>> Live from Las Vegas, it's theCUBE covering VMworld 2018 brought to you by VMware and it's ecosystem partners. >> Hello, everyone, welcome back to the live CUBE coverage. This is day three of VMworld 2018. We're live in Las Vegas this is theCUBE's special coverage. Our ninth year covering VMworld. Kicking off day three, we've got two sets. Our next guest, Brian Reagan, who's the CMO of Actifio, theCUBE alumni. Great to see you. Great company doing some great things on the marketing side. You guys taking a different approach than others. Let the product do the talking. Let the solution speak for itself. Welcome to theCUBE. >> Thank you, John. It's great to be back and, Dave, it's always a pleasure. It's great to be at VMworld. >> You guys, I don't want to say, a different approach, but you're here at VMworld. There's a lot of pomp and circumstance. There's a lot of big booths, a lot of glam, a lot of attention getting. You got to do that but you don't want to overspend on that. You really want to just be in the community. What's your strategy? How are you as a CMO going into a world that wants more content? They want more data. They want to get solutions built. They love the glam, but the meat and potatoes is what they want. >> Monday night we had an event at TopGolf and I was talking to a couple customers and they basically were all saying the same thing to me which was, I come to VMworld to basically collect squeezy balls for my kids. They're going back to school. I'm going to collect a lot of toys. I'm going to do the solution expo. Great, great opportunity to really breakthrough from a swag standpoint, but no one's coming here to necessarily research the company that they want to disrupt or transform their business around. What we believe for VMware and, quite frankly, just in general is this is a great place to engage with customers. They're all here. This is the IT, this is COMDEX 2018. We need to be here, but we don't necessarily need to be in a solutions exchange where it's just an arms race about swag. >> What's your relationship with VMware? How do you guys fit in the ecosystem? What's the value proposition? What is the Actifio relationship to the community? How do you guys walk that line and how do you deliver those solutions? >> Pretty much throw a rock and you'll hit a vendor out here who has a great VMware solution, right? We are no exception. Everyone does VMware. Quite frankly, it's actually really easy nowadays. There's zero differentiation. I hate to say it, but everyone does VMware the same way. There is really no disruption in this marketplace because everyone does VADP. Everyone does Snapshot. Quite frankly, what we major on and what we focus on is actually the workloads that are franchise critical to businesses, which really are databases. Yeah, they might run out of VM, but often times they run on physical machines. Let's focus on databases. If they happen to be VMware, great. You know what, we like everybody else has a great VMware solution, but it's easy. Let's focus on the hard stuff which is databases which run the business and dX is all around databases and applications that run the business. That's where we major on. That's where our value comes in. That's where our customers see the most value from Actifio. >> My take away is, five/ten years ago it was all about integration and that was a differentiation, who could get the SDK faster, >> Exactly right, yeah. >> And you say, we were, we own them and that app would be right there. Okay, fine. That's done, okay. Fast forward to 2018, what's your perspective on VMware, what they're doing, the market momentum. You mentioned databases. You see them with Amazon bringing database now on prem. A lot has changed. What's your perspective? >> I think VMware is really... You talk to any CIO, any IT leadership, VMware is a critical part of the conversation so I don't mean to, in any way, diminish the value that VMware brings to the enterprise. And actually they are enabling cloud in every enterprise today whether it's private, whether it's hybrid, whether it's I'm going to do public, but I'm going to do public in VMware in the Amazon Cloud. VMware is table stakes in terms of running mission critical applications. What we believe is the next level of integration is what's the app running in VMware, right? What is it Oracle? I'm running Oracle rack inside of VMware. I'm running SAP inside of VMware. That's the next level of integration that becomes the differentiation and, quite frankly, the value creation in a lot of these enterprises. >> How do you guys differentiate, John was talking about all the glam and all the noise, a lot of noise, tons of noise around data protection. You guys pioneered the whole copy data management space. Where are you seeing growth? Where's the momentum, maybe you can give some examples. >> 2/3 of our business is now actually leading with DevOps and cloud. The real lever there is time. People want more time back in their day and they want more time back because whether it's-- there was a great article that SearchITOperations published about Aetna where they have tens of multi-terabyte databases and, quite frankly, it breaks every piece of infrastructure that they had, but they want to be able to serve those multi-terabyte databases out to their developers within minutes, as opposed to weeks or months or however long it takes traditional operations. Let's serve that need. Let's solve the time problem and all of a sudden digital transformation becomes a reality. dX and continuous integration, continuous development is really easy when you're talking about megabyte-sized JSON files. When you talk about 100 terabyte databases, it becomes really hard. With Actifio, we solve that problem. Now, we're enabling dX at scale in these large enterprises. It's really a time problem. >> Aetna's a customer obviously. We heard a similar story from Live Nation, which is another customer, but go ahead, John, sorry. >> What's the drivers in this because this is a unique thing? Because databases, as we said on theCUBE here on our analysis, the battleground in cloud, on premise in cloud database is the crucial thing. Look at Amazon, they're going after Oracle. RDS, their relational database service, on VMware on premise. Amazon's never done that before so clearly the database is a hard nut to crack, one. Two, it's super important. It's the pacing item on all migrations, all activity. What's driving your business because you're targeting that, trying to improve ease of use, but what's the market force? Migration, developer scale? What are some of the things that are driving your business? >> Yes and yes, right? It's help me collapse my cycle time. Typically, the time to actually get a copy of data for a developer is measured in weeks or months. >> In the old way. >> In the old way. CICD is talking about a daily check-in. And daily check-in, weeks and months, it just doesn't jive. If I can actually collapse that down into, yes, no matter how big that database is, I can give it to you in a 15 minute, 30 minute SLA. >> The mismatch between data pipelining to developer need is a gap, huge problem that you solve. What about some of the consequences if that's not solved? >> What do people do to compromise the time problem? They subset. They give their developers, it's a 100 terabyte production database, they give them a terabyte or 1/2 a terabyte of actual subsetted data so they run their queries in development and they work great. Then they roll them into production, all of a sudden they break because 100 terabytes is a different animal. >> And that could be a terrible experience for the application where data has to drive all the value. So speed of data insertion into the application is the critical cloud negative and/or developer need. >> It drives quality. It drives customer satisfaction. It drives, quite frankly, in regulated industries, it drives compliance. >> I feel like the Geico commercial. Everybody knows that this is a problem. Why aren't people doing this? Is it just too hard? I mean, this is a card. What specifically do you guys have for IP? What makes it happen? What do you guys do? >> 57 patents later, we have cracked the code on how to do really application native virtualization of data and the ability to serve it up through workflows, through automation in some of the largest enterprises in the world. We are enterprise tested, battle tested. Quite frankly, the applications and data that serves the largest enterprises, that's where we shine. >> What are some of the value points you can point to anecdotally or publicly around the value your customers have gotten from having thae ability to have data addressable and almost in real-time for developers because there's got to be some new experiences or new capabilities that they're realizing. Can you share just some of things that come out of this? >> An IT leader in a major bank that you've heard of said to us after we went through the initial phase of deployment, you've just given me an extra quarter of development in every year. >> Extra quarter of time. >> Extra quarter of time. We've collapsed down and we now have five quarters of development cycles as opposed to four. That, quite frankly, if you put a dollar value on it is measured in the hundreds of millions of dollars. >> Developer productivity, any new cool things that have happened, top line revenue growth, any impact to applications? >> Absolutely, yeah. I mean, you think about what is the battle front now, whether it's online banking, whether it's retail, whether it's healthcare even. What is the battle front? It is your app, your phone, your mobile device. It is the ability to self-serve content, information and transactions. All of that is happening because people are transforming the way they're doing business around applications today. >> Customers are going to eat this up. You solve the holy grail problem. It's so obvious to us, but getting data in real-time, having speed and scale and relevance is super critical. How do you guys compare with the competition? Are you guys ahead? How do you guys compare versus other solutions? Are there anything like you guys? What's out in the marketplace? Share your perspective on the landscape on how you guys compare. >> You're asking a marketing guy how we compare to the competition. >> Of course you're going to say you blow them away? >> Of course, I have this very convenient chart that shows us being the leader compared to everybody. The reality is 3,000 customers, 37 countries, nine years in the marketplace. We have been there and done that at scale in the enterprise. Five of the top global 20 financial institutions. Four of the 10 energy companies in the world. Four of the 10 top retail organizations in the world. We have done it for the largest companies in the world and we continue to deliver value at scale in the enterprise. >> You said before hundreds of millions of value. That sounds like a lot and people might go, oh, but how do you do that? Your cloud and your devops which is all about agility and speed, if you take a net present value, a discounted cash flow, a break even or whatever curve you draw, and I think I heard three months, right? You compress that by a quarter and then look at the numbers, that's the value. >> Huge. >> So if it's $200 million in revenue, do the math. If it's $10 in revenue, okay, it's not going to be as much, but the companies that you're talking about, the industries, talking about big, big projects and a lot of revenue associated with them. You talked about cloud and devops, how is your business model cloud and devops? Can you talk about that in terms of the way we do business, customer to Actifio? >> Increasingly, cloud has been for us a place where all of these use cases are executed. As a result, the business model has been BYO. I'm going to buy a license from Actifio. I'm going to bring it to Amazon, Azure, Google, what have you. More and more we're seeing a mixture of marketplace transactions plus the traditional cloud marketplace. You mentioned Live Nation. They are in many ways way ahead of the curve in terms of just going wholesale. I'm out of the data center business. I'm all in on cloud and I'm just going to buy everything through the marketplace. Increasingly, we're seeing marketplace transactions becoming a relevant part of our business. The fact that we've integrated with the top six public cloud providers and increasingly we're going to expand out to Huawei and Alicloud and more, it's not just a destination to connect a use case. It is becoming a platform to conduct transactions as well. >> And a really important channel. >> Yeah, absolutely. >> Brian, great to hear from you. Congratulations on your success. Love the business model. We've been saying on theCUBE, so many years, data's at the center and the time to get the data from any database or a database into the application speed is critical. That makes great value so thanks for doing that. Appreciate it. >> Thank you guys. Always a pleasure to be here. >> Check out Actifio. Of course, we're bringing the data to you in real-time here on theCUBE at VMworld. We're live in Las Vegas. I'm John Furrier with Dave Vellante. Stay with us for more after this short break. (electronic music)