>>Okay, welcome back everyone. To the cubes coverage here, coop con cloud native con 2021 in person. The Cuba's here. I'm John farrier hosted the queue with Dave Nicholson, my cohost and cloud analyst, man. It's great to be back, uh, in person. We also have a hybrid event. We've got two great guests here, the founders of deep fence, sham, Krista Swami, C co-founder and CTO, and said deep line founder. It's great to have you on. This is a super important topic. As cloud native is crossed over. Everyone's talking about it mainstream, blah, blah, blah. But security is driving the agenda. You guys are in the middle of it. Cutting edge approach and news >>Like, like we were talking about John, we had operating at the intersection of the awesome desk, right? Open source security and cloud cloud native, essentially. Absolutely. And today's a super exciting day for us. We're launching something called track pepper, Apache V2, completely open source. Think of it as an x-ray or MRI scan for your cloud scan, you know, visualize this cloud at scale, all of the modalities, essentially, we look at cloud as a continuum. It's not a single modality it's containers. It's communities, it's William to settle we'll list all of them. Co-exist side by side. That's how we look at it and threat map. It essentially allows you to visualize all of this in real time, think of fed map, but as something that you, that, that takes over the Baton from the CIS unit, when the lift shift left gets over, that's when the threat pepper comes into picture. So yeah, super excited. >>It's like really gives that developer and the teams ops teams visibility into kind of health statistics of the cloud. But also, as you said, it's not just software mechanisms. The cloud is evolving, new sources being turned on and off. No one even knows what's going on. Sometimes this is a really hidden problem, right? Yeah, >>Absolutely. The basic problem is, I mean, I would just talk to, you know, a gentleman 70 of this morning is two 70 billion. Plus public cloud spent John two 70 billion plus even 3 billion, 30 billion they're saying right. Uh, projected revenue. And there is not even a single community tool to visualize all the clouds and all the cloud modalities at scale, let's start there. That's what we sort of decided, you know what, let's start with utilizing everything else there. And then look for known badness, which is the vulnerabilities, which still remains the biggest attack vector. >>Sure. Tell us about some of the hood. How does this all work cloud scale? Is it a cloud service managed service it's code? Take us out, take us through product. Absolutely. >>So, so, but before that, right, there's one small point that Sandeep mentioned. And Richard, I'd like to elaborate here, right? He spoke about the whole cloud spending such a large volume, right? If you look at the way people look at applications today, it's not just single clone anymore. It's multicloud multi regions across diverse plants, right? What does the solution to look at what my interests are to this point? That is a missing piece here. And that is what we're trying to tackle. And that is where we are going as open source. Coming back to your question, right? How does this whole thing work? So we have a completely on-prem model, right? Where customers can download the code today, install it. It can bill, we give binary stool and Shockley just as the exciting announcement that came out today, you're going to see somewhat exciting entrepreneurs. That's going to make a lot more easy for folks out there all day. Yeah, that's fine. >>So how does this, how does this all fit into security as a micro service and your, your vision of that? >>Absolutely. Absolutely. You know, I'll tell you, this has to do with the one of the continual conferences I would sort of when I was trying to get an idea, trying to shape the whole vision really? Right. Hey, what about syncretism? Microservice? I would go and ask people. They mentioned that sounds, that makes sense. Everything is becoming a microservice. Really. So what you're saying is you're going to deploy one more microservice, just like I deploy all of my other microservices. And that's going to look after my microservices. That compute back makes logical sense, essentially. That was the Genesis of that terminology. So defense essentially is deployed as a microservice. You go to scale, it's deployed, operated just like you to your microservices. So no code changes, no other tool chain changes. It just is yet another microservice. That's going to look after you talk about >>The, >>So there's one point I would like to add here, which is something very interesting, right? The whole concept of microservice came from, if you remember the memo from Jeff Bezos, that everybody's going to go, Microsoft would be fired. That gave rise to a very conventional unconditionally of thinking about their applications. Our deep friends, we believe that security should be. Now. You should bring the same unconventional way of thinking to security. Your security is all bottom up. No, it has to start popping up. So your applications on microservice, your security should also be a micro. >>So you need a microservice for a microservice security for the security. You're starting to get into a paradigm shift where you starting to see the API economy that bayzos and Amazon philosophy and their approach go Beanstream. So when I got to ask you, because this is a trend we've been watching and reporting on the actual application development processes, changing from the old school, you know, life cycle, software defined life cycle to now you've got machine learning and bots. You have AI. Now you have people are building apps differently. And the speed of which they want to code is high. And then other teams are slowing them down. So I've heard security teams just screw people over a couple of days. Oh my God, I can wait five days. No, it used to be five weeks. Now it's five days. They think that's progress. They want five minutes, the developers in real time. So this is a real deal optimum. >>Well, you know what? Shift left was a good thing. Instill a good thing. It helps you sort of figure out the issues early on in the development life cycle, essentially. Right? And so you started weaving in security early on and it stays with you. The problem is we are hydrating. So frequently you end up with a few hundred vulnerabilities every time you scan oftentimes few thousand and then you go to runtime and you can't really fix all these thousand one. You know? So this is where, so there is a little bit of a gap there. If you're saying, if look at the CIC cycle, the in financial cycle that they show you, right. You've got the far left, which is where you have the SAS tools, snake and all of that. And then you've got the center where, which is where you hand off this to ops. >>And then on the right side, you've got tech ops defense essentially starts in the middle and says, look, I know you've had thousand one abilities. Okay. But at run time, I see only one of those packages is loaded in memory. And only that is getting traffic. You go and fix that one because that's going to heart. You see what I'm saying? So that gap is what we're doing. So you start with the left, we come in in the middle and stay with you throughout, you know, till the whole, uh, she asks me. Yeah, well that >>Th that, that touches on a subject. What are the, what are the changes that we're seeing? What are the new threats that are associated with containerization and kind of coupled with that, look back on traditional security methods and how are our traditional security methods failing us with those new requirements that come out of the microservices and containerized world. And so, >>So having, having been at FireEye, I'll tell you I've worked on their windows products and Juniper, >>And very, very deeply involved in. >>And in fact, you know what I mean, at the company, we even sold a product to Palo Alto. So having been around the space, really, I think it's, it's, it's a, it's a foregone conclusion to say that attackers have become more sophisticated. Of course they have. Yeah. It's not a single attack vector, which gets you down anymore. It's not a script getting somewhere shooting who just sending one malicious HTP request exploiting, no, these are multi-vector multi-stage attacks. They, they evolve over time in space, you know? And then what happens is I could have shot a revolving with time and space, one notable cause of piling up. Right? And on the other side, you've got the infrastructure, which is getting fragmented. What I mean by fragmented is it's not one data center where everything would look and feel and smell similar it's containers and tuberosities and several lessons. All of that stuff is hackable, right? So you've got that big shift happening there. You've got attackers, how do you build visibility? So, in fact, initially we used to, we would go and speak with, uh, DevSecOps practitioner say, Hey, what is the coalition? Is it that you don't have enough scanners to scan? Is it that at runtime? What is the main problem? It's the lack of visibility, lack of observability throughout the life cycle, as well as through outage, it was an issue with allegation. >>And the fact that the attackers know that too, they're exploiting the fact that they can't see they're blind. And it's like, you know what? Trying to land a plane that flew yesterday and you think it's landing tomorrow. It's all like lagging. Right? Exactly. So I got to ask you, because this has comes up a lot, because remember when we're in our 11th season with the cube, and I remember conversations going back to 2010, a cloud's not secure. You know, this is before everyone realized shit, the club's better than on premises if you have it. Right. So a trend is emerged. I want to get your thoughts on this. What percentage of the hacks are because the attackers are lazier than the more sophisticated ones, because you see two buckets I'm going to get, I'm going to work hard to get this, or I'm going to go for the easy low-hanging fruit. Most people have just a setup that's just low hanging fruit for the hackers versus some sort of complex or thought through programmatic cloud system, because now is actually better if you do it. Right. So the more sophisticated the environment, the harder it is for the hackers, AK Bob wire, whatever you wanna call it, what level do we cross over? >>When does it go from the script periods to the, the, >>Katie's kind of like, okay, I want to go get the S3 bucket or whatever. There's like levels of like laziness. Yeah. Okay. I, yeah. Versus I'm really going to orchestrate Spearfish social engineer, the more sophisticated economy driven ones. Yeah. >>I think, you know what, this attackers, the hacks aren't being conducted the way they worked in the 10, five years ago, isn't saying that they been outsourced, there are sophisticated teams for building exploiters. This is the whole industry up there. Even the nation, it's an economy really. Right. So, um, the known badness or the known attacks, I think we have had tools. We have had their own tools, signature based tools, which would know, look for certain payloads and say, this is that I know it. Right. You get the stuff really starts sort of, uh, getting out of control when you have so many sort of different modalities running side by side. So much, so much moving attack surfaces, they will evolve. And you never know that you've scanned enough because you never happened because we just pushed the code. >>Yeah. So we've been covering the iron debt. Kim retired general, Keith Alexander, his company. They have this iron dome concept where there's more collective sharing. Um, how do you see that trend? Because I can almost imagine that the open-source man is going to love what you guys got. You're going to probably feed on it, like it's nobody's business, but then you start thinking, okay, we're going to be open. And you have a platform approach, not so much a tool based approach. So just give me tools. We all know that when does it, we cross over to the Nirvana of like real security sharing. Real-time telemetry data. >>And I want to answer this in two parts. The first part is really a lot of this wisdom is only in the community. It's a tribal knowledge. It's their informal feeds in from get up tickets. And you know, a lot of these things, what we're really doing with threat map, but as we are consolidating that and giving it out as a sort of platform that you can use, I like to go for free. This is the part you will never go to monetize this. And we are certain about disaster. What we are monetizing instead is you have, like I said, the x-ray or MRI scan of the cloud, which tells you what the pain points are. This is feel free. This is public collective good. This is a Patrick reader. This is for free. It's shocking. >>I took this long to get to that point, by the way, in this discussion. >>Yeah, >>This is this timing's perfect. >>Security is collective good. Right? And if you're doing open source, community-based, you know, programs like this is for the collector group. What we do look, this whole other set map is going to be open source. We going to make it a platform and our commercial version, which is called fetch Stryker, which is where we have our core IP, which is basically think about this way, right? If you figured out all the pain points and using tech map, or this was a free, and now you wanted the remedy for that pain feed to target a defense, we targeted quarantining of those statin workloads and all that stuff. And that's what our IP is. What we really do there is we said, look, you figured out the attack surface using tech fabric. Now I'm going to use threat Stryker to protect their attacks and stress >>Free. Not free to, or is that going to be Fort bang? >>Oh, that's for, okay. >>That's awesome. So you bring the goodness to the party, the goods to the party, again, share that collective, see where that goes. And the Stryker on top is how you guys monetize. >>And that's where we do some uniquely normal things. I would want to talk about that. If, if, if, if you know public probably for 30 seconds or so unique things we do in industry, which is basically being able to monitor what comes in, what goes out and what changes across time and space, because look, most of the modern attacks evolve over time and space, right? So you go to be able to see things like this. Here's a party structure, which has a vulnerability threats. Mapper told you that to strike. And what it does is it tells you a bunch of stress has a vulnerable again, know that somebody is sending a Melissa's HTP request, which has a malicious payload. And you know what, tomorrow there's a file system change. And there is outbound connection going to some funny place. That is the part that we're wanting this. >>Yeah. And you give away the tool to identify the threats and sell the hammer. >>That's giving you protection. >>Yeah. Yeah. Awesome. I love you guys love this product. I love how you're doing it. I got to ask you to define what is security as a microservice. >>So security is a microservice is a deployment modality for us. So defense, what defense has is one console. So defense is currently self posted by the customers within the infrastructure going forward. We'll also be launching a SAS version, the cloud version of it. But what happens as part of this deployment is they're running the management console, which is the gooey, and then a tiny sensor, which is collecting telemetric that is deployed as a microservice is what I'm saying. So you've got 10 containers running defenses level of container. That's, that's an eight or the Microsoft risk. And it utilizes, uh, EDP F you know, for tracing and all that stuff. Yeah. >>Awesome. Well, I think this is the beginning of a shift in the industry. You start to see dev ops and cloud native technologies become the operating model, not just dev dev ops are now in play and infrastructure as code, which is the ethos of a cloud generation is security is code. That's true. That's what you guys are doing. Thanks for coming on. Really appreciate it. Absolutely breaking news here in the queue, obviously great stuff. Open source continues to grow and win in the new model. Collaboration is the cube bringing you all the cover day one, the three days. I'm Jennifer, your host with Dave Nicholson. Thanks for watching.

>>Welcome back to HPD discovered 2021. The virtual edition. My name is Dave a lot and you're watching the cube. We're here with Omar assad is the vice president, GM of H P S H C I and primary storage and data management business. And Sandeep Singh was the vice president of marketing for HP storage division. Welcome gents. Great to see you. >>Great to be here. Dave, >>it's a pleasure to be here today. >>Hey, so uh, last month you guys, you made a big announcement and and now you're, you know, shining the spotlight on that here at discover Cindy. Maybe you can give us a quick recap, what do we need to know? >>Yeah, Dave. We announced that we're expanding HB Green Lake by transforming HB storage to a cloud native software defined data services business. We unveiled a new vision for data that accelerates data dream of transformation for our customers. Uh and it introduced a and we introduced the data services platform that consists of two game changing innovations are first announcement was data services cloud console. It's a SAS based console that delivers the cut operational agility and it's designed to unify data operations through a suite of cloud data services. Our second announcement is H P E electra. It's cloud native data infrastructure to power your data edge to cloud. And it's managed natively with data services cloud console to bring that cloud operational model to our customers wherever their data lives. Together with the data services >>platform. >>Hp Green Green Lake brings that cloud experience to our customers data across edge and on premises environment and lays the foundation for our customers to shift from managing storage to managing data. >>Well, I think it lays the foundation for the next decade. You know, when we entered this past decade, we we we we keep we use terms like software led that that sort of morphed into. So the software defined data center containers with kubernetes, let's zoom out for a minute. If we can homer, maybe you could describe the problems that you're trying to address with this announcement. >>Thanks dave. It's always a pleasure talking to you on these topics. So in my role as general manager for primary storage, I speak with the hundreds of customers across the board and I consistently hear that data is at the heart of what our customers are doing and they're looking for a data driven transformative approach to their business. But as they engage on these things, there are two challenges that they consistently faced. The first one is that managing storage at scale Is rife with complexity. So while storage has gotten faster in the last 20 years, managing a single array or maybe two or three arrays has gotten simpler over time. But managing storage at scale when you deploy fleet, so storage as customers continue to gather, store and life cycle of that data. This process is extremely frustrating for customers. Still I. T. Administrators are firefighting, they're unable to innovate for their business because now data spans all the way from edge to corridor cloud. And then with the advent of public cloud there's another dimension of multi cloud that has been added to their data sprawl. And then secondly what what we what we consistently hear is that idea administrators need to shift from managing storage to managing data. What this basically means is that I. T. Has a desire to mobilize, protect and provision data seamlessly across its lifecycle and across the locations that it is stored at. This ensures that I. D. Leaders uh and also people within the organization understand the context of the data that they store and they operate upon. Yet data management is an extremely big challenge and it is a web of fragmented data silos across processes across infrastructure all the way from test and dev to administration uh to production uh to back up to lifecycle data advantage. Uh And so up till now data management was tied up with storage management and this needs to change for our customers especially with the diversity of the application workloads as they're growing and as customers are expanding their footprint across a multi cloud environment, >>just had to almost um response there. We recently conducted a survey that was actually done by E. S. She. Um and that was a survey of IT. decision makers. And it's interesting what it showcased, 93% of the respondents indicated that storage and data management complexity is impeding their digital transformation. 95% of the respondents indicated that solving storage and data management complexity is a top 10 business initiative for them And 94% want to bring the cloud experience on premises. >>You know, I'll chime in. I think as you guys move to the sort of software world and container world affinity to developers homer. You talked about, you know, things like data protection and we talk about security being bolted on all the time. Now. It's designed in it's it's done at sort of the point of creation, not as an afterthought and that's a big change that we see coming. Uh Let's talk about, you know what also needs to change as customers make the move from this idea of managing storage to to managing data or maybe you can take that one. >>That's a that's a very interesting problem. Right. What are the things that have to be true in order for us to move into this new data management model? So, dave one of the things that the public cloud got right is the cloud operational model which sets the standard for agility and a fast pace for our customers in a classic I. T. On prime model. If you ever wanted to stand up an application or if you were thinking about standing up a particular workload, uh you're going to file a series of I. T. Tickets uh And then you are at the mercy of whatever complex processes exist within organization and and depending on what the level of approvals are within a particular organization, standing up a workload can take days, weeks or even months in certain cases. So what cloud did was a rock that level of simplicity for someone that wanted to instead she ate an app. This means that the provision of underlying infrastructure that makes that workload possible needs to be reduced to minutes from days and weeks. But so what we are intending to do over here is to bring the best of both worlds together so that the cloud experience can be experienced everywhere with ease and simplicity and the customers don't need to change their operating model. So it's blending the two together. And that's what we are trying to usher in into this new era where we start to differentiate between data management and storage management as two independent. Yes, >>Great. Thank you for that. Omer. So deep. I wonder if you could share with the audience, you know, the vision that you guys unveiled, What does it look like? How are you making it actually substantive and and real? >>Yeah. David, That's also great question. Um across the board it's time to reimagine data management. Everything that homer shared. Those challenges are leading to customers needing to break down the silos and complexity that plagues these distributed data environments. And our vision is to deliver a new data experience that helps customers unleash the power of data. We call this vision unified data obs Unified Data Ops integrates data centric policies to streamline data management cloud native control to bring the cloud operational model to where customers data labs and a I driven insights to make the infrastructure invisible. It delivers a new data experience to simplify and bring that agility of cloud to data infrastructure. Streamline data management and help customers innovate faster than ever before. We're making the promise of unified Data Ops Real by transforming H P E storage to a cloud native software defined data services business and introducing a data services platform that expands Hve Green Lake. >>I mean, you know, you talk about the complexity, I see, I look at it as you kind of almost embracing the complexity saying, look, it's gonna keep getting more complex as the cloud expands to the edge on prem Cross cloud, it gets more complex underneath. What you're doing is you're almost embracing that complexity, putting a layer over it and hiding that complexity from from the end customer that and so they can spend their time doing other things over. I wonder if you can maybe talk a little bit more about the data services console, is it sort of another, you know, software layer to manage infrastructure? What exactly is it? >>It's a lot more than that dave and you're you're 100% right. It's basically we're attempting in this release to attack that complexity. Head on. So simply put data services. Cloud console is a SAS based console that delivers cloud operational model and cloud operational agility uh to our customers, it unifies data operations through a series of cloud data services that are delivered on top of this console to our customers in a continuous innovation stream. Uh And what we have done is going back to the point that I made earlier separating storage and data management and putting the strong suites of each of those together into the SAS delivered console for our customers. So what we have done is we have separated data and infrastructure management away from physical hardware to provide a comprehensive and a unified approach to managing data and infrastructure wherever it lives from a customer's perspective, it could be at the edge, it could be in a coal. Oh, it could be in their data center or it could be a bunch of data services that are deployed within the public cloud. So now our customers with data services, cloud console can manage the entire life cycle of their data from all the way from deployment, upgrading and optimizing it uh from a single console from anywhere in the world. Uh This console is designed to streamline data management with cloud data services that enable access to data, It allows for policy-based data protection, it allows for an organizational wide search on top of your storage assets. And we deliver basically a 360° visibility to all your data from a single console that the customer can experience from anywhere. So, so if you look at the journey, the way we're deciding to deliver this. So the first in its first incarnation, uh data services, cloud console gives you infrastructure and cloud data services to start to do data management along with that. But this is that foundation that we are placing in front of our customers, the SAS console through which we get touch our customers on a daily basis. And now as our customers get access to the SAAS platform on the back end, we will continue to roll in additional services throughout the years on a true SAS based innovation base for our customers. And and these services can will be will be ranging all the way from data protection to multiple out data management, all the way to visibility all the way to understanding the context of your data as it's stored across your enterprise. And in addition to that, we're offering a consistent, revised, unified API which allows for our customers to build automation against their storage infrastructure without ever worrying about that. As infrastructure changes. Uh the A P I proof points are going to break for them. That is never going to happen because they are going to be programming to a single SAS based aPI interface from now on. >>Right. And that brings in this idea of infrastructures coding because you talk about as a service to talk about Green Lake and and my question is always okay. Tell me what's behind that. And if and if and if and if you're talking about boxes and and widgets, that's a it's a problem. And you're not you're talking about services and A P. I. S and microservices and that's really the future model. And infrastructure is code and ultimately data as code is really part of that. So, All right. So you guys, I know some of your branding folks, you guys give deep thought uh, to this. So the second part of the announcement is the new product brands and deep maybe you can talk about that a little bit. >>Sure. Ultimately delivering the cloud operational model requires cognitive data infrastructure and that has been engineered to be natively managed from the cloud. And that's why we have also introduced H. P. E. Electra. Omar. Can you perhaps described HB electro even more? >>Absolutely. Thank you. Sandy. Uh, so with with HB Electoral we're launching a new brand of cloud native hardware infrastructure to power our customers data all the way from edge to the core to the cloud. The releases are smaller models for the edge then at the same time having models for the data center and then expanding those services into the public cloud as well. Right. All these hardware devices, Electoral hardware devices are cloud native. Empowered by our Data services. Cloud Council. We're announcing two models with this launch H. P. E. Electra 9000. Uh, this is for our mission critical workloads. It has its history and bases in H P E primera. It comes with 100% availability guarantee. Uh It's the first of its type in the industry. It comes with standard support contract, No special verb is required. And then we're also launching HB electoral 6000. Uh These are based in our history of uh nimble storage systems. Uh These these are for business critical applications, especially for that mid range of the storage market, optimizing price, performance and efficiency. Both of these systems are full envy, any storage powered by our timeless capabilities with data in place upgrades. And then they both deliver a unified infrastructure and data management experience through the data services, cloud console. Uh and and and at the back end, unified ai Ops experience with H P E info site is seamlessly blended in along with the offering for our customers. >>So this is what I was talking about before. It's sort of not your grandfather's storage business anymore. Is this is this is this is something that is part of that, that unified vision, that layer that I talked about. The AP is the program ability. So you're you're reaching into new territory here. Maybe you can give us an example of how the customers experience what that looks like. >>Excellent, loved her Dave. So essentially what we're doing is we're changing the storage experience to a true cloud operational model for our customers. These recent announcements that we just went through along with, indeed they expand the cloud experience that our customers get with storage as a service with HPD Green Lake. So a couple of examples to make this real. So the first of all is simplified deployment. Uh, so I t no longer has to go through complex startup and deployment processes. Now, all you need to do is these systems shipped and delivered to the customer's data center. Operational staff just need to rack and stack and then leave, connect the power cable, connect the network cable. And the job is done from that point onwards, data services console takes over where you can onboard these systems, you can provision these systems if you have a pre existing organization wide security as well as standard profile setup in data services console, we can automatically apply those on your behalf and bring these systems online. From a customer's perspective, they can be anywhere in the world to onboard these systems, they could be driving in a car, they could be sitting on a beach uh And and you know, these systems are automatically on boarded through this cloud operational model which is delivered through the SAAS application for our customers. Another big example. All that I'd like to shed light on is intent based provisioning. Uh So Dave typically provisioning a workload within a data center is an extremely spreadsheet driven trial and error kind of a task. Which system do I land it on? Uh Is my existing sl is going to be affected which systems that loaded, which systems are loaded enough that I put this additional workload on it and the performance doesn't take. All of these decisions are trial and error on a constant basis with cloud data services console along with the electron new systems that are constantly in a loop back information feeding uh Typical analytics to the console. All you need to do is to describe the type of the workload and the intent of the workload in terms of block size S. L. A. That you would like to experience at that point. Data services console consults with intra site at the back end. We run through thousands of data points that are constantly being given to us by your fleet and we come back with a few recommendations. You can accept the recommendation and at that time we go ahead and fully deploy this workload on your behalf or you can specify a particular system and then we will try to enforce the S. L. A. On that system. So it completely eliminates the guesswork and the planning that you have to do in this regard. Uh And last but not the least. Uh you know, one of the most important things is, you know, upgrades has been a huge problem for our customers. Uh And typically oftentimes when you're not in this constant, you know, loop back communication with your customers. It often is a big challenge to identify which release or which bug fix or which update goes on to which particular machine. All of that has been completely taken away from our customers and fully automated. Uh we run thousands of signatures across are installed base. We identify which upgrades need to be curated for which machines in a fleet for a particular customer. And then if it applies to that customer we presented, and if the customer accepts it, we automatically go ahead and upgrade the system and and and last, but not the least from a global management perspective. Now, a customer has an independent data view of their data estate, independent from a storage estate. And data services. Council can blend the two to give a consistent view or you can just look at the fleet view or the data view. >>It's kind of the Holy Grail. I mean I've been in this business a long time and I think I t. People have dreamt about you know this kind of capability for for a long long time. I wonder if we could sort of stay on the customers for a moment here and and talk about what's enabled. Now everybody's talking digital transformation that I joke about the joke. Not funny. The force marched to digital with Covid uh and we really wasn't planned for but the customers really want to drive now that digital transfer some of them are on the back burner and now they're moving to the front burner. What are the outcomes that are that are enabled here? Omar. >>Excellent. So so on on a typical basis for a traditional I. T. Customer, this cloud operational model means that you know information technology staff can move a lot faster and they can be a lot more productive on the things that are directly relevant to their business. They can get up to 99% of the savings back to spend more time on strategic projects or best of all spend time with their families rather than managing and upgrading infrastructure and fleets of infrastructure. Right. For line of business owners, the new experience means that their data infrastructure can be presented can be provision where the self service on demand type of capability. Uh They necessarily don't have to be in the data center to be able to make those decisions. Capacity management, performance management, all of that is died in and presented to them wherever they are easy to consume SAS based models and especially for data innovators, whether it's D B A s, uh whether it's data analysts, they can start to consume infrastructure and ultimately data as a code to speed up their app development because again, the context that we're bringing forward is the context of data decoupling it from. Actually, storage management, storage management and data management are now two separate domains that can be presented through a single console to tie the end to end picture for a customer. But at the end of the day, what we have felt is that customers really really want to rely and move forward with the data management and leave infrastructure management to machine oriented task, which we have completely automated on their behalf. >>So I'm sure you've heard you got the memo about, you know, H H P going all in on as a service. Uh it's clear that the companies all in. How does this announcement fit in to that overall mission, Sandeep >>Dave. We believe the future is edge to cloud and our mission is to be the edge to cloud platform as a service company and as as HB transforms HP Green Lake is our unified cloud platform. Hp Green Link is how we deliver cloud services and agile cloud experiences to customers, applications and data across the edge to cloud. With the storage announcement that we made recently, we announced that we're expanding HB Green Lake with as a service transformation of the HPV storage business to a cloud native software defined data services business. And this expands storage as a service delivering full cloud experience to our customers data across edge and on prem environment across the board were committed to being a strategic partner for every one of our customers and helping them accelerate their digital transformation. >>Yeah, that's where the puck is going guys. Hey as always great conversation with with our friends from HP storage. Thanks so much for the collaboration and congratulations on the announcements and I know you're not done yet. >>Thanks. Dave. Thanks. Dave. All right. Dave. It's a pleasure to be here. >>You're very welcome. And thank you for being with us for hp. You discovered 2021. You're watching the cube, the leader digital check coverage. Keep it right there, but right back. >>Mhm. Mhm.

>>Welcome back to HPD discovered 2021. The virtual edition. My name is Dave Volonte and you're watching the cube. We're here with Omar assad is the vice president GM of H P S H C I and primary storage and data management business. And Sandeep Singh was the vice president of marketing for HP storage division. Welcome gents. Great to see you. >>Great to be here. Dave, >>It's a pleasure to be here today. >>Hey, so uh, last month you guys, you made a big announcement and and now you're, you know, shining the spotlight on that here at discover Cindy. Maybe you can give us a quick recap, what do we need to know? >>Yeah, Dave. We announced that we're expanding HB Green Lake by transforming HB storage to a cloud native software defined data services business. We unveiled a new vision for data that accelerates data, dream of transformation for our customers. Uh and it introduced a and we introduced the data services platform that consists of two game changing innovations are first announcement was Data services cloud console. It's a SAS based console that delivers the cut operational agility and it's designed to unify data operations through a suite of cloud data services. Our 2nd announcement is HPE. Electra. It's cloud native data infrastructure to power your data edge to cloud. And it's managed natively with data services cloud console to bring that cloud operational model to our customers wherever their data lives together with the data services platform. Hp Green Green Lake brings that cloud experience to our customers data across edge and on premises environment and lays the foundation for our customers to shift from managing storage to managing data. >>Well, I think it lays the foundation for the next decade. You know, when we entered this past decade, we we were Ricky bobby's terms like software led that that sort of morphed into. So the software defined data center containers with kubernetes, Let's zoom out for a minute. If we can homer maybe you could describe the problems that you're trying to address with this announcement. >>Thanks dave. It's always a pleasure talking to you on these topics. So in my role as general manager for primary storage, I speak with the hundreds of customers across the board and I consistently hear that data is at the heart of what our customers are doing and they're looking for a data driven transformative approach to their business. But as they engage on these things, there are two challenges that they consistently faced. The first one is that managing storage at scale Is rife with complexity. So while storage has gotten faster in the last 20 years, managing a single array or maybe two or three arrays has gotten simpler over time. But managing storage at scale when you deploy fleet. So storage as customers continue to gather, store and lifecycle that data. This process is extremely frustrating for customers. Still I. T. Administrators are firefighting, they're unable to innovate for their business because now data spans all the way from edge to corridor cloud. And then with the advent of public cloud there's another dimension of multi cloud that has been added to their data sprawl. And then secondly what what we what we consistently hear is that idea administrators need to shift from managing storage to managing data. What this basically means is that I. D. Has a desire to mobilize, protect and provision data seamlessly across its lifecycle and across the locations that it is stored at. Uh This ensures that I. D. Leaders uh and also people within the organization understand the context of the data that they store and they operate upon. Yet data management is an extremely big challenge and it is a web of fragmented data silos across processes across infrastructure all the way from test and dev to administration uh to production uh to back up to lifecycle data management. Uh And so up till now data management was tied up with storage management and this needs to change for our customers especially with the diversity of the application workloads as they're growing and as customers are expanding their footprint across a multi cloud environment >>just to add to almost uh response there. We recently conducted a survey that was actually done by E. S. She. Um and that was a survey of IT. decision makers. And it's interesting what it showcased, 93% of the respondents indicated that storage and data management complexity is impeding their digital transformation. 95% of the respondents indicated that solving storage and data management complexity is a top 10 business initiative for them and 94% want to bring the cloud experience on premises, >>you know, al china. And I think as you guys move to the sort of software world and container world affinity to developers homer, you talked about, you know, things like data protection and we talk about security being bolted on all the time. Now. It's designed in it's it's done at sort of the point of creation, not as an afterthought. And that's a big change that we see coming. Uh But let's talk about, you know, what also needs to change as customers make the move from this idea of managing storage to to managing data or maybe you can take that one. >>That's a that's a that's a very interesting problem. Right. What are the things that have to be true in order for us to move into this new data management model? So, dave one of the things that the public cloud got right is the cloud operational model uh which sets the standard for agility and a fast pace for our customers in a classic I. T. On prime model, if you ever wanted to stand up an application or if you were thinking about standing up a particular workload, uh you're going to file a series of I. T. Tickets and then you're at the mercy of whatever complex processes exist within organization and and depending on what the level of approvals are within a particular organization, standing up a workload can take days, weeks or even months in certain cases. So what cloud did was they brought that level of simplicity for someone that wanted to instead she ate an app. This means that the provisioning of underlying infrastructure that makes that workload possible needs to be reduced to minutes from days and weeks. But so what we are intending to do over here is to bring the best of both worlds together so that the cloud experience can be experienced everywhere with ease and simplicity and the customers don't need to change their operating model. So it's blending the two together. And that's what we are trying to usher in into this new era where we start to differentiate between data management and storage management as two independent things. >>Great, thank you for that. Omer sometimes I wonder if you could share with the audience, you know, the vision that you guys unveiled, What does it look like? How are you making it actually substantive and and real? >>Yeah. Dave. That's also great question. Um across the board it's time to reimagine data management. Everything that homer shared. Those challenges are leading to customers needing to break down the silos and complexity that plagues these distributed data environments. And our vision is to deliver a new data experience that helps customers unleash the power of data. We call this vision unified data jobs, Unified Data Ops integrates data centric policies to streamline data management, cloud native control to bring the cloud operational model to where customers data labs and a I driven insights to make the infrastructure invisible. It delivers a new data experience to simplify and bring that agility of cloud to data infrastructure. Streamline data management and help customers innovate faster than ever before. We're making the promise of Unified Data Ops Real by transforming Hve storage to a cloud native software defined data services business and introducing a data services platform that expands Hve Green Lake. >>I mean, you know, you talk about the complexity, I see, I look at it as you kind of almost embracing the complexity saying, look, it's gonna keep getting more complex as the cloud expands to the edge on prem Cross cloud, it gets more complex underneath. What you're doing is you're almost embracing that complexity and putting a layer over it and hiding that complexity from from the end customer that and so they can spend their time doing other things over. I wonder if you can maybe talk a little bit more about the data services console, Is it sort of another software layer to manage infrastructure? What exactly is it? >>It's a lot more than that, Dave and you're you're 100% right. It's basically we're attempting in this release to attack that complexity head on. So simply put data services. Cloud console is a SAS based console that delivers cloud operational model and cloud operational agility uh to our customers. It unifies data operations through a series of cloud data services that are delivered on top of this console to our customers in a continuous innovation stream. Uh And what we have done is going back to the point that I made earlier separating storage and data management and putting the strong suites of each of those together into the SAS delivered console for our customers. So what we have done is we have separated data and infrastructure management away from physical hardware to provide a comprehensive and a unified approach to managing data and infrastructure wherever it lives. From a customer's perspective, it could be at the edge, it could be in a coal. Oh, it could be in their data center or it could be a bunch of data services that are deployed within the public cloud. So now our customers with data services. Cloud console can manage the entire life cycle of their data from all the way from deployment, upgrading and optimizing it uh from a single console from anywhere in the world. Uh This console is designed to streamline data management with cloud data services that enable access to data. It allows for policy-based data protection, it allows for an organizational wide search on top of your storage assets. And we deliver basically a 360° visibility to all your data from a single console that the customer can experience from anywhere. So, so if you look at the journey the way we're deciding to deliver this. So the first, in its first incarnation, uh Data services, Cloud console gives you infrastructure and cloud data services to start to do data management along with that. But this is that foundation that we are placing in front of our customers, the SAS console, through which we get touch our customers on a daily basis. And now as our customers get access to the SAAS platform on the back end, we will continue to roll in additional services throughout the years on a true SAS based innovation base for our customers. And and these services can will be will be ranging all the way from data protection to multiple out data management, all the way to visibility all the way to understanding the context of your data as it's stored across your enterprise. And in addition to that, we're offering a consistent revised unified Api which allows for our customers to build automation against their storage infrastructure. Without ever worrying about that. As infrastructure changes, uh, the A. P I proof points are going to break for them. That is never going to happen because they are going to be programming to a single SAS based aPI interface from now on. >>Right. And that brings in this idea of infrastructure as code because you talk about as a service to talk about Green Lake and and my question is always okay. Tell me what's behind that. And if and if and if and if you're talking about boxes and and widgets, that's a it's a problem. And you're not, you're talking about services and A P. I. S and microservices and that's really the future model and infrastructure is code and ultimately data as code is really part of that. So, All right. So you guys, I know some of your branding folks, you guys give deep thought to this. So the second part of the announcement is the new product brands and deep maybe you can talk about that a little bit. >>Sure. Ultimately delivering the cloud operational model requires cognitive data infrastructure and that has been engineered to be natively managed from the cloud. And that's why we have also introduced H. P. E. Electra. Omar, Can you perhaps described HB electro even more. >>Absolutely. Thank you. Sandy. Uh, so with with HB Electoral we're launching a new brand of cloud native hardware infrastructure to power our customers data all the way from edge to the core to the cloud. The releases are smaller models for the edge then at the same time having models for the data center and then expanding those services into the public cloud as well. Right. All these hardware devices, Electoral hardware devices are cloud native and powered by our data services. Cloud Council, we're announcing two models with this launch H. P. E Electoral 9000. Uh, this is for our mission critical workloads. It has its history and bases in H P E. Primera. It comes with 100% availability guarantee. Uh It's the first of its type in the industry. It comes with standard support contract, no special verb is required. And then we're also launching HB Electoral 6000. Uh These are based in our history of uh nimble storage systems. Uh These these are for business critical applications, especially for that mid range of the storage market, optimizing price, performance and efficiency. Both of these systems are full envy any storage powered by our timeless capabilities with data in place upgrades. And then they both deliver a unified infrastructure and data management experience through the data services, cloud console. Uh And and and at the back end unified Ai Ops experience with H P. E. Info site is seamlessly blended in along with the offering for our >>customers. So this is what I was talking about before. It's sort of not your grandfather's storage business anymore. This is this is this is something that is part of that, that unified vision, that layer that I talked about, the A. P. I. Is the program ability. So you're you're reaching into new territory here. Maybe you can give us an example of how the customers experience what that looks like. >>Excellent. Love to Dave. So essentially what we're doing is we're changing the storage experience to a true cloud operational model for our customers. These recent announcements that we just went through along with, indeed they expand the cloud experience that our customers get with storage as a service with HP Green Lake. So a couple of examples to make this real. So the first of all is simplified deployment. Uh So I t no longer has to go through complex startup and deployment processes. Now all you need to do is these systems shipped and delivered to the customer's data center. Operational staff just need to rack and stack and then leave connect the power cable, connect the network cable. And the job is done. From that point onwards, data services console takes over where you can onboard these systems, you can provision these systems if you have a pre existing organization wide security as well as standard profile setup in data services console, we can automatically apply those on your behalf and bring these systems online. From a customer's perspective, they can be anywhere in the world to onboard these systems, they could be driving in a car, they could be sitting on a beach. Uh And and you know, these systems are automatically on boarded through this cloud operational model which is delivered through the SAAS application for our customers. Another big example. All that I'd like to shed light on is intent based provisioning. Uh So Dave typically provisioning a workload within a data center is an extremely spreadsheet driven trial and error kind of a task. Which system do I land it on? Uh Is my existing sl is going to be affected which systems that loaded which systems are loaded enough that I put this additional workload on it and the performance doesn't take. All of these decisions are trial and error on a constant basis with cloud Data services console along with the electron new systems that are constantly in a loop back information feeding uh Typical analytics to the console. All you need to do is to describe the type of the workload and the intent of the workload in terms of block size S. L. A. That you would like to experience at that point. Data services console consults with intra site at the back end. We run through thousands of data points that are constantly being given to us by your fleet and we come back with a few recommendations. You can accept the recommendation and at that time we go ahead and fully deploy this workload on your behalf or you can specify a particular system and then people try to enforce the S. L. A. On that system. So it completely eliminates the guesswork and the planning that you have to do in this regard. Uh And last but not the least. Uh You know, one of the most important things is, you know, upgrades has been a huge problem for our customers. Uh And typically oftentimes when you're not in this constant, you know, loop back communication with your customers. It often is a big challenge to identify which release or which bug fix or which update goes on to which particular machine, all of that has been completely taken away from our customers and fully automated. Uh We run thousands of signatures across are installed base. We identify which upgrades need to be curated for which machines in a fleet for a particular customer. And then if it applies to that customer we presented, and if the customer accepts it, we automatically go ahead and upgrade the system and and and last, but not the least from a global management perspective. Now, a customer has an independent data view of their data estate, independent from a storage estate and data services. Council can blend the two to give a consistent view or you can just look at the fleet view or the data view. >>It's kind of the holy Grail. I mean I've been in this business a long time and I think I. T. People have dreamt about you know this kind of capability for for a long long time. I wonder if we could sort of stay on the customers for a moment here and and talk about what's enabled. Now. Everybody's talking digital transformation. I joke about the joke. Not funny. The force marched to digital with Covid. Uh and we really wasn't planned for but the customers really want to drive now that digital transfer some of them are on the back burner and now they're moving to the front burner. What are the outcomes that are that are enabled here? Omar. >>Excellent. So so on on a typical basis for a traditional I. T. Customer this cloud operational model means that you know information technology staff can move a lot faster and they can be a lot more productive on the things that are directly relevant to their business. They can get up to 99% of the savings back to spend more time on strategic projects or best of all spend time with their families rather than managing and upgrading infrastructure and fleets of infrastructure. Right for line of business owners, the new experience means that their data infrastructure can be presented can be provision where the self service on demand type of capability. Uh They necessarily don't have to be in the data center to be able to make those decisions. Capacity management, performance management, all of that is died in and presented to them wherever they are easy to consume. SaS based models and especially for data innovators, whether it's D B A s, whether it's data analysts, they can start to consume infrastructure and ultimately data as a code to speed up their app development because again, the context that we're bringing forward is the context of data decoupling it from. Actually, storage management, storage management and data management are now two separate domains that can be presented through a single console to tie the end to end picture for a customer. But at the end of the day, what we have felt is that customers really, really want to rely and move forward with the data management and leave infrastructure management to machine oriented task, which we have completely automated on their behalf. >>So I'm sure you've heard you got the memo about, you know, H H p going all in on as a service. Uh it is clear that the companies all in. How does this announcement fit in to that overall mission? Cindy >>dave We believe the future is edge to cloud and our mission is to be the edge to cloud platform as a service company and as as HB transforms HP Green Lake is our unified cloud platform. Hp Green Link is how we deliver cloud services and agile cloud experiences to customers applications and data across the edge to cloud. With the storage announcement that we made recently, we announced that we're expanding HB Green Lake with as a service transformation of the HPV storage business to a cloud native software defined data services business. And this expands storage as a service, delivering full cloud experience to our customers data across edge and on prem environment across the board were committed to being a strategic partner for every one of our customers and helping them accelerate their digital transformation. >>Yeah, that's where the puck is going guys. Hey as always great conversation with with our friends from HP storage. Thanks so much for the collaboration and congratulations on the announcements and and I know you're not done yet. >>Thanks. Dave. Thanks. Dave. >>Thanks. Dave. It's a pleasure to be here. >>You're very welcome. And thank you for being with us for hp. You discovered 2021 you're watching the cube, the leader digital check coverage. Keep it right there, but right back. >>Yeah. Yeah.

(digital music) >> Hello everyone. And welcome to theCUBE where we're covering the recent news from Hewlett Packard Enterprise Making Moves and Storage. And with me are Omer Asad, Vice President and General Manager for Primary Storage, HCI and Data Management at HPE and Sandeep Singh who's the Vice President of Storage Marketing at Hewlett Packard Enterprise. Gentlemen, welcome back to theCUBE. Great to see you both. >> Dave its a pleasure to be here. >> Always a pleasure talking to you Dave thank you so much. >> Oh, it's my pleasure. Hey, so we just watched HPE make a big announcement and I wonder Sandeep, if you could give us a quick recap. >> Yeah, of course Dave. In the world of enterprise storage there hasn't been a moment like this in decades, a point at which everything is changing for data and infrastructure and it's really coming at the nexus of data, cloud and AI that's opening up the opportunity for customers across industries to accelerate their data-driven transformation. Building on that we just unveiled a new vision for data that accelerates the data driving transformation for customers edge to cloud. And to pay that off we introduce a new data services platform that consists of two game-changing innovations. First it's a data services cloud console which is a SaaS based console that delivers cloud operational agility for customers. And it's designed to unify data operations through a suite of cloud services. Though our second announcement is HPE Electra. HPE Electra is a cloud native data infrastructure portfolio to power your data edge to cloud. It's managed natively with data services cloud console and it brings that cloud operational model to customers wherever their data lives. These innovations are really combined with our industry leading AIOPS platform which is HPE InfoSight and combine these innovations radically simplify and bring that cloud operational model to customers our data and infrastructure management. And it gives the opportunity for streamlining data management across the life cycle. These innovations are making it possible for organizations across the industries to unleash the power of data. >> That's kind of cool. There're a lot of the stuff we've been talking about for all these years is sort of this unified layer across all clouds on-prem, AI injected in I could tell you're excited and it sounds like you you can't wait to get these offerings in the hands of customers, but I wonder we get back up a minute. Omer, maybe you could describe the problem statement that you're addressing with this announcement. What are customers really pain points? >> Excellent question, Dave. So in my role, as the General Manager for Data Management and Storage here at HPE I get the wonderful opportunity to talk to hundreds of customers in a year. And, you know, as time has progressed as the amount of data under organizations' management has continued to increase, what I have noticed is that recently there are three main themes that are continuously emerging and are now bubbling at the top. The first one is storage infrastructure management itself is extremely complex for customers. While there have been lots of leaps and down progress in managing a single array or managing two arrays with a lot of simplification of the UI and maybe some modern UIs are present but as the problem starts to get at scale as customers acquire more and more assets to store and manage their data on premise the management at scale is extremely complex. Yes, storage has gotten faster, yes, flash has had a profound effect on performance availability and latency access to the data but infrastructure management and storage management as a whole has become a pain for customers and it's a constant theme as storage lifecycle management comes up storage refresh has come up and deploying and managing storage infrastructure at scale comes up. So that's one of the main problems that I've been seeing as I talk to customers. Now, secondly, a lot of customers are now talking about two different elements. One is storage and storage deployment and life cycle management. And the second is the management of data that is stored on those storage devices. As the amount of data grows the silos continue to grow a single view of life cycle management of data doesn't, you know, customers don't get to see it. And lastly, one of the biggest things that we see is a lot of customers are now asking, how can I extract a value from this data under my management because they can't seem to parse through the silos. So there is an incredible amount of productivity lost when it comes to data management as a whole, which is just fragmented into silos, and then from a storage management. And when you put these two together and especially add two more elements to it which is hybrid management of data or a multicloud management of data the silos and the sprawl just continues and there is nothing that is stitching together this thing at scale. So these are the three main themes that constantly appear in these discussions. Although in spite of these a lot of modern enhancements in storage >> Well, I wonder if I could comment guys 'cause I've been following this industry for a number of years and you're absolutely right, Omer. I mean, if you look at the amount of money and time and energy that's spent into or put into the data architectures people are frustrated they're not getting enough out of it. And I'd note that, you know, the prevailing way in which we've attacked complexity historically is you build a better box. And well, while that system was maybe easier to manage than the predecessor systems all it did is create another silo and then the cloud, despite its impaired simplicity that was another disconnected siloed. So then we threw siloed management solutions at the problem and we're left with this collection of point solutions with data sort of trapped inside. So I wonder if you could give us your thoughts on that and you know, do you agree, what data do you have around this problem statement? >> Yeah, Dave that's a great point. And actually ESG just recently conducted a survey of over 250 IT decision makers. And that actually brings one of the perfect validations of the problems that Omer and you just articulated. What it showed is that 93% of the respondents indicated that storage and data management, that complexity is impeding their digital transformation. On average, the organizations have over 23 different data management tools which just typifies and is a perfect showcase of the fragmentation and the complexity that exists in that data management. And 95% of the respondents indicated that solving storage and data management that complexity is a top 10 business initiative for them. And actually top five for 67% of the respondents. So it's a great validation across the board. >> Well, its fresh in their minds too, because pre pandemic there was probably, you know, a mixed picture, right. It was probably well there's complacency or we're not moving fast enough, we have other priorities, but they were forced into this. Now they know what the real problem is it's front and center. Yeah, I liked that you're putting out there in your announcement this sort of future state that you're envisioning for customers. And I wonder if we could sort of summarize that and share with our listeners that vision that you unveiled what does it look like and how are you making it real? >> Yeah, overall, we feel very strongly that it's time for our customers to reimagine data management. And our vision is that customers need to break down the silos and complexity that plagues the distributed data environments. And they need to experience a new data experience across the board that's going to help them accelerate their data-driven transformation and we call this vision Unified DataOps. Unified DataOps integrates data-centric policies across the board to streamline data management, cloud-native control and operations to bring that agility of cloud and the operational model to wherever data lives. And AI driven insights and intelligence to make the infrastructure invisible. It delivers a whole new experience to customers to radically simplify and bring the agility of cloud to data and data infrastructure, streamlined data management and really help customers innovate faster than ever before. And we're making the promise of Unified DataOps real by transforming the entire HPE storage business to a cloud native software defined data services and that's through introducing a data services platform that expands HPE GreenLake. >> I mean, the key word I take away there Sandeep, is invisible. I mean, as a customer I want you to abstract that complexity away that underlying infrastructure complexity I just don't want to see it anymore. Omer, I wonder if we could start with the first part of the announcement maybe you can help us unpack data services, cloud console. I mean, you know, people are immediately going to think it's just another software product to manage infrastructure. But to really innovate, I'm hoping that it's more than that. >> Absolutely, Dave, it's a lot more than that. What we have done fundamentally at the root of the problem is we have taken the data and infrastructure control away from the hardware and through that, we provided a unified approach to manage the data wherever it lives. It's a full blown SaaS console which our customers get onto and from there they can deploy appliances, manage appliances, lifecycle appliances and then they not only stop at that but then go ahead and start to get context around their data. But all of that (indistinct) available through a SaaS platform, a SaaS console as every customer onboards themselves and their equipment and their storage infrastructure onto this console then they can go ahead and define role-based access for different parts of their organization. They can also apply role-based access to HPE GreenLake management personnel so they can come in and do and perform all the operations for the customers via the same console by just being another access control methodology in that. And then in addition to that, as you know, data mobility is extremely important to our customers. How do you make data available in different hyperscaler clouds if the customer's digital transformation requires that? So again, from that single cloud console from that single data console, which we are naming here as data services console customers are able to curate the data, maneuver the data, pre-positioned the data into different hyperscalers. But the beautiful thing is that the entire view of the storage infrastructure, the data with its context that is stored on top of that access control methodologies and management framework is operational from a single SaaS console which the customer can decide to give access to whichever management entity or authority comes into help them. And then what this leads us into is then combining these things into a northbound API. So anybody that wants to streamline operational manageability can then use these APIs to program against a single API which will then control the entire infrastructure on behalf of the customer. So if somebody dare what this is it is bringing that cloud operational model that was so desired by each one of our customers into their data centers and this is what I call an in-place transformation of a management experience for our customer by making them seamlessly available on a cloud operational model for their infrastructure. >> Yeah, and you've turned that into essentially an API with a lot of automation, that's great. So, okay. So that's kind of how you're trying to change the game here you're charting new territory. I want you to talk, you talked to hundreds and hundreds of customers every year I wonder if you could paint a picture from the customer perspective how does their experience actually change? >> Right, that's a wonderful question, Dave. This allows me to break it down into bits and bytes further for you and I love that, right. So the way you look at it is, you know, recently if you look at the storage management, as we talked about earlier, from an array perspective or maybe two arrays perspective has been simplified I mean, it's a solved problem. But when you start to imagine deploying hundreds of arrays and these are large customers, they have massive amounts of data assets, storage management hasn't scaled along as the infrastructure scales. But if you look at the consumer world you can have hundreds of devices but the ownership model is completely (indistinct). So the inspiration for solving this problem for us actually was inspired from consumerization of IT and that's a big trend over here. So now we're changing the customer's ownership model, the customer's deployment model and the customer's data management model into a true cloud first model. So let me give some of the examples of that, right. So first of all, let's talk about deployment. So previously deployment has been a massive challenge for our customers. What does deployment in this new data services console world looks like? Devices show up, you rack them up and then you plug in the power cable, you plug in the network cable and then you walk out of the data center. Data center administrator or the storage of administrator they will be on their iPad, on their data services console, or iPhone or whatever the device of their choice is and from that console, from that point on the device will be registered, onboarded, its initial state will be given to it from the cloud. And if the customer has some predefined States for their previous deployment model already saved with the data console they don't even need to do that we'll just take that and apply that state and induct the device into the fleet that's just one example. It's extremely simple plug in the power cable, plug in the network cable and the data center operational manager just walks out. After that you could be on the beach, you could be at your home, you could be driving in a car and this don't, I advise people not to fiddle with their iPhones when they're driving in a car, but still you could do it if you want to, right. So that's just one part from a deployment methodology perspective. Now, the second thing that, you know, Sandeep and I often bounce ideas on is provisioning of a workload. It's like a science these days. And is this array going to be able to absorb my workload, is the latency going to go South does this workload latency profile match this particular piece of device in my data center? All of this is extremely manual and it literally takes, I mean, if you talk to any of the customers or even analysts, deploying a workload is a massive challenge. It's a guesswork that you have to model and, you know basically see how it works out. I think based on HPE InfoSight, we're collecting hundreds and millions of data points from all these devices. So now to harness that and present that back to a customer in a very simple manner so that we can model on their behalf to the data services console, which is now workload of it, you just describe your workload, hey, I'm going to need these many IOPS and by the way, this happens to be my application. And that's it. On the backend because we're managing your infrastructure the cloud console understands your entire fleet. We are seeing the statistics and the telemetric coming off of your systems and because now you've described the workload for us we can do that matching for you. And what intent based provisioning does is describe your workloads in two or three clicks or maybe two or three API construct formats and we'll do the provisioning, the deployment and bringing it up for you on your behalf on the right pieces of infrastructure that matched it. And if you don't like our choices you can manually change it as well. But from a provisioning perspective I think that took days can now come down to a couple of minutes of the description. And lastly, then, you know, global data management distributed infrastructure from edge to cloud, invisible upgrades, only upgrading the right amount of infrastructure that needs the upgrade. All of that just comes rolling along with it, right. So those are some of the things that this data services console as a SaaS management and scale allows you to. >> And actually, if I can just jump in and add a little bit of what Omer described, especially with intent-based provisioning, that's really bringing a paradigm shift to provisioning. It's shifting it from a LAN-centric to app-center provisioning. And when you combine it with identity management and role-based access what it means is that you're enabling self-service on demand provisioning of the underlying data infrastructure to accelerate the app workload deployments. And you're eliminating guesswork and providing the ability to be able to optimize service level objectives. >> Yeah, it sounds like you've really nailed that in an elegant way that provisioning challenge. I've been saying for years if your primary expertise is deploying logical unit numbers you better find some other scales because the day is coming that that's just going to get automated away. So that's cool. There's another issue that I'm sure you've thought about but I wonder if you could address, I mean, you've got the cloud, the definition of cloud is changing that the cloud is expanding to on-prem on-prem expand to the cloud. It's going out to the edge, it's going across clouds and so, you know, security becomes a big issue that threat surface is expanding, the operating model is changing. So how are you thinking about addressing those security concerns? >> Excellent question, Dave. So, you know, most of the organizations that we talked to in today's modern world, you know almost every customer that I talk to has deployed either some sort of a cloud console where they're either one of the customers were the hyperscalers or you know, buy in for SaaS-based applications or pervasive across the customer base. And as you know, we were the first ones to introduce the automatic telemeter management through HPE InfoSight that's one of the largest storage SaaS services in production today that we operate on behalf of our customers, which has, you know, Dave, about 85% connectivity rate. So from that perspective, keeping customer's data secure, keeping customer's telemetry information secure we're no stranger to that. Again, we follow all security protocols that any cloud operational SaaS service would do. So a reverse handling, the firewall compliancy security audit logs that are published to our customers and published to customers' chief information security officers. So all of those, you know what I call crossing the T's and dotted the I's we do that with security expert and security policies for which each of our customers has a different set of rules. And we have a proper engagement model that we go through that particular audit process for our customers. Then secondly, Dave the data services cloud console is actually built on a fundamental cloud deployment technology that is not sort of that new. Aruba Central which is an Aruba management console which is also an HPE company it's been deployed and it's managing millions of access points in a SaaS framework for our customers. So the fundamental building blocks of the data storage console from a basic enablement perspective come from the Aruba Central console. And what we've taken is we've taken those generic cloud-based SaaS services and then built data and storage centric SaaS services on top of that and made them available to our customers. >> Yeah, I really like the Aruba. You picked that up several years ago and it's same thing with InfoSight the way that you bring it to other parts of the portfolio those are really good signs to watch of successful acquisitions. All right, there's a lot here. I want to talk about the second part of the announcement. I know you're a branding team you guys are serious about branding that new product brand. Maybe you could talk about that. >> So again, so delivering the cloud operational model is just the first piece, right. And now the second part of the announcement is delivering the cloud native hardware infrastructure which is extremely performing to go along with this cloud operational model. So what we have done Dave, in this announcement is we've announced HPE Electra. This is our new brand for our cloud native infrastructure to power your data and its appliances from core to the edge, to the cloud, right. And what it does is it takes the cloud operational model and this hardware is powered by that, it's completely wrapped around data. And so HPE Electra is available in two models right now, the HB electron 9,000 which is available for mission critical workloads for those high intensity workloads with a hundred percent availability guarantee where no failure is ever an option. And then it's also available as HPE Electra, 6,000 which is available for general purpose, business critical workloads generally trying to address that mid range of the storage market. And both of these systems are full 100% NBME front and back. And they're powered by the same unified cloud management operational experience that the data cloud console provides. And what it does is it allows our customers to simplify the deployment model, it simplifies their management model and really really allows them to focus on the context, the data and their app diversity whereas data mobility, data connectivity, data management in a multicloud world is then completely obstructed from them. >> Dave: Yeah. >> Sandeep: And Dave. >> Dave: Go ahead, please. >> Just to jump in HPE Electra combined with data services cloud console is delivering a cloud experience that makes deploying and scaling the application workloads as simple as flipping a switch. >> Dave: Nice. >> It really does. And you know, I'm very comfortable in saying this you know, like HPE InfoSight, we were the first in the industry to bring AI-based elementary and support enabled metrics (indistinct). And then here with data services console and the hardware that goes with it we're just completely transforming the storage ownership and a storage management model. And for our customers, it's a seamless non-disruptive upgrade with fully data in place upgrade. And they transform to a cloud operational model where they can manage their infrastructure better where they are through a complete consumer grade SaaS console is again the first of its kind when you look at storage management and storage management at scale. >> And I like how you're emphasizing that management layer, but underneath you got all the modern hardware technologies too which is important because it's a performance got to be, you know, a good price performance. >> Absolutely. >> So now can we bring this back again to the customers what are the outcomes that this is going to enable for them? >> So I think Dave, the first and the foremost thing is as they scale their storage infrastructures they don't have to think it's really as simple as yeah, just send it to the data center, plug in the power cable, plug in the network cable and up it comes. And from that point onwards the life cycle and the device management aspect are completely abstracted by the data services console. All they have to focus is I just have new capacity available to me and when I have an application the system will figure it out for me where they need to deploy. So no more needing the guesswork, the Excel sheets of capacity management, you know the chargeback models, none of that stuff is needed. And for customers that are looking to transform their applications customers looking to refactor their applications into a hyperscaler model or maybe transform from VM to containers, all they need to think about and focus is on that the data will just follow these workloads from that perspective. >> And Dave, just to almost response here as I speak with customers one of the things I'm hearing from IT is that line of business really wants IT to deliver that agility of cloud yet IT also has to deliver all of the enterprise reliability, availability, all of the data services. And what's fantastic here is that through this cloud operational model IT can deliver that agility, that line of business owners are looking for at the same time they've been under pressure to do a lot more with less. And through this agility, IT is able to get time back be able to focus more on the strategic projects at the same time, be able to get time back to spend more time with their families that's incredibly important. >> Omer: Right >> Well, I love the sort of mindset shift that I'm seeing from HPE we're not talking about how much the box weighs (laughing) we're talking about the customer experience. And I wonder, you know, that kind of leads me, Sandeep to how this kind of fits in to this new really, to me, I'm seeing the transformation before our eyes but how does it fit into HPE's overall mission? >> Well, Dave, our mission overall is to be the edge to cloud platform as a service company with HPE GreenLake, being the key to delivering that cloud experience. And as Omer put it, be able to deliver that cloud experience wherever the customer's data lives. And today we're advancing HPE GreenLake as a service transformation of the HPE storage business to a software defined cloud data services business overall. And for our customers, this translates to how to operational and ownership experience that unleashes their agility, their data and their innovation. So we're super excited >> Guys, I can tell you're excited. Thanks so much for coming to theCUBE and summarizing the announcements, congratulations and best of luck to both of you and to HPE and your customers. >> Thank you Dave. It was a pleasure. (digital music)

(smooth music) >> Hi, everybody. This is Dave Vellante, and with me is Sandeep Singh. He's the vice president of storage marketing at Hewlett Packard Enterprise, and we're going to riff on some of the trends in the industry, what we're seeing, and we got a little treat for you, Sandeep. Great to see you, man. >> Dave, it's a pleasure to be here. >> You and I have known each other for a long time. We've had some great discussions, some debates, (chuckles) some intriguing mind benders. What are you seeing out there in storage? So much has changed. What are the key trends you're seeing? And let's get into it. >> Yeah. Across the board, as you said, so much has changed. When you reflect back at the underlying transformation that's taking place with data, cloud, and AI across the board, first of all, for our customers, they're seeing this massive data explosion that literally now spans edge to core to cloud. They're also seeing a diversity of the application workloads across the board. The emphasis that it's placing is on the complexity that underlies overall infrastructure and data management. Across the board, we're hearing a lot from customers about just the underlying infrastructure and complexity, and the infrastructure sprawl. And then the second element of that is really extending into the complexity of data management. >> So it's interesting to talk about data management. You remember you and I were in... Well, you were in Andover. I don't know. It was probably like five years ago. And all we were talking about was media, flash this and flash that, and at the time that was kind of the hot storage topic. Well, flash came in, addressed some of the clicks that we historically talked about. Now the problem statement is really kind of, quote unquote, metaphorically moving up the stack, if you will. You mentioned management. But let's dig into that a little bit. I mean, what is management? I mean, a lot of people... That means different things to different people. You talk to a database person or a backup person. How do you look at management? What does that mean to you? >> Yeah, Dave. You mentioned that flash came in, and it actually accelerated the overall speed and latency that storage was delivering to the application workloads. But fundamentally, when you look back at storage over a couple of decades, the underlying way of how you're managing storage hasn't fundamentally changed. There's still an incredible amount of complexity for ITs. It's still a manual admin-driven experience for customers. And what that's translating to is, more often than not, IT is in the world of firefighting, and it leaves them unable to help with the more strategic projects to innovate for the business. And basically IT has that pressure point of moving beyond that, and helping bring greater levels of agility that line of business owners are asking for, and to be able to deliver on more of the strategic projects. So that's one element of it. The second element that we're hearing from customers about is as more and more data just continues to explode from edge to core to cloud, and as basically the infrastructure has grown from just being on-prem, to being at the edge, to being in the cloud, now that complexity is expanding from just being on-prem to across multiple different clouds. So when you look across the data life cycle, how do you store it? How do you secure it? How do you basically protect it, and archive it, and analyze that data? That end to end life cycle management of data, today resides on just a fragmented set of overall infrastructure, and tools, and processes, and administrative boundaries. That's creating a massive challenge for customers. And the impact of that, ultimately, is essentially comes at a cost to agility, to innovation, and ultimately business risk. >> Yeah, so we've seen obviously the cloud has addressed a lot of these problems, but the problem is the cloud is in the cloud. And much of my stuff, most of my stuff, isn't in the cloud. (chuckles) So I have all these other workloads that are either on-prem, and now you've got this emerging edge. And so I wonder if we could just talk a little vision here for a minute. I mean, what I've been envisioning is this abstraction layer that cuts across all, whether... It doesn't really matter where it is. If it's on-prem, if it's across cloud, if it's in the cloud, on the edge. We could talk about what that all means. But if customers that I talk to, they're sort of done with the complexity of that underlying infrastructure. They want technology to take care of that. They want automation. They want AI brought into that equation. And it seems like we're on the cusp of the decade where that might happen. What's your take? >> Well, yeah. Certainly, I mentioned that data cloud and AI are really the disruptive forces that are propelling the digital transformation for customers. Cloud has set the standard for agility, and AI-driven insights and intelligence are really helping to make the underlying infrastructure invisible. And yet a lot of their application workloads and data is on-prem and is increasingly growing at the edge. So they want that same experience to be able to truly bring that agility to wherever their data and apps load. And that's one of the things that we're continuing to hear from customers. >> And this problem's just going to get worse. I mean, we... For decades we marched to the cadence of Moore's law, and everybody's kind of forgets about Moore's law. And they'll say, "Ah, it's dying," or whatever. But actually, when you look at the processing power that's coming out now, it's not... It's more than doubling every two years, quadrupling every two years. So now you've got this capability in your hands, and application designers, storage companies, networking companies, they're going to have all this power to now bring in AI and do things that we've never even imagined before. So it's not about the box, and the speeds and feeds of the box. It's really more about this abstraction layer that I was talking about, the management, if you will, that you were discussing, and what we can do in terms of being able to power new workloads, machine intelligence. It's this kind of ubiquitous... Call it the cloud, but it's expanding pretty much everywhere in every part of our lives, (chuckles) even to the edge. You think about autonomous vehicles, you think about factories. It's actually quite mind boggling where we're headed. >> It is, and you touched upon AI, and certainly when you look at infrastructure, for example, there's been a ton of complexity in infrastructure management. One of the studies that was done, actually by IDC, indicated that over 90% of the challenges that arise, for example, ultimately down at the storage infrastructure layer that's powering the apps, ultimately, arises from way above the stack all the way from the server layer on down, or even the virtual machine layer. And there, for example, AI ops for infrastructure has become a game changer for customers to be able to bring the power of AI, and machine learning, and multi-variate analysis to be able to predict and prevent issues. Dave, you also touched upon edge, and across the board, what we're seeing is the enterprise edge is becoming that frontier for customer experiences, and the opportunity to reimagine customer experiences, as well as just the frontier for commerce that's happening when you look at retail, and manufacturing, and/or financial services. So across the board, with the data growth that's happening, and this edge becoming the strategic frontier for delivering the customer experiences, how you power your application workloads there, how you deliver that data, and protect that data, and be able to seamlessly manage that overall infrastructure, as you mentioned, abstracted away at a higher level, becomes incredibly important for our customers. >> It's so interesting to hear how the conversation's changing, I'd like to say. I go back to whatever it was, five years ago, we're talking about flash, storage class memory, and NVMe, and those things are still there, but your emphasis now, you're talking about machine learning, AI, math around deep learning. It's really software is really what you're focusing on these days. >> Very much so. Certainly, this notion of software and services that are delivering and unlocking a whole new experience for customers, that's really the game changer going forward for customers, and that's what we're focused on. >> Well, I said we had a little surprise for you. So you guys are having an event on May 4th. It's called Unleash the Power of Data. What's that event all about, Sandeep? >> Yeah. We are very much excited about our May 4th event. As you mentioned, it's called Unleash the Power of Data. And as most organizations today are data driven, and data is at the heart of what they're doing, we're excited to invite everyone to join this event. And through this event, we're unveiling a new vision for data that accelerates the data-driven transformation from edge to cloud. This event promises to be a pivotal event, and one that IT admins, cloud architects, virtual machine admins, vice-presidents, directors of IT, and CIOs really won't want to miss. Across the board, this event is just bringing a new way of articulating the overall problem statement, and a market-in focused the articulation of the trends that we were just discussing. It's an event that's going to be hosted by business and technology journalist, Shibani Joshi. It will feature a market-in panel with a focus on the crucial role that data is playing in customers' digital transformation. It will also include and feature Antonio Neri, CEO of HPE, and Tom Black, senior vice president and general manager of HPE storage business, and industry experts, including Julia Palmer, research vice president at Gartner. We will unveil game-changing HPE innovations that will make it possible for organizations across edge to cloud to unleash the power of data. >> Sounds like a great event. I presume I can go to hpe.com. And what? Get information. Is it a registered event? How does that all work? >> Yeah, we invite everyone to visit hpe.com, and by visiting there, you can click and save the date of May 4th at 8:00 AM Pacific. We invite everyone to join us. We couldn't be more excited to get to this event, and be able to share the vision and game-changing HPE innovations. >> Awesome. So it's... So I don't have to register, right? I don't have to give up my three children's name, and my social security number to attend your event, is that right? (chuckles) >> No registration required. Come by, click on hpe.com. Save the date on your calendar. And we very much look forward to having everyone join us for this event. >> I love it. It's pure content event. I'm not going to get a phone call afterwards saying, "Hey, buy some stuff from me." That could come other channels, so that's good. (chuckles) Thank you for that. Thanks for providing that service to the industry. I'm excited to see what you guys are going to be announcing that day. And look, Sandeep, I mean, like I said, we've known each other a while. We've seen a lot of trends, but the next 10 years, it ain't going to look like the last 10, is it? >> It's going to be very different, and we couldn't be more excited. >> Well, Sandeep, thanks so much for coming to theCUBE, and riffing with me on the industry, and giving us a preview for your event. Good luck with that, and always great to see you. >> Thanks a lot, Dave. Always great to see you as well. >> All right, and thank you, everybody. This is Dave Vellante for theCUBE, and we'll see you next time. (smooth music)

(upbeat music) >> Hello everyone, and welcome to The CUBE where we're covering the recent news from Hewlett Packard enterprise, making moves and storage. And with me are Omar Assad, vice president and general manager for Primary Storage, HCI and data management at HPE. And Sandeep Singh, who's the vice president of Storage Marketing at Hewlett Packard Enterprise. Gentlemen, welcome back to the CUBE Great to see you both. >> David, it's pleasure to be here. >> Always a pleasure talking to you David, thank you so much. >> Oh, it's my pleasure. Hey, so we just watched HPE make a big announcement and I wonder Sandeep if you could give us a quick recap. >> Yeah, of course, Dave. In the world of enterprise storage, there hasn't been a moment like this in decades upon at which everything is changing for data and infrastructure. And it's really coming at the nexus of data cloud and AI that's opening up the opportunity for customers across industries to accelerate their data-driven transformation. Building on that, we just unveiled a new vision for data that accelerates the data driving transformation for customers edge to cloud. And to pay that off, we introduce a new data services platform that consists of two game-changing innovations. First it's a data services cloud console which is a SAS based console that delivers cloud operational agility for customers. And it's designed to unify data operations through a suite of cloud services. Then our second announcement is HPE Electra. HB Electra is a cloud native data infrastructure portfolio to power your data edge to cloud. It's managed natively with data services cloud console and it brings that cloud operational model to customers wherever their data lives. These innovations are really combined with our industry leading AI ops platform which is HPE in foresight, and combine these innovations radically simplify and bring that cloud operational model to customers or data and infrastructure management. And it gives the opportunity for streamlining data management across the life cycle. These innovations are making it possible for organizations across the industries to unleash the power of data. >> That's kind of cool, I mean, a lot of the stuff we've been talking about for all these years is sort of this unified layer across all clouds on prem, AI injected in, I could tell you're excited and it sounds like you you can't wait to get these offerings in the hands of customers. But I wonder if we get back up a little a minute. Omer, maybe you could describe the problem statement that you're addressing with this announcement. What are customers really, what are their pain points? >> Excellent question, Dave. So in my role, as the general manager for data management and storage here at HPE, I get the wonderful opportunity to talk to hundreds of customers in a year. And as time has progressed, as the amount of data under organizations management has continued to increase. What I have noticed is that recently there are three main themes that are continuously emerging and are now bubbling at the top. The first one is storage infrastructure management itself is extremely complex for customers. While there have been lots of leaps and down progress in managing a single array or managing two arrays with a lot of simplification of the UI and maybe some modern UI are present. But as the problem starts to get at scale, as customers acquire more, and more assets to store and manage their data on premise, the management at scale is extremely complex. Yes, storage has gotten faster. Yes, flash has had a profound effect on performance availability and latency access to the data but infrastructure management and storage management as a whole has become a pain for customers and it's a constant theme as storage lifecycle management comes up, storage refresh has come up and deploying and managing storage infrastructure at scale comes up. So that's one of the main problems that I've been seeing as I talk to customers. Now, secondly, a lot of customers are now talking about two different elements. One is storage and storage deployment and life cycle management. And the second is the management of data that is stored on those storage devices. As the amount of data grows the silos continue to grow, a single view of life cycle management of data customers don't get to see it. And lastly, one of the biggest things that we see is a lot of customers are now asking, how can I extract a value from this data under my management because they can't seem to parse through the silos. So there is an incredible amount of productivity lost when it comes to data management as a whole, which is just fragmented into silos and then from a storage management. And when you put these two together and especially add two more elements to it which is hybrid management of data or a multi-cloud management of data, the silos and the sprawl just continues and there is nothing that is stitching together this thing at scale. So these are the three main themes that constantly appear in these discussions. Although in spite of these, a lot of modern enhancements in storage. >> Well, I wonder if I could comment guys. Is I've been following this industry for a number of years and you're absolutely right Omer. I mean, if you look at the amount of money and time and energy that's spent into or put into the data architectures, people are frustrated, they're not getting enough out of it. And I'd note that, the prevailing way in which we've attacked complexity historically is you build a better box. And well, that system was maybe easier to manage than the predecessor systems. All it did is create another silo and then the cloud, despite its inherent simplicity, that was another disconnected siloed. So then we threw siloed management solutions at the problem, and we're left with this collection of point solutions with data sort of trapped inside. So I wonder if you could give us your thoughts on that and do you agree? What data do you have around this problem statement? >> Yeah, Dave that's a great point. And actually ESG just recently conducted a survey of over 250 IT decision makers. And that actually brings one of the perfect validations of the problems that Omer, and you just articulated. What it showed is that 93% of the respondents indicated that storage and data management, that complexity is impeding their digital transformation. On average, the organizations have over 23 different data management tools which just typifies and is a perfect showcase of the fragmentation and the complexity that exists in that data management. And 95% of the respondents indicated that solving storage and data management, that complexity is a top 10 business initiative for them. And actually top five for 67% of the respondents. So it's a great validation across the board. >> Well, it's fresh in their minds too, because pre pandemic there was probably a mixed picture, right? It was probably well there's complacency or we're not moving fast enough, we have other priorities, but they were forced into this. Now they know what the real problem is. It's front and center. I liked that you're putting out there in your announcement, this sort of future state that you're envisioning for customers. And I wonder if we could sort of summarize that and share with our listeners that vision that you unveiled, what does it look like and how are you making it real? >> Yeah, overall, we feel very strongly that it's time for our customers to reimagine data management. And our vision is that customers need to break down the silos and complexity that plagues the distributed data environments. And they need to experience a new data experience across the board. That's going to help them accelerate their data-driven transformation. And we call this vision unified data ops. Unified data ops integrates data centric policies across the board to streamline data management, cloud native control and operations, to bring that agility of cloud and the operational model to wherever data lives. And AI driven insights and intelligence to make the infrastructure invisible. It delivers a whole new experience to customers to radically simplify and bring the agility of talent to data and data infrastructure. Streamlined data management, and really help customers innovate faster than ever before. And we're making the promise of unified data ops real by transforming the entire HPE storage business to a cloud native software defined data services. And that's through introducing a data services platform that expands HPE GreenLake. >> I mean, the key word I take away there Sandeep is invisible. I mean, as a customer I want you to abstract that complexity away that underlying infrastructure complexity is. I just don't want to see it anymore over. Omer, I wonder if we could start with the first part of the announcement. Maybe you can help us unpack data services, cloud console. I mean, people are immediately going to think it's just another software product to manage infrastructure. But to really innovate, I'm hoping that it's more than that. >> Absolutely, David, it's a lot more than that. What did we have done fundamentally at the root of the problem is we have taken the data and infrastructure control away from the hardware and through that, we provided a unified approach to manage the data wherever it lives. It's a full blown SAS console, which our customers get onto. And from there they can deploy appliances, manage appliances, lifecycle appliances and then they're not only stop at that, but then go ahead and start to get context around their data. But all of that is available through a SAS platform, a SAS console. 'Cause as every customer onboard themselves and their equipment and their storage infrastructure onto this console, then they can go ahead and define role-based access for different parts of their organization. They can also apply role-based access to HPE GreenLake management personnel, so they can come in and do and perform all the operations for the customers. We at the same console, by just being another access control methodology in that. And then in addition to that, data mobility is extremely important to our customers. How do you make data available in different hyperscaler clouds? If the customer's digital transformation requires that. So again, from that single cloud console, from that single data console, which we are naming here as data services console, customers are able to curate the data, maneuver the data, pre-position the data into different hyperscalers. But the beautiful thing is that the entire view of the storage infrastructure, the data with its that is stored on top of that access control methodologies and management framework is operational from a single SAS console which the customer can decide to give access to whichever management entity or authority comes into help them. And then what this leads us into is then combining these things into a northbound API. So anybody that wants to streamline operational manageability can then use these APIs to program against a single API which will then control the entire infrastructure on behalf of the customer. So if somebody, they, what this is, is it is bringing that cloud operational model that was so desired by each one of our customers into their data centers. And this is what I call an in-place transformation of a management experience for our customer by making them seamlessly available on a cloud operational model for their infrastructure. >> Yeah, and you've turned that into essentially an API with a lot of automation, that's great. So, okay. So that's kind of how you're trying to change the game here. You're charting new territory. You've talked to hundreds and hundreds of customers every year. I wonder if you could paint a picture from the customer perspective. How does their experience actually change? >> Wonderful, Dave. This allows me to break it down into bits and bites further for you. And I love that, right? So the way you look at it is, recently, the storage management from an, as we talked about earlier from an array perspective or maybe two arrays perspective has been simplified. I mean, it's a solved problem. But when you start to imagine deploying hundreds of arrays and these are large customers, they have massive amounts of data assets, storage management hasn't scaled along as the infrastructure scales. But if you look at the consumer world, you can have hundreds of devices, but the ownership model is completely set. So the inspiration for solving this problem for us actually lied, was inspired from consumerization of IT. And that's a big trend over here. So now we're changing the customer's ownership model, the customer's deployment model and the customer's data management model into a true cloud first model. So let me give some of the examples of that, right? So first of all, let's talk about deployment. So previously deployment has been a massive challenge for our customers. What does deployment in this new data services console world looks like? Devices show up, you rack them up and then you plug in the power cable, you plug in the network cable, and then you walk out of the data center. Data center administrator or the storage administrator, they will be on their iPad, on their data services console or iPhone or whatever the device of their choices, and from that console, from that point on, the device will be registered, onboarded. Its initial state will be given to it from the cloud. And if the customer has some predefined states for their previous deployment model already saved with the data console, they don't even need to do that. We'll just take that and apply that state and induct the device into the fleet. That's just one example. It's extremely simple. Plug in the power cable, plug in the network cable and the data center operational manager just walks out. After that you could be on the beach, you could be at your home, you could be driving in a car and this don't, I advise people not to fiddle with their I-phones when they're driving in a car, but still you could do it if you want to. So that's just one part from a deployment methodology perspective. Now, the second thing that Sandeep and I often bounce ideas bond is is it is provisioning of a workload. It's like a science these days. And is this array going to be able to absorb my workload? Is the latency going to go South? Does this workload latency profile match this particular piece of device in my data center? All of this is extremely manual. And it literally takes, I mean, if you talk to any of the customers or even analysts, deploying a workload is a massive challenge. It's a guesswork that you have to model and basically see how it works out. I think based on HPE info site, we're collecting hundreds and millions of data points from all these devices. So now to harness that and present that back to a customer in a very simple manner so that we can model on their behalf to the data services console, which is now workload of it. you just describe your workload. Hey, I'm going to need these many IOPS. And by the way, this happens to be my application. And that's it. On the backend, because we're managing your infrastructure, the cloud console understands your entire fleet. We are seeing the statistics and the telemetric coming off of your systems. And because now you've described the workload for us we can do that matching for you. And what intent based provisioning does is, describe your workloads in two or three clicks or maybe two or three API construct formats and we'll do the provisioning, the deployment and bringing it up for you on your behalf on the right pieces of infrastructure that matched it. And if you don't like our choices, you can manually change it as well. But from a provisioning perspective, a thing that took days can now come down to a couple of minutes of the description. And lastly then, global data management, distributed infrastructure from edge to cloud, invisible upgrades, only upgrading the right amount of infrastructure that needs the upgrade. All of that just comes rolling along with it, right? So those are some of the things that this data services console as a SAS management and scale allows you to do. >> And actually, if I can just jump in and add a little bit. What Omer described, especially with intent based provisioning, that's really bringing a paradigm shift to provisioning. It's shifting it from a long centric to app centric provisioning. And when you combine it with identity management and role-based access, what it means is that you're enabling self-service on demand provisioning of the underlying data infrastructure to accelerate the app workload deployment. And you're eliminating guesswork and providing the ability to be able to optimize service level objectives. >> Yeah, it sounds like you've really nailed in an elegant way that provisioning challenge. I've been saying for years if your primary expertise is deploying logical unit numbers you better find some other skills because the day is coming that that's just going to get automated away. So that's cool. There's another issue that I'm sure you've thought about, but I wonder if you could address. I mean, you've got the definition of cloud is changing, the cloud is expanding to on prem expand. The cloud is going out to the edge, it's going across clouds. And so security becomes a big issue that threat surface is expanding. The operating model is changing. So how are you thinking about addressing those security concerns? >> Excellent question, Dave. So most of the organizations that we've talked to... In today's modern world, almost every customer that I've talked to has deployed either some sort of a cloud console where they're either one of the customers for the hyperscalers or buy in for SAS based applications are pervasive across the customer base. And as you know, we were the first ones to introduce the automatic telemeter management through HPE info site. That's one of the largest storage SAS services in production today that we operate on behalf of our customers, which has, Dave, about 85% connectivity rate. So from that perspective, keeping customers data secure, keeping customers telemetry information secure, we're no stranger to that. Again, we follow all security protocols that any cloud operational SAS service would do so. Reverse tunneling, the firewall compliancy security audit logs that are published to our customers and published to customers chief information security officers. So all of those, what I call crossing the T's and dotted the I's, we do that with security expert and security policies for which each of our customers has a different set of rules. And we have a property engagement model that we go through that particular audit process for our customers. Then secondly, Dave, the data services cloud console is actually built on a fundamental cloud deployment technology that is not, sort of new. Aruba central, which is an Aruba management console which is also an HPE company it's been deployed, it's managing millions of access points in a SAS framework for our customers. So the fundamental building blocks of the data storage console from a basic enablement perspective come from the Aruba central console. And what we've taken is we've taken those generic cloud-based SAS services and then built data and storage centric SAS services on top of that and made them available to our customers. >> Yeah, I really like the Aruba. You picked that up several years ago . And it's same thing with, with info site, the way that you bring it to other parts of the portfolio. Those are really good signs to watch of successful acquisitions. All right, there's a lot here. I want to talk about the second part of the announcement. I know your branding team, you guys are serious about branding. That new product brand, maybe you could talk about that. >> So again, so delivering the cloud operational model is just the first piece, right? And now the second part of the announcement is delivering the cloud native hardware infrastructure which is extremely performance to go along with this cloud operational model. So what we have done Dave, in this announcement is we've announced HPE Electra. This is our new brand for our cloud native infrastructure to power your data and its appliances from core to the edge, to the cloud. And what it does is it takes the cloud operational model and this hardware is powered by that. It's completely wrapped around that. And so HPE Electra is available in two models right now, the HB electron 9,000, which is available for mission critical workloads, for those high intensity workloads with a hundred percent availability guarantee where no failure is ever an option. And then it's also available as HPE Electra 6,000, which is available for general purpose, business critical workloads, generally trying to address that mid range of the storage market. And both of these systems are full 100% NBME front and back. And they're powered by the same unified cloud management operational experience that the data cloud console provides. And what it does is it allows our customers to simplify the deployment model. It simplifies their management model and really, really allows them to focus on the context, the data and the app diversity, whereas data mobility, data connectivity, data management in a multi-cloud world is then completely obstructed from them. >> [Sandeep And Dave-- >> Go ahead, please. >> Just to jump in. HPE Electra combined with data services cloud console is delivering a cloud experience that makes deploying and scaling the application workloads as simple as flipping a switch. >> It really does. It really does. And I'm very comfortable in saying this, like HPE in foresight, we were the first in the industry to bring AI based elementary and support enabled metrics to work. And then here with data services console and the hardware that goes with it, we're just completely transforming the storage ownership and a storage management model. And for our customers, it's a seamless, non-disruptive upgrade with fully data in place upgrade. And they transform to a cloud operational model where they can manage their infrastructure better where they are through a complete consumer grade SAS console, is again the first of its kind, when you look at storage management and storage management at scale. >> And I like how you're emphasizing that management layer, but underneath you've got all the modern hardware technologies too which is important, because it's a performance it's got to be, a good price performance. So now can we bring this back again to the customers? What are the outcomes that this is going to enable for them? >> So I think Dave, the first and the foremost thing is as they scale their storage infrastructures, they don't have to think. It's really as simple as yeah, just send it to the data center, plug in the power cable, plug in the network cable and up it comes. And from that point onwards, the life cycle and the device management aspect are completely abstracted by the data services console. All they have to focus is I just have new capacity available to me and when I have an application, the system will figure it out for me where they need to deploy. So no more needing the guesswork, the Excel sheets of capacity management, the charge back models, none of that stuff is needed. And for customers that are looking to transform their applications, customers looking to refactor their applications into a hyperscaler model, or maybe transform from VM to containers, all they need to think about and focus is on that. The data will just follow these workloads from that perspective. >> And David, just to almost response here. As I speak with customers, one of the things I'm hearing from IT is that line of business really wants IT to deliver that agility of cloud. Yet IT also has to deliver all of the enterprise reliability, availability, all of the data services. And what's fantastic here is that through this cloud operational model, IT can deliver that agility, that line of business owners are looking for. At the same time they're been under pressure to do a lot more with less. And through this agility, IT is able to get time back, be able to focus more on the strategic projects, at the same time, be able to get time back to spend more time with our families. That's incredibly important. >> Well, I love the sort of mindset shift I'm seeing from HPE. We're not talking about how much the box weighs, we're talking about the customer experience. And I wonder, you know, that kind of leads me, Sandeep to how this kind of fits in to this new. Really to me, I'm seeing the transformation before our eyes but how does it fit into HPE's overall mission? >> Well Dave, our mission overall is to be the edge to cloud platform as a service company with HPE GreenLake, being the key to delivering that cloud experience. And as Omer put it, be able to deliver that cloud experience wherever the customer data lives. And today we're advancing HPE GreenLake as a service transformation of the HPE storage business to a software defined cloud data services business overall. And for our customers, this translates to our operational and ownership experience that unleashes their agility, their data and their innovation. So we're super excited. >> Guys, I can tell you're excited. Thanks so much for coming to the CUBE and summarizing the announcements, congratulations and best of luck to both of you and to HPE and your customers. >> Thank you, Dave. It was a pleasure. >> Thanks, Dave. (upbeat music)

(upbeat music) >> Hi everybody, this is Dave Volante. And with me is Sandeep Singh, he is the vice president of Storage Marketing at Hewlett Packard Enterprise. And we're going to riff on some of the trends in the industry, what we're seeing. And we got a little treat for you. Sandeep, great to see you man. >> Dave, it's a pleasure to be here. >> You and I've known each other for a long time. We've had some great discussions, some debates, some intriguing mind benders. What are you seeing out there in Storage? So much has changed. What are the key trends you're seeing and let's get into it. >> Yeah, across the board, as you said, so much has changed. When you reflect back at the underlying transformation that's taken place with data, cloud and AI across the board. First of all, for our customers they're seeing this massive data explosion that literally now spans edge to core to cloud. They're also seeing a diversity of the application workloads across the board. And the emphasis that it's placing is on the complexity that underlies overall infrastructure and data management. Across the board, we're hearing a lot from customers about just the underlying infrastructure complexity and the infrastructure sprawl. And then the second element of that is really extending into the complexity of data management. >> So it's interesting you're talking about data management. You remember you and I, we were in Andover. It was probably like five years ago and all we were talking about was media. Flash this and flash that, and at the time that was kind of the hot storage topic. Well, flash came in addressing some of the mics that we historically talked about it. Now the problem statement is really kind of quote unquote metaphorically moving up the stack if you will, you mentioned management but let's dig into that a little bit. I mean, what is management? I mean, a lot of people that means different things to different people. You talk to a database person or a backup person. How do you look at management? What does that mean to you? >> Yeah, Dave, you mentioned that the flash came in and it actually accelerated the overall speed and latency that storage was delivering to the application workloads. But fundamentally when you look back at storage over a couple of decades the underlying way of how you're managing storage hasn't fundamentally changed. There's still an incredible amount of complexity for IT. It's still a manual admin driven experience for customers. And what that's translating to is more often than not IT is in the world of firefighting and it's leaves them unable to help with them more strategic projects to innovate for the business. And basically IT has that pressure point of moving beyond that and helping bring greater levels of agility that line of business owners are asking for and to be able to deliver on more of the strategic projects. So that's one element of it. The second element that we're hearing from customers about is as more and more data just continues to explode from edge to core to cloud. And as basically the infrastructure has grown from just being on-Prem to being at the Edge to being in the cloud. Now that complexity is expanding from just being on-Prem to across multiple different clouds. So when you look across the date data life cycle how do you store it? How do you secure it? How do you basically protect it and archive it and analyze that data. That end to end life cycle management of data today resides on just a fragmented set of overall infrastructure and tools and processes and administrative boundaries. That's creating a massive challenge for customers. And the impact of that ultimately is essentially comes at a cost to agility, to innovation and ultimately business risk. >> Yeah, so we've seen obviously the cloud has addressed a lot of these problems but the problem is the cloud is in the cloud and much of my stuff, most of my stuff, isn't in the cloud. So I have all these other workloads that are either on-Prem and now you've got this emerging Edge. And so I wonder if we could just talk a little vision here for a minute. I mean what I've been envisioning is this abstraction layer that cuts across all weather. It doesn't really matter where it is. If it's on-Prem, if it's across cloud, if it's in the cloud, on the edge, we could talk about what that all means. But if customers that I talked to they're sort of done with the complexity of that underlying infrastructure. They want technology to take care of that. They want automation they want AI brought in to that equation. And it seems like we're from the cusp of the decade where that might happen. What's your take? >> Well, yeah, certainly I mentioned that data cloud and AI are really the disruptive forces, better propelling. The digital transformation for customers. Cloud has set the standard for agility and AI driven insights and intelligence are really helping to make the underlying infrastructure invisible and customers are looking for this notion of being able to get that cloud operational agility pretty much everywhere because they're discovering that that's a game changer. And yet a lot of their application workloads and data is on-Prem and is increasingly growing at the edge. So they want same experience to be able to truly bring that agility to wherever their data in absolute. And that's one of the things that we're continuing to hear from customers. >> And this problem is just going to get worse. I mean for decades we marched to the cadence of Moore's Law and everybody's going to forgets about Moore's Law. And say, "Ah, it's dying or whatever." But actually when you look at the processing power that's coming out now, it's more than doubling every two years, quadrupling every two years. So now you've got this capability in your hands and application design minors, storage companies, networking companies. They're going to have all this power to now bring in AI and do things that we've never even imagined before. So it's not about the box and the speeds and feeds of the box. It's really more about this abstraction layer that I was talking about. The management if you will that you were discussing and what we can do in terms of being able to power new workloads in machine intelligence, it's this kind of ubiquitous, call it the cloud but it's expanding pretty much everywhere in every part of our lives even to the edge you think about autonomous vehicles, you think about factories it's actually quite mind boggling where we're headed. >> It is and you touched upon AI. And certainly when you look at infrastructure, for example there's been a ton of complexity in infrastructure management. One of the studies that was done actually by IDC indicated that over 90% of the challenges that arise, for example ultimately down at the storage infrastructure layer that's powering the apps ultimately arises from way above the stack all the way from the server layer on down where even the virtual machine layer. And there, for example, AIOps for infrastructure has become a game changer for customers to be able to bring the power of AI and machine learning and multi-variate analysis to be able to predict and prevent issues. Dave, you also touched upon Edge and across the board. What we're seeing is the Enterprise Edge is becoming that frontier for customer experiences and the opportunity to reimagine customer experiences as well as just the frontier for commerce that's happening. When you look at retail and manufacturing and or financial services. So across the board with the data growth that's happening and this Edge becoming the strategic frontier for delivering the customer experiences how you power your application workloads there and how you deliver that data and protect that data and be able to seamlessly manage that overall infrastructure. As you mentioned abstracted away at a higher level becomes incredibly important for customers. >> So interesting to hear how the conversations changed. I'd like to say, I go back to whatever it was five years ago, we're talking about flash storage class memory, NVMe and those things are still there but your emphasis now you're talking about machine learning, AI, math around deep learning. It's really software is really what you're focusing on these days. >> Very much so. Certainly this notion of software and services that are delivering and unlocking a whole new experience for customers that's really the game changer going forward for customers. And that's what we're focused on. >> Well, I said we had a little surprise for you. So you guys are having an event on May 4th. It's called Unleash The Power of Data. What's that event all about Sandeep? >> Yeah. We are very much excited about our May 4th event. As you mentioned, it's called Unleash The Power of Data. And as most organizations today are data driven and data is at the heart of what they're doing. We're excited to invite everyone to join this event. And through this event we're unveiling a new vision for data that accelerates the data driven transformation from Edge to cloud. This event promises to be a pivotal event and one that IT admins, cloud architects, virtual machine admins, vice presidents, directors of IT and CIO really won't want to mess. Across the board this event is just bringing a new way of articulating the overall problem statement and in market in focused the articulation of the trends that we were just discussing. It's an event that's going to be hosted by a Business and Technology Journalist, Shabani Joshi. It will feature a market in panel with a focus on the crucial role that data is playing in customers digital transformation. It will also include and feature Antonio Neary, CEO of HPE and Tom black, senior vice president and general manager of HPE Storage Business and industry experts including Julia Palmer, research vice president at Gartner. We will unveil game changing HPE innovations that will make it possible for organizations across Edge to cloud to unleash the power of data. >> Sounds like great event. I presume I can go to hpe.com and get information, is it a registered event? How does that all work? Yeah, we invite everyone to visit hpe.com and by visiting there you can click and save the date of May 4th at 8:00 AM Pacific. We invite everyone to join us. We couldn't be more excited to get to this event and be able to share the vision and game-changing HPE innovations. >> Awesome. So I don't have to register, right? I don't have to give up my three children's name and my social security number to attend your event. Is that right? >> No registration required, come by, click on hpe.com. Save the date on your calendar. And we very much look forward to having everyone join us for this event. >> I love it, it's pure content event. I'm not going to get a phone call afterwards saying, "Hey, buy some stuff from me." That could come other channels but so that's good. Thank you for that. Thanks for providing that service to the industry. I'm excited to see what you guys are going to be announcing that day and look Sandeep. I mean, like I said, we've known each other a while. We've seen a lot of trends but the next 10 years it ain't going to look like the last 10 is it? >> It's going to be very different and we couldn't be more excited. >> Well, Sandeep, thanks so much for coming to theCube and riffing with me on the industry and giving us a preview for your event. Good luck with that. And always great to see you. >> Thanks a lot, Dave. Always great to see you as well. >> All right. And thank you everybody. This is Dave Volante for theCube and we'll see you next time. (upbeat music)

>>Ly from San Diego, California at the cube covering to clock in cloud native con brought to you by red hat, the cloud native computing foundation and its ecosystem Marsh. >>Welcome back. This is the cube live coverage three days wall to wall coverage of CubeCon cloud native con in San Diego. I'm Stu Miniman. My cohost for these three days is John Troyer. And welcome to the program. First of all, from the keynote stage, Heather Kirksey, who is the vice president of community and ecosystem development with the Linux foundation for CNCF part of Linux foundation and from some of the technology behind the scenes joining her, Sandy Pennys are the SVP of strategic engagement at attorney. Thank you so much for joining us. Right. So Heather, this was a really cool demo with a lot of things going beyond the scene. Uh, if people actually go watch an interview we did yesterday, uh, with, uh, the people at red hat talk about, uh, it's a good thing. It was cloud native because there was a brownout cower was lost, had to rebuild the entire thing. Um, and everybody up on stage, you know, the next day, didn't know anything the wiser. So, uh, you know, really cool pot on stage. Uh, you know, talking about 5g global engagement, China mobile, uh, other banks. I like, um, I'm sorry, other mobile providers, uh, like from Canada and from Europe involved in this. Um, give us a little bit of the, the, the foundation view as to, you know, how something like this comes together and how you get participation from, you know, the technology providers, the telco providers. Uh, you know, it takes, it takes a village. >>First of all, you have to be slightly mad. Um, but I mean that's, that's really kind of the premise of open source, right? Is that people come together and they build things together. And so we done some demos in the past, um, where we looked at sort of, you know, the, the modernization of the central office. And so we had had some, you know, some tea, you know, some tapes of folks that had been building things. And then we, you know, we sent out a call basically to the community and said, yeah, we'd like to do another one. And what we're going to try to do is full five G full called native, if you're interested in joining, yo come on. And so it just ended up that basically 15 organizations said, yes, that sounds like something that we would like to prove out. And 80 volunteers across those organizations ended up working on it. >>My understanding was about four months, uh, to, to put all the pieces together, bring us, bring us through kinda, you know, how the stack gets built and. >>Yeah, well I mean, so amongst some of the issues where you have five G itself is fairly new. So we, we started with sort of the complexities of getting equipment, you know, and getting five G radio. You know, we had a partner in China who had a 5g handset that then wanted us to indemnify, you know, all of these things. Uh, to the extent that like we as a nonprofit didn't feel comfortable signing the agreement. So it was, you know, it started actually just, I mean, this was so cutting edge with in terms of the five G aspect that getting equipment was challenging. Um, yeah. And that's before you even get to sort of the challenges of building the stack. So, um, so, you know, it started kind of figuring out what pieces started building things, um, you know, found some yo gaps in Coobernetti's around supporting the, the, the sophistication of networking that we have to do. Um, so we figured out how to work around it for the demo, but what we want to do is start upstreaming some, um, some changes into, into some of the projects there. >>All right, so San Deepa, your company's one of the providers inside here. So tell us what, what drew you into it and how it is living on that bleeding edge was something like five. >>Well, it's, it's absolutely thrilling living on that leading edge. It's exciting, you know, lots of risks. But the payoff yesterday was fantastic. Be able to complete that call on stage. You know, from our perspective, we were invited in fairly early on into the project. Uh, and we're, we're thrilled to be part of it. And as once we understood the scope and what everyone's trying to do, we realized like we're providing the, the SD wan for this project, connecting the public cloud, the private cloud, and we're deploying, uh, using containers, Kubernetes. And we are able to bring the entire thing together by creating one virtual network so that it's seamless and all the underlying infrastructure, that layer, layer two, layer one, the underlay is just completely invisible to be able to transport that call, to do the signaling, to do everything that needs to be done. >>So for us to become part of this project was really powerful for one, for us to just, uh, just work with some of the companies that were there, like the Linux foundation and tell the Nobel all the other big name players that were out there. And so that was, that was amazing. An amazing experience. But then the community itself that came together, like the people that we met, we met them all at the show. It's all phone calls, we met them all at the show and it really is a community filled with love and a real drive and desire, uh, to build something new and different. Right. Sprinkled with a bit of crazy. >>Yeah. >>Well, so I mean this is a, is a great example of how the Linux foundation can be a catalyst here. I mean one of the Linux foundation is so broad, the CNCF is so broad and you're operating in many domains in this being, you know, bringing the telecom world together, being one of them. But I don't know, can you maybe just talk a little bit about the ecosystem and the unique challenges of, I mean there are some times open source approaches that are a little more strongly opinionated. Like this is going to be our, this is, this is what we're working on. This is going to be our stack. This is the projects in our stack. CNCF has a obviously a, a well documented and open, uh, process around bringing projects in and projects graduating. How does that make your >>life harder? >> Yeah. Well, I mostly focus on our networking projects and working with the telecom industry. And yeah, I mean Telekom definitely likes to be opinionated, you know, I mean that's, that's kind of, and our soul. Um, and so that is also is useful because really at the end of the day, interoperability for the type of scale that telecom operators has is very important. Right? It's um, yeah, some of the cloud providers, right? It's up to the people who want to run on them to like work with their API APIs. But the, the telecom operators, they're using all these applications to provide services to their customers so they have a business need to make sure everything really works end to end. And so there's actually an initiative right now between, um, the LF networking projects and the GSM, uh, where we're really trying to, not to prescriptively, because we do also understand that that doesn't know, you're not going to get the exact same pieces of software that worked for every single operator's network or business, but with a lot more sort of UPenn opinion around, you know, what should the cloud platforms, whether they are VM based or container based, what do they look like and how can we start doing things like compliance and verification programs around commercial implementations, whether it is the underlying platform or whether it's the applications on top. >>And so that's the thing that, you know, we're, we're working on right now because at the end of the day, we're really needing to help them accelerate their, their deployments and, um, get that agility. That's the promise of. >>So, Heather, I want to go back to something you mentioned earlier that there were some gaps in Coobernetti's speak to how fast the community rallied around to, you know, allow this, uh, solution to go forward. >>Yeah. So, um, I'll, I mean basically this is what happens when you get a bunch of engineers together, you know, for the demo itself, we weren't going to fork or make our own sort of changes Kubernetes. So we, we did some things to, to tie things together. Probably you've seen SD when I see Rampart. But yeah, one of the, one of the big issues is just being able to expose multiple interfaces. Um, which, you know, in a service writer network you have multiple interfaces, right? Um, fi six support is another big issue. And so being able to expose those natively in Kubernetes or natively just using cloud native, it's something that we're still working on. Um, there, there are a couple of projects that are looking at that um, network service mesh. Uh, you know, maybe there's some different CNI who are beginning to think through that problem. Um, none of them were quite there. So yeah, we didn't want to start forking and writing pseudo Kubernetes code. Um, so we kinda just use some of the tools and the players in place to work around that. But we, what we would love is to upstream that code and to main line. Sure. >>Yeah. So Sandy would love to hear a little bit more about how SD wind fits in the entire multicloud discussion. Um, we were, we had a pop here in San Diego. There's a lab in Montreal and then there is a, a lab in France and we use public, uh, a combination of, uh, the Alibaba cloud in North America and in Europe. And what we had to do is we had to create a way for the phones to reach each other. So we had to do this initial signaling where you do the request and you have to get to all of the different pods to make the, to make the request. So what we did is we put our, um, containers and all the, in all the cloud providers and also in the labs and we were able to create that private network. And that was what allowed for the call signaling to happen. >>And for the actual call to actually be completed from one to handset to the other. Cindy, you're uh, uh, you talked about community, you know, you're an engineer, a stye in our eyes, a word is SDN when a word, I suppose they usually hear more on an enterprise side of the show. Right. And, uh, you know, talk with lots of folks who provide, you know, in, in that space. This is a little bit different, right? As you, I don't know if you've had a chance to wander either in the sessions or on the floor, kind of curious. There is some, a little bit of networking out there, a little bit networking, security and a couple of other, certainly some service mesh stuff. Right. I don't know. What are your thoughts about how this is growing up on the, in this open source world? It's, listen, it's growing up very fast, right? >>That's, that's 100% sure. I mean, the show is, is, is growing like leaps and bounds every year. It's insane. And that, that, that debt, that performance yesterday was in front of, I don't know how many thousands of people, but I mean that was huge and it was amazing. Um, and you're right, you know, normally when you're thinking about this kind of stuff, you're not necessarily thinking about the networking, but at the end of the day, you know, Kubernetes is a platform or a tool. SD wan is a tool. Um, and if you take all of these tools and put them together, you can actually build something wonderful, right? And that's what we did in this project here. We were able to deliver a 5g call and you know, run it everywhere. So I think what's important in the community, even though this is really primarily a developer event and developer show, you are seeing some edge people here, you are seeing some networking people here and people are the awareness of, Oh wait, you know, we need edge and we need networking to actually build, you know, commercializable platforms or products, right. Is, it's that awareness that's just, I think this year at least is really starting to come out. And I think next year it's going to be even more prevalent and you're going to the show me evolve, you know? And that's why where I kind of see it going. >>Yeah. I mean, I think application developers and general tend to think networking is amazing. It just happens to be, they're sort of like plumbing and power. Um, but to actually deliver it is a fairly complicated challenge and it's part of the reason we want to do the demo yesterday was actually to kind of show some of the challenges and to kind of show what it takes to set up a mobile network. So the F we're going to use Kubernetes to do that. They, you know, the developers here would have a little bit more understanding so that when we were like, we need, you know, we need multiple interfaces or we need to be able to address things in a certain way. They, they, they have a better understanding of why so they can help us from the telecom industry, uh, design and build it out. >>Yeah. I guess the last thing is we've had the cube of the open source summit. We've been to the open networking summit. Uh, you know, when you get off the stage, you put, you know, there's so many different open source projects that Dan just give us a view as to how they span across all of these communities to make sure that we don't end up with a lot of fragmented things. How does everything kind of pull together in the networking? All right, so, so many projects across so many sources, how does, how does Linux foundation make sure that we don't just end up with, you know, siloed, uh, you know, places? >>Well, yeah, to be, to be honest, it's a little bit of a challenge because sometimes the reason that we end up with multiple projects serving what looks like similar needs is because there are different technical approaches. And so might be one will work better than the other. I mean, that's kind of the idea of open source that people can try different things. Um, and, uh, we just try to help people have more, less of a not invented here sort of mindset that if there's a good reason, uh, to try a different approach, go for it. And let's see what, what takes root and what flowers. Um, but you know, also other people are doing things, so just because you're not aware of them. So we, you know, there's a lot of stuff around education and, um, sharing of information that we try to do that, that helps with that. But I mean, yeah. >>Heather, Cindy, thank you so much for joining us regulations on, on the demo. A lot of hard work. >>Thank you. I just have to tell you, I feel as though a thousand pound weight has been lifted off my shoulders out, but it was extraordinarily fun to do actually. >>It was fun. Thank you for John Troyer. I'm Stu Miniman getting towards the end of our three days wall-to-wall coverage. They're running for the tee shirts that are left, but we've got a couple more interviews. Thank you for watching the queue.

from our studios in the heart of Silicon Valley Palo Alto California this is a cute conversation welcome to the cube studios for another cube conversation where we go in-depth with thought leaders driving business outcomes with technology I'm your host Peter Burris one of the challenges enterprises face as they consider the new classes of applications that they are going to use to create new levels of business value is how to best deploy their data in ways that don't add to the overall complexity of how the business operates and to have that conversation we're here with Sandeep Singh who's the VP of storage marketing at HPE Sandeep welcome to the cube Peter thank you I'm very excited so Sandeep I started off by making the observation that we've got this mountain of data coming in a lot of enterprises at the same time there seems to be a the the notion of how data is going to create new classes of business value seems to be pretty deeply ingrained and acculturated to a lot of decision makers so they want more value out of their data but they're increasingly concerned about the volume of data that's going to hit them how in your conversations with customers are you hearing them talk about this fundamental challenge and so that that's a great question you know across the board data is at the heart of applications pretty much everything that organizations do and when they look at it in conversations with customers it really boils down to a couple of areas one is how is my data just effortlessly available all the time it's always fast because fundamentally that's driving the speed of my business and that's incredibly important and how can my various audiences including developers just consume it like the public cloud in a self-service fashion and then the second part of that conversation is really about this massive data storm or mountain of data that's coming and it's gonna be available how do how do I Drive a competitive advantage how do i unlock these hidden inside in that data to uncover new revenue streams new customer experiences those are the areas that we hear about and fundamentally underlying it the challenge for customers is boy I have a lot of complexity and how do I ensure that I have the necessary insights in a the infrastructure management so I am not beholden and more my IT staff isn't beholden to fighting the IT fires that can cause disruptions and delays to projects so fundamentally we want to be able to push time and attention in the infrastructure in the administration of those devices that handle the data and move that time and attention up into how we deliver the data services and ideally up into the applications that are going to actually generate dense new class of work within a digital business so I got that right absolutely it's about infrastructure that just runs seamlessly it's always on it's always fast people don't have to worry about what is it gonna go down is my data available or is it gonna slow down people don't want sometimes faster one always fast right and that's governing the application performance that ultimately I can deliver and you talked about well geez if it if the data infrastructure just works seamlessly then can I eventually get to the applications and building the right pipelines ultimately for mining that data drive doing the AI and the machine learning analytics driven insights from that so we've got the significant problem we now have to figure out how to architect because we want predictability and certainty and and and cost clarity and to how we're going to do this part of the challenge or part of the pushier is new use cases for AI so we're trying to push data up so that we can build these new use cases but it seems as though we have to also have to take some of those very same technologies and drive them down into the infrastructure so we get greater intelligence greater self meter and greater self management self administration within the infrastructure itself oh I got that right yes absolutely lay what becomes important for customers is when you think about data and ultimately storage that underlies the data is you can build and deploy fast and reliable storage but that's only solving half the problem greater than 50% of the issues actually end up arising from the higher layers for example you could change the firmware on the host bus adapter inside a server that can trickle down and cause a data unavailability or a performance low down issue you need to be able to predict that all the way at that higher level and then prevent that from occurring or your virtual machines might be in a state of over memory commitment at the server level or you could CPU over-commitment how do you discover those issues and prevent them from happening the other area that's becoming important is when we talk about this whole notion of cloud and hybrid cloud right that complexity tends to multiply exponentially so when the smarts you guys are going after building that hybrid cloud infrastructure fundamental challenges even as I've got a new workload and I want to place that you even on-premises because you've had lots of silos how do you even figure out where should I place a workload a and how it'll react with workloads B and C on a given system and now you multiply that across hundreds of systems multiple clouds and the challenge you can see that it's multiplying exponentially oh yeah well I would say that having you know where do I put workload a the right answer today maybe here but the right answer tomorrow maybe somewhere else and you want to make sure that the service is right required to perform workload a our resident and available without a lot of administrative work necessary to ensure that there's commonality that's kind of what we mean by this hybrid multi-cloud world isn't it absolutely and yet when you start to think about it basically you end up in requiring and fundamentally meeting the data mobility aspect of it because without the data you can't really move your workloads and you need consistency of data services so that your app if it's architected for reliability and a set of data services those just go along with the application and then you need building on top of that the portability for your actual application workload consistently managed with a hybrid management interface there so we want to use an intelligent data platform that's capable of assuring performance assuring availability and assuring security and going beyond that to then deliver a simplified automated experience right so that everything is just available through a self-service interface and then it brings along a level of intelligence that's just built into it globally so that in instead of trying to manually predict and landing in a world of reactive after IT fires have occurred is that there are sea of sensors and it's automatic the infrastructures automatically for predicting and preventing issues before they ever occur and then going beyond that how can you actually fingerprint the individual application workloads to then deliver prescriptive insights right to keep the infrastructure always optimized in that sense so discerning the patterns of data utilization so that the administrative costs of making sure the data is available where it needs to be number one number two assuring that data as assets is made available to developers as they create new applications new new things that create new work but also working very closely with the administrators so that they are not bound to as an explosion of the number of tasks adapt to perform to keep this all working across the board yes ok so we've got we've we've got a number of different approaches to how this class of solution is going to hit the marketplace look HP he's been around for 70 years yeah something along those lines you've been one of the leaders in the complex systems arena for a long time and that includes storage where are you guys taking some of these to oh geez yeah so our strategy is to deliver an intelligent data platform and that intelligent data platform begins with workload optimized composable systems that can span the mission critical workloads general purpose secondary Big Data ai workloads we also deliver cloud data services that enable you to embrace hybrid cloud all of these systems including all the way to Cloud Data Services are plumbed with data mobility so for example use cases of even modernizing protection and going all the way to protecting cost effectively in the public cloud are enabled but really all of these systems then are imbued with a level of intelligence with a global intelligence engine that begins with predicting and proactively resolving issues before they occur but it goes way beyond that in delivering these prescriptive insights that are built on top of global learning across hundreds of thousands of systems with over a billion data points coming in on a daily basis to be able to deliver at the information at the fingertips so even the virtual machine admins to say this virtual machine is sapping the performance of this node and if you were to move it to this other node the performance or the SLA for all of the virtual machine farm will be even better we build on top of that to deliver pre-built automation so that it's hooked in with a REST API for strategy so that developers can consume it in a containerized application that's orchestrated with kubernetes or they can leverage it as infrastructure eyes code whether it's with ansible puppet or chef we accelerate all of the application workloads and bring up where data protection so it's available for the traditional business applications whether they're built on SA P or Oracle or sequel or the virtual machine farms or the new stack containerized applications and then customers can build their ai and big data pipelines on top of the infrastructure with a plethora of tools whether they're using basically Kafka elastic map are h2o that complete flexibility exists and within HPE were then able to turn around and deliver all of this with an as a service experience with HPE Green Lake to customers so that's where I want to take you next so how invasive is this going to be to a large shop well it is completely seamless in that way so with Green Lake we're able to deliver a fully managed service experience with a cloud like pay-as-you-go consumption model and combining it with HPE financial services we're also able to transform their organization in terms of this journey and make it a fully self-funding journey as well so today the typical administrator of this typical shop has got a bunch of administrators that are administrating devices that's starting to change they've introduced automation that typically is associated with those devices but in we think three to five years out folks gonna be thinking more in terms of data services and how those services get consumed and that's going to be what the storage part of I t's can be thinking about it can almost become day to administrators if I got that right yes intelligence is fundamentally changing everything not only on the consumer side but on the business side of it a lot of what we've been talking about is intelligence is the game changer we actually see the dawn of the intelligence era and through this AI driven experience what it means for customers as a it enables a support experience that they just absolutely love secondly it means that the infrastructure is always on it's always fast it's always optimized in that sense and thirdly in terms of making these data services that are available and data insights that are being unlocked it's all about how can enable your innovators and the data scientists and the data analysts to shrink that time to deriving insights from months literally down to minutes today there's this chasm that exists where there's a great concept of how can i leverage the AI technology and between that concept to making it real to thinking about a where can it actually fit and then how do i implement an end-to-end solution and a technology stack so that I just have a pipeline that's available to me that chasm you literally as a matter of months and what we're able to deliver for example with HPE blue data is literally a catalog self-service experience where you can select and seamlessly build a pipeline literally in a matter of minutes and it's just all completely hosted seamlessly so making AI and machine learning essentially available for the mainstream through so the ontology data platform makes it possible to see these new classes of applications become routine without forcing the underlying storage administrators themselves to become data scientists absolutely all right well thank you for joining us for another cute conversation Sandeep Singh really appreciate your time in the cube thank you Peter and fundamentally what we're helping customers do is really to unlock data potential to transform their businesses and we look forward to continuing that conversation excellent I'm Peter Burris see you next time you [Music]

(bright upbeat music) >> Okay, we're back with theCUBE's continuous coverage of HPE's latest GreenLake announcement, the continuous cadence that we're seeing here. You know, when you're trying to figure out how to optimize workloads, it's getting more and more complex. Data-driven workloads are coming in to the scene, and so how do you know, with confidence, how to configure your systems, keep your costs down, and get the best performance and value for that? So we're going to talk about that. With me are Chris Shin, who is the founder of CloudPhysics and the senior director of HPE CloudPhysics, and Sandeep Singh, who's the vice-president of Storage Marketing. Gents, great to see you. Welcome. >> Dave, it's a pleasure to be here. >> So let's talk about the problem first, Sandeep, if we could. what are you guys trying to solve? What are you hearing from customers when they talk to you about their workloads and optimizing their workloads? >> Yeah, Dave, that's a great question. Overall, what customers are asking for is just to simplify their world. They want to be able to go faster. A lot of business is asking IT, let's go faster. One of the things that cloud got right is that overall cloud operational experience, that's bringing agility to organizations. We've been on this journey of bringing this cloud operational agility to customers for their data states, especially with HPE GreenLake Edge-to-Cloud platform. >> Dave: Right. >> And we're doing that with, you know, powering that with data-driven intelligence. Across the board, we've been transforming that operational support experience with HPE InfoSight. And what's incredibly exciting is now we're talking about how we can transform that experience in that upfront IT procurement portion of the process. You asked me what are customers asking about in terms of how to optimize those workloads. And when you think about when customers are purchasing infrastructure to support their app workloads, today it's still in the dark ages. They're operating on heuristics, or a gut feel. The data-driven insights are just missing. And with this incredible complexity across the full stack, how do you figure out where should I be placing my apps, whether on Prim or in the public cloud, and/or what's the right size infrastructure built upon what's actually being consumed in terms of resource utilization across the board. That's where we see a tremendous opportunity to continue to transform the experience for customers now with data-driven insights for smarter IT decisions. >> You know, Chris, Sandeep's right. It's like, it's like tribal knowledge. Well, Kenny would know how to do that, but Kenny doesn't work here anymore. So you've announced CloudPhysics. Tell us more about what that is, what impact it's going to have for customers. >> Sure. So just as Sandeep said, basically the problem that exists in IT today is you've got a bunch of customers that are getting overwhelmed with more and more options to solve their business problems. They're looking at cloud options, they're looking at new technologies, they're looking at new sub-technologies and the level at which people are competing for infrastructure sales is down at the very, very, you know, splitting hairs level in terms of features. And they don't know how much of these they need to acquire. Then on the other side, you've got partners and vendors who are trying to package up solutions and products to serve these people's needs. And while the IT industry has, for decades, done a good job of automating problems out of other technology spaces, hasn't done a good job of automating their own problems in terms of what does this customer need? How do I best service them? So you've got an unsatisfied customer and an inadequately equipped partner. CloudPhysics brings those two together in a common data platform, so that both those customers and their partners can look at the same set of data that came out of their data center and pick the solutions that will solve their problems most efficiently. >> So talk more about the partner angle, because it sounds like, you know, if they don't have a Kenny, they really need some help, and it's got to be repeatable. It's got to be consistent. So how have partners reacting to this? >> Very, very strongly. Over the course of the four or five years that that CloudPhysics has been doing this in market, we've had thousands and thousands of VARs, SIs and others, as well as many of the biggest technology providers in the market today, use CloudPhysics to help speed up the sales process, but also create better and more satisfied customers. >> So you guys made... Oh, go ahead, please. >> Well, I was just going to chime into that. When you think about partners that with HPE CloudPhysics, where it supports heterogeneous data center environments, partners all of a sudden get this opportunity to be much more strategic to their customers. They're operating on real world insights that are specific to that customer's environment. So now they can really have a tailored conversation as well as offer tailored solutions designed specifically for the areas, you know, where help is needed. >> Well, I think it builds an affinity with the customer as well, because if the partners that trust advisor, if you give a customer some advice and it's kind of the wrong advice, "Hey, we got to go back and reconfigure that workload. We won't charge you that much for it". You're now paying twice. Like when an accountant makes a mistake on your tax return, you got to pay for that again. But so, you guys acquired CloudPhysics in February of this year. What can you tell us about what's transpired since then? How many engagements that you've done? What kind of metrics can you share? >> Yeah. Chris, do you want to weigh in for that? >> Sure, sure. The start of it really has been to create a bunch of customized analytics on the CloudPhysics platform to target specific sales motions that are relevant to HPE partners. So what do I mean by that? You'll remember that in May, we announced the Alletra Series 6,000 and 9,000. In tandem with that, CloudPhysics released a new set of analytics that help someone who's interested in those technologies figure out what model might be best for them and how much firepower they would need from one or the other of those solutions. Similarly, we have a bunch solutions and a market strength in the HCI world, hyper converged, and that's both SimpliVity and dHCI. And we've set up some analytics that specifically help someone who's interested in that form factor to accelerate, and again, pick the right solutions that will serve their exact applications needs. >> When you talk to customers, are they able to give you a sense as to the cost impacts? I mean, even if it's subjective, "Hey, we think we, you know, we save 10% versus the way we used to do it", or more or less. I mean, just even gut feel metrics. >> So I'll start that one, Sandeep. So there's sort of two ways to look at it. One thing is, because we know everything that's currently running in the data center - we discovered that - we have a pretty good cost of what it is costing them today to run their workloads. So anything that we compare that to, whether it's a transition to public cloud or a transition to a hosted VMware solution, or a set of new infrastructure, we can compare their current costs to the specific solutions that are available to them. But on the more practical side of things, oftentimes customers know intuitively this is a set of servers I bought four years ago, or this is an old array that I know is loose. It's not keeping up anymore. So they typically have some fairly specific places to start, which gives that partner a quick win, solving a specific customer problem. And then it can often boil out into the rest of the data center, and continual optimization can occur. >> How unique is this? I mean, is it, you know, can you give us a little glimpse of the secret sauce behind it? Is this kind of table stakes for the industry? >> Yeah. I mean, look, it's unique in the sense that CloudPhysics brings along over 200 metrics across the spectrum of virtual machines and guest OSs, as well as the overall CPU and RAM utilization, overall infrastructure analysis, and built in cloud simulators. So what customers are able to do is basically, in real time, be able to: A - be aware of exactly what their environment looks like; B - be able to simulate if they were going to move and give an application workload to the cloud; C - they're able to just right-size the underlying infrastructure across the board. Chris? >> Well, I was going to say, yeah, along the same lines, there have been similar technology approaches to different problems. Most notably in the current HPE portfolio, InfoSight. Best in class, data lake driven, very highly analytical machine learning, geared predominantly toward an optimization model, right? CloudPhysics is earlier in the talk track with the customer. We're going to analyze your environment where HPE may not even have a footprint today. And then we're going to give you ideas of what products might help you based on very similar techniques, but approaching a very different problem. >> So you've got data, you've got experience, you know what best practice looks like. You get a sense as to the envelope as to what's achievable, right? And that is just going to get better and better and better over time. One of the things that that I've said, and we've said on theCUBE, is that the definition of cloud is changing. It's expanding, it's not just public cloud anymore. It's a remote set of services, it's coming on Prim, there's a hybrid connection. We're going across clouds, we're going out to the edge. So can CloudPhysics help with that complexity? >> Yeah, absolutely. So we have a set of analytics in the cloud world that range from we're going to price your on-premise IT. We also have the ability to simulate a transition, a set of workloads to AWS, Azure, or Google Cloud. We also have the ability to translate to VMware based solutions on many of those public clouds. And we're increasingly spreading our umbrella over GreenLake as well, and showing the optimization opportunities for a GreenLake solution when contrasted with some of those other clouds. So there's not a lot of... >> So it's not static. >> It's not static at all. And Dave, you were mentioning earlier in terms such as proven. CloudPhysics now has operated on trillions of data points over millions of virtual machines across thousands of overall data assessments. So there's a lot of proven learnings through that as well as actual optimizations that customers have benefited from. >> Yes. I mean, there's benchmarks, but it's more than that because benchmarks tend to be static, okay. We consider rules of thumb. We're living in an age with a lot more data, a lot more machine intelligence. And so this is organic, it'll evolve. >> Sandeep: Absolutely. >> And the partners who work with their customers on a regular basis over at CloudPhysics, and then build up a history over time of what's changing in their data center can even provide better service. They can look back over a year, if we've been collecting, and they can see what the operating system landscape has changed, how different workloads have lost popularity, how other ones have gained. And they really can become a much better solution provider to that customer the longer CloudPhysics is used. >> Yeah, it gives your partners a competitive advantage, it's a much stickier model because the customer is going to trust your partner more if they get it right. So we're not going to change horses in the middle of the street. We're going to go back to the partner that set us up, and they keep getting better and better and better each time, we've got a good cadence going. All right. Sandeep, bring us home. What's your sort of summary? How should we think about this going forward? >> Well, I'll bring us right back to the way I started is, and to end, we're looking at how we continue to deliver best in class cloud operational experience for customers across the board with HPE GreenLake. And earlier this year, we unveiled this cloud operation experience for data, and for customers, that experience starts with a cloud consult where they can essentially discover services, consume services, that overall operational and support experience is transformed with HPE InfoSight. And now we're transforming this experience where any organization out there that's looking to get data-driven insights into what should they do next? Where should they place their workloads? How to right-size the infrastructure? And in the process, be able to transform how they are working and collaborating with their partners. They're able to do that now with HPE CloudPhysics, bringing these data driven insights for smarter IT decision-making. >> I like this a lot, because a lot of the cloud is trial and error. And when you try and you make a mistake, you're paying each time. So this is a great innovation to really help clients focus on the things that matter, you know, helping them apply technology to solve their business problems. Guys, thanks so much for coming to theCUBE. Appreciate it. >> Dave, always a pleasure. >> Thanks very much for having us. >> And keep it right there. We got more content from HPE's GreenLake announcements. Look for the cadence. One of the hallmarks of cloud is the cadence of announcements. We're seeing HPE on a regular basis, push out new innovations. Keep it right there for more. (bright upbeat music begins) (bright upbeat music ends)

>>Good afternoon and welcome back to our audience here in Asia pacific This is Sandeep again uh from my home studio in Singapore, I hope you found the session to be insightful. I thought it was a key takeaway in terms of how you know the the world is going through a massive transformation, driven by underpinning the workload optimized solutions around up by round of security, 3 60 degree security. As Neil Mcdonald talked about underpinned by the scale, you know, whether you're on exa scale, compute public cloud or on the edge and that's kind of underpinning the digital transformation that our customers are going to go through. I have two special guests with me. Uh let me just quickly introduce them Santos restaurant martin who uh is the Managing director for intel in A P. K. And Dorinda Kapoor, Managing Director for HB Initial pacific So, good afternoon, both you gentlemen. >>Good afternoon. >>So Santos. My first question is to you, first of all, a comment, you know, the passion at which uh, pad Kill Singer talked through the four superpowers. That was amazing. You know, I could see that passion comes through the screen. You know, I think everybody in the audience could relate with that. We are like, you know, as you know, on the words of the launch, the gentle plus by power, but it's isolate processor from intel, what are you seeing and what do our customers should expect improvements, especially with regard to the business outcomes. >>Yeah, So first of all, thank you so much for having me in this session and, and as you said, Sandeep, I mean, you could really see how energized we are. And you heard that from pad as well. Uh, so we launched the third gen, intel, Xeon processors or isolate, you know about a couple of weeks ago and I'm sure, you know, there's lots of benefits that you get in these new products. But I thought what I'll do is I'll try and summarize them in three key buckets. The first one is about the performance benefits that these new products bring in. The 2nd 1 is the value of platforms and I think the last pieces about the partnerships and how it makes deployment really easy and simple for our customers. Let me start with the first one which is about performance and the and the big jump that we're staying. It's about a 46% performance, increased generation over generation. It's flexible, it's optimized performance from the edge to the cloud where you would see about 1.5 to 1.7 X improvements on key war clouds like the cloud five G I O D HPC and AI that are so critical all around us. It's probably the only data center processor that has built in A I acceleration that helps with faster analytics. It's got security optimist on intel SGX that basically gives you a secure on cliff when when sensitive data is getting transacted and it also has crypto acceleration that reduces any performance impact because of the pervasive encryption that we have all around us. Now The second key benefit is about platform and if you remember when we launch sky lake in 2017, we laid out a strategy that said that we are here to help customers >>move, >>store and process data. So it's not just the CPU that we announced with the third genitals, jOHn Announcements. We also announce products like the obtained persistent memory, 200 cds That gives you about a 32 higher memory bandwidth and six terabytes of memory capacity on stock. It the obtain S S D S, the intel internet, 800 cities adapter that gives you about 200 Gbps per port, which means you can move data much more faster and you have the intellectual X F P G s that gives you about a double the better fabric performance for what? Which means if there's key workloads that you want to go back and offloaded to a to a steak or a specific uh CPU then you have the F P G s that can really help you there Now. What does the platform do for our customers? It helps them build higher application and system level performance that they can all benefit from the last b which is the partnerships area is a critical one because we've had decades of experience of solution delivery with a broad ecosystem and with partners like HP and we build elements like the Intel select solution and the market ready solution that makes it so much more easier for our customers to deploy with Over 50 million Xeon scalable processes that is shipped around the world. A billion Xeon cores that are powering the cloud since 2013 customers have really a proven solution that they can work with. So in summary, I want you to remember the three key piece that can really >>help you be >>successful with these new products, the performance uplifted, you get generation over generation, the platform benefits. So it's not just the CPU but it's things around that that makes the system and the application work way better. And then the partnerships that give you peace of mind because you can go deploy proven solutions that you can go and implement in your organization and serve your customers better. >>Thanks. Thanks thanks and Tosha for clearly outlining, you know, the three PS and kind of really resonates well. Um, so let me just uh turn over you know, to Dorinda there in the hot, you know, there's a lot of new solutions, you're our new treaties that santos talked about security, you get a lot of performance benefits and yet our customers have to go through a massive amount of change from a digital transformation perspective in order that they take all the advantages in state competitive. We're using HP Iran addressing the needs for the challenges of our customers and how we really helping them accelerate their transformation journey. >>Yeah, sure. Sandeep, thanks a lot for the question. And you are right. Most of the businesses actually need to go uh digital transformation in order to stay relevant in the current times. And in fact actually COVID-19 has further accelerated the pace of digital transformation for uh most of our customers. And actually the digital transformation is all about delivering differentiated experiences and outcomes at the age by converting data collected from multiple different sources to insights and actions. So we actually an HP believe that enterprise of the future is going to be eight centric data driven and cloud enabled And with our strategy of providing H2 cloud platform and having a complete portfolio of uh software, networking computer and the storage solutions both at the age and court uh to of course collect, transmit secure, analyze and store data. I believe we are in the best position to help our customers start and execute on their transformation journey. Now reality is various enterprises are at different stages of their transformation journey. You know, uh we in HP are able to help our customers who are at the early stage or just starting the transformation journey to to help build their transformation broad maps with the help of our advisory teams and uh after that helped them to execute on the same with our professional services team. While for the customers who are already midway in the transformation journey, we have been helping them to differentiate themselves by delivering workload optimized solutions which provide latency, flexibility and performance. They need to turn data into insights and innovations to help their business. Now, speaking of the workload optimized solutions, HP has actually doubled down in this area with the help of our partners like Intel, which powers our latest Gentlemen plus platform. This brings more compute power, memory and storage capacity which our customers need as they process more data and solve more complex challenges within their business. >>Thank you. Thanks. And er in there I think that's really insightful. Hopefully you know our customer base, I will start joined in here, can hear that and take advantage of you know, how HP is helping you know, fast track the exploration. I come back to you something you don't like during the talk about expanding capacities and we saw news about you know Intel invest $20 billion dollars or so, something like that in terms of you know, adding capacities or manufacturing. So I'd like to hear from your perspective, you know how this investments which intel is putting is a kind of a game changer, how you're shaping the industry as we move forward. >>Yeah, I mean as we all know, I think there's accelerated demand for semiconductors across the world digitization especially in an environment that we're that we're going through has really made computing pervasive and it's it's becoming a foundation of every industry and our society, the world just needs more semiconductors. Intel is in a unique position to rise to that occasion and meet the growing demand for semiconductors given our advanced manufacturing scale that we have. So the intel foundry services and the that you mentioned is is part of the Intel's new I. D. M. Torrado strategy that Bad announced which is a differentiated winning formula that will really deliver the new era of innovation, manufacturing and product leadership. We will expand our manufacturing capacity as you mentioned with that 20 billion investments and building to fabs in Arizona. But there's more to come in the year ahead and these fans will support the expanding requirements of our current products and also provide committed capacity for our foundry customers. Our foundry customers will also be able to leverage our leading edge process, the treaty packaging technology, a world class I. P. Portfolio. So >>I'm really really >>excited. I think it's a truly exciting time for our industry. The world requires more semiconductors and Intel is stepping in to help build the same. >>Fantastic, fantastic. Thank you. Some potion is really heartening to know and we really cherish the long partnership, HP and Intel have together. I look forward that you know with this gentleman plus launch and the partnership going forward. You know, we have only motivation and work together. Really appreciate your taking the time and joining and thank you very much for joining us. >>Thank you. >>Thanks. >>Okay, so with that I will move on to our second segment and in white, another special guest and this is Pete Chambers who is the managing director for A N D N A P K. Good afternoon Pete. You can hear us Well >>I can. Thank you. Sandy, Great to be >>here. Good and thanks for joining me. Um I thought I just opened up, you know, like a comment around the 19 world Records uh, am D. N. H. We have together and it's a kind of a testament to the joint working model and relationship and the collaboration. And so again, really thank you for the partnership. We have any change. Uh, let me just quickly get to the first question. You know, when it comes to my mind listening over to what Antonio and Liza were discussing, you know, they're talking about there's a huge amount of flow of data. You know, the technology and the compute needs to be closer to where the data is being generated and how is A. M. D. You know, helping leverage some of those technologies to bring feature and benefits and driving outcome for customers here in asia. >>Yeah, as lisa mentioned, we're now in a high performance computing mega cycle driven by cloud computing, digital transformation five DNA. Which means that everyone needs and wants more computer IDC predicts that by 20 23/65 percent of the impact GDP will be digitized. So there's an inflection coming with digital transformation at the fall, businesses are ever increasingly looking for trusted partners like HP and HP and and to help them address and adapt to these complex emerging technologies while keeping their IT infrastructure highly efficient, you know, and is helping enable this transformation by bringing leadership performance such as high court densities, high PC and increased I. O. But at the same time offering the best efficiency and performance for what all third gen Epic. CPU support 100 and 28 lanes of superfast PC for connectivity to four terabytes of memory and multiple layers of security. You know, we've heard from our customers that security continues to be a key consideration, you know? And he continues to listen. And with third gen, Epic, we're providing a multitude of security features such as secure root of trust at the bios level which we work very closely with HP on secure encrypted virtualization, secure memory encryption and secure nested paging to really giving the customers confidence when designing Epic. We look very closely at the key workloads that our customers will be looking to enable. And we've designed Epic from the ground up to deliver superior experience. So high performance computing is growing in this region and our leadership per socket core density of up to 64 cause along with leading IO and high memory bandwidth provides a compelling solution to help solve customers most complex computational problems faster. New HP Apollo 6500 and 10 systems featuring third gen, Epic are also optimist for artificial intelligence capabilities to improve training and increased accuracy and results. And we also now support up to eight and instinct accelerators. In each of these systems, hyper converged infrastructure continues to gain momentum in today's modern data center and our superior core density helps deliver more VMS per CPU supported by a multitude of security virtualization features to provide peace of mind and works very closely with industry leaders in HD like HP but also Nutanix and VM ware to help simplify the customers infrastructure. And in recent times we've seen video. I have a resurgence as companies have looked to empower their remote employee remote employees. Third gen, Epic enables more video sessions per CPU providing a more cost optimized solution, simply put Epics higher core density per CPU means customers need fewer service. That means less space required, lower power and cooling expenditure and as a result, a tangibly lower total cost of ownership add to this the fact, as you mentioned that Andy Epic with HP of 19 world records across virtualization, energy efficiency, decision support, database workloads, etc. And service side java. And it all adds up to a very strong value proposition to encourage Cdos to embark on their next upgrade cycle with HP and Epic >>Interstate. Thank you Peter and really quite insightful. And I've just done that question over to Narendra Pete talked about great new technologies, new solution, new areas that are going to benefit from these technology enhancements at the same time. You know, if I'm a customer, I look at every time we talk about technology, you know, you need to invest and where is you know, the bigger concern for customers always wears this money will come from. So I want to uh, you know, uh, the if you share your insights, how is actually helping customers to be able to implement these technology solutions, giving them a financial flexibility so that they can drive business outcomes. >>Yes, and the very important point, you know, from how HP is able to help our customers from their transformation. Now, reality is that most of the traditional enterprises are being challenged by this new digital bond businesses who have no doubt of funding and very low expectation of profitability. But in reality, majority of the capital of these traditional enterprises has uh tied up in their existing businesses as they do need to keep current operations running while starting their digital transformation at the same time. This of course creates real challenges and funding their transformation. Now with HP, with our Green Lake Cloud services, we are able to help customers fund their transformation journey. Were instead of buying up front, customers pay only for what they consume as the scale. We are not only able to offer flexible consumption model for new investments but are also able to help our customers, you know, for monetize their capital, which is tied up in the old ICT infrastructure because we can buy back that old infrastructure and convert that into conception of frank. So while customers can continue to use those assets to run their current business and reality is HIV is the leader in the this as a service space and probably the only vendor to be able to offer as a service offering for all of our portfolio. Uh, if you look at the ideas prediction, 70 of the applications are not ready for public cloud and will continue to run in private environments in addition. And everybody talked about the beef for a I and you know, HPC as well as the edge and more and more workloads are actually moving to the edge where the public cloud will have for less and less a role to play. But when you look at the customers, they are more and more looking for a cloud, like business model for all the workloads, uh, that they're running outside the public cloud. Now, with our being like offering, we are able to take away all the complexity from customers, allowing them to run the workloads wherever they want. That means that the edge in the data center or in the cloud and consume in the way they want. In other words, we're able to provide cloud, like experience anytime, anywhere to our customers. And of course, all these Green Lake offerings are powered by our latest compute capabilities that HP has to offer. >>Thank you. Thank you, surrender. That's really, really, very insightful. I have a minute or two, so let me try to squeeze another question from your feet, you know, MD is just now introduced the third generation of epics and congratulations on that. How are you seeing that? Excellent. Helping you accelerate in this growth, in the impact? Uh, you know, the geography as as such. >>Sure, great question. And as I mentioned, you know, third gen Epic with me and and once again delivers industry leading solutions, bending the curve on performance efficiency and TCO helping more than ever to deliver along with HP the right technologies for today and tomorrow. You know, in the service space, it's not just about what you can offer today. You need to be able to predictably deliver innovation over the long term. And we are committed to doing just that, you know, and strategy is to focus on the customer. We continue to see strong growth both globally and in a pack in HPC cloud and Web tech manufacturing, Fc telco and public and government sectors are growth plan is focused on getting closer to our customers directly, engaging with HP and our partners and the end customer to help guide them on the best solution and assist them in solving their computing pain points cost effectively. A recent example of this is our partnership with palsy supercomputing center in Australia, where HP and M. D will be helping to provide some 200,000 cause across 1600 nodes and over 750 radio on instinct accelerators empowering scientists to solve today's most challenging problems. We have doubled ourselves and F8 teams in the region over the past year and will continue to invest in additional customer facing sales and technical people through 2021, you know, and has worked very closely with HP to co design and co developed the best technologies for our customers needs. We joined forces over seven years ago to prepare for the first generation of Epic at launch and you fast forward to today and it's great to see that HP now has a very broad range of Andy Epic servers spanning from the edge two extra scale. So we are truly excited about what we can offer the market in partnership with HP and feel that we offer a very strong foundation of differentiation for our channel partners to address their customers need to accelerate accelerate their digital transformation. Thank you. Sandy, >>thank you. Thanks Peter. And really it's been amazing partnering with the NDP here and thanks for your sponsorship on that. And together we want to work with you to create another 19 world records right from here in the issue. Absolutely. So with that we are coming to the end of the event. Really thanks for coming pete and to our audience here because the pig is being a great a couple of hours. I hope you all found these sessions very, very insightful. You heard from our worldwide experts as to where, you know, divorce, moving in terms of the transformation, what your hp is bringing to our compute workload optimized solutions which are going to go from regardless of what scale of computing you're using and wrapped around 3 60 security and then offer truly as a service experience. But before you drop off, I would like to request you to please scan the QR code you see on your screen and fill in the feedback form we have, you know, lucky draw for some $50 worth of vultures for the five lucky winners today. So please click up your phone and, you know, spend a minute or two and give us a feedback and thank you very much again for this wonderful day. And I wish everybody a great day. Thank you.

>> Unleash The Power of Data. On May 4th at 11:00 AM Eastern, 8:00 AM Pacific, HPE is hosting a broadcast and we're here with Sandeep Singh, who's the Vice President of Storage Marketing at Hewlett Packard Enterprise. Sandeep, what's this event all about, who should attend and why? >> Dave, in the world of enterprise storage, there hasn't been a moment like this in decades. A point at which everything is changing for data and infrastructure and is powered by the nexus of data, cloud and AI. And the opportunity for our customers to accelerate their data-driven transformation is unfolding. HPE is excited to invite everyone to join us for a virtual event that, as Dave mentioned, Unleash the Power of Data on May 4th at 8:00 AM Pacific. And if you're an organization like most today, data is at the heart of what you do. And you're looking to accelerate data driven transformation. We hear you and we're thrilled to invite you to join us on May 4th, as we unveil a new vision for data that accelerates data driven transformation from edge to cloud. This promises to be a pivotal event and one that IT Admins, Cloud Architects, Virtualization Architects, Vice-Presidents, Directors of IT, and CIOs (indistinct) the event is hosted by a business and a tech journalist Shabani Joshi and it will feature a market in panel with a focus on the crucial data that data is playing in the transformation for customers. Antonio Neri CEO of HPE and Tom black senior vice president and general manager of HPE storage as well as industry experts, including Julia Palmer vice president at Gartner will be part of the event. We will unveil game-changing HPE innovations that will make it possible for organizations across industries to unleash the power of data. >> Sounds awesome. Okay. Go to hpe.com. Mark your calendar, and we'll see you there.

>> Unleash the Power of Data. On May 4th at 11:00 am Eastern, 8:00 am Pacific HPE is hosting a broadcast. And we're here with Sandeep Singh who's the vice president of Storage Marketing at Hewlett Packard Enterprise. Sandeep, what's this event all about? Who should attend, and why? >> Dave, in the world of enterprise storage, there hasn't been a moment like this in decades. A point at which everything is changing for data and infrastructure, and is powered by the nexus of data cloud and AI. And the opportunity for our customers to accelerate their data-driven transformation is unfolding. HPE is excited to invite everyone to join us for a virtual event, that as Dave mentioned, Unleash the Power of Data on May 4th at 8:00 am Pacific. And if you're an organization like most today, data is at the heart of what you do. And you're looking to accelerate data-driven transformation. We hear you, and we're thrilled to invite you to join us on May 4th as we unveil a new vision for data that accelerates data-driven transformation from edge to cloud. This promises to be a pivotal event, and one that IT admins, cloud architects, virtualization architects, vice presidents, directors of IT, and CIOs won't want to miss. The event is hosted by business and a tech journalist Shabani Joshi, and it will feature a market end panel with a focus on the crucial data that data is playing in the transformation for customers. Antonio Neri, CEO of HPE, and Tom Black, senior vice president and general manager of HPE Storage, as well as industry experts, including Julia Palmer, vice president at Gartner, will be part of the event. We will unveil game-changing HPE innovations that will make it possible for organizations across industries to unleash the power of data. >> Sounds awesome! Okay, go to hpe.com. Mark your calendar, and we'll see you there.

(upbeat music) (upbeat music continues) >> Welcome to the Accelerating Next to our participants from Asia Pacific, Japan, and India. My name is Sandeep Kapoor. I'm the general manager for the Compute business in HP Asia Pacific based out of Singapore. As you know, COVID has come and disrupted the way we live and work. The businesses now need to manage a totally new level of complexity, a distributed workforce, while there is an increasing amount of data which is adding to more level of challenges to deal with. Several years of transformation has been accomplished in a very, very short period of time. However, for the businesses to take the journey forward and take this to the next level of digital transformation, a new set of new workloads, very complex workloads, need to be dealt with. And these workloads will need to be dealt with in order for our businesses, our customers, to stay agile, stay flexible, and develop the new business models. Good news is HP's here to partner with you to grow your transform solutions, which will be delivered as a service economics and a truly cloud-like experience. And these workloads range from the edge compute to the cloud and to the excess scale. And as this event will unfold, you will see this, the session to be very, very insightful and informative. Not only you'll hear the details about our transform solutions from our HP experts but also you will hear from our partners like Intel and AMD with whom jointly, we are launching new offerings to deal with challenges of the new workloads. For example, the in CPU acceleration capabilities, that are being brought forward, will help to foster track adoption of AI and machine learning. The capabilities for dealing with diverse network security will fast track the adoption of 5g, which I'm very excited about personally, and also in memory capabilities offer on the platform, the enhancement of that is going to deal with huge amount of new workloads which are coming up in databases, managing hyper convergence also managing new levels of what utilization capabilities and this all being done through our new Gen10 plus platform. So following the global broadcast, please do join us for a dedicated session room. And during the sessions we will discover and talk about how these workload solutions can be adopted, fast-tracked and, you know, joint partnership with you and take it forward to your digital transformation. With that, I would hand it over to Dave as we could start the Accelerating next.

from our studios in the heart of Silicon Valley Palo Alto California this is a cute conversation hi I'm Peter Burris analyst wiki Bond welcome to another wiki Bond the cube digital community event this one's sponsored by HPE like all of our digital community events this one will feature about 25 minutes of video followed by a crowd chat which will be your opportunity to ask your questions share your experiences and push forward the community's thinking on important issues facing business today so what are we talking about today over the course of the last say six months or so we've had a lot of conversations with our customers about the core issues that multi-cloud is going to engender with in business one of them clearly is how do we bring greater intelligence to how we move manage and administer data within the enterprise some of the more interesting conversations we've had turns out to have been with HPE and that's what we're going to talk about today we're going to be spending a few minutes with a number of HPE professionals as well as wiki bond professionals and thought leaders talking about the challenges that enterprises face as a consider intelligent data platforms so let's get started the first conversation that we're going to talk about is with Sandeep Singh who is the vice president at HPE Sandeep let's have that conversation about the challenges facing business today as it pertains to data so Sandeep I started off by making the observation that we've got this mountain of data coming in a lot of enterprises at the same time there seems to be a the the notion of how data is going to create new classes of business value seems to be pretty deeply ingrained and acculturated to a lot of decision-makers so they want more value out of their data but they're increasingly concerned about the volume of data that's going to hit them how in your conversations with customers are you hearing them talk about this fundamental challenge so that that's a great question you know across the board data is at the heart of applications pretty much everything that organizations do and when they look at it in conversations with customers it really boils down to a couple of areas one is how is my data just effortlessly available all the time it's always fast because fundamentally that's driving the speed of my business and that's incredibly important and how can my various audiences including developers just consume it like the public cloud in a self-service fashion and then the second part of that conversation is really about this massive data storm or mountain of data that's coming and it's gonna be available how do how do I Drive a competitive advantage how do i unlock these hidden insights in that data to uncover new revenue streams new customer experiences those are the areas that we hear about and fundamentally underlying it the challenge for customers is boy I have a lot of complexity and how do I ensure that I have the necessary insights in a the infrastructure management so I am not beholden am or my IT staff isn't beholden to fighting the IT fires that can cause disruptions and delays to projects so fundamentally we want to be able to push time and attention in the infrastructure in the administration of those devices that handle the data and move that time and attention up into how we deliver the data services and ideally up into the applications that are going to actually generate a new class of work within a digital business so I got that right absolutely it's about infrastructure that just runs seamlessly it's always on it's always fast people don't have to worry about what is it gonna go down is my data available or is it gonna slow down people don't want sometimes faster one always fast right I and that's governing the application performance that ultimately I can deliver and you talked about while geez if it if the data infrastructure just work seamlessly then can I eventually get to the applications and building the right pipelines ultimately for mining that data drive doing the AI and the machine learning analytics driven insides from there great discussion about the importance of data in the enterprise and how it's changing the way we think about business we're going to come back to Sandeep shortly but first let's spend some time talking with David floor who's the wiki bond analyst about the new mindset that is required to take advantage of some of these technologies and solve some of these problems specifically we need to think increasingly about data services let's hear what David has to say explain what that new mindset is yes I completely agree that that new mindset is required and it starts with you want to be able to deal with data wherever it's gonna be you in we are in a hybrid world hybrid cloud world your own clouds other public clouds partner clouds all of these need to be integrated and data is at the core of it so that the requirement then is to have rather than think about each individual piece is to think about services which are going to be applied to that data and can be applied not only to the data in one place but across all of that data and there isn't such a thing is just one set of services there going to be multiple sets of these services available but hope we will see some degree of conversion so they'll be the same lexicon and conceptual etcetera there'll be the same levels of things that are needed within each of these architectures but there'll be different emphasis on different areas we need to look at the way we administer data as a set of services that create outcomes for the business and as opposed to that are then translated into individual devices let me so let's jump into this notion of of what those services look like it seems as though we can list off a couple of them sure yeah so we must have of data reduction techniques so you must have deduplication compression type of techniques and you want to apply that our crosses bigger an amount of data as you can the more data you apply those the higher the levels of compression and deduplication you can get so that's clearly you've got those sort of sets of services across there you must backup and restore data in another place and be able to restore it quickly and easily there's that again is a service how quickly how integrated that recovery again that's going to be a variable that's a differentiation in the service exactly you're going to need data data protection in general end to end protection of once or another for example you need end-to-end encryption across there it's no longer good enough to say this bits been encrypted and then this bits the encrypted has got to be an end-to-end from one location to another location seamlessly provided that sort of thing well let me let me let me press on it cuz I think it's a really important point and and and it's you know the notion that the weakest link determines the strength of the chain right the what you just described says if you have encryption here and you don't have encryption there but because of the nature of digital you can start you start bringing that data together guess what the weakest link determines the protection of the overall data absolutely yes and then you need services like snapshots like like other services which provide much better usage of that data one of the great things about flash and that's brought about this about is that you can take a copy of that in real time and use that first totally different purpose and have that being changed in a different way so there are some really significantly great improvements you can have with services like snapshots and then you need some other services which are becoming even more important in my opinion the advent of [Music] bad actors in the in the world has really bought about the requirement for things like air gaps to have your data with the metadata all in one place and completely separated from everything else there are such things as called logical air gaps I think they as long as they're real in the real sense that the two paths can't interfere with each other those are going to be services which become very very important that's generally as an example of a general class of security data services they require so ultimately what we're describing is we're describing a new mindset that says that a storage administrator has to think about the services that the applications in the business requires and then seek out technologies that can provide those services at the price point with the degree of power consumption in the space or the environmental or with the type of maintenance and services related support that required based on the physical location the degree to which is under their control etc so that kind of what how we're thinking about this I think absolutely and the again if there's going to be multiple of these around in the marketplace one size is not going to fit all yeah you if you're wanting super fast response time at an edge and and if you don't get that response in time it's going to be no use whatsoever you're going to take you're going to have a different architecture a different way of doing it then if you need to be a hundred percent certain that every bit is captured and you know in a financial sort of environment but from a service standpoint you want to be able to look at that specific solution in a common way current policies current bilities correct great observations by David Flor it's very clear that for enterprises to get more control over their data their data assets and how they create value out of data they have to take a services mentality but the challenge that we all face is just taking a service mentality is not going to be enough we have to think about how we're going to organize those services into a platform that is pertinent and relevant to how business operates in a digital sense so let's go back to Sandeep saying and talk to him a little bit about this HPE notion of the intelligent data platform you've been one of the leaders in the complex systems arena for a long time and that includes storage where are you guys taking some of these technologies yeah so our strategy is to deliver an intelligent data platform and that intelligent data platform begins with workload optimized composable systems that can span the mission critical workloads general purpose secondary Big Data ai workloads we also deliver cloud data services that enable you to embrace hybrid cloud all of these systems including all the way to cloud data services are plumbed with data mobility and so for example use cases of even modernizing protection and going all the way to protecting cost effectively in the public cloud are enabled but really all of these systems then are imbued with a level of intelligence with a global intelligence engine that begins with predicting and proactively resolving issues before they occur but it goes way beyond that in delivering these prescriptive insights that are built on top of global learning across hundreds of thousands of systems with over a billion data points coming in on a daily basis to be able to deliver at the information at the fingertips of even the virtual machine admins to say this virtual machine is sapping the performance of this node and if you were to move it to this other node the performance or the SLA for all of the virtual machine farm will be even better we build on top of that to deliver pre-built automation so that it's hooked in with a REST API for strategy so that developers can consume it in a containerized application that's orchestrated with kubernetes or they can leverage it as an infrastructure as code whether it's with ansible puppet or chef we accelerate all of the application workloads and bring up where data protection and so it's available for the traditional business applications whether they're built on sa P or Oracle or sequel or the virtual machine farms or the new stack containerized applications and then customers can build their AI and big data pipelines on top of the infrastructure with a plethora of tools whether they're using basically Kafka lastic map our h2o that complete flexibility exists and within HPE were then able to turn around and deliver all of this with an as a service experience with HPE Greenlake to customers so that's where I want to take you next so how invasive is this going to be to a large shop well it is completely seamless in that way so with Greenlake we're able to deliver a fully managed service experience where the a cloud like page you go consumption model and combining it with HPE financial services we're also able to transform their organization in terms of this journey and make it a fully self-funding journey as well so today the typical administrator the typical shop has got a bunch of administrators that are administrating devices that's starting to change they've introduced automation that typically is associated with those devices but if we think three to five years out folks going to be thinking more in terms of data services and how those services get consumed and that's going to be what the storage part of I t's going to be thinking about they can almost become day to administrators if I got that right yes intelligence is fundamentally changing everything not only on the consumer side but on the business side of it a lot of what we've been talking about is intelligence is the game changer we actually see the dawn of the intelligence era and through this AI driven experience what it means for customers as a it enables a support experience that they just absolutely love secondly it means that the infrastructure is always on it's always fast it's always optimized in that sense and thirdly in terms of making these data services that are available and data insights that are being unlocked it's all about how can you enable your innovators and the data scientists and the data analysts to shrink that time to deriving insights from months literally down to minutes today there's this chasm that exists where there's a great concept of how can i leverage the AI technology and between that concept to making it real to thinking about a where can I actually fit and then how do i implement an end-to-end solution and a technology stack so then I just have a pipeline that's available to me that chasm literally is a matter of months and what we're able to deliver for example with HPE blue data is literally a catalog self-service experience where you can select and seamlessly build a pipeline literally in a matter of minutes and it's just all completely hosted seamlessly so making AI and machine learning essentially available for the mainstream through so the ontology data platform makes it possible to see these new classes of applications become routine without forcing the underlying storage administrators themselves to become data scientists absolutely all right the intelligent data platform is a very great concept but it's got to be made real and it's being made real today by HP Calvin Zito's a thought leader at HPE and he's done a series of chalk talks as it pertains to improving storage improving data management one of the more interesting ones was specifically on the intelligent data platform let's watch Calvin Zito's chalk talk hey guys I love it's time for another around the storage black chalk talk in this chalk top we're gonna look at the intelligent Data Platform let me set up the discussion at HP we see the dawn of the intelligence error the flatshare brought a speed with flash flash is now table stakes the cloud era brought new levels of agility and everyone expects as a service experience going forward the intelligence era with an AI driven experience for infrastructure operations in AI enabled unlocking of insights is poised to catapult businesses forward so the intelligent era will see the rise of the intelligent enterprise the enterprise will be always on always fast always agile to respond to different challenges but most of all the intelligent enterprise will be built for innovation innovation that can ilish new services revenue streams and business models every enterprise will need to have an intelligent data strategy where your data is always on and always fast automated an on-demand hybrid by design and applies global intelligence for visibility and lifecycle management our strategy is to deliver an intelligent data platform that turns your data challenges into business opportunities it begins with workload optimized composable systems for multiple workloads and we deliver cloud services for a hybrid cloud environment so that you can seamlessly move data throughout its lifecycle I'll have more on this in a moment the global intelligence engine infuses the entire infrastructure with intelligence it starts with predicting and proactively resolving issues before they occur it creates a unique workload fingerprint and these workload fingerprints combined with global learning enable us to drive recommendations to keep your app workloads and supporting infrastructure always optimized and delivering predictable speed we have a REST API first strategy and offer pre build automation connectors we bring Apple wear protection for both traditional and modern new stack application workloads and you can use the intelligent data platform to build and deliver flexible big data and AI pipelines for driving real-time analytics let's take a quick look at the portfolio of workload optimized composable systems these are systems across mission-critical general-purpose workloads as well secondary data and solutions for the emerging big data and AI applications because our portfolio is built for the cloud we offer comprehensive cloud data services for both production workloads and backup and archive in the cloud HPE info site provides the global intelligence across the portfolio and we give you flexibility of consuming these solutions as a service with HPE Greenlake I want to close with one more thing the HPE intelligent data platform has three main attributes first it's AI driven it removes the burden of managing infrastructure so that IT can focus on innovating and not administrating second it's built for cloud and it enables easy data and workload mobility across hybrid cloud environments finally the intelligent data platform delivers and as a service experience so you can be your own cloud provider to learn more go to hp.com intelligent data always love to hear from you on Twitter where you can find me as calvin zito you can find my blog at hp.com slash blog until next time thanks for joining me on this around the storage black chalk talk I think Calvin makes a compelling case that the opportunity to use these technologies is available today not something that we're just going to wait for in the future and that's good because one of the most important things that business has to think about is how are they going to utilize some of these new AI and related technologies to alter the way that they engage their customers run their businesses and handle their operations and ultimately improve their overall efficiency and effectiveness in the marketplaces it's very clear that this intelligent data platform is required to do many of the advanced AI things that business wants to do but it also requires AI in the platform itself so let's go back to Sandeep Singh and talk to Sandeep about how HPE foresees AI being embedded in them into the intelligent data platform so it can make possible greater utilization of AI and the rest of the application portfolio so we've got the significant problem we now have to figure out how to architect because we want predictability and certainty and and cost clarity and to how we're going to do this part of the challenge or part of the pushers new use cases for AI so we're trying to push data up so that we can build these new use cases but it seems that we have to also have to take some of those very same technologies and drive them down into the infrastructure so we get greater intelligence greater self meter and greater self management self administration within the infrastructure itself I got that right yes absolutely what becomes important for customers is when you think about data and ultimately storage that underlies the data is you can build and deploy fast and reliable storage but that's only solving half the problem greater than 50% of the issues actually end up arising from the higher layers for example you could change the firmware on the host bus adapter inside a server that can trickle down and cause a data unavailability or a performance slowdown issue you need to be able to predict that all the way at that higher level and then prevent that from occurring or your virtual machines might be in a state of over memory commitment at the server level or you CPU over commitment how do you discover those issues and prevent them from happening the other area that's becoming important is when we talk about this whole notion of cloud and hybrid cloud right that complexity tends to multiply exponentially so when the smarts you guys are going after building that hybrid cloud infrastructure fundamental challenges even as I've got a new workload and I want to place that you even on premises because you've had lots of silos how do you even figure out where should I place a workload a and how it'll react with workloads B and C on a given system and now you multiply that across hundreds of systems multiple clouds and the challenge you can see that it's multiplying exponentially oh yeah well I would say that having you know where do I put workload a the right answer today maybe here but the right answer tomorrow maybe some where else and you want to make sure that the service is right required to perform workload a our resident and available without a lot of administrative work necessary to ensure that there's commonality that's kind of what we mean by this hybrid multi cloud world isn't it absolutely and you when you start to think about it basically you end up in requiring and fundamentally needing the data mobility aspect of it because without the data you can't really move your workloads and you need consistency of data services so that your app if it's architected for reliability and a set of data services those just go along with the application and then you need building on top of that the portability for your actual application workload consistently managed with a hybrid management interface there so we want to use an intelligent data platform that's capable of assuring performance assuring availability and assuring security and going beyond that to then deliver a simplified automated experience right so that everything is just available through a self-service interface and then it brings along a level of intelligence that's just built into it globally so that in instead of trying to manually predict and landing in a world of reactive after IT fires have occurred is that there are sea of sensors and it's automatic the infrastructures automatically for predicting and preventing issues before they ever occur and then going beyond that how can you actually fingerprint the individual application workloads to then deliver prescriptive insights right to keep the infrastructure always optimized in that sense so discerning the patterns of data utilization so that the administrative costs of making sure the data is available where it needs to be number one number two assuring that data as assets is made available to developers as they create new applications new new things that create new work but also working very closely with the administrators so that they are not bound [Music] as you know an explosion in the number of tasks adapt to perform to keep this all working across the board yes I want to thank Sandeep Singh and calvin zito both of HPE as well as wiki bonds David Floyd for sharing their ideas on this crucially important topic of how we're going to take more of a platform approach to do a better job of managing crucial data assets in today's and tomorrow's digital businesses I'm Peter Burris and this has been another wiki bomb the cube digital community event sponsored by HPE now stay tuned for our crowd chat which will be your opportunity to ask your questions share your experiences and push for the community's thinking on important issues facing business today thank you very much for watching and now let's crouch [Music]