>>Welcoming into the cubes presentation of AWS startup showcase open cloud innovations. This is season two episode one of the ongoing series covering exciting hot startups from the AWS ecosystem. Today's episode. One of season two theme is open source community and the open cloud innovations. I'm your host, John farrier of the cube. And today we're excited to be joined by Loris Dajani who is the C T O chief technology officer and founder of cystic found that in his backyard with some wine and beer. Great to see you. We're here to talk about Falco finding cloud threats in real time. Thank you for joining us, Laura. Thanks. Good to see you >>Love that your company was founded in your backyard. Classic startup story. You have been growing very, very fast. And the key point of the showcase is to talk about the startups that are making a difference and, and that are winning and doing well. You guys have done extremely well with your business. Congratulations, but thank you. The big theme is security and as organizations have moved their business critical applications to the cloud, the attackers have followed. This is Billy important in the industry. You guys are in the middle of this. What's your view on this? What's your take? What's your reaction? >>Yeah. As we, as a end ecosystem are moving to the cloud as more and more, we are developing cloud native applications. We relying on CACD. We are relying on orchestrations in containers. Security is becoming more and more important. And I would say more and more complex. I mean, we're reading every day in the news about attacks about data leaks and so on. There's rarely a day when there's nothing major happening and that we can see the press from this point of view. And definitely things are evolving. Things are changing in the cloud. In for example, Cisco just released a cloud native security and usage report a few days ago. And the mundane things that we found among our user base, for example, 60, 66% of containers are running as rude. So still many organizations adopting a relatively relaxed way to deploy their applications. Not because they like doing it, but because it tends to be, you know, easier and a little bit with a little bit less ration. >>We also found that that 27% of users unnecessary route access in the 73% of the cloud accounts, public has three buckets. This is all stuff that is all good, but can generate consequences when you make a mistake, like typically, you know, your data leaks, no, because of super sophisticated attacks, but because somebody in your organization forgets maybe some data on it on a public history bucket, or because some credentials that are not restrictive enough, maybe are leaked to another team member or, or, or a Gita, you know, repository or something like that. So is infrastructures and the software becomes a let's a more sophisticated and more automated. There's also at the same time, more risks and opportunities for misconfigurations that then tend to be, you know, very often the sewers of, of issues in the cloud. >>Yeah, those self-inflicted wounds definitely come up. We've seen people leaving S3 buckets open, you know, it's user error, but, you know, w w those are small little things that get taken care of pretty quickly. That's just hygiene. It's just discipline. You know, most of the sophisticated enterprises are moving way past that, but now they're adopting more cloud native, right. And as they get into the critical apps, securing them has been challenging. We've talked to many CEOs and CSOs, and they say that to us. Yeah. It's very challenging, but we're on it. I have to ask you, what should people worry about when secure in the cloud, because they know is challenging, then they'll have the opportunity on the other side, what are they worried about? What do you see people scared of or addressing, or what should I be worried about when securing the cloud? >>Yeah, definitely. Sometimes when I'm talking about the security, I like to compare, you know, the old data center in that the old monolithic applications to a castle, you know, in middle aged castle. So what, what did you do to protect your castle? You used to build very thick walls around it, and then a small entrance and be very careful about the entrance, you know, protect the entrance very well. So what we used to doing that, that data center was protect everything, you know, the, the whole perimeter in a very aggressive way with firewalls and making sure that there was only a very narrow entrance to our data center. And, you know, as much as possible, like active security there, like firewalls or this kind of stuff. Now we're in the cloud. Now, it's everything. Everything is much more diffused, right? Our users, our customers are coming from all over the planet, every country, every geography, every time, but also our internal team is coming from everywhere because they're all accessing a cloud environment. >>You know, they often from home for different offices, again, from every different geography, every different country. So in this configuration, the metaphor data that they like to use is an amusement park, right? You have a big area with many important things inside in the users and operators that are coming from different dangerous is that you cannot really block, you know, you need to let everything come in and in operate together in these kinds of environment, the traditional protection is not really effective. It's overwhelming. And it doesn't really serve the purpose that we need. We cannot build a giant water under our amusement park. We need people to come in. So what we're finding is that understanding, getting visibility and doing, if you Rheodyne is much more important. So it's more like we need to replace the big walls with a granular network of security cameras that allow us to see what's happening in the, in the different areas of our amusement park. And we need to be able to do that in a way that is real time and allows us to react in a smart way as things happen because in the modern world of cloud five minutes of delay in understanding that something is wrong, mean that you're ready being, you know, attacked and your data's already being >>Well. I also love the analogy of the amusement park. And of course, certain rides, you need to be a certain height to ride the rollercoaster that I guess, that's it credentials or security credentials, as we say, but in all seriousness, the perimeter is dead. We all know that also moats were relied upon as well in the old days, you know, you secure the firewall, nothing comes in, goes out, and then once you're in, you don't know what's going on. Now that's flipped. There's no walls, there's no moats everyone's in. And so you're saying this kind of security camera kind of model is key. So again, this topic here is securing real time. Yeah. How do you do that? Because it's happening so fast. It's moving. There's a lot of movement. It's not at rest there's data moving around fast. What's the secret sauce to making real identifying real-time threats in an enterprise. >>Yeah. And in, in our opinion, there are some key ingredients. One is a granularity, right? You cannot really understand the threats in your amusement park. If you're just watching these from, from a satellite picture. So you need to be there. You need to be granular. You need to be located in the, in the areas where stuff happens. This means, for example, in, in security for the clowning in runtime, security is important to whoever your sensors that are distributed, that are able to observe every single end point. Not only that, but you also need to look at the infrastructure, right? From this point of view, cloud providers like Amazon, for example, offer nice facilities. Like for example, there's CloudTrail in AWS that collects in a nice opinionated consistent way, the data that is coming from multiple cloud services. So it's important from one point of view, to go deep into, into the endpoint, into the processes, into what's executing, but also collect his information like the cultural information and being able to correlate it to there's no full security without covering all of the basics. >>So a security is a matter of both granularity and being able to go deep and understanding what every single item does, but also being able to go abroad and collect the right data, the right data sources and correlated. And then the real time is really critical. So decisions need to be taken as the data comes in. So the streaming nature of security engines is becoming more and more important. So the step one of course, security, especially cost security, posture management was very much let's ball. Once in a while, let's, let's involve the API and see what's happening. This is still important. Of course, you know, you need to have the basics covered, but more and more, the paradigm needs to change to, okay, the data is coming in second by second, instead of asking for the data manually, once in a while, second by second, there's the moment it arrives. You need to be able to detect, correlate, take decisions. And so, you know, machine learning is very important. Automation is very important. The rules that are coming from the community on a daily basis are, are very important. >>Let me ask you a question, cause I love this topic because it's a data problem at the same time. There's some network action going on. I love this idea of no perimeter. You're going to be monitoring anything, but there's been trade offs in the past, overhead involved, whether you're monitoring or putting probes in the network or the different, there's all kinds of different approaches. How does the new technology with cloud and machine learning change the dynamics of the kinds of approaches? Because it's kind of not old tech, but you the same similar concepts to network management, other things, what what's going on now that's different and what makes this possible today? >>Yeah, I think from the friction point of view, which is one very important topic here. So this needs to be deployed efficiently and easily in this transparency, transparent as possible, everywhere, everywhere to avoid blind spots and making sure that everything is scheduled in front. His point of view, it's very important to integrate with the orchestration is very important to make use of all of the facilities that Amazon provides in the it's very important to have a system that is deployed automatically and not manually. That is in particular, the only to avoid blind spots because it's manual deployment is employed. Somebody would forget, you know, to deploy where somewhere where it's important. And then from the performance point of view, very much, for example, with Falco, you know, our open source front-end security engine, we really took key design decisions at the beginning to make sure that the engine would be able to support in Paris, millions of events per second, with minimal overhead. >>You know, they're barely measure measurable overhead. When you want to design something like that, you know, that you need to accept some kind of trade-offs. You need to know that you need to maybe limit a little bit this expressiveness, you know, or what can be done, but ease of deployment and performance were more important goals here. And you know, it's not uncommon for us is Dave to have users of Farco or commercial customers that they have tens of thousands, hundreds of thousands of machines. You know, I said two machines and sometimes millions of containers. And in these environments, lightweight is key. You want death, but you want overhead to be really meaningful and >>Okay, so a amusement park, a lot of diverse applications. So integration, I get that orchestration brings back the Kubernetes angle a little bit and Falco and per overhead and performance cloud scale. So all these things are working in favor. If I get that right, is that, am I getting that right? You get the cloud scale, you get the integration and open. >>Yeah, exactly. Any like ingredients over SEP, you know, and that, and with these ingredients, it's possible to bake a, a recipe to, to have a plate better, can be more usable, more effective and more efficient. That may be the place that we're doing in the previous direction. >>Oh, so I've got to ask you about Falco because it's come up a lot. We talked about it on our cube conversations already on the internet. Check that out. And a great conversation there. You guys have close to 40 million plus million downloads of, of this. You have also 80 was far gate integration, so six, some significant traction. What does this mean? I mean, what is it telling us? Why is this successful? What are people doing with Falco? I see this as a leading indicator, and I know you guys were sponsoring the project, so congratulations and propelled your business, but there's something going on here. What does this as a leading indicator of? >>Yeah. And for, for the audience, Falco is the runtime security tool of the cloud native generation such. And so when we, the Falco, we were inspired by previous generation, for example, network intrusion detection, system tools, and a post protection tools and so on. But we created essentially a unique tool that would really be designed for the modern paradigm of containers, cloud CIC, and salt and Falco essentially is able to collect a bunch of brainer information from your applications that are running in the cloud and is a religion that is based on policies that are driven by the community, essentially that allow you to detect misconfigurations attacks and normals conditions in your cloud, in your cloud applications. Recently, we announced that the extension of Falco to support a cloud infrastructure and time security by parsing cloud logs, like cloud trail and so on. So now Falba can be used at the same time to protect the workloads that are running in virtual machines or containers. >>And also the cloud infrastructure to give the audience a couple of examples, focused, able to detect if somebody is running a shelf in a radius container, or if somebody is downloading a sensitive by, from an S3 bucket, all of these in real time with Falco, we decided to go really with CR study. This is Degas was one of the team members that started it, but we decided to go to the community right away, because this is one other ingredient. We are talking about the ingredients before, and there's not a successful modern security tool without being able to leverage the community and empower the community to contribute to it, to use it, to validate and so on. And that's also why we contributed Falco to the cloud native computing foundation. So that Falco is a CNCF tool and is blessed by many organizations. We are also partnering with many companies, including Amazon. Last year, we released that far gate support for Falco. And that was done is a project that was done in cooperation with Amazon, so that we could have strong runtime security for the containers that are running in. >>Well, I've got to say, first of all, congratulations. And I think that's a bold move to donate or not donate contribute to the open source community because you're enabling a lot of people to do great things. And some people might be scared. They think they might be foreclosing and beneficial in the future, but in the reality, that is the new business model open source. So I think that's worth calling out and congratulations. This is the new commercial open source paradigm. And it kind of leads into my last question, which is why is security well-positioned to benefit from open source besides the fact that the new model of getting people enabled and getting scale and getting standards like you're doing, makes everybody win. And again, that's a community model. That's not a proprietary approach. So again, source again, big part of this. Why was security benefit from opensource? >>I am a strong believer. I mean, we are in a better, we could say we are in a war, right? The good guys versus the bad guys. The internet is full of bad guys. And these bad guys are coordinated, are motivated, are sometimes we'll find it. And we'll equip. We win only if we fight this war as a community. So the old paradigm of vendors building their own Eva towers, you know, their own self-contained ecosystems and that the us as users as, as, as customers, every many different, you know, environments that don't communicate with each other, just doesn't take advantage of our capabilities. Our strength is as a community. So we are much stronger against the big guys and we have a much better chance doing when this war, if we adopt a paradigm that allows us to work together. Think only about for example, I don't know, companies any to train, you know, the workforce on the security best practices on the security tools. >>It's much better to standardize on something, build the stack that is accepted by everybody and tell it can focus on learning the stack and becoming a master of the steak rounded rather than every single organization naming the different tool. And, and then B it's very hard to attract talent and to have the right, you know, people that can help you with, with your issues in, in, in, in, in, with your goals. So the future of security is going to be open source. I'm a strong believer in that, and we'll see more and more examples like Falco of initiatives that really start with, with the community and for the community. >>Like we always say an open, open winds, always turn the lights on, put the code out there. And I think, I think the community model is winning. Congratulations, Loris Dajani CTO and founder of SIS dig congratulatory success. And thank you for coming on the cube for the ADB startup showcase open cloud innovations. Thanks for coming on. Okay. Is the cube stay with us all day long every day with the cube, check us out the cube.net. I'm John furrier. Thanks for watching.

>>Okay, We're back at AWS Re. Invent. You're watching the >>cubes. Continuous coverage >>coverage. This is Day four. I think it's the first time it reinvent. We've done four days. This is our ninth year covering Reinvent. Tom Miller is here is the senior vice president of Alliances. And he's joined by Anchor Jane. Who's the global cloud? Practically practise lead at Merkel. Guys, good to see you. Thanks for coming on. Thank you, Tom. Tell us about Merkel. For those who might not be familiar with you. >>So Merkel is a customer experience management company. That is, um, under the Dentsu umbrella. Dense. Who is a global media agency? We represent one of the pillars which is global, our customer experience management. And they also have media and creative. And what Merkel does is provide that technology to help bring that creative and media together. They're a tech company. Yes. >>Okay, so there's some big big tail winds, changes, trends going on in the market. Obviously the pandemic. You know, the force marched to digital. Uh, there's regulation. What are some of the big waves that you guys are seeing that you're trying to ride? >>So what we're seeing is, uh we've got, uh, as a start. We've got a lot of existing databases with clients that are on Prem that we manage today within a sequel environment or so forth. And they need to move that to a cloud environment to be more flexible, more agile, provide them with more data to be able to follow that customer experience that they want with their clients, that they're all realising they need to be in a digital environment. And so that's a big push for us working with AWS and helping move our clients into that cloud environments. >>And you're relatively new to the ws world, right? Maybe you can talk >>about that anchor actually, as a partner. We may be new, but Merkel works with AWS has been working with AWS for over five years as a customer as a customer. So what we did was last year we formalise the relationship with us to be, uh, an advanced partner now. So we were part of the restock programme, basically which is a pool of very select partners. And Merkel comes in with the specialisation of marketing. So as Tom said, you know, we're part of, uh Dentsu umbrella are our core focuses on customer experience, transformation and how we do that Customer experience. Transformation is through digital transformation, data transformation. And that's where we see AWS being a very good partner to us to modernise the solutions that Martin can take to the market. >>So your on Prem databases is probably a lot of diversity on a lot of technical that when the cloud more agility, infinite resources do you have a tech stack? Are you more of an integrator? Right tool for the right job? Maybe you could describe >>your I can take that what time just described. So let me give you some perspective on what these databases are. These databases are essentially Markle, helping big brands 1400 Fortune 500 brands to organise their marketing ecosystem, especially Martek ecosystem. So these databases, they house customer touchpoints customer customer data from disparate sources, and they basically integrate that data in one central place and then bolt on analytics, data science, artificial intelligence, machine learning on top of it, helping them with those email campaigns or direct mail campaigns, social campaigns. So that's what these databases are all about, and and these databases currently set on Prem on Merkel's own data centre. And we have a huge opportunity to kind of take those databases and modernise them. Give all these ai ml type of capabilities advanced analytic capabilities to our customers by using AWS is the platform to kind of migrate. And you do that as a service. We do that as a service. >>Strategically, you're sort of transforming your business to help your customers transform their business right? Take away. It's it's classic. I mean, you really it's happening. This theme of, you know a W started with taking away the undifferentiated heavy lifting for infrastructure. Now you're seeing NASDAQ. Goldman Sachs. You guys in the media world essentially building your own clouds, right? That's the strategy. Yes, super clouds. We call >>them Super Cloud. Yeah, it's about helping our clients understand What is it they're trying to accomplish? And for the most part, they're trying to understand the customer journey where the customer is, how they're driving that experience with them and understanding that experience through the journey and doing that in the cloud makes it tremendously easier and more economical form. >>I was listening to the, uh, snowflake earnings call from last night and they were talking about, you know, a couple of big verticals, one being media and all. I keep talking about direct direct to consumer, right? You're hearing that a lot of media companies want to interact and build community directly. They don't want to necessarily. I mean, you don't want to go through a third party anymore if you don't have to, Technology is enabling that is that kind of the play here? >>Yes, Director Consumer is a huge player. Companies which were traditionally brick and mortar based or relied on a supply chain of dealers and distributors are now basically transforming themselves to be direct to consumer. They want to sell directly to the consumer. Personalisation comes becomes a big theme, especially indeed to see type of environment, because now those customers are expecting brands to know what's there like. What's their dislike? Which products which services are they interested in? So that's that's all kind of advanced analytics machine learning powered solutions. These are big data problems that all these brands are kind of trying to solve. That's where Merkel is partnering with AWS to bring all those technologies and and build those next generation solutions for access. So what kind >>of initiatives are you working >>on? So there are, like, 34 areas that we are working very closely with AWS number one. I would say Think about our marketers friend, you know, and they have a transformation like direct to consumer on the channel e commerce, these types of capabilities in mind. But they don't know where to start. What tools? What technologies will be part of that ecosystem. That's where Merkel provides consulting services to to give them a road map, give them recommendations on how to structure these big, large strategic initiatives. That's number one we are doing in partnership with AWS to reach out to our joint customers and help them transform those ecosystems. Number two as Tom mentioned migrations, helping chief data officers, chief technology officers, chief marketing officers modernise their environment by migrating them to cloud number three. Merkel has a solution called mercury, which is essentially all about customer identity. How do we identify a customer across multiple channels? We are Modernising all that solution of making that available on AWS marketplace for customers to actually easily use that solution. And number four, I would say, is helping them set up data foundation. That's through intelligent marketing Data Lake leveraging AWS technologies like blue, red shift and and actually modernise their data platforms. And number four is more around clean rooms, which is bring on your first party data. Join it with Amazon data to see how those customers are behaving when they are making a purchase on amazon dot com, which gives insights to these brands to reshape their marketing strategy to those customers. So those are like four or five focus areas. So I was >>gonna ask you about the data and the data strategy like, who owns the data? You're kind of alchemists that your clients have first party data and you might recommend bringing in other data sources. And you're sort of creating this new cocktail. Who owns the data? >>Well, ultimately, client also data because that that's their customers' data. Uh, to your point on, we helped them enrich that data by bringing in third party data, which is what we call is. So Merkel has a service called data source, which is essentially a collection of data that we acquire about customers. Their likes, their dislikes, their buying power, their interests so we monetise all that data. And the idea is to take those data assets and make them available on AWS data exchange so that it becomes very easy for brands to use their first party data. Take this third party data from Merkel and then, uh, segment their customers much more intelligently. >>And the CMO is your sort of ideal customer profile. >>Yeah, CMO is our main customer profile and we'll work with the chief data officer Will work with the chief technology officer. We kind of we bridge both sides. We can go technology and marketing and bring them both together. So you have a CMO who's trying to solve for some type of issue. And you have a chief technology officer who wants to improve their infrastructure. And we know how to bring them together into a conversation and help both parties get both get what they want. >>And I suppose the chief digital officer fits in there too. Yeah, he fits in their CDOs. Chief Digital officer CMO. Sometimes they're all they're one and the same. Other times they're mixed. I've seen see IOS and and CDOs together. Sure, you sort of. It's all data. It's all >>day. >>Yeah, some of the roles that come into play, as as Tom mentioned. And you mentioned C I o c T. O s chief information officer, chief technology officer, chief data officer, more from the side. And then we have the CMOS chief digital officers from the marketing side. So the secret sauce that Merkel brings to the table is that we know the language, what I t speaks and what business speaks. So when we talk about the business initiatives like direct to consumer Omni Channel E commerce, those are more business driven initiatives. That's where Merkel comes in to kind of help them with our expertise over the last 30 years on on how to run these strategic initiatives. And then at the same time, how do we translate translate those strategic initiatives into it transformation because it does require a lot of idea transformation to happen underneath. That's where AWS also helps us. So we kind of span across both sides of the horizon. >>So you got data. You've got tools, you've got software. You've got expertise that now you're making that available as a as a service. That's right. How far are you into that? journey of satisfying your business. >>Well, the cloud journey started almost, I would say, 5 to 7 years ago at Merkel, >>where you started, where you began leveraging the cloud. That's right. And then the light bulb went off >>the cloud again. We use clouds in multiple aspects, from general computing perspective, leveraging fully managed services that AWS offers. So that's one aspect, which is to bring in data from disparate sources, house it, analyse it and and derive intelligence. The second piece on the cloud side is, uh, SAS, offering software as a service offerings like Adobe Salesforce and other CDP platforms. So Merkel covers a huge spectrum. When it comes to cloud and you got >>a combination, you have a consulting business and also >>so Merkel has multiple service lines. Consulting business is one of them where we can help them on how to approach these transformational initiatives and give them blueprints and roadmaps and strategy. Then we can also help them understand what the customer strategy should be, so that they can market very intelligently to their end customers. Then we have a technology business, which is all about leveraging cloud and advanced analytics. Then we have data business that data assets that I was talking about, that we monetise. We have promotions and loyalty. We have media, so we recover multiple services portfolio. >>How do you mentioned analytics a couple times? How do you tie that? Back to the to the to the sales function. I would imagine your your clients are increasingly asking for analytics so they can manage their dashboards and and make sure they're above the line. How is that evolving? Yes, >>So that's a very important line because, you know, data is data, right? You bring in the data, but what you do with the data, how you know, how you ask questions and how you derive intelligence from it? Because that's the actionable part. So a few areas I'll give you one or two examples on how those analytics kind of come into picture. Let's imagine a brand which is trying to sell a particular product or a particular service to the to a set of customers Now who those set of customers are, You know where they should target this, who their target customers are, what the demographics are that's all done through and analytics and what I gave you is a very simple example. There are so many advanced examples, you know, that come into artificial intelligence machine learning those type of aspects as well. So analytics definitely play a huge role on how these brands need to sell and personalised the offerings that they're going to offer to. The customers >>used to be really pure art, right? It's really >>not anymore. It's all data driven. Moneyball. Moneyball? >>Yes, exactly. Exactly. Maybe still a little bit of hard in there, right? It doesn't hurt. It doesn't hurt to have a little creative flair still, but you've got to go with the data. >>That's where the expertise comes in, right? That's where the experience comes in and how you take that science and combine it with the art to present it to the end customer. That's exactly you know. It's a combination, >>and we also take the time to educate our clients on how we're doing it. So it's not done in a black box, so they can learn and grow themselves where they may end up developing their own group to handle it, as opposed to outsourcing with Merkel, >>teach them how to fish. Last question. Where do you see this in 2 to 3 years. Where do you want to take it? >>I think future is Cloud AWS being the market leader. I think aws has a huge role to play. Um, we are very excited to be partners with AWS. I think it's a match made in heaven. AWS cells in, uh, majority of the sales happen in our focus is marketing. I think if we can bring both the worlds together, I think that would be a very powerful story for us to be >>good news for AWS. They little your DNA can rub off on them would be good, guys. Thanks so much for coming to the Cube. Thank you. All right. Thank you for watching everybody. This is Dave Volonte for the Cube Day four aws re invent. Were the Cube the global leader in high tech coverage? Right back. Mhm. Mhm. Mhm.

>>you welcome to the cubes, continuing coverage of Splunk dot com. 21 I'm lisa martin of a couple guests here with me. Next talking about Splunk H P E N. Deloitte, please welcome Casey Clark, Managing Director and chief architect at Deloitte and Elias Alanya Master Technologists Office of the North American C T O at H P E. Guys welcome to the program. Great to have you. >>Thank you lisa. It's great to be here. >>Thanks lisa >>Here we still are in this virtual world the last 18 months, so many challenges, some opportunities, some silver linings but some of the big challenges that organizations are facing this rapid shift to remote work. The rapid acceleration In digital transformation ran somewhere up nearly 11 x in the first half of this year alone. Solar winds talk to me about some of the challenges that organizations are facing and how you're helping them deal with that Casey >>we'll start with you So most of our clients as we move to virtual um have accelerated their adoption of multiple cloud platforms. You know, moving into a W S into Azure into google. And one of the biggest challenges is in this distributed environment, they still have significant workloads on prem Part of the workloads are in office 3 65. Part of them are in salesforce part of them they're moving into AWS or big data workloads into google. How do you make this all manageable from both. A security point of view and accelerating threats. Uh make that much worse but also from an operational point of view, you know, how do I do application performance management when I have workloads in the cloud calling. Api is back on prem into the mainframe. How do I make an operationally when I have tons of containers and virtual machines operating out there? So the importance of Splunk and good log management observe ability along with all the security management and the security logs and being able to monitor for your environment in this complex distributed environment is absolutely critical and it's just going to get more complex as we get more distributed. >>How can companies given the complexity? How can companies with these complicated I. T. Landscapes get ahead of some of these issues? >>One of the things that we really focused on making sure that you're getting ahead of those and you know we work with organizations like Splunk and Deloitte is how do we how do we collect all of the data? Not just a little bit of it, you know Splunk, help and Deloitte are helping us look across all of those places. We want to make sure that we can can really ingest everything that's out there and then let the tools like Splunk then use all of that data. We found a lot of organizations really struggle with that and with the retention of that data it's been a challenge. So those are things that we really worked hard on figuring out with organizations out there um how to how to ingest retain and then modernize how they do those things at the same time. >>I was reading the Splunk state of Security report which they surveyed over 500 security leaders I think it was over nine um global economies and they said 78% of security and I. T. Leaders worry 78% that they're going to be hit by something like solar winds. Um That style of attack Splunk saying security is a data problem but also looking at all this talk about being on the defensive and preventing attacks the threat landscape escaping companies also have to plan for growth. They have to plan for agility. How do you both help them accomplished? Both at the same time Casey will start with you. >>Well fundamentally on the security front you start with security by design. You're designing the logging the monitoring the defenses into the systems as they are being designed up front as opposed to adding them when you get to Um you know you 80 or production environment. So security by design much like devops and Fc cops is pushing that attitude towards security back earlier in the process so that each of the systems as we're developing them um have the defenses that are needed and have the logging that are embedded in them and the standards for logging so that you don't just get a lot of different kinds of data you get the data you actually need coming into the system and then setting up the correlation of that data so you can identify those threats early through a i through predictive analytics, you get to identify things more quickly. You know, it's all about reducing cycle times and getting better information by designing it in from the beginning, >>standing in from the beginning that shifting left Elias. What are your thoughts about this, enabling that defense, designing an upfront and also enabling organizations to have the agility to grow and expand? >>Yes, sort of reminded of something our friends with the Blue oval used to say in manufacturing quality isn't inspected, it's built in right and and two cases point you have to build it in. We've we've definitely worked with delight to do that and we've set up systems so that they have true agility. We've done things like container ice block with kubernetes uh you know, work with object storage. A lot of the new modern technologies that maybe organizations aren't quite accustomed to yet are still getting on board with. And so we wrap those up in our HP Green Lake managed services so that we can provide those things to organizations that aren't maybe aren't ready for them yet. But the threat landscape is such that you have to be able to do those things if you're not orchestrating these thousands and thousands of containers with something like kubernetes, it's just it becomes such a manual labor intensive process. And so that that labor intensive, non automated process. That's the thing that we're trying to remove. >>Well that's an inhibitor to growth, right number one there, let's go ahead and dig into the HP. Deloitte Splunk solution case. I'm going to go back over to, you talk to me about kind of the catalyst for developing the solution and then we'll dig into it in terms of what it's delivering. >>So Deloitte has had long term partnerships with both H B E and Splunk and we're very excited about working together with them on this solution. Um the HP Green Light, which is hardware by subscription, the flexibility of that platform, you know, the cost effectiveness of the platform. Be able to run workloads like Splunk on it that are constantly changing. You have peaks and valleys depending on, you know, how much work you're doing, how many logs are coming in and so being able to expand that environment quickly through containerized architecture, Oz Funk, which is what we worked on, um you know, with the HP Green Light team uh and and also with spunk so that we can Federated the workloads and everything that's going on on prem with workloads that are in the cloud and doing it very flexibly with the HP on prim platform as well as, you know, Splunk on google and Azure and Splunk cloud um and then having one pane of glass that goes across all of it has been very exciting. You know, we were getting lots of interest in the demo of what we've done on the Green light platform and the partnership has been going great, uh >>that single pane of glass is so critical. We talked about cloud complexity a few minutes ago, customers are dealing with so many different applications there now in this hybrid multi cloud world, it's probably only going to proliferate, Let's talk to me about H P. S perspective and how you're going to help reduce the cloud complexity that customers in every industry are facing. >>Yeah, so within the HP Green Lake umbrella of portfolio, we have set up our uh admiral container platform, for example, are Green Lake management services. We bring all these things together in a way that that really can accelerate applications uh that can make the magic that Deloitte does work underneath. And so when, when our friends at Deloitte go and build something, someone has to, has to bring that to life, has to run it for for our customers. And so that's what Hb Green Lake does, then we do that in a way that fundamentally aligns to the business cycles that go on. And so, uh you know, we think of cloud as an operating model, not necessarily just a physical destination. And so we work on prem Coehlo public hybrid Green Lake spans across all of those and can bring together in a way that really helps customers. We've seen so many times, they have these silos and islands of data. Um you know, you've got uh data being generated in the cloud. Well, you need Splunk in the cloud, you've got the energy generated in uh, Amelia, Well you've got spunk into me and so so Deloitte's really done some great things to help us put that together and then we, we underpin that with the, with the green like uh management services with our software and our infrastructure to make it all >>work. Yeah, Elias, one of the areas that you just mentioned is is one of the hottest trends that we've noticed out there. A lot of clients, you know, with the competition for skilled resources out there on the engineering side and operations are looking at managed services as an option to building, you know, their own technology, you know, hiring their own team, running it themselves and the work that we do with both on the security side as well as operations to provide managed services for our clients in collaboration with companies like HP E and running of the Green Lake platform platforms as well as one cloud, those combined services together and delivered as a managed service uh to our clients is an exciting trend out there that um, is increasingly seen as very cost effective for our clients >>saving cost is key case. I want to get your perspective on what you think differentiates this, this solution, the technology alliance, what are the differentiators in this from Deloitte's lens. >>So bringing the expertise of a company like HP and the flexibility and expand ability of the Green lake platform and the container ization that they've done with Israel, you know, it's, it's bringing that cloud like automation and virtual and flexibility to on uh, the on prem and the hybrid cloud solution combined with Splunk who is rapidly expanding not only what they do in the security space where the constantly changing security landscape out there, but also in observe ability application, performance management, um, Ai ops, um, you know, fully automated and integrated response to operational events that are out there. So HP is doing what they do really well and adapting to this new world. Splunk is constantly changing their products to make it easier for us to go after those operational issues. And Deloitte is coming in with both the industry and the technical experience to bring it all together, you know, how do you log the right things, you know, how do you identify, you know, the real signal versus the noise out there? You know, when you're collecting massive amounts of log data, you know, how do you make it actionable? How can you automate those actions? So by bringing together all three of these berms together, uh we can bring a much better, much, much more effective solutions to our clients in much shorter time frames, >>Shorter time frames are key given that one of the things we've learned in the last 18 months, is that real time is really business critical for companies in every industry unless I want to get your perspective from a technology lens, talk to me about the differentiators here, what this solution is three way alliance brings to your customers. >>Yeah, sure thing. We've done a lot of work with Deloitte and with Intel also on performance optimization, which is, is key for any application and that gets to what I mentioned earlier of bringing more data in some of the work that we've done with until we've able been able to accelerate Are the ingest rate of Splunk by about 17 times, which is pretty incredible. Uh, and that allows us to do more or do more with less and that can help reduce the cost. Also done a lot of work on the, on the setup side. So there's a lot of complexities in running a big enterprise application like Splunk. Um, it does a lot of great things but with that comes some complications for sure. And so, uh, a lot of the work that we've done is to help really make this production ready at scale disaster tolerance and bring all of those things together. And that >>requires a fair amount of >>work on the back end to make sure that we can, we can do that at scale and, and to be a, you know, to run, you know, in a way that businesses of significant size can take advantage of these things without having to worry about what happens if I lose a data center or what happens if I lose a region. Um And and to do those things with absolute assurance >>That's critical case you have a question for you. How will this solution help facilitate one of the positives that we've seen during the last 18 months and that is the strengthening of the IT security relationship. What are your thoughts there? >>I think one of the important things here is that the standardization and automation of what we're what we're bringing together you know so that security can monitor all the different things that are being configured because I can go in and look at the automation that it's creating them. So we have a very dynamic environment now with the new cloud based and virtualized environment so going in and manually configuring anything anymore. It's just not possible. Not when you're managing tens of thousands of servers out there. So security working together very closely with operations and collaborating on that automation so that the managed services are are configured right from the beginning as we talked about security about design. Operations by design in the beginning it's that early collaboration and that shift left that is giving us the very close collaboration that results in good telemetry, good visibility you know good reaction times on the other end. >>That collaboration is something that we've also seen is really a key theme that's emerged I think from all of us in every industry in the last 18 months. And I want to punt the last question to you and that's where can customers go to learn more information? How do they get started with this solution? >>A great way to get started is to reach out to our partners like Deloitte, they can help you on that journey. Hp. Es there, of course. Hp dot com. We have a number of white papers, collateral presentations, reference architecture is you name it, it's out there. But really every organization is unique. Every every challenge that we come up with always requires a little bit of hard thinking and and so that's why we have the partnership >>to be able to work with customers and collaborate. I'll say to really identify what their challenges are, how they help them in this very dynamic. No doubt continuing to be dynamic market. Thank you both so much for joining me talking to me about what Deloitte Splunk NHP are doing, how you're helping customers address that cloud complexity from the security lens, the operations lens. We appreciate your time. >>Thanks lisa. Thank you lisa tonight >>For my guests. I'm Lisa Martin, you're watching the cubes coverage of splunk.com 21. Yeah. Mhm

>>text, you know, consumer opens up their iphone and says, oh my gosh, I love the technology behind my eyes. What's it been like being on the shark tank? You know, filming is fun, hang out, just fun and it's fun to be a celebrity at first your head gets really big and you get a good tables at restaurants who says texas has got a little possess more skin in the game today in charge of his destiny robert Hirschbeck, No stars. Here is CUBA alumni. Yeah, okay. >>Hi. I'm john Ferry, the co founder of silicon angle Media and co host of the cube. I've been in the tech business since I was 19 1st programming on many computers in a large enterprise and then worked at IBM and Hewlett Packard total of nine years in the enterprise brian's jobs from programming, Training, consulting and ultimately as an executive salesperson and then started my first company with 1997 and moved to Silicon Valley in 1999. I've been here ever since. I've always loved technology and I love covering you know, emerging technology as trained as a software developer and love business and I love the impact of software and technology to business to me creating technology that starts the company and creates value and jobs is probably the most rewarding things I've ever been involved in. And I bring that energy to the queue because the Cubans were all the ideas are and what the experts are, where the people are and I think what's most exciting about the cube is that we get to talk to people who are making things happen, entrepreneur ceo of companies, venture capitalists, people who are really on a day in and day out basis, building great companies and the technology business is just not a lot of real time live tv coverage and, and the cube is a non linear tv operation. We do everything that the T. V guys on cable don't do. We do longer interviews. We asked tougher questions, we ask sometimes some light questions. We talked about the person and what they feel about. It's not prompted and scripted. It's a conversation authentic And for shows that have the Cube coverage and makes the show buzz. That creates excitement. More importantly, it creates great content, great digital assets that can be shared instantaneously to the world. Over 31 million people have viewed the cube and that is the result. Great content, great conversations and I'm so proud to be part of you with great team. Hi, I'm john ferrier. Thanks for watching the cube. >>Hello and welcome to the cube. We are here live on the ground in the expo floor of a live event. The AWS public sector summit. I'm john for your host of the cube. We're here for the next two days. Wall to wall coverage. I'm here with Sandy carter to kick off the event. Vice president partner as partners on AWS public sector. Great to see you Sandy, >>so great to see you john live and in person, right? >>I'm excited. I'm jumping out of my chair because I did a, I did a twitter periscope yesterday and said a live event and all the comments are, oh my God, an expo floor a real events. Congratulations. >>True. Yeah. We're so excited yesterday. We had our partner day and we sold out the event. It was rock them and pack them and we had to turn people away. So what a great experience. Right, >>Well, I'm excited. People are actually happy. We tried, we tried covering mobile world congress in Barcelona. Still, people were there, people felt good here at same vibe. People are excited to be in person. You get all your partners here. You guys have had had an amazing year. Congratulations. We did a couple awards show with you guys. But I think the big story is the amazon services for the partners. Public sector has been a real game changer. I mean we talked about it before, but again, it continues to happen. What's the update? >>Yeah, well we had, so there's lots of announcements. So let me start out with some really cool growth things because I know you're a big growth guy. So we announced here at the conference yesterday that our government competency program for partners is now the number one industry in AWS for are the competency. That's a huge deal. Government is growing so fast. We saw that during the pandemic, everybody was moving to the cloud and it's just affirmation with the government competency now taking that number one position across AWS. So not across public sector across AWS and then one of our fastest growing areas as well as health care. So we now have an A. T. O. Authority to operate for HIPPA and Hi trust and that's now our fastest growing area with 85% growth. So I love that new news about the growth that we're seeing in public sector and all the energy that's going into the cloud and beyond. >>You know, one of the things that we talked about before and another Cuban of you. But I want to get your reaction now current state of the art now in the moment the pandemic has highlighted the antiquated outdated systems and highlighted help inadequate. They are cloud. You guys have done an amazing job to stand up value quickly now we're in a hybrid world. So you've got hybrid automation ai driving a complete change and it's happening pretty quick. What's the new things that you guys are seeing that's emerging? Obviously a steady state of more growth. But what's the big success programs that you're seeing right now? >>Well, there's a few new programs that we're seeing that have really taken off. So one is called proserve ready. We announced yesterday that it's now G. A. And the U. S. And a media and why that's so important is that our proserve team a lot of times when they're doing contracts, they run out of resources and so they need to tap on the shoulder some partners to come and help them. And the customers told us that they wanted them to be pro served ready so to have that badge of honor if you would that they're using the same template, the same best practices that we use as well. And so we're seeing that as a big value creator for our partners, but also for our customers because now those partners are being trained by us and really helping to be mentored on the job training as they go. Very powerful program. >>Well, one of the things that really impressed by and I've talked to some of your MSP partners on the floor here as they walk by, they see the cube, they're all doing well. They're all happy. They got a spring in their step. And the thing is that this public private partnerships is a real trend we've been talking about for a while. More people in the public sector saying, hey, I want I need a commercial relationship, not the old school, you know, we're public. We have all these rules. There's more collaboration. Can you share your thoughts on how you see that evolving? Because now the partners in the public sector are partnering closer than ever before. >>Yeah, it's really um, I think it's really fascinating because a lot of our new partners are actually commercial partners that are now choosing to add a public sector practice with them. And I think a lot of that is because of these public and private partnerships. So let me give you an example space. So we were at the space symposium our first time ever for a W. S at the space symposium and what we found was there were partners, they're like orbital insight who's bringing data from satellites, There are public sector partner, but that data is being used for insurance companies being used for agriculture being used to impact environment. So I think a lot of those public private partnerships are strengthening as we go through Covid or have like getting alec of it. And we do see a lot of push in that area. >>Talk about health care because health care is again changing radically. We talked to customers all the time. They're like, they have a lot of legacy systems but they can't just throw them away. So cloud native aligns well with health care. >>It does. And in fact, you know, if you think about health care, most health care, they don't build solutions themselves, they depend on partners to build them. So they do the customer doesn't buy and the partner does the build. So it's a great and exciting area for our partners. We just launched a new program called the mission accelerator program. It's in beta and that program is really fascinating because our healthcare partners, our government partners and more now can use these accelerators that maybe isolate a common area like um digital analytics for health care and they can reuse those. So it's pretty, I think it's really exciting today as we think about the potential health care and beyond. >>You know, one of the challenge that I always thought you had that you guys do a good job on, I'd love to get your reaction to now is there's more and more people who want to partner with you than ever before. And sometimes it hasn't always been easy in the old days like to get fed ramp certified or even deal with public sector. If you were a commercial vendor, you guys have done a lot with accelerating certifications. Where are you on that spectrum now, what's next? What's the next wave of partner onboarding or what's the partner trends around the opportunities in public sector? >>Well, one of the new things that we announced, we have tested out in the U. S. You know, that's the amazon way, right, Andy's way, you tested your experiment. If it works, you roll it out, we have a concierge program now to help a lot of those new partners get inundated into public sector. And so it's basically, I'm gonna hold your hand just like at a hotel. I would go up and say, hey, can you direct me to the right restaurant or to the right museum, we do the same thing, we hand hold people through that process. Um, if you don't want to do that, we also have a new program called navigate which is built for brand new partners. And what that enables our partners to do is to kind of be guided through that process. So you are right. We have so many partners now who want to come and grow with us that it's really essential that we provide a great partner, experienced a how to on board. >>Yeah. And the A. P. M. Was the amazon partner network also has a lot of crossover. You see a lot a lot of that going on because the cloud, it's you can do both. >>Absolutely. And I think it's really, you know, we leverage all of the ap in programs that exist today. So for example, there was just a new program that was put out for a growth rebate and that was driven by the A. P. N. And we're leveraging and using that in public sector too. So there's a lot of prosecutes going on to make it easier for our partners to do business with us. >>So I have to ask you on a personal note, I know we've talked about before, your very comfortable the virtual now hybrid space. How's your team doing? How's the structure looks like, what are your goals, what are you excited about? >>Well, I think I have the greatest team ever. So of course I'm excited about our team and we are working in this new hybrid world. So it is a change for everybody uh the other day we had some people in the office and some people calling in virtually so how to manage that, right was really quite interesting. Our goals that we align our whole team around and we talked a little bit about this yesterday are around mission which are the solution areas migration, so getting everything to the cloud and then in the cloud, we talk about modernization, are you gonna use Ai Ml or I O T? And we actually just announced a new program around that to to help out IOT partners to really build and understand that data that's coming in from I O T I D C says that that idea that IOT data has increased by four times uh in the, during the covid period. So there's so many more partners who need help. >>There's a huge shift going on and you know, we always try to explain on the cube. Dave and I talked about a lot and it's re platform with the cloud, which is not just lift and shift you kind of move and then re platform then re factoring your business and there's a nuance there between re platform in which is great. Take advantage of cloud scale. But the re factoring allows for this unique advantage of these high level services. >>That's right >>and this is where people are winning. What's your reaction to that? >>Oh, I completely agree. I think this whole area of modernizing your application, like we have a lot of folks who are doing mainframe migrations and to your point if they just lift what they had in COBOL and they move it to a W S, there's really not a lot of value there, but when they rewrite the code, when they re factor the code, that's where we're seeing tremendous breakthrough momentum with our partner community, you know, Deloitte is one of our top partners with our mainframe migration. They have both our technology and our consulting um, mainframe migration competency there to one of the other things I think you would be interested in is in our session yesterday we just completed some research with r C T O s and we talked about the next mega trends that are coming around Web three dato. And I'm sure you've been hearing a lot about web www dot right? Yeah, >>0.04.0, it's all moving too fast. I mean it's moving >>fast. And so some of the things we talked to our partners about yesterday are like the metaverse that's coming. So you talked about health care yesterday electronic caregiver announced an entire application for virtual caregivers in the metaverse. We talked about Blockchain, you know, and the rise of Blockchain yesterday, we had a whole set of meetings, everybody was talking about Blockchain because now you've got El Salvador Panama Ukraine who have all adopted Bitcoin which is built on the Blockchain. So there are some really exciting things going on in technology and public sector. >>It's a societal shift and I think the confluence of tech user experience data, new, decentralized ways of changing society. You're in the middle of it. >>We are and our partners are in the middle of it and data data, data data, that's what I would say. Everybody is using data. You and I even talked about how you guys are using data. Data is really a hot topic and we we're really trying to help our partners figure out just how to migrate the data to the cloud but also to use that analytics and machine learning on it too. Well, >>thanks for sharing the data here on our opening segment. The insights we will be getting out of the Great Sandy. Great to see you got a couple more interviews with you. Thanks for coming on. I appreciate you And thanks for all your support. You guys are doing great. Your partners are happy you're on a great wave. Congratulations. Thank you, john appreciate more coverage from the queue here. Neither is public sector summit. We'll be right back. Mhm Yeah. >>Mhm. Mhm robert Herjavec. People obviously know you from shark tank

>>Yeah. Hello and welcome back to the cubes coverage of AWS public sector summit here in Washington D. C. We're live on the ground for two days. Face to face conference and expo hall and everything here but keith brooks who is the director and head of technical business development for a dress government Govcloud selling brains 10th birthday. Congratulations. Welcome to the cube. Thank you john happy to be E. C. 2 15 S three is 9.5 or no, that maybe they're 10 because that's the same day as sqs So Govcloud. 10 years, 20 years. What time >>flies? 10 years? >>Big milestone. Congratulations. A lot of history involved in Govcloud. Yes. Take us through what's the current situation? >>Yeah. So um let's start with what it is just for the viewers that may not be familiar. So AWS Govcloud is isolated. AWS cloud infrastructure and services that were purposely built for our U. S. Government customers that had highly sensitive data or highly regulated data or applications and workloads that they wanted to move to the cloud. So we gave customers the ability to do that with AWS Govcloud. It is subject to the fed ramp I and D O D S R G I L four L five baselines. It gives customers the ability to address ITAR requirements as well as Seaga's N'est ce MMC and Phipps requirements and gives customers a multi region architecture that allows them to also designed for disaster recovery and high availability in terms of why we built it. It starts with our customers. It was pretty clear from the government that they needed a highly secure and highly compliant cloud infrastructure to innovate ahead of demand and that's what we delivered. So back in august of 2011 we launched AWS GovCloud which gave customers the best of breed in terms of high technology, high security, high compliance in the cloud to allow them to innovate for their mission critical workloads. Who >>was some of the early customers when you guys launched after the C. I. A deal intelligence community is a big one but some of the early customers. >>So the Department of Health and Human Services, the Department of Veterans Affairs, the Department of Justice and the Department of Defense were all early users of AWS GovCloud. But one of our earliest lighthouse customers was the Nasa jet propulsion laboratory and Nasa Jpl used AWS GovCloud to procure Procure resources ahead of demand which allowed them to save money and also take advantage of being efficient and only paying for what they needed. But they went beyond just I. T. Operations. They also looked at how do they use the cloud and specifically GovCloud for their mission programs. So if you think back to all the way to 2012 with the mars curiosity rover, Nasa Jpl actually streamed and processed and stored that data from the curiosity rover on AWS Govcloud They actually streamed over 150 terabytes of data responded to over 80,000 requests per second and took it beyond just imagery. They actually did high performance compute and data analytics on the data as well. That led to additional efficiencies for future. Over there >>were entire kicking they were actually >>hard core missing into it. Mission critical workloads that also adhere to itar compliance which is why they used AWS GovCloud. >>All these compliance. So there's also these levels. I remember when I was working on the jetty uh stories that were out there was always like level for those different classifications. What does all that mean like? And then this highly available data and highly high availability all these words mean something in these top secret clouds. Can you take us through kind of meetings >>of those? Yeah absolutely. So it starts with the federal compliance program and the two most popular programs are Fed ramp and Dodi srg fed ramp is more general for federal government agencies. There are three levels low moderate and high in the short and skinny of those levels is how they align to the fisma requirements of the government. So there's fisma low fisma moderate fisma high depending on the sensitivity of the government data you will have to align to those levels of Fed ramp to use workloads and store data in the cloud. Similar story for D. O. D. With srg impact levels to 45 and six uh impacts levels to four and five are all for unclassified data. Level two is for less sensitive public defense data levels. Four and five cover more sensitive defense data to include mission critical national security systems and impact level six is for classified information. So those form the basis of security and compliance, luckily with AWS GovCloud celebrating our 10th anniversary, we address Fed ramp high for our customers that require that and D. O. D impact levels to four and five for a sensitive defense guy. >>And that was a real nuanced point and a lot of the competition can't do that. That's real people don't understand, you know, this company, which is that company and all the lobbying and all the mudslinging that goes on. We've seen that in the industry. It's unfortunate, but it happens. Um, I do want to ask you about the Fed ramp because what I'm seeing on the commercial side in the cloud ecosystem, a lot of companies that aren't quote targeting public sector are coming in on the Fed ramp. So there's some good traction there. You guys have done a lot of work to accelerate that. Any new, any new information to share their. >>Yes. So we've been committed to supporting the federal government compliance requirements effectively since the launch of GovCloud. And we've demonstrated our commitment to Fed ramp over the last number of years and GovCloud specifically, we've taken dozens of services through Fed ramp high and we're 100% committed to it because we have great relationships with the Fed ramp, Jabor the joint authorization board. We work with individual government agencies to secure agency A. T. O. S. And in fact we actually have more agency A. T. O. S. With AWS GovCloud than any other cloud provider. And the short and skinny is that represents the baseline for cloud security to address sensitive government workloads and sensitive government data. And what we're seeing from industry and specifically highly regulated industries is the standard that the U. S. Government set means that they have the assurance to run control and classified information or other levels of highly sensitive data on the cloud as well. So Fed ramp set that standard. It's interesting >>that the cloud, this is the ecosystem within an ecosystem again within crossover section. So for instance um the impact of not getting Fed ramp certified is basically money. Right. If you're a supplier vendor uh software developer or whatever used to being a miracle, no one no one would know right bed ramp. I'm gonna have to hire a whole department right now. You guys have a really easy, this is a key value proposition, isn't it? >>Correct. And you see it with a number of I. S. V. S. And software as the service providers. If you visit the federal marketplace website, you'll see dozens of providers that have Fed ramp authorized third party SAAS products running on GovCloud industry leading SAAS companies like Salesforce dot com driven technology Splunk essay PNS to effectively they're bringing their best of breed capabilities, building on top of AWS GovCloud and offering those highly compliant fed ramp, moderate fed ramp high capabilities to customers both in government and private industry that need that level of compliance. >>Just as an aside, I saw they've got a nice tweet from Teresa Carlson now it's plunk Govcloud yesterday. That was a nice little positive gesture uh, for you guys at GovCloud, what other areas are you guys moving the needle on because architecturally this is a big deal. What are some areas that you're moving the needle on for the GovCloud? >>Well, when I look back across the last 10 years, there were some pretty important developments that stand out. The first is us launching the second Govcloud infrastructure region in 2018 And that gave customers that use GovCloud specifically customers that have highly sensitive data and high levels of compliance. The ability to build fault tolerant, highly available and mission critical workloads in the cloud in a region that also gives them an additional three availability zones. So the launch of GovCloud East, which is named AWS GovCloud Us East gave customers to regions a total of six availability zones that allowed them accelerate and build more scalable solutions in the cloud. More recently, there is an emergence of another D O D program called the cybersecurity maturity model, C M M C and C M M C is something where we looked around the corner and said we need to Innovate to help our customers, particularly defense customers and the defense industrial based customers address see MMC requirements in the cloud. So with Govcloud back in December of 2020, we actually launched the AWS compliant framework for federal defense workloads, which gives customers a turnkey capability and tooling and resources to spin up environments that are configured to meet see MMC controls and D. O. D. Srg control. So those things represent some of the >>evolution keith. I'm interested also in your thoughts on how you see the progression of Govcloud outside the United States. Tactical Edge get wavelength coming on board. How does how do you guys look at that? Obviously us is global, it's not just the jet, I think it's more of in general. Edge deployments, sovereignty is also going to be world's flat, Right? I mean, so how does that >>work? So it starts back with customer requirements and I tie it back to the first question effectively we built Govcloud to respond to our U. S. Government customers and are highly regulated industry customers that had highly sensitive data and a high bar to meet in terms of regulatory compliance and that's the foundation of it. So as we look to other customers to include those outside of the US. It starts with those requirements. You mentioned things like edge and hybrid and a good example of how we marry the two is when we launched a W. S. Outpost in Govcloud last year. So outpost brings the power of the AWS cloud to on premises environments of our customers, whether it's their data centers or Coehlo environments by bringing AWS services, a. P. I. S and service and points to the customer's on premises facilities >>even outside the United States. >>Well, for Govcloud is focused on us right now. Outside of the U. S. Customers also have availability to use outpost. It's just for us customers, it's focused on outpost availability, geography >>right now us. Right. But other governments gonna want their Govcloud too. Right, Right, that's what you're getting at, >>Right? And it starts with the data. Right? So we we we spent a lot of time working with government agencies across the globe to understand their regulations and their requirements and we use that to drive our decisions. And again, just like we started with govcloud 10 years ago, it starts with our customer requirements and we innovate from there. Well, >>I've been, I love the D. O. D. S vision on this. I know jet I didn't come through and kind of went scuttled, got thrown under the bus or whatever however you want to call it. But that whole idea of a tactical edge, it was pretty brilliant idea. Um so I'm looking forward to seeing more of that. That's where I was supposed to come in, get snowball, snowmobile, little snow snow products as well, how are they doing? And because they're all part of the family to, >>they are and they're available in Govcloud and they're also authorized that fed ramp and Gov srg levels and it's really, it's really fascinating to see D. O. D innovate with the cloud. Right. So you mentioned tactical edge. So whether it's snowball devices or using outposts in the future, I think the D. O. D. And our defense customers are going to continue to innovate. And quite frankly for us, it represents our commitment to the space we want to make sure our defense customers and the defense industrial base defense contractors have access to the best debris capabilities like those edge devices and edge capable. I >>think about the impact of certification, which is good because I just thought of a clean crows. We've got aerospace coming in now you've got D O. D, a little bit of a cross colonization if you will. So nice to have that flexibility. I got to ask you about just how you view just in general, the intelligence community a lot of uptake since the CIA deal with amazon Just overall good health for eight of his gum cloud. >>Absolutely. And again, it starts with our commitment to our customers. We want to make sure that our national security customers are defense customers and all of the customers and the federal government that have a responsibility for securing the country have access to the best of breed capability. So whether it's the intelligence community, the Department of Defense are the federal agencies and quite frankly we see them innovating and driving things forward to include with their sensitive workloads that run in Govcloud, >>what's your strategy for partnerships as you work on the ecosystem? You do a lot with strategy. Go to market partnerships. Um, it's got its public sector pretty much people all know each other. Our new firms popping up new brands. What's the, what's the ecosystem looks like? >>Yeah, it's pretty diverse. So for Govcloud specifically, if you look at partners in the defense community, we work with aerospace companies like Lockheed martin and Raytheon Technologies to help them build I tar compliant E. R. P. Application, software development environments etcetera. We work with software companies I mentioned salesforce dot com. Splunk and S. A. P. And S. To uh and then even at the state and local government level, there's a company called Pay It that actually worked with the state of Kansas to develop the Icann app, which is pretty fascinating. It's a app that is the official app of the state of Kansas that allow citizens to interact with citizens services. That's all through a partner. So we continue to work with our partner uh broad the AWS partner network to bring those type of people >>You got a lot of MST is that are doing good work here. I saw someone out here uh 10 years. Congratulations. What's the coolest thing uh you've done or seen. >>Oh wow, it's hard to name anything in particular. I just think for us it's just seeing the customers and the federal government innovate right? And, and tie that innovation to mission critical workloads that are highly important. Again, it reflects our commitment to give these government customers and the government contractors the best of breed capabilities and some of the innovation we just see coming from the federal government leveraging the count now. It's just super cool. So hard to pinpoint one specific thing. But I love the innovation and it's hard to pick a favorite >>Child that we always say. It's kind of a trick question I do have to ask you about just in general, the just in 10 years. Just look at the agility. Yeah, I mean if you told me 10 years ago the government would be moving at any, any agile anything. They were a glacier in terms of change, right? Procure Man, you name it. It's just like, it's a racket. It's a racket. So, so, but they weren't, they were slow and money now. Pandemic hits this year. Last year, everything's up for grabs. The script has been flipped >>exactly. And you know what, what's interesting is there were actually a few federal government agencies that really paved the way for what you're seeing today. I'll give you some examples. So the Department of Veterans Affairs, they were an early Govcloud user and way back in 2015 they launched vets dot gov on gov cloud, which is an online platform that gave veterans the ability to apply for manage and track their benefits. Those type of initiatives paved the way for what you're seeing today, even as soon as last year with the U. S. Census, right? They brought the decennial count online for the first time in history last year, during 2020 during the pandemic and the Census Bureau was able to use Govcloud to launch and run 2020 census dot gov in the cloud at scale to secure that data. So those are examples of federal agencies that really kind of paved the way and leading to what you're saying is it's kind >>of an awakening. It is and I think one of the things that no one's reporting is kind of a cultural revolution is the talent underneath that way, the younger people like finally like and so it's cooler. It is when you go fast and you can make things change, skeptics turned into naysayers turned into like out of a job or they don't transform so like that whole blocker mentality gets exposed just like shelf where software you don't know what it does until the cloud is not performing, its not good. Right, right. >>Right. Into that point. That's why we spend a lot of time focused on education programs and up skilling the workforce to, because we want to ensure that as our customers mature and as they innovate, we're providing the right training and resources to help them along their journey, >>keith brooks great conversation, great insight and historian to taking us to the early days of Govcloud. Thanks for coming on the cube. Thanks thanks for having me cubes coverage here and address public sector summit. We'll be back with more coverage after this short break. Mhm. Mhm mm.

>>Please >>welcome back to HP discover 2021 the virtual version. My name is Dave Volonte and you're watching the cube and we're here with Guido appenzeller who's the C. T. O. Of the data platforms group at Intel. Guido. Welcome to the cube. Come on in. >>Thanks. Dave. I appreciate it's great to be here today. So >>I'm interested in your role at the company. Let's talk about that. Your brand new. Tell us a little bit about your background. What attracted you to intel and what's your role here? >>Yeah. So I'm, you know, I grew up in the startup ecosystem of Silicon Valley came from my PhD and and and never left and uh you know, built software companies, worked at software companies worked at the embassy for a little bit and I think my, my initial reaction when the intel recruiter called me, it was like you got the wrong phone number, right? I'm a software guy that's probably not who you're looking for. And uh you know, we had a good conversation I think at Intel, you know, there's a, there's a realization that you need to look at what intel builds more as an overall system from novel systems perspective right, that you have the software stack and then the hardware components that we're getting more and more intricately linked and you know, you need the software to basically bridge across the different hardware components that intel is building. So I'm here now is the CEO for the data platform school. So that builds the data center for Arts here at Intel. And it's a really exciting job. These are exciting times that intel, you know, with, with Pat, you got a fantastic uh you know, CEO at the home, I worked with him before at december, so a lot of things to do. Um but I think a very exciting future. >>Well, I mean the data center is the wheelhouse of intel. I mean of course you, your ascendancy was a function of the pcs and the great volume and how you change that industry. But really data centers is where they, I mean I remember the days of people that until will never be the data center, it's just a toy and of course your dominant player there now. So your initial focus here is is really defining the vision. Uh and and I'd be interested in your thoughts on the future, what the data center looks like in the future, where you see intel playing a role. What what are you seeing is the big trends there. You know, Pat Pat Gelsinger talks about the waves. He says if you don't ride the waves you're gonna end up being driftwood. So what are the waves you're driving? What's different about the data center of the future? >>That's right. You want to surf the waves? Right? That's the way to do it. So look, I like to look at this in sort of in terms of major macro trends. Right? And I think the biggest thing that's happening um in the market right now is the cloud revolution. Right? And I think we're halfway through or something like that and this transition from the classic uh client server type model, uh you know that we're with enterprises running their own data centers to more of a cloud model where something is, you know, run by by hyper scale operators or it may be run you know by uh by an enterprise themselves that message to the absolute there's a variety of different models, but the provisioning models have changed, right? The it's it's much more of a turnkey type service. And when when we started out on this journey, I think the we build data centers the same way that we built them before. Although you know the way to deliver it had really changed. Right? That's going to morph a service model and we're really now starting to see the hardware diverge right there actually. Silicon that we need to build or to address these use cases diverge. And so I think one of the things that is kind of the most interesting for me is really to think through how does intel in the future build silicon? That's that's built for clouds. You know, like on prem clouds. Edge clouds, hyper scale cloud but basically built for these new use cases that have emerged. So >>just kind of quick aside, I mean to me, the definition of cloud is changing. It's evolving. It used to be this set of remote services in a hyper scale data center. It's now, you know, that experience is coming on prem it's connecting across clouds. It's moving out to the edge, it's supporting, you know, all kinds of different workloads. How do you see that? It's evolving Cloud. >>Yeah, I think, I mean, there's the biggest difference to me is that sort of a cloud starts with this idea that the infrastructure operator and the tenant are separate, right? And that is actually has major architectural implications. I mean, just to, you know, this is a perfect analogy, but if I build a single family home, right, where everything is owned by one party, uh you know, I want to be able to walk from the kitchen to the living room pretty quickly, if that makes sense? Right, sorry. In my house here has actually open kitchen, it's the same room essentially. If you're building a hotel where your primary goal is to have guests, you pick a completely different architecture, right? The kitchen from from your restaurants where the cooks are busy preparing the food and the dining room where the guests are sitting there separate. Right? I mean, the hotel staff has a dedicated place to work and the guests have a dedicated places to mingle, but they don't overlap typically. I think it's the same thing with architecture in the clouds. Right? That's you know, initially the assumption was it's all one thing. And now suddenly we're starting to see, you know, like a much much cleaner separation of these different different areas. I think a second major influences that the type of workloads we're seeing. It's just evolving incredibly quickly. Right? I mean, you know, 10 years ago, you know, things were mostly monolithic today. You know, most new workloads are micro service base and that that has a huge impact in uh you know, where where CPU cycles are spent, you know, a way we need to put in accelerators, you know, how we how we build silicon for that too. Give you an idea, I mean there's some really good research out of google and facebook where they run numbers. For example, if you just take a a standard system and you run a micro service based application, written a micro service based architecture, you can spend anywhere from, I want to say 25 in some cases over 80% of your CPU cycles. Just an overhead. Right. And just on marshalling the marshaling the protocols and uh the encryption and decryption of the packets and your service match that sits in between all these things. So I created a huge amount of overhead so for us, 80% go into these, into these overhead functions. Really our focus suddenly needs to be uh how do we enable um, that kind of infrastructure? >>Yeah, So let's talk a little bit more about workloads if we can. I mean the overhead, there's also sort of as the software, as the data center becomes software defined, you know, thanks thanks to your good work at VM where there's a lot of cores that are supporting that software defined data center and then >>that's exactly right as >>well. You mentioned micro services, container based applications, but but as well, you know, aI is coming into play and what it is, you know, a i is this kind of amorphous, but it's really data oriented workloads versus kind of general purpose CRP and finance and HCM So those workloads are exploding and then we can maybe talk about the edge. How are you seeing the workload mix shift and how is intel playing there? >>Look, I think the trend you're talking about is definitely Right, Right. We're getting more and more data centric, you know, shifting the data around becomes a larger and larger part of the overall workload in the data center. Ai is getting a ton of attention. Right? It's look, if I talked to the most operators, aI is still emerging category. Right. I mean, we're seeing, I'd say five, maybe 10% percent of workloads being A. I. Um it's growing the very high value workloads right now, very challenging workloads. Um but you know, it's still a smaller part of the overall mix. Now, Edge edge is big and it's too big. It's big. And it's complicated because of the way I think about edges. It's not just one homogeneous market, it's really a collection of separate sub markets, right? It's very heterogeneous, you know, it runs on a variety of different hardware. All right. It can be everything from, you know, a little a little server that's families that's strapped to a phone, telephone pole with an antenna on top of, you know, to greater micro cell. Or it can be, you know, something that's running inside a car, Right. I mean, you know, uh, modern cars has a small little data center inside, it can be something that runs in the industrial factory floor, right. The network operators, there's a pretty broad range of verticals that all looks slightly different in, in their requirements. And uh, you know, and it's, I think it's really interesting, right? It's one of those areas that really creates opportunities for, for vendors like, like HPV right to, to, to really shine and and address this, this heterogeneity with a, with a broad range of solutions. Very excited to work together with them in that space. >>Yeah, I'm glad you brought HP into the discussion because we're here at HP discover I want to connect them. But so my question is, what's the role of the data center in this, this world of edge? How do you see it? >>Yeah. Look, I think in a sense, what the cloud revolution is doing is that it's showing us a leads to polarisation of a classic data into edge and clout. That makes sense. Right. It's splitting right before this was all mingled a little bit together. If my data centers in my basement anyways, you know what the edge, what's data says the same thing. Right? At the moment I'm moving some workloads in the clouds. I don't even know where they're running anymore than some other workloads that have to have a certain sense of locality. I need to keep closely. Right. And there's some workloads, you just just can't move into the cloud, right? I mean, there's uh if I'm generating a lot of time on the video data that I have to process, it's financially completely unattractive to shift all of that, you know, to, to essential location. I want to do this locally. Right? Will I ever connect my smoke detector with my sprinkler system via the cloud? No, I won't write just for if things go bad, right, they may not work anymore. So I need something that does this locally. So I think as many reasons, you know, why, why you want to keep something on, on premises And I think it's, I think it's a growing market, right? It's very exciting. You know, we're doing some some very good stuff with friends at hp. You know, the they have the pro line dl 1, 10, 10, 10 plus server with our latest third generation z johnson them uh, the open ran, you know, which is the radio access network for the telco space HP Edge Line service. Also, the third generation says it's a really nice products there that I think can really help addressing enterprises carriers, a number of different organizations. You know, these these alleged use cases, Can you >>explain you mentioned open randy rand. So we essentially think of that as kind of the software to find telco. >>Yeah, exactly. It's a software defined cellular. Right. I mean, actually, I learned a lot about that of the recent months, You know, when, when, when I was taking these classes at stanford, you know, these things were still dying down in analogue, Right. That basically a radio signal will be processed in a long way and, and digested. And today, typically the radio signal is immediately digitized and all the processing of the radio signal happens happens digitally and uh, you know, it happens on servers, right? Um, something HP servers and uh, you know, it's, it's a really interesting use case where we're basically now able to do something in a much, much more efficient way by moving it to a digital, more modern platform. And it turns out you can actually visualize these servers and, you know, run a number of different cells inside the same server. Right? It's really complicated because you have to have fantastic real time guarantees, very sophisticated software stack. But it's, it's really fascinating news case. >>You know, a lot of times we have these debates and it may be somewhat academic, but I'd love to get your thoughts on the debate is about, okay, how much data that that is, you know, processed and inferred at the edge is actually gonna come back to the cloud most of the day, is going to stay at the edge. A lot of it's not even gonna be persisted. And the counter to that is so that's sort of the negative for the data center. But the counter that is, they're gonna be so much data. Even a small percentage of all the data that we're going to create is going to create so much more data, you know, back in the cloud, back in the data center. What's your take on that? >>Look? I think there's different applications that are easier to do in certain places. Right? I mean, look, going to a large cloud has a couple of advantages. You have a very complete software ecosystem around you, you know, lots of different services. Um, you have four. If you need very specialized hardware. If I want to run a big learning task where something need 1000 machines. Right. And then this runs for a couple of days and then I don't need to do that for for another month or two. Right. For that is really great. There's on demand infrastructure, right? Having having all this capability up there, uh you know, at the same time it costs money to send the data up there, Right. If I just look at the hardware cost is much, much cheaper to to build myself, you know, in my own data center or in the edge. Um so I think we'll we'll see, you know, customers picking and choosing what they want to do. Where. Right. And and there's a role for both. Right. Absolutely. And so, you know, I think there's there's certain categories, I mean, at the end of the day, um, why do I absolutely need to have something at the edge? And there's a couple of, I think good, good use cases. I mean one is, let me ask you a few phrases, but I think it's three primary reasons. Right? Um, one is simply a bandwidth, Right? What I'm saying? Okay, my my video data, like I have have 100 and four K video cameras, you know, with 60 frames a second feet, there's no way I'm going to move into the cloud. It's just cost prohibitive. I have a hard time getting a line that allows you to do this right. Um, there might be latency, right. If I don't want to reliably react in a very short period of time, I can't do that in the cloud. I need to do this locally with me. Um, I can't even do this in my data center. This has to be very, very closely coupled. And then there's this idea of faith sharing, I think, you know, that if I want to make sure that if things go wrong right, uh, the system is still intact, right. You know, anything that's an emergency kind of backup, emergency type procedure, right? If things go wrong, I can't rely on there'll be a good internet connection, I need to handle things things locally. Like, you know, that's the smoke detector and sprinkler system. Right? And so for for, for all of these, right, there's good reasons why we need to move things close to the edge. So I think there'll be a creative tension between the two, Right? But both are huge markets and I think there's, there's great opportunities for, for hp ahead to uh, you know, to, to work on these two cases. >>Yeah, for sure. Top brand in that compute business. So before we wrap up today, you know, thinking about your, your role, I mean part of your role is the trend spotter. You're right, you gotta, you're, you're kind of driving innovation, riding, surfing the waves as you said, you know, skating to the park, all >>the all my perfect crystal ball right here, Yeah, got all the cliches. >>Right? Yes, yeah. Right foot's a little pressure on you. But so what are some of the things that you're overseeing that you're, you're looking towards in terms of innovation projects, particularly obviously in the data center space, what's really exciting you >>look, I mean there's a lot of them and I pretty much all the, you know, the interesting ideas I get from talking to customers, right? You talk to to the sophisticated customers, you try to understand the problems that are trying to solve that they cancel right now and that that gives you ideas to just to pick a couple. Right? I mean, one thing, what area I'm probably thinking about a lot is how can we built in a sense, better accelerators for the infrastructure functions. Right. So, so no matter if I run an edge cloud or I run a big public cloud, I want to find ways how I can, I can reduce the amount of CPU cycles I I spent on, you know, Microsoft's marshalling the marshaling service mesh, you know, storage acceleration and these things like that. Right? So clearly, if this is a large chunk of the overall uh cycle budget, right? We need to find ways to, to to shrink that right to to make this more efficient. Right? So that I think so this basically infrastructure function acceleration, it sounds probably as unsexy as any topic could sound, but I think this is actually really, really interesting area. One of the big levers we have right now in the data set. >>I would agree. I think that's actually really exciting because you actually can pick up a lot of the wasted cycles now and that's that drops right to the bottom line. But >>exactly. I mean it's you know, it's kind of funny. I mean we're still measuring so much with speck and rates of Cpus right performances like, well, They may actually make measuring the wrong thing, right? If 80% of the cycles of my upper spent an overhead right then the speed of the CPU doesn't matter as much. Right? It's other functions that end. So that's one um the second big one is memory is becoming a bigger and bigger issue. Right? And and it's it's memory cost because you know, memory prices, they used to have declined the same rate that, you know, our core counts and and and you know, Fox speeds increased. That's no longer the case. That we've run to some scaling limits there some physical scaling limits where memory prices are becoming stagnant and this is becoming a major pain point for everybody was building servers. Right. So I think we need to find ways how we can leverage memory more efficiently. Right, share memory more efficiently. We have some really cool ideas and in that space that we're working on. >>Yeah, let me just sorry to interrupt. But Pat hinted to that and your big announcement, I mean you talk about system on package I think is what he used to talk about what I call disaggregated memory and better sharing of that memory resource. And I mean that seems to be a clear benefit of value creation for the industry. >>Exactly, right. I mean, if this becomes a larger for our customers, this becomes a larger part of the overall cost, right? We want to help them address that issue. And you know, and then the third one is um, you know, we're seeing more and more data center operators effectively power limited. Right? So we need to reduce the overall power of systems or, you know, uh maybe to some degree, just figure out better ways of cooling these systems. But I think there's a there's a lot of innovation that can be done their right to both make these data centers more economical, but also to make them a little more green today, data centers have gotten big enough that if you look at the total amount of energy that we're spending in this world is mankind. Right. A chunk of that is going just to data centers. Right. And so if we're spending energy at that scale, right. I think we have to start thinking about how can we build data centers that are more energy officials? I'll do the same thing with less energy in the future. >>Well, thank you for for laying those out. I mean you guys have been long term partners with with HP and now of course H P E. I'm sure Gelsinger's really happy to have you on board Guido. I would be and thanks so much for coming on the cube. >>It's great to be here. Great to be at the HP show. Thanks >>For being with us for HP Discover 2021 the virtual version. You're watching the Cube, the leader in digital tech coverage. Right back.

>>from the cube studios in Palo alto in boston connecting with thought leaders all around the world. This is a cute conversation. >>Welcome to the cubes coverage of HP discoverer 2021. I'm lisa martin Janice Zenga's joins me next. The vice president of innovation for social impact in H. P. S. Office of the C T. O Janice. Welcome to the cube. Hi lisa. Great to be here. So let's talk about this. You lead H. P. S. Tech for good program. I always love talking about programs like this. Talk to me about that industry tech academia government partnering to solve key challenges that society is facing and crack that for us. Yeah. So so >>we we um are really proud to be able to look at big challenges in the world and look where our strengths, where our innovations are emerging technologies and our employee expertise could actually contribute to a problem. And so >>we began >>a program uh to actually pick some projects particularly in food systems, world hunger and Health Systems, where we thought some of our technologies could really be impactful. And so >>we have been working with a number of >>clients and partners to actually uh work on ai contributions, high performance compute contributions um and uh and a contribution around this notion of data spaces that we're talking about all of these emerged through um complex interactions around social, good engagement. >>So the concept you mentioned, data space is the concept of data spaces isn't new but do explain that. Give us an overview Janice for those folks that might not be familiar with what it is. >>So so the notion of data spaces is to connect data producers to data consumers. And so um in the past um you know connecting producers and consumers has really been limited about, you know, where is your data located? Um Do you have access to the right data? Um Is the data a good quality set of data? What's the providence of that data? What's the quality of it? And is it trustworthy? And so um >>our >>concept of data spaces is actually trying to address all of those um notions with with a new approach >>so collecting ensuring data isn't anything new. But of course what we talk about every day on this program is the volume of data in that context. What are some of the challenges that you're seeing with clients and how can you help them eliminate those challenges and be able to make data driven decisions? >>So um the first challenge is finding the data. And uh there is a big challenge. I mean there's new roles emerging called data hunters and a great amount of time being spent by data scientists just trying to find sources of data. And that's a big challenge. And then when you find this data, is it in the right format and how expensive is it to move the data so that you could have it in a place where it can actually be analyzed. So, um, so what we're working on recognizing that there is a vast amount of data at the edge, a vast amount of data that's probably never going to move from the edge and from those locations. Um but what we're trying to do is recognize that and actually work to bring the algorithms and the analytics to the data and to work with making sure that data is accessible >>and can be >>understood and >>and processed uh in a consistent way. And >>today there is um a lot >>of silos in in place around uh where data >>exists. And uh and so our approach here is to kind of address is from an open source community perspective to build uh and and provide >>a metadata layer, >>standard of all standards. Kind of a super metadata layer for a non technical way to represent that. And and then to use that to help um connect to uh analytics platforms, both citizen users. Um, you know, subject matter experts who may not be data scientists as well as the data scientists. So actually being able to connect a broader set of users into data analytics that are currently available and have the knowledge to be able to get information and insights out of that data. >>So democratizing that access to data. One of the things I'm curious about what you've seen is that's a cultural shift. You talked about some of the new rules. Data hunters and people get very sort of territorial about that. How I'm just curious what are some of the things that you've seen that where HP and data spaces have been able to help companies to be able to democratize that access and also kind of transform their culture >>Well. So um a few >>things. First of all, there has >>to be a strong motivation >>for someone to share data and in order for them to feel safe and sharing that data. Um you know there has to be security and trust established and most data producers want to control who gets to see their data and under what conditions there needs to be governance of data as well. So those are important aspects that have to be in place. Our approach is to kind of build in exchange for that so that um data consumers understand the conditions in which they can access and use the data um And and also potentially contribute back the new datasets that they're creating through their analytics back into a catalogue being a provisioning of data. This improving kind of the standardization and the simplicity Of how data gets exchanged today. In effect allows a greater democratization of access of data so so that you don't have to be a data scientist. I mean data scientist today can spend 7-8 months actually getting their data that they're going to use um into a format that they can they can actually process. And we think that that's inefficient. We think there's a lot that can be done. Um The other challenge around this is that oftentimes data is multi entity. Even inside of a company, you can find data, you >>know, in different departments and different >>businesses. Um >>But even when you think beyond a >>company, if you think about entities that are that are, you know globally >>distributed um >>and maybe multi, you know, multi entity, there are new challenges about how data can come together from those sources and still be of the right providence and be understood to be trustworthy. >>Well, one of the things that I think one of the many things I think we've learned during the last year is that the, the need and access for real time data has been a critical factor in helping businesses pivot and survive versus those that that might not. So what are you seeing in terms of like you said, data scientist spending so much time getting access to clean data, the opportunities to miss, you know, opportunities for new products and services and to and to meet customer demand in new ways to talk to me about how data spaces can facilitate that faster real time access. >>Right? So, so by having an exchange that can be implemented inside of an enterprise or across enterprises, we actually think it allows some of that kind of pre work to be done, allows that cataloging and provisions. So you can come to uh come to a place, it's a place where an exchange can occur and actually be able to, you know, um get more ready >>access to the data. You don't have to >>necessarily go through a cleansing process and through a deep investigation on providence and then, you know, oftentimes uh you learn as you process data about new data or the data sets change. Right? So, so can there be improvements around keeping those ml algorithms current and helping you that in a very efficient way without having to rerun and rewrite code and rerun your algorithms um every single time. So we think there's a lot of improvement that can be done there as well. >>So let's look at, did a great job of explaining data space is the opportunity, the challenges that we've seen the opportunities. But let us help the audience understand what makes what HPV is doing with data spaces different, unique. What are some of the differentiators? There? >>A few things. One is we're approaching this from an open source approach, so we expect to be able to contribute back to the open source communities and allow for a greater ecosystem to develop around these solutions and that will enable greater sharing and trustworthy sharing. The second thing is security, we intend to apply a great security layer into this that allows data to be trusted um and then the governance capabilities, so being able to use things like our data fabric to actually help support um the governance that producers and consumers want to have uh is also important. And then finally being able to work multi cloud across um, on prem and in the cloud >>is a great >>advantage. So you don't get vendor lock in, you'll be able to be able to kind of minimize your data egress because >>maybe you're not gonna be doing data egress out of the cloud >>and instead you'll be you'll be able to process your data right where it's at without having to pay for that movement. >>And I imagine that would facilitate that speed of real time that I mentioned a minute ago. >>That's right, That's right. >>So let's now look at HP data spaces compared to data marketplace. Give me the compare and contrast with respect to those two. So, data >>marketplaces are typically very siloed and very specific to a sector or an industry today, um, and they're they're typically built on their own platforms and to end, they're not always open by design. Um so uh we expect to be able to support multiple data data marketplaces through a plug in into the data spaces um platform that that we build and that will allow greater connectivity and greater access to many different marketplaces. Um and so the data spaces is not intended to be siloed by industry or narrowly kind of focused, >>so helping to remove those silos, which we also, another thing that we talk about, what are some, I'm just curious some of the feedback from the open source community about what you're doing here building on this open foundation. >>So it's um it's actually been very positive. So the very first thing we did was because of our work as I start at the top of the conversation in agriculture, which is a great, a great example of where there's immense amounts of data that is not well standardized, are structured in a way that can be used towards addressing things like world hunger and some of the food supply and food system challenges. We have we uh in working through this >>kind of distilled some >>of the problems that to being this lack of access to data. And so one of the reasons we explored was like why is there this lack of use of data and lack of access to data? And it came down to not being able to access the data where it's generated and not being able to actually share it broadly across entities. And so, um so what we did is we joined the Linux Foundation has a new open source community called Ag stack and we are a founding company uh as part of that new community and we have shared the concepts around data spaces and the metadata layer standardisation that we've envisioned uh into the community and that's just getting kicked off. But it's also a great first step for us um to kind of build an open source community around it. >>Excellent. Sounds like you said positive feedback. If we crack open the hood of data spaces, what are some of the technologies that we see underneath that are making it and its evolution possible? >>Right? So um multi cloud uh across uh data, you know, support um edge processing um data fabric um Israel's solution as well, so being able to kind of move data and then of course, kind of a key layer. This is this notion of a metadata layer, standard on top >>of metadata layer standards. >>And what is that going to allow in terms of connecting the data consumers with the data producers? >>It's going to make it easier, it's going to make it faster, it's going to minimize costs. Uh it's gonna allow for a quality exchange with more information for consumers to have that trust and most importantly the security. Um and it will also create kind of motivation, kind of give and take because exchange has to be equitable for producers and consumers to both be at the >>table. That's a great point about about the being equitable. So this whole initiative that we've been talking about is coming out of the Office of the CTO at HP where we talked about. So the focus is on Uh projects that are emerging not yet on the road map. So what can we expect, what can your audience expect in the next 12-18 months? >>So our approach in the Office of the CTO is to take emerging technologies and ideas and actually bring them into kind of what we would call advanced development stages. So we do proof of concepts, we do a lot of piloting, we worked with customers and clients directly to kind of tune and test commercialization possibilities uh and value of a solution that we're evolving and to kind of get it ready for market if it makes sense to do that. And so We have proof of concepts with the dozens of customers right now in this topic area and more that want to join in and get involved in having access to it as well. Um so I would say most of the work we do in the coming 12 months will be driven by what these proof of concepts with these clients actually uncovered for us. Um and so we know first and foremost we're working with, you know, a large financial services company, we're looking we're working on the agricultural front with a number of important customers that are testing kind of a multi entity data sharing aspects. Were working also with the health care industry client, which is looking at extreme sets of large data that are kind of unanticipated datasets, you would normally think that would be important for disease prediction. And so all of those different kind of use cases are helping us kind of think about um, you know, which features are most important and by when I can tell you the security, the trustworthiness, the data provenance, the data governance are essential elements that are going to have to be there. >>I think those are essential elements that in any industry, especially that security front. >>Yes, very much so. >>So. In terms of the event at hp, what are some of the things that the audience is going to be able to to learn and glean about? Data sources, data spaces? >>So we've had a kind of a great three days um first starting out with Antonio neary and and and F. I. S to talk about kind of the the insight, the age of insights and and how data is actually becoming the currency of the future if you will. And so that we started that way. And then on day two we had a panel of some of our clients talking about in their particular industry, what's happening with data. So you start to see the kind of um sharing out of uh requirements and how urgent these requirements are growing. Uh And then on day three we actually go into more technology. So you'll see there. We have a number of demos and sessions Uh one specifically around agriculture use case, another around health care use case as well. And then we go into a little bit more detail around the data spaces concept in the keynote for day three. >>So action packed three days Janice. Thank you so much for joining me. Talking to us about data space is what you guys are doing for social impact out of h p. S. Office of the C t. O. We appreciate your time. >>Thank you lisa >>for Janice. Thank yous. I'm lisa martin. You're watching the cubes coverage of HP discover 2021 mm.

>>mhm Yes. >>Hello and welcome back to the cubes coverage of dr khan 2021 virtual. I'm john Kerry hosted the Q got a great cube segment here. Simon Maple Field C T Oh it's technique. Great company security shifting left great to have you on Simon. Thanks for thanks for stopping by >>absolute pleasure. Thank you very much for having me. >>So you guys were on last year the big partnership with DR Conn remember that interview vividly because it was really the beginning at the beginning but really come to me the mainstream of shifting left as devops. It's not been it's been around for a while. But as a matter of practice as containers have been going super mainstream. Super ballistic in the developer community then you're seeing what's happening. It's containers everywhere. Security Now dev sec apps is the standard. So devops great infrastructure as code. We all know that but now it's def sec ops is standard. This is the real deal. Give us the update on what's going on with sneak. >>Absolutely, yeah. And you know, we're still tireless in our approach of trying to get make sure developers don't just have the visibility of security but are very much empowered in terms of actually fixing issues and secure development is what we're really striving for. So yeah, the update, we're still very, very deep into a partnership with DACA. We have updates on DR desktop which allows developers to scan the containers on the command line, providing developers that really fast feedback as as early as possible. We also have uh, you know, new updates and support for running Docker scan on Lennox. Um, and yeah, you know, we're still there on the Docker hub and providing that security insights um, to, to users who are going to Docker hub to grab their images. >>Well, for the folks watching maybe for the first time, the sneak Docker partnership, we went in great detail last year was the big reveal why Docker and sneak partnership, what is the evolution of that partnership over the year? They speak highly of you guys as a developer partner. Why Doctor? What's the evolution looked like? >>It's a it's a really great question. And I think, you know, when you look at the combination of DACA and sneak well actually let's take let's take each as an individual. Both companies are very, very developer focused. First of all, right, so our goals and will be strife or what we what we tirelessly spend their time doing is creating features and creating, creating an environment in which a developer you can do what they need to do as easily as possible. And that, you know, everyone says they want to be developer friendly, They want to be developer focused. But very few companies can achieve. And you look at a company like doctor, you're a company like sneak it really, really provides that developer with the developer experience that they need to actually get things done. Um, and it's not just about being in a place that a developer exists. It's not enough to do that. You need to provide a developer with that experience. So what we wanted to do was when we saw doctor and extremely developer friendly environment and a developer friendly company, when we saw the opportunity there to partner with Yoko, we wanted to provide our security developer friendliness and developer experience into an already developed a friendly tool. So what the partnership provides is the ease of, you know, deploying code in a container combined with the ease of testing your code for security issues and fixing security issues in your code and your container and pulling it together in one place. Now, one of the things which we as a as a security company um pride ourselves on is actually not necessarily saying we provide security tools. One of what our favorite way of saying is we're a developer tooling company. So we provide tools that are four developers now in doing that. It's important you go to where the developers are and developers on DACA are obviously in places like the Docker hub or the Docker Cli. And so it's important for us to embed that behavior and that ease of use inside Dhaka for us to have that uh that that flow. So the developer doesn't need to leave the Docker Cli developer that doesn't need to leave Docker hub in order to see that data. If you want to go deeper, then there are probably easier ways to find that data perhaps with sneak or on the sneak site or something like that. But the core is to get that insight to get that visibility and to get that remediation, you can see that directly in in the in the Dhaka environment. And so that's what makes the relationship so so powerful. The fact that you combine everything together and you do it at source >>and doing it at the point of code. >>Writing >>code is one of the big things I've always liked about the value proposition is simple shift left. Um So let's just step back for a second. I got to ask you this question because this I wanted to make sure we get this on the table. What are the main challenges uh and needs to, developers have with container security? What are you seeing as the main top uh A few things that they need to have right now for the challenges uh with container security? >>Yeah, it's a it's a very good question. And I think to answer that, I think we need to um we need to think of it in a couple of ways. First of all, you've just got developers security uh in general, across containers. Um And the that in itself is there are different levels at which developers engage with containers. Um In some organizations, you have security teams that are very stringent in terms of what developers can and can't do in other organizations. It's very much the developer that that chooses their environment, chooses their parent image, et cetera. And so there when a developer has many, many choices in which they need to need to decide on, some of those choices will lead to more issues, more risk. And when we look at a cloud native environment, um uh Let's take let's take a node uh image as an example, the number of different uh images tags you can choose from as a developer. It's you know, there are hundreds, probably thousands. That you can actually you can actually choose. What is the developer gonna do? Well, are they going to just copy paste from another doctor file, for example, most likely. What if there are issues in that docker file? They're just gonna copy paste that across mis configurations that exist. Not because the developer is making the wrong decision, but because the developer very often doesn't necessarily know that they need to add a specific directive in. Uh So it's not necessarily what you add in a conflict file, but it's very often what you admit. So there are a couple of things I would say from a developer point of view that are important when we think about cloud security, the first one is just that knowledge that understanding what they need to do, why they need to do it. Secure development doesn't need to be, doesn't mean they need to be deep in security. It means they need to understand how they can develop securely and what what the best decisions that could come from guard rails, from the security team that they provide the development team to offer. But that's the that's an important error of secure development. The second thing and I think one of the most important things is understanding or not understanding necessarily, but having the information to get an act on those things early. So we know the length of time that developers are uh working on a branch or working on um some some code changes that is reducing more and more and more so that we can push to production very, very quickly. Um What we need to do is make sure that as a developer is making their changes, they can make the right decision at the right time and they have the right information at that time. And a lot of this could be getting information from tools, could be getting information from your team where it could be getting information from your production environments and having that information early is extremely important to make. That decision. May be in isolation with your team in an autonomous way or with advice from the security team. But I would say those are the two things having that information that will allow you to make that action, that positive change. Um uh and and yeah, understanding and having that knowledge about how you can develop security. >>All right. So I have a security thing. So I'm a development team and by the way, this whole team's thing is a huge deal. I think we'll get to that. I want to come back to that in a second but just throw this out there. Got containers, got some security, it's out there and you got kubernetes clusters where containers are coming and going. Sometimes containers could have malware in them. Um and and this is, I've heard this out and about how do how that happens off container or off process? How do you know about it? Is that infected by someone else? I mean is it gonna be protected? How does the development team once it's released into the wild, so to speak. Not to be like that, but you get the idea, it's like, okay, I'm concerned off process this containers flying around. What is it How do you track all >>and you know, there's a there's a few things here that are kind of like potential potential areas that, you know, we can trip up when we think about malware that's running um there are certain things that we need to that we need to consider and what we're really looking at here are kind of, what do we have in place in the runtime that can kind of detect these issues are happening? How do we block that? And how do you provide that information back to the developer? The area that I think is, and that is very, very important in order to in order to be able to identify monitor that those environments and then feed that back. So that that that's the kind of thing that can be that can be fixed. Another aspect is, is the static issues and the static issues whether that's in your os in your OS packages, for example, that could be key binaries that exist in your in your in your docker container out the box as well or of course in your application, these are again, areas that are extremely important to detect and they can be detected very very early. So some things, you know, if it's malware in a package that has been identified as malware then absolutely. That can be that can be tracked very very early. Sometimes these things need to be detected a little bit later as well. But yeah, different tools for different for different environments and wear sneak is really focused. Is this static analysis as early as possible. >>Great, great insight there. Thanks for sharing that certainly. Certainly important. And you know, some companies classes are locked down and all of sudden incomes, you know, some some malware from a container, people worried about that. So I want to bring that up. Uh The other thing I want to ask you is this idea of end to end security um and this is a team formation thing we're seeing where modern teams have essentially visibility of their workload and to end. So this is a huge topic. And then by the way it might integrate their their app might integrate with other processes to that's great for containers as well and observe ability and microservices. So this is the trend. What's in it for the developer? If I work with sneak and docker, what benefits do I get if I want to go down that road of having these teams began to end, but I want the security built in. >>Mhm. Yeah, really, really important. And I think what's what's most important there is if we don't look end to end, there are component views and there are applications. If we don't look into end, we could have our development team fixing things that realistically aren't in production anyway or aren't the key risks that are potentially hurting us in our production environment. So it's important to have that end to end of you so that we have the right insights and can prioritize what we need to identify and look at early. Um, so I think, I think that visibility into end is extremely important. If we think about who, who is re fixing uh certain issues, again, this is gonna depend from dog to walk, but what we're seeing more and more is this becoming a developer lead initiative to not just find or be given that information, but ultimately fixed. They're getting more and more responsible for DR files for for I see for for their application code as well. So one of the areas which we've looked into as well is identifying and actually running in cuba Netease workloads to identify where the most important areas that a developer needs to look at and this is all about prioritization. So, you know, if the developer has just a component view and they have 100 different images, 100 different kubernetes conflicts, you know, et cetera. Where do they prioritize, where do they spend their time? They shouldn't consider everything equal. So this identification of where the workloads are running and what um is causing you the most risk as a business and as an organization, that is the data. That can be directly fed back into your, your your vulnerability data and then you can prioritize based on the kubernetes workloads that are in your production and that can be fed directly into the results in the dashboards. That's neat. Can provide you as well. So that end to end story really provides the context you need in order to not just develop securely, but act and action issues in a proper way. >>That's a great point. Context matters here because making it easy to do the right thing as early as possible, the right time is totally an efficiency productivity gain, you see in that that's clearly what people want. It's a great formula, success, reduce the time it takes to do something, reduced the steps and make it easy. Right, come on, that's a that's a formula. Okay, so I gotta bring that to the next level. When I ask you specifically around automation, this is one the hot topic and def sec ops, automation is part of it. You got scale, you got speed, you've got a I machine learning, you go out of all these new things. Microservices, how do you guys fit into the automation story? >>It's a great question. And you know, one of the recent reports that we that we did based on a survey data this year called the state of a state of cloud, native applications security. We we asked the question how automated our people in their in their deployment pipelines and we found some really strong correlations between value from a security point of view um in terms of in terms of having that automation in it, if I can take you through a couple of them and then I'll address that question about how we can be automated in that. So what we found is a really strong correlation as you would expect with security testing in ci in your source code repositories and all the way through the deployment ci and source code were the two of the most most well tested areas across the pipeline. However the most automated teams were twice as likely to test in I. D. S. And testing your CLS in local development. And now those are areas that are really hard to automate if at all because it's developers running running their cli developers running and testing in their I. D. So the having a full automation and full uh proper testing throughout the sclc actually encourages and and makes developers test more in their development environment. I'm not saying there's causation there but there's definite correlation. A couple of other things that this pushes is um Much much more likely to test daily or continuously being automated as you would expect because it's part of the bills as part of your monitoring. But crucially uh 73% of our respondents were able to fix a critical issue in less than a week as opposed to just over 30% of people that were not automated, so almost double people are More likely to fix within a week. 36% of people who are automated can fix a critical security issue in less than a day as opposed to 8% of people who aren't automated. So really strong data that correlates being automated with being able to react now. If you look at something like Sneak what if our um goals of obviously being developer friendly developer first and being able to integrate where developers are and throughout the pipeline we want to test everywhere and often. Okay, so we start as far left as we can um integrating into, you know, CLS integrating into Docker hub, integrating into into doctors can so at the command line you type in doctors can you get sneak embedded in DHAKA desktop to provide you those results so as early as possible, you get that data then all the way through to to uh get reposed providing that testing and automatically testing and importing results from there as well as as well as other repositories, container repositories, being at a poor from there and test then going into ci being able to run container tests in C I to make sure we're not regressing and to choose what we want to do their whether we break, whether we continue with with raising an issue or something like that, and then continuing beyond that into production. So we can monitor tests and automatically send pull requests, etcetera. As and when new issues or new fixes occur. So it's about integrating at every single stage, but providing some kind of action. So, for example, in our ui we provide the ability to say this is the base level you should be or could be at, it will reduce your number of vulnerabilities by X and as a result you're going to be that much more secure that action ability across the pipeline. >>That's a great, great data dump, that's a masterclass right there on automation. Thanks for sharing that sign. I appreciate it. I gotta ask you the next question that comes to my mind because I think this is kind of the dots connect for the customer is okay. I love this kind of hyper focus on containers and security. You guys are all over it, shift left as far as possible, be there all the time, test, test, test all through the life cycle of the code. Well, the one thing that is popping up as a huge growth areas, obviously hybrid cloud devops across both environments and the edge, whether it's five G industrial or intelligent edge, you're gonna have kubernetes clusters at the edge now. So you've got containers. The relationship to kubernetes and then ultimately cloud native work clothes at, say, the edge, which has data has containers. So there's a lot of stuff going on all over the place. What's your, what's your comment there for customer says, Hey, you know, I got, this is my architecture that's happening to me now. I'm building it out. We're comfortable with kubernetes put in containers everywhere, even on the edge how to sneak fit into that story. >>Yeah, really, really great question. And I think, you know, a lot of what we're doing right now is looking at a developer platform. So we care about, we care about everything that a developer can check in. Okay, so we care about get, we care about the repositories, we care about the artifact. So um, if you look at the expansion of our platform today, we've gone from code that people uh, third party libraries that people test. We added containers. We've also added infrastructure as code. So Cuban eighties conflicts, Terror form scripts and things like that. We're we're able to look at everything that the developer touches from their code with sneak code all the way through to your to your container. And I see, so I think, you know, as we see more and more of this pushing out into the edge, cuba Nitties conflict that that, you know, controls a lot of that. So much of this is now going to be or not going to be, but so much of the environment that we need to look at is in the configurations or the MIS configurations in that in those deployment scripts, um, these are some of the areas which which we care a lot about in terms of trying to identify those vulnerabilities, those miS configurations that exist within within those scripts. So I can see yeah more and more of this and there's a potential shift like that across to the edge. I think it's actually really exciting to be able to see, to be able to see those uh, those pushing across. I don't necessarily see any other, any, you know, different security threats or the threat landscape changing as a result of that. Um there could be differences in terms of configurations, in terms of miS configurations that that that could increase as a result, but, you know, a lot of this and it just needs to be dealt with in the appropriate way through tooling through, through education of of of of how that's done. >>Well, obviously threat vectors are all gonna look devops like there's no perimeter. So they're everywhere right? Looking at I think like a hacker to be being there. Great stuff. Quick question on the future relationship with DR. Obviously you're betting a lot here on that container relationship, a good place to start. A lot of benefits there. They have dependencies, they're going to have implications. People love them, they love to use them, helps old run with the new and helps the new run better. Certainly with kubernetes, everything gets better together. What's the future with the DACA relationship? Take us through how you see it. >>So yeah, I mean it's been an absolute blast the doctor and you know, even from looking at some of the internal internal chats, it's been it's been truly wonderful to see the, the way in which both the doctor and sneak from everything from an engineering point of view from a marketing, from a product team. It's been a pleasure to, it's been a pleasure to see that relationship grow and flourish. And, and I think there's two things, first of all, I think it's great that as companies, we, we both worked very, very well together. I think as as as users um seeing, you know, doctor and and and sneak work so so seamlessly and integrated a couple of things. I would love to see. Um, I think what we're gonna see more and more and this is one of the areas that I think, um you know, looking at the way sneak is going to be viewing security in general. We see a lot of components scanning a lot, a lot of people looking at a components can and seeing vulnerabilities in your components. Can I think what we need to, to to look more upon is consolidating a lot of the a lot of the data which we have in and around different scans. What I would love to see is perhaps, you know, if you're running something through doctors can how can you how can you view that data through through sneak perhaps how can we get that closer integration through the data that we that we see. So I would love to see a lot more of that occur, you know, within that relationship and these are kind of like, you know, we're getting to that at that stage where we see integration, it just various levels. So we have the integration where we have we are embedded but how can we make that better for say a sneak user who also comes to the sneak pages and wants to see that data through sneak. So I would love to see at that level uh more there where as I mentioned, we have we have some some additional support as well. So you can run doctors can from from Lenox as well. So I can see more and more of that support rolling out but but yeah, in terms of the future, that's where I would love to see us uh to grow more >>and I'll see in the landscape side on the industry side, um, security is going beyond the multiple control planes out there. Kubernetes surveillance service matches, etcetera, continues to be the horizontally scalable cloud world. I mean, and you got you mentioned the edge. So a lot more complexity to rein in and make easier. >>Yeah, I mean there's a lot more complexity, you know, from a security point of view, the technology is the ability to move quickly and react fast in production actually help security a lot because you know, being able to spin a container and make changes and and bring a container down. These things just weren't possible, you know, 10 years ago, 20 years ago. Pre that it's like it was it's insanely hard compared trying to trying to do that compared to just re spinning a container up. However, the issue I see from a security point of view, the concerns I see is more around a culture and an education point of view of we've got all this great tech and it's it's awesome but we need to do it correctly. So making sure that as you mentioned with making the right decision, what we want to make sure is that right decision is also the easy decision and the clear decision. So we just need to make sure that as we as we go down this journey and we're going down it fast and it's not gonna, I don't see it slowing down, we're going fast down that journey. How do we make, how do we prepare ourselves for that? We're already seeing, you know, miss configurations left, right and center in the news, I am roles as three buckets, etcetera. These are they're they're simpler fixes than we than we believe, right? We just need to identify them and and make those changes as needed. So we just need to make sure that that is in place as we go forward. But it's exciting times for sure. >>It's really exciting. And you got the scanning and right at the point of coding automation to help take that basic mis configuration, take that off the table. Not a lot of manual work, but ultimately get to that cloud scale cool stuff. >>Simon, thank you >>for coming on the cube dr khan coverage. Really appreciate your time. Drop some nice commentary there. Really appreciate it. Thank you. >>My pleasure. Thank you very much. >>Simon Maple Field C T. O. A sneak hot startup. Big partner with Docker Security, actually built in deVOPS, is now dead. Say cops. This is dr khan cube 2021 virtual coverage. I'm sean for your host. Thanks for watching. Mm.

>>what? Hello, I'm john free with the cube. I want to welcome Conrad Feldman, the founder and Ceo of Kwan cast here to kick off the quan cast industry summit on the demise of third party cookies. The events called the cookie conundrum, a recipe for success. The changing advertising landscape, super relevant conversation just now. More than ever. Conrad welcome to your own program kicking this off. Thanks for holding this event. It's a pleasure. Great to chat with you today. So a big fan been following your company since the founding of it. Been analytics is always the prize of any data driven company. Media. Anything's all data driven now. Um, talk about the open internet because now more than ever it's under siege. As I, as I mentioned in my open, um, we've been seeing the democratization, a new trend of decentralization. We're starting to see um, you know, everyone's present online now, Clay Shirky wrote a book called, here comes everyone in 2005. Well everyone's here. Right? So you know, we're here, it's gonna be more open. But yet people are looking at as close right now. You're seeing the big players, um, or in the data. What's your vision of this open internet? >>Well, an open internet exists for everyone. And if you think about the evolution of the internet, when the internet was created for the first time really in history, anyone that had access to the internet could publish the content, whatever they were interested in and could find an audience. And of course that's grown to where we are today, where five billion people around the world are able to engage in all sorts of content, whether that's entertainment or education, news, movies. What's perhaps not so widely understood is that most of that content is paid for by advertising and there's a lot of systems that support advertising on the open Internet and some of those are under siege today certainly. >>And what's the big pressure point? Is it just more control the data? Is it just that these walled gardens are wanting to, you know, suck the audience in there? Is that monetization driving it? What's where's the friction? >>Well, the challenges is sort of the accumulation of power into a really small number of now giant corporations who have actually reduced a lot of the friction that marketers have in spending their money effectively. And it means that those companies are capturing a disproportionate spend of the ad budgets that fund digital content. So the problem is if more of the money goes to them, less of its going to independent content creators. It's actually getting harder for independent voices to emerge and be heard. And so that's the real challenges. That has more power consolidates into just a limited number of tech giants. The funding path for the open Internet becomes constrained and there'll be less choice for consumers without having to pay for subscriptions. >>Everyone knows the more data you have the better and certainly, but the centralized power when the trend is going the other way, the consensus is everyone wants to be decentralized more truth, more trust all this is being talked about on the heels of the google's news around, you know, getting rid of third party cookies and others have followed suit. Um, what does this mean? I mean, this cookies have been the major vehicle for tracking and getting that kind of data. What is gonna be replaced with what is this all about? And can you share with us what the future will look like? >>Sure, Well, just as advertising funds the open Internet is advertising technology that supports that advertising spend. It supports sort of the business of advertising that funds the open Internet. And within all of that technology is the need for different systems to be able to align around um the identification of for example, a consumer, Have they been to this site before? Have they seen an ad before? So there's all of these different systems that might be used for advertising for measurement, for attribution, for creating personalization. And historically they've relied upon the third party cookie as the mechanism for synchronization. Well, the third party cookie has been in decline for some time. It's already mostly gone from actually apple safari browser, but google's chrome has so much control over how people access the internet. And so it was when Google announced that chrome was going to deprecate the third party cookie, that it really sort of focus the minds of the industry in terms of finding alternative ways to tailor content and ultimately to just simply measure the effectiveness of advertising. And so there's an enormous amount of um innovation taking place right now to find alternative solutions. >>You know, some are saying that the free open internet was pretty much killed when, you know, the big comes like facebook and google started bringing all this data and kind of pulls all sucks all the auction in the room, so to speak. What's this mean with cookies now getting, getting rid of um, by google has an impact publishers because is it helpful? I mean hurtful. I mean, where's the where is that, what the publisher impact? >>Well, I don't think anyone really knows right now. So first of all, cookies weren't necessarily a very good solution to the sort of the challenge of maintaining state and understanding those sorts of the delivery of advertising and so on. It's just the one that's commonly used, I think for different publishers it may mean different things. But many publishers need to be able to demonstrate the value and the effectiveness of the advertising solutions that they deliver. So they'll be innovating in terms of how they use their first party data. They'll be continuing to use contextual solutions that have long been used to create advertising relevant, relevant. I think the big question of course is how we're going to measure it that any of this is effective at all because everyone relies upon measuring advertising effectiveness to justify capturing those budgets in the first place. >>You know, you mentioned contextual come up a lot also in the other interviews we've done with the folks in the around the internet around this topic of machine learning is a big 12 What is the impact of this with the modernization of the solution? You mentioned cookies? Okay cookies, old technology. But the mechanisms in this ecosystem around it or not, it funds the open internet. What is that modern solution that goes that next level? Is it contextual metadata? Is that shared systems? What's the it's the modernization of that. >>It's all of those and and more. There's no there's no single solution to replace the third party cookie. There'll be a combination of solutions. Part of that will be alternative identity mechanisms. So you know, you will start to see more registration wars to access content so that you have what's called a deterministic identify there will be statistical models so called probabilistic models, contextual has always been important. It will become more important and it will be combined with we use contextual combining natural language processing with machine learning models to really understand the detailed context of different pages across the internet. You'll also see the use of first party data and there are discussions about shared data services as well. I think there's gonna be a whole set of different innovations that will need to inter operate and it's going to be an evolutionary process as people get used to using these different systems to satisfy the different stages of the media fulfillment cycle from research and planning to activation to measurement. >>You know, you put up walled gardens. I want to just touch on the on on this kind of concept of walled gardens and and and and compare and contrast that with the demand for community, open internet has always fostered a community vibe. You see network effects mostly in distinct user communities or subnets of sub networks. If you will kind of walled gardens became that kind of group get together but then became more of a media solution to make the user is the product, as they say, facebook's a great example, right? People talk about facebook and from that misinformation abuse walled garden is not the best thing happening right now in the world, but yet is there any other other choice? That's how they're going to make money? But yet everyone wants trust, truth community. Are they usually exclusive? How do you see this evolving, what's your take? >>Well, I think the open internet is a, is a forum where anyone can have their voice, uh, put their voice out there and have it discovered and it's in that regard, it's a it's a force for good look. I think there are there are challenges, obviously in terms of some of the some of the optimization that takes place with inside the walled gardens, which is, is sort of optimized to drive engagement can have some unintended consequences. Um obviously that's something that's, that's broadly being discussed today and the impact on society, but sort of more at a more pointed level, it's just the absorption of advertising dollars. There's a finite amount of money from advertisers. It's estimated to be $400 billion this year in digital advertising. So it's a huge amount of money in terms of funding the open Internet, which sounds great except for its increasingly concentrated in a tiny number of companies. And so, you know, our job at Quan cast as champions of the free and open Internet is to help direct money effectively to publishers across the open internet and give advertisers a reliable, repeatable way of accessing the audiences that they care about in the environment they care about and delivering advertising results. >>It's a publisher, we care a lot about what our audience wants and try to serve them and listen to them. If we could get the data, we want that data and then also broker in the monetization with advertisers, who might want to reach that audience in whatever way. So this brings up the question of, you know, automation and role of data. You know, this is a huge thing to having that data closed loop, if you will for for publishers. But yet most publishers are small, some niche. And even as they can become super large, they don't have all the data and more, the more data, the better the machine learning. So what's the answer to this as it goes forward? How do we get there? What's the dots that that we need to connect to get that future state? >>So I think it takes it takes companies working together effectively. I think a really important part of it is, is a more direct conversation with consumers. We've seen that change beginning to happen over the past few years with the introduction of regulations that require clear communication to consumers about the data that's captured. And y and I think that creates an opportunity to explain to your audience is the way in which content is funded. So I think that consumer that consumer conversation will be part of the collective solution. >>You know, I want to as we wind down this kickoff segment, get your thoughts and vision around um, the evolution of the internet and you guys have done some great work at quan Cast is well documented, but everyone used to talk about traffic by traffic, then it became cost of acquisitions. PPC search. This is either mechanisms that people have been using for a long, long time, then you know, your connections but audience is about traffic, audience traffic. If this if my family is online, doesn't it become about networks and the people. So I want to get your thoughts and your vision because if community is going to be more important than people agree that it is and things are gonna be decentralized, more openness, more voices to be heard. You need to dress ability. The formation of networks and groups become super important. What's your vision on that? >>So my vision is to create relevance and utility for consumers. I think that's one of the things that's often forgotten is that when we make advertising more relevant and useful for consumers, it automatically fulfils the objectives that publishers and marketers have, everyone wins when advertising is more relevant. And our vision is to make advertising relevant across the entire open internet so that that ad supported model can continue to flourish and that five billion and hopefully many more billions in the future, people around the world have access to high quality, diverse content. >>If someone asked you Conrad, what is quant cast doing to make the open internet viable now that cookies are going away? What's the answer? >>So well, the cookie pieces is a central piece of it in terms of finding solutions that will enable sort of planning activation and measurement post cookies and we have a lot of innovation going on. There were also working with a range of industry bodies and our and our partners to build solutions for this. What we're really trying to do is to make buying the open internet as straightforward for marketers as it is today and buying the walled gardens. The reason the walled gardens capture so much money is they made it really easy for marketers to get results, marketers would like to be able to spend their money across all of the diverse publishes the open internet. You know, our job at Comcast is to make it just as easy to effectively spend money in funding the content that they really care about in reaching the audiences that they want. >>Great stuff. Great Mission. Conrad, thanks for coming on. Conrad Feldmann founder and Ceo here at the cookie conundrum recipe for success event, Quant Cast Industry summit on the demise of third party cookies. Thank you. Conrad appreciate it. Thank you. Yeah, I'm john ferrier, stay with us for more on the industry event around the middle cookies. Mhm Yeah, yeah, thank you. Mhm. Welcome back to the Qantas industry summit on the demise of third party cookies, the cookie conundrum, a recipe for success. I'm john furrier host of the cube, the changing landscape of advertising is here and shit Gupta, founder of you of digital is joining us chief. Thanks for coming on this segment. Really appreciate, I know you're busy, you've got two young kids as well as providing education to the digital industry, you got some kids to take care of and train them to. So welcome to the cube conversation here as part of the program. >>Yeah, thanks for having me excited to be here. >>So the office of the changing landscape of advertising really centers around the open to walled garden mindset of the web and the big power players. We know the big 34 tech players dominate the marketplace so clearly in a major inflection point and we've seen this movie before Web mobile revolution which was basically a reply platform NG of capabilities. But now we're in an error of re factoring the industry, not re platt forming a complete changing over of the value proposition. So a lot at stake here as this open web, open internet, global internet evolves. What are your, what's your take on this, this industry proposals out there that are talking to this specific cookie issue? What does it mean? And what proposals are out there? >>Yeah, so, you know, I I really view the identity proposals and kind of to to kind of groups, two separate groups. So on one side you have what the walled gardens are doing and really that's being led by google. Right, so google um you know, introduce something called the privacy sandbox when they announced that they would be deprecating third party cookies uh as part of the privacy sandbox, they've had a number of proposals unfortunately, or you know, however you want to say they're all bird themed for some reason, I don't know why. Um but the one, the bird theme proposal that they've chosen to move forward with is called flock, which stands for Federated learning of cohorts. And essentially what it all boils down to is google is moving forward with cohort level learning and understanding of users in the future after third party cookies, unlike what we've been accustomed to in this space, which is a user level understanding of people and what they're doing online for targeting tracking purposes. And so that's on one side of the equation, it's what google is doing with flock and privacy sandbox now on the other side is, you know, things like unified I. D. Two point or the work that I. D five is doing around building new identity frameworks for the entire space that actually can still get down to the user level. Right? And so again, unified I. D. Two point oh comes to mind because it's the one that's probably got the most adoption in the space. It's an open source framework. So the idea is that it's free and pretty much publicly available to anybody that wants to use it and unified, I need to point out again is user level. So it's it's basically taking data that's authenticated data from users across various websites you know that are logging in and taking those authenticated users to create some kind of identity map. And so if you think about those two work streams right, you've got the walled gardens and or you know, google with flock on one side and then you've got unified I. D. Two point oh and other I. D. Frameworks for the open internet. On the other side, you've got these two very differing type of approaches to identity in the future. Again on the google side it's cohort level, it's going to be built into chrome. Um The idea is that you can pretty much do a lot of the things that we do with advertising today, but now you're just doing it at a group level so that you're protecting privacy, whereas on the other side of the open internet you're still getting down to the user level. Um And that's pretty powerful. But the the issue there is scale, right? We know that a lot of people are not logged in on lots of websites. I think the stat that I saw is under five of all website traffic is authenticated. So really if you if you simplify things you boil it all down, you have kind of these two very differing approaches. >>I guess the question it really comes down to what alternatives are out there for cookies and which ones do you think will be more successful? Because I think, you know, the consensus is at least from my reporting, in my view, is that the world agrees. Let's make it open, Which one is going to be better. >>Yeah, that's a great question, john So as I mentioned, right, we have we have to kind of work streams here, we've got the walled garden work streams, work stream being led by google and their work around flock, and then we've got the open internet, right? Let's say unified I. D to kind of represents that. I personally don't believe that there is a right answer or an endgame here. I don't think that one of them wins over the other, frankly, I think that, you know, first of all, you have those two frameworks, neither of them are perfect, they're both flawed in their own ways. There are pros and cons to both of them. And so what we're starting to see now is you have other companies kind of coming in and building on top of both of them as kind of a hybrid solution. Right? So they're saying, hey, we use, you know, an open I. D. Framework in this way to get down to the user level and use that authenticated data and that's important. But we don't have all the scale. So now we go to google and we go to flock to kind of fill the scale. Oh and hey, by the way, we have some of our own special sauce, right? We have some of our own data, we have some of our own partnerships, we're gonna bring that in and layer it on top. Right? And so really where I think things are headed is the right answer, frankly, is not one or the other. It's a little mishmash of both. With a little extra something on top. I think that's that's what we're starting to see out of a lot of companies in the space. And I think that's frankly where we're headed. >>What do you think the industry will evolve to, in your opinion? Because I think this is gonna, you can't ignore the big guys on this because these programmatic you mentioned also the data is there. But what do you think the market will evolve to with this, with this conundrum? >>So, so I think john where we're headed? You know, I think we're right now we're having this existential existential crisis, right? About identity in this industry, because our world is being turned upside down, all the mechanisms that we've used for years and years are being thrown out the window and we're being told they were gonna have new mechanisms, Right? So cookies are going away device ids are going away and now we got to come up with new things and so the world is being turned upside down and everything that you read about in the trades and you know, we're here talking about it, right? Like everyone's always talking about identity right now, where do I think this is going if I was to look into my crystal ball, you know, this is how I would kind of play this out. If you think about identity today. Right? Forget about all the changes. Just think about it now and maybe a few years before today, Identity for marketers in my opinion has been a little bit of a checkbox activity. Right? It's been hey, um, okay, uh, you know ad tech company or a media company, do you have an identity solution? Okay. Tell me a little bit more about it. Okay, Sounds good. That sounds good. Now can we move on and talk about my business and how are you going to drive meaningful outcomes or whatever for my business? And I believe the reason that is, is because identity is a little abstract, right? It's not something that you can actually get meaningful validation against. It's just something that, you know. Yes, You have it. Okay, great. Let's move on, type of thing. Right. And so that, that's, that's kind of where we've been now, all of a sudden The cookies are going away, the device ids are going away. And so the world is turning upside down in this crisis of how are we going to keep doing what we were doing for the last 10 years in the future. So everyone's talking about it and we're trying to re engineer right? The mechanisms now if I was to look into the crystal ball right 2 3 years from now where I think we're headed is not much is going to change. And what I mean by that john is um uh I think that marketers will still go to companies and say do you have an ID solution? Okay tell me more about it. Okay uh Let me understand a little bit better. Okay you do it this way. Sounds good. Now the ways in which companies are going to do it will be different right now. It's flock and unified I. D. And this and that right. The ways the mechanisms will be a little bit different but the end state right? Like the actual way in which we operate as an industry and kind of like the view of the landscape in my opinion will be very simple or very similar, right? Because marketers will still view it as a tell me you have an ID solution. Make me feel good about it. Help me check the box and let's move on and talk about my business and how you're going to solve for my needs. So I think that's where we're going. That is not by any means to discount this existential moment that we're in. This is a really important moment where we do have to talk about and figure out what we're going to do in the future. My just my viewpoint is that the future will actually not look all that different than the present. >>And I'll say the user base is the audience. Their their data behind it helps create new experiences, machine learning and Ai are going to create those and we have the data you have the sharing it or using it as we're finding shit Gupta great insight dropping some nice gems here. Founder of you of Digital and also the Adjunct professor of Programmatic advertising at Levi School of Business and santa Clara University professor. Thank you for coming dropping the gems here and insight. Thank you. >>Thanks a lot for having me john really appreciate >>it. Thanks for watching. The cooking 100 is the cube host Jon ferrier me. Thanks for watching. Mhm. Yeah. Mhm. Hello welcome back to the cookie conundrum recipe for success and industry conference and summit from Guanacaste on the demise of third party cookies. Got a great industry panel here to break it down chris Gunther Senior Vice president Global Head of programmatic at news corp chris thanks for coming on Zal in Managing Director Solutions at Z axis and Summer Simpson. Vice president Product at quan cast stellar panel. Looking forward to this conversation. Uh thanks for coming on and chatting about the cookie conundrum. Thank you for having us. So chris we'll start with you at news corp obviously a major publisher deprecation of third party cookies affects everyone. You guys have a ton of traffic, ton of audience across multiple formats. Um, tell us about the impact to you guys and the reliance he has had on them. And what are you gonna do to prepare for this next level change? >>Sure. I mean, I think like everyone in this industry there's uh a significant reliance and I think it's something that a lot of talk about audience targeting but obviously that reliance on third party cookies pervasive across the whole at tech ecosystem Martek stack. And so you know, we have to think about how that impact vendor vendors, we work with what it means in terms of use cases across marketing, across advertising, across site experience. So, you know, without a doubt, it it's it's significant, but you know, we look at it as listen, it's disruptive, uh, disruption and change is always a little scary. Um, but overall it's a, it's a long overdue reset. I mean, I think that, you know, our perspective is that the cookies, as we all know was it was a crutch, right sort of a technology being used in way it shouldn't. Um, and so as we look at what's going to happen presumably after Jan 2022 then it's, it's a good way to kind of fix on some bad practices practices that lead to data leakage, um, practice or devalue for our perspective, some of the, you know, we offered as as publishers and I think that this is a key thing is that we're not just looking to as we look at the post gender world, not just kind of recreating the prior world because the prior world was flawed or I guess you could say the current world since it hasn't changed yet. But the current world is flawed. Let's not just not, you know, let's not just replicate that. Let's make sure that, you know, third party cookie goes away. Other work around like fingerprinting and things like that. You know, also go away so philosophically, that's where our heads at. And so as we look at how we are preparing, you know, you look at what are the core building blocks of preparing for this world. Obviously one of the key ones is privacy compliance. Like how do we treat our users with consent? Yeah, obviously. Are we um aligned with the regulatory environments? Yeah. In some ways we're not looking just a Jan 2022, but Jan 23 where there's gonna be the majority of our audiences we covered by regulation. And so I think from regulation up to data gathering to data activation, all built around an internal identifier that we've developed that allows us to have a consistent look at our users whether they're logged in or obviously anonymous. So it's really looking across all those components across all our sites and in all in a privacy compliant way. So a lot of work to be done, a lot of work in progress. But we're >>excited about what's going on. I like how you framed at Old world or next gen kind of the current situation kind of flawed. And as you think about programmatic, the concept is mind blowing and what needs to be done. So we'll come back to that because I think that original content view is certainly relevant, a huge investment and you've got great content and audience consuming it from a major media standpoint. Get your perspective on the impact because you've got clients who want to get their their message out in front of the audience at the right time, at the right place and the right context. Right, So your privacy, you got consent, all these things kind of boiling up. How do you help clients prepare? Because now they can go direct to the consumer. Everyone, everyone has a megaphone, now, everyone's, everyone's here, everyone's connected. So how are you impacted by this new notion? >>You know, if if the cookie list future was a tic tac, dance will be dancing right now, and at least into the next year, um this has been top of mind for us and our clients for quite some time, but I think as each day passes, the picture becomes clearer and more in focus. Uh the end of the third party cookie does not mean the end of programmatic. Um so clients work with us in transforming their investments into real business outcomes based on our expertise and based on our tech. So we continue to be in a great position to lead to educate, to partner and to grow with them. Um, along this uh cookie list future, the impact will be all encompassing in changing the ways we do things now and also accelerating the things that we've already been building on. So we take it from the top planning will have a huge impact because it's gonna start becoming more strategic around real business outcomes. Uh where Omni channel, So clients want to drive outcomes, drew multiple touch points of a consumer's journey, whether it has programmatic, whether it has uh cookie free environment, like connected tv, digital home audio, gaming and so forth. So we're going to see more of these strategic holistic plans. Creative will have a lot of impact. It will start becoming more important with creative testing. Creative insights. You know, creative in itself is cookie list. So there will be more focused on how to drive uh brand dialogue to connect to consumers with less targeting. With less cookies, with the cohesiveness of holistic planning. Creative can align through multiple channels and lastly, the role of a. I will become increasingly important. You know, we've always looked to build our tech our products to complement new and existing technology as well as the client's own data and text back to deliver these outcomes for them. And ai in its core it's just taking input data uh and having an output of your desired outcome. So input data could be dSP data beyond cookies such as browser such as location, such as contextual or publisher taking clients first party data, first party crm data like store visitation, sales, site activity. Um and using that to optimize in real time regardless of what vendor or what channel we're on. Um So as we're learning more about this cookie list dance, we're helping our clients on the steps of it and also introducing our own moves. >>That's awesome. Data is going to be a key value proposition, connecting in with content real time. Great stuff. Somewhere with your background in journalism and you're the tech VP of product at quan cast. You have the keys to the kingdom over there. It's interesting Journalism is about truth and good content original content. But now you have a data challenge problem opportunity on both sides, brands and publishers coming together. It's a data problem in a way it's a it's a tech stack, not so much just getting the right as to show up at the right place the right time. It's really bigger than that now. What's your take on this? >>Um you know, >>so first >>I think that consumers already sort of like except that there is a reasonable value exchange for their data in order to access free content. Right? And that's that's a critical piece for us to all kind of like understand over the past. Hi guys, probably two years since even even before the G. D. P. R. We've been doing a ton of discovery with customers, both publishers and marketers. Um and so you know, we've kind of known this, this cookie going away thing has been coming. Um And you know, Google's announcement just kind of confirmed it and it's been, it's been really, really interesting since Google's announcement, how the conversations have changed with with our customers and other folks that we talked to. And I've almost gone from being like a product manager to a therapist because there's such an emotional response. Um you know, from the marketing perspective, there's real fear there. There's like, oh my God, how you know, it's not just about, you know, delivering ads, it's about how do I control frequency? How do I, how do I measure, you know, success? Because the technology has has grown so much over the years to really give marketers the ability to deliver personalized advertising, good content, right. The consumers um and be able to monitor it and control it so that it's not too too intrusive on the publisher perspective side, we see slightly different response. It's more of a yes, right. You know, we're taking back control and we're going to stop the data leakage, we're going to get the value back for our inventory. Um and that both things are a good thing, but if it's, if it's not managed, it's going to be like ships passing in the night, right? In terms of um of, you know, they're there, them coming together, right, and that's the critical pieces that they have to come together. They have to get closer, you got to cut out a lot of that loom escape in the middle so that they can talk to each other and understand what's the value exchange happening between marketers and publishers and how do we do that without cookies? >>It's a fascinating, I love love your insight there. I think it's so relevant and it's got broader implications because, you know, if you look at how data's impact, some of these big structural changes and re factoring of industries, look at cyber security, you know, no one wants to share their data, but now if they share they get more insight, more machine learning, benefit more ai benefit. So now we have the sharing notion, but that goes against counter the big guys that want to wall garden, they want to hoard all the data and and control that to provide their own personalization. So you have this confluence of, hey, I want to hoard the data and then now I want to share the data. So so christmas summer you're in the, in the wheelhouse, you got original content and there's other providers out there. So is there the sharing model coming with privacy and these kinds of services? Is the open, come back again? How do you guys see this uh confluence of open versus walled gardens, because you need the data to make machine learning good. >>So I'll start uh start off, I mean, listen, I think you have to give credit to the walled gardens have created, I think as we look as publishers, what are we offering to our clients, what are we offering to the buy side? We need to be compelling. We shouldn't just be uh yeah, actually as journalists, I think that there is a case of the importance of funding journalism. Um but ultimately we need to make sure we're meeting the KPI is and the business needs of the buy side. And I think around that it is the sort of three core pillars that its ease of access, its scope of of activation and targeting and finally measurable results. So as I think is us as an individual publishers, so we have, we have multiple publications. So we do have scale. But then in partnership with other publishers perhaps to organizations like pre bid, you know, I think we can, you know, we're trying to address that and I think we can offer something that's compelling um, and transparent in terms of what these results are. But obviously, you know, I want to make sure it's clear transparent terms of results, but obviously where there's privacy in terms of the data and I think the form, you know, I think we've all heard a lot like data clean rooms, a lot of them out there flogging those wears. I think there's something valuable but you know, I think it's the right who is sort of the right partner or partners um and ultimately who allows us to get as close as possible to the buy side. And so that we can share that data for targeting, share it for perhaps for measurement, but obviously all in a privacy compliant >>way summer, what's your take on this? Because you talk about the future of the open internet democratization, the network effect that we're seeing in Vire al Itty and across multiple on the on the channels. Is that pointed out what's happening? That's the distribution now. So um that's almost an open garden model. So it's like um yeah, >>yeah, it's it's um you know, back in the day, you know, um knight ridder who was who was the first group that I that I worked for, um you know, each of those individual properties, um we're not hugely valuable on their own from a digital perspective, but together as a unit, they became valuable, right, and got scale for advertisers. Now we're in a place where, you know, I kind of think that each of those big networks are going to have to come together and work together to compare in size to the, to the world gardens. Um, and yeah, this is something that we've talked about before and an open garden. Um, I think that's the, that's the definitely the right route to take. And I and I agree with chris it's, it's about publishers getting as close to the market. Is it possible working with the tech companies that enable them to do that and doing so in a very privacy centric >>way. So how do we bring the brands and agencies together to get ready for third party cookies? Because there is a therapist moment here of it's gonna be okay. The parachute will open. The future is not gonna be as as grim. Um, it's a real opportunity. But if managed properly, what's your take on this is just more first party data strategy and what's your assessment of this? >>So we collaborated right now with ball grants on how did this still very complex cookie list future. Um, you know what's going to happen in the future? 2, 6 steps that we can take right now and market should take. Um, The first step is to gather intel on what's working on your current campaign, analyzing the data sets across cookie free environment. So you can translate those tactics eventually when the cookies do go away. So we have to look at things like temperature or time analysis. We could look at log level data. We could look at site analytics data. We can look at brand measurement tools and how creative really impacts the campaign success. The second thing we can look at is geo targeting strategies. The geo target strategy has been uh underrated because the granularity and geo data could go down all the way to the local level, even beyond zip code. So for example the census black data and this is especially important for CPG brands. So we're working closely with the client teams to understand not only the online data but the offline data and how we can utilize that in the future. Uh We want to optimize investments around uh markets that are working so strong markets and then test and underperforming markets. The third thing we can look at is contextual. So contextual by itself is cookie free. Uh We could build on small scale usage to test and learn various keywords and content categories based sets. Working closely with partners to find ways to leverage their data to mimic audiences that you are trying to target right now with cookies. Um the 4th 1 is publisher data or publisher targeting. So working with your publishers that you have strong relationships with who can curate similar audiences using their own first party data and conducting RFs to understand the scale and reach against your audience and their future role maps. So work with your top publishers based on historical data to try to recreate your best strategies. The 15 and I think this is very important is first party data, you know, that's going to matter more than ever. In the calculus future brands will need to think about how to access and developed the first party data starting with the consumers seeing a value in exchange for the information. It's a gold mine and understanding of consumer, their intent, the journey um and you need a really great data science team to extract insights out of that data, which will be crucial. So partner with strategic onboarding vendors and vet their ability to accept first party data into a cleaner environment for targeting for modeling for insight. And lastly, the six thing that we can do is begin to inform prospect prospecting by dedicating test budget to start gaining learnings about cookie list 11 place that we can start and it is under invested right now is Safari and Firefox. They have been calculus for quite some time so you can start here and begin testing here. Uh work with your data scientist team to understand the right mix is to to target and start exploring other channels outside of um just programmatic cookies like CTV digital, out of home radio gaming and so forth. So those are the six steps that we're taking right now with our clients to uh prepare and plan for the cookie list future. >>So chris let's go back to you. What's the solution here? Is there one, is there multiple solutions? What's the future look like for a cookie was future? >>Uh I think the one certain answers, they're definitely not just one solution. Um as we all know right now there there seems to be endless solutions, a lot of ideas out there, proposals with the W three C uh work happening within other industry bodies uh you know private companies solutions being offered and you know, it's a little bit of it's enough to make everyone's head spin and to try to track it to understand and understand the impact. And as a publisher were obviously a lot of people are knocking on our door. Uh they're saying, hey our solution is one that is going to bring in lots of money, you know, the all the buy side is going to use it. This is the one like I ma call to spend um, and so expect here and so far is that none of these solutions are I think everyone is still testing and learning no one on the buy side from our, from our knowledge is really committed to one or a few. It's all about a testing stage. I think that, you know, putting aside all that noise, I think what matters the most to us as publisher is actually something summer mentioned before. It's about control. You know, if we're going to work with a again, outside of our sort of, you know, internal identifier work that we're doing is we're going to work with an outside party or outside approach doesn't give us control as a publisher to ensure that it is, we control the data from our users. There isn't that data leakage, it's probably compliant. What information gets shared out there. What is it, what's released within within the bid stream? Uh If it is something that's attached to a somewhat declared user registered user that if that then is not somehow amplified or leverage off on another site in a way that is leveraging bit stream data or fingerprinting and going against. I think that the spirit of what we're trying to do in a post third party cookie world so that those controls are critical and I think they have those controls, his publisher, we have collectively be disciplined in what solutions that we we test out and what we eventually adopt. But even when the adoption point arrives, uh definitely it will not be one. There will be multiple because it's just too many use cases to address >>great, great insight there from, from you guys, news corp summer. Let's get back to you. I want to get your thoughts. You've been in many waves of innovation ups and downs were on a new one. Now we talked about the open internet democratization. Journalism is under a lot of pressure now, but there's now a wave of quality people really leaning in towards fighting misinformation, understanding truth and community and date is at the heart of it. What do you see as the new future for journalists, reward journalism is our ways their path forward. >>So there's uh, there's what I hope is going to happen. Um, and then I'm just gonna ignore what could write. Um, you know, there's there's a trend in market right now, a number of fronts, right? So there are marketers who are leaning into wanting to spend their marketing dollars with quality journalists, focusing on bipac owned and operated, really leaning into into supporting those businesses that have been uh, those publishers that have been ignored for years. I really hope that this trend continues. Um We are leaning into into helping um, marketers curate that supply right? And really, uh, you know, speak with their dollars about the things that that they support. Um, and uh, and and value right in market. So I'm hoping that that trend continues and it's not just sort of like a marketing blip. Um, but we will do everything possible to kind of like encourage that behavior and and give people the information they need to find, you know, truly high quality journalism. >>That's awesome chris Summer. Thanks for coming on and sharing your insight on this panel on the cookie list future. Before we go, just quick summary each of you. If you don't mind just giving a quick sound bite or bumper sticker of what we can expect. If you had to throw a prediction For what's going to happen in the next 24 months Chris We'll start with you. >>Uh it's gonna be quite a ride. I think that's an understatement. Um I think that there, I wouldn't be surprised if if google delays the change to the chrome by a couple of months and and may give the industry some much needed time, but no one knows. I guess. I guess I'm not except for someone somewhere deep within chrome. So I think we all have to operate in a way that changes to happen, changes to happen quickly and it's gonna cover across all facets of the industry, all facets of from advertising, marketing. So just be >>prepared. >>Yeah, along the same lines, be prepared, nobody knows what's going to happen in the future. Uh You know, while dancing in this together. Uh I think um for us it's um planning and preparing and also building on what we've already been working on. Um So omni channel ai um creative and I think clients will uh lean more into those different channels, >>awesome. So we'll pick us home, last word. >>I think we're in the throwing spaghetti against the wall stage. Right, so this is a time of discovery of leaning in trying everything out, Learning and iterating as fast as we possibly >>can. Awesome. And I love the cat in the background over your shoulder. Can't stop staring at your wonderful cat. Thanks for coming on chris, Thanks for coming on. This awesome panel industry breakdown of the cookie conundrum. The recipe for success data ai open. Uh The future is here, it's coming, it's coming fast. I'm john fryer with the cube. Thanks for watching. Mhm. Yeah. Mhm. Mhm. Welcome back to the Quant Cast industry summit on the demise of third party cookies. The cookie conundrum, a recipe for success. We're here peter day. The cto of quad cast and crew T cop car, head of product marketing quad cast. Thanks for coming on talking about the changing advertising landscape. >>Thanks for having us. Thank you for having >>us. So we've been hearing this story out to the big players. Want to keep the data, make that centralized control, all the leverage and then you've got the other end. You got the open internet that still wants to be free and valuable for everyone. Uh what's what are you guys doing to solve this problem? Because cookies go away? What's going to happen there? How do people track things you guys are in this business first question? What is quan cast strategies to adapt to third party cookies going away? What's gonna be, what's gonna be the answer? >>Yeah. So uh very rightly said, john the mission, the Qantas mission is the champion of free and open internet. Uh And with that in mind, our approach to this world without third party cookies is really grounded in three fundamental things. Uh First as industry standards, we think it's really important to participate and to work with organizations who are defining the standards that will guide the future of advertising. So with that in mind, we've been participating >>with I. A. B. >>Tech lab, we've been part of their project Triarc. Uh same thing with pre bid, who's kind of trying to figure out the pipes of identity. Di di di di di pipes of uh of the future. Um And then also is W three C, which is the World Wide Web Consortium. Um And our engineers and our engineering team are participating in their weekly meetings trying to figure out what's happening with the browsers and keeping up with the progress they're on things such as google's block. Um The second uh sort of thing is interoperability, as you've mentioned, there are lots of different uh I. D. Solutions that are emerging. You have you I. D. Two point oh, you have live RAM, you have google's flock. Uh And there will be more, there are more and they will continue to be more. Uh We really think it is important to build a platform that can ingest all of these signals. And so that's what we've done. Uh The reason really is to meet our customers where they are at today. Our customers use multiple different data management platforms, the mps. Um and that's why we support multiple of those. Um This is not going to be much different than that. We have to meet our customers where we are, where they are at. And then finally, of course, which is at the very heart of who contrast is innovation. Uh As you can imagine being able to take all of these multiple signals in including the I. D. S. And the cohorts, but also others like contextual first party um consent is becoming more and more important. Um And then there are many other signals, like time, language geo location. So all of these signals can help us understand user behavior intent and interests um in absence of 3rd party cookies. However, uh there's there's something to note about this. They're very raw, their complex, they're messy all of these different signals. Um They are changing all the time, they're real time. Um And there's incomplete information isolation. Just one of these signals cannot help you build a true and complete picture. So what you really need is a technology like AI and machine learning to really bring all of these signals together, combine them statistically and get an understanding of user behavior intent and interests and then act on it, be it in terms of providing audience insights um or responding to bid requests and and so on and so forth. So those are sort of the three um fundamentals that our approach is grounded in which is industry standards, interoperability and and innovation. Uh and you know, you have peter here, who is who is the expert So you can dive much deeper into >>it. Is T. T. O. You've got to tell us how is this going to actually work? What are you guys doing from a technology standpoint to help with data driven advertising in a third party cookie list world? >>Well, we've been um This is not a shock, you know, I think anyone who's been close to his space has known that the 3rd Party Cookie has been um uh reducing inequality in terms of its pervasiveness and its longevity for many years now. And the kind of death knell is really google chrome making a, making the changes that they're gonna be making. So we've been investing in the space for many years. Um and we've had to make a number of hugely diverse investment. So one of them is in how as a marketer, how do I tell if my marketing still working in the world without >>computers? The >>majority of marketers completely reliant on third party cookies today to tell them if they're if they're marketing is working or not. And so we've had to invest heavily and statistical techniques which are closer to kind of economic trick models that markets are used to things like out of home advertising, It's going to establishing whether they're advertising is working or not in a digital environment actually, >>just as >>often, you know, as is often the case in these kind of times of massive disruption, there's always opportunity to make things better. And we really think that's true. And you know, digital measurement has often mistaken precision for accuracy. And there's a real opportunity to kind of see the wood for the trees if you like. And start to come with better methods of measuring the affections of advertising without third party cookies. And in fact to make countless other investments in areas like contextual modeling and and targeting that third party cookies and and uh, connecting directly to publishers rather than going through this kind of bloom escape that's gonna tied together third party cookies. So if I was to enumerate all the investments we've made, I think we'll be here till midnight but we have to make a number of vestments over a number of years and that level investments only increasing at the moment. >>Peter on that contextual. Can you just double click on that and tell us more? >>Yeah, I mean contextual is unfortunately these things, this is really poorly defined. It can mean everything from a publisher saying, hey, trust us, this dissipated about CVS to what's possible now and has only really been possible the last couple of years, which is to build >>statistical >>models of the entire internet based on the content that people are actually consumed. And this type of technology requires massive data processing capabilities. It's able to take advantage of the latest innovations in there is like natural language processing and really gives um computers are kind of much deeper and richer understanding of the internet, which ultimately makes it possible to kind of organize, organized the Internet in terms of the types of content of pages. So this type of technology has only been possible the last two years and we've been using contextual signals since our inception, it's always been massively predictive in terms of audience behaviours, in terms of where advertising is likely to work. And so we've been very fortunate to keep the investment going um and take advantage of many of these innovations that have happened in academia and in kind of uh in adjacent areas >>on the ai machine learning aspect, that seems to be a great differentiator in this day and age for getting the most out of the data. How is machine learning and ai factoring into your platform? >>I think it's, it's how we've always operated right from our interception when we started as a measurement company, the way that we were giving our customers at the time, we were just publishers, just the publisher side of our business insights into who their audience was, were, was using machine learning techniques. And that's never really changed. The foundation of our platform has always been, has always been machine learning from from before. It was cool. A lot of our kind of, a lot of our core teams have backgrounds in machine learning phds in statistics and machine learning and and that really drives our our decision making. I mean, data is only useful if you can make sense of it and if you can organize it and if you can take action on it and to do that at this kind of scout scale, it's absolutely necessary to use machine learning technology. >>So you mentioned contextual also, you know, in advertising, everyone knows in that world that you've got the contextual behavioural dynamics, the behavior that's kind of generally everyone's believing is happening. The consensus is undeniable is that people are wanting to expect an environment where there's trust, there's truth, but also they want to be locked in. They don't wanna get walled into a walled garden, nobody wants to be in the world, are they want to be free to pop around and visit sites is more horizontal scalability than ever before. Yet, the bigger players are becoming walled garden, vertical platforms. So with future of ai the experience is going to come from this data. So the behavior is out there. How do you get that contextual relevance and provide the horizontal scale that users expect? >>Yeah, I think it's I think it's a really good point and we're definitely this kind of tipping point. We think, in the broader industry, I think, you know, every published right, we're really blessed to work with the biggest publishers in the world, all the way through to my mom's vlog, right? So we get to hear the perspectives of publishers at every scale. I think they consistently tell us the same thing, which is they want to more directly connected consumers, they don't wanna be tied into these walled gardens, which dictate how they must present their content and in some cases what content they're allowed to >>present. >>Um and so our job as a company is to really provide level >>the playing field a little bit, >>provide them the same capabilities they're only used to in the walled gardens, but let's give them more choice in terms of how they structure their content, how they organize their content, how they organize their audiences, but make sure that they can fund that effectively by making their audiences in their environments discoverable by marketers measurable by marketers and connect them as directly as possible to make that kind of ad funded economic model as effective in the open Internet as it is in social. And so a lot of the investments we've made over recent years have been really to kind of realize that vision, which is, it should be as easy for a marketer to be able to understand people on the open internet as it is in social media. It should be as effective for them to reach people in the environment is really high quality content as it is on facebook. And so we invest a lot of a lot of our R and D dollars in making that true. We're now live with the Comcast platform, which does exactly that. And as third party cookies go away, it only um only kind of exaggerated or kind of further emphasizes the need for direct connections between brands and publishers. And so we just wanna build the technology that helps make that true and gives the kind of technology to these marketers and publishers to connect and to deliver great experiences without relying on these kind of walled >>gardens. Yeah, the Director Director, Consumer Director audience is a new trend. You're seeing it everywhere. How do you guys support this new kind of signaling from for for that's happening in this new world? How do you ingest the content and just this consent uh signaling? >>Uh we were really fortunate to have an amazing, amazing R and D. Team and, you know, we've had to do all sorts to make this, you need to realize our vision. This has meant things like, you know, we have crawlers which scan the entire internet at this point, extract the content of the pages and kind of make sense of it and organize it uh, and organize it for publishers so they can understand how their audiences overlap with potential competitors or collaborators. But more importantly, organize it for marketers. So you can understand what kind of high impact opportunities are there for them there. So, you know, we've had to we've had to build a lot of technology. We've had to build analytics engines, which can get answers back in seconds so that marketers and publishers can kind of interact with their own data and make sense of it and present it in a way that's compelling and help them drive their strategy as well as their execution. We've had to invest in areas like consent management because we believe that a free and open internet is absolutely reliant on trust and therefore we spend a lot of our time thinking about how do we make it easy for end users to understand who has access to their data and easy for end users to be able to opt out. And uh and as a result of that, we've now got the world's most widely adopted adopted consent management platform. So it's hard to tackle one of these problems without tackling all of them. Were fortunate enough to have had a large enough R and D budget over the last four or five years, make a number investments, everything from consent and identity through context, your signals through the measurement technologies, which really bring advertisers >>and Publishers places together great insight. Last word for you is what's the what's the customer view here as you bring these new capabilities of the platform, uh what's what are you guys seeing as the highlight uh from a platform perspective? >>So the initial response that we've seen from our customers has been very encouraging, both on the publisher side as well as the marketer side. Um I think, you know, one of the things we hear quite a lot is uh you guys are at least putting forth a solution, an actual solution for us to test Peter mentioned measurement, that really is where we started because you cannot optimize what you cannot measure. Um so that that is where his team has started and we have some measurement very, very uh initial capabilities still in alpha, but they are available in the platform for marketers to test out today. Um so the initial response has been very encouraging. People want to engage with us um of course our, you know, our fundamental value proposition, which is that the Qantas platform was never built to be reliant on on third party data. These stale segments like we operate, we've always operated on real time live data. Um The second thing is, is our premium publisher relationships. We have had the privilege of working like Peter said with some of the um biggest publishers, but we also have a very wide footprint. We have first party tags across um over 100 million plus web and mobile destinations. Um and you know, as you must have heard like that sort of first party footprint is going to come in really handy in a world without third party cookies, we are encouraging all of our customers, publishers and marketers to grow their first party data. Um and so that that's something that's a strong point that customers love about us and and lean into it quite a bit. Um So yeah, the initial response has been great. Of course it doesn't hurt that we've made all these are in the investments. We can talk about consent. Um, and you know, I often say that consent, it sounds simple, but it isn't, there's a lot of technology involved, but there's lots of uh legal work involved as it as well. We have a very strong legal team who has expertise built in. So yeah, very good response. Initially >>democratization. Everyone's a publisher. Everyone's a media company. They have to think about being a platform. You guys provide that. So I congratulate Peter. Thanks for dropping the gems there. Shruti, thanks for sharing the product highlights. Thanks for, for your time. Thank you. Okay, this is the quan cast industry summit on the demise of third party cookies. And what's next? The cookie conundrum. The recipe for success with Kwan Cast. I'm john free with the cube. Thanks for watching. Mm

>>Yeah. Okay. Now we're going to dig deeper into HP es moral and try to better understand how it's going to impact customers. And with me to do that are Robert Christensen is the vice president strategy in the office of the C, T. O. And Kumar Srikanth is the chief technology officer and head of software both, of course, with Hewlett Packard Enterprise. Gentlemen, welcome to the program. Thanks for coming on. >>Good seeing you. Thanks for having us. >>Always. Great. Great to see you guys. So, Esmeralda, kind of a interesting name. Catchy name. But tomorrow, what exactly is H P E s bureau? >>Yeah. It's indeed a catchy name. Our branding team done a fantastic job. I believe it's actually a derivation from Esmeralda. The Spanish for Emerald Berlin. Supposed to have some very mystical powers. Um, and they derived as moral from there, and we all actually, initially that we heard it was interesting. Um, so as well was our effort to take all the software, the platform tools that HB has and provide these modern operating platform to the customers and put it under one brand. It has a modern container platform. It has a persistent stories distribute the date of February. It has been foresight, as many of our customers similar, So it's the think of it as a container platform offering for modernization of the civilization of the customers. >>Yeah, it's an interesting to talk about platform, so it's not a lot of times people think product, but you're positioning it as a platform, so it has a broader implications. >>That's very true. So as the customers are thinking of this civilization, modernization containers and microservices, as you know there has become, has become the stable whole. So it's actually a container orchestration platform. It offers open source proven. It is as well as the persistence always bolted to >>so by the way, s moral, I think emerald in Spain, I think in the culture it also has immunity powers as well. So immunity >>from >>lock in and all those other terrible diseases. Maybe it helps us with covid to rob Robert. When you talk to customers, what problems do you probe for that that is immoral. Can can do a good job solving. >>Yeah, they That's a really great question because a lot of times they don't even know what it is that they're trying to solve for, other than just a very narrow use case. But the idea here is to give them a platform by which they can bridge both the public and private environment for what to do an application development specifically in the data side. So when they're looking to bring Container Ization, which originally got started on the public cloud and has moved its way, I should say, become popular in the public cloud and has moved its way on premises. Now Esmeralda really opens the door to three fundamental things. But how do I maintain an open architecture like you're referring to some low or oh, no lock in of my applications And there were two. How do I gain a data fabric or data consistency of accessing the data so I don't have to rewrite those applications when I do move them around and then, lastly, where everybody is heading down, the real value is in the AI ML initiatives that companies are are really bringing that value of their data and locking the data at where the data is being generated and stored. And so the is moral platform is those multiple pieces that I was talking about stacked together to deliver those solutions for the client. >>So come on, what's the How does it work? What's the sort of I p or the secret sauce behind it all? What makes HP different? >>Continuing our team of medical force around, uh, it's a moral platform for optimizing the data Indians who were close. I think I would say there are three unique characteristics of this platform. Number one is actually provides you both an ability to run stable and stateless were close under the same platform, and number two is as we were thinking about. Unlike analogues, covenant is open source. It actually produce you all open source government as well as an orchestration behind you. So you can actually you can provide this hybrid, um, thing that drivers was talking about. And then actually we built the work flows into it. For example, we're actually announced along with Esmeralda MLS, but on their customers can actually do the work flow management. Our own specifically did the work force. So the magic is if you want to see the secrets of is all the efforts that have been gone into some of the I p acquisitions that HBs the more years we should be. Blue Data bar in the nimble emphasize, all these pieces are coming together and providing a modern digitalization platform for the customers. >>So these pieces, they all have a little bit of a machine intelligence in them. Yeah, People used to think of a I as the sort of separate thing, having the same thing with containers, right? But now it's getting embedded in into the stack. What? What is the role of machine intelligence or machine learning in Edinburgh? >>I would take a step back and say, You know this very well. They're the customer's data amount of data that is being generated, and 95% or 98% of data is machine generated, and it has a serious amount of gravity, and it is sitting at the edge, and we were the only the only one that edge to the cloud data fabric that's built. So the number one is that we are bringing computer or a cloud to the data. They're taking the data to the cloud like if you go, it's a cloud like experience that provides the customer. Yeah, is not much value to us if we don't harness the data. So I said this in one of the blood. Of course, we have gone from collecting the data era to the finding insights into the data so that people have used all sorts of analysis that we are to find data is the new oil to the air and the data. And then now you're applications have to be modernized. And nobody wants to write an obligation in a non microservices fashion because you want to build the modernization. So if you bring these three things, I want to have a data. Gravity have lots of data. I had to build an area applications and I want to have an idea those three things I think we bring together to the customs. >>So, Robert, let's stay on customers from it. I mean, you know, I want to understand the business impact, the business case. I mean, why should all the you know, the cloud developers have all the fun? You mentioned that you're bridging the cloud and on Prem, uh, they talk about when you talk to customers and what they are seeing is the business impact. What's the real drivers for them. >>That's a great question because at the end of the day I think the reason survey that was that cost and performance is still the number one requirement for the real close. Second is agility, the speed of which they want to move. And so those two are the top of mind every time. But the thing we find in as moral, which is so impactful, is that nobody brings together the silicon, the hardware, the platform and all that stacked together work and combined, like as moral does with the platforms that we have and specifically, you know, when we start getting 90 92 93% utilization out of ai ml workloads on very expensive hardware, it really, really is a competitive advantage over a public cloud offering which does not offer those kind of services. And the cost models are so significantly different. So we do that by collapsing the stack. We take out as much intellectual property, give me, um, as much software pieces that are necessary. So we are closest to the silicon closest to the applications bring into the hardware itself, meaning that we can inter leave the applications, meaning that you can get to true multi tendency on a particular platform that allows you to deliver a cost optimized solution. So when you talk about the money side, absolutely. There's just nothing out there and then on the second side, which is agility. Um, one of the things that we know is today is that applications need to be built in pipelines. Right? This is something that has been established now for quite some time now. That's really making its way on premises. And what Kumar was talking about was, how do we modernize? How do we do that? Well, there's going to be something that you want to break into Microservices and containers. There's something you don't now the ones that they're going to do that they're gonna get that speed and motion etcetera out of the gate. And they can put that on premises, which is relatively new these days to the on premises world. So we think both will be the advantage. >>Okay, I want to unpack that a little bit. So the cost is clearly really 90 plus percent utilization. I mean, come on. You know, even even a pre virtualization. We know what it was like even with virtualization, you never really got that high. I mean, people would talk about it, but are you really able to sustain that in real world workloads? >>Yeah, I think when you I think when you when you make your exchangeable currency into small pieces, you can insert them into many areas. And we have one customer was running 18 containers on a single server and each of those containers, as you know, early days of data. You actually modernized what we consider we won containers of micro B. Um, so if you actually build these microservices and you have all anti affinity rules and you have rationing formulas all correctly, you can pack being part of these things extremely violent. We have seen this again. It's not a guarantee. It all depends on your application and your I mean, as an engineer, we want to always understand how this can be that sport. But it is a very modern utilization of the platform with the data and once you know where the data is, and then it becomes very easy to match those >>now. The other piece of the value proposition that I heard Robert is it's basically an integrated stack, so I don't have to cobble together a bunch of open source components. It's there. There's legal implications. There's obviously performance implications that I would imagine that resonates is particularly with the enterprise buyer, because they have the time to do all this integration. >>That's a very good point. So there is an interesting, uh, interesting question that enterprise they want to have an open source, so there is no lock in. But they also need help to implement and deploy and manage it because they don't have expertise. And we all know that Katie has actually brought that AP the past layer standardization. So what we have done is we've given the open source and you write to the covenant is happy, but at the same time orchestration, persistent stories, the data fabric, the ai algorithms, all of them are bolted into it. And on the top of that, it's available both as a licensed software and run on Prem. And the same software runs on the Green Lake so you can actually pay as you go and you don't we run it for them in in a collar or or in their own data center. >>Oh, good. I was one of my latter questions, so I can get this as a service paid by the drink. Essentially, I don't have to install a bunch of stuff on Prem and pay >>a perpetual license container at the service and the service in the last Discover. And now it's gone production. So both MLRS is available. You can run it on friends on the top of Admiral Container platform or you can run inside of the Green Bay. >>Robert, are there any specific use case patterns that you see emerging amongst customers? >>Yeah, absolutely. So there's a couple of them. So we have a really nice relationship that we see with any of the Splunk operators that were out there today. Right? So Splunk containerized their operator. That operator is the number one operator, for example, for Splunk, um, in the i t operation side or notifications as well as on the security operation side. So we found that that runs highly effective on top of his moral on top of our platforms that we just talked about what, uh, Kumar just talked about, but I want to also give a little bit of backgrounds to that same operator platform. The way that the Admiral platform has done is that we've been able to make highly active, active with a check availability at 95 nines for that same spark operator on premises on the kubernetes open source, which is, as far as I'm concerned. Very, very high end computer science work. You understand how difficult that is? Uh, that's number one. Number two, you'll see spark just a spark. Workloads as a whole. All right. Nobody handles spark workloads like we do. So we put a container around them, and we put them inside the pipeline of moving people through that basic, uh uh, ml ai pipeline of getting a model through its system through its train and then actually deployed to our MLS pipeline. This is a key fundamental for delivering value in the data space as well. And then, lastly, this is This is really important. When you think about the data fabric that we offer, um, the data fabric itself, it doesn't necessarily have to be bolted with the container platform to container at the actual data. Fabric itself can be deployed underneath a number of our for competitive platforms who don't handle data. Well, we know that we know that they don't handle it very well at all. And we get lots and lots of calls for people say, Hey, can you take your as Merrill data for every and solve my large scale, highly challenging data problems, we say yes. And then when you're ready for a real world full time but enterprise already, container platform would be happy to privilege. >>So you're saying if I'm inferring correctly, you're one of the values? Is your simplifying that whole data pipeline and the whole data science science project? Unintended, I guess. >>Okay, >>that's so so >>absolutely So where does the customer start? I mean, what what are the engagements like? Um, what's the starting point? >>It's being is probably one of the most trusted enterprise supplier for many, many years, and we have a phenomenal workforce of the both. The PowerPoint next is one of the leading world leading support organization. There are many places to start with. The right one is Obviously all these services are available on the green leg as we just start apart and they can start on a pay as you go basis. We have many customers that. Actually, some of the grandfather from the early days of pleaded and map are and they're already running, and they actually improvised on when, as they move into their next generation modernization, um, you can start with simple as metal container platform with persist with the story compared to this operation and can implement as as little as $10 and to start working. Um, and finally, there is a a big company like HP E. As an enterprise company defined next services. It's very easy for the customers to be able to get that support on the day to operation. >>Thank you for watching everybody's day volonte for the Cube. Keep it right there for more great content from Esmeralda. >>A mhm, okay.

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. Yeah, hello, everyone, and welcome back to the Cubes Walter Wall coverage of AWS reinvent 2020. We've gone virtual along with reinvent and we heard in Andy Jassy is hours long. Keynote a number of new innovations in the area of storage. And with me to talk about that is Milan Thompson Bukovec. She's the vice president of Block and Object Storage and AWS. That's everything. Elastic block storage s three Glacier, the whole portfolio Milon. Thanks for coming on. >>Great to see you. >>Great to see you too. So you heard Andy. We all heard Andy talk a lot about reinventing different parts of the platform, reinventing industries and a really kind of exciting and visionary put talk that he put forth. Let's >>talk >>about storage, though. How is storage reinventing itself? >>Well, as you know, cloud storage was essentially invented by a W s a number of years ago. And whether that's in 2000 and six, when US three was launched, or 2000 and eight when CBS was launched and we first came up with this model of pay as you go for durable, attached storage. Too easy to instances. And so we haven't stopped and we haven't slowed down. If anything, we've picked up the rate of reinvention that we've done across the portfolio for storage. I think, as Andy called out, speed matters. And it matters for how customers air thinking about how do they pivot and move to the cloud as quickly as they can, particularly this year. And it matters a lot in storage as well, because the changing access patterns of what customers air doing with their new cloud applications, you know they're they're transforming their businesses and their applications, and they need a modern storage platform underneath it. And that's what you have with AWS Storage. And he talked about some of the key releases, particularly in block storage. It's actually kind of amazing. What's what's been done with CBS is here. We launched GP three GP two was the previous generation general purpose volume type. We launched that in 2000 and 14 again thief, first type of general purpose volume that had this great combination of simplicity and price, and just about everybody uses it for a boot or often a data volume. And with GP three, which was available yesterday with Andy's announcement, we added four times peak throughput on top of GP two, and it's a 20% lower storage price per gigabyte per month. And we took the feedback. The number one feedback we got on GP to which was how can I separate buying throughput and I ops from storage capacity? And that is really important. That goes back to the promise of the cloud. And it goes back to being able to pick what aspect do you want to scale your storage on? And so, with GP three, you could buy a certain amount of capacity. And if you're good with that capacity, but you need more throughput, more eye ops, you can buy those independently. And that is that fine grained customization for those changing data patterns that I just talked about. And it's available for GP three today. >>Yeah, that was I looked at that, like my life is a knob that you could turn Okay, juice my eye ops. And don't touch my capacity. I'm happy there. I don't wanna pay for more of it. >>And thio add to that it's a knob you could turn if you need it. We have more throughput, more eye ops as a baseline capacity for your storage capacity than we did for GP to. But then you can tune it based on whatever you need, not just now, but in the future. >>So so given the pandemic, I mean, how has that affected E? Everybody is talking about going to the cloud, because where else you gonna go? But But how has that affected what customers are doing this year, and does it change your roadmap at all? Does it change your thinking? >>Well, I have to say, there's two main things that we've seen. One is it's really accelerated customers thinking about getting off of on premises and into the club. It's done that because nobody really wants to manage the data center. And if there's ever a year you don't want to manage the data center, it's 2020 and it's because, particularly with storage appliances, it takes a long time to acquire. Let's just take storage area networks or sense super expensive. You get a fixed amount of capacity you have to acquire. It takes months to come in you gotta rack and stack. Then you gotta change all your networking and maintain it. Ah, lot of customers don't want to do that. And so what it's done for us is it's really, uh, you know, accelerated our thinking and you saw yesterday and Andy's keynote as well. Of how do we build the first san in the cloud? And we launched Io two. In August of this year, we introduced the first nines of durability, again reinventing how people think about durability and their block storage. But just this week we now have a Iot to block Express with 2 56 K ai ops, four K megabytes of throughput in 64 terabytes of capacity, that sand level performance. And it's available for preview because I 02 is going to be your son in the cloud. And that is a direct correlation to what we hear from customers, which is how can I get away from these expensive on premises purchases like Sands and combine the performance with the elasticity that I need? So that's the first thing. How can we accelerate getting off of these very rigid procurement cycles that we have and having to manage a data center. It's not just for EBS, its for S. Trias. Well, the second thing we're hearing from customers is how can I have the agility? So you talk to customers as well. He talked to CEOs and C. T. O s. It's been a crazy year in 2020. It was one thing that a company has to do its pivot. It's really figure out. How are you going to adjust and adjust quickly? And so we have customers like Ontario Telehealth Network up in Canada, where they went from 8000 to 30,000 users because they're doing virtual health for Ontario. And we have other customers who, you know, that's a pivot. That's an increase. And we have other customers, like APS Flyer, where their goal is to just save money without changing their application. And they also did a pivot. They used the intelligence hearing storage class, which is the most popular storage class, as three offers for data lakes, and they were able to make that change save 18% on their storage cost, no change of their application, just using the capabilities of AWS. And so his ability to pivot helped you know really make us think and accelerate what we're building as well. And so one of the things that we launched just recently for intelligent hearing is we added two new archival tears to intelligent hearing. And those are archival tears, you know, just like intelligence hearing automatically watches every object industry storage and your data lake and gives you dynamic pricing based on if it's frequently accessed in a month or inflict infrequently accessed, you can turn on archival tear. And if your object your pork a file, for example, isn't access or your backup isn't access for 90 days, intelligence hearing will automatically move it to glacier characteristics of archival or too deep archive and give you the same price. A dollar, a terabyte per month. If your data is an access to 180 days, it's done automatically, and it means you save up to 90% 95% and cost on that storage. And so, if you if you think about those two trends, how can I get away from getting locked into those on premises Hardware cycles? How can I get away from it faster for sands and other hardware appliances and then the other trend is how can I pivot and use the innovation and the reinvention in our storage services to just save money and be more agile in these changing conditions? >>So I gotta ask you follow up question on staying in the cloud, because when you think of sand, you think of switches. You think of complexity, but I get that you're connecting to the performance of a sand. But you guys are all about simplicity. So how did you What's behind there? Can you take us under the covers? Just you guys build your own little storage network because it's cloud. It's gotta be fast and simple. >>That's right. When we're thinking about performance and cost, we go down to the metal for this stuff. We think about Unicosta a very fine grained level, and when we're building new technology that we know is gonna be the foundation for everything we're doing for that high performance, we went down to the protocol level. We're using something called Us RD. It's all rolled up under the hood for Block Express, and it's the foundation of that super super high performance. As you know, there's a lot of engineering behind the scenes in the cloud and for for what we've done this year, as part of that reinvention we've reinvented all the way down to the protocol way. >>Let me ask you that the two things that come up in our survey when you talk to CEOs, they say two priorities. Security is actually second cloud migration actually popped up to the top. So where does storage fit in that whole notion about cloud migration, >>Storage eyes, usually where a lot of people start, you know, Luckily, with a W s, you don't have to choose between security or cloud of migration. Security is job one for every AWS service. And so when customers air thinking about how do I move an application, they gotta move the data first. And so they start from the from the data. What storage do I use? What is the best fit for the storage and how do I best secure that's storage? And so the innovation that we dio on storage always comes with that. That combination of, you know, migration, the set of tools that we provide for getting data from on premises into the cloud. We have tools like aws data sync which do a great job of this on. Then we also look at things like how do we continue to take the profile of security forward? And one example of that is something we launched just this week called Bucket keys s three bucket keys. And it drops the cost of using kms for service side encryption with us three by over 90%. And the way it does it is that we've integrated those two services super closely together so that you can minimize the amount of costs that you make for very, very frequent request. Because in data lakes you have millions and billions of objects and our goal is to make security so cost effective people don't even think about it. That also goes for other parts of the platform. We have guard duty for us three now, and what that does is security anomaly detection automatically to track your access patterns across as three and flag when something is not quite what it should be. And so this idea of like how do I not only get my data into the cloud? But then how do I take advantage of the breath of the storage portfolio, but also the breath of the AWS services to really maximize that security profile as well as the access patterns that I want from my application. >>Well, my way hit the major announcements and unfortunately, out of time. But I really would love to have you back and go deeper and have you share your vision of what the cloud storage piece looks like going forward. Thanks so much for coming in. The Cube is great to have you. >>Great to be here. Thanks, Dave. CIA. >>See you later and keep it right, everybody. You're watching the cubes. Coverage of aws reinvent 2020 right back.

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel, AWS and our community partners. >>Welcome to the cubes coverage of AWS reinvent 2020. The digital version I'm Lisa Martin and I have a couple of Cuba alumni joining me from Wien. We've got Danny Allen. It's C T O and S VP of product strategy And Dave Russell, VP of Enterprise Strategy, is here as well. Danny and a Welcome back to the Cube. >>Hi, Lisa. Great to be here. >>Hey, Lisa. Great to be here. Love talking with this audience >>It and thankfully, because of technologies like this in the zoom, were still able to engage with that audience, even though we would all be gearing up to be Go spending five days in Vegas with what 47,000 of our closest friends across, you know, and walking a lot. But I wanted Thio. Danny, start with you and you guys had them on virtually this summer. That's an event known for its energy. Talk to me about some of the things that you guys announced there. And how are your customers doing with this rapid change toe? work from home and this massive amount of uncertainty. >>Well, certainly no one would have predicted this the beginning of the year. There has been such transformation. There was a statement made earlier this year that we've gone through two years of transformation in just two months, and I would say that is definitely true. If you look both internally and bean our workforce, we have 4400 employees all of a sudden, 3000 of them that had been going into the office or working from home. And that is true of our customer base as well. There's a lot of remote, uh, remote employ, mental remote working, and so that has. You would think it would have impact on the digital systems. But what it's done is it's accelerated the transformation that organizations were going through, and that's been good in a number of different aspects. One certainly cloud adoption of clouds picked up things like Microsoft teams and collaboration software is certainly picked up, so it's certainly been a challenging year on many fronts. But on the on the other hand, it's also been very beneficial for us as well. >>Yeah, I've talked to so many folks in the last few months. There's silver linings everywhere. There's opportunity everywhere. But give our audience standing an overview of who them is, what you do and how you help customers secure their data. >>Sure, so VM has been in the backup businesses. What I'll say We started right around when virtualization was taking off a little before AWS and you see two left computing services on DWI would do back up a virtual environments. You know, over the last decade, we have grown into a $1 billion company doing backup solutions that enable cloud data management. What do you mean by that? Is we do backup of all kinds of different infrastructures, from virtual to cloud based Assad's based to physical systems, You name it. And then when we ingest that data, what we do is we begin to manage it. So an example of this is we have 400,000 customers, they're going back up on premises. And one of the things that we've seen this year is this massive push of that backup data into S three into the public cloud and s. So this is something that we help our customers with as they go through this transformation. >>And so you've got a team for a ws Cloud native solution. Talk to me a little bit about that. And how does that allow business is to get that centralized view of virtual physical SAS applications? >>Yeah, I think it all starts with architecture er and fundamentally beams, architectures. ER is based upon having a portable data format that self describing. So what >>does >>that mean? That means it reduces the friction from moving data that might have been born on premises to later being Stan Shih ated in, say, the AWS cloud. Or you can also imagine now new workloads being born in the cloud, especially towards the middle and end of this year. A lot of us we couldn't get into our data center. We had to do everything remotely. So we had to try to keep those lights on operationally. But we also had to begin to lift and shift and accelerate your point about silver linings. You know, if there is a silver lining, the very prepared really benefited. And I think those that were maybe a little more laggards they caught up pretty quickly. >>Well, that's good to hear stick big sticking with you. I'd love to get your perspectives on I t challenges in the last nine months in particular, what things have changed, what remains the same. And where is back up as a priority for the the I T folks and really the business folks, too? >>Yeah, I almost want to start with that last piece. Where? Where's backup? So back up? Obviously well understood as a concept, it's well funded. I mean, almost everybody in their right mind has a backup product, especially for critical data. But yet that all sounds very much the same. What's very, very different, though? Where are those workloads? Where do they need to be going forward? What are the service level agreements? Meaning that access times required for those workloads? And while we're arguably transitioning from certain types of applications to new applications, the vast majority of us are dead in the middle of that. So we've got to be able to embrace the new while also anchoring back to the past. >>Yeah, I'm not so easily sudden, done professionally or personally, Danny, I'd love to get your perspective on how your customer conversations have changed. You know, we're executives like you, both of you are so used to getting on planes and flying around and being able Thio, engage with your customers, especially events like Vermont, and reinvent What's the change been like? And from a business perspective, are you having more conversations at that business? Little as the end of the day. If you can't recover the data, that's the whole point, right? >>Yeah, it is. I would say the conversations really have four sentiments to them. The first is always starts with the pandemic and the impact of the pandemic on the business. The second from there is it talks about resource. We talked about resource management. That's resource management, both from a cost perspective. Customers trying to shift the costs from Capex models typically on premises into Op X cloud consumption models and also resource management as well. There's the shift from customers who are used to doing business one way, and they're trying to shift the resources to make it effective in a new and better way. I'd say the third conversation actually pivots from there to things like security and governance. One of the interesting things this year we've seen a lot of is ransomware and malware and attacks, especially because the attack surface has increased with people working from home. There is more opportunity for organizations to be challenged, and then, lastly, always pivots where it ends up his digital transformation. How do I get from where I used to be to where I want to be? >>Yeah, the ransomware increase has been quite substantial. I've seen a number of big. Of course you never want to be. The brand garment was head Carnival Cruise Line. I think canon cameras as well and you're talking about you know you're right, Danny. The attacks are toe surfaces, expanding. Um, you know, with unprotected cloud databases. I think that was the Facebook Tic Tac Instagram pack. And so it's and also is getting more personal, which we have more people from home, more distractions. And that's a big challenge that organizations need to be prepared for, because, really, it's not a matter of are we going to get a hit? But it's It's when, and we need to make sure that we have that resiliency. They've talked to us about how them enables customers toe have that resiliency. >>Yeah, you know, it's a multilayered approach like you know, any good defensive mechanism. It's not one thing it's trying to do all of the right things in advance, meaning passwords and perimeter security and, ideally, virtual private networks. But to your point, some of those things can fail, especially as we're all working remotely, and there's more dependence on now. Suddenly, perhaps not so. I t sophisticated people, too. Now do the right things on a daily basis and your point about how personal is getting. If we're all getting emails about, click on this for helpful information on the pandemic, you know there's the likelihood of this goes up. So in addition to try and do good things ahead of time, we've got some early warning detection capabilities. We can alert that something looks suspicious or a novelist, and bare bears out better investigation to confirm that. But ultimately, the couple of things that we do, they're very interesting and unique to beam are we can lock down copy of the backup data so that even internal employees, even somewhat at Amazon, can't go. If it's marked immutable and destroy it, remove it, alter it in any way before it's due to be modified or deleted, erased in any way. But one of the ones I'm most excited about is we can actually recover from an old backup and now introduce updated virus signatures to ensure we don't reintroduced Day zero threats into production environment. >>Is it across all workloads, physical virtual things like, you know, Microsoft or 65 slack talked about those collaboration tools that immune ability, >>so immune ability. We're expanding out into multiple platforms today. We've got it on on premises object storage through a variety of different partners. Actually, a couple dozen different partners now, and we have something very unique with AWS s three object lock that we you can really lock down that data and ensure that can't be compromised. >>That's excellent, Danny, over to you in terms of cloud adoption, you both talked about this acceleration of digital business transformation that we've all seen. I think everyone has whiplash from that and that this adoption of cloud has increased. We've seen a lot of that is being a facilitator like, are you working with clients who are sort of, you know, maybe Dave at that point you talked about in the beginning, like kind of on that on that. Bring in the beginning and we've got to transform. We've got to go to the cloud. How do you kind of help? Maybe facilitate their adoption of public health services like AWS with the technologies that the off first? >>Yeah, I'd say it's really two things everyone wants to say, Hey, we're disrupting the market. We're changing everything about the world around us. You should come with us. Being actually is a very different approach to this one is we provide stability through the disruption around you. So as your business is changing and evolving and you're going through digital transformation, we can give you the stability through that and not only the stability through that change, but we can help in that change. And what I mean by that is if you have a customer who's been on premises and running the workloads on premises for a long while, and maybe they've been sending their backups and deaths three and flagging that impute ability. But maybe now they want to actually migrate the workloads into E. C to weaken. Do that. It's a It's a three step three clicks and workflow to hit a button and say send it up into Easy to. And then once it's in AWS, we can protect the workload when it's there. So we don't just give the stability in this changing environment around us. But we actually help customers go through that transformation and help them move the workloads to the most appropriate business location for them. >>And how does that Danny contending with you from a cost optimization perspective? Of course, we always talk about cost as a factor. Um, I'm going to the cloud. How does that a facilitator of, like, being able to move some of those workloads like attitude that you talked about? Is that a facilitator of cost optimization? Lower tco? I would imagine at some point Yes, >>Yes, it is. So I have this saying the cloud is not a charity right there later in margin, and often people don't understand necessarily what it's going to cost them. So one of the fundamental things that we've had in being back up for a W s since the very beginning since version one is we give cost forecasting and it's not just a rudimentary cost forecasting. We look at the storage we looked compute. We looked at the networking. We look at what all of the different factors that go into a policy, and we will tell them in advance what it's going to cost. That way you don't end up in a position where you're paying a lot more than you expected to pay. And so giving that transparency, giving the the visibility into what the costs of the cloud migration and adoption are going to be is a critical motivator for customers actually to use our software. >>Awesome. And Dave, I'm curious if we look at some of the things trends wise that have gone on, what are you seeing? I t folks in terms of work from home, the remote workers, but I am imagine they're getting their hands on this. But do you expect that a good amount of certain types of folks from industries won't go back into the office because I ts realizing, like more cost optimization? Zor Hey, we don't need to be on site because we can leverage cloud capabilities. >>Yeah, I think it works, actually, in both directions least, I think we'll see employees continue to work remotely, so the notion of skyscrapers being filled with tens of thousands of people, you know, knowledge workers, as they were once called back in the day. That may not come to pass at least any time soon. But conversely to your point everybody getting back into the data center, you know, from a business perspective, the vast majorities of CEO so they don't wanna be in the real estate business. They don't wanna be in the brick and mortar and the power cooling the facilities business. So >>that was >>a trend that was already directionally happening. And just as an accelerant, I think 2000 and 20 and probably 2021 at least the first half just continues that trend. >>Yeah, Silicon Valley is a bit lonely. The freeways there certainly emptier, which is one thing. But it is. It's one of those things that you think you could be now granted folks that worked from home regardless of the functions they were in before. It's not the same. I think we all know that it's not the same working from home during a pandemic when there's just so much more going on. But at the same time, I think businesses are realizing where they can actually get more cost optimization. Since you point not wanting to manage real estate, big data centers, things like that, that may be a ah, positive spin on what this situation has demonstrated. Daddy Last question to you. I always loved it to hear about successful customers. Talk to me about one of your favorite reference customers that really just articulates beams value, especially in this time of helping customers with so many pivots. >>Well, the whole concept of digital transformation is clearly coming to the forefront with the pandemic. And so one of my favorite customers, for example, ducks unlimited up in Canada. They have i ot sensors where they're collecting data about about climate information. They put it into a repository and they keep it for 60 years. Why 60 years? Because who knows? Over the next 60 years, when these sensors in the data they're collecting may be able to solve problems like climate change. But if you >>look at it >>a broader sense, take that same concept of collection of data. I think we're in a fantastic period right now where things like Callum medicine. Um, in the past, >>it was >>kind of in a slow roll remote education and training was on kind of a slow roll. Climate change. Slow roll. Um, but now the pandemics accelerating. Ah, lot of that. Another customer, Royal Dutch Shell, for example. Traditionally in the oil and petrochemical industry, their now taking the data that they have, they're going through this transformation faster than ever before and saying, How do I move to sustainable energy? And so a lot of people look at 2020 and say, I want how does this year? Or, you know, this is not the transformation I want. I actually take the reverse of that. The customers that we have right now are taking the data sets that they have, and they're actually optimizing for a more sustainable future, a better future for us and for our Children. And I think that's a fantastic thing, and being obviously helps in that transformation. >>That's excellent. And I agree with you, Danny, you know, the necessity is the mother of invention. And sometimes when all of these challenges air exposed, it's hard right away to see what are the what are the positives right? What are the opportunities? But from a business perspective is you guys were talking about the beginning of our segment, you know, in the beginning was keeping the lights on. Well, now we've got to get from keeping the lights on, too. Surviving to pivoting well to thriving. So that hopefully 2021 this is good as everybody hopes it's going to be. Right, Dave? >>Yeah, absolutely. It's all data driven and you're right. We have to move from keep the lights up on going the operational aspect to growing the business in new ways and ideally transforming the business in new ways. And you can see we hit on digital transformation a number of times. Why? Because its data driven, Why do we intercept that with being well? Because if it's important to you, it's probably backed up and held for long term safekeeping. So we want to be able to better leverage the data like Danny mentioned with Ducks Unlimited. >>And of course, as we know, data volumes are only growing. So next time you're on day, you have to play us out with one of your guitars. Deal >>definitely, definitely will. >>Excellent for Dave Russell and Danny Allen. I'm Lisa Martin. Guys, thank you so much for joining. You're watching the Cube

>>from around the globe. It's the Cube with coverage of Yukon and Cloud. Native Con North America. 2020. Virtual Brought to You by Red Hat, The Cloud, Native Computing Foundation and Ecosystem Partners Welcome back to the Cube. Virtual coverage of KUB Con Cloud native 2020. It's virtual this year. We're not face to face. Were normally in person where we have great interviews. Everyone's kind of jamming in the hallways, having a good time talking tech, identifying the new projects and knew where So we're not. There were remote. I'm John for your host. We've got two great gas, both Cuba alumni's Chris. And is it chief technology officer of the C and C F Chris, Welcome back. Great to see you. Thanks for coming on. Appreciate it. >>Awesome. Glad to be here. >>And, of course, another Cube alumni who is in studio. But we haven't had him at a Show Jr store meant executive director of the Fin Ops Foundation. And that's the purpose of this session. A interesting data point we're going to dig into how cloud has been enabling Mawr communities, more networks of practitioners who are still working together, and it's also a success point Chris on the C N C F vision, which has been playing out beautifully. So we're looking forward to digging. Jr. Thanks for coming on. Great to see you. >>Yeah, great to be here. Thanks, John. >>So, first of all, I want to get the facts out there. I think this is really important story that people should pay attention to the Finn Ops Foundation. That J. R. That you're running is really an interesting success point because it's it's not the c n c f. Okay. It's a practitioner that builds on cloud. Your experience in community you had is doing specific things that they're I won't say narrow but specific toe a certain fintech things. But it's really about the success of Cloud. Can you explain and and layout for take a minute to explain What is the fin Ops foundation and has it relate to see NCF? >>Yeah, definitely. So you know, if you think about this, the shift that we've had to companies deploying primarily in cloud, whether it be containers a ciencia focuses on or traditional infrastructure. The thing that typically people focus on right is the technology and innovation and speed to market in all those areas. But invariably companies hit this. We'd like to call the spend panic moment where they realize they're They're initially spending much more than they expected. But more importantly, they don't really have the processes in place or the people or the tools to do things like fully, you know, understand where their costs are going to look at how to optimize those to operate that in their organizations. And so the foundation pinups foundation eyes really focused on, uh, the people in practitioners who are in organizations doing cloud financial management, which is, you know, being those who drive this accountability of this variable spin model that's existed. So we were partnering very closely with, uh, see NCF. And we're now actually part of the Linux Foundation as of a few months ago, Uh, and you know, just to kind of put into context how that you kind of Iraq together, whereas, you know, CNC s very focused on open source coordinative projects, you know, For example, Spotify just launched their backstage cloud called Management Tool into CFCF Spotify folks, in our end, are working on the best practices around the cloud financial management that standards to go along with that. So we're there to help, you know, define this sort of cultural transformation, which is a shift to now. Engineers happen to think about costs as they never did before. On finance, people happen to partner with technology teams at the speed of cloud, and, you know executives happen to make trade off decisions and really change the way that they operate the business. With this variable page ago, engineers have all the access to spend the money in Cloud Model. >>Hey, blank check for engineers who doesn't like that rain that in its like shift left for security. And now you've got to deal with the financial Finn ops. It's really important. It's super point, Chris. In all seriousness. Putting kidding aside, this is exactly the kind of thing you see with open sores. You're seeing things like shift left, where you wanna have security baked in. You know what Jr is done in a fabulous job with his community now part of Linux Foundation scaling up, there's important things to nail down that is specific to that domain that are related to cloud. What's your thoughts on this? Because you're seeing it play out. >>Yeah, no, I mean, you know, I talked to a lot of our end user members and companies that have been adopting Cloud Native and I have lots of friends that run, you know, cloud infrastructure at companies. And Justus Jr said, You know, eventually there's been a lot of success and cognitive and want to start using a lot of things. Your bills are a little bit more higher than you expect. You actually have trouble figuring out, you know, kind of who's using what because, you know, let's be honest. A lot of the clouds have built amazing services. But let's say the financial management and cost management accounting tools charge back is not really built in well. And so I kind of noticed this this issue where it's like, great everyone's using all these services. Everything is great, But costs are a little bit confusing, hard to manage and, you know, you know, scientifically, you know, I ran into, you know, Jr and his community out there because my community was having a need of like, you know, there's just not good tools, standards, no practices out there. And, you know, the Finau Foundation was working on these kind of great things. So we started definitely found a way to kind of work together and be under the same umbrella foundation, you know, under the under Linux Foundation. In my personal opinion, I see more and more standards and tools to be created in this space. You know, there's, you know, very few specifications or standards and trying to get cost, you know, data out of different clouds and tools out there, I predict, Ah, lot more work is going to be done. Um, in this space, whether it's done and defendants foundation itself, CNC f, I think will probably be, uh, collaboration amongst communities. Can I truly figure this out? So, uh, engineers have any easier understanding of, you know, if I spent up the service or experiment? How much is this actually going to potentially impact the cost of things and and for a while, You know, uh, engineers just don't think about this. When I was at Twitter, we spot up services all time without really care about cost on, and that's happening a lot of small companies now, which don't necessarily have as a big bucket. So I'm excited about the space. I think you're gonna see a huge amount of focus on cloud financial management drops in the near future. >>Chris, thanks for that great insight. I think you've got a great perspective. You know, in some cases, it's a fast and loose environment. Like Twitter. You mentioned you've got kind of a blank check and the rocket ships going. But, Jr, this brings up to kind of points. This kind of like the whole code side of it. The software piece where people are building code, but also this the human error. I mean, we were playing with clubs, so we have a big media cloud and Amazon and we left there. One of the buckets open on the switches and elemental. We're getting charged. Massive amounts for us cash were like, Wait a minute, not even using this thing. We used it once, and it left it open. It was like the water was flowing through the pipes and charging us. So you know, this human error is throwing the wrong switch. I mean, it was simply one configuration error, in some cases, just more about planning and thinking about prototypes. >>Yeah. I mean, so take what your experience there. Waas and multiply by 1000 development teams in a big organization who all have access to cloud. And then, you know, it's it's and this isn't really about a set of new technologies. It's about a new set of processes and a cultural change, as Chris mentioned, you know, engineers now thinking about cost and this being a whole new efficiency metric for them to manage, right? You know, finance teams now see this world where it's like tomorrow. The cost could go three x the next day they could go down. You've got, you know, things spending up by the second. So there's a whole set of cross functional, and that's the majority of the work that are members do is really around. How do we get these cross functional teams working together? How do we get you know, each team up leveled on what they need, understand with cloud? Because not only is it, you know, highly variable, but it's highly decentralized now, and we're seeing, you know, cloud hit. These sort of material spend levels where you know, the big, big cloud spenders out there spending, you know, high nine figures in some cases you know, in cloud and it's this material for their for their businesses. >>And let's just let's be honest. Here is like Clouds, for the most part, don't really have a huge incentive in offering limits and so on. It's just, you know, like, hey, the more usage that the better And hopefully getting a group of practitioners in real figures. Well, holy put pressure to build better tools and services in this area. I think actually it is happening. I think Jared could correct me if wrong. I think AWS recently announced a feature where I think it's finally like quotas, you know, enabled, you know, you have introducing quotas now for and building limits at some level, which, you know, I think it's 2020 Thank you know, >>just to push back a little bit in support of our friends, you ask Google this company, you know, for a long time doing this work, we were worried that the cloud would be like, What are you doing? Are you trying to get our trying to minimize commitments and you know the dirty secret of this type of work? And I were just talking a bunch of practitioners today is that cloud spend never really goes down. When you do this work, you actually end up spending more because you know you're more comfortable with the efficiency that you're getting, and your CEO is like, let's move more workloads over. But let's accelerate. Let's let's do Maurin Cloud goes out more data centers. And so the cloud providers air actually largely incentivized to say, Yeah, we want people to be officially don't understand this And so it's been a great collaboration with those companies. As you said, you know, aws, Google, that you're certainly really focused in this area and ship more features and more data for you. It's >>really about getting smart. I mean, you know, they no, >>you could >>do it. I mean, remember the old browser days you could switch the default search engine through 10 menus. You could certainly find the way if you really wanted to dig in and make policy a simple abstraction layer feature, which is really a no brainer thing. So I think getting smarter is the right message. I want to get into the synergy Chris, between this this trend, because I think this points to, um kind of what actually happened here if you look at it at least from my perspective and correct me if I'm wrong. But you had jr had a community of practitioners who was sharing information. Sounds like open source. They're talking and sharing, you know? Hey, don't throw that switch. Do This is the best practice. Um, that's what open communities do. But now you're getting into software. You have to embed cost management into everything, just like security I mentioned earlier. So this trend, I think if you kind of connect the dots is gonna happen in other areas on this is really the synergy. Um, I getting that right with CNC >>f eso The way I see it is, and I dream of a future where developers, as they develop software, will be able to have some insight almost immediately off how much potential, you know, cost or impact. They'll have, you know, on maybe a new service or spinning up or potentially earlier in the development cycle saying, Hey, maybe you're not doing this in a way that is efficient. Maybe you something else. Just having that feedback loop. Ah lot. You know, closer to Deb time than you know a couple weeks out. Something crazy happens all of a sudden you notice, You know, based on you know, your phase or financial folks reaching out to you saying, Hey, what's going on here? This is a little bit insane. So I think what we'll see is, as you know, practitioners and you know, Jr spinoffs, foundation community, you know, get together share practices. A lot of them, you know, just as we saw on sense. Yeah, kind of build their own tools, models, abstractions. And, you know, they're starting to share these things. And once you start sharing these things, you end up with a you know, a dozen tools. Eventually, you know, sharing, you know, knowledge sharing, code sharing, you know, specifications. Sharing happens Eventually, things kind of, you know, become de facto tools and standards. And I think we'll see that, you know, transition in the thin ops community over the next 12 to 4 months. You know, very soon in my thing. I think that's kind of where I see things going, >>Jr. This really kind of also puts a riel, you know, spotlight and illustrates the whole developer. First cliche. I mean, it's really not a cliche. It's It's happening. Developers first, when you start getting into the calculations of our oi, which is the number one C level question is Hey, what's the are aware of this problem Project or I won't say cover your ass. But I mean, if someone kind of does a project that it breaks the bank or causes a, you know, financial problem, you know, someone gets pulled out to the back would shed. So, you know, here you're you're balancing both ends of the spectrum, you know, risk management on one side, and you've got return on investment on the other. Is that coming out from the conversation where you guys just in the early stages, I could almost imagine that this is a beautiful tailwind for you? These thes trends, >>Yeah. I mean, if you think about the work that we're doing in our practice you're doing, it's not about saving money. It's about making money because you actually want empower those engineers to be the innovation engines in the organization to deliver faster to ship faster. At the same time, they now can have, you know, tangible financial roo impacts on the business. So it's a new up leveling skill for them. But then it's also, I think, to Christmas point of, you know, people seeing this stuff more quickly. You know what the model looks like when it's really great is that engineers get near real time visibility into the impact of their change is on the business, and they can start to have conversations with the business or with their finance partners about Okay, you know, if you want me to move fast, I could move fast, But it's gonna cost this if you want me to optimize the cost. I could do that or I can optimize performance. And there's actually, you know, deeper are like conversation the candidate up. >>Now I know a lot of people who watch the Cube always share with me privately and Chris, you got great vision on this. We talked many times about it. We're learning a lot, and the developers are on the front lines and, you know, a lot of them don't have MBAs and, you know they're not in the business, but they can learn quick. If you can code, you can learn business. So, you know, I want you to take a minute Jr and share some, um, educational knowledge to developers were out there who have to sit in these meetings and have to say, Hey, I got to justify this project. Buy versus build. I need to learn all that in business school when I had to see s degree and got my MBA, so I kind of blended it together. But could you share what the community is doing and saying, How does that engineer sit in the meeting and defend or justify, or you some of the best practices what's coming out of the foundation? >>Yeah, I mean, and we're looking at first what a core principles that the whole organization used to line around. And then for each persona, like engineers, what they need to know. So I mean, first and foremost, it's It's about collaboration, you know, with their partners andan starting to get to that world where you're thinking about your use of cloud from a business value driver, right? Like, what is the impact of this? The critical part of that? Those early decentralization where you know, now you've got everybody basically taking ownership for their cloud usage. So for engineers, it's yes, we get that information in front of us quickly. But now we have a new efficiency metric. And engineers don't like inefficiency, right? They want to write fishing code. They wanna have efficient outcomes. Um, at the same time, those engineers need to now, you know, have ah, we call it, call it a common lexicon. Or for Hitchhiker's Guide to the Galaxy, folks. Ah, Babel fish that needs to be developed between these teams. So a lot of the conversations with engineers right now is in the foundation is okay. What What financial terms do I need to understand? To have meaningful conversations about Op X and Capex? And what I'm going to make a commitment to a cloud provider like a committed use discount, Google or reserved instance or savings Planet AWS. You know, Is it okay for me to make that? What? How does that impact our, you know, cost of capital. And then and then once I make that, how do I ensure that I could work with those teams to get that allocated and accounted? The right area is not just for charge back purposes, but also so that my teams can see my portion of the estate, right? And they were having the flip side of that conversation with all the finance folks of like, You need to understand how the variable cloud, you know, model works. And you need to understand what these things mean and how they impact the business. And then all that's coming together. And to the point of like, how we're working with C and C f you know, into best practices White papers, you know, training Siri's etcetera, sets of KP eyes and capabilities. Onda. All these problems have been around for years, and I wouldn't say they're solved. But the knowledge is out there were pulling it together. The new level that we're trying to talk with the NCF is okay. In the old world of Cloud, you had 1 to 1 use of a resource. You're running a thing on an instance in the new world, you're running in containers and that, you know, cluster may have lots of pods and name spaces, things inside of it that may be doing lots of different workloads, and you can no longer allocate. I've got this easy to instance and this storage to this thing it's now split up and very ephemeral. And it is a whole new layer of virtualization on top of virtual ization that we didn't have to deal with before. >>And you've got multiple cloud. I'll throw that in there, just make another dimension on it. Chris, tie this together cause this is nice energy to scale up what he's built with the community now, part of the Linux Foundation. This fits nicely into your vision, you know, perfectly. >>Yeah, no, 100% like, you know, so little foundation. You know, as you're well, well aware, is just a federation of open source foundations of groups working together to share knowledge. So it definitely fits in kind of the little foundation mission of, you know, building the largest share technology investment for, you know, humankind. So definitely good there with my kind of C and C f c T o hat, you know, on is, you know, I want to make sure that you know, you know my community and and, you know, the community of cloud native has access and, you know, knowledge about modern. You know, cloud financial management practices out there. If you look at some of the new and upcoming projects in ciencia things like, you know, you know, backstage, which came out of Spotify. They're starting to add functionality that, you know, you know, originally backstage kind of started out as this, you know, everyone builds their own service catalog to go catalog, and you know who owns what and, you know and all that goodness and developers used it. And eventually what happened is they started to add cost, you know, metrics to each of these services and so on. So it surfaces things a little bit closer, you know, a depth time. So my whole goal is to, you know, take some of these great, you know, practices and potential tools that were being built by this wonderful spinoffs community and trying to bring it into the project. You know, front inside of CNC F. So having more projects either exposed, you know, useful. You know, Finn, ops related metrics or, you know, be able to, you know, uh, you know, tool themselves to quickly be able to get useful metrics that could be used by thin ox practitioners out there. That's my kind of goal. And, you know, I just love seeing two communities, uh, come together to improve, improve the state of the world. >>It's just a great vision, and it's needed so and again. It's not about saving money. Certainly does that if you play it right, but it's about growth and people. You need better instrumentation. You need better data. You've got cloud scale. Why not do something there, right? >>Absolutely. It's just maturity after the day because, you know, a lot of engineers, you know, they just love this whole like, you know, rental model just uses many Resource is they want, you know, without even thinking about just basic, you know, metrics in terms of, you know, how many idle instances do I have out there and so, like, people just don't think about that. They think about getting the work done, getting the job done. And if they anything we do to kind of make them think a little bit earlier about costs and impact efficiency, charge back, you know, I think the better the world isn't Honestly, you know, I do see this to me. It's It's almost like, you know, with my hippie hat on. It's like Stephen Green or for the more efficient we are. You know, the better the world off cloud is coming. Can you grow? But we need to be more efficient and careful about the resource is that we use in sentencing >>and certainly with the pandemic, people are virtually you wanted mental health, too. I mean, if people gonna be pulling their hair out, worrying about dollars and cents at scale, I mean, people are gonna be freaking out and you're in meetings justifying why you did things. I mean, that's a time waster, right? I mean, you know, talking about wasting time. >>I have a lot of friends who, you know, run infrastructure at companies. And there's a lot of you know, some companies have been, you know, blessed during this, you know, crazy time with usage. But there is a kind of laser focused on understanding costs and so on and you not be. Do not believe how difficult it is sometimes even just to get, you know, reporting out of these systems, especially if you're using, you know, multiple clouds and multiple services across them. It's not. It's non trivial. And, you know, Jared could speak to this, But, you know, a lot of this world runs in like terrible spreadsheets, right and in versus kind of, you know, nice automated tools with potential, a p I. So there's a lot of this stuff. It's just done sadly in spreadsheets. >>Yeah, salute the flag toe. One standard to rally around us. We see this all the time Jr and emerging inflection points. No de facto kind of things develop. Kubernetes took that track. That was great. What's your take on what he just said? I mean, this is a critical path item for people from all around. >>Yeah, and it's It's really like becoming this bigger and bigger data problem is well, because if you look at the way the clouds are building, they're building per seconds and and down to the very fine grain detail, you know, or functions and and service. And that's amazing for being able to have accountability. But also you get people with at the end of the month of 300 gigabyte billing files, with hundreds of millions of rows and columns attached. So, you know, that's where we do see you companies come together. So yeah, it is a spreadsheet problem, but you can now no longer open your bill in a spreadsheet because it's too big. Eso you know, there's the native tools are doing a lot of work, you know, as you mentioned, you know, AWS and Azure Google shipping a lot. There's there's great, you know, management platforms out there. They're doing work in this area, you know, there's there's people trying to build their own open source the things like Chris was talking about as well. But really, at the end of the day like this, this is This is not a technology. Changes is sort of a cultural shift internally, and it's It's a lot like the like, you know, move from data center to cloud or like waterfall to Dev ops. It's It's a shift in how we're managing, you know, the finances of the money in the business and bringing these groups together. So it it takes time and it takes involvement. I'm also amazed I look like the job titles of the people who are plugged into the Phenoms Foundation and they range from like principal engineers to tech procurement. Thio you know, product leaders to C. T. O. S. And these people are now coming together in the classic to get a seat at the table right toe, Have these conversations and talk about not How do we reduce, you know, cost in the old eighties world. But how do we work together to be more quickly to innovate, to take advantage of these cognitive technologies so that we could be more competitive? Especially now >>it's automation. I mean, all these things are at play. It's about software. I mean, software defined operations is clearly the trend we've been covering. You guys been riding the wave cloud Native actually is so important in all these modern APS, and it applies to almost every aspect of stacks, so makes total sense. Great vision. Um, Chris props to you for that, Jr. Congratulations on a great community, Jerry. I'll give you the final word. Put a plug in for the folks watching on the fin ops Foundation where you're at. What are you looking to do? You adding people, What's your objectives? Take a minute to give the plug? >>Yeah, definitely. We were in open source community, which means we thrive on people contributing inputs. You know, we've got now almost 3000 practitioner members, which is up from 1500 just this this summer on You know, we're looking for those who have either an interesting need to plug into are checked advisory council to help define standards as part of this event, The cognitive gone we're launching Ah, white paper on kubernetes. Uh, and how to do confidential management for it, which was a collaborative effort of a few dozen of our practitioners, as well as our vendor members from VM Ware and Google and APP Thio and a bunch of others who have come together to basically defined how to do this. Well, and, you know, we're looking for folks to plug into that, you know, because at the end of the day, this is about everybody sort of up leveling their skills and knowledge and, you know, the knowledge is out there, nobody's head, and we're focused on how toe drive. Ah, you know, a central collection of that be the central community for it. You enable the people doing this work to get better their jobs and, you know, contribute more of their companies. So I invite you to join us. You know, if your practitioner ITT's Frito, get in there and plug into all the bits and there's great slack interaction channels where people are talking about kubernetes or pinups kubernetes or I need to be asked Google or where we want to go. So I hope you consider joining in the community and join the conversation. >>Thanks for doing that, Chris. Good vision. Thanks for being part of the segment. And, as always, C N C F. This is an enablement model. You throw out the soil, but the 1000 flowers bloom. You don't know what's going to come out of it. You know, new standards, new communities, new vendors, new companies, some entrepreneur Mike jump in this thing and say, Hey, I'm gonna build a better tool. >>Love it. >>You never know. Right? So thanks so much for you guys for coming in. Thanks for the insight. Appreciate. >>Thanks so much, John. >>Thank you for having us. >>Okay. I'm John Furry, the host of the Cube covering Coop Con Cloud, Native Con 2020 with virtual This year, we wish we could be there face to face, but it's cute. Virtual. Thanks for watching