need to be able to scale and drive these new requirements yeah absolutely in many ways some of these requirements echo what we had in the past you know go back 20 years ago was spreading a crawl you know mainframe UNIX and Linux and Windows and now it's multi cloud and SAS and hybrid environments so really exciting stuff you know your team you know just give us a look for 2020 you know you know seeing Dell EMC show up not only at of course Dell technology's world but you know cube Colin and reinvent and some of these cloud shows yeah yes more and more Dell to be announced I'll tech cloud last year so it's a big focus for the company what we're doing in partnership with VMware so there's a lot of exciting things that are happening and data protection is really becoming critical to all of these conversations so it's going to be a very exciting year I think it's going to be a defining year for us next year and you're gonna see innovation like you've never seen before from Dell EMC all right exciting stuff definitely so much opportunity innovation happen in the clouds Rhea thank you so much for the updates looking forward to seeing the team with lots of you know over 50,000 of everybody's friends in Las Vegas for AWS thank you thanks for having us - all right be sure to check out the cube net for all of the AWS reinvent content as well as all the other shows we've done this year and look forward to 2020 also I'm Stu minimun thanks for watching the Q

>> What are you? This's and who we are today? A za country as a university. Congratulations, Reggie Jackson. You are Cube alumni? >> No. >> Live from San Diego, California. It's the queue covering Sisqo live US 2019 Tio by Cisco and its ecosystem barkers. >> Welcome back to San Diego. Everybody who went to the Cube, the leader in live tech coverage. My name is Dave Volante, and I'm here with my co host Student of the day. One of our wall to wall coverage of Sisqo Live 2019 behind us is the definite zone. A lot of action here. A lot of the C c e E. Folks learning howto code infrastructure. A big trend in the business G written houses here is the senior vice president and general manager of the security business group Francisco. Gee, thanks for coming on the Cube. My pleasure. Thank you for inviting me. So we've been talking on the cube a lot about Cisco coming at it. Multi cloud, for example, from a position of strength, try to convince your customers that your networks air higher performance, more cost effective and very importantly, more secure, of course. And I mean everybody always wants more performance. They want lower costs. Security in many ways has begun to trump those other two attributes. They they become table stakes, security as well. But security is really number one. Now talk about that. Talk about the major trends that you're seeing. >> Well, of course, of course, security now is top of mind for everyone. Board level conversations, executive level conversations all the time. I think what ends up happening is in the past. We would think about it as network performance cost, etcetera security as a tangent kind of side conversation. Now, of course, it's built into everything that we do in the conversations that we have. And it's equally around performance, but also round simplicity, because security tends to be a little bit hard and lots of process. And how do you go through with compliance? Regulations were also folk. He's in a lot of effort on making it simple. >> Okay, so the big trendy, obviously, here's people talk about what you used to put all the money in the perimeter, hardened the perimeter. Now you can't dig a moat anymore. The queen leaves your castle. Yeah, it's a whole new paradigm. Yeah, So customers are realizing that it's a board level topic. Now, how is Cisco responding to that trend specifically? >> Well, quite frankly, what we're doing is taking that old perimeter and moving that perimeter to the appropriate spots Could be your branch. Now doing direct Internet access will move the perimeter to the branch. Could be your users. Your local mobile workforce will move the perimeter to surround those users and, of course, those applications that are sitting in the data center. Now, as they moved to and from the public cloud, we put segmentation, micro segmentation and follow them as well, to those perimeters are breaking down from one giant moat with the queen. Now we have lots and lots of little ones. >> So it's like the cubes do. You could bring it in exactly everywhere, everywhere built in. >> So you know what we know. It's a multi cloud world for customers today. One of the important pieces to help pull together the multi cloud is the SD land piece. Francisco, as a few diff different solutions in that space, an area. I was hoping you could explain that security piece of S t win, because people think of it so It's kind of like the old way, an opt or some of these other things. But security is such an important piece of that, you know, ever growing landscape. >> So you know, it's funny because people are adopting Ston for simplicity as well as lower costs, and the last thing we want to have forced people to do is to have tto bolt on various security solutions. Right then also, you know, the next day your network operations is complex again. So what we did last year was we took part of the security portfolio and built it directly into our on premises ston appliances so that you could take that ston deploy it. And so security is built in. That is a huge, huge market opportunity. And of course, since we also have a secure cloud platform, we're moving that same feature functionality into the clouds. So whether our customers want to secure their ston with technologies on Prem or in the cloud, Cisco has both ends >> covered wound. It ties into the whole development dev ops mentality and Christians appropriate here in the definite soon. But do you want to ask you how have organizations? However, there was security regimes or how are they evolving? How are they changing? It used to be okay. SEC ops. That's your problem, guys. It's your problem. And we know that doesn't work. Yes, a team effort. But talk about the organizational evolution that you're saying. >> We'll not only so the organizational effort. You were seeing a lot of the technology emerge and from an organization perspective, whether it's it's under a CEO or see. So that's a separate conversation. But from a technology perspective, they're getting heavily, heavily integrated. And that is now forcing network people to actually think about policy segmentation security muchmore than they were in the past and, conversely, security people starting to think about mobile devices and networking and things like that. So we're seeing this big blur across the organization, both from an operational perspective as well as processes and work flows. >> What about the role of data and analytics in terms of Howard informs you how that's evolving machine intelligence coming into play? How Cisco exploiting that? What's it going to >> mean for your customers? Well, as the industry leader in terms of security, we consume massive amounts of data. For example, we block 6,000,000,000 events per day. That's more than Google queries, right? We do 185,000,000,000 DNA s queries. That's 5% of the global Internet traffic. Of course, Ria's humans can't like calculate what's the good in the bad? So we rely heavily on machine learning, artificial intelligence and whatnot. We have the largest non government threat research group in the industry, and that's what they do day after day, looking for those needles in a haystack, thes threats in the sea of normal. >> And you can't do that with with alerts. I mean, just that way you've gotta have automation. So in his world of cloud, so so talk a little bit about the automation principles that you guys are done designing into your products. >> Well, security is one of the fields where not only do we have to calculate the alert, but we operate in the environment of false positives. You could turn on like we're going to protect you and block everything. But then also a lot of things that appear as threats actually weren't threats, those air, false positives. So our goal is to protect the enterprise and get zero false positive go all the way to the edge and the way we do that, of course, is not only tow, automate and say these are all your events, but we have to rank. Stack them in terms of importance. There's only a certain amount of time in the day, so you want to go to the most important, most critical event. Automate that, then go next the neck. So we automate but also ranks stack in the presence >> of false and do you see the day? Or maybe you're starting to get their ready where the machine actually acts as an agent for you and certainly, I'm sure a plugs, holes and things like that, but actually takes it one step further and makes decisions about what to go after. So >> in many cases, yes, particularly riel time around files and things like that in other cases? No, because there's a work floor flow there that says I'm actually not going to deploy those firewall >> rules >> until I test them and evaluate them and whatnot. So everything from rial time into probably >> aware you need a human and that you do, in the end, the Yeah, yeah, >> So in an ever 10 changing threat landscape. But, you know, how do you make sure you keep up? Cisco's made a number of acquisitions. How do you make it a seamless, you know, security environment for them, despite all of these various threats and attacks. >> So welcome to my day job studio. So essentially, we've done two things. We've taken all these assets, and we do accumulate and acquire the market leaders in the space. And the first thing that we do is integrate the back end. Though all those events I was telling you about, they're coming from all of these technologies, so we bring them all back so that we can focus on the efficacy. That is a big step, but that's what we do first. Then the second step, once that's done, is to integrate the front end so that the user, the customer, can sit there and go. Oh, I'm tracking an event. It came in through our email. It came in through a firewall, came through our end point and unify the front and experience. But the first thing we do is always on the back, >> so you get a lot of pressure from customers, obviously, because you are the network. You get a lot of pressure for them. But you in a position now, toe, actually lead the transformation with your customers. I mean, the whole paradigm shift, the mind, this shift. And what do you doing along those lines? >> So we are absolutely leading our customers were leading it and secure D A direct Internet access and SD win. The other thing that we've been investing heavily is in zero trust. So instead of just allowing everyone on the network and follow the threats we acquired Duo last year the leader in M F A. A and zero Trust. And now we're integrating that into the network so that we can also establish trust. But then block and verify. >> Craigie, I know you gotta jump, so thanks so much for your time. I recognize you. Thank you so much for coming. You're welcome. Great to have you. All right, keep it right to everybody. We'll be back with her next guess right after this short break, David, want a student at Lisa? Martin is also here. You watching the Cube from Cisco Live? San Diego back? >> No,

>> Live from Las Vegas. It's the queue covering Adobe Summit twenty nineteen brought to you by Adobe. >> Hello and welcome back to the keeps. Live coverage in Las Vegas for Adobe Summit. Twenty nineteen. I'm John for Jeffrey from the Cube. Our next guest, Bradley Jenkins, was the marketing CEO and vice president. Met Life, part of the global technology and operations group. Innovative title. But thank you, >> Yeah, thank you. Thanks for having me. >> So we're here to do the summit. A lot of things are happening. It's really interesting because you have a convergence of two worlds and it looks like a cloud world. It's it's it's the creative cloud. It's the experience Cloud now called The whole World shares a lot of devil's mindset in there. Got a platform? The whole world's changed. Now marketing has a full blown class, not just marketing class, so it's a whole system. So as a marketing seo, what does that mean? Is now a new role emerging in organizations? Is this where we're team? >> I think it's a It's an emerging role. I think it's one of those things where in the in the market and technology space, the lines are blurring, and part of the role of people like me are the ones you could be the bridge makers between the two functions and bring in products like we see all around us here today. Cloud based Solutions How do we activate marketing tactics faster, quicker on. Then combine things like experiences with tools and technologies in different ways. I think it's a specialty skill, and it's coming out now and emerging >> well. One of the patterns is that marketing departments that have a technical and also a relationship seems to be more agile, transformed faster. This seems to be the same thing you guys are looking at right? >> Exactly. It's all about speed to market. So agility is this one co looking and combining everything from creative to the developers, all in one Teo product resource person all the wine and we get in and try to solve business problems. Fastest possible. But you're almost kind of a personification of the story we hear all the time, which is? CEOs get a seat at the table right now. They're no longer just keeping the lights on in the system's lit. But it's a fundamental way the company goes the business of fundamental way the company interact with their customers. So to actually put a marketing CEO title. That's a pretty unique thing I don't think we've ever had one on. So you come at it, no doubt about it. I'm here about customer engagement, customer experience, not keeping the light on. That's right. That's right. First, one side, like a unicorn. >> How's it been? So tell us some of the things you do. I love how you're part of a global technology and operations group. Noticed the word operations and tech together again, back to this cloud theme of Dev ops, which changed the game on the world >> it has. >> So we're seeing that same thing happening playing out in the creative market, whether it's content for here, same thing. Explain some of the things you're doing. >> It's the same thing, and it is Everything's very cloud based today, obviously. So everything from building out content, platforms and services and kind of services framework switch, which is which is key to what what we want to do but also campaign and analytics and, uh, you know, social and what the emerging capabilities are in social. How do we tie all those together but do in a way, we're capturing data and insights across all of our channels in a more creative, quicker way, then activating that across new new experiences. >> You know, Bradley, one thing I wanted to ask you, And I'm glad you came on because I've been really kind of riffing on this idea and trying to get a date in actual year kind of a before cloud after cloud demarcation line because, you know, we're in Silicon Valley. We cover a lot of startups and literally ones go big or go home is kind of the mantra. But if you were born before Amazon, you're pretty much either aren't around or got acquired. If you're born after Amazon, where clouds scale and all this stuff happened, you tend to thrive in a whole new kind of shift. So in Martek, which is heavily funded, sector on the ecosystem map of pure play applications was pretty dense. >> Is very dense. Yeah. >> Did that live up to its name? Did it shift and shape? What's your thoughts on that mark Tech landscape could? Certainly, it's relevant when you're marking CEO. You want to put technology in place. Has the platform shifted? What's that? What's going on? Tell us. >> Yeah. So you know, I think has it lived up to his name? Uh, yes, and it's created challenges that the same thing at the same time. So what is still in the Martek landscape is seventeen thousand or whatever tens of thousands of products. Now Mr Wescott fingers latest one shows every year it doubles or quadruples in there. And I think one of the biggest challenges we have now is just navigating, never getting the landscape, but then be able to pick out and say, Here are the five things and you focus on Here is how I'm going to tie them together and in great demand. And there's a lot of noise and you have to break through a lot of that to build a craft. These solutions together. So in a lot of ways, I think it's lived up, Uh, a lot of ways. I think it's create a lot of new challenges that things like markets he has you to think about. Be aware of the bread, the people that are out there. But that's just the capabilities. How do you stitch them together and you become more of a weaver? Then thin a specific domain >> class early adopter proves the model. And now reality as operational izing things becomes clear. The wheat from the chaff, as they say, kind of get figured out >> exactly friendly. I want to get your kind of thoughts on a CZ. The relationship between the company and the customer has shifted from sitting down with an agent or maybe talking to it. Agent on the phone to really Elektronik means how you've been able to kind of continue a certain type of brand experience. And I'm also just curious your feedback on the theme here where it's not really the transaction. It's the experience of which the transaction is a piece of How are you seeing that play out in the way that you guys interact with your customers? Yeah, and I think for us we're in evolving state to we have agencies and brokers that we worked through, and so it's a bit of the model in some cases, in some cases it turns, and we're about to see targeting >> B to B >> group customers as an example, and so the experience is very a bit so for us, it's experience of the customer, and how do we service some? How do we treat them. What's the purchasing servicing capabilities look like? What's our customer service look like? But also the experience of agents and brokers. And are we providing the right service and products to them to build equipped them to go help in resell product? So we look at it from a couple different angles and depends a lot on context and where we're operating in product and servicing products at Is it easy to maintain kind of the voice of the brand, if you will, through these alternate channels or, you know, how do you kind of stay true to the brand? Yet go to market through these. He's a myriad of channels. Yeah, it's no Isaac, a question that we're really working through the same kind of things now of what can we What can we help provide agents and brokers with, and that helps with our brand? Our friend promised up. Some sell better. That it's it's a work in progress, but technical challenge? Yeah, I don't >> really have >> all the answers. >> Take a minute to explain the MetLife transformation. What you guys have done. Where are you now? In the jury? Your journey will be customer. You're here at their event. Where are you on that Progress bar? How far along are you? It seems to be a theme of transforming. Continue to transform is what successful company doing. Our iterating are raising the bar. Whatever term used where you guys at, Can you take us through? >> Yeah. So a few years ago, we we refreshed our enterprise strategy. We placed a customer in digital on data at the center of our enterprise strategy. And we have pillars around different transformation aspects that we're working on everything from customer service too. Right? Products simplifying our product messaging the way we talked about product specially in insurance can be complicated. And so we're trying to get a little a little more concise and clear and package things differently. But But at the core, our strategy now is placing digital placing diddle data at the center of it. Uh and then how do we enact data and new and different ways Everything from not only knowing customers, but how do we use data to great better and smarter products or even the risk different products that we have waken me price competitive in certain market areas. >> So Data's lifeblood of your transformation. It is. What's the strategy? How you guys enabling that internally? What some of the results will take us through experiences, zealously numbers. But I'm sure it's helping. If you do it right. It's challenging, though it's not easy. >> It is. Yeah, it's challenging, and it will take a while to sort it out. So we'LL say we've solved everything. Uh, but But I think we look at a few different things. What one is knowing the customer? And so you know, we're investing heavily and try and doing things like customer profile and a customer. Three sixty. Whatever you want to call it different in different, different areas. Uh, but how do we know them? And then how do we then act? There's the data's insights into different channels. So we've had a lot of a lot of good successes in there, in particular markets on creating more engaging experiences and lifting customer retention and loyalty. So we have good, good insights there. We're planets in different areas, so things like we go to bid for new products and or new new customers around a new product area. What can we do it for our pricing models on. How do we love its data around Where is geographic or whatever it might be? Or demographics and fly it to be more price competitive? And we're starting to see a lot of fruition there and how it gets applied. Tto win New business >> One of the things that we've been talking about on the Q through got a lot of events, and the theme that comes up all the time when you have these new shifts is new. Things are emerging. New capabilities, different economic points, scales different. So all good. Now the hard part is making it work. Operationalize ing Something new is a huge challenge. It is. Did you share your view on that? And reaction to that because this is seems to be not about the tech about either skills, gaps or culture gap. There's a lot of things in the way of operational izing, something new. What's what people do to operationalize something? >> Yeah, no, it's a good question. I'm glad you brought it up because that's actually one of the things that I have a caper. A lot is a lot of times we lead with the tech and then we place it And then we say, Well, now what? And then everything you know is what it comes to a standstill. And, yeah, you have to leave with people. Process so again in for a transformation, understand exactly what it is you're trying to solve. How are you going to solve it afterwards? Do you have the skill sets and place to do it and then follow up with the tech? And then I think a lot of a lot of companies do a little bit reverse where they go in acquiring, like we're going to solve this and bring the cheque in and in your little literally left standing at the end of day of How do you have the operational ises? So something we focus on a lot is it is the people process piece of enablement training, the skills that are required. How do you turn it into a machine after you bring the tech in to really start pumping up? Whether it's a growth objective or call status, I've never where the object it might be. But you have to you have to almost produce this into ah life machine of its own that cannon live and breathe after you bring the second. >> What should more marketing CEOs as it becomes a price? I think it will be. In my opinion, I think it will be a roll because it's really critical because of the opportunity. What should they be doing? That's this New persona evolves. You're pioneering it. What is the job function? What does it do in your opinion? Has this take shape? >> Yeah, I think Number one. Learn the business. And I think you have to speak the same language. And that's one of the biggest challenges translating so different languages across different groups. In the first thing, any market so you could do is go learn the business, speak the same language, then what company you know. We're in insurance company and a risk management companies. So understanding, finance, understanding, mark objectives. Your customer detectives is key and then figure out how to start mapping the solutions in. But, yeah, I think it's it's It's a fridge, a role. We have to be able to be a navigator in away across solution options, but always in context of understand the business and how you confessed, apply, and in a specific way, >> Data wrangler of course, because you're wrangling a lot >> of data. If I don't have a lot of intersection with, you know, kind of actuarial side of the house, which is, you know, kind of always been data driven, right since the early earliest days. But I mean, are you seeing you know, kind of that side of the house? Kayla, you know, can we get we get some of these new tools? Could we get some of these kind of new ways to approach the data problem than we historically did? I think now, now? Yes. I think it has been an evolution. I think in the early days of data, it was a bit more of a scary thing. And so I feel like we're, you know, as advocates in the sea of space that we were pushing a little more than, you know, being pulled in. And I think I think lately in the last couple of years. But I know at least until we've seen a shift of demand side of requests coming in, saying we need to partner way ideas of how to accelerate and be competitive, which is great. Now it's almost become a supply demand trick. Where you just can't keep up. Because the level of segmentation on kind of classy the insurance, you know, kind of breakdown is really high, right? Sex age, you know, a couple other factors. But you know, now that the amount of data that's available, that amount of real time data, it's available on changing, they've got to be going bananas over on that side. >> You know, one of the things that we've been seeing on the side again. I want to bring a question in the marking CEO piece is on. We've had many CEOs talk about this on the Cuba and direct interviews is they've outsourced everything, and they really had no core competency, had all the big size running stuff you had global outsourcing development. And as cloud became important, they had the build applications internally, didn't have the skills, so they had to quickly reset and rebuild and in house capability. And the result of that is ongoing and seen. The ones who've done that well with cloud are doing great. They still use outsourced off. Now, on the marketing side, you saw that same thing happen where agencies run everything. The agency does this, you got the creative agency, you got a PR firm, you all these things going on and some say that marketing has been outsource a lot. And so the question is, what mix of in house skill, an agency relationships? Because now you're gonna see that application developer. No problem. But core competency becomes a super important question. Yeah, And how are you funding it And what should be in house on what should be outsourced. >> Yeah. Yeah, and we have We're going to the same evolution. We had a position than a few years ago where it was almost entirely outsourced, and we in sourced a bunch of it. And now we're right sizing what's unsourced and not in sources. So I think one is Think about, uh, what your differentiation is. And how do you want to be competitively different competitively and having create advantage and then in source those things. And then you had to find a way. That's one thing. I think every year you talk to Rick Wright size and reassess. And so for us, we insourced a lot of things around. Um, first around, build side, so platforms being cloud. But then how do you enact and activate them? So we've brought some of those inside internally on we started marrying those up with creativity. This is just the last words of the great, But we were married them up and get these, uh, you know, more agile lean teams cross blended skill sets and go on, go to market quicker with new experiences. I think over time we'LL see a start and sourcing more of the agency side, maybe shedding some of the you know, the left side as we started becoming more pattern base and whatnot. So I think it's one of those things that you evolve every year as the right size. But the key is trying to tie it back to you. How do you wantto create differentiation? What, you're competitive advantage and then make sure that you have that internal first and foremost. And don't outsource here, your smarts to >> another. I think the key point is by re factoring or Ria's re sizing. That's the interest generation that you get with cloud and scale. If you don't do that, scale can also hurt. You >> can yeah, yeah, >> comes come back and impression. It's right, really. Thanks for coming on. Appreciate the insights from great to hear from Practitioner Love the new child. I think it's a game changer. I think it's going to be a standard final question to end the segment learnings over the over the past couple of years. What some key learnings that you take away from the process that you're going to carry forward. >> Yeah, I think one one is as a company being being a blend roll between marketing the technology. One is, uh, be willing to change and adapt and be willing to bring the rest of the company with you could You can't do everything yourself. So I think you have to be a change agent for the company. I figure out that that everybody is in the journey with you and then how do you create that scale to get the get the mass moving? Because it takes it takes a village thing. Get things done. >> Bradley. Jake is making history on the Cuba's, the first marketing CIA we've interviewed super excited, great insights. This is going to be a position we think's going around for a while, of course. The Cube coverage here on Adobe Summit. Jeffery, Jeffery Thanks for watching Stay with us from or Day one of two day coverage here in Las Vegas. After this short break

>> From Santa Clara, California, in the heart of Silicon Valley, it's theCUBE! Covering Technovation's World Pitch 2018. Now, here's Sonia Tagare. >> Hi, welcome back, I'm Sonia Tagare, here with theCUBE in Santa Clara, California, covering Technovation's World Pitch Summit 2018, a pitch competition in which girls develop mobile apps in order to create positive change in the world. This week, 12 finalist teams are competing for their chance to win the coveted gold or silver scholarships. With us today, from our very own Cupertino, California, we have team FemStem with: Harini Arumugam, Eesha Ramkumar, and Ria Doshi, welcome. (together) - Thank you! >> So, your app, Alleviate, tell us more about that. >> So our app helps people with autism overcome the challenges they face in their daily life. We specialize in interaction skills and helping them relax in overwhelming situations. >> That's awesome, so how does it work? How would a user use it? >> So, I think the first thing you see is the sign up and login page, where a user can either signup saying they're verbal or non-verbal, meaning they can use their voice or can't, and our app personalizes our feature based on that. >> Awesome. >> So, one of the aspects of our app is actually a relaxation feature, and a lot of people with autism, they struggled with anxiety and being-- they're very hyper-sensitive in overwhelming situations, so we do provide meditative tracks, relaxing music, and an interactive reading simulator for them. >> So our other feature is interaction, and so we split it for both non-verbal and verbal individuals. So for non-verbal individuals, the app verbally asks a question, and they must select yes or no in response to that question. And for verbal users we actually use speech recognition to have them respond to the app, and we, take that input and compare it to the image, so. >> Sounds like this could help a lot of people. >> Yeah. (all laugh excitedly) >> Why did you guys decide to make it in the first place? >> So in our school we actually have a really big special education system, and as a result, we've grown up with a lot of kids with autism, and we have first hand experience to struggles that they face in our classroom, and a lot of the times, they receive negative attention because of it, and we wanted to do something about this issue, because we felt that this was not only something that affected our school, but also a global issue, in fact people around the world, so we thought by, with this project, we would really be impacting peoples lives. >> That's awesome. So what made you decide to join Technovation? >> So I think, there was a Technovation club at our school, and actually, I didn't Eesha or Harini before Technovation, so we all signed up for the club because we thought it was really interesting and at the first club meeting we kind of looked at each other and we were like hey, do you want to be a team? And so that's kind of how our Technovation journey started. >> That's awesome. So why did you choose the name FemStem? (laughing) - Well, we're all females, and that's kind of what Technovation is about, empowering females and, I mean, to speak to this, I think we're all like so passionate about STEM and, just combining them, we played around with the words a little bit, that's FemStem. >> That's awesome. So how do you think Technovation is helping the overall girls in tech conversation in the community? >> I think that Technovation gives us a lot of confidence, you know, we're new to the whole app building, that kind of structure. And being able to see something that we do have an impact, I think that confidence is really what girls should be looking out for. >> Yeah, and definitely, since none of us knew app development before coming into Technovation, it really gave us the opportunity to explore, create something that helped our community and actually have an impact on the world through technology. >> I was looking to add, so on a general level, I think that one of the biggest issues of today is that girls who are young age have little to no exposure in the STEM field, and I think Technovation really helps them develop and interest in STEM, and develop the confidence they need; and the ability to ask questions and receive help, so I think that's something that Technovation's really done for all of us. >> That's great, so you definitely encourage other girls-- >> Yes, definitely, yeah. >> That's awesome, and what's the best thing that's been happening in the competition so far? >> We've gotten to meet a lot of people around the world, that's the coolest thing that I can ask for. It doesn't happen like on a normal day, so I think this is really something that we've all been looking forward to. >> And speaking to our Technovation journey, we actually got to collaborate with students. Our app focus is on kids with autism, and we got to meet individuals as part of our special education community, and that's kind of when we saw our impact, and it kind of clicked for us that this is actually making a difference, and that's, that's like, it was an unbelievable experience. >> And it was great to see actually that our app had an impact on these kids, and getting recommendation from our director of para education at our school, who actually recommended our app to different districts in our school because of the impact it had on the kids, which is really nice. >> So where do you see this app in five years, if you can get the funding? >> If we get the funding, definitely we're going to add more features, like facial recognition features, and allowing people with autism to perform emotions that they've practiced. We will also produce a go to market strategy where we actually beta test our app on more kids, outside of our special education community, to ensure it has the impact that we really need to have. >> Congratulations on everything, and good luck for your pitch tomorrow! (all together) - Thank you! >> We're here at Technovation's World Pitch Summit 2018, stay tuned for more. (bubbly music)