>> Announcer: Live from Las Vegas, it's theCUBE. Covering NAB 2017. Brought to you by HGST. >> Hi, welcome back to theCUBE. We are live in Las Vegas, at the NAB Show 2017. I'm Lisa Martin, and I'm very excited to be joined by our next guest, Ted Harrington. Ted you are the executive partner at Independent Security Evaluators. Welcome to theCUBE. >> Thank you for having me. >> Absolutely, we're excited to have you here. We're very excited also, because Ted has a very cool Twitter handle, @SecurityTed, super cool. So you are with Independent Security Evaluators. Tell us a little bit about what the ISE is. You were the first company to hack the iPhone and the Android, give our viewers a little bit of a backstory on ISE. >> Sure, so probably the simplest way to think about it is that we're the good guy hackers. Companies hire us to help them find security flaws and remediate those flaws in their technologies. And so we do that across a number of industries including heavy, prominent presence in the media and entertainment business. We also have a pretty strong focus on security research. Which is what you're referring to with the iPhone and the Android OS. We also, even the company came out of what is today known as car hacking. We found a way to build a weaponized software radio that we could start a Ford Explorer without the authentic key. >> Lisa: Wow. >> So we're tinkerers and problem solvers and we like to find issues before the bad guy does. >> And that's a great point about being the good kind of hackers, but also being able to highlight that these security challenges are real, across industries, and be able to I presume, influence or help companies, whether they're in media and entertainment or other industries. Understanding what is the type of cyber security protocol that we should be putting in place here to prevent the bad hackers from getting in. >> You hit the nail on the head. The core emphasis of what a security assessment with us entails, really is focusing on the technology problems, the deep technical issues. But at it's core, where all of these issues come from is the presence or lack thereof, of an effective mission. Many security, many companies when they think about security, are thinking of it as something that would be nice to have, not as a core business requirement. And changing that attitude is something that we spend a lot of our energy trying to influence. Because the companies that see security as the business enabler that it is, those companies are doing some tremendous things across industries today and they're really being the pioneers that are leading. >> One of the things that I was reading recently was what happened to La La Land, where screeners were leaked and fairly prolifically, and obviously that was a big massive box office hit, nearly a Best Picture winner, a few months ago. But I've also read reports where a leak like that can really negatively impact box office sales, like upwards to 20%. So if you look at a studio for example, and you were kind of saying, that maybe in general security is viewed as a nice to have. Is that a strong enough demonstration of the vulnerability of say a studio to make them go, "Okay, we need help here. "There are vulnerabilities we might not even be aware of." Are you seeing more uptake in the media and entertainment industry? Or is security still a, "It's a good idea "but we've got other things to focus on, "creating really, really cool content." >> The media and entertainment business, I think, does a fairly good job of prioritizing security. Now, of course, across the spectrum there are things that we would advocate doing better or in different ways, but the business driver that you mentioned, the idea of avoidance of box office decline. That's the core fundamental problem that we're trying to solve for the content owners and their vendors, because that window, the theatrical release, from a revenue perspective is the most important moment for, especially the blockbusters, La La Land, no one necessarily knew was going to be a blockbuster, before it came out, but when you look at things like, the next Star Wars, the next Avengers, the movies that are definitely going to make huge amounts of revenue, making sure that that movie makes it to the theater, without being released, that is the top priority for many organizations in this industry and we see a lot of organizations doing it well. >> That's good because the IP in that alone, for a company, the next Star Wars, the next whatever happens to be, the intellectual property that that studio owns, is probably nearly invaluable. So having the right strategy around that is key. Wanted to pick your brain, I know that you have started the IoT Village, and as we look at this proliferation of connected devices, the audience, we we're chatting earlier before we went live, the audience, you know, we're so empowered. We can make decisions, we can watch whatever we want whenever we want, from 35,000 feet in the air. We're binge watching, we're sharing on social. We've got multiple devices. Where that's concerned, and also you mentioned content, that's also not just a way that we're consuming content, that's a way that we're creating it. How, what is the IoT Village all about and is it down to the level of helping media and entertainment companies start providing security across the connected devices that are consuming and creating the content? >> We started IoT Village as a security research platform. Basically where, we invite other smart security researchers to help us focus on the problem of security issues in these connected devices that are being deployed. Everything from people's homes all the way to businesses and like you said even to the creation of content and consumption of content. The reason that we wanted to put some emphasis on this problem is that, that's an industry that I think, maybe by contrast, to some of the things we've talked about with media and entertainment, that still has a ways to go, in terms of how it's thinking about security. Security is not a priority in the development process for the majority of organizations in that industry. Now, there are definitely some that are doing it right, but they're more the minority. So what IoT Village does is helps us shine a spotlight on those issues. To connect the dot full circle, to what you were talking about, with media and entertainment, this is a conversation that I don't think, is happening loudly enough in this industry. Connected devices are being deployed for, a lot of the cases you said, consumption of content, for creation of content. Even for things that people don't necessarily equate with the process, like, the TVs that are used to screen the, whatever version is being reviewed right now, in the conference room. Those are often smart TVs with an internet connection and there's not necessarily an adequate control in place around how to think about the security implication of that. Fundamentally, connected devices expand the attack surface, and that's the way the organizations need to think about it. Not to say that they should not deploy those devices, but that they need to adequately consider that in the security model. >> Absolutely, and how does an organization get control over that, over those devices? >> Well, like any technology that's developed by a third party, one who procures that technology, can only do so much. You can't actually get into the source code, or whatever, unless that organization wants you to, but there definitely are things that organizations can do in a deployment model, to mitigate risk. So, those would be things like ensuring you have proper segmentation, where the highest risk types of devices are quarantined away from areas where the biggest, most impactful compromise could potentially exist. To absolutely implement a threat model, which is an exercise through which an organization identifies what you're trying to protect, who you're trying to protect against and how those adversaries will deploy their campaigns. >> Question for you about the devices now that are popping up in our homes, right, the Google Home, the Amazon Echo, as an owner of those, there's very little control, right? That an owner or a user has over those devices, any recommendations or insight into what can be done on the vendor side to, those devices listening all the time, right, that's their job, any insight there into recommendations that can be taken to help make those a bit more secure? >> So for the person who purchases and deploys that device, there are a handful of things you can do. First and foremost, change the default password. Seems like I should not have to say that, yeah. >> Yeah >> Change it from admin password. >> Yeah. >> But you'd be surprised how few people actually change the default password, and the default password is effectively publicly available information. There was a very significant distributed denial of service attack that happened in October, that basically took the internet offline for a few hours. >> Yes. >> And that was completely mobilizing connected devices that had not changed the default password. Attackers took them all over and then used those in the attack. So, change the default password. Check for updates to what extent that you can, and really think about whether or not you might need the connectivity of a certain device. So, for example, we talked about a moment ago, the smart TV. There are a lot of people out there, who buy a TV, not because they need the internet connectivity to it, but because they want to consume content. If they're not going to use that connectivity, turn it off. Effectively, all that it's doing if you're not using it, is introducing new ways to be attacked. >> So there's some simple remedies that, either people or industries can take for their internet of things or connected devices to be a little bit more secure? >> Yes, however, the real crux of the solution, definitely relies on those who manufacture the devices. So, manufacturers of connected devices need to do things like adopt an adversarial mindset. Think about how someone will attack this system. They need to think about things like, how are you going to update this system over time, especially given the fact that the average consumer of this device, probably is not technical, and probably will not proactively go on to be dealing with updates. They want to set it and forget it. So thinking about those things from that perspective, adhering to principals of secure design, going through security assessment, really looking at your system in terms of how it can be broken, that's how you build it to be resilient against attack. >> Wanted to ask you one final question about laws and regulations, what are you thoughts on that? Is that something that can either help a film studio protect their IP, all the way down to helping those of us that have at home connected devices? Laws, regulations, good, bad, indifferent, what are your thoughts? >> I'm very strongly not a proponent of regulation as a security measure. Laws and regulations, what winds up happening, they take too long to enact. The adversary has already evolved away from whatever the control is. They're usually very riddled with compromise, based on all the stakeholders who helped develop this law. They're usually developed by people who are not technically savvy. You know, lawmakers are not security analysts, though they rely on security analysts, it's still in the delivery of the execution, it doesn't really manifest itself effectively. That said, I recognize that in a lot of ways, that's just the way the world will move. Many organizations should anticipate that some sort of regulatory body at some point, is going to require compliance with some sort of law and while I don't think that it's a great solution to solve the problem, it's at least a start, because it does get those who will not invest in security, to at least start investing in security. So it lowers the minimum bar, it does not raise the highest bar. >> Very interesting insight, and one more question if I can squeak it in, and that is, you mention that media and entertainment is pretty good with respect to security, for those industries where it's still a nice to have, do you think it's going to take something like another DDoS attack, or something else to, something big that is quite, negatively impactful, to get some of those industries to go, "You know what, "this is no longer a nice to have. "This is a fundamental element that "we need to culturally adopt." Do you think it's going to be something almost catastrophic, that's going to drive that change? >> Most likely, but it won't be just the big issue. It will be whatever the big issue is combined with an individual, or collection of individuals with the political capital to drive for that pioneering change. Industries don't typically change on their own. They change because people make them change. >> Good point, well, Ted Harrington, thank you so much for spending time with us today. If you're not following Ted on Twitter, @SecurityTed, follow him, from Independent Security Evaluators. Thank you so much for sharing your insights. Have a great rest of the NAB Show. >> Thank you for having me. >> And with that said, you've been watching theCUBE live from NAB in Las Vegas. I'm Lisa Martin, stick around, we'll be right back. (light techno music)

>> Narrator: Live from Las Vegas, it's the Cube, Covering NAB 2017, brought to you by HGST. >> Welcome back to the NAB show. Lisa Martin here with Jeff Frick, we have had an amazing Day One. Wrapping up the end of a really informative day, Jeff. I don't know about you, but the, just the theme of the NAB Conference this year being that the M.E.T. effect is >> Right, right. >> convergence of media, entertainment, technology, and so many different types of technology, was really very exciting, so much innovation going on. So much opportunity. And we've talked to a variety of guests today from those who are involved in film and broadcast and lots of different sectors, to sports broadcasting and really just a very, very exciting... I feel like we're at this tipping point of what's going to happen next. >> Right, right. The themes that we see over and over continue. All about democratization of data, all about using data to make your decisions, even within storytelling you want to use data. And there is data that will correlate to certain types of success and not success. A really interesting conversation around how do you build a movie trailer and what percentage of the trailer has the star in it or not, depending on the star, and on who you're targeting with that particular trailer, the answer to that question is different. So, it's a lot of interest. How a cloud is democratized, all this horsepower that's now available to basically anyone if they can scramble up the budget, they can apply the same kind of massive compute power to rendering and other processes as what was exclusive to just the biggest shops before. So it's just interesting how it continues to be the same themes over and over, and it's impacting this media and entertainment industry in the same ways it's impacting travel and healthcare, transportation, IT, everything else. >> Exactly. We talked about before, the data-driven decisions and as we look at streaming services like Netflix, they've got the advantage of knowing everything, and I think we talked about this in the open this morning, everything about us. One of the things that I learned today was they have that advantage, but one of the things they couldn't do until they started creating their own content was change content. You look at the film industry and filmmakers and writers who have historically, it's been a very qualitative intuition-based process, where now they've got data at their power that they can extract more value from and make data-driven decisions. And we're seeing, to your point, across industries that kind of bringing in artificial intelligence, machine learning, leveraging data science to help make decisions that can help really level the playing field for, like you said, some of the big studios that have the money for real-time cloud rendering or had it a while ago, to now some of the smaller ones that can do that and achieve similar economies of scale that they wouldn't have been able to do on their own. >> Right. The other big trend that we see over and over, Lisa, is this idea that before data wasn't always considered an asset. That might be hard for people to fathom that are kind of recent to this world where of course data's an asset. No, data was a liability. It was expensive. I think in one of your interviews, they didn't keep dailies, because dailies were expensive. They didn't keep this stuff. What's interesting in the context of film, if a particular film becomes really important piece of work, you want to treasure it, you want to keep it. You know, we had Sundance on, talking about archiving all this fantastic material, artwork, cinema, whatever you want to call it. So the fact now that in this industry too, because storage is less expensive, but more importantly, they see the value of the data exceeds the cost of storing it, now they just want more storage, more storage, more storage. 'Cause you don't want to delete anything, and of course, it's all generated digitally today in this industry. >> Right, that's a great point that you brought up, where we were talking with the VP of Marketing at HGST, who was talking with one of the major studios, they filmed this scene that was beautifully shot for I think it was a couple hundred extras in the scene, looked back and thought, you know, we should have filmed that for virtual reality. And because they didn't save the dailies previously, they had to recreate the entire thing. So to your point of looking at the value of data, it's now also, you're right, the economies of storage are going down and there's a lot of technologies, flash, hybrid, that are really enabling it to be readily available. But it's also, this data that's now valuable, is creating new opportunities. It's generating new revenue streams. It's something that companies like a Netflix or even broadcast television can utilize to find different ways of providing relevant content to their viewers. >> Right, right. As you said, things to learn. I learned today that, you know, there are so many versions of a particular media asset that are created, for sensitivities that are around a particular country, obviously now for virtual reality, for all types of different playback mechanisms, so they need to keep everything and create many permutations of everything. So again data makes possible, absolutely. And there's a whole 'nother round coming, right, which is all around the analysis of the frame in the video to get the better metadata. And that's just a whole 'nother rash of improvement that's coming down the line. We heard a number of people today talk about all the metadata and how important the metadata is to capture along the process. But it's going to get even deeper in terms of the analysis of the frame level for these pictures, exposing that out, to other kind of machine learning algorithms, sterch, etc., so that it becomes an even better world for the consumer to find, consume and share that which is of interest to them. >> Absolutely. One of the things that I find interesting is how much content is being created by people that probably don't really realize they're creating the content. Everyone's connected. We talked about we had the independent security evaluator, Ted Harrington, on the program today, who was talking about security, not just in the context of media and entertainment, but the fact that it's a very relevant issue. We know it as an issue in lots of other industries. He was actually saying that it is, the media and entertainment industry is actually pretty good, where security, cyber-security is concerned, securing connected devices, where it seems to me that they could be potentially sharing some best practices with some of the other industries that might still think of security as a nice to have. >> Right, right, no. We saw it with Sony, they got hacked earlier, I guess it's been years now, time flies. So security is very important but obviously the hacking of dvds back in the day, which was a big deal. But now it's all digital and you know the windows to make money on these for the big releases, at the big moment, is relatively short. It's a super competitive business. So, security is definitely a very big issue. It's exciting. The other thing that's kind of interesting is the democratization of the power of all these tools. The thing that scares me a little bit, Lisa, and I see this in a lot of big budget movies, is sometimes I think the tech gets in the way of the storytelling. And I think it's a crutch to lean on cool special effects and cool stuff, and forget about you have to tell a story to make it interesting. And if you don't tell a story, it's not. And we talked on one of the interviews today, about even commercials. And we've seen commercials. You know, Coke hasn't advertised "brown sugar water" for a very, very long time, it's all about the emotion of the Coca-Cola. It's about being part of a community. So to start to use actual data to drive the narratives in the commercials when you're not trying to sell a billion dollar movie, you're trying to sell an entire factory production run of a new automobile, the stakes go even higher, your touch points are even lower. So again this whole theme over and over, data driven decisions based on AI, based on measuring the right things, based on knowing your consumer better, because you have to, or else they'll just whoosh, swipe to some other piece of content. >> Exactly, exactly. Yeah I think those were the very pervasive themes that we saw here. But I think there's just tremendous opportunity. It's almost like we're at the tipping point. We had Kevin Bailey on, as well, from Atomic >> Jeff: Atomic Fiction. >> And conductor, and he was saying six years ago, when he had this hunch on cloud where to try to do rendering in real time for big movies like Dead Pool, for example, The Walk, one of my favorite movies, would take a tremendous amount of time. And he said to be able to do this with the speed that we need and the agility and flexibility, a fixed solution is not optimal. So he was really kind of leading edge in that space. And now we're seeing technology as pervasive. But you're right, there can be an overuse of it. So it's really about finding this balance. I think we had a great spectrum of guests on the show today that really showed us all of the different facets, and we've probably just scratched the surface, right? >> Oh, definitely. >> That you can look through to really understand what makes good content, emotional, what makes it successful, and what enables the audience to be in that control of this data that is democratized all over the place. >> Yeah, to get emotionally involved. There's some great lines. It's all about emotion and connecting in a hyper-competitive world for attention. It's really an attention competition these days. >> Lisa: That's a good point. >> It's much harder than it's ever been. >> It is. >> All right, well we've got two more days. >> Lisa: We do. >> So get a good night's sleep. I'll get a good night's sleep. You should get a good night's sleep. We'll be back for Day Two at NAB 2017 with Lisa Martin, I'm Jeff Frick, checking out with The Cube. We'll see you tomorrow. Thanks for watching. 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>> Narrator: Live from Las Vegas it's the Cube covering NAB 2017. Brought to you by HGST. >> Hey, welcome back to the Cube. We are live at the NAB 2017 conference, the National Association of Broadcasters. Great event, over a hundred thousand people. Wow, amazing. I'm Lisa Martin very excited to introduce you to you to our next guest, Dave Clack, the CEO of Square Box Systems. Hi, Dave, welcome to the Cube. >> Thank you. >> Great to have you here. Now, you are a veteran of NAB. >> Yeah, afraid so. >> Yeah, this year's event really this over arching theme of the MET effect. Convergence of media, entertainment technology that used to be distinct. With that theme and all the buzz that's going on here, what are some of your observations on day, this isn't day one for you, but day one for most of us? >> Well, I think the show is far busier than I've seen it in recent years so we've been overwhelmed on our booth this morning. I think with folks being able to manage extremely complex storage landscapes has been a real theme for us in the discussion so far this morning. In addition, folks are so much moving towards the cloud that people have been talking about it for years, but suddenly it seems there's been a step change. People want to do it right now and so we're really noticing that in the discussion so far at least this morning, yeah. >> Do you think that's because cloud technology has matured so much as have cloud users? >> Yeah, I think exactly. I think exactly both. So, the technology is starting to mature and the band widths is really getting there so folks can use this stuff more effectively. People are getting more used to it in their day to day lives. So, you know, everyone's phone backs up to the cloud and everyone just gets used to it just being always on and always working. And so I think a lot of the confidence that people need to have when you're shooting content that's valuable and you need to have deadlines you're going to meet, then people are getting used to the fact that the cloud can be a reliable, even more reliable than a lot of the traditional storage and production approaches. >> And one of the themes along those lines that we've heard today on the program is speed and agility are absolutely key. We're hearing that studio will shoot something, a particular scene and then think you know what that would have been great in virtual reality and do the entire thing again and then that compounds costs and storage challenges, but needing things really quickly. Another thing that we're hearing is well all of us are content creators, right. We all have tablets and mobile devices. >> Yeah. >> We're not only consuming it in these ways we're creating it in these ways. And so it really becomes a challenge for whether it's broadcasters or film studios or even on the sports and entertainment side, of containing and kind of corralling this. Tell us a little bit about Square Box Systems. Who are what are you delivering by way of media asset management and who are some of your key constituents, key sectors that you work with? >> Yeah, so our CatDV is all about helping people to find and reuse their content, saving time, saving money, saving stress. Our whole pile of kind of workflow orchestration workflow automation and so being able to find and reuse is clearly really important when content is exploding in the way it has. And the ways that people consume content is exploding and so almost everybody has the potential need for a system like CatDV with this explosion of content. If you can't find your content you just don't have it. It's just taking up space and money on some storage somewhere. And so the main sectors in which we work are I guess we started our focus on broadcast production post, but now everybody have media. And so, we have a pile of customers, basketball, football, baseball, soccer in the sports market. Education, many universities use CatDV. Non-profits lots of houses of worship use CatDV. Lots of corporates use CatDV, training videos, outreach marketing, social media, you know a lot of agencies, advertising use CatDV. So, there's a few really interesting kind of use cases, things like Jay Piell, the history of space science in CatDV. You want to find out about the Mars rover or about all the space probe stuff look in CatDV. So, sports is a really interesting one. We have a load of ten NFL teams and they have some really interesting workflows around asset management. So, I was chatting with some folks from the Kansas City Chiefs a few weeks ago and what their workflow's done has done is really turned on their head the way that they make programming and content. And so, if you imagine they go to an away game then what they'll do is they'll shoot their content and on the plane on the way home, they'll load that content. They'll plug the camera card into laptops and they'll load that content, not just for tonight's show which is clearly important 'cause tonight's coming soon, but to become part of the history of that sports team. Could it become part of the historic record? >> Of course. >> And so then, let's imagine in a years' time we've got an athlete that's retiring or that's got an award or something, they can go into our system and they can say well CatDV, find me the five star clips for this athlete in this season wearing this number. CatDV will come back with a long list of content, be able to preview it whether it's on active storage, on cloud storage or wherever it is in this kind of complex landscape and then CatDV will be able to preview that media, put it into a rough cut and then within a few minutes you've got a rough cut for a really quality piece of programming that can then be made very cost effectively. So, for them it's really turned on their head the kind of psychology of program making, the psychology of logging. It really has become such a valuable thing that it's just part of their DNA then when they're making their content for their fans. >> Another thing that speaking of fans, that really interested me and piqued my interest when I was reading that Kansas City Chiefs' case study on your website is, what they're doing working with Square Box to really be diversifying and improve their fan experience. Because from a fan's perspective they're able to slice and dice different parts of the game and deliver it in multiple platforms. Tell us a little bit more about how you help sports teams for example really diversify engaging with their fans which presumably to them is going to drive up revenue. >> Right, exactly. And I think that kind of talks to how many end points there are where people can consume this content. That clearly folks I think I heard that there are, it's getting on so that there were more mobile phones than there are Tvs in the U.S. now. So, I always consume my content on mobile devices now. We have a TV, we watch films on it. >> Right. >> But that's about it and so I think that being able to have content and then repurpose it extremely quickly for different workflows, okay being able to broadcast to the satellite channel for the KCC, that's great. But, being able to take segments that are athlete profiles for websites, for Twitter, for social media. Just being able to get that stuff out really quickly and in an automated fashion. So, if you get people in the way mistakes are made and things are slow. So, if you can just take a few boxes and rely on content getting to the right place at the right time, then that is crucial. And so, automation, big thing for us as CatDV, that is a real key thing when trying to manage this stuff cost effectively because while there's an explosion in demand there isn't an explosion in budget so how do people cope when there's all this demand for high quality content but there isn't more money to pay for it. >> So walk us through that journey. If you're talking to a Kansas City Chiefs or another sporting organization, help us understand how you help them understand where to start, to your point budgets are constrained, but the opportunity there for them to really gain much more from their existing digital assets is huge. What is that journey that you help them go on? >> That's a really good question. And, actually it's what motivates me to be in the industry atoll because we make our submergence products, we think they're great. But, asset management doesn't exist in isolation. There's cameras and networking and storage and archiving and distribution and so the first conversation that we have when engaging with any customer sports included, is What's your problem? What are you trying to achieve? And we end up having really interesting conversations about folks businesses. How is it that they're trying to get work done? What's the content creation focus like? So, how do you shoot? What do you shoot on? And so, we have to we have to almost follow the life of a file through from when it's being created as a piece of FX or whether it's some content that's being shot on a camera, well how does that get from where it's being made to the consumer and then how does it get reused so that it becomes an asset rather than a liability? Meanwhile, making sure that it's safe. It can't get lost. It can't get stolen and all that kind of stuff. So, we end up almost doing business consulting about the creative process of making content and that is really fascinating and it's only when we have a really good view of that workflow can we recommend well how's the best way to use our stuff and how's the best way for that to work with storage? >> You brought up something about safety and security. Cyber security is a huge issue and we see it in all that we talk to a lot of different industries here on the Cube and in some industries we had Ted Harrington on the program a little bit ago who's one of the security experts and he said in some industries it's sort of nice to have. More in media and entertainment it's really starting to become part of the culture. >> Yeah. >> Is that something that you're experiencing? >> Oh, very much so. >> Absolutely. >> So and there's always this balance like, so everybody wants their content everywhere and we find out when the execs say oh I don't want to log in, I just want you to send me the video. It's like, well we can do that and we send you the video and it's enormously simple but it's not secure. And so what we try and do is have a balance. We have simple tools that are secure and we have many government agencies and military agencies that use our software so we love working with those guys. They help us to improve our product and to harden it because there's so many well publicized cases of content being stolen. So, we try and get a good balance between hyper secure lockdown and very usable and we work with customers to kind of choose how far down that path they want to get. And you know there's some simple things you can do too. If you're sharing content over the internet then, putting nice watermarks on stuff whether they be visible watermarks or invisible ones that are kind of burnt in, then that can really stop people misusing content or stop people making mistakes about where content's going to be broadcast. Because it's really clear. You're not going to put stuff up if it's got a big label over it. >> Right, you mentioned working with different types of customers, broadcasts, sports, houses of worship. From a collaboration perspective, talk to us about how Square Box facilitates collaboration. >> Yeah, absolutely. So, there are kind of three core things that CatDV does, automate, collaborate and organize. Right, so for this show one of our biggest announcements is CatDV social. And so, what CatDV social lets you do is to have a conversation realtime, a bit like a Skype or a Slack conversation either between a couple of people or group about a collaborative event. So, we're making some content. You know, I need this sound file right now. So, being able to have that realtime collaborative conversation is a new feature in CatDV. We're previewing it at the show and I have to say it's getting a huge amount of interest. It's great. >> Fantastic. Well Dave, thank you so much for being on the program. We wish you nothing but continued success at Square Box. >> Thank you very much. >> And we want to thank you for watching the Cube. Again, live from Las Vegas at NAB 2017. I'm Lisa Martin. Stick around, we'll be right back.