>>Welcome back to Falcon 2022. This is Dave LAN. We get a special presentation segment for you today. This is Walter Wall day one of day two's cube coverage, JC Herrera. Here's my designated cohost. Who's the chief human resource officer at CrowdStrike. Craig Neri is to my left. He's the beneficiary and the beneficiary trustee and ambassador of, of operation Motorsport and former us air force. Thank you for your service. Thank you. And Deel Lauder, who is CEO and co-founder of operation Motorsport. Jen, welcome to the cube. Thanks so much for coming on. Great to be JC set this up for us. Explain your role, explain the corporate giving the whole student connection and the veterans take us through that. >>Yeah, sure. Yeah. So as, as head of HR, one of the, one of the things that we do is, is help manage part of the corporate giving strategy. And, and one of those things that, that we love to do is to also invest in students and in our veterans, it's just a part of our giving program. So this partnership with operation Motorsport is really critical to that. And if you want to dive a little bit deeper into that, we just see that there's a gigantic skills gap in cyber security. And so when we, when there's over millions of open roles around the world and 700,000 of 'em in the us alone, we've gotta go close that gap. And so our next gen scholarships that come out of the, that are giving funds are, are awarded to students who are studying cyber security or AI. And the other side of that is that this partnership with operation motor sport, then we get the opportunity to do some internships with veterans through operation motor sport as well, the >>Number 700,000 now, but pre pandemic. I remember number 3 50, 300 50,000. It's it's doubled now just in the us. Amazing. All right, diesel, tell us about the mission of operation motor sport, like who are the beneficiaries let's get into it. >>So operation motor sport engages ill, injured, wounded service members, those that are medically retiring from the service or disabled veterans, these individuals be taken out of their units. They lose their team identity, their purpose. And, and what we do is those that apply to the program and have a desire to work around shiny objects and fast cars and all the great smells or just car guys or gals that we have some of those as well. They, we, we bring them onto the teams as beneficiaries. So embed them into a race team and give them opportunity to find something new. We're a recovery program. We're not about, you know, finding jobs for these folks. It's about networking and getting outta that, you know, outta the dark places where some of them end up going, because this is a, a huge change for them. And, and in doing so, we now expose them to crowd strike. You know, that's, that's one of the new relationships that, that we have where potentially if they want to, they can pursue new opportunities in areas like cyber security. >>And they're chosen through an application process. You're I'm, I'm inferring. >>Yeah. They just go online and say, you know, through word of mouth or through a friend or through the, the USO and other organizations, they go online and they click the apply here and they fill it out. And our beneficiary trustee, Craig, and calls 'em up and says, Hey, tell me about what you're looking for. And, and we, we pair them up with the race team and Craig, >>You're also a, a beneficiary in addition to being the beneficiary trustee. So explain that, what's your story? >>Right. So I started in this organization as a beneficiary. I was the one that hit the button on the website. And, and then a few minutes later, I got a phone call from then Tiffany Lader, diesel's wife, who's our executive director in the organization. And, and I had that same conversation that I now have with beneficiaries today. I did a, I did a full season with them last year in 2021 as a beneficiary. But at the end I realized how big of an impact that this has with folks. Transition can be very difficult, especially if they're ill injured or wounded. And so I asked if I could help if I could give back, cuz it meant such it had such a big impact on me. I'd like to, to help other veterans as well. Can I >>Ask you what made you hit that button? What made you apply? >>That's a great question. So I was one of the very fortunate ones that had a transition coach. I was in the military for 29 years and had a lot of great connections in the military and, and was connected to a coach, a transition coach and just exploring, you know, what that, what that would look like. And she was the one who said, Hey, why don't we, why don't we explore this passion of Motorsports that you have? My family had been going to, to Motorsports events for, you know, 50 years. And so, so I thought back, all right, this is, I like this idea. Let's, let's pursue this. So a quick Google search and operation Motorsport popped up and I hit the button and >>What programs are available in operation >>Motorsport? Yeah. So diesel kind of outline outlined it. We have basically three different programs. We have the, our immersion program, which is exactly what diesel described, where we take that veteran. And we actually immerse them in a race team. They're doing the, exactly what I was doing, doing tires and fuel and whatever the team needs them to do. We also have our emo sports program where folks who can't do the immersion program, immersion program is takes a pretty big time commitment sometimes. And so they just don't have the capacity or abilities to be able to do those. We could put 'em in our emo sports program where they can do it all virtually we're actually, we have a season going on right now where we, we have veterans racing in that emo sports program. And then we have a, a diversionary therapy program where we have a, a Patriot car corral set up at all these tracks. So they can go out with like-minded individuals and spend the day out there with those folks, other veterans. And we do pit pit tours and, and we get 'em out on the track for a little bit of a, you know, highway speeds, nothing ridiculous. But we, we did doing some highway speeds. So we have a, a few, few different ways for them to be >>Involved. So, so the number three is like a splash in the pond, whereas number ones, the, to like full immersion. Right? Correct. And so what are you doing in the full immersion? What is, what is that like? I mean, you're literally changing tires and, and, and you're >>Yeah. You name it. You're >>In the you're you're you're in that sort of sphere of battle, if you will. Right. >>The beauty of this is we could take somebody's capabilities and skill set and we can match it to whatever that looks like on a race team. Some people come in and have no experience whatsoever. And so we find a team that needs, you know, that has a development opportunities where they could come in, their, their initial job might be to fuel fuel cans or, you know, take tires off the car, wipe the car down, it's little things in the beginning. And then slowly as they start to grow and learn, then they take on bigger roles. But we also have different positions. They can be immersed in, in teams, but they can also be immersed in the series. So we have folks that are doing like tech inspections. We have folks that are doing race control up in the, up in the tower, directing race operations. So we have lots of opportunities, tons of potential. We, we foster those relationships and take the folks, whatever their capabilities and, and abilities are and find the right position for >>'em think, thinking about your personal experience, how, how did it, how would you say it affected you? >>Yeah. To understand that you really have to understand military transition. And I think that's where a lot of the folks that have never experienced this really struggle transition from the military is really difficult. And it's really difficult, even if you're, if you're not broken or you don't have some kind of illness or injury, but you add that factor into at the same time and it could be extremely difficult. And that's why we see like the 22, a day suicide rates with veterans, it's very, very high. Right? And so when you, when you come into this program, it, it is a little bit of a leap of faith, right? This is very new experience for somebody, right? For somebody like myself who had 29 years of experience in the military, very senior person in the military. And now you're at the bottom of the totem pole and trying to figure it all out again, it's, it's a, it's a big jump. But what you realize really quickly is a lot of the things that you experience in the military, you experience in that Pata, same exact things, lots of small team environment, lots of diversity, lots of challenges, lots of roadblocks ups downs, you, you deploy just like you would deploy in, in the military, you bring the cars to a track, you execute a mission, then you pack it up and bring it home. So it's, there's so many similarities in >>The process. I mean, yeah. Diesel hearing Craig explained that there are the similarities sound very clear, but, but, but how did how'd you come up with this idea? It makes sense now in retrospect, but somebody just said, Hey, you know, we have this and we have this and we can marry him or no, not >>Really. And it it's a funny story because I always said, I, I, I don't believe in reinventing the wheel, I believe in stealing the car. And so there's a sister organization that we have in the UK called mission Motorsport. And, and, and they invented this five years before we did. And, and they were successful. And I was, you know, through, through friendships and opportunities, I got to witness it in, in 2016. So went over to, to Wales in the UK and, and watched it in action. And we were there for one race weekend, race of remembrance, which is where we go back to, we'll be going back to November, taking 13 beneficiaries over to race in our own race team for a 12 hour race. And that's a whole other story, but that's where it all started. You know, we, we saw the opportunities and said, wow, they're changing lives through recovery, you know, through motor sport and the similarities and what they were achieving. >>Our initial goal was let's just come back and do this again next year, because we need to bring north American transitioning members over to, to witness this and take part. And then fast forward, we said, why stop there? And we stood up an organization. Now I'll tell you that the organization is not what it was, the, the initial vision. This is not where, I mean, I never imagine that we get to this point this day, especially with the announcement this morning, you know, with the partnership with CrowdStrike, it it's huge for us, but we've evolved into something that was very similar to the initial vision. And that was helping, helping medically transitioning service members with their own personal struggles and recovery. You know, the reason we call it operation Motorsport is because operations have no beginning and no end and our, and what we do makes us so different in that we're not a one and done, we take care of these guys. Even when they become alumni, they, they still come back. They, they come back to volunteer, they come back to check in their friends and, and all kinds. It's really, really neat. And, >>And JC of course, CrowdStrike has an affinity for Motorsports, right? You got the logo on the Mercedes. You you've got the safety car at, this is, I think it's called the safety car. Right. That's it? Yeah. So, okay. So that's an obvious connection, but, but where did the idea germinate for this partnership? >>There's so many things, but first and foremost, I think that the, the values of CrowdStrike and those of operation motors were very much aligned. If you think about it, we, we focus a lot on teamwork. There's no way we do these jobs without the teamwork part. We all love data. These guys are all in the data all the time, trying to figure out, you know, what your adversaries are doing. So there's that kind of component to it. And I'd say the last bit is critical thinking. So when we think about our organizations and how well aligned they are, that was a, that was a no brainer. And into the other side of it, we get the opportunity to do mentorship programs. I mean, I think both ways, hopefully I get invited to the Patriot corral. At some point I can go, go work on a car, but we'll do those both ways or mentorship opportunities. If folks from operation motor sport win a team up with a crowd striker. So >>Do you ever get to drive the car? Or is that just an awful question? No, that's >>A good question. Actually I do from the, from the track to the pits, very slow >>Speeds. They don't let you out in the train. That's right. No, I don't get to go out on the track. Diesel, you ever, you ever drive one >>Of these? I, I, I I've been on, on the track on, on different cars, not in the race cars that, that, that, that are on the team, but something that's unique in the Patriot corral, for instance, because JC brought that up is that when we do these Patriot corrals, part of that program at lunchtime is, is taking the individuals and doing parade laps. And now, you know, a parade lap. Well, what's the fun in that, but you drive highway speeds on a racetrack and your own personal car, following a pace car. That's a pretty cool experience. Cool. >>Yeah, that's very cool guys. Congratulations on this program and all your success and all the, the giving that you do for the community and, and your peers really appreciate you guys coming on the cube and telling me great story. Thanks >>For having, thanks for the opportunity. You're very >>Welcome. All right. Keep it right there. Everybody. Dave ante and Dave Nicholson, we'll be back from Falcon 2022 at the area in Las Vegas. You watching the cube.

>>Welcome back everyone to the cubes coverage here in Seattle, Washington for the Avis marketplace seller conference, part of the APN partner network merging with the marketplace to form the Amazon partner organization. I'm John furrier, host of the cube Walter Wall coverage today, Christian Gor cash, who is the VP of alliances at Kong Inc. Welcome to the cube. Thanks for coming on. >>Thank you. Thank you, John. Really glad to be here. Corke exactly. Yeah. It's awesome. >>So Kong we've been following you guys for while Docker Kong cube. You've been part of our cube conversation. Also part of our, our startup showcase fast growing startup, you know, working on stuff that everyone loves APIs. I mean, APIs are so popular now that they now a security concern, right? Yeah. So like it gets squat there everywhere. I won't say API sprawl, but APIs are the connections and that are, is the web. That is the cloud. Okay. Now with cloud native developers who are now in the front lines have taken over it, everyone knows DevOps dev SecOps is now the new it and it's the developers security and data they're below they're the new ops, right? So, so this is where microservices come in, open source service MES new automation is coming down the pike. That's super valuable to businesses as they look at cloud native architecture, what are you guys doing in there? Take a minute to explain Kong's value proposition, the hot products, and then why you're here. >>Yeah. So, you know, I joined Kong now or three years ago, you know, we were still just reaching our hundred employees, mark, which is very important, very startup, but even back then, you know, Kong was relatively well known in industry, you know, so we have one of the most, well the most popular open source project in API gateway area. So con API gateway, you know, we cross now 300 million downloads, even more important is just the scale it, which the product's been used. So between our open source community and enterprise customers, we are now crossing like 11 trillion transactions per month. Now just give you comparison. Like this is like 18, 19 times more than Netflix per month. You know? So for any company that has a technology that operates it at scale, you need to hit few things outta the park. You know, as he mentions cloud data developers, they want simplicity. You know, they want automation. They also want performance and scale and security, which are all critical, you know, to how Kong, you know, start as opensource project. Now, of course we have the whole suite of enterprise products. We also have our con service mesh offering as well as our cloud offerings. >>Yeah. And this is how open source is doing it now, obviously, you know, I, I still remember, I still tell the story to the young startups. Hey, I, there was proprietary software when I was in college. Open source is now everything. Now you've got, got cloud scale. So the dynamic between open source, which has become the software industry open source success doesn't mean it's it's game over. It's the beginning. The commercialization that you guys have gone through is super important. Trillions of transactions. Now you have enterprises working with you. What's the big advantage of the seller relationship that you have with Amazon? Why are customers using it? What are they buying it for? Give the pitch of con for the marketplace customer. >>Yeah, it's actually, we are relatively new in AWS marketplace. You know, so our first transaction that we ever done was actually in July and 2021. So we are just over a year, you know, that journey, you know, when I look what Chris gross talked today, he was talking about, you know, Hey, just publishing marketplace, not enough. You know, you need to understand what's your value proposition. You need to make sure your operations already, your sales is ready. Everything is, is set. And we kind of did this for the first year and a half is spend a lot of time improving our integration with AWS overall, all the first party services relevant to con we also understood, well, what does it take to kind of fine tune our value proposition? We have like three specific sales place. And you know, when we launch our flagship product con connect enterprise and got our first transaction, that was great milestone for, for star like Kong. But then what we've seen is just that work that we've done before really paid off. I mean right now, >>Like what we'll give example. >>Yeah. So, you know, we are focusing on as measure three sales place. Money is we are focused, specific on helping customers who are modernizing and, and their application going to the cloud. And you have a lot of these, you know, lifting shift and are rearchitect and modernized, but most of the attentions on the workloads, what about the connections? You know, so a monolith application had to authentic all the users understand wheres the network and so on. When you build those, when you now decouple this built like 1,000 thousand microservices, you don't want to repeat this for every microservice. So that's where K brings the whole suite from, you know, service match to the API gate to help manage the journey and really support this environment. And we spend a lot of time to just fine tune that message. So that customers understood where, you know, how can we help them on their journey beyond what, for instance, cloud native or AWS API gateway offers them. So we can really help them from day one on the journey and accelerate. And >>I think I it's a no, it's a no braining for a customer to buyer or to come into the marketplace and say, click, I'm gonna buy some data analytics services. I'm gonna buy gateway through Kong. But when they start getting into these microservices, this automation opportunity there, there's more behind the curtain for them with Kong. So I have to ask you with the keynote we heard from Chris, the leader of the marketplace. Now he said that he wants the ISVs to be more native in the cloud. That probably resonates with you. You, >>You guys well with con's relatively simple because we were built at cloud native, you know, so very briefly the whole story of Congo. This is before Ajo, our founders were actually running the, the very popular API exchange col mesh shape. And they had to build their own gateway just to handle the scale and was built on cloud native technologies. And then when everybody's calling you, what are you using to running? This are using PGS. And so else, no, we built ourselves, oh, how can we get our hands on? That's how con actually >>Came to. And that's how the big winners usually happen too. They start build their own, solve their own problem because it's a big scale problem. Exactly. No one's had that problem. >>Yeah. And what we have seen, especially what was very, you know, through, through the pandemic, what we have seen. And it's interesting, you know, being in a startup doing pandemic is like, whoa, will the life just shut down or what we're doing? You know? But actually what we have seen customers prioritize the new business capability. For instance, you have a large parental companies that overnight, they have to understand where the assets are. Yeah. Or banks who are like 45 days of, you know, approving process for the loans. They need to reduce it for a day or two. >>Yeah. And they're adding more developers, too, exactly. To build the modern application. So they need to have that infrastructure as code aspect. Correct. >>And they >>Need in place. >>Yeah. I need to like you have, you know, I don't think that many customers still have waterfall cycles, but they have, have pre pretty long developers development cycles. And now you need to, you know, do this multiple times a day. That's >>Interesting. We talked to a lot of cloud architects and C CIO C says, and you know, the executive just hire more developers take that hill, build. It just don't build a new app. It's not that easy boss. When, when the cloud architect says we have to be fully operationally ready with cloud native infrastructure's code. So with that, you're seeing a lot more enterprises come in now that are more savvy. They getting better. We're seeing Kubernetes more and more. You're seeing containerization. You're seeing that cloud native enterprise acceptance. What does that mean for you guys in the marketplace, as you look at the value proposition, how are you guys working with the marketplace today and where do you see customers buying in the future? >>Yeah, so we as mentioned, you know, we, we are now a year into that journey. We already seen tremendous benefits just in terms of reducing the friction. You know, the whole procurement, you know, you come as a startup with some, some of the largest companies in the world, they used to buy five, 10 billion in software and they have all these processes and you're like, well, but we only have like two people in finance. Sorry. How can you, and where marketplace can really, really helps us is, you know, improve this experience, both sides because they understand like we are fast moving company. They, they want us because of our speed and, and innovation that we, the product's strong. Yeah. They don't want us to get bogged down in all these pro procurement processes either. And so, so that's the first benefit. We also are working very hard to make sure that the customers can provision Kong in AWS and automate across the board. So essentially reducing their time to value dramatically. Yeah. And another thing that we found tremendously beneficial for us is a startup is the whole concept of a standard marketplace contract. Yeah. So instead of us coming with our little MSA or come like 50 page MSA from companies, we now have a middle ground. So we can just agree. You know, there's some differences, some specifics to qu software and it's tremendously reduced costs on both sides. >>Great. For you guys great for the buyers. Yeah. You get deployed services. They're not just buying, they're managing and deploying. Yeah, >>Exactly. Great. >>Quick, final question. Put a plugin for the company. What are you working on now? What's the big news. What's the con update? >>Well, that's an interesting part because I can't tell you because next week we have our con summit. Oh right. In San Francisco. The cubes not so 28, 20 ninth. Yeah. We, we we'll, I think we are gonna fix that in the future. But anyway, this is the first time after pandemic to do this in person, we have number of very exciting announcement, our Kong products, as well as you may hear some news about our AWS partnership, >>We like con we believe that DevOps has happened. Dev sec ops, whatever you gonna call it, dev is now the developers they're in the front lines. They're in the C I CD pipeline. They're shifting left. That's the new they took over it. That's what DevOps does. It's not a title. Now you have security and data ops behind the scenes. That's gonna be middleware. That's gonna have tons of microservices. So more, more, more action coming, all API based. >>Exactly. And the more, you know, the more complexity we can take away from that, the better we, you know, the >>Whole community. Thank you. Spending the time to come on the cube here at the, a us marketplace seller conference. What do you think about the APN merging with the marketplace formed the P the Amazon partner organization. Thumbs up, thumbs down. What's your heard? >>It's excellent. We have a great friend in AP, a great friend, us marketplace. Now both of them work together with huge. >>Fantastic. Yes. Thanks for okay. Cube coverage here in Seattle. I'm John furier APN marketplace together. APOs the new organization making it easier. Of course, we got all the coverage here. Thanks for watching.

>> Welcome back to FalCon 2022. This is Dave Vellante. We get a special presentation segment for you today. This is Walter Wall day one of day two's cube coverage. JC Herrera is here, he's my designated cohost. He's the chief human resource officer at CrowdStrike. Craig Neri is to my left. He's the beneficiary and the beneficiary trustee and ambassador of, of operation Motorsport and former US air force. Thank you for your service. >> Thank you. >> And Diezel Lodder, who is CEO and co-founder of operation Motorsport. Gents, welcome to the cube. Thanks so much for coming on. >> Thank you, Great to be here >> JC, set this up for us. Explain your role, explain the corporate giving, the whole student connection, and the veterans, take us through that. >> Yeah, sure. Yeah, so as, as head of HR, one of the one of the things that we do is, is help manage part of the corporate giving strategy. And, and one of those things that, that we love to do is to also invest in students and in our veterans, it's just a part of our giving program. So this partnership with operation Motorsport is really critical to that. And if you want to dive a little bit deeper into that we just see that there's a gigantic skills gap in cybersecurity. And so when we, when there's over millions of open roles around the world and 700,000 of them in the us alone, we've got to go close that gap. And so our next gen scholarships that come out of the, are giving funds are, are awarded to students who are studying cyber security or AI. And the other side of that, is that this partnership with operation Motorsport then, we get the opportunity to do some internships with veterans through operation Motorsport as well. >> The number is 700,000 now, but pre pandemic I remember number 350, 350,000. It's, it's doubled now just in the US, amazing. All right, diezel, tell us about the mission of operation Motorsport like who are the beneficiaries let's get into it. >> So operation Motorsport engages ill, injured wounded service members, those that are medically retiring from the service or disabled veterans these individuals will be taken out of their units. They lose their team identity, their purpose. And, and what we do is those that apply to the program and have a desire to work around shiny objects and fast cars and all the great smells or just car guys or gals that we have some of those as well. They, we, we bring them onto the teams as beneficiaries. So embed them into a race team and give them opportunity to find something new. We're a recovery program. We're not about, you know, finding jobs for these folks. It's about networking and getting out of that, you know out of the dark places where some of them end up going because this is a, a huge change for them. And, and in doing so, we now expose them to CrowdStrike. You know, that's, that's one of the new relationships that, that we have where potentially if they want to they can pursue new opportunities in areas like cybersecurity. >> And they're chosen through an application process you're, I, I'm inferring. >> Yep. They just go online and say, you know through word of mouth or through a friend or through the, the USO and other organizations, they go online and they click the apply here and they fill it out. And, our beneficiary trustee Craig, and calls them up and says, Hey, tell me about what you're looking for. And, and we, we pair them up with the race team. >> And Craig you're also a, a beneficiary in addition to being the beneficiary trustee. So explain that, what's your story? >> Right. So I started in this organization as a beneficiary. I was the one that hit the button on the website. And, and then a few minutes later, I got a phone call from then Tiffany Lodder, Diezel's wife, who's our executive director in the organization. And, and I had that same conversation that I now have with beneficiaries today. I did a, I did a full season with them last year in 2021 as a beneficiary. But at the end I realized how big of an impact that this has with folks. Transition can be very difficult, especially if they're ill injured or wounded. And so I asked if I could help if I could give back cause it meant such, it had such a big impact on me. I'd like to, to help other veterans as well. >> Can I ask you what made you hit that button? What made you apply? >> Oh, that's a great question. So I was one of the very fortunate ones that had a transition coach. I was in the military for 29 years and had a lot of great connections in the military and, and was connected to a coach, a transition coach and just exploring, you know what that, what that would look like and she was the one who say, why don't we, why don't we explore this passion of Motorsports that you have? My family had been going to, to Motorsports events for you know, 50 years. And so, so I thought back, all right, this is I like this idea. Let's, let's pursue this. So a quick Google search and operation Motorsport popped up and I hit the button. >> And what programs are available in operation Motorsport? >> And so, Diezel kind of outline, outlined it. We have basically three different programs. We have the, our immersion program, which is exactly what Diezel described, where we take that veteran and we actually immerse them in a race team they're doing the, exactly what I was doing, doing tires and fuel and whatever the team needs them to do. We also have our E-motor sports program where folks who can't do the immersion program, immersion program is takes a pretty big time commitment sometimes. And so, they just don't have the capacity or abilities to be able to do those. We could put them in our E-motor sports program where they can do it all virtually. we're actually, we have a season going on right now where we're, we have veterans racing in that E-motor sports program. And then we have a, the diversionary therapy program where we have a, a Patriot car corral set up at all these tracks so, they can go out with like-minded individuals and spend the day out there with those folks, other veterans. And we do pit, pit tours and, and we get 'em out on the track for a little bit of a, you know, highway speeds nothing ridiculous, but we, we been doing some highway speeds. So we have a, a few, few different ways for them to be involved. >> So, so the number three is like a splash in the pond whereas number one's the, like full immersion. >> Yeah, correct, yes. >> And so what are you doing in the full immersion? What is, what is that like? I mean you're literally changing tires and, and you're, >> Yeah. You name it. >> In the, you're, you're in that sort of sphere of battle, if you will. >> The beauty of this is we could take somebody's capabilities and skill set and we can match it to whatever that looks like on a race team. Some people come in and have no experience whatsoever. And so we find a team that needs, you know, that has a development opportunities where they could come in, their, their initial job might be to fuel fuel cans or, you know, take tires off the car or wipe the car down, it's little things in the beginning. And then slowly as they start to grow and learn then they take on bigger roles. But we also have different positions. They can be immersed in, in teams, but they can also be immersed in the series. So we have folks that are doing like tech inspections. We have folks that are doing race control up in the, up in the tower, directing race operations. So, we have lots of opportunities, tons of potential. We, we foster those relationships and take the folks and whatever their capabilities and, and abilities are and find the right position for them. >> Think, thinking about your personal experience, how, how did it, how would you say it affected you? >> Yeah, um, to understand that you really have to understand military transition. And I think that's where a lot of the folks that have never experienced this really struggle. transition from the military is really difficult. And it's really difficult, even if you're, if you're not broke and, or you don't have some kind of illness or injury but, you add that factor into it at the same time and it could be extremely difficult. And that's why we see like the 22 a day suicide rates with veterans, it's very, very high, Right? And so when you, when you come into this program, it's, it is a little bit of a leap of faith, right? This is very new experience for somebody, right? For somebody like myself who had 29 years of experience in the military, very senior person in the military. And now you're at the bottom of the totem pole and trying to figure it all out again, it's, it's a it's a big jump. But, what you realize really quickly is a lot of the things that you experience in the military you experience in that paddock, same exact things, lots of, small team environment, lots of diversity, lots of challenges, lots of roadblocks ups downs, you, you'd deploy just like you would deploy in, in the military you bring the cars to a track, you execute a mission then you pack it up and bring it home. So it's, there's so many similarities in the process. >> I mean, yeah. Diezel hear, hearing Craig explained that there are, the similarities sound very clear, but, but, but how did how'd you come up with this idea? (Diezel laughs) It makes sense now in retrospect, but, somebody just said Hey, you know, we have this and we have this and we can marry them or... >> No, not really. And it, it's a funny story because I always said, I, I, I don't believe in reinventing the wheel I believe in stealing the car. And so there's a sister organization that we have in the UK called mission Motorsport. And, and, and they invented this five years before we did. And, and they were successful. And I was, you know, through, through friendships and opportunities, I got to witness it in, in 2016. So went over to, to Wales in, in the UK and, and watched it in action. And we were there for one race weekend, race of remembrance which is where we go back to we'll be going back to November, taking 13 beneficiaries over to race in our own race team for a 12 hour race. And that's a whole other story but that's where it all started. You know, we, we saw the opportunities and said, wow they're changing lives through recovery, you know through Motorsport and the similarities and what they were achieving, our initial goal was let's just come back and do this again next year, because we need to bring north American transitioning members over to, to witness this and take part. And then fast forward, we said, why stop there? And we, stood up an organization. Now, I'll tell you that the organization is not what it was the initial vision, this not where, I mean I never imagine that we get to this point this day especially with the announcement this morning, you know with the partnership with CrowdStrike, it it's huge for us but, we've evolved into something that was very similar to the initial vision. And that was, helping, helping medically transitioning service members with their own personal struggles and recovery. You know, the reason we call it operation Motorsport is because operations have no beginning and no end and our, and what we do makes us so different in that we're not a one and done, we take care of these guys. Even when they become alumni, they, they still come back. They, they come back to volunteer they come back to check in their friends and, and all kinds, it's really, really neat. >> And, and JC of course CrowdStrike has an affinity for Motorsports, right? You got the logo on the Mercedes. You, you've got the safety car at this. I think it's called the safety car, right? >> That's it, yeah. >> So, okay. So that's an obvious connection, but, but where did the idea germinate for this partnership? >> There's so many things, but first and foremost, I think that the, the values of CrowdStrike and those of operation motors were very much aligned. If you think about it, we, we focus a lot on teamwork. There's no way we do these jobs without the teamwork part. We all love data. These guys are all in the data all the time trying to figure out, you know, what your adversaries are doing. So there's that kind of component to it. And I'd say the last bit is critical thinking. So when we think about our organizations and how well aligned they are, that was a, that was a no brainer. And into the other side of it, we get the opportunity to do mentorship programs. I mean, I think both ways, hopefully I get invited to the Patriot corral at some point I can go, go work on a car but, we'll do those both ways or mentorship opportunities. If folks from operation Motorsport win a team up with a CrowdStrikers. >> Do you ever get to drive the car? Or is that just an awful question? >> No, it's a good question. Actually I do from the from the track to the pits at, you know, very slow speeds. >> They don't let you out on the track? >> That's right, no, I don't get to go out the track. >> Diezel You ever, you ever drive one of these? >> I, I, I, I've been on, on the track on, on different cars not in the race cars that, that, that that are on the team, but something that's unique in the Patriot corral, for instance, because JC brought that up, is that when we do these Patriot corrals part of that program at lunchtime is, is taking the individuals and doing parade laps. And I'll, you know, a parade lap, well, what's the fun in that? but you drive highway speeds on a racetrack and your own personal car following a pace car, that's a pretty cool experience. >> Yeah, that's very cool. Guys, congratulations on this program and all your success and all the, the giving that you do for the community and, and your peers, really appreciate you guys coming on The Cube and telling your story. >> Thanks for having us. >> Thanks for the opportunity. >> You're very welcome. All right, keep it right there everybody. Dave Vellante and Dave Nicholson, we'll be back from FalCon 2022, at the ARIA in Las Vegas. You're watching the cube. (relaxing music)

>>Okay, welcome back everyone to the Cube's live coverage of VMware Explorer, 2022. I'm John Forer host of the cube with Dave Lisa Martin, Dave Nicholson, two sets for three days. We're on three days, we're here breaking down all the action of what's going on around VMware is our 12th year covering VMware's user conference. Formerly known as world. Now explore as it explores new territory, its future multi-cloud vSphere eight and a variety of new next generation cloud. We're here on day three, breaking out. This is day three more, more intimate, much more deeper conversations. And we have coming back on the Q Keith Norby with NetApp, the worldwide product partner solutions executive at NetApp Keith. Great to see you industry to veteran cube alumni. Thanks for coming back. It's >>Good to see you >>Again. Yeah. I wanted to bring you back for a couple reasons. One is I want to talk about the NetApp story and also where that's going with DM VMware as that's evolving and, and is changing and, and with Broadcom and, and the new next generation, but also analyzing kind of the customer impact piece of it. You're like an analyst who've been in the industry for a long time. Been commentating on the cube. VMware's in an interesting spot right now because I, I mean, I love the story. I mean, we can debate the messaging. Some people are very critical of it a little bit too multicloud, not enough cloud native, but I see the waves, right? I get it. Virtualization kicked ass tech names. Now it moves to hybrid cloud. And now this next gen is a, you know, clear cloud native multi-cloud environment. I, I get that. I can see, I can, I can get there, but is it ready? And the timing. Right. And do they have all the peace parts? What's the role of the ecosystem? These are all open questions. >>Yeah. And, and the reality is no one has a single answer. And that's part of the fun of this, is that not just a NetApp, but the rest of the ecosystem and videos here, as an example, who, who is thinking, you know, the Kings of AI are gonna be sitting at a V VMware show and yet it's absolutely relevant. So you have a very complex set of things that emerge, but yet also it's, it's, that's not overcomplicated. There is a set of primary principles that, you know, organizations I think are all looking to get to. And I think the reality is that this is maturing in different spurts. So whether it's ecosystem or it's, you know, operations modes and several other factors that kind of come into it, you know, that's part of the landscape, >>You know, I gotta ask you, you know, you and I are both kind of historians. We always talk about what's happened and happening and gonna happen. You know, it's interesting 12 years covering world and now explore NetApp has always been such a great company. We've been, I've been following that company, you know, since, you know, 1997, you know, days. And, and certainly with the past decade of the cloud or so the moves you guys may have been really good, but NetApp's never really had the kind of positioning in the VMware story going back in the past 12 years. And this keynote, you guys were mentioned in the keynote. Yeah. Has there ever been a time where NetApp was actually mentioned in a keynote at world or now explore? >>Well, you know, when we started this relationship back when I was a partner, I really monetized and took advantage of some of the advantages that NetApp had with VMware back in the early days, we're talking to ESX three days and they were dominant to the point where the rest of, you know, the ecosystem was trying to catch up. And of course, you know, a lot of competition from there, but yeah, it, it, it was great seeing a day, one VMware keynote with NetApp mentioned in the same relevance as AWS and VMware, which is exactly where we've been. You know, one thing that NetApp has done really well is not just being AWS, but be in all the hyperscalers as first party services and having a, a portfolio of other ways that we deal with things like, you know, data governance and cloud data management and cloud cloud backup, and overall dealing with cyber resiliency and, and ransomware protection and list goes on and on. So we've done our job to really make ourself both relevant and easy for people to consume. And it was great to see VMware and AWS come together. And the funny part was that, you know, we had on, on the previous cube session, you have VMware and AWS in between NetApp, all talking about, we have this whole thing running at all three of our booths. And that's fantastic. You >>Know, I, I can say because I actually was there and documented it and actually wrote about it in the early 20 11, 20 12, the then CEO Georgian's and I had an interview. He actually was the first storage company to actually engage with AWS back then. Yeah. I mean, that's a long time ago. That's that's 10 years ago. And then everyone else kind of followed EMC kind of was deer in the headlights at that point. They were poo pooing, AWS. Oh yeah, no, it'll never work either of which will never work. It's just a, a fluke. Yeah. For developers. NetApp was on the Amazon web services partnership train for a long time. >>Yeah. It, it, it's really amazing how early we got on this thing, which you can see the reason why that matters now is because it's not only in first party service, but that's also very robust and scalable. And this is one of the reasons why we think this opens it up. And, you know, as much as you wanna talk about the technology capabilities in, in this offering, the funny part is, is the intro conversation is how much money you save. So it unlocks all the, the use cases that you weren't able to do before. And when you, when you look at use case after use case on these workloads, they were hell held back. The number one conversation we had at this show was partner after partner, organization, after organization that came into our booth and talked to us about, yeah, I've got a bunch of these scenarios that I've been holding back on because I heard whispers about this. Now we're gonna go in >>Unleash those. All right. So what are, what's the top stories for you guys now at NetApp? What's the update it's been a while, since we had a cube update with you guys, what are you guys showing of the show? What's your agenda? What are your talking points? What's the main story? >>Well, for us, it's, it's, it's, it's always, you know, a cloud and on-prem combination of priorities within our partner ecosystem. The way we kind of communicate that out is really through three lenses. You know, one is on the hybrid cloud opportunity, people taking data center and modernizing the data center with the apps and getting the cloud, just like we're delivering here at this VMware world show. Also the AI and modern data analytics opportunity, and then public cloud, because really in a lot of these situations at apps, you know, the, the buyer, the consumer, the people that are interested in transforming are looking at it from different lenses. And these all start with really the customer journeys, the data ops buyer is different than the data center ops buyer. And, and that's exactly who we target this in is, is NetApp. I think, focuses relentlessly on how we reach them. And by the way, not just on storage products, if you look at like our instant cluster acquisition and all these other things, we're trying to be as relevant, we, as we can in data management and you know, whether that's pipelining data management or storing data management, that's >>Where we're there. You know, I, I was talking with David Nicholson, cuz we have, you know, we joked together. I say the holy Trinity, he goes with the devil's triangle. I'm Catholic, gotta know what his, his denomination is, but storage, networking, and compute. Obviously the, the three majors, it never changes. And I think it was interesting now, and I wanna get your reaction to this and what NetApp's doing around it is that if look at the DevOps movement, it's clearly cloud native, but the it ops is not it anymore. It's basically security and data I'm I'm oversimplifying, but DevOps, the developers now do a lot of that. I call it work in, in the CSD pipeline, but the real challenge is data and ops. That's a storage conversation. Compute is beautiful. You got containers, Kubernetes, all kinds of stuff going on with compute, move, compute around, move the data to compute. But storage is where the action is for cyber and data ops. Yeah. And AI. So like storage is back. They never left, but it's, it's transformed to even be more important because the role of hyper-convergence shows that compute and storage go well together. What's your take on this and how is NetApp modernized to, to solve the data ops and take that to the next level and of obviously enable and, and enable in great security and or defense ability. >>Yeah. And that's why no one architecture is gonna solve every problem. That's why, when we look at the data ops buyer, there's adjacencies to the apps buyer, to the other cloud ops buyer. And there's also the fin ops buyer because all of 'em have to work together. What we're, what we're focusing on. Isn't just storing data. But it's also things around how you discover govern data. You know, how you protect data, even things like in the ed workspace, the chip manufacturers, how we use cloud bursting to be able to accelerate performance on chip design. So whether you're translating this for the industry vernacular about how we help say in the financial sector for AI and what we do within Invidia, or it's something translated to this VMware opportunity on AWS, you know, what we've put together is, is something that has as much meaningful relevance for storing data, but also for all the other adjacencies that kind of extend off there. >>Talk about what you're doing with your partner. I saw last night I did, I did a fly by a NetApp event. It was Nvidia insight, which is a partner, an integrator partner. So you got a lot of the frontline on the front lines, you got partners and you got, you know, big solutions with NetApp and now vendors like Nvidia, what are you actually selling? What's what's getting, I guess what's being put together, not selling, I'm obviously selling gear and what, but like solutions, but what's being packaged to the customer. Where does, what does and video fit in? What are you guys? And what's the winning formula. Take us through the highlights. >>Yeah. And so the VMware highlights here are obviously that we're trying to get infrastructure foundations to just not have, be, be trapped in one cloud or anyone OnPrem. So having a little more E elasticity, but if you extend that out, like you, like you mentioned with a partner that's trying to, to go drive AI within Nvidia, you know, NetApp doesn't create any AI deals cuz no one starts an AI journey with storage. They always start it with the, a with the data model. So the data scientists will actually start these things in cloud and they'll bring 'em on prem. Once the data sets get to a, a big enough scenario and then they wanna build it into a multi-cloud over time. And that's where Nvidia has really led the charge. So someone like an insight or other partners could be Kindra or, or Accenture, or even small boutique partners that are in the data analytics space. They'll go drive that. And we provide not just data storage, but are really complimentary infrastructure. In fact, I always say it like on the AI story alone, we have an integration for the data scientists. So when they go pull the data sets in, you can either do that as a manual copy that takes hours sometimes days, or you can do it instantaneously with our integration to their Jupyter notebook. So I say for AI, as an example, NetApp creates time for data scientists. Got >>It. And where's the, the cloud transformation with you guys right now? How is the hybrid working? Obviously you got the public and hybrids, a steady state right now multi-cloud is still a little fantasy in terms of actual multi-cloud that's coming next, but hybrid and cloud, what's the key key configuration for NetApp what's the hot products? >>Well, I think the key is that you can't just be trapped in one location. So we started this whole thing back with data fabric, as you know, and it's built from there up into, into more of the ops layer and some of the technology layers that have to compliment to come with it. In fact, one of the things that we do that isn't always seen as adjacency to us is our spot product on cloud, which allows you to play in the finops space to be able to look at the analyzed spend and sort of optimized environments for a DevOps environment cloud, to be able to give back a big percentage of what you probably misallocate in those operating models. Once you're working with NetApp and allow it to re re redeploy it in the place that you wanna spend it, you know, so it's, it's both the upper and lower stories coming together. >>Yeah. I was on the walking around the hallway yesterday and I was kind of going through the main event last night, overheard people talking about ransomware. I mean, still ransomware is such a big problem. Security's huge. How are you guys doing there? What's the story with security? Obviously ransomware is a big storage aspect and, and backup recovery and whatnot. All that's kind of tied together. How does NetApp enable better security? What's the story >>There? Yeah, it's funny because that's, that's where a lot of the headlines are at this show at every other show is security for us. It's really about cyber resilience. It is one of the key foundational parts of our hybrid cloud offerings. So as we go out to the partners, you mentioned, you know, insight and there's others, you know, CDW ahead here, and the GSI hosting providers, they're all trying to figure out the security opportunity because that is live. So we have a cyber resiliency solution that isn't just our snapshot technologies, but it's also some of the discovery data governance. But also, you know, you gotta work this with ecosystem, as we said, you know, you have all the other ISVs out there that have several solutions, not just the traditional data protection ones, but also the security players. Because if you look at the full perimeter and you look at how you have to secure that and be able to both block remediate and bring back a site, you know, those are complex sets of things that no one person owns. But what we've tried to do is really be as, as meaningful and pervasive and integrated to that package as possible. That's why it's a lead story in the hybrid clouds. >>Can you share for a minute, just give the NetApp commercial plug cuz you guys have continued to stay relevant. What's the story this year for the folks watching that our customers or potential customers, what's the NetApp story for this year? >>Well, the net, the nets right for this year is kind of what I mentioned, which is, you know, we're in this multi-cloud world. So whether you're coming at this from any perspective, we have relevancy for, for the, the on-prem place that you've always enjoyed us, but at the opposite of the spectrum, if you're coming at us from an AWS show or the cloud op the cloud ops buyer, we have a complete portfolio that if you never knew net from the on-prem, you're gonna see us massively relevant in that, in that environment. And you just go to an AWS show or a Microsoft Azure, so, or a Google show, you'll see us there. You'll see exactly why we were relevant there. You'll see them mention why we're relevant there. So our message is really that we have a full portfolio across the hybrid multi-cloud from anyone buyer perspective, to be able to solve those problems, but by the way, do it with partners cuz the partners are the ones that complete all this. None of us on our own, AWS, Microsoft, VMware, NetApp, none of us have the singular solution ourselves. And we can't deliver ourselves. You have to have those partners that have those skills, those competencies. And that's why we, we leverage it that way. >>Great, great stuff. Now I gotta ask you what what's going on in your world with partners. How's it going? What's the vibe what's that just share some insight into what's happening inside the partners? Are they happy with the margins? Are they shifting behavior? What are some of the, the high order bit news items or, or trends going on at the, on the front lines with your partners? >>Well, I think listen, the, the, the challenges pitfalls, the, the objections, the, all the problems that have been there in the past are even more multiplied with today's economy and all the situations we've gone through with COVID. But the reality is what's emerged is an interesting kind of tapestry of a lot of different partner types. So for us, we recognize that across the traditional GSIs, you see these cloud native partners emerging, which is an exciting realm, you know, to look at folks that really built their business in the cloud with no on-prem and being relevant with them, just consulting partners alone. Like the SAP ecosystem has a very condensed set of partners that really drive a lot of the transformation of SAP. And a lot of them don't, you know, don't do product business. So how does someone like NetApp be relevant with them? You gotta put together an offering that says we do X, Y, and Z for SAP. And so it's, it's a combination of these partners across the, the different >>Ecosystems. Yeah. And I, and I, I'm gonna, I wanna get your reaction to something and you probably don't, you don't have to go out, out in the limb and, and put NetApp in a, in a position on official position. But I've been saying on the cube that no matter what happens with VMware's situation with Broadcom, this is not a dying market, right? I mean like you you'd think when someone gets bought out or, or intention bought out, that'd be like this, this dark cloud that would hang over the, the company and this condition is their user conference. So this is a good barometer to get a feel for it. And I gotta tell you, Sunday night here at VMware Explorer, the expo floor was not dead. It was buzzing. It was packed the ecosystem and even the conversations and the positionings, it's all, all growth. So, so I think VMware's in a really interesting spot here with the Broadcom, because no matter what happens that ecosystem's going to settle somewhere. Yeah. It's not going away cuz they have such great customer base. So, you know, assume that broad Tom is gonna do the right thing and they keep most of the jewels they'll keep all the customers. So, but still that wave is coming. Yeah. It's independent of VMware. Yeah. That's the whole point. So what happens next? >>Well, I think, you know, we, >>We, you guys are gonna get mop up in business. Amazon's gonna get some business, Microsoft, HPE, you name it all gonna, >>Yeah. I think, you know, we've, we've been in business with Broadcom for a long time, whether it be the switch business, the chip business, everything in between. And so we've got a very mature relationship with them and we have a great relationship with VMware. It's it's best. It's almost ever been now and together. I think that will all just rationalize and, and settle over time as this kind of goes through both the next Barcelona show and when it comes back here next year, and I think, you know, what you'll see is probably, you know, some of the stuff settle into the new things they announced here at the show and the things that maybe you haven't heard from, but ultimately the, these, these, these solutions that they have to come forward with, you know, have to land on things that go forward. And so today you just saw that with VMware trying to do VMware cloud and AWS, they realized that there was a gap in terms of people adopting and wanting to do a storage expansion without adding compute. So they made a move with us that made total sense. I think you're gonna see more of those things that are very common sense, ways to solve the, the barriers to, you know, modernization, adoption and maturity. That's just gonna be a natural part of the vetting. And I think they'll probably come a lot more. >>It's gonna be very interesting. We interviewed AJ Patel yesterday. He heads up he's SVP G of the modern app side. He's a middleware guy. So you can almost connect the dots kind of where we're going with this. Yeah. So I assume there's a nice middleware layer of developing everybody wins yeah. In this, if done properly. So it's clearly that VMware, no matter what happens at Broadcom from this show, my assessment's all steam all steam ahead. No, one's holding back at this point. >>Yeah. It's funny. The, the most mature partners we talk to have this interesting sort of upper and lower story and the upper story is all about that, that application data and middleware kind of layer. What are you doing there to be relevant about the different issues they run into versus some of the stuff that we've grown up with on the infrastructure side, they wanna make that as, as nascent as possible, like infrastructure's code and all this stuff that the automation platforms do. But you're right. If you don't get up into that application, middleware space, you know, and work on that, on that side of the house, you know, you're not gonna be >>Relevant. Yeah. I mean, it's interesting, you know, most people, people take it literally. It doesn't mean middleware. We don't mean middleware. We mean that what middleware was yeah. In the old metaphor just still has to happen. That's where complexity solved. You got hardware, essentially cloud and you got applications, right. So it's all, all kind of the same, but not >>Yeah. In a lot of cases, it could be conceived as even like pipelining, you know, it's it's, you have data and apps going through a transformation from the old style and the old application structures to cloud native apps and a, a much different architecture. The, the whole deal is how you're relevant there. How you solving real problems about simplifying, improving performance, improving securities, you mentioned all those things are relevant and that's where, that's where you have to place >>Your bets. I love that storage is continuing to be at the center of the value proposition. Again, storage compute, networking never goes away. It's just being kind of flexed in new ways just to continue to say, deliver better value. Keith, thanks for coming on the queue. Great to see you for the, see you again, man, day three for coming back on and give us some commentary. Really appreciate it. And congratulations on all the success with the partners and having the cloud story. Right. Thanks. Cheers. Okay. More cube coverage. After this short break day three, Walter Wall coverage. I'm John furier host Dave ante, Lisa Martin, Dave Nicholson, all here covering VMware. We'll be back with more after this short break.

>>Welcome back everyone to the Cube's live coverage of VMware Explorer, 2022. I'm John furrier with Dave Valante host of the cube. We're here on the ground floor, Moscone west two sets Walter Wall coverage. Three days. We heard Laura Heisman, the senior vice president and CMO of VMware, put it all together. Great to see you. Nice, thanks for, to see you for spending time outta your very busy week. >>It is a busy week. It is a great week. >>So a lot of people were anticipating what world was gonna look like. And then the name changed to VMware Explorer. This is our 12th year covering VMware's annual conference, formerly known ASM world. Now VMware Explorer, bold move, but Raghu teased it out on his keynote. Some reason behind it, expand on, on the thought process. The name change, obviously multi-cloud big headline here. vSphere eight partnerships with cloud hyperscale is a completely clear direction for VMware. Take us through why the name changed. Exactly, exactly. And why it's all coming together. Think he kind of hinted that he kinda said exactly, you know, exploring the new things, blah, blah, blah. Yeah. But take us through that. You've architected it. >>Yeah. It is a, a change of, we have a great past at VMware and we're looking to our future at the same time. And so when you come back from a pandemic and things changing, and you're really looking at the expansion of the business now is the time because it wasn't just to come back to what we were doing before. And every company should be thinking about that, but it's what are we gonna do to actually go forward? And VMware itself is on our own journey as expanding in more into the cloud, our multi-cloud leadership and everything that we're doing there. And we wanted to make sure that our audience was able to explore that with us. And so it was the perfect opportunity we're back live. And VMware Explorer is for everyone. That's been coming Tom world for so many years. We love our community and expanding it to our new communities that maybe don't have that legacy and that history and have them here with us at >>VMware. You did a great job. I love the event here. Love how it turned out. And, and a lot of interesting things happened along the way. Prior to this event you had we're coming outta the pandemic. So it's the first face to face yes. Of the VMware community coming together, which this is an annual right of passage for everyone in the customer base. Broadcom buys VMware. No, no, if you name change it to VMware Explorer and then Broadcom buys VMware. So announces, announces the, the buyout. So, and all the certainty, uncertainty kind of hanging around it. You had to navigate those waters, take us through, what was that like? How did you pull it off? It was a huge success. Yeah, because everyone showed up. Yeah. It's, it's, it's the same event, different name, >>It's >>Same vibe. >>The only thing constant is change. Right? And so it's the, we've gotta focus on the business and our VMware customers and our partners and our community at large. And so it's really keeping the eye on what we're trying to communicate to our community. And this is for our VMware community. The VMO community is here in spades. It is wonderful to have the VMO community here. We have tons of different customers, new customers, old customers, and it's just being able to share everything VMware. And I think people are just excited about that. It's great energy on the show floor and all >>Around. And it's not like you had years to plan it. I mean, you basically six months in you, you went, you said you went on a six month listening tour the other day. What was the number one question you got on that listening tour? >>Well, definitely about the name change was one, but I would say also, it's not just the question. It was the ask of, we have we're in what we call our chapter three here. And it's really our move into multicloud and helping all of our customers with their complexities. >>So virtualization, private cloud, and now multi-cloud correct. The third chapter. >>Yeah. And the, the question and the ask is how do we let our customers and partners know what this is, help us Laura. Like that was the number one ask to me of help us explain it. And that was my challenge and opportunity coming into explore, and really to explain everything about our, if you watched the gen session yesterday, these was, was going through our multiple different chapters where we are helping our customers with their multi-cloud strategies. And so it is been that evolution gets us today and it doesn't end today. It starts today. And we keep going, >>Like, like a lot of companies, obviously in you in this new role, you inherited a hybrid world and, and you've got, you got two years of virtual under your belt, and now you're running a completely different event from that standpoint. How does the sort of the COVID online translate into new relationships and how you're cultivating those? What's that dynamic like? >>Well, let's start with how happy everyone is to see each other in person. No doubt. Yeah. It is amazing just to see people, the high fives in the hallways, the hugs, oh, some people just the fist pump, whatever people mats are there masks aren't there, right? It is something of where everyone's comfort level, but it is really just about getting everyone together and thinking about how do, how was it before the pandemic? You don't necessarily just wanna repeat coming back. And so how do you think about this from an in-person event? People have been sitting behind their screens. How do we engage and how are we interactive? Knowing that attention spans are probably a little bit shorter. People are used to getting up and going get their coffee. We have coffee in the conference rooms, right? Things like that, making the experience just a really great one for everyone. So they're comfortable back in person, but I mean, honestly the energy and seeing people's smiles on their faces, it's wonderful to be back in person. >>It's interesting, you know, the cube, we've had some transformations ourselves with the pandemic and, and living through and getting back to events, but hybrid cloud and hybrid events is now the steady state. So, and in a way it's kind of interesting how hybrid cloud and now multi-cloud the digital aspect of integrating into the physical events is now key. First class citizen thinking. Yeah. For CMOs, you guys did a great job of preserving the, the, the, the best part of it, which is face to face people seeing each other and now bringing in the digital and then extending this. So that it's an always on kind of explore. Is that the thinking behind it? Yes. What's your vision on where you go next? Because if it's not, it's not one and done and see you next year. No anymore, because no, the pandemic showed us that hybrid and digital and physical together. If design as first class citizens with each other. Yeah. One sub-optimize me obviously face to face is better than digital, but if you can't make it, it shouldn't be a bad experience. >>No, not at all. Good's your vision. And, and we're in a point where not everyone's gonna come back, that everyone has what's going on with their life. And so you have to think about it as in person and online, it's not necessarily even hybrid. And so it's, what's the experience for people that are here, you know, over 10,000 people here, you wanna be sure that that is a great experience for them. And then our viewers online, we wanna be sure that they're able to, to know what's going on, stay in touch with everything VMware and enjoy that. So the gen session that was live, we have a ton of on demand content. And this is just the start. So now we go on to essentially multiple other VMware explorers around the world. >>It's interesting. The business model of events is so tickets driven or sponsorship on site on the location that you can get almost addicted to the, no, we don't wanna do digital and kind of foreclose that you guys embraced the, the combo. So what's the attendance. I mean, probably wasn't as big as when everyone was physical. Yep. What are some of the numbers? Can you give us some D data on attendance? Some of the stats around the show, cuz obviously people showed up and drove. Yes. It wasn't a no show. That's sure a lot of great stuff here >>We have. So it's over 10,000 people that are registered and we see them here. The gen session was packed. They're walking the show floor and then I don't have the numbers yet for our online viewership, but everything that we're doing to promote it online, if anyone missed it online, the gen session is already up and they'll see more sessions going live as well as all the on demand content so that everyone can stay in the loop of what's happening. And all of our announcements, >>You're obviously not disappointed. Were you surprised? A little nervous. >>So I will say one thing that we learned from others, thank goodness others have gone before us. So as far as coming back in person is the big change is actually registration happens closer to the event, right. Is a very big change from pre so, >>So it's at the end. Yes. >>The last three weeks. And we had been told that from peers at RSA and other conferences, that that's what happens. So we were prepared for that, but people wanna know what's going on in the world. Yeah. Right. You wanna have that faith before you buy that ticket and book your travel. And so that has definitely been one of the biggest changes and one that I think that will maybe continue to see here. So that was probably the biggest thing that changed as far as what to expect as registration. But we planned for this. We knew it was not going to be as big in the past and that that's gonna be, I think the new norm, >>I think you're right. I think a lot of last minute decisions, you know, sometimes people >>Wanna know, I mean, it's, what's gonna happen another gonna be outbreak or, I mean, I think people have gotten trained to be disappointed >>Well and be flexible >>With COVID I and, and, and weirded out by things. So people get anxiety on the COVID you've seen that. Yeah. >>Yeah. Yeah. I wanna ask you about the developer messaging cause that's one of the real huge takeaways. It was so strong. And you said the other day in the analyst session, the developers of the Kings and the Queens now, you know, we, when we hear developers, we think we pictured Steve Bama running around on stage developers develop, but it's different. It's a different vibe here. It it's like you're serving the Kings in the, in the Queens with, through partnerships and embracing open source. Can you talk a little bit about how you approached or, and you are approaching developer messages? Yeah, >>I, so, you know, I came from GitHub and so developers have been on my mind for many years now. And so joining VMware, I got to join this great world of enterprise software background and my developer background. And we have such an opportunity to really help our developer community understand the benefits of VMware to make them heroes just like we made sort of virtualization professionals heroes in the past, we can do the same thing with developers. We wanna be sure that we're speaking with our developer community. That was very much on stage as well as many of the sessions. And so our, we think about that with our products and what we're doing as far as product development and helping developers be able to test and learn with our products. And it's really thinking about the enterprise developer and how can we help them be successful. >>And I think, I think the beautiful thing about that message is, is that the enterprises that you guys have that great base with, they're all pretty much leaned into cl cloud native and they see it and it's starting to see the hybrid private cloud public cloud. And now with edge coming, it's pretty much a mandate that cloud native drive the architecture and that came clear in the messaging. So I have to ask you on the activations, you guys have done how much developer ops customer base mix are you seeing transfer over? Because the trend that we're seeing is is that it operations and that's generic. I'll say that word generically, but you know, your base is it almost every company has VMware. So they're also enabling inside their company developers. So how much is developer percentage to ops or is they blending in, it's almost a hundred percent, which how would you see >>That it's growing? So it's definitely growing. I wouldn't say it's a hundred percent, but it is growing. And it is one where every company is thinking about their developer. There's not enough developers in the world per the number of job openings out there. Everyone wants to innovate fast and they need to be able to invest in their developers. And we wanna be able to give them the tools to be able to do that. Cuz you want your developers to be happy and make it easier to do their jobs. And so that's what we're committed to really being able to help them do. And so we're seeing an uptick there and we're seeing, you'll see that with our product announcements and what we're doing. And so it's growing. >>The other thing I want to ask you, we saw again, we saw a lot of energy on the customer vibe. We're getting catching that here, cuz the sessions are right behind us and upstairs the floor, we've heard comments like the ecosystem's back. I mean not to anywhere, but there was a definitely an ecosystem spring to the step. If you will, amongst the partners, can you share what's happening here? Observations things that you've noticed that have been cool, that that can highlight some trends in the partner side of it. Yeah. What's going on with partners. >>Yeah. I mean our partners are so important to us. We're thrilled that they're here with us here. The expo floor, it is busy and people are visiting and reuniting and learning from each other and everything that you want to happen on the expo floor. And we've done special things throughout the week. For example, we have a whole hyperscaler day essentially happening where we wanna highlight some of the hyperscalers and let them be able to, to share with all of our attendees what they're doing. So we've given them more time within the sessions as well. And so you'll see our partner ecosystem all over the place, not just on the expo >>Floor, a lot of range of partners. Dave, you got the hyperscalers, you have the big, the big whales and cloud whales. And then you have now the second tier we call 'em super cloud type customer and partners. And you got the multi-cloud architecture, developing a lot of moving parts that are changing and growing and evolving. How do you view that? How you just gonna ride the wave? Are you watching it? Are you gonna explore it through more, you know, kind of joint marketing. I mean, what's your, how do you take this momentum that you have? And by the way, a lot of stuff's coming outta the oven. I was talking with Joan last night at the, at the press analyst event. And there's a lot of stuff coming outta the VMware oven product wise that hasn't hit the market yet. Yep. That's that's that's I mean, you can't really put a number on that sales yet, but it's got value. Yep. So you got that happening. You got this momentum behind you, you just ride the wave and what's the strategy. Well, >>It is all about how do we pass to the partner, right? So it is about the partner relationship. And we think about that our partner community is huge to us at VMware. I'm sure you've been hearing that from everyone you've been speaking to. So it's not even it's ride the wave, but it's embrace. Got it. It's embrace our partners. We need their help, our customer base. We do touch everybody and we need them to be able to support us and share what it is that we're doing from our product E evolution, our product announcements. So it's continuous education. It's there in educating us. It's definitely a two way relationship and really what we're even to get done here at explore together. It's progress that you can't always do on a zoom or a teams call or a WebEx call. You can't do that in two weeks, two years sometimes. And we're able to even have really great conversations >>Here and, and your go to market is transforming as well. You, you guys have talked about how you're reaching many different touchpoints. We've talked about developers. I mean, the other thing we've seen at events, we talked about the last minute, you know, registrations. The other thing we've seen is a lot more senior members of audiences. And now part of that is maybe okay, maybe some of the junior folks can't travel, they can't get, but, but, but why is it that the senior people come, they, they maybe they wouldn't have come before maybe because they're going through digital transformations. They wanna lean in and understand it better. But it seemed, I know you had an executive summit, you know, on day zero and Hawk 10 was here and, and so forth. So, okay. I get that. But it seems in talking to the partners, they're like, wow, the quality of the conversations that we're having has really been up leveled compared to previous years in other conferences. >>So yeah. Yeah. I think it's that they're all thinking about their transformation as well. We had the executive summit on day zero for us Monday, right? And it was a hundred plus executives invited in for a day who have stayed because they wanna hear what's going on. When I joined VMware, I said, VMware has a gift that so many companies are jealous of because we have relationships with the executives and that's what every company's startup to large company wants. And they're, they're really trusted customers of ours. And so we haven't been together and they want to be here to be able to know what's going on and join us in the meetings. And we have tons of meetings happening throughout >>The event and they're loyal and they're loyal. They're absolutely, they're active, active in a good way. They'll give you great feedback, candid feedback. Sometimes, you know, you might not wanna hear, but it's truthful. They're rare, engaging feedback gift. And they stay with you and they're loyal and they show up and they learn they're in sessions. So all good stuff. And then we only have about a minute left. Laura. I want to get your thoughts and, and end the segment with your explanation to the world around explore. What's next? What does it mean? What's gonna happen next? What does this brand turn into? Yeah. How do you see this unfolding? How do people, how should people view the VMware Explorer event brand and future activities? >>Yeah. VMware Explorer. This is just the start. So we're after this, we're going to Brazil, Barcelona, Singapore, China, and Japan. And so it is definitely a momentum that we're going on. The brand is unbelievable. It is so beautiful. We're exploring with it. We can have so much fun with this brand and we plan to continue to have fun with this brand. And it is all about the, the momentum with our sales team and our customers and our partners. And just continuing what we're doing, this is, this is just the beginning. It's not the, it's a global >>Brand explore >>Global. Absolutely. Absolutely. >>All right, Dave, that's gonna be great for the cube global activities. There you go, Laura. Great to see you. Thank you for coming on. I know you're super busy. Final question. It's kind of the trick question. What's your favorite aspect of the event? Pick a favorite child. What's going on here? Okay. In your mind, what's the most exciting thing about this event that that's near and dear to >>Your heart? So first it's hearing the feedback from the customers, but I do have to say my team as well. I mean, huge shout out to my team. They are the hub and spoke of all parts of explore. Yeah. VMware Explorer. Wouldn't be here without them. And so it's great to see it all coming >>Together. As they say in the scoring and the Olympics, the degree of difficulty for this event, given all the things going on, you guys did an amazing job. >>We witnessed >>To it. Congratulations. Thank you. Thank you for a great booth here. It looks beautiful. Thanks for coming. Wonderful. >>Thank you for >>Having me. Okay. The cues live coverage here on the floor of Moscone west I'm Trevor Dave. Valante two sets, three days. Stay with us for more live coverage. We'll be right back.

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. Yeah, okay. Welcome back to the cubes. Live coverage here. Reinvent 2020 for a W s amazing content happening here within across the industry on digital transformation and more, more important than ever in the public sector has been mawr impacted by anyone during the cove and pandemic. And we're here remotely with the Cube Virtual because of the pandemic. Got a great guest, Kim, a jurist. She's the leader on the U. S. Education, state and local government for a W s public sector Kim, great to see you. Thanks for coming on. Remotely, at least we get to have a remote interview. >>Well, thank you for taking the time. This is This is our world these days, so it's good to be able to connect. >>Well, thanks for coming on. We're doing some specialty programming around public sector, mainly because it's such an important area. Uh, Andy Jassy Esquina, which is for the best conference at large at reinvent talks broadly, but I think it highlights what's going on in your world and that is this facing the truth. Um, this digital transformation has been forced upon us. It's accelerated and it's get busy, busy building or get busy figuring out how it might unwind and mawr education virtual remote if we >>didn't >>have video conference, and this could have been a disaster even further, but certainly has impacted everybody in the government education. How is it impacting share with us? What's going on? >>You know, I think that difficult partisans. When we turned on the news early days there in Cove it it was clear that students weren't learning and citizens couldn't get in contact with their government to ask for support. Um, I would say it was that moment in time where the technical debt that whether your state, local or education, you had to quickly realized that you need to connect with your students and your citizens. But I take a look at how quickly they were able to turn across the US Many of them realized what usually took years, literally turned into innovating overnight to support students as well as those filing for on unemployment claims. And I think that's what we heard a lot of, and those were some of the opportunities that Amazon really took, uh, to our customers said, Hey, we can help you solve these problems with great services such as connect >>you know, Connect came up in the keynote multiple times, and he really spend time on that as a as a disruption slash enabler for value. Can you share how cloud has scaled up some of your customers? I know connects, been pretty prominent in the public sector for Covic support and really has changed in saves lives in many cases. Can you share an example of how it's worked out? >>Absolutely. I mean, Rhode Island is is a great example. They use Amazon connect. They helped the state literally address this massive surgeon of unemployment insurance applications due to Cova 19. But literally the call times and the vines were cut down in What they were able to do is answer the call, not just have it be on a fast busy or a disconnect. Whether it was Department of Labor at Rhode Island, whether it was the state of Kentucky or the state of West Virginia, all those authorities use had to deal with that surge, and they were able to do it successfully and literally, in some cases, overnight to support citizens. That's how quickly they were able to innovate and hit those call centers, Um, effectively. But it's not just about the call center, because keep in mind they would go into those call centers with connect. They were able to actually take those calls from home, and we saw that in education as well. Take a look at L. A unified school district. What they had to do to quickly transition from in person training to supporting these students remotely. They had to do it overnight, and they use connect their asses well, not only to support the students, the teachers or the staff, but they took that opportunity to really continue educating and continue serving. >>You know, one of the things I was talking anti about in my one on one interview before reinvent was necessity is the mother of all invention in these days, and I think that came from a quote from one of your customers, like interviewed when asked, You know how the innovation strategy come about, and that's what they said. They said we needed it really bad, and we had to move quickly and then Andy said in his keynote that everything is on full display right now, meaning that the pandemic is forced one and you can see who's winning and who's not based on where they are in the cloud journey. So have to ask you leaderships a big part of this. What is the trend that you're seeing within your world because, you know, government not known for moving fast. And this is a speed game at this point. Healthcare. A big part of that. You got education. Government. What's >>the >>leadership mindset on innovating right now? And can you share because, yeah, you got some easy, you know, examples. Now the point is, hey, way have connect with people were like productivity opportunity that's now the new normal. So even in life does come back. There's new new things that have been discovered. Is that resonating with your your customers? And can you share the leadership mindset? >>Absolutely. So make no mistake. It was never a question of if it was a question of when the pandemic clearly is accelerating it. But, you know, we've been working with over 6500 government agencies and collaborating with them to really focus on some of their mission critical, um called based services. So and this is the new normal. They recognize it. And it's the foundation that during the pandemic that it's been said to say, Hey, we're going to push and we're gonna push quicker because they were actually able to demonstrate that they could do it. I'll give you an example. It's It's a heartbreaking one from my perspective. Being a mom, um, l. A. County Department of Child and Family Services, They operated their analog child protection hotline. Now the numbers are are unfortunate and staggering. But when you took a look at the peak before the pandemic, the call center received as many as 21,000 reports of child abuse and neglect in a month. During those pick times, up to 100 staff members would log in and literally take 120 back to back calls per hour. Now, when you think about that legacy environment with Amazon connect, they were able to continue the service, continue the support to help these Children and available 24 7, and they were able to do it from their homes. So e mean it gives me chills, just thinking about three unfortunate situations. But they were able to quickly move and and continue to support. Yeah, >>and the thing to I want to just bring up also had a customer I interviewed from Canada. I think they were partner with a censure. They had unemployment checks, they couldn't get out, and entitlement things that were literally checks and connect stood up that in like, record time. He was convinced. He's like he was kind of Amazon fan, but he was kind of still out of Amazon. He was like, I'm convinced we're gonna use Amazon going forward. It was a tipping point for him. There's a lot of these tipping points going on right now. This has been a big theme of this reinvent so far. Yeah, cloud transition, two full cloud value. This is the new normal What? What what what can clients get when they have budget or trying to get budget when they say the benefit? The clouds are what? >>Well, I mean again, use another use case. I'll go back to another example in L. A county. So when you think about l. A county itself, um, I won't give you the exact numbers because I don't know him off the top, but approximately 10 million residents and employs over 100,000 staff again. Look at the cost savings that they saw. So, you know, technical data is a problem. Being able to invest is a challenge because of budgets, but they were able to save 60% in one year from there on prem environment and licensing costs. But the cost is one piece. If you could take 17% fewer calls and you're solving those challenges by using a i N M l. Through the technology of what they were gathering through those calls, it made a huge impact and improved their service to their citizens. So you know it. The cost savings air there. And there are so many examples that states air, recognizing that they need to move quicker because they could take advantage of those costs, especially with some of the budget challenges we're going to see across the U. S. >>And the machine learning examples are off the charts. So, Kim, I gotta ask, you going forward now in reinvent what's the big focus for you and your teams and your customers because you guys are very customer focused. You're working backers from the customers. We hear that on and on what is going on in your customer base? One of the priorities, >>um, priorities for us will always remain on the mission to which our customers are focusing on. If we think about education, the question is, how are they re imagining the the delivery and the success in this new world that we're dealing with? So we'll continue to work and innovate with our partners and with amazing All right, a text that are in our business take a look at blackboard, right? They were able to scale 50 times their normal capacity globally, literally within 24 hours they're looking at How do they continue to innovate to serve? We're gonna work with K through 12 through academic medical centers and research, because when you think about what we need is we need to find that vaccine we need to find the ability to treat and serve. We're focused on those missions with the states, the research and the education teams. >>It's been unusual year learning is changing remote learning, remote work, the workforce, the workplace, the workloads. They're all changing. Onda clouds a big part of it. Um, final question for you. What's the take away for reinvent this year means different. You mentioned some of those highlights. What's the big take away for your audience? >>I think for state local education is it's available. It's now, and they have to serve their students and citizens quit. Um, what they've been able to do in the cloud again? A zay said at the start of the interview. They can now do overnight within minutes and hours and and support their citizens. And they have to do it quickly. So, >>uh, coyote to coyote goodness for the state and local governments to >>absolutely it's going to continue. And I think the important part is focused on the opportunity of innovating and supporting the mission >>Can Great to see you. Thanks for the insight. Thanks for the update. Appreciate it. We'll be following it. A lot of great successes. You guys have been having the Cuban involved in a bunch of them and we'll continue to follow the transformation. Thanks for coming on. >>Thank you. Enjoy Sena. >>Okay. This is the Cube Virtual. I'm John for your host. Thanks for watching more coverage. Walter Wall reinvent 2020 Virtual. Thanks for watching. Yeah,

>>from >>around the globe. It's the Cube with digital coverage of AWS reinvent 2020 Special coverage sponsored by A. W s Global Partner Network. >>Okay, welcome back to the Cube. Virtual coverage of AWS reinvent 2020. I'm John for your host of the Cube. Virtual were not there in person. We're doing remote interviews, bringing that content to you virtually obviously with the virtual vent over three weeks, Walter Wall coverage Got a great guest here. Norman Quijano, Chief market officer for Acoustic. Normally great to have you on the Cube. Great story. Want to get into independent marketing? Cloud all that good stuff? Thanks for joining me. >>It's a pleasure to be here, John. I'm excited to chat with you, and it's exciting during reinvent. >>Yeah, a lot of great stuff. I mean, just every year I just get kind of nerdy, and I nerd out on all the massive new stuff and some of its kind of, you know, futuristic, you know, not yet available, but most is. But let's get into what you guys do. So first tell me the story about Acoustic and you guys were originally part of IBM spun out, and now independent. Take us through what happened. >>Yeah, sure, it's It's actually a super fascinating story overall, because in short, Acoustic was created last year, July 2019, as a carve out from IBM. The interesting history is that over the course of about a decade, IBM said, this marketing technology space is pretty interesting. So it went and acquired a number of companies across multiple years. Hold it all together in what it called IBM Watson marketing ultimately and said, We're in the marketing technology space, unfortunately. Turns out that's probably not, ah, core business for IBM. So Ah, few years ago, someone said, Maybe we're not in this space. Let's see if we can put this car of this out. And so we were born last July were private equity owned and from, ah, great history became a great new beginning. >>Awesome. So talk about the value proposition. You guys living here says you guys were the independent marketing cloud. Does that mean independent in the sense of you don't take a position on certain technologies or independent as a company? Just what does that mean? >>Why independent used to be a simple word, but it doesn't have so It's not so simple anymore, now, is it? You know what we mean by that is very straightforward. One. We are private, and we are focused on marketing and marketers, and we are not beholden to other parts of the business that may be trying to serve back, office or finance or other elements in a business. And what we think that the marketer today which, as you know, marketers usually have the or one of the biggest I T budgets in a company. We think they need providers that are focused on their needs and their needs only. >>Yeah, it's interesting. The Martek stack and I just had a conversation with the venture capitalists live on the kickoff of the program for the show Review it this pre cloud There's cloud transition Now. You got all in cloud benefits of being cloud native, right? So you kind of 2021. I think we're in this post covert era. You got to see a whole new set of advantages. Yeah, they'll still be hybrid. They'll still be on premise. But if you look at the all the Martek marketing technology stuff, it's just so much stuff and salesforce just bought slack. You have Microsoft tea and the big guys, all these things, and you only have a departments don't have a lot of staff. It's not >>like eso. You need >>technology to try. Great do the heavy lifting. This is a big theme of of the Amazon reinvent culture. Using tech creates the customer value, reduced the heavy lifting. How are you guys doing that? How do you serve customers >>in that competitive landscape? It's a well set up job, because the reality is that we have a lot. There's a lot of companies in the marketing technology space you can look at charts online there, 8000 companies evidently on. But the reality is that very few of those companies are trying to provide big sort of end to end solutions the way that we are and some of our large competitors are. But they're all at different stages of the revolution in the cloud, because most of the bigger companies in this space got their Martek capabilities through acquisition, and they may have sort of carry forward a pre cloud, uh, technology stack with them. What we're trying to do is really two things. One We moved our technology to the cloud. In particular. Over 90% of our workload is on AWS now. And we're trying to find the integration points with our customers with their equally moving to public cloud like AWS, and give them the capability of being able to bring up capabilities quickly, particularly in something like email Be able to scale. Right? We're in the middle of the holiday season is the busiest time of the year for businesses to send email, and we wanna make sure that our customers can scale up. We want them to have that capability, and we wanna be able to take advantage of that so we don't have toe over invest in back end technology. We want marketers to feel as empowered as the CEO who's here. So I'm all in on the cloud. Well, what about the marketers? They're the ones who should be using that, and and I think something like a w s and continue to grow. And me and the capabilities that every part are they AWS will continue to provide value to the marketers to the customer experience team as well as to the I T team. >>How are you guys using data and AI because obviously you seeing that huge part of every single product. It's one of those things that you see on and we've been saying for years now it's kind of mainstream, the benefit of clouds. You get horizontal scalability of infrastructure. Now you got lamb Daniel containers and then you got data you can get vertically specialized within the app. So if you do the micro services or deconstruct the monolith, you could really provide point value and still get that data scale. So this opens up massive data intelligence opportunities, which every marketer wants to be data driven. S O R O r. Use the data to make a great user experience or customer experience. How do you guys see that? And Acoustic. And what do you guys doing in the clouds around that you >>share? Well, first of all, somehow you got ahold of our are confidential roadmap because you just laid it out right there. And what you said, it's not so confidential. But the reality is it's market >>leading for sure. I mean, I think you can. That's the Holy Grail. I mean, >>it's where everyone wants to be, and we had at Acoustic have a very specific philosophy is that we want to. We want to embrace data, and we mean, of course, on behalf of our customers. And we want to bring data to empower every every application in every part of the marketers business. And for better or worse, there's some marketing technology sort of have a little bit of, ah, little hands off with data, particularly if it's not their own data. We believe that whether it's first party, second party, third party data it needs to be brought into the marketing life cycle, and we are building or have built capabilities to do that. We believe in being open, believe in being ableto bring in all sorts of different data types, and then use that to build the best marketing campaigns and experiences for our customers and for their customer. And if you're not embracing all the types of data out there in creating a unique formula for each particular customer, you're not gonna deliver the best marketing experience. Yeah, >>I totally agree. And I think one of these things where modern applications there's two themes here. Modern applications and then completely programmable infrastructure for Amazon and this again. I've been covering cloud for many, many years since the beginning of cloud, and I've looked at all the big three. And I see Amazon's been clearly winning on the infrastructure of the service platform as a service. They Yeah, they have sass apps out there, but they have an ecosystem. Microsoft has their own strategy. Google the other you picked Amazon is a preferred partner. Could you share? Um, Why? Why Amazon And what specifically does that enable you to dio a za company? Because, um, yeah, Amazon's huge and some people get nervous like Okay, I'm just gonna be Oh, you're gonna eat me up and you're in a marketing focus, not a not a court. I don't have a core building block out there called Marketing Cloud like Oracle does or one of the company's. Why Amazon. >>Yeah, I think that you really sort of laid the landscape out well, and Amazon is very much a a full stack. And and there's so much maturity in AWS overall, which you don't necessarily see the sort of top to bottom maturity that you see in the other of the clouds and Amazon and all clouds right we we all want to be able to tap into micro services. So when we were trying to figure out what gave us the scalability that we needed, we were really focused on the ability to integrate at multiple touch points. Three. Ability to scale up really fast because, like during the holiday season were transacting billions of transactions. Whether it be emails that our customers are sending or SMS messages that they're sending so billions of transactions over a fixed period of time, we need to be able to scale quickly at an affordable price on We also believe that actually, a lot of marketing departments are going to start to realize the value of plugging into the service is available in a public cloud, particularly is they see things such as taking data from 33rd parties, right? How did they get that into the system or taking their marketing stacks and ultimately may potentially putting those stacks in containers, right. How do you move that into a container and be able to quickly connect other micro services to that container? So we think that this is the absolute future of where the marketing department is gonna end up. And we think Amazon and AWS could be a great partner because it gives you that global footprint gives you that ability to scale and gives you the richest set of services available right now. That was a really easy decision for us. >>Awesome stuff. Thanks for coming on. Normal. Really appreciate you laying out your vision of the cloud. Take a minute real quick. We got a couple minute left, put the plug out for Acoustic. What do you guys looking to do? What's the value proposition? Give a plug for the company. >>Yeah, we we left talking about Acoustic, and you can certainly visit us it Acoustic dot com Acoustic is a full service marketing platform. We are modern, we are cloud based, and one of the things that we do is we specialize and focus on marketing and the marketing function. And if anybody out there is interested in finding out more, you can not only come to Acoustic dot com. You can ping me because we believe that marketers are key decision makers and myself is our CMO wants to talk to every potential client. >>No one. Thanks for coming on. The Moncada you Chief market officer Acoustic here, featured on the Cube. But Adam's reinvent Thanks for coming on. Thanks. It >>was a pleasure, John. >>Thank you. I'm John Fair hosted the Cube. More coverage after this short break. Stay with us. Form or cube. Live coverage. Yeah.

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. Yeah, welcome back to the cubes. Live coverage here for eight of us. Reinvent 2020. Virtual normally were on the show floor getting all of the interviews and talking about the top newsmakers and we have one of them here on the Cube were remote. I'm John for your host of the Cube. George Ellis Eros, GM and director of product manager for AWS. Talking about Wavelength George. Welcome to the remote Cube Cube. Virtual. Thanks for coming on. >>Good to be here. Thanks for having a John >>Eso Andy's Kino. One of the highlights last year, I pointed out that the five g thing is gonna be huge with the L A Wavelength Metro thing going on this year. Same thing. Mawr Proofpoint S'more expansion. Take us through what was announced this year. What's the big update on wavelength? >>Yes, so John Wavelength essentially brings a W services at the edge of the five G network, allowing our AWS customers and developers to reach their own end users and devices. Five devices with very low latency enabling a number off emerging applications ranging from industrial automation and I O. T. All the way to weigh AR VR smart cities, connected vehicles and much more this year we announced earlier in the year the general availability of wavelength in two locations one in the Bay Area and one in the Boston area. And since then we've seen we've been growing with Verizon or five D partner in the U. S. And and increasing that coverage in multiple off the larger U. S cities, including Miami and D. C in New York. And we launched Las Vegas yesterday at Andy's keynote with Verizon. We also announced that we are going toe to have a global footprint with K d D I in Japan launching a wavelength in Tokyo with SK detail SK Telecom in in South Korea or launching indigestion and with Vodafone in London >>so significant its expansion. Um, we used to call these points of presence back in the old days. I don't know what you call them now. I guess they're just zones like you calling them zones, but this really is gonna be a critical edge network, part of the edge, whether it's stadiums, metro area things and the density and the group is awesome. And everyone loves at about five gs. More of a business at less consumer. When you think about it, what has been some of the response as you guys had deployed mawr, What's the feedback? Um, can you take us through what the response has been? What's it been like? What have been some of the observations? >>Yeah, customers air really excited with the promise of five G and really excited to get their hands on these new capabilities that we're offering. Um, And they're telling us, you know, some consistent feedback that we're getting is that they're telling us that they love that they can use the same A W s, a P I S and tools and services that they used today in the region to get their hands on this new capabilities. So that's being pretty pretty consistent. Feedback these off use and the you know, Sometimes customers tell us that within a day they are able to deploy their applications in web. So that's a that's pretty consistent there. We've seen customers across a number of areas arranging, you know, from from manufacturing to healthcare to a ar and VR and broadcasting and live streaming all the way to smart cities and and connected vehicles. So a number of customers in these areas are using wavelength. Some of my favorite you know, examples are in in actually connected vehicles where you really can see that future materialized. You get, you know, customers like LG that are building the completely secularized vehicle, tow everything platform, and customers like safari that allow multiple devices to do, you know, talkto the Waveland, the closest Waveland Zone process. All of those device data streams at the edge. And then, um, it back. You know messages to the drivers, like for emergency situations, or even construct full dynamic maps for consumption off the off the vehicle themselves. >>I mean, it's absolutely awesome. And, you know, one of things that someone Dave Brown yesterday around the C two and the trend with smaller compute. You have the compute relationship at the edge to moving back and forth so I can see those dots connecting and looking forward to see how that plays out. Sure, and it will enable more capabilities. I do want to get your your thoughts, or you could just for the audience and our perspective just define the difference between wavelength and local zones because we know what regions are. Amazon regions are well understood all around the world. But now you have this new concept called locals owns part of wavelength, not part of wavelengths. Are they different technology? Can you just explain? Take him in to exclaim wavelength versus local zones how they work together? >>Yeah, So let me take a step back at AWS. Basically, what we're trying to do is we're trying to enable our customers to reach their end users with low latency and great performance, wherever those end users are and whatever network they're they're using to get connected, whether that's the five g mobile network with the Internet or in I o t Network. So we have a number of products that help our customers do that. And we expect, like, in months off other areas of the AWS platform, that customers are gonna pick and twos and mix and match and combine some of these products toe master use case. So when you're talking about wavelength and local zones, wavelength is about five g. There is obviously a lot off excitement as you said yourself about five g about the promise off those higher throughput. They're Lowell agencies. You know, the large number of devices supported and with wavelengths were enabling our customers toe to make the most of that. You know, of the five G technology and toe work on these emerging new use cases and applications that we talked about When it comes to local zones, we're talking more about extending AWS out two more locations. So if you think about you mentioned AWS regions, we have 24 regions in another five coming. Those are worldwide and enabled most of our customers to run their workloads. You know all of their workloads with low latency and adequate performance across the world. But we are hearing from customers that they want AWS in more locations. So local zones basically bring a W S extend those regions to more locations by bringing a W s closer to population I t and industrial centers. You know, l A is a great example of that. We launched the lay last year toe to local zones in L. A and toe toe a mainly at the media and entertainment customers that are, you know, in the L. A Metro, and we've seen customers like Netflix, for example, moving their artist workstations to the local zones. If they were to move that somewhere, you know, to the cloud somewhere further out the Laden's, he might have been too much for their ass artists work clothes and having some local AWS in the L. A. Metro allows them to finally move those workstation to the cloud while preserving that user experience. You know, interacting with the workstations that's happened. The cloud. >>So just like in conceptualizing is local zone, like a base station is in the metro point of physical location. Is it outpost on steroids? Been trying to get the feel for what it is >>you can think off regions consisting off availability zones. So these are, you know, data center clusters that deliver AWS services. So a local zone is much like an availability zone. But instead of being co located with the rest of the region, is in another locations that, for example, in L. A. Rather than being, you know, in in Virginia, let's say, um, they are internally. We use the same technology that we use for outpost, I suppose, is another great example of how AWS is getting closer to customers for on premises. Deployments were using much of the same technology that you you probably know as Nitro System and a number of other kind of technology that we've been working on for years, actually, toe make all this possible. >>You know, anyone who's been to a football game or any kind of stadium knows you got a great WiFi signal, but you get terrible bandwidth that is essentially kind of the back hall component for the telecom geeks out there. This is kind of what we're talking about here, right? We're talking about more of an expansionary at that edge on throughput, not just signal. So there's, you know, there's there's a wireless signal, and it's like really conductivity riel functionality for applications. >>Yeah, and many. Many of those use case that we're talking about are about, you know, immersive experiences for for end users. So with five t, you get that increasing throughput, you can get up to 10 GPS. You know, it is much higher with what you get 40. You also get lower latents is, but in order to really get make the most out of five G. You need to have the cloud services closer to the end user. So that's what Wavelength is doing is bringing all of those cloud services closer to the end user and combined with five G delivers on these on these applications. You know, um, a couple of customers are actually doing very, very, very exciting things on immersive application, our own immersive experiences. Um, why be VR is a customer that's working on wavelength today to deliver a full 3 60 video off sports events, and it's like you're there. They basically take all of those video streams. They process them in the waving zone and then put them back down to your to your VR headset. But don't you have seen those? We are headsets there, these bulky, awkward, big things because we can do a lot of the processing now at the edge rather than on the heads of itself. We are envisioning that these headsets will Will will string down to something that's indistinguishable potential from, you know, your glasses, making that user experience much better. >>Yeah, from anything from first responders toe large gatherings of people having immersive experiences, it's only gonna get better. Jorge. Thanks for coming on. The Cuban explaining wavelength graduates on the news and expansion. A lot more cities. Um, what's your take for reinvent while I got you? What's the big take away for you this year? Obviously. Virtual, but what's the big moment for you? >>Well, I think that the big moment for me is that we're continuing to, you know, to deliver for our customers. Obviously, a very difficult year for everyone and being able to, you know, with our help off our customers and our partners deliver on the reinvent promised this year as well. It is really impressed for >>me. All right. Great to have you on. Congratulations on local news. Great to see Andy pumping up wavelength. Ah, lot more work. We'll check in with you throughout the year. A lot to talk about. A lot of societal issues and certainly a lot of a lot of controversy as well as tech for good, great stuff. Thanks for coming. I appreciate it. >>Thanks for having me. Thanks. >>Okay, That's the cube. Virtual. I'm John for your host. Thanks for watching. We'll be back with more coverage from reinvent 2023 weeks of coverage. Walter Wall here in the Cube. Thanks for watching. Yeah,

>>from around the globe. >>It's the >>Cube with digital coverage of AWS reinvent 2020 sponsored by Intel and AWS. Yeah. Hey, welcome back to the Cube. Virtual coverage of AWS reinvent 2020. I'm John for your host of the Cube. Virtual not there in person. We're doing remote interviews, bringing that content to you virtually obviously with the virtual vent over three weeks, Walter Wall coverage Got a great guest here. Norman Quijano, chief market officer for acoustic. Normally great to have you on the Cube. Great story. Want to get into independent marketing? Cloud all that good stuff? Thanks for joining me. >>It's a pleasure to be here, John. I'm excited to chat with you, and it's exciting during reinvent. >>Yeah, a lot of great stuff. I mean, just every year I just get kind of nerdy, and I nerd out on all the massive new stuff and some of its kind of, you know, futuristic not yet available, but most is. But let's get into what you guys do. So first tell me the story about acoustic and you guys were originally part of IBM. Spun out. And now independent Take us through what happened. >>Yeah, sure it's It's actually a super fascinating story overall, because in short, acoustic was created last year, July 2019, as a carve out from IBM. The interesting history is that over the course of about a decade, IBM said, this marketing technology space is pretty interesting. So it went and acquired a number of companies across multiple years. Hold it all together in what it called IBM Watson marketing ultimately and said, We're in the marketing technology space, unfortunately. Turns out that's probably not a core business for IBM. So a few years ago, someone said, Maybe we're not in this space. Let's see if we can put this car of this out. And so we were born last July were private equity owned and from, Ah, great history became a great new beginning. >>Awesome. So talk about the value proposition. You guys living here says You guys air the independent marketing cloud. Does that mean independent in the sense of you don't take a position on certain technologies or independent as a company? Just what does that mean? >>Why independent used to be a simple word, but it doesn't have so it's not so simple anymore. Now is it. You know what we mean by that is very straightforward one. We are private, and we are focused on marketing and marketers, and we are not beholden to other parts of the business that may be trying to serve back, office or finance or other elements in a business. And what we think that the marketer today which, as you know, marketers usually have the or one of the biggest I T budgets in a company. We think they need providers that are focused on their needs and their needs Home. >>Yeah, it's interesting. The Martek stack and I just had a conversation with the venture capitalists. Live on the kickoff of the program for the show Review it this pre cloud this cloud transition. Now you got all in cloud benefits of being cloud native. Right? So you kind of 2021. I think we're in this post covert era. You got to see a whole new set of advantages. Yeah, they'll still be hybrid. They'll still be on premise. But if you look at the all the Martek marketing technology stuff, it's just so much stuff and Salesforce just bought slack. You have Microsoft tea and the big guys, all these things, and you only have a departments don't have a lot >>of staff. It's not like eso. You need >>technology to try. Great. Do the heavy lifting. This is a big theme of of the Amazon reinvent culture. Using tech creates the customer value. Reduce the heavy lifting. How are you guys doing that? How do you serve customers >>in that competitive landscape? It's a well set up job, because the reality is that we have a lot. There's a lot of companies in the marketing technology space you can look at charts online there, 8000 companies evidently on. But the reality is that very few of those companies are trying to provide big sort of anti and solutions the way that we are and some of our large competitors are. But they're all at different stages of the revolution in the cloud, because most of the bigger companies in this space got their Martek capabilities through acquisition, and they may have to sort of carry forward a pre cloud, uh, technology stack with him. What we're trying to do is really two things. One. We moved our technology to the cloud and in particular, over 90% of our workload is on AWS now. And we're trying to find the integration points with our customers with their equally moving to public cloud like AWS, and give them the capability of being able to bring up capabilities quickly, particularly in something like email Be able to scale. Right? We're in the middle of the holiday season is the busiest time of the year for businesses to send email, and we wanna make sure that our customers can scale up. We want them to have that capability, and we wanna be able to take advantage of that so we don't have toe over invest in back end technology. We want marketers to feel as empowered as the CEO Who's yours. Oh, I'm all in on the cloud. Well, what about the marketers? They're the ones who should be using that, And and I think something like AWS and continue to grow and me and the capabilities that every part of AWS will continue to provide value to the marketers to the customer experience team as well as to the I T >>team. How are you guys using data and AI? Because I see seeing that huge part of every single product. It's one of those things that you see on and we've been saying for years Now it's kind of mainstream, the benefit of clouds. You get horizontal scalability of infrastructure. Now you get lamb Daniel containers and then you got data you can get vertically specialized within the app. So if you do the micro services or deconstruct the monolith, you could really provide point value and still get that data scale. So this opens up massive data intelligence opportunities, which every marketer wants to be data driven. S O R O r. Use the data to make a great user experience or customer experience. How do you guys see that? And acoustic. And what do you guys doing in the clouds around that you >>share? Well, first of all, somehow you got ahold of our are confidential roadmap because you just laid it out right there. And what you said, it's not so confidential. But the reality is it's market >>leading for sure. I mean, I think you can. That's the Holy Grail. I mean, >>it's where everyone wants to be. And we had at acoustic have a very specific philosophy. Is that we want to. We want to embrace data, and we mean, of course, on behalf of our customers. And we want to bring data to empower every every application in every part of the marketers business. And for better or worse, there's some marketing technology sort of have a little bit of, ah, little hands off with data, particularly if it's not their own data. We believe that whether it's first party, second party, third party data it needs to be brought into the marketing life cycle, and we are building or have built capabilities to do that. We believe in being open, believe in being ableto bring in all sorts of different data types, and then use that to build the best marketing campaigns and experiences for our customers and for their customer. And if you're not embracing all the types of data out there in creating a unique formula for each particular customer, you're not gonna deliver the best marketing >>experience. Yeah, I totally agree. And I think one of these things where modern applications there's two themes here. Modern applications and then completely programmable infrastructure for Amazon. And this again, I've been covering cloud for many, many years since the beginning of Cloud and I've looked at all the big three and I see Amazon's been clearly winning on the infrastructure of the service platform is a service. They Yeah, they have sass apps out there, but they have an ecosystem. Microsoft has their own strategy. Google the other you picked Amazon is a preferred partner. Could you share? Um Why? Why Amazon And what specifically does that enable you to dio a za company? Because, um, yeah, Amazon's huge and some people get nervous like Okay, I'm just gonna You're gonna eat me up and you're in a marketing focus, not a not a court. I don't have a core building block out there called Marketing Cloud like Oracle does or other companies by Amazon. >>Yeah, I think that you really sort of laid the landscape out well, and Amazon is very much a a full stack. And and there's so much maturity in AWS overall, which you don't necessarily see the sort of top to bottom maturity that you see in the other of the clouds and Amazon and all clouds, right? We we all want to be able to tap into micro services, so when we were trying to figure out what gave us the scalability that we needed, we were really focused on the ability to integrate at multiple touch points Theobald iti to scale up really fast because, like during the holiday season, were transacting billions of transactions. Whether it be emails that our customers are sending or SMS messages that they're sending so billions of transactions over a fixed period of time, we need to be able to scale quickly at an affordable price on We also believe that actually, a lot of marketing departments are going to start to realize the value of plugging into the service is available in a public cloud, particularly as they see things such as taking data from 33rd parties. Right? How did they get that into the system or taking their marketing stacks and ultimately may potentially putting those stacks in containers, right. How do you move it into a container and be able to quickly connect other micro services to that container? So we think that this is the absolute future of where the marketing department is gonna end up and we think Amazon and AWS could be a great partner because it gives you that global footprint gives you that ability to scale and gives you the richest set of services available right now. That was a really easy decision for us. >>Awesome stuff. Thanks for coming on. Normal. Really appreciate you laying out your vision of the cloud. Take a minute, real quick. We got a couple of minutes left. Put the plug out for acoustic. What do you guys looking to do? What's the value proposition? Give a plug for the company. >>Yeah, we we left talking about acoustic, and you can certainly visit us it acoustic dot com Acoustic is a full service marketing platform. We are modern, we are cloud based, and one of the things that we do is we specialize and focus on marketing and the marketing function. And if anybody out there is interested in finding out more, you can not only come to acoustic dot com. You can ping me because we believe that marketers are key decision makers and myself is our CMO wants to talk to every potential >>client number. Thanks for coming on. The Moncada you Chief market officer acoustic here featured on the Cube, but Adam's reinvent thanks for coming on. Thanks. It >>was a pleasure, John. >>Thank you. I'm John for hosting the Cube. More coverage after this short break. Stay with us form or Cube. Live coverage.

>>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 and AWS. Yeah, welcome back to the Cubes. Live coverage of AWS reinvent 2020. It's virtual this year over three weeks. Next three weeks we're here on the ground, covering all the live action. Hundreds of videos Walter Wall coverage were virtual not in person this year. So we're bringing all the interviews remote. We have Deepak Singh, vice president of Compute Services. A range of things within Amazon's world. He's the container guy. He knows all what's going on with open source. Deepak, great to see you again. Sorry, we can't be in person, but that's the best we could do. Thanks for coming on. And big keynote news all year all over the keynote. Your DNA is everywhere in the keynote. Thanks for coming on. >>Yeah. Now, no thanks for having me again. It's always great to be on the Cube. Unfortunately, not sitting in the middle of the floral arrangement, which I kind of miss. I know, but it waas great morning for us. We had a number of announcements in the container space and sort of adjacent to that in the developer and operator experience space about making it easy for people to adopt things like containers and serverless. So we're pretty excited about. And his keynote today and the rest agreement. >>It's interesting, You know, I've been following Amazon. Now start a three invent. I've been using Amazon since easy to started telling that garment that story. But you look like the mainstream market right now. This is a wake up call for Cloud. Um, mainly because the pandemic has been forced upon everybody. I talked to Andy about that he brought up in the keynote, but you start to get into the meat on the bone here. When you're saying OK, what does it really mean? The containers, the server Lis, Uh, the machine learning all kind of tied together with computers getting faster. So you see an absolute focus of infrastructures of service, which has been the bread and butter for Amazon web services. But now that kinda you know, connective tissue between where the machine learning kicks in. This is where I see containers and lambda and serve Earless really kicking ass and and really fill in the hole there because that's really been the innovation story and containers air all through that and the eks anywhere was to me the big announcement because it shows Amazon's wow vision of taking Amazon to the edge to the data center. This is a big important announcement. Could you explain E. K s anywhere? Because I think this is at the heart of where customers are looking to go to its where the puck is going. You're skating to where the puck is. Explain the importance of eks anywhere. >>Yeah, I'll actually step back. And I talked about a couple of things here on I think some of the other announcements you heard today like the smaller outposts, uh, you know, the one you and do you outpost skills are also part of that story. So I mean, if you look at it, AWS started thinking about what will it take for us to be successful in customers data centers a few years ago? Because customers still have data centers, they're still running there On our first step towards that Waas AWS in many ways benefits a lot from the way we build hardware. How what we do with nitro all the way to see C two instance types that we have. What we have a GPS on our post waas. Can we bring some of the core fundamental properties that AWS has into a customer data center, which then allowed PCs any KS and other AWS services to be run on output? Because that's how we run today. But what we started hearing from customers waas That was not enough for two reasons. One, not all of them have big data centers. They may want to run things on, you know, in a much smaller location. I like to think about things like oil rates of point of sale places, for they may have existing hardware that they still plan to use and intend to use for a very long time with the foundational building blocks easy to EBS. Those get difficult when we go on to hardware. That is not a W s hardware because be very much depend on that. But it containers we know it's possible. So we started thinking about what will it take for us to bring the best of AWS toe help customers run containers in their own data center, so I'll start with kubernetes, so with que binaries. People very often pick Kubernetes because they start continue rising inside their own data centers. And the best solution for them is Cuban Aires. So they learn it very well. They understand it, their organizations are built around it. But then they come to AWS and run any chaos. And while communities is communities, if you're running upstream, something that runs on Prem will run on AWS. They end up in two places in sort of two situations. One, they want to work with AWS. They want to get our support. They want to get our expertise second, most of them once they start running. Eks realized that we have a really nice operational posture of a D. K s. It's very reliable. It scales. They want to bring that same operational posture on Prem. So with the ts anywhere what we decided to do Waas start with the bits underlying eks. The eks destroyed that we announced today it's an open source communities distribution with some additional pieces that that we had some of the items that we use that can be run anywhere. They're not dependent on AWS. You don't even have be connected to a W s to use eks destro, but we will Patrick. We will updated. It's an open source project on get help. So that's a starting point that's available today. No, Over the next several months, what will add is all of the operational to link that we have from chaos, we will make available on premises so that people can operate the Cuban and these clusters on Prem just the way they do on AWS. And then we also announced the U. K s dashboard today which gives you visibility into our communities clusters on AWS, and we'll extend that so that any communities clusters you're running will end up on the dashboard to get a single view into what's going on. And that's the vision for eks anywhere, which is if you're running communities. We have our operational approach to running it. We have a set of tools that we're gonna that we have built. We want everybody to have access to the same tools and then moving from wherever you are to aws becomes super easy cause using the same tooling. We did something similar with the C s as well the DCs anywhere. But we did it a little bit differently. Where in the CSU was centralized control plane and all we want for you is to bring a CPU and memory. The demo for that actually runs in a bunch of raspberry PiS. So as long as you can install the C s agent and connect to an AWS region, you're good to go. So same problem. Different, slightly different solutions. But then we are customers fall into both buckets. So that's that's the general idea is when we say anywhere it means anywhere and we'll meet you there >>and then data centers running the case in the data center and cloud all good stuff. The other thing that came out I want you to explain is the importance of what Andy was getting to around this notion of the monolith versus Micro Services at one slightly put up. And that's where he was talking about Lambda and Containers for smaller compute loads. What does it mean? What was he talking about there? Explain what he means by that >>that Z kind of subtle and quite honestly, it's not unique to London containers. That's the way the world was going, except that with containers and with several functions with panda. You got this new small building blocks that allow you to do it that much better. So you know you can break your application off. In the smaller and smaller pieces, you can have teams that own each of those individual pieces each other pieces. Each of these services can be built using architecture that you secret, some of them makes sense. Purely service, land and media gateway. Other things you may want to run on the C s and target. Ah, third component. You may have be depending on open source ecosystem of applications. And there you may want to run in communities. So what you're doing is taking up what used to be one giant down, breaking up into a number of constituent pieces, each of which is built somewhat independently or at least can be. The problem now is how do you build the infrastructure where the platform teams of visibility in tow, what all the services are they being run properly? And also, how do you scale this within an organization, you can't train an entire organ. Communities overnight takes time similar with similarly with server list eso. That's kind of what I was talking about. That's where the world is going. And then to address that specific problem we announced AWS proton, uh, AWS program is essentially a service that allows you to bring all of these best practices together, allows the centralized team, for example, to decide what are the architectures they want to support. What are the tools that they want to support infrastructure escort, continuous delivery, observe ability. You know all the buzzwords, but that's where the world's going and then give them a single framework where they can deploy these and then the developers can come into self service. It's like I want to build a service using Lambda. I don't even learn how toe put it all together. I'm just gonna put my coat and pointed at this stock that might centralized team has built for me. All I need to do is put a couple of parameters, um, and I'm off to the races and not scale it to end, and it gives you the ability to manage also, So >>it's really kind of the building blocks pushing that out to the customer. I gotta ask you real quick on the proton. That's a fully managed service created best. Could you explain what that means for the developer customer? What's the bottom line? What's the benefit to >>them? So the biggest benefit of developers if they don't need to become an expert at every single technology out there, they can focus on writing application court, not have to learn how to crawl into structure and how pipelines are built and what are the best practices they could choose to do. So the developers, you know, modern and companies Sometimes developers wear two hats and the building off, the sort of underlying scaffolding and the and the build applications for application development. Now all you have to do is in writing an application code and then just go into a proton and say, This is architecture, that I'm going to choose your self, service it and then you're off to the races. If there's any underlying component that's changing, or any updates are coming on, put on it automatically take care off updates for you or give you a signal that says, Hey, the stock has to be updated first time to redeploy accord so you can do all of that in a very automated fashion. That's why everything is done. Infrastructures Gold. It's like a key, uh, infrastructure and told us, and continuous delivery of sort of key foundational principles off put on. And what they basically do is doing something that every company that we talked oh wants to do. But only a handful have the teams and the skill set to do that. It takes a lot of work and it takes ah lot of retraining. And now most companies don't need to do that. Or at least not in that here. So I think this is where the automation and manageability that brings makes life a lot easier. >>Yeah, a lot of drugs. No docker containers. They're very familiar with it. They want to use that. Whatever. Workflow. Quickly explain again to me so I can understand fully the benefit of the lamb container dynamic. Because what was the use case there? What's the problem that you solve? And what does it mean for the developer? What specifically is going on there? What's the What's the benefit? Why would I care? >>Yeah, eso I'll actually talked about one of the services that my team runs called it of your stature. AWS batch has a front time that's completely serverless. It's Lambda and FBI did play its back in the PCs running on the city right? That's the better the back end services run on their customers. Jobs in the running. Our customers are just like that. You know, we have many customers out there that are building services that are either completely service, but they fit that pattern. They are triggered by events. They're taking an event from something and then triggering a bunch of services or their triggering an action which is doing some data processing. And then they have these long running services, which almost universally in our running on containment. How do you bring all of this together into a single framework, as opposed to some people being experts on Lambda and some people being experts and containers? That's not how the real world works. So trying to put all of this because these teams do work together into a single framework was our goal, because that's what we see our customers doing, and I think they'll they'll do it. More related to that is the fact that Lambda now supports Dr Images containing images as a packaging format because a lot of companies have invested in tooling, toe build container images and our land. I can benefit from that as well. While customers get all the, you know, magic, The Lambda brings you >>a couple of years ago on this on the Cube. I shared this tweet out earlier in the week. Andy, we pressed and even services launches like, would you launch build Amazon on Lamb? Day says we probably would. And then he announced to me And he also I think you mentioned the keynote that half of Amazon's new APS are built on lambda. >>Yeah, that's good. This >>is a new generation of developers. >>Oh, absolutely. I mean, you should talk to the Lambda today also, but even like even in the container side, almost half of the new container customers that we have on AWS in 2020 have chosen target, which is serverless containers. They're not picking E c s or E. T. S and running at least two. They're running it on target the vast majority of those two PCs, but we see that trend on the container side as well, and actually it's accelerating. More and more and more new customers will pick target, then running containers on the city. >>Deepak, great to chat with you. I know you gotta go. Thanks for coming on our program. Breaking down the keynote analysis. You've got a great, um, focus area is only going to get hotter and grow faster and a lot more controversy and goodness coming at the same time. So congratulations. >>Thank you. And always good to be here. >>Thanks for coming on. This is the Cube Virtual. We are the Cube. Virtual. I'm John for your host. Thanks for watching.

>>from around the >>globe. It's the Cube with digital coverage of AWS reinvent 2020 sponsored by Intel, AWS and our community partners. Welcome back to the Cubes Coverage Cube Virtual coverage of AWS reinvent 2020 which is also virtual. We're not in person this year. We're doing the remote interviews. But of course, getting all the stories, of course, reinvented, full of partnerships full of news. And we've got a great segment here with Salesforce and AWS. Eileen Schneider Win, who is the senior vice president of strategic partnerships, and Maureen Lundergan, director of worldwide training and certification address. Maureen Eileen. Great to see you. Thanks for coming on. And nice keynote. What's up with the partnership? Give us a quick over your lien. What's what's the Salesforce? A day was partnership. Take a minute to explain it. >>Sure, thank you. I think I'll start out by talking about how sales were thinks about strategic partnerships. So for us, it's really it starts with the customer and being where they want us to be. And we've been so fortunate to be in this relationship with AWS for over five years now. It really started out as an infrastructure based partnership as we were seeing customers start their digital transformation journeys and moved to the cloud. But what has been really exciting as we've spent more time working together and working with our customers, we have now started to move into emotion of really bringing some differentiated solutions between the number one CRM and the most broadly adopted cloud platform to market for customers, uh, in areas like productivity, security and training and certification which will talk more about in a bit Onda. Specifically, some of those solutions are service Cloud Voice Product, which we launched this summer, announced last fall, a dream force as well as our private connect product which creates great security between the AWS platform and Salesforce. >>What? Some of the impact area is actually the two clouds you mentioned CRM and Amazon. We're seeing data obviously being a part of the equation ai machine learning. Um, what's been the impact I lean to your customer specifically >>Yeah, so specifically I'd call out to areas what one is really that foundation of security. Specifically, as government regulations and data security has become more critical, we've really been able to partner together there and and that's been crucial for certain customers in certain regions as well a certain industries like government. Uh, in addition, I would call out again that service cloud voice partnership, a zoo. We see the world moving more digital. This really allows customers to go quickly and, uh, turn on. There are solutions from anywhere at any time. >>You know, I love that any time, anywhere kind of philosophy. Now more than ever. With the pandemic collaborations required more than ever, and some people are used to it. You know, I've seen more technical developers have used to working at home, but not everyone else. The workforce still needs to get the job done. So this idea of collaboration, what is the impact in for your customers and how are you guys helping them? Because I think this is a big theme of this year That's gonna not only carry over, even when the pandemics over this idea of anywhere is all about collaboration. >>Yeah, I totally agree. I mean, the exciting thing about the partnership is we've been talking digital transformation with customers for years, but I think what we saw at the beginning of this year, as we were all thrown home and forced Thio, you know, fire up our jobs from our bedrooms or our garages. It really came down to our ability to work quickly and turn on our solutions. It's and these unprecedented times, while we're going through this now, everything we're building really is the future. So it's not just the tools and technology, it's also the processes and how work is getting done that's really come into play. But again, I'll anchor back to that service blood voice solution. So for us, call centers were completely disrupted. You think of call centers and you know, pre 2020 everyone sitting in a room together, agent side by side managers, having the ability to pop over and assist with a call or managing escalation. Now that's been completely disrupted. And it's been very exciting for us to work with our customers, to reimagine what that looks like again both from a technology perspective but also from a process perspective. And along with that, you had to reimagine how employees are learning these solutions and being trained. So we're very grateful for the partnership with AWS, and we're doing some really amazing things together. >>You know this is one of my favorite things about the enablement of Cloud. But in Salesforce has been a pioneer. As you pointed out, this connectedness feature has always been there. Now more than ever, it's highlighted with call centers, not the call center more. It's the connected center. People are connecting. And I think, Maureen, I think last time you're in the Cube. A few years ago, we were talking about virtual training online, and that was pre pet pandemic. Now you're seeing surge of online training not only because people's jobs are changing and being displaced or even shut down. New roles are emerging, right? So the virtual space Virtual world digital world, there's everyone's getting more digital faster now. How has the cove in 19 changed the landscape for training and skills demand? From your perspective, I >>mean at AWS, we've been working on our virtual capabilities for a while, so we had a digital platform out. We had a great partnership, have a great partnership with Salesforce and putting content on trailhead. We had to pivot very rapidly to virtual instructor led training and also our certifications right. We were lucky that our vendors partnered with us rapidly to pivot certification toe proctor environment. And this actually has helped to expand our ability to deliver the both training and certification in locations that we may not have been able to do before. And we have seen while it slowed. Initially, we have seen such an uptake and training over the last, um, 6 to 8 months. It's been incredible. We've been working with our customers. We've been working with our partnerships like Salesforce. We've been pushing more content out. I think customers and partners air really looking for how toe upscale their employees, uh, in a in a way, that is easy for them. And so it's actually been a great surprise to see the adoption of all of our curriculum over the last couple months. >>Well, congratulations knows a lot more work to do. It's gonna get more engaging, more virtual, more rich media. But this idea of connecting lean I wanna get back to the your your thoughts earlier, um, mentioned trailhead. Maury mentioned trailhead. You guys were doing some work with the virtual training there. What? Can you tell us more about that? And how that's going so far? >>Sounds great. So trailhead is our free online learning platform. And it really started because we have a commitment to democratizing anyone's ability to enter our industry s so you could go there and both online or with our trail head go app and experience what we call trails, which our paths for learning again on different areas of knowledge and skills and technology. And late last year, we announced an incredible partnership with AWS, where we're bringing the AWS learning content and certification to trailhead. And this is really again driven by our customers to are asking us to do our part in bringing mawr of these skilled resource is into the ecosystem. But something I also wanna highlight is I feel like this moment that we're in right now has also forced everyone to reimagine how they're doing learning even businesses, how they're training their employees and again having this free platform. And the partnership with AWS has really helped us go very quickly and create a lot of impact with customers. >>I just want to say I love the trailhead metaphor because, you know, learnings nonlinear. It's asynchronous. You've got digital. So you want to take a shortcut? You gotta know the maps And I think that's, you know, people wanna learn versus the linear, you know, tracks on. And I think that's how people have been learning online. And AWS has got a data driven strategy. Marine, I want to get your take on this because as you bring content on the trailhead, can you talk about how that works? And how you working with Railhead? >>Yeah. I mean, we started conversations a couple of years ago, and I think the interesting thing is that Salesforce and AWS have a very similar philosophy about bringing education to anybody who wants it. You'll hear me talk a lot about that in my leadership talk at reinvent, but, um, we really believe that we wanna provide content where learners learn and salesforce and trailhead have this amazing captured audience. And, um, you know, we're really looking at exploring. How do we bring education to people that might not otherwise have access to it? On DSO, we started with really foundational level content, a ws Cloud, Practitioner Essentials and AWS Cloud for technical professionals. And the interesting thing is, both of those courses have been consumed. ITT's not enough to just put it out there you want people to complete the trails and we've seen such an amazing uptake on the courses with, like 85% completion rate on one of the trails and 95% completion rate on the other one. And to keep customers engage is really a credit toe. How trailhead is designed. >>You know, it's interesting. The certification people don't lose sight of the fact that that's kind of the in the end state. Then you start a new trail. I mean, this >>is >>the this is really what it's all about. Can you just share some observations that you've seen for people that are coming into this now to say, Hey, okay, what do I expect? And what are some of the outcomes? >>Yeah, I mean, first, what we're seeing is our customers are being very clear that they need more of these skills. So we're also seeing the need for Salesforce administrators out in our ecosystem. And I think with everything going on this year, it's also an opportunity for people who are looking to pivot. Their careers were moving to tech and again, this free learning platform and the content that we're bringing has been really powerful and again for us. The need for salesforce administrators and cloud practitioners out in our ecosystem are in more demand than ever. >>Maureen. From your perspective on AWS, you see a lot of the new new jobs cybersecurity, Brazilian openings. Where do you see the most needs on for training and certification? Can you highlight some of the areas that are emerging and trending, if you will? >>I would say it's interesting because what we're seeing is is both ends of the spectrum. People that are really trying to just really understand who cloud is, whether it's, ah, business leader within an organization, a finance person, a marketing person. So cloud practitioner, you know, we're seeing huge adoption and consumption on both our platform in on Salesforce. But also some other areas are security and machine learning machine learning. We have five learning paths on our digital platform. We've also extended that content out to other platforms and the consumption rate is significant. And so, you know, I think we're seeing, uh, customers consume that. But the other thing that we're doing is we're really focused on looking at who doesn't have access to education and making sure that's available. So I think the large adoption of Cloud Practitioner in Practitioner is is largely due to the other things that we're doing with programs like Restart our academic programs >>to close it out, Alina want to get your thoughts and final thoughts on the relationship and how people can find more information about this partnership and what it means. Take, take it home. >>Thank you for asking. So just like everything else we've been talking about today, we've had to reimagine how we're showing up at this event together and very exciting thing that my team has created is the AWS Virtual Park. And anyone can access that at salesforce dot com slash aws. So please go check it out. You can experience our products here from our experts and experience its innovation on your own. >>Great insight. Thanks for coming on and participating. Really appreciate Salesforce and AWS two big winning leading clouds working together Trail had great great offering. Thanks for coming on sharing the news. Appreciate >>it. Thank you. >>It's the Cube virtual covering. It was reinvent virtual. Of course. Check out all the information here All three weeks. Walter Wall coverage. I'm John Fury with the Cube. Thanks for watching

>>law from Las Vegas. It's the Q covering a ws re invent 2019. Brought to you by Amazon Web service is and in along with its ecosystem partners. >>Hey, welcome back. Everyone's two cubes. Live coverage I'm John for with the Cube were here reinvent date, too, as it winds down Walter Wall interviews two sets here. We want to think Intel, big sponsor of this, said we without Intel, we wouldn't have this great content. They support our mission at the Q. We really appreciate it. We're here and strengthen the signal the noise on our seventh reinvent of the eight years that they've been here. We've been documenting history, and we got a great panel lined up here. They got Sebastian to holler Who's the CEO? Sale Drone. Henry Stalls, Stool The VP of Science and Technology and Bowery Farming. Great use case around the food supply and Janet his era space weather scientists at NASA. The Kilo Physics division. We got a great lineup here. Great panel. Welcome to the Cube. Thanks for coming. Thank you. Okay. We'll start with you, Jen. And you're doing some super cool space exploration. You're looking at super storms in space. What's your story? >>Yeah, I work at NASA and NASA has in its mandate to understand how to protect life on Earth and in space from events like space, weather and other things. And I'm working with Amazon right now to understand how storms in space get amplified into super storms in space, which now people understand, can have major impacts on infrastructures head earth like power grits. >>So there's impact. >>There's a >>guy's measuring that, not like a supernova critical thing like >>that >>of, like, practical space. >>Actually, the idea that the perception of the world of the other risks of space weather changed dramatically in 1989 when Superstorm actually caused the collapse of a power grid in Canada and the currents flowing in the ground from the storm entered the power grid and it collapsed in 90 seconds. It couldn't even intervene. >>Wow, some serious issues. We want to get into the machine learning and how you guys are applying. But let's get through here, and we're doing some pretty cool stuff that's really important. Mission. Food supply and global food supply something that you're doing. What I think it might explain. >>Yeah, Bowery were growing food for a better future by revolutionizing agriculture. And to do that, we're building these ah network of large warehouse scale indoor farms where we go all sorts of produce indoors 365 days a year, using zero pesticides using hydroponic systems and led technology. So it's really exciting. And at the core of it is some technology we call the Bowery operating system, which is how we leverage software hardware in a I tow, operate and learn from our farm. >>I'm looking forward to digging into that Sebastian sale drone. You're doing some stuff you're sailing around the world. You got nice chance that you now tell your story. >>Sadly, no way. Use wind powered robots to study the 20% of the planet that's currently really data scarce. And that's the oceans on. So we measure things like biomass, which is how many fish down in the ocean. We measure the input of energy, which impacts weather and climate. We mapped the seabed on. We do all kinds of different tasks which are very, very expensive to do with few ships >>and to report now that climate change is on everyone's agenda, understanding potentially blind spots. Super important, right? >>That's what I'm trying to, You know, this whole question of if it's a question of what? When and what and how much. And so, you know, the ice is melting, the Gulf Stream is changing, and Nina is wrecking havoc. But we just do not understand this because we just don't have the data. In city, we use satellites where they have very low resolution. They cannot see through the water where you ships. No, has 16 ships he in the U. S. So we have to do better. We have to translate this into a big data problem. So that's what we're doing. We have 1000 sale drones on our plan with 100 water right now. And so we're trying to instrument old oceans all the time, >>you know, and data scales your friend because you don't want more data. Yes. Talk about what you're working on. What kind of a I in machine learning are you doing? You just gathering day. Then you're pumping it up to the cloud via satellites or what's going on there? >>One of the one of the use cases trying to understand you know who's out there. What are they doing? Another doing anything illegal. So to do this, you need to use cameras and look at the horizon and detect. You know whether you have vessels. And if those vessels are not transmitting the position, it means that they're trying to stay hidden on the ocean. And so we use machine learning and I that we train on on AWS to try to understand what where those things are. It's hard enough on land at sea. It's very hard because every pixel is moving. You have waves. The horizon is moving, the skies moving, the ship is moving. And so trying to solve this problem is a completely new thing that's called maritime domain awareness on, and it's something that has never been done before. >>And what's the current status of the project? >>So wave been live for about four years now we have 100 sail drones were building one a day towards the goal of having 1000 which we covered all the planet in a six by six degrees squares on. We are operationally active in the Arctic in the tropical Pacific. In the Atlantic. We just circumnavigated Antarctica, So it's the thing. That's really it's out there. But it's very far from from from land, >>So the spirit of cloud and agility static buoy goes away. You want to put the sale drones out there to gather and move around and capture. >>That's what the buoy is. You know, a massive steel thing, which has a full mile long cable, and it's it's headed to the silo in a fix stations one point and the ocean goes by. You having and robots means that you can go where you know something interesting is happening where you have a hurricane where you might have an atmospheric river where you might have a natural catastrophe or man made catastrophe. So this intelligence of the platform is really important in the navigation. That platform requires intelligence. And on the other side, getting 1000 times more data allows you to understand things better, just like Michael is doing. >>It isn't a non profit of four profit venture. >>It's a for profit company. So we said raw data a fraction of the cost of existing solution to try to create this kind of transformative impact on understanding what's happening >>that's super exciting for all the maritime folks out there because I love the ocean myself. Henry, you you're tackling real big mission. How using technology. I can almost imagine the instrumentation must be off the charts. What's your opportunity? Looked like? A tech perspective >>s o The level of control we have in our farms is really unparalleled. Weaken tune Just about every parameter that goes into growing our plans from temperature humidity Co Two light intensity day night cycles list keeps going on. And so to do Maur with fewer resource is to grow Maurin our farms. We're doing something called science a scale where we can pull different levers and make changes to recipes in real time. And we're using a I tow, understand the impact that those changes have and to guide us going from millions of different permutations. Trillions of permutations, really too. The perfect outdone >>converging. You jittery? Look at the product outcome. You circle that dated back is all on Amazon >>way. Do operate on Amazon. Yeah, and we're using deep learning technology to analyze pictures that come from cameras all over our farms. So we actually have eyes on every single crop that grows in our facilities and So we process those, learn from the data and and funnel that back into the >>like, Maybe put more light on this or do that kind of make a just a conditions. Is that that thing? That's >>exactly it. And we grow lots of different types of plants. We grow butter, head lettuce, romaine, kale, spinach, arugula, basil, cilantro. So there's a lot of different things we grow, and each of them require different, different little tweaks here and there. Toe produced over the best tasting and most nutritious product. >>That's cool, Janet Space. Lastly, on one inspection, we're gonna live on Mars someday. So you might be a weather forecaster for what route to take to Mars. But right now, the practical matter is Israel correlation between these storms. What kind of data problem are you looking at? What is the machine learning? What are some of the cool things you're working on? >>It? We have a big date, a problem because storms of that magnitude are very rare. So it's hard for us to find enough data to train a I we can't actually train a we have to use, you know, learning that doesn't require us to train it, but we've decided to take the approach that these super storms are like anomalies on the normal weather patterns. So we're trying to use the kind of a I that you used to detect anomalies like people who are trying to break into to do bank fraud or, you know, do a Web server tax. We use that same kind of software to tryto identify anomalies that are the space weather and look at the patterns between sort of a normal, more of a normal storm and a space with a huge space weather event to see how they patterns. Comparing how you're amplifying the regular storm into this big Superstorm activity. >>So it sounds like you have to be prepared for identifying the anomaly. See you looking at anomalies to figure out where the anomaly might be ready to be ready to get the anomaly. >>Yeah, you look at the background, and then what sticks out of the background that doesn't look like the background is is identified as the anomaly. And that's the storms that air happening, which are quite rare, >>all three of you guys to do some real cutting edge cool projects. I guess my question would be for the folks that are putting their toe in the water for machine learning. They tend to be new use cases like what you guys are doing, whether it's just a company tryingto read, factor themselves or we become reborn in the cloud ran legacy stuff. When you hear it, Amazon reinvent. This is the big question for these folks that are here. You guys are on the front end of a really cool projects. What's your advice that the people are trying to get in that mindset? >>So I think I think you know the way the way to think about this is if you're good at something and if you think you have the solution for something, how can you make that a 1,000,000 times more efficient? And so the problem is, there's just not enough capacity in the world, usually to treat data sets that a 1,000,000 times larger. And this is where machine learning should be thought about it as an extension of what humans really good at using a pair of eyes, ears or whatever or the sense. And so in our case. For example, counting fish acoustician, train acoustician, look at sonar data and understand schools of fish and can recognize them. And by using this knowledge base, we can train machines to do this on a much grander scale. And when you're doing a much grander scale, you derive. Ah, holding tight to >>your point is that humans are critical. I'm the process. So scaling the human capabilities and maybe filling in another scale issues or >>that's what a machine learning is. It's the greatest enabler of our time. It enables us to do things which are impossible to do before because we just didn't have enough people to do them at scale. >>AKI is being able to ask questions, right? And so if you have the questions to ask, you can apply this technology in a way that's never really been before possible. >>You're Jake. >>Yeah, I am actually someone who didn't know anything about a Ira ml when I started. I'm on. I'm a research scientist. That space weather. So coming into this, I'm working with E m L Solutions Lab here and putting a I experts with with experts and space brother we're getting we're doing things that are gonna give us new advances. I mean, We're already seeing things we didn't know before. So I think that if you partner with people who really have strong a I knowledge, you can use your knowledge of science to really get to the really important issues. >>Okay, I have to ask the final lightning round question. What is the coolest thing that you've done with your project that you've either observed implemented? That is super cool. Super cool. What's the coolest thing >>well in in terms of us were using anomaly detection to identify storms and in the first round through it actually identified every single Superstorm, which was not the major super storms, but it did. But it also started identifying other anomalous events, and when you went looked at him, they were anomalous events. So we're seeing things. It's picking out the weird things that are happening in space weather. It's kind of exciting and interesting. >>I worked for a day with you. I would love to just leave these anomalies every what's the coolest thing that you've seen or done with your project? >>I think the fact that we've built our own custom hardware own camera systems, uh, and that we feed those through algorithms that tell us something about what's happening minute by minute with plans as they grow to see pictures of plants minute by minute, they dance and it's truly it's It's remarkable. >>Wow! Fascinating Machin >>We've counted every single fish on the West Coast, the United States, every single air from Canada to Mexico. I thought I >>was pretty >>good. I didn't think it was possible. >>Very cool. But what's the number? >>Yeah, If I could tell you, I would. But I'm not allowed to tell you the jam. >>And you know where the salmon are, where they're running all that good stuff. Awesome. Well, congratulations, You guys doing some amazing work is pioneering a great example of just what's coming. And I love this angle of making larger human impact using technology. Where you guys a shaping technology for good things. Really, really exciting. Thanks for coming on, John Kerry. We're here live in Vegas for re invent 2019. Stay with more coverage. Day three coming tomorrow back with more After this break, when a fake intel for making it all happened presented by Intel Without their sponsorship, we wouldn't be able to bring this great content. Thanks for watching

>>live from Las Vegas. It's the two covering AWS executive. Something brought to you by extension, >>everyone to the cubes. Live coverage of the ex Censure Executive Summit here at AWS. Reinvent I'm your host, Rebecca Knight, and we're kicking off two days off Walter Wall coverage here at the Accenture Executive Summit. Joining me today is Key Shore, Dirk. He is the global lead growth and strategy and Cloud Attic Center. Thank you so much for coming on the Q. Thank >>you. Thanks. Very nice to be here. I'm absolutely excited to be here on dhe love to talk to you about our new platform. >>Exactly. So the thing about Cloud and then this is this is really the topic of the day is that it presents this opportunity to drive innovation and power, business agility and to reduce costs and to streamline operations. But with that tremendous opportunity, there comes this really over abundance of choice. How? Let's before we start talking about your new platform, talk about how you think companies ought to start to think through these multiple decisions that they have to make when trying to decide the right cloud solution. >>If you know, we actually talked to our Lord for clients we work with. And when we actually looked at, you know, the cloud adoption among enterprise is only 20% of actually adopted cloud. 80% of the enterprises are looking to see how to leverage it. Now, when we talk to our own clients and then we figured out, you know that you know, what is it that is challenging them to get the cloud? And we also had, uh, data points, which existed A 2/3 of them are not seeing the full value off what they need to expect from the cloud. So these challenges were in front of us, and we really wanted to help our clients. And if you really look at the complexity that is that is there today in terms of choices, there are multiple options. Do I go public private hybrid and our clients a challenge. A paralyzed with all these choices. And how do I How do I build my enterprise? You know, earlier it was all about just infrastructure. They're not the enterprise applications went to cloud. Now they want to run their business in the cloud. If you're betting your business in the cloud. You really need to be sure it's not just a business, Lee deciding. I want to be in the cloud for this application. So when you have that strategic choice, you really need good advice and they're looking at us like, you know, Hey, sure, Help me, help me decide. Help me figure out the business case helped me plan. I need to see what are the options and what is the right choice for me. That's a plank. So that's where we're willing to help. And that's the context. And that's the genesis off. Why we thought about a platform like my name is about navigating this complex city. Life was simple earlier. Now >>it's a little bit >>complex, and we're helping you navigate that complex. >>So you've painted this picture of companies. As you said, only 20% have adopted the cloud. Many have yet to see value from it, and they are paralyzed by choice. So you've created my now tell us more about mine enough so one of our >>clients are all about I want to get this >>right the first time, >>so they have tried multiple times and and there's a reason why only 20% of their they've tried it multiple times. There had some challenges. Ah, lot off. Our clients want to get their data application aspect and strategy right for the cloud. They want to get the right solution there. Bean challenged with the right solution. What is it that is gonna be in the cloud, or is the architecture looked like? And they've not been able to visualize it until unless they put hundreds of people on the ground. You actually make it work if their performance challenges. So let me just step back a bit where, you know, you had your application running for 10 years, and suddenly you're taking to Cloud doesn't perform the same way in the cloud as it was performing in a data center. So these challenges are to be assimilated for our clients. So one of the aspects in supporting hundreds of people on the ground for 6 12 weeks, Why can't I do it in a day to figure out how to assimilate this and that is the power of minor were able to figure out the right architecture, the right solution, and simulate that for our clients to visualize, you know, think of it like you have a new home and you >>want to >>kind of figure out How does that new home look like? No. Does the kitchen look different? You want to visualize it? Would you go to a new home without a plan? Would you go to a new home without an architecture? And what if I can give you a three d simulation of how that whole plan looks like? My nap does that for you. My now helps you navigate through that architecture recommence the right solution. Then you can visualize. Oh, this is the right thing for me. Obviously, you have a lot of constraints. You gotta get your kitchen stuff, right? Bedroom stuff, right? How do you bundle things? Very similarly, Adi Bundle applications. How does it look there? And that's exactly what my numbers. >>I'm thinking about it in terms of the way that they trained pilots in this in the simulator atmosphere. So tell it, how does it work? So let me give >>you a gamut of things that we do. So a lot of clients asked me, Hey, you know, I'm talking about 80 person who are not in the cloud is their business case. So I had to give them a view off. Well, it all comes down to What is the financial financials off it? Is it the five year run? You know, Is it like, how much how much I'm going to say you're one? Is that your two year three? I was gonna back my bottom line. That's the first part. Then it comes down to who do I go? It, You know, what are the choices I have? Then it comes down to, you know, I'm taking my say enterprise application to cloud. What is the architecture looked like today? What is the architecture looked like in the cloud? And what is the architecture looked like two years down the line, which includes Arman increase customer base. I have tohave Ah, lot more users that are gonna be added to my enterprise application. I need to see what that architecture looks like. It's one click of a button. My now gives that to you. And a lot of my clients asked me how long is it gonna take? It's a very simple question, but then you gotta figure out how you bundled applications. How do you take the migration plan. Then you'll have some holidays where you don't want to do anything. You want to stop the business while they're doing your cloud migration. So we actually give you a migration plan coming out off. It is your what we call this bill of Materials. Essentially, this is exactly what you need for you to be in the cloud. That plan is what minor gives you. And then after that, you're gonna execute, and then we have ability to manage it through our management platforms. So minor helps you and therefore phases, which is discover, assess, architect and similar it and then you actually do the migration, and then you do the manage part. So the discover assets architects simulate, which is what I've been talking to you about today is what might have does. So it helps you discover the infrastructure aspect application aspect, date aspect it will assess based on your needs, what you need. Then it'll architect it for you, and it'll also assimilated for you. We have not had a platform that helps you simulate things in the cloud in applying conversations. So this is something that plane's value. I have a lot of planes across Jim, Japan, Spain, all over the world, reaching out saying, Hey, I really need help. This is exactly what I was looking for and that's that's how these time conversations are going for us. And they're like, I needed to be part off your core aspect, how you deliver these things. So that's how we do workshops with our clients. We can work with them and say, This is how we do this And once they get comfortable So the 80% of the people are waiting for some comfort level disk, Use them that comfortable that Yes, I know what I'm doing. These guys know what they're doing, and I feel I can go back and run my business there. >>So I mean, as you said, so many of them are paralyzed because they want to get it right the first time. So So my novice, really giving them the comfort level to make these decisions? Or are they then really, just understanding what they need and then how to think forward in terms of creating that plan. >>In Accenture, you have done 30,000 projects in the cloud. We know what is right. So based on our depository off projects that we have, we know which architectures work. So we >>have >>an artificial intelligence engine which actually sister these architectures and then recommends what is right for outlined. So essentially, the plants have, ah stronger affinity toe what works so essentially, when we recommend to them you're saying, Hey, you know, this is something that worked at this client E, which is what works a client. So we are reusing a depository off reliable, credible architecture that supports the current line needs from a depository of the existing what we call as working architectures that is out there and essentially this ability to kind of learn. Obviously we will work with the client. Things can still change, and then we can off make sure that the right thing goes into the depository, and the next time we come back and recommend toe the 3001st client, we know what works and that that's exactly the power off. It is the ability to learn ability to understand and ability to recommend. I'm just keeping it simple for our clients to understand so that they don't have toe get Swan with the complexity of cloud you just have to navigate this. >>I mean, it almost is the best practices machine in the sense that it really understands industry to industry, company to company, the right kinds of architecture. >>So, for example, in the business case, so we have reportedly off costs for all the different industries. So when my spin exceed, the benchmarking costs for airline industry is very different from the bench marking cost for utilities. So when I prepare a business case, I'm looking through the depository off my industry data that we are working with our clients based on that industry data actually build the business case. So it's not a business case just built on very much off a data center because the cost off employees the capital cost the operation was very different for different industries. So you lied to consider a 10 industry angle in terms of how you estimate the business case. Coming out of that, we have the ability to estimate so we also have aspects where a lot of clients don't have eight and weeks to decide. The board is asking them, Hey, what you gonna do? So we have the ability to have a business case for the strategy deals that we say, and we're able to very quickly revert back because we have a lot of repositories of data that we have with us. That helps in that conversation. >>So when time is of the essence, this is what matters. I read an article that you wrote recently for ex Center. I believe it was an ex center block where you talked about the hype around Cloud and how companies were so eager to get on board with Cut With Cloud because they wanted greater efficiency. They wanted to be able to innovate more quickly, and yet it wasn't happening right away. I'm I'm wondering, where is the mindset right now? Are our company's understanding now that it is going to take time to capture the benefits? Or how would you? How would you describe the client mindset? So I would say >>they're two different generations of planks, clients who are already there and clients for getting there. The planes are already there. We're looking at aspects of transformation elements. I want to do my eye. I want my data analytics in the cloud, so we're helping them. Its second generational elements of cloud It's not just about moving your application we're talking to them about, you know, how do you run your business in terms of recommendation engines that you have in the cloud? So what do you need for the evacuation? Cleansing off data elements off it, essentially taking your data to the cloud. Now there are first generation aspects who are almost around data center aspects. You know, they want to get rid of the data centers. They want to go into the cloud. So my now helps both of them. My never helps clients who are essentially navigating through the cloud for the first time gives the more confidence, and they have that kind of getting the help of our collective, which works. And for the first condition, clients were already there in terms of in the club. We're helping them transformative aspects in terms of future systems. What for your future systems looked like, and cloud is an enabler for it, whether it's boundary less adaptable are radically human element off what a new application would look like. A business would look like you need to have flowers, a foundation elements for those those clients are in the 20% You're telling them Hey, cloud, you're already in the foundational aspect of it. Now you need to build boundless applications. Now you need to build adaptable. Now you need to build radically human applications. So how do you build radical human applications? You gotta have the eye when you have to have a I you need to have data. How do you get data? You need to curate plans and basically capture the data that you need so that you can build a re engines on top. So those are different levels of conversation with different maturity off up lines. But we're happy to help them in either of the spectrum's, because a lot of our clients are looking at obviously vetting their business on the cloud now. So we are looking for strategic partners for reliable partners who understand that industry, and with 30,000 projects, we >>are we are >>helping our clients make those decisions. >>So beyond making sure that we're talking about the 80% that are not yet there but our but our curious cloud curious beyond getting mine off platform stat, What is your best advice for those companies right now? >>So what we tell her clients is that you need to look at the end to end aspect of cloud. Do not look at it as a single application going to cloud. So when we talk to our clients way, look at generation, they're doing a lot of the transformative elements is about future systems. We start our conversation around your future systems aspect off it, and then, obviously clouds and enabling element of foundation really meant to get you there. But then essentially, if you want to run your business in the cloud, least the things you need to do. So the transformative aspects is what our clients are willing to work with us. So we tell them, Don't just take it to the cloud just from a obviously cost perspective. Obviously, you will gain a lot from that. But you also need to look at what you want to do in the cloud. It's not just going through the cloud. What? What do you want to do in the cloud? >>Well, key. Sure. Those air. Great great words of advice. Thank you so much for coming on. The Cuba was a pleasure having you. >>Thank you very much. >>I'm Rebecca night. Stay tuned for more of the cubes. 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