(bright music) >> Hello, everyone. Welcome back to live coverage day two or day one, day two for theCUBE, day one for the event. I'm John Furrier, host of theCUBE. It's the keynote analysis segment. Adam just finished coming off stage. I'm here with Dave Vellante and Zeus Kerravala, with principal analyst at ZK Research, Zeus, it's great to see you. Dave. Guys, the analysis is clear. AWS is going NextGen. You guys had a multi-day analyst sessions in on the pre-briefs. We heard the keynote, it's out there. Adam's getting his sea legs, so to speak, a lot of metaphors around ocean. >> Yeah. >> Space. He's got these thematic exploration as he chunked his keynote out into sections. Zeus, a lot of networking in there in terms of some of the price performance, specialized instances around compute, this end-to-end data services. Dave, you were all over this data aspect going into the keynote and obviously, we had visibility into this business transformation theme. What's your analysis? Zeus, we'll start with you. What's your take on what Amazon web service is doing this year and the keynote? What's your analysis? >> Well, I think, there was a few key themes here. The first one is I do think we're seeing better integration across the AWS portfolio. Historically, AWS makes a lot of stuff and it's not always been easy to use say, Aurora and Redshift together, although most customers buy them together. So, they announce the integration of that. It's a lot tighter now. It's almost like it could be one product, but I know they like to keep the product development separately. Also, I think, we're seeing a real legitimization of AWS in a bunch of areas where people said it wasn't possible before. Last year, Nasdaq said they're running in the cloud. The Options Exchange today announced that they're going to be moving to the cloud. Contact centers running the cloud for a lot of real time voice. And so, things that we looked at before and said those will never move to the cloud have now moved to the cloud. And I think, my third takeaway is just AWS is changing and they're now getting into areas to allow customers to do things they couldn't do before. So, if you look at what they're doing in the area of AI, a lot of their AI and ML services before were prediction. And I'm not saying you need an AI, ML to do prediction, was certainly a lot more accurate, but now they're getting into generative data. So, being able to create data where data didn't exist before and that's a whole new use case for 'em. So, AWS, I think, is actually for all the might and power they've had, it's actually stepping up and becoming a much different company now. >> Yeah, I had wrote that post. I had a one-on-one day, got used of the transcript with Adam Selipsky. He went down that route of hey, we going to change NextGen. Oh, that's my word. AWS Classic my word. The AWS Classic, the old school cloud, which a bunch of Lego blocks, and you got this new NextGen cloud with the ecosystems emerging. So, clearly, it's Amazon shifting. >> Yeah. >> But Dave, your breaking analysis teed out the keynote. You went into the whole cost recovery. We heard Adam talk about macro at the beginning of his keynote. He talked about economic impact, sustainability, big macro issues. >> Yeah. >> And then, he went into data and spent most of the time on the keynote on data. Tools, integration, governance, insights. You're all over that. You had that, almost your breaking analysis almost matched the keynote, >> Yeah. >> thematically, macro, cost savings right-sizing with the cloud. And last night, I was talking to some of the marketplace people, we think that the marketplace might be the center where people start managing their cost better. This could have an impact on the ecosystem if they're not in in the marketplace. So, again, so much is going on. >> What's your analogy? >> Yeah, there's so much to unpack, a couple things. One is we get so much insight from theCUBE community plus your sit down 101 with Adam Selipsky allowed us to gather some nuggets, and really, I think, predict pretty accurately. But the number one question I get, if I could hit the escape key a bit, is what's going to be different in the Adam Selipsky era that was different from the Jassy era. Jassy was all about the primitives. The best cloud. And Selipsky's got to double down on that. So, he's got to keep that going. Plus, he's got to do that end-to-end integration and he's got to do the deeper business integration, up the stack, if you will. And so, when you're thinking about the keynote and the spirit of keynote analysis, we definitely heard, hey, more primitives, more database features, more Graviton, the network stuff, the HPC, Graviton for HPC. So, okay, check on that. We heard some better end-to-end integration between the elimination of ETL between Aurora and Redshift. Zeus and I were sitting next to each other. Okay, it's about time. >> Yeah. >> Okay, finally we got that. So, that's good. Check. And then, they called it this thing, the Amazon data zones, which was basically extending Redshift data sharing within your organization. So, you can now do that. Now, I don't know if it works across regions. >> Well, they mentioned APIs and they have the data zone. >> Yep. And so, I don't know if it works across regions, but the interesting thing there is he specifically mentioned integration with Snowflake and Tableau. And so, that gets me to your point, at the end of the day, in order for Amazon, and this is why they win, to succeed, they've got to have this ecosystem really cranking. And that's something that is just the secret sauce of the business model. >> Yeah. And it's their integration into that ecosystem. I think, it's an interesting trend that I've seen for customers where everybody wanted best of breed, everybody wanted disaggregated, and their customers are having trouble now putting those building blocks together. And then, nobody created more building blocks than AWS. And so, I think, under Adam, what we're seeing is much more concerted effort to make it easier for customers to consume those building blocks in an easy way. And the AWS execs >> Yeah. >> I talked to yesterday all committed to that. It's easy, easy, easy. And I think that's why. (Dave laughing) Yeah, there's no question they've had a lead in cloud for a long time. But if they're going to keep that, that needs to be upfront. >> Well, you're close to this, how easy is it? >> Yeah. >> But we're going to have Adrian Cockcroft (Dave laughing) on at the end of the day today, go into one analysis. Now, that- >> Well, less difficult. >> How's that? (indistinct) (group laughing) >> There you go. >> Adrian retired from Amazon. He's a CUBE analyst retiree, but he had a good point. You can buy the bag of Lego blocks if you want primitives >> Yeah. >> or you can buy the toy that's glued together. And it works, but it breaks. And you can't really manage it, and you buy a new one. So, his metaphor was, okay, if the primitives allow you to construct a durable solutions, a lot harder relative to rolling your own, not like that, but also the simplest out-of-the box capability is what people want. They want solutions. We call Adam the solutions CEO. So, I think, you're going to start to see this purpose built specialized services allow the ecosystem to build those toys, so that the customers can have an out-of-the box experience while having the option for the AWS Classic, which is if you want durability, you want to tune it, you want to manage it, that's the way to go for the hardcore. Now, can be foundational, but I just see the solutions things being very much like an out-of-the-box. Okay, throw away, >> Yeah. >> buy a new toy. >> More and more, I'm saying less customers want to be that hardcore assembler of building blocks. And obviously, the really big companies do, but that line is moving >> Yeah. >> and more companies, I think, just want to run their business and they want those prebuilt solutions. >> We had to cut out of the keynote early. But I didn't hear a lot about... The example that they often use is Amazon Connect, the call center solution. >> Yeah. >> I didn't hear a lot to that in the keynote. Maybe it's happening right now, but look, at the end of the day, suites always win. The best of breed does well, (John laughing) takes off, generate a couple billion, Snowflake will grow, they'll get to 10 billion. But you look at Oracle, suites work. (laughs) >> Yeah. >> What I found interesting about the keynote is that he had this thematic exploration themes. First one was space that was like connect the dot, the nebula, different (mumbles) lens, >> Ocean. >> ask the right questions. (Dave laughing) >> Ocean was security which bears more, >> Yeah. >> a lot more needed to manage that oxygen going deep. Are you snorkeling? Are you scuba diving? Barely interesting amount of work. >> In Antarctica. >> Antarctica was the performance around how you handle tough conditions and you've got to get that performance. >> Dave: We're laughing, but it was good. >> But the day, the Ocean Day- >> Those are very poetic. >> I tweeted you, Dave, (Dave laughing) because I sit on theCUBE in 2011. I hate hail. (Dave laughing) It's the worst term ever. It's the day the ocean's more dynamic. It's a lot more flowing. Maybe 10 years too soon, Dave. But he announces the ocean theme and then says we have a Security Lake. So, like lake, ocean, little fun on words- >> I actually think the Security Lake is pretty meaningful, because we were listening to talk, coming over here talking about it, where I think, if you look at a lot of the existing solutions, security solutions there, I describe 'em as a collection of data ponds that you can view through one map, but they're not really connected. And the amount of data that AWS holds now, arguably more than any other company, if they're not going to provide the Security Lake, who is? >> Well, but staying >> Yeah. >> on security for a second. To me, the big difference between Azure and Amazon is the ecosystem. So, CrowdStrike, Okta, Zscaler, name it, CyberArk, Rapid7, they're all part of this ecosystem. Whereas Microsoft competes with all of those guys. >> Yes. Yeah. >> So it's a lot more white space than the Amazon ecosystem. >> Well, I want to get you guys to take on, so in your reaction, because I think, my vision of what what's happening here is that I think that whole data portion's going to be data as code. And I think, the ecosystem harvests the data play. If you look at AWS' key announcements here, Security Lake, price performance, they're going to optimize for those kinds of services. Look at security, okay, Security Lake, GuardDuty, EKS, that's a Docker. Docker has security problems. They're going inside the container and looking at threat detection inside containers with Kubernetes as the runtime. That's a little nuance point, but that's pretty significant, Dave. And they're now getting into, we're talking in the weeds on the security piece, adding that to their large scale security footprint. Security is going to be one of those things where if you're not on the inside of their security play, you're probably going to be on the outside. And of course, the price performance is going to be the killer. The networking piece surprise me. Their continuing to innovate on the network. What does that mean for Cisco? So many questions. >> We had Ajay Patel on yesterday for VMware. He's an awesome middleware guy. And I was asking about serverless and architectures. And he said, "Look, basically, serverless' great for stateless, but if you want to run state, you got to have control over the run time." But the point he made was that people used to think of running containers with straight VMs versus Fargate or Knative, if you choose, or serverless. They used to think of those as different architectures. And his point was they're all coming together. And it's now you're architecting and calling, which service you need. And that's how people are thinking about future architectures, which I think, makes a lot of sense. >> If you are running managed Kubernetes, which everyone's doing, 'cause no one's really building it in-house themselves. >> No. >> They're running it as managed service, skills gaps and a variety of other reasons. This EKS protection is very interesting. They're managing inside and outside the container, which means that gives 'em visibility on both sides, under the hood and inside the application layer. So, very nuanced point, Zeus. What's your reaction to this? And obviously, the networking piece, I'd love to get your thought. >> Well, security, obviously, it's becoming a... It's less about signatures and more of an analytics. And so, things happen inside the container and outside the container. And so, their ability to look on both sides of that allows you to happen threats in time, but then also predict threats that could happen when you spin the container up. And the difficulty with the containers is they are ephemeral. It's not like a VM where it's a persistent workload that you can do analysis on. You need to know what's going on with the container almost before it spins up. >> Yeah. >> And that's a much different task. So, I do think the amount of work they're doing with the containers gives them that entry into that and I think, it's a good offering for them. On the network side, they provide a lot of basic connectivity. I do think there's a role still for the Ciscos and the Aristas and companies like that to provide a layer of enhanced network services that connects multicloud. 'Cause AWS is never going to do that. But they've certainly, they're as legitimate network vendor as there is today. >> We had NetApp on yesterday. They were talking about latency in their- >> I'll tell you this, the analyst session, Steven Armstrong said, "You are going to hear us talk about multicloud." Yes. We're not going to necessarily lead with it. >> Without a mention. >> Yeah. >> But you said it before, never say never with Amazon. >> Yeah. >> We talk about supercloud and you're like, Dave, ultimately, the cloud guys are going to get into supercloud. They have to. >> Look, they will do multicloud. I predict that they will do multicloud. I'll tell you why. Just like in networking- >> Well, customers are asking for it. >> Well, one, they have the, not by design, but by defaulter and multiple clouds are in their environment. They got to deal with that. I think, the supercloud and sky cloud visions, there will be common services. Remember networking back in the old days when Cisco broke in as a startup. There was no real shortest path, first thinking. Policy came in after you connected all the routers together. So, right now, it's going to be best of breed, low latency, high performance. But I think, there's going to be a need in the future saying, hey, I want to run my compute on the slower lower cost compute. They already got segmentation by their announcements today. So, I think, you're going to see policy-based AI coming in where developers can look at common services across clouds and saying, I want to lock in an SLA on latency and compute services. It won't be super fast compared to say, on AWS, with the next Graviton 10 or whatever comes out. >> Yeah. >> So, I think, you're going to start to see that come in. >> Actually, I'm glad you brought Graviton up too, because the work they're doing in Silicon, actually I think, is... 'Cause I think, the one thing AWS now understands is some things are best optimized in Silicon, some at software layers, some in cloud. And they're doing work on all those layers. And Graviton to me is- >> John: Is a home run. >> Yeah. >> Well- >> Dave, they've got more instances, it's going to be... They already have Gravitons that's slower than the other versions. So, what they going to do, sunset them? >> They don't deprecate anything ever. So, (John laughing) Amazon paid $350 million. People believe that it's a number for Annapurna, which is like one of the best acquisitions in history. (group laughing) And it's given them, it's put them on an arm curve for Silicon that is blowing away Intel. Intel's finally going to get Sapphire Rapids out in January. Meanwhile, Amazon just keeps spinning out new Gravitons and Trainiums. >> Yeah. >> And so, they are on a price performance curve. And like you say, no developer ever wants to run on slower hardware, ever. >> Today, if there's a common need for multicloud, they might say, hey, I got the trade off latency and performance on common services if that's what gets me there. >> Sure. >> If there's maybe a business case to do that. >> Well, that's what they're- >> Which by the way, I want to.... Selipsky had strong quote I thought was, "If you're looking to tighten your belt, the cloud is the place >> Yeah. >> to do it." I thought >> I tweeted that. >> that was very strong. >> Yeah. >> Yeah. >> And I think, he's right. And then, the other point I want to make on that is, I think, I don't have any data on this, but I believe believe just based on some of the discussions I've had that most of Amazon's revenue is on demand. Paid by the drink. Those on demand customers are at risk, 'cause they can go somewhere else. So, they're trying to get you into optimized pricing, whether it's reserved instances or one year or three-year subscriptions. And so, they're working really hard at doing that. >> My prediction on that is that's a great point you brought up. My prediction is that the cost belt tightening is going to come in the marketplace, is going to be a major factor as companies want to get their belts tighten. How they going to do that, Dave? They're going to go in the marketplace saying, hey, I already overpaid a three-year commitment. Can I get some cohesively in there? Can I get some of this or that and the other thing? >> Yep. >> You're going to start to see the vendors and the ecosystem. If they're not in the marketplace, that's where I think, the customers will go. There are other choices to either cut their supplier base or renegotiate. I think, it's going to happen in the marketplace. Let's watch. I think, we're going to watch that grow. >> I actually think the optimization services that AWS has to help customers lower spend is a secret sauce for them that they... Customers tell me all the time, AWS comes in, they'll bring their costs down and they wind up spending more with them. >> Dave: Yeah. >> And the other cloud providers don't do that. And that has been almost a silver bullet for them to get customers to stay with them. >> Okay. And this is always the way. You drop the price of storage, you drop the price of memory, you drop the price of compute, people buy more. And in the question, long term is okay. And does AWS get commoditized? Is that where they're going? Or do they continue to thrive up the stack? John, you're always asking people about the bumper sticker. >> Hold on. (John drowns out Dave) Before we get the bumper sticker, I want to get into what we missed, what they missed on the keynote. >> Yeah, there are some blind spots. >> I think- >> That's good call. >> Let's go around the horn and think what did they miss? I'll start, I think, they missed the developer productivity angle. Supply chain software was not talked about at all. We see that at all the other conferences. I thought that could have been weaved in. >> Dave: You mean security in the supply chain? >> Just overall developer productivity has been one of the most constant themes I've seen at events. Who are building the apps? Who are the builders? What are they actually doing? Maybe Werner will bring that up on his last day, but I didn't hear Adam talk about it all, developer productivity. What's your take in this? >> Yeah, I think, on the security side, they announced security data lake. I think, the other cloud providers do a better job of providing insights on how they do security. With AWS, it's almost a black hole. And I know there's a careful line they walk between what they do, what their partners do. But I do think they could be a little clearer on how they operate, much like Azure and GCP. They announce a lot of stuff on how their operations works and things like that. >> I think, platform across cloud is definitely a blind spot for these guys. >> Yeah. >> I think, look at- >> But none of the cloud providers have embraced that, right? >> It's true. >> Yeah. >> Maybe Google a little bit >> Yeah. >> and Microsoft a little bit. Certainly, AWS hasn't at this point in time, but I think, they perceive the likes of Mongo and Snowflake and Databricks, and others as ISVs and they're not. They're platform players that are building across clouds. They're leveraging, they're building superclouds. So, I think that's an opportunity for the ecosystem. And very curious to see how Amazon plays there down the stream. So, John, what do you think is the bumper sticker? We're only in day one and a half here. What do you think so far the bumper sticker is for re:Invent 2022? >> Well, to me, the day one is about infrastructure performance with the whole what's in the data center? What's at the chip level? Today was about data, specialized services, and security. I think that was the key theme here. And then, that's going to sequence into how they're going to reorganize their ecosystem. They have a new leader, Ruba Borno, who's going to be leading the charge. They've integrated all their bespoke fragmented partner network pieces into one leadership. That's going to be really important to hear that. And then, finally, Werner for developers and event-based services, micro services. What that world's going on, because that's where the developers are. And ultimately, they build the app. So, you got infrastructure, data, specialized services, and security. Machine learning with Swami is going to be huge. And again, how do developers code it all up is going to be key. And is it the bag of Legos or the glued toy? (Dave chuckles) So, what do you want? Out-of-the-box or you want to build your own? >> And that's the bottom line is connecting those dots. All they got to be is good enough. I think, Zeus, to your point, >> Yep. >> if they're just good enough, less complicated, the will keep people on the base. >> Yeah. I think, the bumper stickers, the more you buy, the more you're saving. (John laughing) Because from an operational perspective, they are trying to bring down the complexity level. And with their optimization services and the way their credit model works, I do think they're trending down that path. >> And my bumper sticker's ecosystem, ecosystem, ecosystem. This company has 100,000 partners and that is a business model secret weapon. >> All right, there it is. The keynote announced. More analysis coming up. We're going to have the leader of (indistinct) coming up next, here on to break down their perspective, you got theCUBE's analyst perspective here. Thanks for watching. Day two, more live coverage for the next two more days, so stay with us. I'm John Furrier with Dave Vellante and Zeus Kerravala here on theCUBE. Be right back. (bright music)

>> Hello, wonderful humans and welcome back to theCUBE. We are live from Las Vegas, Nevada, this week at AWS Reinvent. I am joined by analyst and 10 year reinvent veteran John Furrier. John, pleasure to join you today. >> Great to see you, great event. This is 10 years. We've got great guests coming on the Q3 days of after this wall to wall, we'll lose our voice every year, Thursday >> Host: I can feel the energy. Can you feel the volume already? >> Yes. Everyone's getting bigger, stronger, in the marketplace seeing a lot more activity new players coming into the cloud. Ones that have been around for 10 years or growing up and turning into platforms and just the growth of software in the industry is phenomenal. Our next guest is going to be great to chat about. >> I know it's funny you mentioned marketplace. We're going to be talking marketplace, in our next segment. We're bringing back a Cube alumni Chris Casey welcome back to the show. How, how you Feeling today? >> Thank you for having me. Yeah, I mean this week is the most exciting week of the year for us at AWS and you know, it's just a fantastic energy. You mentioned it before, to be here in Las Vegas at Reinvent and thank you very much for having me back. It's great to talk to John last year and lovely to meet you and talk to you this year. >> It is, it is our pleasure. It is definitely the biggest event of the year. It's wild that Amazon would do this on the biggest online shopping day of the year as well. It goes to show about the boldness and the bravery of the team, which is very impressive. So you cover a few different things at AWS So you cover a few different things at AWS you're talking about and across industries as well. Can you talk to me a little bit about why the software alliances and the data exchange are so important to the partner organization at AWS? >> Yeah, it really comes back to the importance to, to the AWS customer. As we've been working with customers over the, you know the past few years especially, and they've been embarking on their enterprise transformation and their digital transformation moving workloads to to the cloud, they've really been asking us for more and more support from the AWS ecosystem, and that includes native AWS services as well as partners to really help them start to solve some of the industry specific use cases and challenges that they're facing and really incorporate those as part of the enterprise transformation journey that they're embarking on with AWS. What, how that translates back to the AWS marketplace and the partner organization is customers have told us they're really looking for us to have the breadth and depth of the ecosystem of partners available to them that have the intellectual property that solves very niche use cases and workloads that they're looking to migrate to the cloud. A lot of the time that furnishes itself as an independent software vendor and they have software that the customer is trying to use to solve, you know an insurance workflow or an analytics workflow for your utility company as well as third party data that they need to feed into that software. And so my team's responsibility is helping work backwards from the customer need there and making sure that we have the partners available to them. Ideally in the AWS marketplace so they can go and procure those products and make them part of solutions that they're trying to build or migrate to AWS. >> A lot of success in marketplace over the past couple years especially during the pandemic people were buying and procuring through the marketplace. You guys have changed some of the operational things, data exchange enterprise sellers or your sales reps can sell in there. The partners have been glowingly saying great things about how it's just raining money for them if they do it right. And some are like, well, I don't get the marketplace. So there's a, there's kind of a new game in town and the marketplace with some of the successes. What, what is this new momentum that's happening? Is it just people are getting more comfortable they're doing it right? How does the marketplace work effectively? >> Yeah, I mean, marketplace has been around for for 10 years as well as the AWS partner organization. >> Host: It's like our coverage. >> Yes, just like. >> Host: What a nice coincidence. Decades all around happy anniversary everyone. >> Yeah, everyone's selling, celebrating the 10 year birthday, but I think to your point, John, you know, we we've continued iterate on features and functionality that have made the partner experience a much more welcoming digital experience for them to go to market with AWS. So that certainly helped and we've seen more and more customers start to adopt marketplace especially for, for some of their larger applications that they're trying to transform on the cloud. And that extends into industry verticals as well as horizontal sort of business applications whether they be ERP systems like Infor the customers are trying to procure through the marketplace. And I think even for our partners, it's customer driven. You know, we, we've, we've heard from our customers that the, the streamlining the payments and procurement process is a really key benefit for them procuring by the marketplace and also the extra governance and control and visibility they get on their third party licensing contracts is a really material benefit for them which is helping our partners lean in to marketplace as a as a digital channel for them to go to market with us. >> And also you guys have this program it's what's it called enterprise buying or something where clients can just take their spend and move it over into other products like MongoDB more Mongo gimme some more Splunk, gimme some more influence. I mean all these things are possible now, right. For some of the partners. Isn't that, that's like that's like found money for the, for the partners. >> Yeah, going back to what I said before about the AWS ecosystem, we're really looking to help customers holistically with regard to that, and certainly when customers are looking to make commitments to AWS and and move a a large swath of workloads to AWS we want to make sure they can benefit from that commitment not only from native AWS services but also third party data and software applications that they might be procuring through the marketplace. So certainly for the procurement teams not only is there technical benefits for them on the marketplace and you know foresters total economic impact study really helped quantify that for us more recently. You know, 66% of time saving for procurement professionals. >> Host: Wow. >> Which is when you calculate that in hours in person weeks or a year, that's a lot of time on undifferentiated heavy lifting that they can now be doing on value added activities. >> Host: That's a massive shift for >> Yeah, massive shift. So that in addition, you know, to, you know, some of the more contractual and commercial benefits is really helping customers look holistically at how AWS is helping them transform with third party applications and data. >> I want to stick on customers for a second 'cause in my show notes are some pretty well known customers and you mentioned in for a moment ago can you tell us a little bit about what's going on with Ferrari? >> Chris: Sure. So in four is one of our horizontal business application partners and sellers in the AWS marketplace and they sell ERP systems so helping enterprises with resource planning and Ferrari is obviously a very well known brand and you know, the oldest and most successful >> May have heard of them. >> Chris: Yes. Right. The most successful formula one racing team and Ferrari, you know a really meaningful customer for AWS from multiple angles whether they're using AWS to enhance their car design, as well as their fan engagement, as well as their actual end car consumer experience. But as it specifically relates to marketplace as part of Ferrari's technical transformation they were looking to upgrade their ERP system. And so they went through a whole swath of vendors that they wanted to assess and they actually chose Infor as their ERP system. And one of the reasons was >> Nice. >> Chris: because Infor actually have an automotive specific instance of their SaaS application. So when we're talking about really solving for some of those niche challenges for customers who operate in an industry, that was one of the key benefits. And then as an added bonus for Ferrari being able to procure that software through the AWS marketplace gave them all the procurement benefits that we just talked about. So it's super exciting that we're able to play a, you know a part in accelerating that digital transformation with Ferrari and also help Infor in terms of getting a really meaningful customer using their software services on AWS. >> Yeah. Putting a new meaning to turn key your push start. (laughing) >> You mentioned horizontal services earlier. What is it all about there? What's new there? We're hearing, I'm expecting to see that in the keynote tomorrow. Horizontal and vertical solutions and let's get the CEOs. What, what's the focus there? What's this horizontal focus for you? >> Yeah, I, I think the, the big thing is is really helping line of business users. So people in operations or marketing functions, that our customers, see the the partners and the solutions that they use on a daily basis today and how they can actually help accelerate their overall enterprise transformation. With those partners, now on AWS. Historically, you know, those line of business users might not have cared where an application historically ran whether it was on-prem or on AWS but now just the depth of those transformation journeys their enterprises are on that's really the next frontier of applications and use cases that many of our customers are saying they want to move to AWS. >> John: And what are some of those horizontal examples that you see emerging? >> So Salesforce is, is probably one, one of the best ones to call out there. And really the two meaningful things Salesforce have done there is a deep integration with our ML and AI services like SageMaker so people can actually perform some of those activities without leaving the Salesforce application. And then AWS and Salesforce have worked on a unified developer experience, which really helps remove friction in terms of data flows for anyone that's trying to build on both of those services. So the partnership with horizontal business applications like Salesforce is much deeper than just to go to market. It's also on the build side to help make it much more seamless for customers as they're trying to migrate to Salesforce on AWS as an example there. >> It's like having too many tabs open at once, everybody wants it all in one place all at one time. >> Chris: Yeah. >> And it makes sense that you're doing so much in, in the partner marketplace. Let's talk a little bit more about the data exchange. How, how is this intertwined with your vertical and horizontal efforts that the team's striving as well as with another big name example that folks know probably only because of the last few, few years, excuse me, with Moderna? Can you tell us a little more about that? >> Sure. I think when we're, when we're talking to customers about their needs when they're operating in a specific industry, but it probably goes for all customers and enterprise customers especially when they're thinking about software. Almost always that software also needs data to actually be analyzed or processed through it for really the end business outcome to be achieved. And so we're really making a conscious effort to really help our partners integrate with solutions that the AWS field teams and business development teams are talking to customers about and help tie those solutions to customer use cases, rather than it being an engagement with a specific customer on a product by product basis. And certainly software and and data going together is a really nice combination that many customers are looking for us to solve for and for looking for us to create pairings based on other customer needs or use cases that we've historically solved for in the past. >> I mean, with over a million customers, it's hard to imagine anyone could have more use cases to pull from when we're talking about these different instances >> Right. The challenge actually is identifying which are the key ones for each of the industries and which are the ones that are going to help move the needle the most for customers in there, it's, it's not an absence of selection in that case. >> Host: Right. (laughter) I can imagine. I can imagine that's actually the challenge. >> Chris: Yeah. >> Yeah. >> But it's really important. And then more specifically on the data exchange, you know I think it goes back to one of the leadership principles that we launched last year. The two new leadership principles, success and scale bring broad responsibility. You know, we take that very seriously at AWS and we think about that in our actions with our native services, but also in terms of, you know, the availability of partner solutions and then ultimately the end customer outcomes that we can help achieve. And I think Moderna's a great example of that. Moderna have been using the mRNA technology and they're using it to develop a a new vaccine for the RSV virus. And they're actually using the data exchange to procure and then analyze real world evidence data. And what that, what that helps them do is identify and and analyze in almost real time using data on Redshift who are the best vaccine candidates for the trials based on geography and demographics. So it's really helping them save costs, but not only cost really help optimize and be much more efficient in terms of how they're going about their trials from time to market.. >> Host: Time to market. >> vaccine perspective. Yeah. And more importantly, getting the analysis and the results back from those trials as fast as they possibly can. >> Yeah. >> And data exchange, great with the trend that we're going to hear and the keynote tomorrow. More data exchanging more data being more fluid addressable shows those advantages. That's a great example. Great call out there. Chris, I got to get your thoughts on the ecosystem. You know, Ruba Borno is the new head of partners, APN, Amazon Partner Network and marketplace comes together. How you guys serve your partners is also growing and evolving. What's the biggest thing going on in the ecosystem that you see from your perspective? You can put your Amazon hat on or take your your Amazon hat off a personal hat on what's going on. There's a real growth, I mean seeing people getting bigger and stronger as partners. There's more learning, there's more platforms developing. It's, it's kind of the next gen wave coming. What's going on there? What's the, what's the keynote going to be like, what's the what's this reinvent going to be for partners? Give us a share your, share your thoughts. >> Yeah, certainly. I, I think, you know, we are really trying to make sure that we're simplifying the partner experience as much as we possibly can to really help our partners become you know, more profitable or the most profitable they can be with AWS. And so, you know, certainly in Ruba's keynote on Wednesday you're going to hear a little bit about what we've done there from a programs perspective, what we're doing there from feature and capability perspectives to help, you know really push the digital custom, the digital partner experience, sorry, I should say as much as possible. And really looking holistically at that partner experience and listening to our partners as much as we possibly can to adapt partner pathways to ultimately simplify how they're going to market with AWS. Not only on the co-sell side of things and how we interact with our field teams and actually interact with the end customer, but also on how we, we build and help coil with them on AWS to make their solutions whether that be software, whether that be machine learning models, whether that be data sets most optimized to operate in the AWS ecosystem. So you're going to hear a lot of that in Ruba's keynote on Wednesday. There's certainly some really fantastic partner stories and partner launches that'll be featured. Also some customer outcomes that have been realized as a result of partners. So make sure you don't miss it >> John: More action than ever before, right now. >> It's jam-packed, certainly and throughout the week you're going to see multiple launches and releases related to what we're doing with partners on marketplace, but also more generally to help achieve those customer outcomes. >> Well said Brian. So your heart take, what is the future of partnerships the future of the cloud, if you want throw it in, what what are you going to be saying to us? Hopefully the next time you get to sit down with John and I here on theCUBE at reinvent next year. >> Chris: Yeah, I think Adam, Adam was quoted today, as you know, saying that the, the partner ecosystem is going to be around and a foundation for decades. I think is a hundred percent right for me in terms of the industry verticals, the partner ecosystem we have and the availability of these niche solutions that really are solving very specific but mission critical use cases for our customers in each of the industries is super important and it's going to be a a foundation for AWS's growth strategy across all the industry segments for many years to come. So we're super excited about the opportunity ahead of us and we're ready to get after it. >> John: If you, if you could do an Instagram reel right now, what would you say is the most important >> The Insta challenge by go >> The Insta challenge, real >> Host: Chris's Insta challenge >> Insta challenge here, what would be the the real you'd say to the audience about why this year's reinvent is so important? >> I think this year's reinvent is going to give you a clear sense of the breadth and depth of partners that are available to you across the AWS ecosystem. And there's really no industry or use case that we can't solve with partners that we have available within the partner organization. >> Anything is possible. What a note to close on. Chris Casey, thank you so much for joining us for the second time here on theCUBE. John >> He nailed Instagram challenge. >> Yeah, he did. Did he pass the John test? >> I'd say, I'd say so. >> I'd say so. And and and he certainly teased us all with the content to come this week. I want to see all the keynotes here about some of those partners. You tease them in the gaming space with us earlier. It's going to be a very exciting week. Thank you John, for your commentary. Thank you Chris, one more time. >> Thanks for having me. >> And thank you all for tuning in here at theCUBE where we are the leader in high tech coverage. My name is Savannah Peterson, joined by John Furrier with Cube Team live from Las Vegas, Nevada. AWS Reinvent will be here all week and we hope you stay tuned.