>> Announcer: Live from San Francisco, it's theCUBE. Covering Samsung Developer Conference 2017. Brought to you by Samsung. (futuristic music) >> Okay, welcome back, everyone. Live here in San Francisco, this is theCUBE's exclusive coverage of Samsung Developer Conference, SDC 2017. I'm John Furrier, the co-founder of SiliconANGLE Media, co-host theCube. My next guest is James Stansberry. SVP, Senior Vice President general manager of ARTIK, IoT of Samsung, AR kid, art kid, whatever you want to call it, is the IoT piece key-note presenter today. Thanks for spending the time, thanks for coming on. >> It's my pleasure John. Thanks for having us. >> So we love the IOT story. We covered it heavily across all of our other shows we come to, but now as the edge of the network becomes human, and machines, you guys have the devices, you have the home, you have The SmartThing strategy. Everything's a device, it's everything to everything now. >> Most people think of Samsung as a consumer electronics company. What ARTIK actually is is an enabling platform to enable other devices. So we build and end to end Iot platform, which includes The Cloud. And today we re-branded it The SmartThings Cloud. Down into network devices. Gateways and inodes. So we actually enable not just Samsung products, but we enable other company's products to be connected to the Internet. Almost regardless of the market, not even consumer. >> Thomas Ko was on earlier talking about this open strategy, which is great, and he was very humble. He said look, we're going to be honest and transparent. This is the new Samsung way. We're going to (mumbles) the developers. We're going to be completely open. We're not going to try to lock you into Samsung, although we have some intelligence and tips and what not, which is cool. And I think that's going to play well with the developers. But you introduced something that was pretty compelling on stage, and this is to me, the key observation from theCUBE team, is the security module. Take us through specifically what you announced and what does it mean to the developer community and what is the impact? >> Okay, and before I do that, let me just talk about what's happening to security. We all know about Mirai and WannaCry and these things just keep happening. And in order for us to be able to stop these threats, we have to up the level of security. And what we announced today was an end-to-end security platform that utilizes the hardware that we supply, connected to our Cloud, and overlaying it on top of this hardware Cloud platform and abstracting it in such a way that is easy to implement. But it's and end-to-end security and it contains all the major components you need to be able to secure an IoT network, from basically down network. And I can explain it more it you'd like. >> Yeah, so down network means from the device. >> From The Cloud actually. >> Or from the device through The Cloud. The question that people will ask is, and this is where I'd love to get your explanation on is, they don't want Silos. They want to have the horizontally scalable nature of The Cloud but they want the specialism of the IoT device. Some software. Could be an AR application. That could be a virtual interface into a cell tower or whatever but, being done we see those all the time, but I want a full stat, but I don't want to be locked in. So want to move to something SmartThing over there. How do you guys enable that security end-to-end? >> It's really important. With the security, we don't create any proprietary solutions. As a matter of fact, if you look at we've implemented it, we use third party partners and we use standards. For example, how we do a secure over the air update to an Indo device, we actually use a standard piece of software that's specified by a standard called LW M to M. Most people, embedded designers, will know what this is. We use a public key infrastructure. We use well known code signing capability. >> FPGA, kind of thing? Field-programmable gate arrays? >> No. In terms of the code signing I'm talking about, if I write a piece of code and I want to authenticate that it's the code that I wrote that is on the device a year from now, I'll create a hash, store the hash, when I boot it, I compare that hash and make sure that no one has modified it. By the way, it's a known hack. You're inserting bad, malicious code on a device. That's one of the things you want to avoid. The other thing we use is very standardized encryption. We use TLS. Part of the HTTPS standard. And in that we use very well known encryptography. The other thing we do is we create a hardware root of trust, using a secure element. These are the same devices that are used in Smart cars today. It's not new science, it's just the smart way to do it to actually create a root of trust. >> What would you say if someone who's new to Samsung, maybe watching here today, as he knows the Samsung brand 'cause you guys now are expanding a brand, across the platform and fabric of Samsung, you're seeing it here, in the smart home, kitchen examples, smart Tvs. It's all over the place. There's no doubt what Samsung is. Explain the premise of the IoT strategy and what the goals are, what the objectives, and how does that relate to someones impression of Samsung that they know. >> I'll maybe give some insight inside Samsung. Maybe people don't realize that we really are an IoT company in many ways because inside our factories, we use IoT to run our smart factories. So we actually are a consumer. We set the goal of connecting all of our devices by 2020. The consumer products. So in order to be, IoT is connected devices. What ARTIK does, is actually a platform, that is not necessarily consumer focused but brings IoT to markets like smart factories, commercial buildings, healthcare, home appliances. It's actually multi-faceted. And not just Samsung products. We enable devices that are non-Samsung to create their own ecosystem or connect to our ecosystem. >> So a headline on siliconANGLE.com today is timely for you and I put it in context because it might have a little bit more range on the IoT side but one of our managing engineers, Paul Gillin, writes a story "Who owns the data from the 'internet of things'? "That's about to become a very big deal". So it's kind of provocative. Who owns the IoT data? That's about to become a big deal. I've read the article and what he's basically saying is you've got vehicles our there that connected. You've got smart things everywhere now. >> [James Stansberry] That's a great question. >> And there's also what do you do with the data? Do you move compute to the data? Do you move data across the network? These are physics questions, these are architectural questions, that is the bigger scheme, maybe outside the scope of STC, but lend a point or two to what's happening at the edge. >> So first of all, you have to define that data. (chuckles) Right? There's personally identified data and there's data that's been extracted from that. And I think that you're going to see some regulation around that, especially in Europe. Defining exactly what that is. From a Samsung perspective, I think it's pretty clear. We believe that the consumer owns the data. If we ever use it, it's being done with the consumer's permission. >> John Furrier: That's a very key word. >> Yeah. >> Permission based. >> Oh, of course. And I think that that's where most regulations going to go and I think that's where the industry will generally go. >> That's what we're seeing in Europe. >> And that's personally indentifying. >> Yeah, they're information. But you also have to balance out the openness of data. This is the GPRS kind of debate, right, which is you want to have a strict policy to protect the person's data, at the same time, offer organic ways to provide a great user experience with the data. And you fuel the experience with data, but the protection, it's a hard problem. >> Okay, it's even more complicated because individually some people are more open about the consumption of their data than other people. And what that actually means is the individuals have to start to manage their data. And so what does that mean, everybody has a web portal that says I have, I give this level? I don't know. And so, that's actually one of the unanswered question is how does a consumer manage their own data and other peoples access to it. >> But we think, and our indications were looking at the future, we think this is where Blockchain is relevant. Not so much the bit currency like Bitcoin or Ethereum but Blockchain is an immutable, decentralized, not just distributed, decentralized (mumbles) >> One way to actually keep track of what they're allowing, but at some point they have to specify. (chuckles) And I think there's the trick. >> This is the fun part about tech is it looks a lot of promise, looks good off the tee as they say in golf, but there's off-chain and on-chain dynamics, in terms of mining, Bitcoin. >> In the meantime, I think, people are just going to opt in. >> Yeah. >> That's how they need to get permission. >> Where society is impacting, were seeing this big time with IoT, these are norms that are coming. This is a yet to be written chapter. >> Yeah. We're going to see. You mentioned GPRS and they are going to regulate it. There will be the people who have to manage it. We'll see how that works and we'll probably evolve from that. >> The Y2K problem of our generation because there's consequences to that regulation. >> Yep. It'll probably go as well as Y2K. Which didn't go bad! (chuckles) >> It's going to be disaster. I'll say it, it's going to be a disaster. It puts extra pressure on companies, especially ones that are using Cloud, so I think this would be an example where Samsung's SmartThings Cloud, might be helpful. This is the big security. Do we need a do-over? Probably yes. >> What we will do, is we will do everything we can to secure their data and, again, going back to if they chose to allow us, or to provide the data for someone to use it, then that's up to them. But we will do everything we can to secure it on the device, in the network, and in our Cloud. >> People have things. We're walking around with things like this. That's a device. It's a Samsung, it's a j phone (ahem). I got to get the better phones so I'm working on that today. We'll get the Samsung, great new phones. >> Yeah. >> That's entertainment. That's ecommerce. That's web services kind of rolled into one. That's essentially what The SmartThings is about, pretty much, right? >> It absolutely is. Absolutely is. On the consumer side, I would say. But I would say, IoT is more than just consumer. It's healthcare. It's in hospitals. It's in factories. It's going to be in your car. It's in autonomous vehicles. >> We coined the term here on theCUBE, I think I did, e to e. Everything to everything. >> Yes. >> B to b is boring to boring. Consumer to consumer is old. So you bring them together, it's everything to everything. Exciting to exciting. >> We describe our business model as b to b so I guess I'll take it! I'll own it! >> If you look at b to b marketing, I'm not picturing marketing, (laughs) look at Facebook. Their slogan was move fast, break stuff to move fast, make sure it's secure. Boring is secure. (chuckles) B to b is exciting. You got augmented reality. You got Cloud computing. I mean literally, unlimited potential compute power that's available through Cloud. It's certainly transformative for enterprises, so we think it's going to be pretty exciting. I personally think. I just don't like the b to b thing. But that's us. (laughter) Anything else you'd like to share with the audience here on the event here? Observations, what's your thoughts? >> By the way, I appreciate the opportunity. I think the really important thing here, and maybe Thomas mentioned this, is Samsung's integrating basically five Clouds together. And these are coming from mobile, from digital display, from digital appliances, to SmartThings, to ARTIK. Being a maker of devices, and then having this open ARTIK platform, really, I believe, is going to position Samsung in a very unique way in IoT. Not just for our own products, but for people to interact with our products and create new services. So I'm really excited about it. >> I think the ecosystem opportunity is big too. One of the things we're seeing in The Cloud community here in North America, and starting to see it in China with Alibaba, is hardware configurations are now being dictated by the workload. >> Yeah. >> So what's happening is hardware soft stacks, technology in hardware, are being configured. Storage might be configured differently based upon the legacy requirements, so now you have hardware stacks that haven't been tested at scale. This is a huge issue in enterprise. 'Cause if they have multiple clusters for say a data lag, and then a real time in memory cluster, who tested that? >> Yeah. >> This is where the opportunity on the hardware side is interesting. Any thoughts on that? >> Not necessarily on the data center side. I was actually thinking about on the network side, with compute moving to the edge, what we ended up having to do is we actually created ARTIK zeros. Which are these low compute, single protocol devices for Indo devices like lights. And then when RT357, which are dual processing core, quad-quad processing core, and octa processing core, just because of the variations in the type of computation that has to be done actually in the network because the application for IoT are from extremely low power to extremely high compute. In some cases, we see AI machine learning coming to the edge. That's just totally off the scale to inference (mumbles) >> You put the data center at the edge, at some point >> It's coming. >> It's coming. >> It's the tide. It's going to move up The Cloud, then it's going to come back down. >> No virtual machines, non-volatile memory at the edge, fabrics are going to be out there... Here's theCUBE, bringing you all the data here at SDC 2017 with James Stansberry, who's the Senior Vice President, general manager of Samsung IoT. I'm John Furrier. More cube coverage, after this short break. (futuristic music)

>> Voiceover: Live from San Francisco, it's theCUBE, covering Samsung Developer Conference 2017 brought to you by Samsung. >> Welcome back, we're live here in San Francisco. We're here at the SDC, the Samsung Developer Conference. I'm John Furrier, the co-founder of SiliconANGLE and co-host of theCUBE. My next guest, Lisa Fetterman, who is of Nomiku and she's a three-time, triple-star winner, Forbes Under 30- >> Inc 30 Under 30, and Zagat 30 under 30. That's a weird one. >> That's a great one. You're likely to get the Michelin Star soon. Tell us about your company. It's a really super story here. You have this new device you guys started. Tell the story. >> Well, speaking of Michelin Stars, I used to work under the best chefs in the nation. I worked under my Mario Batali, Jean-Georges at the three Michelin Star restaurants and I saw this huge, hulking piece of laboratory equipment. We would cook so many of our components in it and I'd lusted after one for myself, but they were $2000 and up, so that was like you know what, I'm going to save up money and then I went on a date with a plasma physicist and he said, "Hey, you know what, "we could just make it on our own." We run to the hardware store, we make a prototype. We travel all across the United States and teach people how to make their own DIY open-source sous vide kits to the point where we amassed so much attention that Obama invited us to the White House. And then we put it on Kickstarter and it becomes the #1 most-funded project in our category, and we are here today with our connected home sous vide immersion circulator that interacts with Samsung's Smart Fridge. >> That's a fantastic story of all in a very short time. Well done, so let me just back up. You guys have the consumer device that all the top chef's have. >> That's right. >> That's the key thing, right? >> It's consumable, low-priced, what's the price point? >> We do hardware, software, and goods. Right now the price of our machine is $49 on souschef.nomiku.com because it interacts with the food program. So there's food that comes with the machine. You weigh the food in front of the machine. It automatically recognizes the time and temperature. It interacts with different time and temperatures of different bags of food, and you just drop it in. In 30 minutes, you have a gourmet chef-prepared meal just the way that we would do it in Michelin Star restaurants. >> And now you're connecting it to Samsung, so they have this SmartThings Messaging. That's kind of the marketing, SmartCloud, SmartThings. What does that mean, like it's connected to the wifi, does it connect to an app? Take us through how it connects to the home. >> We're connected through Family Hub, which is the system inside of the Samsung Smart Fridge. Every single Samsung Smart Fridge ships with a Nomiku app pre-downloaded inside of it and the fridge and the Nomiku talk to each other so there's inventory management potential. There's learning consumer behaviors to help them. Let's say you cook a piece of chicken at 4:00 AM. You go to a subset of people who also do that, like wow, and then we recognize that those folks do CrossFit. They will eat again at 7:00 AM because they eat more little meals rather than full meals, and then we can recommend things for them as their day goes along, and help manage things for them, like a personal assistant. >> So it's like a supply chain of your personal refrigerator. So can you tell if the chicken's going to go bad so you cook the chicken now, kind of thing? That would be helpful. >> You can actually tell if the chicken's going to go bad. If the chicken, if there's a recall or the chicken's expired and you tap it with the machine, the machine will tell you to throw it out. >> So tell us about some of the travel's you've been under. You said you've traveled the world. You also have done a lot of writing, best-selling author. Tell us about your books and what you're writing about. >> I wrote the book called Sous Vide at Home. It's an international best-seller and it's sous vide recipes. Everybody has been lusting after sous vide since we invented the technology in 2012, so much actually that the market for it grows 2.5x every single year so the adoption rate is insane. The adoption rate for sous vide actually has surpassed that of the internet, the cell phone, and the personal computer. >> Why is the excitement on the Kickstarter, obviously, the record-breaking, and the sales, and the trend, why is it so popular? Is it 'cause it's a convenience? Is it the ease of use, all of the above? What's the main driver? >> All of the above. If you ever cooked in the kitchen and you've lost your confidence, it was mostly because you messed something up in the kitchen. This is foolproof cooking. So at 57 degrees Celsius, that's when the fat and the collagen melt into the muscle of steak, making each bite so juicy, tender, and delicious. We can set it at exactly that magic temperature, drop a steak in, and then put it in the water. When you cook it like that, there's no overcooking the muscle and it becomes effectively marbled by all that juicy, fat deliciousness. >> Aw, I'm kind of hungry already. >> Yeah. >> Lenny wants a steak. I can hear Leonard moaning over there. Okay, let's get down to the science here because a lot of people might not understand what temperatures to cook anything. Do you guys provide some best practices because this is a game-changer for my family of four. >> We want to meal cooked fast, but you want to have meals staged potentially and then recook them. How does someone use it? Is there a playbook? Is there a cookbook? >> Like we say in the industry, there's an app for that. The app is on the Smart Fridge and it's also on your smartphones. Moreover, so the machine acts as a stand-alone sous vide machine for you to cook your own recipes, and it also reads rfid tags from our meals. If you use our meals, then it's a no-brainer. You just tap and then put in the water. There's nothing more. Actually people get flustered that it's so easy. They're like, "That's it? "That was all that was?" But I hate smart devices that actually make people stupider. Being a stand-alone sous vide machine, you can create any of your recipes whether it's from my cookbook, the app, which is community-focused, so we have over 1000 recipes inside there from our community. People make it and they share it with the world. >> So with the Kickstarter, I'm just going to ask that next question. I'll say community layer. >> Sure. Kind of like is it a Reddit page? Do you have your own pages? What's going on with the community? Tell us about the community. >> Oh, the community. Everybody who has an OmniCube downloads our app called Tender and inside you can make your own-- >> Not to be confused with Tinder. >> Correct. >> Tender. >> Although I wouldn't mind if you confused it and instead of going out, I guess you're making dinner. >> Wife left for the steak and right for the chicken. >> (laughing) Exactly, exactly. We love the play on the word. >> That's great. >> When you make your own little profile, it encourages you to share. It's really fun because you can keep your recipes in there so you never have to look it up ever again. You can bing it and it goes directly to your machine. It's great for professional chefs, too 'cause you can share it with your entire team. >> So maybe we should start a Cube food channel. You can get a dedicated recipe channel. Exciting. >> That's great. Will you be my sous chef? >> (laughing) Course, I'm a great guest to have do that. If I can do it, anyone can do it. How do I get one? How do people buy? What's the deal? >> It's namiku.com for just our hardware, and in California, we've launched our food program on souschef.nomiku.com. Right now our machines for the food program are only $49. That is such a great value considering that souv vide machines are usually $200 and up right now. >> Awesome, well thank you so much for coming on. I really appreciate it. Lisa Fetterman is CEO, entrepreneur of Namiku, entrepreneur of great stuff here in the Cube. Of course, we're bringing the food, tech, and remember, farming tech is big, too, so as the culture gets connected, the food from the farm to the table is being changed with data and IT. More after this short break. (innovative tones)

>> Announcer: Live from San Fransisco, it's theCUBE covering Samsung Developer Conference 2017. Brought to you by Samsung. >> Hello everyone and welcome to theCUBE's exclusive coverage of Samsung Developer Conference live here in San Fransisco, California, Moscone West. I'm John Furrier, the co-founder of SiliconANGLE media and co-host here at theCUBE's exclusive coverage with Maribel Lopez, Founder and Principle Analyst at Lopez Research, good friend of theCUBE, Cube albumni. Great to see you. >> Great to see you, John. >> We see each other all the time at the industry events, usually enterprise and some cloud events. We've been seeing each other a lot at these, kind of consumer events. >> Yeah. >> Sounds like the consumerization of IT is happening. >> Big crossover. Yeah, I don't believe there is any consumer or enterprise, there's just degrees of, you know, how much security, how much management ya get, right? It's got to be a good consumer device to be used by anyone. >> What are some of the analyst reports you guys are putting out now? Obviously, you've been covering apps, to kind of set that up. As you know, we always talk in the past about IoT, >> Maribel: Yeah. >> The intelligent edge, cloud, and the role of app developers that are coming into the enterprise. Every CIO has got a mandate. More app development. Devops. Devops. It's hard. How is this helping? >> You know, I've previously come at this from the concept of mobile enablement in the enterprise, right? And now, it just seems like we're just looking at new applications, new experiences that cross boundaries, right? Is it at your home? Is it in a hotel? Is it on your corporate campus, right? I think the role of the app developer is changing to be more encompassing. I think the big news in all the shows we go to now is like AI and machine learning. That term is just everywhere. It's the IoT of 2017, right? Last year was IoT; this year it's AI and machine learning. So we're seeing a lot of that for the app dev community. >> And now you start to see Augmented Reality, also known as AR, in this space of Samsung and Apple and these new app developers. Augmented Reality core, obviously from a development standpoint, big news here at the Samsung conference. The other big news is ARCore and ARKit, ARKit is the IOT piece. [Maribel] - Mhm. >> So we've been seeing a lot of slowdown in Iot. For instance, everyone is kicking the tires on Iot, but it's industrial Iot that's getting the traction. >> Yeah, I think industrial IoT is getting the traction because they've been at it for years, right? It was M2M before that. If you look at what is happening in consumer IoT, it's still an absolute disaster. So, I think the big news of the day, for Samsung, I mean, obviously, we just talked about how AI was in there, we talked about how ARVR was in there. But, what we didn't talk about is the fact that now we're looking at the SmartThings Cloud. And this is the attempt to say, listen, we've got many different clouds; how do we unify clouds as Samsung? And then, also, how do we let other people participate in the cloud? 'Cause the real challenge is, everybody has their fiefdom right now. >> John: Yeah. >> You know, you're in the Apple fiefdom, you're in the Google fiefdom, you're in the Alexa Amazon fiefdom. How do we get to a point where I can just use my stuff? >> Yeah, this is classic breaking down the silos in the world we talk about in the enterprise. >> Yeah. >> And that's been like a two generation initiative. But you look at the guest I just had on theCUBE, Mary Min and Greg Harris before that. They're a different culture. They don't really give a crap about plumbing. >> Maribel: (laughs) No, no. >> They're producing AR games. they've got security challenges. So their development challenges are very DevOps native. They didn't sign up for DevOps, they just are DevOps cloud native. So, that world is one, then you got the IT guys going, wait a minute, I got to support this new edge device. >> Right. I've got to manage it, I've got to secure it. >> Those worlds are coming together. >> Maribel: Yes, absolutely. >> Your thoughts on Samsung's opportunity; are they poised, do they care about IT; IT care about Samsung? >> You know, Samsung's a big company, right? So it really depends on what division of Samsung you're looking at, whether or not they care about IT. What I would say though, is that they're trying to make moves that will can across the board now, right? Trying to make a cloud that can be secure for your consumer things, but can also be upleveled if you want to make it an enterprise of things cloud as well, right? The AI concept is really about just creating usability. And, I think when we think of DevOps, what we think about is creating better application experiences that can know you, that can respond to you. And this is the whole... we talked about Big Data a few years ago, remember everything was Big Data, right? Well Big Data is now machine learning and AI, which is the natural evolution of it. So, I'm starting to see a lot of things that can be used across Samsung. So, I do think in that regard, they're well positioned. They've got a lot of technology in the home. They've got a lot of presence for the enterprise mobile camp. The IoT camp, I think is a wild card for everybody right now. >> What do you think about Samsung's chances with the cloud they have? Because they sprinkle a little bit of cloud in there. >> Maribel: Yeah. >> They didn't talk about data at all, which I was surprised. They kind of inherently... I mean it's a privacy issue; a security thing. But I love the presentation about the kitchen. >> Maribel: Oh yeah, that was great. >> Because the kitchen is where... >> The family hub for the home, right? >> The family hub, that's where everyone hangs out at the parties, right? Everyone ends up in the kitchen. But it kind of highlights this consumerization trend. They kind of sprinkled cloud, but I'm not seeing cloud... I'm not seeing, like, we're bringing compute to you. So, is that just native for Samsung? Is it a missed opportunity? Are they strong there? What's your thoughts? >> I think you actually started with this whole dialogue of well, does anybody really care about what the background technology is, right? So I think we're definitely a little lighter on the terms and more about what the use cases were. Like, why do you use this? They have semiconductors, they have a cloud, they have security, they have devices. They've got a lot of things, so it's really not about the technology as much as it used to be, right? What I think some of the differences might be is a cloud for what? >> Yeah. >> And they are actually taking the approach of we've got a cloud for things and we know what these things are. So I think they're well positioned in that regard because they will have a specific cloud that's not just a generic cloud. >> I think they want to own the interface. To me, my take away, squithing through the hype is they want to own the interface edge. If you contrast say Samsung to say Alibaba group, which we were just covering them in China, compare them to Amazon, you'll see a contrast in strategies. Obviously, Amazon is just blowing everyone away on a massive scale. And they're not even in China. So, if they were actually in China the numbers would be off the charts. >> Maribel: Yeah, be a different thing, yeah. >> But, lets take Alibaba, for instance, and Samsung. Alibaba's an eCommerce company. But they don't want to be known as an eCommerce company. They're heavily invested in data. That's front and center of their message. Smart cities, they're talking about. They have a big cloud that they're pumping out, so that's much different, for them, they don't have an edge device, ya know? >> Yeah, well.. >> Samsung does, but we don't hear cloud, smart cities. We hear family hubs, smart TV, Bixby. >> But it is an experience world, right? And I think that's been the problem with technology adoption to date. You can't figure out how to use it, right? So the next big evolution of technology isn't necessarily about creating a new thing. It's about being able to use a thing. I think Enjon actually made a great comment when he said we use about 10% of the functionality in our cell phone. Why is that? You don't even know it's there. You don't know how to find it, you don't know how to turn it on and off. Like how do you just simplify what we have today? And if they can do that, that was, or used to be, the hallmark of Apple right? >> John: Right. >> And now people are like, well, even Apple products are kind of of complex compared to what they used to be. So how do we get this back to we can use the stuff that we already have built. >> You're nailing it, Maribel. I totally agree with you 100% because if you look at the big waves of innovation: web 1.0 '90's. Mid '90's, '95. Web 2.0 and then now Blockchain and cloud. >> Absolutely. >> All the winners simplified things, reduced the steps it takes to do something and made it easy to use. >> Yeah. >> That's the magical formula. >> Frictionless. >> FYI, entrepreneurs, simplify, make it easy to use and reduce the steps it takes to find stuff; to do stuff. >> Absolutely. >> That's the magical formula. Okay, so, with that in mind, critical analysis of Samsung and a positive analysis of Samsung, then. What did they do right here and what can they work on? >> Okay, so what they did right: I think they are finally trying to pull together all the different versions of Samsung and allow you to have a couple of things, Bixby and cloud, to go across devices; that's right. What I think they still need to work on is there's still boundaries there. It's not exactly clear like where things start, where things end. And they're a little cryptic on the details right now. >> John: You mean under the hood. >> Under hood, I mean I think devs are here to figure out what's going on. How do I make this happen? So there better be some real serious deep dives in these dev sessions so that they know exactly, when they leave, what they can build with Samsung. And how does it work with non-Samsung things. That's still a huge wild card. >> And obviously, cloud, multi-cloud enterprises, you need infrastructure. >> Yeah. >> I mean, smart cities, smart homes, you need plumbing. You need to have compute power, you need some storage. I'm not hearing any of that here. >> No, I don't think that that was a tone that they were trying to take. I think they've been looking much more high level at, if you're a developer, what experiences could you have. I'd also like to see more about how to help monetization. If you go to IO, you go to WWDC, there's always these big slides about how are we going to make money as developers by using this platform. And so that's something we need to see a little more of. >> I got my Samsung smaller phone. I'm going to have to get the Galaxy, the big one, looking good. The screens are great, the cameras are great. >> The Note 8 is really great. It's a good device. >> They're the one with the pen, that's on the Note. Okay, Maribel, thanks for coming on. Appreciate you sharing your analysis. Quick update, what are you doing now? What are you up to? What are they key research pillars? >> Yeah, everybody's trying to figure out what machine learning and AI mean for them. And then, what are the real use case behind IoT. So, we talked a lot about industrial Iots's, right? Anything else? Is there Iot for GENbiz? We'll have to find out. >> Maribel Lopez, been on theCUBE so many times, she's practically an analyst on theCUBE here. Great to have you come on, really appreciate your insight. Check her out, Lopez Research, the best in the business. Been covering the span of enterprise to IT, to consumerization. This is theCUBE bringing you all the action live here at Moscone West. Exclusive coverage of Samsung Developers Conference. Bringing Augmented reality, virtual reality, all this new user interface to the masses. >> Maribel: All the reality. Everywhere. >> All the reality. This is theCUBE, data reality here on theCUBE, a new TV show. Thanks for watching.